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© 2013 IBM Corporation 1
IBM MobileFirst: Put your business in motion
© 2013 IBM Corporation 2 #IBMMobile
Mobile Is Everywhere 5 Trends with significant implications for the enterprise
Mobile is about transacting
96% year to year increase in mobile cyber Monday sales between 2012 and 2011
Mobile enables the Internet of Things
91% of mobile users keep their device within arm’s reach 100% of the time
Mobile is primary
90% of users use multiple screens as channels come together to create integrated experiences
Mobile must create a continuous brand experience
Global Machine-to-machine connections will increase from 2 billion in 2011 to 18 billion at the end of 2022
Insights from mobile data provide new opportunities
75% of mobile shoppers take action after receiving a location based messages
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© 2013 IBM Corporation 3 #IBMMobile
Imagine the Opportunities for a Mobile-First Organization
Leverage Industry
Transformations
Drive Revenue
and Productivity
Transform the
Value Chain
Deepen
Engagement
Deliver Contextually
Relevant Experience Customers
© 2013 IBM Corporation 4 #IBMMobile
Mobile brings new opportunities… Augmented reality, Context-relevant notifications, QR codes, Geo services, Maps integration…
© 2013 IBM Corporation 5 #IBMMobile
Mobile handset dominance keeps shifting
2001 Nokia 1995 Palm 500,000 units sold in 6mts.
70% market share
40% Market share of all
mobile phones
Fastest growing stock. 56%
of smartphones, 77% 3yr
CAGR (19.7% share in 10/11
2008 RIM Most valuable company in
the world, 27.3% of
US smartphones
2011 Apple
2015+ ?? 2013+ Android Has 43.7 of the US
smartphone market 10/11
© 2013 IBM Corporation 6 #IBMMobile
Smartphone OS distribution 2012
Source: http://www.thinkwithgoogle.com/mobileplanet/en
© 2013 IBM Corporation 7 #IBMMobile
Getting it right is difficult
Feb 2013
March 2012
© 2013 IBM Corporation 8 #IBMMobile
Can you trust your users and their apps?
© 2013 IBM Corporation 9 #IBMMobile
Mobile devices are shared more often
Mobile devices are used in more locations
Mobile devices prioritize the user
Mobile devices are diverse .
Mobile devices have multiple personas
Personal phones
and tablets
shared with family
Enterprise tablet
shared with co-
workers
Social norms of
mobile apps vs.
file systems
Work tool
Entertainment
device
Personal
organization
Security profile
per persona?
OS immaturity for
enterprise mgmt
BYOD dictates
multiple OSs
Vendor / carrier
control dictates
multiple OS
versions
A single location
could offer public,
private, and cell
connections
Anywhere,
anytime
Increasing
reliance on
enterprise WiFi
Conflicts with
user experience
not tolerated
OS architecture
puts the user in
control
Difficult to enforce
policy, app lists
Mobile Device Management & Security Challenges
© 2013 IBM Corporation 10 #IBMMobile
Cross-Platform
Development
Catalog
Management
App
Versioning Push
Notifications
Analytics
Connectivity
and
Integration
Security
~30%
~70%
Overall Effort
