Mobile Strategy Guide

© 2013 IBM Corporation

A Strategic Guide to Enterprise Mobility

Dirk Nicol

Director – Practitioner Outreach and Mobile

Developer Community

IBM

Session: 1551

2 2 © 2013 IBM Corporation

Please Note

IBM’s statements regarding its plans, directions, and intent are subject to change

or withdrawal without notice at IBM’s sole discretion.

Information regarding potential future products is intended to outline our general

product direction and it should not be relied on in making a purchasing decision.

The information mentioned regarding potential future products is not a

commitment, promise, or legal obligation to deliver any material, code or

functionality. Information about potential future products may not be incorporated

into any contract. The development, release, and timing of any future features or

functionality described for our products remains at our sole discretion.

Performance is based on measurements and projections using standard IBM

benchmarks in a controlled environment. The actual throughput or performance

that any user will experience will vary depending upon many factors, including

considerations such as the amount of multiprogramming in the user’s job stream,

the I/O configuration, the storage configuration, and the workload processed.

Therefore, no assurance can be given that an individual user will achieve results

similar to those stated here.


Agenda

• Elements of a Mobile Strategy

• Mobile opportunities and challenges

• Mobile transformation and examples

• IBM’s MobileFirst portfolio

• Moving forward


Introducing the Mobile Enterprise

• The next era of computing

• Builds on previous era’s

• Fundamentally different ‒ Consumerization of IT

‒ BYOD

• Alters the relationship with

you customer


Defining Business Value

Business to Consumer

• Improve customer satisfaction

• Deeper customer engagement and loyalty

• Drive increased sales through Personalized offers

• Customer service

• Competitive differentiator

• Improve brand perception

• Deeper insight into customer buying behavior for up sell and cross sell

• Improve in store experience with mobile concierge services

Business to Enterprise

• Increase worker productivity

• Improved claims processing

• Increase revenue through sales engagements

• Extend existing applications to mobile workers and customers

• Increase employee responsiveness and decision making speed

• Resolve internal IT issues faster

• Reduce personnel cost (utilizing personal owned instead of corporate issued devices)


Mobile Challenges

• Higher expectations of user experience and quality

• Highly fragmented set of mobile devices and platforms lacking portability

• Testing and deployment becomes a major challenge

• Mobile landscape evolves at a much faster pace requiring more frequent updates

• Mobile security and management

• Threats, Data Loss Protection (DLP), Networks, Mobile Device Management (MDM)

• New engagement model


Mobile Transformation

• App revolution: Context, Intelligence,

Engagement

• The mobile app enters into our daily lives

to help at the moment of need

• Shift of power to the individual but

opportunity for a deeper relationship

• Systems of Interactions

‒ SoCloDaMo and Extending systems of

record

• Omnichannel and iterative

• Re-imangined business models


Examples: The TV Purchase


Examples: “Show rooming”


Embracing mobile to win

Customer

creates profile

of preferences

Points mobile

phone’s video

camera at

products

App returns

ranking based on

customer

preferences and

also offers, price

matching, loyalty

program and

promotions


Customer would opt into

the program

Customer swipe card at a

coffee shop

Visa knows the customer

has a love for apparel

Incremental sales lift of

109% for the Gap / Visa

program

Visa knows there is a Gap

store within the mall

where you purchased the

coffee

Visa will send you a

message to get 20-30%

off a Gap purchase

Visa

11fig2

Reaching the right customer at the right time with the next best action


Vehicle Health

Monitor

The Digital Diagnosis

Engagement and

Loyalty

Tire and Battery Company (TBC)

-Rainy day fund

-Roadside assistance

-Reward program

-In store or on device

time saving an education

-Sales associates gets

from behind the counter

-Service explorer

-Where are you in your

ownership lifecycle


Adding Social Insight

Waze


Integrating into ones life style and a 360 degree experience

Withings

15 15 © 2013 IBM Corporation 11fig11

Reducing steps in daily tasks

Tesco Home


Simplifying daily processes

Uber


Using context to add value

Governed Policy

Context: On site inside the ER, on the hospital network, authorized doctor on shift

Function: All app features

Data: Full data access and storage

Security: Single-factor authentication

Context: At coffee shop, on an unsecured network, authorized doctor on call

Function: Designated features only

Data: Specific encrypted data

Security: Two-factor authentication


Mobile Business Transformation

• Prioritize on value ‒ Understand the individuals journey

‒ Reduce task steps

‒ Predict the next best action

• Focus on ‒ Context

‒ Engagement

‒ Intelligence

• Foundation ‒ Organization processes

‒ Iterate

‒ Choose the right capabilities

• Results ‒ Deeper relationship with customers

‒ Improve business processes

‒ More productive employees

‒ New business models


Customer / User Journey Storyboard :: Meet Michael Gibbs

19

User Journey Map

Journey maps visually illustrate a customer's processes, needs, and perceptions over the course of their relationship with your company.

Journey Maps are used to plan customer experience projects and to communicate the goals of these projects with the rest of your

organization.

A journey map effort gives you an understanding of the breadth of your customers’ interactions — from the perspective of the customer.


Organizing around a mobile strategy

1. Define mobile team structure and leadership.

2. Define value goals. What will drive value?

3. Define value indicators and value measurements. What does the customer

want to accomplish?

4. Choose an approach: Define functional patterns and capabilities.

5. Assess gaps: Use a mobile technology framework to assess gaps.

6. Define an overall roadmap and plans based on a mobile framework.

7. Assess against measurements then adjust approach and improve functional

capabilities.

The right technology platform choice is critical


IBM MobileFist

• A comprehensive

product portfolio for

delivering on a mobile

strategy

• End to end set of

capabilities and services

that will allow you to

differentiate

• Allow you to start where

you are today, move

quickly, learn from your

customers and improve


The IBM MobileFirst Development Lifecycle

Industrialize

Design & Develop

Obtain Insight

Manage

Deploy

Instrument

Integrate

Test

Scan & Certify


The IBM MobileFirst Development Lifecycle

Industrialize

Design & Develop

(IBM Worklight)

Obtain Insight

(IBM Tealeaf)

Manage

(IBM Endpoint Manager)

Deploy

(IBM Worklight)

Instrument

(IBM Tealeaf)

Integrate

(IBM Cast Iron)

Test

(IBM Worklight &

Rational Team

Workbench)

Scan & Certify

(IBM Security AppScan)


What’s new in IBM Worklight 6.0

Embedded functional testing: Record test cases and play back on multiple devices

Geo-location toolkit for managing and synchronizing mobile geo data

Analyze app usage and responsiveness, with seamless upgrade to marketing insight

delivered through IBM Tealeaf customer experience analytics

IBM Worklight Mobile application platform to speed development and ongoing

management of mobile apps

Standards-based cross

platform mobile app

development

Connect and synchronize with

back-end systems

Governance and security at

the application, network and

data layer


Application runtime Cross-platform services for the mobile channel (including client and server components). Client APIs available for both pure native as well as hybrid development

IBM Worklight: An Overview

Studio Leading tools for cross-platform hybrid development that maximize code reuse and enable per-device optimization

Operational console Operational management for deployments, version enforcement, and infrastructure access. Operational analytics provide real-time insight into application usage

Application center A cross-platform private mobile application store focused on the needs of a development organization or a team


Rich Page Editor (WYSIWYG UI Construction)

• Eclipse perspective for

Worklight projects.

• Optimized layout for

hybrid app development

• Rich page editor: drag-

and-drop, palette of

components, properties

view, beautified outline,

and raw editable source

code

• Changes to code

automatically

apparent in rich page

editor, and vice-versa,

for quick development


IBM Worklight 6.0 Improve quality & time-to-value with industry-first integrated functional testing for mobile apps

Comprehensive, complete, resilient functional testing

Android and iOS, Native and hybrid

Record, edit, and run on mobile devices

Same test runs across multiple devices

Natural language scripts can be used by

developers and non-developers alike

Streamlined, four-step process

1. Record

2. Author

3. Playback

4. Report

Deliver consistently high

quality across

your mobile app portfolio


IBM Worklight 6.0 Transform business processes with geo-location toolkit

Automatic

Check-In

....

....

....

SMS, Push

Example: Geo-enriched

hotel check-in experience

At point A, initiate automated check-in

A

Challenges of geo-location

Multiple geo modalities–Requires both GPS and WiFi sampling and interpolation

Resource intensive –Continuous polling strains network and battery resources

Enterprise integration – Meaningful action requires context from back-end systems

New toolkit makes geo-location practical

Efficiently collect geo-location data (both GPS and WiFi)

Set policies for acquiring geo data and sending it in batch

Trigger business actions when user reaches a point of interest, or enters/exits a region

Server-side logic enables meaningful reaction to important geo events


IBM Worklight 6.0 Gain insight with industry-first mobile analytics

Easily instrument mobile apps Analyze app usage and responsiveness– with

upgrade to marketing insight

Capture analytics that cross between the mobile

application and the server

Implementation on the Mobile Device Embeds IBM Tealeaf data collection library for

efficient collection and streaming of relevant

information

Implementation on the Worklight Server Log exceptions, security issues, and generic log

messages.

APIs to log activities and location information

Easily upgrade to Tealeaf server for complete UX

analytics

Data is stored in a new analytics repository BIRT based reports available for backward

compatibility

Analytics

Repo.

Worklight

Server

Server Data

Client Logs

Interact with

the data

Collect, compress and

stream important

information


IBM Worklight Forrester Consulting finds Five-Year Risk-Adjusted ROI of IBM Worklight to be 363%!

Source: ―The Total Economic Impact Of IBM’s Worklight Platform‖, a commissioned study conducted by Forrester Consulting on behalf of IBM.

Published April 2013.

Study available soon at ibm.com/mobilefirst


IBM WebSphere Cast Iron Cloud Integration Simple and flexible integration for all connectivity projects, allowing you to

rapidly integrate SaaS and back-end systems with mobile apps

Simple and flexible, user-friendly,

wizard-based, “configuration, not

coding” architecture

Bidirectional connectivity and

business logic to increase data

quality and streamline business

processes

Centralized monitoring for all

integration projects

Simple back end connectivity with WebSphere Cast Iron and IBM Worklight

WebSphere Cast Iron Worklight adapter expedites mobile applications connectivity

challenges.

Can be extended with native connectors and template integration processes (TIP’s) to

connect mobile apps to backend & cloud systems, reducing project costs up to 80%


IBM Security

AppScan

IBM Security AppScan Identify vulnerabilities in web and mobile application source code

Native Android and iOS application support

Better vulnerability detection from:

Risk assessment of over 40,000 APIs

Full call and data flow analysis for Java, JavaScript, Object-C (Mac OS X)

Provides identification of sensitive data leak sources

Helps reduce malware susceptibility of mobile apps

What’s new in IBM Security AppScan V8.7

Native support extended for iOS to accelerate enterprise usage

Enhanced support for JavaScript analysis in hybrid mobile apps

Out-of-the-box support for IBM Worklight built apps to incorporate context aware risk-

based access


Application Center

The Worklight Application Center

enables companies to easily set

up an enterprise app store for their

enterprise and development

teams.

• The Application Center provides: ‒ Administrators with fine-grained

control over the distribution of

mobile apps across the

enterprise, including ACL and

LDAP support;

‒ Employees with a central location

for the latest apps needed by their

department and optimized for their

device;

‒ Developers with an easy way to

distribute mobile builds and elicit

feedback from development and

test team members.


IBM Endpoint Manager Single Console Management & Security of ALL Employee Devices

What’s new in IBM Endpoint Manager for Mobile Devices V2.2

Deployment, configuration, and management of 3rd party container technologies from

the Endpoint Manager console

Manage and secure assigned devices from anywhere with administration capabilities in a

web console

Unified device management

Integrated management of containerization

technologies

App deployment and management

Single-device views and near-real time data

integrated with Service Desk & CMDB

Self-service portal for locating, securing lost

devices

Seamlessly move mobile apps from

development with Worklight to production

deployment with IBM Endpoint Manager


IBM Tealeaf CX Mobile Visibility into the customer mobile experience to improve conversions

and grow revenue

Automatically detect customer

struggles, obstacles or issues

Drill down into actual user

behavior, complete with gestures

Translate customer feedback into

actionable improvements

Correlate customer behavior with

network and application data

What’s new in IBM Tealeaf CX Mobile V8.7

Capture and high-fidelity replay of mobile gestures on iOS and Android-based devices

Analyze mobile user behaviors and quantify business impact of user struggles

Add-on Heatmap, Link Analytics, Form Analytics, and Attention Map analytics for mobile-

web applications – automatically instrumented in IBM Worklight


New Technology Previews

• Project ICAP

• Mobile Cloud Services

• Open Cloud Architecture

• JazzHub

Ibm.com/developerWorks/labs


Mobile Strategy Guide

• Chapter 1, Introducing the Mobile Enterprise.

• Chapter 2, Defining Business Value

• Chapter 3, Mobile Business Challenges

• Chapter 4, A Mobile Strategy Framework

• Chapter 5, Mobile Development

• Chapter 6, Mobile Security and Management

• Chapter 7, Mobile Business Transformation

• Chapter 8, Planning a Mobile Project

• Chapter 9, SoCloDaMo (Mobile + Cloud + Social + Big Data

• Chapter 10, International Considerations

• Chapter 11, Case Studies and Mobile Solutions

• Chapter 12, Moving Forward

Buy today at the IMPACT books store


Book Signing

May 1st 3:15 at the IBM

Bookstore

http://dirknicol.com

http://twitter.com/dirknicol

http://www.linkedin.com/in/dirknicol

blog

http://dirknicol.com/



http://www.linkedin.com/in/dirknicol


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© Copyright IBM Corporation 2013. All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have

the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities

referenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, Rational, the Rational logo, Telelogic, the Telelogic logo, and other IBM products and services are trademarks of the International Business Machines

Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others.

Learn more at: www.ibm.com/mobilefirst

http://www.ibm.com/mobilefirst


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• If the text contains performance statistics or references to benchmarks, insert the following language; otherwise delete:

Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will

experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage

configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.

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Please Note

IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without

notice at IBM’s sole discretion.

Information regarding potential future products is intended to outline our general product direction and it

should not be relied on in making a purchasing decision.

The information mentioned regarding potential future products is not a commitment, promise, or legal

obligation to deliver any material, code or functionality. Information about potential future products may not

be incorporated into any contract. The development, release, and timing of any future features or

functionality described for our products remains at our sole discretion.

Performance is based on measurements and projections using standard IBM benchmarks in a controlled

environment. The actual throughput or performance that any user will experience will vary depending upon

many factors, including considerations such as the amount of multiprogramming in the user’s job stream,

the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can

be given that an individual user will achieve results similar to those stated here.