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© 2013 IBM Corporation
A Strategic Guide to Enterprise Mobility
Dirk Nicol
Director – Practitioner Outreach and
Mobile Developer Community
IBM
2 2 © 2013 IBM Corporation
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
3 3 © 2013 IBM Corporation
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)
4 4 © 2013 IBM Corporation
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
5 5 © 2013 IBM Corporation
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, systems of engagement and
systems of record
• Omnichannel and iterative
• Re-imangined business models
6 6 © 2013 IBM Corporation
Examples: The TV Purchase
7 7 © 2013 IBM Corporation
Examples: “Show rooming”
8 8 © 2013 IBM Corporation
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
9 9 © 2013 IBM Corporation
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
Reaching the right customer at the right time with the next best action
10 10 © 2013 IBM Corporation
Vehicle Health
Monitor
The Digital Diagnosis
Engagement and
Loyalty
TBC Company
-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
11 11 © 2013 IBM Corporation
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
12 12 © 2013 IBM Corporation 11fig11
Reducing steps in daily tasks
Tesco Home
13 13 © 2013 IBM Corporation
Adding Social Insight
Waze
14 14 © 2013 IBM Corporation
Integrating into ones life style and a 360 degree experience
Withings
15 15 © 2013 IBM Corporation
Simplifying daily processes
Flywheel
16 16 © 2013 IBM Corporation
Mobile Business Transformation
• Prioritize on value ‒ Understand the individuals journey
‒ Reduce task steps
‒ Predict the next best action
• Focus on ‒ Context
‒ Engagement
‒ Intelligence
• Foundation ‒ Organizational and processes
‒ Iterate
‒ Choose the right technology capabilities
• Results ‒ Deeper relationship with customers
‒ Improve business processes
‒ More productive employees
‒ New business models
17 17 © 2013 IBM Corporation
Customer / User Journey Storyboard :: Meet Michael Gibbs
17
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.
18 18 © 2013 IBM Corporation
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
19 19 © 2013 IBM Corporation
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
20 20 © 2013 IBM Corporation
The IBM MobileFirst Development Lifecycle
Industrialize
Design & Develop
Obtain Insight
Manage
Deploy
Instrument
Integrate
Test
Scan & Certify
21 21 © 2013 IBM Corporation
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)
22 22 © 2013 IBM Corporation
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
23 23 © 2013 IBM Corporation
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
24 24 © 2013 IBM Corporation
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
25 25 © 2013 IBM Corporation
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
26 26 © 2013 IBM Corporation
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
27 27 © 2013 IBM Corporation
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
28 28 © 2013 IBM Corporation
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%
29 29 © 2013 IBM Corporation
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
30 30 © 2013 IBM Corporation
Worklight 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.
31 31 © 2013 IBM Corporation
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
32 32 © 2013 IBM Corporation
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
33 33 © 2013 IBM Corporation
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
34 34 © 2013 IBM Corporation
http://dirknicol.com
http://twitter.com/dirknicol
http://www.linkedin.com/in/dirknicol
blog
www.slideshare.net/nicold
35 35 © 2013 IBM Corporation
New Technology Previews
• Mobile Cloud Services
• BlueMix
• Project ICAP
• Open Cloud Architecture
• JazzHub
Ibm.com/developerWorks/labs
36 36 © 2013 IBM Corporation
© 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
37 37 © 2013 IBM Corporation
Mobile cloud services Reusable cloud services that can be shared across applications and channels
MyApp
Boarding
Store Card
Event
Coupon
Join the mobile cloud services community!
ibm.com/developerworks/community/groups/community/mobilecloudservices
•Engage in dialog with product teams and receive updates on mobile cloud
services
•Participate in early release programs!
Mobile Cloud Services are high-
value middleware capabilities
designed to be consumed by
mobile applications.
For example, a Passes service
would enable businesses to easily
engage with consumers by sending
them loyalty coupons, tickets, etc.
38 38 © 2013 IBM Corporation
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39 39 © 2013 IBM Corporation
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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.