driving customer value in an increasingly competitive landscape for mobile applications
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Driving Customer Value in an increasingly competitive landscape for mobile applicationsTRANSCRIPT
®
IBM Software Group
© 2011 IBM Corporation
Driving Customer Value in an increasingly competitive landscape for mobile applications!
September 14th, 2011
Presented by: Roger LeBlanc & Thomas Lonnegren - IBM
IBM Software Group | Rational software
22Innovation for a smarter planet
Agenda
Trends in Portfolio Management
Where to go for more info
1
4
2 Product ManagementGoing Agile
3 Capability Overview
An increasingly challenging market place
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33Innovation for a smarter planet
The WOW Factor!
of world’s population has a mobile phone75%
Processing Power>
Apollo 11 Lunar LanderSource: NASA
Today’s SmartphoneHTC Hero shown
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Markets are becoming…………….
SMALLER. FLATTER. SMARTER.
Markets are becoming GLOBAL
Customers want specific product & feature variants CUSTOMIZED
And product lifecycles are becoming shorter AGILITY
…………….and we need to deliver the right products to the right markets at the right time
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Software is the “Invisible Thread” of Today’s Solution Innovation
Megapixel Cameras
Radio and Power Mgmt
Digital Voice & Audio
Protocols GPS
App StoreNavigation and Geo-location
Emergency Services
System of Systems
Systems Engineering
Compliance and Auto-Provisioning
Software-intensive
Subsystems
User Interface and application mgmt
IP multi-media systems Voice-Data Integration
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What are some of the main challenges?
TimeCas
h Fl
ow
+
-
Rapid Erosion
Higher Peak Sales
Quicker Product Uptake
Faster Time to Market
Product LifecycleOld LifecycleNew Lifecycle
Managing the Product Lifecycle
Is your innovation based upon
market trends ?
does your market see the value in your portfolio of offerings?
Has engineering translated
market features into technical requiremetns?
Are you constantly engaging your market to understand their satisfaction and gain their idea
inputs?
Bringing the right products to the right market & the right time
Can you plan your portfolio roadmap so you don’t have any revenue delays?
Are you in control of your portfolio on the market?
2
4 1
Managing the Portfolio
Have you captured your market and clients needs?
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Understanding your customer needs by using PPM
Product & Portfolio Management concerns itself with prioritization of customer needs which is critical given the large amount of functionality requested and the need for coherent product lines.
Evolving Device Product Lines Increasing Variation in Mobile Device Usage
Product & Portfolio Management
Communication & Collaboration
Mobile Commerce Health & Wellness
IP based Media & Entertainment
Location based services
Lifecasting
Model-Driven Development
Cross-device App Development
Configuration & Change Management
Product Line Management
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Focal Point Enables Innovation
Business Feasibility
Technical Feasibility
Market Opportunity
Idea Synthesis /
Concept Development
Market Intelligence
Develop Launch Sustain / Retire
Business Gate
Launch Gate
Market Gate
Portfolio Assessment
Product Planning
Product Execution
Product Launch
Product Success
Until Focal Point, innovation has not been technology-enabled:
Innovation is the driver for mobile development
e.g. new sensors applications can use - NYT article 5/19 - the sensors are coming
Idea Gate
Business and Technology Risk
Resources and costs
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Product Portfolio Management
Analyze and strategically balance capital and resource allocations across the
enterprise portfolio
Connect directly with customers and
partners and engage them in setting
direction and priorities
Product Management
Idea Management
Portfolio Management
Market Management
Program Management
Manage product plans, Tech roadmaps, offerings, editions, and scope of requirements
Manage initiatives and programs that span multiple
products and product lines
Manage ideas – big or small - from inception to market execution
Define, predict & manage financial business cases across the lifecycle of the
product & portfolio
$
Customer Segments
Market Driven Offerings “Understand”“Govern”“Control”
Manage Market & Technical requirement across their lifecycles and capture the right features into
variable product lines
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Agenda
Trends in Portfolio Management
Where to go for more info
1
4
2 Product ManagementGoing Agile
3 Capability Overview
An increasingly challenging market place
IBM Software Group | Rational software
1111Innovation for a smarter planet
The complex telco ecosystem
11
EnterprisesCommunication
Services Providers
Content Providers
Consumers
Mobile Devices
Network Equipment Providers
OS Platform Providers
ChipsetProviders
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Integrated Technology Roadmap
Q1 Q2 Q3 Q4
Chipset release
OS release
Internal SW release 2.x 3.0 4.0
Screen technology
Transmission
Product X Product Y Product Z
3.x 4.0
Alfa Beta
3-D
3G
Single core
Super 4G-LTE
Gamma
High resolutionGood resolution
Dual core
4G/LTE
Graphic accelerator
Content/Apps 3-D gamingTVMedia
What if....• OS release Beta is delaying a specific feature?• we want to introduce Product Z to support the 3-D gaming in Q3?
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Agile product managementTraditional release planning and execution
Capturing req’s/epics and planning the content
Def
inin
g re
leas
e co
nten
t
Development & testing
Several development projectsAgile, incremental or waterfall
Delivery and sales
Agile product management and release planning
3 - 6 months
Architecture & platform requirements
Mandatory req’s and customer commitments
Capturing req’s/epics and planning the release content
Def
inin
g th
e re
leas
e co
nten
Defining the contentfor the first part
Defirning the content for the second part
Defining the contentfor the third part
Defiining the content for the fourth part
Results:• Delaying decision points
• Increased flexibilty• Reduced time to market
• Reduced need for change management• Accurate planning
•Supports an end-to-end agile process
IBM Software Group | Rational software
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Agenda
Trends in Portfolio Management
Where to go for more info
1
4
2 Product ManagementGoing Agile
3 Capability Overview
An increasingly challenging market place
IBM Software Group | Rational software
1515Innovation for a smarter planet
The IBM Value Proposition
Role based composable views for Portfolio Managers, Product Manager, Development Mgrs and BU Executives
Collaborative real time data views in template dashboards for business intelligence & governance
Portfolio information on hand with a search engine Reduce manual creation of information using home
grown tooling Reduce IT cost due to point integrations and legacy
maintenance support Helping your organisation bring the right product, to
the right market, to the right time
We work with clients who see the business value in a long term vision for using a state of the art workbench for portfolio and product Mgt
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Role based Dashboards; Portfolio, Product and Release Managers
Information and processes aligned to what I need!
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Role based Dashboards; Workflow driven Dynamic Views
Drill-downs into detailed supporting data.
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Product Definitions, Descriptions and AttributesCapabilities, Markets, Releases, Costs, Geographies
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Product Definitions, Descriptions and AttributesCapabilities, Markets, Releases, Costs, Geographies
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Competitive Analysis and Market Segmentation
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Product Financial Contribution; Target vs Actuals, Market Share, Geographical
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Project Investments and Financial Contribution; Business Case Planning, Review and Approval
Financial Risk; Sensitivity Analysis
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Idea Assessment and RankingRisk scorecard, Alignment with strategies
Prioritization and Value Maximization
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Release Planning and Sequencing Capacity Supply and Demand
Drill down into Features and User Requests
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Agenda
An increasingly challenging market place
Where to go for more info
1
4
2 Product ManagementGoing Agile
3 Capability Overview
IBM Software Group | Rational software
2626Innovation for a smarter planet
Additional ResourcesFor additional information on the IBM Rational solutions please refer to the following websites:
IBM Rational Product, Project and Portfolio Management:http://www-01.ibm.com/software/rational/offerings/ppm/
IBM Rational Portfolio Management: http://www-01.ibm.com/software/rational/offerings/ppm/portfolio.html
IBM Rational Product Management: http://www-01.ibm.com/software/rational/offerings/ppm/product.html
IBM Rational Project Management: http://www-01.ibm.com/software/rational/offerings/ppm/project.html
IBM Rational Performance Measurement and Managementhttp://www-01.ibm.com/software/rational/offerings/ppm/performance.html
IBM Rational PPM library (datasheets, demos, whitepapers, etc)http://www-01.ibm.com/software/rational/offerings/ppm/library.html
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IBM Software Group | Rational software
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