Put Your Business in Motion. Become a Mobile Enterprise.
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1 #SmarterBiz
Put your business in motion. Become a
mobile enterprise.
Graham Churchill
IBM MobileFirst Solutions Leader
IBM Canada Ltd.
churchil@ca.ibm.com
Dare to enact original ideas
2 #SmarterBiz
5 Trends Impacting Business
Mobile is about transacting business96% year to year increase in mobile cyber Monday sales between 2013 and 2012
90% of users use multiple screens as channels come together to create integrated experiences
Mobile is driving a need for continuous brand experience
Insights from mobile data create new opportunities75% of mobile shoppers take action after receiving a location based messages
91% of mobile users keep their device within arm’s reach 100% of the time
Mobile is now a primary channel 1
4
3
Mobile enables the Internet of Things Global Machine-to-machine connections will increase from 2 billion in 2011 to 18 billion at the end of 20225
2
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Leading organizations see that mobile is fundamentally
altering how they compete
“Mobile is moving to a point where it is a fundamental way we do business.
The value proposition for mobile will be that it is embedded in what we do. In 5 –
10 years we will look back and wonder what all the fuss was.”
Director Strategy an Planning, Global IT, Automotive
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Leading organization are acting on the opportunity
Leverage Industry
Transformations
Drive Revenue and Productivity
Transform the
Value Chain
Deepen
Engagement
Deliver Contextually
Relevant Experience
BusinessCustomers Partners Employees
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Business to Consumer
• Improved customer satisfaction
• Deeper customer engagement and loyalty
• Increased sales through personalized offers
• Customer service
• Competitive differentiator
• Improve brand perception
• Deeper insight into customer buying behavior for up sell and cross sell
• Improved buying experience with mobile concierge services
Business to Enterprise
• Extend existing applications to mobile workers
• Increased worker productivity
• Faster business processing
• Increased employee responsiveness and decision making speed
• Reduced fuel, gas, or physical asset maintenance costs
• Increase revenue through sales engagements
• Resolve internal IT issues faster
• Reduce personnel cost (utilizing personal owned instead of corporate issued devices)
Two broad areas of focus
6 #SmarterBiz
Fragmentation of devices and platforms
Speed and frequent iteration of the mobile
lifecycle and continuous delivery
Connectivity to back-end systems
and cloud
Security to protect corporate data
and managing BYOD
Mobile Context taking advantage of unique
capabilities such as geo-location
Delivering high quality apps and rapidly incorporate customer feedback
Mobile has unique challenges
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Industry Solutions
IBM & Partner Applications
Application & Data Platform
Str
ate
gy &
De
sig
n S
erv
ice
s
Cloud & Managed Services
Devices Network Servers
De
ve
lop
me
nt &
Inte
gra
tion
Se
rvic
es
Management AnalyticsSecurity
Banking Insurance Transport Telecom GovernmentRetail Healthcare Automotive
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Spectrum of mobile app development approaches
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z
Operations
Back-end
Mobile apps need to go
deeper than front-end UI
Front-end
30% of the value
and effort is
visible
(mobile UI)
70% of the value
and effort
lies under
the surface
Short time to market
Web? Hybrid?
Native?
Teamwork
Industrialize dev
Integrate with SDLC
Ensuring continued
support in a quick-
changing
landscape
Track problems that
affect UX
Manage and
enforce app
versions
Security
Data
protection
Push
upgrades
App
security
User
authentication
User engagement
Connect to back-end
Efficient and flexible
push notifications
Offline availability
B2E app distribution
Track and leverage
location
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IBM Worklight FoundationAccelerate Web, Native, and Hybrid
Development• Rich infrastructure, enabling developer focus on business
• Preview, simulation, and testing tools for shortening
development lifecycle
• Mechanisms to industrialize app development
• Team work facilitation and development lifecycle tools
Facilitate App Security and Trust• Server-enforced authentication
• App authenticity and user-app-device binding
• Secure and syncable on-device storage
• App version enforcement
Engage Users with the Enterprise• Mobile-friendly enterprise integration
• Codeless integration
• Unified push and SMS notifications
• Geo-location and context collections and intelligence
Support Mobile Operations• Operational analytics with efficient data acquisition
• Offline and online event management integration
• Remote user and app control without MDM
"Best Mobile Development Solution"as voted by SIIA members for 2013 CODiE Awards
IBM Worklight Foundation: Speeding the development, integration and
management of mobile applications
“Best Enterprise Mobility Application Development Platform"
by Compass Intelligence for 2014 Mobility Awards
“IBM Worklight goes beyond mobile app UI
creation. It delivers mobile-optimized,
standards-based, middleware and tools for
enterprise-grade mobile applications and
services creation.”
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The IBM Worklight PlatformIntegrated mobile app development with continuous delivery
Application Center
Quality AssuranceApplication
Scanning
Development Continuous Delivery
Studio Console
Server Runtime
Application ScanningDetect code vulnerabilities at the
time of development
Quality AssuranceCollect beta test feedback, crashes
and analyze user sentiment
FoundationDevelopment, Runtime, Operations
Console & Private Store
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Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties,
expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose
Magic Quadrant for Mobile Application
Development Platforms
Ian Finley, Van L. Baker, Ken
Parmelee, David Mitchell Smith, Ray
Valdes, Gordon Van Huizen
Aug 7, 2013
This Magic Quadrant graphic was published by
Gartner, Inc. as part of a larger research note and
should be evaluated in the context of the entire
report. The full report is available at
http://ibm.co/13TU2Dm
Gartner has recognized IBM as a leader in the Magic Quadrant for
Mobile Application Development Platforms
“As unprecedented numbers of
enterprises build mobile applications,
the mobile application development
platform market continues to grow and
evolve rapidly.”
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VIDEO - ClickSoftware: “You write your code in HTML 5, Java
and that’s it, the rest of it is being taken care by Worklight ”– Moshe BenBassat, CEO, ClickSoftware
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MobileApplications
(Web, Hybrid, Native)
MultichannelWeb Browser
A complete mobile strategy needs to consider all channels
MobileWeb
Browsers
Smartphone
• Aggregate multiple
applications
• Content management
• Personalized for roles
• Take full advantage of the device
and its ecosystem
• Dedicated, task focused app
• Integrates with device
capabilities (e.g. camera)
• App store presence
Desktop
Tablet
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IBM WebSphere Portal Framework – Delivers multichannel content and
experiences
• Aggregate and Integrate with your back-end
content, including Web content management
• Provide single client record
• Allow seamless migration between web
browser channels
• Personalize to a user's role, preferences, and
behavior across channels and devices
• Provide authentication across channels
• Support end-user customization
• Measured and optimize using analytics
• Be aware of what device is requesting
information
• Adapt presentation and functionality
according to the device
One common framework for multichannel, multi-device web
browser experiences
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Multichannel Web Experiences - ThemesLook and Feel
Page Navigation
Page Layout
Control the look and feel, page navigation and layout of a web experience
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Responsive Web Design
Web design that automatically responds to the resolution, device, orientation
Flexible images and elastic layouts
Different views enabled via CSS media queries
What is it?
Single site/theme/content for multiple devices
Provides optimal web experience
Enhanced usability
Future proof
What are the benefits?
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IBM Worklight and IBM WebSphere Portal work together
Native Container
Web Content
Native Container
Web Content
Device Capabilities
Device Capabilities
IBM WorklightAccess devices specific
capabilities (camera, contacts, etc...)
App Store PresenceApplication management
Mobile Notifications
WebSphere PortalUI, application(s),
content, Access to Portal services
(roles, personalization, customization)
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IBM MobileFirst application life cycle
OperationalizeIntegrated DevOps
for Mobile
Develop
Obtain Insight
Manage
Deploy
Instrument
Integrate
Test
Scan & Certify
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Costly, error prone manual and duplicative
processes
CHALLENGES
Instability due to managing multiple configurations and
versions
Slow deployment to development and test
environments
Operations/Manufacturing &
Support
Software & Product
Development
Customers Line of Business/Product Managers
Why organizations are unable to deliver software effectively
Knight Capital lost
$440 million in 45
minutes due to a mis-
configured release
A bad software upgrade
at RBS Bank left
millions unable to access
money for 4 days
New Zealand’s biggest
phone company, Telecom
paid out $2.7 million to
47,000 customers after a
software glitch
1 2 3
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IBM UrbanCode release and deploy solutions
• IBM UrbanCode Deploy orchestrates and
automates the deployment of applications,
middleware configuration, and database changes
into development, test and production
environments.
• IBM UrbanCode Release transforms error-prone
and chaotic release planning into streamlined
release events
• UrbanCode solutions help clients:
Reduce errors:
Improve productivity:
Faster time-to-market:
Compliance and auditability:
Versioned Artifacts
QAEnvironment
Production Environment
Development Environment
Artifacts Artifacts Artifacts
Execute Against Execute Against Execute Against
QARelease
ProductRelease
Development Release
Application Blueprint
22 #SmarterBiz
DevOps for MobileAccelerate Delivery focusing on quality and user experience
One-star ratings kill companies. A fickle user base with
many competing options makes reacting to feedback
essential. Continuous Feedback and Optimization using
Tealeaf helps monitor user sentiment and usage, letting
teams react to poor feedback before it spirals
Build DeployFunctional
TestAcceptance
TestApp Store
RTW Mobile
IBM Build Forge
IBM UrbanCode Deploy IBM UrbanCode Release
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UrbanCode solutions deliver measureable business results
International Investment FirmDriving Down Costs
Release process required considerable effort
and delayed by manually-introduced errors
Solution: Automated release process
Results: Cost avoidance of over $2.3M/year,
reduced release time from 2-3 days to
1-2 hours and virtually eliminated test team
down-time
Higher EducationSpeeding Time-to-Market
Agile development teams constrained by
slow deployment to dev and test environments
Solution: Accelerate deployment by enabling
development teams to self deploy with
automation
Results: Deployments cut from hours
to minutes and a greater number
of servers with fewer resources
SaaS Software ProviderReducing Risk
Difficulty managing multiple customer configurations
and versions of software deployed across servers
Solution: Automate managing configuration and
version deployment
Results: Execute customer specific releases,
reduced deployment outages by over 90%
Online RetailerSpeeding Time-to-Market
Significant delays getting application
changes to production
Solution: Scaled up continuous deployment
Results: Deployment time reduced by
over 95% with easy scale and deploying
to over 250 servers within 2 months
of implementation
24 #SmarterBiz
25% of mobile apps are used only once
25 #SmarterBiz
IBM Tealeaf CX MobileVisibility into the customer mobile experience to improve conversions and grow revenue
Automatically detects customer
struggles, obstacles or issues
Drills down into actual user
behavior, complete with
gestures
Translates customer feedback
into actionable improvements
Correlates customer behavior
with network and application
data
26 #SmarterBiz
IBM Tealeaf heatmaps and link analytics
Actionable usability analytics for
mobile web w/ cxOverstat
Heatmap
Link Analytics
Form Analytics
Attention Map
Attention MapsLink Analytics
Form Analytics Heat Maps
27 #SmarterBiz
IBM Tealeaf enables Herbalife to
extend customer experience
optimization to the fastest growing
segment - mobile
Challenges To maintain strong growth while delivering
world-class customer experience online
including mobile channel, Herbalife needs a
solution that allows them to solve customer
struggles quickly and efficiently.
Solution Deployed IBM Tealeaf CEM solutions to provide
complete insight into customer online behaviors
including mobile channel
Benefits Herbalife uncovered 20 to 30 significant issues
effecting 1-15% of its users.
Uncovered and fixed a cookie issue that
effected $38.5 to $123.2 million in orders from
booking over the year
Allowing Herbalife to be strategic and proactive
in adapting the site to the ever changing
customers’ needs
“I thanked my CFO for letting us buy Tealeaf, this is the
single best IT investment we ever made. Most tools when
we buy them we are lucky if we get 30% of the ROI we
anticipated, in the first year we got 100% of the ROI and
more!”
Chris Morris, Senior VP of Distribution Herbalife
28 #SmarterBiz
Great mobile apps engage usersIBM Customer Engagement Management (formerly Xtify)
Marketer Customer
Collectdata that augments each
customer profile
Analyzedata to find actionable
insights
Decideon the best interaction for
each customer
Delivermessages, content and
offers and capture reactions
Managebudgets and processes
and measure results
• Mobile Push
Messaging
• Passbook/Wallet
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1. Encourage app usage
Xtify use cases for retail
Native Simple Push and SMS Messaging
30 #SmarterBiz
Rich Push Notifications and Inbox
1. Encourage app usage
2. Introduce new promotions or products
Xtify use cases for retail
31 #SmarterBiz
1. Encourage app usage
2. Introduce new promotions or products
3. Overcome cart abandonment
Xtify use cases for retail
In-AppNotifications
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1. Encourage app usage
2. Introduce new promotions or products
3. Overcome cart abandonment
4. Deliver customerservice messages
Xtify use cases for retail
App Push or SMSPush Messaging
33 #SmarterBiz
Xtify enables multiple levels of customer engagement
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Government Retail
Financial
34
Xtify usage spans a variety of industries*
*Other industries include publishing, CPG, and more
Create a reliable communications channel for service alerts and promotional messages. For example, customer statements, past due messages and delinquency status.
Enables traditional, online and mobile retailers to send highly relevant offers, product information and service alerts directly to their customers' smartphone and tablet applications - even when the app is closed.
Enables travel brands to send highly relevant messages directly to their customers' smartphones and tablets at the right time and in the right place. Travelers can be targeted with content before, during and after a trip.
Create a reliable communications channel for service alerts and important messages. For example, constituents can be sent civic alerts and status notices.
Travel & Hospitality
35 #SmarterBiz
Mobile apps aggregate business function from many sources
36 #SmarterBiz
The convergence of Mobile, Cloud, Social and Analytics is fueling
hyper-growth of API-centric, business as-a-service economies
Exploding and Interconnected
Digital Universe
33% of all new business
software spending will be
Software as a Service
1 billion
workers
will be
remote or
mobile
1 trillion connected
objects (cars,
appliances,
cameras)
1B Mobile
Internet users
30% growth of
3G devices
Embracing New Technologies,
Adopting New Business Models
Mobility
Cloud / Virtualization
Social Business
Bring Your
Own IT
Large existing IT
infrastructures
with a globalized
workforce, 3rd
party services,
and a growing
customer base
30 billion RFID tags
(products,
passports,
buildings,
animals)
37 #SmarterBiz
Companies need to put in place a complete API management strategy
Addressing both API creation and consumption
Creation Consumption
• Assembly• Transformation• Rationalization
• Discovery• Composition• Deployment
Assets & Services
Application End Points
Grow revenue through
new channels
Deliver a differentiated
customer experience
External APIs
Partner APIs
Internal APIs
38 #SmarterBiz
38
Share with developers
3
Create, assemble and define an API
1
Manage growth & analyze results
4
Secure & scale the API
2
IBM API ManagementA Complete API Management Solution
39 #SmarterBiz
“Companies need tools and expertise to manage and integrate APIs, leverage location intelligence and customer data, and then seamlessly extend their services to reach their customers via the cloud and mobile devices,”
Roger Pilc, Chief Innovation Officer for Pitney Bowes.
Pitney Bowes extends its business with IBM API Management
40 #SmarterBiz
1. Think of Mobile as a primary channel
2. Integrate Mobile as a core part of your business processes
3. Exploit Mobile’s differences – everywhere access, engagement, etc.
4. Look at how Mobile and APIs can help you execute a new business strategy
5. Prepare now – put in place a platform to help you execute your mobile strategy
6. Consider IBM as your Mobile partner.
How to become a mobile enterprise
41 #SmarterBiz
© 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
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