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MCA 2013 - IBM - Peter Leijten
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MCA 2013 - IBM - Peter Leijten



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  • 1. © 2013 IBM Corporation1IBM MobileFirst:Put your business in motion
  • 2. © 2013 IBM Corporation2 #IBMMobileMobile Is Everywhere5 Trends with significant implications for the enterpriseMobile is about transacting96% year to year increase in mobile cyber Monday sales between 2012 and 2011Mobile enables the Internet of Things91% of mobile users keep their device within arm’s reach 100% of the timeMobile is primary90% of users use multiple screens as channels come together to create integrated experiencesMobile must create a continuous brand experienceGlobal Machine-to-machine connections will increase from 2 billion in 2011 to 18 billion at the end of 2022Insights from mobile data provide new opportunities75% of mobile shoppers take action after receiving a location based messages14352
  • 3. © 2013 IBM Corporation3 #IBMMobileImagine the Opportunities for a Mobile-First OrganizationLeverage IndustryTransformationsDrive Revenueand ProductivityTransform theValue ChainDeepenEngagementDeliver ContextuallyRelevant ExperienceCustomers
  • 4. © 2013 IBM Corporation4 #IBMMobileMobile brings new opportunities…Augmented reality, Context-relevant notifications, QR codes, Geo services, Maps integration…
  • 5. © 2013 IBM Corporation5 #IBMMobileMobile handset dominance keeps shifting2001 Nokia1995 Palm500,000 units sold in 6mts.70% market share40% Market share of allmobile phonesFastest growing stock. 56%of smartphones, 77% 3yrCAGR (19.7% share in 10/112008 RIMMost valuable company inthe world, 27.3% ofUS smartphones2011 Apple2015+ ??2013+ AndroidHas 43.7 of the USsmartphone market 10/11
  • 6. © 2013 IBM Corporation6 #IBMMobileSmartphone OS distribution 2012Source:
  • 7. © 2013 IBM Corporation7 #IBMMobileGetting it right is difficultFeb 2013March 2012
  • 8. © 2013 IBM Corporation8 #IBMMobileCan you trust your users and their apps?
  • 9. © 2013 IBM Corporation9 #IBMMobileMobiledevices areshared moreoftenMobiledevices areused in morelocationsMobiledevicesprioritize theuserMobiledevices arediverse.Mobiledevices havemultiplepersonas Personal phonesand tabletsshared with family Enterprise tabletshared with co-workers Social norms ofmobile apps vs.file systems Work tool Entertainmentdevice Personalorganization Security profileper persona? OS immaturity forenterprise mgmt BYOD dictatesmultiple OSs Vendor / carriercontrol dictatesmultiple OSversions A single locationcould offer public,private, and cellconnections Anywhere,anytime Increasingreliance onenterprise WiFi Conflicts withuser experiencenot tolerated OS architectureputs the user incontrol Difficult to enforcepolicy, app listsMobile Device Management & Security Challenges
  • 10. © 2013 IBM Corporation10 #IBMMobileCross-PlatformDevelopmentCatalogManagementAppVersioningPushNotificationsAnalyticsConnectivityandIntegrationSecurity~30%~70%Overall Effort