Put Your Business in Motion. Become a Mobile Enterprise.
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Put Your Business in Motion. Become a Mobile Enterprise.



Graham Churchill, IBM MobileFirst Solutions Leader challenges organizations to capitalize on the competitive advantage of becoming a mobile-enabled business. ...

Graham Churchill, IBM MobileFirst Solutions Leader challenges organizations to capitalize on the competitive advantage of becoming a mobile-enabled business.

Presented at the #SmarterBiz Summit in Vancouver, BC on July 11, 2014.

For more information, contact Churchill[at]ca.ibm.com



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Put Your Business in Motion. Become a Mobile Enterprise. Presentation Transcript

  • 1. 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. 2 #SmarterBiz 5 Trends Impacting Business Mobile is about transacting business 96% 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 opportunities 75% 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
  • 3. 3 #SmarterBiz 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
  • 4. 4 #SmarterBiz Leading organization are acting on the opportunity Leverage Industry Transformations Drive Revenue and Productivity Transform the Value Chain Deepen Engagement Deliver Contextually Relevant Experience Business Customers  Partners  Employees
  • 5. 5 #SmarterBiz 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. 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
  • 7. 7 #SmarterBiz Industry Solutions IBM & Partner Applications Application & Data Platform Strategy&DesignServices Cloud & Managed Services Devices Network Servers Development&IntegrationServices Management AnalyticsSecurity Banking Insurance Transport Telecom GovernmentRetail Healthcare Automotive
  • 8. 8 #SmarterBiz Spectrum of mobile app development approaches
  • 9. 9 #SmarterBiz 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
  • 10. 10 #SmarterBiz 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.”
  • 11. 11 #SmarterBiz The IBM Worklight Platform Integrated mobile app development with continuous delivery Application Center Quality Assurance Application Scanning Development Continuous Delivery Studio Console Server Runtime Application Scanning Detect code vulnerabilities at the time of development Quality Assurance Collect beta test feedback, crashes and analyze user sentiment Foundation Development, Runtime, Operations Console & Private Store
  • 12. 12 #SmarterBiz 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.”
  • 13. 13 #SmarterBiz 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
  • 14. 14 #SmarterBiz Mobile Applications (Web, Hybrid, Native) Multichannel Web Browser A complete mobile strategy needs to consider all channels Mobile Web 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
  • 15. 15 #SmarterBiz 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
  • 16. 16 #SmarterBiz Multichannel Web Experiences - Themes Look and Feel Page Navigation Page Layout Control the look and feel, page navigation and layout of a web experience
  • 17. 17 #SmarterBiz 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?
  • 18. 18 #SmarterBiz IBM Worklight and IBM WebSphere Portal work together Native Container Web Content Native Container Web Content Device Capabilities Device Capabilities IBM Worklight Access devices specific capabilities (camera, contacts, etc...) App Store Presence Application management Mobile Notifications WebSphere Portal UI, application(s), content, Access to Portal services (roles, personalization, customization)
  • 19. 19 #SmarterBiz IBM MobileFirst application life cycle Operationalize Integrated DevOps for Mobile Develop Obtain Insight Manage Deploy Instrument Integrate Test Scan & Certify
  • 20. 20 #SmarterBiz 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
  • 21. 21 #SmarterBiz 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 QA Environment Production Environment Development Environment Artifacts Artifacts Artifacts Execute Against Execute Against Execute Against QA Release Product Release Development Release Application Blueprint
  • 22. 22 #SmarterBiz DevOps for Mobile Accelerate 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 Deploy Functional Test Acceptance Test App Store RTW Mobile IBM Build Forge IBM UrbanCode Deploy IBM UrbanCode Release
  • 23. 23 #SmarterBiz UrbanCode solutions deliver measureable business results International Investment Firm Driving 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 Education Speeding 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 Provider Reducing 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 Retailer Speeding 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. 24 #SmarterBiz 25% of mobile apps are used only once
  • 25. 25 #SmarterBiz IBM Tealeaf CX Mobile Visibility 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. 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. 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. 28 #SmarterBiz Great mobile apps engage users IBM Customer Engagement Management (formerly Xtify) Marketer Customer Collect data that augments each customer profile Analyze data to find actionable insights Decide on the best interaction for each customer Deliver messages, content and offers and capture reactions Manage budgets and processes and measure results • Mobile Push Messaging • Passbook/Wallet
  • 29. 29 #SmarterBiz 1. Encourage app usage Xtify use cases for retail Native Simple Push and SMS Messaging
  • 30. 30 #SmarterBiz Rich Push Notifications and Inbox 1. Encourage app usage 2. Introduce new promotions or products Xtify use cases for retail
  • 31. 31 #SmarterBiz 1. Encourage app usage 2. Introduce new promotions or products 3. Overcome cart abandonment Xtify use cases for retail In-App Notifications
  • 32. 32 #SmarterBiz 1. Encourage app usage 2. Introduce new promotions or products 3. Overcome cart abandonment 4. Deliver customer service messages Xtify use cases for retail App Push or SMS Push Messaging
  • 33. 33 #SmarterBiz Xtify enables multiple levels of customer engagement Broadcast Narrowcast 1:1 Cast Exclusive for App Users Betsey Johnson Too Too Get it now! Click Shop Sephora below and get extra bonus points. New York City Women Need Brazilian Peels This 30% glycolic acid treatment is just right for those winter winds…. Get it now at Times Square or Soho or click Shop Sephora now. TARTE AMAZONIAN CLAY 12-HOUR BLUSH Just for you, with your #7 skin type and #A hair, this blush will compliment that eye-shadow you bought last week! Stop in now while you’re nearby our Soho store
  • 34. 34 #SmarterBiz 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. 35 #SmarterBiz Mobile apps aggregate business function from many sources
  • 36. 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. 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. 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 Management A Complete API Management Solution
  • 39. 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. 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. 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