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Why Mobile will Change your Business - Parmelee


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How you can change your business through mobile development

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Why Mobile will Change your Business - Parmelee

  1. 1. © 2014 IBM Corporation IBM Mobile Development: Why Mobile Will Change Your Business Ken Parmelee Business Development Executive and Program Director, MobileFirst
  2. 2. © 2014 IBM Corporation 2 Leading organizations see that mobile will fundamentally alter how organizations compete “Mobile will get to the 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
  3. 3. © 2014 IBM Corporation 3 Mobile app revenue – 68% of mobile monetization Source: Global Mobile App revenue per Strategy Analytics
  4. 4. © 2014 IBM Corporation 4 Mobile usage up 25% Source: Statcounter, 5/14
  5. 5. © 2014 IBM Corporation What kind of apps are people building? Catamaran set out to help consumers find in- network services, manage their prescriptions, and find generic drug alternatives. As a bulk shipping company, CSX profitability depends on highly efficient operations and timely pickup and delivery of bulk cargo and coordination of container delivery and pick-up at its rail yards.
  6. 6. © 2014 IBM Corporation What kind of apps are people building? Air Canada rouge became the first carrier in North America that allows passengers to be entertained on their own wireless devices with onboard content. The airline saves fuel from lower weight and reduces system installation and maintenance costs. Allstate Dealer Services needed a mobile sales enablement tool that streamlined the paperwork involved when on-boarding car dealerships to sell their products. Dealers can now start selling Allstate insurance over 70% faster.
  7. 7. © 2014 IBM Corporation What kind of apps are people building? Mobile traffic grew to 39.7% of all online traffic, an increase of 34% over Black Friday 2012. Mobile sales were also strong, reaching 21.8% of total online sales, an increase of nearly 43% year- over-year. The Ottawa Hospital created a care management platform, improving coordination of and visibility into changing patient and hospital conditions, allowing practitioners to collaborate and spend more time with patients.
  8. 8. © 2014 IBM Corporation What kind of apps are people building? Ministry of Railway in China supports 1.93 billion passengers with a peak travel team of 267 million in Chinese new year. They are embracing mobile tech to purchase & manage ticketing Elmec needed to enable their mobile workforce to be more efficient in managing their IT equipment lease business
  9. 9. © 2014 IBM Corporation 9 What makes companies Leaders in mobile The study represents 601 mobile strategy experts Research was conducted by IBV and Oxford Economics in 1Q13 • Leaders build apps that unlock core business knowledge for mobile uses: • They excel 2:1 at integrating existing systems with mobile and are more effective with app security than non-leaders (82% vs 51% of others). • Leaders secure and manage the mobile enterprise to optimize performance: • They are more than twice as likely to adopt BYOD programs, and excel at data security (90% leaders vs 55% others), and at ensuring network capacity (80% leaders vs 48% others). • Leaders use insights to engage their customers wherever they are: • They are twice as effective at taking action based on mobile data. • Leaders are using mobile to fundamentally transform the way they do business: • They are twice as likely to realize ROI from mobile initiatives.
  10. 10. © 2014 IBM Corporation 10 Mobile is not just a new kind of development, it’s a new architecture Devices Smartphones, Tablets, Desktop PCs Interaction Layer Provide Channel-Optimized User Experiences Composition Layer Provide Channel-Independent Services Back-end Services Enterprise Systems, Third-party Services • Have to “layer” in value • Apps must be written with use context as primary consideration • Logic and process are executed where critical • Development becoming more composition and less coding • Many services available to quickly add advanced capabilities • Direct integration to backends creates brittle apps Gordon Van Huizen- Gartner
  11. 11. © 2014 IBM Corporation 11 Top challenges 49 percent of companies struggle to manage change associated with employees using mobile devices 53 percent of companies struggle to implement end-to-end mobile security solutions 54 percent of companies struggle to integrate mobile applications with existing systems *2013 IBM Institute for Business Value Study, “The Upwardly Mobile Enterprise” Device ManagementSecurityIntegration
  12. 12. © 2014 IBM Corporation 12 IBM MobileFirst enterprise app life cycle solutions Operationalize Integrated DevOps for Mobile Develop Obtain Insight Manage Deploy Instrument Integrate Test Scan & Certify
  13. 13. © 2014 IBM Corporation The MobileFirst Application Development portfolio: Three essential ingredients to building apps A platform to secure your apps, manage their lifecycle, and integrate them into the enterprise Cloud APIs that can be glued together to quickly create new apps at scale Synchronized data across devices that can scale to meet mobile demand IBM Worklight BlueMix Mobile Services Cloudant
  14. 14. © 2014 IBM Corporation Systems of Interaction Summit 2014 © 2014 IBM Corporation14 6 Industry Solutions IBM & Partner Applications Banking Insurance Transport Telecom GovernmentRetail Healthcare Automotive Application & Data Platform Strategy&DesignServices Cloud & Managed Services Devices Network Servers Development&IntegrationServices Management AnalyticsSecurity Multi-channel development with Worklight
  15. 15. © 2014 IBM Corporation What’s in IBM Worklight Foundation? Formerly IBM Worklight 6.2 Studio Leading tools for native and hybrid development that maximize code reuse, accelerate development, and promote team work Operational Console UI for deployment, management, and real-time operational analytics, push notifications Runtime Client APIs for native, hybrid and web apps Server Gateway for engagement, security and analytics DeliveryDevelopment Application Center A non-MDM, cross platform private mobile application store Accelerate Web, Native, and Hybrid Development • Rich infrastructure, enabling developer focus on business logic • Preview, simulation, and testing tools for shortening development lifecycle • Mechanisms to industrialize app development 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 • Integrate with the enterprise & codeless access to systems • 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
  16. 16. © 2014 IBM Corporation Composition of Apps- BlueMix A rich set of mobile ready APIs that you can mix and match to power your App Run Code The developer can chose from multiple language runtimes or bring their own. Just upload your code and go. Store Data he developer can store data in the cloud as a service easily without needing to administer the databases. Cloud Integration Build hybrid environments. Connect to on- premises systems of record plus other public and private clouds. Expose your own APIs to your developers. Built on IBM SoftLayer Runs on top of IBM’s leading infrastructure as a service. A catalog of developer friendly APIs (IBM & third party) with mobile SDKs, that can be composed into new and existing mobile apps. Configure and manage through the BlueMix portal. Mobile API Catalog Web Data Big Data & Analytics Inte- gration and MoreCategories
  17. 17. © 2014 IBM Corporation 17 Scaling to test- Mobile Testing “Being agile, we are developing tests as we write our code, so automating the functional tests of our mobile apps and using them for regression on multiple platforms makes our team much more productive!” - Mobile developer. Different forms • Automated testing of mobile app functionality from the device to systems of record • Manual testing still a requirement to catch interaction issues • Live testing on devices from field and device clouds • Performance testing on the device as well as volume and stress testing the architecture. Shift mobile testing to the left: Test earlier, more often, for less.
  18. 18. © 2014 IBM Corporation Systems of Interaction Summit 2014 © 2014 IBM Corporation 18 Understand your users- Tealeaf Analytics Visibility into the customer mobile experience to optimize app design 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 IBM Tealeaf CX Mobile  Analyze mobile user behaviors  Aggregate captured replay of mobile gestures on iOS and Android-based devices  Add-on Heatmap, Link Analytics, Form Analytics, and Attention Map analytics for mobile-web apps
  19. 19. © 2014 IBM Corporation Typical issues • Performance • Non-intuitive UX • Network • OS upgrades • Weak value How do you get ahead of issues • Hire professionals- for concept and UX • Use a flexible architecture- handles disconnects and outages on backend as well as volumes • Design app for use while disconnected • Test for connectivity states • User sentiment– mine app ratings and reviews to respond to issues before they go viral • Over the air app distribution – get the latest in the hands of testers as soon as it is available • Frictionless bug reporting – spend every minute on testing latest and greatest builds, not the hassles • In-app crash reporting – rapid understanding of why an app fails •Updated xx-xx-12 Resolving issues before you lose - Quality Assurance Slow reaction to app issues loses users who will trash your reputation
  20. 20. © 2014 IBM Corporation Systems of Interaction Summit 2014 © 2014 IBM Corporation Systems of Interaction Summit 2014 © 2014 IBM Corporation20 Engage your Customers-Xtify Fine-tuned segmentation for personalized mobile campaigns  Guided message creation  Drag and drop targeting with dynamic content insertion and event triggers  Set behavior-based campaign rules  Advanced customer segmentation  Tailor messages to individual clients  Segment on demographics, location, device, recent activity, CRM data, etc.  Notification campaign analytics  Gain insight into customer responses  Fine-tune successive campaigns Using Xtify with Worklight, enterprises can enhance their brands and maximize ‘opt-ins’ by sending personalized context-aware messages to customers via their apps or Web sites -- at the right time, in the right place, and with the most relevant content
  21. 21. © 2014 IBM Corporation 21 Real Security is not Just Device and App Management Device Security Content Security Application Security Transaction Security Security Intelligence Security Intelligence Enterprise Applications and Cloud Services Identity, Fraud, and Data Protection Content Security Application Security Transaction Security Device Security DATA Personal and Consumer Enterprise
  22. 22. © 2014 IBM Corporation IBM MobileFirst Studios Collaborate and experiment to become an agile, mobile enterprise Skilled resources in key markets that provide local depth, expertise and training  Showcase MobileFirst industry solutions and services  Introduce clients to mobile innovations from research, software innovation and design labs  Alter thinking, spark reinvention of process to shift / transform from traditional business models to agile, mobile enterprises What’s New :  Collaborative and experiential spaces for side-by-side work with IBM and clients to build and protect their mobile enterprise, engage with their clients, and transform thru process re-invention
  23. 23. © 2014 IBM Corporation 23 Mobile Requires New Skills, Services, Processes and Technologies Strategy & Design Implementation & Architecture Deployment & Operations UX design and psychology Artistic design Process re-engineering Design & programming B2E mobile strategy Mobile testing including tools and services Consumer services (e.g., mapping, context, marketing, m-payment ...) Hosting-applications, Web adaptation, cloud services Application stores Analytics and metrics Telecom services Messaging & notification Specialist implementation services (e.g., UX review) Typically internal Typically external Typically mixed internal/external API management B2C mobile strategy Marketing & advertising partners
  24. 24. © 2014 IBM Corporation User Expectation Drives Outcome • Beauty can be ruined by complexity • Value of look should not be ignored, but ranks third to right features and ease of use. • Know your consumer and how they will use your app • Must get agile. Stagnant apps lose users • Leading companies moving to JIT feature testing
  25. 25. © 2014 IBM Corporation
  26. 26. © 2014 IBM Corporation Enterprise gaps to the increased adoption of iOS-based solutions CIO concerns How do I minimize risk related to leaks of corporate data? How do I integrate applications with my enterprise? How do I demonstrate productivity increases from the IT investment to the business? Developers extensions to iOS Enterprise cloud storage: Enable sharing of app data and documents between devices and users by extending iOS APIs. Enterprises control data and run analytics against all content. Security: Leverage MDM to activate the iOS mechanisms for device protection, insert data protection controls, and enable internal distribution of applications throughout their lifecycle Mobile integration: System connectors, enterprise authentication framework, and server side business logic enable developers to quickly access systems, combine data, and deliver it to the app Workflow: Developers can easily connect interactions on a device (widgets, extensions, and apps), across devices and between users into a business process Analytics: Developers can access corporate data & reports to enable workers to get the instant insights they need for productive workflow 1 2 3 4 5
  27. 27. © 2014 IBM Corporation The MobileFirst Platform for iOS will be marketed as a set of solutions today that address these pains Enterprise Cloud Storage Based on Cloudant 1 Security Based on MaaS360 2 Mobile Integration Based on BlueMix Cloud Integration and Worklight Foundation3 Workflow Based on BlueMix Workflow and Worklight Foundation4 Analytics Based on Cognos Mobile 5 • Store app data and documents in a fully managed database as a service that can be restricted to a single organization’s data on bare metal servers in client-specified geographies • Leverage iOS conventions for higher developer productivity • Manage enterprise mobile devices, users and data • Streamline distribution and policy management. • Leverage context from iOS to increase security of the data, applications and transactions. • Seamlessly tie mobile apps to enterprise data and security • Leverage cloud hosted logic to integrate data from multiple back end sources, while keeping all devices in sync • Simplify enterprise integration for iOS developers • Simplify solution-building by leveraging workflow to tie together process steps with context, users and devices • Help iOS developers scaffold lightweight business processes quickly and provide integration to full-BPM suites • Provide analytics on key business metrics to end users on their mobile devices to accelerate decision making • Simplify developer steps to include enterprise analytics into key iOS capabilities like notifications
  28. 28. © 2014 IBM Corporation 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 “As unprecedented numbers of enterprises build mobile applications, the mobile application development platform market continues to grow and evolve rapidly.” Gartner has recognized IBM as a leader in the Magic Quadrant for Mobile Application Development Platforms
  29. 29. © 2014 IBM Corporation 29 Industry Recognition for IBM MobileFirst
  30. 30. 1 Download the IBV mobile study: Join the conversation and learn more: (#IBMMobile) 2 3 Three Ways to Engage with IBM MobileFirst Sign up for a free Mobile Agenda Workshop
  31. 31. © 2014 IBM Corporation 31 © 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: