Presentazione IBM Mobile Fisrt Solution all'evento SOIEL di Roma 2 luglio 2013

1. IBM MobileFirst
Multichannel customer experience management
Soiel Mobile Business Experience

2. Market evidence: multichannel customer journey
(vs. Company organization - CIO&CMO working together)
SMS
Magazine / Cat Magazine
Web -site shop
Promoter store
Posta ordinaria
e-Mail / Newsletter
Contact centre
No branded viral web -site
Mobile access web -site
Web -site blog / forum
Web -site contents
Incontro amica
Digital media nello store
Store
Store layout
Mobile - SMS
Magazine / Cat Magazine
Mobile - Web - site shop
Promoter store
Posta ordinaria
e-Mail / Newsletter
Contact centre
No branded viral web -site
Mobile access web -site
Web -site blog / forum
Web -site contents
Incontro amica
Digital media nello store
Store
Store layout
Vede la vetrofania
www.Cliente.it
Accede al sito e
sceglie la lingua
inglese
Cerca nel
forum
Richiede l ’invio
della newsletter e
del volantino
Utilizza shop
locator e guarda
le ricette
Si confronta con
una promoter
sulle offerte BIO
Accede alle
ricette BIO
salvate
Acquista dei prodotti
BIO e ne ordina altri
Viene avvisata via
SMS ed email del
tracking della
spesa
Legge
feedback
prodotti
Raggiunge l ’area dei
prodotti BIO del
punto vendita
Compara
prodotti
Crea lista
per la
prossima
ricetta BIO
!
!
!
!
!
!
!
Si iscrive
al gruppo
“BIO
cucina
Milano ”
!
!
Channel / Mode

3. Market evidence: companies start building the second
wave of multichannel strategies
From “buy an IOS app, buy a site” To “deliver integrated and sustainable experience”

4. Market evidence: hybrid / native…

5. Market evidence: hybrid & native right performance

6. Solution: IBM Mobile First
ibm.com/mobilefirstibm.com/mobilefirst

7. Platform
- IBM Customer
Experience Suite
- IBM Worklight for
Mobile Development
- IBM Rational Test
Workbench
Strategy and
Design Services
Development and
Integration Services
- IBM Mobile Maturity Model
- IBM interactive
- IBM Mobile Strategy Accelerator
- IBM Mobile Infrastructure Strategy & Planning
- IBM Network Infrastructure Services for Mobile
- IBM Mobile Application Development Services*
- IBM Application Innovation Services
SecurityManagement Analytics
- IBM TeaLeaf
CX Mobile
- IBM Coremetrics
Mobile
- IBM Endpoint
Manager for
Mobile Devices
- IBM Mobile
Enterprise
Services
- IBM AppScan
- IBM Security
Access Manager
for Cloud and
Mobile
IBM Mobile First: End to End Solution Portfolio

8. Provide a consistent integrated web exp.
across multiple channels (desktop browser,
smartphones, tablets, etc..)
Why?
Needed
Capabilities
Examples
Provide an experience that takes full
advantage of the device and its ecosystem
Leverage security and governance
Aggregate multiple applications
Content management
Personalized for roles
Role based access
Dedicated, task focussed app
Integrates with device capabilities
(e.g. camera)
App store presence
B2E
B2B
B2C
C2C
IBM Mobile First: converged on customer experience
Mobile ApplicationsMultichannel Web Sites

9. Providing a seamless, fully integrated, in-context experience – combining rich media, social,
and web content – for consumers, partners and employees using desktop browsers,
smartphones, tablets, etc.
Hot Topics:
Social Internet, Intranet, Extranets
Hybrid web applications, portlets,
widgets
Develop once, deploy everywhere
Seamless experience in every
touchpoint
Rule/Role based
Responsive Design, Device
Detection, Selective CSS
Streamline operations/costs
IBM Mobile First Platform - Customer Experience Suite

10. From the complexity of many… To the simplicity of one
Windows
Phone
AndroidApple Blackberry
Goes beyond mobile app UI creation to deliver mobile optimized, standards-based, middleware
and tools for enterprise-grade mobile applications, stores and services creation
IBM Mobile First Platform - Worklight
Windows
Phone
AndroidApple Blackberry

11. Hot Topics:
BYOD Multiple personas
Policy discrepancy
Detection and remediation
Massive scalability
Reporting in near real-time
Security certifications
Embedded cloud service
Multiplatform
Multi-tenancy
Allows organizations to manage phones and tablets, BYOD or Corporate owned, leveraging
the same infrastructure for desktops, laptops, and servers with specifics of unified user
compliance, enterprise app store, self-service portal, container integration, app white/black
listing.
IBM Mobile First Management – Endpoint Manager

12. Extends user access protection to mobile and cloud environments. It offers user authentication,
federated single sign-on (SSO) and risk scoring to help detect and prevent security breaches
and web fraud, plus context-based access management for mobile endpoints so that users
don't inadvertently expose sensitive IT assets in an insecure environment.
IBM Mobile First Security – Access manager Cloud & Mobile

13. Helps customers apply Individual lifetime analytics (qualitative, quantitative, real time) to their
mobile websites, native applications, and hybrid applications, including support for HTML5.
IBM Mobile First Analytics – TeaLeaf
Hot Topics:
A real time view/film about UX
Discover “why” mobile customers
succeed or fail
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

14. Scan equipment at client
sites
Access administrative
and technical
information
Find and fix location
discrepancies …
(logged at B, actually
located at A)
Call time-and-location
aware support
numbers, open support
tickets, view SLA
Ecommerce
integration: View
related products and
special offers –
place orders from
smartphone
View contract
terms, technical
and configuration
details
Transform processes for customer interaction - equipment lease management
IBM Mobile First - Reference

15. Challenges
TBC Corporation wanted to ensure that its customers had a
consistent experience whether they visited the company’s websites
from a PC or a mobile device.
Solution
TBC implemented IBM® Worklight software, which helps enable the
company to write a single instance of code that it can deploy on
multiple mobile device platforms, such as Android and Mac iOS.
Benefits
Significantly shortens the time to market for mobile applications
Supports a consistent user experience across channels and
platforms
Reduces the time and resources required for mobile application
development
“Our mobile application portfolio requires complete flexibility of the UI so
we can address customer needs in our user experience with total control.
The IBM Worklight platform allows us to manage that through standard
web development technologies.”
— John Anthony Capriotti, vice president for
e-commerce and web, TBC Corporation
TBC Corporation creates a consistent mobile user experience
IBM Mobile First software reduces time to market for mobile applications
IBM Mobile First - Reference

16. Perfecting the art of self-service. How self-service helped an airline transform their brand
IBM Mobile First - Reference
“With our multi-channel platform, we have reduced our check-in cost by
80%. What used to take us six to eight weeks to push a new release, now
we are able to do in 72 hours. Everything that has to do with development
in testing, we at least saved 50% of the time.”
— Patrice Ouellette, Director of Customer
Solutions and Innovations, Air Canada
Challenges
Air Canada put itself in the shoes of its customers and asked, “Why
are we doing this? Why is that process like this? Why is it taking so
long?” in order to determine what it could do to innovate and make
it simpler for them.
Solution
Multi-channel Mobile customer experience leveraging iPhone,
Blackberry and Mobile Web interfaces that use a common back-
end services layer built on SOA principles
Mobile Applications supporting 3 LOBs: Air Canada, Air Canada
Cargo, and Air Canada Vacations
Benefits
Approximate 80% reduction in per-check-in cost compared to
traditional counter check-in
Greater than 50% reduction in time required to launch new
services or channels through the reuse of existing service assets
Increased customer loyalty by virtue of more compelling and
“stickier” self-service options like real-time notification

17. Capital One has shipped industry-leading mobile capabilities and has many more on the way
IBM Mobile First - Reference
Challenges
Company estimated that up to 40 percent of its future business
would come from providing mobile accessibility to its products and
services. They sought a solution that would provide the scalability
needed to support high volumes of data, significant numbers of
users and a sizable development team.
Solution
Implemented IBM Worklight software to support its mobile-
application-development project. The Worklight software provides
the scalability the client needs to address the predicted increase in
data and user volumes anticipated once the project is completed.
Benefits
Able to develop mobile apps quickly and efficiently, supporting
future business growth at a lower cost than its previous provider
could offer.
Gained scalability to support higher data and user volumes once
the mobile apps were deployed.
“We utilize a hybrid/HTML5 approach to achieve our goals with Worklight
using web technologies (HTML, Java Scripting, CSS) everywhere we can,
and native code where we need to.”

18. Vi aspettiamo allo stand IBM:
Il team a vostra disposizione per contatti, Q&A:
Antonella Adamo / antonella.adamo@it.ibm.com it.linkedin.com/pub/antonella-adamo/3/a75/b02
Marco Mazza / marco_mazza@it.ibm.com it.linkedin.com/in/marcomazzaibm
Max Ardigo’ / max_ardigo@it.ibm.com it.linkedin.com/in/maxardigo
IBM Mobile First – People