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Guide to building a mobile strategy and summary of new IBM MobileFirst products
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Mobile Strategy Guide
1.
© 2013 IBM
Corporation A Strategic Guide to Enterprise Mobility Dirk Nicol Director – Practitioner Outreach and Mobile Developer Community IBM Session: 1551
2.
22 © 2013
IBM Corporation Please Note IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion. Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.
3.
33 © 2013
IBM Corporation Agenda • Elements of a Mobile Strategy • Mobile opportunities and challenges • Mobile transformation and examples • IBM’s MobileFirst portfolio • Moving forward
4.
44 © 2013
IBM Corporation Introducing the Mobile Enterprise • The next era of computing • Builds on previous era’s • Fundamentally different ‒ Consumerization of IT ‒ BYOD • Alters the relationship with you customer
5.
55 © 2013
IBM Corporation Defining Business Value Business to Consumer • Improve customer satisfaction • Deeper customer engagement and loyalty • Drive increased sales through Personalized offers • Customer service • Competitive differentiator • Improve brand perception • Deeper insight into customer buying behavior for up sell and cross sell • Improve in store experience with mobile concierge services Business to Enterprise • Increase worker productivity • Improved claims processing • Increase revenue through sales engagements • Extend existing applications to mobile workers and customers • Increase employee responsiveness and decision making speed • Resolve internal IT issues faster • Reduce personnel cost (utilizing personal owned instead of corporate issued devices)
6.
66 © 2013
IBM Corporation Mobile Challenges • Higher expectations of user experience and quality • Highly fragmented set of mobile devices and platforms lacking portability • Testing and deployment becomes a major challenge • Mobile landscape evolves at a much faster pace requiring more frequent updates • Mobile security and management • Threats, Data Loss Protection (DLP), Networks, Mobile Device Management (MDM) • New engagement model
7.
77 © 2013
IBM Corporation Mobile Transformation • App revolution: Context, Intelligence, Engagement • The mobile app enters into our daily lives to help at the moment of need • Shift of power to the individual but opportunity for a deeper relationship • Systems of Interactions ‒ SoCloDaMo and Extending systems of record • Omnichannel and iterative • Re-imangined business models
8.
88 © 2013
IBM Corporation Examples: The TV Purchase
9.
99 © 2013
IBM Corporation Examples: “Show rooming”
10.
1010 © 2013
IBM Corporation Embracing mobile to win Customer creates profile of preferences Points mobile phone’s video camera at products App returns ranking based on customer preferences and also offers, price matching, loyalty program and promotions
11.
1111 © 2013
IBM Corporation Customer would opt into the program Customer swipe card at a coffee shop Visa knows the customer has a love for apparel Incremental sales lift of 109% for the Gap / Visa program Visa knows there is a Gap store within the mall where you purchased the coffee Visa will send you a message to get 20-30% off a Gap purchase Visa 11fig2 Reaching the right customer at the right time with the next best action
12.
1212 © 2013
IBM Corporation Vehicle Health Monitor The Digital Diagnosis Engagement and Loyalty Tire and Battery Company (TBC) -Rainy day fund -Roadside assistance -Reward program -In store or on device time saving an education -Sales associates gets from behind the counter -Service explorer -Where are you in your ownership lifecycle
13.
1313 © 2013
IBM Corporation Adding Social Insight Waze
14.
1414 © 2013
IBM Corporation Integrating into ones life style and a 360 degree experience Withings
15.
1515 © 2013
IBM Corporation 11fig11 Reducing steps in daily tasks Tesco Home
16.
1616 © 2013
IBM Corporation Simplifying daily processes Uber
17.
1717 © 2013
IBM Corporation Using context to add value Governed Policy Context: On site inside the ER, on the hospital network, authorized doctor on shift Function: All app features Data: Full data access and storage Security: Single-factor authentication Context: At coffee shop, on an unsecured network, authorized doctor on call Function: Designated features only Data: Specific encrypted data Security: Two-factor authentication
18.
1818 © 2013
IBM Corporation Mobile Business Transformation • Prioritize on value ‒ Understand the individuals journey ‒ Reduce task steps ‒ Predict the next best action • Focus on ‒ Context ‒ Engagement ‒ Intelligence • Foundation ‒ Organization processes ‒ Iterate ‒ Choose the right capabilities • Results ‒ Deeper relationship with customers ‒ Improve business processes ‒ More productive employees ‒ New business models
19.
1919 © 2013
IBM Corporation Customer / User Journey Storyboard :: Meet Michael Gibbs 19 User Journey Map Journey maps visually illustrate a customer's processes, needs, and perceptions over the course of their relationship with your company. Journey Maps are used to plan customer experience projects and to communicate the goals of these projects with the rest of your organization. A journey map effort gives you an understanding of the breadth of your customers’ interactions — from the perspective of the customer.
20.
2020 © 2013
IBM Corporation Organizing around a mobile strategy 1. Define mobile team structure and leadership. 2. Define value goals. What will drive value? 3. Define value indicators and value measurements. What does the customer want to accomplish? 4. Choose an approach: Define functional patterns and capabilities. 5. Assess gaps: Use a mobile technology framework to assess gaps. 6. Define an overall roadmap and plans based on a mobile framework. 7. Assess against measurements then adjust approach and improve functional capabilities. The right technology platform choice is critical
21.
2121 © 2013
IBM Corporation IBM MobileFist • A comprehensive product portfolio for delivering on a mobile strategy • End to end set of capabilities and services that will allow you to differentiate • Allow you to start where you are today, move quickly, learn from your customers and improve
22.
2222 © 2013
IBM Corporation The IBM MobileFirst Development Lifecycle Industrialize Design & Develop Obtain Insight Manage Deploy Instrument Integrate Test Scan & Certify
23.
2323 © 2013
IBM Corporation The IBM MobileFirst Development Lifecycle Industrialize Design & Develop (IBM Worklight) Obtain Insight (IBM Tealeaf) Manage (IBM Endpoint Manager) Deploy (IBM Worklight) Instrument (IBM Tealeaf) Integrate (IBM Cast Iron) Test (IBM Worklight & Rational Team Workbench) Scan & Certify (IBM Security AppScan)
24.
2424 © 2013
IBM Corporation What’s new in IBM Worklight 6.0 Embedded functional testing: Record test cases and play back on multiple devices Geo-location toolkit for managing and synchronizing mobile geo data Analyze app usage and responsiveness, with seamless upgrade to marketing insight delivered through IBM Tealeaf customer experience analytics IBM Worklight Mobile application platform to speed development and ongoing management of mobile apps Standards-based cross platform mobile app development Connect and synchronize with back-end systems Governance and security at the application, network and data layer
25.
2525 © 2013
IBM Corporation Application runtime Cross-platform services for the mobile channel (including client and server components). Client APIs available for both pure native as well as hybrid development IBM Worklight: An Overview Studio Leading tools for cross- platform hybrid development that maximize code reuse and enable per-device optimization Operational console Operational management for deployments, version enforcement, and infrastructure access. Operational analytics provide real-time insight into application usage Application center A cross-platform private mobile application store focused on the needs of a development organization or a team
26.
2626 © 2013
IBM Corporation Rich Page Editor (WYSIWYG UI Construction) • Eclipse perspective for Worklight projects. • Optimized layout for hybrid app development • Rich page editor: drag- and-drop, palette of components, properties view, beautified outline, and raw editable source code • Changes to code automatically apparent in rich page editor, and vice-versa, for quick development
27.
2727 © 2013
IBM Corporation IBM Worklight 6.0 Improve quality & time-to-value with industry-first integrated functional testing for mobile apps Comprehensive, complete, resilient functional testing Android and iOS, Native and hybrid Record, edit, and run on mobile devices Same test runs across multiple devices Natural language scripts can be used by developers and non-developers alike Streamlined, four-step process 1. Record 2. Author 3. Playback 4. Report Deliver consistently high quality across your mobile app portfolio
28.
2828 © 2013
IBM Corporation IBM Worklight 6.0 Transform business processes with geo-location toolkit Automatic Check-In ............ SMS, Push Example: Geo-enriched hotel check-in experience At point A, initiate automated check-in A Challenges of geo-location Multiple geo modalities–Requires both GPS and WiFi sampling and interpolation Resource intensive –Continuous polling strains network and battery resources Enterprise integration – Meaningful action requires context from back-end systems New toolkit makes geo-location practical Efficiently collect geo-location data (both GPS and WiFi) Set policies for acquiring geo data and sending it in batch Trigger business actions when user reaches a point of interest, or enters/exits a region Server-side logic enables meaningful reaction to important geo events
29.
2929 © 2013
IBM Corporation IBM Worklight 6.0 Gain insight with industry-first mobile analytics Easily instrument mobile apps Analyze app usage and responsiveness– with upgrade to marketing insight Capture analytics that cross between the mobile application and the server Implementation on the Mobile Device Embeds IBM Tealeaf data collection library for efficient collection and streaming of relevant information Implementation on the Worklight Server Log exceptions, security issues, and generic log messages. APIs to log activities and location information Easily upgrade to Tealeaf server for complete UX analytics Data is stored in a new analytics repository BIRT based reports available for backward compatibility Analytics Repo. Worklight Server Server Data Client Logs Interact with the data Collect, compress and stream important information
30.
3030 © 2013
IBM Corporation IBM Worklight Forrester Consulting finds Five-Year Risk-Adjusted ROI of IBM Worklight to be 363%! Source: ―The Total Economic Impact Of IBM’s Worklight Platform‖, a commissioned study conducted by Forrester Consulting on behalf of IBM. Published April 2013. Study available soon at ibm.com/mobilefirst
31.
3131 © 2013
IBM Corporation IBM WebSphere Cast Iron Cloud Integration Simple and flexible integration for all connectivity projects, allowing you to rapidly integrate SaaS and back-end systems with mobile apps Simple and flexible, user-friendly, wizard-based, “configuration, not coding” architecture Bidirectional connectivity and business logic to increase data quality and streamline business processes Centralized monitoring for all integration projects Simple back end connectivity with WebSphere Cast Iron and IBM Worklight WebSphere Cast Iron Worklight adapter expedites mobile applications connectivity challenges. Can be extended with native connectors and template integration processes (TIP’s) to connect mobile apps to backend & cloud systems, reducing project costs up to 80%
32.
3232 © 2013
IBM Corporation IBM Security AppScan IBM Security AppScan Identify vulnerabilities in web and mobile application source code Native Android and iOS application support Better vulnerability detection from: Risk assessment of over 40,000 APIs Full call and data flow analysis for Java, JavaScript, Object-C (Mac OS X) Provides identification of sensitive data leak sources Helps reduce malware susceptibility of mobile apps What’s new in IBM Security AppScan V8.7 Native support extended for iOS to accelerate enterprise usage Enhanced support for JavaScript analysis in hybrid mobile apps Out-of-the-box support for IBM Worklight built apps to incorporate context aware risk- based access
33.
3333 © 2013
IBM Corporation Application Center The Worklight Application Center enables companies to easily set up an enterprise app store for their enterprise and development teams. • The Application Center provides: ‒ Administrators with fine-grained control over the distribution of mobile apps across the enterprise, including ACL and LDAP support; ‒ Employees with a central location for the latest apps needed by their department and optimized for their device; ‒ Developers with an easy way to distribute mobile builds and elicit feedback from development and test team members.
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3434 © 2013
IBM Corporation IBM Endpoint Manager Single Console Management & Security of ALL Employee Devices What’s new in IBM Endpoint Manager for Mobile Devices V2.2 Deployment, configuration, and management of 3rd party container technologies from the Endpoint Manager console Manage and secure assigned devices from anywhere with administration capabilities in a web console Unified device management Integrated management of containerization technologies App deployment and management Single-device views and near-real time data integrated with Service Desk & CMDB Self-service portal for locating, securing lost devices Seamlessly move mobile apps from development with Worklight to production deployment with IBM Endpoint Manager
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IBM Corporation IBM Tealeaf CX Mobile Visibility into the customer mobile experience to improve conversions and grow revenue 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 What’s new in IBM Tealeaf CX Mobile V8.7 Capture and high-fidelity replay of mobile gestures on iOS and Android-based devices Analyze mobile user behaviors and quantify business impact of user struggles Add-on Heatmap, Link Analytics, Form Analytics, and Attention Map analytics for mobile- web applications – automatically instrumented in IBM Worklight
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IBM Corporation New Technology Previews • Project ICAP • Mobile Cloud Services • Open Cloud Architecture • JazzHub Ibm.com/developerWorks/labs
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IBM Corporation Mobile Strategy Guide • Chapter 1, Introducing the Mobile Enterprise. • Chapter 2, Defining Business Value • Chapter 3, Mobile Business Challenges • Chapter 4, A Mobile Strategy Framework • Chapter 5, Mobile Development • Chapter 6, Mobile Security and Management • Chapter 7, Mobile Business Transformation • Chapter 8, Planning a Mobile Project • Chapter 9, SoCloDaMo (Mobile + Cloud + Social + Big Data • Chapter 10, International Considerations • Chapter 11, Case Studies and Mobile Solutions • Chapter 12, Moving Forward Buy today at the IMPACT books store
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IBM Corporation Book Signing May 1st 3:15 at the IBM Bookstore http://dirknicol.com http://twitter.com/dirknicol http://www.linkedin.com/in/dirknicol blog
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IBM Corporation We love your Feedback! Don’t forget to submit your Impact session and speaker feedback! • Your feedback is very important to us – we use it to improve next year’s conference • Go to the Impact 2013 SmartSite (http://impactsmartsite/com): ‒ Use the session ID number to locate the session ‒ Click the ―Take Survey‖ link ‒ Submit your feedback
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IBM Corporation © 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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IBM Corporation Legal Disclaimer • © IBM Corporation 2013. All Rights Reserved. • The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. 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IBM Corporation Please Note IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion. Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.
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