The document discusses the growing significance of mobile technologies across various industries, highlighting trends in mobile adoption, user behavior, and the transformation of business processes. It identifies characteristics of mobile strategy leaders, emphasizes the importance of integrating mobile into organizational structures, and outlines a four-part strategic approach to leveraging mobile for improved customer engagement and operational efficiency. Case studies illustrate successful implementations of mobile solutions in different sectors, showcasing the benefits of reduced costs, enhanced user experiences, and data-driven insights.

1. First
Ed Brill
Director, IBM MobileFirst
@edbrill
IBM MobileFirst
Build a mobile enterprise agenda
© 2013 IBM Corporation

2. Mobile Adoption Continues to Explode
41% CAGR
Wearable
Wireless
Devices
1 Trillion
Connected
Devices
5.6
Billion
Personal
Devices Sold
2013
2
2014
#ibmmobile
2015
© 2013 IBM Corporation

3. Mobile Is Changing Interactions Across Industries
1/3 offederal
US citizens
access
government website
by logging in from
phones or tablets
3
25% of all
online search for
travel comes from
a mobile device
#ibmmobile
Mobile banking
transactions grew at
138% CAGR
from 0.3B in 2008
to 9.4B in 2012
© 2013 IBM Corporation

4. And Ultimately Changing How Individuals Are Getting
Things Done
47% use
devices to read
and write docs
4
62% use
devices for work
related email
#ibmmobile
41% use
devices to access
work related apps
© 2013 IBM Corporation

5. These Trends Bring Business and IT Challenges
Business & IT Changes ! Clients operate in a “4 screen” world
! New process and business designs required for transformation
opportunities
! Rapid and disruptive innovation shortening time to value requirements
Privacy & Security
! Protection of privacy and confidential information
! Policies for client-owned smartphones and tablets
! Visibility, security and management of mobile platform requirements
Integration
! Developing apps that integrate with information across the enterprise
! Infrastructure complexity from multiple device platforms
! Unique mobile requirements for employees/workers
5
#ibmmobile
© 2013 IBM Corporation

6. The Institute for Business Value and Oxford Economics
Provides Insights into the Characteristics of Mobile Leaders
Read the report:
http://ibm.co/ibvmobile
Survey Respondent by
Industry
Market
Banking
Travel and Transportation
58
54
Automotive
Government
Healthcare
Insurance
Telecom
Retail
Manufacturing
Other
50
50
50
50
50
50
38
51
Mature
Growth
50%
50%
The study represents 601 mobile strategy experts
1Research
6
was conducted by IBV and Oxford Economics in 1Q13
#ibmmobile
© 2013 IBM Corporation

7. What constitutes a mobile strategy leader?
DELIBERATE
RESOURCEFUL
COLLABORATIVE
THOROUGH
FINANCIALLY-SAVVY
Is aligned to areas where mobile can fundamentally change business processes and models to
generate new revenue streams, lower costs or redefine the organization’s role in the value chain
Has designed to leverage common technology tools, partnerships, platforms and development
resources across business units
Has an established governance structure for mobile initiatives that involves all relevant
stakeholders, including LoB, IT, HR and Marketing
Takes into account both external as well as internal initiatives
Ensures that business cases take into consideration both direct costs as well as benefits that
accrue in areas not directly bearing the cost of the initiative
Source: Institute for Business Value, Mobile Enterprise Study
7
#ibmmobile
© 2013 IBM Corporation

8. The Findings Give Us Insight into the Things
that Mobile Leaders Are Doing Differently
1
2
They secure and manage the mobile enterprise
to OPTIMIZE performance
3
They use insights to ENGAGE their customers
wherever they are
4
8
They BUILD apps that unlock core business
knowledge for mobile uses
They use mobile to fundamentally TRANSFORM
the way they do business
#ibmmobile
© 2013 IBM Corporation

9. Those indicating that they excel
at integrating existing systems with mobile
63%
Mobile
Strategy
Leaders
vs
34%
All
Others
Users do not forgive you for having
something that works on the website
but doesn’t work on the iPhone app.
Chief Architect, Travel services company
9
#ibmmobile
© 2013 IBM Corporation

10. Those indicating that they are effective at
addressing mobile data security issues
90%
Mobile
Strategy
Leaders
vs
55%
All
Others
Our main challenges are data, security, privacy, and
intellectual property risk. As vehicles collect more and
more data, we will be challenged with determining the
owner of the data and what is personal versus private.
Director Strategy and Planning, Global IT, Automotive
10
#ibmmobile
© 2013 IBM Corporation

11. Those indicating that they are effective
at taking action based on mobile data
73%
Mobile
Strategy
Leaders
vs
36%
All
Others
Make sure the voice of the customer
is heard by the engineer
Senior Advisor, Consumer Electronics company
11
#ibmmobile
© 2013 IBM Corporation

12. Those indicating that mobile
is fundamentally changing the way
their organization does business
81%
Mobile
Strategy
Leaders
vs
39%
All
Others
If we don’t invest in mobile, over time we will reduce
our ability to acquire new customers and make
acquisitions; our customer metrics will decline.
Head of Group Digital Deployment, Banking
12
#ibmmobile
© 2013 IBM Corporation

13. The Mobile First Enterprise Sets An Agenda to…
BUILD
Develop and run mobile applications
OPTIMIZE
Integrate mobile into the fabric
of the organization
ENGAGE
Connect with customers in context
TRANSFORM
13
Create new value at the moment
of awareness
#ibmmobile
© 2013 IBM Corporation

14. Transform
Create new value at the
moment of awareness
Backed by these findings we
have identified a 4 part strategic
approach to helping our clients
put their businesses in motion
Optimize
Engage
Integrate mobile
into the fabric of
the organization
Connect
with customers
in context
Build
14
#ibmmobile
Develop and run
applications
© 2013 IBM Corporation

15. Rohde & Schwarz cuts mobile development costs
by 60 percent. The IBM Worklight platform facilitates
rapid mobile application development
Develop and run
applications
Solution
Using the IBM Worklight mobile platform, the
organization can develop and deploy hybrid HTML5
applications to deliver content across multiple mobile
platforms.
Challenges
Benefits
Rohde & Schwarz wanted to
create a mobile enterprise
infrastructure that would help it
support multiple devices and
create applications for customers,
partners and employees
Reduces multiplatform development costs by
60 percent when developing for five platforms
15
#ibmmobile
© 2013 IBM Corporation

16. Kochi Medical School Hospital improves care quality
while cutting costs using Mobile Enterprise Services
Integrate mobile
into the fabric
of the organization
Solution
IBM helped the hospital to restructure its architecture
to take advantage of Apple iPod touch devices, offering
a more intuitive user interface, lower maintenance costs
and a broader range of applications.
Challenges
Benefits
The hospital wanted to update
its mobile environment to
improve care quality, medical
staff productivity and operating
cost reduction.
Lower per-device expense helps reduce maintenance
costs and equip a larger pool of employees.
16
Cloud based architecture maintains a security-rich
environment for medical information which extends to,
but is not stored on, mobile devices.
#ibmmobile
© 2013 IBM Corporation

17. NS Shopping selects IBM to transform customer
experience with Mobile and Analytics Technologies
Connect with
customers in context
Solution
IBM's MobileFirst Platform enables NS Shopping
to uncover data insights about individual consumer
preferences while developing mobile applications
to deliver a consistent, connected customer experience
across multiple devices.
Challenges
Benefits
NS Shopping currently sells
its merchandise via television,
catalogues and online, missing
out on significant opportunity
from a broadening set of sales
channels where consumers are
actively connecting with retailers.
NS Shopping developers are able to expedite the
application development lifecycle and quickly deliver
valuable mobile services to customers, thus improving
customer satisfaction.
17
#ibmmobile
© 2013 IBM Corporation

18. Ford Motor Co. enables mobile user experience
with M2M technologies
Create new value
at the moment of
awareness
Challenges
Solution
Increasingly sophisticated
mobile technologies
continues to raise the bar
on drivers’ expectations for
their vehicles and their
driving experience. Ford
needed to provide its
customers with safer,
simpler ways to connect
with in-vehicle technologies
and their digital lives. "
Ford implemented IBM WebSphere software, which helps
enable the company to build, manage the mobility functions
that enhances the mobile experience for the customers and
increase the service predictability
18
Benefits
Ford improved tracking of
maintenance issues and vehicle
owner behaviors and increased
customer satisfaction by enabling
vehicles to self-diagnose and
report incipient maintenance issues
#ibmmobile
© 2013 IBM Corporation

19. First
Offering Portfolio
Industry Solutions
Strategy & Design Services
Insurance!
Retail!
Transport!
Telecom!
Government!
Automotive!
IBM & Partner Applications
Application & Data Platform
Management
Devices!
Security
Network!
Cloud & Managed Services
19
Healthcare!
#ibmmobile
Analytics
Servers!
Development & Integration Services
Banking!
© 2013 IBM Corporation

20. First
The IBM Mobile Application Development Lifecycle
Design & Develop!
Instrument!
Obtain Insight!
Integrate!
Manage!
Test!
Scan & Certify!
Deploy!
20
#ibmmobile
© 2013 IBM Corporation

21. First
Gartner has recognized IBM as a leader in the Magic Quadrant
for Mobile Application Development Platforms
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''
As unprecedented numbers of enterprises
build mobile applications, the mobile
application development platform market
continues to grow and evolve rapidly.
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
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ra5ngs.'Gartner'research'publica5ons'consist'of'the'opinions'of'Gartner's'research'organiza5on'and'should'not'be'construed'as'statements'of'fact.'Gartner'disclaims'all'warran5es,'
expressed'or'implied,'with'respect'to'this'research,'including'any'warran5es'of'merchantability'or'fitness'for'a'par5cular'purpose'
21
#ibmmobile
© 2013 IBM Corporation

22. First
Three Ways to Engage with IBM MobileFirst
1!
2!
Sign up for a free Mobile Agenda Workshop
ibmmobile@us.ibm.com!
3!
22
Download the IBV mobile study:
http://ibm.co/ibvmobile!
Join the conversation and learn more:
• www.ibm.com/mobilefirst
• twitter.com/IBMMobile (#IBMMobile)
• facebook.com/IBMMobile
#ibmmobile
© 2013 IBM Corporation