IBM's mobile platform provides opportunities for business agility through increased worker productivity, improved customer engagement, and new revenue streams. It addresses the challenges of developing for multiple mobile platforms by providing tools for creating hybrid mobile applications that can leverage existing web skills. The platform offers capabilities for application development, deployment, maintenance, security, integration, and hosting to help businesses innovate quickly while managing costs. It differentiates partners by improving their productivity and allowing them to offer customers more flexibility and faster time to market compared to native mobile development.

1. IBM MOBILE PLATFORM
Remy Mandon
Leader of Application Integration and Middleware software
IBM Software France

2. Application Integration Middleware
=> une question d’AGILITE
Accelerate changes thanks to process
optimization and decision automatization
Reinforce relationships with tight integration, between
customers, supplyers, and partners based on SOA
architecture
Optimise operational efficiency and flexibilty thanks
of Virtualization and Cloud capabilities
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3. Mobile = enormous set of opportunities for BUSINESS AGILITY
Business to Enterprise Business to Consumer
• Increase worker productivity • Improve customer satisfaction
• Improved claims processing • Deeper customer engagement and loyalty
• Increase revenue through sales engagements • Drive increased sales through
Personalized offers
• Extend existing applications to mobile workers
and customers • Customer service
• Reducing fuel, gas, or fleet maintenance costs • Competitive differentiator
that are relevant in particular industries • Improve brand perception
• Increase employee responsiveness and • Deeper insight into customer buying
decision making speed behavior for up sell and cross sell
• Resolve internal IT issues faster • Improve in store experience with mobile
• Reduce personnel cost (utilizing personal concierge services
owned instead of corporate issued devices)
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4. Mobile is an enterprise priority
Growth in Internet Connected Devices Mobile and Cloud are top spending
priorities for CIOs1
1200
WW Media Tablets
WW Notebooks
WW PCs
WW Smartphones
Unit Volumes (Millions)
600
Dramatic Growth in Mobile Devices
• Mobile data traffic exceeded voice in
20102
• Shipments of Smartphones exceeded total
0
2010 2011 2012E 2013E 2014E 2015E
PC shipments for the first time in 20113
• 10 Billion mobile connected devices are
expected to be in use by 20203
Source: Wells Fargo Securities, January 23, 2012
“Fostering the People: The Shift to Engagement Apps”
1 2011 IBM Global CIO Study
2 Wireless Industry News, August 26, 2010
3 2011 Economist 4

5. Key Highlight
Not a single vendor market as PC market used to be
Application development requires specific (new) skills, expensive, cahotic
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6. However, the cost of developing for multiple mobile platforms is rising
Web Mobile Web Hybrid Mobile Native Mobile
Application Application Application Application
Desktop and mobile Mobile only using Mobile only, app Mobile only, using
using open web open web client runs on device native languages
programming programming leveraging open
models models web via JavaScript Native appearance,
bridge device capabilities,
Limited to no Off-line capabilities performance
device-specific Native device
functionality capabilities
Mobile Browser Execution Application Store download and install
Richness of Mobile Presentation / Services
Portability (cross-device reuse)
Maintenance Cost (TCO)
http://appstore.tap.ibm.com/
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7. Situation Challenges
Which App Mobile Web, WebApp, Hybrid, Natif ?
Which device iOS, Android, Blackberry, Windows Phone, Tablet, Phone, other ?
Screen size ? Bandwith (3g, wifi optimized)
Which format
Development Diffrent « proprierary » skills or reuse existing skill?
capabilities Native becomes complex as there are various apps, various OS/server, and various
Back ends to connect
Deployment Use vendor store and T&C’s? Private market place? Web Url ?
Maintenance How do I keed app current and release new versions in an agile way ?
Running operations Unpredictible workload (B2C), how do I scale?
Need response time and 24*7 availability
Security Secure inbound activities
Encryption? Authentication? What if device is stolen ?
User support How do I support users with the same resources same set of competencies ?
Integration How do I access, securely, efficiently
How can I transfer data in a reliable way , keeping light
LOB request(sssss) How do I support my marketing/sales team endless creativity ???
New business What innovation and new service can I offer
opportunities Capture events, leverage datas, Enhance processes
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8. How can I
Innovate very fast
and keep my
costs down ?
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9. Worklight application types
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10. Worklight application types
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11. Worklight application types
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12. Worklight *
Security gateway
Development Optimise
lifecycle
(Ratl) Performance Elastic Caching
Build the app* Availability Workload Deployer
Content, Wikis/Social Run the app*
(ICS, FileNet)
Increased need of
Manage the app & device (MdM) supervision/monitoring
Great for Cloud offering
IBM Mobile Plateform
SOA & Connectivity
Big Data Business Process
Decision Management Management
& Analytics Enterprise Apps
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13. Why is Worklight different, and best ?
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14. What business for YOU Business partners ?
• All business models : ISV, resellers …
• Build the app :
– Developp & Maintain (Design, Develop, Test, Support, etc…)
– Business strategy (help them attract new customers, shopping experience, creativity)
– Secure the app (device management)
– Integrate the app to backbone (connectivity AND integration)
• Host mobile APP :
– Cloud, Virtualization
• Innovation capabilities
– Decision management
– SOA : integrate and leverage the IT components
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15. Why would you choose IBM Mobile Platform ?
• YOUR productivity
• Makes you different Vs Native
• Offer best flexibility & time to market to your customers
• Makes you reliable : Perenity of the investment, IBM support
• You’ll be in the account for a long lasting relationship Vs 1 « sporadic » app
• Target End-to-End Solution, not only the revamping of the App
• Think « Entire business problem and WebSphere Portofolio » in your Value
Proposition
• Think Business Needs, not only Technology
• Think Business Solution, package and duplicate it to other similar customers
• Think Big ! IBM Mobile Platform is designed from light to huge business needs and
device transactions (rule of 3)
• Think IBM eco-system if you need help or resource for your first project
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16. More info
• Contact :
Franck Luciani : franck.luciani@fr.ibm.com
Mobile: +33 (0)6 73 37 51 08
Impact Conference
http://www-01.ibm.com/software/websphere/events/impact/
Worklight
http://www.worklight.com/
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