IBM MobileFirst and developerworks

© 2012 IBM Corporation

A Strategic Guide to Enterprise Mobility

Dirk Nicol

Director – Mobile Developer Programs

IBM

© 2012 IBM Corporation 2

Agenda

Elements of a Mobile Strategy

Mobile opportunities and challenges

Mobile transformation and examples

IBM’s MobileFirst portfolio

Moving forward


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


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)


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


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, systems of engagement

and systems of record

Omni-channel and iterative

Re-imagined business models



―Show rooming‖


Embracing mobile to win


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


Vehicle Health

Monitor

The Digital

Diagnosis

Engagement and

Loyalty

TBC Company

- 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


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

© 2012 IBM Corporation 13 11fig11

Reducing steps in daily tasks Tesco Home


Adding Social Insight Waze


Integrating into ones life style and a 360 degree experience

Withings


Simplifying daily processes Flywheel


Mobile Business Transformation

Prioritize on value

Understand the individuals journey

Reduce task steps

Predict the next best action

Focus on

Context

Engagement

Intelligence

Foundation

Organizational and processes

Iterate

Choose the right technology capabilities

Results

Deeper relationship with customers

Improve business processes

More productive employees

New business models


Customer / User Journey Storyboard :: Meet Michael Gibbs

18

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.


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


IBM MobileFirst

A comprehensive product portfolio for delivering on a mobile strategy

End to end capabilities and services that will allow you to differentiate

Allows you to start where you are today, move quickly, learn from your customers and

improve


The IBM Mobile Enterprise Development Lifecycle

Design & Develop

Obtain Insight

Manage

Deploy

Instrument

Integrate

Test

Scan & Certify


The IBM Mobile Enterprise Development Lifecycle

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 Test

Workbench)

Scan & Certify (IBM Security AppScan)


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


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


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


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


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


Geo-location Scenarios

Routing trucks arriving at warehouse

Location-aware security for hospital app

Username

Password

Submit ✔

?

Automatic

Check-In

............

…

…… …… ……

Automated hotel check-in

More engaging mall experience

SMS, Push


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

Replay Heat map


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


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%


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


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.


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


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


developerWorks

developerWorks Mission:

Enable our target audience to understand,

adopt, and prefer the products and

technologies advanced by IBM.

Build preference for IBM products, help

skills building for future purchases

developerWorks audience*

Application development: 46%

Systems analysis: 26%

Software architecture: 22%

Database administration: 22%

Web development: 20%

*Users may select multiple roles. Source 2011 IBM Tech Trends

Report


3

7

developerWorks: Building technical skills in an industry context Serving IT professionals across the board, from students to partners

37

Build skills

through the

Academic

Initiative

Become an IBM

Champion

and support

skills

Grow and hone

skills in

developerWorks

unique visitors

each month

4 million+

resources in

technical library

40 thousand

account for

33% of traffic

7 local

language sites

active bloggers

2,700+


3

8

IBM developerWorks wins awards

3 dozen awards—from the industry and from readers and users


New Technology Previews

Project ICAP

Project ET

Mobile Cloud Services

Open Cloud Architecture

JazzHub

Ibm.com/developerWorks/labs


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


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Learn more at: www.ibm.com/mobilefirst

http://www.ibm.com/mobilefirst


Mobile cloud services Reusable cloud services that can be shared across applications and channels

MyApp

Boarding

Store Card

Event

Coupon

Join the mobile cloud services community!

ibm.com/developerworks/community/groups/community/mobilecloudservices

•Engage in dialog with product teams and receive updates on mobile cloud

services

•Participate in early release programs!

Mobile Cloud Services are high-

value middleware capabilities

designed to be consumed by

mobile applications.

For example, a Passes service

would enable businesses to easily

engage with consumers by sending

them loyalty coupons, tickets, etc.


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