Mobile Strategy Guide

© 2013 IBM Corporation
A Strategic Guide to Enterprise Mobility
Dirk Nicol
Director – Practitioner Outreach and Mobile
Developer Community
IBM
Session: 1551

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.

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 and Extending systems of
record
• Omnichannel and iterative
• Re-imangined business models

Examples: The TV Purchase

Examples: “Show rooming”

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

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
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

Adding Social Insight
Waze

Integrating into ones life style and a 360 degree experience
Withings

11fig11
Reducing steps in daily tasks
Tesco Home

Simplifying daily processes
Uber

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

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

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.

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 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

The IBM MobileFirst Development Lifecycle
Industrialize
Design & Develop
Obtain Insight
Manage
Deploy
Instrument
Integrate
Test
Scan & Certify

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)

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

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

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

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

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

New Technology Previews
• Project ICAP
• 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
Buy today at the IMPACT books store

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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© 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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contained in this publication 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.
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capabilities referenced in this presentation 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. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by
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• If the text contains performance statistics or references to benchmarks, insert the following language; otherwise delete:
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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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.

Mobile Strategy Guide

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