A Strategic Guide to Enterprise Mobility

A Strategic Guide to Enterprise Mobility Dirk Nicol Director – Practitioner Outreach and Mobile Developer Community IBM

Session: 1551

© 2012 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. 2


Agenda

 Elements of a Mobile Strategy  Mobile opportunities and challenges  Mobile transformation and examples  IBM’s MobileFirst portfolio  Moving forward

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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

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Defining Business Value Business to Enterprise

• Increase worker productivity

• Improve customer satisfaction

• Improved claims processing

• Deeper customer engagement and loyalty • Drive increased sales through Personalized offers • Customer service

• 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) 5

Business to Consumer

• 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 © 2012 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 6


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

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Examples: The TV Purchase

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Examples: “Show rooming”

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Embracing mobile to win

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Visa Reaching the right customer at the right time with the next best action

Customer would opt into the program Customer swipe card at a coffee shop Visa knows the customer has a love for apparel

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Visa knows there is a Gap store within the mall where you purchased the coffee

Incremental sales lift of 109% for the Gap / Visa program

Visa will send you a message to get 20-30% off a Gap purchase


11fig2

TBC Company

Vehicle Health Monitor - Where are you in your ownership lifecycle

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The Digital Diagnosis

Engagement and Loyalty

- In store or on device time saving an education - Sales associates gets from behind the counter - Service explorer

- Rainy day fund - Roadside assistance - Reward program


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

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 Context: At coffee shop, on an unsecured network, authorized doctor on call  Function: Designated features only  Data: Specific encrypted data  Security: Two-factor authentication


Tesco Home Reducing steps in daily tasks

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11fig11

Waze Adding Social Insight

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Withings Integrating into ones life style and a 360 degree experience

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Flywheel Simplifying daily processes

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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 18


User Journey Map

Customer / User Journey Storyboard :: Meet Michael Gibbs

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. 1919 © 2012 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. 20

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

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The IBM Mobile Enterprise Development Lifecycle Design & Develop!

Integrate!

Obtain Insight!

Manage!

Test!

Deploy! 22

Instrument!

Scan & Certify! © 2012 IBM Corporation

The IBM Mobile Enterprise Development Lifecycle Design & Develop! (IBM Worklight)"

(IBM Tealeaf)"

Integrate!

Obtain Insight!

(IBM Cast Iron)"

(IBM Tealeaf)"

Manage!

Test!

IBM Endpoint " Manager"

(IBM Worklight & " Rational Test" Workbench)"

Deploy! (IBM Worklight)" 23

Instrument!

Scan & Certify! (IBM Security AppScan)! © 2012 IBM Corporation

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

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 24


IBM Worklight: An Overview

Studio Leading tools for crossplatform hybrid development that maximize code reuse and enable per-device optimization

Operational console

Application center

Operational management for deployments, version enforcement, and infrastructure access. Operational analytics provide real-time insight into application usage

A cross-platform private mobile application store focused on the needs of a development organization or a team

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 25


Rich Page Editor (WYSIWYG UI Construction)  Eclipse perspective for Worklight projects.  Optimized layout for hybrid app development  Rich page editor: dragand-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

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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

Deliver consistently high quality across your mobile app portfolio

4. Report 27


Transform business processes with geo-location toolkit  Challenges of geo-location

 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

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Automatic Check-In

A

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

 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

At point A, initiate automated check-in SMS, Push

Example: Geo-enriched hotel check-in experience © 2012 IBM Corporation

Geo-location Scenarios Automated hotel check-in Routing trucks arriving at warehouse SMS, Push

............ Automatic Check-In

More engaging mall experience

Location-aware security for hospital app Username Password ✔ Submit

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……

……

…

……

?


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

Collect, compress and stream important information

 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

Worklight Server

Server Data

Client Logs

Analytics Repo.

 Data is stored in a new analytics repository  BIRT based reports available for backward compatibility

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Interact with the data Heat map

Replay


IBM Worklight

Forrester Consulting finds Five-Year Risk-Adjusted ROI of IBM Worklight to be 363%!

Study available soon at ibm.com/mobilefirst Source: “The Total Economic Impact Of IBM’s Worklight Platform”, a commissioned study conducted by Forrester Consulting on behalf of IBM. Published April 2013. 31 © 2012 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


IBM Security AppScan Identify vulnerabilities in web and mobile application source code  Native Android and iOS application support

IBM Security AppScan

 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 riskbased access 33


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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IBM Endpoint Manager Single Console Management & Security of ALL Employee Devices  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 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 35


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 mobileweb applications – automatically instrumented in IBM Worklight 36


New Technology Previews

 Project ICAP  Mobile Cloud Services  Open Cloud Architecture  JazzHub

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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 38


Book Signing May 1st 3:15 at the IBM Bookstore

blog http://dirknicol.com http://twitter.com/dirknicol http://www.linkedin.com/in/dirknicol www.slideshare.net/nicold 39


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Learn more at: www.ibm.com/mobilefirst © 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.

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

Mobile Cloud Services are highvalue 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.

Event

Boarding

Coupon

Store Card

MyApp

Join the mobile cloud services community! ibm.com/developerworks/community/groups/community/mobilecloudservices

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• Engage in dialog with product teams and receive updates on mobile cloud services • Participate in early release programs! © 2012 IBM Corporation

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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.

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