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Transcript of 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
© 2012 IBM Corporation 3
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
© 2012 IBM Corporation 4
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)
© 2012 IBM Corporation 5
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
© 2012 IBM Corporation 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
© 2012 IBM Corporation 7
© 2012 IBM Corporation 8
―Show rooming‖
© 2012 IBM Corporation 9
Embracing mobile to win
© 2012 IBM Corporation 10
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
© 2012 IBM Corporation 11
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
© 2012 IBM Corporation 12
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
© 2012 IBM Corporation 14
Adding Social Insight Waze
© 2012 IBM Corporation 15
Integrating into ones life style and a 360 degree experience
Withings
© 2012 IBM Corporation 16
Simplifying daily processes Flywheel
© 2012 IBM Corporation 17
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
© 2012 IBM Corporation 18
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.
© 2012 IBM Corporation 19
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
© 2012 IBM Corporation 20
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
© 2012 IBM Corporation 21
The IBM Mobile Enterprise Development Lifecycle
Design & Develop
Obtain Insight
Manage
Deploy
Instrument
Integrate
Test
Scan & Certify
© 2012 IBM Corporation 22
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)
© 2012 IBM Corporation 23
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
© 2012 IBM Corporation 24
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
© 2012 IBM Corporation 25
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
© 2012 IBM Corporation 26
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
© 2012 IBM Corporation 27
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
© 2012 IBM Corporation 28
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
© 2012 IBM Corporation 29
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
© 2012 IBM Corporation 30
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
© 2012 IBM Corporation 31
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%
© 2012 IBM Corporation 32
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
© 2012 IBM Corporation 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.
© 2012 IBM Corporation 34
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
© 2012 IBM Corporation 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 mobile-
web applications – automatically instrumented in IBM Worklight
© 2012 IBM Corporation 36
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
© 2012 IBM Corporation 37
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+
© 2012 IBM Corporation 38
3
8
IBM developerWorks wins awards
3 dozen awards—from the industry and from readers and users
© 2012 IBM Corporation 39
New Technology Previews
Project ICAP
Project ET
Mobile Cloud Services
Open Cloud Architecture
JazzHub
Ibm.com/developerWorks/labs
© 2012 IBM Corporation 40
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
© 2012 IBM Corporation 41
http://dirknicol.com
http://twitter.com/dirknicol
http://www.linkedin.com/in/dirknicol
blog
www.slideshare.net/nicold
© 2012 IBM Corporation 42
© 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
© 2012 IBM Corporation 43
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.
© 2012 IBM Corporation 44
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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
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© 2012 IBM Corporation 45
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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.