IDATE November 24, 2004

IBM Corporation

IDATE

November 24, 2004

Mobile Office and Enterprise Applications: A changing landscape

Nick Leon

Director of Business Development, IBM Global Services, EMEA

IDATE: November 2004 © 2004 IBM Corporation

Alignment of business, social and technological imperatives is driving accelerated take up of mobile data services in the enterprise

NetworksNetwork Standards More Data Friendly:

2.5G/3G/1X RTT/EV-DOPacket vs Circuit SwitchedAlways-on

Cost of Data:Monthly Flat Rate (1xRTT, GPRS) - "all you can eat"

National Coverage (with roaming solutions)PWLAN as a complement to 2.5G and 3G

Enterprise IT Infrastructure EnvironmentHorizontal and Open Standards Middleware Architecturee-Business on Demand

DevicesCapacity (OS, storage, display, battery life...)

Moore's LawHorizontal and Open-Standards Client ArchitectureNon traditional "devices" B2M:

Sensors, RFID tagsSmart Phones/Laptops

Work Patterns

Social Acceptance

Business Flexibility


Enterprise want high quality office solutions…..but seek to complement these with business-focused solutions which have a clear ROI

Examples include:

Mobile Field Force Mobile Field Sales Mobile Asset/Plant

Management/Tracking Clinical Drug Trials Mobile Claims Tracking Mobile e-Learning Fleet Management

Business Process-

Enhancing Solutions

Enterprise Process Solutions

Mobile Field Force

Mobile Field Sales

Mobile Asset/Plant Management

Wireless Warehouse Management

Clinical Drug Trials

Insurance Claims

Mobile e-Learning

Fleet Management

Remote Monitoring & Diagnostics

Communications-enabling solutions

Office Solutions

Alerts

Messaging (SMS, MMS)

Instant Messaging

Personal Information Management (PIM) - E-mail and Calendaring &and Directory Access

Unified Messaging

Chat

Internet Access

Location - where is my nearest? How do I get from A to


Consumer & Industrial Financial Services Public Sector Telecoms & MediaEnergy & Utilities

Horizontal Enterprise Propositions

Specific Vertical Market Propositions

Mobile Sales Force Automation (MSFA)

Mobile Workforce Management (MWFM)

Mobile E-Learning

Mobile Warehouse Distribution & Logistics

Mobile B2E and Enterprise Information Management (EIM)

Clinical Trials

ePrescriptions

Asset Tracking

Services Management

Healthcare

Claims Tracking

Loss Adjusters

Pricing and Risk Reduction & Usage Pricing

Insurance

Direct Stores Delivery

Wireless Forecourt

Asset Tracking

Oil & Gas


Telematics

Marketing Research

Asset Management

Consumer & Industrial

Asset Management

Connected Crew

Wireless Ramp

Hurdle Free Airport

Utilities & Transport

Homeland Security

Border Controls

Emergency Services

Traffic Management

Connected Crew

Public Sector

Consumer & Industrial Financial Services Public Sector Telecoms & MediaEnergy & Utilities

Horizontal Enterprise Propositions

Specific Vertical Market Propositions



Mobile E-Learning





Mobile E-Learning



Clinical Trials

ePrescriptions

Asset Tracking

Services Management

Healthcare

Claims Tracking

Loss Adjusters

Pricing and Risk Reduction & Usage Pricing

Insurance


Wireless Forecourt

Asset Tracking

Oil & Gas


Telematics

Marketing Research

Asset Management

Consumer & Industrial

Asset Management

Connected Crew

Wireless Ramp

Hurdle Free Airport

Utilities & Transport

Homeland Security

Border Controls

Emergency Services

Traffic Management

Connected Crew

Public Sector

Mobile Enterprise Proposition:Enterprises are extending horizontal applications with industry vertical solutions, plus need access to core applications, anytime - anywhere


Scale of Opportunity and its evolution

● Industry vertical or horizontal solutions delivering industry specific benefits are growing swiftly

● Business Process based solutions are overtaking mobile office

● Differentiation demands– Ease of deployment

– Ease of use

– Clear ROI

– Integration within the Enterprise environment

– Demonstrable Security andManagement

Capable sales channels

Source: IBM study 2004


ConvergenceIncreasingly customers seek user-friendly access to any service, using the most appropriate device and bearer

DevicesDevices

SmartPhones

PDAs

MobileHandsets

Laptops

NetworksNetworks

GPRS and 3G

Wireless LAN

Cable

xDSL

PSTN/ ISDN

GSM

Home

Airport/Hotel

Office

Vehicle/Walking

Business/ Personal User

Business/ Personal User

HorizontalServicesHorizontalServices

Messaging (SMS/ MMS)

VoiceInfotainment • Push/ pull information (eg stock

quotes, maps)• Infotainment• Customer care & support• Field Service Automation• Sales Force Automation

CRM/ Front-office

• ERP• Supply Chain Mgt (eg inventory

& order mgt)

ERP/ SCM

• Asset monitoring (eg logistics)• People monitoring

M2M

Vertical ServicesVertical Services

Intranet Access (VPN)

Service Uniqueness & Complexity

Mobile Office (Email/ PIM/ MS

Office)

Key Features● Integration of personal & work dynamics● Multi-access network● Multi-device

● More complex applications, such as vertical applications in the business segment, will require seamless GPRS 3G and WLAN roaming


IBM Study of its own 3G deployment

Relative Benefit

0.0

0.5

1.0

1.5

2.0

2.5

3.0

More productivetime

Respondingmore quickly to

customerissues

Work/lifebalance

Collaboratingwith marketingand technical

support

Researchingsolutions

Spending moretime at

customerlocations

Researchingcompetition

Creatingcustomermaterials

Developingproposals

Factor

Ben

efit

(1

- 4)

66% took less than 1 hr to setup 75% overall satisfaction 11 additional hours per week connected 3 additional hours per week with customers 14 additional hours per week projected usage in the future


Field Force : Ricoh from 2.5G to 3GChallenge● Allow field technicians to effectively manage servicing customers using the GPRS network.● Eliminate unacceptable response times and allow real-time access to maintenance records.

Solution IBM Mobile Technology Services solution including:

IBM WebSphere Transcoding Publisher IBM WebSphere Application Server Nokia 9500 Communicator and follow ons

Business Benefits Boosts dispatcher productivity by 40% and delivered

cash payback within one year of implementation. Increases the number of customer engagements by

technicians, resulting in 10 to 15% ROI. Enhances customer satisfaction by speeding

response times.

…………3G will transform the application with rapid download of technical plansand upload of images to confirm completion


Aviva – CGNU “Pay as You Drive” UK’s largest motor insurer are running a business pilot to record journeys of

5,000 private vehicles over 18-24 month period

The service will record:− Position, Speed & Direction− Logged every second of every journey− Enriched with map information

Information processed by customer systems

Enable Aviva to determine ‘Factor X’ for insurance risk and produce a dynamic ‘on-demand’ premium

Telematics have enabled a New Model for Vehicle Insurance

Competitive markets are eroding the margins on motor insurance Current underwriting models are based substantially on “average risk” Telematics offers a new approach to charging for insurance based on

actual usage and better matched to risk


Customers require our industry to team Together we must integrate all the different components to deliver value to the enterprise

Service DeliveryPlatform

Platform for the deliveryof business functionality

to the handheld device

Mobile Device and Device O/S

The handheld devicetogether with its

operating system.

Enterprise Applications & Services

The end user solution,Office, ERP, CRM, Sales

and Field Force Automation.

Mobile/Wireless Network

Infrastructure

Providing the connectivityand, depending upon the operator, various levels of

functionality.

Wireless-Enabled

Enterprise

Reduced Costs

Product & Service

Differentiation

New Business& Models

Bu

sin

ess

and

S

yste

ms

Inte

gra

tio

n

Customer Value


Summary

Enterprises are the key customers – seeking business value and demonstrable ROI

They will obtain the applications from Mobile Service Providers and System Integrators or in partnership

Applications/Solutions will be increasingly be delivered “On Demand”

PWLAN & 3G (and future technologies) must and will operate in concert

The winners will deliver “Mobile Data Services” across multiple technologies – fast to deploy, easy to use, secure in integration

Seamless Network Roaming will be essential

A capable sales channel

IBM Corporation

Thank You


Examples of new services using 3G enabled technologiesInformation Integration: Capture, extraction, interpretation and integration of images/music and other unstructured with partner databases to deliver new consumer infotainment and enterprise solutions

Active Phonebooks: Integrates presence, awareness, the users activities and preference to provide information and services

– Anywhere, anytime – get in touch the right way – IM, SMS, Voice, email or call

Multi-modal Interfaces for User services: incorporates natural language understanding and IVR, mixed initiative dialog, concatenative text to speech,

– Match the form of interaction to the context and with one simple query search forums, internal databases, search engines even people

Multi-Player Games: voice and collaborative features, using IM and Grid computing to enhance the experience of online gamers:

– Inter-player communication, from mere awareness to presence in game-rooms, tournaments, using voice-effects while chatting with friends or opponents

– Communication with the games, and activation of game features by voice

– Use of Grid to ensure massive scalability

Secure Device and Services: Biometric Voice Recognition – integrated Finger Print Reader and Device as PKI Client:

– Secure identity management and transaction management that enables much higher value transactions that can be risked using only the SIM

Play that one.Delete these.

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IDATE November 24, 2004

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