WCIT 2014 Brian Cheng - Unleashing enterprise transformation through mobile & social innovation

© 2014 IBM Corporation1

Unleashing Enterprise Transformation through Mobile & Social Innovation

Brian ChengOffering Manager, IBM MobileFirst


Mobile and Social technologies are making your customers and employees more empowered than ever…

81%

of employed adults use at least one personally-owned mobile device for business

200million

Mobile workers will use at least one business-focused app this yearof individuals will

exchange personal information for a personalized offering

80%

of smartphone users search for an item while in a store

40%

yearly increase in revenue from people using mobile devices to purchase items.

38%


of customers agree

8%

Of CEO’s think they deliver a superior

customer experience

80%

Is our customer experience engaging and exceptional?


But the opportunity is there, creating more questions than ever for CMOs and CIOs alike…

Minh LiThe CMO

Ron Espinosa The CIO

How do I use mobile to build better relationships with my customers?

How can I get real-time contextual insights about my customer in a simplified view?

How can I ensure my Next Best Offer is relevant?

How do I protect my customer’s mobile privacy to build trust?

How do I handle rapid development of customer and employee apps?

How do I support all of the different mobile platforms employees want to use?

How secure are our network and apps? How do I recognize new mobile threats?

How do I quickly integrate mobile with my back-end systems?


Ling is a Relationship Manager at Greenwell. He is encouraged to meet with high valued customers.

• Actionable customer insights power our ability to engage• Continuous Feedback allows for faster response• Secured content and transactions builds trust

Make it Happen…

Ling

Needs to make informed decisions quickly

Likes to have personalized face to face service

Prefers notifications over email

Able to dynamically personalize processes on the go.

Ling travels to visit customers

Liza initiated an on-line inquiry for a house loan


LingLing is about to visit Liza. Ling uses his mobile app to understand Liza’s last interactions with the bank.

• Data integration provides 360 degree view• Real-time business process provides KPI and status• Flexible development platform

Make it Happen…


As Ling gains more insight with Liza’s banking history, he can also interact with Liza through social. Ling sees Liza is looking for a new car.

• Flexible development allows for integration outside the firewall• Integrated data, both inside and outside the bank, makes for

better insights

Make it Happen…

Ling


The system recommends an umbrella loan. However, the data shows Liza barely misses the limit.

• Real-time analytics provide educated next best offers• Simple notifications provide easy to understand options

for faster decisions

Make it Happen…

Ling


Ling submits for exception approval based upon Liza’s history at the bank.

• Real-time business process integration allows for drill down into the current stage

• Dynamic workflow allows the employee to take quick action

Make it Happen…

Ling


Based upon these insights, Ling offers Liza an umbrella loan to cover both her house and car. Ling sends a meeting invite through her app.

• Integrated native capabilities allow for secure collaboration tools

Make it Happen…

Ling


The Greenwell Relationship Manager App transforms the way Ling conducts business and Liza’s customer experience.

• Actionable customer insights power our ability to engage• Continuous Feedback allows for faster response• Secured content and transactions builds trust

Make it Happen…

Ling

Feels she is important with her personal banker

Instantly interacted with Ling and accepted the meeting inviteQuickly seeks exception

approval through dynamic workflow

Liza can now afford to buy the car and house at a lower rate

Enabled to engage his customers with relevance using a secured mobile app

Makes informed decision through analytics and discovered new opportunities


Minh - CMO

At the same time, Greenwell CMO, Minh, can leverage real time customer analytics and feedback to instantly react to her customers.

• Continuous feedback allows for feedback loop with customer• High level dashboard provides real insights• Real-time sentiment analysis

Make it Happen…


Ron - CIO

• Real-time threat detection helps you quickly understand and act• Real-time App Management allows you to quickly disable apps• Real-time usage data helps you understand and manage load

Make it Happen…

Ron can easily monitor device and server interactions, manage multiple apps and versions, and monitor ongoing security threats.


A mobile-first approach: Build relationships with your customers and employees with every interaction

Easily build and monitor mobile apps to respond to customer sentiment

Easily build and monitor mobile apps to respond to customer sentiment

Secured data and transaction communication to build trust

Secured data and transaction communication to build trust

Make relevant offers based on actionable customer insight

Make relevant offers based on actionable customer insight

Web and interaction analytics to track mobile campaign effectiveness

Web and interaction analytics to track mobile campaign effectiveness

Mobile apps for customer facing employees deliver real-time data for informed decisions

Mobile apps for customer facing employees deliver real-time data for informed decisions

Dynamic business processes to adapt to customer needs

Dynamic business processes to adapt to customer needs

Personalized across mobile and webPersonalized across mobile and web

Simplified engagementSimplified engagement


Ron - CIORon empowered his employees in 3 steps

1. Design for Simplicity1. Design for Simplicity 2. Rapid Development2. Rapid Development 3. Total Security3. Total Security

MobileFirst for iOS MobileFirst Application Development

MobileFirst Security Framework

Accelerated Time to Market

Easy Customization

Continuous Development

Real-time User Feedback

Easy Data Integration

Analytics

Security Testing

Device Security

Content Security

Application Security

Transaction Security


Transformthe value chain to drive growth and ROI

Engagecustomers in context by leveraging mobile insights

Protectand manage the

mobile infrastructure to optimize

performance

Buildand deploy mobile

applications efficiently

The IBM MobileFirst Approach


Wimbledon

Bringing championship sports to fans anytime, anywhere.

19.7 million unique viewers

433 million page views

Motorcycle Superstore

Streamlining mobile shopping and driving ROI 232 percent!

Tangerine

Obsessed about creating exceptional experiences for all of its 1.8 million digital customers

A Retail Bank

Strengthening security for mobile money transfers and banking apps

$1 million

In fraud stopped the first week

$60 million

In fraud stopped the first year

Exceptional Mobile Experiences with IBM MobileFirst


IBM named A LEADERfor application security testing

IBM named A LEADERfor application security testing

IBM LEADS inWorldwide Mobile Application Development, Testing, Management & Infrastructure Services

IBM LEADS inWorldwide Mobile Application Development, Testing, Management & Infrastructure Services

IBM named the only LEADERfor managed mobility services

IBM named the only LEADERfor managed mobility services

IBM’s Industry-leading MobileFirst Portfolio


videos: youtube.com/IBMMobileEnterprise

info: ibm.com/mobilefirst

try: ibm.com/bluemix

WCIT 2014 Brian Cheng - Unleashing enterprise transformation through mobile & social innovation

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