Præsentation fra IBM Smarter Business 2012

1. Speeding Innovation and Extending
Reach with IBM Mobile
Michael Gilfix
Worklight Integration Executive
mgilfix@us.ibm.com

2. Mobile is a mandatory transformation
10 Billion devices
by 2020
61% of CIOs put
mobile as priority
45% increased productivity
with mobile apps

3. Mobile now dominates and shifts to the
enterprise
Growth in Internet Connected Devices Focus areas for mobile computing
1200
WW Media Tablets
WW Notebooks
WW PCs
WW Smartphones
Unit Volumes (Millions)
600
0
2010 2011 2012E 2013E 2014E 2015E
Source: Wells Fargo Securities, January 23, 2012 Source: 2011 IBM Tech Trends Report
“Fostering the People: The Shift to Engagement Apps” https://www.ibm.com/developerworks/mydeveloperworks/blogs/techtrend
s/entry/home?lang=en

4. With enormous opportunities
Business to Enterprise Business to Consumer
 Increase worker productivity  Improve customer satisfaction
 Improved processing times  Deeper customer engagement and
 Extend existing applications to mobile loyalty
workers and customers  Drive increased sales through
 Increase employee and business personalized offers
partner responsiveness and decisions  Customer service
 Resolve internal IT issues faster  Competitive differentiator
 Reduce personnel cost utilizing  Improve brand perception
personal devices  Deeper insight into customer buying
behavior for up sell and cross sell

5. Fundamentally changing industries
Retail Financial Services Distribution
Mobile banking will be the most widely used banking
channel by 2020, if not sooner
Source: Mobile banking: A catalyst for improving bank performance, Deloitte, 2010

6. But also with some unique challenges
How do you quickly:
 Engage with anyone, customers, partners
or employees, no matter who owns the
device
 Extend to anything, from instrumented
machines to a broad spectrum of smart
devices
 Execute business anywhere, with
ubiquitous, trusted and secure transactions
Top Mobile Adoption Concerns:
1. Security/privacy (53%)
2. Cost of developing for multiple
200 Million
mobile platforms (52%) employees BYOD
3. Integrating cloud services to (bring your own devices)
mobile devices (51%)
Source: 2011 IBM Tech Trends Report
https://www.ibm.com/developerworks/mydeveloperworks/blogs/techtrend
s/entry/home?lang=en

7. IBM’s mobile expertise & capabilities can help you
maximize the impact of your mobile strategy
Deliver cross-platform,
device optimized
Build & Connect experiences for mobile Industrialize your
Build mobile applications mobile development
Integrate existing processes
Connect to, and run
backend systems in assets into mobile
support of mobile solutions
Manage mobile identities
Manage & Secure & mobile channel
Manage mobile devices and permissions Integrate threat
applications detection into your
mobile channel
Secure my mobile business Secure & manage
mobile devices (esp.
BYOD)
Extend & Transform Create an optimized
multi-channel experience
Extend existing business
capabilities to mobile devices
Collaboration & mobile
Transform the business by business process tools
creating new opportunities enhance productivity

8. A deeper look at Extend & Transform capabilities
Extend & Transform Build & Connect
Extend existing business
capabilities to mobile devices
Transform the business by
creating new opportunities
Key Capabilities
 Strategy, planning and implementation
 Mobile-enabled solutions including
analytics, commerce, and social
business
 Mobile as a service
Manage & Secure

9. Applying expertise anytime to accelerate results
IBM solutions for social business
IBM provides a comprehensive portfolio of mobile solutions for social business and
analytics.
Client Challenge
Provide employees with anytime access to the
social collaboration tools – on the devices they
use -- to help drive business results
Key Capabilities
 Mobile solutions for social collaboration:
– Push email, calendar, contacts
– Presence, IM chat and telephony
– Online meetings
– Social software for access to your
professional network
– Business document viewer
– Web experiences on multi-channel sites
 Business analytics
 Device appropriate interfaces for the leading
mobile devices
– Apple®, Google Android, Research In
Motion® BlackBerry®, Nokia
Visit www.ibm.com/socialtogo

10. Embrace mobile across buy, market, sell, and
service
IBM Smarter Commerce
Applying mobile to enhance business performance across the commerce value chain
Client Challenge
Improve engagement with
customers, employees, and partners
Key Capabilities
 Empower employees and partners
with extend mobile access to critical
commerce processes
 Reinvent customer interactions with
mobile sales and service
 Extend marketing reach with mobile
campaigns and location-based
services
 Refine the mobile customer
experience with analysis of mobile
usage

11. Take your business with you wherever you go
Business Process Management
IBM makes it possible to integrate BPM into your mobile strategy
Client Challenge
Every day you are challenged to do more,
better, and faster
Key Capabilities
 Gives peace of mind that comes from
knowing that important and time
sensitive tasks will find employees
wherever they might happen to be.
 Finding expertise is instant, and
innovation doesn't have to wait for
that mythical "down time―.
 Provides a single view that
consolidates tasks from multiple IBM
process sources

12. All on a single platform to build, connect, manage
and secure your mobile enterprise
IBM Mobile Foundation
Includes
• IBM Worklight
IBM Mobile • IBM WebSphere Cast Iron
Foundation • IBM Endpoint Manager for
Mobile Devices
Plus New Services Offering
• IBM Software Services for
Mobile Foundation

13. A deeper look at Build & Connect capabilities
Extend & Transform Build & Connect
Build mobile applications
Connect to, and run
backend systems in support
of mobile
Key Capabilities
• Mobile web, hybrid and native
app development
• Enterprise data, service, and
application integration
• Enterprise wireless
networking
Manage & Secure

14. Key mobile development and delivery challenges
Delivering for multiple platforms Consumerization of IT and need to
deliver high quality apps
• Highly fragmented set of … • High quality user
• Platforms and devices experience is a requirement
• Languages, APIs, and tools • Quality influenced as much
• Native programming models not by design as it is by
portable across platforms function
Accelerated time to market Connecting apps and mobile users
requirements with existing enterprise systems
• Higher frequency of • Existing services typically need to
releases and updates be adapted and extended for
mobile
• Added pressure on teams
to deliver on time and with • Enterprise wireless networks are
quality running out of bandwidth to
accommodate employee devices

15. Delivering for multiple mobile platforms: One
environment for native, hybrid and mobile web
IBM Worklight
Fast and cost-effective development, integration and management of rich, cross-
platform mobile applications
Client Challenge
Using standards-based technologies and
tools and delivering an enterprise-grade
services layer that meets the needs of
mobile employees and customers
Key Capabilities
Mobile optimized middleware
 Open approach to 3rd-party integration
 Strong authentication framework
 Encrypted offline availability
 Enterprise back-end connectivity
 Unified push notifications
 Data collection for analytics
 Direct updates and remote disablement
 Packaged runtime skins

16. IBM Worklight is part of a full mobile lifecycle
solution
IBM Worklight Rational Collaborative
Lifecycle Management

17. Rapid, simple and flexible connectivity for
mobile apps
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
Client Challenge
Simplified and cost effective mobile
integration to back-end systems and cloud
Key Capabilities
• Native connectors and template
integration processes (TIP’s) to connect
mobile apps to backend & cloud systems,
reducing project costs up to 80%
• Bidirectional connectivity and business
logic to increase data quality and
streamline business processes
• Centralized monitoring
• Simple and flexible, user-friendly, wizard-
based, ―configuration, not coding‖
architecture provides best-practices and
repeatable mobile integration

18. A deeper look at Manage & Secure capabilities
Extend & Transform Build & Connect
Manage & Secure
Manage mobile devices, Key Capabilities
services and applications  Mobile lifecycle management
Secure my mobile business  Device analytics and control
 Secure network communications & management

19. Mobile Devices: Unique Management & Security
Challenges
Mobile Mobile Mobile Mobile Mobile
devices are devices have devices are devices are devices
shared more multiple diverse
. used in more prioritize the
often personas locations user
• Personal phones • Work tool • OS immaturity for • A single location • Conflicts with
and tablets • Entertainment enterprise mgmt could offer public, user experience
shared with device • BYOD dictates private, and cell not tolerated
family multiple OSs connections • OS architecture
• Personal
• Enterprise tablet organization • Vendor / carrier • Anywhere, puts the user in
shared with co- control dictates anytime control
• Security profile
workers multiple OS • Increasing • Difficult to enforce
per persona?
• Social norms of versions reliance on policy, app lists
mobile apps vs. enterprise WiFi
file systems

20. Device Lifecycle, Data Protection
IBM Endpoint Manager for Mobile Devices
A highly-scalable, unified solution that delivers device management and security
across device types and operating systems for superior visibility and control.
Client Challenge
Managing and securing enterprise and BYOD
Managed = Secure mobile devices without additional resources.
Key Capabilities
Common agent  A unified systems and security management
Unified console solution for all enterprise devices that spans:
Systems Common Security
management management  Mobile Device Management
infrastructure
Single server  Software, Patch, & OS Deployment
 Software Use Analysis & License Compliance
 Security Configuration Compliance
IBM Endpoint Manager  Anti-Malware, DLP, & Device Control
 PC, Mac Power Management
 Near-instant deployment of new features and
reports to customer’s environments
 Platform to extend integrations with Service
Desktop / laptop / Mobile Purpose-specific Desk, CMDB, SIEM, and other information-
server endpoint endpoint endpoint gathering systems to mobile devices
 Security threat detection and automated
remediation

21. Mobile Application Design and
Platform Selection Lifecycle at
TBC Corporation
From Ideas to Platform in 19 Days

22. TBC Corporation overview
~4000 locations worldwide
Retail
The largest private brand marketer of
replacement tires in North America
Wholesale

23. Many retail brands but one clear
objective
Support cohesive Customer Journey by designing for continuity
across touch-points

24. Web access trends tell a clear story of customer
demand for mobile experiences
2007 2008 2010 2012
0% 10% 18% 34%
% Traffic to TBC Retail Website on Mobile Devices

25. We sketched hundreds of ideas touching all
aspects of the customer journey

26. Vehicle Health
Monitor
facilitated consult beyond point of purchase
Educational Content
Vehicle Health Knowledge screen
delivers educational information
helpful when making an service or
repair decision.
Vehicle Health Status
Vehicle’s Health Status displays
inspection results from technician to
customer. Educational content, actual
vehicle photos, and alternatives also
available.
Social Sharing of Vehicle Health
Summary
Display vehicle badge and related
health status on social sites.

28. The Digital
Diagnosis
in-store or on device time saving and
education

30. Make the Value
Visible
action-cost-impact calculation shows
personal ROI

32. The Interactive
Invoice
delivered digitally to any device
Illustrations and video content
informs and educates inspiring
trust
Digital record management - no
paper - nothing to remember (or
forget)
Sig Capture for purchase approval
via mobile device decreases time
wasted in checkout lines
Full access to transactional
history means greater resale
potential when selling the vehicle

34. IBM Mobile: Delivering mobile critical success
factors
standards-based and future ready
proactive end-to-end security; centralized
deployment, management, maintenance
and support for applications, devices and
infrastructure
business processes and systems are
completely integrated from the mobile
access points to the back-end systems

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36. Taser implements a 360 degree customer view
through cloud integration
A leading manufacturer of personal safety devices
Centralized management of all integrated end-points
“Taser International’s sales force has become almost completely
mobile, from iPads to iPhones, Blackberrys, every single one of our
varied devices are now clued in through Salesforce.com”
Kevan Bray
Taser International
Customer Needs Key Features & Outcomes
Needed a full 360-degree  100% user adoption from field and enablement of mobile
view of the customer from app usage on devices
orders to sales to customer  $135K/year savings on eliminating ―paper mailers‖ in favor
service to marketing of integrated web-forms
initiatives  Increased accuracy & productivity in Sales department
 50% reduction in order processing
 Savings of thousands a year eliminating mis-keyed orders

37. Matco Tools implements an on-the-go solution
for its sales team to reduce lead times
Multi-channel customer experience
Customer Needs Key Features & Outcomes
 Provide a multi-channel experience for  Solution takes key information from
dealers / distributors in the field enterprise systems to sales reps who can
influence sales.
 Multi-channel support: Desktop version,
Mobile Devices: HTC Hero (Android), Apple  Representatives are able to respond
iPhone, Research In Motion BlackBerry and instantly to customer questions and have
Apple iPad tablet won their trust.

38. An American public utility manages 20,000
mobile employees who BYOD
Adding Mobile Devices Without Adding Infrastructure
Serving 4.5 million customers in the southwestern region of the
United States, this electric company of 25,000 employees is a
leader in clean energy while exceeding reliability standards and
keeping consumer costs below average. They are experiencing a
migration from traditional endpoints to mobile devices.
Customer Needs Key Features & Outcomes
 Support 20,000+ mobile devices  Scalability to 250,000 endpoints provides
 Corporate and employee-owned, many room to grow
platforms and OS versions  Added mobile devices to existing IEM
 High availability for certain devices used deployment in days
in the field  Ability to integrate with Maximo, Remedy
 Adherence to Internal security policies,  Responsiveness and agility of product and
external regulations product team

39. AimArs Bank delivers secure mobile Internet
banking
AimArs needed to reduce operational complexity and cost
with a single, scalable infrastructure to secure access to
various back-end services from multiple mobile apps. A
customized authentication mechanism empowered the
bank to guarantee the security of its customers while
safeguarding the trust relationship with a safe app platform
that encrypts local data and delivers app updates
immediately.
Customer Needs Key Features & Outcomes
 Extend secure access to banking apps to  Authenticates requests made via HTTPS
mobile customers from hybrid mobile apps running on
 Enhance productivity of employees to WorkLight platform to back-end services
perform secure banking transactions via  A custom certificates-based authentication
mobile devices mechanism implemented to secure back-
 Support for iOS, Android, Windows Mobile end banking application

40. US Cellular uses mobile marketing to boost
marketing campaign volume and performance
“We know that IBM Unica has the vision and expertise to help us—no
matter which direction we choose or what challenges we face,” said
Tompson. “That gives us a lot of confidence.”
John Tompson,
Senior Manager, Campaign Analytics,
U.S. Cellular
Customer Needs Key Features & Outcomes
As US Cellular expands  Strong campaign design and template functionality allowing company
and grows, it needs to be to quickly and cost-effectively design, execute and measure customer
more responsive to local interactions.
customer needs and to  Multi-wave and multi-channel support including ability to send
track and measure the marketing campaigns and follow-ups to customer’s mobile devices via
large number of varied SMS
messages that were being
communicated to  Prior to IBM Unica, U.S. Cellular analysts executed, analyzed and
customers. tracked two campaigns per month. Now, the company executres an
average of seven campaigns per month—an increase of 250 percent.

41. Customer Story: Lotte Card
B2C for a Korean credit card company
100+ screens build using Only native component provides
web technologies and augmented reality so you can
shared across platforms discover locations within the
card network

42. For VCC, becoming a social business means new
opportunities, increased sales and improved
productivity
“We can capture and tap all our information wherever we happen to
be, improving the way we work and the speed and effectiveness in
which we service customers, communicate and close new business.”
Wayne Alley,
Vice president, VCC
Customer Needs Key Features & Outcomes
Expand business  New business opportunities and increased sales:
opportunities by enabling The ability to connect with other project managers in real time
collaboration among remote contributes to an over 40 percent year-over-year increase in
project managers, giving new business.
them access to crucial data,  Enhanced productivity
analytics and expertise Collaborative access to expertise across the enterprise enables
while in the field – via their project managers to work five times faster while in the field
smartphones.
 Greater efficiency: Smartphone access saves approximately
400 employee-hours per month.