How you can change your business through mobile development

1. © 2014 IBM Corporation
IBM Mobile Development:
Why Mobile Will Change Your Business
Ken Parmelee
Business Development Executive and Program Director, MobileFirst

2. © 2014 IBM Corporation
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Leading organizations see that mobile will fundamentally alter how organizations compete
“Mobile will get to the point where it is a fundamental way we do business. The
value proposition for mobile will be that it is embedded in what we do. In 5 – 10
years we will look back and wonder what all the fuss was.”
Director Strategy an Planning, Global IT, Automotive

3. © 2014 IBM Corporation
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Mobile app revenue – 68% of mobile monetization
Source: Global Mobile App revenue per Strategy Analytics

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Mobile usage up 25%
Source: Statcounter, 5/14

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What kind of apps are people building?
Catamaran set out to help consumers find in-
network services, manage their prescriptions, and
find generic drug alternatives.
As a bulk shipping company, CSX profitability
depends on highly efficient operations and timely
pickup and delivery of bulk cargo and coordination of
container delivery and pick-up at its rail yards.

6. © 2014 IBM Corporation
What kind of apps are people building?
Air Canada rouge became the first carrier in
North America that allows passengers to be
entertained on their own wireless devices with
onboard content. The airline saves fuel from
lower weight and reduces system installation
and maintenance costs.
Allstate Dealer Services needed a mobile
sales enablement tool that streamlined the
paperwork involved when on-boarding car
dealerships to sell their products. Dealers
can now start selling Allstate insurance
over 70% faster.

7. © 2014 IBM Corporation
What kind of apps are people building?
Mobile traffic grew to 39.7% of all online
traffic, an increase of 34% over Black
Friday 2012. Mobile sales were also
strong, reaching 21.8% of total online
sales, an increase of nearly 43% year-
over-year.
The Ottawa Hospital created a care
management platform, improving
coordination of and visibility into changing
patient and hospital conditions, allowing
practitioners to collaborate and spend more
time with patients.

8. © 2014 IBM Corporation
What kind of apps are people building?
Ministry of Railway in China supports 1.93
billion passengers with a peak travel team
of 267 million in Chinese new year. They
are embracing mobile tech to purchase &
manage ticketing
Elmec needed to enable their mobile workforce
to be more efficient in managing their IT
equipment lease business

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What makes companies Leaders in mobile
The study represents 601 mobile strategy experts
Research was conducted by IBV and Oxford Economics in 1Q13
• Leaders build apps that unlock core business
knowledge for mobile uses:
• They excel 2:1 at integrating existing systems with mobile and
are more effective with app security than non-leaders
(82% vs 51% of others).
• Leaders secure and manage the mobile enterprise
to optimize performance:
• They are more than twice as likely to adopt BYOD programs,
and excel at data security (90% leaders vs 55% others), and at
ensuring network capacity (80% leaders vs 48% others).
• Leaders use insights to engage their customers wherever they are:
• They are twice as effective at taking action based on mobile data.
• Leaders are using mobile to fundamentally transform the way they do
business:
• They are twice as likely to realize ROI from mobile initiatives.
http://ibm.co/ibvmobile

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Mobile is not just a new kind of development, it’s a new architecture
Devices
Smartphones, Tablets, Desktop PCs
Interaction Layer
Provide Channel-Optimized User Experiences
Composition Layer
Provide Channel-Independent Services
Back-end Services
Enterprise Systems, Third-party Services
• Have to “layer” in value
• Apps must be written with
use context as primary
consideration
• Logic and process are
executed where critical
• Development becoming
more composition and less
coding
• Many services available to
quickly add advanced
capabilities
• Direct integration to
backends creates brittle
apps
Gordon Van Huizen-
Gartner

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Top challenges
49 percent
of companies struggle to
manage change
associated with
employees using mobile
devices
53 percent
of companies
struggle to implement
end-to-end mobile
security solutions
54 percent
of companies
struggle to integrate
mobile applications
with existing systems
*2013 IBM Institute for Business Value Study, “The Upwardly Mobile
Enterprise”
Device
ManagementSecurityIntegration

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IBM MobileFirst enterprise app life cycle solutions
Operationalize
Integrated DevOps
for Mobile
Develop
Obtain Insight
Manage
Deploy
Instrument
Integrate
Test
Scan & Certify

13. © 2014 IBM Corporation
The MobileFirst Application Development portfolio: Three essential
ingredients to building apps
A platform to secure your
apps, manage their lifecycle,
and integrate them into the
enterprise
Cloud APIs that can be
glued together to quickly
create new apps at scale
Synchronized data across
devices that can scale to
meet mobile demand
IBM Worklight BlueMix Mobile Services Cloudant

14. © 2014 IBM Corporation
Systems of Interaction Summit 2014
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Industry Solutions
IBM & Partner Applications
Banking Insurance Transport Telecom GovernmentRetail Healthcare Automotive
Application & Data Platform
Strategy&DesignServices
Cloud & Managed Services
Devices Network Servers
Development&IntegrationServices
Management AnalyticsSecurity
Multi-channel development with Worklight

15. © 2014 IBM Corporation
What’s in IBM Worklight Foundation?
Formerly IBM Worklight 6.2
Studio
Leading tools for native and
hybrid development that
maximize code reuse,
accelerate development, and
promote team work
Operational Console
UI for deployment, management, and real-time
operational analytics, push notifications
Runtime
Client APIs
for native,
hybrid and
web apps
Server
Gateway for
engagement,
security and
analytics
DeliveryDevelopment
Application Center
A non-MDM, cross platform private mobile
application store
Accelerate Web, Native, and Hybrid Development
• Rich infrastructure, enabling developer focus on business logic
• Preview, simulation, and testing tools for shortening
development lifecycle
• Mechanisms to industrialize app development
Facilitate App Security and Trust
• Server-enforced authentication
• App authenticity and user-app-device binding
• Secure and syncable on-device storage
• App version enforcement
Engage Users with the Enterprise
• Integrate with the enterprise & codeless access to systems
• Unified push and SMS notifications
• Geo-location and context collections and intelligence
Support Mobile Operations
• Operational analytics with efficient data acquisition
• Offline and online event management integration
• Remote user and app control without MDM

16. © 2014 IBM Corporation
Composition of Apps- BlueMix
A rich set of mobile ready APIs that you can mix and match to power your App
Run Code
The developer can chose from multiple
language runtimes or bring their own. Just
upload your code and go.
Store Data
he developer can store data in the cloud as a
service easily without needing to administer
the databases.
Cloud Integration
Build hybrid environments. Connect to on-
premises systems of record plus other public
and private clouds. Expose your own APIs to
your developers.
Built on IBM SoftLayer
Runs on top of IBM’s leading infrastructure
as a service.
A catalog of developer friendly APIs (IBM &
third party) with mobile SDKs, that can be
composed into new and existing mobile apps.
Configure and manage through the BlueMix
portal.
Mobile
API Catalog
Web Data
Big Data &
Analytics
Inte-
gration
and MoreCategories

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Scaling to test- Mobile Testing
“Being agile, we are developing tests as we write our
code, so automating the functional tests of our mobile apps
and using them for regression on multiple platforms makes
our team much more productive!” - Mobile developer.
Different forms
• Automated testing of mobile app
functionality from the device to
systems of record
• Manual testing still a requirement to
catch interaction issues
• Live testing on devices from field and
device clouds
• Performance testing on the device as
well as volume and stress testing the
architecture.
Shift mobile testing to the left: Test earlier, more often, for less.

18. © 2014 IBM Corporation
Systems of Interaction Summit 2014
© 2014 IBM Corporation
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Understand your users- Tealeaf Analytics
Visibility into the customer mobile experience to optimize app design
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
IBM Tealeaf CX Mobile
 Analyze mobile user behaviors
 Aggregate captured replay of mobile gestures on iOS and Android-based devices
 Add-on Heatmap, Link Analytics, Form Analytics, and Attention Map analytics for mobile-web apps

19. © 2014 IBM Corporation
Typical issues
• Performance
• Non-intuitive UX
• Network
• OS upgrades
• Weak value
How do you get ahead of issues
• Hire professionals- for concept and UX
• Use a flexible architecture- handles disconnects and
outages on backend as well as volumes
• Design app for use while disconnected
• Test for connectivity states
• User sentiment– mine app ratings and reviews to respond to
issues before they go viral
• Over the air app distribution – get the latest in the hands of
testers as soon as it is available
• Frictionless bug reporting – spend every minute on testing
latest and greatest builds, not the hassles
• In-app crash reporting – rapid understanding of why an app
fails
•Updated xx-xx-12
Resolving issues before you lose - Quality Assurance
Slow reaction to app issues loses users who will trash your reputation

20. © 2014 IBM Corporation
Systems of Interaction Summit 2014
© 2014 IBM Corporation
Systems of Interaction Summit 2014
© 2014 IBM Corporation20
Engage your Customers-Xtify
Fine-tuned segmentation for personalized mobile campaigns
 Guided message creation
 Drag and drop targeting with dynamic
content insertion and event triggers
 Set behavior-based campaign rules
 Advanced customer segmentation
 Tailor messages to individual clients
 Segment on demographics, location,
device, recent activity, CRM data, etc.
 Notification campaign analytics
 Gain insight into customer responses
 Fine-tune successive campaigns
Using Xtify with Worklight, enterprises can enhance their brands and
maximize ‘opt-ins’ by sending personalized context-aware messages
to customers via their apps or Web sites -- at the right time, in the right
place, and with the most relevant content

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Real Security is not Just Device and App Management
Device Security Content Security Application Security Transaction Security
Security Intelligence
Security Intelligence
Enterprise Applications
and Cloud Services
Identity, Fraud,
and Data Protection
Content Security
Application Security
Transaction Security
Device Security
DATA
Personal and
Consumer
Enterprise

22. © 2014 IBM Corporation
IBM MobileFirst Studios
Collaborate and experiment to become an agile, mobile enterprise
Skilled resources in key markets that provide
local depth, expertise and training
 Showcase MobileFirst industry solutions and
services
 Introduce clients to mobile innovations from
research, software innovation and design labs
 Alter thinking, spark reinvention of process to
shift / transform from traditional business
models to agile, mobile enterprises
What’s New :
 Collaborative and experiential spaces for side-by-side work with IBM and clients to
build and protect their mobile enterprise, engage with their clients, and transform
thru process re-invention

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Mobile Requires New Skills, Services, Processes and Technologies
Strategy
& Design
Implementation
& Architecture
Deployment
& Operations
UX design and psychology
Artistic design
Process re-engineering
Design & programming
B2E mobile strategy
Mobile testing including tools
and services
Consumer services
(e.g., mapping, context,
marketing, m-payment ...)
Hosting-applications, Web
adaptation, cloud services
Application stores
Analytics and metrics
Telecom services
Messaging & notification
Specialist implementation
services (e.g., UX review)
Typically internal
Typically external
Typically mixed internal/external
API management
B2C mobile strategy
Marketing & advertising
partners

24. © 2014 IBM Corporation
User Expectation Drives Outcome
• Beauty can be ruined by complexity
• Value of look should not be ignored, but ranks third to right
features and ease of use.
• Know your consumer and how they will use your app
• Must get agile. Stagnant apps lose users
• Leading companies moving to JIT feature testing

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26. © 2014 IBM Corporation
Enterprise gaps to the increased adoption of iOS-based solutions
CIO concerns
How do I minimize risk
related to leaks of
corporate data?
How do I integrate
applications with my
enterprise?
How do I demonstrate
productivity increases from
the IT investment to the
business?
Developers extensions to
iOS
Enterprise cloud storage: Enable sharing of app data and
documents between devices and users by extending iOS APIs.
Enterprises control data and run analytics against all content.
Security: Leverage MDM to activate the iOS mechanisms for
device protection, insert data protection controls, and enable
internal distribution of applications throughout their lifecycle
Mobile integration: System connectors, enterprise
authentication framework, and server side business logic
enable developers to quickly access systems, combine data,
and deliver it to the app
Workflow: Developers can easily connect interactions on a
device (widgets, extensions, and apps), across devices and
between users into a business process
Analytics: Developers can access corporate data & reports to
enable workers to get the instant insights they need for
productive workflow
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27. © 2014 IBM Corporation
The MobileFirst Platform for iOS will be marketed as a set of
solutions today that address these pains
Enterprise Cloud Storage
Based on Cloudant
1
Security
Based on MaaS360
2
Mobile Integration
Based on BlueMix Cloud Integration and
Worklight Foundation3
Workflow
Based on BlueMix Workflow and
Worklight Foundation4
Analytics
Based on Cognos Mobile
5
• Store app data and documents in a fully managed database
as a service that can be restricted to a single organization’s
data on bare metal servers in client-specified geographies
• Leverage iOS conventions for higher developer productivity
• Manage enterprise mobile devices, users and data
• Streamline distribution and policy management.
• Leverage context from iOS to increase security of the data,
applications and transactions.
• Seamlessly tie mobile apps to enterprise data and security
• Leverage cloud hosted logic to integrate data from multiple
back end sources, while keeping all devices in sync
• Simplify enterprise integration for iOS developers
• Simplify solution-building by leveraging workflow to tie
together process steps with context, users and devices
• Help iOS developers scaffold lightweight business processes
quickly and provide integration to full-BPM suites
• Provide analytics on key business metrics to end users on
their mobile devices to accelerate decision making
• Simplify developer steps to include enterprise analytics into
key iOS capabilities like notifications

28. © 2014 IBM Corporation
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors
with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact.
Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose
Magic Quadrant for Mobile
Application
Development Platforms
Ian Finley, Van L. Baker, Ken
Parmelee, David Mitchell Smith,
Ray Valdes, Gordon Van Huizen
Aug 7, 2013
This Magic Quadrant graphic was published by
Gartner, Inc. as part of a larger research note and
should be evaluated in the context of the entire
report. The full report is available at
http://ibm.co/13TU2Dm
“As unprecedented numbers of enterprises
build mobile applications, the mobile
application development platform market
continues to grow and evolve rapidly.”
Gartner has recognized IBM as a leader in the Magic Quadrant for
Mobile Application Development Platforms

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Industry Recognition for IBM MobileFirst

30. 1 Download the IBV mobile study:
http://ibm.co/ibvmobile
Join the conversation and learn more:
www.ibm.com/mobilefirst
twitter.com/IBMMobile (#IBMMobile)
facebook.com/IBMMobile
2
3
Three Ways to Engage with IBM MobileFirst
Sign up for a free Mobile Agenda Workshop
ibmmobile@us.ibm.com

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Learn more at: www.ibm.com/mobilefirst