Successful Mobility The closest you ever has been to a customer.

Transcription

1 Successful Mobility The closest you ever has been to a customer. Richard Trojmar, Mobile Business Leader, Nordics, IBM Richard.trojmar@se.ibm.com

2 IBM MobileFirst IBM Mobile First! 2

3 3 Ibm Mobile First

4 Four major waves of technology Mobile is the next transformation Back-Office Computing Client-Server PC World Wide Web and ebusiness Confluence of Mobile, Social, Cloud, Big Data / Analytics 60 s 80 s 90 s We are here

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6 Mobile There are 7.1 billion people on the planet 6 billion of them have access to mobile phones, only billion of them use a toothbrush (Se13,5 milj)

7 Mobile 90% of all smart phone owners keeps their device within arm lenghts distance 100% of the time. 7 7

8 Generation Y är här! Många möjligheter och val, ständig kommunikation och stora sociala nätverk. 2,5 år = genomsnittliga debutåldern Internet Nästan alla tonåringar äger en smart phone och är på sociala medier dagligen Knappt hälften av flickorna > 3 tim/dag Hälften av pojkarna spelar > 3 tim/dag Även mer än hälften av år frekventa mobilanvändare Källa: Statens medieråd rapporten Ungar & medier 2012/13

9 Mobile 90% of text messages are read with in 3 minutes of 9 being delivered

10 Mobile 81% of smartphone users have done product research via smartphones - 50% have made a 10 purchase with one

11 Mobile Expectations 85% of adults who have completed a mobile transaction in the past year expect the experience to be better than using a laptop or desktop computer 11 Source: Harris Interactive Survey of Mobile User Experience

12 Mobile B2E : Mobile employees are more productive 12

13 Mobile App Cracking Is Widespread Example hacks: Disabled security controls Illegal pirated copies Repackaged versions with malware Unlocked or modified features Fraud IP theft Source: Arxan State of Security in the App Economy: Mobile Apps under Attack report (2012). Based on identifying and reviewing hacked versions of top ios and Android apps from third-party sites outside of official app stores

14 14 Mobile

15 Mobile is Different Mobile Apps are different. They run on unstable networks interruption is the norm, not the exception They are context-aware sensor richness provides constant stream of context information Always on An opportunity to deliver greater value since always within arms reach Smaller screens More challenging to make compelling and easy to use Immediacy users expect instant everything and have little patience Management is different. AppStore Terms of Service present challenges for managing B2C apps Greater challenges of application governance, distribution, and version management Smaller screens pulling content from more sources: need to choreograph content from multiple repositories and applications, both on premises and in the cloud Development is different. More devices to support, each with its own set of capabilities, OS and UI behaviors More development approaches to choose from Web, HTML, Native or a mix More third-party and open-source tools, frameworks and libraries to choose from Extremely short development cycles Security is different. Greater risks of exposing applications and data on small, light and always on portable devices Greater authentication challenges associated with content mashups AppStore Terms of Service can limit security options

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18 B2C: Lottecard Guides Customers with Augmented Reality Credit card provider aggregates offers from retail partners Offers are scoped by geolocation for augmented reality experience Instant access to information (orders, customer history, etc.) provide a more seamless experience to the end customer when multiple parties participate in a business process Provides new channels for 3 rd party goods & services to surface to the end user [the app store analogy is everywhere!]

19 19 B2C/B2E: Make print come alive Euroscript s AdOn and Smilez App

20 20 Euroscript s AdOn and Smilez App

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23 vodafone 3G 10:48 AM 1 OFN Save Receipt? We noticed you recently made a significant purchase would you like to save the receipt? Cancel OK powered by

24 vodafone 3G 10:49 AM Cancel Digital Vault Add New Receipt Label: New LED TV Add to Home Inventory? YES Take Photo powered by

25 Expanding IBM Mobile Portfolio with new capabilities 125+ patents for wireless inventions in 2012, bringing the total to 270 IBM acquired: IBM Worklight Named leader in interactive design IBM acquired: Urban Code DevOps Platform Worklight named Best Mobile Development Solution IBM announced: IBM MessageSight IBM acquired: Emptoris Rivermine Telecom Expense Management IBM announced: IBM Endpoint Manager for mobile devices IBM announced: IBM announced: IBM mobile cloud services IBM announced: IBM Customer Engagement Mobile IBM acquired: Tealeaf CX Mobile IBM announced: Managed Mobility and MAPM Services IBM announced: IBM Security Access Manager for Cloud and Mobile IBM announced: IBM Connections Mobile IBM acquired: MDM Solutions

26 The IBM Mobile Communication Lifecycle Design & Develop Instrument Obtain Insight Integrate Manage Test Deploy Scan & Certify

27 Gartner has recognized IBM as a leader in the Magic Quadrant for Mobile Application Development Platforms 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 As unprecedented numbers of enterprises build mobile applications, the mobile application development platform market continues to grow and evolve rapidly. 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 Gartner does not endorse any vendor, product or service depicted in its research publica5ons, and does not advise technology users to select only those vendors with the highest ra5ngs. Gartner research publica5ons consist of the opinions of Gartner's research organiza5on and should not be construed as statements of fact. Gartner disclaims all warran5es, expressed or implied, with respect to this research, including any warran5es of merchantability or fitness for a par5cular purpose

28 28 Inte bara Gartner

29 Think about what you DON T see Apps 30% 70% Cross-Platform Testing & Analytics Offline sync Mobile Application Platform Geo-fencing Security Direct Update Integration Push Notifications

30 The Mobile Journey: When do you need to buy a Mobile Platform? X Apps X Devices X Backends Cost, Complexity, Risk 1 App 1 Device 1 Backend 3 Apps or 3 Device or 3 Backends BUY vs BUILD? 30 Time

31 The Mobile Journey: When do you need to buy a Mobile Platform? X Apps X Devices X Backends Cost, Complexity, Risk 1 App 1 Device 1 Backend 3 Apps or 3 Device or 3 Backends 31 Time

32 Industry Solutions Banking! Insurance! Retail! Transport! Telecom! Government! Healthcare! Automotive! Strategy & Design Services IBM & Partner Applications App Development & Data Platform Management Security Analytics Devices! Network! Servers! Cloud & Managed Services Development & Integration Services

33 IBM MobileFirst Portfolio Industry Solutions Banking! Insurance! Retail! Transport! Telecom! Government! Healthcare! Automotive! Strategy & Design Services IBM & Partner Applications App Development & Data Platform Management Security Analytics Devices! Network! Servers! Where do you most need to improve? Cloud & Managed Services Development & Integration Services

34 IBM MobileFirst Portfolio Industry Solutions Banking! Insurance! Retail! Transport! Telecom! Government! Healthcare! Automotive! Strategy & Design Services IBM & Partner Applications App Development & Data Platform Management Security Analytics Devices! Network! Servers! Development & Integration Services Cloud & Managed Services

35 Think about what you DON T see Apps 30% 70% Cross-Platform Testing & Analytics Offline sync Mobile Application Platform Geo-fencing Security Direct Update Integration Push Notifications

36 The IBM Mobile App Development Lifecycle Design & Develop Instrument Obtain Insight Integrate Manage Test Deploy Scan & Certify

37 IBM MobileFirst Portfolio Industry Solutions Banking! Insurance! Retail! Transport! Telecom! Government! Healthcare! Automotive! Strategy & Design Services IBM & Partner Applications App Development & Data Platform Management Security Devices! Network! Servers! Analytics Development & Integration Services Cloud & Managed Services

38 IBM MobileFirst Management For clients who need to: Implement BYOD with confidence Manage secure sensitive data, regardless of the device Manage, track and optimize mobile expenses Handle multi-platform complexities with ease Key offerings: Fiberlink MaaS360 IBM Emptoris Rivermine Telecom Expense Management IBM Mobile Enterprise Services for managed mobility IBM MobileFirst Management offers: ü Unified management across devices ü Selective wipe of corporate data ü Configuration & enforcement of password policies, encryption, VPN access & camera use ü Streamlined workflow between development & operations with an integrated Enterprise App Store ü Optimize telecom expenses with detailed usage analyses ü End-user portal for management of mobile equipment, carrier plans, and usage tracking

39 IBM MobileFirst Portfolio Industry Solutions Banking! Insurance! Retail! Transport! Telecom! Government! Healthcare! Automotive! Strategy & Design Services IBM & Partner Applications App Development & Data Platform Management Security Devices! Network! Servers! Analytics Development & Integration Services Cloud & Managed Services

40 IBM MobileFirst Security For clients who need to: Protect devices and data Defend the network Ensure secure access Safeguard mobile apps Preserve user experience without compromising security IBM MobileFirst Security offers: ü Context aware risk based access control Key offerings: IBM Security Access Manager for Cloud and Mobile IBM Security Appscan ü Mobile threat protection ü Strong session management & Single Sign on ü Vulnerability analysis for mobile apps ü Visibility and analysis of security events from the device, network, user end app behavior

41 IBM MobileFirst Portfolio Industry Solutions Banking! Insurance! Retail! Transport! Telecom! Government! Healthcare! Automotive! Strategy & Design Services IBM & Partner Applications App Development & Data Platform Management Security Analytics Devices! Network! Servers! Cloud & Managed Services Development & Integration Services

42 IBM MobileFirst Analytics For clients who need to: Optimize digital & mobile experiences to drive online conversion Analyze mobile behaviors and quantify business impact of user struggles Improve customer service resolution and drive loyalty IBM MobileFirst Analytics offers: ü Automatic detection of customer issues through user and mobile device data Key offerings: IBM Tealeaf CX Mobile ü User behavior drill down with high fidelity replay & reporting of the user experience ü Correlated customer behavior with network and application data ü High conversion and retention rates with quantifiable business impact analysis

43 Vi som fokuserar på mobila lösningar i Sverige Software Group Richard Trojmar Mobile Sales Lead, Nordics Henrik Sjöstrand CTO Mobility SWG Nordic IBM MobileFirst Solution Architect Lars-Olof Allerhed CTO IBM MobileFirst Europe Global Business Services Peter Beronius Tealeaf Sales Lead, Nordics Jonas Pergament GBS Partner Nordic Mobile Solution Leader Hans Darenberg IBM Security Systems AppScan, ISAM specialist Julian Champion IT Architect Anders Enqvist Cloud and Smarter Infrastructure IBM Endpoint Manager specialist Adam Ogorman M2M & Mobile Solution Architect European Mobility Tiger Team

44 Successful Mobility Richard TrojmaR, Mobile Business Leader Nordics, IBM

45 45 Backup slides

46 IBM MobileFirst App Development & Data Platform Top issues we see The cost of Application development is increasing too rapidly with each new platform It takes too long to release new App functionality Connecting applications to enterprise data is too slow and expensive Existing skills/resources (people/website) not being re-used for Mobile - outsourced

47 Next Step: Mobile Agenda Meeting Interactive meeting with an IBM Mobile expert to help enterprises plan and develop a customized roadmap for success Top 3 issues we want to discuss in the meeting? Who should be in the meeting? What is the urgency? What dates would likely work? To schedule a Mobile Agenda meeting, ibmmobile@us.ibm.com

48 Hur mobila är vi själva internt? anställda uppkopplade mot våra WiFi-nät IBM Mobile AppStore distansarbetande 50M direktmeddelanden per dygn Norden leder med 37% uppkopplade via Traveler (Augusti!!) 53% iphone/ipad, 29% Android, 17% Blackberry 20 mobil-appar utrullade under mobil-appar i plan för utrullning Alla nya system vi rullar ut internt skall ha en mobil frontend Alla mobila lösningar vi bygger för internt bruk skall baseras på Worklight Vi behöver inte längre gå och jobba. Vi kan göra jobb.

49 IBM MobileFirst Management Top issues we see Most companies allow BYOD but only support a limited number of device types Companies can control users and devices, but not individual Apps or App versions Employees are not allowed to access sensitive data from mobile devices due to fears Companies are telling us they would like to manage their devices from the cloud

50 IBM MobileFirst Analytics Top issues we see Very hard to know why customers abandon a transaction before completing it Customer complaints posted on public App Stores rather than via an App or crash-report Unclear why users immediately delete an App after downloading it or later stop using it Insufficient insight into which devices, OS version, App versions are actually being used

51 IBM MobileFirst Security Top issues we see 100% of top paid Apps are hacked. Can t tell how vulnerable an App is until it s released Context/location-aware access control ideal for LOB but seen as too complex by IT Companies secure the devices but have insecure Apps, local content, pipe to the servers No central place to visualize security events: devices, network, user behaviour, Apps

52 When do I need a Mobile Platform?

53 Where are you on The Mobile Journey? When will you have Mobile Apps or 0-3 Mobile Devices or 0-3 Backend systems connected? st Gen Apps 2 nd Gen Apps 0 Mobile Apps 0 Types of Device 0 Backend systems Mobile Apps = 3 Types of Device = 3 Backend systems = 3 Time & Complexity...Innovation? Source: Based on work by Gartner

54 Which Mobile Platform?

55 Why not just use Open Source PhoneGap/Cordova? Source : open-logix