Mobile Applications Center of Excellence

Mobile Applications Center of Excellence Strategy Alain Decartes WW Industry Software Marketing Lead Communications Media Entertainment

A market in full expansion

Accelerating innovation and change 98,000 tweets 23,148 apps downloaded Mainframe Client/ server The internet Mobile, social, big data & the cloud 400,710 ad requests every 60 seconds New technology access methods 2000 lyrics played on Tunewiki Change how technology is consumed & value it can bring 1,500 pings sent on PingMe 34,597 people are using Zinio Open up new business models Remove current inhibitors & unleash power of innovation 208,333 minutes Angry Birds played 3

Enterprises are going mobile Growing adoption of smartphones and tablets in both consumer and enterprise space Organizations recognizing value of providing mobile apps to both employees and customers Increasing productivity by providing mobile access to enterprise functions and applications Connecting with their highly mobile customers, following broader consumer trends Consumerization of enterprise, people bringing their own devices into workplace 1990s 2000s 2010s Webpage era Ecommerce era Mobile era 4

A time of significant change and acceleration By 2016, integration projects that include on-premises applications and cloud services 50% By 2015, mobile application development projects will outnumber native PC projects 4 to 1 Source: Gartner By 2016, organizations with joint App Dev and Ops initiatives for continuous delivery and simplified release management 40% Increasing the mobility of its sales data by just 10%, a typical Fortune 1000 company could increase net income by $5.4 million and improve its return on invested capital by 1.4%, according to a 2010 study by the University of Texas at Austin (Source Vodafone) 5

Extreme pace, unpredictability Maintaining application quality and performance is a daunting task Constantly-growing number of Mobile device models Operating systems Screen sizes Network technologies Camera Rolodex Game console Television Calculator Email Laptop The Swiss army knife of computing Book GPS Internet 6

Why enterprise mobility is gaining importance? Business Drivers Fast return on investment (ROI) Increased employee productivity Desire to interact directly with the customer Contributing factors to the high ROI of enterprise mobility Improve/enhance worker productivity Increased sales/revenue Improve field service response time Improve competitive advantage/market share Provide ease of information access Improve customer service Decreased costs Offer employees more flexibility Enhance portability within the office or work environment Eliminate paperwork Speed the sales process Provide perception of an advanced company to customers 0 5 10 15 20 25 30 7 N = 600, Source: IDC s mobile enterprise software survey, 2011

Conflicting mobile requirements 8 Business decision-makers Productive devices Line-of-business applications Efficient and productive employees Cost effective solutions Consistent usage Security IT executives Standard devices Corporate-approved devices and applications Scalable delivery Reduce complexity Accelerated timelines Minimize costs Security Employees Hip, cool devices Dual use Freedom to choose devices and applications Self services Flexible purchasing Security

Supporting business customer

Tomorrow s leaders will capitalize on mobility Tactical Respond to consumerization Bring your own device to work Strategic Respond to unprecedented opportunity 24 x 7 product and service availability Reach new audiences Spot trends and identify opportunities Enterprise information on-the-go Improve brand awareness Close, track, and manage orders anywhere Reduce marketing costs 10

Enterprise mobility uses cases Bring Your Own Devices (BYOD) An enterprise has employees with mobile devices and want to manage/distribute existing mobile apps to them Manage Application Lifecycle (Android, ios, others) Enterprise Appstores Device Management Mobility apps enterprise data access An enterprise wants to mobilize existing backend applications (CRM, ERP..) Mobile apps accessing Enterprise data: CRM, ERP, others Local Device Data Caching, Sync & Compression, API security, Notification Enterprise Service Enablers Enterprise mobility platform An enterprise wants to mobilize backend applications and allow employees use own devices Service Design and Creation: Create Native, Hybrid Apps Application Testing Mobility Apps enterprise info access Bring Your Own Devices 11

Enterprise Mobile Apps Categories Enterprise Mobile Apps Internal Business Apps These Apps target the company s workforce and internal business processes External Apps These Apps reach out to business partners and customers and to the consumers Some Apps cross both boundaries e.g., Real Time Mobile BI touches consumers in the act of consuming services but then feed backs that information to the internal teams for analysis and action 12

Native versus browser based mobile applications Top reasons for developing a native application Top reasons for developing a browser based application Functionality; can't get the application features we need on a 52% Easier and faster to develop 62% Security and control; want to precisely contel the configuration 41% Easier and faster to deploy 55% User expectation; won t use browser applications 34% Already had browser applications; minimal changes needed for mobile 42% Easier to optimizefor multiple screen sizes (Phone, Tablet) 31% No mobile application developement expertise 21% Offline use; need applications to work without a network 29% Didn't need to use any native mobile device; browser is good 20% Application Performance Fits long term strategy of deploying applications through an internal 28% Client, either PC or Mobiel, is only used for datacoloection; 19% The mobile 19% app internet is an architecture Don't want of to support native mobile apps device; browser application 17% linked to cloud based services that provide context-rich experience 0% 20% anytime, 40% 60% anywhere 80% (Source Forrester) 0% 20% 40% 60% 80% 13 Source: Information Week 2012 Mobile Applications Development Survey, July 2012 n=350

Enterprise Mobile Apps Examples Internal Business Apps Email, Calendar, Contacts Mobile-Optimised Intranet Access Field Service (Dispatch, Work Orders etc.,) CRM Business Intelligence Custom Sales Tools Custom Internal Workforce Apps Video Conferencing Travel & Expense Field Service, Location Based Service External Apps B2B (Partners, Enterprise Customers) Social Networking Location Based Services B2C Custom Real Time Marketing Tools Real Time Consumer Business Intelligence Custom Real Time Sales Tools Video Streaming Mobile-Optimised Internet Access to customer accounts Mobile-Optimised Internet Access to Shopping Purchases 14

What is a a Mobile Applications Center of Excellence?

Mobile applications A huge shift in the IT landscape User Experience: From the desk to the hand Cloud Based: From local to hosted services Agile Changes: From months to hours 16

Mobile application transformation Assess Manage Modernize 1. Rationalize and Modernise the traditional application portfolio to the optimum number of applications required to run the enterprise, managed & delivered in the most cost effective way. 2. Deliver new application solutions for customer service/engagement which are enabled by a secure cloud application platform integrated to the customers chosen client device 17 HP Copyright Restricted. 2012 For Hewlett-Packard HP Internal Use Development Only. Company, L.P. The information contained herein is subject to change without notice.

Mobile application fundamentals: functionality, performance, security Does it work? Does it perform? Is it secure? Does the application function the way the business needs it to? Will the application perform for the entire customer set? Will it scale? Will it meet SLAs in production? Has the application been assessed against all known threats? Are there open doors or windows that sophisticated hackers can penetrate? 18

Mobile Applications Center of Excellence Operation Managers Business Analysts Monitor and manage mobile application ecosystem and also analyze mobile application effectiveness through detailed usage reporting Publishers Publish mobile applications to any public app store or to private enterprise app stores Manage & Monitor End to End Solutions Deploy and Expose Mobile Applications Automate Application Transformation Introduce enterprise collaboration Provide Development and Service Creation Environment Automate Functional Testing Design mobile applications in a platform agnostic way, supporting multiple devices Application Developers Build feature rich, complex mobile applications for web, HTML5/hybrid or native clients 19 Testers Testing services ensure running of mobile software apps function as intended Ensure Performance Proactively Increase Security System Integrators Securely and seamlessly connect with one or multiple backend system or web data sources

DevOps & continuous delivery Agile Delivery IT Operations Build to run Keys to bridge the gap: Quality Automation Collaboration Regular releases reduce risk 20

Elevating mobile applications processes towards a centre of excellence Addresses full lifecycle between applications and operations Integrated testing and remediation process for security and compliance Centre of Excellence Service Utility Centralized and standardized technology, licenses, admin and support Product Utility Project Project based technology, process and personnel 21 Manual No documented processes or recognition of the need for them

Opportunities for service providers

Growing importance of managed mobility services A particular emphasis on mobile security and application management this past year reflects growing enterprise requirements in these areas Insourced 47% 48% 48% 37% According to Forrester, the worldwide mobile management services market is expected to reach $6.6 billion in 2015, a marked 69% increase over its previous forecast in about six months ago in March 2011. Outsourced Hosted 67% 24% 26% 30% 29% 17% 38% 28% 22% 23% 16% Total Sample North America Latin America Europe Asia Pacific According to recent estimates from ABI Research, Enterprise mobility management services, which include services to manage mobile apps, devices, content, network services, expenses, policy and security will grow to US$11 billion worldwide by 2016. Source: HP Sponsored Frost Sullivan Enterprise Application Store (EAS) Research January 2012 23

Existing market offerings CSP providing comprehensive business mobility as a service Verizon provides design, development, deployment (delivery via an enterprise app store). Also management of mobile business applications across multiple devices and carriers developed by third parties, Verizon, or customers. CSP alliances with IT Companies Orange is focused on helping customers mobilize applications, through partnerships with leading mobile application solution providers. AT&T, Verizon, Telefonica and Deutsche Telekom are offering or are planning soon to launch mobile application platforms that connect in to customers back end servers for business process apps and enable businesses to extend their existing applications to multiple device platforms easily AT&T launched Managed MEAP and is now hosting a variety of mobile business applications in its network-based cloud, with the ability to manage and support these applications with computing and storage capabilities CSP alliances with MEAP / Mobility Consulting firms Telefonica is enabling mobile business applications for its customers, offering both development and management of Web-based and native applications as well as enabling the enterprise app store capabilities. 24

AT&T Mobile Enterprise Application Platform 25

Mobility as a Service SP manages employee devices on behalf of enterprise SP manages mobile apps on behalf of enterprise SP provides mobile front end for SaaS services SP builds/partners to provide custom enterprise apps SP strengthens their services to help retain customers and gain new ones 26 Services Revenue Models Per device/user fee for managed devices Hosting and manage fee per enterprise application and catalogs Application lifecycle management services Service Providers On- Promise Catalog Custom Apps External Apps Enterprise 1 Enterprise 2 Enterprise n Vertical Apps Retail Healthcare Energy Transportation Automotive Financial Services Package Apps Collaboration Connectivity ERP / CRM Communication Security Contact Center Computing

Mobile Applications Center of Excellence for service providers Mobile Applications Center of Excellence creates new revenue stream opportunities as customers will now be more likely to consider service providers as their end-to-end mobile solutions provider. Mobile Applications Center of Excellence also ties in with related cloud computing initiatives and takes advantage of the same synaptic hosting infrastructure that the service providers has in place for other (non-mobile) managed application services. 27

Opportunities for device vendors

Leading in a world of new apps opportunities Tablets & touch-phones are becoming superinteractive remote controllers over IP and the catalyst for the new Social TV 29 It s not multiple devices but using two at the same time with interlocked applications The Smart TV in the connected Home: just closed VOD & Apps or open Web TV and browser to partner with everybody? Device manufactures moving to launch Apps to tap into Connected TV Media revenues (Samsung) Synchronized experiences are becoming a driver of audience and customer experience Targeted advertising revenues will depend on users profiles collecting unstructured data

Mobile success and failure is very visible Very poor app ranking in Google play Competitors have 4 star apps Where is your app? April 2012 30

Building a quality oriented eco-system Device Vendors Bundle Market Leading Products Leading products Trusted brand Security! World-class support Apps Stores Mobile Device Management Joined GTM Planning Existing application Integration New application development Expand ecosystem Leverage joint channels VAR might be brought in for installation, etc Enable CSP highly differentiated offer Drive new subscribers Deliver higher ARPU Increase retention Diversify services portfolio 31 HP Confidential

Mobile Applications Center of Excellence for device manufacturer Mobile Applications Center of Excellence provides device manufacturer with a centralized policy and management framework that gives access to their developer ecosystem with sandbox and collaboration tools for self-service creation of enterprise mobile applications Mobile Applications Center of Excellence creates a clear segregation of consumer apps from enterprise apps giving complete control over enterprise apps in terms of role-based security and threat management implementation. 32

Opportunities for ISV, VAR, System Integrators

Mobile Solutions Every users will have different usability requirements, security requirements and privacy expectations Mobile solutions requires robust crossplatform testing and deployment to support multiple interaction models from SMS based interfaces to full function applications Mobile solutions should be developed with a write once, deploy anywhere architecture in order to support multiple form factors. Mobile application development requires the effective use of User Experience Design, visualization, agile development, platform neutral architecture and effective mobile testing capabilities 34

Managing mobility changes in IT Multiplatform experience design skills Internet delivery and operating architecture Layered security model Middleware to support the customer experience Infrastructure to support 5x growth in transactions* * Source: November 3, 2011, Case Study: USAA Makes Mobile Remote Deposit A Core Mobile Offering Forrester report Agile Delivery Be more agile - deliver faster 35

Mobile Applications Center of Excellence for ISVs, VARs, SIs Mobile Applications Center of Excellence allows SIs, ISVs, VARs to design, develop, deploy, host, secure and manage mobility solutions for their enterprise customer incorporating hardware, software, and professional services to ensure success Mobile Applications Center of Excellence accelerates the time to market of create enterprise mobile applications by optimizing company-wide processes, lifecycle management and end-to-end quality control for mobile applications. 36

Mobile is big and Growing

Opportunities for everyone Decrease cost by offering an efficient end to end monitoring and management of mobile applications ISVs, VARs, System Integrators Service Providers Mobility as a Service Mobile Applications Center of Excellence Create new revenue streams by offering an expanded IT mobile services portfolio Device Manufacturers 38 Application Transformation Accelerate time to market with mobile application development Mobile Management

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