IBM Mobile First - Creating Mobile Apps That Transform Business

Creating Mobile Apps

that Transform Business

Ken Parmelee- IBM, Director of

Mobile Products Strategy

© 2014 IBM Corporation2 #IBMMobile@kparmeleetx

#ibmmobile

Why is mobile hard?

Pace of change in devices

Innovation in development

Variances in platform

capabilities

Number of OSes

Variance in security capabilities

Limited population of

experienced designers

and developers

New development process

New architecture and integration

User expectations

Unknown value of app


#ibmmobile

Mobile continues to explode in the enterprise

2014 2016 2018

(2014) 60% of

large companies

used 3 or fewer

mobile apps1

The number of

custom mobile

apps will double

compared to 20142

The number of

enterprise mobile

apps is expected

to quadruple3

More than half

of b2e apps will

be created by

the enterprise6

85% of companies

have a mobile

backlog of up

to 20 apps4

Mobile app

development will

out number PC

projects 4:15


#ibmmobile

DataRichSecure

ContinuouslyImprove

Contextualizeand Personalize

Platform

services to

enable your

apps

Apps that

Are hard

because

Mobile speed and scale

requires new integration

and database approaches

for app developers

Outside the network’s

protection, mobile apps

and data require specific

governance

They require constant

user feedback,

monitoring and

release of revisions

Mobile apps must

capture, interpret and

act on disparate context

sources in real time

Four challenges of delivering mobile apps

IBM MobileFirst Platform delivers rich services and then integrates them for

an end-to-end experience for mobile development and operations teams


#ibmmobile

@kparmeleetx

#ibmmobile

A good app requires a continuous DevOps approach that

takes into consideration the application lifecycle


#ibmmobile

The New IBM MobileFirst Platform: Build, Integrate & Scale

Software or As-a-ServiceOn premises Cloud

CloudServices

Contextualize& PersonalizeSecure

Continuously Improve Rich Data

APIs

New or Existing App

Native Hybrid HTML5 3rd Party Tools

IBM MobileFirst Platform Modular Services

Systemsof Insight

Systemsof Record


#ibmmobile

MobileFirst Platform – New Forrester Customer Value Study

• 50% of the effort for any new application is in the backend integration

• 30% of the effort for version updates is in managing the update process and troubleshooting

issues

• Using common services for typical app features like notifications and geo-location reduces

cost of maintaining

• Centralized monitoring of app issues reduces support time by 70%

Forrester Study found

MobileFirst provided full Return

in less than 8 months months at

107%

Other Findings


#ibmmobile

App Management

• Single console to manage app versions and security operations

• Push updates to Hybrid apps without redeploying to app stores

Operational Analytics (Enhanced)

• Diagnose app performance by Device, OS and Version

• Measure app user behavior

• Monitor security related events

In-App Feedback & Crash Analysis

• Troubleshoot and diagnose app problems

• Shake the Device to report bugs

Sentiment Analysis

• App store review analysis (sentiment score, trend analysis)

• Automated competitive analysis

Continuously Improve Mobile AppsManage app iterations, collect usage and feedback data


#ibmmobile

The IBM MobileFirst Platform helps IT collect user feedback and analyze app store ratings,

resulting in reduced app development cycles from 6 to 2 weeks. Achieved highest in Customer

Satisfaction Among the Midsize Retail Banks in J.D. Power’s Canadian Retail Banking

Customer Satisfaction Study.

Tangerine Bank

100% online banking Customers can execute any

banking transactions securely

while on the goCustomers can provide

feedback – on services offered

and app experience

Customer feedback

incorporated back into the app

quickly5 Star App Rating

Mobile app users are demanding. If my app is not delivering a great experience I need to know


#ibmmobile

User Authentication (Enhanced)

• Plugs into existing enterprise or 3rd party security systems

with a variety of authentication methods • Certificate-based, Touch ID, LDAP server, Social

• Multi-factor authentication

• Disable app version, specific user or devices through console

App Authenticity (Enhanced)

• Verify app identity; protect brand reputation, intellectual property,

and back-end data

Encrypt Local Data

• Leverage user identity to encrypt and retrieve data stored locally

on the device

Application Scanning

• Find code vulnerabilities complete with remediation assistance

Secure Mobile AppsProtect enterprise data from mobile exploits


#ibmmobile

Mobile opens up a new set of security considerations. Our reputation is on the line

The IBM MobileFirst Platform helps authenticate users and secure the app against

spoofing.

It also enabled the Mobile app to scale to secure 3.62 billion tickets during 40 day spring

festival.

China Railways Corporation

Demand from ~2B passengers for

ticket sales far surpasses supply

Created “ticket scalper”

environment

Hackers created “fake apps”

to sell tickets at a premium


#ibmmobile

Location Engagement (NEW) User defined rules that correlate location events (enter, exit,

dwell), with other data sources to provide real-time interactions

Location Analytics (NEW) Support to understand location and movement patterns to

provide insight into customer or employee behaviors

Geospatial Enabled Query (NEW) Support for query results based on complex geospatial

geometries (polygon, circular, string, etc.) and advanced

relations (intersect, overlaps, etc.)

Push Notifications Standardizes push interactions across device platforms

Make Mobile Apps Contextual and PersonalizedProvide the right content & interactions at the right time


#ibmmobile

My users want to be even more productive. Personalization based on the device’s context is a huge opportunity

The IBM MobileFirst Platform used GPS, photo, and video features to deliver a contextual

app to manage lease equipment based on location, leveraging a catalog of over 60,000

products. Mobile app includes service and support capabilities.

Elmec

Employees needed to be more

productive while on a service call

Scans asset barcode, automatic

pull of product and service

information, and provides

suggested action

Real-time log update of changes in

asset position using geo-location Drive up-sell opportunities


#ibmmobile

Cloudant NoSQL DB (NEW)• Highly available, distributed data store

• Reduce administration burden and adapt to new app requirements quickly

• Geographically distributed data puts data close to the user for max

performance

Backend Integration• Provides mobile optimized access to a variety of enterprise systems • HTTP, SAP, SQL, JMS, Custom

• Enables mobile developers to be able to run server-side code in

JavaScript or Java

• Leverage open standards (REST, OAuth) to provide open access to

integration adapters

Offline sync (Enhanced)• Maintain app performance when disconnected

• Makes it easy to replicate offline changes when connected

Data Rich Mobile AppsScale and store app data, or connect to Systems of Record

SQL JMS SAP

Data / Result as JSON

HTTP

Mobile App (Local Data)

Query

Systemsof Record

Cloudant(JSON)


#ibmmobile

Mobile apps need data to be rich, but integrating

and storing data in a scalable way slows down delivery

The IBM MobileFirst Platform provided seamless data scalability, while delivering a responsive

experience users demanded. Reduced application development and maintenance costs,

improved time-to-market and enhance mobile application governance and security.

RunKeeper

App has 30M users and integrates with

100 3rd party devices and services

GPS tracks outdoor fitness

activities, including duration,

distance, pace, speed, and path

traveled on a map

As user base grew, app hit

scalability threshold, performance

was effected

Top Rated Health and

Fitness Mobile App


#ibmmobile

@kparmeleetx

#ibmmobile

How IBM enables the delivery of a good mobile app

Efficiently build, secure,

continuously improve and

operate mobile apps that

make a difference for

customers or employees

Cross-platform or

dedicated native

development

Essential backend

infrastructure

One platform, get it your

way: cloud; on premise;

iOS edition

Seamlessly secure and

manage your devices,

applications, content and

transactions

Advanced mobile

management

Secure productivity suite

Secure gateway access

Secure document

sharing

Advanced threat

protection and

prevention

Understand, engage and

optimize mobile customer

interactions to maximize the

moments that matter most

Push notification and

mobile campaign

management

Mobile customer

experience analytics,

and digital analytics

Intelligent location

detection

Mobile store and

commerce

IBM MobileFirst Platform IBM MobileFirst Protect IBM ExperienceOne


#ibmmobile

@kparmeleetx

#ibmmobile

Questions to ask before you get started

Who are your users?

What devices will they be using? Are those devices personally owned, corporate

owned or both?

How will the application enhance user experience/productivity?

What data will your applications be accessing? Is it sensitive? Will it be stored

locally on the mobile device? What is the security policy for this data?

Is there an off-the-shelf application available that will meet your needs? If not, how

will you develop a custom application: in-house, or outsourced?

Are mobile versions of your current enterprise applications available off the shelf?

How will you make your application available to users, deploy updates to the app

and track usage?

IBM Confidential

Recommendations for

avoiding the cost of a

bad app

• Define the scope narrowly and

focus on key context-based

touch points

• Use MobileFirst to lower

development costs - and meet

customer needs

• Focus on design and enabling

mobile moments - but don’t skip

on UX and security

Source: “IBM Mobile App Study”, a commissioned study conducted by

Forrester Consulting on behalf of IBM, September, 2014

© 2014 IBM Corporation#IBMMobile

15


#ibmmobile

Technology Retail OthersTransportationFinancial Healthcare

IBM has worked with 1,300+ mobile platform clients…


#ibmmobile

@kparmeleetx

#ibmmobile

Get started with IBM MobileFirst

Learn more about the evolution of enterprise mobile

and IBM MobileFirst Software Services at

ibm.com/mobilefirst

Work with an IBM sales rep to schedule a mobile agenda workshop or visit an IBM MobileFirst studio

Try the IBM MobileFirst Platform

ibm.com/developerworks/mobile1

2

3

http://ibm.com/mobilefirst

http://ibm.com/developerworks/mobile

IBM Mobile First - Creating Mobile Apps That Transform Business

Mobile

Transcript of IBM Mobile First - Creating Mobile Apps That Transform Business