“An Innovative approach to Enterprise Mobile Enablement”
Sep 28 2011
Panelists
• Jeffrey Hammond, Principal Analyst, Forrester
• Jonathan Jose, Vice President - Global Online Services, Estee Lauder
• Anil Parambath, Vice President, CSS Corp
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© 2009 Forrester Research, Inc. Reproduction Prohibited
A Winning Mobile Applications Strategy
September XX, 2011
Jeffrey Hammond, Principal Analyst
Remember this? (8/12/81)
Source: Flickr (http://www.flickr.com)
By the end of 2011, more than 200 million people will use a Linux-based smartphone (Android)!
Another 200 million-plus iOS devices
Meet the new PC
Source: andro-phones.com (http://www.andro-phones.com/android-devices-444.html) and Flickr (http://www.flickr.com/)
© 2011 Forrester Research, Inc. Reproduction Prohibited6
Supporting mobile devices vs. supporting PCs
Devices: Company provided Employee owned
Life-cycle: 3-4 years 12-18 months
Applications: Java EE, .NET, Flash Objective C, Java, HTML5
Provisioning: IT push App store pull
Security: Locked down Layered
© 2011 Forrester Research, Inc. Reproduction Prohibited7
IT’s mobile mandate is expanding
Consumer apps
Customer apps
Partner apps
Employee apps
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Employees and customers are key mobile targets
Source: Enterprise And SMB Software Survey, North America And Europe, Q4 2010
Base: 444 North American and European software decision-makers
For which groups is your firm currently or planning to develop mobile applications?
© 2011 Forrester Research, Inc. Reproduction Prohibited9
Multi-platform development is inescapable
Which of the following mobile devices do you develop for? (Select all that apply)
Source: Forrester-Dr. Dobbs Developer Technographics Q3 10
Base:137 Development Professionals
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Question:•Can we use HTML 5 to build apps? •Or should we go native? •Or use mobile framework?
The most often asked question(s) I get about mobile…
Answer: It depends…
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People. Objectives. Strategy. Technology.
How do People use their mobile phones today?
What business Objectives
should mobile support?
Which mobile Technology is the best fit?
The mobile challenge is multi-dimensional
What tactics inform our
mobile Strategy?
REACH
OFFERING
VALUE CHAIN
COMMITMENT
CONSUMERS
CUSTOMERS
PARTNERS
EMPLOYEES
REVENUES
COSTS
CONVENIENCE
CONTEXT
NATIVE
WEB
HYBRID
MIDDLEWARE
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Define a clear mobile application strategy
Winning elements of a mobile strategy
Element Tactics
Reach Reserve apps for smartphones, extend to SMS for others.Plan to support “Big three” now and add on later.Default to web/hybrid strategy or X-platform tool.Refine based on user demographics.
Offering Prioritize information that is useful in the mobile channel.Support “away from desk/home” user stories.Treat mobile as one channel of many — integrate them.
Value chain Use device “app stores” to drive consumer awareness.Include employee, partner provisioning in MDM strategy.Use the Web for content subject to frequent change.
Commitment The time for tactical “one-offs” was 2010.Plan to re-allocate internal staff to build capacity.Re-allocate resource from eCommerce, mainline development efforts.
© 2011 Forrester Research, Inc. Reproduction Prohibited13
The Technology lay of the land
Native Web
Middleware
Hybrid
Performance
Cost
Agility
Experience
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Development considerations: Questions to ask
1. How extensive should does offline support need to be? Rich media?
2. Do you need to take advantage of cutting-edge platform features?
3. Do you need GPU acceleration for rendering your UI?
4. Do you want to monetize your apps?
5. Do you need to support more than two platforms/form factors?
6. Are you concerned about lack of indemnification?
7. What type of information am I building my app around?
8. How important is it to control the distribution of your apps?
8 questions to ask before choosing a Mobile technology
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Mobile App Strategies – Native
Use to create channels for “premium” experiences – where demonstrated
demand exists
Use to support “disconnected” use cases
Use when deep device integration is needed (bluetooth stack, media)
Budget 50%-70% porting costs to each additional smart-phone target
Use ad-serving, in-app content APIs to drive additional revenue
Plan to issue updates 2-3 times a year as new OS versions are released
Invest in developer skills on a per-platform basis, IA and testing skills can
be multi-platform
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Mobile App Strategies – Web
Use Full Web for “glanceable” information worker scenarios,
including mobile trip planning, collaboration, quick information
“status checks”
Use Full Web for short lived or “situational” applications
Use Full Web for content that will be updated frequently
Implement progressive enhancement with libraries designed
around emergence of HTML 5 for simple apps
Security, manageability concerns mirror regular Web apps
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Mobile App Strategies – Middleware
Use to quickly mobilize existing web content
Use for deployment of CRUD style or light TX apps
Use when rapid provisioning /de-provisioning is a must
Use for on-device encryption or separation of company apps
Use when reach needs to include feature phones or QMDs
Suited for B2E, B2B, and B2C solutions with low concurrency or
short lived transactions
Use for occasionally connected users
Be cautious of pricing models
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Mobile App Strategies – Hybrid
Best suited for B2E, B2C solutions with high concurrency or
performance intensive apps
Use for apps with on-device access requirements beyond GPS
Best for “net-centric” scenarios
Some can be used in combination with Web frameworks like
Sencha, jQTouch or SproutCore
Can “fatten” or “thin” the application as demand and technology
evolve
Use when you have the talent or comittment to develop your own
framework
© 2011 Forrester Research, Inc. Reproduction Prohibited19
Recommendations
It’s tempting to start with tech, but do your POST analysis first
The tech you choose matter less than the experience you create
You will be developing for multiple platforms and form factors
Focus on the “the big three”
Content and apps are merging together
Mobile middleware is evolving to adapt to B2C scenarios
Use SIs and agencies, but prepare to bring dev in house
If you’re not doing Agile and DevOps, start!
Set a 10-year course but a two-year strategy
SMARTWEB
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Key Considerations
• User Experience– Frequently used/bought
• Device specific– Tablet experience
• Time to Market
• Cost and quality
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Solution AlternativesTypical approach
• Build a middleware or use a MEAP(Mobile Enterprise Application Platform) solution as middleware
• Develop mobile apps, hybrid app or webapps leveraging the middleware
• Develop REST based services
• Develop integration with authentication/security and other systems
• Separate quality teams to test mobile infrastructure including backend
• Plan to maintain the middleware and also the individual native mobile apps
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SmartWeb FrameworkAn innovative approach to mobile enablement
• Real-time transformation of content from the PC website to Mobile– No backend changes required– Works off the frontend html content
• Customized view for smart phones/tablets– Look and feel of a mobile app– Selected functionality/content
• Device specific design– Different interface for tablets
• Zero impact on IT– Current IT or development team is not impacted– Proxy solution
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SmartWeb – Solution Architecture
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www.clinique.com
WebserverWebserver
WebserverWebserver
WebserverWebserver
App ServerApp Server
App ServerApp Server
App ServerApp Server
Social MediaSocial Media
Payment GatewayPayment Gateway
Database Cluster
Database Cluster
SmartWeb Server
Transformation EngineTransformation Engine
Custom/ Device Specific
Templates
Design Templates
Smartweb – Data Flow
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1. Mobile user browses to mobile site say abc.com
2. Rewrite rules on IIS recognises mobile traffic redirects browser handle to Proxy server
3. Smartweb Engine make the URL request to the Web server(pc website).
4. Response from the Website5. Smartweb Engine transform the
response content to a mobile version, using the corresponding design template and content mapping
6. The customized mobile content is streamed back to the mobile device.
7. All further request from the mobile device goes directly to proxy server, then cycles through step 3,4,5,6.
SmartWebTransformation samples
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SMART WebDevelopment Process
• Typical web site/application – 3 to 4 weeks
• Identifying the important sections (products, services, payments, approval, dashboard etc)
• Creative design to develop mobile interface
• Generate rule files, style templates based on the creative design
• Implement mobile specific customizations
• Implement rewrite rules – redirect mobile traffic through SmartWeb
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SmartWebExtensions/Additional features
• Mobile App – Hybrid app, html wrapped in native code– Access to all native phone functions
• Pre-built mobile templates– Ecommerce/Retail, Healthcare etc.
• Integration with analytical tools
• Device specific UI– Separate UI template for iPad and other tablets
• Offline capability– HTML5 content
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SMARTWeb - Value proposition
• Time to Market– Typical ecommerce site mobile enabled in 2 to 3 weeks
• Rich User Interface– Customized for mobiles/tablets.
• Zero impact on IT– Proxy solution, current infra need not be changed.– No impact on current development team
• Low maintenance– Common backend for PS site and Mobile site
• Deployment options– In-house hosting or Cloud based managed service
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CSS SMART Mobility ServicesComponents of Enterprise mobility strategy
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CSS Corp - Fact Sheet
SYDNEYSales & Delivery Center
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CHENNAIGlobal Delivery Headquarters
PHILIPPINESDelivery Center
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LONDONSales & Client Support
SAN JOSECorporate Headquarters
Salt Lake City (UT)Delivery Center
DALLASSales, Client Support
& Delivery
NEW YORKSales & Client Support
MAURITIUSDelivery Center
BOSTONSales, Client Support & Delivery
BANGALOREDelivery Center
• 120+ Active Client Engagements• 10+ years Experience• Strong Processes and Standards• OpEx Optimization Framework • Organic and Inorganic growth
• Privately held by Goldman Sachs, SAIF & Sierra Ventures
• 5,000+ resources• 8 Countries
Questions ?
Please type in your questions through the chat window
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Thank You!©2010 CSS Corp – Copyright Notice:
This presentation contains proprietary information of CSS Corp. No part of this presentation may be reproduced, stored, copied, or transmitted in any form or by means of electronic, mechanical, photocopying or otherwise, without the express consent of CSS. This presentation is for a specific intended audience circulation only and not meant for external distribution. Information is classified into 4 levels:
Confidential: This is specifically restricted to the Senior Management and specific professional advisers.
Restricted: This is restricted to Senior Management (PA’s and assistants an also access subject to respective reporting head’s approval).
Private: This covers all information assets that have value but which do not need to fall within either of the other categories.
Public: This is information which can be released outside the Organization.
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