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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
© 2014 IBM Corporation3 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation4 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation5 #IBMMobile@kparmeleetx
#ibmmobile
@kparmeleetx
#ibmmobile
A good app requires a continuous DevOps approach that
takes into consideration the application lifecycle
© 2014 IBM Corporation6 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation7 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation8 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation9 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation10 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation11 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation12 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation13 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation14 #IBMMobile@kparmeleetx
#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)
© 2014 IBM Corporation15 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation16 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation17 #IBMMobile@kparmeleetx
#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
© 2014 IBM Corporation19 #IBMMobile@kparmeleetx
#ibmmobile
Technology Retail OthersTransportationFinancial Healthcare
IBM has worked with 1,300+ mobile platform clients…
© 2014 IBM Corporation20 #IBMMobile@kparmeleetx
#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
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