IBM MobileFirst: Defining a Digital StrategyCommunicating to Understand

Editor's Notes

• #3: You’ve gotta love this industry. I mean, where else are you going to find this kind of energy and enthusiasm… such an endless ability to create… and throughout its entire history… the unending pursuit of “the next big thing.” We’ve had our share. Anyone here remember client-server… or how the world used to hold its breath right around this time of year… and wait in awe for whatever came out of Comdex Vegas? Those were the days. And between then and now… the industry hasn’t gotten shy about declaring the next revolution, inflection point… or telling the world how beautiful its babies are… very often… long before the baby is actually born.   So now here we are. And I think that, perhaps for the first time… that pattern is being upended by these twin forces of mobility and social media. While I tend not to believe in “revolutions” in this industry… I believe we can agree with confidence today that we’re in the early days of the first major evolution in computing that will not be led by the IT industry. But instead… led by the decisions and actions of regular people… hundreds of millions of customers, citizens, voters, students, activists, Millennials, senior citizens, dog lovers, surfers and rock climbers. We’re entering a new era in the core model of computing… following two prior generations. This generation – of cognitive, deeply analytic, learning systems – is coming along at a really good time. Because in a world this massively instrumented and interconnected… with this much information… a lot of it exploding from the hands and devices of all these connected and empowered millions… The data being generated holds the potential to be the most important transformative force of our lifetimes. This demand for data proves to us the mobile need – which is to be able to connect with anyone, anytime anywhere. This is the business in motion imperative. It’s not simple to Engage with anyone especially if they own and control their own device Extend to anything – think about the volume of different types of smart mobile device platforms out there – not to mention other types of instrumented machines. Execute real business anywhere – full business transactions need to be enabled with low latency request/response characteristics 24x7 from anywhere in the world at anytime. What will this mean for your industry? For the products you deliver? For the way that you partner? How will you respond? Success today requires you develop exceptional experiences, delivered in the precise moment of need, while maximizing the value of each and every interaction. It requires a new approach to IT. And that is why we are here this week. We want to prepare you for the next set of actions that you will need to take to harness these forces for yourself in your industry. Over the next four days you will hear from industry leaders, IBMers and most importantly from your peers about the ways that they are leveraging integrated, open, secure technologies to meet the demands and out perform in their industries. Let’s spend a minute talking more about some of the market forces that are creating the requirement to act ...
• #4: Welcome everyone. Thanks so much for taking time today to join us and learn more about the mobile industry and our recent announcements around our IBM MobileFirst portfolio. I’m thrilled at the lineup of speakers we have for you today, including a distinguished customer, business partner and analyst. First though, I want to briefly paint a picture for you on the state of mobile.   What a truly exciting time it is. We’re entering a new era in the core model of computing… following two prior generations. The first started in the late 19th century with the theory of basic tabulation seen in payroll or inventory information such as the census. Machines automated accounting and the back office began to transform. The second generation, starting in the 1950s brought about programmable computers. Machines that could be told what to do where they could perform multiple tasks, see relationships in data, and support transaction processing such as banking, airline reservations, ATMs and everything we know today as Enterprise Resource Planning. And while the form factors underwent radical changes … from mainframes to PCs to tablets … game devices … smart phones … they were all continuations of programmable computing. Coming next, and some argue has already arrived, are computing systems that go beyond what they are programmed to do. Systems that truly enable us to transact in motion.  
• #5: Key Points: 5 years ago we offered our vision for a smarter planet, saying in part it was becoming instrumented, interconnected and intelligent and we have evidence all around us that this is happening today The “Three I’s” are fueling dramatic growth in information and in connections between people Importantly, they are also fueling connections between billions of instrumented things which are setting the stage for new kinds of value creation Sources: 2.4 Quintrillion bytes of new data created every dayo http://www-01.ibm.com/software/data/bigdata/ 96% of GenYers have joined a social networkhttp://fmwfchamber.com/blog/2012/04/03/impact-power-social-media/ • 22 billion connected devices by 2020 o http://www.techradar.com/us/news/internet/22-billion-web-connected-devices-by-2020-710843  
• #6: Mobile, social cloud, big data and the IoT are creating new opportunities for business How? The combined forces of the evolving IoT, social, cloud, big data and mobile are giving rise to new kinds of interactions between people, information and the physical world. -Mobile technology enables more immediate and more continuous connections with more people and more things -With big data and analytics we no longer have to make key decisions by instinct. -Social technology changes the fundamental nature of work and connections -Cloud technology enables the enterprise make connections between once disparate systems of record and engagement, between partners, services, etc These new interactions are leading to new kinds of insights, new ways of thinking and working, new industries and new markets that must be addressed in ways that preserve the trust and integrity of the enterprise Mobile – new opportunity for business: Mobile technology enables more immediate and more continuous connections with more people and more things in the IoT. It eliminates old constraints of place and time and creates the opportunity to deepen engagement with anyone, anything, anywhere at anytime   Big Data – new opportunity for business: With big data and analytics we no longer have to make key decisions by instinct. Now we use analytics to turn the data from connected things in the IoT into the information, knowledge and ultimately the wisdom required to enter new markets and capture more share in existing markets   Social– new opportunity for business: Social technology changes the fundamental nature of work. We used to amass knowledge. Now we impart it and we gather it from billions of people around the world who are connected by the IoT. These exchanges offer the opportunity to create better products and services, provide more immediate customer service and to build advocacy at every touchpoint.   Cloud– new opportunity for business: Cloud technology enables the enterprise make connections between once disparate systems of record and engagement to get things done in the IoT. It is a tool to capture and analyze increasing amounts of data in the IoT, to deliver results to more users, and to respond faster to the ever changing needs of the business environment.   All this new data, and our desire to integrate and leverage it all will add key security challenges. You will have new privacy requirements, new risk management processes, industry regulations and corporate governance challenges that need to be well managed. New kinds of interactions emerge. This leads to new kinds of insights, and then to new ways of thinking and working. Then to new industries. Then to new markets. Here we are today in the mobile mini main, so I want to dive deeper into the trends and opportunities surrounding mobile …
• #8: Change sor in gray, write inside cloud soe
• #9: MAIN POINT: Mobile has unique challenges that separate it from traditional IT projects. SPEAKER NOTES: While the opportunities mobile presents are significant and mobile has become an enterprise requirement, there are a number of challenges clients face. It’s not simple to Engage with anyone especially if they own and control their own device (cite 200 million BYOD proof point) Extend to anything – think about the volume of different types of smart mobile device platforms out there – not to mention other types of instrumented machines. Execute real business anywhere – full business transactions need to be enabled with low latency request/response characteristics 24x7 from anywhere in the world at anytime. And yet we must do each of these things in the context of some unique challenges: The app development lifecycle is more complicated. In addition to being faster and more iterative, you have to deal with multiple device platforms and development styles. You have to securely integrate into back-end enterprise services and cloud and be ready to scale appropriately – even when demand occurs in less predictable patterns. On top of all that you have unique mobile requirements like a user interface that has significant restrictions in terms of real-estate and dealing with handling being online and connected as well as the state when you don’t have a connection. Then there are questions about how do you effectively take advantage of unique capabilities mobile has to offer. Things like geo-location for instance. You also need to figure out how to protect your confidential information and the privacy of the participants – all while you are enabling connection through devices owned privately by the participants themselves and not controlled by the enterprise. You also have to figure out how to manage all the elements effectively from the device to the back-end platform.
• #10: So looking at the reasons on why our clients and enterprise will invest into mobility is broadly categorized into 3 areas:   1.     To Monetize – Simply put, a Mobile application/platform will generate new revenues, and becomes strategic go to market strategy. Example  retail, cruise lines etc. Constituents – B2C and B2B in some cases.   2.     To make people productive – This includes ensue that employees in office and field, be is sales or oil rigs can do their job and add to efficiency factor.   Constituents: B2E or B2F(ield)   3.     To provide better customer service – This category, the enterprise may not be able to monetize or have direct impact on bottom line, but need to provide a channel that is in tune with times. This is simply cost of doing business. At times it is hard to put numbers behind goo customer service.   Constituents: B2C or even B2E Matrix: Think of this as a matrix, where the Business drivers/constituents and technology can be chosen, there is not strict tie with technology choices. Which I think in many cases depends on the use cases.
• #11: Mobile is clearly an imperative for businesses today. At IBM, we are committed to helping organizations transform themselves into mobile first organizations. Why? Because it is absolutely a fundamental component of a successful business today. Let’s begin with the first key trend, that mobile is about transacting and all of the notions that make up a “transaction”. Let’s flesh that out a bit further, because with each trend comes opportunities that your enterprise should leverage. With mobile transactions, the opportunity is to drive new and additional revenue and productivity through mobile. This requires businesses to re-imagine every interaction in a Mobile First world. Moving to the second trend you highlighted around mobile insights – this brings with it an opportunity to deliver a contextually relevant experience to your employees, partners and customers. This enables you to harness deep insights to inform new mobile innovations. Thirdly, mobile is primary. We all know that already. So what does it mean to you and your business? Simply put, you deliver mobile apps that transform the value chain because you recognize the importance of prioritizing ‘mobile first’ since it is the way of the future. Moving along, let’s focus on this requirement that a user’s experience must be consistent across all channels. We must prioritize and leverage user imperatives to benefit the enterprise, meaning you can deepen relationships with consistent brand experience by integrating your front-end presence regardless of hardware or operating system it is presented on with your back-end, regardless if its locally or remotely hosted infrastructure. The ‘how’ doesn’t matter anymore – people expect it to work seamlessly. Lastly, let’s move beyond phones. Because ‘mobile’ really isn’t just about a phone, or a tablet. By broadening our scope of what we consider ‘mobile’ we capitalize on other opportunities for your business. Machine-to-machine is HUGE. Thus, why not leverage industry transformations driven by M2M through cloud technologies and whatever comes along next in order to capitalize on this 18 billion opportunity expected by the end of 2022. Up to this point we have largely talked about mobile as a medium used by individuals, but mobile is more than phones and tablets. Advances in technology are enabling machine to machine connections that are creating new revenue streams, operating models and opportunities to provide customer value. We are able to identify things, by tagging them and can then sense them in the environment. Advances in nanotechnology are helping us infuse intelligence and processing power into objects to create thinking things. And importantly, advances in power technology allow us to power things more efficiently and for longer periods of time and in more remote locations than ever before. These technological advances are enabling new business opportunities like remote monitoring of things like machines, homes and even an individual’s health, all of which once required face to face access. Context aware devices can proactively push promotions to people in proximity to a particular location and can help items like luggage speak to the systems that move them indicating their location and status. And items in remote locations like street lights can turn themselves off when they are not needed. Research conducted by the GSMA identified several leading M2M applications that we are likely to see by 2020. Of these the connected car seems to be the one that is closest on the horizon. Monitoring applications applied to health, security and assisted living are also estimated to provide substantial value. Finally, the sensors that are in cars are also predicted to provide new sources of revenue to the insurance industry in the form of pay as you drive auto insurance. To tap into this tremendous opportunity, your infrastructure needs reliable, low latency delivery messaging that scales to massive communities of concurrently connected end-points. So today we are announcing the first IBM MobileFirst branded offering – IBM MobileFirst MessagePoint, which can help you gain a competitive advantage by providing real-time connectivity from enterprise systems to millions of sensors and mobile devices. So what forces have shaped this shift and what does this mean to you?   There is a lot of compelling data in the marketplace, but we have identified five key trends or observations – supported by market data and by customer successes – that we believe have strong implications for the future of mobile.   [1] Mobile is the universal sensor. It is with most of us 100% of the time and is the primary means we use to interact with our employers, our customers, our family and our friends. [2] As they interact they are creating vast streams of data that, with the right analytics, can teach us things about their behavior and their preferences that we could not learn in any other way. [3] These interactions inherently become transactions. Whether shopping, purchasing, searching for or providing information, collaborating or seeking service, mobile enabled people and objects are seeking not simply to connect, but to complete tasks when, where and how they wish. [4] Thus, the mobile experience must transcend any single device to accommodate multiple screens and touchpoints. [5] Finally, as we think about mobile, we can’t confine our thinking to devices like phones and tablets. The ability to tag things, sense things, power things and shrink things has extended mobility beyond people to nearly every other type of object on the planet. As we have said since the start of smarter planet things are becoming more instrumented, interconnected and intelligent than ever before, and mobile is right at the center of that story and will fundamentally change the way the world works.   Add Process to “Transform the value chain”
• #13: You need a new kind of system to take advantage of opportunities presented by the IoT and Nexus of forces The intersection of systems of record, systems of engagement and the internet of things A shift to ‘as a service’ across all IT delivery Transforming insight into rich, pattern-based interactions, transactions, and processes.
• #19: Senior managers from hundreds of enterprises around the globe, in multiple industries, with a range of titles, were asked about their mobile strategies and current level of success. From this survey, only the top 14% were ranked as leaders.The complete IBV study will share with you the use of mobile by industry and highlight what the leaders have done to rise to the top. Among the topics discussed: How mobile capabilities are fundamentally changing the way they do business Measurable ROI from mobile initiatives Experiencing faster response time to customers Analyzing mobile data to improve customer offers and contacts Integrating mobile applications with existing systems The security of data, devices, and connections   Backed by these findings, and our experience with helping thousands of companies become mobile enterprises, we have identified a 4 part strategic approach for how we will talk to companies about putting their businesses in motion. We have identified primary audiences that we will target as we develop messaging and assets that support this new entry point model, though I should mention that there are many buyer and influencer audiences who participate in making purchase decisions in each of these 4 areas. In the next few charts, I’ll share with you some of the top line messaging that we have developed for each entry point, the connections that each entry point has to our marketecture and portfolio and will briefly highlight how you will see our 2H launch announcmenets, customer stories, and market provocations align. The Mobile First enterprise disrupts traditional business models, redesigns processes and harnesses new sources of data and insight The Mobile First enterprise reinvents customer interactions enabling employees, partners and customers themselves with anywhere, anytime information and the ability to take action The Mobile First enterprise provides mobile apps that securely unlock core business function with high quality apps that can be cost effectively developed and maintained The mobile first enterprise anticipates and responds to new requirements from BYOD, organizational demands for mobile applications, smarter commerce Backed by these findings, and our experience with helping thousands of companies become mobile enterprises, we have identified a 4 part strategic approach for how to put your business in motion: The Mobile Enterprise Agenda Transform the business: For our customers, mobile has to start with a business opportunity, and in many cases these business opportunities are leading to industry disruption. One example, Daimler’s Cars2Go service is challenging the notion of what it means to rent a car. Once people had to go to a rental counter and commit to renting cars for days at a time. Now they can find a car parked on the street in a location that is nearest to them and use it for as long – or as short – a time as they need to. Engage the customer: One of the near universal business opportunities that mobile presents is to deepen customer engagement. Mobile is ubiquitous. And people are using their devices in ways that can be turned into advantage for the enterprise - 71% of smartphone users that see a captivating TV advertisement will immediately do a mobile search. But mobile users are discerning - 61% of customers who visit a mobile unfriendly site are likely to go to a competitor's site. And CMO’s recognize this problem. 57% of them say that designing experiences for tablet/mobile apps as a key priority to drive customer loyalty. Leaders are not only providing better, more differentiated service to their end customers, they are enabling their employees with mobile so that they can provide faster and better service wherever they are. Build the App: Providing mobile experience generally starts with an engaging application or mobile web experience. But mobile app development brings with it a host of unique challenges. Faster development cycles More devices to support, each with its own set of capabilities, OS and UI behaviors More development approaches Unique management, security and lifecycle considerations Unlocking core business knowledge from backend systems and making it available to new mobile front end technologies Optimize the Infrastructure: And then there are all of the other infrastructure components that companies need to be concerned about – whether it is networking, security, device management, application management, expense management. All of these elements need to be planed for, integrated and optimized so that the enterprise and its workforce can take advantage of new mobile opportunities
• #20: The idea behind this slide is to Make sure that we discuss this with client and this resonates with their current phase.
• #21: This slide provide details on activities in each Phase and the characteristics defined in previous slide, now are better defined with Implementation level details.
• #24: Green diamonds indicate likely Dojo2 options