IBM MOBILE PLATFORM

Remy MandonLeader of Application Integration and Middleware softwareIBM Software France

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Accelerate changes thanks to processoptimization and decision automatization

Reinforce relationships with tight integration, betweencustomers, supplyers, and partners based on SOA

architecture

Optimise operational efficiency and flexibilty thanksof Virtualization and Cloud capabilities

Application Integration Middleware=> une question d’AGILITE

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Mobile = enormous set of opportunities for BUSINESS AGILITY

Business to Consumer

• Improve customer satisfaction

• Deeper customer engagement and loyalty

• Drive increased sales through Personalized offers

• Customer service

• Competitive differentiator

• Improve brand perception

• Deeper insight into customer buying behavior for up sell and cross sell

• Improve in store experience with mobile concierge services

Business to Enterprise

• Increase worker productivity

• Improved claims processing

• Increase revenue through sales engagements

• Extend existing applications to mobile workers and customers

• Reducing fuel, gas, or fleet maintenance costs that are relevant in particular industries

• Increase employee responsiveness and decision making speed

• Resolve internal IT issues faster

• Reduce personnel cost (utilizing personal owned instead of corporate issued devices)

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Source: Wells Fargo Securities, January 23, 2012“Fostering the People: The Shift to Engagement Apps”

Growth in Internet Connected Devices Mobile and Cloud are top spending priorities for CIOs1

1 2011 IBM Global CIO Study2 Wireless Industry News, August 26, 2010

3 2011 Economist

Dramatic Growth in Mobile Devices

• Mobile data traffic exceeded voice in 20102

• Shipments of Smartphones exceeded total PC shipments for the first time in 20113

• 10 Billion mobile connected devices are expected to be in use by 20203

Mobile is an enterprise priorityU

nit

Vo

lum

es (

Mill

ion

s)

600

1200

02010 2011 2012E 2013E 2014E 2015E

WW Notebooks

WW Media Tablets

WW Smartphones

WW PCs

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Key HighlightNot a single vendor market as PC market used to beApplication development requires specific (new) skills, expensive, cahotic

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However, the cost of developing for multiple mobile platforms is rising

WebApplication

Desktop and mobile using open webprogramming

models

Limited to no device-specific

functionality

Native Mobile Application

Mobile only, using native languages

Native appearance, device capabilities,

performance

Mobile Web Application

Mobile only using open web client programming

models

Off-line capabilities

Hybrid Mobile Application

Mobile only, app runs on device

leveraging open web via JavaScript

bridge

Native device capabilities

Mobile Browser Execution Application Store download and install

Richness of Mobile Presentation / Services

Maintenance Cost (TCO)

Portability (cross-device reuse)

http://appstore.tap.ibm.com/

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Mobile Web, WebApp, Hybrid, Natif ?Which App

What innovation and new service can I offerCapture events, leverage datas, Enhance processes

New business opportunities

How do I support my marketing/sales team endless creativity ???LOB request(sssss)

Use vendor store and T&C’s? Private market place? Web Url ?Deployment

How do I access, securely, efficientlyHow can I transfer data in a reliable way , keeping light

Integration

How do I support users with the same resources same set of competencies ?User support

Secure inbound activitiesEncryption? Authentication? What if device is stolen ?

Security

Unpredictible workload (B2C), how do I scale?Need response time and 24*7 availability

Running operations

How do I keed app current and release new versions in an agile way ?Maintenance

Diffrent « proprierary » skills or reuse existing skill?Native becomes complex as there are various apps, various OS/server, and variousBack ends to connect

Developmentcapabilities

iOS, Android, Blackberry, Windows Phone, Tablet, Phone, other ?Screen size ? Bandwith (3g, wifi optimized)

Which device

Which format

ChallengesSituation

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How can I Innovate very fastand keep mycosts down ?

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Worklight application types

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Worklight application types

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Worklight application types

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Development

lifecycle

(Ratl)

Enterprise Apps

SOA & Connectivity

Build the app*Performance ���� Elastic CachingAvailability ���� Workload Deployer

Manage the app & device (MdM)

Decision Management

& Analytics

Business Process

Management

Run the app*

IBM Mobile Plateform

Content, Wikis/Social

(ICS, FileNet)

Big Data

Security gateway

Optimise

Increased need of supervision/monitoringGreat for Cloud offering

Worklight *

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Why is Worklight different, and best ?

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What business for YOU Business partners ?

• All business models : ISV, resellers …

• Build the app :– Developp & Maintain (Design, Develop, Test, Support, etc…)

– Business strategy (help them attract new customers, shopping experience, creativity)

– Secure the app (device management)

– Integrate the app to backbone (connectivity AND integration)

• Host mobile APP : – Cloud, Virtualization

• Innovation capabilities– Decision management– SOA : integrate and leverage the IT components

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Why would you choose IBM Mobile Platform ?

• YOUR productivity

• Makes you different Vs Native

• Offer best flexibility & time to market to your customers• Makes you reliable : Perenity of the investment, IBM support

• You’ll be in the account for a long lasting relationship Vs 1 « sporadic » app

• Target End-to-End Solution, not only the revamping of the App

• Think « Entire business problem and WebSphere Portofolio » in your Value Proposition

• Think Business Needs, not only Technology

• Think Business Solution, package and duplicate it to other similar customers• Think Big ! IBM Mobile Platform is designed from light to huge business needs and

device transactions (rule of 3)• Think IBM eco-system if you need help or resource for your first project

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More info

• Contact : Franck Luciani : franck.luciani@fr.ibm.comMobile: +33 (0)6 73 37 51 08

Impact Conferencehttp://www-01.ibm.com/software/websphere/events/impact/

Worklighthttp://www.worklight.com/