This document discusses how mobility and emerging technologies will transform the business landscape in the coming years. It notes that the IT industry is changing and that a paradigm shift is underway, driven by new generations that are digital natives. It also discusses how mobility is becoming a key priority for businesses and will impact organizations across industries, requiring new strategies and mobile-first applications. Finally, it suggests that CIOs may need to take on new roles like Chief Innovation Officer or Chief Digital Officer in order to stay relevant and help lead their organizations through this period of technological disruption and change.

2. Mobility in the next years
IT Industry of the past is not the IT industry of the
future
Cezar Taurion
Chief Evangelist
IBM Brasil
ctaurion@br.ibm.com

3. A SOCIEDADE
CONECTADA
TECNOLOGIA
PERVASIVA E
COMPUTAÇÃO
SOCIAL
UMA NOVO
AMBIENTE DE
TRABALHO
TUDO EM
TEMPO REAL
UMA NOVA
GERAÇÃO

5. Quem é esta geração digital?
 Usam tecnologias digitais no seu dia a dia e esperam usá-las no trabalho.
São early adopters por natureza.
 Entram no mundo online cada vez mais cedo... usam a Internet como
laboratório social, para testar limites do relacionamento.
Vivem em ritmo cada vez mais acelerado e são multitarefas (usam celular,
MP3, PC...tudo ao mesmo tempo!)

7. 7

9. Thomas Kuhn em
The Structure of Scientific Revolutions (1962):
Think of a Paradigm Shift as a change from one
way of thinking to another. It's a revolution, a
transformation, a sort of metamorphosis. It just
does not happen, but rather it is driven by agents
of change.
A mudança de paradigma já está acontecendo…
Thomas Samuel Kuhn
(1922-1996)

10. Law of Disruption
Social, political, and economic systems change incrementally, but technology changes
exponentially.

11. A 3ª geração da plataforma de computação, a 3ª fase da Internet,
e a explosão de informações estão colidindo para formar uma
revolução de ruptura e de transformação
1964 2008200319941981
Quantidade de
dados coletados e
armazenados
Gerações de
plataformas
Computacionais
Fases da
Internet
2012
2020-2

12. More People Have Mobile Phones Than Electricity Or
Drinking Water

13. Mobile Phones Equal World Population

14. Mobile innovation is slated to be the
next big wave in computing

15. Consumerization of IT – New paradigm
Company acquisition
User acquisition
The Consumerization trend is all about
employees wanting to use the same
technologies for business as they use
in their personal lives.

16. The Consumerization trend is all about driving innovation in
technology from the perspective of the individual consumer
or employee
16
Military / Aerospace
Government Agencies
Large Enterprises
Small Businesses
Employees
Technology
Innovation in
Government
benefits
Organizations
(Computers, Storage
Devices, Networks,
Application Software,
BICARSA/GLAPPR)
1930’s–1980
Technology
Innovation in
Consumer Sector
benefits
Organizations
(Personal Computers,
laptops, Internet,
Web2.0, broadband,
smartphones, public
cloud, apps, social
media, robots)
1980’s–Today
Consumers

17. The Consumerization trend is disruptive for IT departments, causing
them to have to respond with new strategies to meet demand
“Consumerization is now the primary driver of
the mobile universe, and CIOs must be ready to
embrace a range of more-flexible approaches to
their mobile strategy” – Gartner
“Security Minefield: 'Bring Your Own Device' Will
Bedevil IT Security in 2012” – CIO.com
“CIOs globally are faced with the unprecedented
challenge of an explosion of popular devices and
applications in their enterprises that they are
struggling to control from a technological, policy,
and cultural perspective” – IDC
Challenges

18. 18
Mobile Computing will impact all business processes,
requiring new application solutions written just for mobile
18
“Second generation mobile strategies differ considerably from
those of the first generation. They must be multichannel, part of
your holistic digital strategy, and include innovative mobile-only
capabilities.” – Gartner
IBM 2011 Tech Trends Report
New Strategies / Solutions Needed

19. Mobile projects are becoming more enterprise-wide and
transformational, and require assets and speed that are
different from traditional segments
From….
• Department-level
• LOB-driven
• Tactical: Launch mobile apps quickly
• One-off, quick hit projects
• Enterprise-wide
• LOB/IT collaboration
• Strategic: Embedded in enterprise systems
• Major transformational engagements
To….
Mobile Buying Shifts

20. Industry specificity is another critical element of mobile growth and
innovation, requiring deep process insight and customized solutions
0
500
1000
1500
2000
Government
Banking
Retail
Health
Industrial/Mfg
25% 50% 75% 100%
IncrementalMobileGrowth
2013-16
% Mobile Execs Selecting Industry as Highest
Potential for New Mobile Growth & Value Generation
Banking: simplified payment methods
improved ways to increase loyalty, track and
segment customers, e.g., connect core
banking services securely, seamlessly,
without interruption to mobiles with strong
user interfaces
Retail: improved targeting, POS
offerings, customer service, inventory
management, e.g., enterprise marketing
management integration with location-
sensitivity, flexible privacy settings
Health: improved access and outcomes
at reduced cost, e.g. M2M connectivity
design and management for patients,
health providers, hospitals with multi-
level security settings
Government: expanded citizen reach with
anytime/anywhere access to information and
services at reduced cost, e.g., secure mobile
systems and dashboards connecting key
constituents (e.g., police, health & safety
officials, voters)
Mobile Opportunity for Key Industries
(Market Spending and Potential for Growth/Value)
Automotive
Energy & Utilities
Insurance
Transportation: logistics, efficiency
improvement through vehicle and asset
tracking, e.g., M2M design and
enablement, managed services
We observe a shift in demand from stand-alone mobile solutions to mobile solutions
integrated into industry-specific enterprise systems -Gartner

21. 21
Mobile application is expensive, hindered by fragmented platforms;
good design and usability are key differentiators
“Mobile is now driven by fashion and design
in equal measure to technology… new
design imperatives for the enterprise to
understand and manage. This is forcing
developers to focus on usability as a top
priority”
- Gartner Mobile and the Nexus of Forces, 2012
“Mobile apps are expensive. Although the
entry barriers are low, e.g., for simple
"skunkworks" projects, professional
initiatives frequently cost from hundreds of
thousands to millions of dollars. Mobile
solutions and tools use many different
funding models. Per-user and SaaS pricing
models are more common in employee-
facing situations where the number of users
is more controlled and well understood.
Consumer facing apps can have very
unpredictable usage which tends to drive
different pricing models.”
- Gartner Mobile Trends Through 2017
Source: Gartner October 2012 Symposium Mobile Trends Through 2017, Gartner June 2012 Mobile and the Nexus of Forces

22. A mobility strategy is a key element to achieving productivity
gains and cost savings in the enterprise
% of companies realizing 20% productivity improvement and cost reduction are significantly more likely
to implement the following workplace initiatives …
Source: IBM New Workplace CIO Study, Oct 2011; Base sizes: Total=675
84
75
72
69
68
54
56
67
58
52
44
44
41
37
34
31
Enhanced encryption/security of systems and data
Enterprise mobility strategy
Support a broader set of mobile devices and OSs
Mobile application platform
Using external service provider for MDM services
Provide an ‘application store’ for employees
“Bring Your Own Device” policy
Biometrics security for mobile devices
Top Performers -Productivity Improvement and Cost Savings of 20+% All Others

23. Mobility looks to be the next competitive frontier for technology
23
Percent of respondents who identify as a market leader
Source: Gartner- The 2012 CIO Agenda, February 2012
Mobility by Industry

24. Walmart is a technology
company. Let’s just put that out
there right now. The company
has crushed all competitors
through its mastery of supply-
chain logistics and inventory
management, which above all
are engineering problems.
But until recently, most of
Walmart’s tech has lived behind
the scenes. That’s changed
because of smartphones. As
Walmart pushes mobile as an
integral part of shopping at its
stores, the company has started
to treat changes at those stores
much like app makers handle
the rollout of new features.

26. 26
Source: Q1 “What are the most important external forces that will impact your organization over the next 3 to 5 years?”
External forces that will impact the organization
68%
69%
71%
2004 2006 2008 2010 2012
Technology factors
People skills
Market factors
Macro-economic factors
Regulatory concerns
Globalization
Socio-economic factors
Environmental issues
Geopolitical factors
For the first time, CEOs identify technology as the most important
external force impacting their organizations

27. Unfortunately, CIOs are not always the best positionned to
be listened ...
placement under the CFO is associated with a desire to control IT costs and ensure that
the spending is being properly aligned to business priorities
CIO reporting
organization
clearly indicate
the level of
importance of IT
Source: CEO Concerns 2012 and the IT Implications

28. Who has primary responsibility for leading your organization’s
innovation management program ?
CIOs are not highly visible to the CEO in Innovation management
and Strategy and are no longer the key IT budget holders
Which two roles most closely support the CEO
in strategic changes to your business ?
Source: CEO Concerns 2012 and the IT Implications

29. 1 2
3 4
CIO: Chief Innovation Officer & Chief Digital Officer
ou
Career Is Over?

30. Obrigado pela Atenção
Cezar Taurion
ctaurion@br.ibm.com
www.ibm.com/developerworks/blogs/page/ctaurion
@ctaurion
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