IBM MobileFirst provides an overview of IBM's strategy to help enterprises transform their business through mobile technologies. It discusses how mobile is changing customer interactions and work, and the opportunities this presents for organizations to generate new value from mobile data. IBM's approach involves helping clients harness mobile capabilities to drive business value, mobilize employees, unlock core business knowledge in mobile apps, and secure the mobile enterprise. IBM offers industry-specific mobile solutions and a set of pre-configured IBM Ready Apps to help clients accelerate their mobile strategies.

1. © 2014 IBM Corporation
MES-1207
IBM MobileFirst: Overview and Strategy
to Transforming Your Mobile Enterprise
Ed Brill
Director, Mobile Enterprise Marketing
IBM
@edbrill

2. Please Note
IBM’s statements regarding its plans, directions, and intent are subject to change
or withdrawal without notice at IBM’s sole discretion.
Information regarding potential future products is intended to outline our general
product direction and it should not be relied on in making a purchasing decision.
The information mentioned regarding potential future products is not a
commitment, promise, or legal obligation to deliver any material, code or
functionality. Information about potential future products may not be incorporated
into any contract. The development, release, and timing of any future features or
functionality described for our products remains at our sole discretion.
Performance is based on measurements and projections using standard IBM
benchmarks in a controlled environment. The actual throughput or performance
that any user will experience will vary depending upon many factors, including
considerations such as the amount of multiprogramming in the user’s job stream,
the I/O configuration, the storage configuration, and the workload processed.
Therefore, no assurance can be given that an individual user will achieve results
similar to those stated here.

3. VIDEO: Reach made with mobile. Made with IBM

4. Mobile is changing interactions and how work gets done
People are transacting on mobile
• The average mobile phone user
checks their phone 150 times a day
But the experience of
mobile is not yet
meeting expectations
• 80% of apps are used
once then deleted
Mobile transactions are
generating unprecedented
amounts of data
• 5 petabytes of data are
generated every day by
mobile phone subscribers
around the world
This data is helping
organizations deliver new value
• By 2020, 90% of new
passenger cars sold will have
some form of vehicle mobile
platform, up from 10% in 2012.
Mobile enterprises leverage
this data, putting the right
information into the right
hands at the right times
• By 2015, 2/3 of the
workforce will own a
smartphone, and 40% of the
workforce will be mobile

5. 73% of
CEOs
Are prioritizing investments in
customer insights
82% of
CMOs
Plan to increase the use
of social media
74% of CIOs
Say mobile solutions are part of
their vision for increasing
competitiveness
70% of
COOs
Identify supply chain visibility as the
top challenge in delivering on their
agendas
As a result, leaders are redefining their agendas

6. Leaders are harnessing mobile capabilities to drive
business value
Findings from the Institute of Business Value & Oxford Economics offer insight
into the practices of mobile leaders
The are using
mobile to
create new
business value"
They are mobilizing
their employees to
serve the customer"
They are
unlocking
core business
knowledge for
mobile apps"
They are
securing the
mobile
enterprise"
81% stated that
mobile is
fundamentally
changing their
businesses vs. 39%
of other firms "
78% said that enabling
employees to work outside
the office was their highest
investment priority; 64%
said that faster response
time to customers was the
primary reason to invest "
70%+ of mobile
strategy leaders
indicate they are
effective at
Integrating mobile
with existing systems
vs. 40% of other firms"
+80% indicated that
they were effective in
addressing mobile
security issues, the #2
greatest technology
challenge associated
with mobile"

7. The characteristics of mobile leaders
The study represents 601 mobile strategy experts
Research was conducted by IBV and Oxford Economics in 1Q13
• Leaders build apps that unlock core business
knowledge for mobile uses:
• They excel 2:1 at integrating existing systems with mobile and
are more effective with app security than non-leaders
(82% vs 51% of others).
• Leaders protect and manage the mobile enterprise to
optimize performance:
• They are more than twice as likely to adopt BYOD programs,
and excel at data security (90% leaders vs 55% others), and at
ensuring network capacity (80% leaders vs 48% others).
• Leaders use insights to engage their customers
wherever they are:
• They are twice as effective at taking action based on mobile
data.
• Leaders are using mobile to fundamentally transform the
way they do business:
• They are twice as likely to realize ROI from mobile initiatives.
http://ibm.co/ibvmobile

8. IBM MobileFirst has identified a four part strategic
approach to helping mobile leaders
put business in motion

9. IBM MobileFirst addresses a mix of
industry-specific & cross-industry
solutions to transform your
business

10. Retail
Customer experience
management
Mobile workforce &
operation
management
1"
2"
3"
From:
Traditional selling channels via
television, catalogues and
online
To:
Analytics and ecommerce
technology with ability to
uncover data insights about
individual consumer preferences
Mobile shopping
• Payments & checkout
Mobile Transformation for Retail:
Wednesday 3:45 – 4:45pm
Lando 4201 ATop 3 mobile use cases for retail"

14. Travel & Transportation
Selling the journey -
Loyalty, sales,
services
Day of journey -
Customer Experience
Management
Mobile workforce &
operation management
Inventory management
1"
2"
3"
From:
Unstable, inadequate online
ticketing system
To:
Scalable mobile ticketing
system supporting:
• 19 million app installations
within two months
• 2 million unique daily visitors
during peak time
• 300k+ concurrent daily users
during peak time
• 400k+ tickets were sold daily
during peak time
• 100 million daily hits during
peak time
A Deep Dive into the Capability of IBM
Worklight for Large Scaling in China’s
Railway Ticket System:
Monday 2:30 – 3:30pm
Lido 3103
Top 3 mobile use cases
for travel and transportation

15. Healthcare
To:
Synchronized care management
system, driving practitioner
collaboration and improved
patient experience
Provider Care
Process
Management"
Payer Constituent
& Claims Services"
Governance/ Risk/
Compliance (GRC)
Management
1"
2"
3"
From:
Multiple hospital systems
Mobile Transformation for Healthcare:
Tuesday 3:45 – 4:45pm
Lando 4203
Top 3 mobile use cases
for healthcare

16. Banking
Mobile Banking
• Retail
• Commercial
Mobile Payments
Mobile Marketing
• Customer Care
1"
2"
3"
From:
Inconvenient trips to the bank
To:
Advanced mobile customer
user experience
Mobile Transformation for Financial
Services & Insurance:
Wednesday 2:15 – 3:15pm
Lando 4201A
Top 3 mobile use cases
for banking

17. Attend a Variety of Banking Customer Sessions at
Impact:
Bank of Montreal
MCU-2262: Breaking Down Barriers with Mobile - An Iterative Approach to Mobile Application
Development
Tuesday Apr 29 (1:00 p.m. – 2:00 p.m.) Lando 4305
HDFC Bank Ltd.
MCU-2980: Bringing Agility to Mobile Application Development
Tuesday Apr 29 (3:45 p.m. – 4:45 p.m.) Lando 4301 B
ING Vysya Bank
MCU-3015: Driving Financial Inclusion with Digital Banking
Tuesday Apr 29 (10:30 a.m. – 11:30 a.m.) Lando 4301 B
PNC Bank
MMA-2105: Making the Switch to a Hybrid Mobile Development Platform
Tuesday Apr 29 (1:00 p.m. – 2:00 p.m.) Lando 4301 B
NFCU
MMI-1768: A Customer’s Mobile Banking Journey to Streamline and Secure Mobile Traffic
Wednesday Apr 30 (5:00 p.m. – 6:00 p.m.) Lando 4303
Tangerine (formerly known as ING Direct Canada)
MMA-1790: Vendor SDKs in Mobile Applications: Challenges, Design, & Best Practices
Thursday May 1 (2:15 p.m. – 3:15 p.m.) Lando 4205

18. To:
Leveraging its responsive
design skill set and add a
mobile development capability
to its service offering without
undue ramp-up cost and time
From:
Multiple, disparate mobile
technology platforms
Insurance
Customer & agent care
Claims
Marketing Campaigns
1"
2"
3"
Nationwide Customer Session:
Tuesday 10:30 – 11:30 am
Lando 4203
Top 3 mobile use cases
for insurance

19. Government
To:
Real time presence awareness
for faster & more accurate
incident response
From:
Waiting on emergency
responders
Government to
Citizen Services"
Government to
Business Services"
Mobile Workforce"
1"
2"
3"
Mobile Transformation for Government:
Thursday 2:15 – 3:15pm
Lando 4201A
Top 3 mobile use cases
for government

20. AllGov Demo

21. Automotive
1"
2"
3"
Car entertainment
• Connected vehicle"
Customer servicing"
Process &
Collaboration"
From:
A car made up of parts
To:
A car made up of technology
Panel: Connected Car Is the Next Big
Collaboration - Hear from the Pioneers:
Tuesday 10:30 – 11:30 am
Marcello 4503
Top 3 mobile use cases
for automotive

22. VIDEO: Ford Motor Co. enables mobile user
experience

23. To:
Creating new revenue stream
via Mobile Payments, Mobile
Wallet, Enhanced User
Experience & Mobile Marketing
Telecommunication
Subscription &
service
management
Mobile device
management &
analytics
Field service
management
1"
2"
3"
From:
Fixed line, Internet and TV
Verizon Customer Session:
Monday 2:30 – 3:30 pm
Lido 3101B
Top 3 mobile use cases
for telecommunications

24. • Extensible mobile app software developed on industry-leading
IBM Worklight™ application development platform
• Built on a proven, flexible, and extensible Technology Stack
• API-enabled to support integration with third party and
proprietary systems
• Template-driven development allows for easy branding, styling,
and visual design
• IBM Worklight “write once, deploy many” eases challenges of
fragmented device ecosystem
IBM Ready Apps
Mobile applications pre-configured with core industry standard functionality
IBM Ready Apps Available Now
• Banking - Retail Bank
• Banking - Small Business
• Government - Citizen
• Healthcare - Coordinated Care
• Industrial - Connected Home
• Insurance - Agent Care
• Insurance - Policyholder Care
• Retail - In-Store Associate
• Telecom - My Telco
• Travel & Transportation - Flight Crew
IBM Ready Apps provide clients with a
critical “jump start” to the strategy, design,
and development of their mobile ecosystem
• Address new market segments and improve
productivity while reducing costs
• Accelerate strategy, design, and development of your
mobile ecosystem
• Benefit from ongoing IBM investment in an
innovative IBM Ready App enhancement roadmap

25. 1
5!
2!
Join the conversation: twitter.com/IBMMobile (#IBMMobile)
facebook.com/IBMMobile
Ask about the new IBM Mobile Industry
Transformation Program & IBM Ready Apps
What do leaders in your industry have in common
when it comes to Mobile technology? Read the IBM
IBV to find out: http://ibm.co/1nhNlGN!3!
4!
Progress opportunities:!
Schedule a no charge Mobile Agenda Workshop!
Email: ibmmobile@us.ibm.com!
Learn about our solutions and see what our clients
are saying at: www.ibm.com/mobilefirst
Get started with IBM MobileFirst

26. To schedule a workshop, email: ibmmobile@us.ibm.com
One day interactive workshop with an IBM Mobile expert to help enterprises
plan and develop a customized roadmap for success
• Interactive discussion to
understand client business
drivers, pains and requirements
• Overview of IBM MobileFirst
Strategy, technology and POV’s
• Industry trends and imperatives
Client ValueWorkshop Highlights
For Line of business and IT
leaders seeking expertise and
experience in developing,
enhancing, and/or executing
their mobile enterprise
strategy.
• Industry expertise with top
use cases and successes
• Capability assessment
including identification of
opportunities and gaps in
mobile strategy
Schedule a Mobile Agenda Workshop