MobileFirst

© 2013 IBM Corporation
Put your business in motion
Keith Poyser. Sales Leader Europe: Mobility & End Point.
keith.poyser@uk.ibm.com
+44 7711 77 38 78

Five trends with significant implications for the enterprise
Mobile is about transacting
1
96% year to year increase in mobile cyber Monday sales between 2012 and 2011
Mobile enables the Internet of Things
91% of mobile users keep their device within arm’s reach 100% of the time
2
4
3
Mobile is primary
5
90% of users use multiple screens as channels come together to create integrated
experiences
Mobile must create a continuous brand experience
Global Machine-to-machine connections will increase from 2 billion in 2011 to 18
billion at the end of 2022
Insights from mobile data provide new opportunities
75% of mobile shoppers take action after receiving a location based messages
2
1. Source: “China Mobile 50k survey”; Morgan Stanley Research
2. JiWire Mobile Audience Insights Report Q42011
3.IBM Coremetrics Retail Data – as published in 24/11/12 IBM Press Release
4. IBM Global Technology Outlook 2013, Google
5. GSMA, Machina Research

IBM has been building mobile enterprise capabilities
200+ IBM Software apps
available in App Stores;
~ 1M downloads
Cited as a leader in app design
and managed services by
Forrester and Gartner
10 acquisitions to strengthen
our position since 2006
125+ patents for wireless in
2012, bringing total to 270
Doubling 2013
investment

The IBM MobileFirst offering portfolio
AnalyticsSecurityManagement
IBM and Partner Applications
Application Platform and Data Services
Banking Insurance Transport Telecom Government
Industry Solutions
HealthcareRetail Automotive
Application & Data Platform
Strategy&DesignServices
Development&IntegrationServices
Cloud & Managed Services
Devices Network Servers

The Broadest
Portfolio of
Mobile
Solutions
The Deepest
Set of Services
Expertise
New Industry
Partnerships
and Resources
for Developers
The industry’s most comprehensive mobile portfolio

IBM MobileFirst Platform
IBM MobileFirst Management
IBM MobileFirst Security
IBM MobileFirst Analytics
The Broadest
Portfolio of Mobile
Solutions

IBM MobileFirst Platform (worklight)
IBM Worklight
IBM Rational Test Workbench
IBM Mobile Application Platform Management
• Automated testing for high quality mobile
apps
• Streamlined deployment for private
clouds on Pure Application System
• Single sign-on across multiple apps on a
device
• Latest versions of all major mobile OS’s
(iOS, Android, Windows, and BlackBerry)
For clients that need to:
 Quickly develop and deploy high quality
mobile apps across multiple platforms
 Seamlessly connect rich mobile
applications to enterprise data and
services
IBM MobileFirst Platform offers:
 Native, web, or hybrid app development
 Tools to build & test high quality apps for many
devices
 Management, security, continuous delivery &
distribution of apps
 Easy connectivity to existing data & services
for mobile usage
 On-premises or managed service delivery
Available Today!

Challenges
Company estimated that up to 40 percent of its
future business would come from providing
mobile accessibility to its products and services.
They sought a solution that would provide the
scalability needed to support high volumes of
data, significant numbers of users and a sizable
development team.
Solution
Implemented IBM Worklight software to support
its mobile-application-development project. The
Worklight software provides the scalability the
client needs to address the predicted increase
in data and user volumes anticipated once the
project is completed.
Benefits
 Able to develop mobile apps quickly and
efficiently, supporting future business growth at
a lower cost than its previous provider could
offer.
 Gained scalability to support higher data and
user volumes once the mobile apps were
deployed.
“
ML5 approach to achieve
t using web technologies
CSS) everywhere we can,
where we need to.”
Capital One has shipped industry-leading mobile capabilities and
has many more on the way

IBM MobileFirst Management (End Point Manager / BigFix)
*Planned availability in 1Q 2013
For Clients That Need To:
 Implement BYOD with confidence
 Manage secure sensitive data, regardless
of the device
 Handle multi-platform complexities
with ease
IBM MobileFirst Management Offers:
 Unified management across devices
 Option to wipe corporate data
 Configuration & enforcement of password
policies, encryption, VPN access & camera use
 Streamlined workflow between
development & operations with an
integrated Enterprise App Store
 On-premises or managed service delivery
IBM Endpoint Manager for Mobile Devices
IBM Enterprise Services Managed Mobility
IBM Mobile and Wireless Network Management
Available Today!
• Latest versions of all major mobile OS’s
(iOS, Android, Windows, and BlackBerry)
• Defense-grade encryption
thru FIPS 140-2 compliance*
• Automatically grant or deny email access
based on device compliance
• Ease admin by setting and reporting
IBM Notes Traveler security policies

Public utility adds mobile devices without adding infrastructure
Company Overview
Serving 4.5 million customers, this electric company of
25,000 employees is a leader in clean energy while
exceeding reliability standards and keeping consumer
costs below average. They are experiencing a migration
from traditional endpoints to mobile devices.
Customer Needs
 Support 20,000+ mobile devices
 Corporate and employee-owned, many platforms and
OS versions
 High availability for certain devices used in the field
 Adherence to internal security policies, external
regulations
Benefits
 Scalability to 250,000 endpoints provides room to grow
without adding infrastructure
 Added mobile devices to existing IEM deployment in
days
 Ability to integrate with Maximo, Remedy
 Responsiveness and agility of product and product team

In the words of a customer….
 IBM deployed Endpoint Manager to over 800,000 endpoints on three servers and saved over $10M in
YR1. Adding 250K iPads, Androids, etc this year and will require only one additional server and FTE.
 Fung Group replaced SCCM and deployed 15,000 endpoints in 15 days, re-purposed 76 servers to
higher value projects; reduced dedicated Endpoint Management servers from 79 to 3, reduced
database licenses by 42 and Reduced dedicated FTEs from 6 to 1
 The world’s largest retailer reduced annual software spend by 20%+
 Concord Hospital achieves 98% first-pass success in hours on their Microsoft and 3rd party patches;
something that would otherwise take weeks to months using iterative scans and 3rd party products to
address non-MS operating systems and applications
 Miami Dade County Schools saves $4M in annual electricity costs on their 120,000 PCs
 Suntrust achieved a 127% ROI with payback in 9 months; saving a total of $2.65M
 Tax Tech reduced patch management full-time equivalents (FTEs) from 20 to 1
 Stena Lines achieved a 12:1 labor savings ratio by reducing administrative overhead time for patch
processes from 240 hours to 20 hours
 Western Federal Credit Union reported a 50 percent reduction in labor costs through automation and
unified patch management
 Entergy’s desktop and server management group installed 70,000 patches across the enterprise in 24
hours
 Kronos distributes software updates, policies, and patches to all eligible endpoints within 15 minutes
across the globe

Quick Quiz
How does IBM use Endpoint Manager?
A. Reduce security issues by 78%
B. Save $10M in remediation costs withing YR1
C. Manage almost 800K endpoints with four servers and
FTEs
D. Allows us to securely conduct business in growth areas
where malware is most prevelant
E. All of the above

IBM MobileFirst Security (AppScan)
 Protect devices and data
 Defend the network
 Ensure secure access
 Safeguard mobile apps
 Preserve user experience without
compromising security
IBM MobileFirst Security Offers:
 Context aware risk-based access control
 Mobile threat protection
 Strong session management & Single Sign-on
 Vulnerability analysis for mobile apps
 Visibility and analysis of security events from
the device, network, user and app behavior
IBM Security Access Manager for Mobile and Cloud
IBM AppScan
*Planned availability in 1Q 2013
Available Today!
• State-of-the-art high-quality vulnerability
analysis for mobile apps
• Native support extended for iOS
to accelerate enterprise usage*
• Enhanced support for JavaScript analysis
in hybrid mobile apps*
• Out-of-the-box support for IBM Worklight
built apps to incorporate context aware
risk-based access

European Bank delivers secure mobile Internet banking
Background
Major European Bank needed to reduce operational
complexity and cost with a single, scalable
infrastructure to secure access to various back-end
services from multiple mobile apps. A customized
authentication mechanism empowered the bank to
guarantee the security of its customers while
safeguarding the trust relationship with a safe app
platform that encrypts local data and delivers app
updates immediately.
Customer Needs
 Extend secure access to banking apps to mobile
customers
 Enhance productivity of employees to perform secure
banking transactions via mobile devices
 Support for iOS, Android, and Windows Mobile
Benefits
 Authenticates requests made via HTTPS from hybrid
mobile apps running on WorkLight platform to back-
end services
 A custom certificates-based authentication mechanism
implemented to secure back-end banking application

IBM MobileFirst Analytics (TeaLeaf)
 Optimize digital & mobile experiences
to drive online conversion
 Analyze mobile behaviors and quantify
business impact of user struggles
 Improve customer service resolution
and drive loyalty
IBM MobileFirst Analytics Offers:
 Automatic detection of customer issues
through user and mobile device data
 User behavior drill down with high fidelity
replay & reporting of the user experience
 Correlated customer behavior with network
and application data
 High conversion and retention rates with
quantifiable business impact analysis
Tealeaf CX Mobile
Available Today!
• Capture a high-fidelity replay of mobile
gestures* for mobile web sessions on
iOS and Android-based devices
• Add-on Heatmap, Link Analytics, Form
Analytics, and Attention Maps for
better understanding of users’ intent
through highly visual analytics**

Skybet streamlines their on line banking login and betting processes
for its mobile customers Challenges
/3 of all bets are placed through the mobile device.
Emerging channels like mobile are key to the
company’s future success and user experience on
the mobile is a competitive differentiator.
Solution
CX Mobile provided evidence of user struggles
during registration, user preferences in bet
placement, and adverse changes in user
behaviors. Tealeaf enabled the customer to
quantify business impact of customer challenges
across both web and mobile channels.
Benefits
•
dentified a time consuming and confusing process
around conversion rates for ID recovery – a
relatively common occurrence for people trying to
login from a stadium to bet on a soccer match.
•
eveloped better understanding of the optimal
customer path for betting from login to bet
placement.
•
“With Tealeaf we know how our customers are using
mobile and thanks to Tealeaf we leave nothing to
chance.”
~ Steve Morrison, Tealeaf Manager at Skybet

The IBM Mobile Enterprise Development Lifecycle
Industrialize
IBM Mobile Development
Lifecycle Solution
Design & Develop
Obtain Insight
Manage
Deploy
Instrument
Integrate
Test
Scan & Certify

The Deepest Set of
Services Expertise
IBM MobileFirst -
Strategy & Design Services
IBM MobileFirst -
Development & Integration
Services

IBM MobileFirst Strategy & Design Services
 Ensure mobile projects yield measurable
business value
 Link mobile investments to ROI and IT strategy
 Establish plans for growth and maturity of
mobile initiatives
 Customer journey mapping for mobile
engagement
 Accelerated mobile strategy & business case
creation
 Vision and delivery of compelling mobile web
experience
 Detailed strategies for infrastructure for mobile
enterprise IT & communication initiatives
Mobile Strategy Accelerator
Mobile Infrastructure Strategy & Planning
Omni-channel Experience Assessment
IBM Interactive – Mobile Web Experience Design
Available Today!
IBM MobileFirst Strategy & Design
Services offer:
• Mobile Strategy workshops to provide
actionable roadmaps and prototyping
with KPIs
• Enhanced strategy and planning services
to optimize mobile infrastructure plans,
processes, security, middleware and
device selection

The event site strategies are informed by customer experience research and
insights and include innovative combinations of sophisticated data delivery and
analysis, multi-channel capabilities, and web 2.0 and mobile technologies.
Innovative IBM Technologies Applied:
 High quality live Flash streaming video with
multiple simultaneous video streams
 Live leader boards, player bios and
course/court information overlaid
directly on the video streams in an innovative,
immersive presentation – a first for highly
trafficked sports events websites
 Personalized alerts
 Live video thumbnails for selecting streams
Redefining Media: Interactive, Multi-Channel Events
For the Australian Open, IBM served live
video on web and mobile, developed the
integrated community features and
created a feature that graphed player
momentum during the matches

IBM was positioned as a leader in the Forrester WaveTM:
Enterprise Mobility Services, Q1 2013
IBM received the highest score possible in “Current Offering”
Source: Forrester Research Inc. “Forrester WaveTM”: Enterprise Mobility Services, Q1 2013”.
Full report can be accessed at http://www.ibm.com
The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are trademarks of Forrester Research, Inc. The Forrester Wave™ is a graphical representation of
Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the
Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

IBM MobileFirst Development & Integration Services
For clients that need to:
 Develop new mobile applications
 Integrate mobile applications with enterprise IT
systems
 Manage and secure mobile environments
 Maintain visibility, control and automation of mobile
devices
 Fast cycle development of mobile applications
across platforms
 Mobile app integration for seamless connectivity
and data management
 Secure and seamless wired, wireless, cellular and
WiFi network access including increased network
bandwidth required for voice, data and video
 Secure mobile device and application management
Mobile Development and Testing
Mobile Application Integration
Network Integration Services for Mobile
Mobile Application Management
Mobile Application Platform Management Services
Mobile Enterprise Services for Managed Mobility
Unified Communications for Mobile
Available Today!
IBM MobileFirst Development &
Integration Services offer:
• Enterprise Mobile Enablement
• Mobile Application Development
from the Cloud

IBM Mobile Enterprise Services helps leading hotel brand deliver
managed mobility services for smartphones and tablets
Challenges
To deliver differentiated and enhanced guest services,
especially for corporate clients and hotel owners. Architect
managed mobility solution for combined install base of
6,700+ smartphones and tablet devices
Solution
• Enterprise lifecycle services for BlackBerry®, iPhone and
iPad devices
• Email, web, calendar access and support with centralized
end-user help desk
• Mobility device access to business intelligence for
operations reporting
Benefits
• Adoption of mobility computing solutions deliver clear
business value and employee productivity improvements
• Changed how technology innovation is delivered in the
corporation
• Improved total cost of ownership and infrastructure
savings from more predictable hosting and support costs;
that help enable 30 percent smartphone growth over 5
years
• Subscription-based pricing simplifies billing and tracking

1. Discover IBM’s mobile capabilities, the use cases our capabilities solve, and jointly explore
how a deeper dive could drive value for you:
• Mobile Innovation Workshop (1 day)
2. If you are just starting your mobile adoption:
• Mobile Discovery Workshop (1-3 days)
• Review specific business pains and trends to create mobile strategy & plan for next steps
• Mobile Quick Win Pilot (3-10 weeks)
• Build a first instance of a mobile application to experience business value and create
organizational buy-in
3. When you are ready to scale within a LoB or across the enterprise:
• IBM Mobile Strategy Accelerator (Multi-week engagement)
• Understand how to most effectively integrate mobile capabilities.
• Results in a roadmap that optimizes mobile transformation opportunities and accelerates time
to market.
• Mobile Infrastructure Strategy & Planning (Multi-week engagement)
• Assess current environment, define infrastructure strategy and build technology and services
roadmap
• Managed Mobile: Endpoint and Application Platform Management (ongoing)
• Provide managed services to secure your mobile endpoints and for your mobile application
platform environment
Services to support your Mobile Adoption

Highlights:
 Thousands of mobility, integrated communications
and networking professionals
 270 mobile patents
 30+ research labs supporting mobility
 48 networking delivery and support centers
 11 mobile enterprise services delivery and support
centers
 Customer support in 50 languages
 Global standard processes, tools and
measurements
IBM’s global mobile expertise is trusted by some of the world’s most
demanding companies
Thousands of consultants with mobile solution and managed services expertise
IBM Interactive Centers
Mobile Enterprise Services
Delivery & Support Centers
Networking Delivery &
Support Centers

26 © 2013 IBM Corporation
New Industry
Partnerships and
Resources for
Developers
1. IBM Adapters for AT&T APIs
2. IBM and Apple Alliance
3. IBM Application Service
Platform for Networks
4. IBM Worklight Academic
Courseware
5. Developer Resources
6. Business Partner Programs

IBM Academic Initiative For Mobile
49%of organizations already
have some kind of mobile
deployment today*
69%of organizations plan to
increase mobile investment in the
next 2 years*
However…
Nearly half of students
and educators surveyed
reported that their
institutions can’t meet the
demand for these skills.*
*Source: 2012 Tech Trends Study, IBM developerWorks and IBM Center for Applied Insights, November 2012
Designed to address the growing
mobile skills challenges – by
building mobile skills in the next
generation of developers:
1. New faculty grants for innovative
mobile courses on campus
1. Free IBM Worklight usage for
professors and students
1. New mobile courseware for
faculty to use in the classroom

More New Resources for Developers
driving engagement with a forward thinking community…

IBM MobileFirst Offering for Business Partners
Connect with new clients via the Mobile app showcase
Validate your solutions with the “Ready for IBM MobileFirst” offering
Equipping Business Partners with opportunity to:
 Get support through a vibrant ecosystem of Business Partner mobile
offerings
 Gain client visibility into your applications in an industry, functional and
geographical context
 Demonstrate your solutions that meet “IBM ready for” compatibility criteria
 Promote your solutions at global IBM events
New offering that features leading IBM Business Partners that have
mobile solutions validated for compatibility with IBM MobileFirst
offerings
Provides differentiation for business partners via the “Ready for IBM
MobileFirst” mark, that can be can utilized in packaging and marketing
materials on qualified offerings
Mobile
App
Showcase
IBM MobileFirst

Potential to boost earning opportunities up to 60%* as IBM Value Added Reseller
Certify with “Software Value Plus IBM MobileFirst Authorization”
New Mobile Solution Incentive Offering for IBM Business Partners
New mobile offering helps IBM Business Partners expand their reach
Eligible mobile solutions can be applications or repeatable service
frameworks
Enables Business Partners to earn incremental incentives and benefits
by expanding their mobile skills and solutions
IBM
Business
Partner
Reseller
Incentive
Equipping Business Partners with opportunity to:
 Augment or develop new mobile skills to meet market demand
 Differentiate yourself in the mobile marketplace with the “Software Value
Plus IBM MobileFirst” solution mark
 Feature your solutions in the Mobile App Showcase and gain exposure
by industry and geography
* When additional rebates and incentives are included

1 Learn more:
ibm.com/mobilefirst
Talk with your IBM representative or Business
Partner to find the right next step for you
2
3
Join the conversation:
twitter.com/IBMMobile (#IBMMobile)
twitter.com/IBMMobileUk
facebook.com/IBMMobile
Three ways to get started with IBM MobileFirst

Legal Disclaimer
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contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and
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