Mobile Strategy

Dirk Nicol is the program director for IBM Mobile Strategy and Product Management at IBM. He has spent years helping IBM advance new and emerging technologies. He has held a variety of roles at IBM, which included semiconductor development, programming, hardware development, marketing, and strategy. Dirk has worked extensively with helping to educate and build communities around new technologies. Prior to his current position, Dirk led IBM’s cloud standards program and was a founder of the Cloud Standards Customer Council initiative. Dirk also conceived and led the development of the developerWorks® project–one of the largest worldwide developer communities. Dirk holds a master’s degree in electrical engineering and an MBA degree in management and strategy at the University of North Carolina. He calls North Carolina his home but is often seen presenting about the latest technology trends and strategy around the world. When home, he enjoys time with his wife and three boys jogging along the North Carolina Tobacco Trail.

1  Introducing Mobile Enterprise     1

Mobile Landscape     2

The Disruption of Smartphones and Tablets     5

   Catalysts for Disruption     5

Implications of the Consumerization of IT     9

BYOD: Bring Your Own Device to Work     11

A Preview of Enterprise Mobility Strategy     13

Summary     14

Endnotes     16

Additional Sources     16

2  Defining Business Value     17

A Brief History of the Smartphone: The Power of Context, Intelligence, and Engagement     18

App Revolution: Bringing Together Context, Intelligence, and Engagement While Driving End User Value     21

   Contextual Information: Key Ingredient to Improving Outcomes     21

   Mobile Intelligence: Ubiquitous Computing and Decision Making     22

   Engagement: Weaving into Daily Life     23

How the Mobile App Enters into Lives to Add Value     24

Defining Goals Based on Business Value     27

   B2E or B2B Value Goals     28

   B2C Value Goals     29

Thinking Through Mobile App Value     30

Summary     32

Endnotes     33

Additional Sources     34

3  Mobile Business Challenges     35

Mobile Application Development Challenges     36

   Developing for Multiple Mobile Platforms     37

   Delivering High-Quality Apps That Engage Users and Meet Business Objectives     40

   Connectivity to Back-End Systems and Data     40

   Meeting Accelerated Time-to-Market Requirements     41

   Integration with Existing Development Processes     42

Security and Management     43

   Management and Post-Deployment Control of Apps     46

Summary     46

4  The Mobile Framework     49

A Mobile Framework     50

Mobile App Becomes the Fundamental Value Delivery Vehicle     52

Mobile Development, Security, Management, and Business Transformation     57

   Mobile Development     57

   Management and Security     62

   Mobile Business Transformation     65

Summary     68

5  Mobile Development     69

Speed and Quality     70

   Speed     70

   Quality     71

Diversity of Devices     71

Integration     72

Rethinking the Development Process for Radical Speed and Quality     73

Mobile Testing     78

Continuous Experience Management     80

Types of Mobile Apps     82

   Native Mobile Applications     83

   Mobile Web Applications     85

   Mobile Toolkits     86

   HTML5     88

   Future of HTML5     89

   Hybrid Mobile Applications     90

   Mobile Application Comparison     92

   Strategic Decision Making     93

Mobile Connectivity and Integration     95

Summary     97

Endnotes     97

Additional Sources     98

6  Mobile Security and Management     99

Mobile Has Unique Characteristics That Impact Security     100

Mobile Devices Are Used Differently Than PCs     100

Enterprise Security Requirements     102

   Mobile Device Management and Security     102

   Mobile Network Management and Security     103

   Mobile Application Management and Security     103

Mobile Security and Management Consideration     104

Mobile Device Management and Security     106

   MDM     106

   Mobile Threat Management     108

Mobile Network Management and Security     118

   Mobile Network Protection     119

   Mobile Identity and Access Management     120

Mobile Application Management and Security     126

   Application Security Scanning     127

   App Security Capabilities     127

   Enterprise App Store     130

   Mobile Information Protection.     132

The Adaptive Mobile Security Approach     144

Summary     145

Endnotes     146

Additional Sources     147

7  Mobile Business Transformation     149

Mobile Business Transformation     150

Delivering a Mobile Transformation: Extending Existing Systems to Mobile Employees and Customers Through Context, Engagement, and Intelligence     153

   Mobile Context     154

   Mobile Engagement     155

   Mobile Intelligence     160

   SoCloDaMo: Coherent Integration Between Social Networks, Cloud, Data Analytics, and Mobile     163

   Security, Privacy, and Trust Become Paramount     163

Strategy for Delivering a Mobile Transformation     164

Summary     166

Endnotes     167

8  Planning a Mobile Project     169

Define Mobile Team Structure and Leadership     171

Define Value Goals     172

Define Value Indicators and Value Measurements (What Does the Customer Want to Accomplish?)    173

Choose an Approach: Define Functional Patterns and Capabilities     174

Assess Gaps: Use Mobile Framework to Assess Gaps      175

Define Overall Roadmap and Plans Based on a Mobile Framework     177

Assess Against Measurements and Improve     178

Summary     178

9  SoCloDaMo (Social + Cloud + Big Data + Mobile)     179

Cloud and Mobile     180

Defining Cloud Computing     180

   Cloud Characteristics     181

   Service Models     181

   Deployment Models     182

Why Mobile and Cloud     183

   Device Limitation on Computing Resources     183

   Short Cycles     183

   Small Budgets Create Cloud Advocates     184

   Emerging Markets     184

Mobile Cloud Development Considerations     185

   Mobile Cloud Services     185

   Centralized Build Environment in the Cloud.     185

   Testing Mobile Apps: How the Cloud Can Make Mobile Testing Simpler     186

Social and Mobile     187

   Mobile Social Discovery: Attracting and Retaining Customers     188

   What Is Unique About Social and Mobile?     189

Big Data     190

   What Is Unique about Mobile and Data?     190

Summary     190

   Mobile Strategy Decisions     191

Endnotes     192

Additional Sources     193

10  International Considerations     195

Issues Influencing Adoption of Smartphones and Tablets in Emerging Markets     196

   Cost Can Be Too High, but Things Are Changing      196

   Network Connectivity Inhibits Use of Mobile App, but There Are Things That Can Help     197

   Complexity of Smartphones Can Be an Inhibitor to Adoption, but This Will Change over Time     197

Unique Usage Patterns     198

What to Consider When Developing a Global Mobile Strategy     199

What to Consider When Developing a Dual Strategy for Smartphones and Feature/Basic Phones     201

   Advantages of SMS     201

   SMS-Based Application-to-Person (A2P)     202

Summary     205

Endnotes     206

Additional Sources     206

11  Case Studies and Mobile Solutions     207

When Does an App Fail?     208

What Makes a Great App?     209

Air Canada: Innovation Through Customer Experience, Multichannel, and Cross-Channel     210

Visa: Reaching the Right Customer at the Right Time with the Next Best Action     211

TBC Corporation: 360-Degree Customer Experience     212

Waze: Adding Social Insight     214

Nike+ FuelBand: Enhancing Value by Extending with APIs     215

Withings: Integrate into the Life Style to Serve at the Moment of Need     215

Tesco’s Home Plus: Reducing Steps in Daily Tasks     216

Square Wallet     217

Summary     219

Endnotes     220

Additional Sources     220

12  Moving Forward     221

What You Have Learned     222

Guiding Principles     224

Conclusion     225