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Mobile Strategy


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Table of Contents

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

About the Author

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 (R) 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.

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