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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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