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     1Mobile Landscape     2The Disruption of Smartphones and Tablets     5Catalysts for Disruption     5Implications of the Consumerization of IT     9BYOD: Bring Your Own Device to Work     11A Preview of Enterprise Mobility Strategy     13Summary     14Endnotes     16Additional Sources     162  Defining Business Value     17A Brief History of the Smartphone: The Power of Context, Intelligence, and Engagement     18App Revolution: Bringing Together Context, Intelligence, and Engagement While Driving End User Value     21Contextual Information: Key Ingredient to Improving Outcomes     21Mobile Intelligence: Ubiquitous Computing and Decision Making     22Engagement: Weaving into Daily Life     23How the Mobile App Enters into Lives to Add Value     24Defining Goals Based on Business Value     27B2E or B2B Value Goals     28B2C Value Goals     29Thinking Through Mobile App Value     30Summary     32Endnotes     33Additional Sources     343  Mobile Business Challenges     35Mobile Application Development Challenges     36Developing for Multiple Mobile Platforms     37Delivering High-Quality Apps That Engage Users and Meet Business Objectives     40Connectivity to Back-End Systems and Data     40Meeting Accelerated Time-to-Market Requirements     41Integration with Existing Development Processes     42Security and Management     43Management and Post-Deployment Control of Apps     46Summary     464  The Mobile Framework     49A Mobile Framework     50Mobile App Becomes the Fundamental Value Delivery Vehicle     52Mobile Development, Security, Management, and Business Transformation     57Mobile Development     57Management and Security     62Mobile Business Transformation     65Summary     685  Mobile Development     69Speed and Quality     70Speed     70Quality     71Diversity of Devices     71Integration     72Rethinking the Development Process for Radical Speed and Quality     73Mobile Testing     78Continuous Experience Management     80Types of Mobile Apps     82Native Mobile Applications     83Mobile Web Applications     85Mobile Toolkits     86HTML5     88Future of HTML5     89Hybrid Mobile Applications     90Mobile Application Comparison     92Strategic Decision Making     93Mobile Connectivity and Integration     95Summary     97Endnotes     97Additional Sources     986  Mobile Security and Management     99Mobile Has Unique Characteristics That Impact Security     100Mobile Devices Are Used Differently Than PCs     100Enterprise Security Requirements     102Mobile Device Management and Security     102Mobile Network Management and Security     103Mobile Application Management and Security     103Mobile Security and Management Consideration     104Mobile Device Management and Security     106MDM     106Mobile Threat Management     108Mobile Network Management and Security     118Mobile Network Protection     119Mobile Identity and Access Management     120Mobile Application Management and Security     126Application Security Scanning     127App Security Capabilities     127Enterprise App Store     130Mobile Information Protection.     132The Adaptive Mobile Security Approach     144Summary     145Endnotes     146Additional Sources     1477  Mobile Business Transformation     149Mobile Business Transformation     150Delivering a Mobile Transformation: Extending Existing Systems to Mobile Employees and Customers Through Context, Engagement, and Intelligence     153Mobile Context     154Mobile Engagement     155Mobile Intelligence     160SoCloDaMo: Coherent Integration Between Social Networks, Cloud, Data Analytics, and Mobile     163Security, Privacy, and Trust Become Paramount     163Strategy for Delivering a Mobile Transformation     164Summary     166Endnotes     1678  Planning a Mobile Project     169Define Mobile Team Structure and Leadership     171Define Value Goals     172Define Value Indicators and Value Measurements (What Does the Customer Want to Accomplish?)    173Choose an Approach: Define Functional Patterns and Capabilities     174Assess Gaps: Use Mobile Framework to Assess Gaps      175Define Overall Roadmap and Plans Based on a Mobile Framework     177Assess Against Measurements and Improve     178Summary     1789  SoCloDaMo (Social + Cloud + Big Data + Mobile)     179Cloud and Mobile     180Defining Cloud Computing     180Cloud Characteristics     181Service Models     181Deployment Models     182Why Mobile and Cloud     183Device Limitation on Computing Resources     183Short Cycles     183Small Budgets Create Cloud Advocates     184Emerging Markets     184Mobile Cloud Development Considerations     185Mobile Cloud Services     185Centralized Build Environment in the Cloud.     185Testing Mobile Apps: How the Cloud Can Make Mobile Testing Simpler     186Social and Mobile     187Mobile Social Discovery: Attracting and Retaining Customers     188What Is Unique About Social and Mobile?     189Big Data     190What Is Unique about Mobile and Data?     190Summary     190Mobile Strategy Decisions     191Endnotes     192Additional Sources     19310  International Considerations     195Issues Influencing Adoption of Smartphones and Tablets in Emerging Markets     196Cost Can Be Too High, but Things Are Changing      196Network Connectivity Inhibits Use of Mobile App, but There Are Things That Can Help     197Complexity of Smartphones Can Be an Inhibitor to Adoption, but This Will Change over Time     197Unique Usage Patterns     198What to Consider When Developing a Global Mobile Strategy     199What to Consider When Developing a Dual Strategy for Smartphones and Feature/Basic Phones     201Advantages of SMS     201SMS-Based Application-to-Person (A2P)     202Summary     205Endnotes     206Additional Sources     20611  Case Studies and Mobile Solutions     207When Does an App Fail?     208What Makes a Great App?     209Air Canada: Innovation Through Customer Experience, Multichannel, and Cross-Channel     210Visa: Reaching the Right Customer at the Right Time with the Next Best Action     211TBC Corporation: 360-Degree Customer Experience     212Waze: Adding Social Insight     214Nike+ FuelBand: Enhancing Value by Extending with APIs     215Withings: Integrate into the Life Style to Serve at the Moment of Need     215Tesco’s Home Plus: Reducing Steps in Daily Tasks     216Square Wallet     217Summary     219Endnotes     220Additional Sources     22012  Moving Forward     221What You Have Learned     222Guiding Principles     224Conclusion     225