making commerce mobile: strategy and trends of mobile commerce

Download Making Commerce Mobile: Strategy and Trends of Mobile Commerce

Post on 12-Apr-2017

5.436 views

Category:

Technology

3 download

Embed Size (px)

TRANSCRIPT

Presentation Headline Subhead

Making Smarter Commerce Mobile: Strategy and Trends of Mobile Commerce

Chris ShawWorldwide Industry Lead for Smarter Commerce - Communications

2012 IBM Corporation@IBMMobile | #IBMatMobileCon

2012 IBM Corporation#@IBMMobile | #IBMatMobileConIBMs strategy addresses client mobile initiativesExtend & TransformManage & SecureBuild & ConnectKey CapabilitiesStrategy, planning and implementationMobile-enabled solutions including analytics, commerce, and social businessMobile as a serviceKey CapabilitiesMobile web, hybrid and native app developmentEnterprise data, service, and application integrationEnterprise wireless networkingKey CapabilitiesMobile lifecycle managementDevice analytics and controlSecure network communications & managementBuild mobile appsConnect & run mobile systems Manage mobile devices and appsSecure my mobile businessExtend capabilities to mobileTransform your business

2012 IBM Corporation#@IBMMobile | #IBMatMobileConMAIN POINT: IBM strategy addresses the three key client mobile initiatives. Each of these initiative has a some key capabilities that must be delivered. IBM has both the products and expertise to help you address these capabilities needs.

Extend and transform the business to yield new opportunities and business models while extending existing business capabilities to mobile employees, customers, and partnersBuild, connect, and run a growing portfolio of mobile apps for customers, partners and employeesManage and secure mobile applications, services and data on a variety of mobile devices and operating systems

SPEAKER NOTES:

In todays mobile world enterprises are transforming the way they interact with their customers, partners and employees by implementing mobile strategies. Weve heard from clients around the world about the key initiatives they have in the mobile space. They can be categorized in these three simple ways. They want to:

Extend and transform the business to yield new opportunities and business models while extending existing business capabilities to mobile employees, customers, and partnersBuild, connect, and run a growing portfolio of mobile apps for customers, partners and employeesManage and secure mobile applications, services and data on a variety of mobile devices and operating systems

IBMs strategy directly addresses this set of initiatives, enabling our clients to deliver a comprehensive set of solutions to meet their customer's mobile demands and seize the opportunities that the mobile world provides while reducing cost and complexity.

Each of these initiative has a some key capabilities that must be delivered. Within Extend & Transform you must be able to incorporate mobile effectively from the strategy to the plan to the implementation. You need to determine and deliver the right mobile solutions for you and your industry. Mobile must be a service you offer either yourself or through a partner. Within Build & Connect you have to effectively develop mobile apps and choose the type of app that best addresses your needs whether its web, hybrid or native. You have to integrate enterprise data, services, applications and systems. You have to address your wireless networking capabilities to make sure the mobile connections are sound. Within Manage & Secure you must manage the entire mobile lifecycle from the device and the app to the infrastructure. You must have appropriate controls and analytics across devices. You have to make sure your network communications are secure and managed effectively.

IBM has both the products and expertise to help you address these capabilities needs.

Here are a few examples of how our customers are addressing these initiatives:

Background on customer examples:French Telecom ProviderA European telecom provider decided to get into the home entertainment business offering not only channels but also a large catalog of video-on-demand titles. To make this new business successful, they wanted to enable their customers to buy videos for download across multiple buying channels including mobile. IBM helped them extend their on-line ordering capabilities to set-top boxes and mobile devices to enable their customers to browse and buy video on demand titles anywhere, anytime.

ComcastThe need: 1st app rushed to marketExpensive native development by three different partiesNo consistent user experience across environmentsNo code reuse between mobile, Top Set-Box and PC environmentsUser is required to install multiple appsImpossible to update existing app without redeploying the entire native appThe solution:IBM WorklightThe benefit: HTML5 infrastructureSupport for push notificationsIntegration with video grid App store capabilities within the appIntegration with dojox.mobile

Recorded interview available at http://cattail.boulder.ibm.com/cattail/#view=jkempel@us.ibm.com/files/C14DCFE05A2F3DDC9FF2A542093F23B6

Florida Power & LightServing 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.

Long-time Endpoint Manager / BigFix customerCustomers Highlights: Low TCO and ease of adding-on mobile device management capabilitiesDisplaced a leading MDM vendor deployment due to increased infrastructure, training, and administration costsIntegrating with Maximo, RemedyRapid increase and deployment of new functionality throughout BetaResponsiveness and agility of development teamExpect to grow to 20,000+ managed mobile devices

2

IntroductionMobile Commerce OpportunitiesImplementing Mobile Commerce

Agenda

2012 IBM Corporation#@IBMMobile | #IBMatMobileCon

Consumer experience, bring your own device (BYOD) and context aware are driving much new enterprise use

Mobile is a new IT Wave

Mobile Applications Growth66% CAGRSource: IDC 2010

WW Mobile Applications Opportunity$0 B$10 B$20 B$30 B$40 B$50 B201020112012201320142015Billions

WW Mobile Infrastructure Opportunity20% CAGRSource: IDC 2H 2010 - IH2011

$0 B$1 B$2 B$3 B$4 B$5 B201020112012201320142015Billions

Mobile Platform

Mobile Security

Device ManagementMobility is thesecond areaof investmentwith 74%300,000 iOS & 700,000 Android devices activated PER DAYGartner: By 2013,mobile phones will overtake PCs as the most common Web access device worldwideAccess to mobile networks is now available to 90% of the world population and 80% of the population living in rural areas. Market opportunity around Mobile is adjacent to our business and provides AIM a large & fast growing opportunity to drive Middleware revenue as enterprises extend IT investments to reach customers in new ways and enable workforces with anywhere, anytime access to data and applications Source: 2011 CIO Study, Q12: Which visionary plans do you have to increase competitiveness over the next 3 to 5 years?(n=3,018)

Mobile is a game changerJust like the internet sparked the growth of the web and e-business, a new frontier of growth and opportunity exists around mobile devices across industries

2012 IBM Corporation#@IBMMobile | #IBMatMobileConWe heard on Monday from David Barnes that Mobile computing is one of the key trends (and, is actually the 2nd most concern behind business analytics driving their investment concerns in IT)

4

2. Proliferation of Modes and Methods for CommerceExponential growth in Mobile and Social CommerceMass customization and personalization of products and services

Mobile is shaping the commerce marketplace 1. Technology Adoption Rates are Accelerating 2.3 billion people are online (Dec 2011)5.9 Billion mobile phones worldwide (2011)1.2 Billion use phones to browse Internet April 2012

3. Consumer Buying Behavior Continues to EvolveFocus is on value, transparency and accountabilityConsumers are increasingly technology savvy, more demanding, making tradeoffs, and Showrooming

4. Increasing Brand FragmentationConsumers are experiencing brands in new ways across multiple touch pointsMarketers challenged to deliver a consistent brand message and value proposition

EvolvingShoppingExperience Expectations:TimelyLocalizedExperientialPersonalizedInformation

Sources: http//www.nae.edu/cms/Publications/The Brodge/Archives/7356/7596.aspx; Internetworldstats.com; Strategy Analytics; Informa

800M140M

2012 IBM Corporation#@IBMMobile | #IBMatMobileCon5Social Commerce: Adding a social layer to retail Social Shopping: Shopping with social tools

Objectives For Smartphones And TabletsJune 2011 Mobile Commerce Forecast: 2011 To 2016

2012 IBM Corporation#@IBMMobile | #IBMatMobileCon6

Mobile computing is fundamentally changing how businesses interact with their customers

Business-to-ConsumerEnabling customers to shop across multiple mobile devicesBusiness-to-EmployeeEmpowering retail store associates to serve customers anywhere in the store

Mobile MarketingAnalyzing mobile usage and executing mobile campaigns

2012 IBM Corporation#@IBMMobile | #IBMatMobileCon

7

8

8Leading to fundamental changes in the concept of a store?

Taking the store out of the storeTaking the store to the customerSource: Tesco opens worlds first virtual store htt,p://www.archello.com/en/project/tesco-opens-worlds-first-virtual-store

2012 IBM Corporation#@IBMMobile | #IBMatMobileCon8

IntroductionMobile Commerce OpportunitiesImplementing Mobile Commerce

Agenda

2012 IBM Corporation#@IBMMobile | #IBMatMobil