Mobile Applications Center of Excellence

(1)

Mobile

Applications

Center of

Excellence

Strategy

Alain Decartes – WW Industry Software Marketing Lead –

Communications Media Entertainment

(2)

(3)

Accelerating innovation and change

The

internet

Client/

server

Mobile, social,

big data &

the cloud

every

60 seconds

400,710

ad requests

2000

lyrics played

on Tunewiki

1,500

pings

sent on PingMe

34,597

people

are using Zinio

208,333

minutes

Angry Birds played

23,148

apps

downloaded

98,000

tweets

Main-

frame

• Change how technology is

consumed & value it can bring

• Open up new business models

• Remove current inhibitors &

unleash power of innovation

New technology

access methods

(4)

Enterprises are going mobile

• Growing adoption of smartphones and tablets in

both consumer and enterprise space

• Organizations recognizing value of providing mobile

apps to both employees and customers

• Increasing productivity by providing mobile access to

enterprise functions and applications

• Connecting with their highly mobile customers,

following broader consumer trends

• “Consumerization” of enterprise, people bringing

their own devices into workplace

1990s

Webpage era

Ecommerce era

Mobile era

2010s

2000s

(5)

A time of significant change and acceleration

Source: Gartner

By 2016, integration

projects that include

on-premises

applications and cloud

services

50%

By 2015, mobile

application

development projects

will outnumber native

PC projects

4 to 1

By 2016, organizations

with joint App Dev and

Ops initiatives for

continuous delivery

and simplified release

management

40%

Increasing the mobility of its sales data by just 10%, a typical Fortune 1000 company could

increase net income by $5.4 million and improve its return on invested capital by 1.4%,

according to a 2010 study by the University of Texas at Austin (Source Vodafone)

(6)

Maintaining application quality and performance is a daunting task

Extreme pace, unpredictability

• Constantly-growing number of …

• Mobile device models

• Operating systems

• Screen sizes

• Network technologies

Laptop

Rolodex

_{Game console}

Calculator

Camera

Book

Television

Email

Internet

GPS

(7)

Why enterprise mobility is gaining importance?

• Fast return on

investment (ROI)

• Increased employee

productivity

• Desire to interact

directly with the

customer

Business Drivers

N = 600, Source: IDC’s mobile enterprise software survey, 2011

Contributing factors to the high ROI of enterprise mobility

0 5 10 15 20 25 30

Provide perception of an advanced company to customers

Speed the sales process

Eliminate paperwork

Enhance portability within the office or work environment

Offer employees more flexibility

Decreased costs

Improve customer service

Provide ease of information access

Improve competitive advantage/market share

Improve field service response time

Increased sales/revenue

Improve/enhance worker productivity

(8)

Conflicting mobile requirements

Business

decision-makers

• Productive devices

• Line-of-business

applications

• Efficient and productive

employees

• Cost effective solutions

• Consistent usage

• Security

Employees

• Hip, cool devices

• Dual use

• Freedom to choose

devices and applications

• Self services

• Flexible purchasing

• Security

IT executives

• Standard devices

• Corporate-approved devices and applications

• Scalable delivery

• Reduce complexity

• Accelerated timelines

• Minimize costs

(9)

(10)

Tomorrow’s leaders will capitalize on mobility

Tactical

Strategic

Respond to consumerization

Bring your own device to work…

• 24 x 7 product and service availability

• Reach new audiences

• Spot trends and identify opportunities

• Enterprise information on-the-go

• Improve brand awareness

• Close, track, and manage orders anywhere

• Reduce marketing costs

(11)

Enterprise mobility uses cases

• Manage Application Lifecycle

(Android, iOS, others)

• Enterprise Appstores

• Device Management

Bring Your Own Devices

(BYOD)

Mobility apps

enterprise

data access

Enterprise mobility

platform

• Mobile apps accessing Enterprise

data: CRM, ERP, others

• Local Device Data Caching, Sync &

Compression, API security,

Notification

• Enterprise Service Enablers

• Service Design and Creation:

Create Native, Hybrid Apps

• Application Testing

• Mobility Apps enterprise info

access

• Bring Your Own Devices

An enterprise has employees with

mobile devices and want to

manage/distribute existing

mobile apps to them

An enterprise wants to ‘mobilize’

existing backend applications

(CRM, ERP..)

An enterprise wants to ‘mobilize’

backend applications and allow

employees use own devices

(12)

Enterprise Mobile Apps Categories

Enterprise

Mobile Apps

Internal

Business Apps

External Apps

These Apps target the

company’s workforce and

internal business

processes

These Apps reach out to

business partners and

customers and to the

consumers

Some Apps cross both boundaries

e.g., Real Time Mobile BI touches consumers in the act of ‘consuming’

services but then feed backs that information to the internal teams for

(13)

Native versus browser based mobile applications

19%

28%

29%

31%

34%

41%

52%

0%

20%

40%

60%

80%

Fits long term strategy of deploying

applications through an internal…

Application Performance

Offline use; need applications to

work without a network

Easier to optimizefor multiple

screen sizes (Phone , Tablet)

User expectation; won’t use

browser applications

Security and control; want to

precisely contel the configuration…

Functionality; can't get the

application features we need on a…

Top reasons for developing a native

application

Source: Information Week 2012 Mobile Applications Development Survey, July 2012 n=350

17%

19%

20%

21%

42%

55%

62%

0%

20%

40%

60%

80%

Don't want to support mobile

device; browser application…

Client, either PC or Mobiel, is only

used for datacoloection;…

Didn't need to use any native

mobile device; browser is good…

No mobile application

developement expertise

Already had browser applications;

minimal changes needed for mobile

Easier and faster to deploy

Easier and faster to develop

Top reasons for developing a browser

based application

The mobile app internet is an architecture of native apps linked

to cloud based services that provide context-rich experience

(14)

Enterprise Mobile Apps Examples

Internal

Business Apps

• Email, Calendar, Contacts

• Mobile-Optimised Intranet Access

• Field Service (Dispatch, Work Orders

etc.,)

• CRM

• Business Intelligence

• Custom Sales Tools

• Custom Internal Workforce Apps

• Video Conferencing

• Travel & Expense

• Field Service, Location Based Service

External Apps

• B2B (Partners, Enterprise Customers)

• Social Networking

• Location Based Services

• B2C

• Custom Real Time Marketing Tools

• Real Time Consumer Business Intelligence

• Custom Real Time Sales Tools

• Video Streaming

• Mobile-Optimised Internet Access to

customer accounts

• Mobile-Optimised Internet Access to

Shopping Purchases

(15)

What is a a Mobile Applications

Center of Excellence?

(16)

A huge shift in the IT landscape

Mobile applications

User Experience

:

From the desk to the hand

Cloud Based:

From local to hosted services

Agile Changes:

(17)

1. Rationalize

and

Modernise

the

traditional

application portfolio to the optimum number of

applications required to run the enterprise,

managed

& delivered in the

most cost effective way

.

2. Deliver new application solutions for

customer service/engagement

which are enabled by a

secure cloud application platform integrated to the customers

chosen client device

Assess

Modernize

Manage

HP Restricted. For HP Internal Use Only.

(18)

Mobile application fundamentals: functionality,

performance, security

Does it work?

Does it perform?

Is it secure?

• Does the application function

the way the business needs it

to?

• Will the application perform for

the entire customer set?

• Will it scale?

• Will it meet SLAs in production?

• Has the application been assessed

against all known threats?

• Are there open doors or windows

that sophisticated hackers can

penetrate?

(19)

Mobile Applications Center of Excellence

Design mobile applications

in a platform agnostic way,

supporting multiple devices

Operation Managers

Monitor and manage mobile

application ecosystem and also

analyze mobile application

effectiveness through detailed

usage reporting

Automate

Application

Transformation

Provide

Development

and Service

Creation

Environment

Automate

Functional

Testing

Proactively

Increase

Security

Ensure

Performance

Deploy and

Expose Mobile

Applications

Manage &

Monitor End to

End Solutions

Introduce

enterprise

collaboration

Publish mobile applications

to any public app store or to

private enterprise app

stores

Publishers

Business Analysts

Build feature rich, complex

mobile applications for web,

HTML5/hybrid or native

clients

Application Developers

Testing services ensure

running of mobile software

apps function as intended

Testers

Securely and seamlessly

connect with one or multiple

backend system or web

data sources

(20)

DevOps & continuous delivery

Agile Delivery

IT Operations

Keys to bridge the

gap:

“Build to run”

“Regular releases

reduce risk”

Quality

Automation

Collaboration

(21)

Elevating mobile applications processes towards a centre

of excellence

Product Utility

Project

Manual

Service Utility

Centre of Excellence

Addresses full lifecycle between

applications and operations

Integrated testing and remediation

process for security and compliance

Centralized and standardized technology,

licenses, admin and support

No documented processes or recognition

of the need for them

Project based technology, process and

personnel

(22)

(23)

Growing importance of managed mobility services

A particular emphasis on mobile security and application management

this past year reflects growing enterprise requirements in these areas

“According to

Forrester

, the worldwide

mobile management services market is

expected to reach $6.6 billion in 2015, a

marked 69% increase over its previous

forecast in about six months ago in March

2011.

“According to recent estimates from

ABI

Research

, Enterprise mobility

management services, which include

services to manage mobile apps, devices,

content, network services, expenses, policy

and security — will grow to US$11 billion

worldwide by 2016.”

28% 22% 16% 23% 38% 26% 30% 17% 29% 24% 47% 48% 67% 48% 37%

Total Sample North America Latin America Europe Asia Pacific

Insourced

Outsourced

Hosted

(24)

Existing market offerings

Verizon

provides design, development,

deployment (delivery via an enterprise app store) .

Also management of mobile business applications

across multiple devices and carriers developed by

third parties, Verizon, or customers.

Telefonica

is enabling mobile business

applications for its customers, offering both

development and management of Web-based and

native applications as well as enabling the

enterprise app store capabilities.

Orange

is focused on helping customers mobilize

applications, through partnerships with leading

mobile application solution providers.

• .

AT&T

launched Managed MEAP and is now hosting

a variety of mobile business applications in its

network-based cloud, with the ability to manage

and support these applications with computing

and storage capabilities

AT&T, Verizon, Telefonica

and

Deutsche Telekom

are

offering or are planning soon to launch mobile application

platforms that connect in to customers’ back end servers for

business process apps and enable businesses to extend their

existing applications to multiple device platforms easily

CSP providing

comprehensive business

mobility as a service

CSP alliances with

MEAP / Mobility

Consulting firms

CSP alliances with

IT Companies

(25)

(26)

• SP manages employee devices on behalf

of enterprise

• SP manages mobile apps on behalf of

enterprise

• SP provides mobile front end for SaaS

services

• SP builds/partners to provide custom

enterprise apps

• SP strengthens their services to help

retain customers and gain new ones

Mobility as a Service

• Per device/user fee for managed devices

• Hosting and manage fee per enterprise application

and catalogs

• Application lifecycle management services

Revenue Models

Services

Vertical Apps

Retail

Healthcare

Energy

Transportation

Automotive

Financial Services

Package Apps

Collaboration

Connectivity

ERP / CRM

Communication

Security

Contact Center

Computing

Enterprise 1

Enterprise 2

Enterprise n

On-

Promise

Catalog

External

Apps

Service

Providers

Custom

Apps

(27)

Mobile Applications Center of Excellence for service

providers

Mobile Applications Center of

Excellence

creates new revenue

stream opportunities as customers will

now be more likely to consider service

providers as their end-to-end mobile

solutions provider.

Mobile Applications Center of

Excellence

also ties in with

related cloud computing

initiatives and takes advantage

of the same synaptic hosting

infrastructure that the service

providers has in place for other

(non-mobile) managed

application services.

(28)

(29)

Leading in a world of new apps opportunities

Device manufactures

moving to launch Apps

to tap into Connected

TV Media revenues

(Samsung)

It’s not multiple devices

– but using two at the

same time with

interlocked applications

“

Synchronized”

experiences are

becoming a driver of

audience and customer

experience”

Tablets & touch-phones

are becoming

super-interactive remote

controllers over IP and

the catalyst for the new

Social TV

The Smart TV in the

connected Home: just

closed VOD & Apps or

open Web TV and

browser to partner with

everybody?

Targeted advertising

revenues will depend

on users profiles

collecting

unstructured

(30)

Mobile success and failure is very visible

Very poor app

ranking in Google

play

Competitors have

4 star apps

Where is your app?

(31)

Building a quality oriented eco-system

HP Confidential

Joined GTM Planning

Existing application

Integration

New application

development

Expand ecosystem

Leverage joint channels

VAR might be brought in

for installation, etc…

Enable CSP highly

differentiated offer

Drive new subscribers

Deliver higher ARPU

Increase retention

Diversify services portfolio

Bundle Market Leading

Products

Leading products

Trusted brand – Security !

World-class support

Apps Stores

Mobile Device Management

(32)

Mobile Applications Center of Excellence for device

manufacturer

Mobile Applications Center of

Excellence

provides device

manufacturer with a centralized policy

and management framework that

gives access to their developer

eco-system with sandbox and collaboration

tools for self-service creation of

enterprise mobile applications

Mobile Applications Center of

Excellence

creates a clear

segregation of consumer apps

from enterprise apps giving

complete control over enterprise

apps in terms of role-based

security and threat management

implementation.

(33)

Opportunities for ISV, VAR, System

Integrators

(34)

Mobile Solutions

Every users will have different usability

requirements, security requirements and

privacy expectations

Mobile solutions requires robust

cross-platform testing and deployment

to support multiple interaction models from

SMS based interfaces to full function

applications

Mobile application development requires the

effective use of User Experience Design,

visualization, agile development, platform

neutral architecture and effective mobile

testing capabilities

Mobile solutions should be developed with a

“write once, deploy anywhere” architecture in

order to support multiple form factors.

(35)

Managing mobility changes in IT

• Multiplatform experience design skills

• Internet delivery and operating

architecture

• Layered security model

• Middleware to support the customer

experience

• Infrastructure to support 5x growth in

transactions*

Agile Delivery

“Be more agile -

deliver faster”

* Source: November 3, 2011, “Case Study: USAA Makes Mobile Remote

Deposit A Core Mobile Offering” Forrester report

(36)

Mobile Applications Center of Excellence for ISVs,

VARs, SIs

Mobile Applications Center of

Excellence

allows SIs , ISVs, VARs to

design, develop, deploy, host, secure

and manage mobility solutions for

their enterprise customer

incorporating hardware, software, and

professional services to ensure success

Mobile Applications Center of

Excellence

accelerates the time

to market of create enterprise

mobile applications by

optimizing company-wide

processes, lifecycle

management and end-to-end

quality control for mobile

applications.

(37)

Growing

Mobile is big

(38)

Opportunities for everyone

Accelerate time to market with mobile

application development

Decrease cost by offering an efficient

end to end monitoring and management

of mobile applications

Create new revenue streams by offering

an expanded IT mobile services portfolio

Service

Providers

Mobility as a

Service

Application

Transformation

Management

Mobile

Applications

Center of

Excellence

ISVs, VARs, System

Integrators

Device

(39)