Mobile Strategy
How Your Company Can Win by Embracing Mobile Technologies
Published on 2. May 2013
Book
Paperback/Softback
272 pages
978-0-13-309491-6 (ISBN)
Description
Navigate the Mobile Landscape with Confidence and Create a Mobile Strategy That Wins in the Market Place
Mobile Strategy gives IT leaders the ability to transform their business by offering all the guidance they need to navigate this complex landscape, leverage its opportunities, and protect their investments along the way. IBM's Dirk Nicol clearly explains key trends and issues across the entire mobile project lifecycle. He offers insights critical to evaluating mobile technologies, supporting BYOD, and integrating mobile, cloud, social, and big data. Throughout, you'll find proven best practices based on real-world case studies from his extensive experience with IBM's enterprise customers.
Coverage includes
* Understanding the profound implications and challenges of consumerized IT in the mobile space
* Uncovering powerful new opportunities to drive value from mobile technology
* Transforming "systems of record" to "systems of engagement" that fully reflect context and intelligence
* Identifying proven patterns for delivering common mobile capabilities in operations, commerce, collaboration, and marketing
* Managing security threats related to lost/stolen devices, insecure Wi-Fi, and built-in cameras
* Choosing mobile data protection, security, and management options: wrappers, containers, virtualization, mobile Software Development Kits (SDKs), virtual private networks (VPNs), Mobile Device Management (MDM), Mobile Application Management (MAM), and anti-malware
* Handling the "app store" distribution model and managing updates
* Using mobile middleware to support multiple platforms and back-end connectivity with less complexity
* Building and integrating high-quality mobile apps-and getting useful customer feedback to improve them
* Addressing international considerations and emerging markets
* Mastering methodologies for successfully and rapidly executing mobile projects
* Converging mobile, cloud, social, and big data into a single high-value IT delivery platform
Mobile Strategy gives IT leaders the ability to transform their business by offering all the guidance they need to navigate this complex landscape, leverage its opportunities, and protect their investments along the way. IBM's Dirk Nicol clearly explains key trends and issues across the entire mobile project lifecycle. He offers insights critical to evaluating mobile technologies, supporting BYOD, and integrating mobile, cloud, social, and big data. Throughout, you'll find proven best practices based on real-world case studies from his extensive experience with IBM's enterprise customers.
Coverage includes
* Understanding the profound implications and challenges of consumerized IT in the mobile space
* Uncovering powerful new opportunities to drive value from mobile technology
* Transforming "systems of record" to "systems of engagement" that fully reflect context and intelligence
* Identifying proven patterns for delivering common mobile capabilities in operations, commerce, collaboration, and marketing
* Managing security threats related to lost/stolen devices, insecure Wi-Fi, and built-in cameras
* Choosing mobile data protection, security, and management options: wrappers, containers, virtualization, mobile Software Development Kits (SDKs), virtual private networks (VPNs), Mobile Device Management (MDM), Mobile Application Management (MAM), and anti-malware
* Handling the "app store" distribution model and managing updates
* Using mobile middleware to support multiple platforms and back-end connectivity with less complexity
* Building and integrating high-quality mobile apps-and getting useful customer feedback to improve them
* Addressing international considerations and emerging markets
* Mastering methodologies for successfully and rapidly executing mobile projects
* Converging mobile, cloud, social, and big data into a single high-value IT delivery platform
More details
Series
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Dimensions
Height: 229 mm
Width: 155 mm
Thickness: 14 mm
Weight
370 gr
ISBN-13
978-0-13-309491-6 (9780133094916)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
E-Book
12/2016
1st Edition
IBM Press
€18.99
Available for download
E-Book
04/2013
1st Edition
Pearson
€27.49
Available for download
Person
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.
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.
Content
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
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