IBM Mobile Event – Think Bigger

Mobile Business – A New Era in Computing

Steve Mills
IBM Senior Vice President and Group Executive
IBM Software Group June 16, 2010

© 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Explosive Mobile Growth thru 2015 Depends on Infrastructure

IT Industry 2015 Mobile
20 x Spending 15 x
More Mobile More Mobile
Data /Content $250 B Apps / Services

• APPLICATION DEVELOPMENT

20 x • TRAFFIC MANAGEMENT
4x
More Mobile • ANALYTICS More Mobile
Cloud Subscribers • INFORMATION STORAGE Transaction Spending
• UNIFIED COMMUNICATIONS
• SMART ASSET MANAGEMENT
2B • APPLICATION MANAGEMENT $700 B
Smart Mobile Devices Mobile eCommerce Spend
• BUSINESS PROCESS INTEGRATION

2 Sources: IBM MI, Cisco, ABI Research, Gartner, Morgan Stanley © 2010 IBM Corporation
 IBM Mobile Event – Think Bigger

From Browser Wars to Device Wars - In the end it is all about

business

• In the early days of the internet it was all about The Browser
• Today everyone is consumed with the latest device and gadget

• As the history of the internet has shown us, money is made

when the enterprise leverages the latest consumer technology
and applies it to business

Just as IBM helped our customers extend into e-business, our unique strengths across the
entire mobile ecosystem will enable us to help our customers adapt to the emerging mobile
market

3 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

The Mobile Business Ecosystem

Mobile Devices and Telco/Communications Enterprise Mobile

Applications Service Providers Services

4 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Mobile Growth Opportunities

Mobile Devices are a Catalyst for IT Growth

Just like the browser sparked the growth of the Web

and e-business, mobile devices are bringing on new
opportunities, growth, and IT spending.

5 Sources: IBM MI, Cisco, ABI Research, Gartner, Morgan Stanley © 2010 IBM Corporation
 IBM Mobile Event – Think Bigger

Mobile Business Value Chain

Mobile Devices and Telco/Communication Enterprise Mobile

Applications Service Providers Services

Applications Information and Analytics Business Processes

Mobile-optimized services Analyze information from internal Enable business processes to

Mobile Lifecycle Development

for user-application and external sources to drive reach mobile customers and
interaction informed decisions and actions workers

Shared Services Service Creation, Analytics

Enables role-based user
Execution & Exposure
experiences and collaboration Assemble, deliver and expose
value added services quickly
Deliver business information at
anytime, anyplace, simply and
quickly

Device Development Service Management Security & Governance

Model driven development, Provide comprehensive and Provide asset and service
configuration management, integrated management of governance and security
Product line Engineering services and infrastructure

6 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Components of Mobile Business

Banking Insurance Health Care Telecom Retail Government Others

EXTENDING BUSINESS IMPROVE

DIFFERENTIATE THE ENABLE NEW
TO MOBILE OPERATIONAL
CUSTOMER SERVICES AND
CUSTOMERS AND EFFICIENCIES AND
EXPERIENCE BUSINESS MODELS
WORKFORCE REDUCE COSTS

Business Results

Mobile Customer Services and Information Dynamic Process

Commerce Interaction Business Model Management Integration

Device & App

Management
Innovations
Asset Collaboration & Location BSS/OSS
Management Social Networking Service Assurance Awareness Transformation
Business Configuration
Analytics MOBILE APPLICATION CAPABILITIES Management

Device Hardware

SERVICE SERVICE MOBILITY MOBILITY SERVICE

CREATION & EXECUTION DATA ANALYTICS MANAGEMENT
TRANSFORMATION
NETWORK SERVICES

END-TO-END SECURITY & PRIVACY

INFRASTRUCTURE AND VIRTUALIZATION SERVICES – CLOUD AND TRADITIONAL

Mobile Foundation

7 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

DB2, Informix, solidDB

WebSphere Portal
Mobile Portal Accelerator
IBM Mobile Offerings Optim, Guardium
InfoSphere Foundation Tools
Telecom Data Warehouse
Lotus Quickr InfoSphere MDM
Lotus Notes Traveler InfoSphere MDM for PIM
Lotus Sametime ECM / FileNet
Lotus Connections InfoSphere Streams
Lotus Mobile Connect ILOG
Mobile Portal Accelerator
LotusLive meetings WebSphere Dynamic Process Edition
Lotus Expeditor Telecom Content Pack
Lombardi Blueprint
WebSphere Commerce Content Manager OnDemand
Optim Data Growth Solution for Amdocs
Tivoli Maximo Everyplace
Mobile Enterprise Services
Cognos Go! Mobile
Cognos BI Rational FocalPoint
Cognos Now Rational System Architect
SPSS Rational Software Architect
IBM Smart Analytics System Rational Modeling Communications
Applications plugin for RSA
Rational DOORS Infosphere Business Glossary
Rational Software Architect
Rational Modeling Communications Rational Clear Case
Applications plugin for RSA Intelliden R-Series
Rational TeamConcert
Rational SDL Suite
Rhapsody SPDE
Mobile Mashup
Tivoli Monitoring
WebSphere Application Server Tivoli Network Performance Manager, Tivoli Business Service Management
WebSphere sMash Tivoli Netcool OMNIbus & Network Tivoli Composite Application Manager
IMS Connector Manager, Tivoli Netcool/Impact, Tivoli Smart Business Dev & Test Cloud
WebSphere Presence Server Netcool Service Quality Manager Smart Business Storage Cloud Tivoli Service Automation Manager Tivoli Access Manager
WebSphere XDMS Server Center, Tivoli Netcool Performance Flow Smart Analytics Cloud Tivoli Usage and Accounting Manager Tivoli Federated Identity Manager
WebSphere Telecom Web Services Server Analyzer IBM CloudBurst Tivoli Provisioning Manager Tivoli Security Information and Event Manager

8 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Extending the Enterprise to Mobile with IBM

Software

Multi-channel Mobile customer experience leveraging a

common back-end services layer
Ranked #1 in Travel Category of App Store

Native application built for iPhone, iTouch, and BlackBerry

Built by IBM Interactive

Leverages IBM middleware to extend a SOA

Increases the use of IBM SOA based middleware:
WebSphere App Server, DB2, MQSeries, WebSphere Web
2.0 Feature Pack

9 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Air Canada Mobile Architecture

10 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Reaching Mobile Banking Customers with IBM

Software and Services
Mobile Banking from ING DIRECT Canada
Runs on iPhone, iPad, and BlackBerry

Provides remote banking for ING Direct customers

A collaborative effort between ING DIRECT and IBM GBS

Extends the ING DIRECT Canada transactional Web infrastructure

based on:
IBM WebSphere Application Server
IBM Rational Application Developer 7.5 and Rational Software Architect 7.5

11 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Mobile CRM Solutions with IBM Software

iEnterprises – CRM and Wireless CRM Experts

Products built on IBM technology and Open Standards

Multiple smartphones support (BlackBerry, iPhone, iPad)

Platform extends Web services-based enterprise

applications

Solution components:
“Now when our project managers are on the road or at a remote • IBM WebSphere® Application Server
site they have a back-end CRM system in the palm of their
• IBM DB2® Universal Database
hands. Having just the information they need – on site – is the
difference between winning or losing.” • IBM Lotus® suite of products
• iEnterprises iExtensions CRM

12 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

170 of the top 198 Communications Service

Providers Have Selected IBM

Stimulating Innovation and Collaboration

Accelerating Time-to-Market
Every day over 1 Billion
Harnessing new Business Models
mobile subscribers are
Improving Order-to-Service touched by IBM
software solutions
Leveraging 360° view of customers

Transforming Charging and Billing

Enabling service & Customer Assurance

Managing Security end-to-end

Evolving the Network

13 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Over 100 Million Mobile Phones Shipped this

Year Will Include IBM Technology

Simplify Design and Development

Improved Quality 80% of the world’s

Improved Performance
smartphones contain
software generated by
Reduce Project Risk IBM development
products
Greater Insight to Customer Requirements

Reduce Release Complexity

Faster Response to Change

Reduce Time-to-market

Maximize Team Effectiveness

14 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Announcing...Lotus
Announcing: Lotus Notes
Notes Traveler
Traveler Beta
beta for Android
Secure, enterprise-grade collaboration for Android-based mobile
devices

• Push support for mail, calendar, contacts

• Enables access to IBM’s world class messaging on the most

popular devices including the RIM BlackBerry, Nokia phones,
the Apple iPhone, and the Apple iPad

• IBM collaboration supports the widest range of mobile

handheld devices of any IT vendor in the world

15 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Announcing: IBM WebSphere CEA – Communications

Enabled Applications

Adding communications capabilities, like Click-to-Call and Co-browsing,

to any Web Application while leveraging existing skills and a SOA
approach

Bridges voice and Web communications to speed up

business processes such as insurance claim filings and
Web retail sales

Provides sharing of Web experiences on handheld

devices to make buying, selling, browsing, shopping, and
many other types of mobile transactions more efficient

16 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Announcing: IBM 4G Self Optimizing Network (SON)

Research Project

The IBM 4G SON reconfigures itself to handle massive loads of rich

content
• A project underway at the Watson research facility
• Improves service quality and reliability for mobile
network providers and their subscribers
• Addresses a serious challenge for the mobile industry –
providing quality reliable service while
• Deals with the increased load of video and other
multimedia, Internet access, gaming, and IP telephony
brought on by 4G speeds

17 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Announcing: Intelligent Site Operations

Remotely analyzes, manages, and maintains cell sites to:
• Improve operations
• Reduce energy footprint,
• Increase revenue streams while improving customer service

IBM Tivoli Netcool for service management

IBM Maximo for enterprise asset management

IBM Cognos for dashboards and analytics

IBM ILOG for complex workflow and rules

IBM Global Business Services

IBM Global Technology Services

18 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

Watch the complete IBM Mobile Event at Livestream IBM Software Channel

See other IBM Mobile content at Scribd: http://www.scribd.com/IBM_Mobile

19 © 2010 IBM Corporation

 IBM Mobile Event – Think Bigger

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June 14-20, 2010
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