css corp smart_web_webinar_sep28

“An Innovative approach to Enterprise Mobile Enablement”

Sep 28 2011

Panelists

• Jeffrey Hammond, Principal Analyst, Forrester

• Jonathan Jose, Vice President - Global Online Services, Estee Lauder

• Anil Parambath, Vice President, CSS Corp

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© 2009 Forrester Research, Inc. Reproduction Prohibited

A Winning Mobile Applications Strategy

September XX, 2011

Jeffrey Hammond, Principal Analyst

Remember this? (8/12/81)

Source: Flickr (http://www.flickr.com)

By the end of 2011, more than 200 million people will use a Linux-based smartphone (Android)!

Another 200 million-plus iOS devices

Meet the new PC

Source: andro-phones.com (http://www.andro-phones.com/android-devices-444.html) and Flickr (http://www.flickr.com/)

© 2011 Forrester Research, Inc. Reproduction Prohibited6

Supporting mobile devices vs. supporting PCs

Devices: Company provided Employee owned

Life-cycle: 3-4 years 12-18 months

Applications: Java EE, .NET, Flash Objective C, Java, HTML5

Provisioning: IT push App store pull

Security: Locked down Layered


IT’s mobile mandate is expanding

Consumer apps

Customer apps

Partner apps

Employee apps


Employees and customers are key mobile targets

Source: Enterprise And SMB Software Survey, North America And Europe, Q4 2010

Base: 444 North American and European software decision-makers

For which groups is your firm currently or planning to develop mobile applications?


Multi-platform development is inescapable

Which of the following mobile devices do you develop for? (Select all that apply)

Source: Forrester-Dr. Dobbs Developer Technographics Q3 10

Base:137 Development Professionals


Question:•Can we use HTML 5 to build apps? •Or should we go native? •Or use mobile framework?

The most often asked question(s) I get about mobile…

Answer: It depends…


People. Objectives. Strategy. Technology.

How do People use their mobile phones today?

What business Objectives

should mobile support?

Which mobile Technology is the best fit?

The mobile challenge is multi-dimensional

What tactics inform our

mobile Strategy?

REACH

OFFERING

VALUE CHAIN

COMMITMENT

CONSUMERS

CUSTOMERS

PARTNERS

EMPLOYEES

REVENUES

COSTS

CONVENIENCE

CONTEXT

NATIVE

WEB

HYBRID

MIDDLEWARE


Define a clear mobile application strategy

Winning elements of a mobile strategy

Element Tactics

Reach Reserve apps for smartphones, extend to SMS for others.Plan to support “Big three” now and add on later.Default to web/hybrid strategy or X-platform tool.Refine based on user demographics.

Offering Prioritize information that is useful in the mobile channel.Support “away from desk/home” user stories.Treat mobile as one channel of many — integrate them.

Value chain Use device “app stores” to drive consumer awareness.Include employee, partner provisioning in MDM strategy.Use the Web for content subject to frequent change.

Commitment The time for tactical “one-offs” was 2010.Plan to re-allocate internal staff to build capacity.Re-allocate resource from eCommerce, mainline development efforts.


The Technology lay of the land

Native Web

Middleware

Hybrid

Performance

Cost

Agility

Experience


Development considerations: Questions to ask

1. How extensive should does offline support need to be? Rich media?

2. Do you need to take advantage of cutting-edge platform features?

3. Do you need GPU acceleration for rendering your UI?

4. Do you want to monetize your apps?

5. Do you need to support more than two platforms/form factors?

6. Are you concerned about lack of indemnification?

7. What type of information am I building my app around?

8. How important is it to control the distribution of your apps?

8 questions to ask before choosing a Mobile technology


Mobile App Strategies – Native

Use to create channels for “premium” experiences – where demonstrated

demand exists

Use to support “disconnected” use cases

Use when deep device integration is needed (bluetooth stack, media)

Budget 50%-70% porting costs to each additional smart-phone target

Use ad-serving, in-app content APIs to drive additional revenue

Plan to issue updates 2-3 times a year as new OS versions are released

Invest in developer skills on a per-platform basis, IA and testing skills can

be multi-platform


Mobile App Strategies – Web

Use Full Web for “glanceable” information worker scenarios,

including mobile trip planning, collaboration, quick information

“status checks”

Use Full Web for short lived or “situational” applications

Use Full Web for content that will be updated frequently

Implement progressive enhancement with libraries designed

around emergence of HTML 5 for simple apps

Security, manageability concerns mirror regular Web apps


Mobile App Strategies – Middleware

Use to quickly mobilize existing web content

Use for deployment of CRUD style or light TX apps

Use when rapid provisioning /de-provisioning is a must

Use for on-device encryption or separation of company apps

Use when reach needs to include feature phones or QMDs

Suited for B2E, B2B, and B2C solutions with low concurrency or

short lived transactions

Use for occasionally connected users

Be cautious of pricing models


Mobile App Strategies – Hybrid

Best suited for B2E, B2C solutions with high concurrency or

performance intensive apps

Use for apps with on-device access requirements beyond GPS

Best for “net-centric” scenarios

Some can be used in combination with Web frameworks like

Sencha, jQTouch or SproutCore

Can “fatten” or “thin” the application as demand and technology

evolve

Use when you have the talent or comittment to develop your own

framework


Recommendations

It’s tempting to start with tech, but do your POST analysis first

The tech you choose matter less than the experience you create

You will be developing for multiple platforms and form factors

Focus on the “the big three”

Content and apps are merging together

Mobile middleware is evolving to adapt to B2C scenarios

Use SIs and agencies, but prepare to bring dev in house

If you’re not doing Agile and DevOps, start!

Set a 10-year course but a two-year strategy

SMARTWEB

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Key Considerations

• User Experience– Frequently used/bought

• Device specific– Tablet experience

• Time to Market

• Cost and quality

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Solution AlternativesTypical approach

• Build a middleware or use a MEAP(Mobile Enterprise Application Platform) solution as middleware

• Develop mobile apps, hybrid app or webapps leveraging the middleware

• Develop REST based services

• Develop integration with authentication/security and other systems

• Separate quality teams to test mobile infrastructure including backend

• Plan to maintain the middleware and also the individual native mobile apps

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SmartWeb FrameworkAn innovative approach to mobile enablement

• Real-time transformation of content from the PC website to Mobile– No backend changes required– Works off the frontend html content

• Customized view for smart phones/tablets– Look and feel of a mobile app– Selected functionality/content

• Device specific design– Different interface for tablets

• Zero impact on IT– Current IT or development team is not impacted– Proxy solution

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SmartWeb – Solution Architecture

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www.clinique.com

WebserverWebserver

WebserverWebserver

WebserverWebserver

App ServerApp Server



Social MediaSocial Media

Payment GatewayPayment Gateway

Database Cluster

Database Cluster

SmartWeb Server

Transformation EngineTransformation Engine

Custom/ Device Specific

Templates

Design Templates

Smartweb – Data Flow

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1. Mobile user browses to mobile site say abc.com

2. Rewrite rules on IIS recognises mobile traffic redirects browser handle to Proxy server

3. Smartweb Engine make the URL request to the Web server(pc website).

4. Response from the Website5. Smartweb Engine transform the

response content to a mobile version, using the corresponding design template and content mapping

6. The customized mobile content is streamed back to the mobile device.

7. All further request from the mobile device goes directly to proxy server, then cycles through step 3,4,5,6.

SMART WebDevelopment Process

• Typical web site/application – 3 to 4 weeks

• Identifying the important sections (products, services, payments, approval, dashboard etc)

• Creative design to develop mobile interface

• Generate rule files, style templates based on the creative design

• Implement mobile specific customizations

• Implement rewrite rules – redirect mobile traffic through SmartWeb

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SmartWebExtensions/Additional features

• Mobile App – Hybrid app, html wrapped in native code– Access to all native phone functions

• Pre-built mobile templates– Ecommerce/Retail, Healthcare etc.

• Integration with analytical tools

• Device specific UI– Separate UI template for iPad and other tablets

• Offline capability– HTML5 content

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SMARTWeb - Value proposition

• Time to Market– Typical ecommerce site mobile enabled in 2 to 3 weeks

• Rich User Interface– Customized for mobiles/tablets.

• Zero impact on IT– Proxy solution, current infra need not be changed.– No impact on current development team

• Low maintenance– Common backend for PS site and Mobile site

• Deployment options– In-house hosting or Cloud based managed service

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CSS Corp - Fact Sheet

SYDNEYSales & Delivery Center

SINGAPORESales & Client Support

CHENNAIGlobal Delivery Headquarters

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Salt Lake City (UT)Delivery Center

DALLASSales, Client Support

& Delivery

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BOSTONSales, Client Support & Delivery

BANGALOREDelivery Center

• 120+ Active Client Engagements• 10+ years Experience• Strong Processes and Standards• OpEx Optimization Framework • Organic and Inorganic growth

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• 5,000+ resources• 8 Countries

Thank You!©2010 CSS Corp – Copyright Notice:

This presentation contains proprietary information of CSS Corp. No part of this presentation may be reproduced, stored, copied, or transmitted in any form or by means of electronic, mechanical, photocopying or otherwise, without the express consent of CSS. This presentation is for a specific intended audience circulation only and not meant for external distribution. Information is classified into 4 levels:

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Restricted: This is restricted to Senior Management (PA’s and assistants an also access subject to respective reporting head’s approval).

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