IBM MobileFirstMultichannel customer experience management

Soiel Mobile Business Experience

Market evidence: multichannel customer journey

(vs. Company organization - CIO&CMO working together)

SMS

Magazine / Cat Magazine

Web -site shop

Promoter store

Posta ordinaria

e-Mail / Newsletter

Contact centre

No branded viral web -site

Mobile access web -site

Web -site blog / forum

Web -site contents

Incontro amica

Digital media nello store

Store

Store layout

Mobile - SMS

Magazine / Cat Magazine

Mobile - Web - site shop

Promoter store

Posta ordinaria

e-Mail / Newsletter

Contact centre

No branded viral web -site

Mobile access web -site

Web -site blog / forum

Web -site contents

Incontro amica

Digital media nello store

Store

Store layout

Vede la vetrofania

www.Cliente.it

Accede al sito e

sceglie la lingua

inglese

Cerca nel

forum

Richiede l ’invio

della newsletter e

del volantino

Utilizza shop

locator e guarda

le ricette

Si confronta con

una promoter

sulle offerte BIO

Accede alle

ricette BIO

salvate

Acquista dei prodotti

BIO e ne ordina altri

Viene avvisata via

SMS ed email del

tracking della

spesa

Legge

feedback

prodotti

Raggiunge l ’area dei

prodotti BIO del

punto vendita

Compara

prodotti

Crea lista

per la

prossima

ricetta BIO

!

!

!

!

!

!

!

Si iscrive

al gruppo

“BIO

cucina

Milano ”

!

!

Channel / Mode

Market evidence: companies start building the second

wave of multichannel strategies

From “buy an IOS app, buy a site” To “deliver integrated and sustainable experience”

Market evidence: hybrid / native…

Market evidence: hybrid & native right performance

Solution: IBM Mobile First

ibm.com/mobilefirstibm.com/mobilefirst

Platform

- IBM CustomerExperience Suite

- IBM Worklight forMobile Development

- IBM Rational TestWorkbench

Strategy and Design Services

Development and Integration Services

- IBM Mobile Maturity Model

- IBM interactive- IBM Mobile Strategy Accelerator

- IBM Mobile Infrastructure Strategy & Planning

- IBM Network Infrastructure Services for Mobile- IBM Mobile Application Development Services*

- IBM Application Innovation Services

SecurityManagement Analytics

- IBM TeaLeaf

CX Mobile

- IBM CoremetricsMobile

- IBM Endpoint Manager for

Mobile Devices

- IBM Mobile

Enterprise Services

- IBM AppScan

- IBM Security Access Manager

for Cloud and

Mobile

IBM Mobile First: End to End Solution Portfolio

Provide a consistent integrated web exp.

across multiple channels (desktop browser,

smartphones, tablets, etc..) Wh

y?

N

ee

de

d

Cap

ab

ilit

ies

Exam

ple

s

Provide an experience that takes full

advantage of the device and its ecosystem

Leverage security and governance

� Aggregate multiple applications� Content management � Personalized for roles� Role based access

� Dedicated, task focussed app� Integrates with device capabilities

(e.g. camera)� App store presence

B2E

B2B

B2C

C2C

IBM Mobile First: converged on customer experience

Mobile ApplicationsMultichannel Web Sites

Providing a seamless, fully integrated, in-context experience – combining rich media, social, and web content – for consumers, partners and employees using desktop browsers,

smartphones, tablets, etc.

Hot Topics:

� Social Internet, Intranet, Extranets

� Hybrid web applications, portlets, widgets

� Develop once, deploy everywhere

� Seamless experience in every touchpoint

� Rule/Role based

� Responsive Design, Device Detection, Selective CSS

� Streamline operations/costs

IBM Mobile First Platform - Customer Experience Suite

From the complexity of many… To the simplicity of one

Windows Phone

AndroidApple Blackberry

Goes beyond mobile app UI creation to deliver mobile optimized, standards-based, middleware and tools for enterprise-grade mobile applications, stores and services creation

IBM Mobile First Platform - Worklight

Windows Phone

AndroidApple Blackberry

Hot Topics:

� BYOD Multiple personas� Policy discrepancy

� Detection and remediation � Massive scalability

� Reporting in near real-time

� Security certifications� Embedded cloud service

� Multiplatform

� Multi-tenancy

Allows organizations to manage phones and tablets, BYOD or Corporate owned, leveraging the same infrastructure for desktops, laptops, and servers with specifics of unified user

compliance, enterprise app store, self-service portal, container integration, app white/black

listing.

IBM Mobile First Management – Endpoint Manager

Extends user access protection to mobile and cloud environments. It offers user authentication, federated single sign-on (SSO) and risk scoring to help detect and prevent security breaches

and web fraud, plus context-based access management for mobile endpoints so that users

don't inadvertently expose sensitive IT assets in an insecure environment.

IBM Mobile First Security – Access manager Cloud & Mobile

Helps customers apply Individual lifetime analytics (qualitative, quantitative, real time) to their mobile websites, native applications, and hybrid applications, including support for HTML5.

IBM Mobile First Analytics – TeaLeaf

Hot Topics:

� A real time view/film about UX� Discover “why” mobile customers

succeed or fail� Automatically detect customer

struggles, obstacles or issues

� Drill down into actual user behavior, complete with gestures

� Translate customer feedback into actionable improvements

� Correlate customer behavior with

network and application data

Scan equipment at client sites

Access administrative and technical information

Find and fix location discrepancies …(logged at B, actually located at A)

Call time-and-location aware support numbers, open support tickets, view SLA

Ecommerce integration: View related products and special offers –place orders from smartphone

View contract terms, technical and configuration details

Transform processes for customer interaction - equipment lease management

IBM Mobile First - Reference

Challenges

TBC Corporation wanted to ensure that its customers had a consistent experience whether they visited the company’s websites

from a PC or a mobile device.

Solution

TBC implemented IBM® Worklight software, which helps enable the company to write a single instance of code that it can deploy on

multiple mobile device platforms, such as Android and Mac iOS.

Benefits

� Significantly shortens the time to market for mobile applications

� Supports a consistent user experience across channels and

platforms

� Reduces the time and resources required for mobile application development

“Our mobile application portfolio requires complete flexibility of the UI so

we can address customer needs in our user experience with total control. The IBM Worklight platform allows us to manage that through standard

web development technologies.”

— John Anthony Capriotti, vice president for

e-commerce and web, TBC Corporation

TBC Corporation creates a consistent mobile user experience IBM Mobile First software reduces time to market for mobile applications

IBM Mobile First - Reference

Perfecting the art of self-service. How self-service helped an airline transform their brand

IBM Mobile First - Reference

“With our multi-channel platform, we have reduced our check-in cost by 80%. What used to take us six to eight weeks to push a new release, now

we are able to do in 72 hours. Everything that has to do with development in testing, we at least saved 50% of the time.”

— Patrice Ouellette, Director of Customer Solutions and Innovations, Air Canada

Challenges

Air Canada put itself in the shoes of its customers and asked, “Why

are we doing this? Why is that process like this? Why is it taking so long?” in order to determine what it could do to innovate and make it simpler for them.

Solution

Multi-channel Mobile customer experience leveraging iPhone, Blackberry and Mobile Web interfaces that use a common back-end services layer built on SOA principles

Mobile Applications supporting 3 LOBs: Air Canada, Air Canada

Cargo, and Air Canada Vacations

Benefits

� Approximate 80% reduction in per-check-in cost compared to traditional counter check-in

� Greater than 50% reduction in time required to launch new services or channels through the reuse of existing service assets

� Increased customer loyalty by virtue of more compelling and

“stickier” self-service options like real-time notification

Capital One has shipped industry-leading mobile capabilities and has many more on the way

IBM Mobile First - Reference

Challenges Company estimated that up to 40 percent of its future business

would come from providing mobile accessibility to its products and services. They sought a solution that would provide the scalability

needed to support high volumes of data, significant numbers of users and a sizable development team.

Solution Implemented IBM Worklight software to support its mobile-application-development project. The Worklight software provides

the scalability the client needs to address the predicted increase in data and user volumes anticipated once the project is completed.

Benefits

� Able to develop mobile apps quickly and efficiently, supporting

future business growth at a lower cost than its previous provider could offer.

� Gained scalability to support higher data and user volumes once

the mobile apps were deployed. “We utilize a hybrid/HTML5 approach to achieve our goals with Worklightusing web technologies (HTML, Java Scripting, CSS) everywhere we can,

and native code where we need to.”

Vi aspettiamo allo stand IBM:

Il team a vostra disposizione per contatti, Q&A:

Antonella Adamo / antonella.adamo@it.ibm.com it.linkedin.com/pub/antonella-adamo/3/a75/b02

Marco Mazza / marco_mazza@it.ibm.com it.linkedin.com/in/marcomazzaibm

Max Ardigo’ / max_ardigo@it.ibm.com it.linkedin.com/in/maxardigo

IBM Mobile First – People