Live@Impact: Highlights from Mobile Mini-Main Tent Keynote
Mary Forlenza 270001BN8C MARYF@US.IBM.COM | | Tags:  ibmimpact impact2013 byod mobilefirst mobile
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Reporting from Las Vegas, Stephanie Hlavin, IBM WebSphere Communications.
If being away from your smartphone gives you angina, you’re not alone. Ninety-one percent of mobile users keep their device within arm’s reach 100 percent of the time. But, as Kristen Lauria, vice president of IBM Mobile Solutions and WebSphere Marketing, explained at the start of Tuesday’s Mobile Mini-Main Tent, without the data, it’s just a device.
Ted Schadler, vice president and principal analyst at Forrester Research, agreed, adding that mobile is not about the app (even though more than 800,000 exist), it is about engagement and connection. Declaring the three-tier architecture close to dead – mobile agility requires four tiers – Schadler left the audience with several questions to ponder when developing a mobile engagement strategy.
Much like the early days of e-business, when an online presence meant throwing your corporate brochure up on the web, designing mobile for the desktop will yield the same result: failure to deliver. Shamayun Miah, vice president and partner of IBM Mobile Global Centre of Competency, ought to know. He works with thousands of mobile experts around the world, helping clients like Coca-Cola, Wimbledon Tennis and Airbus reimagine their business models through mobile technology. Among his many insights on developing an enterprise mobile strategy, Miah offered a simple yet provocative edict: “Design your business around mobile; not mobile around the business.”
IBM Premier Business Partner Avnet shared examples of the company’s unique Challenge 24 approach. In 24 hours, spread over three days, Avnet delivers a fully functional app built on IBM Worklight to their customer, providing an effective yet quick proof of concept.
With 40 percent of their customers originating from referrals, IBM client ING DIRECT Canada credits much of its success to delivering an experience the client wants – innovation that simplifies lives. Peter Aceto, CEO of ING DIRECT Canada, said, “If we can find ways to innovate in an industry as regulated as ours, this is a game changer. That is what mobile means for ING Canada.”
Phil Buckellew, vice president of IBM Mobile Enterprise Strategy & Product Management, shared an extensive list of announcements and enhancements to the IBM MobileFirst portfolio. The market’s most comprehensive mobile solution on the market, the IBM MobileFirst portfolio offers clients an end-to-end mobile solution from strategy to insight. Read a recent IBM perspective on mobile that’s running in the Wall Street Journal.