IBM MobileFirst: Tap mobile's full potential
Mary Forlenza 270001BN8C MARYF@US.IBM.COM | | Tags:  ibm mobilefirst mobile internet_of_things mobile_world_congress mobile_solutions
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By Mary Forlenza, IBM Communications, and Joanne MacDonald, Marketing Manager for IBM Mobile
Mobile is one of the fastest growing technologies in history,1 causing organizations to scramble as they adapt to this new primary computing platform for customers, partners and employees wanting to access information and to transact on the spot. Additionally, mobile extends to machine-to-machine connections, making possible the connected car and remote health monitoring.
“As we think about mobile, we can’t confine our thinking to devices like phones and tablets. The ability to tag things, sense things, power things and shrink things has extended mobility to nearly every type of object on the planet,” says Kristen Lauria, vice president of IBM Mobile Marketing. “As we have said since the start of the Smarter Planet agenda, the world is becoming more instrumented, interconnected and intelligent than ever before and mobile is right at the center of that story,” Lauria notes on the IBM Mobile Business Insights Blog.
The most cutting-edge advances in mobile over the next few years will not be in the device itself, but instead what is done with it. Businesses, with CMOs in the lead, will need to transform front-office interactions with constituents to deliver a convenient, relevant and integrated experience across all touch points. CIOs will need to make mobile a primary design point as they connect backend systems of record to new engagement technologies for deep contextual insights and to inform transactions. Mobile apps, devices and infrastructures have to be managed securely. Businesses should leverage cloud-based services to gain contextual data and insights.
Today, companies that employ mobile technology may enjoy only a fraction of the business benefits they could be receiving. Organizations wanting to gain the most value from mobile computing should prepare to take advantage of these five key trends:
Five key mobile trends
To help organizations gain the most value from these mobile trends, at Mobile World Congress in March, IBM announced the IBM MobileFirst portfolio. IBM MobileFirst combines security, management, analytics and app development software, cloud-based services and deep mobile expertise. “According to Gartner research, 70% believe that mobile will be a disruptive technology in the next ten years, followed by analytics, social media and the cloud,” reports CMS Wire. “All of these things IBM has considered in its IBM MobileFirst portfolio.”
By bringing together technologies such as Worklight, BigFix and Tealeaf; practice areas such as Mobile Enterprise Services and IBM Interactive; thousands of mobile experts and 270 patents in wireless innovations, IBM has already helped nearly 1,000 clients become mobile enterprises.
“With IBM MobileFirst, the company can provide businesses with everything from the mobile device management through tools and services to help companies create mobile applications. This product bundling and integration has the potential to solve a real pain point for customers . . . ,” writes Maribel Lopez of Lopez Research in “BYOD Takes Center Stage at Mobile World Congress,” Forbes.
How to approach putting your business in motion
Mobile computing is transforming industries today, and eliciting comparisons to the impact of the Internet on our lives. The New York Times states, “I.B.M.’s announcement also signals a realization among many companies that employees and customers are accessing corporate data and services via mobile devices from lots of places, any time of day. This, along with mobile access to cloud computing, is challenging many social and business assumptions.”
In one example, Air Canada used IBM software and services to help reinvent the check-in process, and realized an approximately 80 percent reduction in per-check-in cost compared to the traditional counter check-in process. The airline is making the customer experience for check-in seamless, from the mobile device to the gate agent to the kiosk.
To increase business value, organizations must think of mobile not simply in terms of new interfaces added to existing applications, but as an important consideration in their approach to how they connect existing back-end systems, or systems of record, to new systems of engagement with customers, employees and partners.
As mobile customer expectations for financial services have shifted, ING Direct Canada has been making the necessary changes, with IBM’s help, to ensure banking with them becomes more relevant and engaging. ING Direct Canada is delivering to its 1.8 million customers innovative, mobile financial services to improve the customer experience, including simplified account access across mobile devices and social media channels, voice recognition and advanced security. For example, the online bank’s Orange Snapshot provides customers with a complete view of all their accounts and allows them to pay bills and email money transfers in two clicks. This saves customers’ time and avoids requiring multiple log-ins from their devices.
Businesses can plan a comprehensive approach to mobile through IBM MobileFirst services that encompass strategy, design, development and integration. IBM offers new services for building a mobile strategy for employees and customers and for designing optimal mobile experiences. Businesses can assess their mobile progress, and attend workshops to help them develop applications and architect infrastructure.
Learn more about the IBM MobileFirst portfolio of software and services by visiting IBM MobileFirst. Attend the Impact 2013 global conference April 29 – May 2 to hear the latest on mobile from IBM and industry thought leaders, and to learn from the success of peer organizations. Read a preview of the mobile sessions being offered at Impact.
Learn analysts’ reactions to IBM MobileFirst on Storify.
Find more tips, expert insights and best practices about technologies like mobile, smarter process and business integration in our online publication.