3642 IBM MobileFirst Services:
Explore Mobile Consulting,
Implementation and Managed Services
Chris Pepin
Mobile Enterprise Executive
IBM Global Technology Services
@chrispepin
cpepin@us.ibm.com

• IBM’s statements regarding its plans, directions, and intent are subject to
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achieve results similar to those stated here.
2© 2013 IBM Corporation

Agenda
• The mobile revolution and challenges
• An introduction to IBM MobileFirst
• Becoming a Mobile Enterprise
• MobileFirst services
© 2013 IBM Corporation 3

Mobile is everywhere
Mobile is about transacting
1
96% year to year increase in mobile cyber Monday sales between 2012 and 2011
Mobile enables the Internet of Things
91% of mobile users keep their device within arm’s reach 100% of the time
2
4
3
Mobile is primary
5
90% of users use multiple screens as channels come together to create integrated experiences
Mobile must create a continuous brand experience
Global Machine-to-machine connections will increase from 2 billion in 2011 to 18 billion at the
end of 2022
Insights from mobile data provide new opportunities
75% of mobile shoppers take action after receiving a location based messages2

Mobile challenges
Integrating mobile into business processes
1
Increasing productivity, increasing profits, differentiating the customer experience
Skills and infrastructure readiness
Devices, data and mobile applications
2
4
3
Security
5
Develop deploy and manage mobile applications across multiple platforms
Mobile applications
9 out of 10 enterprises don’t have the mobile, cloud and analytics skills they need
Bring Your Own Device (BYOD)
Employees bringing personally owned devices to work2

Video: IBM MobileFirst
http://www.youtube.com/watch?v=sHQe4FsJ0X4

IBM’s expanding mobile portfolio
125+ patents for wireless inventions in 2012, bringing the total to 270
1H
Emptoris Rivermine Telecom
Expense Management
2012
IBM announced:
IBM Mobile Foundation
IBM Endpoint Manager
Named leader in
interactive design
IBM acquired:
Tealeaf CX Mobile
2H
IBM announced:
Managed Mobility
and MAPM Services
and
IBM Security Access Manager
for Cloud and Mobile
IBM announced:
IBM Mobile
Development
Lifecycle Solution
IBM announced:
IBM Connections Mobile
IBM acquired:
IBM Cast Iron
2013
1H
IBM announced:
IBM acquired:
Urban Code DevOps
Platform

Steps to becoming a mobile enterprise
© 2013 IBM Corporation 9

A mobile enterprise starts with a strategy
• Defining the business problem and success criteria
• Personas and use cases
• Mobile infrastructure readiness
• Processes and governance model
Strategy
Enterprises need at least two strategies: B2E and B2C

Written mobile policy is essential
• Terms and conditions for devices,
security and applications
• Corporate owned devices as well
as BYOD; data privacy
• Input from human resources, legal,
procurement and reimbursement
© 2013 IBM Corporation 12
Comprehensive policy for PCs, smartphones and tablets
Policy

Mobile security risks are significant…
Frequency
Never Rare Often Frequently
LimitedMassive
Loss/Theft/
Seizure
Based on Gartner, Mobile Security Risks, interviews with members of ISS
xForce, and Corporate Executive Board
Blue Tooth
Slurping
Man in the
Middle
Attack
Impact
III
IIIIV
Roving
Bug/Illegal
Malware/
Spyware/
Grayware
Location
Logging &
Tracking

…and involve more than just the device
Manage device
Set appropriate security
policies • Register •
Compliance • Wipe • Lock
Secure Data
Data separation • Leakage •
Encryption
Application Security
Offline authentication •
Application level controls
Secure Access
Properly identify mobile users
and devices • Allow or deny
access • Connectivity
Monitor & Protect
Identify and stop mobile
threats •
Log network access, events,
and anomalies
Secure Connectivity
Secure Connectivity from
devices
Secure Application
Utilize secure coding practices
• Identify application
vulnerabilities • Update
applications
Integrate Securely
Secure connectivity to
enterprise applications and
services
Manage Applications
Manage applications and
enterprise app store
Device Network Applications

“Mobile computing devices should be more
secure than traditional user computing devices
by 2014”

Education is key to reducing security risk
• Identifying cybersecurity threats
• Protecting corporate and client data
• Safeguarding devices
• Data and security incident reporting
• Build a “culture of security”
© 2013 IBM Corporation 16
Published guidelines, online education and social interaction
Education

Technology maps to business requirements
• Mobile Device Management (MDM)
• Containerization, virtualization, encryption
• Anti-malware
• Network access control
• Mobile Application Platform
© 2013 IBM Corporation 17
One size doesn’t fit all
Technology

Enterprise Needs:
 Protect corporate applications and data, not just the device
 Prevent data leakage from enterprise apps to personal apps and
public cloud-based services
 Enforce advanced security features such as file-level encryption
 Centrally administer and enforce permissions and policies
 Ability to remotely wipe all work-related applications and data
Personal Needs:
 Maintain full control over personal apps and data
 Enterprise policies do not apply when the device is not connected
to the enterprise network and corporate applications are not in use
 Selective wipe ensures that personal data remains untouched
 Simple to switch between personal and work functions
Separating personal and work data

Virtualized Devices &
Virtual Desktop Infrastructure (VDI)
Mobile Device Management Secure Container
MDM
Enterprise
Container
Management
Server
Enterprise
Device
Personal
Device
 Manage device security
policies (password,
encryption, etc.)
 MDM controls enterprise
access (WIFI / VPN / email)
 Wipe and “selective wipe”
enterprise data and apps
 Create a “secure container”
 Replace the default mail /
calendar / contacts
 Allow organizations to write
apps that run in the
container; encryption
 Virtualize the device OS
 Create a virtualized
“enterprise device” and
“personal device”
 Virtual Enterprise Desktop
 Virtual Applications
Enterprise
Desktop
Approaches to data separation

Mobile Enterprise Management solutions
• Moving beyond Mobile Device Management (MDM)
• Microsoft Exchange ActiveSync is NOT the answer
• Connected cloud and on-premise solutions
• What devices do I need to manage?
• What features do I need?
© 2013 IBM Corporation 20

Mobile application development
• Native, web, HTML5, hybrid, virtual
• Developing solutions for multiple platforms
• Deployment: public and private app stores
• Security
© 2013 IBM Corporation 21

IBM is a mobile enterprise
• 435,000 employees worldwide; 50%
mobile
• BYOD isn’t new at IBM and includes
smartphone, tablets as well as laptops
• 120,000 employees leveraging
smartphones and tablets; 80,000 BYOD
• 600,000 managed laptops/desktops;
30,000 BYOD
• IBM embraces social computing
IBM's BYOD program
"really is about supporting
employees in the way they
want to work. They will
find the most appropriate
tool to get their job done. I
want to make sure I can
enable them to do that, but
in a way that safeguards
the integrity of our
business.“
- IBM CIO Jeanette Horan

Video: IBM Mobile Technology – A Personal
Journey
http://www.youtube.com/watch?v=0sEaLyLjFag

Mobile @ IBM
• Legal
Personally owned device terms
and conditions
• Policy
Same overriding security policy for
all endpoints (laptop, mobile, other)
• Technical controls
Detailed security settings per
platform (“techspecs”)
 Formal
Mandatory Digital IBMer Security
Training
 Casual
IBM Secure Computing Guidelines
Targeted w3 articles
 Social
Secure Computing Forum
Secure Computing Blog Posts
 Developer
Secure Engineering guidelines
Mobile app security guidelines
 Endpoint Management
(overall control)
 Anti-malware
(malicious app protection)
 Network access control
& Application level security
(data protection)
 Containerization / Virtualization
(data protection, data privacy, end user acceptance)
 Mobile as primary
 Personas
(13 inside IBM)
 BYOD policy
(Windows, Linux, Mac, smartphones, tablets)

Industry Solutions
IBM & Partner Applications
Banking Insurance Transport Telecom GovernmentRetail Healthcare Automotive
Application & Data Platform
Strategy&DesignServices
Cloud & Managed Services
Devices Network Servers
Development&IntegrationServices
Management AnalyticsSecurity
IBM MobileFirst Offering Portfolio

Industry Solutions
IBM & Partner Applications
Banking Insurance Transport Telecom GovernmentRetail Healthcare Automotive
Application & Data Platform
Cloud & Managed Services
Devices Network Servers
Development&IntegrationServices
Management AnalyticsSecurity
Strategy&DesignServices
IBM MobileFirst Offering Portfolio

To schedule a workshop, email: ibmmobile@us.ibm.com
• Interactive discussion to
understand client business
drivers, pains and requirements
• Overview of IBM MobileFirst
Strategy, technology and POV’s
• Industry trends and imperatives
• Structured working session to
outline next steps
Client ValueWorkshop Highlights
For Line of business and IT
leaders seeking expertise and
experience in developing,
enhancing, and/or executing
their mobile enterprise
strategy.
• Industry expertise with top
use cases and successes
• Capability assessment
including identification of
opportunities and gaps in
mobile strategy
• A detailed client report and
next steps
One day interactive workshop with an IBM mobile expert to help
enterprises plan and develop a customized roadmap for success
IBM MobileFirst Journey Workshop

IBM MobileFirst Strategy & Design Services offer:
 Customer journey mapping for mobile engagement
 Accelerated mobile strategy and business case
creation
 Vision and delivery of compelling mobile web
experience
 Detailed strategies for infrastructure for mobile
enterprise IT and communication initiatives
For clients who need to:
 Ensure mobile projects yield measurable business value
 Link mobile investments to ROI and IT strategy
 Establish plans for growth and maturity of mobile initiatives
IBM MobileFirst Strategy & Design Services
Key offerings:
 IBM Interactive
 IBM Mobile Infrastructure
Strategy and Planning
Services
 Mobile Strategy
Accelerator

5/22/2013 29
Interactive agency with a unique ability to imagine, discover and deliver
compelling user experiences
IBM Interactive

Industry Solutions
IBM & Partner Applications
Banking Insurance Transport Telecom GovernmentRetail Healthcare Automotive
Application & Data Platform
Strategy&DesignServices
Cloud & Managed Services
Devices Network Servers
Management AnalyticsSecurity
Development&IntegrationServices
IBM MobileFirst Offering Portfolio

For clients who need to:
 Develop new mobile applications
 Integrate mobile applications with enterprise IT systems
 Manage and secure mobile environments
 Maintain visibility, control and automation of mobile devices
IBM MobileFirst development services
Key offerings:
 IBM Mobile Application
Development from the
Cloud
 IBM Mobility and Wireless
Services
IBM MobileFirst Development & Integration Services
offer:
 Fast cycle development of mobile applications across
platforms
 Mobile application integration for seamless connectivity
and data management
 Secure and seamless wired, wireless, cellular and WiFi
network access including increased network bandwidth
required for voice, data and video

IBM On Demand Consulting for Mobile
 For clients with development teams and some experience with Mobile projects
 Fast path to expert help on Mobile development projects
 Offerings customized to client skill level and requirements
 Defined access to architects and technical experts for the IBM Mobile
Enterprise Development Lifecycle
 Sharing of Best Practices and Experiences to continually help improve client
experience with Mobile development and implementation
 Quarterly or yearly subscription
Provides clients access to IBM’s technical experts for mobile

Industry Solutions
IBM & Partner Applications
Banking Insurance Transport Telecom GovernmentRetail Healthcare Automotive
Application & Data Platform
Strategy&DesignServices
Devices Network Servers
Management AnalyticsSecurity
Development&IntegrationServices
Cloud & Managed Services
IBM MobileFirst Offering Portfolio

For clients who need to:
 Manage complex IT infrastructures and/or multi-vendor mobile
environments
 Optimize IT resources across the extended enterprise
 Address shortages or gaps in mobile IT skills
IBM MobileFirst cloud and managed services
Key offerings:
 IBM Mobile Enterprise
Services for managed
mobility
 IBM Mobile Enterprise
Services – Mobile
Application Platform
Management
IBM Cloud and Managed Services offer:
 Flexible and scalable compute power with access to
greater network bandwidth
 Predictable allocation of, and investment in, current
skills and IT resources that support mobile initiatives
 Multi-vendor integration and device support
 Highly efficient coordination of global mobile projects

 Deploy and manage a security-rich enterprise mobility strategy for both
BYOD and corporate issued devices
 Comprehensive approach to managing devices via mobile device
management platform, tools and services
 Secure corporate data and enhance compliance and consistency
 Includes mobile messaging software to perform two-way synchronization of
email, contact and calendar
IBM MobileFirst managed mobility services
Smartphones, tablets and rugged devices acquired, distributed and
managed for you with subscription-based pricing

The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are trademarks of Forrester Research,
Inc. The Forrester Wave™ is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with
exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave.
Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.
Breadth and Depth are Today’s
Differentiators in Enterprise Mobility Services
“Today’s enterprise mobility market comprises
many different providers, ranging from the
agencies that specialize in user interface (UI)/
design work to development boutiques to large
multinationals. However, few truly have the scale
across the life cycle of services, from user
interface and design skills to business acumen
to mobile technology expertise.”
Source: Forrester Research Inc. “Forrester WaveTM”: Enterprise
Mobility Services, Q1 2013”
Full report can be accessed at http://www.ibm.com
Forrester WaveTM Enterprise Mobility
Services names IBM a leader for 1Q2013

IBM services map to business needs
© 2013 IBM Corporation 38

IBM mobile partnerships and alliances

Connect to backend systems
in support of mobile
Manage mobile devices
and applications
Transform the
business by creating
new opportunities
Extend existing business
capabilities to mobile devices
Build mobile
applications
Secure your
mobile business
Assess and Plan
enterprise mobile
strategy
Start with a
consulting
assessment
IBM Global Technology Services offers
solutions to address the complete mobile
lifecycle

Questions?
Chris Pepin
Mobile Enterprise Executive
IBM Global Technology Services
cpepin@us.ibm.com
@chrispepin

© IBM Corporation 2012. All Rights Reserved.
IBM, the IBM logo, ibm.com are trademarks or registered trademarks of
International Business Machines Corp., registered in many jurisdictions
worldwide. Other product and service names might be trademarks of IBM or
other companies. A current list of IBM trademarks is available on the Web at
“Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml.
Copyright and Trademarks
42© 2013 IBM Corporation

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