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“ An Innovative approach to Enterprise Mobile Enablement” Sep 28 2011

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/)

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 Partner apps Customer 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

The most often asked question(s) I get about mobile … Question: Can we use HTML 5 to build apps? Or should we go native? Or use mobile framework? Answer: It depends…

The mobile challenge is multi-dimensional P eople. O bjectives. S trategy. T echnology. How do People use their mobile phones today? What business Objectives should mobile support ? Which mobile Technology is the best fit? 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 How extensive should does offline support need to be? Rich media? Do you need to take advantage of cutting-edge platform features? Do you need GPU acceleration for rendering your UI? Do you want to monetize your apps? Do you need to support more than two platforms/form factors? Are you concerned about lack of indemnification? What type of information am I building my app around? 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

Solution Alternatives Typical 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 © 2010 CSS Corp

SmartWeb Framework An 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 © 2010 CSS Corp

SmartWeb – Solution Architecture © 2010 CSS Corp www.clinique.com Webserver Webserver Webserver App Server App Server App Server Social Media Payment Gateway Database Cluster SmartWeb Server Transformation Engine Custom/ Device Specific Templates Design Templates

Smartweb – Data Flow © 2010 CSS Corp Mobile user browses to mobile site say abc.com Rewrite rules on IIS recognises mobile traffic redirects browser handle to Proxy server Smartweb Engine make the URL request to the Web server(pc website). Response from the Website Smartweb Engine transform the response content to a mobile version, using the corresponding design template and content mapping The customized mobile content is streamed back to the mobile device. All further request from the mobile device goes directly to proxy server, then cycles through step 3,4,5,6.

SMART Web Development 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 © 2010 CSS Corp

SmartWeb Extensions/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 © 2010 CSS Corp

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 © 2010 CSS Corp

CSS Corp - Fact Sheet 120+ Active Client Engagements 10+ years Experience Strong Processes and Standards OpEx Optimization Framework Organic and Inorganic growth Privately held by Goldman Sachs, SAIF & Sierra Ventures 5,000+ resources 8 Countries SYDNEY Sales & Delivery Center SINGAPORE Sales & Client Support CHENNAI Global Delivery Headquarters PHILIPPINES Delivery Center POLAND Delivery Center LONDON Sales & Client Support SAN JOSE Corporate Headquarters Salt Lake City (UT) Delivery Center DALLAS Sales, Client Support & Delivery NEW YORK Sales & Client Support MAURITIUS Delivery Center BOSTON Sales, Client Support & Delivery BANGALORE Delivery Center

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