IBM Mobile Quality Assurance - Open Beta Study Group Session 1

Editor's Notes

• #4: MAIN POINT: There is a lot of compelling data in the marketplace, but we have identified five key trends or observations – supported by market data and by customer successes – that we believe have strong implications for the future of mobile.   SPEAKER NOTES: [1] Mobile is the universal sensor. It is with most of us 100% of the time and is the primary means we use to interact with our employers, our customers, our family and our friends. [2] As they interact they are creating vast streams of data that, with the right analytics, can teach us things about their behavior and their preferences that we could not learn in any other way. [3] These interactions inherently become transactions. Whether shopping, purchasing, searching for or providing information, collaborating or seeking service, mobile enabled people and objects are seeking not simply to connect, but to complete tasks when, where and how they wish. [4] Thus, the mobile experience must transcend any single device to accommodate multiple screens and touchpoints. [5] Finally, 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 beyond people to nearly every other type of object on the planet. As we have said since the start of smarter planet things are becoming more instrumented, interconnected and intelligent than ever before, and mobile is right at the center of that story and will fundamentally change the way the world works.   I just highlighted five key mobile trends that drive IBM’s strategy of the mobile enterprise market. Each trend brings with it an opportunity that I want to highlight here. Trend  Opportunity 1. Mobile is primary  Transform the value chain 2. Insights from mobile data provide new opportunities  Deliver contextually relevant experience 3. Mobile is about transacting  Drive revenue and productivity 4. Mobile must create a continuous brand experience  Deepen engagement 5. Mobile enables the Internet of Things  Leverage industry transformations Let’s begin with the first key trend, that mobile is about transacting and all of the notions that make up a “transaction”. Let’s flesh that out a bit further, because with each trend comes opportunities that your enterprise should leverage. With mobile transactions, the opportunity is to drive new and additional revenue and productivity through mobile. This requires businesses to re-imagine every interaction in a Mobile First world. Moving to the second trend you highlighted around mobile insights – this brings with it an opportunity to deliver a contextually relevant experience to your employees, partners and customers. This enables you to harness deep insights to inform new mobile innovations. Thirdly, mobile is primary. We all know that already. So what does it mean to you and your business? Simply put, you deliver mobile apps that transform the value chain because you recognize the importance of prioritizing ‘mobile first’ since it is the way of the future. Moving along, let’s focus on this requirement that a user’s experience must be consistent across all channels. We must prioritize and leverage user imperatives to benefit the enterprise, meaning you can deepen relationships with consistent brand experience by integrating your front-end presence regardless of hardware or operating system it is presented on with your back-end, regardless if its locally or remotely hosted infrastructure. The ‘how’ doesn’t matter anymore – people expect it to work seamlessly. Lastly, let’s move beyond phones. Because ‘mobile’ really isn’t just about a phone, or a tablet. By broadening our scope of what we consider ‘mobile’ we capitalize on other opportunities for your business. Machine-to-machine is HUGE. Thus, why not leverage industry transformations driven by M2M through cloud technologies and whatever comes along next in order to capitalize on this 18 billion opportunity expected by the end of 2022.
• #5: The Situation: Mobile First applications allow you to turn every interaction into an opportunity for value. Whether they help you to create deeper engagement with your customers, enable your employees to work more productively, or connect you to your ecosystem of partners, the application is often the first point of contact and it must allow users to take action anytime and anywhere.
• #6: Anyone/anything/anywhere While the opportunities mobile presents are significant and mobile has become an enterprise requirement, it’s not simple to: Engage with anyone especially if they own and control their own device Extend to anything – think about the volume of different types of smart mobile device platforms out there – not to mention other types of instrumented machines and back-end systems. Execute real business anywhere – full business transactions need to be enabled with low latency request/response characteristics 24x7 from anywhere in the world at anytime.
• #7: MAIN POINT: A DevOps approach to delivery of mobile applications is crucial. DevOps and its set of principles and best practices enables mobile teams to rapidly deliver quality mobile applications that fully engage the end-user, integrate seamlessly with back-end systems of record, and interact with their environment and the systems of operation. This is an aspirational framework – not all teams will undertake all of these activities for each project. But it’s a way of thinking about continuous delivery of mobile apps, and applying the same discipline to this lifecycle as you do any business-critical process. Let’s look at the steps in this lifecycle: Design We start with designing the user experience, optimally using an outside-in approach. (Worklight) Develop We design the architecture and develop the application, using a cross-platform development approach that will maximize code reuse. (Worklight) Instrument We instrument the application for your application for analytics, security, and management control. (Tealeaf) Integrate –We integrate with back-end data, systems and cloud services. (Worklight, Cast Iron) Test –We test the application (Rational Test Workbench) Certify – We use a vulnerability analysis tool scan, evaluate, and certify your application (AppScan) Deploy -- We distribute the applications –using a combination of internal and external App Stores ( to Worklight and back-end servers with UrbanCode Deploy; to managed devices with Endpoint Manager; Worklight’s integrated catalog for unmanaged devices, and external App Stores) Manage – Using the Worklight Application Console, we manage authentication, enforced updates, and versions. Obtain Insight – We analyze and improve the effectiveness of your application design by viewing detailed customer usage patterns (Tealeaf) And of course this understanding influences the next iteration of our product design, closing the iterative circle.
• #8: Main Point: We know organizations have a gap between the software delivery capabilities they need to succeed and the ones they have in house currently. Successful organizations know that when they improve their abilities in this area, they increase their success. In fact a recent IBV study where organizations self-reported that... Insights from 435 executives in 58 countries, spanning 18 industries 85% realize and reported it is important to critical Only 25% say they are able to fully leverage software delivery effectively So there is a gap -- but when companies that can close the resulting execution gap stand to benefit. Almost 70 percent of the companies currently leveraging software development for competitive advantage outperform their peers from a profitability standpoint TRANSITION – so there is a huge opportunity for our clients to close that gap…let’s move to the next slide and talk about how -------------------------------------------------------------------------------------------------- Note: Outperformers were determined by a self-assessment of profitability against peers in the industry, ranging from 1 (Significant underperformers) to 5 (Significant outperformers) Significant outperformers were ranked as a 5, Average performers a 3-4 and Underperformers 1-2 new Rational/WebSphere IBV Study "The Software Edge - How effective software development drives competitive advantage" This study examined the correlation between software delivery competency and industry competitive advantage Insights from 435 executives in 58 countries, spanning 18 industries Roles included executives at director level and above in IT and other software organizations Software delivery refers to all areas of development, operations, and support within IT and other development / engineering organizations “There was 54% of the companies who said they believe software is critical and 32 percent who called it moderately important – so that’s 86 percent of the respondents say software is either critical or moderately important and that points to the need for better tooling for software development and delivery.” said Randy Newell, director of capabilities marketing for IBM Software Group with a focus on the Rational brand.
• #9: This chart represents all of what IBM is doing in mobility on a single page. When we launched MobileFirst back in February at the Mobile World Congress in Barcelona, we were reacting to the fact that no one in the industry had yet laid out a vision of the key services and capabilities that will be needed in this technology transition.   Now we know that you all work with many vendors and partners, so think of this as a blueprint for what you need (you may not get everything from IBM, but we will work to provide the integration across these areas to make things go smoother).   Today I want to focus on some of the key areas, going around the chart to highlight some of what we do and what’s new in each of the areas. Let’s begin with the application and data platform.
• #10: MAIN POINT: A DevOps approach to delivery of mobile applications is crucial. DevOps and its set of principles and best practices enables mobile teams to rapidly deliver quality mobile applications that fully engage the end-user, integrate seamlessly with back-end systems of record, and interact with their environment and the systems of operation. This is an aspirational framework – not all teams will undertake all of these activities for each project. But it’s a way of thinking about continuous delivery of mobile apps, and applying the same discipline to this lifecycle as you do any business-critical process. Let’s look at the steps in this lifecycle: Design We start with designing the user experience, optimally using an outside-in approach. (Worklight) Develop We design the architecture and develop the application, using a cross-platform development approach that will maximize code reuse. (Worklight) Instrument We instrument the application for your application for analytics, security, and management control. (Tealeaf) Integrate –We integrate with back-end data, systems and cloud services. (Worklight, Cast Iron) Test –We test the application (Rational Test Workbench) Certify – We use a vulnerability analysis tool scan, evaluate, and certify your application (AppScan) Deploy -- We distribute the applications –using a combination of internal and external App Stores ( to Worklight and back-end servers with UrbanCode Deploy; to managed devices with Endpoint Manager; Worklight’s integrated catalog for unmanaged devices, and external App Stores) Manage – Using the Worklight Application Console, we manage authentication, enforced updates, and versions. Obtain Insight – We analyze and improve the effectiveness of your application design by viewing detailed customer usage patterns (Tealeaf) And of course this understanding influences the next iteration of our product design, closing the iterative circle.
• #11: Enterprises that don't pay attention to this often find that mobile app quality can have a huge affect on their business, driving how their brand is perceived. Here are just a few examples of what can happen with poor quality, including loss of sales and security exposures. The bottom line is that businesses who deliver high quality mobile apps that engage their customers will thrive. Businesses that fail to deliver quality will see results like the ones on this slide. eBay: http://www.ecommercebytes.com/cab/abn/y12/m09/i14/s01 NatWest: http://www.independent.co.uk/news/uk/home-news/natwest-suspends-getcash-app-over-fraud-concerns-8205756.html WSJ: http://www.nngroup.com/articles/why-wsj-mobile-app-gets-bad-reviews/
• #12: Traditional Test Lab Model is losing relevance Less time for traditional staging and full regression testing Majority of the testing performed by developers Rapid change of mobile apps undermines the effectiveness of automated GUI testing More focus on field testing to address Combinatorial # of devices, network carriers, OS versions, etc Context awareness of mobile apps: location, applications interactions Variable device states (connected/disconnected, device orientation, no GPS signal, etc.)
• #13: It is important to note that Mobile app quality management is different from that for systems of records applications.   Mobile as a result of IT consumerization is changing definition of quality and lifecycle focus. And the focus has shifted from bug counts for system of records to reducing time to feedback with shorter iteration and more incremental and frequent delivery for systems of engagements.   Traditional test lab is losing relevance with more and more testing done by development. There is less time for traditional staging and full regression testing. More and more mobile teams leverages field testing to address the complexity of mobile testing. And they see the need to get immediate user feedback, including sentiment analysis, and be able to respond to feedback quickly. Quality of Experience is defined as “the overall acceptability of an application or service, as perceived subjectively by the end user.” by ITU- T P.10/G.100 Almost 12,000 different Android devices creating huge fragmentation issues “There are almost 12,000 unique Android devices on the market” “In terms of operating system fragmentation... the report found that 8 different versions of Android were still in use. “ “...among all of the different Android versions lie mobile operator and manufacturer "skins", adding yet more variety to an already complex marketplace”
• #15: SPEAKER NOTES PRESENTERS may want to delete speaker notes prior to presenting to clients/external audience Offering Name: IBM Mobile Quality Assurance Offering Description: IBM Mobile Quality Assurance provides everything an organization needs to deliver high quality mobile apps, bringing together in one place, user feedback, app performance, test results, bug reports, and sentiment analysis to drive prioritization and development of mobile app updates that address issues before they affect reputation. Target Market/Industries: All What is New News? This is a brand new SaaS offering, being delivered as a free open beta for all organizations needing to deliver the highest quality mobile apps possible. Client Needs Addressed: Making sure that the app design meets the end user need and achieves the business objectives Verify that the app works correctly in a fragmented (complex) environment of mobile devices and operating systems Value Proposition: (Describe how the offering helps the consumer improve operations, deliver/access new capabilities, increase revenues/profits, perform roles more efficiently, perform functions previously not possible ) IBM Mobile Quality Assurance provide line of business professionals with insightful and streamlined quality feedback and metrics, enabling them to dramatically improve decisions on mobile app priorities and investments. IBM Mobile Quality Assurance equips mobile app development teams with everything they need to deliver the highest quality mobile applications through rapid inclusion of quality feedback throughout the development cycle. Key Benefits: (for Launch Theme) Over the air app distribution – get the latest in the hands of testers as soon as it is available In-app crash reporting – rapid understanding of why an app fails In-app user feedback – frictionless way to determine user likes and dislikes Sentiment analysis – mine app ratings to respond to issues before they go viral Competitors & Differentiation: (List appropriate competitors and key differentiation from IBM vs. Competitors) TestFlight Crittercism Bugsense Jira Mobile Connect HockeyApp; Zubhium Differentiation: Mobile specific aggregated feedback for rapid assessment of quality and prioritization of effort Incorporate end user feedback and quality data at every stage of development Assess how the app behaves across many combinations of devices, diverse network conditions, and with back end service Sparklers: (Measurable or significant performance/capability facts or proof points) bullet bullet Quote is from Ken Parmalee, Gartner Research
• #17: So, with those pain points in mind, our initial tech preview will focus on five key use cases… For the DEVELOPER: Over-the-Air Build Distribution – Developers can distribute new builds over-the-air to real devices for testing purposes; automatically ensures that testers have the latest build For the TESTER: In-App Bug Reporting – Bug reports can be submitted directly from the app; available for pre- and post-launch; importantly, this also saves the contextual information around the bug, packaging up what is needed (like crash logs) to make it easy to get them to the developer For the END USERS: In-App User Feedback – User feedback can be submitted directly from the app, enabling developers to easily spot trends, discover issues and receive new ideas from end users; also …Crash Reporting – Automated, real-time crash reports are filtered by OS version, device and other parameters; available for pre- and post-launch For the LOB / Digital Marketer: Sentiment Analysis, providing these users with details from the app stores on user feedback for their impressions or “sentiment” regarding mobile applications; this is based on crawling through every rating and review and then boiling it down to a single score as a means to measure user satisfaction… this will allow clients to monitor and measure how their mobile apps are performing in the eyes of users.
• #18: Over the air build distribution: Distribute build to tester, beta users, etc. Automatically sign mobile apps Ensure testers test the latest build In-app bug reporting: Submit bug right from mobile device Save contextual data Over-the-Air Build Distribution – Developers can distribute new builds over-the-air to real devices for testing purposes Crash Reporting – Automated, real-time crash reports are filtered by OS version, device and other parameters; available for pre- and post-launch In-App Bug Reporting – Bug reports can be submitted directly from the app; available for pre- and post-launch In-App User Feedback – User feedback can be submitted directly from the app, enabling developers to easily spot trends, discover issues and receive new ideas from end users
• #23: Author Note: Optional Rational DEMO slide. Available in English only.
• #26: Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value. Source: http://en.wikipedia.org/wiki/Marketing
• #27: IBM Mobile Quality Assurance Overview and Use Cases (Mobile Study Group Session 1)    Oct 25, 2013    9:00 AM - https://events.na.collabserv.com/register.php?id=89922788f7&l=en-US IBM Mobile Quality Assurance Study Group Session 2: Viewing crashes and bug reports    Nov 1, 2013    9:00 AMhttps://events.na.collabserv.com/register.php?id=44a9a6a4dd&l=en-US IBM Mobile Quality Assurance Study Group Session 3: Connecting mobile app end-users and the developer environment    Nov 8, 2013    9:00 AMhttps://events.na.collabserv.com/register.php?id=b6855e07bb&l=en-US IBM Mobile Quality Assurance Study Group Session 4: Over the air build distribution    Nov 15, 2013    9:00 AMhttps://events.na.collabserv.com/register.php?id=6ab12a9957&l=en-US IBM Mobile Quality Assurance Study Group Session 5: Mobile user sentiment and analytics    Nov 22, 2013    9:00 AMhttps://events.na.collabserv.com/register.php?id=bdba44a231&l=en-US