I spend 2.5 days at IBM Smarter Commerce Global Summit 2012 in Orlando. I was representing WXS/XC10/Worklight and was primarily there to discuss WCS (WebSphere Commerce) and WXS use case that is geared towards scalability and performance AND to discuss IBM Worklight and IBM Mobility Foundation. While I am not a huge fan of conferences as it takes a toll on your body and schedule, but I must say I did learn a lot and I think a 2.5 day conference is ideal.
The most common resonating theme was the new set of C-Suite that matters – Chief Executive Customer. The entire conference was buzzing with retailers, business partners and IBM business units show casing and sharing their approach to “understanding “ and creating “ efficient value chain” in process of buying, selling, marketing and servicing the Chief Executive Customer. I was amazed to see how much of what we do in Application Infrastructure is critical foundation to the ‘efficient Value chain’ that every attendee was focused on (but NOT directly). Here is how:
1. New Features in Commerce Offerings – This included WebSphere Commerce and Sterling commerce. The roadmap presented a natural convergence of the best of breed solutions – WebSphere Commerce from a front-end engagement and Sterling commerce for back end engines such as B2B interaction, Order Management Systems, Inventory Management systems etc. Both conveniently integrated using WebSphere Message Broker as foundation.
Application Infrastructure Linkage – While there was little talk on understanding and discussing foundation, we ought to remind ourselves that WebSphere Application Server is still the foundation behind the engine, and use of ‘elastic caching’ (WXS/XC10) is more relevant that ever both for WCS platform and WebSphere Message Broker – the integration platform.
2. The Analytics Fever: Business Analytics was central to all and every conversation, every retailer is looking to not only understand the client behavior but use informatics to track every aspect of ‘engagement’ with “the Enterprise’. The Capabilities of Coremetrics, Unica and TeaLeaf all present a unique set of capability to not only provide the insights but also the ‘customer experience Metric’ which was non-existent until late.
Application Infrastructure Linkage - Analytics is an interesting area, and while we are not directly related to the ‘technical’ aspect of the discussion, we certainly are in middle of the technology discussion. The Analytics not only expose deeper insights but clients do so for growth and increase in ‘business’ which has a direct impact on a sustainable and scalable commerce Platform.
3. The Mobility Buzz: I am convinced that there is little understanding and much hype about the ‘technical aspect of Mobility’. Let me explain:
While everyone gets the fact that Mobility is vital and an important emerging channel to engage with an enterprise, many clients are often confused with where all the parts fit in, below was my attempt to clarify and paint a picture of that landscape.
1. Mobility is NOT the same as Web Centric Interaction – So argument that Tablets such as iPad/Samsung GalaxyS present more real estate so browser based apps a.k.a mobile web is sufficient is not only weak but incorrect. Mobile applications are all about customer experience so making that assumption is robbing the Chief Executive Customer from that rich personalized experience.
2. Device Diversity – some call this a Device “Mess” – One can no longer ignore this paradigm and should plan to support up to 4 dominant mobile device OS' such as ( but not limited to) iOS, Android, BlackBerry OS and Windows. Because choosing not to focus on one or more of these implies you are shutting the door on that ‘device demographic’.
*Important Technical Note*: It is vital to understand the IBM Worklight capability for support for multiple devices using standardized technologies ( Mobile Trio – JS, HTML5 and CSS3). It is also vital to understand that key differences between how the application are compiled and tested ( and later disseminated) on iOS vs. other platforms. While IBM Worklight does offer “write once run anywhere’ capability the Worklight Studio DOES NOT CROSS COMPILE – i.e. ONE NEEDS ‘xcode’ which is a iOS development IDE for mobile applications on iPhone/iPad. Worklight makes it easier to port the common parts of the code but one absolutely needs ‘xcode’ to compile and create ‘IPA’ or iOS deployable application unit.
3. Application Dissemination - i.e the mechanism to move the Mobile Application to end user device. To this there are solutions where MDM plays a part and provides an “App Store” which is primarily for B2E ( Business to Employee) and one can subscribe to Google Play or Apple App store for B2C ( Business to Consumer). There are some considerations for iOS applications where there is a defined process from Apple to enable the ‘App Dissemination’ through a secure web server that authenticated users can access. It is important we discuss these with our clients. Again this is a restriction imposed by Apple.
4. No Mobile application is created in vacuum – with exception of eBooks and Games no Mobile application is created in vacuum. In many cases These ‘new’ mobile application are exploiting existing services so we have to factor in the ‘unintended consequences’ of scalability and performance as going Mobile adds additional stress to current services environment.
5. Analytics – From what I have seen and heard that Web/Mobile Analytics related to Business aspects and technical aspects will be an integral part of Mobile application and infrastructure design, the growing field of analytics will provide insights into not only the play by play of client experience on their device but involve a agile and rapid change in the development process of the current applications. The Application will go through a monthly of not weekly change to adapt to the insights we gain. This alone will demand that clients maintain a robust mobile middleware platform to ensure that they are ready to embrace that change. This will be a business and cultural challenge.
6. What does ‘Boutique’ Mobile application vendors offer – This came up with every client I spoke to, and IMHO Boutique vendor are a serious threat due to low price point and perception of complete solution. But all Boutique shops provide a single application, which may include a Mobile application and a low thin back end server. I fear that over time such projects will create ’spaghetti’ of mobile application mess. So a coherent mobile strategy that focused on a common design principles is not only required but will save our clients a lot of hassle as they navigate their ‘Mobile Journey’.
Lastly, I did get to learn what clients seek in a product and expect from vendors. I have also learned from clients such as Expedia.com that a maniacal focus on clients and service is not only a good business practice but also a must to survive. And while this may seem like a obvious statement, the leadership of any enterprise should have the same maniacal focus on ‘Chief Executive Customer’ that we profess that includes from products, licensing, support and above all in all ‘client touch points’ we have.
As always I will be interested in your critique and thoughts!
Have a great week ahead!
The most common resonating theme was the new set of C-Suite that matters – Chief Executive Customer. The entire conference was buzzing with retailers, business partners and IBM business units show casing and sharing their approach to “understanding “ and creating “ efficient value chain” in process of buying, selling, marketing and servicing the Chief Executive Customer. I was amazed to see how much of what we do in Application Infrastructure is critical foundation to the ‘efficient Value chain’ that every attendee was focused on (but NOT directly). Here is how:
1. New Features in Commerce Offerings – This included WebSphere Commerce and Sterling commerce. The roadmap presented a natural convergence of the best of breed solutions – WebSphere Commerce from a front-end engagement and Sterling commerce for back end engines such as B2B interaction, Order Management Systems, Inventory Management systems etc. Both conveniently integrated using WebSphere Message Broker as foundation.
Application Infrastructure Linkage – While there was little talk on understanding and discussing foundation, we ought to remind ourselves that WebSphere Application Server is still the foundation behind the engine, and use of ‘elastic caching’ (WXS/XC10) is more relevant that ever both for WCS platform and WebSphere Message Broker – the integration platform.
2. The Analytics Fever: Business Analytics was central to all and every conversation, every retailer is looking to not only understand the client behavior but use informatics to track every aspect of ‘engagement’ with “the Enterprise’. The Capabilities of Coremetrics, Unica and TeaLeaf all present a unique set of capability to not only provide the insights but also the ‘customer experience Metric’ which was non-existent until late.
Application Infrastructure Linkage - Analytics is an interesting area, and while we are not directly related to the ‘technical’ aspect of the discussion, we certainly are in middle of the technology discussion. The Analytics not only expose deeper insights but clients do so for growth and increase in ‘business’ which has a direct impact on a sustainable and scalable commerce Platform.
3. The Mobility Buzz: I am convinced that there is little understanding and much hype about the ‘technical aspect of Mobility’. Let me explain:
While everyone gets the fact that Mobility is vital and an important emerging channel to engage with an enterprise, many clients are often confused with where all the parts fit in, below was my attempt to clarify and paint a picture of that landscape.
1. Mobility is NOT the same as Web Centric Interaction – So argument that Tablets such as iPad/Samsung GalaxyS present more real estate so browser based apps a.k.a mobile web is sufficient is not only weak but incorrect. Mobile applications are all about customer experience so making that assumption is robbing the Chief Executive Customer from that rich personalized experience.
2. Device Diversity – some call this a Device “Mess” – One can no longer ignore this paradigm and should plan to support up to 4 dominant mobile device OS' such as ( but not limited to) iOS, Android, BlackBerry OS and Windows. Because choosing not to focus on one or more of these implies you are shutting the door on that ‘device demographic’.
*Important Technical Note*: It is vital to understand the IBM Worklight capability for support for multiple devices using standardized technologies ( Mobile Trio – JS, HTML5 and CSS3). It is also vital to understand that key differences between how the application are compiled and tested ( and later disseminated) on iOS vs. other platforms. While IBM Worklight does offer “write once run anywhere’ capability the Worklight Studio DOES NOT CROSS COMPILE – i.e. ONE NEEDS ‘xcode’ which is a iOS development IDE for mobile applications on iPhone/iPad. Worklight makes it easier to port the common parts of the code but one absolutely needs ‘xcode’ to compile and create ‘IPA’ or iOS deployable application unit.
3. Application Dissemination - i.e the mechanism to move the Mobile Application to end user device. To this there are solutions where MDM plays a part and provides an “App Store” which is primarily for B2E ( Business to Employee) and one can subscribe to Google Play or Apple App store for B2C ( Business to Consumer). There are some considerations for iOS applications where there is a defined process from Apple to enable the ‘App Dissemination’ through a secure web server that authenticated users can access. It is important we discuss these with our clients. Again this is a restriction imposed by Apple.
4. No Mobile application is created in vacuum – with exception of eBooks and Games no Mobile application is created in vacuum. In many cases These ‘new’ mobile application are exploiting existing services so we have to factor in the ‘unintended consequences’ of scalability and performance as going Mobile adds additional stress to current services environment.
5. Analytics – From what I have seen and heard that Web/Mobile Analytics related to Business aspects and technical aspects will be an integral part of Mobile application and infrastructure design, the growing field of analytics will provide insights into not only the play by play of client experience on their device but involve a agile and rapid change in the development process of the current applications. The Application will go through a monthly of not weekly change to adapt to the insights we gain. This alone will demand that clients maintain a robust mobile middleware platform to ensure that they are ready to embrace that change. This will be a business and cultural challenge.
6. What does ‘Boutique’ Mobile application vendors offer – This came up with every client I spoke to, and IMHO Boutique vendor are a serious threat due to low price point and perception of complete solution. But all Boutique shops provide a single application, which may include a Mobile application and a low thin back end server. I fear that over time such projects will create ’spaghetti’ of mobile application mess. So a coherent mobile strategy that focused on a common design principles is not only required but will save our clients a lot of hassle as they navigate their ‘Mobile Journey’.
Lastly, I did get to learn what clients seek in a product and expect from vendors. I have also learned from clients such as Expedia.com that a maniacal focus on clients and service is not only a good business practice but also a must to survive. And while this may seem like a obvious statement, the leadership of any enterprise should have the same maniacal focus on ‘Chief Executive Customer’ that we profess that includes from products, licensing, support and above all in all ‘client touch points’ we have.
As always I will be interested in your critique and thoughts!
Have a great week ahead!
