IBM Systems Magazine, Mainframe - March/April 2016 - 31

The Mobile App
Real-world cases show how to maximize information
to achieve results in the cognitive era
By Avijit Chatterjee k Illustration by Mike Novak

he world has gone digital,
transforming businesses
in a disruptive economy.
Those that fail to adapt fall
behind quickly. Mobile and digital
intelligence are at the heart of this
technology revolution, helping
companies get closer to their
customers through context-aware,
just-in-time interactions.
2015 Black Friday sales
showed the power of mobile,
capturing 36.2 percent of online
purchases, up 21.5 percent over
2014 (ibm.co/1M3pqkE), as
brick-and-mortar sales continue
to decline (bloom.bg/1maVtdD).
Benefits extend beyond retail.
Mobile acts as a key channel
for most industries today, and
investing in an app can reap
rewards. Uber is an example
of how an app, available
any place at any time from
multiple devices, helped rapidly
build a multibillion-dollar
transportation services company
(read.bi/1ndqn5y).

T

With a majority of the world's
operational apps running on
z Systems* servers, it makes
sense to co-locate the mobile
app environment, powered by
IBM MobileFirst* Platform, on
the same infrastructure. This
will help leverage best-of-breed
business analytics on z Systems
on the internal data. Using a
hybrid architecture, the external
data, such as that from social
network sites, can be mined using
IBM Watson* cognitive services in
the IBM Bluemix* platform.
The IBM Mobile Innovation Lab
has created industry-ready apps
to showcase creative use cases
taking advantage of best practices
using IBM design principles.
While many industry use cases
are available, this article focuses
on how this can be applied to the
retail industry.

It's About Loyalty
For several years, retailers have
mined point-of-sale (POS) data

using market basket analysis
techniques (i.e., association
algorithms) to discover which
combination of products occurs
more often in a shopping cart.
By looking at the support and
confidence of the associations,
it's possible to determine rules
that are more likely to repeat,

TAKEAWAY
s

s

s

-OBILE IS A KEY CHANNEL FOR MOS
MOST
INDUSTRIES TODAY AND INVESTIN
INVESTING IN A
CUSTOMER APP CAN REAP RE
REWARDS
#O
LOCATING THE MOBILE APP
ENVIRONMENT ON THE SSAME
INFRASTRUCTURE AS TTHE OPERATIONAL APPS
LOCATED ON Z 3Y
3YSTEMS SERVERS HELPS
ENSURE THE B
BEST ANALYTICS DATA
5SING COG
COGNITIVE DATA RETAILERS PROVIDE
PERSONALIZED SERVICES AND OFFERS
PERSON
THROUGH MOBILE APPS AND REWARDS
THRO
PROGRAMS INCREASING INFORMATION
P
ABOUT CUSTOMERS AND SALES

ibmsystemsmag.com MARCH/APRIL 2016 // 31


http://ibm.co/1M3pqkE http://bloom.bg/1maVtdD http://www.read.bi/1ndqn5y http://www.ibmsystemsmag.com

IBM Systems Magazine, Mainframe - March/April 2016

Table of Contents for the Digital Edition of IBM Systems Magazine, Mainframe - March/April 2016

Table of Contents
Editor's Desk: A secure connection
Techbits: Sphere of influence
Infographic: Hybrid integration: Can you keep up?
Partner PoV: RACF needs complementary applications for total enterprise protection
R&D: IBM explores how affective computing can benefit society
IT Today: OpenStack solutions help address compliance needs and audit standards
Currents: Ponemon data breach study should encourage you to be proactive
Cover Story: The Future of Business: New IBM z13s and its growing ecosystem help clients unleash digital innovation with cloud agility and cybersecurity
Feature: The Mobile App Advantage: Real-world cases show how to maximize information to achieve results in the cognitive era
Tech Showcase: DevOps helps transform development practices to meet today's business demands
Tech Corner: With z/OS V2.1, IBM DB2 features include automation and copy improvements
Solutions: (E)JES V5.5; EasySMF; JE; Offline Access Recovery; SIEM Agent for IBM z/OS with IND$defender; SMA_RT V3.3
Stop Run: The Web's mainframe past isn't gone; it's archived on various sites
Reference Point - Global Events, Education, Resources for Mainframe
2016 Mainframe Solutions Edition Product Index
IBM Systems Magazine, Mainframe - March/April 2016 - Intro
IBM Systems Magazine, Mainframe - March/April 2016 - Cover1
IBM Systems Magazine, Mainframe - March/April 2016 - Cover2
IBM Systems Magazine, Mainframe - March/April 2016 - 1
IBM Systems Magazine, Mainframe - March/April 2016 - Table of Contents
IBM Systems Magazine, Mainframe - March/April 2016 - 3
IBM Systems Magazine, Mainframe - March/April 2016 - 4
IBM Systems Magazine, Mainframe - March/April 2016 - 5
IBM Systems Magazine, Mainframe - March/April 2016 - Editor's Desk: A secure connection
IBM Systems Magazine, Mainframe - March/April 2016 - 7
IBM Systems Magazine, Mainframe - March/April 2016 - Techbits: Sphere of influence
IBM Systems Magazine, Mainframe - March/April 2016 - Infographic: Hybrid integration: Can you keep up?
IBM Systems Magazine, Mainframe - March/April 2016 - Partner PoV: RACF needs complementary applications for total enterprise protection
IBM Systems Magazine, Mainframe - March/April 2016 - 11
IBM Systems Magazine, Mainframe - March/April 2016 - 12
IBM Systems Magazine, Mainframe - March/April 2016 - R&D: IBM explores how affective computing can benefit society
IBM Systems Magazine, Mainframe - March/April 2016 - 14
IBM Systems Magazine, Mainframe - March/April 2016 - 15
IBM Systems Magazine, Mainframe - March/April 2016 - IT Today: OpenStack solutions help address compliance needs and audit standards
IBM Systems Magazine, Mainframe - March/April 2016 - 17
IBM Systems Magazine, Mainframe - March/April 2016 - 18
IBM Systems Magazine, Mainframe - March/April 2016 - 19
IBM Systems Magazine, Mainframe - March/April 2016 - Currents: Ponemon data breach study should encourage you to be proactive
IBM Systems Magazine, Mainframe - March/April 2016 - 21
IBM Systems Magazine, Mainframe - March/April 2016 - 22
IBM Systems Magazine, Mainframe - March/April 2016 - 23
IBM Systems Magazine, Mainframe - March/April 2016 - Cover Story: The Future of Business: New IBM z13s and its growing ecosystem help clients unleash digital innovation with cloud agility and cybersecurity
IBM Systems Magazine, Mainframe - March/April 2016 - 25
IBM Systems Magazine, Mainframe - March/April 2016 - 26
IBM Systems Magazine, Mainframe - March/April 2016 - 27
IBM Systems Magazine, Mainframe - March/April 2016 - 28
IBM Systems Magazine, Mainframe - March/April 2016 - 29
IBM Systems Magazine, Mainframe - March/April 2016 - Feature: The Mobile App Advantage: Real-world cases show how to maximize information to achieve results in the cognitive era
IBM Systems Magazine, Mainframe - March/April 2016 - 31
IBM Systems Magazine, Mainframe - March/April 2016 - 32
IBM Systems Magazine, Mainframe - March/April 2016 - 33
IBM Systems Magazine, Mainframe - March/April 2016 - 34
IBM Systems Magazine, Mainframe - March/April 2016 - Tech Showcase: DevOps helps transform development practices to meet today's business demands
IBM Systems Magazine, Mainframe - March/April 2016 - 36
IBM Systems Magazine, Mainframe - March/April 2016 - 37
IBM Systems Magazine, Mainframe - March/April 2016 - 38
IBM Systems Magazine, Mainframe - March/April 2016 - 39
IBM Systems Magazine, Mainframe - March/April 2016 - 40
IBM Systems Magazine, Mainframe - March/April 2016 - 41
IBM Systems Magazine, Mainframe - March/April 2016 - 42
IBM Systems Magazine, Mainframe - March/April 2016 - Tech Corner: With z/OS V2.1, IBM DB2 features include automation and copy improvements
IBM Systems Magazine, Mainframe - March/April 2016 - 44
IBM Systems Magazine, Mainframe - March/April 2016 - 45
IBM Systems Magazine, Mainframe - March/April 2016 - Solutions: (E)JES V5.5; EasySMF; JE; Offline Access Recovery; SIEM Agent for IBM z/OS with IND$defender; SMA_RT V3.3
IBM Systems Magazine, Mainframe - March/April 2016 - 47
IBM Systems Magazine, Mainframe - March/April 2016 - Stop Run: The Web's mainframe past isn't gone; it's archived on various sites
IBM Systems Magazine, Mainframe - March/April 2016 - Cover3
IBM Systems Magazine, Mainframe - March/April 2016 - Cover4
IBM Systems Magazine, Mainframe - March/April 2016 - Reference Point - Global Events, Education, Resources for Mainframe
IBM Systems Magazine, Mainframe - March/April 2016 - 2016 Mainframe Solutions Edition Product Index
IBM Systems Magazine, Mainframe - March/April 2016 - SE2
IBM Systems Magazine, Mainframe - March/April 2016 - SE3
IBM Systems Magazine, Mainframe - March/April 2016 - SE4
IBM Systems Magazine, Mainframe - March/April 2016 - SE5
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