IBM Systems Magazine, Mainframe - March/April 2016 - 32

such as sale of product X driving
product Y versus the other way
around (e.g., sale of a suit usually
drives sales of shirts, ties, belts
or socks but not vice versa). The
insights gained from the market
basket analysis help in product
placement and create customized
offers in the store. They also help
generate recommendation alerts
before checkout for online sites.
However, with an anonymous
shopping cart, the offers can't
be personalized; the customer's
brand preference, purchase
history and demographic
information are unknown.
Online e-commerce sites can
require customers to set up
login credentials to track buying
behavior. This is a challenge for
brick-and-mortar stores. Many
retailers entice customers to
sign up for the loyalty program
to tag the shopping cart with
the customer's identification so
custom offers can then be made
and analysis can be conducted,
linking POS data with customer
demographic information and
buying history.
We can imagine nextgeneration POS systems with
cameras that can feed the
images of the shopper into a
cognitive system such as Watson
Visual Recognition service
on Bluemix using a custom
classifier to quickly determine the
demographics of the individual
(e.g., height, gender, age, race)
and further identify the customer
by uniquely matching against the
loyalty database.
All of this is still static data.
What enriches the personalization
process is dynamic data from
social network sites where
insights on the latest sentiment,
preferences, social connections,
events and milestones can be
mined. The Internet makes
available competitive information
and attractive alternate deals

More Resources
See what is possible with
IBM Ready Apps:
developer.ibm.com/open/projects
Get started today building an app on
IBM Bluemix:
console.ng.bluemix.net/catalog
The IBM Mobile Innovation Lab solves
problems and delivers solutions:
ibm.com/innovation/milab
Learn about the IBM Design Language,
a shared language for design:
ibm.com/design/language

that influence rapidly changing
customer buying behavior. Losing
a customer can hurt a business-it
costs 5 to 10x more to acquire a
new customer than to retain one,
and existing customers spend
67 percent more than new ones
(bit.ly/1OTULuz).

What's in It
for the Customer?
Retailers provide loyalty rewards
to encourage customers to buy
more, driving sales of certain
categories of products. Many
loyalty programs are integrated
with the mobile app, so users
are never far from having their
information handy. A large
retailer introduced an app that
lets customers type in a receipt
number or take a picture of
the receipt using their mobile
phone and, using a third-party
service, looks for the lowest price,
matching comparable items from
similar retailers. The difference
is then deposited into members'

32 // MARCH/APRIL 2016 ibmsystemsmag.com

2015 Black
Friday sales
showed the
power of mobile,
capturing

36.2%
of online
purchases, up

21.5%
over 2014

accounts and can be redeemed
using an electronic gift card. This
retailer also has an immensely
popular Facebook fan following
and provides individualized
Facebook pages for the local
stores that increase engagement
as users post on the pages.

How Cognitive
Loyalty Apps Work
While the IBM Ready App
for Consumer Loyalty
(ibm.co/1ndrodX) addresses
all areas of customer loyalty in
retail, it's built with a focus on
gas station loyalty programs. By
offering location-based rewards
and target market analytics via
a mobile app, gas stations not
only want to drive consumers
to the fuel pumps but also
into their convenience stores
to increase revenues and sell
higher-margin products. The
IBM Ready App emphasizes
contextualization, key to
delivering a highly personalized
digital experience and
enhancing mobile engagement.
The app aims to generate the
right experience to the right user
at the right time on the right
device. The IBM Ready App is
powered by the IBM MobileFirst
Platform and utilizes IBM Mobile
Push Notification to provide
personalized and location-based
notifications, and the ability
for store managers to create
campaigns to target specific
consumers to ensure they
receive relevant deals. When a
loyal consumer enters an area
(e.g., proximity of a gas station),
a personalized notification will
be delivered to the user's phone
and other mobile connected
device and saved on the devices
for future use.
By integrating IBM Watson
Personality Insights on Bluemix,
a better understanding of the
user's response behavior to


http://developer.ibm.com/open/projects http://console.ng.bluemix.net/catalog http://ibm.co/1ndrodX http://www.ibm.com/innovation/milab http://www.ibm.com/design/language http://www.bit.ly/1OTULuz 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
http://www.ibmsystemsmagmainframedigital.com/mspcomm/ibmsystemsmag/ibmsystems_mainframe_20200708
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20200506
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20200304
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20200102
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/2020mfse
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20191112
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20190910
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20190708
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20190506
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20190304
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/relevantz_20190102
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/2019mfse
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20190102
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20181112
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20180910
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20180708
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20180506
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20180304
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20180102
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/2018mfse
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20171112
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20170910
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20170910_v2
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20170708
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20170506
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20170304
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_sesupp
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20170102
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_linuxsupp
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20161112
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/MainframeSecurity
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20160910
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20160708
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20160506
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20160304
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20160102
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20151112
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20150910_se
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20150910
http://www.ibmsystemsmagmainframedigital.com/MFSkills
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20150708
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20150506_supp
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20150506
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20150304
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20150102
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20141112
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20140910_v2
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20140910
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20140708
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_gt_201405
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/BigData
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20140506
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20140304
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20140102
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20131112
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20130910_v2
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20130910
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20130708
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20130506
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20130304
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20130102
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20121112
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/buyersguide2013
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20120910
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20120708
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20120506
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20120304
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20120102
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/ibmsystems_mainframe_2012bg
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20111112
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20110910
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20110708
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20110506
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20110304
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20110102
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20101112
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20100910
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20100910_bg
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20100708
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20100506
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20100304
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20100102
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20091112
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20090910
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20090708
http://www.ibmsystemsmagmainframedigital.com/nxtbooks/ibmsystemsmag/mainframe_20090506
https://www.nxtbook.com/nxtbooks/ibmsystemsmag/mainframe_20090304
https://www.nxtbookmedia.com