Shiseido collaborates with IBM Shiseido kicked off a year of developments by teaming up with IBM to enhance its customer experience by providing nearly 10,000 beauty consultants in Japan with mobile apps designed to aid new customer services, customer-centric product improvements and social innovations. The Tokyo-headquartered firm selected the IBM 'MobileFirst' Platform to develop and secure an enterprise app for its 'Beauty Tablet', and has multiple modules and increasing capabilities for internal operations. It has also been integrated to Shiseido's back end systems, and acts as a beauty consultant's one-stop mobile solution for communications, scheduling, reporting and other tasks that increase productivity, according to the technology and consulting company. "With more consumers expecting personalized experiences across every channel, brands must empower their salespeople with the tools and insight to provide greater customer service," says Phil Buckellew, vice president, enterprise mobile, IBM. 3.