1 / 33

IBM Cloud Solutions Portfolio and Naming

IBM Cloud Solutions Portfolio and Naming. Agenda. Overall IBM Cloud Solutions architecture SmartCloud services “layer” branding decision Creating a Digital Marketplace. Focus on 6 key cloud buyer/influencer roles and their buying agendas. CIO/CTO

chopper
Download Presentation

IBM Cloud Solutions Portfolio and Naming

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. IBM Cloud SolutionsPortfolio and Naming

  2. Agenda • Overall IBM Cloud Solutions architecture • SmartCloud services “layer” branding decision • Creating a Digital Marketplace

  3. Focus on 6 key cloud buyer/influencer roles and their buying agendas CIO/CTO Traditional large company CIOs and in many cases CTOs with overall familiarity with sourcing and pressure to routinely cut costs while providing new value Corporate Applications Manager/VP Large enterprises with applications development and management functions. Continue to manage tension from traditional development vs. operations’ IT bifurcation Data Center Managers Typically in large enterprises trying to maximize IT effectiveness without growing the IT budget – cost sensitive, but expecting ever greater capacity, availability, responsiveness and agility Traditional Buyers New Buyers C-Suite LOBsfirst: Chief Marketing Officer CMOs trying to gain deeper understanding of the client in reaction to today’s empowered customer, expecting quicker, more meaningful interactions and armed with growing knowledge of competitors Cloud-Centric App Developer Coders with cloud-native comfort level in industries that rely on original coding to build custom applications in as a core competitive advantage (gaming, media, entertainment, publishing) Cloud Service Provider / Mgd Service Provider Cloud Service Providers (sometimes ISVs, Sis, and MSPs) serving mostly SMB and cloud-centric developers with a core message around ROI and growth. New buyer and new route to IBM. Conversation Maps Campaigns Client Conversation Presentations Role-Based Sales Plays Web Experience Digital interactive Category Edition 1-2 min videosShort articles Social media with persona attributes and triggers Targeted eventsand enurture weaves roles into blueprint for client engagement roles based conversation decks Link to latest working draft of buying agendas

  4. IBM Cloud portfolio IBM Cloud portfolio • Strategy • Implementation • Migration • Managed Services • Cloud Security • Cloud Management • Cloud Platform Technologies • Cloud Infrastructure Technologies • Expert Integrated Systems • BPaaS • SaaS • PaaS • IaaS Build it. Tap into it. Think it.

  5. Examples of new naming architecture IBM Cloud portfolio • SmartCloud Foundation • SmartCloud Monitoring • SmartCloud Orchestration • SmartCloud Provisioning • SoftlLayer • Cloud Servers • Bare Metal Server • Storage • Content Delivery • SCE+ • Strategy and Transformation for Cloud • Infrastructure strategy and design for Cloud • Network Infrastructure Strategy Current • Cloud Strategy • Cloud Business Strategy • Cloud Infrastructure Strategy • Cloud Network Strategy • Cloud Management • Cloud Monitoring • Cloud Orchestration • Cloud Provisioning • SmartCloud SoftLayer (IaaS) • Cloud Servers • Managed Hosted* • Bare Metal Server • Storage • Content Delivery Future *SCE+ once integrated with SoftLayer

  6. We have an opportunity to leverage .IBM as an overarching strategy for how we execute our SmartCloud and “as a Service” strategy • .IBM becomes IBM’s delivery vehicle for “IBM as a Service” • .IBM as a cloud services platform is the most compelling use case for the new top level domain • For example - • SmartCloud.IBM – Cloud Services “storefront” • Marketing.IBM – Marketing Cloud Services • Banking.IBM – Banking Cloud Services .IBM becomes available Q1 2014 Further exploration with Unit teams is required

  7. Building the SmartCloud brand We will build the SmartCloud brand through an integrated and iconic cloud experience. From discovery to usage, the IBM SmartCloud will represent • IBM’s deep expertise accessible as a set of transformational cloud services • An Intelligent cloud that leverage analytics to provide advanced visibility, choice and control • Performance and trust that scales globally and on demand seamlessly integrating with existing IT Performance Intelligent Expertise

  8. We commissioned a third party benchmarking firm to evaluate the IBM cloud experience against the industry

  9. Current end-2-end web experience ranks high in early stages such as awareness but much lower in conversion and e-commerce. Awareness Conversion e-commerce 1 out of 16 competitors 7 out of 16 competitors 8 out of 16 competitors

  10. Customer driven digital transformation to attract and retain the new cloud buyer… • Organize content by role and capability • Focus on self service • Illustrate value and provide for exploration with demos and trials • Differentiate through access to experts and expertise • Clear path to purchase • Enable the environment to transact via e-commerce • Drive adoption and utilization of cloud services to drive growth

  11. Critical dependencies to cloud self service • SmartCloud Offering Criteria to ensure services are built for the web route • Iterative Development process - weeks not months and years • Ability to try offerings in a sandbox environment • Single central repository for offering information - pricing, promotion etc. • Commerce Management center • "Cart" Capability - to purchase across brands/capabilities • On-line Marketing campaigns deployed in hours/days, offer testing • Ability to purchase through on-line sales and credit card

  12. “IBM as a Service” Create an exceptional experience for clients to easily find, try, and buy

  13. Self-service end-to-end aligned initiatives and tacticsLeverage I&VT 10 to deliver elements Interlock with: Legal (Robert Weber), Kieran McGrath (Finance) 13

  14. IBM Cloud Solutions – initial design conceptsenhanced entry point to cloud at IBM (ibm.com/cloud) Overall IBM Cloud Solutions aligned to buyer segments Focus learning based content Simple navigation to IBM capabilities Live Chat Watson Cloud Advisor Service Embedded Social Media

  15. SmartCloud landing page experience – focus on different entry points to IBM’s capabilities for different audiences Log in or sign up SmartCloud brand Simple, intuitive navigation Search

  16. Business Applications landing experience – designed for LoB functional engagement SmartCloud brand Easily move across service platforms “suites” of services Filters including role based

  17. Cloud Service detail page Service Documentation Subscribe and Trial options Screen shots and demos Cost estimator Related services

  18. Platform landing experience focused on developers looking for key solutions to build apps Immediate trial option Navigate through various facets Packages of developer services

  19. SmartCloud branding and naming decisions • SmartCloud services “layers” – SaaS, PaaS and IaaS • SaaS names of “functional” groupings of Applications • SaaS name of application • PaaS names of “functional” groupings of Services • PaaS name of service

  20. SmartCloud branding and naming decisions • SmartCloud services “layers” – SaaS, PaaS and IaaS • SaaS names of “functional” groupings of Applications • SaaS name of application • PaaS names of “functional” groupings of Services • PaaS name of service

  21. IBM SmartCloud brand execution - Service “layers”Non branded

  22. IBM SmartCloud brand execution - Service “layers”SmartCloud branded w/ PaaS as stand alone

  23. IBM SmartCloud brand execution - Service “layers”SmartCloud branded

  24. SmartCloud branding and naming decisions • SmartCloud services “layers” – SaaS, PaaS and IaaS • SaaS names of “functional” groupings of Applications • SaaS name of application • PaaS names of “functional” groupings of Services • PaaS name of service

  25. Application groups as “function” cloud

  26. Application groups as Smarter “function”

  27. Individual applications as IBM “existing brand or functional” name

  28. SmartCloud branding and naming decisions • SmartCloud services “layers” – SaaS, PaaS and IaaS • SaaS names of “functional” groupings of Applications • SaaS name of application • PaaS names of “functional” groupings of Services • PaaS name of service

  29. PaaS groupings names IBM “existing brand or function” Services

  30. PaaS services grouping page showing associated services

  31. IBM PaaS individual service named IBM “function” Service

  32. Back-Up

  33. Infrastructure landing experience Positions SoftLayer Services drive directly to SoftLayer site

More Related