IBM Cloud Developer Ecosystem: Growth Strategies and Innovations

1. IBM Cloud: Capturing Developers Sandy Carter, GM Ecosystem DevelopmentMarch 2014

2. Working Team Executive Sponsor: Sandy Carter Co-Leads:Paige Newcombe (EcoD), Dirk Nicol (dWorks), Gina Poole (dWorks), Mac Devine (GTS) EcoD:Sherwood Yao, Ellen Warms, Tom Luckew SWG Cloud:Meg Swanson SoftLayer/GTS:Siv Gottimukkala GBS:Rick Puckette dWorks: PK Sridhar, Dori White Rational:Rob Retchless, Dan Toczala AIM: Andrew Spyker, Michael Frankel IM: Raul Chong STG: Scott Crowder, Alan Lee

3. Learning moments: App Throwdown + Entrepreneur Week + Great Minds Connect: 169 Applications / ISV developer teams 4 Finalist 1 Winner EW: 5500 Commercial/ ISV developers 8 Finalists 1 Winner Mobile: 21k applications by developers Discussions 1:1 and roundtables on value – why AWS / why SF / why Azure Coolness Factor Skills Speed Product

4. A Look at the Types of Developers Enterprise dev BP/VAR dev Enterprise developers = get them to cloud Commercial/ISV and Startups = switch them to IBM cloud Enterprise developers Commercial/ ISV developers Start up developers 39% 57% % Using Cloud 99% 99% % of developers using Cloud as of Feb 2014 Startupsdev Commercial/ ISV dev Top countries in 2019 (Developers in Millions) LA NA Developers Using Cloud by Geography 26M Developers by 2019 EMEA APAC Source: Evans Global Developer Demographic study, 2013

5. Developing a Cloud Ecosystem of Developers Increase awareness Cool outreach Increase learning Skills & Education • Blitz: Project-side-Project, Village Hall • BlueMix startup challenge • App Throwdown at every IBM Conference & Watson mobile developer challenge • Trending hot BlueMix Projects- Showcase • Partner roadshows (Twilio) & David and Goliath • IBM Content Incentive for IBMers- $1M • BlueMix Days 100 at IICs and Top 300 ISV & Industry accounts • Hackathons at Top 20 Comp Sci Schools • Seed Bluemix How-to/Tutorials on Github, Stackoverflow, dW • Expand Dev conferences by 2x in 2014 and a gigantic developer conference in 2015 Drive adoption Speed and flexibility Simplify consumption Let them do more • Bundles, marketplace and 1-stop shop to learn/use all IBM Cloud • Expand Use of Analytics/Data mining on dWorks/SL • 43 Developer design workshops • Showcase how to switch to IBM Cloud in 1-2 days • Free BlueMix trials for 20K Bluemix apps • Migrate the Top 100 Ruby and Mobile apps from Heroku to Bluemix, (F2F & 2 months of credit)

6. Capturing Developers - Sweet 16 Featured today Increase awareness Cool outreach Increase learning Skills & Education • Blitz: Project-side-Project, Village Hall. Brunet /Poole Q2 • BlueMix startup challenge Rousseaux Q2 • App Throwdown at every IBM Conference & Watson mobile challenge • Trending hot BlueMix Projects- Showcase (spot light) Brunet Q2 • 3rd Party Partnership -David and Goliath Lamar, Yoon Q2 • IBM Content Incentive for IBMers- $1M Carter/Poole Q2 • BlueMix Days 200 at IICs and Top 300 ISV Tafuri • Hackathons at Top 20 Comp Sci Schools Brunet Q2 • Seed Bluemix How-to/Tutorials on Github, Stackoverflow, dW Poole/Brunet Q2 • Expand Dev Footprint by 2x in 2014 and a developer Footprint in 2015 Poole OPERATIONAL OPERATIONAL PLANNED OPERATIONAL OPERATIONAL OPERATIONAL OPERATIONAL OPERATIONAL PLANNED OPERATIONAL Drive adoption Speed and flexibility Simplify consumption Let them do more • Showcase (recipe) how to switch to IBM Cloud in 1-2 days Lamar • Free BlueMix trials for 20K Bluemix apps Robinson • Migrate the Top 100 Ruby and Mobile apps from Heroku to Bluemix, (F2F & 2 months of credit) Voglino Q3 • Bundles, marketplace, 1-stop shop, SDK, and Linux on Power, Digital Self Guided Model to use all IBM Cloud Brunet Q2 • Expand Use of Analytics/Data mining on dWorks/SL Robinson Q3 • Developer design workshops Schuster/Gilbert Q2 OPERATIONAL PLANNED OPERATIONAL OPERATIONAL PLANNED PLANNED

7. March to 1M by 2015 * Initial target under discussion - may change Roadmap for 2014 2H 1M • Bluemix day (15K) • Large SI/ISV (10K) • Academic Hackathon (10K) • Startup 3rd Party Partnership (10K) • Digital Marketing & IBM event (10K) • ISV/SI/BP(200K) • Academia(100K) • Startup(50K) 650K • dW (100K) • Open Source • App Dev Agencies 400K • Top Account • SWG Brands • Softlayer base 100K • GBS • IBM Developers Base -20K

8. BlueMix Day Updates Progress to Developer EDUCATION • Excitement 360o!! • “Now I can focus on being creative with my app and not configuring technology” • Cody Buleson, Enterprise Solution Architect, Base22 • Couldn’t believe IBM was this cool!! • “I had to redefine my thoughts on “Big & Lazy” IBM”Elmar Eperiesi-Beck, Managing Director, eperi GmbH • Synergy between Softlayer and Bluemix – Vertical Optimization • Developers are seeing value, a competitive advantage, from IBM full portfolio across all 3 layers of Cloud – IaaS/PaaS/SaaS • Ability to access IBM portfolio in mins – IBM as a Service • Access to IBM services as freemium instantly vs. weeks in past! In 78 cities 675 companies 1991 developers Goal : 20K • Competitive Positioning • Biz Model for Marketplace • Demand raises in AP (especially GCG) • Down Time and Flash services restore 8

9. Strategy: Leverage 3rd party to access 120K Startup developers Progress to Developer AWARENESS Operational Shoreditch works, London 1K Planned 50K 66K • Value to IBM: • Take away from Amazon • Announcement by NYC Mayor • estimated 50K developers on Bluemix/SL platform 5K Start now Completed • Value to IBM: • 1. 15 regions in EMEA w/ 66,000+ members to drive on Bluemix, SoftLayer, MobileFirst, BD&A platform. • 2. 100x Case Study, 400/y Media publication

10. BACKUP

11. Progress to Developer AWARENESS Developer Contest to drive Awareness India developer contest Wimbledon Innovation Challenge Improving Fans’ on-site ExperienceApp contest using Analytics, Mobile, Social Services on Bluemix and SoftLayer (Jun 11th Launch at Shoreditch Village Hall)

12. Progress to Developer AWARENESS IBM Technical Rock Star for Cloud Program -- First 30 Days 442 Social profiles 125 Articles Submitted 45 Meetups Scheduled 1st place: mo-android-mobiledata-app Build an Android app using the MobileData cloud service AIM: Belinda Johnson, Nick Gibson, Andrew Huffman 2nd place: wa-nodejs-app Build a sentiment analysis application with Node.js, Express, sentiment, and ntwitter Rational: Scott Rich 3rd place: j-myvacation-app Build a portable Java travel app that integrates web services GBS: Felicia Tucci May Article Winners May Social Winners

13. Progress to Developer GEO BEST PRACTICES US 1st, India 2nd, UK 3rd, China 4th !! * By 2019, India 5.2M, USA 4.3M, China 2.0M developers

14. Progress to Developer GEO BEST PRACTICES India – Combination of 3rd party / social / BM days • Awareness: Combination of 3rd party partnership & Social outreach brings biggest visitors. • Interest/Demand: Bluemixdays brings very targeted filtered consistent visitors • Dr Dobbs Dev Conference @Pune • Social outreach/Blog • Bluemix.net is here • Video kickoff #bluemixflashmob • Bluemix tour Bluemix Days

15. IIC Hursley Workshop Europe / UKI – Combination of 3rd party / social / Bluemix days • Awareness: Combination of 3rd party partnership & Social outreach brings biggest visitors • Interest/Demand: Bluemix Days brings very targeted filtered consistent visitors • IBM Cloud Connect - Sunderland & Liverpool Bluemix Advantage • Sunderland Uni event • Strategic event • PR & Social coverage • Strategic event • PR & Social coverage • User Group IIC Dublin Workshop IIC Dublin Workshop

16. NA - SmartCamps Kick Off in Chicago partnered w/ Technori Progress to Developer GEO BEST PRACTICES • 450+ Startup attendees Narrative Science wins : Generates human readable text automatically from structured data What’s Next? Startup Cloud Connect Events 22 progression events delivered with Startup associations on Bluemix, SoftLayer Catalyst, Cloudant Drives

17. Intel – Mashery 300K Developers Mashery 300K developers on Amazon These developer bring strong expertise in Internet of Things, complementary to our focus on enterprise app Moving over to SoftLayer to save costs (working on Press Release possibilities) Bridge to Bluemix and IBM Marketplace part of negotiation Next Step: First SWG/GTS/EcoD interlock on value-add factoring in IBM’s API mgmt service Meeting with Intel week of June 16th

18. Capturing and Retaining the developer- end to end Speed Skill Cool Product WW WW India China

19. IBM’s Top 300 Industry Accounts: A View of their IBM Cloud Adoption Opportunity exists within our own install base 17% Using IBM SaaS* 39% Of enterprises are using cloud 26% Of IBM’s Industry accounts are using at least 1 IBM Cloud offering 2% Using IBM PaaS 9% Using IBM IaaS * SaaS based on 2013 bookings report • Action Plan: • 1. Provide SL for free for top 300 accounts • 2. Company events for their developers by Company • Technical evangelist for each account who runs hackathons, app throwdowns, crowdfunding of IT etc • 4. Bluemix party for each account *Public cloud IBM Confidential

20. IBM’s 300 Top ISVs: A View of their IBM Cloud Adoption Opportunity exists within our own Commercial/ISV developerbase 16% Using IBM SaaS* 57% Of Commercial/ ISVs are on cloud 26% Of IBM’s ISVs are using at least 1 IBM Cloud offering 1% Using IBM PaaS 9% Using IBM IaaS * SaaS based on 2013 bookings report • Action Plan: • Expand a showcase of usage- app throwdowns, hackathons, etc • Provide free skills training through the IICs (virtual and hands on) • Leverage IBM Techie evangelists to showcase IBM Cloud *Public cloud IBM Confidential

21. Score card (under construction) Developer engagement comparison with top competitors IBM Amazon Microsoft **** Scoping phase with Boston Consulting Group (key metrics, how to get the right comparison data on our competitors)

22. Our 2014 objective Attract 25%of cloud enterprise developers (200k today going to 1.2M) and drive 20K BlueMix apps Deliver > $75M of influence revenue from Commercial (ISVs & SIs) and Start-ups, a 55% growth from 2013 Influence >70 new client wins

23. Actions in Progress: We are already moving forward… • Showcase of usage: App throwdowns • Re-vamped IIC skills courses: How-to, hands-on • Showcasing IBM Cloud at events: ICE, SL, Cloud OE • Showcasing IBM Techie subject matter experts • Redesign of dW as a role & task based network

24. China - Localization Progress to Developer GEO BEST PRACTICES Feedback: Chinese Developers only use their own social network, Weibo, Weixin (Wechat) GCG team recreated programs and contents catering Weibo and Weixin EcoD: social marketing campaign on weibo IBM Innovation Center: created Bluemix Demo & workshop featuring Weibo integration.

25. Europe Progress to Developer GEO BEST PRACTICES 25

26. Recipes for Success – SoftLayer & BluemixTelling a story- Creating a movement Progress to Developer ADOPTION Weekly Press Releases with our partners on SoftLayer or Bluemix • Initial Planned Target • Aspera • Cerillion • Flagship • Vivocha • onFarm • Virdata • ElementBlue • RedisLabs • Qumu • Ustream

27. Attachment1. - June Sweet 16 Action Highlights 4 Theme Sweet 16 Actions Owner Status Result / Comment Increase Awareness • Blitz P. Brunet G. Poole Operational • Village Hall kicked off in May 13 by Partnering with Shoreditch (London based incubator), 1000 outreach coming with 6 events. • BlueMix startup challenge Michael R. Planned • Preparing BlueMix Hackathon roll-out in GEOs • Drive 2-3 startups for each BlueMix days. • App Throwdown, Watson mobile P. Bruet S. Gold Operational • Drive partner submission to AppThrowdowns dev@Pulse < dev@Impact < dev@SmarterCommerce< dev@Innovate (Linux on Power App throwdown) • Hot BlueMix Projects- Showcase Y. Lamar Operational • Showcase go Live in Partner World (Apr/11) • 3rd party partnership -David and Goliath Y. Lamar M. Yoon Operational • Entrepreneur Country David and Goliath Events – WW deployment plan in scope • IBM Content Incentive S. Carter G. Poole Operational • $1M Technical Rock Star kicked off on May 1, to date, 125 articles submitted , 442 social profiles, 45 meetups held/scheduled • BlueMix Days - 152 completed, touched 2000 developers from 800+ companies, additional 77 scheduled before GA • ISV/SI Blast - 44 completed, strong developer interest seen from large SIs, e.g. Capgemini 300+ developers, Increase Learning • BlueMix Days 200 M. Tafuri Operational • Hackathons at T20 CS Schools P. Brunet Operational • 20+ faculty from 9 univ. in the Beta program. 8 faculty attending Impact. University of Missouri - Kansas City April 24 & 25 • Bluemix How-to/Tutorials G. Poole Operational • Established scorecard to track sample apps,/ articles by bluemix service owners (SME) - 28 new sample apps/articles produced (includes 17 for TRS) • Held "dev@" event at Impact and Innovate • 13-15 new world wide Developer Connect events planned, 6000 attendees estimated • 17 third party event sponsorships planned in Q3, 30k attendees estimated • Expand Dev Footprint G. Poole Planned Simplify Consumption • Bundles, Marketplace, SDK, Digital Self-Guided Model P. Brunet Planned • Power 8 SDK • Digital self guided model mock up developed and socialized • BlueMix - Coremetrics implemented across all Bluemix properties and paid media. Coremetrics guidelines shared with evangelism communities. Evangelism focal point on board June 16. • BlueMix - Working to create Fiberlink model of rapid follow up and emails using IBM CRM and marketing guidelines. • Analytics/Data mining on dW/BM G. Poole S. Robinson Operational • Developer Design Camp J. Schuster P. Gilbert Planned • Completed 2: MyMenu(Feb3), BeehiveID(Mar24) • Working on: Apr 28th, May 5th camp (FY target is 14) Drive Adoption • Switch to IBM cloud in 1-2 days Y. Lamar Operational • Target GoLive date Apr 25. (Available by London IBM Cloud Data Center open date-5/12 est.) • Free BlueMix trials for 20K apps S. Robinson Operational • 20,574 as of Jun 9th • Target to complete the competitive messaging by Q2. and Agree to start executing the switch campaign by Q4 • Top 100 Ruby and Mobile apps L. Voglino Planned

28. Our Project Plan • Comprehensive Team Formation • Layout Use Cases and Roles that developers play (see backup) • Segmentation • Process developers go through • Validation through developers, analysts, competitive • Learning Moments (i.e. Connect App Throwdown) • Socialize to gain more input • Gap Analysis • Actions • Scorecard and metrics (Work in process)

29. Top Actions – Global Commercial/ISV developers (switch) Startup developers (switch) Enterprise developers Academia Common

30. Top Actions- Geography Specific

31. Cloud Content Incentive Program

32. IBM Cloud Mentoring – India Pilot Assign 400 band 9/10s cloud mentors to work with developers Cool: Showcase developer success with other developers Skill: Assist with localized skills through the IIC and roadshow training opportunities Provide self-enablement opportunities through virtual learning experiences Speed: Leverage mentors to provide migration guidance and support Goal: Become the #1 Cloud brand in India 32

33. Moving forward since the January TT… • Analysis of developer types and geographical distribution • Use cases and roles • Segmentation • Analysis of Top 300 Industry accounts and the ISV F2F coverage accounts to determine population percentage leveraging IBM Cloud • Development of key actions and action plans to capture and retain developers • Socialization of actions and collaborative action planning with WW and GEO leads, ownership buy in and time frames established for each action • Across IBM planning (GTS, STG, SWG) • Actions that have kicked off since January TT • Showcase of usage: App throwdowns, entrepreneur week (worldwide) • Re-vamped IIC skills courses: How-to courses, virtual/web based and hands-on cloud coursework • Showcasing IBM Cloud at events: dev@pulse • Showcasing IBM Techie subject matter experts, $1M investment • EcoD Cloud resource to the CA Bay Area • Redesign of dW as a role & task based network (under construction) • Collaboration with brand/product on developer needs and on implementing design camps • Industry scorecard development to compare IBM with competitors (nearing completion)