“One IBM” Web Experience Briefing for Reps

1. “One IBM” Web Experience Briefing for Reps What you (and your customers) need to know about the November 5, 2004 launch of the new www.ibm.com

2. This presentation should be viewed in slide show mode • Several slides use animation to highlight features of the new site design • Clicks will reveal highlights and text call outs on some pages. This Icon(3)will appear on the lower left corner with the number of clicks) • A simulated web browsing experience guides you through new features • Bold red outlines are designed to draw attention to features • Fine red outlines identify hot spots to be used in web browsing simulations • The web browsing section is organized by topics, each with linked pages. On those pages the “Next Topic >>” and “<< Previous” links take you to the Next Topic or back to the topic’s first page, not to the next or previous page • Speakers notes are used on many pages to expand on the visuals shown on the charts • The screen shots are from a pre-production test server and may not be identical to pages when the site launches

3. Agenda • Background on One IBM Web Experience • Evolution and revolution in the design • Demonstrating features of the new design and user interface • Summary of design impact • Frequently Asked Questions

4. Presenting the new “One IBM” Web Experience This briefing document will help you understand the changes occurring on IBM’s public Web site so that you can help your customers use it to save time and accomplish more. WHAT: On Friday, November 5, we will take a significant step in making it easier for customers to access IBM's products, services, and business expertise by launching a major redesign of www.ibm.com -- the first in four years. • Delivers a unified “One IBM” facing our customers and visitors • Groups the most common tasks to focus on the customer’s objective – what the visitor came to do • Presents information pulled horizontally from across IBM using a powerful task-based navigation model with behind-the-scenes search WHEN: The launch of "One IBM" Phase 1 begins November 5, 11 pm, in the G9 countries (Australia, Japan, China, France, Germany, Italy, the UK, Canada and the United States) and continues with deployments in the remaining 74 countries in 2005.

5. More than 70% of clicks go to masthead links Prominent links highlight key customer sets, industries and services The current home page design was launched in early 2003 Research and customer feedback show that ibm.com remains difficult to navigate Product finder test has been successful  (4)

6. Research findings have driven the changes incorporated in the new design • Customers view IBM as a single company and want to do business with us as one entity • “Is…this site…(a) vehicle for internal organizations to pursue their own unique strategies and ideas?” • “We believe that IBM’s current…approach is likely to become increasingly unpopular with site visitors” • Site must “make information easy to find…in the context of the customer’s businessproblem or task …allow themto quickly select the right product” • One IBM Web Experience changes will move IBM into a leadership position versus competitors  (2) Source: siteIQ e-Business Index Results, Summit Strategies, 4Q2002

7. Links for critical and heavily used topics are more prominent on the home page Retained entry points for key audiences Customers can easily access content based on their needs The new home page focuses on the visitor’s objectivesUser testing drove the final look and feel & navigation choices Helping visitors get familiar with the site can make your selling and support efforts more effective “Services & Solutions” have a dedicated entry point  (4)

8. The first stage of the roll-out will impact the most viewed pages on ibm.com first November 5thThe most viewed pages updated with new design (about 27,000 pages) By 3Q 2005:remaining 1.5M pages move to full design With the staged roll out of One IBM Web Experience, visitors will likely encounter pages using the new and the current page design Scaled to 40%

9. The G9 countries will move to the new design in the first stage on November 5 • The general look and feel of One IBM Web Experience will be live November 5 in the G9 countries: • Home page with new design, content and function • Top-level pages (masthead links) • Updated design, content and function • Task-based navigation pages • Design, content and function for these new pages • Top three levels of each subdomain • Update of all visual design elements (fonts, buttons, colors, icons, etc.) in the white space • Additional parts of the site will have • New masthead and footer • New left nav bar visual design • Product finder links currently only on the US home page expand to additional countries (Japan, China and Australia) • Our private B2B “eSites” will be changed over in 2005 G9 Countries • Australia • Canada • China • France • Germany • Italy • Japan • UK • United States

10. The task-based interface features two new approaches to easily connect visitors with the information they need • Targeted Content links use search to present most relevant and current content available • Links with summaries are organized using a tabbed interface to make the information more accessible • Visitors have access to pages from many areas of the site on one simple to use page • Faceted Browse enables visitors to define a search based on attributes that match their priorities/needs • Faceted Browse is used for shopping in the US, and is being introduced in Australia, China and Japan Nov. 5. • In other countries the same shop links will connect directly to a conventional shop page. • In all G9 countries the Downloads and Drivers links will also use a variation of the faceted browse

11. Targeted content enhances the Learn experience • Complex subjects, like Servers & Storage link first to a intermediate page with targeted content links • Clicking on a server link leads to a page similar to the Notebooks link

12. Targeted Content Example: Learn about notebooks • Article abstracts provide details on the content of the page • Content on each tab is populated by a search request • Links come from many areas of the site and cover the most current content Features Documentation News Accessories Financing Features Documentation News Accessories Financing Next Topic >>  (3) << Previous

13. Learn about: Notebooks: Documentation • Links to the current documentation Features Documentation News Accessories Financing Next Topic >> << Previous

14. Learn about: Notebooks: News • News articles related to the product/service are available from one tab Home Features Documentation News Accessories Financing Next Topic >> << Previous

15. Learn about: Notebooks: Accessories • Links to available accessories previously were available only from deep within the site Home Features Documentation News Accessories Financing Next Topic >> << Previous

16. Learn about: Notebooks: Financing • Financing has a new high profile presence Home Features Documentation News Accessories Financing Next Topic >> << Previous

17. Faceted browse streamlines finding information • Introduced in the US Q1 ’04, expanding to Japan, China and Australia November 5 • You can test drive the shop links on the current home page using the product finder links in the lower right corner of the US home page • Where faceted browse is not used these links will connect with conventional shop pages • Uses a stepped search process that can never return zero results • Click on the notebook link to see sample pages • Helps visitors define the path of their web visit, arriving at valuable content more easily • Downloads and drivers uses a slightly different interface • Pop-up lists are used to identify a specific product and then faceted browse begins • Click on the Downloads link to jump to the example pages

18. At each step, details on the found systems can be seen • In the shop example, visitors select the most important feature to them • At each step the results and the remaining choices narrow until the customer gets to a manageable range of choices • Visitors can also compare systems in a table format

19. Comparing the features of products is easier • Visitors can easily compare possible systems in a table format Next Topic >> << Previous

20. Product details are available for all systems • And access more detailed data sheets on systems the process identifies for them Next Topic >> << Previous

21. Downloads and Drivers also uses faceted browse • A variety of ways for visitors get to the information they need • Quick Fine • Browse products • Find downloads • The find function uses a variation of the faceted browse function • To narrow the choices the visitor first identifies their product using pop-up lists • Additional pop-up lists are provided to narrow the results to a manageable set Home Support & Downloads Next Topic >>  (4) << Previous

22. Downloads and Drivers uses faceted browse • Uses a variation of the faceted browse function • In place of lists of product choices pop-up lists are employed • Additional pop-up lists are provided to narrow the results to a manageable set • The selection in the first pop-up menu may result in additional pop-up lists until a manageable set of results is available Home Support & Downloads Next Topic >> << Previous

23. Downloads and Drivers: Faceted browse results • After three choices within notebooks, for example, a manageable results set is provided and faceted browse options appear • Visitors can choose from the list of attributes, narrowing options with each selection. Zero results will never occur • Visitors can also use an intelligent search agent to search in the same set of results Home Support & Downloads Next Topic >> << Previous

24. Visitors also have more account management links • These links connect to currently available tools, but this is the first time they are available from the home page Next Topic >> << Previous

25. Masthead links connect to enhanced pages • Link to updated versions of the most heavily used links on the US home page • Products has been split from Services to enable visitors to get to the information they need Products Services & Solutions Support & downloads Next Topic >> << Previous

26. Products have been split from Services • “Products & Services” from current home page tab separated in new design • Services and Solutions gains more prominence with their own page • Products tab Home Products Services & Solutions Support & downloads Next Topic >> << Previous

27. A dedicated page provides stronger presentation Support & downloads Home Products Services & Solutions • In lieu of a section on the home page Services and Solutions have a dedicated page • Will allow for stronger presentation of links and features Next Topic >> << Previous

28. Support & Downloads • Links have been added and organized to help visitors accomplish tasks and get to valuable content • Downloads and drivers now uses faceted browse to simplify locating updates for specific systems • Troubleshooting and links to Product publications are new to the page Support & downloads Home Products Services & Solutions Next Topic >> << Previous

29. Recap:One IBM Web Experience brings value to visitors and builds on past designs • Most visitors will carry on as before, many familiar links remain, but they might have moved on the page • Helping visitors understand the subtleties of new features will make them more effective web site users in the near/long term--increasing the benefits of One IBM Web Experience • Task based links improve the customer experience and improve satisfaction with using ibm.com

30. Stay informed:Updates on the continuing roll-out of the One IBM Web Experience • Information will be posted this week specifically for ibm.com and field reps • ibm.com Sales Portal Workbench • w3 Selling for IBM portal: w3.ibm.com/sales • w3 on demand Workplace will carry a story for all employees about the launch • ibm.com Intranet (w3.ibm.com/sales/ibmcom) • Follow “Transformation Initiatives” link to “One IBM Web” where updates will be posted • Monthly ibm.com GM and executive team’s newsletter • Select the “Web” tab for the latest information • Contact your Geo Web Execution leader • Worldwide: Brian Flynn/Raleigh/IBM • Americas: Rich Rubin/Somers/IBM • EMEA: Guido Gerlotti/Italy/IBM • AP: Patrick Cheung/Australia/IBM