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Ecosystem – CloudFirst and API Economy Sandy Carter, GM, Ecosystem Development

Ecosystem – CloudFirst and API Economy Sandy Carter, GM, Ecosystem Development. October 2013, CloudFirst TT. IBM Confidential. Executive Summary. Trends 75% of F500 enterprises will use open APIs from an ecosystem by 2014 (Gartner)

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Ecosystem – CloudFirst and API Economy Sandy Carter, GM, Ecosystem Development

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  1. Ecosystem – CloudFirst and API EconomySandy Carter, GM, Ecosystem Development October 2013, CloudFirst TT IBM Confidential

  2. Executive Summary • Trends • 75% of F500 enterprises will use open APIs from an ecosystem by 2014 (Gartner) • 25% of applications will be built by 'citizen developers' by 2014 (Gartner) • Salesforce.com generates over half its revenue through its ecosystem via cloud APIs and services (SOA Software) • Opportunities • Grow the Cloud Ecosystem around our current ~$1B SoftLayer + SaaS business • Ecosystems are not stand-alone competitive camps; IBM can participate anywhere • Citizen and professional developers need IBM's help to penetrate the enterprise • Cloud demands a low barrier of entry and effective self-service ecosystem • Recommendations • Take existing Ecosystem to the next level around SoftLayer & CloudFirst • Focus on areas of IBM differentiation like Commerce, Big Data/Analytics, Healthcare, Mobile • Shift Go-To-Market To Attract Best Partners and double down on professional developers, citizen developer, startups, academia • Triple Down on the ‘Ecosystem Experience’ • Bring IBM differentiated assets into existing 3rd party Ecosystems as APIs • For example: populate force.com with IBM marketing & business assets • Create a marketplace with IBM as the hub of trust • White label, ecosystem/Marketplace hub, Execute 5x Netflix 2 IBM Confidential

  3. Agenda • Cloud Ecosystem opportunities • Extend the current CloudFirst Ecosystem • Grow ecosystem around ~$1B Softlayer and SaaS portfolio • Focus on our differentiation as tent poles • Double Down to grow developers, SI’s, ISVs • Deploy New Go To Market Approach • Triple Down on Ecosystem Experience • Leverage partners to become the “Kayak” of Marketplaces • Expand to an IBM marketplace • Participate in existing marketplaces • Deliver the IBM marketplace ecosystem • Summary – Actions / Recommendations 3 IBM Confidential

  4. Turning gaps into opportunities 4 4 4 IBM Confidential

  5. Start from the core: Build the credibility Expand with APIs and scale with cloud Add GovCloud for Federal and 1500+ ISV, Reseller Add AWS for Developers Add 3rd Party via API New core: Cloud 100s of Merchants Scale with Cloud + 1000s of Merchants + Retail Retail Retail Retail 2000 1995 2007 2012 Business Model: Pays IaaS charge in PAYG Grow ecosystem Marketplace Store front Business model: Pays $2700 for review; rev share w/ partners15%- 25% revenue 2010 1999 2008 Cross industry CRM SaaS Add Heroku PaaS Force.com 3rd party CRM Apps Add Force.com 3rd party CRM Apps New core: PaaS Core: CRM Core: CRM Scale with Cloud + Core: CRM Build a competitively differentiated core business first Add API linking to their core business next Power API ecosystem with Cloud Wash, Rinse and Repeat 5 IBM Confidential

  6. No longer stand-alone competing camps: Participation Video Twilio Telephony Travel Support Analytics email Payments Marketing Billing • The market is still evolving and it will settle • Multiple ecosystems by the same vendor for different audiences, with marketplaces • i.e. Salesforce: Force.com for LOB & Heroku for developers • Marketplaces are an element of the ecosystem but not the only element • Low barrier for entry • Data Source: Groupon CTO Discussion 6 IBM Confidential

  7. Business Value focus yields higher returns Specific Industry/Application focus generates higher revenue per developer 7 IBM Confidential

  8. New members in the ecosystem: The ecosystem today is the customer of the future 100s partners 36M subscribers Netflix Cloud Platform Video streaming compete with ships 1M DVDs a day via Netflix.com 1.4 Billion API calls per day 2007 2013 Clients Partner API turns a client into a partner, and that brings much higher workload 8 IBM Confidential

  9. Ecosystem Experience: Targeted, focused Starts with Experience • Welcome note from Ian • 30 minute marketing coaching session • Cell phone to call anytime! • Follow-up email 9 9 IBM Confidential

  10. Agenda • Cloud Ecosystem Opportunity • Take Current CloudFirst Ecosystem to the Next Level • Establish Ecosystem Governance Council • Focus on our differentiation as tent poles • Grow view of ecosystem, become more inclusive • Double Down to grow developers, SI’s, ISVs • Deploy New Go To Market Approach • Triple Down on Ecosystem Experience • Leverage partners to become the “Kayak” of Marketplaces • Expand to an IBM marketplace • Participate in existing marketplaces • Deliver the IBM marketplace ecosystem • Summary – Actions / Recommendations 10 IBM Confidential

  11. We will scale as our portfolio expands. CloudFirst Ecosystem Take Current CloudFirst Ecosystem to the Next Level 11 IBM Confidential

  12. Jumping Our Cloud Ecosystem To The Next Level Governance Council Coordinate IBM approach to CloudFirst ecosystem through Governance Council Focus on our differentiation as tent poles: Commerce, Big Data & Analytics, Healthcare, Mobile Attract through strong GTM, high business value partners And double down on ISVs and SIs • Double down on: • Developers paid to develop, startups, academia • Developers acting on their personal accord (e.g., Citizen Developers) Triple down on the Ecosystem Experience Leverage partners to become the Kayak of Marketplaces T G M 12 IBM Confidential

  13. Ecosystem Governance Council Create an IBM CloudFirst Ecosystem Governance Council Responsibilities include: Set the strategic direction Call the plays for the cloud ecosystem Drive IBM coherence of the ecosystem, including the Business Model and GTM Maniacally focus on the ecosystem experience Chairperson: Sandy Carter, EcoD Steering Committee: (TBC) Craig Hayman, Kristof Kloeckner, Les Rechan, Marie Wieck, Mark Hennessy, Dan Pelino, Shaun Jones, Nancy Pearson, Mark Register, … Working Team: (To be nominated by Steering Committee) New Partner Types (Clients, etc.) Academia Influencers (Ad Agencies, Associations, etc.) Start-ups Professional Developers (ISVs & SIs) Business Partners (VARs/VADs) Execution roles and responsibilities: EcoD • Ecosystem mgmt • ISVs, Academia & Startups • OI Hub • Tech Support Hub Marketing • GTM Plans • Awareness, Nurturing • Drive-to for the Marketplace Brands • Content • GTM plans & prioritization • (STG) PartnerWorld IMT/IOT • Local execution Citizen& Crowd Developers Born on Cloud Partners (Cloud Brokers, MSPs, etc) SWG/STG Channels • Channel partners planning & prioritization Global Alliances • Alliance planning & prioritization Sector • Industry ecosystem GTM execution dWorks • dWorks developer community management 13 IBM Confidential

  14. Focus On Our Differentiation As Tent Poles App 1 Anchor Client App n Anchor Client App 1 Anchor Client App n Anchor Client App 1 Anchor Client App n Anchor Client App 1 Anchor Client App n Anchor Client Anchor Clients Partner Apps Mobile Platform Commerce Platform Big Data/Analytics Platform Healthcare Platform Virtual Center of Excellence (OI Hub, Tech Hub) Cloud Platform, Services, APIs General content General Content Skills and Entrepreneur Talent * Not all IBM capabilities are on the cloud yet. 14 IBM Confidential

  15. Redefine members of the ecosystem New Partner Types (Clients, etc.) What is an ecosystem? A group of… companies (Enterprise, GB, Invest, etc.) partners (Traditional: VARs/VADs/SIs/ISVs, New: MSPs, Agencies, etc.) individuals/groups (Prof. Developers, Practitioners, Crowds, User Groups, etc.) and influencers (Academia, Analyst, Practitioners, VCs, Ad Agencies, etc.) collaborating and innovating to drive business  Academia Influencers (Ad Agencies, Associations, etc.) Start-ups Professional Developers (ISVs & SIs) Business Partners (VARs/VADs) Citizen & Crowd Developers Born on Cloud Partners (Cloud Brokers, MSPs, etc) 15 IBM Confidential

  16. New Partner Types (Clients, etc.) Academia Start-ups Influencers (Ad Agencies, Associations, etc.) Business Partners (VARs/VADs) Professional Developers (ISVs & SIs) Born on the Cloud Partners (Cloud Brokers, MSPs, etc) Citizen & Crowd Developers • Ecosystem Value Delivered: • Cost savings in quick global development • thought leadership in creating API economy • IBM provides: End to end ecosystem, Trusted Hub, Global Presence, enterprise quality cloud service management/brokerage • Ecosystem Value Delivered: • VC and community growth opportunities • Connection with enterprise customers • IBM provides:Innovation Incubator, SmartCamps, Startup track at big IBM events, Specialty accelerators, • Ecosystem Value Delivered: • Solution value-add • Consulting to help them adopt Cloud in their business model • IBM Provides:IBM Cloud ‘Jams’, Tooling capabilities, IBM Cloud Technical Hub, roadmap to help enable/migrate to higher level cloud offering • Ecosystem Value Delivered: • Skills development and marketability • IBM Provides:comprehensive enterprise grade cloud services/APIs with self-service model , Double trials across all cloud offerings

  17. New Partner Types (Clients, etc.) Academia Start-ups Influencers (Ad Agencies, Associations, etc.) Business Partners (VARs/VADs) Professional Developers (ISVs & SIs) Born on the Cloud Partners (Cloud Brokers, MSPs, etc) Citizen & Crowd Developers • Ecosystem Value Delivered: • Skills development and marketability • Free, market relevant curriculum materials and usage credit on SoftLayer • IBM Provides:Access to the state of the art mobile and social computing platform and free tools help students build Skills development and marketability • Ecosystem Value Delivered: • Broaden market relevancy & customer base • IBM Provides: • IBM Champion Opportunities • Ingredient Marketing – credibility, • access to customer data and market research data • Ecosystem Value Delivered: • Cost savings in uptime and support • Broaden market relevancy & customer base • IBM Provides: • Virtual COE, Quick Access, Self-Service Engine, Association w/ Trusted Hub • Ecosystem Value Delivered: • Solution value-add • Broaden market relevancy & customer base • IBM Provides: • Bluemix offers standard based fast path to create new app on an enterprise grade cloud

  18. Recruit Developers: The “Currency of the Ecosystem” Professional Developers (ISVs and SIs) Table Stakes Self -Service Citizen Developers BigInsights (Hadoop), Data Warehouse, Streams Developer Crowds Differentiation Source: CloudOE ST update 13 Sep, 2013, First set of services (In bold above) to be delivered in December 2013. Pre-req for building a successful ecosystem 18 IBM Confidential

  19. Significantly Shift Go-To-Market To Attract Best Partners Proposed Ecosystem Go-to-Market Plays i + : : Value Play Strong GTM plans with Top ISVs Innovation Play Innovator Incubator Experience Play Virtual Center of Excellence Volume Play Self-Service Engine • Online self-service engine focused on progressing 1000s of partners • Qualified; Technically enabled; Cloud Revenue;Showcase; Up-sell/cross-sell • In Market – 2H 2014 • Targeted plays to Academic and Entrepreneur • Skills Cloud on Softlayer; Cloud Conversions; Showcases; Up-sell/cross-sell • In Market – Start Today • Top 10 ecosystem members by IMT • Technical & marketing plans; Joint marketing activities; brand/industry commits • In Market – Start Today • Hub for ecosystem sales, marketing and technical specialists in each geo • Quicker adoption; enhanced experience; Improved yield • In Market – 1Q 2014 19 IBM Confidential

  20. Double down on developers: developerWorks • Deepen IBM’s relationship with developers by offering a best-in-class, hands-on, developer-to-developer experience that drives greater use, preference and advocacy for key IBM products. New Partner Types (Clients, etc.) Reaching the worldwide developer community: • 4M unique visitors monthly • 2700 active blogs • 3 dozen industry awards Academia Influencers (Ad Agencies, Associations, etc.) Start-ups CIO CTO Cloud Ecosystem Growth Open Standards Operations Manager 1 3rd Party Standards Professional Developers (ISVs & SIs) Deliver industries first developer Q&A forum utilizing Watson Business Partners (VARs/VADs) Online Communities Architects Developers 2 Drive dev-to-dev engagement across cloud communities achieving #1 share of voice. Citizen & Crowd Developers Born on Cloud Partners (Cloud Brokers, MSPs, etc) 3 Double trials across all cloud offerings 20 IBM Confidential

  21. Double down on Start-ups New Partner Types (Clients, etc.) Startups amplify our ecosystem: • $115M VC investment 3 yrs driving new business • 400+ network of experts • Startups driving cloud growth (900+) Academia Influencers (Ad Agencies, Associations, etc.) Start-ups Entrepreneurs Cloud Ecosystem Growth VCs Accelarator 1 Double startups in the cloud via SoftLayer to drive new sources of revenue. Professional Developers (ISVs & SIs) Business Partners (VARs/VADs) Incubators 2 Launch Innovation Incubator as a catalyst for startup business/technical GTM. Citizen & Crowd Developers Born on Cloud Partners (Cloud Brokers, MSPs, etc) 3 Utilize IBM events and launch IBM Startup Day to spark innovation leadership. 21 21 IBM Confidential

  22. Double down on academia: IBM Academic Initiative Helps universities develop the Smarter Planet skills to grow and sustain priority markets.Faculty members receive no charge access to IBM resources for teaching purposes. New Partner Types (Clients, etc.) Building skills to grow markets: • Over 100 universities teaching cloud • 70 new cloud courses in 1H 2013 alone Academia Influencers (Ad Agencies, Associations, etc.) Start-ups K-12 Students Cloud Ecosystem Growth K-12 Institutions Secondary Institutions MOOCs 1 Professors Secondary Students Drive deep IBM cloud skills into 250+ universities worldwide Professional Developers (ISVs & SIs) Business Partners (VARs/VADs) Training 2 Launch AcademicSkills Cloud 2.0 to accelerate growth in 20+ countries Citizen & Crowd Developers Born on Cloud Partners (Cloud Brokers, MSPs, etc) 3 Connect clients to universities to influence decisions and fill skill needs 22 IBM Confidential

  23. Double down on influencers: IBM Champions New Partner Types (Clients, etc.) External ambassadors who influence and shape client perspectivesand are recognized for their consistent community advocacy, expertise, and thought leadership • Champions shape client perspectives: • 532 Champions worldwide with expertise across IBM products and growth initiatives • 24 Cloud Champions today Academia Influencers (Ad Agencies, Associations, etc.) Start-ups Cloud Ecosystem Growth Social Communities Community Leaders Press 1 Trade Associations Shift model by applying intelligence to find and recruit the major influencers Analysts Information Providers Professional Developers (ISVs & SIs) Business Partners (VARs/VADs) Business Consultants 2 Double the Cloud Champion pool and expand influence in the market Citizen & Crowd Developers Born on Cloud Partners (Cloud Brokers, MSPs, etc) 3 Connect Champions to 3x the high value advocacy opportunities 23 IBM Confidential

  24. Triple Down on the ‘Ecosystem Experience’ Today’s Ecosystem Experience New Ecosystem Experience Mobile Personalized Quick Access Aligned to Individual Interest Integration Too Many Choices Cloud PureSystems Database Power POS Cloud Self-Service Engine Nurture along a well defined progression path with integrated social capabilities Content out of Context Social Collaboration Including ratings, gamification and connected devices Disconnected and fragmented ? Virtual Center of Excellence OI, technical enablement, & marketing experts for greater reach and value i ? Limited access to experts i + Innovator Incubator Catalyst for creating new firms Established Enterprises

  25. Ecosystem experiences: Stickiness Data API API $ Focus Example By Larry Carvalho, RobustCloud ; Pund-IT October newsletter(p. 18) 25 IBM Confidential

  26. Lead the “Interconnectedness” of Ecosystems (i.e., Kayak) White Label, Ecosystem Hub Your Services IBM Services Private Services Public Services Internal Portal of Cloud Services Populated with commercial offerings curated by IBM Cheaper services because of IBM’s negotiating power with suppliers Manage services – trial, purchase, payment – easily, in one place, and one bill Complete visibility and control over approval and life cycle management IBM’s cloud service procurement specialists can get new services not on the catalog 26 IBM Confidential

  27. Agenda • Cloud Ecosystem opportunities • Extend the current CloudFirst Ecosystem • Establish Ecosystem Governance Council • Focus on our differentiation as tent poles • Grow view of ecosystem, become more inclusive • Double Down to grow developers, SI’s, ISVs • Deploy New Go To Market Approach • Triple Down on Ecosystem Experience • Leverage partners to become the “Kayak” of Marketplaces • Expand to an IBM marketplace • Participate in existing marketplaces • Deliver the IBM marketplace ecosystem • Summary – Actions / Recommendations 27 IBM Confidential

  28. Expand to an IBM Marketplace Drives innovation Drives adoption 3rd Party Marketplace SMB requirements (innovation, speed, ease of use) IBM Marketplace Enterprise requirements (certification, audit, Personalization) IBM API 3rd party API 3rd party cloud service IBM API IBM Marketplace IBM API IBM API 3rd party marketplace IBM API Participate In existing 3rd party marketplaces Federate IBM and 3rd party API/Data/Cloud service 28 IBM Confidential

  29. Step 1. Participate in Existing Marketplaces Select Ecosystems Leverage IBM Assets Nurture early adopters Become a Hub Current participation in external ecosystems By current leaders ( SalesForce, AWS ) By industry (APIGee –Telco), by growth initiative (Parse – Mobile) Bring differentiated IBM assets into marketplaces  (Demandtec into SalesForce & AWS) ( Worklight into APIGee & Parse ) Wordpress Plug-in for Coremetrics CloudFoundry and OpenStack Founding members Evaluate other marketplaces for IBM top 10 security vulnerability list Leverage Social to attract and create awareness Become the “Kayak” of marketplaces 29 IBM Confidential

  30. Provide IBM APIs to Existing Marketplaces Example: DemandTec and Coremetrics help to drive ecosystem participation Today’s troubles IBM differentiator Revenue driver Lack of price optimization API / Web service Revenue to IBM for marketplace transactions Price Optimization API /Web Services Web metrics API/Service Lacks metric capabilities Gains metric capabilities 30 IBM Confidential

  31. Step 2. Deliver the IBM Marketplace Ecosystem Access to business and functional APIs from IBM and IBM Ecosystem Partners Cloud Services Get personalized user experience based on your role Solution Developer IBM marketplace IBM Ecosystem Capability to deliver marketplace quickly (i.e. in a week) Populate APIs / services in the marketplace; chose and add from IBM Ecosystem Hub Marketplace Developer Protect Customers thru API Certification and Audit Personalized UI based on role Simplified, end-to-end Ecosystem Experience Start now and deliver with 5X Netflix Play White Label Ecosystem Hub 31 IBM Confidential

  32. Differentiate with Trusted APIs and Personalized Experience Provider of self-validation of API premium Fortune 100 Telco clients in Worklight Marketplace for Telco Enterprise mobile API Marketplace for SMB Data API High volume SMB clients, low price in SugarCRM API validation by IBM Domain specific API marketplace for vertical Clients in verticals Biz model varies API personalization Audit Annual revalidation Certified Personalized API consumption experience 1 2 Trusted Content 32 IBM Confidential

  33. Execute 5X Netflix Play • Go after top enterprises in the differentiating areas: • Smarter Commerce • Big Data & Analytics • Healthcare • Mobile • Provide special incentives • Extra per month of SoftLayer credits • Top spot in awareness programs • Access to OI CoE and Tech Enablement Hub • Drive high value services with new enterprises • Promote 3rd parties inclusion • Add services APIsback into IBM marketplaces Builds an ecosystem around its core accounting and data APIs Builds an ecosystem around SMB Cloud App Web conf (3 partners) 17 other Industries Auto Industry (240 partners) Security (4 partners) Finance (2 partners) Healthcare Industry (231 partners) Everlogic Wave Shoeboxed Yendo Account Data API QuickBooks API App Center Powered by AppDirect 19,000 Financial institution2 1,000s SMB 5M small business1 Ecosystem has turned customers into API and data providers 33 IBM Confidential Source: 1, 2 Intuit App Center introduction

  34. Agenda • Cloud Ecosystem opportunities • Extend the current CloudFirst Ecosystem • Establish Ecosystem Governance Council • Focus on our differentiation as tent poles • Grow view of ecosystem, become more inclusive • Double Down to grow developers, SI’s, ISVs • Deploy New Go To Market Approach • Triple Down on Ecosystem Experience • Leverage partners to become the “Kayak” of Marketplaces • Expand to an IBM marketplace • Participate in existing marketplaces • Deliver the IBM marketplace ecosystem • Summary – Actions / Recommendations 34 IBM Confidential

  35. Summary – Recommendations / Actions Expand and Grow CloudFirst Ecosystem Now • Establish Ecosystem Governance Council • Grow ecosystem for current SaaS offerings • Become more inclusive, redefine ecosystem members • Focus on our differentiation as tent poles • Significantly shift Go-To-Market to attract best partners • Double down on: ISVs, developerWorks, start-up, academia, and influencers • Triple down on the ‘Ecosystem Experience’ 1 Swiftly integrate into existing ecosystems and marketplaces • Leverage Force.Com with IBM EMM and Analytics assets • Leverage SAP through client sets; Mobile into Parse • Capitalize on new partnerships • Leverage marketing to gain awareness 2 Deliver CloudFirst Marketplace • Deliver marketplace with certification and audit process • Leap-frog via ‘5X Netflix Play’ • “White Label” Ecosystem Hub 3 35 IBM Confidential

  36. The ecosystem today is the customer of the future 36 IBM Confidential

  37. Competitive View 37 37 37 IBM Confidential

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