January 2014 Cloud Governance Board Sandy Carter, GM Ecosystem Development January 2014

1. January 2014 Cloud Governance Board Sandy Carter, GM Ecosystem DevelopmentJanuary 2014

2. Agenda Recap of the Cloud Council 2014 Cloud Ecosystem Priorities (what will EcoD do) Integration with Brand teams (what will you do) IBM Confidential 2

3. One IBM Team Cloud Council: Cohesive Approach For All IBM Resources Execute through a lightweight process Responsibilities include: Evaluating IBM's position in the market, what is being considered internally and working together for a cohesive plan Driving IBM coherence and consistency around the ecosystem, including the Business Model and GTM Driving focus on the ecosystem experience Chairperson: Sandy Carter New Partner Types (Clients, etc.) Academia Influencers (Ad Agencies, Associations, etc.) Start-ups One IBM Model Professional Developers (ISVs & SIs) Business Partners (VARs/VADs) Steering Committee: Jim Comfort, Craig Hayman, Daniel Sabbah, Marc Dupaquier, Nancy Pearson First meeting: Informal meetings in Q4 2013. First formal meeting early January 2014 Working Team: Being nominated by Steering Committee Citizen & Crowd Developers Born on Cloud Partners (Cloud Brokers, MSPs, etc) IBM Confidential 3

4. Softwareas a Service Platformas a Service Infrastructureas a Service How does you team fit in the One Cloud Ecosystem? 2 1 Marketing and all cloud services Prioritize Top Content Providers by industry, recruit/enable/GTM onto IBM cloud portfolio Drive IBM Cloud to academia (AI), developers (dW), and startups (GEP) Participate in 3rd party marketplaces Build IBM’s marketplace • Nancy Pearson • Milan Patel Across Social, Mobile, Commerce, Big Data/Analytics ecosystems: 1H: With existing cloud partners (e.g. Social / SugarCRM) build strong GTM plans 2H: As CloudOE rebased IBM SaaS offerings available, port partners • Craig Hayman • ?? Cloud OE Recruit/enable/GTM content providers into OE beta (1H) and then OE (2H) • Danny Sabbah • Damion Heredia • Jim Comfort • Ed Bottini SoftLayer: Deliver skills education sessions & enablements to jointly targeted content providers SDE: what is the role of STG?? 3 Establish a ONE IBM Cloud Council • Marc Dupaquier • Sam Werner 4 IBM Confidential

5. Agenda Recap of the Cloud Council 2014 Cloud Ecosystem Priorities (what will EcoD do) Integration with Brand teams (what will you do) IBM Confidential 5

6. Softwareas a Service Platformas a Service Infrastructureas a Service Coverage Model Vision for the Cloud Ecosystem Digital Coverage Air Cover: Category Marketing • Self Service Engine • One stop shop • Personalization • Social Community • Ecosystem member connection Cloud Ecosystem Pooled Coverage IBM Marketplace • Influence Revenue • # of customer wins • Platform share • Center of Excellence • Proactive out reach Face-to-Face Coverage • Named Accounts • Top priority Cloud Partners by industry • Joint GTM 6 IBM Confidential

7. IBM Cloud Ecosystem Deeper Dive – 2014 view 7 IBM Confidential

8. Summary of Key 2014 Actions and Owners To Execute Cloud Ecosystem Strategy 8 IBM Confidential

9. Top ISV list IBM Confidential

10. Agenda Recap of the Cloud Council 2014 Cloud Ecosystem Priorities (what will EcoD do) Integration with Brand teams (what will you do) IBM Confidential 10

11. Air Cover: Category Marketing for the Cloud Ecosystem Events Digital/Social Media Demand Generation Campaigns Enablement Marketing Assets • Testimonial videos • Case studies • Customizable Demos • Research & analysis for ecosystem • Campaign templates • Sandbox to share solutions with clients • Ecosystem Days at industry/user conferences • Hack-a-thons • Code Throw downs • Start-up threads at IBM events • Sponsorships • Ecosystem Meet-ups • Dedicated recruiting campaigns • Online client events • Co and joint marketing funding • Marketplace marketing highlighting solutions and offerings • Application showcase profiling solution/offering value • Web pages/content • Trade Press (testimonials) • Self-assessment tool • Proposal templates & custom collateral • Product training • Technical & testing support • Ecosystem member profiles • Communities for sharing and problem resolution • Dedicated ecosystem webpage • Trial Offerings Blue font: Thinking out of the box 11 IBM Confidential

12. Marketing - Nancy Project Goals: OVERALL STATUS On Target Results: Risk / Issue: Mitigation:

13. IaaS - strategy IBM Confidential

14. IaaS: Tom Luckew Project Goals: OVERALL STATUS On Target Results: Risk / Issue: Mitigation:

15. PaaS – elements Cloud OE “SDK like” package for Mobile, aligned with OE plan • ISVs, Start-ups, Developers: “Sandbox” • Virtual gamification based training for our new services – how to get started, aligned w/ PULSE and dWorks • Community Development • Self-service model • Sync with Category Marketing • Social Media – Launch Day ISV testimonial video(s) to drive visibility, demand gen and recruiting • Enablement – pre-launch briefings, Ecosystem exchange webcasts • Innovation Centers with ability to demo/showcase services and drive skills • 6 beta solution/offerings Storification and viral SnapChat, YouTube, Social Networking • App contest announced to be held at SXSW – $50K prize, aligned w/PULSE, dW (contests also for academia + IBMers) 15 IBM Confidential

16. PaaS: Ellen Warms Project Goals: recruit 20 startups to the beta and start 6 in the first wave 20 completed (enabled/GTM) by end of 2Q2014 OVERALL STATUS On Target Results: Risk / Issue: Mitigation:

17. IBM Marketplace: Deliver Our Own, and a White Label Version Protect Customers thru API Certification and Audit APIs from IBM and IBM Ecosystem Members Personalized UI based on role IBM marketplace Solution Developer IBM Ecosystem Simplified, end-to-end Ecosystem Experience Marketplace with pre-populated APIs from IBM and IBM Ecosystem Members Start now and deliver with 5X Netflix Play Marketplace Developer White Label Ecosystem Hub 17 IBM Confidential

18. Marketplace: ?? Project Goals: OVERALL STATUS On Target Results: Risk / Issue: Mitigation:

19. Backup IBM Confidential

20. Volume: How we build the ecosystem, who is in the ecosystem, how we encourage adoption Content Providers Drawing them in … get them on IBM cloud … making it sticky! Watson Hackathons Sponsorships (SxSW) Contests $$ Throw-downs Meet-ups IIC(IBM Innovation Center) come to you Revenue $$ + Pay as you sell model The more you sell, the more you gain (co-marketing dollars, etc.) Connect to Win at IBM Innovation Centers (IICs) (Network with IBM Ecosystem) Local marketing events at IICs Help finding / navigating clients Continuing tech support Cloud marketing air cover – making / extending markets Best Self Service experience Qualify Providers for Pooled Coverage GEP (startups) SSE community jams Heard of IBM, but thinks IBM won’t care about them IIC classes and tech support SSE Education Online chat with the experts Academic Initiative Skills Never heard of IBM cloud Using someone else’s cloud Word of mouth Social media User Groups True Price of Free Events Competitive pricing, porting education, porting tech support, free porting toolkit Specific need (e.g. security, low cost, etc.) IIC live demo, Proof of Technology or benchmarking IBM Champion webinar Conferences Specialty user groups 20 IBM Confidential

21. What Attracts Content Providers? Ability to make money, flexible business model Scale – large, broad ecosystem to work with Strong evidence of continuing ecosystem investment (marketing air cover, top rate tooling, strong GTM program, etc) Easily consumed/integrated technology 21 IBM Confidential

22. What Retains Content Providers – Stickiness Help navigating the client Intros / Connections to key cloud vendor ecosystem members Help to promote – partner managers, local events, etc. Self Service is SUPER easy Shepherding through any question or hurdle Marketing Machine – Partnering in great strides Technical assistance – e.g. porting/integrating support 22 IBM Confidential

23. Third-Party Content Providers: Developers Create Enchantment – 4E’s led by dWorks • 2014 Targets: • Double dW Cloud zone traffic • 10K Cloud OE apps • 10K Jazz Hub users Focused Github and Stack Overflow engagement that drive developers back to IBM cloud and key content in dW • Promote adoption for new SaaS and PaaS • Double cloud trials, including Watson, Cloud OE etc. • Rewards system for Champions and user generated content • At dev@Pulse, feature TED-like talks every 30 mins, on Watson, Gaming, Mobile etc • Hackathons with live Softlayer/OE deployment Speaker include: Ed Fries (creator xbox), Paul Irish (creator HTML5)… 23 IBM Confidential

24. Summary: What’s New? 1 One IBM Approach for the Cloud Ecosystem • Cloud Ecosystem Council • All IBM teams aligned to a single strategy and goals Focus on new 3rd party Content Providers • Mobile app developers on cloud • Traditional ISVs who are trying to go hybrid • Design firms, Ad Agencies New coverage model for Content Providers • Digital Coverage through Self Service Engine • Pooled Coverage through CoE • Face-to-Face Coverage for prioritized accounts Scale through Programmatic Model • Double down on academia and startups • Hackathon, Code-Throw-Down • Smart Camps, IIC Connect to Wins 4 5 Measure things that ‘matter’ • Influenced Revenue, # of customer wins, Platform share • # of Content Providers including Startups 6 IBM Marketplace • Direct marketplace for IBM and certified 3rd party content providers • White label marketplace, pre-populated with content from IBM & our best providers 24 IBM Confidential

25. Coverage model: 3rd Party Content Providers Digital Coverage *New Approach* SELF-SERVICE Pooled Coverage *New Model* CAPTAIN’S CHOICE F2F Coverage TOP PRIORITY 25 IBM Confidential