Technology Broker Roadmap to Revenue Table of Contents
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IBM Cloud and Data Platform Technology Broker Roadmap to Revenue Table of contents Executive letter from Brian Fallon, Director 03 of Worldwide Digital and Partner Ecosystem, IBM Cloud and Cognitive Software Why should Technology Brokers care about 04 leveraging solution and service providers to grow their businesses? Featured roadmaps 08 IBM® Aspera® file transfer solution: Help make 09 hybrid cloud and born-on-the-cloud offerings more efficient through high-speed data transfer IBM Cognos® Analytics: Enable service or solution 11 providers to offer better decision-making capabilities for their customers Edge computing and IoT analytics: 15 A recipe for success IBM Cloud™ Pak for Data: Enable your service and 18 solution providers to offer the speed of a public cloud with the control and security of a private cloud in a box IBM MQ messaging middleware: Maintain data 22 integrity in hybrid cloud environments IBM SPSS® predictive and prescriptive analytics 24 with IBM CPLEX® decision optimization tools: Enrich the ISV, MSP or CSP offering through insight IBM Streams: Provide your ISVs, MSPs, and CSPs 30 the ability to include real-time cybersecurity detection of anomalous Domain Name System (DNS) behavior Guidance to building a business case for your 32 sales teams Resources to get started 34 Technology Broker Roadmap to Revenue 2 Executive letter Dear IBM Technology Brokers: Last year we introduced the ESA Roadmap to Revenue as a useful tool for you to use as you talked with your existing service and solution providers, and worked to gain new providers, as well. The marketplace is driving the IBM Business Partner ecosystem to change as customers rely more frequently on service and solution providers for their strategic IT business needs. Your positive feedback on the previous guide compelled us to offer this expanded and enhanced roadmap to further speed the transformation. We’re confident customers will continue with this buying strategy in 2019, demanding more complete solutions that deliver comprehensive business results. We also anticipate that customers will continue to change how they acquire their software—often renting versus buying perpetual licenses. Independent software vendors (ISVs), managed service providers (MSPs), customer service providers (CSPs) and any-sized system integrators (xSIs) who provide these services and solutions will continue to be key to our mutual success. To help accelerate your Business Partner’s adoption of new models, we have updated the guide to provide additional product roadmaps and industry insights. Use this information to craft end-to-end plans that include education, sales enablement, communication and marketing. Be innovative and use creative ideas. If you need help developing your strategy, don’t hesitate to work with your IBM team. We want you to succeed. The constantly changing market environment demands new approaches—and these guides will give you transformative ideas to help create focus areas that will make a difference to your bottom line. Kris Kehoe and Sharon Feller, our cloud leaders in this area, are available to assist you in any way that will lead to your success. Please don’t hesitate to check in with them at [email protected] and [email protected], and let me know of your ideas and successes, as well. Here’s to great results and explosive growth in 2019. Best regards, Brian Fallon Director of Worldwide Digital and Partner Ecosystem [email protected] Technology Broker Roadmap to Revenue 3 Why should Technology 65% of automotive executives Brokers care about surveyed report their organizations derive leveraging solution and value from structured service providers to grow and unstructured data. their businesses? Figure 2: The automotive industry is deriving value from structured and unstructured data. But is embedding or including analytical functions enough? faster, better, stronger? In today’s environment of vast amounts of data, in structured and unstructured formats, one critical way is by providing business intelligence (BI). One major way of accomplishing this goal is through analytics. Analytics is also a way for service and solution providers to provide AI capabilities in their offerings. Offerings with AI capabilities can hypothesize Everyone is talking about or in the middle of change due to the and provide possible answers based on the available data, disruption occurring today in IT. Disruption due to the vast amount enhance human intelligence, automate decisions and processes, of data that can now be extracted from outside an organization’s and personalize customer and employee experiences. Figure 2 walls to gain better business insight inside its walls. But to do this illustrates a proof point within the automotive sector analysis, the applications and services it builds or acquires must of the importance of data, which is likely true in other industry support this capability. And, market studies have shown that sectors, as well. companies are increasingly choosing to acquire the solutions they need versus build them themselves. This trend is making ISVs, Embedding analytics enables service and solution providers to MSPs and CSPs very important to your organization’s growth. provide their customers access to business data, data likely created or used in their offering, as well as outside of it. And it Communications performs queries against all the gathered data to generate sector Big data and analytics are impacting innovation Distribution across multiple industries additional insights within the offering. The ability to offer secto Retail - Dynamic pricing, forecasting, customers this capability is becoming a business requirement as predicating trends their customers need to make decisions faster and with a better Telco - CRM, responsive design, revenue models degree of accuracy. Therefore, they want to access real-time data Financial services - Fraud prevention, risk mitigation sets with higher volume and variety. The various data sources Energy and utilities - Power management, Big data could include mobile devices, sensors, social media sites and utility billing global positioning system (GPS) information to collect structured Financial Pharma - Personalized medicine, target therapy sector and unstructured business data. Every type of customer, in every Healthcare - Predicative analysis, E-health industry, such as finance, healthcare and life sciences, and retail Auto - Traffic reduction, connected vehicles Public sector - Resource planning, management and consumer goods, wants this capability without leaving the Public Industrial - Reduce waste, consumption planning respective application. These insights help the business users Industrial sector make informed decisions from business function-related sector solutions, and are the reasons why every technology broker Figure 1: Big data and analytics are major disruptors across multiple industries. needs to include analytics in the offering. Source: IBM Institute for Business Value Analysis done by the Information Technology Services Marketing This disruption, or transformation of business organizations, Association (ITMSA) shows that customers are acquiring involves taking the next step by transforming legacy applications, solutions that offer some level of embedded analytics, as as well. New databases, edge computing, the Internet of Things illustrated in Figure 3. (IoT) and artificial intelligence (AI) are driving a modernization inside organizations today. What do ISVs, MSPs, CSPs, service and solution providers, and technology brokers need to be successful? They are selling a service or solution comprised of some type of intellectual property, whether it’s related to running a service, creating a service offered through the cloud or a solution installed and used on premises. To get a competitive edge, they are and need to be constantly evaluating their offerings. How can they be made Technology Broker Roadmap to Revenue 4 Buyers want innovative ideas that are revelant to their business Everest Group further explains that hospitals and healthcare issues and that deliver quantifiable results firms are looking to enhance how they interact internally with When you were doing your initial research for your most recent solution purchase, what three attributes were most important to you regarding the information you found? (Rank order 1st, their doctors and patients, as well as externally. See Figure 5. 2nd, 3rd) % of respondents (N=417) Digital in life sciences: Firms are looking at digital adoption for internal 33% Specfic to your industry operations, as well as customer channels, with a balanced criticality Full of measurable results, especially 33% ROI metrics Digital adoption for Digital adoption to engage Innovative, providing new thinking or a new 31% internal operations “digitally empowered” consumers way to solve a business problem 30% Specific to your particular business issues – Drug development – Digital branding – Clinical trials – Omnichannel customer experience Practical, showing real-world application, – Internet of Things (loT) – Social media engagement 30% examples, and results – Automation RPA or SDA – Customer service or redressal – Sales enablement – Feedback integration 28% Business focused, not just technology focused – Big data analytics – Customized drug development 26% Research-based with data to support claims – Proliferation of mobile devices and platforms, as well as ease of information access, have changed people’s behavior and expectations in many aspects of their