IBM Cloud and Data Platform

Technology Broker Roadmap to Revenue 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® ® file transfer solution: Help make 09 hybrid cloud and born-on-the-cloud offerings more efficient through high-speed data transfer

IBM ® 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 kkehoe@us..com 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 (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 , 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 lives, and life Unbiased, from an analyst, consultant. or 25% sciences is no exception. other third-party advisor ––Patients are assuming greater ownership, control and responsibility over their health outcomes. This is blurring the lines between healthcare delivery and human services, Tailored to your specfic role or job function 24% and also spurring the need for digital innovation. ––Life sciences firms are looking at digital across customer-facing (UX/CX standpoint) 20% Current (publised within the last 12 months) and internal digitization (efficiency standpoint). Figure 5: The healthcare sector is exploring ways to improve internal operations and engage Specific to companies about the same size 20% as yours with digitally empowered consumers. Source: © Everest Group, used with permission Note: Respondents were asked to rank order first three attributes Source: ITSMA, How Buyers Choose Survey, 2017 Recently, MarketsandMarkets did a study uncovering the value of Figure 3: Customers are finding value in solutions that provide embedded analytics. Source: © Everest Group, used with permission analytics in healthcare customer relationship management (CRM) solutions or within solutions that have CRM functions included in But, providing business analytics may not be enough. Your the offering, especially those that offer a web- and cloud-based service and solution providers need to determine if they need offering. Figure 6 illustrates the results of this study. to provide their customers with the ability to extract the data needed to then analyze, as well. This scenario is where the many CAGR product offerings within the IBM Hybrid Cloud business unit come 14.6% into play and, depending upon the industry your service or solution ––The healthcare CRM market is projected to reach provider is selling into, the business needs could be different. USD 17.4 billion by 2023 from USD 8.8 billion in 2018, at a CAGR of 14.6% ––The benefits of CRM solutions (such as the easy In the healthcare industry, for instance, data security and big arrangement of customer data and interactions data are also requirements. Figure 4 is a good depiction of this and the simplification of business processes, such USD USD as customer service and support, marketing, sales industry’s digital needs from the Everest Group. and digital marketing) and growing focus on 8.8 17.4 patient engagement are the major factors driving Billion Billion the growth of the healthcare CRM market. ––AI-powered CRM and predictive analytics in CRM The definition of “digital” needs to embrace a rapidly evolving are the key areas of opportunity for players in the span of functionalities and enabling technologies market.

Interaction layer 2018 2023 Multichannel, social, touch screens, visualization, virtual reality, chat, mobility, next-generation UI or UX, voice recognition Figure 6: MarketsandMarkets study results on the value of analytics in healthcare CRM solutions. Source: Customer Relationship Management Association (CRMA), National Customer Service ––Standards Association (NCSA), Healthcare Information and Management Systems Society (HIMSS), American ––Systems Health Information Management Association (AHIMA), Certification Commission for Health Integration integration Information Technology (CCHIT), Health Level Seven International (HL7), Information Technology challenge ––Agile or DevOps Association of Canada (ITAC), Healthcare Information Technology Standards Panel (HITSP), ––Auromation Annual Reports, SEC Filings, Investor Presentations, Press Releases, Conferences, Journals, Expert Interviews, and MarketsandMarkets Analysis. Enabling layer Analytics, cloud infrastructure, sensors, 3-d printing, cognitive or artificial intelligence, software as a service, big data, Internet of Things (IoT), digital cybersecurity

––Digital adoption encompasses multiple layers of functionalities and technology enablers across enterprise value chains and business processes. ––The range of digital-enabling technologies and corresponding interfaces in the interaction layers are not static but dynamic in nature. The set of technology themes across the interaction and enablement layers can change over a period of time.

This report focuses on adoption of technology themes across enabling, integration and interaction layers in the HLS space.

Figure 4: Digital adoption spans multiple layers of functions and technologies across value chains and business processes. Source: © Everest Group, used with permission

Technology Broker Roadmap to Revenue 5 And this opportunity isn’t just in the US—it’s worldwide. See Their contention is that the banking industry has entered a Figure 7. period of unprecedented innovation. While many banks have a digital strategy, few have embarked on a true digital business transformation. Figure 9 outlines what they see occurring.

Banks are embracing digital business transformation at different speeds

Canada 15.5% Digital Europe 15.9% transformation

End-to-end digital Building up digital US 13.5% customer lifecycle capabilitiesto be Asia 16.9% able torespond to Enabling customers Digitial-only brand changes faster to conduct the entire purchase Digitizing key Digitizing pockets A new digital journey through brand to appeal customer journeys 15.1% change Ongoing digital touchpoints: to a niche Building a single Digital marketing discover, research, of the customer customer segment buy, and enagage

Focus (for example, Digital touchpoints: millennials, Evaluating and web or app implementing CAGR (2018-2023) <15.5% CAGR >15.5% CAGR mobile-only customers) digital technology Digitizing branches across the value chain to streamline Figure 7: Geographic growth opportunities in the Healthcare CRM market. Digital sales processes Source: Customer Relationship Management Association (CRMA), National Customer Service

Association (NCSA), Healthcare Information and Management Systems Society (HIMSS), American Single purpose Digital self-service Building and API strategy Health Information Management Association (AHIMA), Certification Commission for Health Information Technology (CCHIT), Health Level Seven International (HL7), Information Technology Single function Multiple teams Whole organization Association of Canada (ITAC), Healthcare Information Technology Standards Panel (HITSP), Annual Reports, SEC Filings, Investor Presentations, Press Releases, Conferences, Journals, Impact Expert Interviews, and MarketsandMarkets Analysis. Figure 9: The banking industry is adopting digital strategies at different speeds. Source: Forrester Research, Inc., The State Of Digital Banking, 2018 For your service and solution providers selling to the healthcare Landscape: The Digital Banking Strategy Playbook industry, IBM has various products that they should consider, including within their commercial offerings. These products There’s a tremendous opportunity for your service and solution include IBM Cognos Analytics, IBM ® Explorer, the IBM providers who sell to the banking industry to enhance their Aspera file transfer solution, IBM SPSS software, IBM MQ solution, enabling their customers to transform. To effectively middleware, and the IBM MobileFirst® platform, within the accomplish this transition, these Business Partners and Watson™ and Cloud Platform business unit. potential partners should consider and evaluate how IBM Watson Explorer, IBM Cognos Analytics, IBM MQ middleware, Within the finance industry, banking customers have been and IBM SPSS software and IBM Cloud services can help them are continuing to use external access points, such as mobile improve their offerings in a faster timeframe. devices, ATMs, and so on, to do their personal banking. Forrester Research surveyed customers in Europe about what banking In retail, consumers are using the internet more to purchase activities they use. Figure 8 outlines the results of the survey. their goods, as well as analyze what’s best to buy and where. To interact with these consumers, retailers are using chatbot “How often do you do each of the following banking activities?” capabilities to engage with potential buyers. According to (Monthly or more) Forrester Research, one of the main challenges that retailers 70% need to meet is to provide an Amazon-like strategy. See Figure 10. Bank online 65% Bank via ATM “Which of the following did you purchase 34% from Amazon in the past 12 months?” Bank on a smartphone 34% 22% Clothing, footwear or accessories Bank in person at a branch 30% 19% Books, including eBooks Bank on a tablet 22% 12% Computers or electronics Bank over the phone (for example, digital camera, mobile phone) 2% 18% Bank on a smartwatch Toys or games (excluding video games) Base: 17,215 European online adults (18+) 15% Source: Forrester Data Consumer Technologies® European Financial Services Survey, H1 2017 Food and beverages or groceries

Figure 8: The results of a European banking survey asking customers how often they use Base: 4,504 US online adults various banking activities. Note: Multiple responses accepted; we have excluded many categories. Source: Forrester Research, Inc., The State Of Digital Banking, 2018 Source: Forrester Data Consumer Technographics® North American Retail and Travel Survey, Landscape: The Digital Banking Strategy Playbook Q4 2017 (US)

Figure 10: As consumers increasingly turn to the internet to purchase goods, retailers must devise a strategy similar to Amazon. Source: Forrester Research, Apocalypse, Schmapocalypse: What’s Really Happening In Retail Landscape: The Retail eCommerce Playbook

Technology Broker Roadmap to Revenue 6 A strategy that analyzes distribution—what’s being purchased, at And, if your service and solution providers focus on the IoT— what price point, from what locations—will excel. Your Business regardless of the industry they are selling into—getting that data Partners need to offer solutions and services to enable their analyzed quickly is essential. Transferring just the data needed customers to go direct to the consumer as that will position to their core cloud environments can save money and time. them for success. Business Partners also need to provide easier Using the IBM Informix® database within an edge computing search technologies—IBM hybrid cloud offerings, as well as environment can be the solution. Figure 12 visually depicts an IBM Cloud, can help your Business Partners enhance their architecture with data-producing endpoints, for example, functionality. sensors, the edge environment located closer to work locations where the data is extracted, and the core on-premises or cloud What about your service and solution providers selling services processing platforms where the business is run. According to or solutions to customers in the manufacturing sector? IDC, “Edge computing describes all computing, storage, and Successful manufacturers must rely on evidence-based networking (connectivity) processes that occur outside of the management practices and use information or data to drive organization’s “core” but not on the actual endpoints” as better decision-making across all lines of business (LOBs). IDC companies are realizing that sensors that collect data and don’t summarizes in Figure 11 the suggested actions needed in the do any analysis of the data itself are more economical.1 technology partner’s framework to enable their customers, the manufacturing organizations, to develop or improve their own roadmap for smart manufacturing.

Competition has never been higher. The factory is being relied upon for Gateway Gateway WHY more complex organizations—serving a wider range of products, with faster throughput and smaller lots, all at minimized costs. Factory Field Smart manufacturing is the convergence of data acquisition, analytics, WHAT and automated control to improve flexibility and overall effectiveness of Edge Core Edge a company’s factory network. Endpoints (includes cloud) Endpoints

CIO and chief operations officer, along with directors of operations, WHO qulaity management, and engineering, supply chain, and plant managers Remote office Branch Gateway Gateway Using the identified smart manufacturing use cases, manufacturers HOW across all value chains can build a roadmap that prioritizes DX use cases across three time horizons—immediate, midterm and long term.

Figure 11: Advice on creating a smart manufacturing environment. Source: “IDC PlanScape: Digital Transformation for Smart Manufacturing,” IDC PlanScape, Figure 12: A view from the core. Doc # US44529118, December 2018 Source: “The Edge—Perspectives on Market Definitions and Sizing,” IDC Market Perspective, Doc # US44602118, January 2019 If your service and solution providers who are selling to this space aren’t providing prescriptive and predictive analytics now, Help advise your service and solution providers on having the they should be. Today, the very core of being a manufacturing right architectural structure and analytics in place to help their business—the production process—is being completely customers make informed decisions as efficiently as possible. restructured. At the center of this transformation—and supporting it—is the ability to access information from various This document provides information for you to use and sources, such as cloud, mobile, social media and various with your service and solution providers. We’ll be providing sensors. These new data sources are an essential component additional insight during the year using the distributor newsletter. for the manufacturers’ restructuring from today’s transactional business to a more comprehensive, proactive, autonomic data-driven business. To get access to this data, IBM Watson and cloud platform offerings can help, as well as hybrid cloud’s IBM Streams processing platform, MQ, and Aspera. Companies and service and solution providers are now deciding to incorporate an additional platform layer at the edge of where the data source is located or more closely to it. Once the data is available, Cognos, SPSS software or IBM CPLEX decision optimization tools can help provide the needed analytical information.

Technology Broker Roadmap to Revenue 7 Featured roadmaps

Technology Broker Roadmap to Revenue 8 What do service and solution IBM Aspera for providers need? high-speed data transfer What solution and service partners struggle with when selling offerings to small- and large-sized customers in:

––Media and entertainment. File-based workflows and digital Products featured supply chains; growing media file sizes and resolutions; ––IBM Aspera transfer service worldwide teams with compressed production cycles –– ––IBM Aspera files Government. Need for predictable, secure and automated ––IBM Aspera on Demand movement of files, images and data sets; poor networks for ––IBM Aspera for SharePoint mission-critical operations ––Life sciences. Dispersed teams in biomedical research, pharmacology and national laboratories; growing file sizes, such as next-generation DNA sequencing and proteomics data ––Oil and gas. Collection and sharing of pre- and post-stack data from remote field operations to and across high-performance Elevator pitch computing (HPC) centers ––Legal and e-discovery. Rapid collection, processing and IBM Aspera file transfer solution is the creation of next- analysis of electronically stored information (ESI) generation transport technologies that move the world’s digital ––Software and technology. Synchronize and share source assets at maximum speed, regardless of file size, transfer code repositories; build images or product materials distance and network conditions. ––Financial services. Moving large transactional data sets with speed, a high level of security and accurate audit trail With the explosive growth of unstructured data across virtually ––Retail and consumer brands. Quickly and securely push all industries—from digital media creation in the entertainment product and brand assets to support retail sales outlets. industry to genomic sequencing for scientific research—fast and Use cases include: extreme file transfers, moving large files reliable movement of massive digital data over global distances and data sets quickly and securely over distances; enterprise is vital to business success. file share and sync, sharing and syncing large data sets over desktop, web and mobile Service and solution providers, such as ISVs, MSPs and CSPs, ––Cloud computing. Line-speed transfers to, from and across are developing solutions and services that enable their end cloud infrastructure with direct integration to cloud-based users to collaborate daily across global distances. This object storage collaboration requires high-speed distribution, sharing and ––Workflow automation. Orchestration and automation of exchange of multi-terabyte data sets around the world. However, file transfers and processing changes to Transmission Control Protocol (TCP)—the internet’s ––Disaster recovery and business continuity. Replicating massive underlying transfer protocol developed in the 1970s—haven’t file systems from primary to backup sites; meeting stringent kept up with these trends. Unable to take full advantage of recovery time objectives (RTOs) and recovery point objectives modern high-bandwidth networks, TCP is unsuitable for the (RPOs) demands of today’s big data applications. Attempts at TCP “acceleration” have delivered only incremental improvements Service and solution providers’ challenges that can’t overcome the inherent design flaws in the core protocol. ––High cost, effort and risk of shipping hard drives The patented IBM FASP® transfer technology in Aspera is ––Hard to collaborate on large files and data sets innovative software that eliminates the fundamental ––Unknown risks for data security and user access shortcomings of conventional, TCP-based file transfer ––Struggle with slow or totally unreliable transfers on FTP, technologies, such as File Transfer Protocol (FTP) and Hyper Secure File Transfer Protocol (sFTP), HTTP, Hyper Text Text Transfer Protocol (HTTP). As a result, FASP transfers Transfer Protocol Secure (HTTPS) and other TCP-based tools achieve speeds that are hundreds of times faster than FTP/ ––Exposed to data loss with slow, unreliable sync HTTP. And they provide a firm delivery time regardless of file ––Cloud adoption is difficult when trying to quickly migrate size, transfer distance or network conditions, including transfers massive data over wide area networks (WANs) to, through over satellite, wireless, and inherently unreliable long distance, and between clouds international links. ––Provide a fast way to securely transfer, distribute, share, send and sync big files or data sets between global users FASP transfers also provide complete visibility into bandwidth and teams to and from storage anywhere in their own data utilization and extraordinary control over transfer rates and centers or the cloud platform of their choice bandwidth sharing with other network traffic. A security-rich environment is built in, including endpoint authentication, on-the-fly data encryption and integrity verification.

Technology Broker Roadmap to Revenue 9 Use cases Marketplace highlights The market for Aspera falls into six likely use cases: ––Extreme file transfers: Move large files and data sets quickly and securely over distance. ––Upload and ingest large files, folders and applications ––Enterprise file share and sync: Share and sync large ––Distribute big data sets globally to many targets data sets over a desktop, web and mobile device. ––Share and exchange files, allowing teams to quickly collaborate ––Cloud computing: Provide line-speed transfers to, from ––Replicate and sync files and directories and across cloud infrastructure with direct integration to ––Decrease RTO and RPO for business continuity and data cloud-based object storage. loss prevention ––Workflow automation: Orchestrate and automate file ––Live data and video streaming transfers and processing. ––Disaster recovery and business continuity: Replicate massive file systems, from primary to backup sites, meeting Opportunity identification stringent RTO and RPO. Prescriptive Embedded Solution Agreement (ESA) technology broker actions IBM solution ––Service and solution partners who are selling offerings that require larger data transfers How can we help? ––Service and solution partners who create offerings using Aspera is based on the acclaimed FASP transport technology, cloud storage which can move big data up to hundreds of times faster over ––IBM MQ messaging middleware and IBM FileNet® content long distances than FTP and HTTP and achieve multi-Gbps management software partners speeds on high-bandwidth networks. Aspera is the only offering that supports an on-premises, cloud, software as a service Who’s interested and why? (SaaS), and hybrid deployment and storage model. The top five characteristics of Aspera opportunities: Learn more about the IBM Aspera solution. ––Clients using large files or data sets in their organizations ––Clients moving files over a WAN across distances, Download the IBM Aspera white paper. for example, cloud migration ––Clients with transfers that are time sensitive Value of our solution ––Clients with frequent file transfers Aspera users have reported the following improvements and ––Clients where speed, reliability and predictability of file return on investment (ROI): transfers are important and can impact the organization’s ––Greatly reduced transmission times, for example, cutting a business, such as revenue, operations and so on 26-hour transfer of a 24 GB file — sent halfway around the world — to 30 seconds Customer references and case studies ––Extreme throughput and speeds, such as achieving 5 Gbps ––Aspera marketing library link to PartnerWorld pages transfers between headquarters and a disaster recovery ––Aspera case studies: asperasoft.com/customers center, synchronizing up to 40 TB a day –– High-speed transfers over great distances, eliminating Key industries the need to build out an additional data center, saving an estimated USD 1 million ––Financial, banking, insurance ––Completely replace physical delivery or expensive satellite ––Life sciences and pharma delivery of critical assets ––Engineering and manufacturing ––Enterprise IT –– Key differentiators Consumer packaged goods (CPG) ––Retail ––Ranked high in every WAN transfer throughput benchmark ––Media and entertainment ––Highly competitive against rival software and hardware WAN acceleration solutions ––Supports cloud, on-premises, hybrid and SaaS deployment Experts on call and storage ––Arun Biligiri, Aspera Offering Management, [email protected], +1 415-754-9186

––Doug Slade, Worldwide Channel Technical Lead, [email protected], +1 720-396-8192

Technology Broker Roadmap to Revenue 10 IBM Cognos Analytics: What do service and solution providers need and why? Enabling service or solution What are the providers struggling with? providers to offer better I’m struggling to find insights because I: ––Lack the proper tools and training to do advanced data analysis decision-making capabilities ––Need to ensure that I’m using the most accurate and up-to- date information for their customers ––Must sort through and manipulate disparate data to produce an accurate view of the business

Products featured Data analytics can’t keep up with my business needs, including: ––IBM Cognos Analytics V11.1 ––Converting large, complex data sets into results that we have confidence in and can quickly act on ––Performing data cleansing, combining data sets and doing other mundane tasks that limit my time for analysis ––Responding much faster to the increasing volume of ad hoc Elevator pitch requests while ensuring accurate results The IBM Cognos Analytics V11.1 personal analytics experience offers artificial intelligence (AI) throughout the tool, including for My data isn’t leading me anywhere because of: data preparation, data exploration, dashboarding, storytelling ––Weaving stories of what the data is saying, such as why and professional report authoring. numbers are up or down, why something is happening and what unexpected questions we should be asking Delivered on a single, integrated and security-rich platform, –– Lack of understanding which data sources to tap into and how Cognos Analytics V11.1 software enables business users to more quickly and effectively explore and work with virtually all and where to begin my exploration types of data for better decision-making. I’m struggling to find insights in: Built for ease of use with: ––Recognizing and understanding business trends ––AI assistant with natural language Q&A ––Finding answers to the difficult questions and identifying the ––Automatic visualization recommendations true drivers of the business ––Collaboration through Slack Designed to make you even faster at: I don’t trust my tools because I’m: ––Simplified data preparation ––Unable to act with confidence because I can’t trust that the ––Quick access to required data sources through pervasive search data is telling the whole story ––Content reuse for quick assembly of new dashboards ––Looking like I don’t know what I’m talking about; the reports and reports and information I present to the senior leadership must be Helps you uncover the truth by: defensible—and I must understand what’s driving the results ––Presenting statistical facts and insights in natural language ––Recommending related visualizations My team can’t keep up because it: ––Revealing hidden patterns in your data ––Lacks the people or computing resources to unearth and track ––Highlighting influencers on particular business outcomes. all the information we need ––Can’t keep on top of new regulations around customer data

I can’t bring my data together because: ––The information is broken down into silos across the organization.

Securing my data takes too long because: ––It’s difficult to keep up with new regulations and compliance issues around customer data. ––My boss doesn’t see the value of analytics. ––Limited resources are allocated to manage expectations of turnaround time for requests.

It’s hard to get new users who are good at analytics because: ––It’s difficult to trust that the data business users are delivering is accurate and consistent and hasn’t been manipulated— intentionally or unintentionally.

Technology Broker Roadmap to Revenue 11 Who’s interested and why? Typical sponsors Cognos Analytics areas of opportunity by industry The audience Cognos Analytics V11.1 can provide value to all businesses, We see tremendous opportunity with business users—analyst but we have traditionally seen success in fields that are highly users and data explorers—who today are primarily using regulated or highly competitive, including banking and insurance, spreadsheets and data discovery tools to do data analysis and healthcare, distribution and retail, energy and utilities, and create reports and dashboards. Inundated with requests to industrial and manufacturing. do increasing amounts of analyses, using a growing array of data sources, they’re creating attractive visualizations using Banking and insurance competitors, such as Tableau. But those pretty pictures only The all-new Cognos Analytics V11.1 can drive customer explain what happened—not why it happened. Without that satisfaction and operational efficiency by speeding up analysis. level of insight, users can’t truly act with confidence. We’ve helped banking clients reduce time to analyze customer data by 95 percent, reduce attrition from high-value customers ––Business analyst by 68 percent and increase capital reserves by 10 percent by –– What I do reducing loan defaults. ˚˚ Study data to surface meaningful information for better business decisions Healthcare –– What I need Cognos Analytics V11.1 can help healthcare organizations drive ˚˚ To quickly prepare and explore my data and share operational efficiencies and reduce costs, monitor key metrics, the right answers in compelling ways that everyone promote transparency reporting and leverage their investments can understand in clinical transnational systems. –– What are my pain points? ˚˚ I need a tool that doesn’t take weeks to learn how Distribution and retail to use. Today’s Cognos Analytics V11.1 leverages data captured from ˚˚ I don’t have enough time to keep up with requests. individual transactions, customers, sales regions, inventory and ˚˚ I’m struggling to find insights from my data. other sources to help you benchmark performance, improve the shopping experience and optimize the supply chain. Bring ––Line-of-business (LOB) leader together a wide range of data points to better understand –– What I do customer engagement trends, price management, channel ˚˚ Lead my department or business unit and share performance, campaign insights and results. results with senior leadership –– What I need Energy and utilities ˚˚ Timely answers—and the confidence that For energy and utility groups looking to capitalize on their data they’re right and enhance their capabilities, Cognos Analytics V11.1 provides –– What are my pain points? insights into metering infrastructure and utility-owned grid ˚˚ I’m struggling to find insights. hardware and can also capture data from the edge of the power ˚˚ I don’t trust the data or the results I’m seeing. grid. ˚˚ My team can’t keep up with the volume of requests for analysis. Industrial and manufacturing ––IT leader Cognos Analytics V11.1 offers a platform to improve organiza- –– What I do tional alignment through collaboration and performance ˚˚ Provide the vision for what analytics can do for the monitoring, as well as to bring information from multiple organization systems together. With dashboards, organizations can respond –– What I need quickly to demand and supply changes and share insights across A clear, strategic plan for how, when and where the organization. ˚˚ to drive self-service analytics across the business –– What are my pain points? ˚˚ Data quality and consistency. ˚˚ Budgets are tight and I need to reduce the number of different tools. ˚˚ Business users need a tool that’s easy to use and doesn’t take weeks to learn.

Technology Broker Roadmap to Revenue 12 Use cases Value of our solution GameStop: Creating a culture of business insight with Cognos A unified, integrated analytics environment Analytics Business users finally have the robust, trusted data exploration tools they need on a single, integrated and security-rich Business challenge: platform. Unlike competitors that often add features through In the past, GameStop’s business users had to ask IT to build third-party vendors, IBM offers a fully integrated platform. This reports. This task removed users from the flow of analysis and unified environment offers: greatly increased the time taken to get from questions to –– answers. How did GameStop streamline this process? Data exploration guided by AI ––Faster, easier and more customizable dashboarding The solution: and storytelling –– GameStop’s business intelligence (BI) team transformed from Professional report authoring –– producers to enablers with Cognos Analytics, which allowed Stunning visualizations –– business users to create reports, analyses and dashboards for Automated data preparation –– themselves. The company’s business users have become Time savings and data consistency enthusiastic adopters of the self-service platform with Cognos Analytics, developing over 500 new reports and analyses within Smarter data discovery made even simpler the first 12 months of using the new platform. Today’s Cognos Analytics V11.1 helps business users find answers virtually no one else can by leveraging augmented North York General Hospital (NYGH): Continuously improving intelligence and predictive analytics to uncover more useful the quality of care with powerful, flexible analytics insights and information more quickly. And it features natural language generation, so users can ask questions and get Business challenge: answers in everyday language. Decision makers at NYGH must monitor key metrics that influence the hospital’s care processes and funding Supporting the analytics cycle reimbursement. The hospital needed an analytics architecture Cognos Analytics V11.1 is a core component of the complete that could provide dynamic insight into large volumes of data. analytics cycle. IBM offers solutions that help users climb the analytics ladder—field-proven tools, solutions and best practices The solution: designed to maximize the impact of analytics, as well as The hospital redesigned its analytics architecture around an strategies for infusing an analytics-rich culture across the IBM PureData® System for Analytics , with IBM organization. Cognos Analytics providing sophisticated interactive dashboards. Powerful visualizations give clinicians and managers instant insight into operations. Years of data can be analyzed in minutes, Learn more accelerating trend analysis and drill-down reporting. One The next wave of business intelligence dashboard can replace 20 to 100 static reports, streamlining development and increasing granularity. Key differentiators Find answers others can’t ––Reveal new and unexpected relationships in your data using advanced pattern detection. IBM solution ––Uncover the underlying drivers of results. How can we help? ––Offer intelligent responses to your questions through AI assist and natural language generation. For data explorers obsessed with finding answers no one else can, Cognos Analytics V11.1 software helps deliver a personal Create and easily share stunning visualizations in diverse analytics experience designed to make users on essentially any formats team data gurus. With new, augmented intelligence capabilities, ––Automate the creation of visualizations and suggest the it helps users prepare, analyze, visualize and understand their most compelling visualization for your selected data. data and get the answers they can rely on while promoting the ––Save time by assembling new content by reusing components advantages of governance, security, platform and self-service. from existing dashboards and reports. ––Enable faster alignment and understanding of your results with visual storytelling.

Technology Broker Roadmap to Revenue 13 Make your data work for you—from novice to expert ––How prepared are you to implement machine learning: (ML) ––Provide a simpler, faster and easier user experience. and AI against your current data? ––Surface answers quickly using common search terms. ––How much time would it save you if your BI tool could generate ––Allow easy mixing and matching of your data through system a text-based analysis of your data? recommendations. ––How important is it to have a solution that enables business ––Enable conversations with data using natural language. users to prepare their own analyses and reports and be ready to publish them to a secure location without the assistance from IT? –– Marketplace highlights If ungoverned desktop visualization tools are used in your organization, does the data represented in that content match Augmented analytics is the future: what’s in your enterprise warehouse? For example: Do the ––Drives new spending: By 2020, augmented analytics— numbers add up? a paradigm that includes natural language query and ––Do you have a mandate or a desire to move to cloud-based narration, augmented data preparation, automated advanced BI solutions to reduce infrastructure and support costs? analytics and visual-based data discovery capabilities— ––Does your end-user community require the ability to plot data will be a dominant driver of new purchases of BI, analytics on maps or other custom spatial renderings? and data science, machine learning platforms, and ––Is your organization concerned about General Data Protection 2 embedded analytics. Regulation (GDPR) readiness and data security? ––User adoption: IDC predicts by 2020, the number of users of modern BI and analytics platforms that are differentiated by Key industries augmented data discovery capabilities will grow at twice the –– rate—and deliver twice the business value—of those All industries that are not. IBm Business Partner targets Natural language processing: ––ISVs with solutions ––Gartner predicts that by 2020, 50 percent of analytical queries –– IBM Business Partners that have pre-built solutions that will be generated through search, natural language processing provide value-add to Cognos Analytics or vice versa (NLP) or voice.2 ––MSPs –– Business Partners that can host Cognos Analytics and Self-service will drive greater business value: offer it to their clients as a service ––User access to data: By 2020, organizations that offer users –– Provide the services associated with developing a access to a curated catalog of internal and external data will Cognos Analytics environment derive twice as much business value from analytics investments ––Business Partners with industry expertise as those that do not.2 –– Business Partners with specific skill sets and advanced knowledge in a particular industry Data preparation drives output: –– Business Partners with the ability to provide knowledge ––By 2019 more than 80 percent of analytics vendors will expand and guidance in industry-specific deployments of their portfolios to include self-service data capabilities for a Cognos Analytics range of users and the analytics output of business users with self-service capabilities will surpass that of professional data scientists.1 Key assets and additional resources For a complete list of assets, visit the Cognos Analytics Sales Kit on PartnerWorld. Assets include: Opportunity identification ––Access to Business Partner Technical Enablement Guides Technology broker recommended actions ––Sales plays ––Marketing and product messaging assets Starting questions ––Competitive information ––Where do you feel you have analytic blind spots? Do you ––Technical content understand how to surface the underlying patterns in your data? ––Demos ––How much time do you spend building and rebuilding visualizations for different reports and dashboards? ––How confident are you that your reports reflect an up-to-date, accurate view of your data? Experts on call ––How much time would it save if your BI tool could automate ––Dave Albert, Global Business Partner Segment Lead, Business more steps in your data preparation process? Analytics, [email protected] 613-355-1078 ––Chris McPherson, Senior Offering Manager, Cognos Analytics [email protected] 613-356-5630 ––Lori Peterson, Worldwide Channels Marketing Manager [email protected] 203-820-8388

Technology Broker Roadmap to Revenue 14 to support the IoT. The strengths of the IBM embedded hybrid Edge computing cloud is built on a broad set of software products. These products include IBM Informix, IBM ILOG CPLEX and IBM SPSS and IoT analytics: software, as well as the IBM Db2® Event Store database or Internet Control Protocol (ICP)/ICP4D, and Aspera file transfer A recipe for success software. They are all provided in the support of our service or solution providers building quality offerings and creating a sustainable business. Products featured ––IBM Informix system software ––IBM Cognos business intelligence software ––IBM SPSS statistical software What do service and solution ––IBM ILOG® CPLEX optimization software providers need? ––IBM Aspera file transfer software What are the service or solution providers struggling with? ––Providing customers with IoT offerings that are efficient ––Designing a highly productive and efficient edge computing environment, including: Elevator pitch –– A highly efficient database The Internet of Things (IoT) is a computing concept that –– The right analytics solution encompasses the idea of everyday physical objects being –– Superb data transfer technology connected and able to identify themselves to other devices. ––Currently offering their customers an IoT solution that only Examples of these everyday objects include edge devices, runs on a centralized data center or cloud gateways, vehicles, machines, medical devices and so on. ––Differentiate themselves with a disruptive solution while Companies see the value of these devices to analyze their driving customer loyalty and preventing disruption from others businesses by using sensors and other small devices to capture information, analyze it, and run their businesses more efficiently. IoT use case examples in which centralized analytics fall short However, IoT data needs to be connected to derive insight, IoT applications require distributed analytics reduce costs and improve productivity. Further, the amount of data being captured makes the task of analyzing the data Use case Analytics requirements Why centralized analytics fail virtually impossible. Often, the distance of the sensors or small Real-time safety Analyze state or complex vibration, It takes too long to upload complex devices generating the data is too far from the company’s data sensors chemical, or pressure data to data, process it, identify the correct center or cloud to properly analyze the data, or the process is detect and stop injury or action, and issue a response. equipment damage. too costly and too slow. Remote Work with massive data sets at Uploading the data is not possible or What if the sensors or small devices were closer to a small data operations remote field sites to support it is prohibitively expensive. operations while using expensive, Operations stop when the network center set up to perform the analytics? Then, only the data that slow data links. is down, costing time and money. provides business value would be transferred to the company’s data center or cloud. Physically, these edge computing sites Mobile field Support field crews using multiple Crews are idled if connectivity fails. technicians tools and vehicles with contextual Big data uploads are slow if don’t really resemble the large, centralized data centers, but information, while enabling flexible connectivity is weak. Delays in they have many of the same requirements in terms of performance, allocation of crews to customers. analytics results break the team’s flow and cause customer reliability, efficiency and security. Given they are typically in dissatisfaction. locations with few, if any, IT personnel, the data centers must Battery-powered Collect data to track state changes, Uploading every sensor reading, have a high degree of automation and remote management sensors while stretching battery life to five whether state changed or not, capabilities. years. runs down the battery.

To complement this smaller, remotely managed data center, a highly reliable database with a small footprint is optimum. Source: “Use IoT To Link Physical Operations And Digital Business.” Forrester, July 18, 2018 It must have the ability to manage large amounts of timestamped data and make the data available for queries in real time. Who’s interested? The right analytics tools are also needed to provide the required analysis and remove unneeded data. Lastly it requires a fast data ––Service or solution providers whose cloud offerings involve transfer product to get the needed information to the company’s sensitive data central data center or cloud to create the optimum environment. ––Service or solution providers whose offerings require Service or solution providers who provide a service or solution immediate analysis to be effective in an industry that deals with lots of data, time sensitive data or ––Service or solution providers whose offerings involve large data generated from multiple sources should consider an amounts of data and analyses that’s done closer to the data architecture that includes analytics on the edge. source to be more cost effective ––Service or solution providers looking for ways to increase the IBM hybrid cloud software addresses these needs, including the processing of time series, geospatial or not only Structured marketability of their offerings (NoSQL) kinds of data in one business solution ––Service or solution providers who are modifying their business strategy to leverage the fast-growing IoT marketspace

Technology Broker Roadmap to Revenue 15 Why? ––Travel and transportation. Traffic management and load In a nutshell, edge computing can: planning offerings help monitor human movement in shopping ––Decrease the volume of movable data, which means: malls. For example, did more people stop to look because of a –– Reduced traffic new or old ad? Or monitoring cars on the highway can determine –– Reduced cost of transmission where the congestion points or traffic patterns across roadways ––Improve security and help protect privacy by: and bridges are located. The amount of data generated to –– Moving encrypted data closer to the network core, produce this niche information is huge. Being able to run the closer to firewalls and other safety nets analysis closer to where the data is generated will help save ––Cope with intermittent connectivity time and money for the customer. –– –– When applications run part of their computation on Industrial products. The use of sensors is everywhere in the the edge, they are less likely to be disrupted by limited manufacturing process, including analysis of the line speed connectivity or remote locations. of the production plant, the pH of liquid baths, the temperature ––Scale easily through virtualization of ovens or chillers, and the weight of products. Collecting this data closer to the source and analyzing the data to produce the needed information will improve the efficiency of the Typical sponsors manufacturing process, and the value of the service or solution ––Chief technology officers (CTOs) being offered. ––Chief information officers (CIOs) ––Manufacturing. Condition-based and predictive maintenance. ––Application development managers By using sensor data from equipment and applying a monitoring and analysis strategy, a company can determine when its Typical influencers manufacturing equipment needs maintenance and predict it ––Chief strategists before the equipment malfunctions and impacts production. ––Application development managers The result is reduction in cost and improvement of equipment availability and, therefore, increased profit. Use cases What are some scenarios where IoT analytics would work IBM solution more effectively on the edge? How can we help? ––Chemicals and petroleum. Solutions or services involving oil No matter what database is being used in the central data center pipeline sensors. These sensors produce huge amounts of or cloud, using Informix system software on the edge server data, and likely the service or solution requires a small subset will enhance the service or solution provider’s offering. Informix of that data for its analysis. Bringing the data to a local data software is IBM’s edge and , as well as its repository, performing the analytics and transferring the results IoT database because it can be scaled and deployed on the to the central data center or cloud would be a more efficient largest corporate servers to the smallest edge devices like ARM/ and cost-effective solution. Raspberry Pi. It also natively supports traditional SQL and IoT ––Healthcare. Solutions or services supporting hospitals. data and has native time series for the efficient storage of IoT Hospitals have hundreds of sensors or monitoring devices data. This efficiency enables more data to be stored by order containing data that needs to be collected on one source and of magnitude, using less space, and with exponential increases then analyzed. Collecting this data at a local data repository in performance. As an object-, it supports a and then sending the results to the central data center or cloud wide range of data types and data processing routines that other relational databases like Db2, Oracle and Microsoft databases improves the efficiency and timeliness of the offering. aren’t inherently designed to support. ––Energy and utilities. Electrical and other utility billing systems track consumer usage bursts to wifi antennas in neighborhoods Our broad range of analytic products provide the needed BI, every few minutes, eliminating the need for employees to walk predictive or prescriptive analysis. IBM Cognos Analytics is one to and read meters. The data is then transferred to a central of the few offerings that includes enterprise reporting, governed repository to track usage. If these bursts were analyzed closer and self-service visual exploration and augmented analytics in a to the meters, not only could the usage information be tracked, single platform. IBM SPSS statistical software offers predictive but a line condition analysis could be performed, as well. For insights, enabling service or solution providers to allow their example, transient voltage or amperage spikes within the burst customers to make data-driven decisions to improve business window, or quality of sine waves in the power curve, could be results and manage decision risk. IBM ILOG CPLEX Optimization analyzed, creating a more effective offering. Studio is a prescriptive analytics solution that enables decision ––Finance. Solution or services that support the financial markets optimization models using mathematical and constraint were developed to track stock market transactions in real time. programming to optimize business decisions. Who bought what, when and for how much is collected and then analyzed trends are generated to provide investors with better forecasts. The faster this analysis can be performed and reported, the better the offering will be rated in the marketspace.

Technology Broker Roadmap to Revenue 16 Lastly, to transfer the analytic results and needed data to the Additional resources and use cases central server or cloud environment, IBM Aspera file transfer software is a next-generation transfer solution that sends, shares, Read the GreenCom Networks case study. streams and syncs large files and data sets more securely, reliably and at maximum speed over global Internet Protocol (IP) Learn more about IBM Analytics. networks. Workloads created in the cloud, including some of the more modern forms for AI and analytics, can now be migrated out towards the edge. Even while data is generated at the edge, it can be cleansed, optimized and brought back to the cloud, Experts on call where appropriate, enabling service or solution providers to provide more efficient IoT offerings to their customers. ––Matthias Schneider, Global Sales Executive, Cross Industries and Internet of Things, Embedded Hybrid Cloud Software, Value of our solution [email protected] ––Gerardo Leon, Worldwide Strategic Embedded Partner Sales, –– It’s is an open development strategy. Embedded Analytics Solutions, [email protected] ––Our strategy allows service or solution providers to use our software and services, and integrate them with other third- party clouds and software, if needed. ––It’s optimized to open technologies and prevailing standards like Docker and Kubernetes. ––It offers unique software and services capabilities like AI tools for accelerated deep learning, visual and speech recognition, and video and acoustic analytics, enabling inferences on all resolutions and most formats of video and audio, conversation services, and discovery to advance the creation of sophisticated enterprise applications.

Opportunity identification Technology broker recommended actions Starting questions Organizations in virtually every vertical industry are undergoing a digital transformation in an attempt to take advantage of data and edge computing technology to make their businesses more efficient, innovative and profitable. Service or solution providers must create solutions and services that complement their customers’ needs.

––Are your customers evaluating how data could be used to improve their businesses? ––Are they considering using sensors or other mechanisms to gather additional data? ––Will your solutions or services need to recognize this additional data? ––How do you plan to incorporate this information to your service or solution without impacting productivity, security or scalability?

Key industries ––Manufacturing ––Automotive ––Healthcare ––Energy and utilities

Technology Broker Roadmap to Revenue 17 Enable your service and What do service and solution providers need? solution providers to offer To remain competitive, ISVs need to transition the on-premises solutions they’ve been selling to take advantage of data the speed of a public cloud available in the cloud. As ISVs transition their solutions, they may not want to or be able to offer a cloud only solution. They with the control and security may need to create a hybrid cloud solution to meet customers’ of a private cloud in a box data security requirements. Given that a tremendous amount of corporate data is still behind firewalls, due to data security Products featured concerns, it’s unlikely that an ISV’s end users will be willing to move sensitive data to the cloud. So, depending upon the –– IBM Cloud Pak for Data (Formerly IBM Cloud Private for Data) solution your ISV is selling, IBM Cloud Pak for Data or IBM Cloud ––IBM Cloud Pak for Data System Pak for Data System may be a requirement for them. IBM Cloud Pak for Data is a high-impact, enterprise-grade application platform for developing and managing cloud or on-premises, containerized applications. Your ISVs can onboard fast with Elevator pitch IBM Cloud Pak for Data services that match their business and technical objectives—immediately and long term. Every company has different data and application needs, so one type of cloud—public or private—doesn’t best serve everyone. A private cloud gives organizations greater control, tighter The IBM Cloud Pak for Data solution is the cloud for smarter security, predictable costs and flexible management options business that can help your ISVs achieve: because it allows users to customize their environment according ––Rapid deployment and scalability to their unique needs and security requirements. IBM Cloud ––Elasticity and ease of use Pak for Data helps solution providers move to modern cloud ––Security-rich control architectures without infringing on their end-customers’ data ––Predictable costs security strategy. ––Full customization The market opportunity for private and hybrid clouds is experiencing double-digit growth. IBM estimates companies IBM Cloud Pak for Data System can accelerate your service or will spend more than USD 50 billion globally starting in 2020 solution provider’s journey to AI by bringing together analytic to create and evolve private clouds with growth rates of 15 - 20 tools with data behind the firewall and disparate data in a hyper- percent a year through 2022. Service and solution providers converged software and hardware system. This combination have been challenged to help their customers keep their enables the provider to quickly generate meaningful insights for competitive edge and therefore, use data within the cloud. their customers. Be up and running in under four hours. IBM Cloud Pak for Data helps meet that challenge by facilitating solution providers’ journey to AI with simplified hybrid data Service or solution providers’ challenges management, data governance and business analytics within their customer’s environment. Their solutions or offerings can be Developers: easily modified to enable their end customers to rapidly discover ––Develop cloud-native apps that are enterprise ready. insights from their core business data. At the same time, the ––Develop hybrid-cloud apps to transition existing on-premises data is kept in a protected, controlled environment, behind solutions and take advantage of the IoT. their customer’s firewall while their solution uses application ––Leverage existing skills and applications to accelerate the path programming interface (API) calls to extract business insights through data in the cloud. to microservices.

Enterprise and application architects: ––Lead the entire lifecycle of DevOps, from development to production. ––Help secure containerized apps against malicious access. ––Create blueprints to automate deployment of workloads.

Chief technology officers: ––Leverage existing investments in mission-critical applications, software and hardware, and team skills. ––Invest in open-standards platforms so that innovations on one are portable to others. ––Benefit from capacity-based pricing.

DevSecOps: ––Need to reduce the chance of data breach and associate costs

Technology Broker Roadmap to Revenue 18 Use cases IBM solution All industries can benefit, however, regulated industries like How can we help? finance, insurance, healthcare, aerospace, and government and defense have additional data requirements that warrant a Powered by Kubernetes, Docker and OpenShift, and IBM Cloud private cloud. Pak for Data System is an application platform for developing and managing on-premises, containerized applications. It offers For example: DevOps and IBM Cloud Automation Manager capabilities to deploy, manage, monitor and scale applications. It’s an Financial sector integrated environment for managing containers that includes a Financial regulators in Europe and the US have raised concerns private image repository, a management console and monitoring over how online storage services that hold sensitive data like the cloud are being directed. Cloud technologies are being used to frameworks. Organizations are fundamentally shifting away from store customer account data, as well as core banking systems. monolithic applications to a container management stack, This trend makes the financial institutions reliant on that embracing the agile approach for accelerating development, technology. testing and deployment of applications and services. Each container includes its own binaries, dependencies, configuration Regulators are planning to test how well banks would stand up files and libraries that’s required to run a service. These loosely to cloud disruption and possibly introduce new regulations. If coupled services build a microservices application, making it your service and solution providers’ offerings enable financial manageable and scalable, unlike massive monolithic applications institutions to keep sensitive data inside the firewall, there’s less that are hard to decompose. risk that their customers will be impacted by a new regulation. IBM Cloud Pak for Data System enables ISVs, MSPs and CSPs to Healthcare Healthcare organizations, in particular, are finding that they need collect data of virtually every type regardless of where it lives, to keep some healthcare-related resources in-house for reasons enabling flexibility in the face of ever-changing data sources, and related to performance, cost or compliance, particularly with then analyze it in smarter ways. This process enables them to personal health information at risk. Many hospitals and payer provide beneficial solutions from AI models to empower their systems are unwilling to put workloads into the public cloud that customers to gain new insights and make better decisions. are mission-critical, sensitive to latency or subject to regulatory compliance. They are opting for a hybrid cloud approach to meet Value of our solution their business needs. Your service and solution providers who Business innovation: IBM Cloud Pak for Data and IBM Cloud are selling to companies in the healthcare industry can help Pak for Data System drive enterprise transformation by providing meet their customers’ needs by providing a hybrid cloud solution. And IBM Cloud Private can assist them in getting to market faster. developers with a choice of languages, frameworks, runtimes and services to build cloud-native applications and microservices. Insurance They also drive innovation based on existing and new services, Insurance providers are hindered because the end customers such as blockchain, ML, data and cognitive capabilities. may not be theirs but an agent’s. So they’re not able to connect directly with the end users and provide insight as easily as Integration: IBM Cloud Pak for Data provides API consistency banks, for example. Also, digital transformation is a challenge for with public clouds, enabling organizations to open their data insurers as many have inflexible, mature systems and a culture centers to integrate with data and services across clouds. resistant to change. Based on responses from 78 US health insurance payer organizations, IDC’s State of Digital Transformation in the U.S. Health Insurance Market: 2019 Update (Doc # Investment protection: With IBM Cloud Pak for Data, enterprises EMEA44862119, Feb 2019), research states that 32 percent of can leverage their existing skills across middleware and IT spending is still allocated for essential software, for example, infrastructure. With new containerized versions of industry- software necessary to run a business but doesn’t necessarily leading IBM middleware, such as IBM WebSphere® Application help achieve new business goals. Even with these challenges, Server (WAS), IBM software and IBM MQ new technologies like advanced analytics and AI are two areas middleware, enterprises can modernize those investments by of interest to many businesses and projects that will result in an using them within the IBM Cloud Pak Kubernetes environment. investment in digital transformation. IBM Cloud Pak for Data can IBM Cloud Pak for Data also runs on top of the client’s existing help heritage solution providers overcome these challenges and infrastructure—so no additional investment is required. move their customers into the digital age.

Defense Management and compliance: IBM Cloud Pak for Data is an The defense industry must generate, protect and share data on-premises software that sits behind an organization’s firewall, in a way that’s impervious to adversary actions. In addition, and aligns with its security and regulatory processes. The software autonomous detection and response to cyber intrusions are includes a catalog of core operational services to help manage the essential needs within the defense industry. By using IBM Cloud environment, including monitoring, log management and security. Pak for Data, service and solution providers can help the In addition, IBM Cloud Pak for Data provides the flexibility to Department of Defense (DoD) in meeting these requirements. easily integrate with existing tools and processes, aligning with an organization’s own IT standards. It runs on OpenShift and leverages the multilcloud standardization available in that platform as a service.

Technology Broker Roadmap to Revenue 19 Key differentiators ––40% of companies are struggling to find and retain talent to help them uncover meaningful insights from all the data they Pivotal Cloud Foundry: Not Kubernetes based. Cloud Foundry is more closed than Kubernetes. IBM is competitively priced. Sell own and collect. Applying machine learning everywhere helps momentum, flexibility and the more open nature of Kubernetes, businesses automatically and rapidly discover new insights, as well as IBM value and price. thereby expanding human capability at scale. Source: “Big Data, Big Problem: Coping With Shortage of Talent in Data Analysis.” Business.com, February 22, 2017. Microsoft Azure Stack: Delivered in an appliance by four hardware Read the Business.com report. vendors, Cisco, HP, Lenovo and Dell EMC. Won’t run on client’s ––“In 2021, AI augmentation will generate $2.9 trillion in existing infrastructure. Azure Stack is tethered to Microsoft, so business value and recover 6.2 billion hours of worker client control and intranet access can be an issue. Plus, it’s the productivity.” Gartner Predicts 2018. only offering that offers Windows container support. Sell client Read the Gartner report. control and use of existing infrastructure.

Prescriptive guidance: Provided through a new capability called the IBM Cloud Transformation Advisor, which scans applications Our clients have declared the journey to AI as a strategic priority and advises on which workloads are good candidates to modernize with IBM Cloud Pak for Data. 85% view AI as a strategic opportunity “Do it yourself”: Also, a competitor you’ll encounter. Do it yourself is often error prone; typically has higher maintenance Operational BI and data Self-service New business warehousing analytics models costs, as businesses are forced to build and maintain their own platform; and is challenging to scale without robust automation. Imagine having many microservices? How do you manage and Value govern them? And it becomes difficult to leverage high-value new cloud services in the public domain or ensure portability Most of workloads. are here

Marketplace highlights Cost reduction Modernization Insight-driven Transformation ––IBM Cloud Pak for Data is recognized as a leader by Forrester. Source: “The Forrester Wave™: Enterprise Insight Platforms, Q1 2019.” A 21-criterion evaluation of enterprise insight Source: MIT Sloan platforms (EIPs) to help CIOs make the right choice for their businesses. Read the Forrester Wave™. ––Average financial impact of poor data on businesses: US $9.7 million per year. Opportunity identification Source: “Poor-Quality Data Imposes Costs and Risks on Which service or solution providers may be interested? Businesses, Says New Forbes Insights Report.” Gartner, as ––Those who have built their solutions with IBM middleware, reported in Forbes Corporate Communications, May 31, 2017. largest opportunity to sell into incumbent accounts Read the Forbes Insights Report. ––Service or solution providers who have application –– The evolving global regulatory landscape means that all development and deployment skills, and understand container businesses must establish data governance as a corporate technologies, microservices and cloud transformation, such discipline; this is a requirement that must be taken seriously. as process, migration assessments and strategies, and cultural Source: Jennifer Zaino. “Data Governance Trends in 2018.” organizational impacts Dataversity.net, January 24, 2018. ––Service or solution providers selling solutions or services into Read Dataversity Governance Trends in 2018. regulated environments and may be familiar with third-party –– Gartner predicts that by 2019, the analytics output of business cloud solutions users with self-service capabilities will surpass that of ––Infrastructure service or solution providers looking to provide professional data scientists. a full-stack solution to their clients Source: “Gartner Says Self-Service Analytics and BI Users Will Produce More Analysis Than Data Scientists Will by 2019.” Gartner, January 25, 2018. Read the Gartner report.

Technology Broker Roadmap to Revenue 20 Technology broker recommended actions Top use cases ––Visit the IBM Cloud Pak for Data sales and technical page on Modernize data workloads. Clients can adopt a cloud-native IBM PartnerWorld® architecture while keeping data where it’s needed. They can ––Understand the editions of IBM Cloud Pak for Data, IBM Cloud build it once and deploy it virtually anywhere, and provision and Pak for Data System and their use cases scale it in minutes. ––Create a target list of service and solution providers based Download the infographic. on their business profiles Simplify data compliance. Give clients visibility into their Starting questions evolving data landscape and help them guard against misuse Technology broker questions when talking to different types of with a simplified data policy, protection and compliance service or solution providers: management using automated tools and machine learning. ––Are you looking for ways to refactor and modernize existing Download the infographic. enterprise applications? ––Do you need an agile DevOps cloud development platform to Operationalize AI. Enable clients to implement AI faster with the rapidly create new cloud-native applications, microservices, right information architecture that unifies them with reliable data. and APIs? Download the infographic. ––Would you like to accelerate application deployment, leverage existing WebSphere investments and rapidly improve time to market? ––Do you need the ability to securely integrate and leverage data Key assets and additional resources and services across multiple clouds? Visit, bookmark and share with your service and solution ––Do you have security and regulatory requirements that prohibit providers one PartnerWorld page for Cloud Pak for Data sales some applications from running in the public cloud? and technical enablement. This page includes sales kits, ––Do you have data sovereignty or data residency requirements resource guides, demos, use cases, solution briefs and more: that prohibit storing specific data in the public cloud? Visit the PartnerWorld page for IBM Cloud Pak for Data. Developer ––What’s your cloud-native app development strategy? Technical education: ––Are you using Kubernetes or other container orchestration Online digital learning. technology? ––Are you building microservices? ––Do you have WebSphere applications you are looking to refactor and modernize? Experts on call ––Doug Slade, Global Cloud Channel Technical Leader, Enterprise and application architect [email protected] ––Does your DevOps platform provide end-to-end guidance to ensure a smooth microservices lifecycle from development ––Tom McManus, Worldwide Channel Technical Leader, to production? Application and Data Platforms, [email protected] ––How do you secure containerized apps against malicious access? ––Klaus Roder, Program Director, Offering Management, ––How do you automate deployment of workloads? Cloud Pak for Data - IBM Data & AI, [email protected]

Chief technology officer ––Charles Quincy, Global Cloud Senior Offering Manager, ––How are you approaching modernization of your application IBM Cloud Pak Pricing and Packaging Strategy, estate? What applications can’t be deployed on a public cloud [email protected] due to regulatory or security and compliance requirements? ––How many cloud environments do you support, and how are you governing and managing provisioning and deployment across them?

Technology Broker Roadmap to Revenue 21 IBM MQ and Aspera: What do service and solution providers need? Working together to optimize What solution and service providers struggle with when selling offerings to small- and large-sized customers in: hybrid cloud infrastructure ––Security: Ensuring data security and encrypting data ––Data: Data availability and transfer stability ––Modernization: Leveraging new technologies while protecting current investments

Products featured Who’s interested and why? ––IBM MQ and MQ Advanced ––Any ISV that already has MQ or any technology partner with ––IBM Aspera any other type of messaging system ––Any solution provider that wants to interface or exchange information with another solution provider who uses MQ ––Any solution provider who’s servicing very large files and needs to quickly and securely manage transfers Elevator pitch Partners’ customers are increasingly adopting a hybrid cloud model to take advantage of cloud benefits, while maximizing on-premises investments. While the cloud promises agility, Use cases scalability and flexibility, on-premises deployment offers ––Banking: Any technology partner offering a solution or service security, reliability, compliance and access to specific systems that transfers financial data from one customer location to that cloud applications might not yet reach. Service or solution another. Data encryption, security and guarantee of transfer providers, such as ISVs, MSPs and CSPs, should be updating is critical. their solutions or services to meet their customers’ needs. IBM ––Retail: Any technology partner offering a solution or service MQ messaging middleware can help. that transfers customer data from one store location to another. Data encryption and security in today’s ubiquitous security IBM MQ messaging middleware is a marketplace leader in breaches is critical. message queuing systems. Messaging connects applications, ––Insurance: Any technology partner offering a solution or service systems and services in customers’ back-end, on-premises that transfers any confidential information, such as customer, systems and in the cloud by transporting valuable data within accident or healthcare data, from one customer location to their enterprises. With asynchronous messaging, customers another. Data encryption, security and guarantee of transfer have greater assurance that data isn’t lost and that systems is critical. continue to function when there are connectivity issues, as there might be between cloud and on-premises environments.

In a hybrid cloud environment, there’s always the need to IBM solution transfer data between on-premises and cloud applications, sometimes these data files can be very large and their secure How can we help? and timely transfer can dramatically affect the environment’s IBM continues to innovate and enhance MQ for use in hybrid performance. infrastructures, including on-premises, public, private and third-party clouds. New features like data encryption, in motion IBM Aspera file transfer solution, with its patented IBM Fast and and at rest, representational state transfer (REST) API integration, Secure Protocol (FASP®) technology, achieves transfer speeds and blockchain support, lower costs for high availability. IBM that are hundreds of times faster than FTP and HTTP.3 It provides invests in MQ development so customers can leverage market- a reliable delivery time regardless of file size, transfer distance leading features and functions with confidence. or network conditions, including transfers over satellite, wireless and inherently unreliable long-distance, international links. Value of our solution IBM MQ and Aspera provide a market-tested foundation to ––Information exchange in a security-rich environment optimize your customers’ hybrid cloud infrastructures that will ––Lower costs enable them to thrive in the emerging multicloud, cognitive, ––The ability to extend internal skill base and investment digital marketplace.

Technology Broker Roadmap to Revenue 22 Key differentiators Customer references and case studies –– One of the most security-rich, single-message, delivery queuing ––Ethiopia Commodity Exchange: Sowing the seeds of sustainable infrastructures in the market today economic growth, –– Among the largest install bases for enterprise messaging systems Download the case study. –– Continual enhancements outpacing the competition ––University Medical Center Freiburg: Hospital gets applications –– Ability to include Aspera to total solution so data tracking and to market faster with an IBM Integration foundation solution, large data transfers can be achieved at a fast transfer rate Download the case study. ––The Professional Provident Society brings unprecedented Marketplace highlights flexibility to the South African insurance market, Explore IBM software and solutions. ––One of the largest install bases for any enterprise messaging ––A large grocery retailer uses IBM WebSphere messaging system backbone to quickly deliver transaction data to a central hub, ––Large client and technically skilled community used across Download the case study. virtually every industry

Experts on call Opportunity identification ––Leif Davidsen, Program Director, Technology broker recommended actions [email protected] ––Contact any technology broker in your ecosystem currently using MQ. Are the broker’s customers beginning to transfer large data files? ––Identify all older versions of MQ in production and promote upgrades to the latest MQ version. ––Identify gaps and critical IBM technology broker and potential broker needs that can be addressed by features and functions in new versions of MQ.

Starting questions ––Are your customers concerned about the security of their information? ––Are you interested in lowering the cost of your service or solution when offering a high-availability (HA) environment? ––Are you looking for ways to enhance the manageability of your current IT environment?

Key industries ––All industries embraced MQ.

Technology Broker Roadmap to Revenue 23 Prescriptive analytics Predictive and prescriptive Including prescriptive analytics inside their offerings enable service or solution providers to help their customers make better analytics: Enrich the service decisions and recommendations to manage resources better. That improvement can result in an immediate ROI for their or solution provider offering customers—a great competitive edge. Depending on the industries your IBM service or solution providers sell to, through insight prescriptive analytics can be the solution if your partners need to help their customers with “how many,” “how much,” “which,” “when” and “where” decisions regarding their resources. Products featured They’re likely describing a problem that prescriptive analytics will be a good fit for. Any time your IBM service or solution ––IBM SPSS Modeler providers or future partners need to help their customers decide ––IBM CPLEX decision optimization tools or choose among several alternatives, the offering must be able to plan, schedule or assign a set of resources. Discuss the IBM CPLEX optimization software and decision optimization products with them. Predictive analytics moves businesses beyond the reactive strategies of market response. This advanced data management technology helps business leaders and operators view the risks and opportunities well in advance so that they can adequately What do service and solution prepare for the future. Predictive analytics doesn’t guarantee that businesses will face only positive outcomes. What providers need? predictive analytics does is present accurate forecasts of both Organizations struggle to draw out hidden insights and put data “probable” positive and negative opportunities looming soon. to work in the cognitive era. Depending upon the service or As a result, businesses can take proactive steps to prevent solution being offered, service or solution providers need to negative possibilities and capitalize on positive ones. resolve their customers’ pain points. Here are a few examples:

Prescriptive analytics is all about managing resources more Why optimize? efficiently. It’s all about allocating and utilizing resources so Because there are measurable benefits forevery company, that it becomes possible to achieve a lot more with the same including: resources. In today’s big data world, there are many complicated ––Calculable ROIs, paybacks within months, sometimes options that decision makers are faced with. Prescriptive even weeks analytics is an advanced analytics technology that can provide ––Capital expense avoidance or deferral prescriptions or recommendations to decision makers and help ––Operating expense reductions them with complicated problems. ––Total revenue, revenue mix and margin improvements ––Improved customer satisfaction ––Better and more customized customer service Elevator pitch ––Reduced costs ––Improved customer loyalty Everyone is talking about how access to data through the ––Improved operations internet can help companies make better decisions or have ––Increased productivity, efficient and happy workforce greater insight. How do service or solution providers, such as ––Implement better implementation of planning and ISVs, MSPs and CSPs, incorporate this capability into their scheduling processes offerings to, at minimum, keep up with their competitors, or ––Minimized costs, maximized profits even better give themselves a competitive edge? ––SPSS and CPLEX areas of opportunity by industry Predictive analytics Implementing predictive analytics inside their offerings enable service or solution providers to empower their customers to more than reactive strategies of market response. Their offerings can view the risks and opportunities well in advance so that they can adequately prepare their customers for the future. As previously stated, predictive analytics enables solutions and services to present accurate forecasts of both “plausible” positive and negative opportunities potentially occurring in the near future. From this information, their customers can take steps to prevent the negative possibilities and capitalize on the positive ones. IBM SPSS software can be the way your IBM technology partner or future partner gets that competitive edge.

Technology Broker Roadmap to Revenue 24 Internet of Things (IoT) Manufacturing and Industrial Products ––Condition-based asset monitoring of intelligent infrastructure ––Supply chain optimization, predictive maintenance, quality devices. Industries: Energy and utilities, industrial, management, continuous improvement, vendor rating, field transportation, aerospace and defense, electronics, service optimization, event-driven production capacity oil and gas planning, production stock level optimization, production –– Products to discuss along with analytics: IBM Informix on demand database servers (embedded and server), IBM Db2 –– Products to discuss along with analytics: Informix database servers, IBM InfoSphere® Change Data Capture server and embedded, Db2 servers, InfoSphere Streams (CDC) replication solution, SPSS software, IBM Cognos platform, CPLEX, Cognos and SPSS software, and business intelligence software, CPLEX optimization Watson Analytics software ––Energy-related building services to optimize flooring layout. Aerospace and Defense Industries: Smarter cities, energy and utilities, facility ––Application and process integration, predictive maintenance, management supply chain optimization –– Products to discuss along with analytics: Informix –– Products to discuss along with analytics: Informix and Db2 (embedded and server), InfoSphere CDC and IBM Streams servers, InfoSphere CDC and BigInsights, SPSS, Cognos processing platform, SPSS, Cognos and CPLEX and CPLEX software ––Connected vehicle services to optimize vehicle lifetime, traffic and road infrastructure. Industries: Automotive, Automotive transportation, manufacturing ––Converging loyalty programs increase client insight demands –– Products to discuss along with analytics: Informix and next-best-action capabilities, digital business models and (embedded and server), Db2 servers, InfoSphere CDC, services, vehicle security, continuous engineering, smarter InfoSphere Streams and IBM BigInsights® software, SPSS, planning and operations. CPLEX, Cognos software, IBM Watson® Analytics –– Products to discuss along with analytics: Informix and Db2 servers, InfoSphere CDC and BigInsights, SPSS, Cognos Energy and Utilities and CPLEX software ––Customer operations to generate higher profit and cross- selling portfolio Retail –– Products to discuss along with analytics: Informix and Db2 ––Connected marketing servers, InfoSphere CDC and BigInsights, SPSS and Cognos –– Products to discuss along with analytics: SPSS, Cognos, software and IBM InfoSphere Master Data Management (MDM) ––Smart grid and grid operations software, IBM PureData System for Analytics (PDA) –– Products to discuss along with analytics: Informix and Db2 platform and CPLEX software servers, InfoSphere CDC and BigInsights, SPSS, Cognos ––Price optimization and CPLEX software –– Products to discuss along with analytics: Informix edge ––Asset and workforce management and server, SPSS, Cognos, InfoSphere MDM, and CPLEX –– Products to discuss along with analytics: CPLEX, software, and the PDA platform IBM Optim™ database management solution, Cognos, SPSS and Informix software Travel and Transportation –– Wealth Management Customer loyalty, sales, service and marketing ––Customer channel optimization ––Smart offering strategy, automated portfolio management –– Products to discuss along with analytics: SPSS, CPLEX and –– Products to discuss along with analytics: Informix and Db2 Cognos software, InfoSphere Information Server, and the servers, InfoSphere extract, transform, load (ETL), Optim PDA platform database management solution, CPLEX, SPSS and Cognos ––Personalized customer engagements software, and Watson™ Analytics –– Products to discuss along with analytics: SPSS, CPLEX and ––Customer optimization to generate higher profit and cross- Cognos software, InfoSphere Information Server, and the selling portfolio PDA platform –– Products to discuss along with analytics: Informix and Db2 servers, InfoSphere CDC and BigInsights, SPSS, Cognos Provide a security solution and prevent fraudulent activity and CPLEX software Finding fraudulent activity amidst legitimate business transactions is like finding a needle in a haystack — one must comb through millions of data points to find the few activities that are harming the customer’s business. These few needles could potentially be costing them millions.

Key industries: Retail, Finance, Insurance, Healthcare

Technology Broker Roadmap to Revenue 25 Reduce customer churn Provide sentiment analysis When a business loses customers, it needs to bring new When offering solutions or services in the cloud, it’s imperative customers in to replace the loss in revenue. And that task that the offering enables the customer to understand every- can get very expensive, because the cost of a new customer thing that’s being written about them. It’s very difficult to acquisition is usually much more expensive than retaining an be everywhere all the time, especially in the online world. existing customer. A service or solution provider offering that Likewise, capturing and reviewing everything that’s written provides customers the ability to track customer satisfaction is a about the service or solution provider customer is virtually market advantage. Predictive analytics helps service or solution impossible. However, by combining web search and crawling providers prevent churn in their customers’ client base by tools with customer feedback and posts, your service or solution identifying signs of client dissatisfaction and identifying those providers can create analytics that gives their customers a clients that are at the greatest risk for leaving. Using that picture of their organization’s reputation within key markets and information, your service or solution providers can offer demographics. They can then go one step further by providing suggestions to their clients to keep customers happy and protect their customer with proactive recommendations for the best their revenue. ways to enhance that reputation.

Key industries: Automotive, Banking, Insurance, Retail, Key industries: Life Sciences and Pharmaceutical, Education, Telecommunications Insurance, Retail, Telecommunications

Provide predictive maintenance Who’s interested and why? In many industries, containing costs is as valuable a strategy as Predictive analytics can be used in any industry and line of increasing revenue. And for companies with a major investment business, and provides answers to critical business questions. in infrastructure and equipment, the ability to manage that Questions can include “How can service or solution providers capital outlay is critical. ISVs, MSPs and CSPs selling into these enable their customers to find their best clients?” and “How can industry segments need to enable their customers to analyze service or solution providers predict behaviors and preferences their clients’ environments. By analyzing metrics and data for their customers to reduce customer churn, prevent fraud, related to the lifecycle maintenance of technical equipment, improve processes or grow revenue?” companies can predict both timelines for probable maintenance events and upcoming capital expenditure requirements, Any service or solution provider can use IBM SPSS software to allowing them to streamline their maintenance costs and make proactive decisions using vast data stores that drive better avoid critical downtime. business outcomes for customer management, marketing, fraud and risk mitigation, and inventory management. Key industries: Automotive, Manufacturing, Logistics and Transportation, Oil and Gas, Utilities Organizations using predictive analytics see a higher click- through rate and a higher sales lift than companies that didn’t Improve quality assurance use predictive analytics. Quality control is key to not just the customer experience, Typical sponsors but to anyone’s bottom line and operational expenses, as ––Owners well. Over time, inefficient quality control will affect customer ––Presidents satisfaction, buying behaviors, and ultimately impact revenues ––Chief data officers and market share. Also, weak quality control leads to more ––Managing directors customer support costs, warranty issues and repairs, and less ––Chief marketing officers efficient manufacturing. Incorporating predictive analytics, however, can provide insight into potential quality issues and trends before they become truly critical issues. Enabling your service or solution providers with SPSS software could help enhance their offerings when selling into one of these industries.

Key industries: Automotive, Life Sciences and Pharmaceutical, Manufacturing, Logistics and Transportation, Oil and Gas, Utilities

Technology Broker Roadmap to Revenue 26 Use cases 2. Energy and Utilities: Optimization at the edge Background A leading healthcare technology provider uses IBM products Greencom Networks, Germany is a solution and information- through an Application Specific License/Embedded Solution as-a-service company, offering white-label multi-industry Agreement (ASL/ESA) solutions with Energy and Utilities as its first target industry. ––This partner normalized vast amounts of incredibly complex It enables management of energy demand, supply and data across multiple sources to produce clear, human-powered storage capacity for decentralized systems for evolving insights it can act on. energy markets. ––IBM SPSS turned raw data into predictive insights to identify behaviors of patients that are more likely to pay their bills GreenCom Networks is based in Munich, Germany and and prioritize them for revenue collection, reducing agencies’ Sophia-Antipolis, France. It entered a strategic alliance with IBM for joint development and provisioning of advanced collection cost by up to 30 percent. analytics-driven business applications and information ––Allowed hospitals and healthcare agencies to focus their services for various industries. efforts and resources on treatments rather than collections, and enabled them to more accurately forecast revenues. Solution Informix servers, CPLEX software A print service provider uses IBM Predictive Analytics for preemptive toner cartridge failure and replenishment alerts Contract and pricing A managed print services provider is leveraging IBM Predictive ––ESA Purchase Commitment PoR TD Analytics to accurately determine when a customer’s printer ––Multiyear, five years toner cartridge may fail or run out. This offering allows it to ––Price per gateway unit provide just-in-time toner delivery. Its customers recognize ––Volume-based tier pricing as a license only 50 percent less toner waste, dramatically reducing printing costs. The company also reduces its environmental impact, 3. Retail: Cost and supply chain optimization with fewer toner cartridges ending up in the landfill. Background CPLEX use cases JDA Software is the leading provider of end-to-end, integrated retail and supply chain planning and execution 1. Energy and Utilities: Optimization along the energy solutions for more than 4,000 customers worldwide. JDA’s value chain unique solutions empower its clients to achieve more by Background optimizing costs, increasing revenue and reducing time Misurio, Switzerland delivers optimization solutions and to value. related IT services to customers in the energy industry. The JDA platform monitors your supply chain 24x7, Previously, the company built its core business application, reports key metrics on graphical dashboard displays and Misurio Optimizer software, in a software framework that provides a content-rich, seamless user experience across wasn’t scalable enough to accommodate customers’ JDA supply chain and business intelligence applications. demanding business requirements. These embedded analytics are fully enabled for mobile Thus, the company began looking for a new service devices, such as iPads and smartphones. management platform that would provide high levels Solution of performance for its business applications around Cognos, IBM ILOG and CPLEX software optimization. Contract and pricing Solution –– Informix servers, CPLEX software, IBM Maximo® asset Three-year contract management software, IBM Streams ––Standard terms

Contract and pricing ––ESA ––Multiyear, five years ––Cross-brand percentage of revenue ––Annual FTL license ––Application Service Provider Amendment to cover different operational models in a single price

Technology Broker Roadmap to Revenue 27 4. Retail: Consumer insight IBM solution Background How can we help? Kaltura is a recognized leader in the over-the-top TV (OTT TV), online video platform (OVP), education video IBM SPSS software is a complete and integrated predictive platform (EdVP) and enterprise video platform (EVP) analytics platform for virtually all data — structured, markets. It has emerged as the fastest-growing video unstructured, big, medium and small — that scales from the platform. desktop to an enterprise-wide deployment. SPSS Modeler for business applications provides the models needed for The company wanted to add analytics to its offerings to your service or solution providers. give OTT TVE4 providers the ability to make better program selections, cross-sell and upsell its customers, and enhance Value of our solution the overall programming experience. The technology value proposition for IBM SPSS software IBM technologies, such as SPSS or ILOG CPLEX software, includes: deliver 360-degree audience profiling that goes beyond basic demographics to deep psychographics, interests and ––Quick implementation, including ease of installation and preferences. ease of use, and quick ROI ––A robust, accessible and extensible tool set Solution ––Industry standard for statistical software — SPSS and Db2 IBM BLU Acceleration® technology, Cognos, SPSS, IBM brand equity ILOG CPLEX ––Integration with other applications, for example Microsoft Contract and pricing Excel, Stata, SAS and environments ––Multiyear, five years ––Software as a service (SaaS)-only offering IBM CPLEX decision optimization tools assist service or solution providers when their customers want to optimize their operational 5. Retail: 360-degree omnichannel insight decisions using prescriptive analytics. Making these decisions requires an accurate representation of constraints and business Background objectives. Decision optimization manages complexities that are Armstrong One is a predictive marketing subscription inherent to manufacturing, supply chain, workforce, logistics and service in the retail consumer domain. It uses IBM Advanced so on across a planning and scheduling continuum. The impact Analytics capabilities, such as ILOG CPLEX software and is commonly measured in return on assets (ROA): increased omnichannel content infrastructure, to offer one-to-one revenue, reduced expenses and higher asset utilization. marketing communication and tie together retention and acquisition tactics. Armstrong One has significantly improved Value of our solution the ROI on marketing spend omnichannel from websites and mobile apps today and virtual reality (VR) headsets to The technology value proposition for CPLEX decision connected cars in the future. optimization software includes:

Solution ––End-to-end solution performance improvements Db2, Informix, Cognos, SPSS, ILOG CPLEX and IBM Integrated ––Infeasibility analysis, which detects a minimal set Bus (IIB) software, MQ server of constraints that causes infeasibility ––Multiple solution generation for virtually every problem and Contract and pricing alternative optimal solutions within a percentage of optimality –– ESA Purchase Commitment PoR TD ––The ability for service or solution providers to recommend –– Multiyear, five years a solution to their customers, and enable their customers to –– Price per loyalty program subscriber intelligently decide how to fix or resolve the issue ––Volume-based tier pricing as a monthly term

Technology Broker Roadmap to Revenue 28 Opportunity identification Additional resources Technology broker recommended actions Sales enablement assets Step 1: Watch these analytics lifecycle videos to learn the IBM SPSS Modeler story and how to engage your Business Partners and clients with this message. IBM SPSS Modeler Prospecting Conversation Guide

Step 2: Create a list of your existing service or solution providers, IBM SPSS Modeler sales kit and schedule an “Analytics Lifecycle” meeting as described in Step 1. Invite your local IBM Advanced Analytics and Data Data Science Science team to you or assist with the preparation. Repeat Step 2 with service or solution providers who have become Data Science Experience Conversation Guide dormant. You may be able to get them interested in bundling IBM again into their offering using IBM SPSS or CPLEX optimization. IBM CPLEX Optimization Studio

Call to action: Find, profile and recruit net new logos IBM Decision Optimization Solutions product data sheets

Define and document the customer set of your territory 1 ––Understand the key industries your named accounts or provided prospect list are engaged in as this is the baseline Experts on call for further customer interaction. ––Shweta Sharma, Global Partner Ecosystem Marketing, Match relevant industry solutions to industries and candidates [email protected] 2 –– Profile each of your accounts or prospects and match the ––Brian Stepanek, Worldwide Data Science Channel Sales Leader, solution or service portfolio with their respective industries. ––Map the candidates’ industries, focusing on solutions or [email protected] services within our industry matrix and software portfolio with a focus on decision optimization and potential bundles. Go hunt and land 3 ––Prepare the service or solution provider value proposition based on the above interactions with the ESA team. ––Reach out to the relevant named accounts, those not having an ESA contract, for initial discussion. Solution business acceleration 4 ––Expand the footprint within existing partners, technology or architect workshops, acquisitions. ––Support the ESA partner with a joint GTM approach to drive solution consumption. ––Drive awareness within IBM customer segments and industry teams. ––Interact while selling with a joint to success.

Key industries Cross industry

Technology Broker Roadmap to Revenue 29 Real-time cybersecurity What do service and solution providers need and why? detection of anomalous Typical influencers Domain Name System ––Service and solution providers struggle with delivering deep analytic applications that can be monitored in real time. (DNS) behavior ––CIOs and security officers at Fortune 5,000 companies— especially telecommunications firms—want to avoid being the next headline based on security exposures. Products featured ––IBM Streams ––IBM Streaming Analytics on IBM Cloud solution Use cases A few examples on how the offering helps service and solution providers by industry ––The domain profiling and host profiling operators build profiles Elevator pitch using windows of Domain Name System (DNS) response records and reports if the behavior of a domain or host is IBM Streams is an advanced computing platform that allows suspicious compared to other domains or hosts in the network. applications to quickly ingest, analyze and correlate information ––The predictive blacklisting operator uses an IBM SPSS model to as it arrives from thousands of real-time sources. The solution predict if a domain should be blacklisted. can handle very high data throughput rates—up to millions of ––Exfiltration tunneling detects data passing through DNS events or messages per second. To specifically help with servers, which can be used to steal information and intellectual cybersecurity, IBM Streams includes deep packet inspection property from companies. capability to monitor Internet Protocol (IP) traffic. When looking ––DNS volumetric outlier detection compares current DNS feed at the volume of data that can flow through a network, it becomes rates with historic levels to help determine if the DNS is being apparent that using offline, historical analysis techniques aren’t used for malicious purposes. going to get the job done. While forensic analysis remains a vital part of any cybersecurity solution, modern networks will need to have the ability to analyze traffic in real time to provide meaningful insights immediately. Real-time traffic analysis is where IBM IBM solution Streams fits into the picture. Marketplace highlights IBM Streams delivers developer tools, sample applications and By using the Streams platform, companies can perform toolkits, as well as experts to speed application development, cybersecurity analysis on their network traffic in real time. including cybersecurity solutions. The ability of IBM Streams to By performing this analysis as the traffic is flowing through the score hundreds of ML models in real time—at rates of millions of network, companies can filter out the irrelevant data, the noise, packets per second—is a clear differentiator in the marketplace. for example, and choose to store only meaningful data. By using Streams in tandem with existing offline analysis, companies are better able to develop security policies and guard against intrusions. A cybersecurity toolkit and sample application can Opportunity identification be used to speed up the time to value, and with streams unparalled performance and scalability, it can be used even Service and solutiton provider targets with the largest networks. ––Service and solution providers already delivering cybersecurity solutions and looking to extend what they can deliver to customers. Discuss the IBM Streams cybersecurity toolkit to help them enhance or build their offering; help them get to market faster. ––Service and solution providers providing a security service who want to extend its capabilities and provide cybersecurity services, as well.

30 Key assets and additional resources IBM Streams and SPSS software to deliver quickly. IBM will also provide education to use and expand on the out-of-the-box capabilities. ––Humorous introduction video, “The Nature of Analytics: IBM and the Swan of all Fears” ––StreamsDev article, “Detect Active Threats in Real-time: Streams Cybersecurity Toolkit” ––Streams Developer Day webcast, “Cybersecurity Toolkit for IBM Streams V4.1” ––Streams V4.3 cybersecurity toolkit documentation

Experts on call ––Roger Rea, IBM Streams Senior Offering Manager [email protected] +1-919-345-7386

Technology Broker Roadmap to Revenue 31 Business case Guidance to building a business case for Street address City, state, zip code your sales teams Date

Business opportunity summary Solution, competitors, go-to-market (GTM) strategy summary goes here. Completed after the following is provided:

1. Issue This section should briefly describe the business problem that the service or solution provider is addressing. It shouldn’t describe how the problem will be addressed, only what the problem is.

Business case guide To help the service or solution provider, ask questions, such as: What is your strategic direction? What are the inhibitors The following business case template has been created as an to you reaching your objective? What issues are you having in optional guide—a guide to help your sales teams when they are developing your offering? talking with a service or solutions provider. The key is for them to listen to the service or solutions provider, so they can understand what they are trying to accomplish. Understand 2. Recommendation what the solution or service is, what the inhibitors are, and then This section summarizes the approach for how the discuss IBM technology that could help address those inhibitors. IBM offering or offerings will address the business problem. To win, your sales team must be able to show the service and This section should also describe how desirable results solution providers how IBM technology will help them get to will be achieved by moving forward with the project. market faster, get a “leg up” on their competition, or help them save money. After all, the service and solution providers’ This section would mention the IBM functions being provided business longevity rests on their ability to succeed in the market and the product or service that’s being used to deliver those with that solution or service. functions. If any testing was done to show the improvements gained, they should be mentioned here. Before your sales teams bother to set up that meeting or have a conversation, have the teams ask if they are talking with the 3. Anticipated outcomes right person. Is that person involved in strategic planning or the This section should describe the anticipated outcomes development of the go-to-market offerings? To have a if the changes are implemented. It should include how the discussion on the development and expansion plans within the offering will benefit the business and describe what the service or solutions provider organization, your sellers should be end state should be. talking with people who have one of the following titles or words listed in their titles: This section should include the projected pipeline and revenue in the next one to five years, depending on the ––CTO desired length of the initial relationship with IBM. ––Product development ––Information technology 4. Service or solution offering and pricing metric ––Product management This section defines how the service or solution provider will ––Product strategy GTM with the offering and how it will be priced to the service ––Data science or solution provider’s customers. ––Business intelligence

––Emerging technology or innovation This section includes the service or solution provider’s offering and how it will be priced to the market. Any total cost of If your sales teams use the following guide, it may help them ownership (TCO) savings should also be mentioned here. define the business opportunity, sell the value of IBM technology to the service or solution provider, and define the terms needed ––A 15% reduction in overhead costs in the first 12 months in the ESA. Net, it may help them close the deal faster. ––A 10% decrease in employee turnover in the first 12 months ––A 50% immediate decrease in time to generate weekly and monthly financial reports ––A 25% immediate decrease in the amount of time it takes to resolve payroll issues

Technology Broker Roadmap to Revenue 32 5. Customers Who will the service or solution providers be selling their offering to? Is it industry aligned, or a cross-industry solution or offering?

6. Competition This section should describe service or solution providers’ current competition and how the service or solution providers will GTM. Include pricing, if known.

7. Deal highlights ––Any current contracts with IBM: ––Contract term requested: ––Total committed contract value: ––Initial order: ––Period revenue: ––Unique characteristics or terms and conditions: ––Target signature date, input required: DD/MM/YYYYY ––Target approval date, input required: DD/MM/YYYY

Technology Broker Roadmap to Revenue 33 Resources available Additional resources to use and share with your service and solution providers to help you better There are many other resources available to help you and your Business Partners be more successful at embedding IBM engage with service offerings into their services and support. Here are some of our and solution providers favorites that we would like to highlight: Access to the Customer Reference Database Client references, client success and satisfaction are true measures of achievement. Business Partners are delivering innovative solutions and services that are behind remarkable achievements around the world.

View client references.

Access to the IBM Cloud Lite account Educational resources to help our Introducing the IBM Cloud Lite account. Technology Brokers What’s included in a Lite account? Review replays of industry presentations This is a great opportunity for you to get more out of IBM Cloud Hear about the high-opportunity growth areas by industry, — on your terms. combined with the key IBM offerings that best apply. Important details on pain points, charging metrics, benefits and best Here’s what you’ll get at no cost: practices are available at the following Box link. ––Access to 256 MB of instantaneous Cloud Foundry runtime memory, plus 2 GB with Kubernetes clusters. Listen to ESA presentations. ––Access to usage capped plans for services, such as API Connect, IBM Watson Conversation, Watson Discovery, the Learn more about ESA growth funds Internet of Things platform, IBM Data Science Experience and The ESA Growth Fund is now available to help ESA IBM Business many more. Check out the full list of available services. –– Partners reach clients and grow their businesses by reimbursing Efficiency features, such as auto sleep and garbage collection, 50 percent of their eligible marketing costs when they develop to help you better manage your resources. –– solutions with IBM software. You and your Business Partners can Usage tracking and cap alerts that notify you when you’re learn more at the ESA Growth Fund PartnerWorld Page. approaching your data thresholds.

Learn more at the ESA Growth Fund PartnerWorld page. Access to the Consolidated Demo Catalog Leverage selling resources for cloud and analytics Blue Demos is designed to be your single source of truth for all Find sales kits, sales plays and technical resources to allow you demo needs, regardless of whether it’s a video, simulated, to test drive key offerings. virtual machine (VM)-based, IBM Cloud or other hosted demonstration. ibm.com/partnerworld/cloud/selling www.bluedemos.com ibm.com/partnerworld/analytics/selling

Technology Broker Roadmap to Revenue 34 Leverage Solution Hubs and Briefing Center © Copyright IBM Corporation 2019 IBM Corporation New Orchard Road Armonk, NY 10504

Produced in the United States of America June 2019

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View the replay for the IBM Cloud program. 1 “The Edge — Perspectives on Market Definitions and Sizing,” IDC Market Perspective, Doc # US44602118, January 2019. https://www.idc.com/getdoc. jsp?containerId=US44602118&pageType=PRINTFRIENDLY

2 Gartner Magic Quadrant IDC 5 Big Data and Analytics Trends to Watch in 2018 and Beyond, Gartner Market Guide for Self-Service Data Preparation https://www.gartner.com/ smarterwithgartner/a-data-and-analytics-leaders-guide-to-data-literacy/

3 http://asperasoft.com/resources/benchmarks/#vsftp-630; https://www-01.ibm.com/ common/ssi/cgi-bin/ssialias?htmlfid=KUW12449USEN&

4 Transrapid Versuchsanlage Emsland, German for Transrapid Test Facility, Emslan