management in a cloud centric world – the new business paradigm

© 2013 IBM Corporation

IBM Cloud: Think it. Build it. Tap into it.

Management in a Cloud-Centric World

- The NEW Business Paradigm

Manish Aggarwal

Cloud Strategy Manager, IBM Software Group

Optimizing IT and Service Management

© 2013 IBM Corporation2

IBM Cloud: Think it. Build it. Tap into it.The convergence of technologypresents a powerful opportunity

of mobile users keep

their device within arm’s reach

100% of the time1

90%

of the

connected devices in

2020 will be sensors

& autonomic nodes2

60%

of all data is

unstructured and growing 15

times the rate of structured

data3

80%

of companies are using

cloud to drive competitive and cost

advantages4

57%

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CEOs identify technology as the most important external force

impacting their organizations.

IBM CEO Study, 2004-2013

Technology Factors

2004 201220102006 2008 2013

2 222 2 2

3 333 3 3

4 444 4 4

5 555 5 5

6 666 6 6

7 777 7 7

8 888 8 8

9 999 9 9

1 111 1 1

Market Factors

Macro-economic Factors

People Skills

Regulatory Concerns

Socio-economic Factors

Globalization

Environmental Issues

Geopolitical Factors



Example - American Express delivers personalized offers to

customers via mobile apps and social media

. . . which are pushed

conveniently to a

consumer for their

acceptance via AmEx’s

mobile app and credit

card linked social media

channels such as

Facebook, Foursquare &

Twitter.

Cloud

Individual consumer

purchase history &

preference data is

fed or collected in

the cloud . . .

. . . where the data is analyzed

to identify the most relevant

offers . .

Merchants

upload

promotions to

be offered by

AMEX. . .



5

Example – mySupermarket.com used the cloud to innovate an

entirely new shopping and revenue model

. . . and consumers are

directed the grocer who

will provide the lowest

price, where a pre-filled

cart awaits.

Cloud

. . . Where product prices and

promotions are aggregated from

multiple grocers onto the cloud . . .

Consumers add

shopping lists to

mySupermarket

online . . .



An unprecedented

opportunity for all

businesses to make a

personalized connection

with nearly any consumer,

anywhere, at any time.

Consumer Centricity

Key Themes behind these applications

Create entirely new value

propositions through new

cloud-enabled business

models and offerings.

Business Model Innovation

. . . Collaborated with

consumers via social media to

create “regionally-inspired”

potato chip flavors to match

local tastes.

. . . “Personalized pricing” for

individual customers based on

analysis of their purchasing

patterns, delivered via mobile

and web, and applied at

checkout upon swiping a

loyalty card.

. . . Mobile service helps

consumers locate products in

stores, manage shopping lists,

connect via social media, and

earn rewards, while aisle411

gathers valuable insights about

consumer shopping habits.

. . . Innovated an entirely new

cloud-based business model for

shaving products, and established

a global brand within 48 hours of

launch of viral video. Sidestepped

traditional retailers &

manufacturers with a new direct-

to-consumer approach



Radical Simplification

Expose the core objective behind a previously complex

process, and enable it in one or two interactions. e.g.,

Instagram, Bump

Extreme

Personalization

Derive analytics from vast quantities of personal data. Use

these analytics to render incoming data consumable. e.g.,

Pandora, FourSquare, Last.fm

Participative Behavior

Exploit social behaviors as an engagement technique. e.g.,

Facebook, Yelp, Foursquare

World-as-an-interface

Directly engage with the physical environment: point-and-click

shopping, wayfinding, translation services. e.g., Amazon, Yelp

Monocle, Glyphics

Zero Barrier To Entry

Demolish previous cost and complexity barriers to adoption

with freemium pricing models. e.g., Dropbox, Box.net,

Salesforce.com Chatter

Key characteristics of the applications we looked at



1. Create app

2. Add database service

3. Extract social media data into database

4. Add social analytics service

6. Add Monitoring service instance

Iterate

Task:Create a secure application that analyses

sentiment about topics in social media

5. Secure the service

How are these applications built

7. FAILFAST



What is Bluemix?

9

Bluemix is an open-standard, cloud-based platform for

building, managing, and running applications of all types

(web, mobile, big data, new smart devices, and so on).

Go Live in SecondsThe developer can choose any

language runtime or bring their

own. Zero to production in one

command.

DevOpsDevelopment, monitoring,

deployment, and logging tools

allow the developer to run the

entire application.

APIs and ServicesA catalog of IBM, third party, and

open source API services allow the

developer to stitch an application

together in minutes.

On-Prem IntegrationBuild hybrid environments. Connect

to on-premise assets plus other

public and private clouds.

Flexible Pricing Sign up in minutes. Pay as you go

and subscription models offer

choice and flexibility.

Layered SecurityIBM secures the platform and

infrastructure and provides you with

the tools to secure your apps.



Create apps quickly with prebuilt services

1

0

• Runtimes, services, and tooling

up to you

Choice

Industry Leading IBM Capabilities• Services leveraging the depth

of IBM software

• Full range of capabilities

Completeness• Open source platform and services

• Third party to enable key use cases

Security

Services

Web and

application

services

Cloud

Integration

Services

Mobile

Services

Database

services

Big Data

services

Internet of

Things

Services

Watson

Services

DevOps

Services

A full range of capabilities to suit any great idea.



Enabling innovation through optimization.

CRM HR

DB ERP

Drives Investment

Systems of RecordOptimize IT

infrastructure, data and processes

Drives NeedSystems of

EngagementKnowledge Sharing

Engagement Models Anywhere,

Anytime

New methods of interacting

with clients and systems are

allowing organizations to

create innovative new

products and services that

deliver greater value to

clients.

SocialMobile

More interactions means

more data, which drives the

need for more network

bandwidth, more storage,

more processing power,

and more burden on

traditional IT infrastructures.

To free funds to continuously

fuel innovation, organizations

must continuously optimize

existing infrastructures to

meet new demand.



Online exchange that helps practitioners build and manage next generation and infrastructure better, faster, and with dramatically less effort.

Service EngageFocus on Innovation – not managing your Service Management Infrastructure

Better client experience with user friendly portal simplifying the entire

engagement process for service management software and services

Next Generation

Service Management

Learning Explore

Try

BuyExtend

Support

Shift investment to innovation by lowering TCO

Faster access to service management solutions for better visibility, control, automation

Increase speed and efficiency with instant and ongoing scalability on SoftLayer

Try it out: https://www.ibmserviceengage.com/

https://www.ibmserviceengage.com/



IBM Service Engage provides a New Way to experience and acquire C&SI SaaS solutions

IBM MonitoringApplication Diagnostics

Application Performance ManagementFind root cause of application problems

90% faster

SmartCloud Control DeskImprove cost functional

processes, requests, and maintenance planning by 40%

Workload AutomationReduce labor costs by 90%

Maximo Asset ManagementIndustry leaders are 92% more

likely to use asset management analytics

Maximo Inventory InsightsReduce excess inventory by 10% and ensure parts availability for

mission-critical assets

MaaS360Manage and secure your

devices – wherever they are

Laptop ManagementManage your Windows devices from the cloud as simply as you manage

your mobile devices



IBM Cloud Orchestrator Highlights

Production workloads from the Production Workload People

Faster delivery and scaling of cloud services – “Ops in DevOps”

Cut provisioning times from weeks to 20 minutes

Reduce the number of steps to go-live

Enhanced user interfaceIT Management with Speed

World’s largest library of federated automations (20,000+):

Chef, Puppet, IEM Fixlets, PureApp patterns, content packs

Built-in integration for over 30 management tools

Automate the full IT service lifecycle including request, use and

terminateAvoid vendor lock-in with Open Standards

Supports OpenStack, OSLC, TOSCA

On-premise - VMware, KVM, System z and Power

Off-premise - IBM SoftLayer, Amazon EC2Available January: IBM Cloud Orchestrator on Cloud on Service Engage