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HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
HorizonWatching:  How IBM Develops Views of the Potential Futures
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HorizonWatching: How IBM Develops Views of the Potential Futures

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This deck provides an overview of eight initiatives at IBM designed to help IBM understand emerging trends, technologies, and business issues that will face IBM and our customers in the future.

This deck provides an overview of eight initiatives at IBM designed to help IBM understand emerging trends, technologies, and business issues that will face IBM and our customers in the future.

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  1. HorizonWatching: How IBM Develops Views of the Potential Futures<br />Bill Chamberlin – Principal Analyst, IBM Market Insights<br />17 Aug 2011<br />
  2. Howdoes a companysurvive 100 years?<br />2<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  3. Howdoes a companysurvive 200 years?<br />3<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  4. Table of Contents<br />How IBM Develops a View of theFuture: EightIBM Foresight Initiatives<br />How I, as a Market Insights Professional, Develop a View of the Future <br />4<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  5. IBM has a diverse, evolving, set of internal foresight capabilities focused on technology, society and business<br />5<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />Global <br />Technology <br />Outlook <br />(GTO)<br />Global <br />Innovation <br />Outlook <br />(GIO)<br />Eight IBM Foresight Initiatives<br />Global Technology Outlook<br />Academy of Technology<br />First of a Kind (FOAK)<br />Global Innovation Outlook<br />InnovationJam<br />Institute for Business Value<br />Market Development & Insights<br />HorizonWatch Community<br />Academy of <br />Technology<br />(AoT)<br />First <br />of a Kind <br />(FOAK)<br />InnovationJam<br />Institute for <br />Business <br />Value <br />(IBV)<br />Market Development & Insights <br />(MDI)<br />Community: Horizonwatch<br />
  6. 6<br />The Global Technology Outlook is developed annually by IBM Research, which has 11 labs located in 9 countries<br />Dublin <br />China<br />Zurich <br />Tokyo<br />Watson<br />Haifa<br />Almaden<br />India<br />Austin <br />Melbourne<br />Rio <br />5 Nobel Laureates<br />14 National Medals <br />6 Turing Awards<br />80 Members of National Academies <br />11 Inductees, National Inventors Hall of Fame<br />IBM Research Lab<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  7. 7<br />The Global Technology Outlook team solicits input from the wide diversity of disciplines at IBM Research<br />Computer Science<br />Behavioral Sciences<br />Engineering<br />Chemistry<br />Improved human computer interaction<br />sub-micron lithography <br />Deep QA for Natural Language Processing (Watson) <br />Nano-science and Nano-technology<br />Mathematical Sciences<br />Service Science, Management & Engineering<br />Materials Science<br />Physics<br />Science & Engineering<br />Business & Management<br />BusinessInnovation<br />TechnologyInnovation<br />Social Innovation<br />Demand Innovation<br />Economics & Markets<br />Social & CognitiveSciences<br />protein folding<br />Trackpoint for Thinkpad, Risk Management<br />Organic Semiconductors<br />Improve services-led economy<br />http://www.research.ibm.com/areas.shtml<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  8. 8<br />Global <br />Technology <br />Outlook <br />(GTO)<br />IBM Research’s annual Global Technology Outlook identifies disruptive societal, technical and economic trends that might impact IBM and its clients<br />Objective<br />The GTO identifies significant technology trends early. <br />It looks for high impact disruptive technologies leading to game changing products and services over a 3-10 year horizon<br />Disruptive technologies, potential new technologies, game changers<br />Identify trends - - exponentials, thresholds, discontinuities, walls<br />New technologies, new markets<br />The GTO is used to drive technical initiatives in IBM Research and to jointly engage with IBM in formulating these initiatives<br />About The Process<br />It’s a process that takes the whole year and involves getting input from all IBM Industry and Business Unit Strategists, IBM Research employees, University researchers, partners, and suppliers<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  9. 2011 GTO Topics – What does IBM Research think is going to be important in the future?<br />http://www-05.ibm.com/ch/ibm_sap_portfolio/pdf/Global_Technology_Outlook_2011.pdf<br />9<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  10. A sidebenefit of the GTO processisthe “5 in 5” series of foresightpredictionspublishedeveryyear<br />10<br />http://youtu.be/2m7ticc7jnE<br />http://www-03.ibm.com/press/us/en/pressrelease/33304.wss<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  11. The Global Innovation Outlook focused more on broad issues impacting all types of organizations<br />Global <br />Innovation <br />Outlook <br />(GIO)<br />Focused on broad and challenging topics – spanning geographies, generations, industries and interests<br />Ran from 2004-09, picked 2-3 topics per year<br />Surfaced insights and opportunities for business and societal innovation<br />Open, collaborative, multi-disciplinary process with external business leaders, academics, researchers and policymakers<br />Helped to launch IBM spin-off projects<br />http://www.ibm.com/ibm/gio/us/en/index.html<br />11<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  12. 12<br />The IBM Academy of Technology is a society of IBM technical leaders across all IBM Business Units<br />Academy of <br />Technology<br />(AoT)<br />Academy Mission <br />Advance the understanding of key emerging technical areas, <br />Improve development of IBM's global technical community, <br />Engage clients in technical pursuits of mutual value.<br />Sets the Technical Agenda via ‘Activities’<br />Anyone in IBM’s technical community can start an Academy activity<br />Currently, many activities are in areas such as:<br />Smarter Planet<br />Cloud Computing<br />Business Analytics and Optimization<br />What makes a good Academy activity?<br />Stimulate, organize, synthesize and advance technical dialogue and innovation across business lines<br />Understand the gaps and address the opportunities for innovation that occur at the intersections of units and technical disciplines,<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />http://www-03.ibm.com/ibm/academy/index.html<br />
  13. 13<br />The First-of-a-Kind (FOAK) Program encourages collaboration of early adopter clients with IBM Research and Sales <br />First <br />of a Kind <br />(FOAK)<br />Pushes early thought leadership and experiences with new technologies<br />Pilot experimental solutions & deliver working prototypes<br />Validate market requirements <br />Test market readiness<br />250+ projects completed<br />Recognized industry best practice<br />Frost & Sullivan Certified Best Practice<br />Innovation Passport: The IBM First-of-a-Kind Journey From Research to Reality<br />FOAK accelerates the delivery of innovation from the research labs into the market<br />http://www.research.ibm.com/FOAK/index.shtml<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  14. 14<br />InnovationJam: IBM’s online approach to large-scale collaborative brainstorming<br />InnovationJam<br /><ul><li>Online collaborative discussions for focused audiences ranging in size from a few hundred to hundreds of thousands
  15. Innovation events over a defined period of time to capture the pulse of the group or to solicit specific ideas to critical business or societal issues
  16. Jam Hosts and facilitators guide participants to build on each other’s ideas – supporting a meaningful exchange of perspectives by a focused audience around a shared topic
  17. Real-time text analysis and data mining to highlight emerging trends and distill actionable results</li></ul>https://www.collaborationjam.com/<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  18. 15<br />InnovationJam Example: Habitat Jam <br /><ul><li>The World Urban Forum (WUF) was established by the United Nations to examine rapid urbanization and its impact on cities, economies and policies
  19. HabitatJam was the largest brainstorming event on urban sustainability bringing together not only NGOs, politicians and academia – but the slum dwellers whose lives were directly impacted by this body
  20. Results: Over 30,000 participants from 158 countries generated 600+ ideas. 70 of these were presented and adopted at the WUF3 conference as its official platform</li></ul>"At the heart of the urban crisis is a failure to allow the full participation of ordinary people in the development of the city. It is my hope that innovative technologies associated with Habitat Jam will help bring people closer together to plan and develop truly human settlements.“ Mrs. Anna Tibaijuka, former Under-Secretary-General of the United Nations and Executive Director of UN-HABITAT<br />http://en.wikipedia.org/wiki/Habitat_Jam<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  21. 16<br />Institute for Business Value<br />The IBM Institute for Business Value is global team of 50+ consultants who conduct research and analysis across multiple industries and functional disciplines<br />Institute for <br />Business <br />Value <br />(IBV)<br />Sector / Industry Teams<br />Business Function Teams<br /><ul><li>Strategy & Change
  22. Customer Relationship Management
  23. Financial Management
  24. Human Capital Management
  25. Supply Chain Management
  26. Application Innovation</li></ul>http://www-935.ibm.com/services/us/gbs/thoughtleadership/<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  27. 17<br />Institute for Business Value<br />IBV’s thought leadership provides an original, research-based point of view told from a client’s business perspective<br />Institute for <br />Business <br />Value <br />(IBV)<br />Examples of Thought Leadership Studies<br />“Future Agendas”<br />CXO Surveys<br />Example reports include the CEO Study, CHRO Study, CFO Study, and CIO Study<br />3 to 10 year industry and/or functional area outlook with action oriented next steps<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  28. IBM Market Insight’s Strategic Perspectives Team accelerates the understanding of new or emerging markets, and act as a catalyst for future growth.<br />Market Development & Insights <br />(MDI)<br />The IBM MI Strategic Perspectives Team provides the initial foresight and insight for new and emerging market opportunities and competitive threats. <br />This includes providing a Market Insightsperspective <br />Market Definition<br />Potential Opportunity<br />Drivers/Inhibitors<br />Potential Segmentation<br />Geographical Differences<br />Competitive Intelligence<br />ExampleReports<br /><ul><li>Future of Nuclear Energy ● Next Emerging Geographic Markets ●Consumer Product Goods in Rural China ●Climate Change/Energy & Environment ●Physical Infrastructure in Growth Markets ●Advanced Water Management ●Intelligent Buildings ●Smarter Cities ● 2015 Growth Strategy</li></ul>18<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  29. Market Insight’s Center for Applied Insights White Paper: “100 years of foresight: The importance of long-term thinking at IBM”<br />19<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />Market Development & Insights <br />(MDI)<br />“The practice of corporate foresight helps the enterprise avoid strategic surprise and reduce uncertainty in decision making. It allows the enterprise to think through the consequences of unanticipated change, envisioning what might be possible and deciding what would be preferable.”<br />Authors: <br /><ul><li> David Jarvis, Senior Consultant, IBM Center for Applied Insights
  30. Steve Rogers, Director, IBM Center for Applied Insight</li></ul>http://bit.ly/kdPG80<br />
  31. The HorizonWatch Community was formed in 2001 to bring together all IBMers interested in understanding the future(s).<br />Community: Horizonwatch<br />Demographics<br />This is a cross-IBM community of 1900+ IBMers from all types of functions, divisions and geographies.<br />Focus<br />Emerging trends and technologies<br />Conference calls<br />Topics are presented to the community by subject matter experts<br />Collaboration platforms<br />Blog<br />Discussion forums<br />Bookmarks<br />File sharing<br />Wikis<br />20<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  32. 21<br />Community Objective: <br />Improve our collective ability to sense future disruptive technologies, business issues, trends and opportunities.<br />Benefit of the Community: <br />Diversity of the community means different perspectives, which enhances collaboration and sparks innovation.<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  33. 22<br />HorizonWatch: 150 Conference Calls Since 2001<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  34. Every year, an annual trends document is produced and presented to the community.<br />23<br />Community: Horizonwatch<br />2011 Trends<br />Private Clouds <br />Virtualization <br />Social Business<br />Mobile Computing<br />Storage Trends<br />Advanced Business Analytics <br />The Personalized Web<br />Video-enabled Business Processes <br />Service Oriented Architecture <br /> Sustainability & IT<br /> Risk Management <br />Source: Bill Chamberlin, IBM Market Insights via HorizonWatching<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  35. Other trend reports are produced and presented to the community. <br />24<br />Top Trends in Digital Marketing For 2011<br />Marketing Budgets Continue to Shift Towards Online<br />Social Media Marketing Is Maturing (Slowly)<br />Mobile Marketing Poised To Take Off<br />Personalized Marketing: Customize To Each Individual<br />Social Video As A Marketing Tool Gains Momentum<br />Search Engine Optimization Gets More Complex<br />Marketing Analytics Helps Make Sense Of All The Noise<br />Real Time Web Assistance Connects Buyer With Expert<br />Online Privacy Concerns Continue <br />Digital Marketing Optimization Emerges As A Priority<br />Source: Bill Chamberlin, IBM Market Insights via HorizonWatching<br />Blog Post: Top Ten Digital Marketing Trends For 2011 http://bit.ly/aHOY3P<br />Slide Deck: Top Ten Digital Marketing Trends For 2011 http://slidesha.re/fYUCgp<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  36. 25<br />As A Market Insights Analyst, How Do I Approach Trends Research? <br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  37. 26<br />In additional to traditional trend spotting, I leverage social media and communities….<br />Scanning: Search to understand what people are talking about.<br />Brainstorming: Two is better than one. Hundreds are better than two. Thousands are better than hundreds.<br />Publishing: Posting content online helps establish my reach and authority <br />Idea Development: Get feedback and improve my research<br />Networking: Connect with other subject matter experts.<br />Learning: Develop a better understanding of the potential future(s)<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  38. 27<br />Sharing thought leadership content via a blog helps me develop my understanding of key trends and get feedback from readers <br />A Primer on Smarter Water<br />A Primer On Cloud Computing<br />A Primer on Nanotechnology<br />A Primer on Telepresence<br />A Primer on Unified Communications<br />A Primer on Futurists<br />A Primer on 3D Printing<br />A Primer on Scenario Planning<br />A Primer on the Website Personalization Trend<br />A Primer on the Consumer Market for Household Robots <br />A Primer on the Trend Towards Video-enabled Business Processes<br />A Primer on the Smart Grid and Intelligent Utility Network Trend<br />A Primer On Water Management Issues<br />A Primer on Advanced Business Analytics<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  39. Collaborate with me…I can be found at the following social sites…<br /><ul><li>LinkedIn = Bill Chamberlin
  40. Thought Leadership Blog = Horizonwatching on Typepad
  41. Signal/Scanning Blog = HorizonWatching on Tumblr
  42. Twitter ID = Horizonwatching
  43. Facebook = HorizonWatching
  44. Online Newsletter = HorizonWatching
  45. Slideshare IBM Expert Network = HorizonWatching
  46. Google+ = Bill Chamberlin
  47. LinkedIn Group = Horizonwatching
  48. A Smarter Planet = Blog on Tumblr
  49. The InfoBoom Community = Profile Page</li></ul>28<br />28<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />
  50. ThankYou<br />29<br />HorizonWatching: How IBM Develops Views of the Potential Futures<br />

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