IBM ISV and Developer Relations
The Enterprise of the Future
Accelerating Business Value through Technical
Innovation
Melinda Matthews
18th November 2008 | European SaaS Forum © 2008 IBM Corporation

IBM ISV and Developer Relations
Innovative Companies
“Today, innovation is about
much more than new products.
It is about reinventing business
processes and building entirely
new markets that meet
untapped customer needs.
Most important, as the Internet
and globalization widen the
pool of new ideas, it's about
selecting and executing the
right ideas and bringing them
to market in record time.”
2 © 2008 IBM Corporation
18th November 2008 | European SaaS Forum

IBM ISV and Developer Relations
The Pace of Technical Innovation is Accelerating
Adoption of new technologies are taking hold at double or triple previous rates
100 Television
Electricity Telephone
Radio
Automobile
% Penetration
VCR
50
PC
Cellular
0
et
ern
Int
0 25 50 75 100 125 150
Years
3 © 2008 IBM Corporation
18th November 2008 | European SaaS Forum

IBM ISV and Developer Relations
Innovation Timeline: 1900 - 2008
3-D Gaming
Space Station GPS
VCR Disposable Camera
IVF Space Shuttle
Photocopier Word Processor
Nuclear Fission Artificial Heart
Electronic Computer Moon Landing Netscape
Plate Tectonics
The Pill Barcodes Yahoo
Ballpoint Pen CD-ROM
Heart Transplants Walkman Amazon
Instant Coffee Frisbee
Apple Mac Internet Google
Microwave Oven ATM Games Console
Nylon Colour TV Computer Mouse Cell Phone
E=MC2 Transatlantic Flight Tupperware Carbon Dating IBM PC MySpace
Jet Engine
Aeroplane Hydrofoil Jet Airliner Silicon Chip Dot Matrix Printer eBay
Lego Velcro Cassette Tape Skype
Traffic Lights Chocolate Chip Biscuit DNA Post-it NotesCompact Disk
Automobile Band Aid
Assembly Lines Television Floppy Disk YouTube
Tabloid Newspaper Spin Dryer Polaroid Camera Satellites email Camcorder
Cornflakes Helicopter
Sonar Hearing Aid Nuclear Power Starbucks Flickr
Tape Recorder Radar Credit Card Astroturf
Home Computing Machine
Sliced Bread Atom Bomb Laser Fax
Vacuum Cleaner Parking Meters
Safety Razor Plastics
Penicillin Superglue Hovercraft Pocket Calculator
Bra Cats Eyes Radial Tyres Jacuzzi Gore-tex
1900 1950 2008
http://www.nowandnext.com
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18th November 2008 | European SaaS Forum

IBM ISV and Developer Relations
Innovative People
\"There are but two powers in the world, the sword and the mind.
In the long run the sword is always beaten by the mind.\" Napoleon Boneparte
The Organizing Personas
The Director
The Collaborator
The Hurdler The Building Personas
The Experience Architect
The Learning Personas
The Cross-Pollinator The Set Designer
The Experimenter The Storyteller
The Anthropologist The Caregiver
“Ten Faces of Innovation”
– Tom Kelly/IDEO
5 © 2008 IBM Corporation
18th November 2008 | European SaaS Forum

IBM ISV and Developer Relations
Accelerating Business Value through Technical Innovation
Reducing
Complexity
Business
Value
Technical
Innovation
6 © 2008 IBM Corporation
18th November 2008 | European SaaS Forum

IBM ISV and Developer Relations
Technical Innovation
Two new key delivery models accelerate business value by making IT less complex
Software as a Service Software Appliances
Business services delivered Simplified IT servers
from the cloud deployed on-premise
► Remote management of ► Simplifies the tasks
hardware means reduced associated with
complexity installation, configuration
and maintenance
► $17 billion opportunity by 2012
► 50% of customers
► 2/3 of ISVs will offer solutions currently using appliances
in the SaaS model by 2012 plan to install more
7 © 2008 IBM Corporation
18th November 2008 | European SaaS Forum

IBM ISV and Developer Relations
Software as a Service Definition
Software as a Service is the delivery of application functionality via a
subscription model over the Internet.
The customer does not take ownership of the software but rather
‘subscribes’ to a total solution that is delivered remotely.
Applications
Software as a
… Service… Process
Oriented
Framework
Architecture
ASP Infrastructure
Virtualised Multi-tenant
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18th November 2008 | European SaaS Forum

IBM ISV and Developer Relations
Smart Business Software Appliance
Client requirements
Open & Single Point of
Wide Choice Built-in
Powerful Contact
of Business + + Security & +
Systems With Service &
Applications Resilience
Invisible IT Support
Client satisfaction
Marketplace Solution Platform User Interface
Learn Appliance-like systems Always Connected
Socialize “Invisible IT” Autonomic Solutions
Shop Integrated stack Online Advisors
9 © 2008 IBM Corporation
18th November 2008 | European SaaS Forum

IBM ISV and Developer Relations
Accelerating Business Value through Technical Innovation
•Smart SOA •Hidden IT Infrastructure
•Componentisation •Burden Relief
•Open Standards
•Business Applications
•Software as a Service •Personalities & Experiences
•Software Applicances Reducing •Flexibility
•Collaboration •Quality of Service
•Business Patterns Complexity
Business
Value
Technical
Innovation
10 © 2008 IBM Corporation
18th November 2008 | European SaaS Forum

IBM ISV and Developer Relations
IBM Partner Program
• Speciality
• Industry Process • ValueNet
• IBM Innovation Centres • Awareness
• Market Insight Collaborat • Go-to-Market
• Consulting e Generation
• Pricing & contracts • IBM Smart Business
Business Community
Technical
• IBM Virtual Innovation Centres • Blueprints & Frameworks
• SaaS Demonstration Series • Virtual technical “guru’s”
• Virtual Loaner program • Managed Hosting Services & Partners
• SaaS “Sandbox”
• Technical education
www.ibm.com/partnerworld/saas
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18th November 2008 | European SaaS Forum

IBM ISV and Developer Relations
Thank You
melinda@uk.ibm.com
18th November 2008 | European SaaS Forum © 2008 IBM Corporation