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“Moments matter.” Marketing matters. Mass matters. Nearly every speaker on the main stage at IBM’s Smarter Commerce World Summit used the tagline “Moments matter,” reflecting how persuasive and persistent good marketing can be. Supporting the marketing moments, however, was a mass of IBM channel partners, innovation partners and customers, demonstrating that IBM’s strategic adjustments and realignments come within the massive IBM ecosystem — hardware, software, services, cloud, analytics, everything IT and now everything marketing. Even with disparate points of view (and revenue streams), partners and customers within the ecosystem repeated two core insights during the summit: customers drive business strategy, impacting business models; and innovation backed by R&D separates IBM, especially when leveraged with scale.
This report is a special commentary by TBR Analysts providing insight into IBM's formula for the IT future.