Fostering An Open Alliance Among Competitors   The Itanium Solutions Alliance
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Fostering An Open Alliance Among Competitors The Itanium Solutions Alliance

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This presentation from the Itanium Solutions Alliance was presented at the 2009 Annual Summit of the Association of Strategic Alliance Professionals (ASAP).

This presentation from the Itanium Solutions Alliance was presented at the 2009 Annual Summit of the Association of Strategic Alliance Professionals (ASAP).

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Fostering An Open Alliance Among Competitors   The Itanium Solutions Alliance Fostering An Open Alliance Among Competitors The Itanium Solutions Alliance Presentation Transcript

  • From Playing Poker to Winning as a Team How to Foster an Open Alliance Between Competitors Joan Jacobs Andrew Masland DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved.
  • Who Are We? • Joan Jacobs – President and Executive Director of the Itanium® Solutions Alliance – Previous experience at Hewlett Packard (HP), Compaq, Digital Equipment Corporation, Raytheon and Data General Corporation – Most recently at HP, Jacobs led partner development for HP Integrity Servers, which included working with ISVs to port their applications to the company’s Itanium®-based platforms • Andrew Masland – Itanium Solutions Alliance Marketing Chairman – Director, Strategic Alliances, NEC’s Redmond Technology Center – Previous experience at Wall Data, Spacelabs Medical, Digital Equipment Corporation, and the Pennsylvania State University DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 2
  • What is the Itanium® Solutions Alliance? • Launched in September 2005 • Intel and Itanium-based platform providers plus over 200 leading ecosystem providers (OS vendors and ISVs) • Goal: Utilize the Alliance’s unique value to leverage sponsor marketing investments to facilitate Itanium sales worldwide DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 3
  • What Led to the Formation of the Alliance? • Need for increased momentum for chip technology on a global basis • Desire for expanded application ecosystem on Windows and Linux • Negative coverage from press and analysts questioning longevity of the processor and the commitment of OEMs • Shared competitive vision among sponsors DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 4
  • Significant Impact • Virtually eliminated “Itanic” noise • Demonstrated broad and deep investment in the Itanium-based platform ($10B announcement) • Over two dozen press and analyst tours – Approximately 500 tier-1 Press/Analyst briefings and articles • 90 commit wins including highly visible successes (e.g., Microsoft, Sun Java, Symantec etc.) • Halo effect and developer programs contributed to accelerated application availability – From approximately 5,000 to over 13,000 • IDC: Itanium is the fastest growing platform in the world DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 5
  • Itanium®-based Platform Momentum and Choice Itanium System Revenue Compared to RISC Architectures Itanium $5 80% Itanium System Revenue achieves % of all SPARC* System Revenue solid market % of all POWER* System Revenue $4 acceptance 60% Q3’08 Source: IDC Worldwide Quarterly Itanium is $3 Server Tracker, Q4’07 and Q3’08 Billions $US 99% of SPARC and 40% 71% of $2 POWER 20% $1 $0 0% 2002 2003 2004 2005 2006 2007 DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 6
  • What Attracted Sponsors? • Common goals – Increase application availability – Improve market perception • Common partners (Microsoft, Novell, Red Hat, SAP, Oracle and others) • Common competitors (IBM and Sun) • Intel as a common partner • Desire to leverage individual marketing investments • Opportunity for leadership, influence and increased visibility DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 7
  • Initial Common Concerns • No lead generation (no sales programs) • No violations of any anti-trust provisions • Avoid domination by large sponsors (equal participation opportunities and share of voice) • Balanced investments between Windows and Linux • Keep customer data confidential for joint investment opportunities DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 8
  • The Right Structure Was Critical • Engagement at a variety of levels – Executive League for high-level strategy – Steering Committee for goals and direction – Marketing and Enabling Teams for tactical programs – Regional Committees for unique local requirements and programs – Workgroups form and disband to address short-term needs • Agreed-upon goals and scorecards • Regularly scheduled calls and face-to-face meetings to stay “front of mind” • Third-party contracted administrative and marketing resources – Help maintain neutrality – Reduce time commitments DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 9
  • Ongoing Keys to Success • Encourage sponsor involvement – Executive commitment – Participation opportunities – Leadership opportunities • Nurture common goals • Create opportunities for external visibility in press/analyst relations, web presence, success stories, etc. • Schedule with awareness of time-zone challenges • Remain sensitive to cultural differences (company and national) • Provide sufficient face-to-face meetings and long-term networking opportunities to build trust • Maintain neutral facilitation and back channel communication to build consensus, work issues and concerns DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 10
  • Adapt Over Time • Survey members to ensure satisfaction • Keep priorities current – Enabling work completed – Marketing efforts continue – Evolve the web site and build social networking capabilities • Change leadership to provide new opportunities for participation • Adapt budgets and work levels to economic realities • Allow members to support Alliance with in-kind services as an alternative investment model • Evolve programs to maintain active involvement DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 11
  • What the Sponsors Say “The Alliance helps to drive a broader ecosystem of both infrastructure applications as well as actual end user applications, and that viability is critical for customers who are going to adopt an SGI system based on Itanium.” “I think one of the biggest benefits we get from the Alliance is the whole ecosystem, and the ecosystem is about application software solutions.” “The Alliance provides NEC a vehicle for us to communicate our shared common goals with the other Alliance members as well as a vehicle for us to communicate our unique value- add attributes.” DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 12
  • For More Information For more information, please visit our Web site: • www.itaniumsolutions.org • blog.itaniumsolutions.org/ Or please contact us by email at: • jjacobs224@att.net • andy.masland@necam.com DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 13
  • Questions? DELIVERING A NEW ERA IN MISSION-CRITICAL COMPUTING Copyright © 2009, Itanium® Solutions Alliance. All rights reserved. 14