Future of cities and universities 20120619 v2

IBM University Programs worldwide, accelerating regional development (IBM Upward) The Future of Cities & Universities: A Service Science PerspectiveDr. James (“Jim”) C. Spohrer, spohrer@us.ibm.comInnovation Champion and Director IBM UPward(University Programs worldwide, accelerating regional development)Workshop on Smart Communities – Future of Living and Social WebCMU Silicon Valley, NASA Ames, Mountainview, CA USA, Tue June 19, 2012 © 2012 IBM Corporation

Outline  The Global Opportunity (IBM Perspective) – 1000’s of Smarter Cities Projects – Example: Rio De Janeiro – Analytics, Cloud, Growth Markets, Universities – Individuals & Institutions Learning Together – T-Shaped People & Regional Smart Camp Entrepreneurs  Smarter Planet = Smarter Human-Serving Systems – Smarter Planet • Instrumented-Interconnected-Intelligent • Internet-of-Things, Cloud Computing, Analytics – Quality-of-Life (QoL) • Less waste in flows (energy, materials, etc.) • More development of capabilities • Better governance and decision-making  Service Science, Service Systems & Measurement – Service = applying knowledge to benefit others (value-cocreation) – Service science studies human-serving systems (service systems) – Service systems = configure individuals, infrastructure, institutions, information – QoL matters, university & urban innovations matter to business & society – Business Measures = Productivity, Quality, Compliance, Innovation – Societal Measures = Innovativeness, Equity, Sustainability, Resilience2 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

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An al yt i c s i s e n ab l i n g c l i e n t s wi t h t r u s t e dan d r e l e van t i n f o r mat i o n i n REAL TI ME • For each industry the journey consists of a series of steps along a path of competencies to reach a smarter outcome for organizations • The power to pull together many sources of data in real time to source actionable insights and optimize clients’ business • Revenue IBM generated from Analytics solutions grew 16% from 2010 Through to 2015, more than 85% of Fortune 500 organizations will fail to exploit ‘big data’ for competitive advantage --Gartner Predictions 20125 IB M G M U E xte rnal R e lations 201 2

D e ve l o p i n g c ap ab i l i t i e s t h at i mp r o ve vi s i b i l i t y, c o n t r o l an d au t o mat i o n o f c l o u d c o mp u t i n g s e r vi c e s IB MS m artC loud Business Process as a Service Software as a Service Platform as a Service Infrastructure as a Service IB MS m artC loud IB MS m artC loud IB MS m artC loud F o u n d ati o n S e rvi c e s S o lu ti o n s Private & Hybrid Clouds Managed Cloud Services Cloud Business Solutions Cloud Enablement technologies Infra & platform as a Service Software & Business Process as a Service Commitment to open standards & broad ecosystems6 IB M G M U E xte rnal R e lations 201 2

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C e n tral G re ate r Au s trali a E as te rn Ch ina In d ia L ati n M i d d le E as tN e w Z e alan d AS E AN E u ro p e G ro u p S o u th As i a K o re a Am e ri c a Afri c a Brisbane Seoul Buenos Aires Sydney Bandar Seri Begawan Sofia Chandigarh Beijing Daejeon Daegu Cordoba Auckland Jakarta Zagreb Luanda Hong Kong Dehradun Kwangju Rosario Perth Surabaya Prague Qatar Taipei Delhi Pusan Rio de Janeiro Adelaide Medan Brno Alexandria Hefei Gurgaon Salvador Hobart Makassar Ostrava Cairo Xiamen Noida Fortalez Ballarat Manila Tallinn Accra Chongqing Jaipur Belo Horizonte Melbourne Cebu Budapest Nairobi Shanghai Lucknow Uberlandia Wellington Chiangmai Almaty Casablanca Beijing Guwahati Recife Christchurch Bangkok Riga Port Louis Tianjin Ahmedabad Curitiba Lower Hutt Pattaya Vilnius Lagos Fuzhou Indore Porto Alegre DaNang Warsaw Karachi Guangzhou Mumbai Campinas Ho Chi Minh City Wroclaw Islamabad Shenzhen Kolkata Joinville Krakow Lahore Nanjing Pune Anto fogasta Gdansk Riyadh Harbin Bhubaneshwar Medellin Katowice Dakar Shijiazhuang Hyderabad Cali Poznan Johannesburg Wuhan Vizag Guayaquil Bucharest Pretoria Zhengzou Bangalore Guadalajara Timisoara Durban Changsha Chennai Monterrey Ufa Cape Town Changchun Coimbatore Queretaro Kazan Port Elizabeth Nanning Kochi Lima Rostov-on-Don Bloemfontein Suzhou Nasik Samara Dar es Salaam Nanchang Colombo Perm Tunis Shenyang Dakkar Novosibirrsk Abu Dhabi Dalian Krasnoyarsk Dubai E s tab li s h e d Moscow Taiyuah Ouangadougou Qingdao St Petersburg N’Djamena p re s e n c e i n Ekaterinburg Jinan Kinshasa Xi’an Belgrade Libreville m an y Bratislava Chengdu Accra Urumchi Banska Bystrica Lilongwe G ro wth Kosice Kunming Antananarivo Hangzhou Ljubljana Niamey M ark e t Ankara Ningbo Seychelles Istanbul Freetown c o u n tri e s ... Izmire Kampala Dnepropetrovsk Lusaka Kiev Tashkent 8 IB M G M U E xte rnal R e lations 201 2 8

Evo l vi n g r e g i o n al t al e n t & s k i l l s IBM is making long term investments to develop talent for the growth marketsGovernment Global Placements & Collaboration withPartnerships Mentoring Universities Transferring knowledge and IBM works with 5,000 universitiesBy helping governments to and 10,000 faculties around theestablish new national expertise to the growth markets is critical. One of the ways we do this globe. We have joint initiativesresearch facilities, we are and investments with universitieshelping to create new is to move experts into the market to in Vietnam, Malaysia, India,industries, helping to develop coach and train local teams. Russia, Brazil, Bulgaria, Egypt,long terms skills curriculums China and Africa to encouragelike SSME. the training of skills required. 9 IB M G M U E xte rnal R e lations 201 2

Our Past, Present, Future:Refining Individuals & Institutions Learning Together TECHNOLOGY IMMERSION Any Device Learning Primary School In div idu Secondary al s PERSONAL LEARNING PATHS School Le ar Workforce Student-Centered Processes Higher nin Skills g Education Co nt Continuing inu KNOWLEDGE SKILLS Education um The Learning Communities Educational Intelligent Continuum • Aligned Data u m GLOBAL INTEGRATION • Outcomes Insight t inu n Services Specialization Instrumented Co Economic in g Sustainability • Student-centric rn • Integrated Assessment L ea ECONOMIC ALIGNMENT Interconnected io ns • Shared Services t ut ti ns Systemic View of Education • Interoperable Processes I http://www-935.ibm.com/services/us/gbs/bus/html/education-for-a-smarter-planet.html 10 10 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

T-shaped professionalsdepth & breadth Many cultures Many disciplines Many systems (understanding & communications) BREADTH Deep in one discipline Deep in one system Deep in one culture DEPTH (analytic thinking & problem solving) 1111 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

 Identifies entrepreneurs developing businesses aligning with our Smarter Planet vision.  SmartCamp finalists raised more than $50m and received significant press inExclusive Networking and Wall Street Journal, Forbes and BloombergMentoring event - Healthcare SmartCamp kickstart - Miami - May 15, 2012 Apply by April 27th SmarterCities SmartCamp kickstart - New York - May 24, 2012 Apply by May 3rd North America Regional SmartCamp - Boston - June 20 & 21, 2012 Apply by May 25th apply now at www.ibm.com/isv/startup/smartcamp 12 North America SmartCamp lead: Eric Apse, eapse@us.ibm.com University Programs lead: Dawn Tew, dawn2@us.ibm.com12 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

What is Smarter Planet?3 I’s = Smarter Systems (less waste, better decisions) INSTRUMENTED INTERCONNECTED INTELLIGENT We now have the ability People, systems and We can respond to changes to measure, sense and objects can communicate quickly and accurately, see the exact condition and interact with each and get better results of practically everything. other in entirely new by predicting and optimizing PRODUCTS ways. IT NETWORKS COMMUNICATIONS for future events.WORKFORCE SUPPLY CHAIN TRANSPORTATION BUILDINGS13 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

What improves Quality-of-Life?Smarter Human-Serving Systems = Service System Innovations * = US Labor % in 2009. A. Systems that focus on flow of things that humans need (~15%*) 20/10/10 1. Transportation & supply chain 2/7/4 2. Water & waste recycling/Climate & Environment2/1/1 7/6/1 3. Food & products manufacturing 1/1/0 4. Energy & electricity grid/Clean Tech 5/17/27 5. Information and Communication Technologies (ICT access) B. Systems that focus on human activity and development (~70%*) 1/0/2 6. Buildings & construction (smart spaces) (5%*) 24/24/1 7. Retail & hospitality/Media & entertainment/Tourism & sports (23%*) 2/20/24 7/10/3 (wealthy) (21%*) 8. Banking & finance/Business & consulting 5/2/2 9. Healthcare & family life (healthy) (10%*) 10. Education & work life/Professions & entrepreneurship (wise) (9%*) 3/3/1 C. Systems that focus on human governance - security and opportunity (~15%*) 0/0/0 11. Cities & security for families and professionals (property tax) 1/2/2 12. States/regions & commercial development opportunities/investments (sales tax) 0/19/0 13. Nations/NGOs & citizens rights/rules/incentives/policies/laws (income tax) Quality of Life = Quality of Service + Quality of Jobs + Quality of Investment-Opportunities “61 Service Design 2010 (Japan) / 75 Service Marketing 2010 (Portugal)/78 Service-Oriented Computing 2010 (US)”14 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Priorities: Succeeding through Service Innovation - A Framework for Progress (http://www.ifm.eng.cam.ac.uk/ssme/) Source: Workshop and Global Survey of Service Research Leaders (IfM & IBM 2008) IBM University Programs worldwide, accelerating regional development (IBM Upward) 1. Emerging demand 2. Define the domain 3. Vision and gaps 4. Bridge the gaps 5. Call for actions Service Service Service Stakeholder The white paper offers a starting point to - Innovation Systems Science Priorities Growth in service Customer-provider To discover the Education GDP and jobs interactions that underlying enable value principles of Skills Develop programmes Service quality cocreation complex service & Mindset & qualifications & productivity systems Dynamic Research Environmental configurations of Systematically Encourage an Knowledge friendly & resources: people, create, scale and interdisciplinary & Tools approach sustainable technologies, improve systems organisations and Urbanisation & information Foundations laid Business aging population by existing Employment Increasing scale, disciplines Develop and improve & Collaboration Globalisation & complexity and service innovation technology drivers connectedness of Progress in Government roadmaps, leading to a service systems academic studies doubling of investment Opportunities for and practical tools Policies in service education businesses, B2B, B2C, C2C, & Investment and research by 2015 governments and B2G, G2C, G2G Gaps in knowledge individuals service networks and skills Glossary of definitions, history and outlook of service research, global trends, and ongoing debate © 2012 IBM Corporation

US National Academy of Engineering Grand Challenges A. Systems that focus on flow of things humans need 1. Transportation & Supply Chain Restore and enhance urban infrastructure 2. Water & Waste/Climate & Green tech Provide access to clear water 3. Food & Products Manager nitrogen cycle 4. Energy & Electricity Make solar energy economical Provide energy from fusion Develop carbon sequestration methods 5. Information & Communication Technology Enhance virtual reality Secure cyberspace Reverse engineer the brain B. Systems that focus on human activity & development 6. Buildings & Construction (smart spaces) Restore and enhance urban infrastructure 7. Retail & Hospitality/Media & Entertainment (tourism) Enhance virtual reality 8. Banking & Finance/Business & Consulting 9. Healthcare & Family Life Advance health informatics Engineer better medicines Reverse engineer the brain 10. Education & Work Life/Jobs & Entrepreneurship Advance personalized learning Engineer the tools of scientific discovery C. Systems that focus on human governance 11. City & Security Restore and improve urban infrastructure Secure cyberspace Prevent nuclear terror 12. State/Region & Development 13. Nation & Rights16 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

California Human Development Report 2011:From meaning-of-life to quality-of-life…. http://www.measureofamerica.org/docs/APortraitOfCA.pdf17 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Universities key to regions Nation  Three Streams State/Province City/Metro – Transfer knowledge For-profits U-BEE Job Creator/Sustainer – Create knowledge Cultural & Conference University Hospital Medical College Hotels Research K-12 – Apply knowledge to co-create value Non-profits Worker (professional) Family (household)  Nested Holistic Systems – Flows – Development Third Stream is about U-BEEs = – Governance University-Based Entrepreneurial Ecosystems24 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Regional Competitiveness and U-BEEs:Where imagined possible worlds become observable real worldshttp://www.service-science.info/archives/1056Innovations NationUniversities/ “The future is already State/Province here (at universities),Regions City/RegionCalculus (Cambridge/UK) For-profits it is just not evenlyPhysics (Cambridge/UK) U-BEEComputer Science (Columbia/NY) distributed.”Microsoft (Harvard/WA) Job Creator/SustainerYahoo (Stanford/CA) Hospital Cultural & UniversityGoogle (Stanford/CA) Medical Conference CollegeFacebook (Harvard/CA) Research Hotels K-12 “The best way to Non-profits Worker (professional) Family (household) predict the future is to (inspire the next generation of students to) build it better.” U-BEEs = University-Based Entrepreneurial Ecosystems, City Within City 25 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Nations compete and cooperate: Universities important% WW GDP and % WW Top-500-Universities (2009 Data) 9 Japan 8 7 y = 0,7489x + 0,3534 R² = 0,719 China 6 Germany 5 France 4 United Kingdom Italy % G D o b P a g l 3 Russia Brazil Spain Canada 2 India Mexico South Korea Australia Turkey Netherlands 1 Sweden 0 0 1 2 3 4 5 6 7 8 9 % top 500 universities26 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

A Framework for Global Civil Society  Daniel Patrick Moynihan said nearly 50 years ago: "If you want to build a world class city, build a great university and wait 200 years." His insight is true today – except yesterdays 200 years has become twenty. More than ever, universities will generate and sustain the world’s idea capitals and, as vital creators, incubators, connectors, and channels of thought and understanding, they will provide a framework for global civil society. – John Sexton, President NYU28 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Visit IBM Almaden Research Center, San Jose, CA Upcoming Conferences – July 2012 • ISSS San Jose • HSSE San Francisco More Information – Blog • www.service-science.info – Twitter • @JimSpohrer – Presentations • www.slideshare.net/spohrer – Email • spohrer@us.ibm.com 29 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Thank-You! Questions? “Instrumented, Interconnected, Intelligent – Let’s build a Smarter Planet.” – IBM “If we are going to build a smarter planet, let’s start by building smarter cities” – CityForward.org “Universities are major employers in cities and key to urban sustainability.” – Coalition of USU “Cities learning from cities learning from cities.” – Fundacion Metropoli “The future is already here… It is just not evenly distributed.” – Gibson “The best way to predict the future is to create it/invent it.” – Moliere/Kay “Real-world problems may not/refuse to respect discipline boundaries.” – Popper/Spohrer “Today’s problems may come from yesterday’s solutions.” – Senge “History is a race between education and catastrophe.” – H.G. Wells “The future is born in universities.” – Kurilov “Think global, act local.” – GeddesDr. James (“Jim”) C. SpohrerInnovation Champion &Director, IBM University Programs & open worldwide entrepreneurship research (IBM UPower) WWspohrer@us.ibm.com 30 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

What is service science? A service system? The ABC’s? Design/ Cognitive Science Systems Engineering “service science is “a service system is athe transdisciplinary study of human-made system to improve service systems & provider-customer interactions value-cocreation” and value-cocreation outcomes, by dynamically configuring resource Marketing access via value propositions, most often studied by many disciplines, one piece at a time.” The ABC’s: The provider (A) and a customer (B) transform a target (C) Computer Science/ Artificial Intelligence Economics & Law Operations 31 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Systems-Disciplines Framework: Depth & Breadth systems Systems that focus on flows of things Systems that support people’s activities Systems that govern transportation & ICT & retail & healthcare food & education city state nation disciplines supply chain water & energy products & electricity cloud building & hospitality banking & family &work secure scale laws waste construction & finance behavioral sciences Customerstakeholders e.g., marketing Provider management sciences e.g., operations Observe Stakeholders (As-Is) political sciences Authority e.g., public policy learning sciences Competitors e.g., game theory and strategy cognitive sciences People e.g., psychologyresources system sciences Technology e.g., industrial eng. information sciences Observe Resource Access (As-Is) Information e.g., computer sci organization sciences Organizations e.g., knowledge mgmt History social scienceschange e.g., econ & law (Data Analytics) decision sciences Imagine Possibilities (Has-Been & Might-Become) Future e.g., stats & design (Roadmap) run professions Run e.g., knowledge worker Transformvalue (Copy) transform professions e.g., consultant Realize Value (To-Be) Innovate innovate professions (Invent) e.g., entrepreneur 32 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

IBM’s Leadership Changes IBM has 426,000 employees worldwide 2011 Financials 22% of IBM’s revenue  Revenue - $ 106.9B in Growth Market  Net Income - $ 15.9B countries; growing at 11% in 2011  EPS - $ 13.44  Net Cash - $16.6B More than 40% of IBM’s workforce conducts business away from an office 55% of IBM’s WorkforceIBM operates in 170 is New to the company incountries around the globe the last 5 years Number 1 in patent generation for 19100 Years of Business consecutive years ;& Innovation in 2011 6,180 US patents awarded in 2011 The Smartest Machine On Earth 9 time winner of the 5 Nobel President’s National Laureates Medal of Technology & Innovation - latest “Let’s Build a Smarter award for Blue Gene Planet" Supercomputer 33 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Up-Skill = New Venture = Graduates with Smarter Planet skills = High-GrowthCycle = Acquisition = IBMer moving from Acquisition/ New IBM BU mature BU to acquisition (Growing) = IBMer moving into IBMer on Campus role (help create graduates = High-Productivity/University-Region1 with Smarter-Planet skills, Mature IBM BU help create Smarter Planet oriented new ventures; (Shrinking) Refresh skillsUniversity-Region2 IBM34 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Sustainability/Resilience & Innovation: Local-p global-i supply chains World as System of Systems World (light blue - largest) Nations (green - large) States (dark blue - medium) Cities (yellow - small) Universities (red - smallest) Cities as System of Systems Developed Market -Transportation & Supply Chain Nations -Water & Waste Recycling (> $20K GDP/Capita) -Food & Products ((Nano) -Energy & Electricity -Information/ICT & Cloud (Info) -Buildings & Construction Emerging Market -Retail & Hospitality/Media & Entertainment Nations -Banking & Finance (< $20K GDP/Capita) -Healthcare & Family (Bio) -Education & Professions (Cogno) -Government (City, State, Nation) Nations: Innovation Opportunities - GDP/Capita (level and growth rate) - Energy/Capita (fossil and renewable)35 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

~250 years of infrastructure transformations Installation Crash Deployment Irruption Frenzy Synergy Maturity • Formation of Mfg. industry 1 The I ndust r i al 1771 Panic • Repeal of Corn Laws 1829 Revol ut i on 1797 opening trade • Standards on gauge, time A ge of St eam Panic 2 and Rai l ways 1829 1847 • Catalog sales companies 1873 • Economies of scale A ge of St eel , Depressio • Urban development 3 El ect r i ci t y 1875 n • Support for interventionism 1920 1893 and Heavy Engi neer i ng • Build-out of Interstate A ge of Oi l , Crash 4 A ut omobi l es 1908 1929 highways 1974 • IMF, World Bank, BIS and Mass Pr oduct i on Coming period of A ge of I nf or mat i on Credit Crisis 5 and 1971 2008 Institutional Adjustment and Production Capital Tel ecommuni cat i ons Source: Carlota Perez, Technological Revolutions and Financial Capital: The Dynamics of Bubbles and Golden Ages; (Edward Elar Publishers, 2003).36 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

~100 years of US job transformations Source: US Bureau of Economic Analysis; McKinsey Global Institute Analysis37 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

We need better frameworks, theories, and models of… Four I’s Cultural Information – Infrastructure (Quality-of-Life Measures) – Individuals – Institutions – Information Individuals Institutions Four Measures (Skills) (Rules, Jobs) – Innovativeness – Equity – Sustainability Societal Infrastructure – Resiliency (Technologies & Environment)38 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Service systems entities learn to apply knowledge Learning To Apply Knowledge Do It Invent It Exploitation Exploration Run Transform Innovate Operations L Internal Incremental Maintenance Copy It External Radical Insurance Interaction Super-Radical March, J.G. (1991) Exploration and exploitation in organizational learning. Organizational Science. 2(1).71-87. Sanford, L.S. (2006) Let go to grow: Escaping the commodity trap. Prentice Hall. New York, NY.39 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Service Science: Conceptual Framework Ecology (Populations & Diversity) Entities Interactions Outcomes (Service Systems, both (Service Networks, (Value Changes, bothIndividuals & Institutions) link, nest, merge, divide) beneficial and non-beneficial) Identity Value Proposition Governance Mechanism Reputation (Aspirations & Lifecycle/ (Offers & Reconfigurations/ (Rules & Constraints/ (Opportunities & Variety/ History) Incentives, Penalties & Risks) Incentives, Penalties & Risks) History) Access Rights Measures (Relationships of Entities) (Rankings of Entities) lose-win win-win prefer sustainable lose-lose win-lose non-zero-sum Resources Stakeholders outcomes, (Competences, Roles in Processes, (Processes of Valuing, i.e., win-win Specialized, Integrated/Holistic) Perspectives, Engagement)  Resources: People, Organizations, Technology, Shared Information  Resources: Individuals, Institutions, Infrastructure, Information  Stakeholders: Customers, Providers, Authorities, Competitors  Measures: Quality, Productivity, Compliance, Sustainable Innovation  Access Rights: Own, Lease, Shared, Privileged Spohrer, JC (2011) On looking into Vargo and Luschs concept of generic actors in markets, or “Its all B2B …and beyond!” Industrial Marketing Management, 40(2), 199–201. 40 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

14B Where is the “Real Science” - wonders to appreciate? 10KBig Bang In the many sciences that study the natural and human-made worlds… Cities (Natural Unraveling the mystery of evolving hierarchical-complexity in new populations… (Human-Made Time World) To discover the world’s architectures and mechanisms for computing non-zero-sum Entity Architectures (ЄN) of nested, networked Holistic-Product-Service-Systems (HPSS) World) writing (symbols and scribes, stored memory and knowledge) written laws ECOLOGY (governance and stored control) sun (energy) money earth (governed (molecules & transportable valuestored energy) stored value, “economic energy”) bacteria(single-cell life) bees (social sponges transistor division-of-labor)(multi-cell life) (routine cognitive work) universities (knowledge workersclams (neurons) printing press (books 41 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporationtrilobites (brains) 200M 60 steam engine (work)

Measuring Impact SSME: IBM Icon of Progress & IBM Research Outstanding Accomplishment – Internal 10x return: CBM, IDG, SDM Pricing & Costing, BIW COBRA, SIMPLE, IoFT, Fringe, VCR • Key was tools to model customers & IBM better • Also tools to shift routine physical, mental, interactional & identify synergistic new ventures • Alignment with Smarter Planet & Analytics (instrumented, interconnected, intelligent) • Alignment with Smarter Cities, Smarter Campus, Smarter Buildings (Holistic Service Systems) – External: More than $1B in national investments in Service Innovation activities – External: Increase conferences, journals, and publications – External: Service Science SIGs in Professional Associations – External: Course & Program Guidelines for T-shaped Professionals, 500+ institutions – External: National Service Science Institutions, Books & Case Studies (Open Services Innovation) Service Research, a Portfolio Approach – 1. Improve existing offerings (value propositions that can move the needle on KPI’s) – 2. Create new offerings (for old and new customers) – 3. Improve outcomes insourcing, outsourcing, acquisitions, divestitures (interconnect-fission-fusion) – 4. For all three of the above, improve customer/partner capabilities (ratchet each other up) – 5. For all four of the above, increase patents and service IP assets (some donated to open forums) – 6. For all five of the above, increase publications and body-of-knowledge (professional associations)42 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Who I am  Director IBM Global University Programs since 2009 – Global team works with 5000 university world wide (http://www.ibm.com/university) – Research (Awards), Readiness (Skills), Recruiting, Revenue, Responsibility – Transform “IBM on Campus” brand awareness (“Smarter Planet/Smarter Cities”) – Create “Urban Service System” Research Centers & U-BEEs  Founding Director of IBMs first Service Research group from 2003-2009 – Almaden Research Center, San Jose, CA – 10x ROI with four IBM outstanding and eleven accomplishment awards – Improve existing offerings, create new, portfolio synergies, partners, patents, publications – I know/work with service research pioneers from many academic disciplines • I advocate for Service Science, Management, Engineering, and Design (SSME+D) – Short-term: Curriculum (T-shaped people, deep in an existing discipline) – Long-term: New transdiscipline and profession (awaiting CAD tool) • I advocate for SRII (“one of the founding fathers”) • Co-editor of the “Handbook of Service Science” (Springer 2010)  Other background (late 90’s and before) – Founding CTO of IBM’s Venture Capital Relations group in Silicon Valley – Apple Computer’s (Distinguished Engineer Scientist and Technologist) award (90’s) – Ph.D. Computer Science/Artificial Intelligence from Yale University (80’s) – B.S. in Physics from MIT (70’s)43 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Eleven levels of systemsLevel AKA ~No. People ~No. Entities Example0. Individual Person 1 10,000,000,000 Jim1. Family Household 10 1,000,000,000 Spohrer’s2.Neighborhood Street 100 100,000,000 Kensington3. Community Block 1000 10,000,000 Bird Land4. Urban-Zone District 10,000 1,000,000 SC Unified5. Urban-Center City 100,0000 100,000 Santa Clara6.Metro-Region County 1,000,000 10,000 SC County7. State Province 10,000,000 1,000 CA8. Nation Country 100,000,000 100 USA9. Continent Union 1,000,000,000 10 NAFTA10. Planet World 10,000,000,000 1 UN44 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Future of cities and universities 20120619 v2

by James Clinton Spohrer on Jun 19, 2012

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