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IBM Smarter Planet: Gaining Momentum by Branding a Strategic Platform
 

IBM Smarter Planet: Gaining Momentum by Branding a Strategic Platform

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Yes, the world has become smarter.....Because it is more Instrumented, Interconnected and Intelligent it allows for advances in design, energy efficiency, water conservation, traffic management, life ...

Yes, the world has become smarter.....Because it is more Instrumented, Interconnected and Intelligent it allows for advances in design, energy efficiency, water conservation, traffic management, life cycle planning etc. all of which support common goals of sustainability. Lee Green, IBM VP, Brand Experience and Strategic Design will share how IBM has created a branded response to some of societies greatest needs.

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  • Introduction to Mr. Lee D. Green Who am I Why am I here Why should you care
  • Introduction to IBM 2009 year-end from continuing worldwide operations
  • ValuesJam Worldwide conversation about IBM’s values – RESULTED in our current value statements (previously stated) 1 million views 100,000 + employees participated Diverse backgrounds A Brief History of Jams - What are jams? Since 2001, IBM has used jams to involve its more than 300,000 employees around the world in far-reaching exploration and problem-solving, but Jams are not restricted to business. Their methods, tools and technology can also be applied to social issues. IBM's Jams and other Web 2.0 collaborative mediums are opening up tremendous possibilities for collaborative innovation — ways of working across industries, disciplines, and national borders. Through ValuesJam in 2003 IBMers came together to define the essence of the company. The result? A set of core Values – defined by IBMers for IBMers – that shape everything we do and every choice we make on behalf of the company. It may be fair to say that those numbers don't represent the whole picture. Indeed over two InnovationJams (2006 and 2008) IBM generated $700m in revenue but more importantly for the long term it paved the way for something much more sustainable, repositioning IBM as a thought leader. Half of the ten funded ideas now make up Smarter Planet which is taking us through into a Decade of Smart . In late January, IBM and the Economist Intelligence Unit hosted a 52-hour, around-the-clock web event called the Global Eco-efficiency Jam in which more than 1,600 business executives, government officials, NGO leaders, journalists, analysts and environmental experts from 60 countries collaborated to discuss best practices and practical actions that can be taken now to create a more sustainable future for our organizations, our customers, our industries, our communities and society at large. * All 2,000+ best practices and recommendations generated during the jam have been analyzed and will be released in a detailed report by the IBM Institute for Business Value on April 21st. This report will serve as a comprehensive guide to pragmatic steps organizations can take to drive greater eco-efficiency across all areas of their organization. The areas of focus in the report and webcast include Green IT / Green Data Centers, Smart Buildings, Sustainable Business Operations, Smarter Cities and Industries, the New Workplace and Raising the Bar - Monitoring, Measuring and Reporting.
  • Introduction to IBM IBM Values – results of ValuesJam
  • The Global Eco-efficiency Jam is a web-based event which will provide an unrivalled opportunity for thousands of public and private sector sustainability leaders, from medium to large organizations around the world, to pool their knowledge and experiences through a series of focused discussions and exchanges of best practices with each other, with practitioners and influencers and with acknowledged subject matter experts. Environment Framework, including: Green IT How can organizations apply energy efficient technology and practices to data centers and other IT assets? Energy efficient infrastructure How can organizations measure and manage energy use of their buildings, facilities, and other assets?   Sustainable operations How can organizations improve their environmental performance while driving sustainable growth?  The new workplace What can an organization do to reduce the environmental impact of its workforce while meeting business objectives? Smarter Industries, Smarter Cities How can eco-efficiency change the way entire industries, cities and societies operate? Raising the bar What are the most important key performance indicators for my organization and how do I meet stakeholder expectations?
  • The objective of this global Eco-efficiency Jam, a 51-hour, online interactive event, conducted by IBM and the Economist Intelligence Unit, was to discuss the primary drivers, opportunities and challenges associated with the continued advancement of ecoefficiency, as well as share best practices.
  • What practical actions can be taken today and in the near future to create a more eco-efficient and sustainable economy? Eco-efficiency is broadly defined as the delivery of competitively priced goods and services that satisfy human needs – while progressively reducing the environmental impact and resource intensity of goods and services throughout their lifecycle.
  • http://goliath.ecnext.com/coms2/product-compint-0000302072-page.html To further extend this achievement, IBM set itself an aggressive “2nd generation” goal: to reduce the CO2 emissions associated with its energy use 12 percent by 2012 against a 2005 base year through energy conservation and the procurement of renewable energy.
  • Metric Ton = 2,205 pounds
  • This ties to the “What if computer solved world probs while you’re at lunch…” statement Linking people’s idle computer’s together in a grid can create supercomputer-level strength.
  • ECO-PATENT COMMONS An initiative to create a collection of patents that directly or indirectly protect the environment. The patents will be pledged by companies and other intellectual property rights holders and made available to anyone free of charge. Source: The World Business Council for Sustainable Development IBM is working with other groups (IBM’s Environmental VP, Wayne Balta, is chairman of WBCSD) and companies. The World Business Council for Sustainable Development (WBCSD) and IBM -- named today by IFI Claims as the leading earner of US patents for the 15th consecutive year -- are initiating this effort in partnership with Nokia , Pitney Bowes and Sony . The pledged portfolio, dubbed the "Eco-Patent Commons", is available on a dedicated, public website hosted by the WBCSD . Patents pledged to the Eco-Patent Commons -- originally proposed at IBM's Global Innovation Outlook conference -- feature innovations focused on environmental matters and innovations in manufacturing or business processes where the solution provides an environmental benefit. For example, a company may pledge a patent for a manufacturing process that reduces hazardous waste generation, or energy or water consumption. A pledged patent covering a procurement or logistics solution may reduce fuel consumption. Since the launch of the Eco-Patent Commons in January 2008, one hundred eco-friendly patents have been pledged by eleven companies representing a variety of industries worldwide: Bosch, Dow , DuPont, Fuji-Xerox , IBM, Nokia, Pitney Bowes, Ricoh, Sony, Taisei and Xerox. http://www.wbcsd.org/templates/TemplateWBCSD5/layout.asp?type=p&MenuId=MTU1OQ&doOpen=1&ClickMenu=LeftMenu
  • I.B.M. Suppliers Must Track Environmental Data Those companies in turn must ask their subcontractors to do the same if their products or services end up as a significant part of I.B.M.’s $40 billion global supply chain. The suppliers must also set environmental goals and make public their progress in meeting those objectives.
  • First, our world is becoming instrumented. The transistor, invented 60 years ago, is the basic building block of the digital age. Now, consider a world in which there are a billion transistors per human, each one costing one ten-millionth of a cent. We’ll have that by 2010. There will likely be 4 billion mobile phone subscribers by the end of this year…and 30 billion Radio Frequency Identification tags produced globally within two years. Sensors are being embedded across entire ecosystems – supply-chains, healthcare networks, cities… even natural systems like rivers. Source: IBM’s Global Technology Outlook
  • I.B.M. Suppliers Must Track Environmental Data Those companies in turn must ask their subcontractors to do the same if their products or services end up as a significant part of I.B.M.’s $40 billion global supply chain. The suppliers must also set environmental goals and make public their progress in meeting those objectives.
  • THANK YOU!

IBM Smarter Planet: Gaining Momentum by Branding a Strategic Platform IBM Smarter Planet: Gaining Momentum by Branding a Strategic Platform Presentation Transcript

  • IBM's Smarter Planet: Gaining Momentum by Branding a Strategic Platform Lee Green IBM
  • Design for a Smarter Planet Lee D. Green Vice President, IBM Brand Experience and Strategic Design Sustainable Branding ‘10 07-10Jun10
  • Sustainable Brands Balance people & planet Greater transparency Communicate authentically Collaboration Innovation New kind of thinking “ Power of &” © 2010 IBM Corporation
  • IBM 1992 © 2010 IBM Corporation
  • Revenue (in billions) Stock Price Net Income (in billions) Employees © 2010 IBM Corporation
  • IBM Brand Valuation DOLLARS THE 100 TOP BRANDS © 2010 IBM Corporation
  • IBM Brand Valuation DOLLARS THE 100 TOP BRANDS © 2010 IBM Corporation
  • IBM received the most U.S. patents (more than 4,000) for the 16th year in a row, investing heavily in innovation as it continues its progression from a hardware provider to a software and services solutions brand. IBM recognizes that we live in an increasingly “connected world.” © 2010 IBM Corporation
    • Revenue: $95.8 billion
    • Net income: $13.4 billion
    • Total assets: $109.0 billion
    • Operates in: 170 countries
    • Number of employees (worldwide): 399,409
    • Stockholders of record: 546,247
    IBM Today © 2010 IBM Corporation
  • ValuesJam July 29 – August 1, 2003
    • 1 million views
    • 45,000+ employees participated
    • Diverse backgrounds
    • Worldwide conversation about IBM’s values
    © 2010 IBM Corporation
  • A Great Company, A Values-Based Company
      • “ (Our goal is to become) a globally integrated company that manages on the basis of values , decentralized decision-making, and holds itself to a higher standard than any law requires”
    © 2010 IBM Corporation “… values, for us, aren’t soft. They’re the basis of what we do, our mission as a company” – Sam Palmisano Harvard Business Review December 2004
  • Global Eco-efficiency Jam January 27 – 29, 2010 Involved 1,600 business executives, government officials, non-governmental organization leaders, journalists, analysts and environmental experts from more than 60 countries
  • Eco-efficiency is poised to become the biggest economic ‘ game changer ’ in the next 20 years Direct and collaborative action from a range of stakeholders will be needed to address the challenges and opportunities posed by eco-efficiency There is a strong imperative for stakeholders to advance the eco-efficient economy now Consensus © 2010 IBM Corporation
    • Leverage innovation to deliver “ green ” infrastructures that are highly efficient and overlay the physical infrastructure with digital intelligence
    • Implement sustainable solutions that promote resource efficiency and reduce the environmental and social impact of operations
    • Embrace intelligent systems that use open standards to provide near realtime information for better management of the infrastructure, water quantities, entire transportation systems, energy, buildings – Cities
    Recommendations © 2010 IBM Corporation
  • IBM’s Sustainable Initiatives
  • In A Fifteen Year Period – Through Annual Energy Conservation Actions Source: IBM 2008 Corporate Responsibility Report IBM saved 4.5 billion kWh of electricity
  • That’s the equivalent of powering California for six days © 2010 IBM Corporation
  • In One Year IBM Processed 49,083 Metric Tons of Its Product Waste Only 0.8% Went To Landfills Source: IBM Corporate Responsibility Report
  • Conserved Approximately 8 Million Gallons of Fuel. Source: IBM Corporate Responsibility Report IBM Estimates That In One Year It’s Work-at-home Program In The U.S.
  • Source: IBM Corporate Responsibility Report World community grid volunteers donate approximately 1,100 years of computer time per week – (fight hunger, medical research, environment)
  • IBM and the World Business Council for Sustainable Development launched the Eco-Patent Commons with Nokia, Pitney Bowes and Sony. The Eco-Patent Commons is an initiative to create a collection of patents that directly or indirectly protect the environment. The patents are pledged by companies and other intellectual property rights holders and are made available to anyone free of charge. September 2008...
  • April 2010… IBM will require its 28,000 suppliers in more than 90 countries to install management systems to gather data on their energy use, greenhouse gas emissions and waste and recycling. © 2010 IBM Corporation
  • Our world is becoming INSTRUMENTED Our world is becoming INTERCONNECTED Virtually all things, processes and ways of working are becoming INTELLIGENT + + © 2010 IBM Corporation All of this is enabled because:
  • © 2010 IBM Corporation By 2010 there will be 1 billion transistors per human, each costing 1/10 millionth of a cent. In 2005 there were 1.3 billion RFID tags in circulation, by 2010 there will be 33 billion. Worldwide mobile telephone subscriptions surpassed 4 billion in 2008; including 450 million camera phones. 3G devices growing 30% annually. An estimated 2 billion people will be on the Web by 2011, and a trillion connected objects – cars, appliances, roadways, pipelines – comprising the "Internet of Things.”
  • © 2010 IBM Corporation
  • © 2010 IBM Corporation
  • © 2010 IBM Corporation
  • © 2010 IBM Corporation
  • © 2010 IBM Corporation
  • © 2010 IBM Corporation
  • © 2010 IBM Corporation
  • © 2010 IBM Corporation
  • © 2010 IBM Corporation
    • Blue Onyx Deluxe, Blue Pearl Deluxe: Generally for "customer-facing" presentations
      • Blue Pearl Deluxe is useful for one-on-one laptop presentations and for easy printing. Textures on the opening screen carry through the blue bands on text slides.
      • Blue Onyx Deluxe relies heavily on black for maximum contrast, particularly in projection.
    • Blue Onyx Basic, Blue Pearl Basic: Intended for basic internal presentations. May also be used for customers.
      • Blue Onyx Basic uses black throughout for maximum contrast, particularly in projection.
      • Blue Pearl Basic works well for one-on-one laptop presentations and makes printing easy.
    • Additional usage tips in Notes page below
    © 2010 IBM Corporation
  • © 2010 IBM Corporation
  • “ The opportunity to make our planet smarter is one of those rare convergences: It is an agenda that is both real and measurable on the one hand and truly inspiring on the other.” © 2010 IBM Corporation
    • Sam Palmisano IBM CEO May 12, 2010
  •