IBM Project Team 1

1. Service Thinking Historical Case:
IBM & Social Business
(Fluor, Curam, Brainmates)
Team 1
Nurkhat Ibadildin, Roman Osypenko, Soheil Bouzari,, Suman Kukreti,
Wynand Goosen.

2. Outline
• Slide 1: Title
• Slide 2: Outline
• Slide 3: Company and Offering– IBM & Social Business
• Slide 4: Three Company Summary Table
• Slide 5: Company 1: Press Release for IBM-Fluor
• Slide 6: Company 1: Service Thinking Analysis
• Slide 7: Company 2: Press Release for IBM- Curam
• Slide 8: Company 2: Service Thinking Analysis
• Slide 9: Company 3: Press Release for IBM-Brainmates
• Slide 10: Company 3: Service Thinking Analysis
• Slide 11: References and resources used to create case
• Slide 12 – N: Backup Slides

3. • Company: IBM
o Forbes Global 2000 Ranking
o For the fourth year in a row, IBM (NYSE: IBM ) has placed first in
International Data Corp.'s worldwide rankings for market share for
enterprise social software.
• Offering: Social Business Systems
o Analyst Report on Category of Offering
o Analysis of the strategic partnerships and the right fit in service thinking.
o There is a better way of doing business!
o “Businesses move from liking to leading when they look beyond social
media to see how social technologies drive real business value” – IBM
http://www.fool.com/investing/general/2013/04/23/ibm-social-software-ranked-top-
market-share-leader.aspx
Company and Offering

4. Fluor Curam Brainmates
GIE: Forbes 2000
Globally Integrated
Enterprise, many customers
Regional:
National, State, or City
Market, regional customers
Startup:
Limited quantity of paying
customers
More than $100M Rev/year About $10M-100M Rev/Year Less than $10M Rev/Year
Press Release(s) Press Release(s) Press Release(s)
Phrases to map to… Phrases to map to… Phrases to map to…
1 Value Co-Creation 1 Value Co-Creation 1 Value Co-Creation
2 Service System 2 Service System 2 Service System
3 Components 3 Components 3 Components
4 Platform 4 Platform 4 Platform
5 Run-Transform-Innovate 5 Run-Transform-Innovate 5 Run-Transform-Innovate
6 Multi-sided Metrics 6 Multi-sided Metrics 6 Multi-sided Metrics
Impact Rev, Profit, Brand Impact Rev, Profit, Brand Impact Rev, Profit, Brand
Case Summary Table

5. Press Release Fluor
IRVING, TX - 29 Jan 2013: Fluor Corporation(NYSE:FLR), a global leader in engineering, construction and project
management is adopting the Social Business platform, created by the world innovation leader IBM(NYSE: IBM). IBM’s
platform is resonant with Fluor’s understanding of its position as an service champion in future.
With more than 43,000 employees spread across 60 offices on 6 continents, working on diverse projects, Fluor has a
need to integrate the workforce and give them a unique communication platform. This will increase the employee
engagement into various projects and unleash their creativity and expertise. By outsourcing the social business
component to IBM, Fluor will continue to specialize on its core business, thus greatly benefiting from the added
value, provided by IBM services. By using the new system, Fluor employees will be able to connect with each other
and collaborate on projects even being thousands miles away from each other. This will also give them a possibility to
access experts both within Fluor Corporation and from the outside. The cross-platform synchronization will allow to run
projects using not only desktops or laptops, but also tablets and smartphones. Fluor workforce will become highly
interconnected and mobile.
The need to have a social business platform for Fluor was dictated by internal and external requirements. Internally
Fluor will increase employee engagement and loyalty. By integrating the elements of gamification and utilizing
implicit psychological needs of employees, the platform will fully engage them and add an element of interactivity
to the core business processes. Externally there will be a shift towards better customer interaction. The project
deliverables will be co-elevated to the new quality level. Reducing costs and increasing the service outputs, Fluor will
revolutionize the engineering and construction industries, where it successfully operates. Fluor will get to the new level
of relationships with its customers, adding an element of customer development to its core values. A new set of
metrics and KPI’s will emerge as a result of new platform adoption. This will all end in increased efficiency and
revenue and profit growth.
The partnership with IBM is just a beginning of a transformation of Fluor into a company driven by service dominant
logic, professing service thinking principles and looking forward into the future. Fluor is going to adopt new
technologies that are consonant with its customers values. “The new social business platform is a start of a huge
transformation that we began to better serve our customers. We are building a winning culture. This is a long and
thorny path to excellence”, said Ray F. Barnard, Fluor’s Senior VP / CIO.

6. Principle Phrases from PR Impact: Revenue, Profit, Brand, etc.
1. Co-Creation
Where does employee’s
empowerment come from?
Integrate the workforce; a
unique communication platform;
increase the employee
engagement; shift towards better
customer interaction; new level
of relationships with its
customers
Platform boosts overall effectiveness and
operational performance of Fluor, which
is reflected in increased employee
productivity. IBM improves its product
through customer feedback and adds
firm specific features which leads to
future customer satisfaction, continuing
business and improved service output.
2. Service System
What is a shift in resources
sharing between provider,
customer, and other
entities?
Platform is resonant with Fluor’s
position; technologies that are
consonant with its customers
values
Fluor reaches different industries which
reinforces its competitive position and
sustains its revenues in the long run. IBM
gets access to valuable data of interaction
between different professionals that can
be analyzed and provide a needed
flexibility for increasing future profits
from multiple industries.
3. Components
What are the reasons for
outsourcing?
Fluor will continue to specialize;
outsourcing the social business
component
This software saves Fluor’s resources for
IT which releases necessary funds for
investing in prospective projects and
improves the bottom line for its
shareholders. IBM reinforces its brand as
a leading provider of software.
Service Thinking Analysis - Fluor

7. Principle Phrases from PR Impact: Revenue, Profit, Brand, etc.
4. Run-Transform-
Innovate
Where does the
improvement apply?
A beginning of a
transformation of Fluor; We
are building a winning
culture
New system lowers training costs through
reducing Fluor’s turnover rate by focusing on
people and sustains quality for its challenging
projects. New product supports image of IBM
as an innovative leader in software industry
and improves its competitive advantage and
product offering.
5. Platform
Global/Mobile/Social
What is the
implementation time for
deployment of the
platform?
Connect with each other and
collaborate on projects even
being thousands miles away
from each other; access
experts both within and from
the outside
Fluor as a global company needs social
platform with global deployment through
various mobile devices which improves
decision-making and leads to higher profits
through completion of projects on time and
under budget. IBM can tap into new field of
business related to social networks and
generate new sources of income.
6. Multi-sided Metrics
What are the new KPIs?
The project deliverables will
be co-elevated to the new
quality level
Fluor measures employee and customer
satisfaction, creativity, project engagement,
and retention indexes, IBM can collect data on
user activity on specific functions, requested
for particular help information, adoption rate
among Fluor’s employees so that it can modify
its product and price offering.
Service Thinking Analysis - Fluor

8. DUBLIN and ARMONK, N.Y., Dec. 5, 2011 /PRNewswire/ -- IBM (NYSE: IBM) has signed a definitive agreement to
acquire Curam Software Ltd. to help governments improve the efficiency, effectiveness and accessibility of social
programs for smarter cities.
Curam Software is used in more than 80 government agency projects around the world to provide the most
appropriate social programs to citizens and their families in a timely manner, deliver services more effectively and
continuously monitor progress toward achieving people's social and economic potential. The software is used by
health and human services, workforce services, and social security organizations around the world to deliver welfare.
The Social Industry Platform includes processes to deliver all types of programs and offers the flexibility needed to
quickly update them as policy makers react to different economic times. Curam Software's Platform also allows
government and providers to focus on lowering overall program costs by ensuring that the benefits and services
provided address core issues and that people become more self-sufficient.
Through its Smarter Cities initiative, IBM helps cities and governments serve citizens better by adopting more intelligent
and efficient ways to analyze data, anticipate problems and coordinate resources. IBM has led more than 2,000
projects to achieve these goals and through its acquisition of Curam Software, IBM expects to extend its leadership
in this area. With the addition of the Curam Research Institute -- which is working to develop and deploy new
business models for managing social programs -- IBM will enhance its ability to help clients increase the social and
economic potential of people and their families.
After the acquisition is completed, Curam Software will be integrated into IBM's Software Group, which is a key driver
of growth and profitability for the company
"After 13 years of experience working with IBM, we know our companies are an excellent fit," said John Hearne, CEO,
Curam Software. "Many of our clients already use IBM technologies and services, and they will benefit from working
with Curam and IBM as one. Through IBM's global reach, we can grow our client base by bringing the benefits of
Curam's Social Industry Platform to citizens around the world.”
Press Release Curam

9. Principle Phrases from PR Impact: Revenue,
Profit, Brand, etc.
1. Co-Creation
e.g., How are
customers
empowered and
engaged?
-”The Social Industry Platform includes processes to
deliver all types of programs and offers the flexibility”
-”Smarter Cities Technology Center in Dublin at IBM’s
R&D Lab, where IBM works with city authorities,
universities, small and large businesses to research,
develop and commercialize new ways of making city
systems more connected, sustainable and intelligent.”
-”technical flexibility required to allow agencies to
implement solutions to meet their strategic objectives”
More effective way of
delivering on social
mandate. Better utilization
of scarce budgetary
resources.
These social systems are
helping the cities to be
more prepared and
flexible to changes in the
future.
2. Service System
e.g. What is a shift in
resources sharing
between provider,
customer, and other
entities?
-”Cúram Software is used in more than 80 government
agency projects around the world to provide the most
appropriate social programs to citizens and their
families in a timely manner, deliver services more
effectively and continuously monitor progress toward
achieving people’s social and economic potential.”
-”Cúram Software allows cities and governments to
provide a single view of benefits and services available
across agencies, levels of government and private and
not-for-profit organizations.”
-”The Social Industry Platform includes processes to
deliver all types of programs”
Freeing time of case
workers, away from
paperwork towards
delivery.
Single view of benefits
combats wastage and
fraud.
Service Thinking Analysis - Curam

10. Principle Phrases from PR Impact: Revenue,
Profit, Brand, etc.
3. Components
e.g. What are the
reasons for
outsourcing?
-”Through its Smarter Cities initiative, IBM helps cities
and governments serve citizens better by adopting
more intelligent and efficient ways to analyze data,
anticipate problems and coordinate resources.”
-”With the addition of the Cúram Research Institute --
which is working to develop and deploy new business
models for managing social programs -- IBM will
enhance its ability to help clients increase the social and
economic potential of people and their families.”
IBM extend
leadership in this
area.
Opportunity 18% p.a.
to $57Bln 2014.
The formation of the
institute helps IBM to
provide the expertise
in the social domain
of its business.
4. Run-Transform-
Innovate
e.g. Where does the
improvement apply?
-”Last year the company opened its first Smarter Cities
Technology Center in Dublin at IBM’s R&D Lab”
-”We are working to help cities and governments at all
levels transform the way they interact with citizens
while improving efficiency,”
-”Together with Cúram, IBM can transform the way
citizens do business with government in a way that
benefits everyone.”
RTI for both IBM,
Curam and client. For
IBM/Curam savings in
R&D overlap while at
same time being more
innovative.
Service Thinking Analysis - Curam

11. Principle Phrases from PR Impact: Revenue,
Profit, Brand, etc.
5. Platform
Global/Mobile/So
cial
e.g. What is the
implementation time
for deployment of the
platform?
-”The Social Industry Platform includes processes to
deliver all types of programs and offers the flexibility
needed to quickly update them as policy makers react to
different economic times.”
”More than 90 percent of Cúram’s clients use IBM
WebSphere middleware and nearly 70 percent of its
clients use IBM hardware”.
-”Through IBM’s global reach, we can grow our client
base by bringing the benefits of Cúram’s Social Industry
Platform to citizens around the world.”
IBM is very global, 170
countries, with wide
platform. Its target to
involve the whole world
in the social industry
platform through Curam
would take a long time
but it also depends on
the adaptability of the
cities for this platform.
6. Multi-sided
Metrics
e.g. What are the
new KPIs?
-”series of moves IBM made this year to enhance its
offerings for cities and governments.”
-“Cúram Software will be integrated into IBM's Software
Group, which is a key driver of growth and profitability
for the company.“
-”programs to citizens and their families in a timely
manner, deliver services more effectively and
continuously monitor progress toward achieving
people’s social and economic potential.“
Add value to Smarter
Cities initiative.
Increase client base of
Curam using IBM
clients.
Increase software
offering as more types of
social business models
are added
Service Thinking Analysis - Curam

12. Brainmates is a Product Management consulting and training company. They provide contract
Product Management services with staff that has practical knowledge of different Product
Management methodologies. Brainmates helps companies to strategize, design and deploy products
and services.
Social Business can be used by Product Managers in four ways: Monitoring and Listening,
Promoting and Sharing, Gathering feedback, Collaborating
Brainmates has published the second edition of our white paper entitled “Collaborative
Conversations: Using social media in product management”. We wanted to understand the
opportunities and challenges that social media presents to product managers and learn how it is
currently being used. We also wanted to unearth the ways in which social media may shape or
change the product management role in future.
“Social media provides product managers with an opportunity to join online conversations. This
can help in understanding what customers like, what they don’t like, what they want and how they
want it. This insight is useful in the design, development and deployment of products.” says Paul
Alex Gray, Senior Consultant at Brainmates.
Brainmates announced collaboration with IBM to use their Social Business application, this
partnership will allow Brainmates to increase its ability even more in users requirements
gathering and increase revenue by targeting the right market. Social Business application also
enable more collaboration between Product managers and Product Marketers to have the same
understanding about user and buyers needs.
Press Release Brainmates

13. Principle Phrases from PR Impact: Revenue, Profit,
Brand, etc.
1. Co-Creation
e.g., How are customers
empowered and
engaged?
Customers’ need and requirement should be the
core of new products and services. Brainmates
gather information from customer by creating
use-cases and user personas to grasp and improve
its understanding of market. Also by allowing
Product Marketer to collaborate with Product
Managers, the final product with meet both User
and Buyer requirement and specification.
By eliciting information
from end user, potential
market and convey them to
Product Management team,
Brainmates can significantly
improve the success of a
new product from its design
to production and marketing
phase.
2. Service System
e.g. What is a shift in
resources sharing
between provider,
customer, and other
entities?
Brainmates helps companies to Strategize, design
and deploy products and services.
By offering its services,
Brainmates can increase its
customers efficiency in
gathering requirement and
Product Design and
Development. (Consonance)
Service Thinking Analysis - Brainmates
3. Components
e.g. What are the
reasons for
outsourcing?
User Requirement identification and collection,
creating use-cases and user personas, analyzing
market and identifying new markets for newly
developed products, developing marketing
strategies
User requirement gathering,
Collecting feedbacks,
Market research

14. Principle Phrases from PR Impact: Revenue, Profit,
Brand, etc.
4. Run-Transform-
Innovate
e.g. Where does the
improvement apply?
As Brainmates organizes regular Product
Management, Business Case writing,
Stakeholder Relationship and Agile Product
Management courses, Brainmates stays on
the edge of new concepts and technologies in
the field of Product Management
methodology.
A lot of potential costumers were
already participated in one of the
courses. Brainmates foster and
expand its relationship with
companies by organizing training
courses and also keeps its
knowledge and expertise up to
date.
5. Platform
Global/Mobile/So
cial
e.g. What is the
implementation time
for deployment of the
platform?
By using Social Business platform, Product
Manager who is dealing with user requirement
and Product Marketer who focus on buyers can
have a similar understanding
The cost of various research is
going to decrease as information
for a specific market can be
accessible from anywhere. Also
getting feedback from users is
going to be more quicker and
easier by using social business.
6. Multi-sided
Metrics
e.g. What are the new
KPIs?
End users, Product Managers, Costs and revenue can be measured
simultaneously as both Product
Manager and Product Marketer
perspective is considered.
Service Thinking Analysis - Brainmates

15. Backup Slides

16. Flour – Company Details
• Fluor is a global leader in engineering, procurement, construction,
maintenance (EPCM), and project management.
• Fluor is a number one choice for clients and governments in completing
challenging projects in diverse industries around the world for over a
century.
• 43,000 employees. 60 offices on 6 continents.
• Market cap of $9.54B.

17. Curam – Company Details
Social Program Management
IBM Cúram Research Institute
• Fostering the development of innovative service delivery models.
•
• The IBM Cúram Research Institute is comprised of experts in social policy
and service delivery reform programs from around the world.
•
• The IBM Cúram Research Institute is IBM’s social policy research arm. Its
mission is to foster the development of innovative service delivery models
to enable social programs to achieve their desired outcomes of raising the
social and economic potential for people and society.
• The research focus is on the crossover from policy to service delivery.
• Other activities include best practice briefings, special interest workshops
and sponsorship of key industry initiatives.

18. • Based on Australian industry report (March 12th 2013) “The biggest
skill shortage in digital space is Product Manager”.
• Brainmates is a Product Management consulting and training
company.
• Brainmates provides contract Product Management services with
staff that has practical knowledge of different Product Management
methodologies.
• Brainmates helps companies to strategize, design and deploy products
and services.
Brainmates – Company Details

19. • URLS to web accessible information resources
• http://newsroom.fluor.com/news-releases
• http://www.fluor.com/about_fluor/corporate_information/Pages/pro
file.aspx
• http://www.forbes.com/companies/fluor/
• http://www-03.ibm.com/press/us/en/pressrelease/40217.wss
• http://www.fluor.com/SiteCollectionDocuments/fluor-corp-profile-
english-a4.pdf
• Academic References (Google Scholar Citations)
• Analyst Reports on Industries, Businesses, Offering Categories, etc.
• Interviews and other sources
References - Fluor

20. • URLS to web accessible information resources
• http://www.youtube.com/watch?v=sWc-XJKidho
• http://en.wikipedia.org/wiki/C%C3%BAram_Software
• http://www-01.ibm.com/software/city-operations/curam-software/
• http://www-03.ibm.com/press/us/en/pressrelease/36134.wss
• Academic References (Google Scholar Citations)
• Analyst Reports on Industries, Businesses, Offering Categories, etc.
• Interviews and other sources
References - Curam

21. • URLS to web accessible information resources
• http://www.brainmates.com.au/wordpress/wp-
content/uploads/2010/08/2011-BM-White-
Paper_Social-Media.pdf
• http://www.slideshare.net/brainmates/product-
management-roles-briefly-
explained?from_search=34
• Academic References (Google Scholar Citations)
• Analyst Reports on Industries, Businesses, Offering
Categories, etc.
• Interviews and other sources
References - Brainmates

22. Brainmates