A Short Story about the Long Tail


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A Short Story about the Long Tail

  1. 1. ISV and Developer Relations Partnering with IBM Ann Scheman IBM ISV & Developer Relations Spain, Portugal, Greece, Israel, Turkey © 2007 IBM Corporation
  2. 2. ISV and Developer Relations A Short Story about the Long Tail How it applies to the IT Industry © 2007 IBM Corporation
  3. 3. ISV and Developer Relations Compelling Value Proposition World-class Robust Technical Portfolio Enablement & Support Industry Solutions Open Standards & GTM Investments Leadership © 2007 IBM Corporation
  4. 4. ISV and Developer Relations IDC Leadership Grid: Worldwide ISV Programs "IBM’s ISV program is a market leader that provides the benchmarks and best practices other vendors emulate when updating their programs." "IDC Competitive Analysis“ March 2006 See the report at: http://www.ibm.com/isv/library/idc_isv_programs_2006.pdf © 2007 IBM Corporation
  5. 5. ISV and Developer Relations IBM’s – ONE IBM approach to ISVs IBM Partnering/Alliances Framework IBM Technical Validations IBM Business Partners IBM ISV Technical Resources IBM Account Teams IBM Technologies & Brand Sales Teams © 2007 IBM Corporation
  6. 6. ISV and Developer Relations Building an Ecosystem to Drive Innovation © 2007 IBM Corporation
  7. 7. ISV and Developer Relations alphaWorks Services Online SaaS prototypes  Collaborative Development Environments  Enterprise Solution Prototypes New Vehicle For Innovation  New Solutions examples  New Business model http://services.alphaworks.ibm.com © 2007 IBM Corporation
  8. 8. ISV and Developer Relations Engaging Developers developerWorks IBM developerWorks #1 rated Vendor Developer Program (IDC 2005); 2nd largest vendor community Technical Info Downloads • Articles and Tutorials • Sample • Industry Awards for code Content • Emerging • 50% authored by non- technologies IBMers and industry experts • Product trial • Hot topics: software Skills Community •Online tutorials • blogs, forums, wikis, Lotus 4% Other 9% Linux and Technical chat, podcasts, web SOA 5% 19% Briefings feeds WebSphere 7% • IBM software and Open Source industry technology •430+ live Java topics 7% 18% XML 9% Technical Briefings • Experts and leaders delivered worldwide DB2 Rational 13% from within and 55,000+ attendees 9% beyond IBM Tutorial Registrations (1M) © 2007 IBM Corporation
  9. 9. ISV and Developer Relations PartnerWorld Industry Networks Energy & utilities Retail Telecom Banking Government Healthcare / Life Sciences Offer a program construct Insurance aligned with how IBM goes to market to help partners build their relationship with IBM, develop robust solutions, target customer opportunities Financial Markets and win Wholesale distribution Fabrication & assembly Travel & Media & transportation entertainment Education Automotive & learning © 2007 IBM Corporation
  10. 10. ISV and Developer Relations IBM ISV Partnership Framework Strategy Mutual Go-to-Market Tiered PartnerWorld benefits  Marketing - Access trend PartnerWorld Industry Networks data, build plans, and generate demand.  Selling - Create proposals, improve closing rates, publicize your success. PartnerWorld PartnerWorld Premier  Technical - Access tools for 100s product development and Industry support. PartnerWorld (Invite only) Optimised Advanced  Training - Access certifications, Webcasts, 1,000s • Co-marketing workshops, and discounts. PartnerWorld • Sales coverage • Preferred  Collaboration - Use forums, Member network with other BPs and positioning 10,000s IBM. Alliance Contract Reference, Joint Commit to Verify Install Solution Brief Share/Revenue Signup 1 HW & 1 MW 1 HW & 2 MW 1 HW & 2 MW © 2007 IBM Corporation
  11. 11. ISV and Developer Relations Key Differentiator: Focus on Business Partner Success Support Across  Build: Technical Support and Training Business Cycle  Access to leading-edge, tools resources and experts via online, virtual environments, email/ chat/phone or face-to-face  Integrated resources for seamless experience Technical &  Market training  Marketing campaign tools Marketing that extend ISV marketing resources Dedicated  Access to IBM's telenurturing to progress ISV leads guidance and  Collaborate nurturing  Mature partner community with expertise across industries, geographies and technologies  Value Networks: Formal and facilitated partner-to- partner collaboration to drive new opportunities  Sell  Access to 40,000 person global IBM sales team  IBM Sales Connections provides simple, effective approach for partners to access sales team and document results © 2007 IBM Corporation
  12. 12. ISV and Developer Relations IBM PartnerWorld Industry Networks How is it structured? The Enablement Optimized Barrier! -Industry-specific criteria Advanced - 2+ middleware from industry specific solutions - Enable to any IBM -Update GSD entry on demand -Publish IBM joint Member middleware offering Industry customer on IBM’s eServer success story - Publicly support platform IBM’s industry -Industry specific White -Global Solution Paper vision and solutions Directory entry by opting into - Customer PartnerWorld Experience Industry Networks for selected industry © 2007 IBM Corporation
  13. 13. ISV and Developer Relations PartnerWorld Industry Networks – The Retail Blueprint example What IBM themes are we taking to market What Solution Areas are recognised by the Industry What IBM technology we are pushing into these solution areas © 2006 IBM Corporation
  14. 14. ISV and Developer Relations Global Reach: IBM Innovation Centers and VIC Virtual Innovation Center  24/7 on demand access point  Tech support via chat or email in 8 languages to enablement portfolio  900+ partners attained Advanced level  3,400+ partners leveraged 650+ online courses via Partner Resource Managers  33 centers worldwide Israel center part of GTU  Engaged with 6,000 BPs in 2006  Delivered 25K enablements  85% engagements are cross-platform  16000 BPs attended 825 seminars and workshops IIC New 2006 © 2007 IBM Corporation
  15. 15. ISV and Developer Relations Generating Leads and Closing Deals Worldwide with PartnerWorld Industry Networks 10,000+ ISV firms in 160 countries participating 3,400+ enabled and selling solutions on both IBM hardware and middleware 1,000+ Business Partners using co-marketing & sales coverage resources – up 126% YTY 600+ joint customer wins published – Doubled since 2005 © 2007 IBM Corporation
  16. 16. ISV and Developer Relations Business Partner Initiatives for ISVs Leveraging PWIN © 2007 IBM Corporation
  17. 17. ISV and Developer Relations Specialties and IBM SOA Community …  3,500+ members joined PartnerWorld Industry Networks IBM’s SOA partner community SOA Specialty Benefits  Press Releases  Customer references  IBM SOA Business Catalog  Ready for SOA Specialty mark – 3,000 assets in the catalog  Discounted advertising service by year-end 2006 – Receive an additional $1,000 off IBM rate – 10,000 assets in the catalog  Published case study by year-end 2007 – Opportunity to have SOA case study written at no charge  IBM Sales Connections – Assistance from IBM SOA software, server, and services field sales reps to help close your deal  IBM SOA Business Catalog – List your reusable SOA assets in the SOA Business Catalog to help customers jumpstart their SOA development © 2007 IBM Corporation
  18. 18. ISV and Developer Relations … and the IBM SaaS Community  2,000+ members joined PartnerWorld Industry Networks IBM’s SaaS partner community SaaS Benefits  Press Releases  115 ISVs using IBM to manage their  Partner Podcasts Software as a Service infrastructure.  ‘Powering on Demand Applications’ mark  Published customer success story – Opportunity to have SaaS case study written at no charge  SaaS Marketing Consultants – SaaS experts to help design your marketing plan.  SaaS Campaign Design Tools – Reduce the cost of direct mail campaigns by utilizing SaaS tailored tools.  IBM SaaS Showcase – List your SaaS solution in the SaaS Showcase to promote your application to potential customers. © 2007 IBM Corporation
  19. 19. ISV and Developer Relations new … and IBM’s initiative for partners using open source  650+ partners working with WAS Benefits for Business Partners using Community Edition open source  Pre-integrated, no license-fee offerings:  350+ partners offer solutions using – WAS Community Edition pre-integrates Apache Tomcat with commonly used open source WAS Community Edition – DB2 Express-C handles natively both XML and relational data in an integrated data server  Unmatched technical enablement, at no cost: – Instant Q&A, architecture assistance, IIC  30 days free support to the BP’s customers: – WAS Community Edition support, free for 30 days  Sales assistance via Sales Connections: – Connect with IBM open source sales specialists  Free, customized, telemarketing campaign: – Up to 750 contacts for qualified partners  Press Releases – IBM executive quote + coordinated press activities © 2007 IBM Corporation
  20. 20. ISV and Developer Relations © 2007 IBM Corporation
  21. 21. ISV and Developer Relations STEP 1 - Join PartnerWorld for ISVs ibm.com/isv Register for a personal IBM ID Register your Company Join PartnerWorld © 2007 IBM Corporation
  22. 22. ISV and Developer Relations Thank You! Ann Scheman ann@il.ibm.com www.ibm.com/partnerworld/industrynetworks © 2007 IBM Corporation
  23. 23. ISV and Developer Relations © 2007 IBM Corporation
  24. 24. ISV and Developer Relations 2006 alphaWorks Highlights 91 Fortune 100 Companies downloaded technologies in ‘06 700 Technologies delivered to the marketplace 129 Technologies incorporated into existing IBM products 47 Technologies graduated into stand alone products © 2007 IBM Corporation
  25. 25. ISV and Developer Relations Global reach provides marketing and technical enablement GTU helps Israeli ISVs be successful  The GTU supports and initiates co-marketing activities, events and sales coverage for the Israeli ISVs worldwide, with the cooperation of IBM's local sales teams  140+ Israeli ISVs engaged with IBM teams  Lead technologies: WebSphere, DB2, Tivoli on IBM servers Israel AP 8% 15% AG Europe 45% 32%  Strong YTY IBM growth  Total revenue +50%  STG revenue +53%  SWG revenue +36% © 2007 IBM Corporation
  26. 26. ISV and Developer Relations Growing Skills Pipeline Through Academia 2007 Priorities 2006  Expand Academic Initiative Reach 720 800 600K Premier Institutions 520K • Drive student growth Students Trained • Increase faculty training on IBM technologies • Collaborate with WW academic associations 285K 400 300K  Drive Global Skills Development 285 200 • SOA, SSME, IOD, MDD, PM, Security, etc 155 90K 102K 50 43K  Increase Teaming Across IBM Company 0 0 • Increase learning experience for faculty and NA EMEA AP LA Total students WW © 2007 IBM Corporation