The document summarizes IBM's Corporate Service Corps program, which sends IBM employees to work on projects in developing countries similar to the Peace Corps. It describes a team of IBMers who worked in Malaysia on projects with two organizations: the Spastic Children's Association of Johor and the Handicapped and Mentally Disabled Children's Association Johor. The team helped develop strategies for improving computer education and marketing/fundraising capabilities at the respective organizations over the course of 4 weeks.

1. © 2010 IBM CorporationAshish Patel
ashishp@ca.ibm.com

2. © 2010 IBM Corporation
IBM operates in 170 countries around the world.
A culturally and politically diverse world economy.
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3. © 2010 IBM Corporation
Introducing the IBM Corporate Service Corps Program
 IBM’s version of the Peace Corps, part of IBM’s Corporate Social Responsibility strategy and
Corporate Volunteering program
 Program is funded by the IBM Foundation
 Started in July 2008; in 2009, 530 IBMers representing more than 60 countries have worked
on projects in Africa, Asia, Eastern Europe and Latin America.
– 31 of those participants were from Canada
– These Canadians were selected from over 15,000 applicants from over 60 countries
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1. Immersion in strategic emerging
markets
2. Develop global teaming and leadership
3. Exposure to diverse cultures
4. Outside of the traditional office
5. Problem solving in challenging &
ambiguous environments
6. Leaders who can deliver a “Smart
Planet”
1. Acquire Global Leadership Skills
2. Develop as Global Citizens
3. Help Organizations in Emerging Markets
to Further Develop & Grow

4. © 2010 IBM Corporation
Over 500 participants on 51 teams in 13 countries by YE 2009
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Brazil
China
Egypt India
Nigeria
Ghana
Philippines
Romania
S. Africa
Tanzania
Turkey
Viet Nam
Malaysia
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10K
63
1K

5. © 2010 IBM Corporation
Positive response from the media
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“Volunteering Abroad to Climb at I.B.M.”
By Claudia H. Deutsch March 26, 2008
#1 media story for IBM in 2008

6. © 2010 IBM Corporation6
The Corporate Service Corps Experience
• Approximately 3 months
• 40-60 hours of pre work to familiarize participants with language, culture,
socioeconomic and political climate of the destination country
• Team building and leadership development workshops
• 1 month
• Team-based work focused on core societal, educational and
environmental challenges
• Embedded in local country
• Approximately 2 months
• Share the Service Corps experience with colleagues, family, friends and
your home community
• Connect to IBM’s business development process
Preparing for
the Experience
Preparing for
the Experience
The In-Country
Experience
The In-Country
Experience
Post-service
Experience
Post-service
Experience
NGO PartnerNGO Partner
CountryCountry
• Logistics
• Project planning
• In-country support
• IBM declared growth markets
• Emerging or pre emerging
• Address societal, educational, environmental challenges

7. © 2010 IBM Corporation
Value Proposition: The Triple Benefit
1. For the IBMer:
• Improve leadership skills and capabilities
• Enrich understanding of core societal issues affecting business
• Help become a global citizen
1. For IBM, the company:
• Stronger footprint in critical emerging markets
• Increased employee retention, satisfaction, and performance at IBM
• Brand and reputation enhancement
1. For the host country / community / society:
• The CSC clients will receive pro-bono IBM consulting and subject matter expertise,
bringing in business strategy, information technology, sales & marketing, organization
change, and other skills to the engagements
• Participants return with a renewed sense of giving and volunteering to serve meaningful
causes throughout the world
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8. © 2010 IBM Corporation
IBM Corporate Service Corps
Malaysia Team #3
Ashish Patel
ashishp@ca.ibm.com

9. © 2010 IBM Corporation
Malaysia
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10. © 2010 IBM Corporation
Malaysia Team #3
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Ashish Patel (Canada)
GTS - IT Architect
Gabriella Kokas (Hungary)
Dispute Resolution Owner
Persatuan
Kanak-Kanka
Spastik Johor
Children's Information Technology
Training
Charles Howell (USA)
S&D – Marketing Mgr.
Portia Mogale (South Africa)
GBS – Managing Consultant
Handicapped and
Mentally Disabled
Children
Association Johor
Strategy, Marketing, Management, HR
Training, IT / web design, Fund Raising
Anmol Rastogi (India)
GBS - System EngineerUniversiti
Teknologi
Malaysia
Provide assistance and training in UTM
USR (University Social Responsibility) IT
base Program
Abdel Labbi (Switzerland)
IBM Research - Manager
Asli Bertan (Turkey)
S&D – Technical Sales Mgr.
Provide scientific knowledge and training
in taking steps to reduce the current level
of emissions
Universiti
Teknologi
Malaysia
Ivan Alvarado (Mexico)
S&D – Client Rep.
Falguni G Rolekar (India)
GBS – Project Manager
USR (University Social Responsibility)
Program. Provide training in resource
management and research
Stefan Schmelz (Germany)
SWG – Software Services
Universiti
Teknologi
Malaysia

11. © 2010 IBM Corporation
Persatuan Kanak-Kanka Spastik Johor
Spastic Children’s Association
 To render relief happiness and joy to the Children with Cerebral Palsy
 Providing trade skills, rehabilitation, sports and special education services
 Currently enrolled ~100 students , majority from the Johor area
 Funded by the Royal Patron, State Government of Johor, and fundraising
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http://www.spasticjohor.com/

12. © 2010 IBM Corporation
Working at Spastic Children’s Association
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13. © 2010 IBM Corporation13
Our mission is to help the Spastic Children’s Association of Johor (the
‘SCA’) with fundamental strategy, methodology, and tools for education
changes needed to transform the business.
 Executive Sponsor
– Mr. Kanan, Principal, Persatuan Kanak-Kanka Spastik Johor (The Spastic Children’s Association of Johor)
 Project Goals
– Provide consultative advice on strategy, education and training methodology, and assistive technologies for the disabled
– Familiarize the children with information technology systems
– Identify children who can excel in information technology and work with them to improve their skills
– Increase the overall standard of the children’s information technology skills at the centre
– To work with staff to improve current information technology systems and assist with developing new systems where required
 Project Duration
– Duration is 4 weeks in-country in Johor, Malaysia
 Scope
– Work with staff to assess current information technology systems and provide advice for improvements
– Provide training to the assigned teachers in improved information technology systems
 Outputs
– Applicable staff are informed of fundamental marketing concepts and techniques, and are able to develop key tactics
– Children have the tools to increase their ability to perform academically in IT school-based programmes
– Staff are trained in education and teaching methodology and are aware of information technology systems accordingly
 Approach
– IBM issue based consulting approach to uncover relevant issues, analyze data, and make recommendations for improved business results
– Best practices in marketing and governance are shared, discussed, and understood in workshops and 1-on-1 training
Week 1Week 1 Week 2Week 2 Week 3Week 3 Week 4Week 4
Analysis & ConclusionsAnalysis & Conclusions
Facts & FindingsFacts & Findings
RecommendationsRecommendations

14. © 2010 IBM Corporation
Transform education to ensure successful outcomes for every citizen and
create economic sustainability through worker skills and innovation.
 By positioning education throughout
society, the positive impact will be
felt far beyond.
 Fundamental and analytical skills
are developed through the
education system.
 Practical experience is attained by
applying the skills developed by the
education system in the
marketplace, leading to innovation
skills development.
 Results of these developed skills
impact the economy and society as
a whole.
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15. © 2010 IBM Corporation
The SCA’s new strategy is to enhance education delivery skills to provide
students with disabilities marketable workplace skills and fulfilling lives.
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All strategic elements are required together for a successful computer education program,
delivering each element independently will NOT yield the intended results.
Strategic Intent:
 Create a computer education program. To develop a computer education curriculum that
meets the Malaysian Ministry of Education guidelines.
 Implement a Teaching Methodology. Utilize a structured methodology to apply curriculum
requirements into a deliverable lesson to the students.
 Implement Accessibility Technologies. To assist students with disabilities to conduct tasks
when interacting with a computer environment.
 Incorporate interactive learning methods to enhance the learning experience for students.
 Produce students with marketable and employable computer skills.
Note: SCA may be required to obtain accreditation of this curriculum from the ministry, where appropriate.

16. © 2010 IBM Corporation
Transformation activities required to re-design the Computer Education
Service.
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Future State
 Class restructuring (4 groups) with
regard to the lesson types
 Diagnostic tests
 Proactive approach
 Interactivity
 Measurable student results
 Motivation
 Personal development programme for
teachers
 Coursebook, exercise book with
solutions, teacher’s book, supplementary
materials
Future State
 Class restructuring (4 groups) with
regard to the lesson types
 Diagnostic tests
 Proactive approach
 Interactivity
 Measurable student results
 Motivation
 Personal development programme for
teachers
 Coursebook, exercise book with
solutions, teacher’s book, supplementary
materials
Current State
 No special education programme for
children
 No special national curriculum for
computer education
 No consistent teaching methodology
 No standards and accountability
 Classes unstructured
 No coursebook and supplementary
materials available for computer education
Current State
 No special education programme for
children
 No special national curriculum for
computer education
 No consistent teaching methodology
 No standards and accountability
 Classes unstructured
 No coursebook and supplementary
materials available for computer education
Transformation Activities
 Class restructuring (4 groups)
 no routine teaching approach
 Keep the learning process as concrete as
possible
 Special learning material (carefully structured
and as functional as possible)
 Adjust PCs
 new didactics
 new evaluation system
 change the form of teaching
 New system to track sts progress
 Regular teacher trainings
Transformation Activities
 Class restructuring (4 groups)
 no routine teaching approach
 Keep the learning process as concrete as
possible
 Special learning material (carefully structured
and as functional as possible)
 Adjust PCs
 new didactics
 new evaluation system
 change the form of teaching
 New system to track sts progress
 Regular teacher trainings

17. © 2010 IBM Corporation
Delivering an Web Design/Development Workshop at Spastic Children’s
Association
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18. © 2010 IBM Corporation
The Handicapped and Mentally Disabled Children’s Association Johor
(HOME)
 Malaysia’s first benevolent Total HOME NGO (non-government organization) for special needs children;
“children” include infants, toddlers, teenagers, and individuals over 18 yrs old
 The Johor HOME (headquarters) has ~200 people under its care; overall association includes over 400
children, with expansion plans for over 700 (new facility in KL in planning stages)
 Children under HOME care include: severely visually impaired, mentally/physically disabled, paralytic,
Down’s syndrome, spastic, hyperactive, cerebral palsy, autistic, mute, others
 Most of the children are abandoned, with some cruelly abused prior to reaching the HOME
 Malaysia government provides only 22% of yearly budget, making the HOME heavily dependent on
private donors… level of fund raising is inadequate to meet expansion goals
 The HOME requires fundamental help in business management, knowledge, & skills
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http://www.handicapjb.org.my

19. © 2010 IBM Corporation
Our mission is to help the Handicapped and Mentally Disabled Children
Association Johor (the ‘HOME’) with fundamental strategic, organization,
and marketing changes needed to transform the business.
 Project Goals
– Provide consultative advice on strategy,
organization, and management
– Improve marketing and organization structure to
fundamentally upgrade HOME skills and
capabilities
 Project Duration
– Duration is 4 weeks in-country in Johor, Malaysia
 Scope
– Work with the management team & staff in the
areas of strategy, marketing, and organization, with
a focus on upgrading managerial / business skills,
expand HOME awareness, and increase donations
 Approach
– IBM Issue Based Consulting approach to uncover
issues, analyze data, and develop
recommendations
– Share management concepts, techniques, & best
practices via lectures, workshops, and 1-on-1
coaching
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Executive Sponsors
Founder-President V.
Rajamanikam and
Executive Vice President
Jeevah Murugaiyah,
Handicapped and Mentally
Disabled Children
Association Johor

20. © 2010 IBM Corporation
Key Project Deliverables
 Business Direction (Values, Vision, Mission, Goals)
 SWOT (Strengths, Weaknesses, Opportunities, Threats)
 Market Analysis (3C: Customer, Company, Competition)
 Marketing Fundamentals (Definitions, Process, Roles, Best Practices)
 Marketing Plan (Create Awareness, Generate Demand, Enable Sales)
 Organization Design (Governance, Roles & Responsibilities, Structure)
 Fundamentals of Fundraising for NGOs (Sales)
 Leveraging IT (New Web Presence, Social Networking, etc)
 Short, Medium, & Long Term Recommendations
 Implementation Roadmap & Beginning of Execution Phase
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Personal contributions
from previous experience
Personal contributions
from previous experience
Personal contributions
from previous experience
Personal contributions
from previous experience

21. © 2010 IBM Corporation
Delivering the HOME’s Internet and Social presence
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22. © 2010 IBM Corporation
Delivering the HOME’s Internet and Social presence
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23. © 2010 IBM Corporation
News and Media
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Star Metro Southern Edition, Malaysia, April 9, 2010 Utusan Malaysia April 8, 2010

24. © 2010 IBM Corporation
What I learned…
1. From the Country and my Client:
– Relationships are everything…
– Unity is critical to long term success: “One Malaysia”
– People are open to new ideas: Quest for knowledge & craving to learn
1. From my IBM Colleagues:
– Amazing skills & abilities: different approaches to problem solving
– Trust is the #1 factor for High Performance Teaming
– The CSC Assignment is: What You Want it to Be…
1. From Myself:
– Becoming a Global Citizen Takes a Concerted Effort & Desire
– Much can be Done with the Right Client, at the Right Time, with the Right
Team
– The Growth Markets in Asia Pacific are a Great Place to Live & Work…
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25. © 2010 IBM Corporation
Celebrating and enduring as a team…
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26. © 2010 IBM Corporation
Immerse yourself into your surroundings…
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27. © 2010 IBM Corporation
More Information
 Read about IBM CSC participants experiences (Blog) at
https://www-146.ibm.com/corporateservicecorps
 Apply for IBM CSC program
https://w3.webahead.ibm.com/CorporateServiceCorpsRegistration/
 IBM CSC program asset repository
– Computer Education Service strategy & methodology for help the Spastic Children’s
Association of Johor
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28. © 2010 IBM Corporation
Terima kasih – Thank you!
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Ashish Patel
ashishp@ca.ibm.com