This deck provides an overview of eight initiatives at IBM designed to help IBM understand emerging trends, technologies, and business issues that will face IBM and our customers in the future.

1. HorizonWatching: How IBM Develops Views of the Potential Futures Bill Chamberlin – Principal Analyst, IBM Market Insights 17 Aug 2011

2. Howdoes a companysurvive 100 years? 2 HorizonWatching: How IBM Develops Views of the Potential Futures

3. Howdoes a companysurvive 200 years? 3 HorizonWatching: How IBM Develops Views of the Potential Futures

4. Table of Contents How IBM Develops a View of theFuture: EightIBM Foresight Initiatives How I, as a Market Insights Professional, Develop a View of the Future 4 HorizonWatching: How IBM Develops Views of the Potential Futures

5. IBM has a diverse, evolving, set of internal foresight capabilities focused on technology, society and business 5 HorizonWatching: How IBM Develops Views of the Potential Futures Global Technology Outlook (GTO) Global Innovation Outlook (GIO) Eight IBM Foresight Initiatives Global Technology Outlook Academy of Technology First of a Kind (FOAK) Global Innovation Outlook InnovationJam Institute for Business Value Market Development & Insights HorizonWatch Community Academy of Technology (AoT) First of a Kind (FOAK) InnovationJam Institute for Business Value (IBV) Market Development & Insights (MDI) Community: Horizonwatch

6. 6 The Global Technology Outlook is developed annually by IBM Research, which has 11 labs located in 9 countries Dublin China Zurich Tokyo Watson Haifa Almaden India Austin Melbourne Rio 5 Nobel Laureates 14 National Medals 6 Turing Awards 80 Members of National Academies 11 Inductees, National Inventors Hall of Fame IBM Research Lab HorizonWatching: How IBM Develops Views of the Potential Futures

7. 7 The Global Technology Outlook team solicits input from the wide diversity of disciplines at IBM Research Computer Science Behavioral Sciences Engineering Chemistry Improved human computer interaction sub-micron lithography Deep QA for Natural Language Processing (Watson) Nano-science and Nano-technology Mathematical Sciences Service Science, Management & Engineering Materials Science Physics Science & Engineering Business & Management BusinessInnovation TechnologyInnovation Social Innovation Demand Innovation Economics & Markets Social & CognitiveSciences protein folding Trackpoint for Thinkpad, Risk Management Organic Semiconductors Improve services-led economy http://www.research.ibm.com/areas.shtml HorizonWatching: How IBM Develops Views of the Potential Futures

8. 8 Global Technology Outlook (GTO) IBM Research’s annual Global Technology Outlook identifies disruptive societal, technical and economic trends that might impact IBM and its clients Objective The GTO identifies significant technology trends early. It looks for high impact disruptive technologies leading to game changing products and services over a 3-10 year horizon Disruptive technologies, potential new technologies, game changers Identify trends - - exponentials, thresholds, discontinuities, walls New technologies, new markets The GTO is used to drive technical initiatives in IBM Research and to jointly engage with IBM in formulating these initiatives About The Process It’s a process that takes the whole year and involves getting input from all IBM Industry and Business Unit Strategists, IBM Research employees, University researchers, partners, and suppliers HorizonWatching: How IBM Develops Views of the Potential Futures

9. 2011 GTO Topics – What does IBM Research think is going to be important in the future? http://www-05.ibm.com/ch/ibm_sap_portfolio/pdf/Global_Technology_Outlook_2011.pdf 9 HorizonWatching: How IBM Develops Views of the Potential Futures

10. A sidebenefit of the GTO processisthe “5 in 5” series of foresightpredictionspublishedeveryyear 10 http://youtu.be/2m7ticc7jnE http://www-03.ibm.com/press/us/en/pressrelease/33304.wss HorizonWatching: How IBM Develops Views of the Potential Futures

11. The Global Innovation Outlook focused more on broad issues impacting all types of organizations Global Innovation Outlook (GIO) Focused on broad and challenging topics – spanning geographies, generations, industries and interests Ran from 2004-09, picked 2-3 topics per year Surfaced insights and opportunities for business and societal innovation Open, collaborative, multi-disciplinary process with external business leaders, academics, researchers and policymakers Helped to launch IBM spin-off projects http://www.ibm.com/ibm/gio/us/en/index.html 11 HorizonWatching: How IBM Develops Views of the Potential Futures

12. 12 The IBM Academy of Technology is a society of IBM technical leaders across all IBM Business Units Academy of Technology (AoT) Academy Mission Advance the understanding of key emerging technical areas, Improve development of IBM's global technical community, Engage clients in technical pursuits of mutual value. Sets the Technical Agenda via ‘Activities’ Anyone in IBM’s technical community can start an Academy activity Currently, many activities are in areas such as: Smarter Planet Cloud Computing Business Analytics and Optimization What makes a good Academy activity? Stimulate, organize, synthesize and advance technical dialogue and innovation across business lines Understand the gaps and address the opportunities for innovation that occur at the intersections of units and technical disciplines, HorizonWatching: How IBM Develops Views of the Potential Futures http://www-03.ibm.com/ibm/academy/index.html

13. 13 The First-of-a-Kind (FOAK) Program encourages collaboration of early adopter clients with IBM Research and Sales First of a Kind (FOAK) Pushes early thought leadership and experiences with new technologies Pilot experimental solutions & deliver working prototypes Validate market requirements Test market readiness 250+ projects completed Recognized industry best practice Frost & Sullivan Certified Best Practice Innovation Passport: The IBM First-of-a-Kind Journey From Research to Reality FOAK accelerates the delivery of innovation from the research labs into the market http://www.research.ibm.com/FOAK/index.shtml HorizonWatching: How IBM Develops Views of the Potential Futures

15. Innovation events over a defined period of time to capture the pulse of the group or to solicit specific ideas to critical business or societal issues

16. Jam Hosts and facilitators guide participants to build on each other’s ideas – supporting a meaningful exchange of perspectives by a focused audience around a shared topic

17. Real-time text analysis and data mining to highlight emerging trends and distill actionable resultshttps://www.collaborationjam.com/ HorizonWatching: How IBM Develops Views of the Potential Futures

19. HabitatJam was the largest brainstorming event on urban sustainability bringing together not only NGOs, politicians and academia – but the slum dwellers whose lives were directly impacted by this body

20. Results: Over 30,000 participants from 158 countries generated 600+ ideas. 70 of these were presented and adopted at the WUF3 conference as its official platform"At the heart of the urban crisis is a failure to allow the full participation of ordinary people in the development of the city. It is my hope that innovative technologies associated with Habitat Jam will help bring people closer together to plan and develop truly human settlements.“ Mrs. Anna Tibaijuka, former Under-Secretary-General of the United Nations and Executive Director of UN-HABITAT http://en.wikipedia.org/wiki/Habitat_Jam HorizonWatching: How IBM Develops Views of the Potential Futures

22. Customer Relationship Management

23. Financial Management

24. Human Capital Management

25. Supply Chain Management

26. Application Innovationhttp://www-935.ibm.com/services/us/gbs/thoughtleadership/ HorizonWatching: How IBM Develops Views of the Potential Futures

27. 17 Institute for Business Value IBV’s thought leadership provides an original, research-based point of view told from a client’s business perspective Institute for Business Value (IBV) Examples of Thought Leadership Studies “Future Agendas” CXO Surveys Example reports include the CEO Study, CHRO Study, CFO Study, and CIO Study 3 to 10 year industry and/or functional area outlook with action oriented next steps HorizonWatching: How IBM Develops Views of the Potential Futures

30. Steve Rogers, Director, IBM Center for Applied Insighthttp://bit.ly/kdPG80

31. The HorizonWatch Community was formed in 2001 to bring together all IBMers interested in understanding the future(s). Community: Horizonwatch Demographics This is a cross-IBM community of 1900+ IBMers from all types of functions, divisions and geographies. Focus Emerging trends and technologies Conference calls Topics are presented to the community by subject matter experts Collaboration platforms Blog Discussion forums Bookmarks File sharing Wikis 20 HorizonWatching: How IBM Develops Views of the Potential Futures

32. 21 Community Objective: Improve our collective ability to sense future disruptive technologies, business issues, trends and opportunities. Benefit of the Community: Diversity of the community means different perspectives, which enhances collaboration and sparks innovation. HorizonWatching: How IBM Develops Views of the Potential Futures

33. 22 HorizonWatch: 150 Conference Calls Since 2001 HorizonWatching: How IBM Develops Views of the Potential Futures

34. Every year, an annual trends document is produced and presented to the community. 23 Community: Horizonwatch 2011 Trends Private Clouds Virtualization Social Business Mobile Computing Storage Trends Advanced Business Analytics The Personalized Web Video-enabled Business Processes Service Oriented Architecture Sustainability & IT Risk Management Source: Bill Chamberlin, IBM Market Insights via HorizonWatching HorizonWatching: How IBM Develops Views of the Potential Futures

35. Other trend reports are produced and presented to the community. 24 Top Trends in Digital Marketing For 2011 Marketing Budgets Continue to Shift Towards Online Social Media Marketing Is Maturing (Slowly) Mobile Marketing Poised To Take Off Personalized Marketing: Customize To Each Individual Social Video As A Marketing Tool Gains Momentum Search Engine Optimization Gets More Complex Marketing Analytics Helps Make Sense Of All The Noise Real Time Web Assistance Connects Buyer With Expert Online Privacy Concerns Continue Digital Marketing Optimization Emerges As A Priority Source: Bill Chamberlin, IBM Market Insights via HorizonWatching Blog Post: Top Ten Digital Marketing Trends For 2011 http://bit.ly/aHOY3P Slide Deck: Top Ten Digital Marketing Trends For 2011 http://slidesha.re/fYUCgp HorizonWatching: How IBM Develops Views of the Potential Futures

36. 25 As A Market Insights Analyst, How Do I Approach Trends Research? HorizonWatching: How IBM Develops Views of the Potential Futures

37. 26 In additional to traditional trend spotting, I leverage social media and communities…. Scanning: Search to understand what people are talking about. Brainstorming: Two is better than one. Hundreds are better than two. Thousands are better than hundreds. Publishing: Posting content online helps establish my reach and authority Idea Development: Get feedback and improve my research Networking: Connect with other subject matter experts. Learning: Develop a better understanding of the potential future(s) HorizonWatching: How IBM Develops Views of the Potential Futures

38. 27 Sharing thought leadership content via a blog helps me develop my understanding of key trends and get feedback from readers A Primer on Smarter Water A Primer On Cloud Computing A Primer on Nanotechnology A Primer on Telepresence A Primer on Unified Communications A Primer on Futurists A Primer on 3D Printing A Primer on Scenario Planning A Primer on the Website Personalization Trend A Primer on the Consumer Market for Household Robots A Primer on the Trend Towards Video-enabled Business Processes A Primer on the Smart Grid and Intelligent Utility Network Trend A Primer On Water Management Issues A Primer on Advanced Business Analytics HorizonWatching: How IBM Develops Views of the Potential Futures

40. Thought Leadership Blog = Horizonwatching on Typepad

41. Signal/Scanning Blog = HorizonWatching on Tumblr

42. Twitter ID = Horizonwatching

43. Facebook = HorizonWatching

44. Online Newsletter = HorizonWatching

45. Slideshare IBM Expert Network = HorizonWatching

46. Google+ = Bill Chamberlin

47. LinkedIn Group = Horizonwatching

48. A Smarter Planet = Blog on Tumblr

49. The InfoBoom Community = Profile Page28 28 HorizonWatching: How IBM Develops Views of the Potential Futures

50. ThankYou 29 HorizonWatching: How IBM Develops Views of the Potential Futures