Case Study Discussion - IBM

Arup K Das
Doctorate, Information Management, MDI Gurugram
Head of Security & Compliance, Ericsson India Digital Services
Guest Faculty, FMS, University of Delhi

Jan 14th 2022

Jan 17th 2022
Agenda for Today’s Session
▪ Recap
▪ IBM – Global Services
▪ IBM Services Capabilities
▪ Global CEO Study
▪ IBM Solution Offerings

2
Customer Relationship Management
▪ Customer Relationship Management (CRM) is the combination of practices,
strategies and technologies that companies use to manage and analyze
customer interactions and data throughout the customer lifecycle.
▪ The goal is to improve customer service relationships and assist in customer
retention and drive sales growth.
▪ CRM systems compile customer data across different channels, or points of
contact, between the customer and the company, which could include the
company's website, telephone, live chat, direct mail, marketing materials
and social networks.
▪ CRM systems can also give customer-facing staff members detailed
information on customers' personal information, purchase history, buying
preferences and concerns.

3
CRM Benefits
▪ The use of CRM systems can benefit organizations ranging from small
businesses to large corporations, through:
❑ Having customer information such as past purchases and interaction history easily
accessible can help customer support representatives provide better and faster
customer service.
❑ Collection of and access to customer data can help businesses identify trends and
insights about their customers through reporting and visualization features.
❑ Automation of menial, but necessary, sales funnel and customer support tasks.

4
CRM Components
▪ CRM Marketing - CRM tools with marketing automation capabilities can
automate repetitive tasks to enhance marketing efforts at different points in
the lifecycle for lead generation. E.g., as sales prospects come into the
system, it might automatically send email marketing content, with the goal
of turning a sales lead into a full-fledged customer.
▪ CRM Sales - Sales force automation tools track customer interactions and
automate certain business functions of the sales cycle that are necessary to
follow leads, obtain new customers and build customer loyalty.
▪ CRM Support - Designed to reduce tedious aspects of a contact center
agent's job, contact center automation might include prerecorded audio that
assists in customer problem-solving and information dissemination. Various
software tools that integrate with the agent's desktop tools can handle
customer requests in order to cut down on the length of calls and to simplify
customer service processes. Automated contact center tools, such
as chatbots, can improve customer user experiences.

5
CRM Components
▪ Geolocation technology, or location-based services –
❑ Some CRM systems include technology that can create geographic marketing
campaigns based on customers' physical locations, sometimes integrating with
popular location-based GPS (global positioning system) apps.
❑ Geolocation technology can also be used as a networking or contact management
tool in order to find sales prospects based on a location.

6
CRM Technologies
Cloud based CRM
▪ CRM that uses cloud computing, also known as SaaS (software as a service) or on-demand
CRM, data is stored on an external, remote network that employees can access anytime,
anywhere there is an internet connection, sometimes with a third-party service provider
overseeing installation and maintenance.

▪ The cloud's quick, relatively easy deployment capabilities appeal to companies with limited
technological expertise or resources.

▪ Data Security is a primary concern for companies using cloud-based systems, as the
company doesn't physically control the storage and maintenance of its data. If the cloud
provider goes out of business or is acquired by another company, an enterprise's data can
be compromised or lost. Compatibility issues can also arise when data is initially migrated
from a company's internal system to the cloud.

▪ Companies might consider cloud CRM as a more cost-effective option. Vendors typically
charge the user on a subscription basis and offer the option of monthly or yearly
payments.

▪ Popular cloud-based CRM providers include Salesforce, HubSpot and Zendesk

7
CRM Technologies
On-Premise CRM
▪ This system puts the onus of administration, control, security and maintenance of the
database and information on the company using the CRM software.

▪ With this approach, the company purchases licenses upfront, instead of buying yearly
subscriptions from a cloud CRM provider. The software resides on the company's own
servers and the user assumes the cost of any upgrades.

▪ It also usually requires a prolonged installation process to fully integrate a company's data.
Companies with complex CRM needs might benefit from an on-premises deployment.

▪ Many cloud-based providers, such as Salesforce and WorkWise, also offer on-premises
versions of their CRM software.

8
CRM Technologies
Open-Source CRM
▪ An open-source CRM system makes source code available to the public,
enabling companies to make alterations at no cost to the company employing
the system.

▪ Open-source CRM systems also enable the addition and customization of data
links on social media channels, assisting companies looking to improve social
CRM practices.

▪ Open-Source CRM platforms such as OroCRM, Bitrix24, SuiteCRM and

SugarCRM offer alternatives to the proprietary platforms from Salesforce,
Microsoft and other vendors.

▪ Adoption of any of these CRM deployment methods depends on a company's

business needs, resources and goals, as each has different costs associated
with it.

9
CRM Technologies
Social CRM
▪ Social media in CRM involves businesses engaging with customers directly through social media platforms,
such as Facebook, Twitter and LinkedIn. Social media presents an open forum for customers to share
experiences with a brand, whether they are airing grievances or promoting products.

▪ To add value to customer interactions on social media, businesses use various social CRM tools that
monitor social media conversations -- from specific mentions of a brand to the frequency of keywords used
-- to determine their target audience and which platforms they use. Other tools are designed to analyze
social media feedback and address customer queries and issues.

▪ Companies are interested in capturing customer sentiments, such as the likelihood they will recommend
products and their overall customer satisfaction, to develop marketing and service strategies. Companies
try to integrate social CRM data with other customer data obtained from sales or marketing departments
to get a single view of the customer.

▪ Another way in which social CRM adds value for companies and customers is through customer
communities, where customers post reviews of products and can engage with other customers to
troubleshoot issues or research products in real time. Customer communities can provide low-level
customer service for certain kinds of problems and reduce the number of contact center calls. Customer
communities can also provide new product ideas or feedback that companies can use.

10
CRM Technologies
Mobile CRM
▪ CRM applications built for smartphones and tablets have become a must-have
for sales representatives and marketing professionals who want to access
customer information and perform tasks when they are not physically in their
offices.

▪ Mobile CRM apps take advantage of features that are unique to mobile devices,
such as GPS and voice recognition capabilities, to give sales and marketing
employees access to customer information from anywhere.

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Account Management

12
Account Hierarchy
▪ Billing Platform provides powerful
account hierarchy capabilities to
manage the most complex
enterprise business with complete
flexibility in how you define
hierarchies, set default rates and
manage the entire rating process.
▪ Additionally, Billing Platform lets you
define default rates and manage
different rating scenarios for sub-
accounts.
▪ Sets up wholesale and retail rates
with ease for end customers and
manage the retail rates
independently of how it was
charged.

13
Billing Management
▪ Billing Platform enables enterprises to launch and monetize any combination
of subscription, usage-based, hybrid or dynamic billing models.
▪ With automated billing management, one can maximize recurring revenue
and improve the customer experiences.
▪ Billing Management consists of the following:
❑ Subscription Management
❑ Usage-based Billing
❑ Hybrid Billing
❑ Dynamic Billing
❑ Invoicing
❑ Taxation

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Product Catalog
▪ Billing Platform’s product and package
configuration tools help to design and
deploy new offerings and manage
existing offers that can be customized
to industries, target segments, and
regions with multi-currency.
▪ Easily monetize and customize offers
with tools to manage product and
services catalogs, apply discounting
rules, define dependencies, make bulk
changes to rates, and standardize
offerings across each product line for a
smoother, consolidated invoicing
process.

15
Pricing and Rating
▪ Think beyond flat-rate subscription
offerings and deploy metered usage,
hybrid-based or dynamic pricing plans.
▪ All such features can be configured in
a single solution.
▪ Billing Platform automates the most
complex billing and rating scenarios
and provides the tools you need to
modify pricing so that your business
can evolve over time and reflect the
unique way you do business.

16
Billing Mediation Engine
▪ Billing Platform provides billing mediation
capabilities out-of-the-box to save companies
time and money on costly integrations and
third-party solutions.
▪ And with the automated, rules-based mediation
engine you can easily normalize data, filter out
unnecessary usage records, and route
information to be rated and billed, all from a
single solution.
▪ Normalize All Usage Data From Any Source in
Real-Time
▪ With Billing Platform’s mediation engine, you
can gather, normalize, enrich, and route
massive volumes of raw usage data of any kind
and from any source to enable highly tailored
pricing models with the means to scale to meet
your growth potential.
▪ Billing Platform’s mediation engine enables
enterprises to offer flexible pricing tactics that
meet unique customer needs.

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Order Management System
▪ An Order Management System (OMS) is the method by which firms handle vital
business processes. It can be any tool, platform, or structure to track and control all the
elements of the firm’s business processes.
▪ Sales, inventory and fulfillment are often handled by OMS. That’s why an order
management system is so critical.
▪ No matter the size or nature of your business, an OMS must fulfill certain functions.
How complicated it is to do so depends on your firm and the level at which you operate.
That’s why some companies need a more comprehensive system than others.

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Tracking Order
▪ Tracking and monitoring orders is perhaps the most fundamental aspect of any OMS.
Once an e-commerce brand grows beyond the smallest size, it needs some kind of
system to handle orders. Even the most proficient, on-the-ball worker can’t keep all
order details in their head.
▪ At heart, an OMS is about making life easier for both a brand and its customers. The
correct system can create a more seamless customer experience. It can also make
inventory management, logistics, and more processes far more intuitive.
▪ An order management system becomes even more vital for firms that sell via many
channels. The best OMS will track and record orders through your webstore,
marketplaces, and other platforms. Centralizing and unifying sales in that way can make
a real difference to efficiency and productivity, as well as eliminate errors.
▪ It’s not all about digital channels, either. An OMS will also record, and handle orders
placed over the phone or in-store if you have such a presence. All details of all orders,
therefore, become available in one place. You and your staff can check order statuses,
make relevant changes, or reach out to customers with greater ease

19
Facilitate Order Fulfillment
▪ The best order management
system will streamline many
logistics processes. Those can
include routing orders to the right
warehouse, auto printing shipping
labels, and much more.
▪ Such efficiencies can make a real
difference not only to
your warehouse management but
your overall productivity.
▪ Having the correct OMS in place is
especially helpful for firms that
use 3rd-party logistics (3PL)
providers.
▪ If your OMS integrates with a
3PL’s system, order fulfillment is
faster and more intuitive. It
makes life easier for your firm and
the provider with which you’re
working.

20
IBM at a glance
Services World’s largest business and technology services provider with more than 175,000 services
professionals. Over 1,400 consultants and 9,000 developers are dedicated to supporting
telecommunications clients in laboratories and delivery centers around the world.

Technology Develop, manufacture, sell, and provide services for leading chip and hard disk drive
technologies including for the telecommunications, gaming and media indsutries. Maintain a
strategic OEM business for scale, innovation and profit.

Financing World’s leading provider of financing and asset management services to companies selling or acquiring
information technology products, services and solutions, offering flexible leasing and financing
arrangements for clients and business partners.

Research IBM Research is the world’s largest research organization with over 3,000 scientists and
engineers, including five Nobel Prize winners, in 8 major research laboratories in 6 countries. IBM
received 3,621 US patents in 2006, marking its 14th straight year of leadership and exceeding the
nearest competitor by over 1,100. IBM funds more telecommunications industry projects than any
other industry and maintains a network of 23 solution labs around the world that contribute
technology and expertise to our clients’ success.

Software Provide the foundation for the world’s critical business applications. We are the world’s second largest
software provider

Hardware Currently the #1 global server vendor and storage services provider with the most comprehensive
range of offerings for companies of all sizes. We are a strong supporter of open standards

Business Partners Over 5,800 partners in 75 countries with more than 40 telecommunications-specific businesses
participating in our Partner Industry Network

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IBM – Global Services
IBM Global Business Services
▪ The world’s largest consulting organization

▪ 45,000 consulting professionals in more than 160

countries

▪ Deep expertise in strategic, technical and delivery skills

▪ Broad set of services spanning strategy & change,

customer relationship management, supply chain
management, financial management, human capital
management, application management services, and
industry-specific solutions

▪ Leverage the global capabilities of IBM, including business

transformation outsourcing, strategic outsourcing,
research & development, and global financing

▪ Access to the breadth & depth of IBM capabilities

worldwide, while maintaining impartiality for what is best
for our clients

▪ The ability to deliver technology and business value end-

to-end, and guarantee results

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IBM Global Services - Offerings

Global Business Services &

Project-based Systems
Integration Business
Transformation
Outsourcing

Strategic
Outsourcing
& IT Hardware,
Software &
Services

Application Management

23
IBM Global Services – Market Ranking
▪ Ranked #1 Consulting and Systems Integration – Gartner 2006

▪ Ranked #1 Business and IT Strategy Consulting – IDC 2006

▪ Ranked #1 Professional and Management services provider – Gartner 2006

▪ Ranked #1 Global Outsourcing 100 – IAOP 2007

▪ Recognized Leaders in Consulting: Three IBM Global Business Services

leaders were recently named in the “Top 25 Consultants of 2005” list, more than
any other consulting firm – Consulting Magazine 2005

▪ Recognized Leader in Global Systems Integration, IBM is a leader in service

delivery with more than 35,000 employees in India - AMR 2006

▪ Recognized Leader in Customer Relationship Management - Gartner 2006

"IBM combines its technology and management smarts to help clients

fundamentally change the way they do things".
– BusinessWeek April 2005

24
Service Capabilities

Customer Application
Strategy & Financial Supply Chain Human Capital
Relationship Innovation
Change Management Management Management
Management Services

▪ Business strategy ▪ CRM strategy ▪ Finance ▪ Supply chain ▪ More from people ▪ Enterprise
▪ Operations strategy application
▪ Sales & transformation ▪ Better human
strategy marketing ▪ Financial ▪ Supply chain resources development
▪ Organization enterprise planning and and integration
transformation ▪ Learning and
change strategy operations ▪ Application
applications development
▪ Service ▪ Logistics portfolio
▪ Technology ▪ Business
transformation ▪ On-demand
strategy performance ▪ Procurement management
▪ Contact center workplaces
management ▪ Product lifecycle ▪ Global testing
optimization ▪ Risk and management ▪ Resource
▪ Business compliance management
intelligence ▪ Enterprise
architecture and
technology
▪ Portals, content
and eCommerce
▪ Security &
Privacy

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IBM’s Telecommunications Point of Views provide insight into
today’s leading Telecommunications topics and demonstrate its
knowledge of the industry
▪ A future in content(ion);
Can telecom providers
win a share of the digital
content market?

▪ The Innovation Paradox

in the Telecom Industry;
IBM Global CEO Study
2006

▪ Profiting from
convergence; Defining
growth paths for telecom
service providers

▪ Primetime for Mobile

Television; Extending the
entertainment concept by
bringing together the best
of both worlds

▪ The order matters;

Increasing value in order-
to-cash begins with order
management

26
The IBM Telecom Solutions Labs Network
Spanning the World

Montpellier, France

Beaverton, Oregon
Beijing, China
La Gaude, France
Austin, Texas

27
The IBM Telecom Solutions Labs Network
Spanning the World

Software
Group IMS
Research Capabilities Network
Hursley
View ISL Zurich Transformation
Environment
Center Montpelier
Media
Convergence

Wireless Wireless
Enterprise Lab Enterprise
Digital Media Lab
La Gaude
Global TSL Network La Gaude Solutions

Forum
Other locations Briefing
SAP Lab – Facilities
Walldorf Forum – London

NGN Solutions – Forum – Madrid

Beaverton Beijing
Austin
SAP Forum – La Gaude
Consultancy
IBM Forum
SDP, Network Transformation SIP and IMS (Briefing Center
OSS/BSS Center Research Lab Infrastructure)

Clients experience pre-integrated solutions that can be easily integrated with their Architecture

28
IBM Centers of Excellence
Comprehensive Industry Knowledge and Analysis

▪ 100+ IBM Centers of IBM Centers Include:

Excellence Worldwide
Global Telecom Solution Center
Industry Solutions Laboratories

✓ Proven expertise in reliability, Institute of Business Value

security, interoperability & Technology & Interoperability Centers

scalability Research Innovation Centers

Proof of Concept Centers
✓ 15,000+ subject matter Centers for Business Optimization
experts Customer Benchmark Centers

✓ Industry Solutions Labs Design Centers for On Demand

leveraging IBM Research Development & Integration Centers

Deep Computing Centers
✓ Customized briefings and High Availability Centers
training Globalization Laboratories

✓ Proof of Concepts Business Continuity Centers

Global Simulation, Test & Performance Centers

29
IBM Service Area Detail

IBM GBS Capabilities Overview — Media & Entertainment |

15/01/2022 |
30
Strategy & Change
Strategy & Change helps clients identify and analyze their business or customer environment, and the
change implications. Through our experienced team we design and deliver effective strategies to create,
enable and sustain change.

Business Strategy – IBM works with clients to identify opportunities,

Business Operations challenges and where/how to compete in the marketplace. Spanning areas
Strategy Strategy of customer growth strategies, merger and acquisition advice, channel and
marketing strategies and innovation driven strategy
Determine where Design and Operations Strategy – IBM works with clients to formulate business models
and how to implement and actionable strategies which combine technology and business solutions.
compete successful Spanning areas of, Performance Transformation, Operational
operating models Transformation, Innovation Management, and Rapid Process Change.
Organization Change Strategy – IBM works with clients to accelerate the
Organization Technology implementation of new business models through Operation and Change
Change Strategy programs. Spanning areas of Change Management, Benefits Realisation,
Strategy
Organisation Design, Cultural and Behavioural Transformation, Climate for
Accelerate the Identify
Innovation and BTO Change Management Support
implementation of technology
solutions that Technology Strategy – IBM works with clients to identify technology
new business
enable the solutions that enable the achievement of business goals - Spanning IT
models through
achievement of Management, and IT Governance & Performance Improvement, IT strategy
people change
business goals and IT optimisation.
programs

31
Supply Chain Management
Supply Chain consultants work with Procurement, Supply Chain and Logistics personnel, to help build new efficiency into all
aspects of supply chain management by attempting to reduce product supply costs, accelerate time to market, improve service
delivery and develop collaborative relationships with key trading partners.

Supply Chain Strategy – IBM develops pragmatic strategies for

improving supply chain performance throughout the extended
enterprise and into trading partner networks.
Supply Chain Planning & Operations – IBM synchronises
supply chains and develop proactive processes for forecasting
demand and optimising response across inventory, distribution,
production and purchasing resources.
Logistics – IBM improves inaccurate inventories and customer
shipments, labour inefficiencies within warehouse operations,
inefficient space utilisation and high transportation costs.
Procurement – IBM improvex procurement effectiveness to
achieve better prices, greater efficiency, tighter control of spend
and improved service levels via strategic outsourcing, robust e-
procurement and supplier relationship management technology.
Product Lifecycle Management – IBM helps create and launch
the right product to market at the right time.
Supply Chain Enterprise Applications – IBM helps choose,
plan and implement supply chain Enterprise Resource Planning
(ERP) applications by working closely with our Independent
Software Vendor (ISV) partners.

32
Human Resource Management
IBM Global Services' Human Resource Management practice focuses on helping clients improve the value
of their human capital assets to the organization.
This is becoming a vitally important issue for clients, who increasingly are seeking to improve the
performance of their Human Capital assets as they face new challenges in the way workforces are
established, skilled, optimised and rewarded.

More from People – IBM helps create people strategies such as intellect capital
management, talent management and workforce analysis and design. IBM’s
consultants also look at performance leadership, including performance measurement
and management, workplace planning and culture transformation.

Better Human Resources – IBM’s consultants create better service delivery and
processes such as HR delivery model assessment, HR delivery model design and
implementation and HR process improvement as well as through HR management
systems such as HR system strategy and architecture, HR system improvement and
HR system optimisation and finally through HR business transformation outsourcing.

Learning and Development – Includes corporate learning strategy and organisation,

business applications and process training, business skills training, e-learning
technologies, content and learning managed services.

On-Demand Workplaces – includes business case development, roles processes

and governance, collaboration toots, planning, design and implementation,
architectural selection and knowledge management.

33
Customer Relationship Management
Our CRM consultants work across an enterprise to help improve the efficiency and effectiveness of
marketing, sales, and customer service while also helping to improve customer loyalty, satisfaction, and
profitability. We do this by understanding the evolving dynamics of customer relationships, products and the
channels of sales and service.
CRM Strategy - helps clients achieve consensus around their CRM strategy and
identify the capabilities required to meet business goals. IBM does this by creating a
view of the end state, from a customer and company perspective, and a benefits-
driven blueprint of the future platform.
CRM Strategy Sales & Marketing Transformation – focuses on strategies and solutions to improve
sales and marketing performance by driving effectiveness and efficiency through all
stages of the sales and marketing process, including above and below-the-line
marketing, direct sales (field & contact centre), indirect sales (distributor) and partner
(alliance) channels.
Marketing & Sales Service Service Transformation – focuses on strategies and solutions to improve customer
Transformation Transformation service performance by driving effectiveness and efficiency through all stages of the
service process, including direct service (field & contact centre) and indirect service
(distributor) channels.
Contact Center Optimization - helps clients improve efficiency and effectiveness of
Contact Center Optimization contact centre operations by designing consistent approaches to dealing with
customers across all channels (phone, web, IDTV/kiosk, mobile access. etc.).
Business Intelligence Business Intelligence – helps focus the use of customer insight to achieve business
intelligence, better campaign capabilities and deeper relationships between customer
and provider.

34
Financial Management
IBM Global Services' Financial Management (FM) practice focuses on assisting Finance leaders to
transform the finance organisation while addressing the day to day challenges.
Finance Transformation provides the route-map of how to transform Finance’s
role IBM works with CFOs and their team to establish their finance strategy and
vision, define the desired end game and practically plan its delivery. Supporting the
transformation journey, IBM assists clients to improve the effectiveness and
efficiency of their financial processes through diagnostic analysis, benchmarking
and process modeling, leverage their organization model considering options such
as shared services and outsourcing and enable business value through strategic
and tactical deployment of financial systems and tools.
In Financial Enterprise Applications, IBM helps clients understand and implement
technology and business process solutions across the finance domain. IBM
services include system/package evaluation and selection, financial application
design and implementation, system integration, business process re-engineering
and business case development and realization.
IBM has a significant client base in the areas of Business Performance
Management and Business Intelligence. IBM service offerings are focused on
leveraging an organization’s information assets to improve corporate performance.
IBM has worked with leading organizations, establishing performance management
and analytics processes and systems to form their basic building blocks, enabling
the integration of information across their entire value chain and significantly
enhancing how they plan, manage and optimize their business.
In Risk and Compliance, IBM helps clients identify, assess, manage, and optimize
business risks across the enterprise. IBM services include implementing financial
controls and technology improvements in support of new and ongoing regulatory
requirements, such as Sarbanes Oxley and Basel II.

35
Application Management Services
IBM Application Management Services (AMS) offers a suite of services that span the spectrum of
application management -- encompassing project management and business analysis; requirements
definition; architecture; design; development, coding; testing; maintenance; deployment and support.
IBM offers the most integrated approach to application management services in the industry -- backed by
IBM’s extensive global resources, technical innovation out of IBM Research, and the deep industry
knowledge of IBM Global Business Services and a global network of partners.

IBM experience addresses virtually every type of applications - from legacy mainframe systems to Web-
based and custom applications, plus off-the-shelf solutions from leading vendors like PeopleSoft, SAP
and Siebel Systems.

AMS offerings include:

• Advisory Services F&A, HR, Business processes
• Portfolio Management Services CRM, Procurement, SCM,
Integrated Service Management,
• Resource Management Services Banking Back Office,
Insurance Claims and
• Business Processes Administration,
Road User Charging

IT infrastructure Desktop Hardware System Application development,

support operations support migration, maintenance

Network operations Upgrades, user support

center
help desk

36
Application Management Services

Worldwide
• Associated with 32 (IBM
Belarus
and IBM Partner) Delivery
Centers
IBM Canada
IBM Greater China • Tested Business
Continuity Plans
IBM US
IBM India • Secured customer access
IBM Mexico • SEI/CMM & ISO process
capability
IBM Venezuela
• Expansive Development
Tool Knowledge
IBM Brazil IBM Australia
• Full suite of Application
Development Services
IBM Argentina

Large Delivery Center Geographies

Over 45,000 global professionals Located Worldwide in More Than 30 Countries
Databases Enterprise Mainframe Middleware/ Operating Web Technologies Languages
Applications Transaction Groupware Systems
Processing

Access, Brio, DB2, SAP, Siebel, Assembler, CICS, MQSeries, OS/2, MVS HTML, JAVA, XML, TCP/IP,VISIO, BASIC, C, C++, Focus, PL1, FORTRAN,
Informix, Oracle, PeopleSoft, I2, COBOL, IMS, JCL, SmallTalk,BEA, Windows, AIX VisualAge, WebSphere, Plumtree, eNetwork, Pascal, Perl,PLx, REXX, RPG,
SQL, SyncSort BAAN, JD Edwards TSO, VSAM , Sysplex WebLogic; AIX, UNIX LINUX, Ent Java Beans, Net.Commerce, Component PowerBuilder, Visual Basic
and many more Lotus Products HP UX, zOS Broker

37
Application Innovation Services & Delivery
Within Global Services, Application Innovation Services encompasses the strategic competencies and
technologies that enable clients to become more competitive. AIS guides clients to utilize innovation as an
enabler by serving as a catalyst to help them achieve both strategic and tactical business goals.
Working with clients, IBM provides the thought leadership, solution techniques and processes, and
delivery mechanisms needed for GBS to execute on their strategies.
Application Innovation Services Delivery (AIS-D) is made up of service (solution) areas including:

▪ Enterprise Application Development (EAD)

▪ Enterprise Integration (EI)
▪ Enterprise Architecture & Technology
▪ Portals, Content and eCommerce
▪ Security & Privacy
▪ Wireless Services
▪ Customer Experience Usability & Design

38
IBM Business Transformation
▪ IBM helps clients realize value through the
fusion of business insight and technology
▪ Deeper industry knowledge—combined with
unmatched process and IT expertise—gives
us insight into innovative ways to use
technology
for our clients’ long-term competitive advantage
▪ Vast experience in business processes and
technology enables rapid implementation and
the shortest possible time to benefit for clients
▪ Skills and delivery capabilities across the
globe enable us to tailor delivery to each client’s
requirements, priorities and strategies
efficiently
and cost-effectively

Ranked #1 on the International Association of Outsourcing

Professionals' (IAOP) Global Outsourcing 100 for 2007.

39
Global Delivery Model
Ranked #1 on the International Association of Outsourcing
Professionals' (IAOP) Global Outsourcing 100 for 2007.
Business Solutions Business Transformation Services
▪ Application innovation
▪ Human resources
▪ Business intelligence
▪ Finance and administration
▪ Customer relationship management
▪ Procurement
▪ Financial management
▪ Industry-specific solutions
Management ▪ Customer relationship management
▪ Industry-specific processes
▪ Secure identity solutions processes
▪ Human capital management
▪ Supply chain management
Application Services
Operational processes ▪ Package
▪ Custom
▪ Web-based
Support processes ▪ Development
Infrastructure ▪ Maintenance
Management
▪ Data center Infrastructure Applications
▪ e-business hosting Technology Enablers
▪ Collocation Telecom Desktop Hardware System Application development,
▪ Network management operations support operations support migration, maintenance
▪ Desktop management
Network operations center
Upgrades, user support
help desk

Server Migration Storage Migration Proof-of-Concept IBM Innovation Middleware SOA

Services Services Centers Centers Development

40
Global CEO Study

IBM GBS Capabilities Overview — Media & Entertainment |

15/01/2022 |
41
Expanding the Innovation Horizon
Global CEO Study

▪765 CEOs interviewed

worldwide
✓ 46 Telecom CEOs and business
leaders in all major countries

▪Goal: Understand role of

innovation on CEOs agenda

▪Innovation focus:
✓ Product, services and markets
✓ Business models
✓ Operations 78% of CEOs believe integrating
business and technology is
fundamental for innovation
42
Innovation: The Telecom Industry Perspective
Summary of Findings from CEO Survey

Integration of business, technology and the next Next generation

generation network challenges new product integration
growth

Telecom executives acknowledge the gap in Partner collaboration

collaboration across partner ecosystems and the
process and IT challenges involved

Financial risks exist from telecom CEO’s Business model

inadequate focus on business model innovation innovation

43
Next Generation Integration
Enabling New Product Growth Goals

▪ Today’s markets demand

fast pace of new product
development Launch new services
rapidly with an end-to-end
platform that provides
▪ Integration of business and
the technical ability and
technology essential to
realize full benefits of flexible infrastructure
innovation to deliver on new
business models

▪ Successful integration
drives revenue and
operating margin growth

44
Partner Collaboration
Leveraging New Ideas and Capabilities from External Sources

▪ To keep ahead of demand,

providers need to collaborate
extensively with a wide range of
partners Foster collaboration
with partners by
▪ Performance analysis show
positive results from more use of
re-engineering and
external ideas in product simplifying end to end
development
processes and
implementing flexible IT
▪ Financial rewards for strong
collaboration architectures

▪ Telecom CEO’s acknowledge that

complex, rigid processes and
inflexible IT architectures impede
collaboration

45
Business Model Innovation
Corporate Commitment is Essential

▪ Telecom CEOs give less

importance to business model
innovation than product innovation Assert more leadership
in the identification and
▪ Telecom companies have allowed design of differentiated
others to appropriate the value of
business models, rather
network technological innovations
than cede business
▪ Industry wide, business model model innovation to other
innovators have been players in the ecosystem
outperforming their peers

▪ Markets and regulators have

favored business model innovators

46
Accelerate Innovation Value Creation
Close Capability Gaps, Increase Focus on Business Model Innovation

Next generation • Next Generation Network Solutions (SDP/IMS)

integration • Reshaping the New Product Development (NPD) Funnel

Partner • Partner Management (part of Reshaping NPD Funnel)

collaboration
• Concept to cash, Order to Cash Transformation

• Innovation Diagnostic and Convergent Business

Business model
Strategy
innovation
• Component Business Model (CBM)

Underpinned by IT transformation
47
Customers are demanding more

My Television

My Computer Continuity of Experience My Mobile Phone

My Friends My Interests/Favorites
My Family My Work
My Blogs My Colleagues
My Likes/Dislikes My Play
My Money My Customers
My Lifestyle My Kids

My Landline
My PDA
My Broadband
Source: IBV Analysis

48
Service Providers Can Secure a Share of the
Opportunity
By Combining Customer Insight, Location, and Presence

Network Intelligence Interactivity, Multi-device

(Presence & Location etc.) support, Mobility

Large subscriber base – Relationships with small

Customer Insight local advertisers
(e.g. Yellow pages)

49
Digital Convergence is Blurring Boundaries

Content Aggregation Distribution Portals & Transport & Customer

Production & Packaging Search Delivery

Expanding the addressable market for service providers to include areas

that were once beyond their reach

50
Online Digital Content is a Large Growth Market

Emerging Content Revenues

2006 – 2010 ( US$ 463 billion )

100%= 56 70 89 113 135

45%

46%

51%
55%
53% 54%
Emerging 54%
Advertising
49%
47%
46%
Emerging
Content
E2006 E2007 E2008 E2009 E2010
Source: PwC Global Media and Entertainment Outlook: 2006-2010, Informa Telecoms and Media - ‘Mobile Advertising Services: generating revenue through subsidised
content’ cited in Marketing Magazine available at http://www.mobilemarketingmagazine.co.uk/2006/09/informa_forecas.html, Veronis Suhler Stevenson,
“Communications Sector Forecast 2004-2009”, Yankee Group, “Video Games Are the Next Frontier for Advertisers”, March 2006, , IBV Analysis

51
Service Providers are Uniquely Positioned to
Deliver on the Customer Experience
Extend scope of services
▪ Offer integrated and interactive
multimedia services
▪ Provide realtime video-on-demand (VOD)
▪ Spread costs over multiple services

▪ Enable consumers to control

media experience
▪ Enhance collaboration and
social networking
▪ Deliver relevant and
personalized content,
including advertising

User and
community
empowerment ▪ Enable the 4As – content accessible
anywhere, anytime, by anything and anyone
Convenience
▪ Simplify content charging across platforms
▪ Resolve complexity of network and device management

52
Key Investment Areas for Differentiation
Extend scope of services

User and
community
empowerment Convenience

53
A Total Business Transformation is required
Extend scope of services

User and
community
empowerment Convenience
Single IT Infrastructure to support (open)
Single Network Architecture based on IP (open)
World class application development to enable transformation and new services
54
Delivering Significant Benefits to the Customer

Content Aggregation Distribution Portals & Transport & Customer

Production & Packaging Search Delivery

Simplify user experience and create value by risk reduced

transformation of key processes

55
IBM Solution Offerings

IBM GBS Capabilities Overview — Media & Entertainment |

15/01/2022 |
56
IBM’s Vision
Converged Ecosystem

▪Become a “keystone” within the

emerging converged ecosystem Telecom
and enable individual players to IP core networks

participate successfully within it.

IPTV, wireless
Broadband, WAN
Access /
Consumer bandwidth Media
Electronics Rich content
▪ Helping drive innovation PCs, Smart-phones Digital Rights Mgt
PVR, games consoles
▪ Improving member Faster, cheaper chip Branding

competitiveness technology Packaging

Battery technology Broadcasting
IT
▪ Supporting the introduction
Services
of new players and new
business models as they arise Applications
Middleware
▪ Ultimately increasing the overall Web services
vitality of the ecosystem Managed Services

Suppliers

Network
IT

57
Telecom Challenges

Reduce operational expense

Find new sources of revenue and profit

Move to next generation networks

Improve the customer experience

Source: 2006 IBM Global CEO Survey

58
Global Telecom Solutions, Capabilities &
Techniques

SDP IMS Order2Cash CRM Enterprise

SW Development Methodologies & Tool Set

Business Partners

• IPTV • Service • Billing • Contact • HR

• Triple Play Plane • Order Mgt Centre - eLearning
• Content • NDS-T • Revenue • Self-service - Employee
• Business Svcs
Svcs Assurance Business
• ONA Intelligence • Financial Solutions
• NLM *** - ERP
• Services *** • Sales & Mktg
Effectiveness - SOX**
Assurance - Profitability
Analysis
Service Creation Environment

Service Management

CBM ~ TSPM ~ CBM-BoIT ~ CIR

Tools &
Methods
SPDE
Framework
3GPP (IMS) ~ TMF (eTOM/SID) ~ ITU (OCAF) ~ SOA ~ IETF Industry &
Technology
Standards
IT IT Information
SOA IT User Business Information Infrastructure
Service Resource Lifecycle
Infrastructure Security Platform Continuity Warehouse Solutions
Mgmt Optimization Mgt

Solution
Products and Services Offerings Building Blocks

59
The Framework for Building Next Generation
Service Delivery Platforms
Service Delivery Environment

Service Execution
Service Choreography
User Service Domain

IN IMS M2M Content IPTV

Process Choreography

Process Choreography
Services Services Services Services Services

Service Operations
Service Service Services Brokerage Domain Management Support &
Creation Deployment Domain Business
Environment Environment Support
Content, Systems
Creation, Prototyping, Network Delivery Domain Subscriber,
Modelling, Packaging, Mobile & Fixed Service,
Lifecycle Testing, And Device Fulfilment,
Management & Deploying Management Assurance,
Billing
User Device Domain

Device Client

60
IBM is a leader in IT & Industry Related
Standards

Application Session Transport & OSS / BSS Physical

Server Control Endpoint Integration

▪ Parlay ▪ 3GPP ▪ W3C ▪ TMF ▪ ITU-T

▪ JCP ▪ 3GPP2 ▪ IETF ▪ eTOM ▪ IPCC
▪ ETSI ▪ MSF ▪ SIP Forum ▪ DMTF ▪ Blade Center
▪ Liberty ▪ OSGi ▪ Web Services-I
Alliance ▪ OASIS WSDM
▪ OASIS
WS-Security

Over 160 business First Web Services Gateway First integrated

integration technology patents private UDDI directory

61
Discussions
▪ What are your reflections from the IBM Case Study?

▪ Any SWOT analysis from IBM case?

▪ As a newly hired IBM CIO, what will be your strategy?

62
Thank You

63