IBM_Business_Partner_Guide.ppt

© 2012 IBM Corporation
This document is for IBM and IBM Business Partner use only. It is not intended for client distribution or use with clients.
IBM Software Business Partner Guide
September 2012

Click here for Table of Contents
2
IBM Software Guide – Table of Contents
2
How to Make Money Selling IBM Software
IBM Strategy and the Software Opportunity
Business Analytics
Collaboration Solutions (Lotus)
Industry Solutions
Information Management
Mobile Foundation
PureSystems
Rational
Security
Tivoli
WebSphere
Software Value Propositions
Getting Started

3
3
Join the IBM Software Team TODAY
and Increase Your Profit Potential
Competitors IBM
36%
36% more gross
profit per deal
 Revenue from <$100K
leads passed averages $1M
 Fee-free: no program enrollment fees  Incentives for new licenses and renewals
Gross Profit
from Middleware Deals
 Rich IBM Software incentives reward Business
Partners for value-add, influence and referral
 IBM Software Business Partners have higher overall satisfaction
Source: 2009 IBM Software Business Partner Profitability Study, 2010 IBM Business
Partner Diagnostics Survey, 2011 IBM SVP Program Assessment, competitor websites
 15:1 increased profitability
due to IBM Software Value Plus
Authorization
 9:1 increased revenue due
to IBM Software Value Plus
Authorization
 Up to $50K “You Pass, We
Pay” course and test
reimbursement for Premier
Business Partners

4
Why Become an IBM Business Partner
4
Highly rated compensation package for
maximum cash flow and return on investment (with
additional rewards for mid-market focus and value-add)
Leverage IBM Software
marketing resources quickly and easily with cost-effective,
personalized campaigns and help from our expert
agencies and Marketing Centers.
Comprehensive technical resources, education
and enablement to build expertise and minimize your
cost via PartnerWorld, the no-cost Virtual Innovation
Center, or advanced support via Techline.
Become part of “Team IBM” to optimize effectiveness and exploit economies of scale with the aid of
IBM resources to help optimize your participation in IBM offerings, share resources, skills, support,
opportunities, and jointly develop joint go-to-market plans and tactics using the IBM award-winning PartnerWorld portal.
Grow your IBM Software business with revenue multipliers
judged highest in the industry by BPs. Enjoy significant up-sell/
cross-sell and annuity revenue opportunity, and leading
financing options for competitive advantage.
Improve customer responsiveness with comprehensive,
cost-effective accessible technical support with access to
24 hour multi-format technical resources and enjoy
rewards through the IBM’s certification program
Exploit the market pull of the industry’s largest and well
recognized IT solution vendor for more business opportunity,
with a comprehensive, technically advanced portfolio of
infrastructure software
Why Team with IBM Why Invest and Grow with IBM
IDC Partner Profitability 2011 Study Business Partners that sell IBM Software report:
 The highest overall retained margins for the resell of their primary brands
 The components of IBM's programs are greater accelerators to their business as compared
to the total population.
Source: IDC Multi-Client Study, Partner Profitability 2011: Changing Business Models and Requirements in the Evolving IT Channel Ecosystem

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5
IBM Business Partners are vital to IBM’s business
The IBM Business Partner Charter – guiding principles to
work together
IBM Business Partners are vital to IBM’s business.
Our relationship is a collaboration of equals.
We strive to provide the industry’s best Business Partner
experience in all respects.
We ground our relationships in the core values of IBMers
 IBM Business Partners play a critical role in building a smarter
planet.
- Provide midsize companies with groundbreaking solutions that
improve efficiency and accelerate ROI
- Help smaller companies level the playing field, increasingly
important in a world where ideas trump resources.

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IBM Software Business Partners have a wide range of profit opportunities including cross
sell, influence, resell and bundled solution resell
Software Value Plus
(SVP)
Industry and Capability
Authorization
Application Specific
License (ASL)
 Global program for SW
resellers / influencers:
 Consistent requirements
and benefits in all
countries for Product
Group authorizations
 Incentives for resale and
influence for all client
opportunities
 Software Value Incentive
(SVI): Incentives for
Business Partner
opportunity identification
and progression
 Earnings opportunities
from 5% to 50%+
 Recognition for expertise
in providing client
solutions, based on key
IBM Software products
 Industry: covers key
Industries (Finance,
Banking, Manufacturing…)
 Capability: Security,
Cloud, Social Business,
Smarter Commerce,
Business Analytics & other
high growth solution areas
 IBM Business Partner Mark
 Earnings opportunity from
20% to 30%
 Resell model for lightly
embedded and bundled
solution offerings
 Business Partner owns
client relationship,
including the license
agreement
 Single point of contact –
sales and support
 Business Partner earns
via discount on product
sales for both initial sales
and annual renewals
Resell and Influence Solutions Bundled Solutions
PartnerWorld Incentives for Software Business Partners
Source: IBM Software SVP, SVI, Value Advantage Plus (VAP), SAI and ASL Program Operations Guides on IBM PartnerWorld
Solution Accelerator
Incentive
(SAI)
 Global program for HW &
SW resellers
 Earn a Base Reward for
selling IBM hardware and
software together
 Earn a Solution Bonus
Reward for selling an
IBM-defined solution
 Claim is made through
IBM SW VADs
 Minimum revenue level
(hw + sw) for a claim is
$20K USD
 Earnings opportunities
from 15% to 30%
Cross Sell

7
How do I Make Money Selling IBM Software?
7
Facts: SVI/VAP participating Business Partners are 50% more likely to report high gross profit
margins (>20%) on middleware deals than non-participants
SVI (Software Value Incentive)
Rebates paid after the sale has closed
VAP (Value Advantage Plus)
Business Partners combine services with the
solution sale and get an instant discount from
your Value Added Distributor (VAD)
General Business Instant Rebate
Increase profitability with instant incentives paid
by your VAD
Source: 2009 IBM Software Business Partner Profitability Study
IBM offers multiple programs to help you increase your Margin
Business Partners can earn incentives ranging from 5% - 60%

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Supporting Business Partners with the Right Tools
Profitability Tool
Business Partner
Locator Tool
Grow Your Business
Tool
Web Content
Syndication
Ready to Execute
Campaigns
Co-Marketing
Midmarket Asset Gallery
and Assessment Tool
Financing a
Smarter Planet
Getting Started with
Social Media
IBM Global Financing

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PartnerWorld
Technical
Support
Resources
IBM
PartnerWorld
Communities
PartnerWorld
Software Value
Plus
Business
Partner
Innovation
Centers
PartnerWorld
Selling
Resources
developerWorks
Resources for
Developers
Early Access
Software
Solution
Training
IBM
Innovation
Centers
IBM SWG
Product
Guide
PartnerWorld
Value Package
benefits
IBM Industry
Frameworks
IBM
Support
Assistant
IBM Software
Acquisitions
Solution
Assurance
Technical and
Delivery
Assessment
Technical Support to help you get to Market Fast!

10
Help Build Smarter Profits
IBM Supports You and Your Business End-To-End
10
“IBM’s Business
Partner program is
among the top few
in the industry, if
not the top
program.”
Darren Bibby, IDC
$2B IBM Annual Channel Investment
Industry Leading
Products, Solutions
and Services
Exceptional
Profit Model for
Business Partners
Worldclass
Enablement and Go-
to-Market Support
Leading Technology
Training & Skill Building
New Revenue Streams
Market Awareness
Demand Generation
Technical Support
Source: IBM Internal Reports

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Why IBM? 2015 Roadmap for Growth
Global IT industry leader serving clients and Business Partners for over 100 years
Growth Markets – $234 billion opportunity
Business Analytics – $168 billion opportunity
Cloud – $196 billion opportunity
Smarter Planet – $179 billion opportunity
IBM Software is on-track to contribute
as much as half of IBM’s profits by
2015
Let’s Build a
Smarter
Planet
Together
Source: IBM Market Insights , 2015 Total IT Opportunity, 1H12 This report is based on internal IBM analysis and is not meant to be a
statement of direction by IBM nor is IBM committing to any particular technology or solution.

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IBM is Investing in Software and Growing…
25 Acquisitions
Announced
Since 2010
11,000
Technical
Professionals
25,000
Developers
in 43 labs
5,500+
High Value
Software
Business
Partners
75,000
Business Partner
Technical
Certifications
• #1 in middleware market share
• Largest enterprise software company
• Software revenue has nearly doubled
and profit more than tripled since 2000
Business Know-how and
Technology Innovation
Accelerate the Journey
Source: IBM Annual Reports, Investor Day Briefings, and IBM PartnerWorld

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A transformed software portfolio
IBM meets clients’ business and IT needs by industry and role
Supply chain
CSCO
Industries
Finance
CFO
Human
resources
CHRO
Marketing
CMO
Executive
CEO
Functions/roles
IT
CIO
Turn
information
into insights
Deepen
engagement
with customers,
partners and
employees
Deliver
enterprise
mobility
Accelerate
product and
service
innovation
Optimize IT
and business
infrastructure
Manage risk,
security and
compliance
Enable
the agile
business
Business and IT needs
Banking Energy Government Healthcare Education Transportation Retail Communi-
cations

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IBM Software market opportunity by business need
Deliver Enterprise Mobility
Deepen Engagement with
Customers, Partners, and
Employees
Manage Risk, Security and
Compliance
Turn Information Into
Insights
Optimize IT and Business
Infrastructure
Enable the Agile Business
Accelerate Product &
Service Innovation
2012 Total Market Opportunity $147B
($5B not captured with a capability)
2012-15 Relative Growth by Business Need
Source: IBM Market Insights, 1H12 IBM Software Capabilities 05 02 12, FX Plan Rate This
report is based on internal IBM analysis and is not meant to be a statement of direction by
IBM nor is IBM committing to any particular technology or solution.
Turn Information
Into Insights
Not Included
Manage Risk,
Security and
Compliance
Accelerate
Product &
Service
Innovation
Deliver
Enterprise
Mobility
Enable the agile
busines
Deepen
Engagement with
Customers,
Partners, and
Employees
Optimize IT and
Business
Infrastructure
52% of the opportunity comes from two needs, while Enterprise Mobility spurs the highest growth 2012-15

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IBM Software products
roll up to a core set of
28 capabilities that form
the building blocks of
solutions that address
business needs
IBM Software serves
47 technology segments with
4500+ products
IBM’s software portfolio is unmatched in the breadth
and depth of it’s capabilities to solve business needs
Source: IBM Market Insights
Turn
information
into insights
Deepen
engagement
with
customers,
partners and
employees
Enable the
agile business
Accelerate
product and
service
innovation
Optimize IT and
business
infrastructure
Manage risk,
security and
compliance
Deliver
enterprise
mobility
 Business Analytics
 Data Management
 Big Data
 Data Warehousing
 Enterprise Content Management
 Information Integration
and Governance
 Social Collaboration
 Unified Communications
 Web Experience
 Commerce
 Enterprise Marketing
Management
 Smarter City Operations
 Business Process Management
 Connectivity, Integration and
Service-Oriented Architecture
(SOA)
 Application Infrastructure
 Mobile Development and
Connectivity
 Mobile Management and Security
 Cloud and IT Optimization
 Asset and Facilities Management
 Enterprise Endpoint Management
 Application Lifecycle Management
 Complex and Embedded Systems
 Enterprise Modernization
 Identity and Access Management
 Data Protection
 Application Security
 Infrastructure Protection
 Security Intelligence and
Compliance Analytics

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Significant potential growth opportunities for IBM
Business Partners aligned to client business needs
16
Source: IBM Market Insights, 1H12 Capabilities 05 02 12, FX Plan Rate This report is based on internal IBM analysis and is not meant to
be a statement of direction by IBM nor is IBM committing to any particular technology or solution.
2015 IBM Software Market Opportunity by Business Need and Capability
Capability
Business
Need
$0
$25
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2015
Market
Size ($B)
0%
30%
2012-15
CAGR
2015 Market Size 2012-15 CAGR
Deepen Engagement with
Customers, Partners and
Employees
Deliver
Enterprise
Mobility
Optimize IT
and Business
Infrastructure
Enable the
Agile
Business
Turn Information
into Insights
Accelerate
Product
and Service
Innovation
Manage Risk,
Security and
Compliance

17
Common answers for diverse needs
Seize new marketplace opportunities on a smarter planet
Smarter
Analytics
Cloud and IT
Optimization
Social
Business
Security
Product and
Service
Innovation
Business
Agility and
Mobility
Smarter
Commerce
IBM software helps you do it.
Smarter
Cities

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2012 IBM Software Business Partner Strategy
IBM Software
Capabilities
Reach Broader Markets
Embrace New Business Models
Grow High Value Revenue

19
•Sign up with a value added distributor (VAD)
•Build your PartnerPlan for success
•Join PartnerWorld
• Get your technical & sales training
•Apply for the SVP or SVI and VAP incentives
Getting Started with IBM
For more information go to ibm.com/partnerworld/software
Five Steps to becoming an IBM Software Reselling Business Partner

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IBM Software brands and capabilities
provide market opportunity for Business
Partners who build solutions using our
product portfolio to help them sell, build
references and drive continued success…
 Market Opportunity
 Solution and Product Portfolio
 Why Sell/Value Propositions
 Partner References
 Partner Profiles
 Partner Resources
Software Value Propositions

21
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Business Analytics Software
Business Partner Guide
Value Propositions

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22
Business Analytics and Optimization (BAO)
Business analytics is the key to
enabling our clients to turn oceans of
data into predictive models and
actionable decisions.
$166B
Opportunity
in 2011
Source: IBM Investor Relations, May 2010; $16B refers to cross-IBM revenue including Software, Services and Systems. Amounts reflect IBM internal
estimates, are provided for illustrative purposes only and are not meant to represent or guarantee opportunity in any business segment.
IBM BAO Revenue
(including SW, HW and services)
10%
CAGR
2009 2015
PTI:
14%
CAGR
Why Analytics is Important to our clients…
33% more
Revenue
Growth
>12x more
Profit Growth
32% more
Return on Invested
Capital
12.5%
9.4%
7.3%
0.6%
11.9%
9.0%
Finance Organizations with Business Insight
All Other Enterprises
Market opportunity

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Organizations Need Deeper Insight from Their Information
Business leaders frequently make
decisions based on information they
don’t trust, or don’t have
1in3 Lack Trust
83% Plan to Use
of CIOs cited “business intelligence
and analytics” as part of their
visionary plans to enhance
competitiveness
Business leaders say they don’t have
access to the information they need to
do their jobs
1in2 Lack Access
Top performers are 5.4X more likely
to use an analytic approach over
intuition
5.4x Widening Gap
Sources:
IBM Institute for Business Value, 2009, IBM CIO Study 2010, TDWI: Next Generation Data Warehouse Platforms Q4 2009, Analytics: The New Path to Value, 2010
“Drowning in Data…” “Starving for Information…”
What is Driving Business Analytics & Optimization?
Market opportunity

24
24
Relevant
Information
Actionable
Insights
Smarter
Decisions
Better
Outcomes
Portfolio overview

25
25
Portfolio overview
Ready-made
packaged reporting
and analyses
based on the best
practices
Encompasses
comprehensive
portfolio
Adaptable &
extensible
Source data from
multiple transaction
systems
Enterprise
requirements
Unifies enterprise-
wide risk and
compliance
initiatives into a
single
management
system
Provides synergy
with Information &
IT Governance,
Risk Management
and Security
Simplify, structure
and automate
dynamic and
sustainable Financial
Performance &
Strategy
Management
Monitor and analyze
business
performance against
targets
Plan, forecast and
control enterprise
resources aligned
with corporate
objectives
Full breadth of
predictive analytics
Putting prediction
in hands of the
business
Driving better
business outcomes
Full breadth of
Business
Intelligence (BI) for
every decision-
maker
Revolutionary way
to work with BI
Free to answer
critical business
questions

26
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IBM BA Business Partners – Opportunity of a Lifetime
BP-Specific Products & Plays
Focus on Value, Solutions
Best Team in the Industry
Best Business Partner Program
High Growth Market Extraordinary BAO Synergies
Highest IT, LOB Priority
In IBM’s Top 4 Priorities
Best Products and Roadmap
Expanding Portfolio
Value Propositions

27
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27
Business Partner Reference
Reference
Client: Cincinnati Zoo and Botanical Garden
Challenge: Real-time analysis of attendance, sales and customer behavior
Solution: IBM Cognos BI v10, IBM Cognos Mobile
Outcome/Results:
 Helps the Zoo generate deep insight into guest visitation and spending behavior, unlocking
profound new marketing insight and business optimization strategies.
 Generated over $500,000 in new revenues and expense reduction within year 1.
 Increases overall attendance, prompting at least 50,000 new “visits” in 2011 through enhanced
targeted marketing achieved through insight gained from IBM Cognos.
 Contributed to a 30.7% growth in food sales and 5.9% in retail sales over prior year.
www.brightstarpartners.com

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Business Partner Profile – Business Analytics
Partner Profile
Profile of Traditional Reseller
 Value-driven, focused on BA segment
only
 Traditional revenue mainly in Services
 Retooling their businesses to add the
necessary infrastructure to sell software
 Sales function driven by senior
consultants that are highly dependent on
BA brand reps
 Works roughly 1-3 deals per quarter
Profile of High Volume Reseller
 Velocity-driven, relationship-oriented
 Revenue split between resale, SVI and
Services with more holistic view of their
customer base
 Small sales organization - will include reps
who get paid on software only but still
dependent upon BA brand reps
 Active marketing and business
development functions
 Works roughly 5-15 deals per quarter

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5 Quick Steps to Get Started
Visit the Business Analytics PartnerWorld Site to access
Business Partner sales and marketing tools and materials and
training
Complete your Business Analytics Business Partner profile
Plan to maximize your profitability & your team’s education path
by reviewing the Software Value Plus (SVP) &
Software Value Incentive (SVI) criteria & product categories.
Educate your Sales and Delivery Teams & become SVP
Authorized to resell Business Analytics through
Training & Certification.
Develop a Marketing plan and take advantage of IBM’s
programs and drive demand with IBM Co-Marketing
1
2
3
4
5
Resources
Join PartnerWorld to become an IBM Business
Partner, then…

30
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30
IBM Collaboration Solutions/Lotus
Value Propositions

31
31
Source:: IBM Analysis. Note: Solutions are the highest growth areas driven by analytic capabilities Amounts reflect IBM internal
estimates, are provided for illustrative purposes only and are not meant to represent or guarantee opportunity in any business segment.
The Social Business market opportunity is
growing to a $99B business in 2015
Opportunity
($B)
$99B
2012 2015
Market Opportunity

32
32
32
What does a Social Business look like to your
Business Leaders?
32
Market opportunity
Customer Care and
Insight
Workforce Optimization
Product and Service
Innovation
Socially enabling business processes to improve and accelerate results
across business functions
Improve the effectiveness of people by enabling
the right talent and content to come together at
the right times
Bring successful new products to market more
quickly by understanding and aligning to customer
needs
Build customer advocacy by understanding,
reaching, attracting, and retaining more customers
through online channels

33
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Mobile Office
1990s
Traditional Office
1980s
Collaboration
2000
Social Networking
2004
Social Business
2008 and beyond
IBM’s Journey to becoming a Social Business
400,000+ employees
in more than 200 countries
Just over 40% of employees
have less than 5 years of service
Nearly 1/3rd of full-time
employees
work in a non-traditional
office setting
Market Opportunity
Source: HR Information Warehouse, December 2011 Report (only for the
employee demographic information on the slide)

34
IBM Social Business Outcomes
Human Resources
IBM Human Resources utilizes social media for recruiting, employee education,
sales training and leadership development. New hires are made part of a social
group for 6-12 months so they can get up to speed more quickly network with other
new hires and veteran IBM employees reducing on boarding time.
Global Collaboration and Development
More than 130 communities of IBM professionals around the globe are collaborating
virtually. This has reduced the time it would have taken to complete projects by 30
percent, increased re-use of software assets by 50 percent, and cut component
costs by 33 percent.
Social Selling
To gain insight, IBM’s social sellers use social media monitoring applications to feed
information about clients, prospects and competitors directly to their desktops. Social
intelligence provides an efficient way of identifying what matters when sales
connections are made.
Market Opportunity
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35
IBM Leadership in Social Business
IDC
Ranked IBM first in Worldwide Social Platform
for 2010 and 2011 Vendor Shares1
IBM is a leader in The Forrester Wave™ on
Enterprise Social Platforms, and
The Forrester Wave™ Mobile Collaboration,
Q3 20112
Market Opportunity
Forrester Research, Inc.
Gartner
IBM is in the leader quadrant in the Gartner
Magic Quadrant for Social Software in the
Workplace, August 20113
“IBM Brings Its Clout To Social
Software”
- Forbes, June 28, 2011 Jun 28, 2011
“Social Business: The Fifth Era of
Business Transformation from IBM”
- CMS Wire, Sep 7, 2011
“Move Over Facebook, IBM Goes
Social for Business”
- eWeek.com, Feb 2, 2011
“IBM introduces real time social
networking tool for enterprises”
– Computer Business Review, Jun 22, 2011
1Source: IDC: Worldwide Social Platform 2010 Vendor Shares, Doc# #223817, June 2010
and Worldwide Social Platform 2011 Vendor Shares, Doc # #228808, June 2011
2Source: The Forrester Wave™: Enterprise Social Platforms, Q3 2011 and The Forrester
Wave™: Mobile Collaboration, Q3 2011
3Source: Gartner Magic Quadrant for Social Software in the Workplace, August 2011
35

36
36
36
Product/Solution Portfolio Overview – ICS/Lotus
Social Collaboration
 Social business applications
 Real-time collaboration
 Mobile collaboration
 Office productivity suites and
Web editors
Web Experience
 Customer Web experience
 Employee Web experience
 Electronic Forms
Unified Communications
 Unified communications
Social Business Application Development
 Collaboration application development platforms
 Mashups
Portfolio overview

37
37
37
Social Business reaches out beyond ICS/Lotus
Tivoli
 Security
 Enterprise Information
Gateway
Smarter Commerce
 Customer Awareness &
Analytics
 Social Media Marketing
Business Analytics
 Business Intelligence
 Predictive Analytics
(SPSS)
Enterprise Content Management
 Social Content Management
 Content Analytics
Portfolio overview

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Why Sell/Value Propositions – ICS/Lotus
Value Propositions
 IBM is the leader in Social Software for business
 Industry-leading product margins!
 IBM offers up to 40% Margins across Identify, Sell &
Fulfill cycles
 Up to 20% additional margin for competitive
displacements
 Incremental margin for Capability Authorizations (Cloud
& Social Business)
 Large services potential (~2X product)
 Opportunity to increase strategic influence as social gets
infused into more business processes
 IBM sales & marketing resources aligned to help you sell
and market
 Rich enablement options to help you rapidly build skills
 PLUS more ....as you gain skills and success
 Social Business certification, executive sponsorship, lab
advocate, etc.

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Business Partner Reference – ICS/Lotus
Reference
 Customer: Manufacturer with operations in many countries
and consumers across the globe
 Solution
 Lotus Connections 3.0 integrated with the existing
business SAP processes and DB2 tools
 Custom widgets
 Benefits to the customer
 Drive innovation
 Connect people across 17 countries
 Simplify processes with templates
 Value provided by Sogeti
 TeamPark methodology
 Lotus Connections assets
 Service center specialized in Lotus Software
Revenue for Sogeti = ~1 M$

40
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40
Business Partner Profile – ICS/Lotus
Partner Profile
Business Partner Types
Software-related IBM Business Partners
 Traditional Reseller, Consultants and
System Integrators (SIs) and Independent
Software Vendors (ISVs) and Developers
 ECM, Cognos, Coremetrics & WebSphere
Business Partners to expand scope with
IBM social capabilities
 NEW Digital / Interactive Agencies
 Note: Partner business models, especially
outside the US, are blended. They may
behave differently in individual transactions,
to accommodate their client and own
business models/needs.
Ideal Partner Profile
Mature Business Model (Sales, Mktg)
 Generate demand, progress and close
deals
 Track record of client references
 Drives business independent of IBM
 Well thought out annual demand
generation plan
Aligned well with IBM
 Sub-contracting relationship with ISSL
 Work collaboratively with IBM Field Sales
 NEW – Digital / Interactive agencies
Skills / Industry Expertise
 Analytics / Marketing automation
 Portal, and Smarter Commerce
 Web design, Web platform and apps.
 Mobile, Content Management –
 Rich media and digital asset mgmt
 Retail, Healthcare, Manufacturing
 Finance and Insurance

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41
Visit the ICS/Lotus PartnerWorld Site to access Business
Partner sales and marketing tools and materials and training
Complete your ICS/Lotus Business Partner profile
Authorized to resell ICS/Lotus through Training & Certification.
1
2
3
4
5
Resources
Partner, then…

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Industry Solutions Software
Enterprise Content Management
Value Propositions

43
43
What Is Enterprise Content Management?
“Enterprise Content Management (ECM) is the technologies used to
capture, manage, store, preserve, and deliver content and
documents related to organizational processes. ECM tools and
strategies allow the management of an organization's unstructured
information, wherever that information exists.”
Market Opportunity

44
44
44
Market Opportunity - The Continued Explosion of Information
80% of new information growth is unstructured content – 90% of that unmanaged
1990 2000 2010 2020
Source: IDC, The Digital Universe Decade – Are You Ready?, May 2010
2009
800,000 petabytes
2020
35 zettabytes
 ECM is a Huge Market Opportunity
 Half of our 2010 revenue was partner driven
 4 Billion Dollar Market opportunity
Market Opportunity

45
45
ECM Opportunity Basics
Paper is still an important
source of documentation.
Can your customer
easily access the right
files?
Electronic content must
be controlled. Can your
customer find the right
version?
Business processes are built
around unstructured
information. Does your
customer have the right
information in context?
Regulatory and legal
requirements are increasing.
Is your customer consistently
enforcing corporate policies
without over burdening the
worker?
Decisions are not made in
a void. Can your
customer effectively
work with colleagues
both inside and outside
the business?
Market Opportunity

46
46
46
Document
imaging & capture
Document capture
automation
Production imaging
Enterprise report
Management
The path to value lies along one or more specific business solution entry points
Advanced case
management
Comprehensive case
management
Integrated collaboration
and rules
Case analytics
Content-centric BPM
Social content
management
Office document
management
Social content &
collaboration
Platform standardization
& consolidation
Content analytics
Enterprise search
Content assessment
Master content
Information
lifecycle governance
Smart archive
Records management
eDiscovery
Disposition &
governance
Enterprise Content Management Portfolio Overview
Portfolio Overview

47
47
47
To optimize business outcomes Smarter organizations
manage content for value
SMART IS … EMPOWER WORKERS TO OPTIMIZE OUTCOMES
Castilla y León has automated routine processes to focus on exceptions.
SMART IS … GOVERNING AND DEFENSIBLY DISPOSING OF INFORMATION
Thomas Miller meets its e-mail archiving, retention and compliance requirements.
SMART IS … DIGITIZING PAPER
Citi cuts application processing time from over 2 weeks to just 2 days.
SMART IS … RAPIDLY DERIVING CONTENT INSIGHTS
A German police department uses analytics to help solve crimes.
SMART IS … TEAMING WITH CUSTOMERS/PARTNERS
Sennheiser uses global collaboration platform for content
Portfolio Overview

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48
Value Proposition for partnering with IBM ECM
48
Value Propositions
Why should I lead with IBM Enterprise Content Management?
According to Gartner and Forrester – IBM ECM is a leader in the marketplace with
broadest set of capabilities
A modular unified environment engineered for rapid deployment of both IBM and partner
applications
 Access to ECM channel technology specialists to provide enablement and solution
development guidance
Strong ECM Channel organization with dedicated partner management
Co-operative marketing opportunity
Outstanding SVP partner program rewarding Partners as they invest
Strong demand by clients for partners to solve rapidly growing content challenges with
innovative solutions
Why should I team with IBM Enterprise Content Management?

49
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Business Partner Profile
49
Partner Profile
 Project driven or opportunistic integrator
 Moderate ECM skills | regional
 Drive smaller deals
 Core ECM and/or Capture centric
 Smaller organizations
 3-5 deals a year
 Service to Software ratio 1-3 to 1
 Resale and some SVI
 Small sales force
Profile of ECM VAR Profile of ECM Solution Provider
Strategic – marketing | solution oriented
 Line of Business and/or Industry expertise
 Strong ECM skills | national
 Drive large repeatable deals
 Core ECM; Case Manager; ILG; Analytics; Capture
 larger organizations
 2-4 deals a year
 Service to Software ratio 3-5 to 1
 Resale; SVI; support provider; authorizations
 moderate to large sales force w/marketing

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Reference
 IBM Premier Level Partner in Partner World
 SVP Authorized in all five IBM software brands
 Track record of 200+ certifications , 500 + implementations, and a world-class Support Services
organization with over 200 long-term customers
 Recipient of multiple IBM excellence awards:
o 2009 IBM Most Distinguished Achievement Award
o 2008 CTO Innovation Award
http://www.enchoice.com

51
Visit the Enterprise Content Management PartnerWorld Site to
access Business Partner sales and marketing tools and
materials and training
Complete your Enterprise Content Management Business
Partner profile
Authorized to resell Enterprise Content Management through
51
1
2
3
4
5
Resources
Partner, then…

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Resources – IBM Enterprise Content Management
52
Resources
Key People:
Bob Rudis - N. A. ECM Channel Sales
Manager
CONTACT: 978-409-1414
rrudis@us.ibm.com
Kevin Mooney, NA ECM Business Partner
Development Representative
CONTACT: 1-714-327-3987
kmooney1@us.ibm.com
Key Places:
 Become a Business Partner:
 Join PartnerWorld Here
 Visit the ECM Home Page on Partner World
 Start your journey here
 Check out the ECM Enablement Roadmaps
 Learn how Watson is influencing ECM
 at ibm.com

53
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Industry Solutions Software
Smarter Commerce - Business Partner Guide
Value Propositions
53

54
54
Smarter Commerce can help transform every phase of
the commerce cycle
Buy
Drives intelligent,
adaptive and
optimized extended
supply chains
based on customer
demand
Market
Creates personalized
and relevant offers
with unified
cross-channel
marketing
Service
Anticipates
behavior and
delivers flawless
customer service
across all channels
Sell
Enables customers
and partners to
buy what they want,
when and where
Sourcing, controlling
and procurement of
goods and services
Targeted and
personalized
marketing across all
customer interactions
Selling and fulfillment
of products and
services across
all channels
Servicing
customer needs
across all
interaction
channels
Market
Buy
Service Sell
Customer
Insight Strategy
Engagement
Market opportunity

55
55
Market Opportunity
TARGET CLIENT SIZE
>1000 = 62%
100 – 999 = 19%
1 – 99 = 15%
Non Business = 4%
$78 billion in opportunity for 2011
Growing 3x faster than overall IT opportunity
Smarter Commerce
Market opportunity
Market Opportunity
Source: IBM Market Analysis (GMV). 091111 Alisa Macklin Business Partner Summit Presentation V2. Amounts reflect
IBM internal estimates, are provided for illustrative purposes only and are not meant to represent or
guarantee opportunity in any business segment.
Buy
Market
Sell
Service

56
56
Smarter Commerce Portfolio / Solution Overview
Portfolio overview
CORE BUSINESS PROCESS OFFERINGS
Buy Market Sell Service
 Supplier Integration &
Management
 Supply Chain Management
 Payments and Settlements
 Customer Awareness &
Analytics
 Social Media Marketing
 Cross-channel Campaign Mgmt
 Digital Marketing Optimization
 Cross-channel Selling
 Order Management &
Fulfillment
 Customer Integration &
Collaboration
 Store Solutions
 Payments & Settlements
 Delivery, Service, &
Support
 Customer Self-Service
 Case Management
Retail Store
Solutions

57
57
Portfolio Value Propositions
Value Propositions
IBM is creating, defining and making this market; a key component in IBM’s global
revenue growth objectives.
Strategic acquisitions – over $2.5B since 2010
Comprehensive enablement and technical resources
Generous marketing and demand generation assistance
Formalized Business Partner Program to enhance partner margin
Unique incentives for identifying, recommending and co-selling IBM SaaS software
offerings
Why Partner with IBM around Smarter Commerce?

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Business Partner Reference – Smarter Commerce
Reference
 IBM Premier Level Partner in Partner World
 A premier provider of cross-channel commerce solutions that enable a smarter, more personalized
shopping experience.
 More than 14 years of experience delivering business strategy, implementation and managed
services for B2B & B2C.
 Sell to business decision makers that drive cross-channel customer experience
 First SVP Retail Industry Certified IBM Business Partner
 Recipient of multiple IBM excellence awards over several consecutive years Awards
o 2010 Beacon Award for Outstanding Business Agility Solution
o 2010 IMPACT ”Smart SOA Award” Finalist
o 2009 IMPACT “Best in Show”
o 2009 Beacon Award Finalist for “Best Overall ISV Solution- Cross Channel Commerce”
 Current WS Commerce partner, ramping up support for Unica & Sterling Commerce
 Completed the new Smarter Commerce Capability Authorization

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Business Partner Profile
Partner Profile
 Value driven, solution oriented
 Revenue predominantly in Services
(typically 80% of total revenue)
 Small sales organization that is highly
dependent on IBM SSRs
 Works roughly 5-7 deals/year
 Velocity driven, transaction oriented
 Revenues mostly in resale or SVI
revenue, some adjunct services
 Larger sales organization that is highly
dependent on customer budget and
renewal stream
 Works roughly 15-20 deals/year/rep
Profile of Traditional Reseller Profile of High Volume Reseller

60
Visit the Smarter Commerce PartnerWorld Site to access
training
Get started on your Smarter Commerce Capability
Authorization
Authorized to resell Smarter Commerce through
60
1
2
3
4
5
Resources
Partner, then…

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Resources – Smarter Commerce
Key People:
 John Ehmann, WW Director Smarter
Commerce
CONTACT: 1-614-873-2620,
ehmann@us.ibm.com
 Melinda Matthews, Director - WW SWG
Industry Solutions Sales, Business Partners
CONTACT: + 44-207-021-9044,
MELINDA@uk.ibm.com
 Stasie Fishman, WW Channel Business
Development Executive
CONTACT: 1-516-349-3359,
stasie@us.ibm.com
Resources
Key Places:
 Become a Business Partner:
Join PartnerWorld Here
 Visit the Smarter Commerce Partner World
page
 Smarter Commerce White Board Demo
 Access this here
 Smarter Commerce Capability Authorization
 Smarter Commerce Global 2012 Summits
 Learn more

62
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Information Management
Value Propositions

63
63
Information is at the center
of a new wave of opportunity
2009
800,000 petabytes
2020
35 zettabytes
as much Data and Content
Over Coming Decade
44x
Sources:
• The Guardian, May 2010
• IBM Institute for Business Value, 2009
• IBM CIO Study 2010
• TDWI: Next Generation Data Warehouse Platforms Q4 2009
Organization leaders frequently
make decisions based on
information they don’t trust, or
don’t have
1in3
83%
of CIOs cited “Business
intelligence and analytics” as
part of their visionary plans
to enhance competitiveness
Organization leaders say they
don’t have access to the
information they need to do their
jobs
1in2
of organizations will look to
replace their current warehouse
with a pre-integrated
Warehouse solution in the next
3 years; only 14% have today
35%
… and organizations
need deeper insights
Market opportunity

64
64
IM Software Markets
$33B in 2012
Information Management Spending & Growth
Market opportunity
Source: IBM Market Insights, GMV “2H 2011”. Amounts reflect IBM internal estimates, are provided for illustrative purposes only and are
not meant to represent or guarantee opportunity in any business segment.

65
65
Analyze
Integrate
Manage
Business Analytics
Applications
External
Information
Sources
Cubes
Streams
Big Data
Master
Data
Content
Data
Streaming
Information
Govern
Quality
Security &
Privacy
Lifecycle
Data
Warehouses
Standards
Transactional
& Collaborative
Applications
Content
Optimizing Your Information Supply Chain for Trusted
Information
Portfolio overview

66
66
Value Propositions
 Automating data management
improves IT efficiency
 Delivering trusted information through
integration increases business
confidence
 Analyzing information from more
places enables better business
outcomes
 Efficient information security and
governance improve business
confidence
Information Management Capabilities and Values
• Database software
• Data Security & Privacy
• Lifecycle Management
• Data Warehouse Appliances
• Information Integration
• Data Warehousing & Analytics
• Master Data Management
• Big Data Analytics
What We Offer

67
67
Bridging the Gap Between Information and Outcomes
Drive Efficiency Support Innovation
Reduced storage
by 40%
Gained 30%
performance improvement
Cut DBA workload
by 25%
2/3rd reduction in time
to process valuations
30% increase in coupon
redemption rates
Enhancing Information
Services Delivery
Reference

68
68
Information Management and Misys Integration
The Value of ASL Agreements
Misys integrates IBM Information
Management software into it’s Misys
BankFusion Universal Banking and
Misys Business Intelligence Solutions to
increase sales, profit and market reach.
Screen cap from
Ed Ho/Misys
video
Video available in: English, French, Italian, German, Spanish, Japanese, Chinese and Korean
ASL - An IBM contract for ISVs to integrate and license IBM software with their applications and services and
to sell the bundled solution to end customers
Reference

69
69
Business Partner Profile – Information Management
Customers will pay a premium to vendors with industry-specific expertise
Information Management Business Partners…
 Know industry – trends, profiles, problems, and business needs
 Understand client and market buying patterns
 Understand and speak the language of “Information”
 Have expertise beyond product and customer size
 Can differentiate the advantage of the IM Portfolio versus the competition
Partner Profile

70
70
Visit the Information Management PartnerWorld Site to access
training
Complete your Information Management Business Partner
profile
Authorized to resell Information Management through
1
2
3
4
5
Resources
Partner, then…

71
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Mobile Foundation
Value Propositions

72
54.0%
44.5%
41.7%
39.5% 37.9% 36.2%
29.6%
17.0%
2.6%
0%
0%
0%
0%
Top Solutionsfor Next 12Months
7
2
Mobile is a priority where IT spending will occur
Source: 2011 IBM Tech
Trends Report
https://www.ibm.com/de
veloperworks/mydevelop
erworks/blogs/techtrend
s/entry/home?lang=en
Mobile App
focus shifts to
the enterprise
A12. Please select the solutions in which you plan to invest in the next 12 months. [choose all that apply]
Source: IDC Partner Profitability 2011, Changing Business Models and Requirements in the Evolving IT
Channel Ecosystem
Mobile 39.5%
Partners are prioritizing mobile for profitability
Market Opportunity

73
 IBM Mobile Foundation, Enterprise edition V5.0
– IBM Mobile Foundation, Enterprise edition V5.0 is designed to provide the essential elements needed
for mobile development, deployment, and management in Business-to-Consumer (B2C), Business-to-
Business (B2B), and Business-to- Enterprise (B2E) environments. The Mobile Foundation, Enterprise
edition V5.0 consists of:
• IBM Worklight V5.0 for mobile application development and delivery
• IBM Endpoint Manager for Mobile Devices for complete end-to-end Mobile
Device Management (MDM)
• IBM WebSphere Cast Iron® Hypervisor Edition for advanced connectivity to
back-end systems
 IBM Mobile Foundation, Consumer edition V5.0
– IBM Mobile Foundation, Consumer edition V5.0 is designed to provide the essential elements needed
for mobile development, deployment, and management in primarily a Business-to-Consumer (B2C)
deployment model. It consists of:
• IBM Worklight V5.0 for mobile application development and delivery
• IBM WebSphere Cast Iron Hypervisor Edition for advanced connectivity to back-
end systems
 IBM Worklight, Enterprise edition V5.0
– IBM Worklight, Enterprise edition V5.0 has pricing metrics aligned with Business-to-Enterprise (B2E)
purchasing patterns.
 IBM Worklight, Consumer edition V5.0
– IBM Worklight, Consumer edition V5.0 has pricing metrics aligned with Business-to-Consumer (B2C)
purchasing patterns.
IBM Mobile Foundation V5.0 Offerings
Portfolio overview

74
Build mobile applications
Connect to, and run
backend systems in support
of mobile
Manage mobile devices, services
and applications
Secure my mobile business
Manage & Secure
Build & Connect
IBM strategy addresses client mobile initiatives
Extend & Transform
Extend existing business
capabilities to mobile devices
Transform the business by
creating new opportunities
Value Propositions

75
Partner Type Sales Role Client Relationship
1. ISV • Work with ISV to Integrate IBM Mobile
Enterprise portfolio with ISV application
• Prospecting/Indentify opportunities
• Joint Sales (potential)
• Embed
• Influence
2. VAR/VAD; RSI &
Solution Providers
• Identify and sell IBM Mobile Enterprise portfolio
• Implementation services
• Fulfill orders
• SVI / SVP* : OI / OO
• Influence
3. GSI • Identify and recommend Mobile Opportunities
• Design services
• Implementation Services
• Influence
• SVI / SVP : OI / OO
4. Mobile App
Designers
• Expertise on Mobile App Design
• Augment ISSW/other services team
• Influence
• Progress to ASL/Resell
5. Managed Service
Providers
• Offer IBM Mobile Enterprise portfolio as part of
their platform offering to solution developers
• Resell/ASL** with xSP
Attachment
Business Partner Opportunity
* SVI = Sales Value Incentive
* SVP = Sales Value Plus Authorized Distribution
** ASL = Application Specific License Agreement
Value Propositions

76
 ZSL is a Global Systems Integrator, ISV & IBM Premier Business Partner headquartered at Edison, New Jersey,
with 4500 employees spread across in offices in India, Middle-East, US, UK, Canada, France, Germany, Belgium,
Malaysia and Singapore
 SVP and Authorized Reseller, Solutions and Service provider for WebSphere Core, WebSphere Cast Iron, IBM
Worklight, VDSB, IBM SmartCloud, Rational, DB2, IBM Softek Data Mobility Solutions (DMS), Cognos, ISS,
Storage & Servers
 Application Specific License for WebSphere sMash, WAS, WPS, DB2 Express, Rational Software
 ZSL created Centers of Excellence (CoE) for Cloud, Enterprise Mobility and Big Data Analytics Computing with
more than 100 subject matter experts specialized in SmartCloud Enterprise, Worklight and Cognos.
IBM Recognized ZSL's Innovations in the Cloud
and Mobile Enterprise Enablement - Won
Finalist Awards at Impact 2012
ZSL’s PowerCube DaaS, IBM OCCS-based
Desktop Virtualization Solution Won Finalist
CTO award at IBM Lotusphere 2009
Awards
&
Accolades
Success
Stories
ZSL develops Web 2.0 assets 3 times faster with IBM
WebSphere sMash
ZSL Implements IBM WebSphere Cast Iron to Cut 24-hour
reporting delay to near real time
About ZSL
ZSL Ranked in 2011 InformationWeek 500 List of
Top Technology Innovators Across America
ZSL Brings Mobility and Cloud Enablement to the Enterprise
with IBM WorkLight Technologies, IBM SCE and IBM
WebSphere CI
Reference

77
77
Business Partner Profile – Mobile Foundation
Customers will pay a premium to vendors with industry-specific expertise
Mobile Business Partners…
 Know industry – trends, profiles, problems, and business needs
– Top industries are Banking, Healthcare and Retail
 Understand client and market buying patterns - Mobile is different:
– Transformational business models
• Anytime, anywhere business transactions
• Importance of social business interactions
– Faster lifecycles
– More iterative
– Requires open standards
 Understand and speak the language of “Mobile”
– i.e. App development using native and/or familiar web technologies, HTML5, CSS3, JavaScript
– App delivery in variety of forms, Mobile Web app, Hybrid app, Native
 Have expertise beyond product and customer size as the Mobile space presents large and varied
opportunities
– Understand and articulate the business-to-enterprise benefits
– Understand and articulate the business-to-consumer or B2C space benefits
 Can differentiate the advantage of the Mobile Portfolio versus the competition
 Have the expertise to extend customer applications across different mobile devices and infrastructures
 Business Partners must have cross-brand expertise
– Mobile is a top priority of the enterprise and IBM Business Partners can deliver comprehensive end
to end mobile solutions for their clients
Partner Profile

78
78
Visit the WebSphere PartnerWorld Site to access Business
Partner sales and marketing tools and other resources
Complete your WebSphere Business Partner profile
Authorized to resell WebSphere through Training & Certification.
Develop a Marketing plan and take advantage of IBM’s programs
and drive demand with IBM Co-Marketing
1
2
3
4
5
Resources
Partner, then…

79
Worklight Certification Requirements:
WebSphere CORE Authorization Group
Requirements
• PartnerWorld Partner Plan
• 2 WebSphere CORE Technical Certs *
• 1 WebSphere Sales Cert
• or have WS CORE approved VAP Solution
Resell Requirements
Brand Family:
IBM Mobile Foundation
&
IBM Worklight
Fulfillment system:
Passport Advantage
• IBM Mobile Worklight Sales Mastery v1 M660 test will be available by July 30th
• IBM Mobile Worklight Technical Mastery v1 N31 test will be available by July 30th
Resources

80
80
IBM PureSystems
Value Propositions
A New Era of Computing

81
Clients struggle to overcome barriers of time, cost & risk
Top Causes of Project Delays
Hardware
Troubleshooting and tuning
production environment
Integration, configuration and
testing of the infrastructure
Installation, cabling and network
access for the environment
Software
testing of applications
testing of middleware
Configuration, build and
deployment of applications
45%
45%
29%
41%
35%
34%
Phase Time (days) Budget
Specify/design 73 - 96 14% - 16%
Procure 57 - 112 19% - 21%
Implement 74 – 93 12%
Configure/test 74 – 80 10% - 11%
Cluster & HA 66 – 104 11% - 12%
Backup 44 – 108 10%
Tune 89 – 98 9% - 10%
Management 67 – 110 9 – 10%
34% of new IT projects (US) deploy late
Typical IT Project Time and Budget
From a commissioned study conducted by Forrester Consulting on behalf of IBM
Portfolio overview

82
Only 1 in 5 can allocate more than half their IT budget
to innovation
Most efficient data centers
Use of new technology:
86% first and fast technology adoption
58% move virtual machines to meet desired outcomes
93% use storage virtualization
87% use a storage service catalog (tiered storage)
Results:
Least efficient data centers
Use of new technology:
43% first and fast technology adoption
1% move virtual machines to meet desired outcomes
21% use storage virtualization
3% use a storage service catalog (tiered storage)
Results:
65%
New projects
Maintaining
existing
infrastructure
35%
47%
53%
New projects
Maintaining
existing
infrastructure
Source: 2012 IBM Data Center Study: www.ibm.com/data-center/study ( http://www.ibm.com/data-center/study )
Portfolio overview

83
Integration by Design
Deeply integrating and tuning
hardware and software – in a
ready-to-go workload optimized
system
Built-in Expertise
Capturing and automating
what experts do – from
infrastructure patterns to
application patterns
Simplified Experience
Making every part of the IT lifecycle easier - with
integrated management of the entire system and a broad
open ecosystem of optimized solutions
The time has come for a new breed of systems
Systems with integrated expertise and built for cloud
Portfolio overview

84
IBM PureFlex System
 Factory integrated and
optimized infrastructure
 Management integration
across compute, storage
and networking – both
physical and virtual
 No compromise design
with system level
upgradability
 Designed for cloud with
flexibility and simplicity
IBM PureApplication
System
 Optimized for
performance and
virtualized for efficiency
 Designed for
transactional web
applications and
enabled for cloud
 Application-aware
workload management
A new family of expert integrated systems with:
 Built-in expertise to address complex business and operational tasks automatically
 Integration designed to accelerate system setup and application management
 Simplified lifecycle experience from purchase to maintenance
IBM PureSystems
Portfolio overview

85
Simplified experience, single point of
management across compute,
storage and networking
Integration by design to run systems
for optimal performance and efficiency
Built in expertise to address
complex business and operational
tasks automatically
Obtain access to a very broad and large
market opportunity-grow your business
Incremental incentives from hardware
and software to increase earning
potential
Accelerate the sales cycle and increase
time to value for client implementations
Reduce IT sprawl , optimize
workloads
Why Clients Want to Buy Why Business Partners Want to Sell
New high value consultative
services opportunity and optimized
solution sales delivery with leading
ISV offerings
IBM PureSystems
Value Propositions

86
IBM PureSystems Business Partner Profile
Partner Profile
Profile of Business Partner Reseller
for IBM PureFlex System
 Strong Blades, Sys x and/or Power Sales &
Marketing Skills/Systems Mgmt. &
Implementation skills
 Ability to “value sell”– selling the value of the
“integrated” platform
 Understand full client value prop
 Understanding of the following technologies
– Networking
– Virtual Fabric
– Ethernet
– Fibre Channel
– Tivoli
– TPM Virtualization - Systems & Storage
– Cluster Control
– High Availability
– Energy Management
– Fabric Management
Profile of Business Partner Reseller for
IBM PureApplication System
 Strong middleware skills
 Skills in middleware virtual images and
patterns including skills with IBM Workload
Deployer
 Sufficient skills and capabilities to support the
PureApplication System sales process and the
PureApplication System-specific PoC program.
– Ability to execute a PoT, PoC or BVA for
components of the PureApplication System
software stack
 Solution offerings focused on web application
server deployment or database capabilities
 Expertise in workload consolidation and
virtualization services
 Demonstrable skills in application and systems
migration projects

87
87
Visit the IBM PureSystems Site to access Business Partner sales
and marketing tools and other resources
Use IBM PureSystems Enablement Maps to educate your Sales
and Delivery Teams & become SVP Authorized to resell IBM
PureSystems.
1
2
3
4
5
Resources
Partner, then…

88
88
Rational
Value Propositions

89
89
Enabling product and service innovation
$14B
Overall Market
Opportunity
Security
 Application and process
Design, Development
and Deployment
 Architecture and design
 Application development
 Build and deploy
 Real-time, embedded systems
and software development
 Compilers
Enterprise Modernization
 Application modernization
 Application portfolio management
 Multi-platform development
Application Lifecycle Management
 Design management
 Build and deploy management
 Quality management
 Requirements management
 SW change and configuration management
Complex and Embedded Systems
 Systems engineering
 Systems of systems engineering
 Product line engineering
 Real-time and embedded software
development
Business Planning and Alignment
 IT portfolio management
 Enterprise and business architecture
 Product portfolio management
 Delivery and performance management
Market opportunity
Amounts reflect IBM internal estimates, are provided for illustrative purposes only and are not meant to represent
or guarantee opportunity in any business segment.

90
90
1
Software and Systems Engineering | Rational
Innovation is increasingly being driven by software
Source: Mobile banking: A catalyst for improving bank performance, Deloitte, 2010;
and This Car Runs on Code, Robert Charette, IEEE Spectrum, 2009.
Mobile banking will be
the most widely used banking
channel by 2020, if not sooner
The average 2010 automobile
contains more lines of software
code than a fighter jet
8
IBM has set the bar for software and systems engineering platforms
“GM’s use of the Rational platform will deliver business results in
efficiency, time-to-market, quality, and overall customer satisfaction.”
Eric Gassenfeit, Global Director, Electrical, Controls and Software Development, General Motors
“For the 5th time in 6 years, Rational has achieved the top overall ranking
in our 2010 Users’ Choice Survey on Software Development Platforms.”
Users Choice Survey, Software Development Platforms, Evans Data Corporation
“Rational has the best current offering… and continues to raise the bar
on building a complete development and delivery platform.”
2010 Forrester Wave, Agile Development Management Tools Report
Rational Brand Value Proposition:
Transform software and systems delivery to more effectively
turn market requirements into innovative and profitable
products and services, faster than the competition
Innovation is increasingly
being driven by software
Realities can stall
software-driven
innovation
Transforming software
and systems delivery brings
about dramatic business results
Three key actions
of transforming software
and systems delivery
Software-driven
innovation
with IBM Rational
Achieve break through
benefits with IBM
Jazz provides open collaboration
across the software
and systems lifecycle
IBM has set the bar
for software and systems
engineering platforms
6
REDUCED
COSTS
STRATEGIC
VALUE
Open Platform for Data and Tools Integration and Automation
Measure business effectiveness of projects | Prioritize investments
Understand business value | Manage risk and impact of change
Design, Development and Deployment
Requirements | Architecture and Design | Development | Testing | Deploy and Release | Operations
Integrated Application
and Systems Lifecycle Management
Collaboration across teams, roles, platforms and geographies
Security
Software-driven innovation with IBM Rational
Addressing IT, systems, and enterprise modernization
Portfolio overview

91
91
Cloud
Rational Cross-IBM initiatives
Rational leads product and service
innovation
 Integrated Product Management (IPM)
Rational-led
 Integrated Service Management (ISM) Tivoli-led
Rational plays a key role in:
 Cloud
Planning, Security, Develop and Test
 Smarter Computing
Enterprise Modernization
 Business Agility
 Security (cross-framework)
IBM Secure by Design
2011 IBM Simplified
Commercial Framework
x86 Systems
Capabilities
/
What
IBM
Sells
Competitive
Business Agility
Social Business
Product and Service Innovation
Smarter Computing
BAO
Value Propositions

92
92
 Premier IBM Rational Business Partner, ISV, Reseller, Systems Integrator, Education Provider
 Authorized across all Rational Brand products and covering all market segments within the United
Kingdom & Ireland
 IBM Software Platinum Achievement “Rising Star” Award at the IBM Software Partner College
 TraceLine for DOORS listed in Global Solutions Directory and Ready for IBM Rational Software, Two
VAP approved solutions. SVI and SVP Approved.
 Case Study: Network Rail , - DOORS, UK Ministry of Defence - TraceLine™ for DOORS
Reference
“From a standing start, Integrate has achieved impressive sales growth…enabling many new customers to
adopt and gain benefit from Rational products and has worked hard with… IBM to deliver the Rational systems
sales strategy. They are a great bunch of people to work with!”
…A Satisfed IBM Value Added Distributor

93
93
Rational: Reseller Business Partner Profile
Partner Profile
Profile of traditional Reseller:
 Software License sales and/or Hosting Service as part
of their business model
 Professional sales staff (customer facing)
– Customer Facing
– Telesales/Outbound calling
 Marketing resource
 Pre / Post Sales Technical resources
– Ability to work with customers to understand their
business/technical problem and to provide
solutions based on IBM offerings
– Specialized domain/industry knowledge
 Commitment to obtaining certification and maintaining
skills in Rational solutions
 Willingness to collaborate with IBM Lab Services
teams
 Multiple offices or willingness to travel to support sales
Profile of high volume Reseller:
 100% focused on IBM Solutions
 Cross Brand sales capability
 Unique solutions that leverage IBM Rational technology
(and differentiate them from the stand alone IBM
offerings)
 Industry recognized certifications
 Growth objectives:
– Acquisitions
– Multi-national
 Resources (financial and staff) to invest in
new/developing technologies

94
94
Visit the Rational PartnerWorld Site to access Business Partner
sales and marketing tools and materials and training
Complete your Rational Business Partner profile
Authorized to resell Rational through Training & Certification.
1
2
3
4
5
Resources
Partner, then…

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95
Resources - Rational
 Ready for Rational:
Stephen Lauzon
 Rational Business Partner Development & Sales Manager WW
Chris Mowry
 Rational Channels: North America Lead
Mark Briggs
 Rational Channels: Latin America Lead
Jose Ramon Pena Toro
 Rational Channels: North Eastern Europe Lead:
Anat Samra Raunio
 Rational Channels: South Western Europe Lead:
Olivier Roubine
 Rational Channels: Asia Pacific Lead:
Jaya Mahadevan
 Rational Channels: Japan Lead:
Tomotaka Yoshikawa
 Rational Business Partner Marketing:
•Mark Masercola World Wide Lead
Resources

96
Security
Value Propositions

97
Data
Network
People
Security
Intelligence
and GRC
Applications
Server and
Endpoint
Worldwide Security Segment Opportunity
Exceeds $73B by 2015
$0
$20
$40
$60
$80
2011 2015
Market
Size
($B)
Products Services
WW Security Products and Services Segment
Opportunity (2011 – 2015)
WW Security Product Opportunity
by Segment (2012)
Source: IBM Market Insights, 2H 2011 This report is based on internal IBM analysis and is not meant to be a statement of direction by
IBM nor is IBM committing to any particular technology or solution.
Market opportunity

98
Leading Products & Services in Every Security Segment
Portfolio overview

99
Helping our customers optimize security with additional
context, automation and integration
Solution Area: Security Intelligence and Analytics
Portfolio Overview
QRadar SIEM
• Integrated log, threat, compliance management
• Asset profiling and flow analytics
• Offense management and workflow
QRadar Risk Manager
• Predictive threat modeling & simulation
• Scalable configuration monitoring and audit
• Advanced threat and impact analysis
QRadar Log Manager
• Turnkey log management
• Upgradeable to enterprise SIEM
QRadar Network Anomaly Detection
• Network analytics, behavior and anomaly detection
• Fully integrated with SIEM
Portfolio overview

100
People
Manage and extend enterprise identity context across all
security domains with end-to-end Identity Intelligence
Portfolio Overview
IBM Security Identity Manager *
• Automate the creation, modification, and
termination of users throughout the entire lifecycle
• Identity control including role management and
auditing
IBM Security Access Manager Family *
• Automates sign-on and authentication to enterprise
web applications and services
• Entitlement management for fine-grained access
enforcement
IBM Security zSecure suite *
• User friendly layer over RACF to improve
administration and reporting
• Monitor, audit and report on security events and
exposures on mainframes.
Solution Area: People
* Solution package purchase options available
Portfolio overview

101
Solution Area: Data
Enterprise-wide solutions for assuring the privacy and
integrity of trusted information in your data center
Portfolio Overview
IBM InfoSphere Guardium Product Family
• Database Activity Monitoring - continuously monitor
and block unauthorized access to databases
• Privileged User Monitoring - detect or block
malicious or unapproved activity by DBAs,
developers and outsourced personnel
• Prevent Database Leaks - detect and block leakage
in the data center
• Database Vulnerability Assessment - scan
databases to detect vulnerabilities and take action
• Audit and Validate Compliance - simplify SOX, PCI-
DSS, and Data Privacy processes with pre-
configured reports and automated workflows
IBM Security Key Lifecycle Manager
• Centralize and automate the encryption key
management process
• Simplify administration with an intuitive user
interface for configuration and management
Portfolio overview

102
Solution Area: Applications
Reducing the costs of developing secure applications and
assuring the privacy and integrity of trusted information Portfolio Overview
AppScan Enterprise Edition
• Enterprise-class solution for application security
testing and risk management with governance,
collaboration and security intelligence
• Multi-user solution providing simultaneous security
scanning and centralized reporting
AppScan Standard Edition
• Desktop solution to automate web application
security testing for IT Security, auditors, and
penetration testers
AppScan Source Edition
• Adds source code analysis to AppScan Enterprise
with static application security testing
Portfolio overview

103
Guard against sophisticated attacks using an Advanced
Threat Protection Platform with insight into users, content
and applications
Solution Area: Infrastructure (Network)
Portfolio Overview
IBM Security
Network Intrusion Prevention (IPS)
• Delivers Advanced Threat Detection and Prevention designed
to stop targeted attacks against high value assets
• Proactively protects systems with IBM Virtual Patch®
technology.
• Protects web applications from threats such as SQL Injection
and Cross-site Scripting attacks
• Integrated Data Loss Prevention (DLP) monitors data security
risks throughout your network
• Network Anomaly Detection for predictive early detection of
network threats, system mis-configurations and out of policy
traffic
• Provides Ahead of the Threat® protection backed by world
renowned IBM X-Force Research
IBM Security SiteProtector
• Provides central management of security devices to control
policies, events, analysis and reporting for your business
Portfolio overview

104
Why IBM Security Systems?
Intelligence ● Integration ● Expertise
 Unique and Comprehensive Security
Framework
 $1.8B investment in innovative
technologies
 6K+ security engineers and consultants
 Largest vulnerability database
 Award-winning X-Force® research
 Analyst-recognized leadership in every
segment
IBM Security Systems
Value Propositions

105
105
Reference
 IBM Premier Level Business Partner in Partner World
 SVP Authorized in all five IBM software brands
 Track record of over 700 security engagements, and a world-class Support Services organization
with over 100 long-term customers
 Recipient of multiple IBM excellence awards:
• 2009 IBM Beacon Award For Delivery Excellence
• 2008 Avnet Crystal Growth Award
• 2010 IBM Beacon Award Finalist, Overall Technical Excellence.
• Member IBM Security Global Advisory Board
• Member Business Partner Advisory Council, Security Systems Division
http://www.encodeinc.com

106
Security Business Partner Profile
 The ideal Business Partner for IBM Security Systems has a
well-developed security practice selling across one or
multiple security segments: Network/Threat, People/Identity,
Application, Data or Security Intelligence.
 Many of our Business Partners are specialists in one of those
areas, bringing very deep skills and expertise to our
customers.
 Key cornerstones of a great security business are:
 consultative selling approach
 pre-sales technical support
 deployment/implementation practice
 New Business Partners must also be willing to participate in
IBM incentive programs and invest in marketing and
opportunity identification.
Partner Profile

107
107
Security Business Partner Resources
Sales Plays, Security Talk
Replays, Sales Kits, Top Gun
Prep, Certifications
ibm.com/partnerworld/security
Pre-packaged marketing
campaigns – it’s easy!
Resources

108
108
Visit the Security PartnerWorld site to access Business Partner sales
and marketing tools and materials and training
Complete your Security Business Partner profile
Plan to maximize your profitability & your team’s education path by
reviewing the Software Value Plus (SVP) &
Educate your sales and delivery teams & become SVP Authorized to
resell security through Training & Certification.
Develop a marketing plan and take advantage of IBM’s programs and
drive demand with IBM Co-Marketing.
1
2
3
4
5
Partner, then…
Resources

109
109
Tivoli
Value Propositions

110
110
Market opportunity
Did You Know?
 5000+ Tivoli partners worldwide
 >30% of all Tivoli sales are through our Business Partners
 >50% of Tivoli storage sales are through our Business Partners
 >67% of our General Business sales are through Business Partners
 Overall Tivoli market opportunity in 2015 should be over $35B
Source: IBM Internal. Amounts reflect IBM internal estimates, are provided for illustrative purposes only and are not meant to represent or guarantee opportunity in any business segment.
Automation
EAM
Storage
Total market opportunity over $35B by 2015

111
Faster Delivery
Smartphones and 1.2 billion
mobile employees by 2014*
1Billion
Improved Reach
view cloud as
critical to their plans*
90%
of digital content in 2012,
a 50% increase from 2011*
2.7ZB
New Insights
Intelligent
business assets*
20B+
Responsive Operations
1. Technology factors
2. People skills
3. Market factors
4. Macro-economic factors
5. Regulatory concerns
6. Globalization
7. Socio-economic factors
8. Environmental issues
9. Geopolitical factors
Factors impacting organizations:
Mastering technology is the key to
rethinking IT and reinventing business
Market opportunity
* Data sources noted in speaker notes

112
Speeding service
delivery from 45 days to
20 minutes
Recognizing & repairing
over 50% of issues before
operations impact
Increasing sales with
new promotions from
15% to 75%
Reducing the time it
takes to backup critical
data by 80%
Optimize
with Cloud
Deploy Smarter
Physical Infrastructures
Extend to
Mobile Devices
Protect &
Manage Data
IBM is helping organizations embrace bold strategies
to Rethink IT, and Reinvent Business services, processes,
and relationships…
Portfolio Overview
Source: Tivoli Client Reference Database, various client references

113
Service Delivery & Management Capabilities
Optimize
with Cloud
Deploy Smarter
Physical Infrastructures
Protect &
Manage Data
Extend to
Mobile Devices
IBM’s integrated service delivery & management
platform offers the proven capabilities and best practices
needed for success.
Portfolio Overview

114
114
Value Propositions - Tivoli
Value Propositions
 Best Service Delivery Products
 Skills: Tivoli Virtual Sales Academy
 Comprehensive Sales Plays
 Access to Experts: Tivoli Accreditation
 Increased Lead Passing: LPDE, PAS, NLLB
 Small Deals and Cost Buster solutions
 More Incentives - SVI
 Multiple Options - SVP
 Simplified Processes
ENGAGE
ENABLE
EARN
 Leverage IBM Aircover – POE
 Plays for Your Success
 Tools to Grow Your Business
 Web Marketing
Sponsored by IBM
Purchased by IBM Created by Fans
twitter
facebook
You Tube
Linked in
boom
info CNBC

115
115
Winning isn't everything,
it is the only thing!
Reference slide
Reference
 STORServer Channel Management
 STORServer’s IBM ASL representatives
 Tivoli Brand folks
 Meridian IT Reseller
IBM products and Sales Support, STORServer’s Channel Sales
Organization and Meridian IT, the IBM and STORServer
business partner engaged in a sales effort to solve a customer
data protection problem at Bellin Health.
STORServer At Bellin Health
Challenge: Bellin Health was facing a data
management problem not unlike many health care
providers are experiencing. Rapid growth in data was
starting to tax the current infrastructure, including their old
BackupExec system.
Objective: To replace a legacy system tied to the
facility’s old electronic medical record system.
Solution: STORServer Backup Appliance
Challenge: Administration of a large number of
small customers who easily absorb all available
resources at al dente.
Solution: TSM deliver a high quality and very stable
technical platform for protecting data and this platform
demands very little daily support from al dente. The
Front-safe TSM Portal on top of this solution makes the
client side deployment and administration a very easy
task and allow al dente to install and support the client
backup remotely and also automate everything around
billing.
Competitive advantage: No other competitors are
able to deliver a strong enterprise solution as TSM into
our market of small dentist customers.
Front-safe at al dente
The leading provider of business critical software for the
dentist market in Denmark. Secure the dentist IT infrastructure
with TSM Cloud Backup.

116
116
Tivoli Business Partner Profile
Partner Profile
Profile of traditional Reseller
 Value driven, implementation-
oriented; offers value added
expertise, including:
– Education
– Services (cloud, installation, configuration,
migration, etc)
– Offerings Built on Tivoli (cloud,
automation, asset management, security,
storage)
 Manage complex project
engagements well, including
competitive take-out situations
 Run Co-marketing engagements to
generate opportunities
 Engages with IBM Marketing activities
Profile of high volume Reseller
 Velocity driven, transaction-oriented
 Focuses on the midmarket ready
offerings and other Tivoli offerings
identified as key drivers for small
deals
 Generate leads by prospecting new
customers
 Strives to maintain digital marketing
tactics
 Takes advantage of IBM’s Co-
marketing and conference benefits to
generate opportunities
 Leverages IBM Marketing resources
 Understands lead competitors: EMC,
CA, HP, etc.

117
117
Visit the Tivoli PartnerWorld Site to access Business Partner
sales and marketing tools and materials and training
Complete your Tivoli Business Partner profile
Authorized to resell Tivoli through Training & Certification.
1
2
3
4
5
Resources
Partner, then…

118
118
WebSphere
Value Propositions

119
119
2012 WebSphere Opportunity by Pillar
119
AIM Market Trends
October 2011
Application & Integration Middleware Software Markets
$16B in 2012
Market opportunity
Source: IBM Market Insights, 2H 2011 This report is based on internal IBM analysis and is not meant to be a statement
of direction by IBM nor is IBM committing to any particular technology or solution.

120
120
Agile processes and decisions Rapid, adaptable integration
Unbounded applications Flexible and intelligent Infrastructure
WebSphere Capabilities Enable Business Agility
With IBM’s help, customers can And must continue to transform to grow
Portfolio Overview

121
121
Why Sell/Value Propositions
Why Team with WebSphere
WebSphere can help you enhance your profitability and increase your ROI
Large Customer Base
 WebSphere has over 100,000 clients, and over 7,400 Business Partners
 93% of the Fortune 100 use WebSphere
Leading Platform
 Approximately $5 trillion worth of application investments currently reside on IBM systems and
software and nearly 80% of all transactions go through WebSphere software
 WebSphere is the market-leading Internet infrastructure software, or middleware, for creating,
running and integrating on-demand e-business applications across a variety of computing
platforms IBM. IBM has a portfolio of comprehensive enterprise mobile capabilities
Award Winning Products
 The Forrester WaveTM: Business Process Management Suites, Q3 2010 report names WebSphere
BPM one of the strongest sets of BPM capabilities in the market today
 Gartner has once again named IBM as the worldwide market share leader in the application
infrastructure and middleware (AIM) software segment
 Information Security magazine ranked IBM DataPower XML Security Gateway XS 40 as the "Gold"
market leader in its annual reader's survey for the second consecutive year (April 2008).
Value Propositions

122
122
122
 Premier IBM Business Partner, ISV, Reseller, Systems Integrator, Education Provider
 Authorized across all IBM brands, multiple Industries & within WebSphere Core, BPM & Mobility
categories
 Achieved IBM’s Highest Level Technical Expertise Rating of 5
 Winner of over 10 IBM Awards including 2012 Beacon Award for Business Agility
 Over 25 Solutions available in the IBM Solutions Directory
 Helping customers IDP, Horizon BCBS of NJ, BCBS of MA, Honeywell and more go Mobile
 Prolifics WebSphere BPM, SOA , Integration, Connectivity & Mobility Case Studies
Reference
“Over 10 years ago Prolifics made a strategic decision to align with IBM and WebSphere. Growing by
over 450% in the last decade, it was clearly a turning point in our company’s history and one we would
not have achieved without the support of IBM, the WebSphere brand, and the programs that support the
IBM business partner community. ” Devi Gupta, VP of Marketing
 Video Case Study: Post-N-Track
 Video Case Study: Equinox Fitness
 PDF Case Study: Mothercare
 Video Case Study: Horizon BCBS of NJ
 PDF Case Study: IDP
 PDF Case Study: mBlox

123
123
WebSphere Business Partner Profile
Partner Profile
for IBM Business Process Management
 Project selling model -- tightly coupled with an application
– high repeatability and volume implementation/ integration
 Strong solution selling competency to new prospects
 Understand cross-functional business process flow and use
cases
 Ability to identify integration requirements
 SOA skills
 Understanding of cross-functional business process flow and use
cases
for IBM WebSphere Application Server –
Application Infrastructure
 Writes applications requiring an application server such as
Independent Software Vendors (ISVs) or companies who deploy
systems projects such as Systems Integrators (SIs).
 Web Serving Applications (big and small)
 Migration from Open Source or Oracle web servers
 Specific projects running on single servers
 Java applications running on single and multiple distributed
servers and/or z native as well as Linux on z
Profile of Business Partner Reseller for IBM Mobility
Know industry – trends, profiles, problems, and business needs
Understand client and market buying patterns and understand and speak the language of “Mobile”
i.e. App development using native and/or familiar web technologies, HTML5, CSS3, JavaScript
App delivery in variety of forms, Mobile Web app, Hybrid app, Native
Have expertise beyond product and customer size as the Mobile space presents large and varied opportunities
Understand and articulate the business-to-enterprise benefits
Understand and articulate the business-to-consumer or B2C space benefits
Can differentiate the advantage of the Mobile Portfolio versus the competition
Have the expertise to extend customer applications across different mobile devices and infrastructures

124
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Visit the WebSphere PartnerWorld Site to access Business
Partner sales and marketing tools and other resources
Authorized to resell WebSphere through Training & Certification.
1
2
3
4
5
Resources
Partner, then…

125
Thank you!
125

126
Disclaimers:
 © Copyright IBM Corporation 2012
 IBM Corporation Software Group Route 100
 Somers, NY 10589
 Produced in the United States of America
 August 2012
 All Rights Reserved
 IBM, the IBM logo, ibm.com and PartnerWorld are trademarks of International Business Machines Corporation in the United States, other
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available on the web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml.
 The information contained in this publication is provided for informational purposes only. While efforts were made to verify the
completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or
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 References in this publication to IBM products, programs, or services do not imply that they will be available in all countries in which IBM
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Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you
will result in any specific sales, revenue growth, savings or other results."

IBM_Business_Partner_Guide.ppt

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