a short story about the long tail

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ISV and Developer Relations © 2007 IBM Corporation Ann Scheman IBM ISV & Developer Relations Spain, Portugal, Greece, Israel, Turkey Partnering with IBM

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Page 1: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation

Ann SchemanIBM ISV & Developer RelationsSpain, Portugal, Greece, Israel, Turkey

Partnering with IBM

Page 2: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation2

How it applies to the IT Industry

A Short Story about the Long Tail

Page 3: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation3

Compelling Value Proposition

World-class Portfolio

Robust Technical Enablement &

Support

Open Standards Leadership

Industry Solutions& GTM Investments

Page 4: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation4

IDC Leadership Grid: Worldwide ISV Programs

"IBM’s ISV program is "IBM’s ISV program is a a market leadermarket leader

that provides that provides the benchmarks the benchmarks

and best practices and best practices other vendors emulate other vendors emulate

when updating their when updating their programs."programs."

"IDC Competitive Analysis“March 2006

See the report at: http://www.ibm.com/isv/library/idc_isv_programs_2006.pdf

Page 5: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation5

IBM’s – IBM’s – ONE IBMONE IBM approach to ISVs approach to ISVs

IBM Technologies & Brand Sales Teams

IBM Account Teams

IBM Partnering/Alliances Framework

IBM Business Partners

IBM Technical Validations

IBM ISV Technical Resources

Page 6: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation6

Building an Ecosystem to Drive Innovation

Page 7: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation7

http://services.alphaworks.ibm.com

Online SaaS prototypes Collaborative

Development Environments

Enterprise Solution Prototypes

New Vehicle For Innovation New Solutions examples New Business model

alphaWorks Services

Page 8: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation8

Engaging Developers developerWorks

Technical Info• Articles and Tutorials

• Industry Awards for Content

• 50% authored by non-IBMers and industry experts

• Hot topics:

Community•blogs, forums, wikis, chat, podcasts, web feeds

•IBM software and industry technology topics

•Experts and leaders from within and beyond IBM

Downloads• Sample code

• Emerging technologies

• Product trial software

DB213%

XML9%

Rational9%

SOA5%

WebSphere7%

Open Source7%

Java18%

Linux19%

Other9%

Lotus4%

Skills

Tutorial Registrations (1M)

•Online tutorials and Technical Briefings

•430+ live Technical Briefings delivered worldwide 55,000+ attendees

IBM developerWorks #1 rated Vendor Developer Program (IDC 2005); 2nd largest vendor community

Page 9: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation9

Government

Insurance

Wholesale distribution

Telecom

AutomotiveEducation& learning

RetailBanking

Media & entertainment

Healthcare / Life Sciences

Financial Markets

Fabrication & assembly

Energy & utilities

PartnerWorld Industry Networks

Travel & transportation

Offer a program construct aligned with how IBM goes to market

to help partners build their relationship with IBM, develop robust solutions, target customer opportunities

and win

Offer a program construct aligned with how IBM goes to market

to help partners build their relationship with IBM, develop robust solutions, target customer opportunities

and win

Page 10: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation10

MutualGo-to-Market

PartnerWorldMember

PartnerWorldMember

10,000s

1,000s

IBM ISV Partnership Framework Strategy

• Co-marketing• Sales coverage• Preferred

positioning

Signup Verify Install

1 HW & 1 MW

Reference, Joint Solution

Brief1 HW & 2 MW

PartnerWorld Industry Networks

100s

PartnerWorld Premier

PartnerWorld PremierPartnerWorld

Industry Optimised

PartnerWorldIndustry

Optimised

Alliance ContractCommit to

Share/Revenue 1 HW & 2 MW

PartnerWorldAdvanced

PartnerWorldAdvanced

(Invite only)

Tiered PartnerWorld benefits

Marketing - Access trend data, build plans, and generate demand.

Selling - Create proposals, improve closing rates, publicize your success.

Technical - Access tools for product development and support.

Training - Access certifications, Webcasts, workshops, and discounts.

Collaboration - Use forums, network with other BPs and IBM.

Page 11: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation11

Support Across Business Cycle

Key Differentiator: Focus on Business Partner Success Build: Technical Support and Training

Access to leading-edge, tools resources and experts via online, virtual environments, email/ chat/phoneor face-to-face

Integrated resources for seamless experience

Market Marketing campaign tools

that extend ISV marketing resources Access to IBM's telenurturing to progress ISV leads

Collaborate

Mature partner community with expertise across industries, geographies and technologies

Value Networks: Formal and facilitated partner-to-partner collaboration to drive new opportunities

Sell Access to 40,000 person global IBM sales team IBM Sales Connections provides simple, effective approach for partners

to access sales team and document results

Technical & training

MarketingDedicated

guidance and nurturing

Dedicatedguidance and

nurturing

Page 12: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation12

IBM PartnerWorld Industry Networks

- Publicly support IBM’s industry vision and solutions by opting into PartnerWorld Industry Networks for selected industry

MemberMember

- Enable to any IBM on demand middleware offering on IBM’s eServer platform-Global Solution Directory entry- Customer Experience

AdvancedAdvanced

-Industry-specific criteria- 2+ middleware from industry specific solutions-Update GSD entry-Publish IBM joint Industry customer success story-Industry specific White Paper

OptimizedOptimized

How is it structured?

The EnablementBarrier!

Page 13: A Short Story about the Long Tail

ISV and Developer Relations

© 2006 IBM Corporation13

PartnerWorld Industry Networks – The Retail Blueprint exampleWhat IBM

themes are we taking to market

What IBM technology we are pushing into these

solution areas

What Solution Areas are

recognised by the Industry

Page 14: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation14

Global Reach: IBM Innovation Centers and VIC

33 centers worldwide

Israel center part of GTU

Engaged with 6,000 BPs in 2006

Delivered 25K enablements

85% engagements are cross-platform

16000 BPs attended 825 seminars and workshops IIC

New 2006

24/7 on demand access point to enablement portfolio

3,400+ partners leveraged 650+ online courses

Tech support via chat or email in 8 languages900+ partners attained Advanced level

via Partner Resource Managers

Virtual Innovation Center

Page 15: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation15

Generating Leads and Closing Deals Worldwide with PartnerWorld Industry Networks

10,000+ ISV firms in 160 countries participating

3,400+ enabled and selling solutions on both IBM hardware and middleware

1,000+ Business Partners using co-marketing & sales coverage resources – up 126% YTY

600+ joint customer wins published –Doubled since 2005

Page 16: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation

Business Partner Initiatives for ISVs

Leveraging PWIN

Page 17: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation17

Press Releases Customer references Ready for SOA Specialty mark Discounted advertising service

– Receive an additional $1,000 off IBM rate Published case study

– Opportunity to have SOA case study written at no charge

IBM Sales Connections

– Assistance from IBM SOA software, server, and services field sales reps to help close your deal

IBM SOA Business Catalog

– List your reusable SOA assets in the SOA Business Catalog to help customers jumpstart their SOA development

3,500+ members joined IBM’s SOA partner community

IBM SOA Business Catalog

– 3,000 assets in the catalog by year-end 2006

– 10,000 assets in the catalog by year-end 2007

3,500+ members joined IBM’s SOA partner community

IBM SOA Business Catalog

– 3,000 assets in the catalog by year-end 2006

– 10,000 assets in the catalog by year-end 2007

PartnerWorld Industry Networks SOA Specialty Benefits

Specialties and IBM SOA Community …

Page 18: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation18

Press Releases Partner Podcasts ‘Powering on Demand Applications’ mark Published customer success story

– Opportunity to have SaaS case study written at no charge

SaaS Marketing Consultants

– SaaS experts to help design your marketing plan.

SaaS Campaign Design Tools

– Reduce the cost of direct mail campaigns by utilizing SaaS tailored tools.

IBM SaaS Showcase

– List your SaaS solution in the SaaS Showcase to promote your application to potential customers.

2,000+ members joined IBM’s SaaS partner community

115 ISVs using IBM to manage their Software as a Service infrastructure.

2,000+ members joined IBM’s SaaS partner community

115 ISVs using IBM to manage their Software as a Service infrastructure.

PartnerWorld Industry Networks SaaS Benefits

… and the IBM SaaS Community

Page 19: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation19

Pre-integrated, no license-fee offerings:

– WAS Community Edition pre-integrates ApacheTomcat with commonly used open source

– DB2 Express-C handles natively both XML and relational data in an integrated data server

Unmatched technical enablement, at no cost:

– Instant Q&A, architecture assistance, IIC 30 days free support to the BP’s customers:

– WAS Community Edition support, free for 30 days

Sales assistance via Sales Connections:

– Connect with IBM open source sales specialists Free, customized, telemarketing campaign:

– Up to 750 contacts for qualified partners Press Releases

– IBM executive quote + coordinated press activities

650+ partners working with WAS Community Edition

350+ partners offer solutions using WAS Community Edition

650+ partners working with WAS Community Edition

350+ partners offer solutions using WAS Community Edition

Benefits for Business Partners using open source

… and IBM’s initiative for partners using open source

new

Page 20: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation20

Page 21: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation21

ibm.comibm.com/isv/isvRegister for a personal IBM ID

Register your Company

Join PartnerWorld

STEP 1 - Join PartnerWorld for ISVs

Page 22: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation22

Thank You!

www.ibm.com/partnerworld/industrynetworkswww.ibm.com/partnerworld/industrynetworks

Ann [email protected]

Page 23: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation23

Page 24: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation24

Fortune 100 Companies downloaded technologies in ‘06

91

700Technologies delivered to the marketplace

129Technologies incorporated into existing IBM products

47Technologies graduated into stand alone products

2006 alphaWorks Highlights

Page 25: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation25

The GTU supports and initiates co-marketing activities, events and sales coverage for the Israeli ISVs worldwide, with the cooperation of IBM's local sales teams

140+ Israeli ISVs engaged with IBM teams Lead technologies:

WebSphere, DB2, Tivoli on IBM servers

Strong YTY IBM growth Total revenue +50%STG revenue +53%SWG revenue +36%

Global reach provides marketing and technical enablementGTU helps Israeli ISVs be successful

AG45%

AP 8%Europe

32%

Israel 15%

Page 26: A Short Story about the Long Tail

ISV and Developer Relations

© 2007 IBM Corporation26

Expand Academic Initiative Reach• Drive student growth• Increase faculty training on IBM technologies • Collaborate with WW academic associations

Drive Global Skills Development• SOA, SSME, IOD, MDD, PM, Security, etc

Increase Teaming Across IBM Company• Increase learning experience for faculty and

students WW

20062007 Priorities

Growing Skills Pipeline Through Academia

0

400

800

NA EMEA AP LA Total

90K 102K

285K

43K

520K

Students Trained

Premier Institutions

285

155

50

200

720

0

300K

600K