a short story about the long tail
TRANSCRIPT
ISV and Developer Relations
© 2007 IBM Corporation
Ann SchemanIBM ISV & Developer RelationsSpain, Portugal, Greece, Israel, Turkey
Partnering with IBM
ISV and Developer Relations
© 2007 IBM Corporation2
How it applies to the IT Industry
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
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
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
ISV and Developer Relations
© 2007 IBM Corporation6
Building an Ecosystem to Drive Innovation
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
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
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
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.
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
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!
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
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
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
ISV and Developer Relations
© 2007 IBM Corporation
Business Partner Initiatives for ISVs
Leveraging PWIN
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 …
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
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
ISV and Developer Relations
© 2007 IBM Corporation20
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
ISV and Developer Relations
© 2007 IBM Corporation22
Thank You!
www.ibm.com/partnerworld/industrynetworkswww.ibm.com/partnerworld/industrynetworks
ISV and Developer Relations
© 2007 IBM Corporation23
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
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%
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