1. IBM Service Thinking Project Theoretical Case Study Applications By: Ana Maria Rodriguez MBA Candidate 2013 Hult International Business School

2. Agenda 1. Service Thinking Principles 2. Company 1: Syngenta 3. Company 2: Synchonoss 4. Company 3: Crowdtwist 5. Service Thinking Applied To Three Companies Summary 7/30/2013 Service Thinking Theoretical Cases 2

3. Service Thinking Principles Service Thinking Co- Creation Service System Compone nts R-T-I Glo-Mo- So Multi- Sided Metrics 7/30/2013 Service Thinking Theoretical Cases 3

4. & World's leading companies with more than 27,000 employees in over 90 countries Increase crop productivity, protect the environment and improve health and quality of life. Offers integrated solutions to farmers Challenges: Help produce more with less 7/30/2013 Service Thinking Theoretical Cases 4 Company Information

5. & engage and empower growers create communities and cooperatives to share knowledge and expertise Co-Create The platform will provide access to mobile and web-based applications Service Systems global and local Research Centers community knowledge and expertise Components allow growers to focus optimize their production systems and manage resources R-T-I to mobile and web-based applications Community knowledge Glo-Mo-So gain an average 0.5 percent market share across their combined businesses Multi-Sided Metrics 7/30/2013 Service Thinking Theoretical Cases 5 Service Thinking Principles

6. + 7/30/2013 Service Thinking Theoretical Cases 6 Mobile Innovation for a Connected World Company Information Mobile innovation leader that provides personal cloud solutions and software- based activation for connected devices across the globe 273 Million in Revenue Over 1300 employees Enables a seamless connected experience

7. + 7/30/2013 Service Thinking Theoretical Cases 7 Mobile Innovation for a Connected World Service Thinking Principles Customers are able to connect, synchronize and activateCo-Create access to datacenters located around the globe Service Systems enables these companies to manage user experienceComponents enable new customer acquisition, sales of new devices, accessories and new service offerings , reducing operational cost at the same timeR-T-I flexible and scalable mobile technology solutionsGlo-Mo-So connect more than 50 million devices, manage 10 billion entities and perform more than 7 billion synchronizations per day. Multi-Sided Metrics

8. & 7/30/2013 Service Thinking Theoretical Cases 8 3 yr old Start-up Multi-Channel Customer Relationship and Loyalty Platform Identifies Most Influential Customers and Connects them with actual spending Company Information

9. & 7/30/2013 Service Thinking Theoretical Cases 9 Service Thinking Principles identify their most influential customers tailoring reward programs for this specific customers Co-Create data analytics into the existing platform Service Systems connecting this to actual spending, and then tailoring reward programs to find valuable insights Components target specific consumers, directly influence and develop assertive customized offerings with and less resourcesR-T-I using social media to deploy their initiatives in a viral paceGlo-Mo-So helps companies monetize and calculate ROI metrics based on behavioral analysis and tracking impact Multi-Sided Metrics

10. Summary Syngenta Synchronoss Crowdtwist Description Forbes Global 2000 Headquarters in New Jersey, US Startup: 90 countries around the world Offices in Ireland, Germany, England, France, India, Australia New York, Atlanta Revenue $ 14.2 Billion USD $ 273 Million USD Raised a $6 million round of funding Co-Creating engarge and empower connect, syncrhonize, activate Identify influential customers Service Systems mobile and web-based access, datacenters Data Analytics Components community manage user experience tailoring reward programs Glo-Mo-So mobile and web-based, communities mobile, flexible, scalable social media to deploy initiatives RTI focus, manage resources, optimize customer acquisition, cost reduction directly inflience, less resources Multisided Metrics reach market share 7 billion synchronization per day based on behavrioral analysis Impact offering individual products to an integrated solution for growers where they can not only learn about Syngentas products but how to optimize their usage enable new customer acquisition, sales of new devices, accessories and new service offerings , reducing operational cost at the same time. helps companies monetize and calculate ROI by allowing them to create new metrics based on behavioral analysis and tracking impact of brand initiatives. 7/30/2013 Service Thinking Theoretical Cases 10

11. Thank You 7/30/2013 Service Thinking Theoretical Cases 11

12. Annexes Press Release: Syngenta-IBM Partnership IBM and Syngenta announced today that the two companies will create a strategic partnership to develop a collaborative platform with research centers, distributors and growers around the world. The new strategic alliance is expected to engage and empower growers by providing them access to market information and enabling them to create communities and cooperatives to share knowledge and expertise. With a presence in 90 countries around the world, Syngenta faces the challenge of understanding its diverse customer, the grower, who is widely spread but has specific local needs. With the help of IBM, Syngenta will be able to have a closer relationship with growers around the world co-create solutions to complex farmers challenges. The aim is to gather best practices among various stakeholders and generate innovation opportunities for Syngenta and their partnership network by creating knowledge communities. The platform will provide access to mobile and web-based applications that feature training modules co-created by Syngenta and their partner research centers. This initiative will provide growers with tools such as advice for seeds, fertilizers, pesticides, nutrients, water management and delivery technologies that can help them optimize their production systems and manage resources. The value proposition is to allow growers to focus more on producing more from less community knowledge and expertise. Cloud-based analytics will make it possible for Syngenta to predict and localize global solutions for growers and create stronger relationships with local distributors and farmers. IBMs cloud based platform will help Syngenta shift from offering individual products to an integrated solution for growers where they can not only learn about Syngentas products but how to optimize their usage. By bringing together various players, such as global and local Research Centers, Syngenta will be able to identify local needs and leverage on existing technology to deliver tailored solutions for its customers. This partnership is expected to help Syngenta in their current growth strategy gain an average 0.5 percent market share across their combined businesses. The platform will bring together both small and large research centers and growers to collaborate and accelerate open innovation to address todays agronomical challenges. 7/30/2013 Service Thinking Theoretical Cases 12

13. Annexes Press Release: Synchronoss-IBM Newest Acquisition IBM today announced that it has completed its acquisition of Synchronoss. The acquisition is expected to expand IBMs Cloud Service Offering by improving its ability to transfer user experiences across connected devices in a seamless way. Synchronoss helps companies serve their customers by providing flexible and scalable mobile technology solutions, such as personal clouding services, that simplify and optimize the synchronizing process across multiple devices and services, enhancing the user experience online. The company has access to datacenters located around the globe, giving IBM more flexibility to expand and scale operations and develop initiatives in a fast-paced environment. Synchronoss is used by telecommunication providers such as AT&T inc., Verizon Wireless and Vodaphone, and large equipment manufacturers such as Apple, Dell, Panasonic and Nokia to serve both consumers and businesses. The Synchronoss platform enables these companies to manage user experience in a cost effective and seamless way. Customers are able to connect, synchronize and activate devices and services that empowering enterprises with ongoing connectivity with their customers. The scalability of their platforms enable new customer acquisition, sales of new devices, accessories and new service offerings , reducing operational cost at the same time. Founded in 2000, Synchronoss is the mobile innovation leader with annual revenues of 273 million US and over 1300 employees. During 2012 Synchronos acquired NewBay software for 55.5 Billion with the objective of strengthening its leadership position within the cloud service industry. Synchronoss has already been able to connect more than 50 million devices, manage 10 billion entities and perform more than 7 billion synchronizations per day. The Synchronoss acquisition builds on IBMs cloud strategic acquisitions, which allowed them to grow their cloud revenue by 80% in 2012. The goal for IBM is to reach cloud business revenue of $7 billion by the end of 2015. With the addition of Synchronoss, IBM will enable customers from various industries to adopt their own cloud-based businesses and provide their services across multiple channels, devices and platforms. This will create a continuous connection and stronger relationship with consumer and business customers. 7/30/2013 Service Thinking Theoretical Cases 13

14. Annexes Press Release: Start-ups to watch for: Crowdtwist IBM and Crowdtwist today announced they are collaborating to incorporate data analytics into the existing platform enabling global consumer products companies to embrace loyalty and rewards programs for their brands. Crowdtwist is a 3 year old start-up and is already the leading technology in building loyalty, generating recognition and rewarding consumers. The company looks at historical customer behavior rather than just measuring social media and web traffic. Its advantage over other loyalty program companies is their ability to identify their most influential customers and connecting this to actual spending, and then tailoring reward programs for this specific customers. Working with applications such as Foursquare, Crowdtwist was able to find valuable insights like when a customer uses the application to check in, he/she spends 5 minutes more that customers that dont check in. This creates opportunities for companies to engage with customers at the moment they check in and develop a more personalized experience. Consumer oriented companies will be able to understand consumer sentiment and value by their level of engagement, social influence and purchases. They will be able to create a global brand awareness by using social media to deploy their initiatives in a viral pace. Companies will be able to target specific consumers, directly influence and develop assertive customized offerings with and less resources. This way, Crowdtwist enables companies to co-elevate the brand relationship by allowing a close and continuously improving interaction with consumers. The platform also helps companies monetize and calculate ROI by allowing them to create new metrics based on behavioral analysis and tracking impact of brand initiatives.The company has already worked with brands such as Pepsi, JC-Penney, the Miami Dolphins, the X- Factor, Sony Music among others. By partnering with Crowdtwist, IBM will bring its expertise in social analytics and will in turn increase its network of social business and understanding of consumer behavior, incorporating most recent and innovative practices into their own internal social platform, IBM Connections. 7/30/2013 Service Thinking Theoretical Cases 14

15. References Syngenta (2013), Syngenta Annual Report 2012. www.syngenta.com Synchronoss (2013), Synchronoss Annual Report 2012. http://www.synchronoss.com NewBay Software company profile., CrunchBase. http://www.crunchbase.com/company/newbay Crowdtwist, 2013. http://crowdtwist.com/ Synchronoss Technologies Announces Acquisition of NewBay http://www.businesswire.com/news/home/20121227005484/en/Synchro noss-Technologies-Announces-Acquisition-NewBay 7/30/2013 Service Thinking Theoretical Cases 15