Service Thinking Project with Hult and IBM by Ana Maria Rodriguez

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
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3. Service Thinking Principles
Service
Thinking
Co-
Creation
Service
System
Compone
nts
R-T-I
Glo-Mo-
So
Multi-
Sided
Metrics
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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
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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
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Service Thinking Principles

6. +
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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. +
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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. &
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• 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. &
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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 Syngenta’s
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.
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11. Thank You
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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. IBM’s cloud based platform will
help Syngenta shift from offering individual products to an integrated solution for growers where they can
not only learn about Syngenta’s 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 today’s agronomical
challenges.
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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 IBM’s 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 IBM’s 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.
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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 don’t
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.
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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
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