1. Issue 3 - November 2011
IBM Strategic Outsourcing
Client Innovation Briefing
Tony Morgan, IBM UKI Global Technology Services,
Chief Innovation Officer Strategic Outsourcing
Email: morgant@uk.ibm.com
© 2011 IBM Corporation

2. Issue 3 - November 2011
Introduction
This briefing is intended to provide our outsourcing
clients with a short and easy to read snapshot of new
and emerging trends, capabilities and resources from
across IBM
Focus items this time include social media analytics for
business and mobile enterprise solutions
This and previous editions are available online @
http://www-935.ibm.com/services/uk/gts/outsourcing.html
Tony Morgan, IBM Strategic Outsourcing
Chief Innovation Officer for UK and Ireland
2 IBM Strategic Outsourcing UK & Ireland Client Innovation Briefing © 2011 IBM Corporation

3. Issue 3 - November 2011
IBM Outsourcing Innovation News
IBM and our outsourcing clients have received very positive external
feedback on a series of activities in 2011. These include:
• IBM and Jaguar Land Rover shortlisted for Innovation in
Outsourcing project in the UK National Outsourcing Association
Awards for 2011 (IBM and another client previously won this award
in 2009)
• Launch of the Services Innovation Lab focused on cloud, mobility,
analytics and service delivery automation and mobility – e.g. see
www.zdnet.co.uk/news/cloud/2011/07/28/ibm-opens-innovation-lab- Example Innovation Definition
for-cloud-services-40093548/ “Innovation is the use of new ideas
or current thinking in a different
• Positive press and media coverage for the “Extreme Blue” context to result in change which
innovation project run with an outsourcing client during the summer – delivers value”
e.g. see http://www.bbc.co.uk/news/technology-14859157
Innovation to our outsourcing clients sometimes involves delivery of new capabilities. At other times focus is on
delivering solutions and services which are new, and so innovative to the client, but have been proven
elsewhere by IBM. Many engagements include wider IBM capabilities such as the IBM Emerging Technology
Services team highlighted later in this briefing, whilst others focus on delivery of existing proven solutions,
services and offerings. The key is to find the right solution for your requirements and context.
To find out more about joint innovation with IBM please contact your IBM account team
3 IBM Strategic Outsourcing UK & Ireland Client Innovation Briefing © 2011 IBM Corporation

4. Issue 3 - November 2011
Industry Trends - New IBM CMO Study Findings
Insights from the 2011 IBM Global CMO Study
The 2011 Global CMO Study is part of IBM’s C-suite Study series
encompassing interviews with more than 15,000 C-suite
executives. In this sample of face-to-face interviews with Chief
Marketing Officers IBM spoke with more than 1,700 CMOs.
A key finding was that CMOs feel unprepared for the amount of
complexity they face. In response CMOs signalled three key
areas of focus:
1. Deliver value to empowered customers - move from
market analysis to understanding individuals
2. Foster lasting connections - focus on the relationship,
not just the transaction
“The biggest challenge isn’t the amount
of data that’s available, but interpreting
3. Capture value, measure results
the data and making business decisions
based on the insights it provides.”
Implications for CIO’s and IT Departments include that CMO’s
believe they will have to invest in new technologies and advanced Telecommunications CMO, Poland
analytics to better understand and interact with their customers. IT
will be key to selection and integration of these new technologies.
Access the report online http://www-935.ibm.com/services/uk/cio/cmo/reg.html
4 IBM Strategic Outsourcing UK & Ireland Client Innovation Briefing © 2011 IBM Corporation

5. Issue 3 - November 2011
Industry Trends – Social Media Analytics
Much has been said about the growth of social media – the
enormous scope of content and subject matter. In the business
world, social media is becoming an increasingly powerful
marketing tool.
IBM has recently released a white paper examining the role social
media can play in presenting a more strategic view of customer
data and how the right combination of technologies can deliver
insight to help companies effectively meet shifting consumer
demands. The white paper looks at the implications for marketing,
sales and IT.
Finally, and a key point for many organisations, the paper
considers how and why social media tools and applications can be
integrated with existing technology investments.
The report also shows how IT can help guide the selection and
integration of social media strategy and technologies.
Access the white paper online http://public.dhe.ibm.com/common/ssi/ecm/en/ytw03168usen/YTW03168USEN.PDF
5 IBM Strategic Outsourcing UK & Ireland Client Innovation Briefing © 2011 IBM Corporation

6. Issue 3 - November 2011
Innovation Capability – Mobile Enterprise Solutions
The workforce and the workplace is changing. For many employees, in
many organisations, mobile and flexible working is a way of life. Devices are
proliferating – combinations of a standard desktop, laptop and mobile phone
no longer meet business requirements.
In response to these real challenges facing our clients IBM has developed a
set of Mobile Enterprise Services (MES) providing flexible solutions to
accommodate platforms with a variety of smartphone, tablet and rugged
handheld devices.
MES addresses a wide range of worker requirements, from specialized field
applications to email access, collaboration tools, document sharing and
more. This comprehensive offering provides both standard and custom
solutions to address business enterprise mobility challenges across the
entire device lifecycle - from procurement and deployment to mobile device
management and support - using a simplified per-device pricing model.
We appreciate that this is a key area for IBM’s outsourcing clients and it is a focus area for IBM.
To find out more about IBM’s Mobile Enterprise Solutions please contact your IBM account team
6 IBM Strategic Outsourcing UK & Ireland Client Innovation Briefing © 2011 IBM Corporation

7. Issue 3 - November 2011
Innovation Capability – IBM Emerging Technology Services
Focus on the IBM Emerging Technology Services Team
Many of IBM’s outsourcing clients will be familiar with the Emerging
Technology Services team - from lab visits to Hursley and/or from
working directly with the team on new projects. For those less familiar here
is an introduction to the ETS function.
ETS is part of IBM Software Group's Strategy and Technology Division.
This worldwide organisation focuses on working with customers on
innovative, first-of-a-kind and emerging technology solutions on services
based projects.
The UK ETS team is becoming increasingly engaged in innovation related
projects with our outsourcing clients – from CEO War Room mash-ups to
Emerging Technology Services
practical applications of mobile and location awareness technologies to
Focus on practical application of
Smarter Planet solutions using sensors, actuators and advanced analytics. new and emerging technologies
ETS deliver architectural consultancy, proof of concepts, pilot systems, live reference solutions ensuring that
time is always taken to feed knowledge and experiences back into IBM’s development organisations. We
also engage the ETS team to assist with innovation workshops with our clients to align the art of the
possible in emerging technologies with practical applications to address real client challenges.
To find out more about the ETS team please contact your IBM account team
7 IBM Strategic Outsourcing UK & Ireland Client Innovation Briefing © 2011 IBM Corporation

8. Issue 3 - November 2011
Questions and/or Feedback?
We welcome your feedback
and input – for example
what other topics would you
like to see in future?
Please contact your IBM account
team or email Tony Morgan
morgant@uk.ibm.com
8 IBM Strategic Outsourcing UK & Ireland Client Innovation Briefing © 2011 IBM Corporation