1. Collaboration at
IBM
Suzanne Erez
IP Counsel, Israel, IBM Israel
© 2006 IBM Corporation
2009

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© 2009 IBM Corporation

3. Culture of Innovation
5 Nobel 8 National Medals 5 National 6 Turing
Laureates of Technology Medals of Science Awards
21 Members in Over 300 59 Members in 10 Inductees in
National Academy Professional National Academy National Inventors
of Sciences Society Fellows of Engineering Hall of Fame
AAAS ACM ACS
APS AVS ECS
IOP IEEE OSA
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© 2009 IBM Corporation

5. CEO’s talk about Innovation
Top CEO business priority: “Growth driven by innovation”
A new IP marketplace and economy is emerging
The idea has become the product
Increased competition for ideas
Strong, global intellectual property
systems encourage innovation
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© 2009 IBM Corporation

6. innovation: how?
new forms of collaboration
CEOs: Sources of new ideas and innovation
Business partners Employees (general population)
Customers Sales or service units
Consultants R&D (internal)
Competitors Other
Associations, trade groups, conference boards Think tanks
Academia Internet, blogs, bulletin boards
45% 35% 25% 15% 5% 5% 15% 25% 35% 45%
“We have...today a lot more capability and innovation in
the [competitive] marketplace...than we [could] try to
create on our own.”
IBM Institute for Business Value, CEO Study 2006
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© 2009 IBM Corporation

7. The Innovation Landscape
Products can be made anywhere / Ideas can move instantly around the world
Collaboration is of increasing importance
Capital and raw materials, while important, do not define competitive advantage
Competitive advantage now lies in ideas, and the only way to protect ideas is
through intellectual property laws
Open
Proprietary Multi-Party Developments Collaboration
1960
1990 2005
Knowledge Economy based on
Industrial Age focused on collaborative innovation
proprietary innovation
Internet emerges - transition from industrial age to
knowledge economy
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© 2009 IBM Corporation

8. Changing IP Landscape
For a Knowledge-Based Economy
Proprietary Innovation Collaborative Innovation
Income and Royalties Interoperability
Proprietary Open
A Spectrum of Collaboration and Competition
IP-only Patent Patent Pledges Open
Companies Assignments and Commons Standards
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© 2009 IBM Corporation

9. Collaborative innovation – community-driven
approach to problem solving
Industry, academia, government collaboration
– working across organizational boundaries
Enabled by open standards and new IP
practices
Unites perspectives from various disciplines to accelerate
technological advancement - multi-disciplinary skills may not reside
in a single organization
Global – draws resources that overcome geographic constraints
The whole is greater than the sum of its parts
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© 2009 IBM Corporation

10. IBM tools to predict technology and business trends -
built through collaborative innovation
Global Technology Outlook Global Innovation Outlook
Identify emerging technology Start a dialog about innovation,
trends significant to industry in business transformation and
the next 3 - 7 years societal progress
Has a direct influence on IBM’s Collaboration across a global
technical strategy ecosystem of experts
GIO 4.0: security and society,
water and oceans
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© 2009 IBM Corporation

11. Collaboratory Research Center
Extending Research’s Influence and Reach - to extend research influence and reach
out to the emerging geography and marketplaces
1. Center of collaborative research in focused research areas
Focus on large societal, industrial and/or geographical issues
Create collaborative research center based on a partnership with academic/industrial partners
Lead and manage the group technically and functionally by leaders from IBM Research division
2. Opportunity to conduct in-market experiments
Conduct in-market experiments, using technology based on IBM IP/Assets
Lead into the pilot deployment of the solution in the geography, and harden the assets
Take the asset, replicate it to other geographies partnering with IBM business units
3. Place for open collaboration
Embrace open collaboration and standardization approach
Include collaborative partners, as necessary to create industry eco system
Use the center to attract talented technical resources and assets to IBM
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© 2009 IBM Corporation

12. Innovation Jam
50000
40000
# of posted idea
30000 invest $100M in support of
the top 10 ideas
20000
10000
0
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© 2009 IBM Corporation

13. InnovationJam 2008 –
Enterprises of the Future
Built on insights from IBM’s CEO Study
► Built for change
► Customers as partners
► Globally integrated
► The planet and its people
IBM’s Innovation Jam 2008 shows how far
“crowdsourcing” has come
► During the 90-hour jammers
• In 80 countries
from over 1,000 companies
across 20 industries
• Created over 32,000 posts
• Read roughly 1.5 million pages, averaging 76
pages per jammer
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© 2009 IBM Corporation

14. IBM is preparing clients by helping to build a
Smarter Planet
Every human being, company, organization, city, nation,
natural system and man-made system is becoming
interconnected, instrumented and intelligent
This is leading to new savings and efficiency
- but perhaps as important, new possibilities for progress
NEW INTELLIGENCE GREEN AND BEYOND
Data exploding and in silos Limited resources
I need insight… I need efficiency…
SMART WORK DYNAMIC INFRASTRUCTURE
New business and process demands Costly and inflexible
I need to work smart… infrastructure
I need to respond faster…
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© 2009 IBM Corporation

15. Example: Smarter transportation systems
City of Stockholm breaks gridlock with a smart road use
management system
What’s smart?
• New, dynamic business model
• Real-time traffic prediction
• Technology to optically recognize
cars in milliseconds
• Real-time congestion tolling
Smarter business outcomes
• 25% reduction in traffic
Fact: Cost of congestion in U.S. • 40,000 more citizens using public
transportation system nears transportation
$200 billion each year
• Less noise pollution
• 12% drop in carbon emissions
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© 2009 IBM Corporation

16. Smarter
Planet
Seven ways
to make
the planet
smarter
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© 2009 IBM Corporation

17. Intellectual property will become
one of the key geopolitical issues of
the 21st century. Already, focus has
begun to shift from protecting IP to
maximizing intellectual capital,
which is based on shared
ownership, investment, and
capitalization.
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© 2009 IBM Corporation