© 2013 IBM Corporation
IBM Cloud: Think it. Build it. Tap into it.
Management in a Cloud-Centric World
- The NEW Business Paradigm
Manish Aggarwal
Cloud Strategy Manager, IBM Software Group
Optimizing IT and Service Management

© 2013 IBM Corporation2
IBM Cloud: Think it. Build it. Tap into it.The convergence of technology
presents a powerful opportunity
of mobile users keep
their device within arm’s reach
100% of the time1
90%
of the
connected devices in
2020 will be sensors
& autonomic nodes2
60%
of all data is
unstructured and growing 15
times the rate of structured
data3
80%
of companies are using
cloud to drive competitive and cost
advantages4
57%
flickr.com/atbartlett

© 2013 IBM Corporation3
IBM Cloud: Think it. Build it. Tap into it.
CEOs identify technology as the most important external force
impacting their organizations.
IBM CEO Study, 2004-2013
Technology Factors
2004 201220102006 2008 2013
2 222 2 2
3 333 3 3
4 444 4 4
5 555 5 5
6 666 6 6
7 777 7 7
8 888 8 8
9 999 9 9
1 111 1 1
Market Factors
Macro-economic Factors
People Skills
Regulatory Concerns
Socio-economic Factors
Globalization
Environmental Issues
Geopolitical Factors

© 2013 IBM Corporation4
IBM Cloud: Think it. Build it. Tap into it.
Example - American Express delivers personalized offers to
customers via mobile apps and social media
. . . which are pushed
conveniently to a
consumer for their
acceptance via AmEx’s
mobile app and credit
card linked social media
channels such as
Facebook, Foursquare &
Twitter.
Cloud
Individual consumer
purchase history &
preference data is
fed or collected in
the cloud . . .
. . . where the data is analyzed
to identify the most relevant
offers . .
Merchants
upload
promotions to
be offered by
AMEX. . .

© 2013 IBM Corporation5
IBM Cloud: Think it. Build it. Tap into it.
5
Example – mySupermarket.com used the cloud to innovate an
entirely new shopping and revenue model
. . . and consumers are
directed the grocer who
will provide the lowest
price, where a pre-filled
cart awaits.
Cloud
. . . Where product prices and
promotions are aggregated from
multiple grocers onto the cloud . . .
Consumers add
shopping lists to
mySupermarket
online . . .

© 2013 IBM Corporation6
IBM Cloud: Think it. Build it. Tap into it.
An unprecedented
opportunity for all
businesses to make a
personalized connection
with nearly any consumer,
anywhere, at any time.
Consumer Centricity
Key Themes behind these applications
Create entirely new value
propositions through new
cloud-enabled business
models and offerings.
Business Model Innovation
. . . Collaborated with
consumers via social media to
create “regionally-inspired”
potato chip flavors to match
local tastes.
. . . “Personalized pricing” for
individual customers based on
analysis of their purchasing
patterns, delivered via mobile
and web, and applied at
checkout upon swiping a
loyalty card.
. . . Mobile service helps
consumers locate products in
stores, manage shopping lists,
connect via social media, and
earn rewards, while aisle411
gathers valuable insights about
consumer shopping habits.
. . . Innovated an entirely new
cloud-based business model for
shaving products, and established
a global brand within 48 hours of
launch of viral video. Sidestepped
traditional retailers &
manufacturers with a new direct-
to-consumer approach

© 2013 IBM Corporation7
IBM Cloud: Think it. Build it. Tap into it.
Radical Simplification
Expose the core objective behind a previously complex
process, and enable it in one or two interactions. e.g.,
Instagram, Bump
Extreme
Personalization
Derive analytics from vast quantities of personal data. Use
these analytics to render incoming data consumable. e.g.,
Pandora, FourSquare, Last.fm
Participative Behavior
Exploit social behaviors as an engagement technique. e.g.,
Facebook, Yelp, Foursquare
World-as-an-interface
Directly engage with the physical environment: point-and-click
shopping, wayfinding, translation services. e.g., Amazon, Yelp
Monocle, Glyphics
Zero Barrier To Entry
Demolish previous cost and complexity barriers to adoption
with freemium pricing models. e.g., Dropbox, Box.net,
Salesforce.com Chatter
Key characteristics of the applications we looked at

© 2013 IBM Corporation8
IBM Cloud: Think it. Build it. Tap into it.
1. Create app
2. Add database
service
3. Extract social media
data into database
4. Add social
analytics service
6. Add Monitoring
service instance
Iterate
Task:
Create a secure application that analyses
sentiment about topics in social media
5. Secure the service
How are these applications built
7. FAIL
FAST

© 2013 IBM Corporation9
IBM Cloud: Think it. Build it. Tap into it.
What is Bluemix?
9
Bluemix is an open-standard, cloud-based platform for
building, managing, and running applications of all types
(web, mobile, big data, new smart devices, and so on).
Go Live in Seconds
The developer can choose any
language runtime or bring their
own. Zero to production in one
command.
DevOps
Development, monitoring,
deployment, and logging tools
allow the developer to run the
entire application.
APIs and Services
A catalog of IBM, third party, and
open source API services allow the
developer to stitch an application
together in minutes.
On-Prem Integration
Build hybrid environments. Connect
to on-premise assets plus other
public and private clouds.
Flexible Pricing
Sign up in minutes. Pay as you go
and subscription models offer
choice and flexibility.
Layered Security
IBM secures the platform and
infrastructure and provides you with
the tools to secure your apps.

© 2013 IBM Corporation10
IBM Cloud: Think it. Build it. Tap into it.
Create apps quickly with prebuilt services
1
• Runtimes, services, and tooling
up to you
Choice
Industry Leading IBM Capabilities
• Services leveraging the depth
of IBM software
• Full range of capabilities
Completeness
• Open source platform and services
• Third party to enable key use cases
Security
Services
Web and
application
services
Cloud
Integration
Services
Mobile
Services
Database
services
Big Data
services
Internet of
Things
Services
Watson
Services
DevOps
Services
A full range of capabilities to suit any great idea.

© 2013 IBM Corporation11
IBM Cloud: Think it. Build it. Tap into it.
Enabling innovation through optimization.
CRM HR
DB ERP
Drives Investment
Systems of
Record
Optimize IT
infrastructure,
data and processes
Drives Need
Systems of
Engagement
Knowledge Sharing
Engagement
Models Anywhere,
Anytime
New methods of interacting
with clients and systems are
allowing organizations to
create innovative new
products and services that
deliver greater value to
clients.
SocialMobile
More interactions means
more data, which drives the
need for more network
bandwidth, more storage,
more processing power,
and more burden on
traditional IT infrastructures.
To free funds to continuously
fuel innovation, organizations
must continuously optimize
existing infrastructures to
meet new demand.

© 2013 IBM Corporation12
IBM Cloud: Think it. Build it. Tap into it.
Online exchange that helps practitioners build and manage next generation and
infrastructure better, faster, and with dramatically less effort.
Service Engage
Focus on Innovation – not managing your Service Management Infrastructure
Better client experience with user friendly portal simplifying the entire
engagement process for service management software and services
Next
Generation
Service
Management
Learning Explore
Try
BuyExtend
Support
 Shift investment to innovation by lowering TCO
 Faster access to service management solutions
for better visibility, control, automation
 Increase speed and efficiency with instant and
ongoing scalability on SoftLayer
Try it out: https://www.ibmserviceengage.com/

© 2013 IBM Corporation13
IBM Cloud: Think it. Build it. Tap into it.
IBM Service Engage provides a New Way to experience
and acquire C&SI SaaS solutions
IBM Monitoring
Application Diagnostics
Application Performance Management
Find root cause of application problems
90% faster
SmartCloud Control Desk
Improve cost functional
processes, requests, and
maintenance planning by 40%
Workload Automation
Reduce labor costs by 90%
Maximo Asset Management
Industry leaders are 92% more
likely to use asset
management analytics
Maximo Inventory Insights
Reduce excess inventory by 10%
and ensure parts availability for
mission-critical assets
MaaS360
Manage and secure your
devices – wherever they are
Laptop Management
Manage your Windows devices from
the cloud as simply as you manage
your mobile devices

© 2013 IBM Corporation14
IBM Cloud: Think it. Build it. Tap into it.
IBM Cloud Orchestrator Highlights
Production workloads from the Production Workload People
 Faster delivery and scaling of cloud services – “Ops in DevOps”
 Cut provisioning times from weeks to 20 minutes
 Reduce the number of steps to go-live
 Enhanced user interface
IT Management with Speed
 World’s largest library of federated automations (20,000+):
Chef, Puppet, IEM Fixlets, PureApp patterns, content packs
 Built-in integration for over 30 management tools
 Automate the full IT service lifecycle including request, use and
terminate
Avoid vendor lock-in with Open Standards
 Supports OpenStack, OSLC, TOSCA
 On-premise - VMware, KVM, System z and Power
 Off-premise - IBM SoftLayer, Amazon EC2
Available January: IBM Cloud Orchestrator on Cloud on Service Engage

© 2013 IBM Corporation15
IBM Cloud: Think it. Build it. Tap into it.