Creative Brief

Client IBM Date Received 7.07.2010

Product/Service iLOG + Lombardi CD Review
Project Leader Internal
Review
Job No: IBM-0612 Presentation
Date

Why do we want to say something? (What is the business/market situation?)

Funnel stage: awareness – consideration - loyalty

Who do we want to say it to? (What is the portrait of our typical target?)

LOB
Big&medium enterprise
Current customer & white-space

What do we want to say to them? (What is the SINGLE-MINDED advertising proposition?)

The WebSphere ILOG Business Rule Management System (BRMS) is a powerful software
solution for cutting costs, generating incremental revenue and reducing risk by improving
the timing and quality of your most important operational decisions, such as eligibility
determination, fraud assessment, credit approval, pricing, cross-sell/up-sell promotions —
or any key decision points that drive the behavior of mission-critical business processes and
applications. It allows business managers to define, monitor and manage decision changes
without going through IT.

IBM and Lombardi offer products, services and training capabilities that enable process
improvement through end-to-end BPM – including the ability to quickly automate and
improve processes to support changing business needs in an increasingly collaborative,
team-based work environment.

With WebSphere ILOG Business Rule Management System (BRMS) for large enterprises
the people who are closest to the operational decisions that drive key business processes are now
directly able to change them, reducing overall time-to-market and IT costs.

The right decisions can now be made at the right time by empowering the right people. That’s
how it works on a smarter planet.

What can we say to prove it? (How does the product support the proposition?)

Project Planning Client Service Traffic

Leader Director Director Controller
Creative Creative Managing Client
Team Director Director Authorization
Creative Brief

With WebSphere ILOG BRMS, organizations can define, monitor and maintain business policies
and the operational decisions associated with those policies, such as when to reject a loan
application, outside of the core application code. By externalizing these business rules from
application code and process models, WebSphere ILOG BRMS enables business experts to directly
make and manage the decisions that guide the behavior of critical business processes and
applications without going through IT.

iLOG BRMS + Lombardi – solution for business-rules management

BRMS applies compliance policies, profiles clients, ranks products, determines risk, calculates
distribution amount, determines eligibility & limits, and ultimately generates offers of high
interest to customers.
Solution uses when:
 Rules focus on critical, complex, strategic business decisions and policies
 Often larger numbers of rules, specifying many interrelated business goals and constraints
– “If X is true, then Y must be true”
– When presented with input data, rules determine a best solution that satisfies all the
rules
 Rules managed centrally, possibly by a separate team
Rules shared easily across many applications and many

WebSphere Lombardi Edition provides a unified business process management

(BPM) environment for collaborative process improvement
Designed to make it easy for process owners and business users, and IT to collaborate and
engage directly in improving their business processes.
 Very well suited to implement business processes exhibiting a high degree of end
user involvement and frequent change
 Single, unified environment for process design, execution, monitoring, and
optimization
 Graphical workspace for rapid composition, collaboration and continuous change
designed to make it simple for all process stakeholders
http://www-01.ibm.com/software/info/bpm/ibm-lombardi/index.html
http://www-01.ibm.com/software/integration/lombardi-edition/

Where do we want to say it? (TV, Cinema, Press, Posters, Radio, Website, POS, DM, Leaflet,
etc.)

Landing page, banner, e-mail TBC

What are the things we MUST say? (Price, telephone number, website URL, address, etc.)

Offer: register for the road show, watch the web cast, visit WebSphere Lombardi page US

Project Planning Client Service Traffic

Leader Director Director Controller
Creative Creative Managing Client
Team Director Director Authorization
Creative Brief

What else do you think the team should know? (Go on, there must be something.)

Campaign launch 20 July.

Materials: \\Avalon\shared\IBM\iLOG + Lombardi

Competitors:

– Progress Savvion
o ‘Seamless’ integration to Drools-based Savvion BRMS, which can run standalone.
o In the recent past, they have successfully positioned against Lombardi: “Lombardi’s
native rules are too tightly-coupled to processes only”. ILOG removes that FUD!
o From a BRMS perspective, differentiate with Rule Team Server/Decision Validation
Services governance capabilities + Rule Solutions for Office
– Oracle BPM Suite
o Loose integration to Oracle Business Rules
o Oracle Business Rules is a technically-focused solution, with rules managed in
JDeveloper
– SoftwareAG webMethods
o WebMethods OEMs a limited version of FICO Blaze Advisor (license restricts
number of rules)
 No advantage over Teamworks stand-alone
o Highlight how JRules enables re-use and sharing of rules across processes &
applications and how Teamworks provides easy integration to JRules Decision
Services

Project Planning Client Service Traffic

Leader Director Director Controller
Creative Creative Managing Client
Team Director Director Authorization