IBM Hybrid Cloud Client

Conversation Guide

Last updated: October 1, 2016

© 2016 IBM Corporation

About this client conversation guide
• This guide is designed to help you talk with your clients about their challenges and to discover new
opportunities where IBM can help. Use it to discuss the challenges they are facing, which are most critical,
and to show where IBM has helped other clients overcome similar problems.
• This guide is focused on Hybrid Cloud and covers 5 key solution areas: DevOps, Hybrid Cloud
Management, Hybrid Integration, Smarter Process, and Cloud Object Storage/Archive
• This guide describes the key value propositions for buyer personas
• All slides have notes to introduce the main talking points and provide reference material where needed.
• Although we reuse some client-facing material in this deck, the intention is NOT for you to walk a client
through these slides.

• PROTECT

• GROW

Steve
“the sales guy!” Client
Stakeholder
• INTRODUCE

© 2016 IBM Corporation Page 2

Outline – Introduction and Market Overview

– Solution Areas
• DevOps
• Hybrid Cloud Management
• Hybrid Integration
• Smarter Process
• Cloud Object Storage / Archive
– Appendix
• Additional Materials
• Solution Area Product Mapping
• Key Competitors

© 2016 IBM Corporation Page 3

Hybrid Cloud Market
Overview

© 2016 IBM Corporation Page 4

Cloud is maturing Overview

into an environment for innovation and business value

3
2 Business Value
1
Innovation High value solutions
Cost & Speed PaaS-centric Cognitive apps
Value

IaaS-centric DevOps tooling Advanced analytics

Virtual compute Web & Mobile apps Internet of Things
Low cost storage Basic analytics
Traditional app Hybrid integration
hosting

Cost Efficiency Essential Integration

© 2016 IBM Corporation Page 5
Digital Businesses Innovate 6x Faster Than Their Peers Overview

85% of hybrid leaders

1/3 of the top 20
report that hybrid cloud is
companies in every
accelerating digital
industry will be disrupted
transformation in their
in 3 years
organization

80% of enterprise IT
organizations will commit
to hybrid cloud
architectures by 2017

* See speaker notes for source references

© 2016 IBM Corporation Page 6
Hybrid Cloud is the connection of one or more clouds to Overview

on-premises systems
and/or the connection of one or more clouds
to other clouds
PRIVATE
Dedicated and Local

• 70% of CIOs report they will always have a

blend of traditional IT and cloud

• CIOs report that 16.2% of workloads are currently

running in the public cloud, and that in five years 41.3%
of workloads will run in a public cloud. ON-PREMISES
PUBLIC

* See speaker notes for source references

© 2016 IBM Corporation Page 7

Clients are creating the future based on
three entry points to Hybrid Cloud

Create new customer value with applications, services, and processes

Connect applications, data, and services in new ways

Optimize any application, data, or service for cloud agility and economics

© 2016 IBM Corporation Page 8

Line of Business, Developers and IT all play a key role as Overview

businesses adopt Hybrid Cloud and pursue digital

transformation
Developer
Innovate Quickly
Line of Business Automate deployment
Executive
Grow the business PRIVATE
Dedicated and
Delight customers Local

ON-PREMISES
PUBLIC
CxO Enterprise Architect
Disrupt instead of being Leverage new and existing
disrupted technologies to explore
Align IT to business business opportunities
strategy while improving Provide visibility across
efficiency multiple cloud providers

© 2016 IBM Corporation Page 9

IBM solution areas for Hybrid Cloud tie directly into Overview

client needs for innovation and business value

Hybrid Hybrid Cloud Smarter Process Cloud Object

DevOps
Integration Management Storage / Archive

Create apps Connect apps and Manage cloud and Model and Store and protect
with speed data across cloud data-center automate your critical data
and on-prem together processes and
decisions that
keep your
business running

© 2016 IBM Corporation Page 10

DevOps

© 2016 IBM Corporation Page 11

Top 3 Use Cases for DevOps Offerings DevOps

Create apps with speed

Who: VP App Dev, CIO
What: Create and Deploy new Cloud Native Apps, APIs and Microservices across polyglot frameworks (Java, Node.js, Swift and others)
• Increase Developer productivity • Faster time to market, Rapid application development
Why: • Faster innovation • Cloud economics

Establish a DevOps lifecycle toolchain

Who: CIO, VP App Dev

What: Streamline and optimize design, build, deployment and management of apps
• Increase Developer productivity • Continuous delivery of apps and services
Why: • Faster time to market • Reduce risk of manual errors
• Rapid application deployments • Faster innovation

Modernize apps and unlock their value

Who: LoB Exec, CIO

What: Easily expose and extend existing applications, services and data as APIs to support new business opportunities and partner
ecosystem
• Unlock value from existing WebSphere apps and data • Deliver new end user experiences for improved customer satisfaction
Why: • Open new revenue opportunities • Faster time to market
• Broader ecosystem
© 2016 IBM Corporation Page 12
 DevOps
DevOps means results
Cost per year –

$2.3M
Bluemix cut

95%
implementation
time by
avoidance of
over
on a single
application

items of mobile

1000+ app feedback in

two weeks
Time required for
software releases
down by 99%
Reduced system Improved code Reduced system
downtime by

70% 50%
quality by integration testing
time from 3 weeks to 4 hours
 Target Roles and Discussion Topics DevOps

Challenge: Cannot innovate fast enough to overtake the competition.

Opportunities: Disrupt instead of being disrupted. Improve effectiveness and efficiency of IT.
Benefits: Accelerate the pace of innovations, stay ahead of the competition, lower IT delivery costs.
CIO

Challenge: Losing customers to innovative competitors.

Opportunities: Promote the brand and grow the customer base. Proactively manage customer satisfaction.
Benefits: Improve customer loyalty, increase market share, and drive new revenue opportunities.
LoB Exec

Challenge: Difficult to keep up with the business demands for speed without hurting quality.
Opportunities: Coordinate complex Releases, Deploy across Hybrid Environments, Improve
Quality, and Lower costs. Provide the LOB’s what they need to grow their
business.
VP App Dev
Benefits: Proactively manage customer sat. Deliver new apps faster, with more confidence.

© 2016 IBM Corporation Page 14

 Client Conversation Guide
Role 1. Questions to ask
CxO Are you concerned with
your business potentially
being disrupted?
LoB Exec What DevOps challenges
are impacting business
performance?
© 2016 IBM Corporation Page 15
2. Expected client responses
“We are concerned by potential new entrants on the
market (born on the web) completely disrupting our
business by constantly innovating and providing
new and more attractive business model leveraging
cloud, analytics, mobile, social technologies. Uber is
a typical example of business disruption.”
“Our biggest challenges are:
Limited ability to innovate putting us at risk of being
disrupted by competition,
Time to Market: It takes too long to deliver a
business request, we are not able to seize business
opportunities on time
Limited understanding of business impacts of the
changes we deliver.
Retention issues of highly skilled developers bored
with our current way of working”
DevOps
3. Share our observations
Digital transformation is at the heart of enterprise strategy. This
means product and service delivery processes must be optimized
for innovation and time- to-market. IBM recommends the adoption
of both Cloud and DevOps as a key enablers for such
transformation. More on IBM Point of View can be found at
www.ibm.com/devops
Use Bluemix and Bluemix DevOps Services in the IBM Cloud for
fast application development, testing and deployment to mobile
and cloud environments. With re-usable software assets you can
shrink your application develop-and-deploy cycle times using a
range of DevOps tools and services. Stress optimizing DevOps &
feedback, Design Thinking, & do discovery on capabilities like
Cognitive, Contextual, Security, Data, APIs.
IBM DevOps Services provide DevOps toolchains that are
completely adapted to the new way of working of Cloud Native
Development teams.
 Client Conversation Guide DevOps

Role 1. Questions to ask 2. Expected client responses 3. Share our observations

VP App Dev What challenges are “Inability to increase our release frequency due to:
impacting business Overall low productivity due to miscommunication and lack
performance? of automation in our development process
Recurrent quality issues preventing us to significantly
accelerate our delivery process
Coordinating teams working at different speeds: Multi-
speed IT”
IBM DevOps approach provides an enterprise capability for
Continuous Software Delivery. IBM support enterprises going through
a DevOps transformation. IBM DevOps workshops tune your DevOps
strategy for faster, higher quality software driven-innovation. DevOps
deliver results, we have many customer testimonials to share as well
numerous market studies show the benefits of DevOps.

How would you rate “It is slow, with many manual activities & labor intensive, IBM DevOps provides deployment automation to accelerate
your delivery pipeline – with high risk of mistake and failure, challenging us for application delivery of mobile, cloud and mainframe applications by
from a developer delivering changes on the time requested by Business” relieving bottlenecks across development, test and production
checking-in to delivery environments, significantly reducing the time needed to bring a
in production? change to production.

How would you rate the ”When those teams have to collaborate together on a IBM DevOps provides process support and tooling to enable teams
effectiveness of common business objective, they have difficulties in effectively work together while enabling each team to progress at its
collaboration of your synchronizing their developments, testing their changes. own speed. For instance Test Virtualization enables a team to start
cloud native teams with And unfortunately, often the slowest team dictates the testing a change it is working on, and can simulate changes they are
the more traditional overall speed, creating frustration among the fastest depending on through virtualization.
back-end teams? teams.”

How are apps and “We have multiple solutions for app monitoring depending IBM DevOps intelligently monitors, analyzes and manages cloud, on-
services monitored for of the platform they run on. Monitoring the health of our premises and hybrid applications and IT infrastructure. It enables you
health & performance? system across hybrid cloud remains a challenge” to monitor your users’ experience and improve the stability of your
application infrastructure.

Is there a formal “There is no corporate app dev strategy for cloud & mobile BM Bluemix provides an array of ready to use services that add high-
Cloud/Mobile Strategy? although different LoB’s have hired 3rd parties to develop value to your Cloud & Mobile Apps. WebSphere on Cloud provides
specific customer facing apps” the ability to connect on or off premise WebSphere applications to
© 2016 IBM Corporation Page 16 Bluemix cloud services to provide faster time to value and speed
innovation.
 Client Conversation Guide
Role 1. Questions 2. Expected client responses
to ask
VP App Dev What types of “Create and Deploy new Cloud
applications Native Apps, APIs and
projects scenarios Microservices across polyglot
do you have? frameworks (Java, Node.js, Swift,
and others)”
“Easily expose and extend existing
WAS applications, services and data
as APIs to support new business
opportunities and partner ecosystem”
“Build new JAVA applications and
run them anywhere on-prem,
Containers, VMs, PaaS, IaaS”
© 2016 IBM Corporation Page 17
DevOps
3. Share our observations
In such scenario, customers value
- Developer Productivity, Time to market, Rapid Application Development and
Deployments, Continuous Delivery of apps and services
- Faster Innovation; Cloud economics
- Reach Broader ecosystem while taking advantage of 100s of Cloud Services
Our lead offerings are:
- IBM Bluemix ((Liberty for Java; IBM SDK for Node.js & Liberty Containers; IBM
Messaging Services; IBM Data Services; IBM Bluemix DevOps Services),
- WebSphere Liberty
- UrbanCode Deploy
In such scenario, customers value
- Unlock value from existing WebSphere apps and data; Open new revenue
opportunities; Broader ecosystem;
- Deliver new end user experiences for improved customer satisfaction ;
Faster time to market;
Our lead offerings are:
- WebSphere Application Server, WebSphere Liberty
In such scenario, customers value:
- Flexibility of deployment
- Taking advantage of cloud infrastructure (OPEX vs CAPEX)
Our lead offerings are:
- WebSphere Liberty
- UrbanCode Deploy & IBM DevOps
 Client Conversation Guide DevOps

Role 1. Questions 2. Expected client 3. Share our observations

to ask responses
VP App Dev What types of “Expand and Optimize existing In such scenario customers value:
applications SOR applications and services to - Agile development and Testing; Faster time to market; Agility (faster development and
projects address growth; Leverage Cloud testing);
scenarios Services to enhance existing - Automation and multiple environment provisioning; Continuous delivery;
do you have? applications; “ - Standards Compliance; High Availability & Scale; Right-sized Application environments;
- Leverage existing skills;
Our lead offerings are:
- WebSphere Application Server, WebSphere Liberty, WAS on Cloud;
- Rational Test Workbench, Rational Test Virtualization Server,
- UrbanCode, ICO, PureApp

“Move existing applications from In such scenario, customers value:

on-premises to Cloud”
- Agility and faster time to market;
- Cloud economics;
- Migrate and Transform;
Our lead offerings are:
- WebSphere Application Server on Cloud (Bluemix);
- VMWare on SoftLayer

“Refactor existing monolithic apps In such scenario customers value:

to Cloud Native apps and - Speed and Agility across the organization; Developer Productivity; Continuous Delivery of
services “ applications;
- Ability to adapt and respond to market changes. Elastically Scale as the business grows,
PAYG Business Model
Our lead offerings are:
- WebSphere Liberty;
- IBM Container Service;
© 2016 IBM Corporation Page 18
- Garage Method; IBM Architecture Center; Microservices approach,
DevOps accelerates digital transformation with DevOps
standardization and automation

Transformed from 18-month
cycle times to delivering a
complete mobile solution
in just five months
Generated 1,000 items of
feedback on new
mobile app in 2 weeks;
reduced implementation time
by 90-95%
80% reduction in critical Increased speed to market
defects over the last three by 25 percent
years; 90% on-time delivery vs.
60% previously

UrbanCode OVUM Forrester

UrbanCode has an Today IBM offers IBM has the resources
exceptional range of the most complete Application and vision to take
external integrations so Lifecycle Management advantage of the
that the tool can be made portfolio increased adoption
a part of any platform from of tools, designed to address of Functional Test
mobile to mainframe, and every type of market and Automation in the Agile
from physical hardware provide s and DevOps world.
to cloud services peed of development
including Bluemix. and delivery.

© 2016 IBM Corporation Page 19

Get Started Today! DevOps

Watch the videos: Learn more about Extend your WebSphere

Bluemix Apps from on-prem to
DevOps Services: Cloud
- Auto-Scaling
Understanding DevOps WebSphere on Cloud
- Delivery pipeline
- Track and Plan

Resources:

• Solutions
IBM developer
Marketplace
Works
DevOps

© 2016 IBM Corporation Page 20

Hybrid Cloud
Management

© 2016 IBM Corporation Page 21

Top 3 Use Cases for Hybrid Cloud Hybrid Cloud Mgmt
Management Offerings
Continuous Availability
Who: IT Ops Manager, CFO, LoB Exec, IT Architect

What: Ensure the availability, performance, and scalability of applications running in a hybrid cloud environment. Predict & prevent issues
before they impact end users. Quickly identify the root causes of incidents, minimizing their impact by quick resolution.
• Proactively manage customer satisfaction by satisfying SLAs
Why: • Free up Development to write innovative new code, rather than pouring through traces and logs trying to debug problems

Continuous Deployment
Who: App Developer, CIO, IT Architect
Deliver a complete dev/test environment to Development teams so they can be immediately productive; Provide a self-service approach
What: to support developer choice; Provide “as needed” governance and control over resources without negatively impacting developer
productivity; Combine this solution with Continuous Integration and Delivery
Why: • Deliver new apps faster with more confidence

Cloud brokerage with self-service IT

Who: IT Ops Manager, App Developer, CIO, IT Architect, CFO, VP Cloud Strategy

Offer self-service IT with built-in patterns, automation, and a catalog of pre-approved services across public and private cloud
What: environments; Assess apps and workloads for shifting or bursting to cloud; Optimize the placement of workloads based on business
needs
• Reduce risk with consistent, secure, repeatable & reliable deployment • Avoid Shadow IT by offering choice with control
processes
Why: • Build realistic cloud strategy based on accurate costs/ benefits & expected • Optimize placements of workload
• Lower IT delivery costs through automation & self-service
benefits
© 2016 IBM Corporation Page 22
 Hybrid Cloud Mgmt
Hybrid Cloud Management means results

+20,000 Maintenance cost

reduction with NOI
$200K
# IT requests delivered
automatically each month with ICO

Over Deployment costs

98% Improvement in
SLAs with ICD
saved with UCD

$2.3M
# prescriptions
filled daily with > $1M
PureApp
30-40% Reductions in
outages with
APM
Target Roles and Discussion Topics Hybrid Cloud Mgmt

Challenge: Cannot accurately forecast, track, and control cloud spend.

Opportunities: Track costs across all providers and Shadow IT.
Benefits: Better financial accountability and transparency.
CFO

Challenge: Quality of experience for customers is unpredictable. Complex deployments take months.
Opportunities: Get visibility of end-to-end user UX, Reduce risk with repeatable app deployment.
Benefits: Proactively manage customer sat. Deliver new apps faster, with more confidence.
LoB Exec

Challenge: Debugging problems takes too much time. Want flexibility to choose service providers.
Opportunities: Perform intelligent PD/PSI. Self-service from pre-approved services.
Benefits: More time coding new app. Choice and speed with app store + automation.
App
Developer

Challenge: Key tasks done manually. Cannot consistently deliver complex solutions. Shadow IT.
Opportunities: Leverage automation, self-service catalogs, templates for agility & flexibility.

IT Ops Benefits: Lower IT delivery costs. Fewer outages. Better control.

Manager
© 2016 IBM Corporation Page 24
 Target Roles and Discussion Topics Hybrid Cloud Mgmt

Challenge: Disparate service providers/tools/clouds. Difficult to move workloads to meet needs.

Opportunities: Seamlessly integrate. Open architecture. Visibility & control. Workload flexibility.
Benefits: Reduced risk. Faster deployments. Infrastructure scales and adapts.
IT Architect

Challenge: Cloud planning is haphazard – what to move, when, how, costs.

Opportunities: Compare and prioritize based on business & technical requirements.
Benefits: Cloud strategy based on accurate costs and benefits data.
VP Cloud
Strategy

Challenge: Constant pressure to deliver, cut costs, improve TCO, enforce policies, contribute more.
Opportunities: Workload optimization, performance reporting, policy enforcement , deliver on time.
Benefits: IT is relevant again. - effective & efficient. No compliance issues.
CIO

© 2016 IBM Corporation Page 25

 Client Conversation Guide Hybrid Cloud Mgmt

Role 1. Questions to ask 2. Expected client responses 3. Share our observations

CFO How much are you With Shadow IT and multiple outside service • 40% of technology spend is done outside of the IT department
spending on cloud providers, we can only guess … and we know our • cloudMatrix provide summaries of cost analysis and chargebacks.
services this month? guesses are wrong. We can predict IT spend and control budget through automated
policies. All cloud billing is managed in one place

Does Shadow IT Shadow IT makes it incredibly difficult to provide • 90% of the cloud services in use are introduced by employees
hinder your ability to consistency, compliance, and controls. We respond without the knowledge of IT
enforce Purchasing when we discover a new tool a team is using, but • CloudMatrix can discover and manage pre-existing and new cloud
policies and controls? there is no process to do this well. And the Shadow resources
How do you solve this IT tools aren’t integrated into everything else we do. • cloudMatrix allows IT to give users a shopping-cart experience for
today? pre-approved IT solutions from multiple service providers, while IT
can maintain control (workflow approval) and visibility. ICO will
provision.

LoB Exec Do you know how I have piecemeal visibility into some middleware • Integrated hybrid cloud management tools will show performance
your tier 1 applications components, but they are siloed tools. I have less and the user experience in relation to committed SLAs
are performing? visibility into cloud-based applications, and propriety
applications. In some cases, I only know we’re not
meeting SLAs when customers call.

Do your developers We offer a self service portal for developers today, • 36% of Cloud services are managed by the LOB teams today
have an app store but the delivery of IT services involves many manual • cloudMatrix allows IT to give users a shopping-cart experience for
with approved tools processes and can take weeks to complete. And the pre-approved IT solutions from multiple service providers, while IT
and services for their portal does not include outside tools developers find can maintain control (workflow approval) and visibility.
use?
© 2016 IBM Corporation via26Shadow IT.
Page • ICO can provision resources, orchestrating UrbanCode and
PureApp as needed
 Client Conversation Guide
Role 1. Questions to ask
App Dev How easy is it to deliver
new applications or
upgrades to existing
applications? What if effort
and risk were not an
issue?
How much of your time do
you spend writing new
applications or application
features, versus
troubleshooting application
performance bottlenecks?
IT Ops Do you have a single
Mgr consolidated view across
your hybrid cloud
management solutions?
What operational
processes could you
automate that would speed
service delivery, while
© 2016 IBM Corporation Page 27
minimizing costs and
2. Expected client responses
No. Business needs are accelerating application
updates. Outsourced infrastructure and dynamic
cloud environments change more quickly than my
current mgmt. infrastructure can handle. We are
not keeping up.
We spend too much time troubleshooting
application availability / performance, even when
the problem is not in the application code. I need
to spend more timing writing innovative code that
will put our company back out front.
• Different tools for different silos (usually split
across technology: UNIX, Windows,
Networking, storage) and Business Units.
• Limited visibility in some domains. Acknowledge
the need for consolidation.
• War rooms are in place and processes defined,
but expense ‘blame game’ after the problem
has occurred.
• I have a lot of resources tied up in running down
what I consider simple requests. I need more
effective ways to have our end users interact
with us.
• Managing WebSphere provisioning and
Hybrid Cloud Mgmt
3. Share our observations
• 66% of companies go over schedule on their project
deployments
• On average, it takes 4-6 weeks to deliver application changes to
customers
• UrbanCode can automate, version, audit, and deploy application
changes across hybrid environments
• Often times critical components of an application are
performance blind spots, and developers waste time
troubleshoot infrastructure or non-code performance problems.
This is more complicated with complex enterprise applications
that rely heavily on middleware, and cloud based applications
where network latency and 3rd party application problems may
exist.
• With multiple tools it is expensive (license costs, training costs)
and inefficient. Clients find it difficult to identify root cause to
problems, often times multiple teams are working the same
problem. As a result MTTR is too slow.
• Gartner recommends that IT first consolidate their monitoring
systems as a foundation of their monitoring strategy.
• UrbanCode can automate, version, audit, and deploy application
changes across hybrid environments
• Use ICO to automate delivery of IT services like backup, patch,
security, and monitoring, including orchestrating UrbanCode
and PureApp as needed
 Client Conversation Guide
Role 1. Questions to ask
IT Architect How do you ensure services
from outside providers meet
your organization’s
development and architectural
standards?
How well do your management
tools scale and adapt to meet
changing demand (e.g. add
more clouds and applications,
move workloads)?
VP Cloud Strategy How do you know which apps
to move to the cloud? What
drives placement of workloads
in your organization? Is the
process dynamic (i.e. based on
costs, application & business
needs, anticipated user
experience)?
How do you identify the best fit
cloud provider to meet your
needs?
© 2016 IBM Corporation Page 28
2. Expected client responses
We vet outside tools when we know about
them, but Shadow IT keeps us in the dark
much of the time. That means tools are being
use that could be non-compliant, don’t fit our
architecture, and likely don’t integrate with our
cloud management tools.
Moving applications, adding more service
providers, and bringing a new app onboard is a
very labor-intensive, manual process. Every
new management tool involves months of work
to integrate. Some of our tools can’t take a
heavy load – more clouds, more apps, greater
use.
This is more haphazard than we would like.
We know there are some mission critical apps
we’d like to move to the cloud, and we’ve heard
others to move from the LOBs, but there is no
process to evaluate the cost benefit. We just
do it. Workloads are placed where they
currently run. Moving them to another location
in our environment is a royal pain.
We have a manual process that compares a
number of criteria. Sometimes, though, we
don’t ask the right questions and end up with
providers that we shouldn’t have adopted.
Hybrid Cloud Mgmt
3. Share our observations
• 53% of enterprises already rely on more than one public cloud platform
• cloudMatrix allows pre-existing and new cloud resources to be
discovered and managed through cloudMatrix. Understand the
application architecture, capacity, security, and cost requirements of
discovered resources.
• ICO can control changes with custom approval workflows as it
provisions the required environments
• Use ITSM to monitor performance and the user experience against
SLAs
• Scale using ICO to provision more environments, orchestrating with
UrbanCode and PureApp as needed.
• 70% of enterprises are pursuing hybrid cloud today. 58% of companies
do not have a hybrid cloud strategy
• cloudMatrix can assess the business benefit and cloud readiness for an
application and identify the ideal infrastructure best suited for the
application
• The Application Screener capability of cloudMatrix to optimally place a
workload.
• cloudMatrix normalizes the costs of various providers, making it easy to
compare and choose the “best fit” options to meet your business
needs.
 Client Conversation Guide
Role 1. Questions to ask
CIO What percentage of your IT
budget is spent maintaining
existing systems, rather
than supporting new
workloads?
How do you ensure that
your infrastructure supports
the LOBs delivering on their
SLAs?
© 2016 IBM Corporation Page 29
2. Expected client responses
I spend too much time troubleshooting application
availability / performance, even when the problem
is not in the application code. I need to spend more
time innovating.
It’s a terrible headache. We have an exceptionally
complex configuration of devices, networks,
software, business services and it very difficult to
understand how all these components impact each
other
Hybrid Cloud Mgmt
3. Share our observations
• 70% of IT budgets are spent on operations and maintenance
• Decrease IT spending with 1) More visibility and automation, 2)
Built in governance and compliance, 3) Integrated
management, including costs, 4) Self-service capabilities for
users, and 5) Controlling Shadow IT.
• Use ITSM to monitor the environments, and drive ICO
automation to provision more environments to meet the app
demands.
• Use ICO to automate delivery of IT services like backup, patch,
security, and monitoring, including orchestration of UrbanCode
and PureApp as needed
• UrbanCode can automate, version, audit, and deploy
application changes across hybrid environments
• Create patterns or leverage an extensive Pattern library to build
complex, multi-VM middleware solutions across hybrid clouds
with PureApp
• Leverage cloudMatrix for a marketplace of pre-approved IT
solutions, with ICO orchestrating the delivery.
Client Examples Hybrid Cloud Mgmt

Global information services and publishing
company uses cloudMatrix to evaluate
workloads for placement, comparison and
selection of providers and provide
governance and management automation,
especially cost/spend tracking.
Mibtree Uses IBM Network Operations Insight with Swiss Re automates and standardizes
Analytics for Better IT Agility and Efficiency internal IT processes with IBM Cloud
Orchestrator
Gained unprecedented visibility into its complex IT
Automated delivery of +20,000 IT requests
environment to predict and prevent outages
per month, reducing delivery time and
Reduced maintenance costs by $200k by increasing flexibility
consolidating the environment.

Walgreens boosts
Fidelity used UrbanCode Deploy to create a software pharmacy
release automation framework, eliminating error- customer satisfaction
prone manual steps and speeding up the release
process. More than 1 million electronic prescriptions filled
Deploys IBM UrbanCode and saves 2.3M per year daily through IBM PureApplication

© 2016 IBM Corporation Page 30

Analyst Accolades Hybrid Cloud Mgmt

“PureApplication delivers a wealth of production-focused
value-adds, virtually none of which are duplicated by
competing vendors. Customer testimonials confirm that
the PureApplication platforms, designed for cloud-
enabling middleware and applications and focusing on
pattern-driven deployment, can reduce the time and effort
necessary to deliver new software by orders of
magnitude.”
"IBM cloudMatrix is a potential game changer. Just
as consumer tax preparation software changed the IBM is #1 in APM & IT Operations
market with its user process-oriented approach, Management Software, Worldwide, 2013
cloudMatrix has the potential to change companies’
cloud service purchasing processes and thus
increases the value that IT delivers to business
buyers. Well done IBM. "

“UrbanCode also has an exceptional range of
external integrations so that the tool can be made a
part of any platform from mobile to mainframe, and
from physical hardware to cloud services including
Bluemix”
-Michael Azoff, Principal Analyst, Ovum
“IBM Cloud Orchestrator 2.4 has been comprehensively
updated to address a number of critical requirements,
including the integration of infrastructure and middleware
management, and support for valuable open source
standards including OpenStack, Docker, and Chef.”

Forrester Research named IBM a leader and a significant software provider in its latest Wave™
report1 on hybrid cloud management solutions.

1 The Forrester Wave™: Hybrid

© 2016 IBM Corporation Page 31 Cloud Management Solutions, Q1 2016, Forrester Research, Inc., January 8, 2016
Get started today! Hybrid Cloud Mgmt

Learn about the products See a video Watch a Demo Sign up for a free trial

Learn how to integrate Request a free trial of APM

ICO with UCD to deploy Learn how to broker
Watch how PureApplication cloud services from and see how it detects and
applications, patterns, System helps avoid human addresses performance
and templates in the multiple suppliers on a
errors in application issues to improve user
Cloud Marketplace deployments in this video
single screen in the experience
cloudMatrix demo

© 2016 IBM Corporation Page 32

Hybrid Integration

© 2016 IBM Corporation Page 33

Top 3 Use Cases for Hybrid Integration Offerings Hybrid Integration

Monetize existing assets through the API economy

Who: CMO, CIO
What: Enable new channels for revenue by enabling external usage of existing data and capability via the API economy.
• Open new revenue opportunities • Achieve Digital Transformation
Why: • Leverage existing investments • Deliver new end user experiences including mobile

Improve productivity through business led hybrid integration

Who: CIO, IT Director, Enterprise Architect

What: Enable line of business to automate their own work across SaaS and existing systems of record. Accelerate the pace of change within
the business.
• Agility (faster time to market, continuous delivery, faster development and testing - e.g. multiple environment provisioning) Bullet
Why: • Reliability, Availability, Serviceability (RAS)- elastic scalability/cloud HA
• Maintaining integration with on premise non-cloud Systems of Record and other key assets.

Refactor application infrastructure for greater innovation

Who: VP Cloud Strategy, CIO, Enterprise Architect, CMO

What: Make a fundamental shift to a composable application architecture such as microservices, and embracing cloud-based partners,
enabling more agile, granular delivery of products and features, and elastic scalability.
• Unlock existing value of existing IT apps and data • Faster time to market
Why: • Improve customer satisfaction • Gain new insights from data
• Deliver new end user experiences including mobile
© 2016 IBM Corporation Page 34
 Hybrid Integration
Hybrid Integration means results

85%
accelerate digital

85%
reduce cost using transformation when
hybrid cloud using hybrid integration
integration

Over
of organizations
in the United

9 of 10
get greater ROI States (US) are
managing their actively using

60%
environment in a hybrid APIs to improve
integrated way integration and
time to market

5x 4x
more drive initiatives in more enterprises are
cognitive computing using likely to launch new
hybrid cloud integration digital services using
hybrid integration
 Target Roles and Discussion Topics Hybrid Integration

Challenge: Avoid recreating existing assets to support cloud workloads.

Opportunities: Leverage existing resources while taking advantage of the latest technologies.
Benefits: Saving time and resource with rapid and easy integration tooling across hybrid environments.
CIO
Challenge: Utilize customer and market data to be competitive and ensure a high level of customer satisfaction.
Opportunities: Influence market direction, capitalize on new business opportunities.
Benefits: Improving customer experience and reaching new markets by using new technology and reacting
to changing trends.
CMO
Challenge: Inefficient technology is stifling innovation.
Opportunities: Rapid development of solutions that cross the cloud/data center border.
Benefits: Having a stable and reliable integration platform that can quickly expose and exchange data across
a range of platforms and environments without disruption.
IT Director

Challenge: Identify solutions to bridge the gap between business priorities and IT investments.
Opportunities: Create a cloud strategy that integrates with existing IT and provides a high level of security.
Benefits: Leverage new and existing technologies to explore business opportunities,
Enterprise
while maintaining core stability.
Architect
© 2016 IBM Corporation Page 36
 Client Conversation Guide
Role 1. Questions to ask
CIO What is influencing
the business to drive
digital transformation
initiatives? What are
the priorities?
Do you feel that your
systems are
integrated for optimum
efficiency?
How much of your
organization’s time is
spent maintaining
existing infrastructure
instead of developing
new opportunities?
How do you plan to
maximize reuse of
your existing
technology to
accelerate your Digital
Transformation/API
© 2016 IBM Corporation
agenda?
2. Expected client responses
Moving to cloud, going paperless, developing web based
apps and services, upgrading our servers, using digital
technologies, using real-time data, mobile initiatives,
connecting with partners, improving customer
experience, refining business processes are all drivers
for digital transformation for us.
We could do better. There is a disconnect that requires
multiple sets of skills, re-writing, and generally poor
performance. It makes us slow to develop and react.
A lot. We struggle to add new technologies into our IT
environment without causing disruption and consuming
resources. The range of technologies that we use
requires a deep knowledge to be fully understood and
integrated.
We tried Service Orientated Architecture (SOA) but
found it hard to get the levels of re-use we were hoping
for. We are investigating ways in which we can use APIs
to re-use existing data across other areas of the
business.
Page 37
Hybrid Integration
3. Share our observations
Leveraging existing IT systems/investments plays a critical role in
speeding up the rate of digital transformation. APIs are key for this.
They increase agility and empower business teams to self-serve
IT, helping business and IT teams to work more effectively
together. Integration closes the gap between two worlds: 1) legacy
systems that are critical to the running of the business and contain
valuable data 2) digital initiatives for business growth and
innovation. In order to succeed these two worlds need to be
connected.
We see many customers that have a mixture of platforms and
technologies that do not communicate easily. Integration solves
this issue by connecting the technologies together, creating a
unified solution. We also see those who simplify their architecture
benefitting by reducing their TCO and Time To Market.
Maintaining legacy technologies and business agility are priorities
for many businesses. Re-use will help succeed here. Maintenance
should not hinder new opportunities and innovation. Having an
effective integration strategy in place enables clients to add in new
technology with minimal disruption and resource investment.
Re-use can be achieved through taking advantage of APIs to
unlock the data businesses have in their existing systems and
expose this across the organization for other teams to access.
APIs enable you to share information internally and externally with
third-parties. Businesses are monetizing these external APIs and
generating new revenue channels and opportunities through this.
 Client Conversation Guide Hybrid Integration

Role 1. Questions to ask 2. Expected client responses 3. Share our observations

CMO How are you ensuring We are investigating ways of integrating our systems so that data The way that customers want to interact with businesses is changing.
that you deliver a is shared, interfaces are consistent, and we can react faster. We For example, only a few years ago the majority of individuals preferred
consistent and positive are also exploring digital channels so that we can offer a more to go to a bank to complete transactions, etc. Now, due to online
experience to your engaging experience that reaches customers where they choose banking facilities and mobile apps, customers can complete the same
customers at every point to interact. These channels also equip us with more customer data tasks without leaving their home. This shift in preference means that
of contact? that will help us to customize the experience. businesses need to digitally transform in order to stay competitive.

Is a lack of connection Yes. Examples:
between different • Customers who are interacting with different parts of our
technologies in your business (by telephone, web, etc.) have to submit the same
business damaging the information multiple times, once for each interaction. Data is
customer experience? not shared. To add to the frustration, customers interact with
different interfaces for each step.
• Assistants can tell customers that an item is sold out, but not
which other branches stock it, or when the next delivery is
Businesses that have integrated applications can be more efficient,
keep customers happier, and respond faster to customer needs,
combining for a better customer experience. For example, customers
of some airlines get near real-time updates to their mobiles of delays
and changes to their flights, meaning that they can alter their plans
accordingly. This initiative could be extended to offer targeted
marketing, including food vouchers for airport restaurants, when a
delay of a significant duration is identified.

How are your marketing If marketing teams require data that is stored in the backend, due
teams getting the data to processes and security constraints it can take a long time. This
they need to be means that we miss valuable opportunities, or have to think very
successful in their role? far ahead. We’d like for this to be faster. Also, we are aware that
digital channels offer more opportunities to access useful data,
and want to take advantage of this too.
Through integrating IT and leveraging data through APIs, businesses
can significantly reduce Time To Market. Adopting an API strategy
means that you can easily expose and share data across the
organization to marketing teams and to external partners.
Application developers experience the same issues, and have been
known to break through the Firewall, causing security issues.

How are you using We have records of customer transactions and personal details Connecting business silos together provides a unified, 360 view of the
customer data to target which would allow us to deliver more targeted marketing. data flowing through the business. Clients with this view take
new opportunities? However, today we have no way of using this data to launch these advantage of the data they collect and are able to better target their
© 2016 IBM Corporation campaigns
Page 38 at the right time. customers by personalizing the offers, services and interactions they
provide. This makes for an enhanced user experience.
 Client Conversation Guide Hybrid Integration

Role 1. Questions to 2. Expected client responses 3. Share our observations

ask
IT Director How are you Due to inefficiencies in our systems we find that The key to moving from tactical implementations to strategic direction is working
balancing tactical we are constantly implementing short-term smarter by introducing new efficiencies, such as:
technology fixes rather than focusing on long-term • Automation of manual tasks
implementations or solutions that will benefit the business in the • Use of tools that naturally integrate into the IT environment
strategic initiatives future. This results in stifled innovation and • Simplification of skill level with tools that are easy to use and maintain
that impact slower reaction time. We are investigating new • Reduction of downtime
business outcome? technologies and tools that are easier to adopt • Re-use of existing technology
and that will enhance agility.

Do you exchange We find it difficult to work with partners and Implementing a secure gateway gives confidence to businesses who want to
sensitive other third parties because we don’t have a exchange data with other parties. These businesses are protected from
information with way to guarantee that their access is controlled unauthorized users gaining access to their business-critical systems and client-
third party and meets our standards. sensitive data.
organizations?

How are you getting The systems that deal with our databases are
the most out of your distinct to those dealing with messaging, to
resources? those dealing with events, etc. We’ve manually
coded them to work together, but it’s inefficient
and has created extra work. Changes to these
systems risk instability.
We see many customers that have a mixture of platforms and technologies that
do not communicate easily. Integration solves this issue by connecting disparate
technologies together, avoiding the need for manual coding. Good integration
also enables the flexibility to scale and to invest in new technologies without
disruption.

© 2016 IBM Corporation Page 39

 Client Conversation Guide
Role 1. Questions to ask
IT Director How are you utilizing APIs
in your business?
Are you facing industry
regulations that prevent
you moving to cloud?
© 2016 IBM Corporation Page 40
2. Expected client responses
We are currently experimenting with
using APIs internally. We are beginning
to improve our operational efficiency by
using APIs that enable different silos to
access the data they need to process
their work tasks faster. We are also
using APIs within our development
team to foster innovation and build new
applications.
We keep most data on premises
because we are conscious that there
are stipulations about data visibility.
Even though cloud is becoming more
secure, there are still some things that
we must keep on premises. We also
handle sensitive data that must be
protected, but our security systems
could be better.
Hybrid Integration
3. Share our observations
APIs are the digital glue that links services, applications and systems together to
create compelling customer experiences. They help businesses quickly create
interfaces between back-end systems and applications. Sharing these interfaces
with customers and developers
help businesses bring new digital services to market, open revenue channels and
exceed customer expectations.
Some businesses are reluctant to explore cloud options because of security or
compliance concerns. The reality is that cloud environments are becoming more
secure, and are now equal or better than on premises solutions. Working across
a hybrid environment enables businesses to take advantage of the agility of
working in the cloud, and still comply with data visibility regulations by keeping
some data on premises. Whether working in the cloud, on premises, or both, to
maintain reputation and to prevent intrusions, security is a paramount concern.
Data must be protected at all stages of the journey, whether at rest or in
movement.
 Client Conversation Guide
Role 1. Questions to ask 2. Expected client responses
Enterprise How do you handle the There is a disconnect between what
Architect contrasting business business teams expect of the IT teams
and IT needs of your and what IT teams can actually deliver.
company? Is there a There is a lack of communication
disconnect? between the two teams. I try to bridge
this gap, but it’s challenging to rectify
the two sets of goals.
What is your strategy in We are at the early stages. There are
adopting cloud concerns around security and
technologies? integration with or replacement of
existing IT. However, we are eager to
explore cloud options to enable better
agility, through faster adoption of
technology, self service options, and
flexible cost structures.
Are you able to adapt to It can be difficult to adopt new
new technologies at an technologies, partly because of internal
acceptable pace? processes, and partly because of the
time that it takes to code them to work
with our existing IT.
© 2016 IBM Corporation Page 41
Hybrid Integration
3. Share our observations
We see the market and business drivers that businesses experience today taking a
significant toll on the IT department. From an IT point of view there is increasing
concern in maintaining security and compliance. The key to overcoming these
issues is using technology to empower business users whilst ensuring that IT
maintains control. Business users can access data whenever they need it without
disrupting the infrastructure that IT are responsible for.
Two thirds of frontrunners1 are investing in Hybrid Cloud and are benefitting from
better return on investment. Those who implement Hybrid cloud well benefit from
better productivity, cost reduction, better security, and more flexible scalability
options. They achieve this by integrating their environments, choosing how to
distribute their workload across hybrid environments, and by reusing existing
investments to greatest advantage.
Cloud technologies and those delivered by continuous delivery are quicker to adopt
and easier to maintain. Technologies with a lower barrier to entry are simpler to
adopt and deploy. Businesses sometimes struggle to incorporate these technologies
into their existing IT. Integration solves this issue by connecting disparate
technologies together, avoiding the need for manual coding. Good integration also
enables the flexibility to scale and to invest in new technologies without disruption.
 Client Conversation Guide
Role 1. Questions to ask
Enterprise Are new technologies
Architect disrupting the stability of
your infrastructure?
What steps are you taking to
secure and protect customer
data? What about customer
data that business users put
in the cloud?
© 2016 IBM Corporation Page 42
2. Expected client responses
Our developers adopt new
technologies that disrupt our existing
infrastructure. They see ways of
getting started quickly that bypass
internal restrictions, but these can
cause issues further down the line
when we want to integrate their new
applications with our existing IT.
We send encrypted data across the
organization, but are exploring ways
of also protecting data at rest. We
are also conscious of the need to
protect data outside of our internal
networks.
Hybrid Integration
3. Share our observations
Businesses find it easier to integrate new technologies if they have a unified
IT platform and are investing in an integration strategy.
Businesses are under increasing pressure from government regulations to
protect their data. Breaches of confidential or sensitive data – as publicized by
the media – have the ability to destroy a business’ reputation and the
relationship that they have with customers. As techniques for overcoming
security measures become more sophisticated, businesses must adapt to
ensure that they are protected. Those that protect data at every step of the
journey and that ensure that they have a secure gateway when they connect
outside of their networks can better protect their data.
Client Examples and Industry Accolades Hybrid Integration

Using IBM DataPower
Gateway devices to
centralize security and cut
development costs
“What we want to do is
have developers
concentrate on the
business logic and move
the security away from the
application code.”
IBM Bluemix platform – the Using IBM API Connect
flexibility for strong app and DataPower Gateway
development to engage in a security-
“When you look at what rich way with partners and
University Medical Center
Bluemix can offer, it allows customers
Freiburg accelerates integration
us to build on a laptop and “We have received 53M
across critical systems
deploy to the cloud. To be calls on our APIs and have
“Everything's moving toward
able to provision those almost processed $396M
connecting data from different
sorts of infrastructure worth of transactions. In
hospitals over a broad area
assets very quickly and April alone, we processed
interchange, or health information
almost seamlessly to our $49M worth of business
exchange, and we now have the
developers, that flexibility amounting to £660k
foundation for that.”
is a big difference.” transactions in a month”.

Gartner Magic Quadrant: Visionaries for

Enterprise Integration Platform as a Service
Users rated IBM as a leading vendor with regards to overall vendor
satisfaction, particularly praising the quality of its professional services.
With a strong integration history and a global network of more than
3,000 partners, IBM has a global reach.

© 2016 IBM Corporation Page 43

Connect to Cloud Capabilities Hybrid Integration

Unlocking billions of dollars of IT investment

1. Expose apps and data as APIs 2. Enhance with cloud services

APIs APIs

• WebSphere Connect
• MQ Connect
• z/OS Connect
• DB2 Connect • API Connect
• App Integration Suite • App Connect
• WebSphere Blockchain Connect • DataWorks
• Message Connect

Learn more about IBM’s Connect to Cloud offerings 

© 2016 IBM Corporation
Internal: https://apps.na.collabserv.com/wikis/home?lang=en-us#!/wiki/Wf0b4e3a2e343_4c95_820e_260d84c54110/page/Connect%20Offerings%20for%20IBM%20Cloud
http://www.ibm.com/cloud-computing/connect/
External: http://www.ibm.com/cloud-computing/connect/
Page 44
44
Get started today! Hybrid Integration

Get hands-on

Use one of the trials:

Message Hub MQ
App Connect API Connect
IBM Integration Bus Cast Iron
Application Integration Suite
trial coming soon

© 2016 IBM Corporation Page 45

Smarter Process

© 2016 IBM Corporation Page 46

Top 3 Use Cases for Smarter Process Offerings Smarter Process

Provide supporting automation for human workflows

Who: LoB Executive, CMO
What: Provide intelligent workflow automation to reduce workload on key knowledge workers while improving quality.
• Save time and reduce cost of running business processes • Improve customer satisfaction
Why: • Insight into execution of business process • Optimize business process thru continuous improvement & reduced
• Reduce errors and ensure consistency of processes bottlenecks

Automate straight through processing

Who: CIO

What: Enable business users to quickly and safely make changes to your organization's business process.
• Adaptation and agility as business processes change
Why: • Save time by reusing business processes in new contexts
• Productivity and time savings on process execution across systems

Automate business decisions via rules

Who: LoB Executive, CIO, CMO

What: Enable sharing/re-use of decision logic in a repeatable self-service framework

• Reduce risk by providing business rule governance, testing & • Improve customer satisfaction
auditing • Gain business agility by letting the business define and change
Why: • Productivity and time savings by automating and reusing business business automated business rules with minimal to no IT
policies across the enterprise involvement
© 2016 IBM Corporation Page 47
 Smarter Process
Smarter Process means results
Events

3.4M
Bottom line

$200M
Improvement processed
per day

Increase in

40%
Reduced time to
Operating
Efficiency
market
20%
Reduced service Automatic sample Deliver personalized
provider costs by

10% 100%
checking rises to service to customers
20M
Target Roles and Discussion Topics Smarter Process

Challenge: Maintain control despite the pace of change dictated by the business.
Opportunities: Align IT projects to business strategy. Improve reaction time to change. Empower business to
take more ownership of applications that power business operations.
Benefits: Lower IT delivery costs, accelerate innovations (new applications), faster response to change
CIO requests, happier end users.

Challenge: No global view of business processes. Need the ability to ensure compliance.
Opportunities: Improved visibility to how business operates. Faster response to change. Automate work &
decisions. Improve quality of decisions and foster collaboration
Benefits: More effective operational decisions. Employees are focused on what’s most important.
LoB Exec Customers get higher quality, more personalized service. Intelligent automation reduces \
workload on key knowledge workers.

Challenge: Difficult keeping up with changing market conditions. Need to personalize the customer
relationship.
Opportunities: Influence market direction, capitalize on new business opportunities.
CMO Benefits: Utilize customer and market data to be competitive, ensure a high level of customer
satisfaction, and improving customer experience.

© 2016 IBM Corporation Page 49

 Client Conversation Guide
Role 1. Questions to ask
CIO How do you keep up with the pace of
change dictated by the business?
How fast do you adapt to changing
CMO market conditions? Do you keep up with
your competition?
Do you tailor your offerings to each of
your clients?
How targeted are your marketing
campaigns?
Do you utilize data from social media?
LoB - Operations Does anyone have a complete picture of
the business process(es)?
How are process improvement
opportunities identified?
Do you know where your bottlenecks
are?
Does process completion time vary?
How consistent are process outcomes
across the organization?
© 2016 IBM Corporation Page 50
2. Expected client responses
We are overwhelmed with the number of
requests and the short notices that we get from
the business.
• We cannot compete effectively as it takes
too long to put in place new pricing plays,
and loyalty programs responding to a
changing environment.
• We cannot tailor our offering to each client,
and tend to send blanket offering, missing
the mark.
• We do not have full visibility on processes
(e.g. A claim status cannot be identified, nor
the time to completion)
• Processes are not always consistent as
they are carried out by different individuals
adding their own interpretation of the
policies.
• Processes are described in a binder, and it
takes a lot of time to train employees.
• We end up treating a lot of cases as
exceptions.
Smarter Process
3. Share our observations
• Lower maintenance costs; respond quickly to change
• Business experts can manage and validate decision
logic
• Increase profitability of product, pricing and
promotional offerings
• Enable marketing to configure and change business
parameters
• Create a truly personalized customer experience
• Capture and leverage process know-how across the
company to identify drive BPM projects & programs
• Create a “system of record” for process knowledge
that is always up-to-date
• Immediate insight into process performance and
end-user behavior
• Rapid time-to-value and improved user productivity
• Deep business user engagement & IT collaboration
• Less rework, corrective actions, validation/sign off
• More “lights out” process automation
 Client Conversation Guide Smarter Process

Role 1. Questions to ask 2. Expected client responses 3. Share our observations

LoB - Operations How fast can you implement any change in policy,
or regulation?
How do you keep up with the pace of change in
your processes and policies? Do you meet your
SLAs, and are they meeting your customer’s
expectations?
How do you ensure compliance?
For the operational decisions that are automated,
how do you manage updates?
Are you facing fraudulent behaviors in your
operations?
Is Prevention more important than Reaction in
your operations?
• Any change in policy and regulation • Improve process efficiency
requires to update documentation, • Ensure compliance; enable sharing/re-use of
train our employees. decision logic
• We have some level of automation • Improve business outcomes: react to insights
for which we rely on IT to implement immediately, and proactively anticipate issues
any change in policy which is before they become problems
limiting our ability to keep up with the
pace of change.
• Keeping an audit trail is
cumbersome, and time consuming
and sometimes very difficult.

What is your customer’s experience when calling
you for support?
Do you have a shortage of fully trained and
effective employees? How long does it take you to
train one employee?
• The level of support that our • Provides greater visibility and autonomy to
customers receive varies, and leaves customer service when interacting with customers
our customers mostly dissatisfied.
• It takes time and effort to train an
employee, and it has been
increasingly difficult to recruit ones
with the required background

© 2016 IBM Corporation Page 51

Client Examples and Industry Accolades
Barclays adopted an IBM business
process management (BPM)
solution, for a consistent customer
journey.
IBM is #1 worldwide in BPM
Market Share. Source: IDC, 2015
© 2016 IBM Corporation
KPMG established a Customer
Relationship Center to address
the changing regulatory environment
in a scalable, repeatable and
controlled way.
IBM is listed as a Leader in the
Forrester Wave™: BPM Platforms
For Digital Business, Q4 2015
Page 52
Smarter Process
WestJet Airlines, Canada's low-cost
carrier, is using IBM Operational
Decision Manager to enrich the
travel experience for the more than
50,000 customers it serves daily.
IBM is listed in the Leaders Quadrant for
Magic Quadrant for Intelligent Business
Process Management Suites 2015
Market Leaders1 Choose IBM Smarter Process Smarter Process

Global Clients Proven Expertise

25 of 3 out of Over Over

Top 25 every 4 5,000 800
Top 50 Insurance Customer Business
Banks Companies Implementations Partners

22 of More than Over Hundreds

Top 25 half 2x Market
share

of trained IBM
Telecom Top Food Retailers & Compared to any other consultants with a
Companies Discount Stores alternative solution2 proven track record

1. Forbes 2015 Global 2000 list, http://www.forbes.com/global2000/list/

2. IDC, Worldwide Business Process Management Software Market Shares, 2014, August 2015

© 2016 IBM Corporation Page 53

Get started today! Smarter Process

Try IBM BPM & ODM on

Try Blueworks Live Plan a Quick Win Project
Cloud

Take 2-minutes to create an Fill out a form to start Deliver a tangible process
account on our SaaS based designing and deploying improvement solution to
process & decision process applications on the your business in weeks
discovery tool cloud

Try Blueworks Live: blueworkslive.com | Try BPM on Cloud: bpm.ibmcloud.com

© 2016 IBM Corporation Page 54

Cloud Object Storage /
Archive

© 2016 IBM Corporation Page 55

Top 3 Use Cases for Cloud Object Cloud Object Storage / Archive
Storage/ Archive Offerings
Efficiently manage petabytes of globally-accessible content
Who: CIO, IT Director
What: Efficiently manage content at scale (Exabyte and beyond); Save costs and achieve higher security than other cloud solutions
• Content repositories of unstructured data growing or have grown greater than a Petabyte
Why: • Cloud storage solutions deliver tremendous expandability in a greatly reduced footprint

Comply with federal and industry data retention regulation

Who: CIO

What: Archive data long-term to comply with industry and federal regulations
• Because it’s the law. By using IBM Cloud Object Storage, the CIO can archive data using a scalable, reliable, secure environment that is
Why: readily accessible

Provide simple and consistent APIs to access content globally

Who: DevOps Pro

What: Develop applications and access the content globally, regardless of where the app is running
• By supporting S3 and OpenStack SWIFT REST APIs, the DevOps pro can
Why: • Developers need to move quickly
focus on her application, not worry about the data/content she needs to access
© 2016 IBM Corporation Page 56
 Cloud Object Storage / Archive
Cloud Object Storage (Cleversafe)
Storage that hundreds of Used for Web Scale Applications
scales with you
petabytes Used for Data Archive through application
intelligence

100% Uptime. Enables

rolling updates
99.9999999%
system reliability (nine nines)

less storage
Reduce TCO with
long-term savings by 50% footprint than
traditional storage

80% 15x More Efficient to

Manage
 Target Roles and Discussion Topics Cloud Object Storage / Archive

Challenge: Limited storage expenditure as data continues to grow.

Opportunities: Turn storage challenges into business advantage.
Benefits: Scalable solutions keep up with data growth. Availability keeps business running. Secure
CIO data
protects business and customers. Improved efficiency.

Challenge: Find an efficient and reliable way to store and scale data growth at reduced costs.
Opportunities: Delight customers. Grow business requiring unlimited storage, reduced costs and content
always available.
Benefits: Reduce operating costs by 70%. Store content forever. Content always available.
IT Director
Can scale at rapid rates.

Challenge: Develop dynamic applications with web-scale storage.

Opportunities: Develop flexible applications requiring massive storage with simple access and high performance.
Benefits: Designed to serve applications. REST APIs include Amazon S3 and OpenStack Swift. No
DevOps Pro performance decline.

© 2016 IBM Corporation Page 58

 Client Conversation Guide
Role 1. Questions to ask
CIO Is your budget growing rapidly
while your data grows slowly?
CIO or Are you focused on leveraging
IT Director the cloud?
Hybrid or fully in the cloud?
Are you able to keep up with
IT Director
your archive data growth? Is
your Archive budget keeping up
with your archiving needs?
Do you have your expensive
NAS solutions at more than half
storing the aged/cool data?
DevOps Do your apps require massive
storage that need to be
accessible around the world?
© 2016 IBM Corporation Page 59
2. Expected client responses
“Money…Of course not. My money tree is still
growing. Maybe next year.
Data, it continues to grow. We are still figuring
out the best way to manage it and reason to
use and keep it.”
We have pocket uses, shadow IT, that are
leveraging the cloud but we understand the
leveraging the cloud can help. We are just not
there yet.
No, I am running out of space, I cannot meet
my SLA and above all archives are "cold"
storage - seldom used. Why must I spend so
much on Archiving?
Most businesses run large scale data footprints
with legacy methods. Stand alone arrays that
do not scale with ease and cost efficiency. This
accounts for major spend of money and
consumption of a local datacenter footprint.
We want to update our applications using
simple storage APIs so they are more flexible
and dynamic to meet our customer needs. The
storage needs to be more fluid so we can grow
the app worldwide
Cloud Object Storage / Archive
3. Share our observations
IT Budgets are not growing. Options to do more with less is
becoming a reality with solutions in the cloud. Consumption based
payments make savings a reality NOE versus 3 to 5 years out as
seen in traditional ROI calculations from the traditional storage
manufacturer.
IBM has found 3 reasons why to make the move to the the Hybrid
Cloud:
1. Its easier than you think
2. If frees up your developers to be more innovative
3. It’s more cost effective
Mention that IBM COS is less expensive in CAPEX and OPEX than
any other storage. That it is trusted by many large organizations, it
can scale infinitely and it is always available and security is built into
the architecture of the offering.
Traditional storage solutions with tiering offer a nice way to keep
your data. However, leveraging a cloud storage solution offers cost
efficiencies that can be realized now and offer room for unlimited
growth for the future and flexibility of data access from more than
one location. Something a traditional storage array cannot provide
elegantly.
The use of storage APIs in micro-services applications allows for
better integration, simpler storage access, and the ability to grow
to web scale with world-wide reach.
Client Examples and Industry Accolades Cloud Object Storage / Archive

KDDI and Cleversafe: Hogarth and Cleversafe: University of Chicago and

Carrier-Grade Reliability World-Class Collaboration Cleversafe: Accelerating Cancer
Research

Shutterfly Steps into Object-Storage Realized its overall cost savings
with Cleversafe Case Study objectives and technology goals for storing
massive multimedia archives and growing
“Storage just isn’t part of the conversation
digital portfolio.
any more. I sleep much more soundly
these days.” “Cleversafe met or exceeded the other systems we
considered on all of the assessment criteria we identified.”
Making the Cloud a Big Data Opportunity for
Datatility
Cleversafe Dispersed Storage
environment can be configured to be
100 million times more reliable than
RAID.

When compared to traditional RAID Storage,
Cleversafe Object Storage 3-Year ROI
(Return on Investment) = 210%, with a Pay
Back Period = 7.3 Months for 6PB of user
data.
© 2016 IBM Corporation
Five Reasons the new IBM
Cloud Object Storage May
Solve Your Enterprise Data
Storage Challenges
Page 60
Cleversafe is a Market Leader in Cleversafe is a Market Leader in IDC
Gartner Critical Capabilities for Worldwide Object Storage
Overall Object Storage Use Cases MarketScape Vendor Assessment
IBM Cloud Object Storage Cloud Object Storage / Archive

Hybrid cloud storage that delivers flexibility, scale, and simplicity

Exponential data growth requires web-scale storage
Integrate with existing investments
Develop full innovative power of new apps

On Premises Hybrid Off Premises

Flexibility, Scalability, Simplicity

By 2020, the amount of data on the planet will grow 10-fold.

– IDC Digital Universe Study, 2014
© 2016 IBM Corporation Page 61
Get started today! Cloud Object Storage / Archive

Learn about Cloud

Socialize
Object Storage

Visit Cloud Object Storage

to learn how clients are Share how Cloud Object
using it. Then watch what Storage outperforms
clients are doing. Amazon S3

Read the blog Highlight case studies

© 2016 IBM Corporation Page 62

Appendix

© 2016 IBM Corporation Page 63

Additional Materials Appendix

© 2016 IBM Corporation Page 64

 More about IBM Connect to Cloud Appendix

Connect Offerings for IBM Cloud help clients get more value from their existing IBM investments - by making it fast and easy to
connect to the cloud. Clients can expose apps and data as APIs and connect to and from the cloud.

FREE through Dec 31, 2016!

 Instantly connect back-end

systems to the cloud, for access
to new services
 Unlock new value from existing
apps and data by exposing and
publishing them as APIs
 Accelerate innovation by
providing easy Developer
access to APIs

© 2016 IBM Corporation Page 65

 Hybrid Cloud Solution Areas Product Mapping Appendix

Hybrid Cloud Cloud Object

DevOps Smarter Process Hybrid Integration
Management Storage / Archive
• UrbanCode • CloudMatrix (Gravitant) • Business Process • API Connect • IBM Cloud Object
• Rational Test • IBM Cloud Orchestrator Management • App Connect Storage (Cleversafe)
Virtualization server • Netcool • Operational Decision • Cast Iron
• IBM MobileFirst • IBM Monitoring Manager • IBM Integration Bus
• IBM Application • Application • Blueworks Live • IBM Integration Bus on
Performance Performance Cloud
Management Management • Application Integration
• Runtime platforms • Control Desk Suite
(Node.js, Java/Liberty, • Workload Automation • DataPower Gateway
Swift, others)
• IBM Operations • MQ
• WebSphere on Cloud Analytics • MQ Appliance
Bluemix: • PureApp • Bluemix:
• Active Deploy • UrbanCode • Message Hub
• Delivery Pipeline • Bluemix: • API Connect
• Git Hub Enterprise • Monitoring and
• Deployment Risk Analytics
Analytics • Alert Notification
• Tracking and Plan GIT
• Compute services

© 2016 IBM Corporation Page 66 Back to Outline

Key Competitors Appendix

Hybrid Cloud
DevOps Smarter Process Hybrid Integration Mobile
Management

© 2016 IBM Corporation Page 67 Back to Outline

North America Cloud Partner Business

Dave Hock Dave Hock WW Cloud Business Partners Global Business Partners NA
Partner focus: VAD/BP/RSI VADs/Business Partners/RSIs Dave Wilson, acting – VADs/BPs Bob Finnecy – VADs/BPs
Segment focus: Hybrid Cloud Software

Michael Bottari Aaron Krause Karen Miller Mike McCarthy Don Stough
Distributors
Partner Leader Partner Leader Market Channel Leader SaaS Solution Leader Tech Sales

Bev Brown John Jennings Jaime Medeiros Juergen Kuebler Roland Mathews
Mike Perry
VADs-HCSW XaaS-BPs Comm-OI-Lead XaaS - HCSW CSI

Sherwin Harvey Steve McVey Mark Gels Moe Haberski

Pat Philips Kristine Baltasar
VADs-Cloud Svcs Industry - West XaaS - Svcs CSI

Brant Weingartner Dave Keyes Shannon. Mitchell

Jacque Voorhis Dave Hubbell
Public - Midwest Smarter Process AIM

Brian Schiffer Craig Porter Jeff Sinason

Steve Ambrose Jim Bentz Plat Svcs - Integration
FSS - North AIM

Freida Muscatell Randy Fenske Greg Imirzian

Rich Allevi Jared Hughes Integration - Appliances
Dist – Mid Atlantic AIM

Arvind Mistry Butch Wabby Todd Emerson Phil Kamerer

Girish Tepan ITSM – Video Svcs
FED - Svcs Comm/CSI - GLSE AIM

Dale Fier Team Canada Leigh Sojonky Rafi Afzal

FED - HCSW Canada AIM

Tony Bear

Sam Caruso

© 2016 IBM Corporation

 Hybrid Cloud

Mary Ellen’s WW Channel Segment Sales Leadership Team

Segment Name Email
Commercial Segment Sanjay Patel sanjaypa@us.ibm.com

Pure Application & WeSphere Application Server Steve Hellin steve.hellin@us.ibm.com

Rational Testing James Carter james.carter@uk.ibm.com

IBM Service Virtualization (Greenhat) James Carter james.carter@uk.ibm.com

IT Service Management George Commons gcommons@us.ibm.com

StrongLoop/API Connect John Hauck jhauck@us.ibm.com
Integration – DataPower/API Connect John (JR) Nelson jrnelson@us.ibm.com

Integration – MQ/IIB Martin Stenkilde stenkilde@us.ibm.com

Smarter Process Desmond DeLandro ddelandro@us.ibm.com

DevOps Diane Johnson dgj@us.bm.com

MobileFirst Michael Callahan michael.callahan@us.ibm.com

Aspera Tom Crawford tccrawfo@us.ibm.com

69 © 2016 IBM Corporation