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Copy of IBM analysis

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Kevin Lyons

on 21 July 2013

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Transcript of Copy of IBM analysis

Alessandro Grassi
Erika Guerci
Alessandra Provera

Università degli studi di Pavia
Fundamental Values
Future projection
CVM - Client Value Method
Dedication to every client's success
IBM in 2012

Number of employees (worldwide): 434,246
Stockholders of record: 491,541
Increase in the value of a single share up to $ 20 in 2015
Introduced to replace the Signature Sales Method, the CVM is a client oriented method which deals with the sale of services
Master Degree in Computer Engineering 2012/2013
International Business Machines
abbreviated in IBM and nicknamed "Big Blue"

IBM's motto: THINK.

IBM operates in Information Technology field.
it produces Hardware, Software, infrastructures, hosting services and consulting.
Innovation that matters,
for the company and for the world
Trust and personal responsibility in all relationships

Revenue: $104.5 billion
Net income: $16.6 billion
Total assets: $119.2 billion

$3.7 billion for 11 acquisitions in key areas of software and services;
$4.3 billion in net capital expenditures; and $6.3 billion in R&D.
The main goal of CVM is the client satisfaction
Understanding what clients want to buy and how they define value for a specific opportunity is a key point for the growth of a project
It enhances client's end-to-end experience
by means of a circular path
composed of five different phases:
Phase 1: Understand
To perform this action specific value driver aligned to Buying Behaviors are used:
Value for Money
Trusted Supplier
Innovation Partner
Phase 2: Explore
During this step all the possible options and approaches to create a differentiated solution and a well executed delivery are taken in consideration
During this step a Cross Brand Opportunity Planning is put in place, which will cover the following points:

Planning, by means of a client based model, the best fit solution
Planning the resources necessary to realize the options proposed
Project the solution adopted, with respect to the delivery time
Phase 3: Develop
During this step starts the development of best-fit solutions agreed with the clients
Development is put in place thanks to:
Delivery Leaders for the solution design process
and use of improved deal review processes
Team Solution Design,
in particular Project Definition and Viability Assessment
to reach a business value coherent with the expectations of the client
Best-fit solutions
Phase 4: Implement
Solutions become effective: the project chosen is implemented.
Phase 5: Confirm
The tail of the circle: signing of the contract and testing the satisfaction of customers by means of new surveys
Multiple delivery units are involved to improve client responsiveness by speeding resolution of client delivery issues

The Delivery Issue - Single Point of Contact, for example, manages the delivery of services in a simple way, interfacing with customers in a single point of contact, which makes the process faster and more reliable.
Signing of the contract
Delivery Issue -
Single Point of Contact
Project starting
The results coming from surveys can be used to:
New investigations on Client Value Assessment
Discussions with customers about specific themes
Analysis about Buying Behaviors
Client Care

In 1911 IBM was founded by Charles Flint. It was a manufacturer of scales and watches business.
In the 20s-30s Thomas Watson turned it into a company specialized in punch cards.
In 60s technological revolution in IBM through a new family of computers
In the late 80s and early 90s heavy blow to the company, IBM reacts with a massive reorganization.
In 2004 historical turning point: IBM sells to the Lenovo company PC division
Today IBM boasts five Nobel prizes in physics, now it is among the first IT companies in the world.
IBM history
IBM Mission
Excel in the design, development and manufacture of advanced information technology.

Convert these technologies into value for customers through professional solutions and business services on global scale.
Matrix structure
Unitary and integrated management of individual projects
High flexibility, which is necessary in a changing market
Easy to adapt to unexpected problems
Achieving economies of scale
Team Solution Design
The single pre-sales solution design method adopted by all IBM brands and service organizations.
It's goal is to be more disciplined in the approach to solution design process: 
Break a large project into manageable 'chunks'
Better technical collaboration between IBM and Business Partners
Helps you remember where you left off with a customer
Introduction of a “common technical language”:
Limited to solution design part of the project
Using Industry standards (UML, ADS)
Unified Method Architecture
meta-model specification using MOF, UML diagrams, as well as an associated XML schema.
Developed by interdisciplinary team 
Provides one integrated Method Engineering Solution
Submitted to OMG to become standard 
The main target of the TSD is to support the CVM.
This is obtained by providing guidance in all the three phases of pre-sale.
 The primary reusable building blocks.
Roles: Necessary Skills
Tasks: Work to be done
W Products: needed inputs or created outputs
The assembly method represented into a  workflow 
The Method
A consistent and repeatable approach to accomplishing a set of objectives
 based on a collection of well defined techniques and best practices
Packaging constructs facilitate the 
authoring and management of content
Library: overall workspace/repository for developing methods  consisting of plugins and configurations
Configuration: selection of packages and plugins with associated views  used for publishing methods
Plugin: represents a physical container for packages, primary means of relating dependent content
Changing leader is mandatory to keep the client in track with the pre-sale evolution
Solution design Stages
Presentation Delivery

Web Client
Wireless Devices
Device Gateway
Presentation Tier
Web Enhancing

Web Server
e-business system boundary
An Example of e-commerce Architecture
Web Application

Presentation Logic
Application Logic
Session State
Load Balancing
Connection Pooling
Thread Pooling
Integration Services

Process MGMT
Common Svscs
Custom Svscs
Application Tier
Enterprise Tier
Internal Legacy Applications
Packaged Business Applications
External Partner Services
Enabling Services – JVM, XML Parsers etc.
Base System Services
Networking Services
Systems Management Services
Conflicts between functional and product managers
Precariousness of the role determined by the duration of the project
Slowdown in decision-making processes
Great efforts to maintain balance of power
Help people understand people
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