1. IBM Information Management
Informix Acceleration 2011
Steve Shoaf, WW Sales Executive, Informix
© 2011 IBM Corporation
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2. Informix Acceleration
Informix Business Direction
What saves a man is to take a step. Then another step. It is always
the same step, but you have to take it.
Antoine de Saint-Exupery
© 2011 IBM Corporation
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3. Informix Acceleration
May 2010: Informix Revitalization Imperatives
Delight the install base: Enhance the Informix client relationship and
improve client loyalty
Build Strategic Differentiation: Fix the messaging and enhance the
overall Informix value proposition to the market
Create Proactive Sales Culture: Develop a proactive, high-touch
culture, with expansion into growth areas (embedded, etc).
Build New, Profitable Revenue Streams: Build new revenue streams
that capitalize on the strong and growing footprint of Informix
© 2011 IBM Corporation
3 © Copyright IBM Corporation, 2009

4. Informix Acceleration
Year 1: Enhance Customer Year 2: Round out business Year 3: Significant
Service and Support via key channel plays Progress in New Markets
Imperatives
Delight the Install •Recreate support experience • Lab to Geo’s program
Base •Enhance support offerings • Stronger Post Sales Assistance
•Revitalize current ISV’s • Greater market presence
•Define specialized market positioning
• TimeSeries – Smart Data Confidential at the
Build Strategic •Publicize benchmarks
• Informix Warehouse Accelerator moment
Differentiation •Announce Informix COE’s
• Informix Cloud/Flexible Grid
•Build ‘skills marketplace’
•Triple technical writing output
• Informix Specific Rep Training
Create Proactive •Expand Informix embedded
• Increased Workshops WW
•Assign IBM execs/lab to top clients
Culture • Partner Co-marketing Programs
•Create Informix Tiger Teams
Build New •Define new product packaging • GBS Alliances for E&U Industry
•Application support • ISV Cloud – Support
Revenue Streams • Informix Genero Suite
•New channel partners
© 2011 IBM Corporation
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5. Informix Acceleration
Informix Product Positioning and Strategy
Two-Pronged Strategy
Delight the Install Base Define Specialized Markets
• Increase visibility • Move to growth areas
• Message visibility • Develop true identity
• Be current, and lead • Increase specific capabilities
While building strategic differentiation and creating a proactive culture
Product Positioning:
1. IBM Informix is the database software voted number #1 in customer satisfaction.
2. Clients choose Informix because it is reliable, low cost, and hassle free.
3. Solution providers choose Informix because it is the easiest to embed and its autonomic capabilities.
4. Available on Windows, Linux, Unix, and Mac OS.
© 2011 IBM Corporation
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6. Informix Acceleration
Informix Acceleration….
New Edition:
Informix Ultimate Warehouse Edition
Application Modernization:
Informix Genero
Ecosphere modernization:
Informix Flexible Grid
Integration with IBM Industry Initiatives:
Energy & Utilities Industry – Smart Meter
© 2011 IBM Corporation
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7. Informix Acceleration
Informix Sales Strategy - IBM
Tactic Program(s)
Focused Informix Sales Tiger Team/Swat Team
Add Business Partners Specialties & Industries
Key Industry focus Energy & Utilities
Business value focus Informix Warehouse Accelerator
Capture next wave Informix Genero for Mobile / GUI
© 2011 IBM Corporation
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8. Informix Acceleration
Informix Sales Growth Tactics
Current Customers and customer of ISVs
– Informix Ultimate Warehouse Edition
• Data Marts, Data Warehouse
– Informix Genero
• 4GL to GUI migrations
• Mobile Device Applications
Expanding Informix Market Share
– TimeSeries
– Cloud Computing-Flexible Grid
– Informix Features & Capabilities
© 2011 IBM Corporation
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9. Informix Acceleration
“The achievements of an organization are the results of
the combined effort of each individual”
Vince Lombardi
© 2011 IBM Corporation
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10. Informix Acceleration
© 2011 IBM Corporation
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