Applying the 6 fundamental service thinking principles to identify growth and innovation opportunities for IBM, through partnerships with prospective companies. Key synergies are identified via the integration of social media platforms and IBM's social software implementation.

1. Global 2000 Innovation-
IBM Service Thinking Project
Mohamed Temraz
Service Thinking Prospective Case Study Applications
Jul 29, 2013

2. International Business Machine (IBM) Have Various Offerings
Powered By Both Traditional and Social Business Platforms
• Global Fortune 2000 Ranking: 20
• $104 Billion in Revenue in 2012
• $20 Billion financing for acquisitions through 2015
* CNN Money
* IBM annual Report
Products
• Wide range of products
across different
industries
• Software, Hardware,
Storage, Servers, PCs &
others
• Products are typically
prepackaged and
standardized
Services Solutions
• Business
Services, including
business strategy &
consulting
• IT services including
cloud, big data and
Integration services
• Outsourcing, training, fi
nancing and other
services
• Spearheaded by global
IBM services
• Feature a complete
turn-key offering
• Can be tailored to
corporation size
• Standardized or
customized to
customers’ unique
problems
• Can be leveraged for
social business offerings
*Other IBM Initiatives
• Smarter Planet
• Business Analytics
• Growth Markets
• Cloud Initiative
IBM Global 2000-Service Innovation Project July 29, 2013 Slide 2 of 10

3. Technology
Industry Trends
Social Business
Platforms
Social Business Trends Are Transforming The Way Companies
Are Doing Business
Technology
Consolidation
IBM Global 2000-Service Innovation Project July 29, 2013 Slide 3 of 10
All/Only
Mobile
Cloud
Big Data
Gamification
Social Re-
engineering
Social
Networks
Service
Oriented-
Business
Model
• Personalization &
Customization
• Fermium & Multi-sided
markets
• Faster product lifecycle
• Faster Access to
information
• Increased Productivity
• Low boundaries
• Increased customer
engagements
• Viral & passive
marketing
• Outsourced S&HW
• Enhanced Security
• Collaborative
Offerings
• Software defined
networks
• Virtual infrastructure
• Flexible design
• $10 B Market 2012
• Predictive Modeling
• Data Analytics
• 62% of Fortune 100
have public app
• Easier to monetize
• Light infrastructure
requirements
• Customer Sentiment
• Influence product
selection
• Faster Feedback

4. Selected Companies For Prospective Partnership With IBM
1
2
IBM Global 2000-Service Innovation Project July 29, 2013 Slide 4 of 10
Startups
Large Partners
Small & Medium
Organizations
• Global Fortune 1000 Companies
• Globally Integrated Enterprise
• More Than $100M in Revenue
• Large Customer Base
• Ex: JP Morgan & Chase, British
Telecom, Perkins & Coi, Chevron, Best
Buy
JP Morgan &
Chase
• Less Than $100M in Revenue
• Medium-Size Customer Base
• Regional Or National
• Ex: Planet Fitness, Square, Astrum Solar,
Aplha Source, Everstaff
• Less Than $10M in Revenue
• Limited or Small Customer Base
• Looking To Expand Operations
• Ex: Digital Roots, Socialus, Bloomfire,
Poptip, Nextgate
Planet
Fitness
3 Digital Roots

5. JP Morgan & Chase announced that the organization and its subsidiaries will use IBM
connections software to build a social network for its customers and employees. The
network will be integrated seamlessly with the current e-banking offerings using
service oriented architecture foundation (SOA) of the platform. The network will be
implemented over multiple phases across J&P subsidiaries, starting with the retail
banking subsidiary.
The SOA platform will also include IBM’s Business Process Management (BPM)
software and services which will allow the bank to automate and integrate business
processes to increase efficiencies and achieve standardization of JP Morgan & chase’s
business processes.
Along with the bank’s banking applications, the integration with IBM connections will
allow the bank’s executive team to launch new strategic initiatives that are designed
to transform the service platform into smarter offerings for the bank’s clients. As a
result, the bank will be able to successfully foster a collaborative environment for both
of its employees and its clients and effectively capture their sentiments. It is
anticipated that a whole new myriad of social offerings will be designed and
developed based on this new systems integration.
Potential IBM Partnership With JP Morgan & Chase
Hypothetical Press Release
IBM Global 2000-Service Innovation Project July 29, 2013 Slide 5 of 10

6. Principle Questions Phrases from Press Release Impact: Revenue, Profit, Brand, etc.
1. Co-creation
• How do we empower clients
and employees to reach their
highest potential in a
collaborative environment?
“JP Morgan & Chase announced that the organization
and its subsidiaries will use IBM connections software
to build a social network for its customers and
employees”
• Improvement of efficiency due to
employees collaboration within the
company
2. Service System
• How can we develop new
interactions that involve
several stakeholders within
the system?
“The network will be integrated seamlessly with the
current e-banking offerings using service oriented
architecture foundation (SOA) of the platform”
• Integration based on service
oriented architecture
• Leveraging IBM’s systems
compatibility & architecture
3. Modular Business
Architecture
• What are the hot spots?
• Is there a business component
for which external
specialization is required?
“The SOA platform will also include IBM’s Business
Process Management (BPM) software and services
which will allow the bank to automate and integrate
business processes to increase efficiencies and
achieve standardization of JP Morgan & chase’s
business processes.”
• Streamlined business processes
• Componentized and customized
applications
4. Platform Glo-Mo-So • How fast can it grow?
“ It is anticipated that a whole new myriad of social
offerings will be designed and developed based on
this new systems integration.”
• Offer new products and services
• Increase revenue
• Leverage social platform insights
and capabilities
5. Run-Transform-Innovate
• What is the continuous
improvement discipline?
“Along with the bank’s banking applications, the
integration with IBM connections will allow the
bank’s executive team to launch new strategic
initiatives that are designed to transform the service
platform into smarter offerings for the bank’s clients”
• Empowering the employees to
collaborate and innovate across
different platforms
• Launch new strategic initiatives and
smarter services
6. Multi-sided Metrics
• What are the new KPI's
implemented in the
organization?
“As a result, the bank will be able to successfully
foster a collaborative environment for both of its
employees and its clients and effectively capture
their sentiments”
• Increase employee’s productivity
• Increase client’s engagement
• Better manage the dynamics of
interaction between employees
and clients
Service Thinking Principles Applied To JP Morgan & Chase
IBM Global 2000-Service Innovation Project July 29, 2013 Slide 6 of 10

7. Planet fitness announced that the organization will be adopting IBM digital experience
software to launch its new service platform IBM digital experience combined with IBM
customer experience management capabilities will enable planet fitness’s marketing
professionals to analyze customer activity on a specific channel, such as a mobile device.
With these unique views, the organizations’ marketers can gauge the behavior of customers
across all digital channels, identify patterns and then adjust the digital experience based on
this insight to improve the quality and appeal of the user's experience.
The growth of mobile, online, social media and commerce trends have spawned the rise of
the digital consumer which requires businesses to deepen their interactions with individuals
and accelerate data driven decisions into functions such as marketing, sales, service and
human resources.
The IBM digital experience software was launched as part of IBM’s smarter e-commerce
initiative. Planet fitness intends to expand its system applications beyond capturing
customers’ sentiments to identifying the emergent needs for new services on both of its
digital and social platforms. The system will allow the organizations’ employees from
marketing, sales, HR and customer loyalty, to produce, share and distribute digital content
on the fly, to all mobile and social channels -- without the need for IT technical skills or
outside assistance.
Potential IBM Partnership With Planet Fitness
Hypothetical Press Release
IBM Global 2000-Service Innovation Project July 29, 2013 Slide 7 of 10

8. Principle Questions Phrases from Press Release Impact: Revenue, Profit, Brand, etc.
1. Co-creation
• How do we empower clients
and employees to reach their
highest potential in a
collaborative environment?
“The growth of mobile, online, social media and
commerce trends have spawned the rise of the digital
consumer which requires businesses to deepen their
interactions with individuals and accelerate data
driven decisions into functions such as marketing,
sales, service and human resources.”
• Encourage customer interaction
across social platforms
• Leverage service champions to
boost marketing efforts
2. Service System
• How can we develop new
interactions that involve
several stakeholders within the
system?
“Planet fitness announced that the organization will
be adopting IBM digital experience software to
launch its new service platform IBM digital
experience combined with IBM customer experience
management capabilities.”
• Digitizing business services
• Integration of offerings across
social platforms
3. Modular Business
Architecture
• What are the hot spots?
• Is there a business component
for which external
specialization is required?
“IBM digital experience combined with IBM customer
experience management capabilities will enable
planet fitness’s marketing professionals to analyze
customer activity on a specific channel, such as a
mobile device.”
• Customized applications for each
business department
• Leverage business analytics of
customer activity
4. Platform Glo-Mo-So • How fast can it grow?
”Planet fitness intends to expand its system
applications beyond capturing customers’ sentiments
to identifying the emergent needs for new services
on both of its digital and social platforms.”
• Unify customer experience across
all digital platforms
• Increase customer base
• Increase revenue
5. Run-Transform-Innovate
• What is the continuous
improvement discipline?
“With these unique views, the organizations’
marketers can gauge the behavior of customers
across all digital channels, identify patterns and then
adjust the digital experience based on this insight to
improve the quality and appeal of the user's
experience”
• Capture client’s sentiments
• Empower employees to better
reach customers
• Personalize customer’s experience
6. Multi-sided Metrics
• What are the new KPI's
implemented in the
organization?
“The system will allow the organizations’ employees
from marketing, sales, HR and customer loyalty, to
produce, share and distribute digital content on the
fly, to all mobile and social channels -- without the
need for IT technical skills or outside assistance.”
• Increase organizational capabilities
across different disciplines
• Efficient knowledge and content
management
Service Thinking Principles Applied To Planet Fitness
IBM Global 2000-Service Innovation Project July 29, 2013 Slide 8 of 10

9. Digital Roots announced today that it will partner with IBM to boost its customer
relationship management services offerings to its. Digital Roots is changing the game of
customer relationship management in social media. The company anticipates that this
forged partnership will allow Digital roots to expand its clientele database and enable the
company to grow organically across various markets.
Digital Roots intend to utilize IBM smart cloud services to stream its systems’ real-time
data analytics. This streamed, integrated real-time data will enable clients to send and
receive data from any mobile device that is integrated with enterprise data, thereby
enabling the collaboration essential to a Social Business. The company will also ensure
successful integration between digital roots current CRM systems and IBM’s cloud-based
software.
The combination of Digital Roots systems and IBM smart cloud services will provide Digital
Roots’ clients with the unique ability to intelligently connect, process and route real-time
data to and from any number of enterprise applications, analytics and mobile services. This
means real-time information dashboards and mobile apps are deployed in minutes
without any IT support.
Potential IBM Partnership With Digital Roots
Hypothetical Press Release
IBM Global 2000-Service Innovation Project July 29, 2013 Slide 9 of 10

10. Principle Questions Phrases from Press Release Impact: Revenue, Profit, Brand, etc.
1. Co-Creation
• How do we empower clients
and employees to reach their
highest potential in a
collaborative environment?
“This streamed, integrated real-time data will
enable clients to send and receive data from any
mobile device that is integrated with enterprise
data, thereby enabling the collaboration essential
to a Social Business.”
• Empower customers to engage in social
platforms over mobile devices
• Leverage IBM system compatibility to
potentially integrate other existing applications
2. Service System
• How can we develop new
interactions that involve
several stakeholders within
the system?
“The company will also ensure successful
integration between digital roots current CRM
systems and IBM’s cloud-based software.”
• Ensure seamless experience for the customer
• Integration of offerings across social platforms
3. Modular Business
Architecture
• What are the hot spots?
• Is there a business
component for which
external specialization is
required?
“IBM smart cloud services will provide Digital
Roots’ clients with the unique ability to
intelligently connect, process and route real-time
data.”
• Real-time data insights
• Advanced service offerings
4. Run-Transform-Innovate • How fast can it grow?
“The company anticipates that this forged
partnership will allow Digital roots to expand its
clientele database and enable the company to
grow organically across various markets.”
• Increase customer base
• Increase revenue
• Expand into new markets
5. Platform
Global/Mobile/Social
• What is the continuous
improvement discipline?
“The combination of Digital Roots systems and
IBM smart cloud services will provide Digital
Roots’ clients with the unique ability to
intelligently connect, process and route real-time
data to and from any number of enterprise
applications, analytics and mobile services.”
• Capture client’s sentiments
• Real-time data across all mobile platforms
6. Multi-sided Metrics
• What are the new KPI's
implemented in the
organization?
“Digital Roots announced today that it will partner
with IBM to boost its customer relationship
management services offerings to its. Digital Roots
is changing the game of customer relationship
management in social media.”
• Increase system capability
• Develop enhanced customer relationship
management KPIs
• New Data feeds from customer feedback/usage
Service Thinking Principles Applied To Digital Roots
IBM Global 2000-Service Innovation Project July 8, 2013 Slide 10 of 10