Spohrer smarter service systems transdisciplinarity 20141121 v7

Smarter Service Systems Workshop

Brief History
of AI
1956 – Dartmouth Conference
1956 – 1981 Micro-Worlds
1981 – Japanese 5th Generation
1988 – Expert Systems Peak
1990 – AI Winter
1997 – Deep Blue
1997 – 2011 Real-World
2011 – Jeopardy! & SIRI
2013 – Cognitive Systems Institute
2014 – Watson Business Unit
2015 – “Cognition as a Service”
3 11/21/2014 (c) IBM 2014

PBS Nova (2/9/11): “The Smartest Machine on Earth?”
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Now Playing in the
Winners Cloud
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% Answered
Baseline
12/2007
8/2008
5/2009
10/2009
11/2010
12/2008
5/2008
4/2010
Precision

Conferences
• HICSS
– January 5-8, Hawaii
• ICSERV, July
– July 7-9, San Jose
• Frontiers, July
– July 9-12, San Jose
– Deadline Nov 20th
• AHFE HSSE, July
– July 26-30, Las Vegas

Remember: This is very hard!
Cartoon courtesy of Jean Paul Jacob, IBM Research Emeritus & IBMer on Campus, UC Berkeley
6 11/21/2014 (c) IBM 2014

Transdisciplinary Teams
Jim Spohrer
November 20, 2014

IBM University Programs
Transdisciplinary Teams
11/21/2014
© IBM 2013 IBM University Programs worldwide
accelerating regional development (IBM UPward)
8
http://web.mit.edu/mitssrc/nsf/index.html

What is more important than this?
• “To our children and
children’s children, to whom
we elders owe an
explanation of the world that
is understandable, realistic,
forward-looking, and whole.”
– Stephen Jay Kline (1922-1997)
– From the dedication of “The Conceptual
Foundations of Multidisciplinary Thinking,”
Stanford University Press, 1995.
11/21/2014 (c) 2014 IBM UP (University Programs) 9

• Founded Jul 2012 by IBM, Cisco, HP, and several universities as an
umberella association to help institutions and individuals to grow and be
successful in our global service economy
• ISSIP members representing industry, research, academia, students,
NGOs, and government, collaborate to promote service innovation and
service innovators in research, education, practice, policy making, and
professional development.
• Special Interest Groups collaborate to produce papers, workshops,
webinars, reports, surveys; current SIGs:
– Research and Education,
– Service Innovation Framework in Practice,
– SDN,
– Service UE,
– IoT (currently recruiting SIG Chair)),
– Other of interest to members: Cognitive Computing, Big Data and analytics. Health IT, ….
• ISSIP Ambassadors connect ISSIP to over 30 professional association and
research centers globally to sponsor conferences and awards
• ISSIP-BEP Service Innovation Books Series: 7 published, 12 in the
pipeline
• Grand Challenges, members collaborate to solve pressing problems in
business and society
Mission: to
“promote service
innovations for our
interconnected
world”.
Please join us!
www.issip.org

From I to T-shape and Beyond!
IBMers with more depth and breadth for a Smarter Planet
11/21/2014
11
Many disciplines
Many sectors
Many regions/cultures
(understanding & communications)
Deep in one sector
Deep in one region/culture
Deep in one discipline

http://tsummit2014.org
11/21/2014
12

ISSIP
• President, Charlie Bess (HP Fellow)
• VP, Jeff Welser (VP IBM)
• VP Elect, Monique Morrow (VP Cisco)
• Founding President, Ammar Rayes (DE Cisco)
• Secretary & Treasurer, Jim Spohrer (IBM)
• Executive Director, Yassi Moghaddam (ISSIP)
• And others… see http://www.issip.org
11/21/2014
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Megatrends: Charlie Bess (HP Fellow)
Augmented-reality
and interface
advances
• Shift in service value
Mass customization
Contextual
megatrends Choice
Urbanization
Aging
Population
Resource
scarcity
Greater access
to education
Individual
empowerment
Global
Security
scarcity
BioTech
NanoTech
Disruptive
SciTech
technologies megatrends
AI
IT
abundance
Internet of Things (IoT)
Gamification
Automation
Analytics
and
big data
Flexible,
open,
modeled business
Value
Open data

Internet of everything is the new economy
• The Internet of Everything (IoE) is
potentially the biggest business
opportunity in history.
• How big is the opportunity?
People to People
People to
Machine
(P2M)
• The payoff of this Internet of Everything could be
staggering, especially for technology companies.
Mobile
People
(P2P)
Home Social
Process
Things Data
Business
Machine to Machine
(M2M)
• IoE Economy is about enabling people to be more productive and
effective, make better decisions, and enjoy a better quality of life
People
to Data
(P2D)
Monique Morrow, Cisco
© 2013-2014 Cisco and/or its affiliates. All rights reserved. 15

Cloud and Data Center-based Data by 2017
In 2017 Data Center hosted data will be 7.7 ZetaBytes –
an increase of over 300% from 2012.
• How much data is this?
 107T hours of streaming MUSIC - or 19 months of continuous music
streaming for the world’s population
 ~3 hours of streaming HD VIDEO every day annually for the world’s
population
• Traffic: 76% of traffic will be inside the Data Center;
7% DC to DC; 17% DC to Users
• Data: 64% will be in the Cloud (UP from 40% in 2012);
Only 36% will be in traditional DCs (DOWN from 60% in 2012)

Mobile in 2017 and 2018
By 2017:
• 90 Exabytes of mobile data traffic will be generated by smartphones
(8.5 times the total amount of data generated by 2012)
By 2018:
• Global Mobile Traffic reach 190 Exabytes per year
 Increasing nearly 11-fold to 16EB/month from 2013 to 2018
 >190 times more than all IP traffic generated by 2000
 42 Trillion Images, 4 Trillion Video Clips
• The # of mobile devices will grow 3.5X faster than global population
• Major consumers / generators of traffic will be M2M, wearables,
smartphones, tablets and laptops.
• Mobile Video will be 70% of all the traffic
• Cloud will host 90% of all the mobile traffic by 2018.
From: Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2013–2018

People will be the major beneficiaries
In the new economy we will:
• Live longer and healthier
• Live in a world where decisions are made using inductive
(pattern-based) reasoning, based on data science
 not based on deductive (hypothesis-based) reasoning
• Travel more safely
• Live in a world of applications and continuous device evolution
• Have a virtual version (the avatar) of our car, house or other
assets in the cloud (just like Facebook is a virtual version of you)
We can build a safer world

Process for combining the power of big data, analytics,
distributed processing, and network innovation
Strategy
Policy
The IoE Concept
Resources Data
Analytics
Mgmt &
Orchstr.
Sensing

Thank you.

Internet of Everything
Overview
Ammar Rayes
Ammar Rayes, Cisco

IoE Overview
 Cisco defines IoE as the networked connection of people, process, data and things. IoE
brings “Everything” online.
 IoE is creating unprecedented opportunities for organizations, individuals, communities,
and countries to realize greater value from networked connections among people,
processes, data, and things.
 By comparison, the “Internet of Things” (IoT) refers simply to the networked connection of
physical objects (doesn’t include the “people” and “process” components of IoE).
 Cisco estimates that 99.4 percent of physical objects that may one day be part of the
Internet of Everything are still unconnected. Cisco predicts that $14.4 trillion of value will
be “at stake” over the next decade, driven by “connecting the unconnected” through the
Internet of Everything. These connections can be people- to-people (P2P), machine-to-people
(M2P), and machine-to-machine (M2M).
Ammar Rayes, Cisco

Internet of Everything Reference Model
IOE Applications
IoE Platform
IoE Getaways & APIs
Edge
Sensors, Devices, Machines,
Intelligent Edge Nodes of all types
Ammar Rayes, Cisco

Example of IoE Smart Services
 Data Collection: form sensors and services
 Data Structuring
 Turn Collected and Structured Data/Information into Action
 Improve Decision Analysis with Correlation of Intelligence/BA/etc.
 Long-tem Trending and Predication
 Platform as a Service
Ammar Rayes, Cisco

Educating Service Innovators
Jim Spohrer, IBM
AHFE Human Side of Service Engineering
Krakow, Poland
July 22, 2014
This presentation with speaker notes is available for download at:
http://www.slideshare.net/spohrer/ahfe-hsse-20140722-v3

ISSIP.org
Professional Development for Service Innovators
• 2015 Conferences
– HICSS, Honolulu, HI, Jan 5-8
– T Summit, E Lansing, MI, Mar 16-17
– ICSERV,San Jose, CA July 6-8
– Frontiers, San Jose, CA July 9-12
– AHFE HSSE,Las Vegas, NV July 23-27

Professionals Associations & T-Shapes
• ISSIP
• INFORMS
• IEEE
• ACM
• AMA (Marketing)
• AIS
• POMS
• TSIA
http://tsummit2014.org
For more complete list of 24 see: http://service-science.info/archives/1982

Service Innovators
 ISSIP = International
Society of
Service Innovation
Professionals
 T-shaped Professionals
– Depth
– Breadth
 Register at:
– ISSIP.org
28 IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation

Journals
Paul Maglio, Editor Mary Jo Bitner, Editor
For more see: http://service-science.info/archives/2634

Readings & Textbooks
See http://service-science.info/archives/2708 http://service-science.info/archives/1931

Recent Report, Funding, etc.
http://california-center-for-service-science.org/nsf-workshop/
https://www.linkedin.com/groups/NSF-Industry-Academe-Enabling-Smart-5109582
http://www.nsf.gov/pubs/2014/nsf14610/nsf14610.htm
http://web.mit.edu/mitssrc/nsf/index.html

Academic Industry Partnerships
Research, Readiness, Recruiting, Revenue, Responsibility, Regions
Jim Spohrer, Director
IBM University Programs (IBM UP)
http://www.ibm.com/university
November 20, 2014
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Holistic Service Systems (HSS)
11/21/2014
© IBM 2014 IBM University Programs
worldwide accelerating regional
development (IBM UPward)
34
http://www.service-science.info/archives/1056
Nation
State/Province
City/Region
University
College
K-12
Cultural &
Conference
Hotels
Hospital
Medical
Research
Worker
(professional)
Family
(household)
For-profits:
Business Entrepreneurship
Non-profits
Social Entrepreneurship
U-BEE
Job Creator/Sustainer
U-BEEs = University-Based Entrepreneurial Ecosystems
“The future is already
here (at universities),
it is just not evenly
distributed.”
“The best way to
predict the future
is to (inspire the next
generation of students
to) build it better.”
“Multilevel nested,
networked
holistic service
systems (HSS)
that provision
whole service (WS) to
the people inside them.
WS includes
flows (transportation,
water, food, energy, communications),
development (buildings,
retail ,finance, health,
education),
and governance (city,
state, nation). ”
University Four Missions
1. Learning
2. Discovery
3. Engagement
4. Convergence

Universities Matter #1
9
8
7
6
5
4
3
2
1
11/21/2014
y = 0,7489x + 0,3534
35
Japan
China
Germany
France
Italy United Kingdom
R² = 0,719
Russia Brazil Spain
Canada
India
Mexico South Korea Australia
Turkey Netherlands
Sweden
0
0 1 2 3 4 5 6 7 8 9
% global GDP
% top 500 universities
Nation’s % WW GDP and % Top 500 Universities (2009 Data)

11/21/2014
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…But it can be costly, American student loan debt is over $900M

“When we combined the impact of Harvard’s direct spending on payroll, purchasing and construction – the
indirect impact of University spending – and the direct and indirect impact of off-campus spending by Harvard
students – we can estimate that Harvard directly and indirectly accounted for nearly $4.8 billion in economic
activity in the Boston area in fiscal year 2008, and more than 44,000 jobs.”
11/21/2014
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IBM University Programs 6 R’s
• Research (Collaborate)
• Readiness (Skills)
• Recruiting (Jobs)
• Revenue (Solutions)
• Responsibility (Volunteers)
• Regions (Smarter Cities, Startups & Workforce)
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WORKFORCE
PRODUCTS
SUPPLY CHAIN
COMMUNICATIONS
TRANSPORTATION BUILDINGS

Partnering for Skills
Marisa Viveros,
VP Cybersecurity
Innovation
Nanci Knight,
Academic
Initiatives
(Western Region)
Dianne Fodell,
Program Exec
Skills for 21st C

T-Shaped People:
Next Generation Adaptive Innovators
for a Smarter Planet
Many disciplines
Many sectors
Many regions/cultures
(understanding & communications)
Deep in one sector
Deep in one region/culture
Deep in one discipline
“No one knows everything, but a well-chosen team of T-shapes has empathy to learn anything.”

Systems-Disciplines Framework: Depth & Breadth
Systems that focus on flows of things Systems that support people’s activities Systems that govern
transportation &
supply chain water &
waste
food &
products
ICT &
cloud
energy
& electricity
retail &
hospitality banking
building &
construction
healthcare
& family
& finance
education
&work
city
secure
state
scale
nation
laws
systems
disciplines
behavioral sciences
e.g., marketing
management sciences
e.g., operations
political sciences
e.g., public policy
learning sciences
e.g., game theory
and strategy
cognitive sciences
e.g., psychology
system sciences
e.g., industrial eng.
information sciences
e.g., computer sci
organization sciences
e.g., knowledge mgmt
social sciences
e.g., econ & law
decision sciences
e.g., stats & design
run professions
e.g., knowledge worker
transform professions
e.g., consultant
innovate professions
e.g., entrepreneur
stakeholders
Customer
Provider
Authority
Competitors
resources
People
Technology
Information
Organizations
change
History
(Data Analytics)
Future
(Roadmap)
value
Run
Transform
(Copy)
Innovate
(Invent)
Observe Stakeholders (As-Is)
Observe Resource Access (As-Is)
Imagine Possibilities (Has-Been & Might-Become)
Realize Value (To-Be)

What is service science? A service system? The ABC’s?
Cognitive Science Systems
“a service system is a
human-made system to improve
provider-customer interactions
and value-cocreation outcomes,
by dynamically configuring resource
access via value propositions,
most often studied by many disciplines,
one piece at a time.”
Economics & Law
Design/
Engineering
Operations
“service science is
the transdisciplinary study of
service systems &
value-cocreation”
Marketing
Computer Science/
Artificial Intelligence
IBM University Programs worldwide, accelerating regional development (IBM UPward) © 2011 IBM Corporation
The ABC’s:
The provider (A)
and a customer (B)
transform a target (C)

2030 ICT

Example: Leading Through Connections with…
Universities Collaborate with IBM Research to Design
Watson for the Grand Challenge of Jeopardy !
Assisted in the development of the Open
Advancement of Question-Answering
Initiative (OAQA) architecture and
methodology
Pioneered an online natural language
question answering system called START,
which provided the ability to answer questions
with high precision using information from
semi-structured and structured information
repositories
Worked to extend the
capabilities of Watson, with a
focus on extensive common
sense knowledge
Worked on a visualization component to
visually explain to external audiences the
massively parallel analytics skills it takes for
the Watson computing system to break down
a question and formulate a rapid and accurate
response to rival a human brain
Focused on large-scale
information extraction,
parsing, and knowledge
inference technologies
 Provided technological advancement
enabling a computing system to remember the
full interaction, rather than treating every
question like the first one - simulating a real
dialogue
Explored advanced machine learning
techniques along with rich text
representations based on syntactic and
semantic structures for the Watson’s
optimization
Worked on information
retrieval and text search
technologies
http://w3.ibm.com/news/w3news/top_stories/2011/02/chq_watson_wrapup.html

Platforms for Entrepreneurs
• Smarter Cities Intelligent Operations Center Platform
• IBM Watson & Cognitive Computing Platform
• IBM UP helping university startups to scale-up (growth)
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Welcome to the new age of
platform technologies and
smarter service systems
for every sector of
business and society
nested, networks systems

National Science Foundation
A feature of a service system is the
participation and cooperation of the customer
in the service and its delivery. A service system
then requires an integration of knowledge and
technologies from a range of disciplines, often
including engineering, computer science, social
science, behavioral science, and cognitive
science, paired with market knowledge to
increase its social benefit.
Nano-Bio-Info-Cogno

Vision: Augment & Scale Expertise
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Cognitive Assistants - Occupations
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Biochemist/Biochemical Engineer
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Occupations = Many Tasks
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Watson Discovery Advisor
Simonite, T. 2014. Software Mines Science Papers to Make New Discoveries. MIT. November 25, 2014.
URL: http://m.technologyreview.com/news/520461/software-mines-science-papers-to-make-new-discoveries/
52 11/21/2014 (c) IBM 2014

User Models
53 11/21/2014 (c) IBM 2014

Up-Skill
Cycle
University-Region1
University-Region2
= New Venture
= Acquisition
= High-Growth
Acquisition/
New IBM BU
(Growing)
= High-Productivity/
Mature IBM BU
(Shrinking)
= Graduates with
Smarter Planet skills
= IBMer moving from
mature BU to acquisition
= IBMer moving into
IBMer on Campus role
(help create graduates
with Smarter-Planet skills,
help create Smarter Planet
oriented new ventures;
Refresh skills
IBM

Key Question: Knowledge Half-Life
• What percentage of a companies product and service
offerings to customers change every year?
• What percentage of the courses that students get change
every year?

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IBM Research - Almaden
© 2012 IBM Corporation

More than 40% of IBMs
workforce does
business away from an
office
IBM has
~430,000
employees
worldwide
IBM operates in 170 countries
around the globe
Acquisitions contribute significantly
to IBM’s growth ; 140 acquisitions
since the beginning of 2000
2013 Financials
Revenue - $99.8B
 Net Income - $ 18.0B
EPS - $ 16.28
Net Cash - $18.8B
(excluding GF receivables)
23% of IBMs revenue in
Growth Market countries;
down 2% ( @cc) in 2013
Number 1 in patent
generation for 21
consecutive years;
6,809 US patents
awarded in 2013
The Smartest Machine On Earth
10 time winner of the 5 Nobel Laureates
President’s National
Medal of Technology &
Innovation – latest for
LASIK laser refractive
surgical techniques
New Era in IBM’s Leadership
IBM Growth Initiatives
100 Years of Business &
Innovation in 2011
IBM UP 2010 58 Key Directions © 2010 IBM Corporation

IBM University Programs worldwide, accelerating regional development (IBM Upward)
Welcome to IBM Almaden Research Center
San Jose, CA (“Silicon Valley/Bay Area”)
Working together to build a Smarter Planet
Dr. James (“Jim”) C. Spohrer, spohrer@us.ibm.com
Innovation Champion and Director IBM UPward
(University Programs worldwide, accelerating regional development)
Thur Sept 18 2014

IBM Research Evolution
Software
Hardware
Collaboration for
a Smarter Planet
Integrated
Solutions
Services
IBM UPward (University Programs worldwide – accelerating regional development) © 2012 IBM Corporation
Research Agenda

IBM Research: 3000 Global Researchers
• Software
• Internet of
Things • Integrated Solns
61
China
Almaden Watson
Austin
• Science
• Nanotech
Materials • “Big Data”
Haifa Tokyo
Ireland
• Smarter
Cities
Zurich
India
• Semiconductors
• Systems
• SW & Services
Brazil
IBM Research Labs 1998 - 2007
IBM Research – Openings in 2011/2012
• Accessibility
Australia
Africa
• DB & Analytics
• Storage
• Nanotech
• Healthcare
• SW & Services
• Semiconductors
• Processors
• Natural Resources
• Smarter Devices
• Human Systems / Events
Analytics
• Security • Services
• Mobile Communications
• Natural Resources
• Disaster Mgmt
• Healthcare / Life Sciences
• Public Sector
• Smarter Cities
• Human Capacity

IBM Research: Globally and Vertically Integrated
China
industry expertise
Almaden Watson
Austin
Tokyo
Haifa
analytics
Dublin
Zurich
India
Melbourne
cybersecurity
cloud
future systems
Brazil
IBM Research labs
Labs added since 2010
Kenya
processors/storage
/switching
nanotechnologies
62

IBM Research: Industry Expertise
healthcare meteorology
energy
banking / insurance
transportation &
IBM Research labs
Labs added since 2010
retail
telecomm
oil and gas
public sector
63

1014 on November 14, 2012
Inspired by the function, power, and volume of the organic brain,
IBM is developing TrueNorth, a novel modular, scalable, non-von
Neumann, ultra-low power, cognitive computing architecture.
TrueNorth consists of a scalable network of neurosynaptic cores,
with each core containing neurons, dendrites, synapses, and
axons. To set sail for TrueNorth, IBM developed Compass, a
multi-threaded, massively parallel functional simulator and a
parallel compiler that maps a network of long-distance pathways
in the macaque monkey brain to TrueNorth.
IBM and LBNL demonstrated near-perfect weak scaling on a 16
rack IBM Blue Gene/Q (262,144 processor cores, 256 TB
memory), achieving an unprecedented scale of 256 million
neurosynaptic cores containing 65 billion neurons and 16 trillion
synapses running only 388× slower than real time with an
average spiking rate of 8.1 Hz. By using emerging PGAS
communication primitives, IBM also demonstrated 2× better real-time
performance over MPI primitives on a 4 rack Blue Gene/P
(16384 processor cores, 16 TB memory). Here is PDF of final
paper.
NEW NEWS: Since submitting the camera ready copy, using 96
Blue Gene/Q racks of the Lawrence Livermore National Lab
Sequoia supercomputer (1,572,864 processor cores, 1.5 PB
memory, 98,304 MPI processes, and 6,291,456 threads), IBM and
LBNL achieved an unprecedented scale of 2.084 billion
neurosynaptic cores containing 53x1010 neurons and 1.37x1014
synapses running only 1542× slower than real time. Here is PDF
of IBM Research Report, RJ 10502.

2012 Technical Strategy
– Grand Challenges
Exploratory Research
 Medical Sieve
 DNA Transistor
 Cognitive Computing
 The “Next Switch” for Digital Electronics
 Fault Tolerant Quantum Computation
 Energy Storage: Lithium - Air Battery
 3D Molecular Structure Microscope
 Room Temperature Superconductor
 Scalable Genome-wide Association
 Modeling the Enterprise
IBM - Deutsche Bank Innovation Workshop, Hawthorne, May 2012 © IBM Corporation

IBM University Programs Global Team updated
11/21/2014
66
Region Contact Name
Africa Sean Mclean
Australia TBD
ASEAN Seow Khun Lum
Canada Stephen Peregut
China Jean Li
Egypt Hisham El-Shishiney
EMEA Diem Ho
GCG Wang Hao
India Mezjan J Dallas
Japan Rieko Kataoka
Mexico Angela Alvarado
Middle East Andrea Emiliiani
Nordics Jyrki Koskinen
Russia/GMU Sergey Belov
Turkey Jale Akyel

Cognitive Computing Course
• Watson Intro
• Ingest Corpora
• Machine Learning
• Mobile Application
• Business Plan
• Lead: Pam Induni
– 10 in 2014
– More in 2015
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Cognitive Systems Institute
• Vision: Augment and scale human
expertise
– Website (virtual institution)
– LinkedIn Group
• Platforms: Cognition as a Service
– BlueMix & SoftLayer & CCAMSS
– DEEPQA Semantic Technologies
– Watson Developer Cloud
– Watson Platform Next (IBM Research)
– Corelet Programming & TrueNorth
• Researchers in Residence
– Grand Challenges
– Co-Create Grant Proposals
– Publications, Guest Lectures
– Recruiting Interns, Co-ops, etc.
– Conferences & Cognitive Colloquia Cognition as a Service
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Conferences
• AAAI
• CogSci
• HICSS
• AHFE HSSE
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So what should universities
be asking themselves?
• Will your researchers, faculty, students be
benefitting from cognition as a service?
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IBM Vision: A New Era of Computing
• Cognitive systems allow us to do more and dream
bigger, boosting both creativity and productivity
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Watson Business Unit
• $1B Investment: Far beyond Jeopardy!
Solutions
Customer Engagement
Healthcare
Finance
Accelerated Research
Watson Foundations
Big Data and Analytics
Ecosystem Program
Business Partners
Developers
Researchers
74 Cognitive Systems
Services
Watson Discovery Advisor
Watson Explorer
Watson Analytics
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Academic Programs
• On ramp…
2014
Readiness
- Cognitive Computing Course
- Case Competitions
- Great Mind Challenges
- Other collaborations
Recruiting
Research
- Cognitive Systems Institute
2015 – Scale Globally
•Expand functionality,
algorithms, experience
•Collaborative Research
•Publish papers
•Develop courses
•Develop applications
•Program in Corelets
•Establish SIGs
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New Era of Computing:
Cognitive Technologies & Componentry
 Natural Language
76
– Reasoning, Logic & Planning
– Symbolic Processing
– Natural Language Processing
– Ranking of Hypotheses
– Knowledge Representations
– Domain-Specific Ontologies
– Information Storage/Retrieval
– Machine Learning, Reasoning
– Von Neumann Componentry
– OpenPOWER Systems
 Pattern Recognition
– Recognition, Sensing & Acting
– Pattern Processing
– Image & Speech Processing
– Ranking of Hypotheses
– Pattern Representations
– Domain-Specific Neural Nets
– Information Storage/Retrieval
– Machine Learning, Perception
– Neuromorphic Componentry
– TrueNorth & Corelets Systems
AI for IA:
Intelligence
Augmentation
Cognitive Systems
(“Cogs”) that boost
learning,
discovery,
engagement,
transformation, and
long-range planning.
Cognition as a Service
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Watson Platform on BlueMix
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Cognitive Systems Institute
Engage with Universities on
Research, including Watson
Platform Next (“WatsNext?”)
Build a pipeline of university
skills by working with Faculty
on courses and curricula
Actively recruit best students
with skills that align to our
business needs
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78

80
Those in-the-know say, “IBM is helping to build a Smarter Planet…”

Smarter Planet = Smarter “Service” Systems
81
INSTRUMENTED
We now have the ability to
measure, sense and see
the exact condition of
practically everything.
INTERCONNECTED
People, systems and objects
can communicate and
interact with each other in
entirely new ways.
INTELLIGENT
We can respond to changes
quickly and accurately,
and get better results
by predicting and optimizing
for future events.
WORKFORCE
PRODUCTS
SUPPLY CHAIN
COMMUNICATIONS
IT NETWORKS

82
Land-population-energy-carbon
Carlo Ratti:
Senseable Cities

85
What are the trends?
Digital Immigrant
Born: 1988
Graduated College: 2012
Digital Native
Born: 2012
Enters College: 2030

2030 Transportation: Self-driving cars
Steve Mahan:
Test “Driver”

2030 Water

2030 Manufacturing
Ryan Chin:
Urban Mobility
Baxter: Building the Future
Maker-Bot: Replicator 2

2030 Energy

2030 Buildings: Recycled to be stronger, safer, cleaner
China Broad Group:
30 Stories in 15 Days

2030 Retail & Hospitality

2030 Finance & Business

2030 Health

2030 Education: Watch one, do one, teach one…

2030 Government
Four measures
 Innovativeness
 Equity
– Improve
weakest
link
 Sustainability
 Resiliency

Competitive Parity – Achieved.
 The NFL has spent the last two
decades touting its parity—the
idea that any team can win on any
given Sunday (or Monday or
Thursday). But this year, parity
has truly run wild.
 … here's the wackiest thing:
Through six weeks, 11 of the
NFL's 32 teams are 3-3. The
Journal asked the statistical gurus
of Massey-Peabody Analytics to
run a coin-flip simulation…

2030 and Beyond…. Government, Health, Education, Finance, etc.

The New Normal: Smarter Systems
Computational System
Smarter Technology
Requires investment roadmap
Service Systems: Stakeholders & Resources
1. People
2. Technology
3. Shared Information
4. Organizations
connected by win-win value propositions
Smarter Buildings, Universities, Cities
Requires investment roadmap

A Framework for Global Civil Society
 Daniel Patrick Moynihan said nearly 50 years ago: "If you want to
build a world class city, build a great university and wait 200
years." His insight is true today – except yesterday's 200 years
has become twenty. More than ever, universities will generate and
sustain the world’s idea capitals and, as vital creators,
incubators, connectors, and channels of thought and
understanding, they will provide a framework for global civil
society.
– John Sexton, President NYU

In Conclusion: Two Books To Help Us All Prepare For Change

Thank-You! Questions?
“Instrumented, Interconnected, Intelligent – Let’s build a Smarter Planet.” – IBM
“If we are going to build a smarter planet, let’s start by building smarter cities” – CityForward.org
“Universities are major employers in cities and key to urban sustainability.” – Coalition of USU
“Cities learning from cities learning from cities.” – Fundacion Metropoli
“The future is already here… It is just not evenly distributed.” – Gibson
“The best way to predict the future is to create it/invent it.” – Moliere/Kay
“Real-world problems may not/refuse to respect discipline boundaries.” – Popper/Spohrer
“Today’s problems may come from yesterday’s solutions.” – Senge
“History is a race between education and catastrophe.” – H.G. Wells
“The future is born in universities.” – Kurilov
“Think global, act local.” – Geddes
Dr. James (“Jim”) C. Spohrer
Innovation Champion &
Director, IBM University Programs worldwide accelerating regional development (IBM UPward)
spohrer@us.ibm.com

Watson Academic Programs
• On ramp…
2014
Readiness
- Cognitive Computing Course
an and Competition
- Case Competitions
- Great Mind Challenges
- Other collaborations
Recruiting
Research
- Cognitive Systems Institute
2015 – Scale Globally
•Expand functionality,
algorithms, experience
•Collaborative Research
•Publish papers
•Develop courses
•Develop applications
•Program in Corelets
•Establish SIGs

Isolated Research
Joint Projects
Radical
Collaboration
’50s — ’90s
’90s — ’00s
’00s …
IBM Divisions,
Clients, Universities
The World is Now Our Lab
Collaboratories
Global Labs
Hardware
+ Software & Services
+ Smarter Planet
First-of-a-Kind Program
Research Services
Intellectual Property
Evolution of IBM Research
103

What improves Quality-of-Life? Service System Innovations
A. Systems that focus on flow of things that humans need (~15%*)
* = US Labor % in 2009.
2/7/4 0/19/0
1. Transportation & supply chain
2. Water & waste recycling/Climate & Environment
2/1/1
3. Food & products manufacturing
7/6/1
4. Energy & electricity grid/Clean Tech
1/1/0
5. Information and Communication Technologies (ICT access)
5/17/27
B. Systems that focus on human activity and development (~70%*)
1/0/2
6. Buildings & construction (smart spaces) (5%*)
7. Retail & hospitality/Media & entertainment/Tourism & sports (23%*)
8. Banking & finance/Business & consulting (wealthy) (21%*)
9. Healthcare & family life (healthy) (10%*)
10. Education & work life/Professions & entrepreneurship (wise) (9%*)
24/24/1
2/20/24
7/10/3
5/2/2
C. Systems that focus on human governance - security and opportunity (~15%*)
11. Cities & security for families and professionals (property tax)
3/3/1
12. States/regions & commercial development opportunities/investments (sales tax)
13. Nations/NGOs & citizens rights/rules/incentives/policies/laws (income tax)
0/0/0
1/2/2
Quality of Life = Quality of Service + Quality of Jobs + Quality of Investment-Opportunities
“61 Service Design 2010 (Japan) / 75 Service Marketing 2010 (Portugal)/78 Service-Oriented Computing 2010 (US)”

Economic Shift in National Economies
World’s Large Labor Forces
A = Agriculture, G = Goods, S = Service
40yr Service
Growth
S
%
G
%
A
%
Labor
% WW
Nation
China 25.7 49 22 29 142%
India 14.4 60 17 23 35%
U.S. 5.1 1 23 76 23%
Indonesia 3.5 45 16 39 34%
2010
US shift to service jobs
(A) Agriculture:
Value from
harvesting nature
Daryl Pereira/Sunnyvale/IBM@IBMUS,
Brazil 3.0 20 14 66 61%
Russia 2.4 10 21 69 64%
Japan 2.2 5 28 67 45%
Nigeria 1.6 70 10 20 19%
Bangladesh 2.1 63 11 26 37%
Germany 1.4 3 33 64 42%
2010
NationMaster.com, International Labor Organization
Note: Pakistan, Vietnam, and Mexico now larger LF than Germany
(G) Goods:
Value from
making products
(S) Service:
Value from
IT augmented workers in smarter systems
that create benefits for customers
and sustainably improve quality of life.

Growth of Service Revenue at IBM
2010 Pretax Income Mix Revenue Growth by Segment
SOFTWARE
SYSTEMS
(AND FINANCING)
17%
39%
SERVICES
100
80
60
40
20
0
1982
1988
1994
1998
Services
Software
Systems
2004
2006
2007
2008
2009
2010
Year
Revenue ($B)
44%
IBM Annual Reports
What do IBM Service Professionals Do? Run IT & enterprise systems for customers,
help Transform customer processes to best practices, and Innovate with customers.

California Human Development Report 2011:
Measuring quality-of-life….
http://www.measureofamerica.org/docs/APortraitOfCA.pdf

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108

Jim Spohrer, IBM
• Dr. James (“Jim”) C. Spohrer is IBM Innovation
Champion and Director of IBM University Programs
(IBM UP). Jim works to align IBM and universities
globally for innovation amplification. Previously, Jim
helped to found IBM’s first Service Research group,
the global Service Science community, and was
founding CTO of IBM’s Venture Capital Relations
Group in Silicon Valley. During the 1990’s while at
Apple Computer, he was awarded Apple’s
Distinguished Engineer Scientist and Technology title
for his work on next generation learning
platforms. Jim has a PhD in Computer
Science/Artificial Intelligence from Yale, and BS in
Physics from MIT. His current research priorities
include applying service science to study nested,
networked holistic service systems, such as cities
and universities. He has more than ninety
publications and been awarded nine patents.

Measuring Impact
 SSME: IBM Icon of Progress & IBM Research Outstanding Accomplishment
– Internal 10x return: CBM, IDG, SDM Pricing & Costing, BIW COBRA, SIMPLE, IoFT, Fringe, VCR
• Key was tools to model customers & IBM better
• Also tools to shift routine physical, mental, interactional & identify synergistic new ventures
• Alignment with Smarter Planet & Analytics (instrumented, interconnected, intelligent)
• Alignment with Smarter Cities, Smarter Campus, Smarter Buildings (Holistic Service Systems)
– External: More than $1B in national investments in Service Innovation activities
– External: Increase conferences, journals, and publications
– External: Service Science SIGs in Professional Associations
– External: Course & Program Guidelines for T-shaped Professionals, 500+ institutions
– External: National Service Science Institutions, Books & Case Studies (Open Services Innovation)
 Service Research, a Portfolio Approach
– 1. Improve existing offerings (value propositions that can move the needle on KPI’s)
– 2. Create new offerings (for old and new customers)
– 3. Improve outcomes insourcing, outsourcing, acquisitions, divestitures (interconnect-fission-fusion)
– 4. For all three of the above, improve customer/partner capabilities (ratchet each other up)
– 5. For all four of the above, increase patents and service IP assets (some donated to open forums)
– 6. For all five of the above, increase publications and body-of-knowledge (professional associations)

Who I am (http://www.service-science.info/archives/2233)
 Director IBM Global University Programs since 2009
– Global team works with 5000 university world wide (http://www.ibm.com/university)
– 6 R’s: Research (Awards), Readiness (Skills), Recruiting, Revenue, Responsibility, Regions
– Transform “IBM on Campus” brand awareness (“Smarter Planet/Smarter Cities”)
– Create “Urban Service System” Research Centers & U-BEEs
 Founding Director of IBM's first Service Research group from 2003-2009
– Almaden Research Center, San Jose, CA
– 10x ROI with four IBM outstanding and eleven accomplishment awards
– Improve existing offerings, create new, portfolio synergies, partners, patents, publications
– I know/work with service research pioneers from many academic disciplines
• I advocate for Service Science, Management, Engineering, and Design (SSME+D)
– Short-term: Curriculum (T-shaped people, deep in an existing discipline)
– Long-term: New transdiscipline and profession (awaiting CAD tool)
• I advocate for ISSIP (“one of the founding fathers”)
• Co-editor of the “Handbook of Service Science” (Springer 2010)
 Other background (late 90’s and before)
– Founding CTO of IBM’s Venture Capital Relations group in Silicon Valley
– Apple Computer’s (Distinguished Engineer Scientist and Technologist) award (90’s)
– Ph.D. Computer Science/Artificial Intelligence from Yale University (80’s)
– B.S. in Physics from MIT (70’s)

Academic Industry Partnerships
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112

IBM University Programs 6 R’s
• Research (Collaborate)
• Readiness (Skills)
• Recruiting (Jobs)
• Revenue (Solutions)
• Responsibility (Volunteers)
• Regions (Smarter Cities, Startups & Workforce)
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WORKFORCE
PRODUCTS
SUPPLY CHAIN
COMMUNICATIONS

IBM University Programs Priorities (Adaptive)
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PRIORITY AREA
Research
Readiness
Recruiting
Revenue
Responsibility
Regions
Smarter Cities and Service Innovation
- ENTREPRENEURSHIP (Smart Camps & GEP, U-BEEs, Students for a Smarter Planet, etc.)
- INTERNET OF THINGS (Instrumented, Interconnected, Intelligent)
- LIVING LABS (Triple Helix Innovations, Smarter Buildings, Asset Management, CityForward.org)
- QUALITY-OF-LIFE (Holistic Modeling (CityOne), STEM Education Pipeline, Jobs & Entrepreneurship)
Cloud & Analytics, Watson, Cyber Security & Social Biz
- WATSON DEEP-QA (Analytics Skills, Massive Analytics, Stream Computing)
- BIG DATA (High Performance Computing, Grand Challenges, Boost University Rankings)
- SHARED SERVICE (On-line education, IBM Cloud Academy, IBM Academic Cloud, VCL)
Growth Markets & Special African Intern Progams
- SKILLS GAP (2015 Roadmap requires special focus and emphasis on ramping up global talent)
- REGIONAL INNOVATION ECOSYSTEMS (Smarter City Challenge, Universities as Living Labs)
- TANDEM AWARDS (connect developed & emerging Twin Towns & Sister Cities to Boost Quality)
- ACCELERATING INNOVATION (Bi-Directional Learning’ To Be The Best Learn From The Rest)
Collaborative Innovation Centers, IBM on Campus Global Entrepreneurs
-- STUDENTS FOR A SMARTER PLANET (Millennials, Social Media, Entrepreneurs)
-- ON CAMPUS IBMERS (Checklist for University Relationship Maturity Audit)
-- IBM CENTERS (CAS, IIE, University Delivery Centers, Research Collaboratories, etc.)
-- ALIGNMENT (IBM Cloud Academy, City Shared Service, Smarter City Challenge, etc.)
Events & Ecosystem Alignment
- BIG EVENTS (Social Media, Students for a Smarter Planet - SFSP, Entrepreneurs and U-BEE’s, etc.)
- EXTERNAL STAKEHOLDERS (Professional Associations, National Academies, Science Foundation)
- INTERNAL STAKEHOLDERS (S&D, GBS, GTS, STG, SWG, HR, CC&CA, IDR, VC, etc.)
Awards Programs
- CLASSICS: Shared University Research, Open Collaborative Research, Faculty, PhD Fellowships
- SPECIALS: Special Award Programs, Named Awards, Smarter Planet Curriculum Awards
- LEVERAGE: Leverage IBM CCC&A with government, foundation, and other external award programs

IBM University Programs 6 R’s Proof-Points
IBM Smarter Cities &
NYU CUSP Center for Urban Science and Progress
 Big Cities + Big Data Faculty Awards
 MS in Applied Urban Science & Informatics
 Academic, Government, Industry
 NYU and NYU-Poly, Carnegie Mellon University, The
City University of New York, The Indian Institute of
Technology (Mumbai). The University of Toronto, The
University of Warwick
IBM partners with State of Louisiana & City of
Baton Rouge, & Louisiana State University
 Creation Of 800-Job Technology Center
In Downtown Baton Rouge
 Gov. Jindal, Baton Rouge Mayor/President
Kip Holden, Baton Rouge Area Foundation
President and CEO John Davies, and
Louisiana State University (LSU) College of
Engineering Dean Richard Koubek.
 The State will provide $14 million in funding over 10 years for
expanded higher-education programs designed primarily to
increase the number of annual computer science graduates.
IBM and Ohio State University collaborate to boost
analytics skills in State of Ohio
 Projected to create 500 new jobs and become an
education and training hub for advanced data research,
big data and cognitive computing
 IBM worked with Ohio’s economic development
organizations - aims to benefit than 30 regional
companies in health care, financial services, government
and retail.
 State of Ohio providing incentives for the center.
IBM and Karlsruhe Institute of Technology
collaborate on Service Science in Germany
 The Karlsruhe Service Research Institute at KIT (Karlsruhe
Institute of Technology) aims to be the leading European
research institute in the field of Service Science.
 Develop concepts, methods, and technologies relevant for
innovators and decision-makers to create and capture
value in an increasingly services-led economy..
 Holistic interdisciplinary approach to solve
business problems along the dimensions of
people, organization, information, and
technology
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IBM University Programs supports IBM’s Delivery
Center at Brno in the Czech Republic
 IBM’s Delivery Center at Brno employs about 3,000 IT
professionals and supports over 600 clients from
around the world
 Best practices have been established by local
University Relations personnel for internship
programs that support IBM’s resourcing needs
 This local expertise is now planned to be extended and
applied to the resourcing requirements of the Brno
Delivery Center
IBM UP / SWG supports IBM’s new Delivery
Center in Costa Rica with faculty training
 IBM’s Delivery Center in Costa Rica opened in May with 1,200
employees & intends to hire up to 1,000 new IT professionals by
2014
 Part of IBM’s agreement includes working with 6 local
universities to help build the future workforce and training them
on IBM’s Cloud, Cyber Security & various other technologies
 IBM UR & SWG team members along with NC State University
faculty are conducting curriculum workshops for local faculty in
country to “train the trainors”. IBM is the first company to offer
such a creative approach to helping establish the latest in
technology skills in Costa Rica
IBM and University of Mauritius collaborate to
boost computer skills in the Indian Ocean Islands
Region off the coast of Africa
 IBM and University of Mauritius struck a academic
partnership to provide technology and training resources
for computer science professionals at the University
 IBM also launched an IBM Africa Technical Institute in
Mauritius offering education about IBM technologies and
how these solutions solve some of the challenges facing
businesses and the public sector in Africa.
 IBM technical staff will provide guest lectures to students
and IBM will also offer research collaboration for UM
researchers
IBM and Stellenbosch University collaborate for
computer skills development in South Africa
 IBM and Stellenbosch University (SU) have partnered to
open a Software Center of Excellence to assist students
in building strong SW development skills
 The COE is a first-of-its-kind in South Africa including a
post-graduate computer laboratory with advanced software
(including Rational) to provide a full-fledged software
production environment for students to hone their skills.
 The Center seeks to integrate the latest technologies into
SU’s curriculum to prepare students for high-value job
opportunities
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IBM Russia & Bauman Moscow State Technical
University launch Smarter Cities Dev’t Education Center
 BMSTU launched the Smarter Cities Education
Center as a strategic initiative w/ IBM to help students
and city leaders develop expertise and apply innovative
technologies to create smart solutions to tackle issues
that have high social and economic impact for cities
around the world.
 Aligned with the Russian government's priorities for the
modernization and technological development of urban
centers, the center will support the development of IT
skills crucial to Russia's innovation agenda
IBM SWG, IBM China UR and Leading Universities
in China Team Up on Joint EMBA Program
 As part of the Smarter Commerce China Summit,
IBM announced the joint Smarter Marketing Course
Program with Chinese University of Hong Kong and
Shanghai Jiaotong University
 The collaboration helps students learn more about the
enormous opportunities brought by Smart Commerce
and technology marketing and promote the local talent
education
 The program will train students & industry leaders with
advanced smarter marketing mindset and solutions and
build ecosystem for Smarter Commerce business impact
IBM Research, CC&CA & IBM UP Supports
Brazil with 3 PhD Fellowships for 2012
 Flavio Figueiredo from Universidade Federal de Minas
Gerais studying in filed of content popularity growth on online
social networks
 Ivan Mechado from Universidade Federal da Bahia studying
in field of variabilities in product lines and the most suitable
testing strategies
 Gabriel Nazar from Universidade Federal do Rio Grande do
Sul studying in the filed of cost-effective fault tolerance
techniques for filed programmable gate arrays
IBM India Univ Relations Receives
Award from Zinnov Consulting
 India University Relations was presented w/ the
“Ecosystem Enablement for Universities” award from
Zinnov Consulting for the 3rd consecutive year
 The award recognizes IBM’s contribution towards the
development of the University R&D Ecosystem through
depth of research and breadth of reach across Tier 1, 2
and 3 universities
 Zinnov is a consulting firm providing services in the
area of offshore advisory, market research, competitor
analysis, business research, data analytics and HR
consulting to Fortune 1000 companies
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Regional Economic Development (RED):
We are all competing for collaborators
• Universities & Regional Economic Development Boards
– Talent and infrastructure investments
• More high skill, high pay jobs to boost quality-of-life
– Regional progress & continuous improvement upward spiral
• Smarter systems = Instrumented + Interconnected + Intelligent
– Science of Service Systems: Nations, states, cities, universities
• Nested, networked holistic service systems co-create value (SSME+DAPP)
• IBM Global Innovation Network
– Foresight: IBM Innovation Centers (IICs) & Customer Briefing Centers
• Global Technology Outlook (GTO) Report
• Institute for Business Value (IBV) Studies
• IBM Centers for Advanced Study (CAS)
– IBM Global R&D and Service Delivery Centers
• Hardware, Software, Solutions & Service R&D
• IT Data, Call, Analytics Service Delivery Centers
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Regional Economic Development
118
Government
Industry Academia

IBM University Programs Worksheet:
All Players: Benefits ($M) >> Costs
Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 Yr 6 Yr 7 Yr 8 Yr 9 Yr10 Total
Costs
IBM $M
RED $M
UNI $M
Bene
-fits
IBM >$M
RED >$M
UNI >$M

IBM Platforms for Entrepreneurs
• Smarter Cities Intelligent Operations Center Platform
• IBM helping university startups to scale up (growth)
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7th R? Reputation
What Watson
related skills do
students need
in the 21st
century?
How can
individuals get
involved with
Watson?
What role can
universities play
in Watson’s
development?
How will Watson
technology
redefine the future
of smarter
systems?
SKILLS
DEVELOPMENT
STUDENT
ENGAGEMENT
RESEARCH
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IBM University Programs Global Team (Sampling)
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122
Region Contact Name
Africa Sean Mclean
Australia Jay Hannon
ASEAN Seow Khun Lum
Canada Stephen Peregut
China Jean Li
Egypt Hisham El-Shishiney
EMEA Diem Ho
GCG Wang Hao
India Bhooshan Kelkar
Japan Kohzoh Kitamura
Mexico Angela Alvarado
Middle East Andrea Emiliiani
Nordics Jyrki Koskinen
Russia/GMU Sergey Belov
Turkey Jale Akyel

IBM University Programs Universities Matter #1
9
8
7
6
5
4
3
2
1
11/21/2014
y = 0,7489x + 0,3534
R² = 0,719
123
Japan
China
Germany
France
Italy United Kingdom
Russia Brazil Spain
Canada
India
Mexico South Korea Australia
Turkey Netherlands
Sweden
0
0 1 2 3 4 5 6 7 8 9
% global GDP
% top 500 universities
Nation’s % WW GDP and % Top 500 Universities (2009 Data)

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…But it can be costly, American student loan debt is over $900M

“When we combined the impact of Harvard’s direct spending on payroll, purchasing and construction – the
indirect impact of University spending – and the direct and indirect impact of off-campus spending by Harvard
students – we can estimate that Harvard directly and indirectly accounted for nearly $4.8 billion in economic
activity in the Boston area in fiscal year 2008, and more than 44,000 jobs.”
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125

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126
What is a U-BEE? A local job creator/sustainer
Innovating “whole service” in all regions worldwide
http://www.service-science.info/archives/1056
Nation
State/Province
City/Region
University
College
K-12
Cultural &
Conference
Hotels
Hospital
Medical
Research
Worker
(professional)
Family
(household)
For-profits
Non-profits
U-BEE
Job Creator/Sustainer
U-BEEs = University-Based Entrepreneurial Ecosystems

IBM University Programs On Campus IBMers
Up-Skill
Cycle
University-Region1
University-Region2
11/21/2014
= New Venture
= Acquisition
= Graduates with
Smarter Planet skills
= IBMer moving from
mature BU to acquisition
= IBMer moving into
On Campus IBMer role
(help create graduates
with Smarter-Planet skills,
help create Smarter Planet
oriented new ventures;
Refresh skills
= High-Growth
Acquisition/
New IBM BU
(Growing)
= High-Productivity/
Mature IBM BU
(Shrinking)
IBM
127 127

11/21/2014
128

11/21/2014
The Smartest Machine On Earth
New Era in IBM’s Leadership
IBM Growth Initiatives
129
IBM operates in 170 countries
around the globe
Acquisitions contribute significantly
to IBM’s growth ; ~120 acquisitions in
last decade
2012 Financials
Revenue - $ 104.5B
 Net Income - $ 17.6B
EPS - $ 15.25 (10 yrs of
EPS d/digit growth)
Net Cash - $18.2B
24% of IBMs revenue in
Growth Market countries;
growing at 7% ( @cc) in
2012
Number 1 in patent
generation for 20
consecutive years ;
6,478 US patents
awarded in 2012
More than 40% of IBMs
workforce does
business away from an
office
10 time winner of the 5 Nobel Laureates
President’s National
Medal of Technology &
Innovation – latest for
LASIK laser refractive
surgical techniques
100 Years of Business &
Innovation in 2011
IBM has
~425,000
employees
worldwide

IBM University Programs Core Team Matrix
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130
Team
Members
Primary
Responsibilities
IBM Organizational
Alignment
Geographic
Alignment
Smarter City
Alignment
(US Only)
Industry Alignments
(Indicates IBM Research Focal Pt)
Bruce Bassett GMU Global Coordinator
USC Coordinator
Financials Operations Support
(Meyerson)
Smart Cities sales, SC Challenge
liaison
CHQ Trust & Compliance liaison
(Revenue)
Finance, BTCIO, Global
Recruiting, UDS
Smarter City S&D & GBS
CC & CA, IGS
STGUA, Communications
AI-IDR, AoT, CHQ T&C
Africa, Egypt, Canada,
All Growth Markets
State of Vermont
Northern New England
Burlington VT
All Smarter City
Locations
Finance/banking/business consulting (Juerg von
Kaenel), Insurance, Oil & Gas
Jeff Brody Faculty Awards, PhD Fellowships, Univ
Profiles, UR IT Strategy
(Research)
CC&CA, HRR, BU’s
IGS, AI-IDR
CEE, MEA, ASEAN Philadelphia
New Hampshire
Maine
Retail/hospitality/media/entertainment
(Arun Hampapur)
Juan Caraballo LA Grid & IBM on Campus Pioneer
(Responsibility)
Research, SWG,STG, HRR Florida, Central America Miami
South Fla.
- Healthcare ( Dario Gil )
-Transportation (H. Rowland) / HPC Fong, Ho)
-Disaster Management
-City (B.Anschuetz)
Girija Cheruvu Operations (Web Sites &
Segmentation), UR DBA
(Readiness)
BTCIO, AI India, Italy Indiana, Newark NJ Food / Manufacturing
Dianne Fodell Skills for Future :SP, BAO, Cyber
Security, SSME Programs
Education, local govt. sales support
(Revenue – Cities, Analytics)
(Readiness)
GBS, RES, HR, AI, IDR,
SWG, S&D, CC&CA, CIO,
AoT
North Carolina, Italy,
Poland, Columbia, Costa
Rica, Malaysia
Raleigh
Durham
Atlanta
Water / air / climate / environment (Harry Kolar)
Buildings (Young Lee)
Education, Local Govt (Eddie Finnel, Davis Furchs,
Mark Dixon)
Wendy Murphy Students for a Smarter Planet
SP, BAO, SSME Programs
(Readiness)
GBS, GTS, IGA, RES, AoT,
IEEE, CC&CA
Mexico, Ireland, Italy,
Jordan, Argentina, Brazil
Georgia
Tennessee
Wash DC Metro
Atlanta Metro
Education
Dawn Tew OCR Awards, Smart Camp, U-BEE’s
(Research / Responsibility)
Research , SWG , Recruiting
, Venture Capital
Massachusetts,
Switzerland, Columbia
Boston Metro Government/Legal
Christine
Ouyang
Big plays in HPC, Cloud and Analytics;
New UP: Collaborative Innovation
Center
(Research / Readiness /
Revenue/Regional)
STG, RES, GBS, SWG China, SAEAN, Middle
East, New York
NY Metro (CUNY)
Atlanta Metro
(Georgia Tech &
Georgia State U)
Connecticut (UCONN)
Texas (SMU)
National/Aerospace and Defense Sector
HPC (Janis Landry-Lane)
Cloud (Andy Rindos, Chris Bernbrock)
Healthcare (Cameron Brooks)
Education (Mike King)
Energy (Brain Gaucher)
BAO (Chid Apte, Brenda Detriech, Fred Balboni)
JoAnn Winson WW PEP Community, SC IOC Support
Team,
IBM On Campus Community
IBM Research (JEK) Intern Program
Center for Sci & Progress (CUSP)
(Rev / Responsibility / Readiness)
S&D Education Team
Academic Initiative
IOC Solutions S&D
CUSP Team
GMU - Brazil
Greater DC Metro
States of PA, MD, VA
All IOC University
Based Opportunities :
-Skills Based
-Campus Mgmnt (for
revenue)
-Cloud Based
Education (Mike King / Patty Sullivan)
Transportation (Marty Salfen)
CUSP (Jurij R Paraszczak, Stephen Frodey)
Lilian Wu SUR Program, PhD Fellowships
Student Challenges/Competitions
RES,
AoT,
GCG, Korea, Japan,
Singapore, New York
NY Metro (NYU,
Columbia, Fordham,
HealthCare ( Joe Jasinski )
City/Security

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Spohrer smarter service systems transdisciplinarity 20141121 v7