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and Business Models– Bringing Service Innovation to IBM– Starting Almaden Service Research (ASR)
• Cases– New Research Group: ASR,– New Academic Discipline: SSME– New Professional Association: ISSIP– New Marketing Strategy: Smarter Planet– New Internal Tools: Fringe, SDM– New Customer Tools: CBM– New Business Models: Acquisitions (that work!)– New Platform: Smarter Cities IOC– New IBMer: From I-shape to T-shape and Beyond!!!– New Relationship to Universities: IBM UP
• Context: Necessary, but previous failures• Outside-In (SSME), Inside-Out (CBM)• Barriers: IT is everything, Sharing is hard• Outcome: Two outstanding accomplishments• Lessons learned: Let go to grow, re-start fast
• Context: Skills shortage limits growth• Approach: Find lead academics, accelerate• Barriers: Loss of focus, Sharing is hard• Outcomes: Hundreds of new skills programs• Lessons learned: Let go to grow, re-start fast
From I to T-shape for Smarter Planet:IBMers with more depth and breadth
Many disciplinesMany sectors
Many regions/cultures(understanding & communications)
Deep in one sector
Deep in one region/culture
Deep in one discipline
IBM University Programs
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Up-SkillCycle
University-Region1
University-Region2
= New Venture
= Acquisition
= High-Growth Acquisition/ New IBM BU (Growing)
= High-Productivity/ Mature IBM BU (Shrinking)
= IBMer moving from mature BU to acquisition
= IBMer moving intoIBMer on Campus role(help create graduateswith Smarter-Planet skills,help create Smarter Planetoriented new ventures;Refresh skills
= Graduates withSmarter Planet skills
IBM
Serve!
1/11/13 CVC Group, LLC for Hult International Business School 15
The 6 principles of Service Thinking that will govern the creation of new markets in the digital economy
Jeff Saperstein& Hunter HastingsISSIP SIG Education & ResearchService Thinking Book, Course, Certification
Jeff Saperstein
We need to brand our approach to service and CVC is it. So let's start with our point of view. So service works for me if we can subhead with a new wrinkle that we can own
Hunter Hastings
Hunter: Service is an old idea (
What do students learn?The 6 principles of service thinking
All value is co-created
Service systems
Componentized business architecture
Global-mobile-social scalable platforms
Run-Transform-Innovate
2-sided metrics1/11/13 CVC Group, LLC for Hult International
Business School 16
IBM University Programs
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•iPhone/iPad app developer•wireless marketing director•microfinance infrastructure designer•3D content developer for movies, TV•social network manager•deploying technology into the cloud •organic solar cell development•digital image management
Many top in-demand jobs in 2011 did not exist in 2005!
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Automobile
Inte
rnet
Technological Acceleration
0 25 50 100 125 15075Years
25
50
100TelephoneElectricity
Radio
Television
VCR
PC
Cellular
% P
enet
ratio
n
YEARS
IBM University Programs
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Five historical cycles …
IBM University Programs
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~100 years of US job transformations
Source: US Bureau of Economic Analysis; McKinsey Global Institute Analysis
IBM University Programs
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U.S Department of Labor estimates that today’s learner will have 10-14 jobs…
by the age of 38!
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Estimates are 85% of the jobs today’s learners will be doing haven’t been invented yet
they'll be using technologies that don't exist to solve problems we don't yet know are problems
“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.”
ISSIP = International Society of Service Innovation Professionals
T-shaped Professionals– Depth
– Breadth
Register at:– ISSIP.org
IBM University Programs
“Trading Zone:”Higher Education Performance
Jim SpohrerIBM Director University Programs
April 4th, 2013Convener: Lumina Foundation,
with Center for American Progress, and IBM
Trading Zone (Galison; Gorman): A place or event where different disciplines convene to share perspectives and make progress on challenges of mutual interest or concern;often associated with developing better interactional expertise & communication breadth.
IBM University Programs Trading Zone:Economists, Policymakers, Service Scientists
Planned Reconvening: T SummitIBM Almaden, San Jose, CAMarch 24-25, 2014
IBM University Programs
Industry Transformation
Donald Clark, TEDxGlasgow
IBM University Programs Trading Zone:Economist, Policymakers & Service Scientists
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
Focused on large-scale information extraction, parsing, and knowledge inference technologies
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
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
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…
IBM UP - 6 R’s• Research (Collaborate)• Readiness (Skills)• Recruiting (Jobs)• Revenue (Solutions)• Responsibility (Volunteers)• Regions (Smarter Cities, Startups & Workforce)
WORKFORCE
PRODUCTS
SUPPLY CHAIN
COMMUNICATIONS
TRANSPORTATION BUILDINGS
IBM University Programs 6 R’s ExamplesIBM 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 solvebusiness problems along the dimensions of people, organization, information, and technology
6 R’s ExamplesIBM 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
6 R’s ExamplesIBM 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
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 SWG, IBM China UR and Leading Universities in China Team Up on Joint EMBA Program
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
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
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, 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- 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 & 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
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 CommunityIBM Research (JEK) Intern ProgramCenter for Sci & Progress (CUSP)(Rev / Responsibility / Readiness)
S&D Education TeamAcademic InitiativeIOC Solutions S&DCUSP Team
GMU - BrazilGreater DC MetroStates 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 FellowshipsStudent Challenges/Competitions(Research)
RES, AoT, IBM BU’s
GCG, Korea, Japan, Singapore, New York
NY Metro (NYU, Columbia, Fordham, New School)Boston/Cambridge for Healthcare
HealthCare ( Joe Jasinski )City/Security
Rick McMaster P-20 STEMSocial media for University ProgramsSelf-service modelU-BEEs(Readiness/Recruiting/Responsibility/ Revenue)
Spohrer: Bio• 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 (“Smarter Planet/Smarter Cities/Cognitive Computing”)– IBM SC IOC Platform (Smarter Cities Intelligent Operations Centers)– U-BEEs (University-Based Entrepreneurial Ecosystems)
• Founding Director of IBM's first Service Research group from Dec 2002 – Feb 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
• Service Science, Management, Engineering + Design, Arts, Public Policy (SSME+DAPP)– Short-term: Curriculum (T-shaped people, deep in an existing discipline)– Long-term: New transdiscipline and profession (awaiting CAD tool)
• ISSIP.org (prounced I-ZIP)• 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)– 90 publications and 9 patents– http://www.service-science.info/archives/2233
IBM ASR – 6 Goals• 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)
• IBM ASR – 6 Goals: 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)