IBM Smart Analytics System

August 26, 2009
IBM Smart Analytics System

A Workload Optimized Solution
This document is for IBM and IBM Business Partner use only.
It is not intended for customer distribution or use with customers.
2009 IBM Corporation
IBM Power Systems
Agenda
Introduction Workload Optimized Systems
Scott Handy, Vice President, WW Marketing, Strategy & Sales Support, Power Systems
Time to Value IBM Smart Analytics System
Greg Lotko, Vice President, Warehouse Solutions, Information Management
IBM Smart Analytics System Overview and Identifying Opportunities
Drew Freidrich, Marketing Executive, InfoSphere Warehousing
Power Systems Configurations
Doug Mack, Offerings Manager, Power Systems
Understanding the Sales Process and Resources
Charlie Goodman, WW Sales Executive, Global Markets
IBM Power Systems

We Are In A Great Position To Capture The Market
A Growing Market
The business intelligence (BI) market is a perennial
Opportunity!
evergreen. While it has seen ups and downs in the

past decade, its growth vector remains strong, and
aggregate revenues should exceed $12 Forecast:
billionBusiness
by
Intelligence, 2009 To
2014
2014.
A Top Priority!
Business intelligence is the #1

technology priority for the coming
"Meeting the
Challenge:
year.
The 2009 CIO Agenda"
A Powerful Market Position!
IBM is the only vendor that is in the top 3 ranking (across
all three IDC categorys) and holds close to 20% share of
each market segment.
3
1. Data Warehouse Generation Software

2. Data Warehouse Platform Software
IDC WORLDWIDE DATA WAREHOUSE

PLATFORM SOFTWARE 2008 VENDOR
IBM Power Systems
Systems Optimized for Different Workloads

Workload Optimized Systems Require a Broad Portfolio of Hardware,
Software and Services Capabilities
Pre-integrated hardware, software and services

optimized for a specific workload and based on deep
client experience for:
Faster time to value
Higher performance
Fewer IT experts
Analytics
4
Collaboration
Development
and Test
Desktop and
Devices
Infrastructure
Business
Services
IBM Power Systems
IBM is Investing to Accelerate Information-Led Transformations

Leveraging Analytics
Solutions
Over 4,000
Dedicated Consultants
Software
Over $10B
Software Investments
Systems
Over $6B
in Systems Level R&D
IBM Power Systems

Results in Days Versus Months
Build from Scratch
June
Pre-Built
Jan.
Testing &
Validation
Faster Results
Less Risk
Installation
&
4
Configuration
Acquire
Components
3
Preimplementation
System Sizing
2
Jan.
6 Months
vs. 12 Days
IBM Power Systems
Comparison of IBM Smart Analytics System to Custom

Why is it better to sell the System as opposed to the piece parts?
(Medium Workload capacity used as an example)
IBM Smart Analytics System*
Custom*
One Call support
Included
Not Available
Coordinated Stack certification

(SW, OS, & Firmware)
Included
Not Available
Services
Implementation
Premium Support
Health Check
Included
Included
1st year Included
Server, Storage, SW
Power 550, DS5300,

Cognos, & InfoSphere
Warehouse
Power 550, DS5300,

Cognos, & InfoSphere
Warehouse
Bottom Line
All of the above part of the

System
$ 2x
Additional benefits to the sellerwith the pre-defined IBM Smart Analytics System configurations
Time to price configuration - 24 hr turn around time (customer benefits as well)
Less than 2 weeks to fill order (customer benefits as well)
Reduced complexity of placing the order through the proposal team
$$$ Over compensation $$$ A significant sales incentive will be deployed on all sales of the Smart Analytics System
in 2H. Details will be communicated later this quarter.
* Prices used are list and not finalized
IBM Power Systems
The Information Challenge

Unlocking the Business Value of Information for Competitive Advantage
59% of managers
miss
information
47% of users
dont have
confidence
42% of managers
use wrong
information
they should have used
in their information
at least
a week
AIIMonce
& Accenture
Surveys, 2007
IBM Power Systems
Analytics 101
Why Analytics Are Important
Market Basket Analysis

Price Elasticity
Store Layout / Placement
Promotions analysis
Customer Loyalty Analysis
Category Management
Disease Management
Risk and Collection Management
Fraud Detection
Provider Profiling
Member Satisfaction/Retention
Telco
Retail
Customer segmentation
Propensity to buy or churn
Risk Management
Customer Profitability
Credit Risk analysis
Fraud Analysis
Compliance, Basel II, SoX
Healthcare
Finance
Revenue Assurance
Churn Prevention
Cross sell Up sell
Fraud Prevention
Network Analysis
Manufacturing
Demand forecasting
Supplier analysis
Quality control
Product Development
Warranty management
Traceability
IBM Power Systems

A major department store chain in the US with more than 300 stores in 29 states
The Challenge
Improve performance in gross margin and
inventory management
Improve effectiveness of vendor negotiation
Tailoring of assortments to stores and
markets
Cost reductions (advertising and
productivity improvements)
The Solution
Dillards implemented a customer and
merchandising warehouse for analyzing
patterns in its data. The solution provides
customer segmentation and market
basket analysis. Unlike competitive
products, with the No Copy Analytics, the
process and results are performed by the
warehouse and remain in the warehouse.
Implemented an IBM InfoSphere
Warehouse on Power Systems/AIX and
currently implementing Cognos for new
10
dashboard development.
The Benefits
Identified opportunities to reduce the cost
of mailers through market basket analysis:
A reduction in mail quantity by 30%
with an increased response rate from
1.98% to 4.85% for a Cosmetic
Vendor mailer Fall 2008.
______________________________________
Has enabled a shift for
merchandisers from
performing low-value activities to
higher
value analysis of product placement,
performance and customer
preferences.
Ease of information access and
manipulation
IBM Power Systems
Analytics 101 (NEED A PICTURE OF FLOW

Where Does Warehousing Fit In
InfoSphere
Warehouse
Warehouse
Cognos BI
Cubing
POWER
Systems
11
IBM Power Systems
Getting To The Answers Is Not Always Easy

The Pressure is On!
To get systems up, running and delivering value!

But first IT must overcome:
Integration nightmares that disrupt existing environment
Poorly designed systems that do not scale
Inability to meet service level agreement requirements

due to system downtime
Incomplete system components
Difficult to maintain and service systems resulting in

performance degradation or forced downtime
To recognize opportunities, and take fast, decisive action!

But this is not possible if:
12
Sales cant understand customer needs at point of sale to recognize

upsell opportunities based on known behaviors or customer
profitability
Operations cant track purchase patterns throughout the day to

allocate inventory or predict staffing requirements
The Call Center cant understand customers most recent activity

or accurately predict customer churn
Marketing cant quickly recognize new buying trends or

high value
customer
behavior to target the right promotion or offering
IBM Power Systems
Introducing the IBM Smart Analytics System

Overcoming The Obstacles To Business Transformation
An integrated, high-performance analytics
solution for accelerating delivery of insights
for faster, smarter action
Able to adjust and grow based on your
companys ever changing business needs
broad analytic capabilities

powerful warehouse capabilities
scalable and fully-integrated IBM hardware
set-up services and single point of premium
support
Delivering results in days instead of months
13
IBM Power Systems

What's in the system?
Deeply optimized by IBM experts

Flexible growth to meet changing business n
Analytics Software Options
Business Intelligence capabilities

Cubing Services
Text Analytics & Data Mining
. . . more to come
Powerful Data Warehouse

Warehousing Platform
Advanced Workload
Management
System Automation
Hardware & Services

Power 550 Express + AIX
IBM System Storage DS5300
Build, Deploy, Health Check & Premium Support Services
Delivering results in days instead of m

14
IBM Power Systems

Configurations Sized to Meet Business Requirements?
BI Capability
Named Users
15
Max Concurrent
Cognos Users
Capacity
User Space (TB)
XXL
200 TB
XL
100 TB
2500
50 TB
1000
25 TB
500
12 TB
100
XS
4 TB
5000
100
50
System Capacity
Capacity Sizing
12 Days
IBM Power Systems

Seamless Growth
Add capacity & analytic capabilities as requirements evolve
Start right
16
Add more capacity
Add new analytic capability
16
IBM Power Systems

A Broad Range of Analysis, Dashboards & Reporting
Pre-optimized Business Intelligence Software

triples out of the box performance*
17
* Based on IBM Laboratory Tests. Actual results may vary

depending on specific environment and configuration.
17
IBM Power Systems

Meet business need for diverse analytics, better, faster, & cheaper
Flexibility
Each configuration can be augmented
at anytime to meet new requirements
by simply adding new analytic
capabilities, user capacity or data
capacity
Speed
Availability
Rolling upgrades to approach
zero planned downtime
AIX #1 in OS/Platform Reliability
Comprehensiveness
The industrys most complete
integrated and optimized analytic
solution
Pre-configured Cognos 8 BI can triple

out of
the box
performance
Power Systems hardware family, World
record performance -TPC-H 10TB
benchmark
Affordability
18
Lower initial and 3-year cost,

50% less floor space through superior
data compression, server and storage
performance
Different generations of hardware,
IBM Power Systems

Smart Business Analytics System Competitors
Teradata is primary competitor
Targeting enterprise class customer

5555 model for active data
warehouse
Focus on Enterprise Data Warehousing
HP Oracle Database Machine
(Exadata)
Not really meant for the enterprise

Doesnt have enterprise class
components
Does not have the Same Analytics as
Oracle RDBMS Options
19
Netezza
Focused more on departmental systems

Doesnt have enterprise class
components
Poor on Analytical Functionality
HP Neoview
OLTP Database trying to do Analytics

Little traction to date
Poor on Analytical Functionality
Microsoft SQL Server Fast Track
Reference configurations only (Dell, Bull,

HP)
Limited scalability due to SMP
architecture
No Support for H/A
IBM Power Systems

OI Questions
Are you currently
involved in projects for:
20
Data Warehousing
Business Intelligence
Operational Reporting
Performance Management,
Business Scorecards /
Dashboards?
Profitability Analysis
Customer Insight, Customer
Churn / Retention.
Fraud prevention, shrinkage,
revenue assurance
CRM analysis, sales analysis
Ad Hoc Reporting, data
mining, statistics
Master Data Management,
common customer view
Is your:
Projected Data volumes
outgrowing your
infrastructure?
Information spread all over
your enterprise in multiple
data marts/warehouses?
Availability of your existing
data warehouse not meeting
service level agreements?
Existing data warehouse not
meeting performance
expectations?
Are you assessing:

Netezza or Teradata
Oracle data warehouse
solutions
HP Neoview
SAS, Sybase, SPSS, SAP
Business Objects, Cognos,
Microstrategy
IBM Power Systems
Smart Analytics System 7600

Transparent modular architecture
Choose the way that your Analytics Systems is deployed, by building
Module By Module as your Business Analytical requirements evolve.
System
Foundation
Warehouse Platform
Foundation
Module
Data
Module
User
Module
Single Module
InfoSphere
Warehouse 9.5.2
1 to N Modules
InfoSphere
Warehouse 9.5.2
Foundation: 4 core
Power 550
1/4 DS5300 + 2x
EXP5000
Data module: 4
core Power 550
1/4 DS5300 + 2x
EXP5000
0 to X Modules
InfoSphere
Warehouse 9.5.2
User module: 4
core Power 550
1/4 DS5300 + 2x
EXP5000
Application
Module
Failover
Module
BI Module
0 or (x/4 to x/6)
Modules
InfoSphere
Warehouse 9.5.2
Failover module: 4
core Power 550
Modules are Available in 4 or 8 Core options

Standard Sizes available from 4TB to 200TB
21
Analytical Modules
0 to X Servers
Cognos 8.4 BI
BI module: 4-way
Power 550
1/4 DS5300 + 1/2x
EXP5000 (shared
with admin module)
0 to X Servers
InfoSphere
Warehouse 9.5.2
App module: 4 core
Power 550
1/4 DS5300 + 1/2x
EXP5000
(shared with admin
module)
Analytical Modules Orderable in

standard Modular Building blocks
Capacity Sizing to be done Prior to
GA
IBM Power Systems
E-Config Support
QuickShip also available for selection, with or without BI Module

22
IBM Power Systems
Sample Rack Layout - XS
23
IBM Power Systems

Availability Time-Line
Letter 112
The Letter 112

process is a way to
get approval to
give the not to
exceed (NTE) price
of an unannounced
product to a
customer*
October 25
IOD Conference
September 25th
General Availability
September 8th RFA

Early Announcement
August 27
Customer Webinar
July 28th
Press and Analyst Announce
24
*You will not be able to formally quote the customer through the quoting tools until the products
IBM Power Systems
SIEBEL CODE UPDATE!
The new code "SW/SMART" has been approved and

created.
The code is not functional at this time, The update is
currently scheduled for August 10, however, a rush has
been placed to make it functional earlier than that.
Who Sells and How?

Opportunity
Identification
Opportunity
Owner
Document
Customer
Requirement
Define
Recommended
Solution
InfoSphere SW
InfoSphere
InfoSphere team
reps, GBS BAO,
Sales Rep (ISR)
GBS and
or
GBS
with
help
STG, Client
& BAO
InfoSphere
from
Solution
Note:
The
Siebel
product
category
code
for
the
IBM
Smart
Analytics
System
is
SW/SMART.
Teams
Solution Architect
Please make sure this is entered into the Siebel
record for this opportunity
Architect
Compose Preliminary
Proposal
Present Preliminary
Proposal to customer
Compose Final
Proposal
Proposal and Order

Team
(in Brazil ) w/
Deal Hub Support
InfoSphere & GBS
Proposal and Order

Team
Present Final
Proposal to customer
Place and Track Order
InfoSphere & GBS
w/ Deal Hub Support
Proposal and order

team
Implementation
Services
GBS
w/ Customer
Lab Services
Fulfillment Support
Business Partners
from are
ISC (in
STG)
** Note : Readily available Preset proposals
only
available for pre-determined selected list of
countries requested by Sales in the rollout plan (agreed to list maybe a subset of overall plan)
25
IBM Power Systems

Portal Address and Contacts
The Portal is a Lotus Notes application and can be accessed as :
SERVER NAME
= D25DB02
SERVER ADDRESS
= d25db02.torolab.ibm.com
Database directory and path
= bwcustdb.nsf
Link to the portal : Notes://D25DB02/852575C8006C54E6/

For access issues : Send a note to WW Proposal & Order Team
Questions :
Use Ask a Question interface at the opportunity level in the new
portal
Send a note to WW Proposal & Order Team
26
26
IBM Power Systems

Information For STG Sellers
Enterprise Class opportunities
Ex: XS configuration consists of 4 Power 550s + IBM
Systems Storage
Successful implementations grow and grow and grow
Smart Analytics System shortens the sales

cycle
From MONTHS to WEEKS
Provides a Cognos on POWER offering

Cognos Optimized for AIX
Dedicated Sales Operations Team in place 7/28
Key Dates
Links
July 13
InfoSphere Warehouse 9.7 Tech Talk*
July 16
Power Systems Pre Announce

Education
July 23
Product Education Webinar*
July 28
Announce Event,
July/August/Sept/Oc
t
IMT Workshops
September
Analytic Module availability
Sept-October
Analytics Road show (Plan still being

worked)
STG Contact
Name
WW STG
Contacts
Charlie Goodman, Doug

Macswan
Country
InfoSphere Sales Contact
US and Canada
Bill Wiegand
UKI
Henry Cook, Damon Wilde
Germany
Ann-Katrin Wager
Leverage SWG CHAMPIONS and Deal Hub for proposals
NEW !!
Sales incentive for STG, InfoSphere,
Cognos & Client Rep
Sales Resources/Links
Power Systems Master BI Saleskit

France
Smart Analytics System external landing pageItaly
Power Systems BI Solutions external landing p
Japan
age
India
STG Business Intelligence Sales WIKI
Korea
SWG Smart Analytics Sales WIKI
Greater China
27 ISAS Sales Play Dashboard
Jacques Milman
Ronny Kerkhofs
Hideto Mori
TBD
SJ Min
Patrick Lo
IBM Power Systems

Top Three Actions For Every Seller
1) Start Identifying Opportunities

Today, Leverage Qualifying
Questions, And Track With
Unique Siebel Code: SW/SMART
2) Learn why it is better to sell IBM
Smart Analytics System over
custom solution piece parts
3) Learn how it benefits you the
seller
28
1
2
3
IBM Power Systems

STG Contact Information
STG Global Sales Programs

Judy Buchholz/Mount Pleasant/IBM@IBMUS
Program
Charles Goodman/Pittsburgh/IBM@IBMUS
Doug Macswan/Waltham/IBM@IBMUS
VP, Global Sales

Sales Executive, NE and LA IOT
Global Markets, Sales Productivity Leader
STG Marketing/GTM
Scott Handy/Somers/IBM@IBMUS
VP, Marketing, Strategy and Sales Support, Power
Systems
Doug Mack/Seattle/IBM@IBMUS
Offering Manager, BI Power Systems
Krista Morris/Poughkeepsie/IBM@IBMUS
Offering Manager, BI Solutions, STG
Catherine W Haddad/Austin/IBM@IBMUS
Marketing Strategy & Planning
Marketing Manager
Worldwide and Geo Contacts
29
Warren Saltzman/New York/IBM@IBMUS

Executive
Dirk Koehler/Germany/IBM@IBMDE
Sales
Andrew Fitzgerald/UK/IBM@IBMGB
Daniel Camerini/France/IBM@IBMFR
Sales
MAURIZIO RIZZI/Italy/IBM@IBMIT
Masami Yoshimatsu/Japan/IBM@IBMJP
Miao HOU/China/IBM@IBMCN
Nirmal M Puranik/India/IBM@IBMIN
NA IOT Information Solutions, Sales

IMT Germany, Storage Platform Sales Leader, STG
IMT UKI, Storage Brand Manager, STG Sales
IMT France, Information Infrastructure Leader, STG
IMT Italy, Storage Platform, STG Sales
IOT Japan, Sales Leader, STG Sales
GMT GCG, Director, STG Platform, STG Sales 2009 IBM Corporation
GMT India, STG Platform Sales Leader
IBM Power Systems

Contact Information
InfoSphere Warehouse Sales
Steve Millard/Dayton/IBM@IBMUS
Kirk Boothe/Falls Church/IBM@IBMUS
Richard Hale/Atlanta/IBM@IBMUS
Mark Ritzmann/New York/IBM@IBMUS
WW Program Director, InfoSphere Warehouse

Sales Executive, NE and LA IOT
WW Analytics Sales Executive
Sales Executive, SW and AG IOT
Data Warehouse Solutions

Greg Lotko/Silicon Valley/IBM@IBMS
Yannick Barel/Santa Teresa/IBM@IBMUS
Bill Wong/Toronto/IBM@IBMCA
VP, Data Warehouse Solutions

Program Director, DW Solutions
Program Director, DW Solutions
Marketing/Product/PM/GTM
Drew Friedrich/Las Vegas/IBM@IBMS

Lynn C Jonas/San Francisco/IBM@IBMUS
Jim Lawrie/Markham/IBM@IBMCA
Alan Meyer/Riverside/IBM@IBMUS
Phil Downey/Australia/IBM@IBMAU
Marketing Executive, Smart Analytics System

Product Marketing, Smart Analytics System
Product management, Smart Analytics System
Senior Marketing Manager, Smart Analytics System
Sr. Product Management / Smart Analytics System
Worldwide and Geo Contacts
30
Skip Cavanaugh/Seattle/IBM@IBMUS
References
Kevin Modreski/Southfield/IBM@IBMUS
AG Warehousing Competitive Team
Heidi Jones/Chicago/IBM@IBMUS
Information Warehousing Sales Manager
William J Wiegand/Rolling Meadows/IBM@IBMUS
AG, InfoSphere Sales Executive
David Beeston/UK/IBM@IBMUK
NE IOT, InfoSphere Sales Executive
Ronny Kerkhofs/Belgium/IBM@IBMBE
SW IOT Warehousing Sales Executive
Hideto Mori/Japan/IBM@IBMJP
Japan IOT, InfoSphere Sales Manager
Murray Reid/Australia/IBM@IBMAU
AP IOT, InfoSphere Sales Executive
IBM Power Systems
Q & A?
31
IBM Power Systems
Backup: Claims
32
IBM Power Systems
Comprehensive
The Industries Most Complete End To End Solution
Comprehensive
The only system offering broad analytic capabilities, a powerful warehouse
foundation, all required software and hardware components, service and
support from one vendor
FACTS:
Nether Teradata or Netezza have native analytics capabilities,

only warehouse. They have to rely on third-parties for analytic
capabilities, forcing their customers to deal with different
delivery dates and support coverage
Oracle doesnt deliver equivalent functionality in a pre-packaged
faction
33
IBM Power Systems
Speed
Faster to Run and Always Up
World Record
Performance!
Approaching Zero Downtime:
Build on the most reliable
distribute platform in the market
36 minutes of downtime per server in a 12-month period makes AIX the most reliable
distribute platform in the market (source: Yankee Group).
Designed to minimize planned downtime
98% hot-firmware upgradeability allows maintenance to be performed while the system
is running, further reducing planned downtime.
Upcoming HADR enhancements for InfoSphere Warehouse allows to perform rolling
upgrades of warehouse software
34
IBM Power Systems
High Availability
Approaching Zero Downtime
Built on the most reliable distributed platform in the market
36 minutes of downtime per server in a 12-month period

makes AIX the most reliable distribute platform in the
market (source: Yankee Group).
Designed to minimize planned downtime
Upcoming HADR enhancements for InfoSphere Warehouse

allow to perform rolling upgrades of warehouse software
98% hot-firmware upgradability allows maintenance to be
performed while the system is running, further reducing
planned downtime.
35
IBM Power Systems
Integration
Enhanced Performance and Cost
50% less floor space than Teradata by combining superior database
compression and higher server and storage performance
Teradata can only compress single column, and only a maximum of 225 value per column
and as such becoming completely inefficient for tables with columns containing large
number of different values.
DB2 Compression automatically build the compression data dictionary while Teradata
leaves this onerous task to the database administrator
Pre-configured BI Module (Cognos) performs 3 time faster than in

stand-alone Cognos installations
36
IBM Power Systems
Customer Driven
Designed and Optimized For Customer Needs
Lower 3-year Cost of Ownership over Teradata
Investment Protection
New Modules can be added at anytime without forcing rip-andreplace
Different generation modules can coexist within one installation.
As an example, the warehouse software uses DPF shared-nothing cluster

architecture to ensure that new modules can be added to satisfy
growing need, while delivering consistent performance even across
different generation modules (different servers, storage or processor)
Different generation storage and processor can coexist within one
installation
POWER-based HW can be upgraded from one generation processor to the

next by simply switching boards within the same chassis, further
enhancing investment protection and minimizing business disruption
Source International Technology Group 4/29
37
IBM Power Systems
Customer Driven
High Performance Drives Lower Costs
38
50% Less
50% less floor space than competitors from superior

database compression, server & storage performance
3X Faster
Pre-configured Cognos 8 BI can

triple out of the box performance
38
IBM Power Systems
IBM Global Financing Support for IBM Smart Analytics

Obtain the Analytics System you need vs. what you can afford
Flexible, affordable financing options

Competitive rates
Customized structures available
Clear, concise terms and conditions
Single monthly payment for entire system

Financing helps clients.
$
$
$
Conserve cash for core operations

Acquire more within budget
Accelerate ROI
Helps smooth out upfront costs
Match costs more closely to benefits
Improve cash flow with predictable monthly

payments
Avoid technology obsolescence
Total Solution financing:
http://www03.ibm.com/financing/us/lifecycle/index.html
Software Financing:
39
http://www03.ibm.com/financing/us/lifecycle/acquire/itsoftware.
html
Ways To Acquire Total Solutions:

http://www-

IBM Smart Analytics System

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August 26, 2009