Cases for chesbrough 201304122 v2

IBM University Programs

04/11/2023 © IBM 2013 IBM University Programs worldwide accelerating regional development (IBM UPward)

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What’s UP at IBM? Cases: Service Innovation & Building Innovation Capacity

Jim Spohrer, DirectorIBM University Programs (IBM UP)

http://www.ibm.com/universityApril 22, 2013


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Innovation = Change that Scales, Globally & Rapidly = NewOpening Thoughts: Two Books To Help Us All Prepare For Change - IBM Is Example in Both



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Cases

• Innovation in Services and Business Models– Bringing Service Innovation to IBM– Almaden Service Research (ASR)

• Managing Innovation and Change– Building Innovation Capacity– IBM University Programs (IBM UP)

IBM SSME Centennial Icon of Progress

Nano-Bio-Info-Cogno

IBM Smarter Planet



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Case Format

• The context behind the initiative (what was the goal, and why)

• The approach taken to solve the problem• The barriers encountered along the way, and

how they were overcome• The achievements realized from the initiative• Lessons learned for next time, and about

services innovation in general.



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Cases: Service Innovation• Innovation in Services

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


Nano-Bio-Info-Cogno

IBM Smarter Planet



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Starting ASR

• 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



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Cases: Building Capacity

• Managing Innovation and Change– Building Innovation Capacity– Re-Framing IBM University Programs

(IBM UP)

• Cases– SSME, Smarter Planet, Smarter Cities,

BAO/Big Data/Business Analytics & Optimization, Cyber-Security, Africa


Nano-Bio-Info-Cogno

IBM Smarter Planet



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Re-Framing IBM UP

• 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



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IBM operates in 170 countries around the globe

Acquisitions contribute significantly to IBM’s growth ; ~120 acquisitions in last decade

2012 FinancialsRevenue - $ 104.5BNet Income - $ 17.6BEPS - $ 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

5 Nobel Laureates10 time winner of the President’s National Medal of Technology & Innovation – latest for LASIK laser refractive surgical techniques

The Smartest Machine On Earth

100 Years of Business & Innovation in 2011

New Era in IBM’s Leadership

IBM Growth Initiatives

IBM has ~425,000 employees worldwide

Context: IBM 101



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Context: IBMServe Customers & Grow Through Innovation

• Growth, Profitable Growth– How to grow when you are $100B revenue/year?

• Grow the GDP of the world… • Grow the GDP of nations, states, cities…

– Regional Economic Development…• High skill, high pay jobs• Service Innovations

– New Platforms for Scaling Innovations…• Globally and rapidly• University-based Startups



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IDEO• IDEO Context, Culture & Process

– IBM Values, T-Shapes, Run-Transform-Innovate– IBM Continuous Transformation to Higher Value

• IDEO Method: Technical, Business, HF– IBM System of Systems, SSME+DAPP– IBM Smarter Planet, BAO, Cognitive Computing

• IDEO Brainstorm rules– IBM Open Microphone for Grand Challenges– IBM “Leverage the Matrix to Do BIG Things”



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IBM Platforms for Entrepreneurs

• Smarter Cities Intelligent Operations Center Platform• IBM helping university startups to scale up (growth)



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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


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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


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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


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Five historical cycles …


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~100 years of US job transformations

Source: US Bureau of Economic Analysis; McKinsey Global Institute Analysis


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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

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Global Team (Sampling)

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



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Universities Matter #1

Japan

ChinaGermany

France

United KingdomItaly

Russia SpainBrazilCanada

IndiaMexico AustraliaSouth Korea

NetherlandsTurkey

Sweden

y = 0,7489x + 0,3534R² = 0,719

0

1

2

3

4

5

6

7

8

9

0 1 2 3 4 5 6 7 8 9

% g

loba

l G

DP

% 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



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“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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Universities Matter #4What is a U-BEE? A local job creator/sustainer

Innovating “whole service” in all regions worldwidehttp://www.service-science.info/archives/1056

Nation

State/Province

City/Region

UniversityCollege

K-12

Cultural &ConferenceHotels

HospitalMedical

Research

Worker(professional)

Family(household)

For-profits

Non-profits

U-BEEJob Creator/Sustainer

U-BEEs = University-Based Entrepreneurial Ecosystems

© 2013 IBM CorporationIBM UPward (University Programs worldwide – accelerating regional development)28

Service Innovators

ISSIP = International Society of Service Innovation Professionals

T-shaped Professionals– Depth

– Breadth

Register at:– ISSIP.org


“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


Industry Transformation

Donald Clark, TEDxGlasgow

IBM University Programs Trading Zone:Economist, Policymakers & Service Scientists


Service Science• Service System Entities

– Types: Businesses, Universities, Governments, etc.– Nested & Networked Globally– SD Logic (A2A; Resource Integrators)

• Value Co-Creation Interactions– Types: Value-Proposition & Governance Mech-based– Collaboration & Competition Blended– SD Logic (Operant & Operant Resources)

• Builds On…– Decades of Service Research (Marketing, Operations, etc.)– SSME+D; From I to T to Pi-shapes… and beyond!– T Summit (March 24-25, 2014)

• Measures– Productivity, Quality, Compliance, Sustainable Innovation– Holistic Service Systems

• Quality of Life, Balance Challenge & Routine• Innovativeness, Equity, Sustainability, Resilience


Personalized Education

• TREND: The education industry is at the brink of an IT-enabled transformation

• OPPORTUNITY: Analytics enabled personalized-at-scale learning for better outcomes and talent management

• CHALLENGE: Integration of education content management and analytics solutions


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Example: Are there “scale laws” of service innovation – year-over-year compounding effects?

• Problems– Input: Student quality– Process: Faculty motivation– Output: Industry fit

• Augmentations– A: -20% eLearning certification– B. +10% Faculty interest tuning– C. +10% On-the-job skills tuning

Year 1: 20%

Year 2: 20%

Year 3: 20%

Year N: 20%

. . . . . . . .

After a decade the course may look quite differentService systems are learning systems: productivity, quality, etc.


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Degrees matter

…But it can be costly, American student loan debt at record highs…


Importance

• Learning (Teaching & Degrees) matter– Knowledge Construction & Transfer– Where degree & what degree– BLS Statistics (Salary & Unemployment Rate)

• Discovery (Research) matters– Knowledge Creation

• Engagement (Entrepreneurship) matters– Knowledge Application



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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?

SKILLSDEVELOPMENT

STUDENT ENGAGEMENT

RESEARCH

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What’s UP with IBM? University Programs

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Most people say, “IBM makes computers”

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

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A Smarter Planet is built from smarter service systems…

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

TRANSPORTATION BUILDINGS

IT NETWORKS


Neonatal ICU: Instrumented-Interconnected-Intelligent

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City challenge: buildings and transportation

Ryan Chin:Smart Cities

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Streetline: Instrumented-Interconnected-Intelligent


Example: Streetline

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Cities: land-population-energy-carbon

Carlo Ratti:Senseable Cities

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Digital Immigrant vs Digital Native

Born: 1988Graduated College: 2011

Born: 2012Enters College: 2030

http://www.prlog.org/11878039-the-secrets-to-hiring-recent-college-graduates.jpg


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 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

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

http://w3.ibm.com/news/w3news/top_stories/2011/02/chq_watson_wrapup.html

http://w3.ibm.com/news/w3news/top_stories/2011/02/chq_watson_wrapup.html


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

weakestlink

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.



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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

04/11/2023 © IBM 2013 IBM University Programs worldwide accelerating regional development (IBM UPward) 66



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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



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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



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Regional Economic Development: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

Government

Industry Academia

Regional Economic Development


04/11/2023 70© IBM 2013 IBM University Programs worldwide accelerating regional development (IBM UPward)



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Priorities (Adaptive)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, 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



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Core Team MatrixTeam

MembersPrimary

ResponsibilitiesIBM Organizational

AlignmentGeographicAlignment

Smarter City Alignment(US Only)

Industry Alignments(Indicates IBM Research Focal Pt)

Bruce Bassett GMU Global CoordinatorUSC CoordinatorFinancials Operations Support (Meyerson)Smart Cities sales, SC Challenge liaisonCHQ Trust & Compliance liaison(Revenue)

Finance, BTCIO, Global Recruiting, UDSSmarter City S&D & GBSCC & CA, IGSSTGUA, CommunicationsAI-IDR, AoT, CHQ T&C

Africa, Egypt, Canada, All Growth MarketsState of VermontNorthern New England

Burlington VTAll 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’sIGS, AI-IDR

CEE, MEA, ASEAN PhiladelphiaNew HampshireMaine

Retail/hospitality/media/entertainment (Arun Hampapur)

Juan Caraballo LA Grid & IBM on Campus Pioneer(Responsibility)

Research, SWG,STG, HRR Florida, Central America MiamiSouth 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

RaleighDurhamAtlanta

Water / air / climate / environment (Harry Kolar)Buildings (Young Lee)Education, Local Govt (Eddie Finnel, Davis Furchs, Mark Dixon)

Wendy Murphy Students for a Smarter PlanetSP, BAO, SSME Programs (Readiness)

GBS, GTS, IGA, RES, AoT, IEEE, CC&CA

Mexico, Ireland, Italy, Jordan, Argentina, BrazilGeorgia

TennesseeWash DC MetroAtlanta 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 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)

Academic Initiative, CC&CA, STG

Southwest and Midwest US, LA, ANZ, MEA

Fresno, Reno, Tucson EducationGovernmentManufacturing



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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



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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)