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The IBM ASL program
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© 2011 IBM Corporation
Align IBM with YOUR business(The IBM ASL Program)
for
IBM Business PartnersStephen Thompson – European ASL program manager
© 2011 IBM Corporation2
Probing Questions for a potential partner to consider
Do you want the middleware that supports your application to become an integral part of your application?
Do you want to be able to present a single, bundled, price to your customers?
Do you want a consistent price and know that price for at least one year or longer?
Do you want to leverage the IBM brand for higher end clients?
Do you want to generate revenue and profit on each sale for the middleware that your application drives?
Do you want a single sales force talking to the customer rather than your reps and middleware reps from multiple companies?
Do you want to provide a single point of contact for exceptional customer support after you sell your application to the client?
Do you want to be invited and participate in IBM events with clients?
Do you want to continue to buy from companies that compete with you or would you rather work with a company that supports you?
© 2011 IBM Corporation3
What Is ASL?
An agreement under which partners: - Bundle IBM Software with their value-add products and services - Sell as a total solution to their end customers anywhere in the world*
*Certain countries may be excluded based on IBM's exclusive distribution arrangements
Level 1 & 2 Support provided by the partner
Restricted-Use License held by partner
Known WW IBM SW price to thepartner for the duration of contract
Primary target partner:Solution Partners
The IBM SW components must be sold as part of total solution
© 2011 IBM Corporation4
What It is: ASL vs Resell Distinctions
Resell - PPA
No pre-integration
Separate buying decisions for partner solution and IBM SW
Separate pricing to the client for the
solution components
No requirement IBM SW be sold as part of a solution
Full use license
License held by client
Pricing varies by client’s PPA level
L1/L2 Support provided by IBM
SWG Channels mission
Integrated Bundle of partner’s application (services) and IBM SW
IBM Software may be visible
One price to client for total solution
IBM SW must be sold as part of solution
License restricted to use within solution
License held by partner
Pricing to partner for contract duration
L1/L2 Support provided by partner
SWG Channels mission
Application,Hardware or
Services SOLUTION
IBMSoftware
Application and
ServicesSOLUTION
IBMSoftware
ASL
© 2011 IBM Corporation5
Why License IBM Software as Part of Your Solution?
IBM products may be visible
Application-Specific Licensing from IBM
Present total solution offering to the customer
Bundle and tune IBM software with their products – with IBM help – so their clients get a low cost of ownership, high performance and reliability out of the box
Control their own sales cycle – deliver and price your solution for clients without having to coordinate with IBM or IBM reseller/distributor
Sell worldwide
Reduce development and support costs – deliver an optimized, differentiated and consistent solution to your customers
ASL – What’s in it for an IBM Partner?
© 2011 IBM Corporation6
ASL value for both partners and end-customers
Partner Value
Improves profitability
– Known cost of the IBM SW for the duration of the contract– Price to the partner is the same, no matter who the customer is, or where they are located in the
world
Accelerates sales cycle – one seller, total solution
Joint sales activities with IBM – Target specific accounts to sell partners solution.
Strengthens account control – avoids involvement of competing middleware providers
Speeds time to market and reduces development costs– IBM developed middleware; partner can focus on their value-add
End Customer Value
Preference to buy total solution
One contract. One solution
One contact for sales, service, support
Low cost of ownership, high performance and reliability out of the box
© 2011 IBM Corporation7
ASL Contracts
SOLUTION
Your Products listed in the Transaction
Document that you must include in your solution
1. Base Agreement2. Transaction Document
Services which add significant new
functionality or combine or integrate our software with one or more other
products
YOUR VALUE ADD COMPONENTS
The offering created when our Software and your Value-Add Components work
together.
+Actual products included in
actual solutions. An application program that is
generally available for commercial customers.A repeatable offering.
IBM SOFTWARE
=
If disputed or exception requested: SOLUTION GOVERNANCE BOARD
&
© 2011 IBM Corporation8
Sell Business Analytics and
Information Management together for
largest growth potential
680+ Business Partners certified on
Business Analytics & Information Management
1: Comparing revenue generated by authorized BPs across BA and IM through 8/31/12
Cross Selling improves revenue potential
The revenue selling
BOTHInformation
ManagementBusinessAnalytics
IBM BPs selling
OR InformationManagement
BusinessAnalytics
© 2011 IBM Corporation9
ASL – What will be in your solution ?
Partner Value
As an ASL IBM Business Partner, you can bundle your solution with proven industry leading IBM products that are based on open standards. The IBM software portfolio focuses on delivering solutions that meet your unique business needs now and into the future.
IBM Business Analytics software
IBM Industry Solutions software
Information Management software
IBM Collaboration Solutions (Lotus software)
IBM Rational®: Software management
IBM Tivoli®: Service management
IBM WebSphere®: Integration and optimization
IBM software helps clients build the capabilities to transform their industries and, ultimately, the world. What’s your vision for your organization? Your industry? Your world? Getting the right software will be important.
© 2011 IBM Corporation10
IBM products may be visible
Application-Specific Licensing from IBM
Purchase Commit – Partner makes revenue commitment. Provides highest discounts and most flexibility with Ts & Cs and overall pricing. Prices fixed for contract term.
Monthly Rental SaaS / Cloud – For partners seeking to build SaaS / Cloud offerings for their clients, and requiring monthly fixed term license ordering.
ASL Distributor Contract – Agreement between IBM & Distributor. The distributor recruits ISVs, extends reach to smaller partners. Distributor offers Tier 2 ASL partners flexible credit, simple contracting, administration, education and support.
Percentage of Revenue - A new licensing model designed to help small to mid-market ISVs go-to-market with the value-add of Cognos 10 BI
ASL – Contract Models
© 2011 IBM Corporation11
Reminder: Business reason for ASL
Business Model Bundle IBM software in BP solution Receive consistent pricing over life
of the contract Price solution without having to
coordinate with IBM Deliver solution worldwide with
single ASL contract
Key IBM ASL Offerings:-
IBM Business Analytics IBM Industry Solutions Information Management IBM Collaboration Solutions
(Lotus software) IBM Rational®: Software
managementIBM Tivoli®: Service management
IBM WebSphere®: Integration and optimization
Business Model Bundle IBM software in BP solution Receive consistent pricing over life
of the contract Price solution without having to
coordinate with IBM Deliver solution worldwide with
single ASL contract
Key IBM ASL Offerings:-
IBM Business Analytics IBM Industry Solutions Information Management IBM Collaboration Solutions
(Lotus software) IBM Rational®: Software
managementIBM Tivoli®: Service management
IBM WebSphere®: Integration and optimization
ASLASL
Success Factors Solution expertise Sales strategy GTM plan
How IBM Helps Enablement support Sales tools Marketing help Brand acceptance
Success Factors Solution expertise Sales strategy GTM plan
How IBM Helps Enablement support Sales tools Marketing help Brand acceptance
Revenue & Profit Revenue from:
• BP application software• BP implementation services• BP application & IBM software
L1/L2 support
Profit based on:• IBM contractual discount• BP application software• BP implementation services
BP Investment Software development skills IBM technology skills for support Industry/application expertise Co-marketing funding and execution
Business Value Packaged solution for clients has more
function and single point of support Less interference from middleware
vendors in your sales cycle Deliver integrated optimized solution
with faster time to value
Revenue & Profit Revenue from:
• BP application software• BP implementation services• BP application & IBM software
L1/L2 support
Profit based on:• IBM contractual discount• BP application software• BP implementation services
BP Investment Software development skills IBM technology skills for support Industry/application expertise Co-marketing funding and execution
Business Value Packaged solution for clients has more
function and single point of support Less interference from middleware
vendors in your sales cycle Deliver integrated optimized solution
with faster time to value
Business OutcomeBusiness Outcome
© 2011 IBM Corporation12
Our partners generally want to move quickly
Initial Meeting
Middleware Selection
Sign ASL Agreement
Sell and Make Money
Complete Enablement
General Availability
Today
2-10 weeks
3-6 months
6-12 months+
Fit and Functionevaluation