As a marketer, it's always fascinating to see how companies are making markets by leveraging existing assets, assembling them in a non-traditional way to disrupt the marketplace while setting up a new vision. It's part of what authors W. Chan Kim and Renée Mauborgne detail in Blue Ocean Strategy when they urge companies to "value innovation" that focuses on "utility, price, and cost positions," to "create and capture new demand" and to "focus on the big picture, not the numbers." They challenge companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant.
Last friday, I was attending a presentation done by Marc Dupaquier, our VP Marketing Communications from the Systems & Technology Group. He took us through a recent announcement of IBM (Smarter Computing) and I felt that it really was about 'making a market'. Multiple factors have led to this announcement: commoditization of hardware business, growth of IT needs while budgets are shrinking, emergence of Cloud Computing, explosion of data, etc. This announcement explains how IBM Smarter Computing changes how systems are designed, how data is managed and analyzed, and how IT is delivered and consumed. Thanks to my colleague Mauricio Godoy for the presentation posted here under:
To me, Smarter Computing sounds like a game changer where IBM brings different capabilities together (Hardware, Software, Services) in order to shift to high value market segments while delivering more innovation capabilities to the market. For business and IT organisations, this Smarter Computing vision should be an invitation to step back and establish a long term business/IT vision around their data while rethinking how they could achieve greater differentiation, saving money and gaining flexibility:
- If technology could help you to develop a competitive advantage, what would it be?
- What are the data and information that would be required?
- What type of insights would you be able to develop out of these unstructured data?
- From an IT perspective, how would that translate in term of workloads (applications)?
After establishing such vision, the intent is to work backwards on the required IT Infrastructure strategy, going through the following steps: consolidation/virtualization, automation/workload optimization (integration with hardware and software architected to address diverse workload demands), management capabilities across all systems (leveraging Cloud).
For more information about this announcement, do not hesitate to register and attend to the following webcast on April 6th. Also follow the IBM Smarter Computing launch and announcements on dedicated Twitter and Facebook accounts.