ibm aspera for the cmo

© 2014 IBM Corporation

IBM Aspera for the CMOMoments matter.


Agenda

Disruption for the CMO

Why IBM Aspera is the Right Response to Customer Change

CMO Agenda for IBM Aspera

Why IBM is the Right Choice for Marketing Professionals

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of CMOs say they

are unprepared to

consume the

explosion of

customer data. This

is up from 71% in

2011.1

DISRUPTOR: CMOs are struggling to adapt to the massive shift in the demands of the empowered customer but they understand they need help

“Marketing people will need unique

skills in the near future. They’ll need

to be capable of integrating

marketing and IT — like footballers

who can kick with both feet.”

Jeroen de Punder, Chief Marketing Officer, Ricoh Netherlands

of CMOs who say

they are not able to

adapt quickly

enough to channel

growth and device

choices.1

of CMOs say they

use external

partnerships for

relational and direct

marketing

assistance today.

77% say they will

within 3-5 years.1

of CMOs indicate

they plan to invest

more heavily in

collaboration tools.

64% say

collaboration is one

of their top 5

initiatives.1

82% 65% 68% 13%

3


Shifting ground: customer landscape changes

Source: Question E9–How do you see the landscape changing over the next 3 to 5 years?; Telecommunications n=218

Operationalcontrol

Partnering toincrease efficiency

Focus on customers as segments

Face-to-faceinteraction

Smallerpartner base

Organizational openness

Partnering to increase value

Focus on customers as individuals

Social/digital interaction

Bigger partner network

27%

16%

18%

27%

12%

55%

68%

65%

82%

75%

Neutral

3a.Open up to customer influence

3b.Pioneer digital-physical integration

3c.Craft engaging customer experiences

4. Pulling together

DISRUPTOR: CxO’s understand how important a relationship with the digitally empowered customer is

2 out of 3 of CxOs expect difficulty in understanding and engaging the customer as an individual rather than as a category or market segment.


DISRUPTOR: Time-to-market demands place further pressures on today’s marketing professionals

Getting new products, services, and offers to market quickly and accurately across all channels is critical objective for marketing executives

of marketing executives say that time to market is a key differentiator1

of marketing executives say it has a positive impact on revenue1

of marketing executives say it impacts brand image1

70% 68% 95%


DISRUPTOR: Industry Leaders are Struggling with Synchronization and Timely File Transport

Does your company have the ability to synchronize its critical internal and external systems?

6

of organizations regard synchronization as critical to their overall success …

17%

83%

Yes, encompassing everyone

No, not with everyone

3%

34%

73%

Not critical Neutral Critical

Value chain synchronization

survey – Feb, 2012 for IBM

… however, only cansynchronize their internal and external systems to drive business performance and success

17%73%


Agenda





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IBM Aspera Solutions Add Key Capabilities In IBM’s Market Leading Data Movement and Managed File Transfer Capability

Community-Centric

Multi-protocol edge gateway for universal connectivity to the

business community

Person-Centric

File sync and share

Emerging Use Cases

Governance

Security Common perimeter services, proxy and authentication

Actionable visibility for business, operations and compliance

Direct to Cloud …

System-Centric

Automated, reliable, secure transfers for system integration

High-Speed Large file/data set transfer and sync

8


IBM Aspera Marketing Solutions Are Concordant with IBM Marketing and Collaboration Imperatives

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Continuous customer engagement requires collaboration

IBM ExperienceOne IBM Smarter Commerce

Because moments matter …. every interaction is important

Co-create with customers, employees and partners.

"Traditionally when the footage is shot, you wait for the team to come back to load it all in to begin editing, but we had something like 13 different shoots … if we waited … we never would have made the Masters in time. We were reliant on Aspera to do that.” 1

- Jeremy Kuhn, Global Account DirectorOgilvy & Mather North America


of organizations

report they are

challenged to move

big data quickly and

efficiently enough to

meet business

requirements.1

Smarter Commerce: IBM AsperaCapabilities Accelerate Business Value with Cumulative Benefits

According to a recent study, IBM Smarter Commerce pays back $12.05 USD for every $1 USD spent. 4

bandwidth utilization

by FTP on high

speed lines over

distance without

IBM Aspera

technology.2

The number of

hours it now takes

to setup for large file

projects, down from

2-3 weeks without

IBM Aspera

technology.4

Transcontinental file

transfer speed

improvements after

deploying a High

Speed File Transfer

& Sync with no

hardware or network

upgrades required.3

88% 100x<3% 2-3

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Agenda





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IBM Aspera for Customer Focused Marketing Leaders

CMO Agenda

High Speed Marketing Coordination

CMO

Retail Leader

Chief Service Officer

________________________

FSS

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Increase flexibility and workflow capabilities

along with the ability to accelerate transfer of

large graphic marketing assets by 100x to

deliver a coordinated and secure marketing solution with the IBM

Aspera File Sharing Suite (FSS).

TimelessMarketers must always

protect the brand promise.

2012Design a culture and

brand so they are authentically one.

2014+Co-create with

customers, employees, and partners.

© 2014 IBM Corporation© 2014 IBM Corporation13

TOFROM

FSSHIGH SPEED MARKETING

COORDINATION

SmarterCommerce B2B

Inconsistent

& Slow

Coordinated

& Fast


increase in adoption rate by community members

reduction in time spent to roll out new advertising

assets to storefronts and resellers

60%

80%

FSS HIGH SPEED MARKETING COORDINATION

A large North American consumer product brand needed a better way to coordinate marketing asset design and delivery internally, externally with partners, in the cloud and out to physical stores and resellers.

14

marketing


Growing Marketing Asset Volumes And Channels:

Social media video and online content

Internal and external (partner) drafts and

design revisions

Digital signage

Shannon And Her Colleagues Are

Using A Variety Of Services To

Collaborate:

Local store branding

Traditional print branding

Physical media delivery

Cloud transfer services

IT provided tools (FTP)

E-mail attachments

DIGITAL MARKETING ASSET SIZES AND VOLUMES ARE EXPLODING FOR MARKETERS LIKE SHANNON


Speed and security issues hamper most file sharing solutions today – IBM Aspera File Sharing Suite with FASP™ technology addresses all these issues and more to help marketers do more. Faster.

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

MORE

2013 Vanson Bourne B2B Integration and MFT Global Study

30%

29%

29%

10%

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WITH THE POWER OF IBM ASPERA FILE SHARING SUITE SHANNON HAS TOOLS TO COLLABORATE AT SPEED WITH HER EXTENDED MARKETING TEAM

Browser plugin or installed desktop or mobile app

Supports significant

files sizes for branding including

broadcast video,

graphic design and

digital signage.

DESKTOP & BROWSER

ACCESS

CLOUD & SECURITY SUPPORT

LARGE FILE SUPPORT AT

SPEED

APIs FOR SEAMLESS

WORKFLOW

FSS can be integrated to existing marketing campaign

systems

Easily integrated

into mobile and cloud platform

solutions.

All files for shared

individuals and teams can be synced across

all access points

FSS

Supports shares either

locally, in the cloud or

both

Provides encrypted

transfers supporting

industry standards

HIGH SPEED MARKETING COORDINATION

Accelerate the sharing of information between people, systems and communities and provide high performance distribution and synchronization of large files while lessening the security risk from sharing file based information

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

MORE

16


THE IBM ASPERA FILE SHARING SUITE HELPS SHANNON’S TEAM GET TO MARKET FASTER WITH NEW CAMPAIGNS AND TIMELY ENGAGEMENT

Shannon’s company is sponsoring a live racing event and needs to develop new commercial video and social content quickly for a campaign.


IBM Aspera File Sharing Suite creates a new paradigm of

speed and agility for marketing professionals.

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

MORE

17

CAMPAIGN MANAGEMENT

Shannon can quicklycreate a new shared space

for the working team that is secure and easily accessible from

mobile, web or integrated into existing collaboration solutions.

The production team partner is able to shoot new footage and upload the film to the shared space 100x faster than FTP for review and approval.

The social and static art development team is able to provide large digital proofs without worrying about older versions or extra versions being sent via e-mail since everything is consolidated and versioned.

Shannon’s leadership is able to review and approve the campaign assets days ahead of schedule due to the reduced time for transport and turnaround.

Final assets are delivered

through integration into

existing campaign

management solutions for

delivery.


FASP TECHNOLOGY IS THE SECRET SAUCE THAT MAKES IBM ASPERA FILE SHARING SUITE UNMATCHED FOR MARKETING COORDINATION

Reduction in time for on-boarding new content partners – from 2-3 weeks to 2-3 hours

Reduction in transfer times –transfer that was taking 20 minutes now less than 1 min

Increase in total data shared per day - from 5GB to 190GB

HIGH SPEED MARKETING COORDINATION

IBM Aspera’spatented FASP transport technology is a proven standard for the high-speed movement of large files or large collections of files over wide area networks (WANs).

FSS

HOW TO MAKE

IT HAPPEN:

DO

MORE

FASTERKNOW

MORE

20x

38x

150x

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Agenda





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IBM is dedicated to your success, in your industry

Unparalleled

Marketing Expertise

• Accelerate solution design and thorough business process expertise

• Reduce project risk with reusable implementation patterns and support for industry standards

• Most respected C-Suite studies in the world –including the CMO study.

Extensive Industry

Support Community

• IBM partners with CMOs around the world to invest in innovative design, functionality, and integration

• Dedicated resources within Global Business Services with an average of more than 10 years of experience

• Services organization closely aligned with software products to effectively translate technology into business outcomes

Significant Technical

Investment

• Over $3 billion invested in the last 3 years to create a truly smarter approach to commerce

• Integrated products for easier implementation and increased speed to value

• Synchronized product roadmaps across software portfolio

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