Global 2000 Innovation-IBM Service Thinking Project Identifying opportunities for IBM and partners in the innovation space: Apple, Amadeus IT Holding SA, SocialFlow.

1. Olga Stryk, MBA
Global 2000 Innovation-
IBM Service Thinking Project
Identifying opportunities for IBM and
partners in the innovation space:
Apple, Amadeus IT Holding SA, SocialFlow

2. • Global Fortune 2000 Ranking: 20
• $104 Billion in Revenue in 2012
• $20 Billion financing for acquisitions through 2015
* CNN Money
* IBM annual Report
Products
• Wide range of
products across
different industries
• Software, Hardware,
Storage, Servers, PCs
& others
• Products are typically
prepackaged and
standardized
Services Solutions
• Business
Services, including
business strategy &
consulting
• IT services including
cloud, big data and
Integration services
• Outsourcing, training
, financing and other
services
• Spearheaded by
global IBM services
• Feature a complete
turn-key offering
• Can be tailored to
corporation size
• Standardized or
customized to
customers’ unique
problems
• Can be leveraged for
social business
offerings
*Other IBM Initiatives
• Smarter Planet
• Business Analytics
• Growth Markets
• Cloud Initiative

3. SOCIAL BUSINESS TRENDS
• New ways to communicate in personal lives using social and
collaborative technologies
• Adaptation of workforce technologies to support increasing social
interactions
• Social and collaborative technologies contribute to firms’ competitive
advantage
• 49% of enterprises planned to invest in Enterprise Social Business in
2012 (source: Forrester Research, Inc.; “Mapping the value of social
business and collaboration”)
• Telecommuting practice is getting more wide-spread

4. Social Business
SaaS has driven companies to embrace social
business platforms
* Source: Forrester Research, Inc.; “The Forrester Wave: Cloud Strategies of Online Collaboration Software Vendors”

5. * Source: Forrester Research, Inc.; “The Forrester Wave: Cloud Strategies of Online Collaboration Software Vendors”
IBM offerings are leading the social business sphere
with strong strategy and performance among
competitors

6. *Source: IBM Social Business offerings
Features
• IBM enterprise experience translates
into competitive online collaboration
offerings
• Offering both on-premise
collaboration software and hosting
services of collaboration technologies
• Internal and external collaboration
• Cloud based
• Available via Android, iOS and
BlackBerry
Offerings
• Social Networking Platform to engage
employees, partners, clients (IBM
Connections, IBM Connections Suite, IBM
Notes and Domino, IBM Sametime)
• Social Analytics Platform to analyze
information gathered through social
media (IBM Connections, SPSS
Modeler, Cognos 10)
• Social Integration Platform to give users a
single point of access to the
applications, services, information and
social connections (WebSphere Portal
family of offerings)
• Social Content Platform to share
ideas, locate expertise, and access relevant
knowledge via professional social
networks (Connections Enterprise
Content, Content Navigator)

7. Service thinking analysis of Apple
“Ability to browse through products at the Apple Store on one’s own terms, or to dialogue with the
repair folks at the Genius Bar are quite co-creative. Many “Experience Environments” are smoothly
linked together.”
“The amazing products that we’ve introduced in September and October, iPhone 5, iOS 6, iPad
mini, iPad, iMac, MacBook Pro, iPod touch, iPod nano and many of our applications, could only
have been created at Apple and are the direct result of our relentless focus on tightly integrating
world-class hardware, software and services.”
Co-creation
Components
Service System
“Apple makes extensive use of contact manufacturing services, with all of its production of
notebook PCs outsourced to Quanta Computer Inc., Foxconn Electronics Inc. and occasionally
Pegatron Corp., which are original design manufacturers (ODMs) and EMS providers based in
Taiwan that have manufacturing operations in China.”

8. Service thinking analysis of Apple
“At Apple, we strive to make world-class products that deliver the best experience possible to our
customers.”
“Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and
professional software. Apple leads the digital music revolution with its iPods and iTunes online
store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has
recently introduced iPad 2 which is defining the future of mobile media and computing devices. ”
R-T-I
Multi-sided Metrics
Glo-Mo-So
“…..Apple’s immensely creative employees and world class executive team.”

9. Apple Inc. connects its partners and gains greater efficiency with IBM Social
Business Software
CUPERTINO, California—August 24, 2014:IBM (NYSE: IBM) today announced that Apple Inc., biggest
ever US company that hit its milestone—$623.52 billion on August 20, 2012, came onboard and integrated
industry leading enterprise social networking platform IBM Connections. By using this social platform Apple
will be able to leverage to the fullest its immensely creative employees and world class executive team.
―The amazing products that we’ve introduced such as iPhone 5, iOS 6, iPad mini, iPad, iMac, MacBook
Pro, iPod touch, iPod nano and many of our applications, could only have been created at Apple and are
the direct result of our relentless focus on tightly integrating world-class hardware, software and
services”, says Tim Cook, CEO.
Apple employees will be able to collaborate , share, better perform their daily tasks, and leverage their
expertise. As a result, not only it will make company more efficient but company’s customers will benefit as
well. “At Apple, we strive to make world-class products that deliver the best experience possible to our
customers.”
“Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and
professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple
has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced
iPad 2 which is defining the future of mobile media and computing devices.”
Apple will be able to engage its business partners through IBM Connections social platform: business
partnerships are crucial for the company’s success. ―Apple makes extensive use of contact manufacturing
services, with all of its production of notebook PCs outsourced to Quanta Computer Inc., Foxconn
Electronics Inc. and occasionally Pegatron Corp., which are original design manufacturers (ODMs) and
EMS providers based in Taiwan that have manufacturing operations in China.”
Improved collaboration in real time will help with product development and generate cost savings.

10. Service thinking analysis of Amadeus IT Holding
SA
“We act as an international network providing comprehensive real-time
search, pricing, booking, ticketing and other processing solutions to travel providers and travel
agencies through our Distribution business area,….”
“Amadeus is a leading transaction processor for the global travel and tourism industry, providing
transaction processing power and technology solutions to both travel providers (including full
service carriers and low-cost airlines, hotels, rail operators, cruise and ferry operators, car rental
companies, travel insurance companies and tour operators) and travel agencies (both online and
offline).
Co-creation
Components
Service System
“….we offer travel providers (today, principally airlines) an extensive portfolio of technology
solutions which automate certain mission-critical business processes, such as reservations, inventory
management and other operational processes.”

11. Service thinking analysis of Amadeus IT Holding
SA
“Amadeus is a leading transaction processor for the global travel and tourism industry, providing
advanced technology solutions to our travel provider and travel agency customers worldwide. ”
“As a global company, employees need to work together not only locally but also with colleagues all
over the world”
R-T-I
Multi-sided Metrics
Glo-Mo-So
“The Amadeus system processed more than 948 million billable travel transactions in 2011. ”

12. IBM expands its European portfolio through acquisition of Amadeus IT Holding
SA
Madrid, Spain—February 25, 2015:IBM (NYSE: IBM) today announced acquisition of Amadeus IT Holding
SA, leading transaction processor for the global travel and tourism industry, providing advanced technology solutions
to travel providers and travel agency customers worldwide..
This acquisition is aligned with IBM social business and its use to grow businesses worldwide, fast and efficiently.
“Our fast growing business requires new methods of working together. As a global company, employees need to
work together not only locally but also with colleagues all over the world. At Amadeus we foster collaboration and
knowledge sharing throughout the organisation via proactive knowledge management.”
With the help of IBM social enterprise online tools that improve training and help with organizational
structure, Amadeus can achieve a high level of team collaboration.
“As an innovation driven IT company, knowledge and information sharing across areas and teams is vital for
developing new ideas and improving processes. Through a variety of online tools and collaborative working and
teaching programs our employees are able to work together and learn from each other, making the most of our
talent.”
The Amadeus system processed more than 948 million billable travel transactions in 2011. Such large amount of
business transactions requires robust knowledge management systems, through which organizations generate value
from their intellectual assets. Doing so involves sharing them amongst employees, departments and clients, in order
to identify and share best practices.
“Effective knowledge sharing provides tangible advantages: it enhances employee performance, fosters
innovation, and facilitates the exchange of its most important asset - the “know-how” of each of its employees.”
As a member of IBM family, Amadeus will able to leverage IBM products and services to grow its business
exponentially.

13. Service thinking analysis of SocialFlow
“SocialFlow technology help clients extract value from their social media content resulting in
increased and sustained growth for companies.”
“SocialFlow provides a full‐featured intelligent solution for earned and paid publishing on major
social networks.”
Co-creation
Components
Service System
“SocialFlow platform, Crescendo, is a full featured cross‐API integration allowing enterprise level
customers to easily get amazing results from their publishing and promotion on Twitter and
Facebook.”

14. Service thinking analysis of SocialFlow
“Amadeus is a leading transaction processor for the global travel and tourism industry, providing
advanced technology solutions to our travel provider and travel agency customers worldwide. ”
“Companies all over the world are using Facebook’s simplified ad units to gain new customers or
grow more exposure for the brand. ”
R-T-I
Multi-sided Metrics
Glo-Mo-So
“…displays live data for instant analysis, tracking and management.. ”

15. IBM enters into partnership with SocialFlow, social media optimization platform.
New York, USA – January 1, 2014:IBM (NYSE: IBM) today announced partnership with
SocialFlow, a social media optimization platform for leading brands and publishers.
Founded in 2009, SocialFlow is home to a world-class research team whose work has been
featured in Reuters, New York Times the UK Guardian, Fast Company, Xinhua, the Huffington
Post, MIT’s Technology Review, Nieman Journalism Lab, Business Insider, International Business
Times, Salon and many others. Based in New York City, SocialFlow has helped numerous well-
respected brands such as the Economist, Pepsi, Burberry, Forbes, Walmart, Buzzfeed, and
Human Rights Watch.
As more companies use social media to augment brand visibility, it’s vital that employees engage
with the targeted audience as well. Employees are the best company advocates, and companies
can more effectively measure employee engagement in social media.
With IBM as a partner, SocialFlow will be able to utilize its innovative social media technology to
help brands not only measure their employee engagement but also analyze customers interactions
with brands.
‖With unparalleled access to the Twitter and Facebook data streams, the company developed
technology that is able to understand and quantify audience, attention, topics and engagement to
provide an accurate value assessment of social media content for brands and businesses. “
“We help brands to make split-second decisions every day based on millions of interactions”, says
Frank Speiser, co-founder of SocialFlow.

16.  http://www.apple.com/pr/library/2012/10/29Apple-Announces-Changes-
to-Increase-Collaboration-Across-Hardware-Software-Services.html
 http://www.isuppli.com/Manufacturing-and-Pricing/News/Pages/Fast-
Facts-on-Apples-PC-Outsourcing.aspx
 http://www.apple.com/letter-from-tim-cook-on-maps/
 http://www.apple.com/pr/library/2011/12/12Apples-Mac-App-Store-
Downloads-Top-100-Million.html
 http://www.investors.amadeus.com/english/inv_relations/
 http://www.amadeus.com/amadeus/documents/corporate/corporate_respo
nsibility/cr_report_2010/en/Amadeus%20CR%20Report%202010%20-
%20Chapter%208.pdf
 http://www.socialflow.com/our-perspective
 http://www.crunchbase.com/company/socialflow