Estrategia, visión e importancia de los mercados emergentes para IBM.

1. IBM Growth Markets
External Presentation
GMU External Relations
April 2012
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© 2012 IBM Corporation

2. Overview of contents
IBM’s growth markets focus
+ Market drivers
+ Opportunity
+ Structure & investment
IBM Growth Markets strategy
+ Market Expansion
+ IT Infrastructure development
+ Industry leadership
Smarter Planet
+ Smarter Cities
Generating value
+ Business model
+ Corporate responsibility
+ GMU facts

3. Over the past decade, IBM has sustained
leadership by pursuing the most
transformational opportunities, i
t f ti l t iti inventing th
ti the
breakthrough technologies to capture them and
building an organization able to deliver superior
results over the long term.
Today IBM is pursuing a roadmap laid out to
2015 targeting $20 billion in top line revenue
growth from four growth initiatives: Growth
Markets, Clo d B siness Analytics
Markets Cloud, Business Anal tics and Smarter
Planet
3 IBM GMU External Relations 2012

4. Demand for technology & infrastructure is driving growth markets
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Russia has committed a spend of Emerging markets infrastructure is India power sector needs
$400bn on 304 infrastructure expected to benefit from: $ trillion
p $6 investment of $ 230 billion
projects by 2015—and $ $300B on in government and private between 2012 to 2017
railways by 2030 spending by 2013
Argentina’s investment in energy In Africa, 2012 o a ds FDI
ca, 0 onwards p
China is expected to build some
is about $740 million and it has a
$ inflows are forecasted to increase 1,000 gigawatts of new power-
target of 8% of its energy to be to $150 billion. The decade 2000- generation capacity over the next
sourced from renewables by 2016 2010 saw it increase by 87% 15 years
4 Source: EIU 2011

5. Understanding and building business in growth markets requires
focus and investment
.
Understanding Assessing the market Investments that
growth market opportunity support growth
characteristics
Developing skills & Making markets Brand eminence
talent
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6. Growth from new
markets
k t
Growth in IT will come from new
markets that are emerging at an
astonishing rate. To relieve the strain Revenue from growth
on inadequate infrastructure, they are markets will approach
leapfrogging to new technologies.
30% of total IBM revenue
by 2015;
IBM is relying on market
expansion to drive 32% of
new GMU growth.th
6 IBM GMU External Relations 2012

7. Developing new markets for growth
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“The IMF expects emerging markets to contribute over 80% of world GDP growth in 2012”.
-- The Economist
“As IBM begins our second century, we remain driven by our
founder's vision. To be sustainable a business must be built on
intellect, problem solving, imagination, transformation and
innovation. And in our growth markets, this is particularly the case.
It’s in growth markets that some of the most complex challenges
and opportunities exist, as countries and b i
d t iti i t ti d businesses grapple with
l ith
urban migration of levels unknown in the developed world and with
demands from citizens – urban and rural – to deliver solutions with
unprecedented
u p ecede ed speed to connect people and business.
o co ec peop e a d bus ess
We believe this calls for new operating models, new ways of
Jim Bramante innovating, new ways of serving clients and we believe IBM’s
Senior Vice President proven experience and advanced expertise will h l public and
i d d d ti ill help bli d
IBM Growth Markets
private enterprise to move quickly to adapt to these new dynamics.”
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8. IBM does business in more than 147 countries in Growth Markets:
Global Headquarters in Shanghai
Eight Growth Market Teams
Central & Eastern Europe
Middle East Africa Korea
Greater China
India ASEAN
Latin America South Asia
Australia,
New Z l d
N Zealand
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9. IBM does business in more than 147 countries in Growth Markets:
Global Headquarters in Shanghai
Eight Growth Market Teams
Eight regional leaders
Central & Eastern Europe
David Stokes
Korea
Middle East Africa HS Lee
Takreem el Tohamy
Greater China
DC Chien
India ASEAN
Cordelia Chung
Latin America South Asia
Shanker Annaswamy
Elly Keinan
y Australia,
New Zealand
Andrew Stevens
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10. 10

11. Significant investment in infrastructure & skills are required to
deliver high value systems solutions and services to clients
systems,
A Globally Integrated Enterprise delivers the same services & solutions 24/7
Global Delivery Center
Software & Hardware Lab
Research Lab Poland Russia
Innovation Center Czech Republic Slovakia
Cloud Computing Center
Romania Hungary
Micro-financing Hub
Turkey South
Egypt
Natural Resources Korea
Morocco
Telecommunications
Mexico
Rail India Vietnam
Phili i
Philippines
Health
Peru Malaysia
Energy
Brazil Singapore
Finance
Retail Australia
Public Sector
Argentina South Africa
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12. Key IBM 2011 investments announced in Growth Markets
IBM to build Cloud Computing IBM opens first server re- IBM establishes Science &
Data Center with local China firm manufacturing center in China Technology Center within the
Skolkovo Innovation Center in
Moscow.
Moscow
IBM advances analytics skills IBM sets up services integration The Africa revolution nobody
program to global universities hub in Changi Singapore
Changi, should ignore. IBM s invests big
ignore IBM’s
across African countries.
12 IBM GMU External Relations 2012

13. Over $1B investments in business partners across growth markets
p g
We’re investing in partners across growth markets
• Over 50,000 Business Partners
• In 2011, Co-marketing investments supported
600+ Business Partners
• Systems technology group spends over $5M
annually transforming the partner ecosystem
• Access to over 20 innovation centers, 8 cloud
labs and 2 cloud datacenters
• 133,000+ professional certifications held by
44,000+ partners in 2011

14. IBM Growth Markets strategies
g
Market IT Infrastructure Industry
Expansion Development Leadership
Making new markets High-end Systems Investing in skills
beyond capital cities Software solutions Leading in key
Prioritized 20
P i iti d Large S i
L Services P j t
Projects industries
Countries Smarter Cities
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15. IBM has selected 20 countries key for business growth based on
a range of variables
• IT Market Size & Growth
• IT as a % of GDP
f
• Macro-economic
Russia
• Business Environment
• Political Environment
• Human Capital Czech
Republic Poland
• Physical Infrastructure
• Economic Recovery South
• Government Effectiveness Korea
UAE China Taiwan
Saudi
Arabia
Vietnam
Mexico
Thailand Philippines
Brazil Singapore
India
Malaysia
Indonesia
Chile Australia
South
Africa

16. IBM’s Geographic Expansion Initiative
g p p
IBM currently has over 250 branches in more China: 80% IT opportunity outside major cities
than 60 growth market countries India: 63% IT opportunity outside major cities
ASEAN: 72% IT opportunity outside capital cities
IBM plans to open new branches across all Brazil: 6 metro areas outside Sao Paulo, Brasilia, Rio with >$500M
growth market regions in 2012 and through to IT opportunity each
2015
IBM's Geographic E
IBM' G hi Expansion initiative includes
i i iti ti i l d
smaller, high-growth cities in Brazil, Russia,
India, China and Central Europe as well as
emerging economies in Middle East, Africa,
Latin America, ASEAN and Eastern Europe
L ti A i dE t E
IBM GMU External Relations 2012
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17. Making markets is making news in growth markets
African Banks Turn to IBM to Support
New Wave of Innovation in Banking
Services
IBM signs agreements with leading Kenyan
banks as financial institutions across Africa
invest in smarter banking solutions
IBM Opens 30th Branch Office in
China
Increases the number of growth market
h b f h k
branches by 140 percent over the past 10
years

18. ASEAN
Market Expansion
• Population surpassed 550 million, majority 40
years and under
Growing demand for advanced banking
• GDP growth to average 6% annually
systems and major investments in
• 2011 investments included Global Services
telco d
t l and energy
Integration Hub, the Asia Pacific Cloud
Computing Data Centre, and the Smarter Cities
Research Collaboratory
Lac Viet Computing Joint Stock Co. signed a
2012 top investments and priorities cooperation deal with IBM Vietnam to provide cloud
• IBM will open several new branches in smaller, computing-based solutions and services for local
g
rapidly growing CITIES across ASEAN businesses.
• IBM will open its 7th Innovation Center in
Singapore making it the leading innovation hub
of Asia Global Digital Niaga a subsidiary of Djarum Group
Niaga,
today launched its new online customer sales website
• Across the region, focus on banking and called Blibli.com. The website uses IBM software to
finance, telecommunications, healthcare, deliver a personalized and more interactive shopping
government, underpinned by Smarter Cities, experience for Indonesians, selling leading brands in
apparel, cosmetics, electronic equipment, home
pp , , q p ,
BAO and Cloud
furnishings among others.
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19. Australia & New Zealand
Market Expansion
• 2011 investments included R&D lab in Australia and a
Cloud Data Center in New Zealand Dominated by services sector;
• Economic recovery is strengthening, with GDP agricultural & mining sectors account for
forecast t grow b 3 25% i 2011 2012 and 2012
f t to by 3.25% in 2011-2012 d 2012-
2013 bulk f
b lk of exports
• Both the federal and state governments have
recognized the need to invest heavily in water,
transport, ports, telecommunications,
transport ports telecommunications and education
National E-Health Transition Authority (NEHTA)
infrastructure to expand Australia's supply capacity
appointed IBM to transform Australia’s health
system and help to drive smarter healthcare
2012 top investments and priorities
delivery in an A$23.6 million dollar contract to
• Expansion in Western Australia and Queensland design and build Australia’s National
g
support focus on natural resources industry Authentication Service for Health (NASH) project.
• Continued focus on banking & finance,
telecommunications, public sector and energy &
utilities industries
Australia’s National B
A t li ’ N ti l Broadband N t
db d Network - NBN
k
appointed IBM to implement and manage the core
business and operational support systems
required to operate Australia’s.

20. Central & Eastern Europe
• Bucharest Systems Laboratory opened in Romania
An increased emphasis on innovation-
as a facility for Systems Networking related projects driving demand for
• A multipurpose Cl d C
lti
Poland
Cloud Computing center opened i
ti t d in
IT equipment, t i i and
i t training d
• Poland’s IT market is expected to accelerate and infrastructure
grow in 2012 at 7.1% vs 4.3% in 2011
• Investment in infrastructure development in Russia
to 2020 will surpass US$1 trillion
2012 top investments and priorities
• Increase footprint in high-growth cities and regions
I f t i t i hi h th iti d i Guarantee Fund Turns to IBM to Create Smarter
through Geographic Expansion initiative Car Insurance System in Bulgaria: IBM’s Smarter
Computing solution brings drivers and insurance
• Key sectors for investment are banking, government companies faster customer service, decreased
and telecommunications levels of fraud and lower insurance premiums.
• Drive growth from long term transformational
engagements 10 Leading Banks in Central & Eastern Europe
turn to IBM to Support Business Transformation:
IBM announced details of 10 Smarter Computing
Deals.

21. Greater China The government is making
US$$173.2B
US$$173 2B worth of i
h f investments
• Power consumption rose 11.7 percent year-on-
year. The growth in 2012 is expected to slow to 8.5 in cloud initiatives
percent
• China’s largest online retailers expect sales to as
much as triple in 2012 as urban per capita income Yi Lian Zhong Information is working with IBM to
rose 7.8 percent
build a cloud computing platform that will improve the
• Continued growth momentum in the mobile, 3G,
g life of citizens in China via an online portal for a variety
internet and broadband sectors of social services. YLZI f will expand services i
f i l i YLZInfo ill d i in
Fujian Province to seven more Chinese provinces
• The Chinese government has pledged 850 billion allowing them to construct a citizen livelihood service
yuan (US$124 billion) for a healthcare reform information network covering 300 million people.
• The Chinese government is making fierce
Peking University People’s Hospital is being
investments in cloud initiatives, with an investment
of RMB 1.1 trillion ($173.2 billion) supported by IBM to build an evidence-based patient
centric care (ePC3) system that will enable
2012 top investments and priorities cooperation and sharing among medical services
providers for improved patient care The ePC3 system
care. system,
• Further expansion into inland cities developed by scientists at IBM Research - China and
People’s Hospital, will provide better clinical decision
• Launch of a lab in Taiwan (Taipei) with focus on support at the point of care by offering a
Internet of Things.
comprehensive overview of a patients’ health data as
• Focus on Banking, Energy & Utilities, Rail, well as best practices f
ll b t ti from previous di
i diagnoses,
Healthcare, Retail, Telecommunications, treatment and research.
Insurance and Automotive -- to support Chinese
government's priorities.

22. India / South Asia
Market Expansion
Demand for IT products & services
• The region expanded its branch offices by a further
18 IBM branches outside tier 1 & 2 cities
expected to double by 2015 to US$41.2B
• IT spend was anticipated to reach US$ 5.4 billion
by the close of 2011 Nawanagar Co-op Bank Ltd. Chose IBM’s Smart Cloud
Resilience Service for core banking solution to the bank in
• The US$ 10 billion Indian e-commerce market is partnership with Infrasoft Technologies. As part of the
expanding exponentially agreement,
agreement IBM will remotely host and manage the IT and
networking infrastructures of the bank while also
• India's domestic aviation market expansion has implementing the InfrasoftTech OMNIEnterprise™ core
been the strongest in the world banking solution.
• Market for IT products and services expected to
p p Wave Inc one of India’s leading diversified business groups
Inc, India s groups,
double by 2015 to US$41.2bilion has engaged IBM to provide a roadmap to make its green-
field township, Wave City, a Smarter Township. Located in
2012 investments & priorities Ghaziabad (Uttar Pradesh State), Wave City is among the
• Aggressively accelerate Market Expansion with largest integrated township development projects in India’s
new branches in smaller rapidly growing cities
smaller, rapidly-growing National Capital Region. The 4500 acre township will be one
across India/South Asia of the first urban developments in the country residents
keeping operating costs low and maintaining high levels of
• Focused investments: Banking, Insurance. Natural service.
Resources, Manufacturing
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23. Korea
Continuation of government "expansionary
• The 2012 government budget concentrates on
welfare and job creation and allocated 60% of macroeconomic measures” to counter global
the total for stimulus spending in the first six
months of the year in the face of expected
th f th i th f f t d and local challenges
economic problems.
• Country aims to gain 10% of the global cloud
services market by 2014 through development
of Korean cloud computing facilities E Mart
E-Mart
E-Mart - Mobile Office System
• More than 70 percent of its 48 million
population carries one or more mobile the largest retailer in Korea chose IBM to undertake their
handsets mobile office project for E-Mart, to build the optimized mobile
business environment. IBM's mobile office system is designed
y g
2012 top investments and priorities for utilizing smartphone and will provide the comprehensive
services for an optimal working environment. Increase
• Expanding into an addtional 19 cities across productivity, client satisfaction and enhanced collaboration are
Korea
expected through this system.
• Focus on Banking & Finance, Government,
Finance Government
Telecommunications
E-Trade Securities selected IBM’s Power System as the
hardware platform t establish it next-generation system,
h d l tf to t bli h its t ti t
following its business expansion to become a comprehensive
securities company.

24. Latin America
LA’s income per person has doubled in
• Four cities in Latin America are within the 25 most
populated in the world (Mexico City, Sao Paulo, Buenos 20 years & governments will invest
Aires and Rio de Janeiro).
• Net food exporter accounts for 10% of global agricultural
US$450B i i f t t
in infrastructure b 2015
by
exports.; a third of the world's unused land suitable for
farming; has capacity and potential to help solve global
food crisis.
• Will become an increasingly important oil producer by Nieves de Chapetlco in Argentina selected IBM to
2015 and an important component of the emerging develop a solution to enable rack skiers in real time
Atlantic Basin energy system and speed up rescues
2012 top investments and priorities
• Expand the IBM footprint through geo-expansion
initiative in LA countries
In Rio de Janeiro, Brazil, city managers apply the
• Lead industry agenda/discussion in banking
banking, technology through a unified operations center to
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healthcare, natural resources, energy & utilities, retail accurately gather, analyze and act on information
and telco about city systems and services; analyze real-time
information to better model and anticipate problems;
• Drive transformational value for our clients through and integrate real-time information from across
services,
services software and high end systems multiple city systems to foster collaborative decision-
making

25. https://twitter.com/#IBMGrowthMkts
This presentation was created by IBM GMU External Relations
For information or queries about this presentation please contact:
Megan Rosier, Manager, GMU External Relations – morosier@au1.ibm.com
Karen Davis, Director, GMU External Relations – karen.davis@au1.ibm.com
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