This document introduces IBM Bluemix, IBM's cloud platform. It provides an integrated development and operations environment for building, deploying, and managing applications with services for DevOps, big data, mobile, security, Internet of Things, and other areas. Bluemix offers various runtimes and frameworks. It allows composing applications from IBM, third-party, and open source services and APIs. Bluemix is designed to enable rapid application development and deployment with automated processes. It also provides integration capabilities and connects securely to on-premises systems.

1. © 2014 IBM Corporation
IBM Bluemix Introduction
Sam Garforth
Cloud Architect
@SamJGarforth

2. IBM Bluemix
Integrated Lifecycle
Service Management
IBM UrbanCode Deploy Service Management Portfolio
OSLC
IBM Cloud Orchestrator
IBM Platform Computing
TOSCA
Public | Shared | Dedicated | Private | Traditional
IBM’s Cloud Portfolio
OAuth
Optimized Hybrid Infrastructure
as a Service
DevOps Services

3. Introducing IBM Bluemix
IBM Bluemix
Check In Code Check In Code
Create & Manage Services
Web IDE
(Eclipse Orion)
Eclipse
IDE
Application
Composition
Environment
Explore
Services
Explore
Services
Test/Run Test/Run
node java ruby Worklight WebSphere
Liberty
3 © 2014 IBM Corporation
3
IBM initiative to develop an open
Cloud Operating Environment
IBM and partner cloud services
Integrated DevOps with both
Browser and Eclipse-based tools
Services
Lifecycle
Management
(JazzHub)
Application
Runtime
Runtimes &
Frameworks
Middleware Application Data Operational Mobile External

4. 4
Bluemix, IBM’s Cloud Platform
About Bluemix
Bluemix services
include: • Run apps in any
Compose
applications
from a rich library of IBM,
3rd party and open source
runtimes, services and
APIs.
Deploy and
scale
new applications and
services with
infrastructure services
from IBM SoftLayer.
• DevOps
• Big Data
• Mobile
• Cloud Integration
• Security
• Internet of Things
• Watson
• Database
• Web and application
language
• Built on open standards
• Integration services to
systems of record
• Designed for mobile
• Provides DevOps
services
Bluemix enables everyone from individual developers to large enterprise teams to rapidly build and deploy
new applications, embrace DevOps and extend existing IT investments with cloud integration services.
By connecting securely
to on-prem
infrastructure,
organizations can
extend their existing
investments.

5. DevOps Services - Software Development in the Cloud
• Easy Access - Get started for free. With
Git hosting and the built-in Web IDE, it's
zero to code in seconds.
• Code Now - Use the built-in Web IDE,
Eclipse, Visual Studio, or your tool of
choice.
• Automated Deployment - Auto-deploy
your applications to IBM's cloud
platform, Bluemix.
• Team Collaboration - Share your work
and collaborate through expert tools for
Agile Development.
5 © 2014 IBM Corporation

6. 6
Global footprint
Amsterdam
IPv4/IPv6 dual stack
Global DNS
Global DDOS Mitigation
New York City
Washington D.C.
Global Internet Exchanges & Peering
India
China
Tokyo
Hong Kong
Singapore
Melbourne
Seattle
San Jose
Los Angeles
Denver
Mexico City
Chicago
Dallas
Houston
Toronto
Montreal
BRAZIL
Miami
London Frankfurt
Paris
Sydney
Atlanta
DATA CENTER & NETWORK POINT OF PRESENCE
NETWORK POINT OF PRESENCE

7. Bluemix Public References
Company Overview Industry Benefit Collateral
eyeQ
www.eyeqinsights.com
Focuses on enabling bringing the
digital experience of a website into a
physical retail store.
Retail Reduction of operations
costs by 30% - focusing on
apps and code, not
infrastructure
Video
Reference
MyMenu
www.themymenu.com
Startup focusing on delivering mobile
ordering and restaurant analytics to
restaurant chains
Distribution MQA – reduced defect
resolution time by up to
300%
Mobile push – allowed
customer to avoid writing
custom code.
Video
Reference
DataSkill
www.dataskill.com
ISV focused on delivering medical
record natural language processing
Healthcare Increases time to market
for new customer delivery
by 35%
Reference
Vivocha
www.vivocha.com
Provides APIs for delivering online
commerce chat and interaction with
end users and CSRs.
Retail,
Distribution
Reduction of operations
expense and increased
productivity through
abstraction from IaaS
Reference
Apersona
www.apersona.com
Multi factor authentication API Technology Able to deploy a new
customer faster. 2 days to
30 minutes.
Reference
Synchrony Systems
and Bay Area Rapid Transit
www.bart.gov
Public transportation with mobile
application built by a business
partner
Travel and
Transportation
Government
From zero to
implementing a mobile
app from a database on
premise in 15 days
Video (20 mins in)
GameStop
www.gamestop.com
$9B retail provider of new and used
video games
Retail Selected IBM as a strategic
partner for building
engaging apps
Press Release
7 © 2014 IBM Corporation

8. 8
IBM Software Professional Services
aPersona – Cuts development time exponentially with
cloud-based IBM Bluemix platform capabilities
The transformation: To build and deliver its customized adaptive multi-factor
& 2-factor security applications, aPersona completed multiple time-consuming
setup processes. Using the open source, cloud-based IBM
Bluemix platform, aPersona simply clicks to select and install applications
it needs to speed development, deployment and delivery times.
“[With Bluemix,] I don’t have to worry about
infrastructure. We can spin up a server in 30 seconds.”
—Kelly Sparks, president and chief executive
officer (CEO), aPersona
From hours to 30 seconds
to deploy servers for application
development and deployment
Solution component
• IBM® Bluemix™
SWP14121-USEN-00
Increases focus on code
without the requirements for
time-consuming infrastructure setup
Broadens sales channels
as aPersona’s application is included
in the global IBM Bluemix Catalog

9. 9
IBM Software Media and Entertainment
BYTE – The IBM BlueMix environment delivers scalable,
cost-effective DevOps capabilities
The transformation: The robust framework, runtime and services tools
available through the IBM BlueMix environment help BYTE developers
quickly modify the company’s app when needed, as well as prototype and
test new solutions and manage restaurant-specific data-reporting tools.
“I don’t have to be super technical… .This platform
allows us to do real-time innovation.”
—Mike Little, chief executive officer, BYTE
Decreases complexity
with a scalable, plug-and-play
DevOps environment
Solution components
• IBM® BlueMix™
• IBM SmartCloud®
• IBM Mobile Quality Assurance
Document number if slide is posted in MAM
Speeds time to market
with cloud-based infrastructure and
services capabilities
Reduces capital expense
using a plethora of readily available
applications and services

10. 10
IBM Software Retail
eyeQ – Accelerates development and delivery with open
source, cloud-based IBM Bluemix platform
The transformation: eyeQ needed a cloud-platform that reduced IT
infrastructure management time. The easy-to-deploy, cloud-based IBM
Bluemix platform eliminated infrastructure maintenance and transformed
eyeQ’s solution design capabilities. Using the platform’s plethora of IBM,
open source and third-party tools, developers quickly respond to client
needs for the growing business.
“[With the Bluemix platform], the hours previously
spent on IT support are focused on the development
of our product.”
—Michael Garel, chief executive officer, eyeQ
Speeds development
with a resource-rich IBM® Bluemix™
catalog of apps, application
programming interfaces (APIs) and
software development kits (SDKs)
Solution component
• IBM® Bluemix™
SWP14114USEN-00
Reduces time to market
because developers focus on coding
instead of infrastructure maintenance
Promotes rapid growth
and gives the small IT team flexibility
to adapt to new client deliverables

11. 11
IBM Software Professional Services
Vivocha–Creates and deploys sales-generating tools
90 percent faster with the IBM Bluemix platform
The transformation: As a new company, Vivocha could not afford to
spend 3 – 6 months developing and deploying solutions for its online
retail customer base. With the resource-rich, flexible IBM® Bluemix™
platform, its developers use open source tools to analyze and
deploy tailored customer solutions using the cloud, helping close
consumer sales..
“Bluemix is a good platform to quickly and efficiently
experiment and test new rules and formulas.”
—Federico Pinna, chief technology officer (CTO)
and cofounder, Vivocha S.p.A.
90% improvement
in new solution deployment time using
cloud-based infrastructure
Solution component
• IBM® Bluemix™
Document number if slide is posted in MAM
10% – 25% increase
in online transactions completed with
timely, targeted customer contact
Offers fun and flexibility
That encourages developers to
experiment and create new solutions

12. Business Model Overview
Friction free adoption for developers
- 30 day trial – designed to allow testing of an entire
application on the platform
- Free tier for every service – encourages
experimentation of new services for applications
already running on Bluemix
Multiple Commitment Models
- Pay as you go – optimized for flexibility, no term
commitment
- Subscription – term based optimized for cost.
Discounted from pay as you go rates
Fully self service
- Zero to coding in < 5 minutes
- Credit card over the web
- Supported by inside and field sales – PO and ELA
inclusion
12 © 2014 IBM Corporation

13. 13
Pay as you go pricing
Brand June
GA
Services Preliminary / Proposed Prices (Pay as you Go) Free Allotment Competitor Price
AIM 7 1. Cloud Integration
(Derived from CastIron)
2. Liberty for Java
3. Node.js(with mobile
app template)
4. Data Cache
5. Session Cache
6. Push
7. Application Auto-
Scaling
1. $150/endpoint/month with maximum charge of
$750/month
2. $0.07 per GB per Hr
3. $0.07 per GB per Hr
4. $55 1GB, $155 5GB, $505 25GB per month
5. $55 1GB, $155 5GB, $505 25GB per month
6. $20.00 per million pushes
7. Free version
1. 5 simple
endpoints
2. 175 GB hr
3. 175 GB hr
4. 50 MB
Instance
5. 50 MB
Instance
6. 1 million
pushes
1. No direct competitor for level of service being
provided
2. $0.03 (Pivotal) - $0.10 per GB per Hr
(Heroku)
3. $0.03 (Pivotal) - $0.10 per GB per Hr
(Heroku)
4. $53/GB per month (Amazon) / $110/GB per
month (Azure)
5. $53/GB per month (Amazon) / $110/GB per
month (Azure)
6. $1.00 per million pushes (Amazon), $40 per
million (Azure), $50 per million (Parse)
7. Provided free by competitors
CPS 1 1. Open Source Runtimes 1. $0.07 per GB per Hr 1. n/a 1. $0.025 (Azure) - $0.10 (Heroku) per GB per
Hr
IM 5 1. Analytics Warehouse
2. Mobile Data
3. SQL Database
4. Cloudant NoSQ
Database
5. Time Series Database
Outbound Data
1. $50.00 per instance per month, 10 GB max
2. $1.00 per GB per month, $0.15/0.03 per 1K
heavy/light API calls
3. $30 per instance per month, 10 GB max
4. $1.00 per GB month, $0.15/0.03 per 1K
heavy/light API calls
5. $50.00 per instance per month, 10 GB max
Free to customer
1. 1 GB instance
2. 1 GB; 1 Million
API calls
3. 2GB instance,
TBD
transactions
4. 2GB, 50K
light, 10K
heavy
5. 1 GB instance
1. $2.77/hr ($2000/month) for 60GB cap
(HANA)
2. n/a
3. Azure $45.96 for 10GB cap. $14.96 for 2GB
4. Cloudant standalone: $1 per GB of data
volume, $0.015 per 100 write, $0.015 per 500
reads
5. $50/month, limit 250 series (Heroku Tempo
DB)
$0.11 / GB (Azure), $0.12 - $0.20 / GB
(AWS)
Rational 6 1. Mobile Quality
Assurance
2. Git Hosting
3. Web IDE
4. Continuous Integration
5. Continuous Delivery
Pipeline
6. Planning & Tracking
#2,3,6 Bluemix DevOps
1. $199 per app-platform (incl. 100 devices). $0.02
per addressable device
2. Free version
3. Free version
4. $0.05 per minute
5. $50.00 per application instance
6. $15 per user per app
1. 1 app up to 3
devices
2. n/a
3. n/a
4. 60 minutes
5. 2 application
instance
6. Public projects
1. $30-$300/month (Hockey App), $100-
$600/App/Month(Critercism)
2. n/a
3. n/a
4. $0.05 per minute, 60 free (MSFT VS Online)
5. n/a
6. $2-$6/month (Jira); $35/user/month (Rally)
$20-$60/user/mo (MSFT VS Online)
C&SI 2 1. Monitoring and
Analytics (including
Log Analysis)
2. Mobile Application
1. Free version
2. Free version
1. Availability &
perf.
Dashboard
2. n/a
1. New Relic on Pivotal ($0.03/GB/Hr), New
Relic on Heroku tiered pricing approx
$20/monthly avg dyno
2. $0.75 per device per month (Airwatch)

14. 14
Sam Garforth
@SamJGarforth
Cloud Architect
sgarforth@uk.ibm.com