© 2008 IBM Corporation

BI & Performance Management per il Mid Market

IBM Cognos

Agenda

� Attuale situazione del mercato BI e analisi Gartner

� BI e PM, gli strumenti per abilitare la New Intelligence

� Qualificazione delle opportunità e gestione delle obiezioni

Italian Middleware Market – 2Q09 at a glance

Rational market decreases by -14.3% @ actual .

IBM remains the mkt leader gaining 3.4 share pts. MS (#2) loses 0.3 share points

+3.4 pts

-0.3 pts

30.5%

9.4%

IBM 1st

MS 2nd

Rational

Websphere mkt grows by +0.8% @ actual .

IBM is the clear market leader with a deep distance vs competitors. Oracle ranks #2 and gains share points

+2.5 pts

+0.8 pts

37.1%

10.8%

IBM 1st

Oracle 2nd

Websphere

Info Mgmt market decreases by -9.9% @ actual .

IBM maintains the leadership and gains 1.2 share points. Oracle keeps the 2nd position slightly losing share

+1.2 pts

-0.6 pts

22.7%

16.8%

IBM 1st

Oracle 2nd

Information Management

Tivoli market is decreasing by -14.1% @ actual.

IBM leads the market with 15.5% mkt share and gains 2.2 pts. EMC ranks #2 and loses share

+2.2 pts

-1.3 pts

15.5%

11.0%

IBM 1st

EMC 2nd

Tivoli

The Workplace market decreases by -11.2% @ actual.

IBM has the leadership and gains share points, MS ranks #2 and loses share points

+0.5 pts

-0.8 pts

29.1%

28.6%

IBM 1st

MS 2nd

Workplace

Total Middleware market is decreasing (*).

IBM continues to lead the market and gains share. Oracle has the #2 position and slightly gains share points

+2.1 pts

+0.1 pts

24.7% (**)

9.8%

IBM 1st

Oracle 2nd

Middleware

CommentsShare MoveMKT SharePosition (and trend vs 2Q08)

Source: IDC Software Tracker 2Q09

• (*) Total market value 781,12 million $ (-9.7% Y/Y @actual)• (**) Total IBM revenue 2Q09 192,94 million $

Qualcosa è cambiato...

� Piani e budget costruiti nel 2008

completamente da rifare

� Siamo costretti a uscire dalla nostra

‘Confort Zone’ (sfera di confidenza)

� Grossa difficoltà nell’identificare punti

fermi su cui costruire un modello di

controllo e pianificazione

� Limitata sensibilità sul business da

parte di imprenditori ed esperti del

mercato

Alcuni fattori di incertezza:

Petrolio / Materie prime

Erogazione del credito

Mercato immobiliare

Mercati finanziari

BusinessOptimization

Customer & ProductProfitability

Multi-channelMarketing…

Workforce Optimization

Dynamic Supply Chain

Financial Risk Insight

Business Intelligence

Pianificazione, Budgeting

Bilancio consolidato

Modelli verticali

Three Questions that Drive Performance

How are we doing? Why?What should

we be doing?

8

Why?

9

How are we doing?

How are we doing?

What should

we be doing?

How are we doing? Why?What should

we be doing?

Three Questions that Drive Performance

Three Questions that Drive Performance

IT

SALES

MARKETING

CUSTOMERSERVICE

HR

OPERATIONS

PRODUCTDEVELOPMENT

FINANCE

Why?How are we doing?

What should

we be doing?

10

Performance Management Capabilities

IT

SALES

MARKETING

CUSTOMERSERVICE

HR

OPERATIONS

PRODUCTDEVELOPMENT

FINANCE

Measuring &Monitoring

Reporting &Analysis

Planning

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IT

SALES

MARKETING

CUSTOMERSERVICE

HR

OPERATIONS

PRODUCTDEVELOPMENT

FINANCE

The Performance Management JourneyPerformance Management Capabilities Across the Organization

12

How are we doing?

Scorecard or dashboard shows On Time Shipments below plan

How are we doing?

13

How are we doing?How are we doing?

Report shows production bottleneck due to Material Shortage

Why?

How are we doing?How are we doing? Why?

Demand Volume is reviewed and Plant Production Plan is adjusted to remove bottleneck

What should

we be doing?

15

Warehouses (Relational & OLAP)

Transaction Systems

Flat, Legacy or Modern

ExternalSources

Come stiamo andando? Perchè? Cosa dovremmo fare?

Le basi del Performance Management

ITSALES MARKETING HROPERATIONSPRODUCTDEVELOPMENT

FINANCE

IBM Cognos 8

� Unico fornitore ad offrire l’interagamma delle funzioni BI e PM suuna singola architettura

� L’unico strumento con un singololivello di metadati che assicuraconsistenza nei risultati daqualunque sorgente

� Interfaccia 100% web per utenti, sviluppatori, amministratori

Tutte le funzioni di BI in un’unica interfaccia

� Query

� Analisi

� Reporting

� Alert, Gestione eventi

� KPI, Dashboard,

Scorecard

Controllo in “real time”

�Visibilità istantanea– Metriche e KPI sempre aggiornati– Singola vista tra sistemi multipli

�Autonomia dell’utente– Regole e allarmi personali– Percorso guidato per analisi di dettaglio

�Gestione delle eccezioni– Scelta delle modalità di alert e priorità– Funzioni grafiche di controllo visuale

�Collaborazione– Gerarchia di intervento– Funzioni di integrazione con sistemiesterni

PLANS & FORECASTS

AllineamentiTop-Down& Bottom-Up

Forecasts in tempo e significativi

Connessione tra i modelli di Planning

IBM Cognos 8 Planning è il

software integrato per

attività di previsione,

budgeting e pianificazione

con un elevato livello di

partecipazione per

introdurre la gestione della

performance nell’impresa

IBM Cognos 8 Planning

21

Pianificazione costi IT Spese Progettuali Annuali – IBM Cognos Planning

� Pianificazione pluriennale delle spese operative annuali

� Calcolo mensilizzato automatico

Pianificazione costi ITPianificazione del personale – IBM Cognos Planning

Pianificazione costi IT Confronto actual / budget personale – IBM Cognos 8 BI

Innovation Center

� Contribuisce alla definizione delle soluzioni verticaliper tipologia di cliente: Performance Blueprint

� Fondato nel giugno 2004

� Obiettivi:

– far progredire la conoscenza di tecniche consolidate di pianificazione e gestione delle performance, tecnologie e pratiche correnti

– accelerare l’adozione, ridurre i rischi e massimizzare gli effetti delle pratiche di gestione delle performance abilitate dalla tecnologia

� Basato sulla collaborazione con esperti di pianificazione, gestione e tecnologia

� Luogo di incontro tra clienti Cognos, docenti universitari, analisti di mercato e altre entità

� http://www.cognos.com/innovationcenter/

25

Industry solutions based on proven practices that

accelerate customer success

• Risk-adjusted profitability

• Branch Performance…

• Municipal Performance Management

• Program objective memorandum for defence…

PHARMA

• Sales and operational planning

• Trade promotion management

• Supply chain visibility…

• Store operations planning

• Retail financial workbench

• Store development…

• Sample allocation• Clinical trial forecasting…

BANKING

GOVERNMENTMANUFACTURING

RETAIL

• Operational excellence for underwriting & claims

• Product Performance….

INSURANCE

I Player di mercato e le acquisizioni

Business Intelligence Performance Management

IBM Cognos 8 BI Cognos 8 Planning, Controller

SAP Business Objects SRC / Outlooksoft / Cartesis

Oracle BI Suite Hyperion

SAS SAS

Microstrategy

QlikView

Board

* Da rivedere sulla componente data mining (SPSS) – fine 2009

The new IBM Cognos 8 BI MidMarket Reporting Packages offer midsize organizations an affordable, single, Web-based solution for all components of the reporting lifecycle: managed reports, ad-hoc reports, and transactional, operational, production, and statement-style reports. These reports can be authored once and consumed anywhere, and are adaptable to any data source.

CFO/CEO Client Pain points

� Decision makers unable to access the information they need, whenand how they need it

� According to a recent Accenture survey: 47% of users don't have confidence in their information and 59% say they missed information they should have used

� 42% of managers use wrong information at least once a week

� Managers waste 2 hours per day searching for information

� 95% of the typical workforce does not understand the strategy

Client Profile: 100 employees or moreTarget audience: IT, Office of Finance, LOB functional areas and C-Level Execs Target industries: Financial Services, Life Sciences, Public Sector, Retail, and Manufacturing

Value Prop for the CFO/CEO : Companies are looking to gain more insight into their customers, operations, products/services, and employees to make better business decisions to deliver superior service to their customers - providing them with a competitive advantage and effective margins. Companies are experiencing costs reduction in the range of 10% - 50%. According to various ROI Case Studies performed by independent analyst firm, Nucleus Research, many Cognos customers achieved positive ROI from their Cognos deployment through increased productivity and revenues and reduced operational costs, the Payback period is around 3.5 months.

Value Prop for the CIO:. aiming to transform decision making by evolving from simply analyzing historical data to predicting the future performance. CIOs are looking for more efficient and effective ways to leverage all of their data assets to provide the business with timely access to business information for better decision making and to improve business productivity. According to an external analyst firm, high percentage of Cognos customers completed their deployment on schedule and within budget

CIO Client Pain points

� IT is the bottleneck for report creation. Existing tools don't easily

allow business users to get access and interact with their own reports

and analysis

� Information is needed from multiple, silo’ed data sources and

systems.

� Increasing number of mixed applications with all types of data. Rising

data volumes and ever-increasing data requests.

� BI costly tools that are not realizing full ROI

Typical Project US$20K for 20 users and US$45K for 50 users. To enable MM customers to get started now and within their budgets we have introduced 2 new reporting packages for 20 or 50 users - Includes 20/50 Report Users with rights to Adhoc Query along with rights to consume any Report Content and 1 Cognos Reporting Administrator to administer and setup the reporting environment and provide more advanced reporting capability

Competition: Microsoft, Oracle, SAP (Business Objects which includes Crystal Reports). IBM Advantages: IBM Cognos 8 BI Reporting provides the most comprehensive reporting solution in a single product. Open and adaptive solution that leverages an organization’s ERP, packaged applications, database and IT investments.

Conversation Starters with CFO/CEO•In a recent survey by Accenture, 59% of business users don't have access to the information they need when they need it. When they do, they often lack confidence in it and consequently make decisions using incorrect/incomplete information or ignore the information in decision making

Conversation Starters with CIO•Business Intelligence is the #1 agenda item over CIOsfor the third straight year, as cited by Gartner as organizations look to turn their data into information to provide the business with timely access to this information for improved decision making…Best revenue making decisions, the best cost saving decisions and the decisions to make the most of your assets

Customer Stories :• Capital Services Group achieved a significant decrease in IT time and reduced their reporting process from days to hours. • US Lumber $100K Savings . Achieved easy access to data, flexibility in reporting, and analysis on-the-fly for more accurate decision-making and increased customer satisfaction.

• Creativity improved their ability to supply North America's largest retailers by consolidating data, reports, and metrics into a portal for the supply chain team

Words to Listen For: Look for strategic projects, investments, and buzzwords: •IT Projects: Business Intelligence, IT standardization, data warehouse, data quality •Business Initiatives: Sales reporting, expense management, asset management, scorecards and strategy management, quality initiatives, extranet reporting, and compliance. •BI Buzzwords: Reporting, Dashboards, Scorecards, Analysis, Information delivery, data visualization, slice-and-dice, OLAP, strategy management

Additional InformationContacts: askcognos@us.ibm.comHelpful Websites: SMB Resource Center, Cognos Reporting External Resource Center Sales Support: Customer presentation, Prospecting Script, e-Contact

Prospecting Launch Calls

Aug 28 - 9:30 AM CET - Optimizing Working CapitalSept 4 - 9:30 AM CET - Customer and Product ProfitabilitSept 11 - 9:30 AM CET- Retail Store Operations Planning / Merchandise PlanningOct 9 - 3:30 PM CET - Supply Chain Performance Optimization

http://w3-103.ibm.com/software/xl/portal/viewcontent?type=doc&srcID=XT&docID=F426509A47303L42

The Dates, Times and Topics for the Prospecting Launch Calls are as follows: