IBM WebSphere Application Server Solution Bundles Marketing and Sales Guide

Transcription

1 IBM Soltion Bndles Marketing and Sales Gide Using the approach to deliver complete e-bsiness soltions. enter

2 IBM Soltion Bndles Marketing and Sales Gide The IBM commitment to sales enablement has always been stalwart. And now more than ever, IBM can provide greater spport with an integrated and cohesive campaign of IBM awareness activities, demand-generation programs and marketing materials. The prpose of the IBM Soltion Bndles Marketing and Sales Gide is to enhance marketing and sales sales-spport efforts for IBM Sales Enablement. One of two channel-ready docments that comprise the IBM Soltion Bndles for Sales Enablement, this gide will serve as yor information depot. It contains a directory of key enablement tools, materials and resorces needed to spport yor soltion bndles selling efforts. Yor feed abot this marketing and sales gide is encoraged. Please send yor comments or sggestions to: Soltion Bndles Enablement. The IBM commitment to sales enablement has always been stalwart. And now more than ever, IBM can provide greater spport with an integrated and cohesive campaign of IBM awareness activities, demand-generation programs and marketing materials. These materials, which inclde this sales and marketing gide cover the breadth of IBM technology, prodcts, sales and technical spport. The soltion bndles consist of a technical implementation gide (IBM Application Server Soltion Bndles Technical Implementation Gide) and this marketing and sales gide, both of which are specifically designed to generate cross-channel, sales enablement deliverables. This set of integrated docments lets IBM sales representatives and IBM Bsiness Partners have direct access to more soltions and soltion skills. 2

3 IBM Soltion Bndles Marketing and Sales Gide The soltion bndles can help yo achieve the following reslts: This gide will serve as yor information depot. It contains a directory of key enablement tools, materials and resorces needed to spport yor Application Server soltion bndles selling efforts. Speed the selling process and accelerate implementation, helping to shorten the sales cycle Help constrct soltions that will help yo meet yor revene objectives Improve the qality of configrations with system-assred commitment from IBM (A system-assred soltion is a collection of all integrated hardware and software components that have been installed and integrated in a tested environment. This approach provides an excellent starting point for individals responsible for implementing a total soltion). The IBM sales enablement strategy is simple: Employ. This means offering yor cstomers all the prodcts and services they need to sccessflly achieve the bsiness goals that drive their prchasing decisions. Most important, IBM sales enablement brings together the necessary elements to provide a soltion that resolves cstomers e-bsiness isses, inclding: Core technology, prodcts and services The vale-add of ongoing spport Third-party prodcts and services The goal of the marketing and sales gide is to se this strategy to optimize yor prodctivity and let yo focs on meeting yor sales objectives. It also helps yo establish a bying vision with yor cstomers instead of searching for sales-spport materials and other resorces. The marketing and sales gide is intended for se by IBM Bsiness Partners, IBM software sales specialists, sales representatives, software accont managers (SAMs) and other IT professionals. Users shold have a base knowledge of IBM, Version 4.0, IBM Bsiness Integration portfolio (which incldes the IBM MQ family of prodcts), IBM CrossWorlds prodcts and IBM DB2 Universal Database. 3

4 IBM Soltion Bndles Marketing and Sales Gide The IBM sales enablement strategy is simple: Employ. The objective of this gide is to focs on soltions available for yo to sell today. However, brief references are made to, Version 5.0, which was annonced in May 2002 and is not yet generally available. Most configrations of Application Server are discssed in this gide except IBM for z/os. The following configrations will be covered: Version 4.0 Advanced Single Server Edition Advanced Edition Enterprise Edition Version 5.0 Enterprise - Express 4

5 IBM Soltion Bndles Marketing and Sales Gide This gide and soltion bndles The goal of the marketing and sales gide is to se this strategy to optimize yor prodctivity and let yo focs on meeting yor sales objectives. The IBM Soltion Bndles Marketing and Sales Gide is a combination yellow pages-style directory and qick reference gide that provides a broad overview of software sales and marketing spport for all IBM sales channels, inclding IBM sales representatives and Bsiness Partners. Yo ll also receive a complete directory of marketing programs, training, edcational, spport and materials yo need to maximize yor prodctivity. And becase a high percentage of bying decisions are made by both line-ofbsiness (LOB) and IT professionals, this gide helps yo address the isses and needs of these adiences. This gide contains navigational links and an easy-to-follow roadmap to help yo qickly identify and access an extensive range of materials, repositories and resorces that yo ll need to work with throghot the soltion bndles sales cycle, inclding: Recognizing the market and cstomer opportnity Understanding and listening to cstomer pains Being prepared to tell the cstomer why choose IBM software Following the call to action Knowing, Version 4.0 basics Developing yor proposal Leveraging the enablement components yo ll need to engage cstomers Leveraging the right contacts Knowing where to go for sales, technical and services spport Making sre that yo re cstomer-ready by reviewing yor soltion bndles checklist 5

6 IBM Soltion Bndles Marketing and Sales Gide This gide and soltion bndles Show yor cstomers how their enterprises can rapidly and efficiently respond and adapt to shifting demands of e-bsiness with software. How this gide fits in with soltion bndles Establishing a soltion bndles bying vision with yor cstomers begins by helping them nderstand that dynamic e-bsiness means adapting bsiness processes and associated systems to spport changing strategies and tactics. And, that as their e-bsiness grows, the IT infrastrctre that spports it mst also grow in speed and complexity. It s also crcial that yor dialoge with cstomers addresses how a soltion offering can solve bsiness problems from their perspective not from an IBM perspective. $ fondation Doing e-bsiness better $ Doing e-bsiness better with prodct offering strategy $ $ Cstomer loyalty $ $$ $ $$ $ $ $ $ Leverage the Web $ $ $ Integrate and extend $ Yor next step is to show yor cstomers how their enterprises can rapidly and efficiently $ respond and adapt to shifting demands of e-bsiness with software. And becase is the fondation of the software platform, moving to this single application-server family provides cstomers with a single soltion that will enable their e-bsiness to have optimm control needed to gain a flexible and scalable infrastrctre. The call to action section provides frther details abot how to drive yor cstomers interest. $ This sales and marketing gide shows yo how to streamline and optimize yor ability to achieve yor sales sccess story from identifying the opportnity to closing the sale and implementing the soltion. Marketing and sales gide IBM programs, edcation and training Seminar soltions Co-marketing opportnities for trading partners Marketing spport Technical mentoring Web resorces Enablement components Opportnity analysis Implementation gide Docmented tested environment and configration Software fixes matrix Sample configrations target platform Performance gidelines Installation hints and tips Selected scripts Sizing information Edcation and spport strctre 6

7 IBM Soltion Bndles Marketing and Sales Gide Using the soltion bndles approach Why the soltion bndles concept was developed Soltion bndles provide sales and technical edcation Cstomer opportnities The soltion bndles concept provides a comprehensive approach to promoting IBM technology and selling IBM prodcts. The soltion bndles concept provides a comprehensive approach to promoting IBM technology and selling IBM prodcts. It incorporates all the elements yor cstomer needs to achieve the bsiness goal that will drive the prchase decision, inclding: Design and configration Implementation OEM prodcts pls services and ongoing spport Using the soltion bndles approach The soltion bndles methodology gives yo a complete reference system to spport a working, system-assred soltion that can enable rapid implementation and deployment. The methodology incldes channel-ready docmentation (in the form of this marketing and sales gide) and the technical gide. The marketing and sales gide featres a strategic approach to help yo discover the right opportnity and to engage yor cstomers to establish a bying vision based on their companies stage of e-bsiness process development. The technical gide simplifies planning and implementation of IBM Bsiness Partners and ISV e-bsiness applications that are enabled for. The technical gide lets yo review and execte a step-by-step set of instrctions, inclding the setp and configration of and the design and development of an e-bsiness application deployed on Microsoft Windows 2000 and IBM AIX systems. Additional information abot performance gidelines, sizing, edcation and spport is inclded to help cstomers better nderstand and manage their software e-bsiness soltions. Whole prodct marketing concept Installing and debgging Training and spport Best practices System integration trading partners whole prodct marketing concept Demos and free sample code Recent references by prodct and indstry Complementary Application Server SW Hardware packages ISV trading partners 7

8 IBM Soltion Bndles Marketing and Sales Gide Using the soltion bndles approach Why the soltion bndles concept was developed Soltion bndles provide sales and technical edcation Cstomer opportnities Why the soltion bndle concept was developed Unlike an offering that reqires many components, the soltion bndle concept is straightforward bt addresses potentially complex bsiness integration isses and can help shorten the sell cycle. Other offerings can have lengthy sell and implementation cycles, in addition to a shortage of available skills in the channel arond this soltion. The soltion bndle is defined in the following list. Completely tested detail bndles inclde: System assred Part nmbers (inclding non-ibm components) Base reqirements for code levels, program temporary fixes (PTFs) and more Flfillment process docmented tools primary bndles with soltion scenarios Express, Version 5.0 Advanced Edition, Version 4.0 Enterprise Edition, Version 4.0 Channel-ready docmentation Sales and marketing gide Integration and implementation gide 8

9 IBM Soltion Bndles Marketing and Sales Gide Using the soltion bndles approach Why the soltion bndles concept was developed Soltion bndles provide sales and technical edcation Cstomer opportnities Soltion bndles provide sales and technical edcation Soltion bndles generate benefits for IBM cstomers, IBM Bsiness Partners and IBM 2001 Momentm The prize for the most impressive growth was IBM... an astronomic increase in sage... market dynamics spport an increasingly bright ftre for. IDC Cstomer benefits System sizing and infrastrctre planning is simplified Hardware and software system assred by IBM Initial basic configration docmented Ot-of-box experience simplifies overall cstomer experience IBM Bsiness Partner benefits Complex infrastrctre is simplified Overall soltion options clarified Gains additional indstry-specific knowledge Cstomer relationship/inflencer Redces installation and spport costs Consistent delivery worldwide base on IBM configrations Well-defined hand-off process IBM benefits Simplifies spport Expands and accelerates channel and market reach Shortens sales cycles Provides sales with a simplified view of offerings Cstomer opportnities is an award-winning IBM prodct that has been chosen by many large enterprises to implement their complex technology soltions. IBM is a leader in creation and development of new standards, as well as adoption of emerging indstry standards, shown by the early development and adoption of Web services in. The platform strategy is focsed on bilding an ecosystem of complementary prodcts that encompasses software and Bsiness Partner prodcts. This strategy allows software to capitalize on its strength as a member of the IBM family of prodcts and to se this position to gain vantage points. The software portfolio also provides a global podim that showcases IBM Bsiness Partner prodcts rnning on the platform. With the Technology for Developers preview program, ISVs have access to new Java 2 Platform, Enterprise Edition (J2EE)-compatible technology faster, and the special developers licensing terms for has made migration to the platform more appealing to ISVs. 9

10 IBM Soltion Bndles Marketing and Sales Gide The crrent server market Recognizing cstomer needs, pains and reqirements Identifying yor cstomer s stage of e-bsiness In 2002 the applicationserving market represents a mltibillion-dollar opportnity that will contine to increase in provides the infrastrctre to view, interact with and pdate bsiness data throgh the Internet. The market reflects this demand becase throghot 2001 and for most of 2002, it has been primarily application-server based. Vendors are attempting to meet these needs by deploying a variety of technologies. And althogh application servers have always been sed for bsiness integration, the demand for a higher level of integration capabilities has increased significantly in the last two years. Recognizing that bsiness integration is a cstomers single most important IT bsiness need today, IBM is responding to companies across all indstry sectors to address the need for integration soltions that enable bsinesses to rn more efficiently and emerge financially stronger. Regardless of the integration challenges a company faces, software makes real bsiness benefits possible with a comprehensive integration portfolio that will help impact bottom line. This market category incldes application servers ranging from Apache Web Server, Microsoft IIS, BEA WebLogic and Advanced Edition to the most sophisticated prodcts like BEA Txedo and Enterprise Edition. The crrent server market In 2002 the application-serving market represents a mltibillion-dollar opportnity that will contine to increase in The Web application-server market contines to present a bright ftre, and with its crrent fnction and strategic plans is well positioned to take advantage of that market. For more information abot cstomer testimonials and analysts qotes from Giga, Gartner, META Grop and Forrester, visit the Analyst InSight Web site. IBM Bsiness Partners can access Analyst InSight throgh the Innovation Connection Web Site. IBM sales representatives can visit the sales and spport intranet site. Many cstomers have serios integration problems, and they are prepared to invest a considerable amont of money to solve them. In fact, integration has become a top strategic priority; indstry analysts indicate that bsinesses spend nearly 40 percent of their annal IT bdgets on integration. 10

11 IBM Soltion Bndles Marketing and Sales Gide The crrent server market Recognizing cstomer needs, pains and reqirements Identifying yor cstomer s stage of e-bsiness Today, cstomers will spend between seven and nine dollars on integration for every dollar of applications prchased. A Giga Information Grop report from December 2001 indicates that the strongest areas of IT spending in 2002 will inclde application serving and integration. With software, IBM offers a high-end application server and tools fondation that combine application serving and integration into a nified offering that reflects cstomer-spending patterns. Today, cstomers will spend between seven and nine dollars on integration for every dollar of applications prchased. IBM estimates that resing existing assets rather than developing new ones cts integration costs by 80 percent. Potential sales opportnities inclde cstomers who: See vale in a services-oriented architectre to facilitate integration and rese Need strong integration between new J2EE technology-based applications and existing assets Plan to bild integration-oriented J2EE technology-based applications and who are challenged by competitive and rapidly changing marketplaces Reqire high levels of flexibility and prodctivity in leveraging existing IT investments Seek leading-edge integration fnctionality based on J2EE technology Reqire spport for large, high-volme and reliable deployments on integration projects Recognizing cstomer needs, pains and reqirements The vantage points yo gain with soltion bndles are obtained by resolving bsiness problems from yor cstomers soltion viewpoint. The strategy is to sell IBM technology that focses on the whole prodct concept. Start with the stages of e-bsiness adoption and soltion scenarios that map to varios cstomer pains from a bsiness consltative perspective, shown in these figres. It s important to recognize the drivers associated with each stage: e-bsiness transaction Internal process integration External process integration Dynamic e-bsiness Stages of e-bsiness adoption advanced early a integrating a 0 I II III IV V Access Pblish Transact Integrate Family Integrate Externally Adapt Dynamically a Integrating 15% Early 80% Advanced 5% % of adoption by stages 11

12 IBM Soltion Bndles Marketing and Sales Gide The crrent server market Recognizing cstomer needs, pains and reqirements Identifying yor cstomer s stage of e-bsiness The following table illstrates a qick and easy way to identify cstomer needs, pains and reqirements: Cstomer needs To develop, integrate and pdate applications qickly to stay competitive in a dynamic market. To have control over infrastrctre so that cstomers can choose how the bsiness will respond to the changing marketplace. To leverage and integrate previos investments in applications and IT skills. A prodctive test and evalation environment, optimized for developers. Cstomer pains Application bilds take too long, and by the time the bild is done, the market reqires something else. At that point, the applications become obsolete and don t work well with legacy applications. And as bsiness needs evolve, these applications become difficlt to pdate. Existing hardware, network and applications were adeqate yesterday, bt they do not address today s bsiness conditions. To correct the sitation means replacing existing hardware and rewriting applications. By that time the market will have changed. As soon as employees are thoroghly trained on a vendor s proprietary technology, they can leave. Becase those IT skills aren t readily available and the application cannot easily be maintained, the application development cycle has to start all over again. Identifying the tools a cstomer needs to develop and test applications is expensive. Many tools make it difficlt to develop and test qickly. And many vendors don t allow cstomers to evalate the fll-fnction version of their offerings before a cstomer invests significant dollars in their prodct. Cstomer reqirements To be able to write and deploy applications qickly, before the market changes and renders them obsolete. These applications need to work with existing applications and those of trading partners, withot psetting any existing bsiness processes. Cstomers mst be able to pdate those applications as qickly as the market conditions dictate. To have adaptable and flexible hardware, network and applications that can grow qickly as bsiness conditions change. To be able to protect, retain and effectively leverage the skilled employee base and the significant investment it represents. To be able to evalate, develop and test with integrated tool spport and evalate at low cost on fll application server fnction with integrated tool spport. 12

13 IBM Soltion Bndles Marketing and Sales Gide The crrent server market Recognizing cstomer needs, pains and reqirements Identifying yor cstomer s stage of e-bsiness Identifying yor cstomer s stage of e-bsiness The following scenarios illstrate varios techniqes to meet the needs of yor cstomers. This figre discsses the drivers to dynamic e-bsiness. Dynamic e-bsiness Adapt dynamically Asynchronos processes Free market of Web Services provides ongoing innovation External process integration Internal process Integration e-bsiness transactions Execte new bsiness models across Virtal Enterprises Bondary spanning information systems across spply chain create bsiness agility Improve cstomer relationships, satisfaction Break down organizational silos Integrate applications Atomate and manage bsiness processes Move from paper and fax operations to online transactions Reach new markets Increase effectiveness of crrent channels (for example, brick-and-mortar channels) Scenario 1: Getting started in e-bsiness This stage applies to cstomers who are jst getting started or who are moving from stage 1 to stage 2 of e-bsiness adoption. Express, Version 5.0 contains everything yor cstomers need to qickly bild and rn a dynamic Web site. will generate immediate retrn on investment (ROI) by tilizing a cstomer s existing IT resorces and skill base. Offering name Target adience Adience profile Core prodcts Optional prodcts Getting started in e-bsiness Primary adience is small to medim-size bsinesses (SMB) Secondary adience is IT department in large enterprises (based on e-bsiness stages of adoption) Cstomers jst getting started or cstomers moving from stage 1 to stage 2 of e-bsiness adoption (based on freqency in the bying vision) StartNow IBM ~ iseries systems IBM for ~ iseries Developer Stdio and Client Access (based on cstomer pains) Application Server, Version Express Application Server, Version 4.0 Advanced Edition 13

14 IBM Soltion Bndles Marketing and Sales Gide The crrent server market Recognizing cstomer needs, pains and reqirements Identifying yor cstomer s stage of e-bsiness Scenario 2: Dynamic e-bsiness Used in the phase of e-bsiness adoption, dynamic e-bsiness means bilding Web applications that inclde integration to a relational database, which sally reqires a single-server environment. is a market-leading J2EE-compatible application server (J2EE 1.2 for Version 4 and J2EE 1.3 for Version 5.0) that delivers the highest qality of service and flexible deployment options. Cstomers can improve time-to-vale by bilding new integration-ready applications that leverage their existing software assets. Offering name Target adience Adience profile Core prodcts Optional prodcts Dynamic e-bsiness Primary target adience is large and SMB (based on e-bsiness stages of adoption) (based on freqency in the bying vision) (based on cstomer pains) Cstomers and ISVs that need infrastrctre pon which to bild dynamic and transactional applications (stage 2) Application Server Advanced Edition IBM Stdio Application Developer IBM DB2 Universal Database IBM Content Manager IBM Personalization offering IBM Portal offering IBM Edge Server IBM Site Analyzer 14

15 IBM Soltion Bndles Marketing and Sales Gide The crrent server market Recognizing cstomer needs, pains and reqirements Identifying yor cstomer s stage of e-bsiness Scenario 3: A high-volme Web site The cstomer s bsiness reqirement is to have rapid transactions that are handled and prioritized by sage and type of information needed. The soltion shold provide a garanteed response time, regardless of the nmber of sers and sage time period. is an indstry-leading J2EE technology-based application server that provides yor cstomer high performance at lowest cost, deploying, integrating and managing highly available e-bsiness applications. helps yo to bild cstomer loyalty and avoid costly downtime by allowing yor cstomers to rely on yor bsiness that delivers 24X7 reliability. Offering name Target adience Adience profile Core prodcts Optional prodcts High-volme Web site Primary adience is the large enterprise (based on e-bsiness stages of adoption) (based on freqency in the bying vision) (based on cstomer pains) Cstomers in stage 2 throgh 4 of e-bsiness adoption that reqire a high-performance, scalable infrastrctre Application Server Advanced Edition, Version 4.0 Stdio Application Developer DB2 Universal Database Portal Personalization offering IBM Edge Server 15

16 IBM Soltion Bndles Marketing and Sales Gide The crrent server market Recognizing cstomer needs, pains and reqirements Identifying yor cstomer s stage of e-bsiness Scenario 4: Enhancing yor e-bsiness with Web services The cstomer needs integration with -end systems and application architectres that are reqired to interact with disparate environments, operating systems and hardware. Leadingedge e-bsiness cstomers often have this bsiness reqirement. is the only J2EE technology-based application server offering a complete Web services soltion to deploy, integrate and manage application assets across platforms and application frameworks. Prodcts and services can get to market faster by qickly designing new applications that are ready to be integrated as Web services, secrely leveraging existing internal assets or assets available throgh trading partners. Offering name Target adience Adience profile Core prodcts Optional prodcts Enhancing yor e-bsiness with Web services Primary adience is the large enterprise and SMB (based on e-bsiness stages of adoption) Cstomers in e-bsiness adoption stages 3 or 4, reqiring internal and trading partner applications integration to existing -end sweetsystems (based on freqency in the bying vision) Application Server Advanced Edition or Enterprise Edition Stdio Application Developer Integration Edition DB2 Universal Database (based on cstomer pains) IBM Web services IBM MQSeries Integrator IBM CrossWorlds software Host Integration Edge Server 16

17 IBM Soltion Bndles Marketing and Sales Gide The crrent server market Recognizing cstomer needs, pains and reqirements Identifying yor cstomer s stage of e-bsiness Scenario 5: Enterprise modernization and integration This scenario pertains to the cstomer s need to integrate existing core bsiness assets with the new J2EE technology-based e-bsiness environment by extending the life of those assets. Accomplished by qickly bilding new, flexible e-bsiness applications that easily integrate with existing assets sch as message-oriented middleware, Common Object Reqest Broker Architectre (CORBA) assets and Microsoft assets. Yo can provide yor cstomer with a richly integrated development environment with Stdio Application Developer Integration Edition, Version 5.0. Seamlessly integrated with Enterprise, Version 5.0, it provides the ability to bild and deploy complex e-bsiness integration applications qickly and easily. Stdio Application Developer complements key technologies in Enterprise, Version 5.0 and provides: Top-down development that lets an application designer create a skeleton flow that choreographs events in an application withot worrying abot the nderlying implementation Accelerated development sing visal workflow to bild and integrate applications Application interactions and dynamic workflows that are easily composed and choreographed Redction in time and complexity normally reqired to integrate with -end systems Redced development time by taking advantage of the latest innovations in J2EE technology Simplified development by creating services ot of yor software components 17

18 IBM Soltion Bndles Marketing and Sales Gide The crrent server market Recognizing cstomer needs, pains and reqirements Identifying yor cstomer s stage of e-bsiness IBM Stdio Application Developer Integration Edition for Windows, Version 5.0 accelerates development by sing visal workflow to bild and integrate yor applications. Using Application Developer Integration Edition, yo can: Easily compose and choreograph application interactions and dynamic workflows among J2EE components, Web services, existing applications and ser interactions Redce the time and complexity normally reqired to integrate with -end systems by rapidly bilding JCA technology-based application adapters that make it easy to rese yor existing end assets Simplify development by creating services from yor software components and then sing intitive drag-and-drop tools to visally choreograph the flow of information between services withot having to change the nderlying implementation Dramatically ct development time by sing Stdio Application Developer Integration Edition in conjnction with Enterprise to take advantage of the latest innovations in J2EE technology, sch as transactional coordination and compensation spport 18

19 IBM Soltion Bndles Marketing and Sales Gide The crrent server market Recognizing cstomer needs, pains and reqirements Identifying yor cstomer s stage of e-bsiness New featres in Stdio Application Developer Integration Edition, Version 5.0 inclde: Extended messaging Application level workflow enhancements User interaction Event triggering Compensation pairs Visal flow debgger Improved falt handling Top-down development Spport for Linx and Microsoft Windows XP Enterprise, Version 5.0 lets yor cstomer s IT team simplify the integration of heterogeneos applications and assets with a powerfl integration framework and realize a higher ROI and increased profitability. These offerings allow cstomers to move their bsiness to the next level of e-bsiness. Offering name Target adience Adience profile Core prodcts Enterprise modernization and integration Primary adience is medim or large enterprise Extend existing applications to the Web Lack of integration in legacy systems Will se Internet standards to existing -end systems (based on freqency in the bying vision) Platform affinity: Application Server Enterprise Edition Stdio Application Developer Integration Edition Stdio Enterprise Developer IBM z/os systems with appropriate adapters IBM for ~ iseries 19

20 IBM Soltion Bndles Marketing and Sales Gide The crrent server market Recognizing cstomer needs, pains and reqirements Identifying yor cstomer s stage of e-bsiness Scenario 6: Enhance ROI throgh improved programmer prodctivity This soltion offers yor cstomers the flexibility reqired to compete in the dynamic e-bsiness environment. The bsiness reqirement to lower development costs by increased programmer prodctivity lets their company obtain the same amont of prodctivity with fewer resorces. By writing soltions qicker, cstomers can adjst to changing e-bsiness market conditions by creating innovative soltions, increasing revene and getting a higher ROI. Enterprise spports the ability to create new applications with flexible, intra-application flows and patterns that can be changed dynamically. These capabilities help simplify bsiness processes by rapidly defining them as a seqence of steps that tilize resorces and execte directly in applications and organizations. Developers can qickly bild, deploy and manage complex, atomated bsiness processes. It lets yor cstomer manage the complexity of bilding and deploying enterprise applications throgh visal and logical process-flow capabilities. Offering name Target adience Adience profile Core prodcts Optional prodcts Enhance ROI throgh improved programmer prodctivity Primary adience is the large and very large enterprise (based on e-bsiness stages of adoption) Cstomers in stages 3 and 4 of e-bsiness adoption who need to realize high ROI, with constrained development bdget (based on freqency in the bying vision) Application Server Advanced Edition or Enterprise Edition (based on cstomer pains) Stdio Application Developer and Stdio Application Developer Integration Edition 20

21 IBM Soltion Bndles Marketing and Sales Gide The crrent server market Recognizing cstomer needs, pains and reqirements Identifying yor cstomer s stage of e-bsiness We achieved a fll B2B integration at Hewitt sing advanced open standards technologies rnning on Websphere. And we did it nder five months. We estimate it wold have dobles the content time involved if we had bilt all the pieces from scratch. Tim Hilgenberg, Chief Technology Strategist, Bsiness Logic Corp Scenario 7: Accelerating enterprise application development Bilding sophisticated enterprise applications in today s bsiness environment is demanding reqiring major resorces to design, bild and maintain them. The bsiness logic nderlying these applications introdces an nprecedented level of technical complexity to the development process. If yo can accelerate and simplify the way bsiness logic for enterprise applications is developed, managed and maintained, keeping p with the rapid speed of dynamic e-bsiness is easier and less expensive. Offering name Target adience Adience profile Core prodcts Optional prodcts Accelerating enterprise application development Primary adience is medim or large enterprise (based on e-bsiness stages of adoption) Cstomers moving from stage 2 to stage 3 of e-bsiness adoption (based on freqency in the bying vision) Versata Logic Site (consisting of Versata Logic Stdio, a development tool and Versata Logic Server) Application Server Advanced Edition (based on cstomer pains) Stdio Application Developer Stdio Application Developer Integration Edition MQSeries Integrator MQSeries Workflow 21

22 IBM Soltion Bndles Marketing and Sales Gide configrations Recognizing inflencers in the server market Using key differentiators to sell Understanding the role of Tivoli prodcts As the fondation of the software platform, provides the core software to deploy, integrate and manage dynamic e-bsiness applications. As the fondation of the software platform, provides the core software to deploy, integrate and manage dynamic e-bsiness applications. Specialized configration options are also available, offering control and flexibility to bsinesses to choose how their infrastrctre will respond to the dynamic marketplace. Advanced Edition, Version 4.0 configrations Advanced Edition, Version 4.0 is a premier transactional application server. It provides all the database and -end integration, secrity and performance capabilities like workload management and clstering needed to spport mission-critical e-bsiness applications, inclding commerce, self-service and spply chain integration soltions. Advanced Edition enables companies to bild, rn and manage e-bsiness applications incorporating the latest J2EE and Web services technologies. It is intended for cstomers who need to bild highly transactional, manageable, available and scalable applications that offer distribted secrity and remote administration. Advanced Edition is a flly cstomizable mltiserver administration configration aimed at professional Java developers who reqire fnctionality based on J2EE and Web services technology. This is the core application server prodct from IBM and fits most enterprise sage scenarios. Advanced Edition provides two additional packaging options: IBM Advanced Single Server Edition, Version 4.0 IBM Advanced Developer Edition, Version

23 IBM Soltion Bndles Marketing and Sales Gide configrations Recognizing inflencers in the server market Using key differentiators to sell Understanding the role of Tivoli prodcts Advanced Single Server Edition, Version 4.0 This is a single server configration that provides J2EE and Web services fnctionality in a single rntime process. This configration is appropriate for bsinesses that need to bild standalone or departmental applications that are transaction- or message-oriented and don t reqire failre bypass, workload distribtion or remote administration. Ideal for a single department, this configration: Installs qickly and easily, with no database prereqisites Featres a browser-based administrative console to enable easy installation and management of single-server sage scenarios, inclding development, staging and standalone department soltions Is limited to a single machine and cannot be sed on separate servers beyond the single machine Advanced Developer Edition, Version 4.0 Advanced Developer Edition, Version 4.0 extends the family of prodcts with a low-priced configration to meet the needs of individal e-bsiness developers. It is fnctionally eqivalent to Advanced Single Server Edition, Version 4.0 except its license agreement excldes prodction sage. It can be sed for internal evalation and for development, demonstration and testing of applications only. Althogh it cannot be sed for prodction prposes, applications developed with Advanced Developer Edition can be deployed with Advanced Single Server Edition, Version 4.0. Advanced Developer Edition, Version 4.0 is available for order with software maintenance, inclding sbscription and spport throgh the IBM Passport Advantage program. It is also available for download at no charge with 6 months sage and 60-day online spport. 23

24 IBM Soltion Bndles Marketing and Sales Gide configrations Recognizing inflencers in the server market Using key differentiators to sell Understanding the role of Tivoli prodcts Enterprise Edition, Version 4.1 Enterprise Edition, Version 4.1 bilds on capabilities of Advanced Edition, Version 4.0 to meet the sophisticated and demanding e-bsiness needs of enterprise-class cstomers and IBM Bsiness Partners. Enterprise Edition, Version 4.1 provides world-class infrastrctre software that enables the creation of flexible and adaptable e-bsiness applications. Enterprise Edition offers leading-edge Web services and J2EE programming model extensions that speed application development and deliver the application flexibility necessary to stay competitive in a dynamic bsiness environment. In addition, Enterprise Edition provides sophisticated integration capabilities, enabling messaging to seamlessly connect mltiple applications and adapt existing Microsoft, C++ and CORBA assets for se within the J2EE technology-based application server environment. Version 4.1 Enterprise Edition seamlessly integrates with Stdio Application Developer Integration Edition, Version 4.1 offering exceptional gains in programmer prodctivity. Stdio Application Developer Integration Edition, Version 4.1 enables Java developers to bild application adapters qickly and easily, providing access to existing enterprise applications from a J2EE technology-based application with robst wizards and graphical tools. is also the leader in lowest total cost of ownership (TCO). Advanced Edition, Version 4.0 incldes: Powerfl Web services for interoperability and bsiness-to-bsiness (B2B) applications A rich set of open standards-based implementations and virtally any-to-any connectivity with transaction management and application adaptability Specialized configration options that allow cstomers to choose how they want their infrastrctre to respond to the dynamic marketplace 24

25 IBM Soltion Bndles Marketing and Sales Gide configrations Recognizing inflencers in the server market Using key differentiators to sell Understanding the role of Tivoli prodcts The two most important inflencers for application servers are developers and ISVs. Advanced Edition, Version 4.0 is a single-server configration. It provides fnctionality based on J2EE and Web services technology in a single rntime process. This works for bsinesses that need to bild standalone or departmental applications that are transaction-message-oriented and do not reqire failre bypass, workload distribtion or remote administration. Well sited for a single department, this configration installs qickly and easily with no database prereqisites. It featres a browser-based administrative console to enable easy installation and management of single-server sage scenarios, inclding development, staging and standalone department soltions. It is limited to a single machine and cannot be sed on separate servers beyond the single machine. Recognizing inflencers in the server market The two most important inflencers for application servers are developers and ISVs. Developers are leading inflencers that can impact yor cstomer s bying decision. And althogh development based on J2EE technology is not the leading platform, 35 percent of the developer commnity crrently ses it. The remaining developers se the less sophisticated JavaScript langage, and overall adoption rate of development based on Java technology contines to grow. When a company has developers who are proficient in a specific technology, they tend to rely on crrent skills based on that technology becase it is familiar. Conseqently, if the developers are accstomed to sing tools and application servers from a competitive brand, the cstomer tends to by prodcts from that vendor. So it is common to find developers making recommendations dring a company s prodct evalations. Clearly, the platform being sed by most developers wins the most nmber of sales. If yor cstomer does not crrently have an IT team experienced with Java technology and is nable to obtain or can t afford the skill level reqired throgh otsorcing, yo can srmise that software (or any other Java technology-based prodct) will not be prchased. However, the recent annoncement of Express, Version 5.0 specifically addresses this scenario. It is an entry-level offering that provides e-bsiness development based on Java technology bt is geared toward non-java developers. The - Express also demonstrates to the cstomer the ease of se that is characteristic of the prodct portfolio. 25

26 IBM Soltion Bndles Marketing and Sales Gide configrations Recognizing inflencers in the server market Using key differentiators to sell Understanding the role of Tivoli prodcts ISVs are prominent as the other key inflencer within bsinesses. These companies typically prodce end-ser applications to be sed in mltiple cstomer sitations. The ISV is often a soltion provider whose applications are not branded or sold as a packaged application. And becase bsinesses typically focs on application software when looking to increase its Web presence, this grop can exert considerable inflence over the cstomer. With the evalation downloads and a developers license available at no charge, software is working to nrtre both developer and ISV commnities. With the December 2001 release of Technology for Developers (a preview of, Version 5.0), IBM became the first major application server to be recognized as compatible with J2EE 1.3 technology. This gives an ISV the necessary time to start bilding applications to the new standards one of their biggest needs. Using key differentiators to sell IBM has enhanced the overall software fondation with new technology capabilities promoted in, Version 4.0, inclding: Fll Web services spport Simple Object Access Protocol (SOAP), Universal Description, Discovery and Integration (UDDI), Web Services Description Langage (WSDL), (XML) and J2EE 1.2 technology-certified inclding robst integration and transaction technology Unparalleled connectivity inclding J2EE Connector Architectre (JCA), CORBA, ActiveX and expanded database spport Message Beans and Java Messaging Service (JMS) Listener fnction to complement existing JMS and XA spport Enterprise JavaBeans (EJB) extensions Internationalization, Bsiness Rles and Process Flow Intelligent adjstments to client locales for time zone, crrency, langage and other cltral parameters Dynamic pdates withot recoding when bsiness practices change Agile and adaptable bsiness process flows throgh BPBeans technology review Dynamic caching, enhanced secrity, improved manageability and increased performance 26

27 IBM Soltion Bndles Marketing and Sales Gide configrations Recognizing inflencers in the server market Using key differentiators to sell Understanding the role of Tivoli prodcts Now yor cstomers can collect and analyze data to develop bsiness intelligence that provides valable information abot how to proactively improve and maximize their e-bsiness infrastrctre. Understanding the role of Tivoli prodcts Now is the time to look at technology in a different way from a bsiness perspective. Today s e-bsinesses face an assortment of new challenges growing data volme, an increasing nmber of transactions, a need for more comprehensive privacy and secrity, and increasingly complex IT infrastrctres. While managing these challenges, a systems management infrastrctre generates data on resorces, sage trends, capacity and otages. This data allows yor cstomers to react qickly to IT management challenges. Now yor cstomers can collect and analyze data to develop bsiness intelligence that provides valable information abot how to proactively improve and maximize their e-bsiness infrastrctre. Becase this infrastrctre determines a company s performance, it is imperative to nderstand how complete control is managed over every element of the infrastrctre, inclding setting thresholds and implementing proactive methodologies to address overall system performance before critical system otages occr. Only then can a company get the most from its IT resorces. In order to simplify management and enable proactive management IBM has developed new Tivoli software prodcts and consolidated its crrent offerings. (Note that Tivoli prodcts referenced in this docment are specific to soltions.) The new IBM Tivoli prodct portfolio helps determine how an e-bsiness infrastrctre is performing. It is designed to help yor cstomer: Simplify the complexity of management Move from reactive to proactive management Align IT with bsiness processes 27

28 IBM Soltion Bndles Marketing and Sales Gide configrations Recognizing inflencers in the server market Using key differentiators to sell Understanding the role of Tivoli prodcts Tivoli prodct portfolio Tivoli configration and operations prodcts provide efficiency throgh role-based configration that helps yo: Redce costs Gain atomated control Improve efficiencies Configration and Operations prodcts inclde: IBM Tivoli Configration Manager IBM Tivoli Remote Control IBM Tivoli Workload Schedler IBM Tivoli Workload Schedler for z/os IBM Tivoli Workload Schedler for Applications Tivoli secrity prodcts help yor e-bsiness with secrity by mitigating risks, consistently enforcing policies and redcing administration costs. Secrity prodcts inclde: IBM Tivoli Access Manager for e-bsiness IBM Tivoli Access Manager for Bsiness Integration IBM Tivoli Access Manager for Operating Systems Tivoli Identity Manager Tivoli Risk Manager Tivoli performance and availability prodcts help ensre IT availability with integrated best practices for rapid ROI and predictive service-level management that improves ROI. Performance and Availability prodcts inclde: IBM Tivoli Bsiness Systems Manager IBM Tivoli Bsiness Systems Manager for z/os 28

29 IBM Soltion Bndles Marketing and Sales Gide configrations Recognizing inflencers in the server market Using key differentiators to sell Understanding the role of Tivoli prodcts IBM Tivoli Enterprise Console IBM Tivoli Management Soltion for Exchange IBM Tivoli Management Soltion for Microsoft SQL IBM Tivoli Manager for Exchange IBM Tivoli Manager for Microsoft SQL IBM Tivoli Manager for Sybase Tivoli storage prodcts provide continance throgh policy-based atomation with prodcts that p and recover information, help ensre bsiness continity and accelerate ROI and simplify storage management. Storage prodcts inclde: IBM Tivoli Storage Manager IBM Tivoli Storage Manager Enterprise Edition IBM Tivoli Storage Manager for s IBM Tivoli Storage Manager for Databases IBM Tivoli Storage Manager for Enterprise Resorce Planning IBM Tivoli Storage Manager for Hardware IBM Tivoli Storage Manager for Mail IBM Tivoli Monitoring for Web Infrastrctre (formerly Tivoli Manager for Application Server) provides a single point of control to enable IT organizations to assess the health of the key elements of a Web-based environment. Helps identify problems and alert appropriate personnel Offers a means for atomated problem correction Provides a real-time view of performance health and feeds a common data warehose for historical reporting and analysis For more information abot Tivoli Monitoring for Web Infrastrctre, visit: 29

30 IBM Soltion Bndles Marketing and Sales Gide configrations Recognizing inflencers in the server market Using key differentiators to sell Understanding the role of Tivoli prodcts IBM Tivoli Storage Manager for s (formerly Tivoli Data Protection for, Version 1.1) protects the infrastrctre and application data. Improves the availability of Provides reprodcible and atomated online p of a environment, inclding the administration database (DB2 Universal Database), configration data and deployed application program files For more information abot IBM Tivoli Storage Manager for s, visit: IBM Tivoli Access Manager for Bsiness Integration (formerly Tivoli Policy Director for MQSeries) is a comprehensive secrity soltion for IBM MQ family of prodcts. Provides transparent access control services to restrict which applications can open an IBM MQSeries resorce, inpt or get messages on specific qees For more information abot IBM Tivoli Access Manager for Bsiness Integration, visit: IBM Tivoli Access Manager for e-bsiness is a policy-based access control soltion for e-bsiness and enterprise applications. Helps companies by redcing deployment time and cost for new e-bsiness applications For more information abot IBM Tivoli Access Manager for e-bsiness, visit: IBM Tivoli Web Site Analyzer is an enterprise-level Web analytics tool (formed by combining Tivoli Web Services Analyzer and IBM Site Analyzer) that transforms random Web data into valable e-bsiness intelligence. It provides a clear pictre of the overall health and integrity of the e-bsiness infrastrctre spporting bsiness otcome management. For more information abot IBM Tivoli Web Site Analyzer, visit: For more information abot Tivoli prodcts, visit: 30