Advanced Development Center © 2007 IBM Corporation (My) Web 2.0 “A personal IT project” Massimo Re Ferre’ IBM Systems & Technology Group - Technical Sales Support 1

Advanced Development Center © 2007 IBM Corporation Who am I? – What do I do? Expert of:  System x  BladeCenter  Virtualization  IT / Optimization  Other... I influence/evangelize through:  Customer calls  Marketing Events  Redbooks  Proof of Concepts  internal/public Forums  Blog My typical “customers”:  End-Users  IBM Business Partners  IBM Distributors  IBM Employees Where:  Mostly in Italy  Often in Europe  Sometimes in the USA 2

Advanced Development Center © 2007 IBM Corporation Typical/Historical “Power of Knowledge” Flow in IT Laboratories (R&D) Sales Force (field) End-Users (customers) Sales Force (field) End-Users (customers) 3

Advanced Development Center © 2007 IBM Corporation New “Power of Knowledge” Flow in IT Sales Force (field) Laboratories (R&D) End-Users (customers) 4 Sales Force (field) End-Users (customers) Laboratories (R&D)

Advanced Development Center © 2007 IBM Corporation My Blog 5

Advanced Development Center © 2007 IBM Corporation My in-box Massimo, I work at Microsoft on a small team in the Management & Solutions Division (formerly Windows & Enterprise Management Division) that is studying the VDI space…………. I was also part of the working group at Microsoft which developed the Windows Vista Enterprise Centralized Desktop licensing that we recently announced. ………………. I would like you to know that I think your content in this area has been invaluable to those studying the space, so let me congratulate you on a job well done. xxxx Senior Business Development Manager Management & Solutions Division Microsoft Corporation 1290 Avenue of the Americas, 6th Floor New York, NY Hi Massimo— I have been relying on your charts and data consistently over the last couple months. I am in the middle of guest VDI deployments. It has helped IMMENSELY! It is disgusting how much misinformation is out there. Well, again, thanks for everything! xxxx Systems Consultant LONG VIEW A Clear Vision of Technology Solutions Mobile: xxxxxxxxx Hi Massimo, I've came across your overview of the different broker technologies: This is a very interesting reading. I'm the responsible xxxxxxxxxxxxxxxxxxxxxxxxx at Sun and I'd like to expand a bit on the offering from Sun………………………. xxxx xxxxxxxxxxxxxxxxxxxxx Sun Microsystems 6

Advanced Development Center © 2007 IBM Corporation The Power of Web 2.0: Example The article get to to some influential VMware. They sponsor me for a session at VMworld 2007 in San Francisco (I am now in) At the VMworld session there is an IBM DE (R/D) that was positively impressed by the innovative content of my presentatio and he asked me to do a presentation via an internal WebCast with some people in the R&D organization Mail to my manager: “………..In excess of 150 people were invited to the telecon which included members from: WorldWide Research I/S and Researchers involved in virtualization, IBM CIO Strategy members, and key architects from our Enterprise applications. I received positive feedback from many, and several teams mentioned they will be doing deep dive follow-ups with Massimo……..” 7 (1) (2) (3) (4)

Advanced Development Center © 2007 IBM Corporation Conclusions  It’s not the auto celebration of a personal success  I have just written down ”in html” what I usually discuss face-to-face with my “customers”  I just wanted to give a demonstration of how powerful this web 2.0 is (I have grown exponentially my “global exposure”)  IBM should stimulate (more) its employees to leverage these technologies  Not only for an internal audience (i.e. Intranet Blogs) but for an external audience as well 8