1. Integrated Multi-vendor Support (IMS) Business Partner Selling Guide
March 2015

2. Agenda Market Opportunity IMS Selling Focus
Sweet spot
Selling scenarios / triggers
Examples
Sales Tools, Collateral and Resources
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3. $1.5 Billion 2015 IMS Target Market Opportunity in the US
25% of IBM TSS Revenue = MVS Today (>$1 B/yr)
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4. Multi-Vendor Support – The Old Way
EOSL
Product Lifecycle
Sales approach = support all products or nothing
Manual process:
Everything is Special Bid
Bids took weeks to over a month
Very high prices
Low odds of winning business
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5. MVS – What’s changed? N
N-1
N-2
>N-3
EOSL
Product Lifecycle
Strategy has changed – vendors have announced strict IP rules
When product reaches End of Service Life, OEM will no longer support
May force organization to replace product even if years of useful life left
To handle maintenance in a cost-effective way, you need to strategically align maintenance with the product lifecycle
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6. IMS Focus OEM models with large install inventory in IMS sweet spot
EOSL
Product Lifecycle
OEM models with large install inventory in IMS sweet spot
Extend the life and value of client’s existing equipment
Speed and Simplicity – No Special Bid Required
All MTMs loaded in ISAT, ready to quote
Competitively priced, often below OEM. Based on average config.
Can be added to existing CHIS contract. No special SOW.
IBM SSRs provide on-site support
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7. Life Cycle is used to guide IMS Focus
Red – STOP: Support should stay with the OEM
Newer models (N)
Normally still under warranty
Lots of updates
Engineering changes and a requirement for engineering level support
Code fixes
General need for the OEM to stay involved
Sole source for parts are the OEM
High risk for the client to leave the OEM
Yellow – Caution: Decision must be made by client
Stable models (N-1)
Post warranty
Reduced updates
Limited amount of engineering changes or need for engineering support
Code stabilized, decreased need for updates
With the right choices, the OEM can be disengaged
Brokers and some used equipment along with the OEM for parts
Some risk for the client requires a risk vs. reward analysis
Green - Go: Safe to move to third party support – IMS Sweet Spot!
Older models (N-2, N-3 and EOSL)
Little or no updates of any kind
No need for engineering support
Used, whole machine, broker and OEM for parts
Little or no risk in leaving the OEM

8. IMS Selling Focus IMS: MVS Direct: Ready to quote (ISAT) products
This is where the most $$ is
Competitively Priced
Quick to Quote (ISAT)
Standard BP margins
Little to no code updates. No need for engineering support
MVS Direct:
Ready to quote (ISAT) products
Easy to quote, but may need special pricing
IMS: EMC, Brocade, HP Storage (3PAR, EVA), HP9000, HDS, Foundry and more coming!
MVS Direct: HP/Compaq x86, Dell, Sun, and more
MVS Special Bid (MASVEND)
> Not ready to quote in ISAT
> Always requires special bid pricing
Currently – Brocade, Foundry and EMC represent the low hanging fruit
Most $$ per opportunity, large installed inventory base
In IMS Sweetspot
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9. Working with mixed inventories
Frequently Customers will have a mixed inventory (Red, Yellow, Green)
Green only: Sell IMS
Green with some Yellow and/or Red:
Client wants to save money: Sell IMS on Green, MVS on Yellow (Yellow and /or Red stays with OEM)
Customer wants SPOC: Sell IMS on Green, MVS on Yellow, repair coordination on Red
Customer wants one contract: Sell IMS on Green, sell MVS on Yellow/Red
Yellow/Red only inventories: Unless there is a unique value IBM can offer recommend you don’t engage at this time. Sales should schedule a future call when equipment slides to Green/Yellow and IBM can assist the client.

10. Trigger Events with Clients to Start an IBM Discussion
Competitive take-out – Storage:
Client planning to replace EMC storage with IBM storage.
IBM can provide maintenance for the EMC storage during the migration period? (CONTAIN AND REPLACE)
At the time of IBM MA Contract Renewal, Inventory “true up” or additions:
Ask if client has any Brocade installed?
Do you have any EOL/EOSL EMC storage installed (e.g., DMX3 or 4).
What if I can extend the useful life of that product?
If you would prefer to wait until your maintenance contract with HP, Dell or EMC expires, when does that contract end?
Third Party Maintenance Win-Back:
While engaging in TPM win-back, ask if they have Brocade, EMC or other equipment installed.
The prices are competitive and in many cases, lower than the equipment manufacturer.
Service Issue with current mfr delivery team or Self Service
In the event incumbent has stumbled, IMS provides excellent support alternative
For Self Service, what is the real cost to your company to maintain resources and skills necessary to provide your own support vs. IBM supporting by adding to your existing IBM contract.
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11. IMS Successes Background: IBM proposal: Result: Win
Telco win with EMC IMS offering
Background:
Installed EMC customer with EMC (NSX) Celerra and EMC CX-240s
IBM proposal:
In preparing for both sales campaigns, we identified the owners and completed technical meetings with Telco’s operational staff and system administrators.
After positioning the capabilities, Telco’s operational owners gave Telco’s Vendor Management team a green light to move forward with IBM support.
The final barrier to entry was delivering a competitive pricing to Telco’s Vendor Management team and was achieved using our IMS offering.
After gaining both Telco’s operational staff's approval on our capabilities and financial approvals, Telco awarded IBM the business.
Result: Win
Both wins are entry points into Telco’s EMC environment with growth potential after a period of successful hardware maintenance support
IBM won because we approached the sales process correctly and satisfied both Telco teams with vested interests in support
Land and Expand!

12. IMS Successes Automotive win with Brocade IMS offering
Bank win with EMC IMS offering
Background:
Installed EMC customer with EMC Arrays
IBM winning proposal:
We had to hold a customer meeting with their storage platform team and answer very detailed questions. It was important to have the right team on that call and in that meeting. If we failed at that meeting then we were not going to win. We had Mike Callaway the CSE and the CDS team on that call. The questions were such that we were required to comeback with the answers to their questions, Which we did and likely satisfactory Single aggressive price point per serial number, not per Terabyte
Result: Win
This was the first EMC and MVS deal at the company outside of the the networking support that we currently do for Cisco, F5 and Juniper.
Won on pricing and our response to their questions with the right and appropriate answers.
Automotive win with Brocade IMS offering
Background:
This lead came in from the field SSR as a result of a conversation he had with the client
IBM proposal:
This was an IMS deal for 9 Brocade switches.
Result: Win
Added them to their current maintenance contract.
Target Revenue win.

13. Evolved into Land and Expand!
IMS Successes
Still growing!
Retail win with EMC IMS offering
Background:
Installed EMC customer with EMC CX, DMX and VMAX
EMC offered to give away 1.5 M USD in 2014 Maintenance if customer upgraded installed EMC to new EMC storage
IBM winning proposal:
IBM team saved the customer > 50% over the EMC maintenance offering
Included IBM Multi-Vendor (MVS) support for existing EMC equipment during the transition and migration to IBM VSC and XIV storage
IBM EMC MVS offering was
Single aggressive price point per serial number, not per Terabyte
No special SOW or contract needed for CX and DMX equipment
TIP credits were used to cover the support costs
Included drive retention and unit disposal
Result: Win
IBM team won an all-IBM storage solution and responded to the EMC proposal with a competitively priced, easy-to-sell, easy-to-bid solution that supports the EMC storage during the migration
Started as Contain and Replace, with STG working Life Cycle Management
Evolved into Land and Expand!

14. IBM Service Delivery - IMS Field Delivery Model Vendor Vendor
Date
Service Delivery - IMS
Field Delivery Model
IMS delivery model (blended): Full IBM value and SLO ownership (supplier totally behind the scenes)
SPARE PARTS
Providing spare parts and logistics.
ON-SITE FIELD LABOR
IBM Trained and Certified Field Engineers.
TECHNICAL SUPPORT
Support for Field Engineers
Vendor
IBM
If on Exhibit but doesn’t say IMS by it, chart above would be all 3 blue buttons as IBM is Direct Support Model. If MVS would be all Vendor in 3 blue buttons. MVS is not a sweet spot.
Vendor 14 14 14

15. IBM Service Delivery – MVS Direct Field Delivery Model IBM IBM
Date
Service Delivery – MVS Direct
Field Delivery Model
IBM delivery model (direct): Full IBM value and SLO ownership
SPARE PARTS
Providing spare parts and logistics.
ON-SITE FIELD LABOR
IBM Trained and Certified Field Engineers.
TECHNICAL SUPPORT
Support for Field Engineers
IBM
IBM
If on Exhibit but doesn’t say IMS by it, chart above would be all 3 blue buttons as IBM is Direct Support Model. If MVS would be all Vendor in 3 blue buttons. MVS is not a sweet spot.
IBM 15 15 15

16. Service Delivery – MVS Special Bid
Date
Service Delivery – MVS Special Bid
Field Delivery Model
MVS special bid (full sub): Less IBM value, Less Margin
SPARE PARTS
Providing spare parts and logistics.
ON-SITE FIELD LABOR
IBM Trained and Certified Field Engineers.
TECHNICAL SUPPORT
Support for Field Engineers
Vendor
Vendor
If on Exhibit but doesn’t say IMS by it, chart above would be all 3 blue buttons as IBM is Direct Support Model. If MVS would be all Vendor in 3 blue buttons. MVS is not a sweet spot.
Vendor 16 16 16

17. CLARiiON, Symmetrix DMX & Disk (including Sun and HP re-branded)
IBM Integrated Multivendor Support Offering US Roadmap
2014
Feb 2015
Preview
Storage
EMC
CLARiiON, Symmetrix DMX &
Celerra HP
EVA, 3Par
HDS
Disk (including Sun and HP re-branded)
System  
x86
Blades & Enclosures
(Direct today)
Dell
Unix
HP PA RISC 
Sun/Oracle
Networking
Brocade
Brocade Directors
 Brocade - Foundry
Brocade Switches
Brocade Routers
IMS Priorities
3Q14 competitive price refinement & integrated offering work
3Q14 Foundry ~70 new products, High risk to date due to same SPR resources working refinement activities plus the significant hours needed to complete the Safety PSRB process.
4Q14 Dell & Hp & Sun Servers pushed from 3Q to 4Q due to ISAT freeze which occurs in the last month, for the entire month of every quarter
Dell & Sun Oracle may be further impacted by a 90 Day waiting period, which is tied directly to impact of current contract revenues, etc.
Version: 2/19/2015

18. How to process IMS Assumptive Price Proposal Registration
Match OEM products to IBM type model using Matrix
Load IMS Type, Model, Qty into ISAT
Run proposal
Proposal
Submit inventory for loading to IBM system
Pull IMS inventory into ISAT proposal
Registration
Register CHIS contract using standard IBM registration process (that’s it. really!)
Behind the Scenes:
IMS team gets a report of all adds, removals, and changes
MASIMP process is administered with the Vendor

19. Common questions
My customer doesn’t need 7x24 service level can I special bid 9x5?
No, our prices are better than most other 9x5 prices, think of it this way we are selling 7x24 at no extra charge
My customer doesn’t want HDDR can I remove it?
Sure, don’t tell them it’s included, price doesn’t change
Can I special bid a lower price?
Always start with reference price. All IMS wins to date have been at reference price. You can submit a bid to discount if necessary
Do I get IBM SSR onsite support with IMS?
Yes, always
My customer has products not on the IMS Matrix what do I do with those?
They are Red/Yellow product, leave them with under support with the OEM unless the customer has specific needs (see Mixed Inventory Page)
Why don’t you eliminate MVS and create an IMS for everything?
Remember IMS is only created for OEMs with a large inventory base and Sweet Spot products. It would be of little use to create an IMS offering for an OEM will little inventory
Remember the goal of IMS is to be quick and easy

20. For additional information:
Collateral, Reference Guides, and IMS Video on the PartnerWorld Page
IMS Vendor MT Matrix provides offering details and MTs by mfr
Data Sheets and FAQs available in 1Q2015:
IMS for HP storage (EVA, 3PAR)
IMS for EMC
IMS for Brocade
Business Partner TSS Channel Sales Contacts:
Steve Daigle, US Sales Leader John Trommater – East Region
Bob Owen – West Region
Or Contact your Distributor or IBM Technical Support Services (TSS) Business Partner Channel Representative