1. “A personal IT project”
(My) Web 2.0
“A personal IT project”
Massimo Re Ferre’
IBM Systems & Technology Group - Technical Sales Support

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

3. Typical/Historical “Power of Knowledge” Flow in IT
Laboratories (R&D)
Sales Force (field)
Sales Force (field)
End-Users (customers)
End-Users (customers)
End-Users (customers)

4. New “Power of Knowledge” Flow in IT
Laboratories (R&D)
End-Users (customers)
Sales Force (field)
Laboratories (R&D)
End-Users (customers)
Sales Force (field)

5. My Blog

6. 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 10104
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

7. The Power of Web 2.0: Example
(1)
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……..”
(4)
(2)
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
(3)

8. 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