Lisa Lindblom on 2007 Market Outlook – 2Q07
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Full article: Lisa Lindblom on 2007 Market Outlook – 2Q07
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IBM Surveys
IBM Primary Research often conducts very product line specific research or tactically focused advertising testing studies. However, one study called Green Innovation for STG provided a broader strategic view of how IT decision makers are approaching this subject area.
Going Green: A heightened awareness of global warming has been champion by the IT community and includes the Climate Savers Computing Initiative, a coalition of IT companies including IBM, that has set aggressive goals to reduce IT energy consumption by 2010. 1 The investment companies are also taking notice with Venture Capital investments in clean energy up 10 fold in six years (Battery technology, biofuels, energy intelligence, fuel cells, and solar energy make up the majority of that investment.)2 Although analysts are hesitated to focus on "green" technologies this year, they see impact in the approaching 2008 budget season -- CIO focus on making their technology operations more energy efficient.3
Research Summary: Green is a hot topic right now because of growing awareness of energy consumption, the expense of energy, and the opportunity for IT gain competitive edge and mindshare in this emerging area. For IBM, the challenge is how to channel our image in Engineering domain expertise and Business expertise into the Specific Solutions decision makers are focused in key environmental issues and do not perceive IBM as credible in.
- 1 Cleaner computers? Industry to cut carbon. Idea is to save energy, save cash and slash emissions tied to warming, Associated Press, MSNBC website, June 13, 2007. http://www.msnbc.msn.com/id/19203144/wid/18298287/
- 2 Source: Nth Power LLC and Clean Edge Inc; found in the IBM MI Primary research study, “Green Innovation Ecosystem & Customer Analysis Project. Final Report, April 25, 2007. https://w3-3.ibm.com/marketing/mi/mihome.nsf/ContentDocs/_11A6B4CE18553EC5002572F00017DB12
- 3. Soleil, “Business Intelligence, Green Technology and the 2008 Budget Cycle” by Dawn Talbot. June 2007
The Investment Community Is Paying Attention To Environmental Issues that Drive Demand
Example:
- Venture Capital investment in clean energy is up 10 fold in six years
- Battery technology, biofuels, energy intelligence, fuel cells, and solar energy make up the majority of that investment
- Source: IBM MI, “Green Innovation Ecosystem & Customer Analysis Project. Final Report, April 25, 2007. https://w3-3.ibm.com/marketing/mi/mihome.nsf/ContentDocs/_11A6B4CE18553EC5002572F00017DB12
As are Executives
- In a recent survey, 30% of executives cited environmental issues to be one of their top concerns affecting future shareholder value
- An issue that didn’t even make the list just a few years ago
- Source: IBM MI, “Green Innovation Ecosystem & Customer Analysis Project. Final Report, April 25, 2007. https://w3-3.ibm.com/marketing/mi/mihome.nsf/ContentDocs/_11A6B4CE18553EC5002572F00017DB12
And Companies Are Looking For Specific Solutions and IBM is not perceived credible in their key environmental areas
Where IBM Is Most Credible
- IT domain expertise:
- Software design and integration
- Server/datacenter power and thermal issues
- Facilities, process, and systems control and monitoring
- Mission critical transactions
- Modeling
- Engineering domain expertise
- Business expertise
- Business processes
- Operational optimization
‘There is no doubt they can help us with the fundamentals of our business as things evolve.’
Where IBM Is Less Credible
- Technical domain expertise
- Chemical
- Biological
- Environmental
- Product domain expertise
- Energy
- Water
- Drugs
- Tires
“I just don’t think they have the environmental expertise to address our specific needs.”
- Source:
IBM MI, “Green Innovation Ecosystem & Customer Analysis Project. Final Report, April 25, 2007
