Lisa Lindblom on 2007 Market Outlook – 2Q07

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Full article: Lisa Lindblom on 2007 Market Outlook – 2Q07

For IBM, the challenge is how to channel our image in Engineering domain expertise and Business expertise into the Specific Solutions that decision-makers are focused in key environmental issues and do not perceive IBM as credible in. 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. 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.

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.”

Text of Article

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 that decision-makers are focused in key environmental issues and do not perceive IBM as credible in.

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.

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.

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

For an overview on the topic(s), see also

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