~ CONFERENCE AGENDA ~ [subject to change]

Directions 2015 Accelerating Innovation in the 3rd Platform Era Note: Some sessions and speakers are exclusive to one location. If no city is designated, that session or speaker will be available in both San Jose and Boston.

7:30 am Registration and Breakfast

7:30 am – 4:00 pm Pavilions Join analysts, product specialists, and peers to discuss business practices and experience demos that will help you realize future growth potential. Pavilions are open until 4:00 pm for walk-up service and discussions. All attendees are welcome to stop by without appointment. IDC Custom Solutions Pavilion Visit the IDC Custom Solutions Pavilion any time throughout the day and meet with experts who can help you harness the power of IDC's global research, thought leadership, and innovative best practices to drive your business forward. Learn how IDC Custom Solutions practice areas can assist you to develop and deliver programs designed around your specific business goals using a foundation of research and insights across technologies, geographies, and industries as well as hear from experts who focus on strategy, sales and marketing, buyer behavior, and business measurement and management. IDC Tracker Pavilion Stop by the IDC Tracker Pavilion where our team of experts can introduce you to IDC's new Tracker products and new tools to utilize IDC Tracker data. IDC's Trackers provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets around the globe. Using proprietary tools and research processes, IDC's Trackers are updated on a semiannual, quarterly, and monthly basis. Trackers are provided to clients in our online Web query tool as well as through user-friendly Excel deliverables. IDC's new online Tracker Query Tool will be previewed in the Tracker Pavilion.

8:00 – 8:45 am Breakfast Briefings These early-bird breakouts are open to all. Attendees are welcome to pick up breakfast before proceeding to these sessions. The Big SMB Technology Reset: How Global Attitude Shifts Are Driving New Approaches and Improved Results in Small and Midsize Firms, Ray Boggs, Vice President, Small and Medium Business Research, and (Boston) Chris Chute, Research Vice President, Global SMB Cloud and Mobility Practice The growing complexity of the global economy means that technology suppliers need to look beyond traditional company size and geography segmentation to take business growth to the next level. Pragmatic SMBs are selectively embracing new technology while leveraging previous investment, and "born on the cloud" start-ups are benchmarking how IT will be consumed in the future. Join Ray Boggs and Chris Chute as they discuss how SMBs are changing how they acquire and use IT solutions and services. Mini cases on innovative ways that SMBs are using new cloud and mobile solutions will underscore how near-term tactical gains will drive long-term strategic advantage. What are the "must-have" attributes that successful offerings will need to succeed in an increasingly competitive environment?

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Innovation, Agility, and Customer Experience: How Business Value Messaging Influences the Line-of-Business Buyer, Randy Perry, Vice President, Business Value Strategy Practice As IT purchasing decisions shift from the CIO to LOB, a whole new set of buying criteria is introduced — the technology itself fades into the background and the impact of the technology on business operations becomes critical. This change in buyer behavior, combined with the surging demand for 3rd Platform solutions, is creating a dramatic problem for the IT vendors: How do I market and sell in this arena? These new buyers are even more focused on the financial impact of technology. Today, the language has changed and the emphasis has shifted as technology buyers are more concerned about innovation, agility, and customer experience as drivers of revenue and growth. In this session, Randy Perry will discuss how vendors can navigate these changes and build successful market strategies. Professional Services Opportunities on the 3rd Platform, Rebecca Segal, Vice President, Global Services Markets and Trends IDC's 3rd Platform — the intersection of cloud, social, mobility, and analytics — provides a host of opportunities for the delivery of innovation by IT and business service providers. By integrating 3rd Platform technologies and services into key business processes, companies are radically changing how they do business. This session will review the results of a recent survey of both business and IT leaders as to how they are transforming their organizations by leveraging the 3rd Platform and how they are partnering with service providers to bring innovative solutions to all corners of the enterprise.

9:00 – 10:35 am General Sessions Welcome and Introduction, Kirk Campbell, President and Chief Executive Officer Accelerating Innovation on the 3rd Platform, Frank Gens, Senior Vice President and Chief Analyst In 2015, the 3rd Platform marketplace will advance into the all-important Innovation Stage – with an explosion of innovation and value creation on top of its cloud, mobile, social and analytic foundation. The Innovation Stage will be further accelerated by a new wave of core technologies – "Innovation Accelerators" – that radically extend the 3rd Platform's capabilities and applications, including: the Internet of things, cognitive systems, robotics, 3D printing, natural interfaces and 3rd Platform-optimized security. In this opening session, IDC Chief Analyst Frank Gens will share IDC's outlook along the three critical vectors of growth and competition for the year ahead: 1) the expanding adoption of the core 3rd Platform technologies, 2) the rapidly expanding community of developers using these technologies to create a massive number of new killer solutions, and 3) the use of these solutions to reinvent – and continuously transform – every industry on the planet. He will discuss what the most important new killer solutions and industry disruptions will be – and where they will come from. He will also offer essential lessons for thriving in this fast-paced and highly competitive Innovation Stage of the 3rd Platform marketplace.

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Innovating on the 3rd Platform: Pushing Boundaries in Emerging Markets, Sandra Ng, Group Vice President, Practice Group, IDC Asia/Pacific We are officially in the "Innovation Stage" of the 3rd Platform era where innovation is no longer just an invention; it now implies organizations are leveraging innovation to be commercially viable, causing disruption and creating competitive advantage. In emerging markets where innovation traditionally lags behind mature markets, the consumerization of IT and socialization of the Internet have fundamentally changed things. Today, we witness groundbreaking innovations including China's AliPay money fund business model, Korea's Samsung nano technology–enabled scent-emitting smartphone prototype and Singapore's first-of-its-kind robotics-operated hospital beds, to name just a few. These innovations are and will disrupt their respective industries creating new consumption, operating, and business models. This is becoming the central theme of the 3rd Platform where technology is at the epicenter of the broader economy. Commercial, personal, public, skills, data, and start-up sectors are all impacted by the technology industry. We are moving from high-tech to an industry-tech world where industry, commerce, and consumer intersect with technology in a powerful and meaningful way. With the large majority of the world's population in emerging markets, these markets are fast becoming very active on the 3rd Platform pushing the innovation boundaries to drive new competitive benchmarks. Some of these innovations will be homegrown and truly groundbreaking inventions; others will be imported with disruptive applications and relevance for emerging markets. In this presentation, Sandra Ng will be sharing IDC's collective insights across emerging markets on where and how these regions are pushing the boundaries to truly disrupt our increasingly global and borderless marketplace.

10:35 – 11:05 am Networking Break and Pavilions

10:35 – 11:05 am Analyst One-to-One Meetings Open to all attendees by appointment. Visit the Analyst Connection Kiosk to schedule your meetings. Visit www.idc.com/directions for a list of analysts available for one-to-one meetings.

11:05 am – 12:15 pm General Sessions

Wearing the 3rd Platform: How Wearables Will Evolve and Impact You, Ramon Llamas, Research Manager, Wearables and Mobile Phones Major players in the industry — including Apple, Google, Intel and Microsoft — have all started dipping their toes into the wearables water with devices, platforms, services, or some combination thereof. For a market that launched just five years ago, it has come a long way in a short amount of time. The question for wearables still remains: Are wearables a solution in search of a problem? Because wearables today focus primarily on health and notifications, it would be easy to dismiss them as merely accessories to your smartphone. Still, as it is early days for the wearables market, its full potential has yet to be unlocked — for both consumer and enterprise use — with applications, sensors, and integration with other devices and systems. Wearables sit at the epicenter of the four pillars, worn anywhere (mobility), are continuously generating information about the user (big data) that can be analyzed to provide insight (cloud computing), and can be shared and experienced with others (social). But just because wearables has a spot at the 3rd Platform table does not guarantee long-term success; constant improvement and evolution is warranted along multiple vectors: devices, platforms, applications, and overall experience. Improvement comes in fits and starts, sometimes unevenly, but what may seem clumsy and limited today can become sophisticated and state-of-the-art tomorrow. In this session, Ramon Llamas explores the current state of the wearables market, what opportunities and challenges lie ahead for companies across the ecosystem, and where consumer sentiment lies. He will cover the enterprise opportunity for wearables, how they can be leveraged to improve productivity and processes, and which vertical markets are ready. Finally, this presentation will provide a forecast of the worldwide wearables market, the monetization potential, and recommendations for key players.

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Adopting a Systems Approach to Innovation: The Key to Selling IT Transformation and Capitalizing on Datacenter Disruption, Rick Villars, Vice President, Datacenter and Cloud The datacenter and server rooms/closets that organizations own and use are no longer just the places where organizations house their systems of record to support the business. They are the primary points of engagement and information exchange with employees, partners, and customers in today's mobile world. A growing set of industries now need to leverage large volumes of data and highly elastic compute resources to deliver better insight and a superior product/user experience. As a result, over the next five years, a significant majority of organizations will stop managing their own infrastructure, and most of these organizations will also reduce or eliminate many of their own server rooms/closets and datacenters, relying on service provider–owned and –operated facilities. As organizations accelerate the pace of business innovation and transform their datacenter strategies, the IT industry is experiencing an unprecedented concentration of IT assets in a small subset of datacenters and a fundamental change in the use cases driving IT investment decisions. Organizations are increasingly basing IT asset priorities and selecting partners based on their ability to address the unique requirements of systems of record, systems of engagement, systems of insight, and systems of action. In this session, Rick Villars will provide guidance on what hardware, software, networking, and services companies must do to realign their development, marketing, and go-to-market activities to capitalize on this shift in business models.

12:15 – 1:30 pm Lunch and Lunchtime Sessions Pick up a box lunch before your meeting or session.

12:15 – 12:45 pm Analyst One-to-One Meetings Open to all attendees by appointment. Visit the Analyst Connection Kiosk to schedule your meetings. Visit www.idc.com/directions for a list of analysts available for one-to-one meetings.

12:15 – 1:20 pm Lunch Roundtables Open to all attendees on a first-come, first-served basis. Table 1: Adoption and Trends in Platform as a Service, Larry Carvalho, Research Manager, Platform as a Service New technologies are changing how platform as a service (PaaS) is being delivered and consumed by customers. Marketplaces are giving developer apps access to a route to market targeting buyers never possible before. Join Larry Carvalho in discussing how customers are gaining business agility with open source technologies, DevOps tools, and other emerging PaaS trends. Table 2: (Boston Exclusive) Analytics Services - Pillar of Differentiation, Mukesh Dialani, Research Director, BPO and Engineering Services, and Ali Zaidi, Senior Research Analyst, IT Consulting and Systems Integration Services Analytics has become a key component of every consulting and outsourcing service provider's arsenal, as clients adopt and rely on business analytics (BA) to attain their goals to improve business processes, maximize operational efficiencies, and lower business costs. This session will discuss trends and customer preferences and needs across systems integration, tech consulting, and outsourcing categories for analytics services, including initial assessment of BA needs, implementation of business intelligence tools and applications, management of BA applications and tools, and optimization, enhancement, and outsourcing of business processes.

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Table 3: Changing Dynamics for Storage in Media and Entertainment, Paul Hughes, Program Director, Storage and Data Management Services, and Amita Potnis, Senior Research Manager, Storage Systems Media and entertainment providers are being forced to adapt to the changing demands of how content is captured, produced, and delivered. 4K higher-definition video, multiple distribution channels, and delivery endpoints have increased storage demands significantly. As such, the entire media and entertainment ecosystem must evaluate future storage strategies, both within their own datacenters and via the cloud. This session will provide insight from IDC research and create a dialogue around best practices to build the most effective storage strategy. Table 4: (San Jose Exclusive) Channel Partners Need to See the Big Picture to Stay in Business, Pam Miller, Research Director, Partnering Research Perhaps one effective way to convince partners to move to cloud or managed services is to show them the potential effect on their company valuation. We will review the basics of company valuations, discuss several examples, and provide potential strategies to use this to motivate partners to make the move. We will also discuss what partners need to do to succeed and excel, once they decide to make the move. Table 5: (Boston Exclusive) Cloud Contact Center and the Impact on Customer Experience, Melissa O'Brien, Research Analyst, Worldwide Customer Care BPO and Contact Center Services Contact center decision makers are increasingly evaluating and moving toward cloud-based services, often due to an increased focus on improving customer experience. Learn what's driving the shift to cloud contact center services, including recent demand-side data from contact center decision makers, and what contact center service providers are doing to help their clients improve customer experience. Table 6: Cloud Decision Economics: A Framework for Optimizing Workload Hosting, Randy Perry, Vice President, Business Value Strategy Practice, and Nancy Selig, Research Director, Business Value Strategy Practice The discussion at this lunch table will focus on research findings, including trends and adoption priorities, from the Cloud Decision Framework Tool. Table 7: Cognitive Systems Will Change Your Business, David Schubmehl, Research Director, Content Analytics, Discovery and Cognitive Systems

Join us for a discussion of what cognitive systems are and how they will change all businesses in the next 5–10 years. Participants will get advice on how best to apply cognitive systems to their organizations and businesses. Table 8: Connected Products and Services Across Industries, (San Jose) Leslie Hand, Vice President, Research, IDC Retail Insights; (San Jose) Simon Ellis, Practice Director, Supply Chain Strategies, IDC Manufacturing Insights; (Boston) Jeff Hojlo, Program Director, Product Innovation Strategies, IDC Manufacturing Insights; and (Boston) Heather Ashton, Research Manager, IDC Manufacturing Insights IDC Insights is seeing the rise of connected products across industries, from retail to manufacturing. In Manufacturing, this spans the factory floor out to the field and involves innovative service models. In retail, it includes a myriad of ways which consumers connect with retailers. Attend this roundtable session to learn and discuss how all of the use cases rely on 3rd Platform technologies including social, mobile, cloud, and analytics as well as the emerging IoT technologies. Table 9: (Boston Exclusive) Customer Experience and Customer Engagement Will Shape the Future of Banking, Marc DeCastro, Research Director, Customer Centric Banking Strategies, IDC Financial Insights, and Karen Massey, Senior Research Analyst, Consumer Banking, IDC Financial Insights At this table, we will discuss how the banking industry is responding (or not responding) to changes in customer experiences shaped by other industries. Will the legacy infrastructure and core platforms prohibit rapid change, or will banks seek alternative solutions? How will the customer be impacted by advances in mobile and online technology, particularly as more solutions around biometrics and wearable technology are launched?

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Table 10: Datacenter Management Strategies: Getting Beyond PUE and Other Low-Hanging Fruit, Jennifer Koppy, Research Director, Datacenter Management The ability to calculate PUE, reduce spending on power and cooling, and eliminate inefficiencies and waste has been a key selling point of many datacenter infrastructure management (DCIM) solutions. However, the power-centric benefits are just the starting point of a number of advantages gained from a well-managed physical infrastructure. A successful DCIM deployment will reduce the overall cost of IT as well as provide a single and trusted version of the truth regarding datacenter assets, which is essential for audits, compliance, capacity planning, and strategic planning on decisions about where and how computing should be performed based on costs per workload. This roundtable discussion will explore these next-level benefits of DCIM and what it requires of an organization to achieve them. Table 11: Digital Transformation: The Professional Services Opportunity, Gard Little, Research Director, IT Consulting and System Integration Research Digital transformation involves the implementation of the changes associated with the application of digital technology (primarily IDC's 4 pillars plus the Internet of Things/machine-to-machine communication) in all aspects of operating an enterprise. Digital transformation can be triggered by execution of a digital enterprise strategy (i.e., created by a business consulting activity), an IT strategy, or implementation of any of the related enabling technologies. This lunch roundtable will discuss the professional services opportunity for IT vendors and review some examples of end-user organizations going through a digital transformation. Table 12: (San Jose Exclusive) Evolution of Network Consulting and Integration Services v2, Rob Brothers, Program Director, Software and Hardware Support and Deploy Services Network consulting and integration services portfolios must continue to evolve to deliver on client requirement and to remain competitive. The 3rd Platform is a key driver for this evolution. At this lunch roundtable, we will discuss the tools, processes, and methodologies that services firms must incorporate to be successful in the enterprise today and in the near future. Table 13: Examining Trends in Mobile and Cloud Application Development, Al Hilwa, Research Program Director, Application Development Applications are changing, and so are the methods and tools of building and deploying them. The characteristics of modern application development and the tools and platforms being used to construct and maintain new applications are changing rapidly. Join Al Hilwa in a discussion on the major trends in mobile and cloud application architectures and how they are increasingly evolving together. Table 14: From Microservers to Macroservers, Kuba Stolarski, Research Manager, Servers, Virtualization and Workloads The server market is experiencing significant changes to server designs, form factors and technology architectures. New modular designs, microservers, disaggregated rack, and custom builds are redefining the server and the server market. Join this roundtable discussion to find out about what is changing, how fast these changes will occur, and how to benefit from them. Table 15: The Future of Consumer Payments, James Wester, Research Director, Global Payments, IDC Financial Insights The payment space has attracted tech heavyweights like Google, Apple, and Facebook looking to grab some of the business once left to financial institutions. From bill payment to P2P to paying at the point of sale, the payment market is in the middle of being completely disrupted. Or is it? Does the payment space warrant disruption, and will technology companies remake how consumers pay? Join this lunch roundtable for a discussion of these topics and more. Table 16: High Availability — A Deep Dive into Customer Needs, Peter Rutten, Research Manager, Server Solutions The 3rd Platform is changing customer needs around high availability (HA). This lunch roundtable will take a close look at what current datacenter HA needs are, how customers try to resolve those needs, and what they are looking for in the near future. Distinctions between various industries will be made and the move to the cloud and its HA implications will be covered.

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Table 17: (Boston Exclusive) How the Mobile Worker Drives IT Business Value, Chris Chute, Vice President, Global SMB Cloud and Mobility Practice The mobile workforce is growing due to BYOD and powerful, easy-to-access mobile apps. Many SMBs are able to use sophisticated IT previously available only to enterprises to drive business value. This discussion will focus on what solutions, roles, and mobility-related IT workers are engaging with to drive the top line. Table 18: (Boston Exclusive) The Impact of Net Neutrality on the U.S. Broadband Marketplace, Matt Davis, Program Director, Consumer and SMB Telecom Services Join Matt Davis as he presents findings and discusses consumer attitudes toward new broadband opportunities. The discussion will cover areas such as network monetization, analytics, and net neutrality. Table 19: The Impact of NFV, SDN, and Network Virtualization on Enterprise WAN and Cloud Connect Communication Services, Nav Chander, Research Manager, Enterprise Telecoms and Network Infrastructure Enterprises are rapidly adopting public and private cloud-based IT services and software applications, taking advantage of improved economics, faster DevOps environment, and the infrastructure flexibility of virtualization. How will enterprises adopt a new set of NFV-enabled virtualized WAN services to deliver these new cloud-based applications from a secure, on-demand service provider? How are communication service providers leveraging the new network disruptions of SDN and NFV to transform their WAN service offerings to offer new virtualized, on-demand software services such as vCPE, vFirewall, and vWAN acceleration to medium-sized and large enterprises? Table 20: IoT Analytics: Big Data Is Not All About Consumer Clicks, Dan Vesset, Program Vice President, Business Analytics and Big Data Analytics to support IoT and industrial Internet projects is emerging as one of the fastest-growing segments of the big data and analytics (BDA) market. At this lunch roundtable, we'll discuss opportunities, challenges, and the competitive landscape in this segment of the broader BDA technology market. Table 21: (Boston Exclusive) IoT Driving New Server Designs, Deployment Locations, and Workloads, Kevin Permenter, Senior Research Analyst, Enterprise Servers, and David Laing, Research Manager, Client Virtualization Software and IoT The rising tide of Internet of Things (IoT) will create mountains of data needing to be analyzed/processed onsite. Servers must move beyond the datacenter and closer to the "edge" to cope and interface with the growing number of embedded devices. This presents the server market with tremendous opportunities to grow/innovate/evolve. Join us as we discuss the potential for IoT to impact everything from server designs, server deployment locations, and workloads. Table 22: IT Operations Analytics — Market Evolution and Trends, Tim Grieser, Program Vice President, Enterprise System Management Software IT operations analytics has become a mainstream element of many management software portfolios in 2014 as vendors leverage big data technologies to enable predictive analytics, real-time capacity analysis, and complex log search/reduce solutions. Users are quickly discovering that these tools are highly useful for relating business outcomes to underlying IT infrastructure and applications by analyzing high-volume business and IT data, especially log data, to understand the past and predict future behavior. Table 23: The Market Evolution of SDN, (San Jose) Brad Casemore, Research Director, Datacenter Networks, and (Boston) Rohit Mehra, Vice President, Network Infrastructure The 3rd Platform is having a significant impact in the datacenter. In particular, server virtualization and cloud computing have exposed the limitations of traditional network architectures and operational models. In this roundtable, we'll discuss how network automation and software-defined networking (SDN) have emerged to address these new challenges. We will explore the latest developments in the SDN market, including IDC's latest insights on market growth, architectural options, products and technologies, use cases, business value, and the competitive dynamics of this fast-evolving marketplace.

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Table 24: Marketing Tech to the Line-of-Business Buyer, Kathleen Schaub, Vice President, CMO Advisory Service The line-of-business (LOB) buyer now funds 61% of IT projects. What do LOB buyers really want, why are they harder to sell to, and what kinds of content will be most likely to convert? We'll discuss how marketing and sales teams must change practices to effectively engage LOB buyers in the digital age. Table 25: (Boston Exclusive) Navigating the Complexities of the Mobile Enterprise Software Ecosystem, Stacy Crook, Research Director, Mobile Enterprise For several years now, the IT industry has been evangelizing the transformative power of mobile technology. While many organizations today have some kind of mobility project in the works, however, few have been able to pivot from ad hoc approaches to those that sustain ongoing competitive advantage. At this roundtable, we'll discuss the various challenges customers face when looking to develop a comprehensive mobility strategy: consumerization, the breadth of mobile application development approaches available, the need to modernize back-end architectures to support mobile front ends, and the security concerns they face as sensitive data is increasingly sitting outside the boundaries of the traditional corporate network. Table 26: New Technologies and New Workloads for Databases, Carl Olofson, Research Vice President, Application Development and Deployment Join this lunch table as we discuss new and rapidly evolving database technologies, including relational enhancements, NoSQL databases such as document-oriented and wide column store databases, and Hadoop implementations. We will also discuss how those technologies enable new workloads and provide new solutions to problems. Table 27: New Trends in HPC and High-Performance Data Analysis, Steve Conway, Research Vice President, High Performance Computing, and Bob Sorensen, Research Vice President, High Performance Computing IDC HPC analysts with discuss in a Q and A format key trends and use cases in high-performance computing (HPC) and in the fast-growing, formative market for big data using HPC resources. This session will include new market forecasts, vendor consolidation, mergers, and splits. In addition, the discussion will cover examples of how big data is changing HPC — and how HPC combined with big data is creating new market opportunities. Table 28: (Boston Exclusive) The Power of Two: Mobile Enterprise Services Buyers, Denise Lund, Research Director, US Mobile Enterprise Services and IoT Ecosystem and Trends This lunch roundtable will provide analytical insight into the impact of joint business and IT leadership teams on enterprise mobility buying decisions. Table 29: Preparing for Technology Disrupted Government, Alan Webber, Research Director, Innovation and Transformation Government is being overwhelmed by technology changes while being held back by the very processes and rules that form its foundations. This session will discuss how significant shifts in technology and culture – such as the collaborative economy, the maker movement, cryptocurrencies, reputation systems, privacy, and others – are disrupting government. Table 30: Risk and Security 2020, (San Jose) Chris Christiansen, Program Vice President, Security Products and Services, and (Boston) Michael Versace, Global Research Director, Risk and IT Strategy, IDC Financial Insights What will be the most pressing business drivers influencing how executives plan for enterprise risk and information security strategies and IT investments over the next five years? By 2020, will the center of these strategies and investments continue to be regulatory compliance, shrinking response and decision windows, and solving to the complexity of business, societal, and technological threats with traditional solutions? Join this roundtable to discuss and debate a set of critical decision imperatives for risk and security investments leading to 2020.

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Table 31: (San Jose Exclusive) Semiconductor Core Technologies: Cloud Infrastructure, Abhi Dugar, Research Manager, Cloud Infrastructure Cloud service providers’ efforts to enable scalability, flexibility, and security in their data centers have changed the value chains of major system types and hence the purchase and adoption of semiconductors. This session will focus on the vendors, technologies, and markets for technologies being sold in server, storage, networking, and security systems in the datacenters of CSPs. This session will also discuss the needs of CSPs, principally the Tier 1 companies in the U.S. and China; what technologies they buy and how they buy. Table 32: (San Jose Exclusive) The Transformation of Unified Communications and Collaboration, Amy Lind, Research Manager, Enterprise Voice and IP Communications Services and Unified Communications This lunch roundtable will explore the rapidly transforming unified communications and collaboration (UC&C) market and how the shift in enterprise adoption from premise-based to cloud-based and hybrid solutions, the move toward software-centric solutions and applications, the growth in demand for mobility, and the rise of browser-based communications are driving this transformation. Table 33: Trends in the Worldwide Services Market, Rebecca Segal, Vice President, Global Services Markets and Trends, and (Boston) Chad Huston, Senior Research Analyst, Global Services Markets and Trends Worldwide services research focuses on key trends across all services markets, including consulting, outsourcing, and support. Join us for a discussion of common research topics, such as the rise of digital services, the continued shift toward the 3rd Platform, regionally specific services trends, and profitability. Table 34: Untangling the Law and Impact of Responsive Offensive Security, Sean Pike, Program Director, eDiscovery and Information Governance Research The most recent high profile data exposures and business crippling cyber attacks demonstrate the futility in hiding behind walled-in security environments and illustrate the need to move beyond simple attack deflection. One such approach could be hacking back – attacking attackers to cripple offensive capabilities. Recent attacks also illustrate just how complex meeting cyber force with cyber force could be. This session will discuss the legal complexities of reaching beyond the four walls of the corporation and proposed solutions. Table 35: Using Digital Technologies to Transform Your Customer Experience Strategy, Michael Fauscette, Group Vice President, Software Business Solutions, and (Boston) Mary Wardley, Vice President, Enterprise Applications, CRM Software and Customer Experience Companies are struggling with social and other digital technologies and the changes that are required to respond more effectively to the new digitally savvy customer. These technologies are creating disruption across a wide range of functions including sales, marketing, and customer service as well as many "back office" organizations like product development and finance. This roundtable will discuss new survey data and research on how companies are using these new technologies to transform the customer experience and build long-term relationships with customers. Table 36: Victory for Thought Leadership Marketing Campaigns: Sales Enablement, Jason Cunliffe, Vice President, Thought Leadership and Sales Enablement Practice Most thought leadership campaign objectives focus squarely on leading edge content, associating brand image with emerging technology trends, driving market awareness and media coverage, and re-defining client dialogue. Yet many campaigns don’t claim victory despite achieving marketing qualified lead targets. Keys to claiming victory rely on enabling sellers with tool kits that move leads from digital dialogue to inter-personal dialogue, to closed deals. Learn new techniques, use cases and share experiences with peers. Table 37: VMs, Containers, and Cloud System Software, Gary Chen, Research Manager, Cloud and Virtualization System Software The discussion at this table will focus on the latest trends in virtualization such as hypervisor market competition, multi-hypervisor deployments, and the rise of container technology such as Docker. Cloud system software is the foundational system software that is used to build the infrastructure layers of a cloud. It is still an emerging market, and we will discuss major cloud platforms such as VMware's vCloud, Microsoft Cloud OS, and OpenStack.

Table 38: Windows Client and Server, Linux, OS in Cloud, Al Gillen, Program Vice President, Servers and System Software

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Join Al Gillen to discuss operating systems trends both on-prem and off-prem in hosted and public cloud infrastructure. IDC will be discussing its take on Windows 10 and the trajectory for Windows Server products, how Linux is being used in public infrastructure, and the effect of virtualization, Docker, and more. What operating systems will be hosting new 3rd Platform applications? Table 39: Workforce Productivity — Challenges and Opportunities, Vanessa Thompson, Research Director, Enterprise Social Networks and Collaborative Technologies, and (Boston) Lisa Rowan, Research Vice President, HR, Talent and Learning Strategies The shift to the 3rd Platform is changing the way we communicate, collaborate, and get work done. To be ready for this shift and enable the workforce to do work in real time and in context, businesses need to become more agile to serve immediate needs. To meet these needs, many companies will need to survive by existing processes augmented with newer and more agile methods. Come and discuss the enabling communication and collaboration technologies as well as the imperatives from an HR standpoint. Table 40: Your Path to Staying Relevant with Sale Enablement, Thomas Barrieau, Director, Sales Enablement Practice Today’s salespeople face compressed sales cycles, hyper-informed customers, and too many opportunities ending in no decision. This creates an environment where sales professionals are challenged to remain a vital part of the buyer’s journey. Sales leaders can counter these trends by moving the role of sales rep beyond trusted technology advisor to one of market and business value expert. Sales Enablement is the key to this transformation by equipping sales personnel with the training and knowledge they need to stay relevant.

12:40 – 1:20 pm Lunch Special-Interest Sessions

Pick up a box lunch before your session. The Future of Telecommunications Networking: Resurgence or Obsolescence? Courtney Munroe, Group Vice President, Worldwide Telecommunications Research Communications service providers (CSPs) have been under siege for years. They face disruptions on many fronts. Revenue and profits have been sapped by competition from OTTs, as well as shifting demand patterns of consumers and businesses. The evolution of IP and mobility provides both opportunities and pitfalls for CSPs. The exponential growth in video and mobile data traffic threatens dwindling CSP profits, while fierce competition stifles revenue growth. This session will explore whether network and business transformation driven by SDN and NFV, as well as new cloud services and channel strategies, will be enough for CSPs to stave off long-term irrelevance. Managing the Workplace of the Future, Robert Young, Research Manager, Enterprise System Management Software and Cloud and Virtualization System Software The consumerization of IT continues to drive a proliferation of diverse endpoint devices, virtualized environments, and cloud-hosted resources into businesses of all sizes. Robert Young will discuss how these technology advancements have reshaped the way we communicate, collaborate, and share ideas with one another. He will address how mobile devices, virtualized clients, and wearables will dramatically transform expectations on when, where, and how business gets done in the enterprise. He will also examine the workplace evolution, through the lens of technology, beginning with the PC era through to 3rd Platform environments and beyond. Finally, the presentation will discuss the efforts needed to drive value from this workplace transformation.

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Society 2.0 — The IoT and Its Impact on Quality of Life, Ruthbea Yesner Clarke, Research Director, Smart Cities Strategies The IoT will have a profound impact on our quality of life — from everyday tasks at home or at work to emergency situations (both personal and systemic) to broad-scale issues related to the environment or energy use. Nowhere will the impact be felt more personally than in the public sector — in the cities in which we live, work, and visit and in the healthcare and social services we receive. Local government and healthcare leaders care about achieving specific outcomes — reducing traffic, pollution, incidents of diabetes, and homelessness. They are asking how IoT solutions can be connected to these outcomes and when the IoT is the best technology choice for specific use cases. This session will discuss the use cases and business outcomes driving investment in Smart Cities and Connected Health and how IoT solution vendors can help their public sector customers navigate the complex landscape of vendors and technologies.

12:50 – 1:20 pm Analyst One-to-One Meetings Open to all attendees by appointment. Visit the Analyst Connection Kiosk to schedule your meetings. Visit www.idc.com/directions for a list of analysts available for one-to-one meetings.

1:30 – 2:10 pm Track Sessions

Track 1: Platform as a Service: The Battle for Developers and Apps, Larry Carvalho, Research Manager, Platform as a Service Businesses need to constantly adapt to unpredictable market changes and avoid being marginalized by fast-paced newcomers. Developers have to build, deploy, and maintain applications efficiently to meet these needs. Open source initiatives like OpenStack, CloudFoundry, and Docker are rallying a community of developers to collaborate on innovation and accelerate cloud adoption. Vendors like Amazon, Google, IBM, and Microsoft are going all out in the battle for developer mindshare with the intent of hosting their apps. Platform as a service (PaaS) helps make businesses agile by providing DevOps tools and abstracting cloud infrastructure that is being made even more efficient with containerization. Microservice architecture and functional programming capabilities are adding new approaches to building cloud applications. Platform capabilities like frictionless development life cycle attract developers and marketplaces and give their apps a route to a range of buyers that is revolutionizing the IT procurement process. This session will cover PaaS adoption trends and how vendors are battling it out. Track 2: Future of Big Data and Analytics: Update, Henry Morris, Senior Vice President, Worldwide Software, Services, and Sales and Marketing Executive Advisory Research Groups The digitization of everything leaves behind an abundance and variety of data that needs to be categorized, managed, and analyzed in order to be valuable to an enterprise and its customers. But are enterprises set up to harvest this data as the essential ingredient of new systems of decision and engagement? This session looks at the accelerators and the inhibitors to the big data and analytics movement, updating IDC's 3X3 model of use cases by workloads, showing the forces at work in shaping the supply and demand for these technologies.

Track 3: Evolving App Architectures and the Next Wave of Business Agility, John Jackson, Research Vice President, Mobile and Connected Platforms

The mobile application phenomenon is now a revolution within a revolution. Mobile apps and the services they deliver are becoming increasingly interconnected and interdependent. At the same time, mobile app development capability is being democratized. Conditions are right for mobility-accelerated business innovation and agility. But to capitalize on these conditions, IT's contract with the enterprise must also evolve. This presentation describes how app evolution is driving service innovation and business agility. We will provide guidance to enterprise mobility stakeholders on investments, strategies, and best practices they can pursue to help their organizations innovate ahead of the competition in the new app economy.

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Track 4: Born on the 3rd Platform: The Next Generation of Marketing, Rich Vancil, Group Vice President, Executive Advisory Strategies IDC forecasts that all new growth in the IT industry will come from the 3rd Platform set of mobile, social, cloud, and big data products and services. And IDC CMO Advisory knows that virtually all new marketing investment and innovation will cluster around the companies that exploit this space. Where are you in your transformation to 3rd Platform marketing techniques? How will you achieve marketing excellence in a world where our buyers demand services-led, lower-priced, self-purchased information technologies? In this session, Rich Vancil will explore the key shifts in marketing operations and execution for this new era. New survey research will provide a set of the "dashboard" metrics for marketing that are being tracked by best-in-class practitioners. Case studies of leading marketers will be provided. Track 5: The Digital Enterprise: New Business Processes Drive New Workloads, Matt Eastwood, Group Vice President and General Manager, Enterprise Platforms In the era of the 3rd Platform, enterprise transformation challenges both IT and business leaders to create an organization whose business processes are entirely digital. The advent of social, mobile, cloud, and advanced analytic technologies change customer expectations and present new opportunities for large and small enterprises in virtually all industries. The 3rd Platform brings these new technologies together, while at the same time creating a perfect storm for business leaders looking to compete effectively in the market. In this session, Matt Eastwood will explore the new workloads that digital transformation is creating as organizations leverage mobile, social, cloud, and analytics to enhance customer engagement and improve business decision making. IDC believes that many companies will need to develop entirely new technology infrastructures, and this session will explore the impact these workloads will have on IT and the datacenter.

Track 6: Spoiler Alert! Everyone Needs an IoT Business Plan, Vernon Turner, Senior Vice President, Enterprise Infrastructure, Consumer, Network, Telecom and Sustainability Research The Internet of Things is rapidly moving into reality for every business, as it enables new business models, creates low barriers to entry for competitors, and drives disruption in product development, while challenging the security and value of corporate data. There has seldom been a time like this when vendors and their customers have to be on the same page. How will vendors align their traditional IT product road maps to include nontraditional markets in industry, government, and consumer? Will customers need to accelerate their cloud and analytics investments to be relevant in this new arena? What is more important — being good at collaboration or being good at integrating IoT solutions? What information will customers share with their industry peers to better develop supply chains, security data basis, and predictive outcomes? Is transparency and openness the outcome of emerging industry standards? Business outcomes will be driven by better connected business plans shared by customers and technology partners. How difficult will this be? Who is in the better place to be the immediate leader or emerging leader? This session will connect the IoT business plans and give you the IoT blueprint for success. Track 7: Using Data to Transform the Customer Experience, Michael Fauscette, Group Vice President, Software Business Solutions Companies have struggled to build customer experience strategies and execute on them in meaningful ways as customer expectations and behaviors have changed the buying and support processes. Using social data, transaction data, behavioral models, and new mobile experience applications, companies are learning new ways to create positive outcomes for customers and prospects. Leveraging social listening tools, new CRM extensions, analytic tools, data clouds, and other technology, companies are more effectively modeling potential interactions and executing against these experience models. This session will look at customer experience models, social monitoring and response tools, mobile CX applications, and strategies that are effectively leveraging these tools to increase revenue and customer satisfaction as well as compete more effectively in the global marketplace. Track 8: Beyond the 3rd Platform: Future of Security, Chris Christiansen, Program Vice President, Security Products and Services 3rd Platform security is a continuous compromise between user experience, risk, and cost. Over the past 50 years, attack surfaces evolved rapidly but remediation fell behind. Over the next 5–10 years, however, security will improve user experiences, business efficiency, and costs. This session will discuss how cloud, threat intelligence, and Internet of Things will contribute to increasingly positive outcomes.

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2:20 – 3:00 pm Track Sessions Track 1: Business Transformation and Industry Clouds, Scott Lundstrom, Group Vice President and General Manager of IDC Financial Insights, IDC Government Insights, and IDC Health Insights Industry clouds are a new and emerging market for industrial cloud service offerings that are owned and operated by leading industrial market participants. End users are launching and partnering with tech suppliers to create new IT platforms as well as new services offerings to meet the needs of their specific industry. Every industry has a unique set of business and regulatory requirements, and leading industrial firms have seen that offering the capabilities as a service broadens their influence and revenue opportunities in a given industry. Supply chain captains and market leaders see these services as a way of increasing market power and consolidating their leadership in an industry. IT organizations are now being seen not just as cost centers but also as sources of new revenue generated from transformational service offerings. Track 2: The Commercialization of Cognitive Systems: Transforming the Software Market, David Schubmehl, Research Director, Search, Content Analytics and Discovery Research

A new class of software has emerged from the research labs and has begun to embed itself on our smartphones, tablets, laptops, Web sites, and even enterprise systems. Cognitive systems learn about us — our likes, dislikes, and what we do — and then use that learning to answer questions, predict actions, and make recommendations. It uses natural language processing, search, artificial intelligence, and machine learning to provide expert assistance in a wide range of areas. For end users and consumers, Google Now, Apple Siri, and Microsoft Cortana provide varying levels of expert assistance. Companies such as IBM, Nuance, Digital Reasoning, Saffron, CustomerMatrix, and Cognitive Scale are designing and developing enterprise cognitive systems that help returning veterans understand their benefits, advise doctors and insurance providers on cancer treatments, provide operational predictions and recommendations for manufacturing, and advise and recommend financial and insurance products to brokers and customers. This session discusses the emergence and commercialization of cognitive systems and provides advice and recommendations to organizations about how cognitive systems are going to help transform the 3rd Platform. Track 3: The Mobile Application Ecosystem in a Post–API Economy World, Amy Konary, Research Vice President, Software Licensing, Provisioning, and Delivery In a post–API economy world, there are virtually limitless opportunities for organizations to create, iterate, and manage new applications that engage users via mobile devices in nearly every aspect of their lives. As organizations become API brokers and consumers, ecosystems are developing around valuable APIs — each of which has its own growing user base. The API economy will create roles for IT suppliers — although there will be nothing traditional about the new landscape. In this new world, applications are simply containers of rules and logic that leverage APIs to access syndicated datastreams. In addition, the API economy will introduce a new currency — data — and new business model requirements. This session will explore the role of the mobile enterprise application provider in a post-API economy. As application suppliers look to carve out a new niche, how can they add value to existing API ecosystems? What will the competitive landscape look like, where and how will money be generated, and what key success characteristics will emerge in the new mobile application ecosystem?

Track 4: The Future of Marketing Technology: Platforms for Innovation, Gerry Murray, Research Manager,

CMO Advisory Service Marketing technology is going through a major shift from disparate point solutions to integrated marketing clouds. Not only will the marketing cloud era make marketing technology more powerful, it will make it even more pervasive. As cloud platforms level the playing field, technology will diminish as a means of competitive advantage. The new basis of advantage for marketers will be how ingeniously they can use that technology to captivate their audiences. This session will cover a number of examples of creative cross-channel marketing and the technology, data, and organizational innovations that make them possible. In addition, IDC will present an update to its Strategic Framework for Marketing Technology; show attendees how they can rightsize their marketing infrastructure; and provide an outline of key practices for nurturing a dynamic, creative marketing culture in an increasingly process and data-driven world.

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Track 5: Open Source Standards and Software: Enabling Shifts in Datacenter Strategies, Laura DuBois, Program Vice President, Storage Businesses transformation, enabled by 3rd Platform ingredients, comes with an expectation of an accelerated and consistent pace of business. Increasingly, new applications, public cloud infrastructure, and private clouds are built using open source components and standards. In this session, Laura DuBois will explore how firms of different types are using open source standards and software such as OpenStack as well as database, persistence, container, virtualization components, and REST API standards to drive improvements in standardization, geo-resiliency, time to market, and TCO.

Track 6: Why the CIO Is Still Relevant in the Internet of Things, Carrie MacGillivray, Program Vice President, IoT, Mobile Services and Network Infrastructure As line-of-business leaders race to create business and market advantage through first-mover Internet of Things (IoT) implementations, collaboration with internal IT teams can often be the first casualty. Make no mistake, business leaders are in the best position to see the value of these enabling new technologies and, as a result, are usually the product champions. However, the reality of a new technology implementation is that "sustaining and maintaining" are major components of successful, business value–enabling initiatives. Carrie MacGillivray will highlight important observations from IDC research as to why the CIO and internal IT remain critical stakeholders in these transformative IoT investments. She will highlight why IT budgets need to earmark funding for IoT deployments as well as the ongoing support and how the CIO can be an enabling advocate for traditional IT vendors seeking IoT success. Track 7: Workforce Transformation and the Employee Experience, Vanessa Thompson, Research Director, Enterprise Social Networks and Collaborative Technologies The way we work, collaborate, and simply connect with our employees, customers, partners, and suppliers is rapidly changing. This session will focus on the dynamics of connected workers and how they require increased access to information to make decisions. The confluence of personal productivity and increasingly agile business models is also shifting the way we think about work, the way we do work, and the people that do that work. Track 8: Making Change — The New Payment Landscape, James Wester, Research Director, Global Payments, IDC Financial Insights The payment market, which was once a very stable space, is now being redefined by the core technologies of the 3rd Platform. Providers are cutting the strings on payments, abstracting the point of sale and the payment method into the cloud, harnessing the vast store of transaction data, and connecting consumers to merchants and other consumers through social and peer-to-peer networks. The result is the reinvention of the payment and the reimagining of commerce. This has led to an incredible amount of attention being focused on payments. The big questions now are: How far will the transformation go, and how will both legacy providers and start-ups fare? This presentation will look at the changing payment landscape, the opportunities and the challenges, and how the way we shop and pay is evolving.

3:10 – 3:50 pm Track Sessions

Track 1: Reimagining a Cloud-Centric IT Services Industry, Gard Little, Research Director, IT Consulting and System Integration Research

While the bulk of business for many services organizations still sits on the 2nd Platform, the 3rd Platform world is coming on fast — already driving one-third of IT spending and virtually all of the spending growth. How must IT services organizations fundamentally transform — their skills, their business models, their customer base, their portfolio of offerings, and their go to market — to thrive in the new marketplace? This session will help participants envision a future where IT project-based services, outsourcing, and support and training services are all sold and delivered in a cloud-centric world. Lessons learned from the last transition (from 1st Platform to 2nd Platform) will be analyzed for applicability to this new transition. This session will also provide guidance on how to help invent the IT future we want for ourselves and our organizations.

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Track 2: Data Monetization: From Data as a Service to Value-Added Content, Dan Vesset, Program Vice President, Business Analytics and Big Data 70% of organizations currently license external data. Yet only a few vendors have participated in the information industry where data is being traded daily. This is changing as a plethora of new companies are emerging to coexist with — and sometimes replace — traditional data vendors. These newly formed or evolved companies known as value-added content providers (VACPs) are aggregating, curating, analyzing, and adding value to information. They are transforming data and finding new ways of deriving economic value from them. VACPs are taking social media, blog, Web transaction, IoT, government, and other data and enhancing it for license to organizations hungry to understand their customers, products, and the markets in which they exist. VACPs themselves are buying software and IT infrastructure to bring their services to market and are tackling the business side of content licensing and rights management. This presentation will explore the current VAC market landscape, highlight examples of VACPs and survey data from users of VAC services, and explore the opportunities for content creators, software, infrastructure, and services vendors. Track 3: Next-Generation Mobile Devices: New Devices, New Jobs to Be Done, Tom Mainelli, Program Vice President, Devices and Displays Everywhere you look, device proliferation continues unabated. Whether its emerging markets, where smartphone growth continues at a record pace, or mature markets, where the PC is enjoying a modest but real resurgence, the number of devices shipping continues to escalate, driving up devices per person and penetrating new customer segments. As mobile device markets mature, and the euphoria of owning new technology for technology's sake fades, each endpoint must prove its worth within this new, interconnected device ecosystem. In this session, Tom Mainelli will examine the ongoing segmentation of hardware markets and the opportunities and risks this evolution represents. He'll also discuss the path forward for device vendors and others across this ecosystem in a world where most see hardware marching inexorably toward commodity status, with few major players and even fewer winners. Track 4: About Face: How Analytics Is Changing the Way We Look at B2B Buyer Behavior, Kathleen Schaub, Vice President Research, CMO Advisory Service Somewhere in the haystack of data accumulated as a by-product of everyday digital tasks such as navigating, clicking, searching, and liking are needles of brilliant insight. Often how people behave during their buying decision journey is different from what was expected. Analytics can provide a more accurate answer to questions like: Who are your most promising buyers? How did they find you? What are they really looking for? What is the role of analytics at different stages of the buyer's journey? Kathleen Schaub will share insight, research, and case studies about what leading B2B tech marketers are learning about their buyers from the unfolding practice of behavioral analytics. This presentation will include practical guidance on investments, skills, organization, and technologies for success in this important practice. Track 5: High-Availability Angst in the 3rd Platform Era, Peter Rutten, Research Manager, Server Solutions Is your datacenter a patchwork of high availability (HA) approaches? Are your workloads becoming increasingly "mission critical" requiring near-zero downtime? Are you weighing the ramifications of extending your HA systems supporting mission-critical workloads into private, hybrid, or public cloud? This session takes a look at what datacenters across various industries are saying about how their HA needs and strategies are changing in the face of the 3rd Platform era, as well as how hardware and software vendors are responding to these needs. Are we at the threshold of an availability continuum that stretches from silicon to cloud?

Track 6: IoT: Solving Real Business — and Consumer — Problems Today … It's Only Just Begun, Bob Kraus, Senior Research Analyst, Global Technology and Industry Research Organization Although all eyes are set on the billions of IoT devices that will be deployed by 2020, we already have numerous IoT deployments that are transforming enterprises and consumers' lives today. In this session, we will dive into four IoT initiatives that are being deployed today — fleet management, remote patient monitoring, manufacturing process control, and an infant's sleep monitoring onesie. We'll explore what it took from an implementation standpoint to make these projects a success and how we can apply these early cases to future opportunities. We will also spend time looking at future uses of IoT and scope out the enormity of the opportunity.

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Track 7: Transforming the Product and Service Innovation Process, Bob Parker, Group Vice President and General Manager, IDC Energy Insights, IDC Manufacturing Insights, and IDC Retail Insights A quick scan of the annual reports of manufacturing companies will reveal a renewed emphasis on the importance of innovation in delivering profitable growth. Much of this relates to the increasing connectedness of products and the opportunity to sell digital services in concert with physical products. These new business models require a fundamental change to the product management processes at companies, how they are organized to deliver innovation, and the underpinning technology and applications that support the process. This session will explore these changes, discuss how companies will invest in the transformation, and provide guidance as to how to take advantage of the market opportunity. Track 8: 3D Printing Moves from Hype to an Innovative, Disruptive Force in 2015 and Beyond, Keith Kmetz, Vice President, Hardcopy Peripherals Solutions and Services The stage is clearly set for 3D printing to move from a much-hyped market opportunity to an innovative platform to disrupt traditional product creation processes. Not only do we continue to see new levels of performance capabilities from existing market players, but conventional print manufacturers are demonstrating more than just a passing examination of 3D printing's unique value proposition. We anticipate that today's considerable product development activities will lead to eventual 3D printer market entries in the not-too-distant future. This presentation discusses IDC's latest view of this burgeoning market with forecast and trend analysis as well as adding the voice of the customer that highlights market needs and requirements.

4:00 – 5:00 pm Featured Keynote

Reimagining Enterprise IT: Trends for 2015, Mike Abbott, General Partner at Kleiner Perkins Caufield & Byers Mike Abbott will host a conversation on the democratization of enterprise technology and trends in enterprise IT. Enterprise technology customers, mirroring the trends in the consumer

technology space over the last several years, now look for services to be delivered on demand, at a time and place of their choosing, and in the exact manner that they want. Mr. Abbott will review the key trends – and key implications – including the public cloud, micro services, multi-cloud environments, containers, IoT, endpoint security, machine learning, and the still-emerging DevOps functional role.