The IBM ASL Program

© 2011 IBM Corporation

Align IBM with YOUR business (The IBM ASL Program)

for

IBM Business Partners

Chris Clancy – ASL Sales

Mark Simmons – ASL Sales

Jodie Scarr – ASL Sales

© 2011 IBM Corporation 2

Probing Questions for a potential partner to consider

Do you want the middleware that supports your application to become an integral part of

your application?

Do you want to be able to present a single, bundled, price to your customers?

Do you want a consistent price and know that price for at least one year or longer?

Do you want to leverage the IBM brand for higher end clients?

Do you want to generate revenue and profit on each sale for the middleware that your

application drives?

Do you want a single sales force talking to the customer rather than your reps and

middleware reps from multiple companies?

Do you want to provide a single point of contact for exceptional customer support after you

sell your application to the client?

Do you want to be invited and participate in IBM events with clients?

Do you want to continue to buy from companies that compete with you or would you rather

work with a company that supports you?


What It is: ASL vs Resell Distinctions

Resell - PPA

No pre-integration Separate buying decisions for partner solution and IBM SW Separate pricing to the client for the solution components No requirement IBM SW be sold as part of a solution Full use license License held by client Pricing varies by client’s PPA level L1/L2 Support provided by IBM SWG Channels mission

Integrated Bundle of partner’s application (services) and IBM SW IBM Software may be visible One price to client for total solution IBM SW must be sold as part of solution License restricted to use within solution License held by partner Pricing to partner for contract duration L1/L2 Support provided by partner SWG Channels mission

Application,

Hardware or

Services

SOLUTION

IBM

Software

Application

and

Services

SOLUTION

IBM

Software

ASL


Why License IBM Software as Part of Your Solution?

IBM products may be visible

Application-Specific Licensing from IBM

Present total solution offering to the customer

Bundle and tune IBM software with their products – with IBM help – so their clients get a low cost of ownership, high performance and reliability out of the box

Control their own sales cycle – deliver and price your solution for clients without having to coordinate with IBM or IBM reseller/distributor

Sell worldwide

Reduce development and support costs – deliver an optimized, differentiated and consistent solution to your customers

ASL – What’s in it for an IBM Partner?


ASL value for both partners and end-customers

Partner Value

Improves profitability

– Known cost of the IBM SW for the duration of the contract – Price to the partner is the same, no matter who the customer is, or where they are located in the world

Accelerates sales cycle – one seller, total solution

Joint sales activities with IBM – Target specific accounts to sell partners solution.

Strengthens account control – avoids involvement of competing middleware providers

Speeds time to market and reduces development costs – IBM developed middleware; partner can focus on their value-add

End Customer Value

Preference to buy total solution

One contract. One solution

One contact for sales, service, support

Low cost of ownership, high performance and reliability out of the box


IBM products may be visible

Application-Specific Licensing from IBM

Purchase Commit – Partner makes revenue

commitment. Provides highest discounts and most

flexibility with Ts & Cs and overall pricing. Prices fixed

for contract term.

Monthly Rental SaaS / Cloud – For partners seeking to

build SaaS / Cloud offerings for their clients, and

requiring monthly fixed term license ordering.

ASL Distributor Contract – Agreement between IBM &

Distributor. The distributor recruits ISVs, extends reach

to smaller partners. Distributor offers Tier 2 ASL

partners flexible credit, simple contracting,

administration, education and support.

ASL – Contract Models


Perpetual v Monthly Rental

Perpetual

Example – eCommerce Solution IBM Software @ SRP = £100K for license & £22K for on-going support Perpetual License = £55K license and £13K for on-going support Monthly Rental = £2,542 / month

Monthly Rental

Own s/w entitlement. Re-use s/w for other clients. Still sell monthly to your clients.

True pay as you go. Scale up / down depending on monthly usage. Op Ex v Cap Ex


Reminder: Business reason for ASL

Business Model

Bundle IBM software in BP solution

Receive consistent pricing over life

of the contract

Price solution without having to

coordinate with IBM

Deliver solution worldwide with

single ASL contract

Key IBM ASL Offerings:-

IBM Business Analytics IBM Industry Solutions Information Management IBM Collaboration Solutions

(Lotus software) IBM Rational®: Software

management IBM Tivoli®: Service management

IBM WebSphere®: Integration and optimization

ASL

Success Factors

Solution expertise

Sales strategy

GTM plan

How IBM Helps

Enablement support

Sales tools

Marketing help

Brand acceptance

Revenue & Profit

Revenue from:

• BP application software

• BP implementation services

• BP application & IBM software

L1/L2 support

Profit based on:

• IBM contractual discount

• BP application software

• BP implementation services

BP Investment

Software development skills

IBM technology skills for support

Industry/application expertise

Co-marketing funding and execution

Business Value

Packaged solution for clients has more

function and single point of support

Less interference from middleware

vendors in your sales cycle

Deliver integrated optimized solution

with faster time to value

Business Outcome


Introducing

ArrowSphere

xSP Central

A portal that simplified

management of vendor software

licence programmes for service providers


Service Providers gain a single entry

point to manage all Cloud Service

Provider software licences.

Build and model services using SW,

HW and business costs.

Which brings clarity to the cloud

turning theory into reality.

So why xSP Central?


Design, deploy & report


Our partners generally want to move quickly

Initial Meeting

Middleware Selection

Sign ASL

Agreement

Sell and Make

Money

Complete

Enablement

General Availability

Today

2-10 weeks

3-6 months

6-12 months+

Fit and Function

evaluation

[email protected] [email protected]

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The IBM ASL Program

Technology

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