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IBM's latest design initiative spawns Bangalore lab

Posted: 31 Mar 2014     Print Version  Bookmark and Share

Keywords:IBM  design  lab  mobile  digital marketing 

IBM has revealed its plans to commit more than $100 million to globally expand its consulting services capability to help clients with experience design and engagement. As part of the investment, the company will open 10 IBM Interactive Experience labs around the world and plans to add 1,000 employees to create novel, personalized models of engagement through data and design.

Located in Bangalore, Beijing, Groningen, London, Melbourne, Mexico City, New York, Sao Paulo, Shanghai and Tokyo, the labs provide clients with the opportunity to work side-by-side with researchers and consultants as well as experts in experience design, mobile and digital marketing. These multi-discipline teams analyse business challenges and jointly create solutions that integrate next-generation mobile, social, analytics and cloud technologies. IBM plans to open additional labs in the future to support the global demand for data-driven experiences.

"There's no longer any real distinction between business strategy and the design of the user experience. The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere, and the quality of that experience is entirely dependent on the use of individualized information," said Bridget van Kralingen, SVP of IBM Global Business Services. "As our clients recalibrate what it means to engage with their customers or employees, we're bringing them the full spectrum of world-class design and IBM Research, book-ended by strategy consulting and our strength in Big Data."

As hallmarks of the IBM Interactive Experience consulting practice, the labs will enable companies to engage with their customers in entirely different ways. Researchers within IBM Interactive Experience are developing capabilities to harness the value of data to help clients create personalised experiences, while designers within IBM Interactive Experience are working directly with clients to develop experiences that are increasingly mobile-driven. These experiences leverage IBM's MobileFirst portfolio to take advantage of the transformational nature of mobile solutions. The combination of these capabilities and design elements hinge on insights IBM converts from data including information on individual decisions, choices, preferences and attitudes.

In addition to the 10 labs and four existing locations in Atlanta, Boston, Chicago and Toronto, clients can partner with IBM Interactive Experience teams in IBM Research Labs in 12 locations around the world to personalise their every interaction with consumers.

Along with the facilities, IBM also unveiled data-driven innovations from IBM Interactive Experience that help business leaders gain deeper insights into individuals and transform the way customers experience their products, services and brands. IBM researchers within IBM Interactive Experience invented unique algorithms that conduct the analysis for these capabilities.

Intelligent Customer Profiles is an analytics-driven solution that enables consumers to directly manage the personal information companies use to provide them services. It also allows companies to proactively ask consumers questions, using a learning model to determine the next best question to ask an individual for a clearer picture of their preferences, while respecting privacy constraints. This helps companies improve the quality of customer profiles so they can provide better service, enhancing the relationship between a business and their customer. For example, an airline could use this capability to refine its scheduled service to better meet the needs of specific micro-segments of customers or a bank could make sure it's providing an individual customer with service on their preferred channel of communication.

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