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Published by ruzbeh.framjee, 2017-10-23 02:16:12

Audience Journey V3.1

Audience Journey V3.1

IBM Cognitive Summit:
Genius of Things

Dubai
10th October

Audience Journey
Prepared for IBM
09.13.17
Version 3

About this presentation

This presentation intends to showcase the audience journey that an
attendee experiences when they attend the “IBM Cognitive Summit: Genius
of Things”

IBM is leading conversations around digital transformation with Watson IoT.
Example: BMW , KONE, Cisco, Aerialtronics, Schaeffler partnerships.
Forrester has announced IBM as the leader in IoT platform which is a part of
IBM’s Cloud story.

This presentation aims to take the audience through a journey of how they
can help transform their business and achieve 3 key outcomes with the help
of IBM as their partner.

1) New Revenue Streams

2) Operational efficiency and lower costs

3) Enhanced Customer experience

Objective of the presentation

Throughout the IBM Cognitive Summit: Genius of Things, we will strategically aim to:

• Drive a cohesive narrative with organizing themes
Provide clear context and relevancy by wrapping content in key themes that connect to audience
challenges and needs. Consider “chapters” or “deep-dives” that tailor to key industries or roles.

• Uphold energy and create a frictionless flow
Leverage a charismatic, seasoned MC to help set and maintain a lively tone throughout the day,
facilitating speaker presentations, transitions and audience engagement. Every section of the
agenda should seamlessly transition to the next and keep the attendee engaged.

• Vary session formats, depth and length – leaving time to breathe
Spread out longer sessions and breakouts. Consider a roundtable format for challenge-focused,
25-minute breakouts that follow a 45-minute “thought leadership” session. Add more time for
breaks, meditation and even yoga.

• Create inspirational “wow" moments
Open with a bang and end with one too. And while we’re at it, let’s surprise attendees with
unexpected experiences throughout to create lasting impressions.

• Make every moment interactive
Add opportunities for attendees to become active participants in the program, connecting with
experts, clients, partners and peers for maximum value. Give attendees a stake in the game.

IBM Cognitive Summit: Genius of Things
Event Manifesto

You are on the path to becoming a digital business but ... the pressure to innovate is constantly
gnawing at your head, stressing you out. You are overwhelmed with news of the latest technologies,
and how they could help your business grow. You constantly hear about Cognitive, Cloud, Internet
of Things & Artificial Intelligence. Where do you start?

You know that you need to create a business that is built for the future and to do that, you need to
identify new revenue streams, keep your clientele happy, and at the same time … make it as
convenient as possible for them to access your products and services. You also need to do all this
at the lowest cost possible whilst operating efficiently.

IBM Cognitive Summit: Genius of Things program will be jam-packed with real-world innovation,
client success stories, the latest industry insights, thought leadership and exciting announcements,
on how business leaders are identifying and addressing new revenue streams, enhancing customer
experience, whilst increasing cost efficiency. Because innovation that delivers business value is only
possible with committed partnerships, IBM will also showcase our strong ecosystem of partners,
that can help you deliver on the future of being a digital business.

4 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

IBM Cognitive Summit: Genius of Things
Event messaging Theme

The Message for the day will be driven by three verbs that
convey the three objectives of the event.

Invent New Revenue Streams
Optimize Operational Efficiency and Lower Costs
Transform Enhanced Customer Experience

5 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

IBM Cognitive Summit: Genius of Things
Overview

For an offering to be cognitive, it must be able to understand, reason and learn while interacting with humans.

Understands Reasons Learns Interacts

Understands data — Form hypotheses, make Ingests and accumulates data Interacts with
structured and unstructured, considered arguments and and insight from every interaction humans in
text-based or sensory — in prioritizes recommendations continuously. Is trained, not a natural way.
context and meaning, at to help humans make better programmed, by experts who
astonishing speeds and decisions. enhance, scale and accelerate
volumes their expertise. Therefore, it gets
better over time.

6 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

IBM Cognitive Summit: Genius of Things Lead Brand Value Created
Cognitive Landscape
Watson Outthink
Strategic Agenda
Watson is IBM’s cognitive Outthink supports cognitive
Cognitive Business capabilities. It is used by IBM’s business agenda and features
businesses, offerings, services Watson. It turns thinking into a
Cognitive business = digital business + digital and solutions that directly build competitive action. When your
intelligence. A cognitive business creates business thinks, you can outthink
knowledge from data to expand everyone’s cognitive abilities for business. the limits of what’s possible.
expertise, continuously learning and adapting to
outthink the needs of the market. The campaign emphasizes the
benefit and value of cognitive
IBM’s brand for cognitive capabilities is Watson. business and Watson to clients.

7 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

IBM Cognitive Summit: Genius of Things
Approach

• Give attendees a high touch experience
• Highlight the power of Watson IoT at every turn
• Inspire attendees to turn key learnings into
action with meaningful content

8 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

IBM Cognitive Summit: Genius of Things
Typography

Replacing Helvetica Neue as the
standard for IBM typography, IBM
Plex is available in sans serif and
monospace styles compatible with
the range of experience design
needs. Use Plex Sans as the primary
typeface. Plex Mono is a good
choice for the development
environment and code snippets.

For special characters, use the IBM
Plex glyphs palette.

More detailed typographical
guidance — as well as Plex designs
to accommodate languages
everywhere IBM has presence — are
in development.

9 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

IBM Cognitive Summit: Genius of Things
Naming Convention

Event names should follow the guidelines and should appear
consistently throughout your campaign.
Use bold font for the event name and can appear on
one, two or three lines, depending on the
dimensions of the asset.

Unauthorized options:
- Watson Summit
- IBM Watson Summit

10 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

IBM Cognitive Summit: Genius of Things Light Background
Color Palette Background Color
Accent Color
Execution Light (Primarily Print) Text Color
The layout examples shown here
illustrate how color is treated with other Dark Background
elements such as type and graphics. Background Color
Use the accent colors that correspond
to the selected set. Accent Color
Text Color
Primary Color Usage
The white background with the purple
Watson avatar should be the primary color
palette used throughout a physical space
with only accents of the purple background.

Color Usage in Digital Elements
The purple background with the light purple
Watson avatar should be the primary color
palette used for digital assets unless the
white background is necessary.

11 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation Dark (Primarily Digital)

IBM Cognitive Summit: Genius of Things
Using the Avatar

Placement
Always try to align
the avatar to major
division points
within the layout.

Always try to
align the avatar
to major
division points
within the layout

12 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Visual Identity
Visual Elements

13 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

IBM Cognitive Summit: Genius of Things
Floorplan

Registration

14 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

01: Entrance

IBM Cognitive Summit: Genius of Things IBM Cognitive
Entrance + Registration Overview Summit:
Genius of
Description Things
Attendees can register at kiosks located at the main hallway. Triangular LED
entrance installations will welcome the attendees to the event. IBM IBM IBM
Highlights Cognitiv Cognitive Cognitive
– Registration is at kiosks at the Foyer area of the Main Dubai Ballroom. e Summit: Summit: Summit:
Genius Genius of Genius of
Attendees can complete self-check-in or get support from the of Things Things
registration staff. Things
– LED Entrance Units will create dynamic, digital entry point to the
Cognitive journey, displaying rotating drive-to messages that introduced Image
attendees to the Cognitive journey.
– Messaging: Transform

Invent- for the new Optimize
Optimize- with experience
Transform - with IBM Invent

16 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

IBM Cognitive Summit: Genius of Things Image
Welcome Experience
Reference Image to showcase the look and feel and design language to be followed
Description

Attendees are greeted with a gallery of suspended rectangular structures,
constructed from translucent scrim and thin frames. As they pass through
the gallery they experience three videos being played at the far end inciting
the three outcome of the event.

Benefits
– Delivers high-level event objectives and IBM messages, in a quick

digestible format.
– Embodies IBM and Watson brand at every execution level: content,

construction materials, graphic design and attendee experience.
– Connects the General Session’s hero story to the experience.

Assets / Copy:
Invent
– Analyze unstructured data to invent new revenue streams using IoT, AI

and Cloud.

Optimize
– Optimize operations by integrating cost-effective processes using IoT &

AI.

Transform
– Use Watson insights to transform customers experiences.

17 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

02: Demo Zone

IBM Cognitive Summit: Genius of Things
Demo Zone

The cognitive era is here and with it arrives the advent of the new Industrial age of IoT, which brings with it
challenges and opportunities to leverage cognitive technologies to make strides in the world. The Demo Zones at
the “IBM Cognitive Summit: Genius of Things” brings the theme of the event to life, through interactive exhibits
and installations, stories of cognitive and Watson IoT in action today, are shared.

19 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Demo Booth Details

20 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Demo Zones
Connected Vehicles with IBM Security

Description

Daimler subsidiary moovel GmbH has created a revolutionary car-sharing
service that enables users and vehicles to communicate with each other
using the Watson IoT Platform. New insights are developed from data
flowing from vehicles that are enhanced through data from the vehicle’s
surroundings such as geolocation, traffic, weather and other vehicles to
improve safety and information to drivers. The event experience typically
involves having an actual car present with SMEs and digital touchscreens for
demo media.

Benefits


Supplemental Information
– GPJ have made initial enquiries with the venue and confirmed it is

possible to fit a car within the space if we use the foyer area. There are
however constraints around the dimensions of the vehicle which can be
provided.

IBM Contact: Security Team and Asma

21 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Demo Zones Image
Schaeffler

Description
The IoT Innovation Showcases highlights the new Watson IoT Headquarters
in Munich, and featured client and partner collaborations with Schaeffler.
– Schaeffler transformed its business from product development to

manufacturing and supply chain, sales and aftersales service.
Benefits
– Promotes the collaboration between IBM and clients.
– Schaeffler and IBM partnership Video
– https://www.youtube.com/watch?v=nx4dygJY_7U
IBM Contact: Tamara Kulesa

22 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Cognitive Zone Image
WCE Digital Engagement

Description
Discover how Watson Supply Chain can help you on your journey to cognitive
B2B processing. Large interactive monitors accompanied by SME presenters tell
the dynamic story of each of the Watson Supply Chain offerings, including
Managed File Transfer, Supply Chain Business Network, B2B Integration &
Transformation, and Supply Chain Insights.
Benefits
– Dynamic presentation breaks down Watson Supply Chain offerings in a

digestible way that relates to IT professionals’ concerns, needs, and
challenges.
– An overview of Watson Customer Engagement along with a breakdown by
product allows audiences to understand the larger offering while also
focusing on what is most relevant to them.
– Initiates a conversation with attendees by highlighting the key benefits of
Watson Supply Chain, while opening the door for in-depth one-on-one
conversations.

23 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Demo Zones
Digital Twin Demo

Description

Digital twin is a virtual/digital representation of a physical entity or system.
It involves connected “things” generating real-time data. That data is
analyzed in the cloud, and combined with other data related to the thing /
context around it. It is then presented to people in a variety of roles, so they
can remotely understand its status, its history, its needs, and interact with it
to do their jobs. It’s a marriage of physical and digital worlds in a way that
gives people a new level of visibility into the things that matter to them or
their business.

Benefits
– Will show how IBM Watson IOT can revolutionize the way industries

work.
– Showcase how Digital Twin can optimize processes across functions

thereby increasing productivity.

Supplemental Information
– Https://projectworldwide.box.com/v/digitaltwin

IBM Contact: WIoT Tech Team

24 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Demo Zones
Event & Valet Experience (Partner)

Description

RFID-enabled attendee passes that allow us to share real-time messages.
Message visualization on Welcome screens. Streamline the valet experience
by asking attendees to share their car registration details and decreasing the
wait time.

Benefits
– Showcases the Power and extent of IoT
– Showcases to what extent IoT can be customized for each adn every

individual.
– Proof of concept of how IoT can be used to transform customer

experience.

Supplemental Information


IBM Contact: WIoT Tech Team and Fahd

25 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation WIP Slide
Details awaited from IBM on this demo

Demo Zones
Government: Tweet to Drones to take images (add Dubai police use case)

Description

Tweet with a specific hashtag and the tweet will reach the drone at the event
and it will tweet you back a picture.
This idea is being currently developed internally within IBM (Currently
looking into integrating Watson Image Analyzer)

Benefits


Supplemental Information
– GPJ have made initial enquiries to the venue regarding use of drones

inside. They are approaching DTCM to check if any specific permissions
are required and would also expect a liability document to be signed in
case of damages.

IBM Contact: WIoT Tech Team and Fahd

26 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation WIP Slide
Details awaited from IBM on this demo

Demo Zones
IoT 4 Manufacturing - WW Factory 4.0

Description
IBM IoT for manufacturing utilizes the power of analytics and cognitive to
Benefits
Help improve asset reliability, improve process and product quality,
automate inspections, increase OEE, reduce warranty costs and optimize
maintenance schedules and resources.


Supplemental Information


IBM Contact:

27 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation WIP Slide
Details awaited from IBM on this demo

Demo Zones
Blockchain Demo

Description
The IBM Blockchain booth showed attendees how blockchain can help
reimagine transactions to communicate more efficiently, at a lower cost, and
with a heightened sense of security—not in the distant future, but today.
Benefits
Build Trust
Reduce Cost
Accelerate Transactions

Supplemental Information


IBM Contact:

28 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation WIP Slide
Details awaited from IBM on this demo

Demo Zones
Passenger Drone with RTA

Description
Positions drones as the next big disrupter
Benefits
Employee safety
Fraud Detection
Resource Allocation
Improved claim processing and customer satisfaction

Supplemental Information


IBM Contact:

29 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation WIP Slide
Details awaited from IBM on this demo

Demo Zones
Watson Tone analyzer of social media

Description
• The user interacts with a touchscreen and types in his/her twitter handle

(or can analyze somebody else - like a music star etc.)
• Watson will do a tone analysis and give back the results, results can be

shared
• Starts at USD 3,000 including customization
Benefits
– Showcase Watson’s Tone Analyzer API.
– Display how Watson can be used to enhance customer experience.
Supplemental Information


30 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Demo Zones
Watson document finder

Description

• Currently, build for Sibos 2017: Watson will receive a number of documents (Youtube
videos, PDFs, web links) and will analyze the documents and create keywords and
summaries of the documents

• The visitor will be asked a couple of questions from Watson and can talk to Watson or
select options, after 2 to 5 questions, Watson will present a list of results including
relevance index etc.

• After studying the documents, users can rate the quality of the documents
• Cost of approximately USD 10,000 for an adoption, can run on multiple machines for

various events
Benefits
– Showcase how Watson can be used to create intelligent workspace.
– A simple yet fun way to increase engagement.
Supplemental Information


31 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation WIP Slide
Details awaited from IBM on this demo

Demo Zones
Watson Cognitive taste testing:

Description
Customer answers a couple of questions on an iPad or touchscreen. Watson will compute
a taste profile of this person post which Watson will propose a standard drink and a mix.
The customer can rate both drinks and Watson will revise the tasting protocol and find
better choices for future customers an additional screen is displaying the improvement
chart (customer satisfaction gain), eye-opening insights on personal tastes and the top-
rated drinks, taste diagram can be sent to customers via email (combined with Watson
web links etc.)

• the software can work with coffees, teas, milkshakes, mocktails etc.
• experience pricing is around USD 5,000 license for GPJ Stuttgart + about

USD 4,000 of customizing from expectare (logos, drinks, wording etc.)
• can also use Watson speech to text and text to speech
Benefits
– Showcase Chef Watson API
– Highlight how it can be used in industries to enhance customer
experience in a fun, engaging way.

Supplemental Information

32 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Demo Zones
Watson Photobooth

Description
• Currently, build for Ish (Austin); Watson will ask questions to let the visitor

speak around 100 words, a Watson tone analyzer will interpret the mood of
the visitor
• The mood will be displayed as a personal image of the person made of
emojis of the top emotions (see attached sample)
• Hardware and setup are rather expensive, but we try to bring down costs
• Please talk to Ish Benhalim about pricing for reuse
Benefits
– Highlight APIs like tone analyzer, speech to text, etc. to show Watson’s
many facets.
– A quintessential engagement that always attracts crowd with a cognitive
twist.
Supplemental Information

33 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Demo Zone
Insurance –Connected Geyser
Description - Short Term Insurance companies pay huge amounts of money
to customers for geyser (water heater) replacement and damages caused to
ceilings, walls etc
Benefits- The ability to proactively detect water leaks before they become a
major problem and cause damages will save Insurers millions of dollars.

Supplemental Information

34 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Demo Zone
Insurance – Connected Worker
Description - Mannequin (dressed in overalls and hiviz, hard hat etc)
Forklift /some kind of machinery for the Worker Safety Use
Benefits-
Supplemental Information

35 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Demo Zone
Cognitive Building

Description -Cognitive Campus
Employee can use the Cognitive Building Advisor to guide people around the
building in natural language using Watson speech engine and the semantic
knowledge graph to search for answers in unstructured data
Benefits- a) Find meeting rooms and workspaces
b) Using Mobile App and Cognitive capability
Business benefit:
a) Employee can easily locate an empty meeting room in real-time and gets
routed to the room depending on her access rights.
b) Employee can look up the wait time in the coffee shop on her way.
c) The system ensures that the temperature in the meeting is exactly the one
she loves.
Cognitive Concierge
a) Guide people to places (meeting room)
Supplemental Information

36 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Demo Zone
Cognitive Asset Management

Description
Schneider Electric & IBM leverage IoT & Cognitive Computing to Maximize
Industrial Process up-time, Reduce Total Cost of Ownership
Connecting existing assets through Schneider Electric IIoT Box for Predictive
Analytics & Cognitive Availability Services with IBM Maximo Asset Health
Insights and IBM Watson IoT
Benefits
to Maximize Industrial Process up-time, Reduce Total Cost of Ownership
Connecting existing assets through Schneider Electric
Supplemental Information
Schneider Electric will be providing a machine/ physical unit for the demo
To add Schneider logo

37 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Demo Zone
Energy & Utility

Description
-Provides 360-degree view of assets and networks
-Automated recommendations based on predictive analytics and
business rules
-Integrates with existing data sources (structured/unstructured/IoT)
and operational processes
-World-class, tightly integrated IBM Software platform
Benefits
-Improves decision-making and prioritization regarding maintenance
and utilization
-Open, scalable and flexible

Supplemental Information

38 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

03: Engagements

IBM Cognitive Summit: Genius of Things
Engagements

The event offers a fun and exciting set of opportunities to engage the
audience. The below experiences help communicate the IBM story with
the attendees

40 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Engagements
Cognitive Cocktail with Chef Watson

Description
A bar theme-ed demo booth will feature IBM’s Watson Twist app. The app
will recommend cocktail ingredients to attendees based on their moods
and favorite base ingredients.
Benefits
– This experience is designed to let attendees experience IBM Watson’s

unique cognitive capabilities in a fun and novel way

41 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

03: Client Meeting Centre

IBM Cognitive Summit: Genius of Things
Client Meeting Center

The Meeting Center is a space of gathering, ideation and
collaboration for executives looking to advance and evolve their
cloud infrastructure and go-to-market offerings. Environments
were created to inspire executives to propel their business
forward together in 1:1, 1:few and 1:many formats, distributed
across a theater, breakout areas and bookable private meeting
spaces.

43 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

IBM Cognitive Summit: Genius of Things Image
Client Meeting Center

Key activities
The Client Meeting Center was positioned as a “home base” for executives
to relax and recharge. A warm and welcoming environment was created for
executives to connect with each other outside of
formal meetings.
Highlights
– Premium Concierge welcomed executives, checked them in for meetings

and helped them get settled in lounges.
– Theater offered a quiet and exclusive space to watch General Session

and Keynotes.
– Breakout Enclaves supported 1:1 and 1:few ad-hoc meetings.

44 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Client Meeting Center Image
Theaters

Description
Client Meeting Center theaters offered something to everyone. Seating
configurations included amphitheater-style seats, bench-style banks of
seats with recharging stations, and contemporary leather lounge chairs
flanking bistro tables. Executives could view General Session and Keynotes
whilst checking emails or catching up with colleagues where they felt most
comfortable.
Benefits
– Theater variety catered to executives’ myriad needs and preferences.
– Theater configuration encouraged learning and networking.
– Defined distinct theater spaces created a unique ambiance in Client

Meeting Center while aligning with brand guidelines.

45 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

03: Designs

Design
Public Safety Drones #1

*Image needs to be purchased

47 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Design
Public Safety Drones #2

*Image needs to be purchased

48 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Design
Public Safety Drones #3

*Image needs to be purchased

49 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation

Design
Energy & Utility

50 CONFIDENTIAL: © 2017 George P. Johnson, © 2017 IBM Corporation


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