Directions 2016 San Jose Agenda

~ CONFERENCE AGENDA for SAN JOSE ~ [subject to change]

Directions 2016 Digital Transformation at Scale: Innovation in a Changed World

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 tools to utilize IDC Tracker data, including the online Tracker Query Tool. 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.

8:00 – 8:45 am

Power Breakfasts

These early-bird breakouts are open to all. Attendees are welcome to pick up breakfast before proceeding to these sessions.

Enabling Sellers in a Buyer-Driven Landscape, Thomas Barrieau, Director, Sales Enablement Practice Equipping sales with the training and tools they need to engage prospects in meaningful conversation is the core challenge of sales enablement. This requires a solid understanding of the buyer landscape and how IT buyers think. To enable this, IDC conducts extensive research into the makeup and decision-making processes of today's buying teams. We see major shifts happening that demand a new approach to prospect engagement. Selfeducating buyers compress the time frame for sales influence, while a bigger role for line-of-business buyers means salespeople are talking to a different kind of audience. Are you properly enabling your sales team to perform successfully in this new environment? At this breakfast briefing for sales enablement professionals, IDC will review the key points sellers need to be aware of coming out of IDC's latest IT buyer research. Using this knowledge, we'll discuss steps you can take to have your sales team succeed in 2016 by engaging IT buyers in compelling conversations.

Untapped Opportunity: Leveraging the Digital Transformation of Document Workflows for Strategic Advantage, Holly Muscolino, Research Vice President, Document Solutions The shift to 3rd Platform technologies is disrupting business document workflows, and organizations have the opportunity to embrace digital transformation for competitive advantage. Increasingly, mobile knowledge workers and other stakeholders expect delivery of the right content to the right people, at the right time, in context, and via the preferred medium — and that medium continues to shift from print to digital alternatives. But beyond enabling collaboration, productivity and time savings, business document workflow automation can help drive specific business outcomes with new systems of engagement. Through IDC's Document Workflow MaturityScape and IDC PlanScape, this session will help you understand how your organization can prepare to leverage documentintensive workflows to achieve business goals.

Implementing Digital Transformation: The Professional Services Opportunity, Rebecca Segal, Vice President, Global Services Markets and Trends Based on a recent survey of 400 respondents worldwide, what are the requirements and plans of companies seeking help in implementing digital transformation initiatives? What are the key business processes they will address, and how does this vary by industry and IT versus line-of-business perspectives? Who will they partner with to help them achieve their objectives?

Driving Innovation and Delivering Better Business Outcomes: Transforming Sales and Marketing Strategy with Business Value, Randy Perry, Vice President, Business Value Strategy Practice Today, technology buyers are faced with three challenges: how to leverage the advantages of 3rd Platform technologies, how to invest in 3rd Platform technologies to make their organization more innovative and competitive, and how to justify the technology investments to stakeholders as these become multimillion-dollar decisions? The movement to 3rd Platform has triggered a truly transformative role for the CIO and changed forever the way technology is viewed by the business leaders, the employees, and the customers. This change in buyer behavior means that IT providers need to transform the way they do business. In this session, Randy Perry will draw from recently completed research to discuss how vendors need to answer these challenges for their customers and build successful and transformative marketing strategies.

Digital Transformation and the SMB Opportunity, Ray Boggs, Vice President, SMB Research, and Chris Chute, Vice President, SMB Cloud and Mobility Practice Small and medium-sized business (SMB) leaders face the same challenges as their large enterprise counterparts: how to move company performance to the next level by employing digital technologies to support organizational, operational, and business model innovation. Cloud and mobile IT have helped level the playing field, allowing smaller, more agile firms to effectively create new ways of operating to achieve competitive advantage. But the paradox is that, while some "born in the cloud" small businesses (SBs) are at the forefront of innovation, other SMBs are barely starting their digital transformation. In this session, Ray Boggs and Chris Chute will detail the implications of the next wave of cloud and mobile IT consumption, as well as the uptake of advanced software, purpose-built clouds, and millennial-led line-of-business decision making for both SMBs and the technology providers that serve them.

IDC’s Directions 2016 San Jose .f22 :: page 2 of 16

9:00 – 10:35 am

General Sessions

Welcome and Introduction, Kirk Campbell, President and Chief Executive Officer

"Flipping the Switch": Leading the 3rd Platform and Digital Transformation to Scale, Frank Gens, Senior Vice President and Chief Analyst Since 2007, IDC has predicted — and we've all witnessed — the emergence of the IT industry's 3rd Platform for innovation and growth and, more recently, its growing and disruptive impact on every industry through the digital transformation (DX) it enables. What's new for 2016? In a word: scale. Scale will be the critical new ingredient in the unfolding battle for IT and digital market success. In 2016, and over the next three to five years, IDC predicts that enterprises — and their IT suppliers — will "flip the switch," committing to a massive new scale of DX and 3rd Platform adoption to stake out leadership positions in the "DX economy."

In this opening session at IDC Directions 2016, IDC Chief Analyst Frank Gens will share IDC's provocative outlook for what the massive scale-up of 3rd Platform IT — and the DX economy it unleashes — will mean for the IT industry, its customers, and its key players. Get ready for a world in which devices, data, compute, apps, services, partners, customers, competitors, transactions, pricing, and touch points scale up (or down) by 2-fold, 5-fold, 20fold — or even 100-, 1,000-, or 10,000-fold. As these all flip to a new scale, the IT industry's competitive landscape is certain to flip as well. This session will present IDC's formula for leadership in this fast-emerging "at scale" IT marketplace.

Digital Transformation: The Executive Mandate for 3rd Platform Investment, Bob Parker, Group Vice President, IDC Insights The CEO of Citi, speaking at Mobile World Congress, declared that his company was no longer a bank but a technology company in the financial services industry. IDC is hearing this theme repeated by CEOs from across all industries as executive leadership sees this strategy as critical to future market opportunities. It will also define the opportunity for 3rd Platform technologies as companies use social, mobile, analytics, and cloud to realize the transformation necessary to be a digital business. However, the dynamics of how technology is bought, implemented, and used will look very different from previous generations.

Digital transformation starts with a company reinventing the customer experience and reconfiguring operating models to deliver on the promise of that experience. The executive leadership creates the mandate and companies must become adept at using information and sourcing the right skills. In his presentation, Bob Parker will share our maturity model research, provide a strategic framework for investment, and provide guidance on how industries will want to invest in technology to realize competitive advantage in a digital economy.

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.

IDC’s Directions 2016 San Jose .f22 :: page 3 of 16

11:05 am – 12:15 pm General Sessions The Chinese Enigma: A Look Inside, Kitty Fok, Managing Director, IDC China 2015 was a tough year for foreign vendors in China, with headlines covering everything from the economic slowdown to efforts to buy locally produced goods. Through all that, local vendors like Alibaba, Xiaomi, and Huawei continued to perform well, while partnerships arose like HP and Tsinghua, Cisco and Inspur, and Oracle and Tencent. Being the second largest ICT market in the world, China should be central to every global company's agenda.

Join IDC China Managing Director Kitty Fok in this session, where she will review the implications of the government's 13th Five-Year Plan, especially as it relates to innovation accelerators such as IoT, robotics, nextgeneration security, and cognitive computing. Referencing the Chinese philosophy of yin and yang ("balance"), Fok will share practical strategies for growth as well as different forms of partnerships in China.

The Internet of Things: Get Ready to Embrace Its Impact on the Digital Economy, Vernon Turner, Senior Vice President of Enterprise Systems and IDC Fellow for the Internet of Things Seldom is it that a technology comes along that is so pervasive, so transformative, and so accessible to so many.

With abundant resources for analytics, cloud computing, and ubiquitous connectivity, the relatively small cost of adding everyday gadgets and industrial machines to the Internet is a reality. Welcome to the Internet of Things (IoT).

Today, the 3rd Platform is mature enough to launch the IoT as the leading innovation accelerator and move projects beyond proof of concepts. Will the wireless cow solve pandemic farming diseases? Will driving cars be outlawed in favor of autonomous transportation? Will drones redefine what we classify as commercial aircraft? The ripple effects from IoT will be felt across every industry but at different deployment velocities and force IT companies to create new business tools to monetize the opportunities.

Success in the IoT will not necessarily be based on the size of the market opportunity but rather how clearly defined IT vendors and their solutions are aligned with customers that want to transform themselves into an information-based enterprise. In this presentation, Vernon Turner will be sharing what ecosystem and solutions it will take to support the leading IoT global marketplaces and to ensure that everyone is prepared for the impact that the IoT will bring. In fact, the Internet of Things will force you to never look at your world in the same way again!

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.

IDC’s Directions 2016 San Jose .f22 :: page 4 of 16

12:15 – 1:20 pm

Lunch Roundtables

Open to all attendees on a first-come, first-served basis. Note: Numbered roundtables that are not available in this location have been omitted.

Table 1: Analytic-Transactional Databases, Carl Olofson, Research Vice President, Application Development and Deployment We will discuss the blending of analytical and transactional workloads in a single database, the technology required to do it, and the implications for database and application management. We will also consider the next generation of applications that will embed analytics inside transactions.

Table 2: Capturing Opportunity in Customer Engagement Document Solutions, Holly Muscolino, Research Vice President, Document Solutions The world of customer communication management (CCM) is evolving rapidly, driven by revolutionary changes in consumer mobility, media integration, social conversations, and interaction analytics that can radically alter the way companies serve and satisfy their customers. This roundtable will provide an opportunity to discuss how traditional CCM vendors and service providers can adapt to these changes and maximize their opportunities for success in a changing world.

Table 3: Channel Partners: An Important Ingredient in the Success of the IoT, Pam Miller, Director, Partnering Research Channel partners will be important to the growth of the Internet of Things, and vendors need to develop programs that enable their partners to succeed in IoT. We will discuss what underlying capabilities solution providers will need to have to start an IoT practice and what new skills and capabilities they will have to acquire. We will also discuss what IoT markets would best leverage solution providers' current capabilities.

Table 5: Cloud Decision Economics: How Cloud Adoption Strategy Drives Business Outcomes, Randy Perry, Vice President, Business Value Strategy Practice, and Nancy Selig, Director, Interactive Platform Services Join us for a discussion of how cloud adoption strategies have impacted business outcomes in terms of agility, innovation, customer experience, revenue, and costs for hundreds of organizations.

Table 7: Cloud Infrastructure Technology Update, Abhi Dugar, Research Director, Cloud Infrastructure Technologies Compute, storage, and network virtualization, hyperconvergence, and SDN and NFV adoption in cloud, Web, and telecom service providers such as Amazon, Google, Facebook, and AT&T, as well as large enterprise IT, are transforming the value chain across semiconductor providers, ODMs, and OEMs. This session will focus on the vendors, technologies, and markets for enabling technologies and semiconductors being sold into the systems that are the major components of this infrastructure.

Table 8: Cloud: Measuring Supply and Demand, Henry Morris, Senior Vice President, Worldwide Software, Services, and CMO Advisory Research, and Ben McGrath, Senior Research Analyst, SaaS and Cloud Services As the cloud market continues to grow, the picture of supply and demand becomes more evolved. Suppliers are creating new models for delivering cloud services based on differences in management, ownership, and location of IT assets, and customers have increasing demands. Join this roundtable discussion to understand how IDC counts SaaS and cloud, including how we forecast cloud revenue, as well as demand-side findings from IDC's CloudView Survey.

Table 9: Cognitive Systems Will Transform the Software Market, David Schubmehl, Research Director, Content Analytics, Discovery and Cognitive 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. This session discusses the emergence and commercialization of cognitive systems and the role of text analytics and sentiment analysis in developing and using these systems and provides advice and recommendations to organizations about how cognitive systems are going to help transform the software marketplace over the next decade.

IDC’s Directions 2016 San Jose .f22 :: page 5 of 16

Table 10: Consumer Engagement in the Micromoment Economy, John Jackson, Research Vice President, Mobile and Connected Platforms Brands, advertisers, and marketers are challenged to reach consumers on an increasingly personal and contextualized level across an ever-expanding number of channels. At the same time, thanks to the mobile service revolution, consumers have never been more empowered and the traditional purchase funnel has exploded into a galaxy of micromoments. This session explores best practices in the brave new world of consumer/brand interaction.

Table 11: Consumer IoT: Ubiquitous Networking Comes Home, Jonathan Gaw, Research Manager, Internet of Things: Consumer The Internet of Things in the home will have a broader and deeper impact than we can see but will likely take longer than we expect. Moving that curve will take tighter industry cooperation, sharper communication of value, and improvements in reliability, design, and cost. Join us for a discussion of these topics and more.

Table 13: Creating Smarter Datacenters: Monitoring and Management Trends That Transform IT Service, Jennifer Cooke, Research Director, Datacenter Management Adoption of datacenter infrastructure management tools and sensors and the inclusion of industrial automation technologies have the potential to transform the way physical datacenters are managed. During this lunch roundtable, we will discuss adoption trends and the potential for growth in a world where datacenter resources are increasingly distributed.

Table 14: Data Integration Market Perspectives, Stewart Bond, Director, Data Integration Software At this roundtable, we'll have an open discussion on the current and future states of the data integration software market. We will be discussing the 2015 IDC data integration end-user survey results and some of the innovations in data integration software that are fueling the innovation phase of the 3rd Platform.

Table 17: Digital Transformation: Opportunities and Challenges, Bob Parker, Group Vice President and General Manager, IDC Energy Insights, IDC Manufacturing Insights, IDC Retail Insights Digital transformation is getting a lot of attention as companies put digital at the center of their business strategies and transform customer experiences, operating models, and how they source talent to capture new revenue opportunities from information-centric products and services. This roundtable provides an opportunity to hear about IDC's DX maturity model and how companies are using it to set business direction on both the buy and the sell sides of technology markets.

Table 19: DX and Connected Products for Product and Service Innovation, Jeff Hojlo, Program Director, Product Innovation Strategies, IDC Manufacturing Insights Digital transformation, connected products, and innovation are on the minds of many manufacturers today, driven largely by the maturity of 3rd Platform technologies. During this roundtable, we will explore some of the common challenges manufacturers are facing around DX and connected products and how their trusted vendors can help them manage complexity, drive greater product quality, and enable a superior customer experience.

Table 20: Earning the Right to Sell — Enabling Sales Teams with Quality Content, Thomas Barrieau, Director, IDC Sales Enablement Practice In the buyer-driven landscape of 2016, opening a sales call with a product pitch is a surefire way to fail. Today's buying teams, often made up of line-of-business professionals more than IT personnel, are seeking a different kind of conversation. At this roundtable, we'll discuss how quality third-party content can help salespeople first engage buyers about what's top of mind for them, thereby earning the right to sell.

Table 21: The Growing Importance of HPC ROI Data, Earl Joseph, Program Vice President, HPC With the Cold War long over and economic recovery still in progress, national security and scientific progress have become necessary but often insufficient rationales for major government investments in HPC, while governments increasingly scrutinize the expected ROI. Following a successful 2013 pilot, IDC's HPC team is now in the midst of a three-year grant study for DOE to gather ROI data on thousands of scientific and commercial projects that exploited HPC investments. We will discuss the study and provide updated results.

IDC’s Directions 2016 San Jose .f22 :: page 6 of 16

Table 23: How Flash Is Transforming IT Infrastructure and Business Opportunities, Eric Burgener, Research Director, Storage In the past several years, flash has become a mainstream storage technology in both enterprise and cloud computing. Customers are leveraging what flash brings to the table in terms of performance, reliability, agility, and storage efficiency to transform not only their IT infrastructure but also their businesses, opening up new opportunities that in the past could not have been available to them. We'll discuss transformations IDC has seen as well as hear directly from end users on what they have achieved.

Table 24: How Server Vendors Can Differentiate Themselves with a HANA Offering, Peter Rutten, Research Manager, Server Solutions The landscape for HANA appliances has proliferated, and SAP customers are very confused about what their next steps should be. Hardware vendors have a role to help them through their own HANA offerings, but the market is close to saturated. Join us to discuss how vendors can stand out in this very competitive environment.

Table 25: Implications of the National Strategic Computing Initiative, Bob Sorensen, Research Vice President, HPC President Barack Obama's July 29, 2015, executive order established the National Strategic Computing Initiative (NSCI), a multiyear vision and investment strategy for maintaining and advancing U.S. leadership in highperformance computing. What opportunities does NSCI create for HPC community members, and what challenges does it face? Bob Sorensen, who was involved in developing the NSCI concept before he joined IDC, will lead a discussion on this topic and provide an update on the status of this important initiative.

Table 26: Integrated Fulfillment, John Santagate, Research Manager, Supply Chain, IDC Manufacturing Insights This lunch roundtable will be a focused discussion around processes, technologies, risks, and impediments related to integrated fulfillment in the manufacturing and retail industries. These industries carry a good overlap, and both have the same struggles related to integrated fulfillment and realizing the vision of an integrated fulfillment approach.

Table 27: IoT: A Discussion on Use Cases, Adoption Trends, and Spending Forecasts, Marcus Torchia, Research Manager, Internet of Things IoT is burgeoning with innovation through a myriad of vertical and consumer markets use cases. While the IoT ecosystem brings together technologies that include modules/devices, connectivity, IoT purpose-built platforms, storage, servers, security, analytics software, and IT services, vendors need to understand market trends that can lead their business into growth segments. We'll discuss this and highlight findings from the recent IDC Worldwide IoT spending forecast.

Table 28: IoT Enablement Beyond the Edge: The Evolution of Computing Infrastructure, Kuba Stolarski, Research Director, IoT Infrastructure and Emerging Server Technologies The Internet of Things will bring with it immense growth in data generation. This data will feed into already evolving analytics workloads, but how can the network support such vast amounts of data? Answer: by flipping the concept of a CDN on its head and pushing computing technology out into the field to collect, analyze, and compress results to send back to the datacenter. Join a discussion of which technologies will enable this transformation.

Table 29: Mastering the Content Conundrum, Kathleen Schaub, Vice President, CMO Advisory Service Content marketing is what companies must undertake when customers won't talk to sales. Conducting the digital dialog requires a crushing amount of content supported by a new foundational, integrated, and insight-driven marketing function. We'll discuss the content that technology buyers really need and what companies are doing to advance this critical competency.

Table 30: Moving Beyond Enterprise Applications: Cloud Platforms and Microservices, Larry Carvalho, Research Manager, Platform as a Service As cloud platforms become more robust and applications are redefined into smaller microservice units, the old definitions of an application become less relevant. In the post-application world, "platforms" will expand to offer more embedded services, and "applications" become a set of business processes assembled from microservices.

Join us to discuss the new way of executing critical business functions and the importance of the cloud platform.

IDC’s Directions 2016 San Jose .f22 :: page 7 of 16

Table 31: Next Evolution of Infrastructure: Disaggregated Systems and Composable Infrastructure, Jed Scaramella, Research Director, Compute Hardware and Platforms This lunch table will delve into new architectures that disaggregate compute, fabric, and storage assets into shared resource pools from which blocks of IT can be dynamically composed and recomposed. We'll discuss innovative technologies, such as unified APIs and silicon photonics, that are promising to deliver rapid service delivery and greater efficiency at rack-scale levels.

Table 32: Omni-Experience and Digital Transformation Maturity, Leslie Hand, Vice President, IDC Retail Insights Companies are adapting to operating in a world where disruptors are upending business segments. But what are they doing about it? Are they prepared to drive cultural, strategic, and omni-experience-driven change? Or are they at risk of being disrupted right out of business? We will discuss these questions over lunch.

Table 33: Over $100 Billion in M&As Last Year for the Semiconductor Industry: What Does It Mean for the ICT Value Chain? Mario Morales, Program Vice President, Enabling Tech and Semiconductors At this lunch table, Mario Morales will discuss and share IDC's perspective on the ongoing consolidation within the semiconductor market and how it disrupts the value chain of system companies. We'll also discuss China's role in the M&A activity and how it reshapes the long-term competitive landscape.

Table 34: PC Outlook in a Converging World, Loren Loverde, Vice President, Worldwide PC Trackers and Forecasting, and Jay Chou, Research Manager, Worldwide PC and Enterprise Client Trackers Join this table to discuss future PC design and competitiveness in the face of new products such as detachable tablets, stick computers, and the increasingly mobile and Web-focused devices and usage modes.

Table 36: Rationalizing Marketing Technology, Gerry Murray, Research Manager, CMO Advisory Service Join us as we discuss the challenges and inefficiencies of managing vast arrays of best-of-breed solutions, as well as frameworks for evaluating the need to consolidate vendors and the viability of emerging alternatives such as marketing cloud platforms and outsourcing via marketing-as-a-service (MaaS) offerings.

Table 37: SDN and Network Virtualization in the Datacenter, Brad Casemore, Research Director, Datacenter Networks This roundtable will provide an update on SDN and network virtualization in the datacenter, including a discussion of primary use cases, business value, market segmentation, architectural options, vendor strategies, partner ecosystems, and the technological and operational challenges faced by customers.

Table 40: Software-Defined Compute: Virtualization, Containers, and Cloud System Software, Gary Chen, Research Manager, Software-Defined Compute At this table, we'll discuss various software-defined compute technologies and where they intersect. As server virtualization has matured, software containers such as Docker have arisen as a new virtual compute technology, leading many to ask, "Will containers replace VMs or run inside VMs?" We'll also discuss the usage of hypervisors and containers underneath cloud system software platforms such as OpenStack, vCloud, Azure Stack, and CloudStack and their adoption and challenges within the industry.

Table 41: Software-Defined Storage: The Convergence of Servers and Storage, Ashish Nadkarni, Program Director, Worldwide Infrastructure: Enterprise Servers and Storage At this lunch table, we'll discuss findings from a special report on software-defined storage and research planned for 2016.

Table 42: Supporting 3rd Platform Environments with Virtual Desktops: Challenges and Opportunities, Robert Young, Research Director, IT Service Management and Client Virtualization Software Due to the acceptance and proliferation of mobile, cloud, and IoT devices in the enterprise, 3rd Platform solutions are increasingly being leveraged by business users to create and view information on multiple device types in real time, regardless of location. This roundtable will discuss issues and trends affecting virtual client computing as modern devices displace and augment traditional endpoints and cloud solutions impact requirements.

IDC’s Directions 2016 San Jose .f22 :: page 8 of 16

Table 43: Tablet and IoT Value Chain, Michael Palma, Research Manager, Enabling Technologies and Electronic Manufacturing Services Join this roundtable for a discussion of the value chain semiconductors for the tablet and consumer IoT market.

Table 44: Technologies Disrupting National Security, Alan Webber, Research Director, National Security and Intelligence, IDC Government Insights The Office of Personnel Management hack, the attacks in Paris, smuggling across borders, and other events are driving more focus on national security. National governments want technology to solve these problems, and vendors are eyeing the massive national technology budgets. What is government looking for? How do vendors target a niche, partner appropriately, and differentiate themselves in this market? Let's have a discussion on the challenges of working in national security and what vendors can do to grow revenue in 2016.

Table 45: Trends in the Worldwide Services Market, Rebecca Segal, Vice President, Global Services Markets and Trends This roundtable will discuss key drivers and trends in the global IT services market and how buying patterns are changing. Participants will have the opportunity to raise and discuss issues they are seeing in their own companies.

Table 47: Using Price Indexes to Automate the IT Hardware Selling Process, Brian Clarke, Vice President, Pricing Evaluation, and Mike Menechella, Analyst, Pricing Evaluation If you are a vendor in the business of selling hardware products with repeat sales but ever-changing pricing, we will be running a discussion that will dive into approaches for reducing sales cycles caused by rebidding.

Table 48: Winning Practices in Midmarket Line of Business Mobile App Deployments, Chris Chute, Vice President, SMB Cloud and Mobility Mid market companies have harnessed cloud and mobile IT to increase agility and drive competitive advantage, often using mobile apps to enable salesforce effectiveness. Sit down and listen to the latest trends in LOB IT decision making and how CIOs are pursuing new ways to partner with LOB to align IT with business strategy.

12:40 – 1:20 pm

Lunch and Learns

Pick up a box lunch before your session.

A Framework for Building Next-Gen Payment Methods, James Wester, Research Director, Global Payments As payments becomes a battleground for both legacy and start-up technology providers, companies are trying to leverage 3rd Platform technologies like cloud and mobile to create new payment methods. Most — but not all — have seen tepid adoption by consumers and indifference from merchants. This lunch discussion will look at how successful methods must develop and how a simple framework can help evaluate new entrants' likelihood for longterm success.

Digital Transformation as Enterprise Strategy, Michael Versace, Research Director, Digital Strategy Consulting Digital strategies are essential for successful business transformation in an era of accelerated innovation. As digitization alters the nature of business, competition, and technology-enabled operations, executives must lead the design of enterprisewide digital strategies to create and maintain brand, product, and operational advantage. This session will discuss the essential role of digital leadership and vision, the goals, the business architecture and organizational model, talent requirements, data, and technology priorities necessary to execute successful digital IT priorities and strategies.

IDC’s Directions 2016 San Jose .f22 :: page 9 of 16

What's Ahead for 3D Printing, Kimberly Knickle, Research Vice President, IT Priorities and Strategies, and Keith Kmetz, Program Vice President, Imaging, Printing and Document Solutions As an innovation accelerator, 3D printing is positioned for heightened market activity and adoption over the near term. IDC's forecasts show that worldwide 3D printer shipments will increase exponentially over the next few years.

The market is still in flux with a near-frenetic level of new vendor entries from overseas companies (particularly from China) as well as the looming presence of well-established traditional print market players. This activity will challenge the status quo and lead to considerable changeover in market leadership. New 3D services providers will emerge along with a developing market for 3D printer materials. Significant opportunities are ahead for 3D printers with increasing adoption across many market sectors such as manufacturing, healthcare, and education. This lunch session will highlight IDC's market assessment with forecasts and industry spend data. Complementing this quantitative overview, the session will also address IDC's expectations for the vendor suppliers, use cases (with very cool application examples), and requirements that matter most to buyers.

The Rise of the Cloud Services Broker: New Platform-Based Business Models for Telcos and Service Providers, Robert Mahowald, Program Vice President, SaaS and Cloud Services, and Melanie Posey, Research Vice President, Hosting and Managed Network Services Cloud services brokers (CSBs) are emerging as important players in the cloud ecosystem, playing the key role of bringing together cloud providers and cloud end users. CSBs aggregate access to application and platform services from OEM providers like Microsoft, Google, and IBM; package them into turnkey platforms; and enable telcos, hosting/IT service providers, retail and financial institutions, and other "center of gravity" players to provide cloud services to customers/end users hungry for these offerings. In this session, Robert Mahowald and Melanie Posey will explore the following: Who are the key customer targets for CSB services? What are the CSB business models, and who are the key players in this space today? How might the CSB model become the new form of "as a service" distribution, with a market opportunity rivaling traditional reseller and distributor channels? Finally, what types of customers are the CSBs targeting and what application and platform services do their downstream customers want most?

Telecommunications 2020: The Future Evolution of Communications Service Providers and Infrastructure Vendors, Courtney Munroe, Group Vice President, Worldwide Telecommunications Research, and Nav Chander, Research Manager, Enterprise Telecom The telecommunications sector is rapidly evolving. Over the next five years, both the key communications service providers and the equipment vendors that build and service the network will change dramatically. Consolidation, virtualization, pressure from OTT providers, new licensing, and software-driven business models will stimulate a wave of disruption that will revolutionize the industry. This session will analyze how digital transformation; the implementation of programmable, open source platforms; and the role of network-enabled cloud services will render some of the key players obsolete, while providing new opportunities for the birth of new players that will shape the industry for the next decade.

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: Beyond Hybrid Cloud: Capitalizing on the Next Stage in the Cloud Journey, Richard Villars, Vice President, Datacenter and Cloud The rapid acceleration in cloud uptake over the past year makes it clear that "the cloud" is not a destination. It's a route to accelerating business transformation. This session will provide guidance on how IT infrastructure suppliers, application software vendors, network service providers, and cloud service providers can capitalize on companies' transition to a more diversified IT environment based on a broad portfolio of cloud services and multiple datacenters. It will provide insights on the future direction of cloud infrastructure deployments on premises as well as in cloud providers' facilities. It will also deliver insights on the opportunities and risks associated with participating in a more complex cloud competitive landscape over the next five years.

IDC’s Directions 2016 San Jose .f22 :: page 10 of 16

Track 2: Best Practices in Building the New Marketing Machine, Richard Vancil, Group Vice President, Executive Advisory This session will examine how industry leaders are reshaping the marketing function with new people and processes. New IDC research will provide frameworks for the five "must-have" marketing competencies that need to be in place today. These are content marketing, pervasive digital engagement, intelligence and analytics, sales and channel enablement, and the "end-around" of loyalty and advocacy marketing. For each of these areas, Rich Vancil will provide new research that defines these job roles, will provide suggested staffing levels and organizational placement for these roles, and will outline best practices to meet or exceed the requirements of these key new functions.

Track 3: Coming Out of the Shadows: Big Data and Analytics Go Mainstream, Dan Vesset, Program Vice President, Business Analytics and Big Data What role does big data play in today's digital transformation efforts? Does the ability to collect, manage, and analyze data make a difference? These questions are being raised in boardrooms and datacenters, by corporate executives, business managers, and IT leaders. They point to a healthy turn in a market that until now has been dominated by hype and inflated expectations. Today, a new, more pragmatic view is taking hold, dominated not by discussions about volume, velocity, and variety of data but rather by value — the ability to generate actionable insights and deliver them to all the relevant stakeholders. This session will point to opportunities and challenges facing technology vendors addressing end-user demands ranging from self-service visual discovery and predictive analytics to real-time operational intelligence and data monetization.

Track 4: A Market Maturing: The Reality of IoT, Carrie MacGillivray, Vice President, IoT and Mobile The Internet of Things has consumed the minds of vendors and enterprises alike for the past few years. Until recently, it was difficult to quantify whether adoption was happening in either the B2B or consumer markets. At this juncture, the IoT market is showing signs of moving from nascency to mainstream. During this session, Carrie MacGillivray will highlight some of the developments that are driving this shift. She will highlight where enterprises are in their journey to adopt IoT into their businesses as well as the prospect for IoT being embraced in the consumer segment. MacGillivray will also explain the drivers that will transition the IoT market into the mainstream.

Track 5: The Channel Partner of the Future: From 3rd Platform to IoT, Pam Miller, Research Director, Partnering Research IDC's channels research team highlights key transformations partners must make to survive and thrive in 2020 and beyond. These transformations include moving to the 3rd Platform, moving to deferred revenue, and moving to digital marketing. For partners to take advantage of the 3rd Platform growth accelerators including the Internet of Things, they must first build a strong practice in cloud, big data and analytics, and mobile. These technologies provide a foundation for IoT. Building that foundation may be the hardest part of developing a productive IoT practice, once embraced partners can begin to help their customers move to the connected world.

Track 6: Software-Defined Infrastructure in a Composable World, Al Gillen, Group Vice President, Enterprise Infrastructure What is "software defined," and why is it so critical for the future? Expectations for software-defined infrastructure span compute (SDC), storage (SDS), and networking (SDN). SDC is arguably already here — but it is both being impacted by and being shaped by composable systems, bare metal provisioning, and container technology. SDS is also here in its first iterative form while SDN is mostly yet to arrive today but will have enormous long-term implications for the networking markets and for customer deployments. The session will investigate the relative maturity of these software-defined markets and look at where customers are with adoption today, where they plan to go, and why this is so important for your IT plans. Technologies such as composable systems, OpenStack, container technologies, and application development as well as existing technologies such as VMware and HyperV will be discussed in this session.

IDC’s Directions 2016 San Jose .f22 :: page 11 of 16

Track 7: Myth Busting: Six Common Misperceptions About Customer Experience and the Use of Technology, Mary Wardley, Vice President, Enterprise Applications and CRM Software Most companies today are faced with the same critical challenge around customer experience (CX) — creating an environment for customers that maximizes their experiences and engages them in an ongoing relationship, ultimately deepening the level of interaction with that company. Many companies have or are in the process of implementing a CX strategy, but in many cases, these strategy initiatives don't meet initial expectations or they may even fail outright. This will be a session of mythbusting, using new data from the CX survey, the workforce transformation survey, and the commerce MaturityScape and benchmarks and will examine the current state of customer experience initiatives. The session will narrow in on the six most common misperceptions of how technology can support and deliver the expected outcomes for customers across all channels. Taking the busted myths, we will then suggest an approach that is supported by the new survey data for each.

Track 8: The Reign of Robotics Is Here: How Robotics Is Shaping the Future, John Santagate, Research Manager, Supply Chain Execution Advances in robotic systems capabilities coupled with cost reductions are helping to increase the adoption of robotics in our personal and professional lives. We are frequently seeing robots take over repetitive, mundane, and dangerous tasks in the workplace — yet, as robotic systems continue to improve in cognitive ability, functionality, and usability, they are increasingly being used in new and innovative ways across a variety of industries. This session examines the trends in robotic systems, explores the role of robotics in the future workplace, and looks at the business and societal impacts of robots.

2:20 – 3:00 pm

Track Sessions

Track 1: Beyond the Platform Wars: The Battle for Data, Developers, and the Next Generation of Apps/Services, Larry Carvalho, Research Manager, Platform as a Service, and Robert Mahowald, Program Vice President, SaaS and Cloud Services How developers build cloud services is being completely transformed by the emergence of turnkey data platforms, polyglot development platforms, and standardized API services. The race is in high gear to attract enterprise and commercial developers building everything from simple reports to complex automated IoT apps and to "own" the data repositories that become the building block for new application services. As more and more assets (data, records, code) aggregate to these platforms, the power compounds — "winning" long-term mindshare is a very big deal and becomes perhaps the ultimate 3rd Platform land grab. Join us as we discuss the importance of controlling this developer supply chain, which vendors have assembled a good platform story, and what kinds of platforms will win — long term.

Track 2: Content Marketing: Lessons from the Edge, Kathleen Schaub, Vice President, CMO Advisory Service Email spam irritates. Ad blocker use is skyrocketing. Buyers refuse to talk with sales until late in the game. So what is the alternative? It's content marketing — the strategy that delivers useful, relevant information assets that buyers consider a beneficial service, rather than an interruption or a pitch. Companies are hurdling toward a future where customers simply won't engage without it. Mastery of this highly complex new marketing function is a big challenge.

Content marketing requires tectonic shifts in organizational structure, technology, skills, funding, and company culture. No one has mastered content marketing, but pioneers are making innovative advances. Kathleen Schaub shares valuable research and case studies that are "letters from the edge" from the experiences of marketers leading the way.

Track 3: The Cognitive Economy: A Guide to Thriving in the Age of Intelligent Machines, Dave Schubmehl, Research Director, Content Analytics, Discovery and Cognitive Systems Cognitive systems and intelligent assistants have already started to disrupt, change, and remake the world of business. Systems based on artificial intelligence, deep learning and cognitive computing will transform business processes, accelerate the discovery and creation of new products, provide augmented intelligence and decision making, and create and destroy entire job categories. This session examines the trends in cognitive systems and makes recommendations about how enterprises can use these technologies and data-driven decision making to create competitive advantage in their markets.

IDC’s Directions 2016 San Jose .f22 :: page 12 of 16

Track 4: Professional Services for IoT and Analytics, Gard Little, Research Director, IT Consulting and System Integration In the age of the Internet of Things, enterprise value increasingly will be based on gleaning insights from dramatically larger volumes and types of data. With an ecosystem deployment model, most companies will need to look outside of their own organizations for help in addressing the broad changes required. Are consulting and professional services firms well positioned to help companies with an overall IoT implementation, integration, and management strategy? How are firms adapting their IoT portfolios to meet the ongoing needs of clients? What are the buyers' IoT spending intentions and expectations for financial returns related to these implementations? This session will examine these questions and make predictions about how the professional services market will change in 2016 for services related to IoT and analytics.

Track 5: Managed Services in the Age of IaaS, SaaS, and BPaaS, David Tapper, Vice President, Outsourcing and Offshore Services Enterprises are shifting to a "cloud first" strategy in which larger shares of IT budgets are dedicated to cloud services as a replacement for traditional outsourcing. This is placing greater pressure on firms to develop robust transformation and sourcing strategies to ensure their smooth transition to this very disruptive service model. This session will look at buyer pace and risks in utilizing managed services for IaaS, SaaS and BPaaS involving internal enterprise factors, substitution rates of traditional outsourcing for cloud, and preferences for types of providers. In addition, this session will highlight key requirements and expectations of service providers and outsourcers in regard to transformational needs in moving to managed services for cloud, service delivery requirements, portfolio of capabilities, and strategic investments. Finally, this session will discuss how providers and outsourcers need to position and shape the value of managed services and will offer providers key guidance to ensure optimal market penetration.

Track 6: New Technologies Enable New Workloads, Ashish Nadkarni, Program Director, Worldwide Infrastructure: Enterprise Servers and Storage Innovation in computing hardware technologies is ushering in an era of new 3rd Platform workloads. Nextgeneration silicon, memory, networking and data persistence technologies allow the shift to a software-defined paradigm, in which the intelligence lives in software but the hardware platforms themselves are smarter and autonomous about how that software is allowed to control their functionality. Such convergence of computing hardware and platforms (CHAP) serves as a catalyst for next-generation applications. It is also pushing suppliers to retrofit current-generation applications to make the most out of the new CHAP stack. In this presentation, we will explore the journey and the future of the computing paradigm.

Track 7: Employee Experience, the Fastest Way to Improve Your Customer Experience Program, Vanessa Thompson, Research Vice President, Communities and Collaboration As our expectations are changing as consumers, they are also changing as employees. The way we connect and collaborate at work should match the experiences we expect as consumers. To deliver superior experiences to our customers, we also need to deliver superior experiences to our employees. Optimizing the work environment with the personal productivity applications that fit the user, rather than the organization, may seem like a foreign concept. However, as the workforce changes and transitions to users that are more open to modern and seamless interactions in their personal lives, the work environment and the applications that support it will change dramatically. This session will discuss how organizations are using modern collaboration tools and technologies to support the changing dynamics of a work environment. It will also discuss how shifting from technology as a fix to technology to augment decisions can help build more competitive and dynamic organizations to support the customer of the future.

Track 8: The Wearables Wild Card, Ramon Llamas, Research Manager, Wearables and Smartphones Wearables are supposed to be the next big thing in technology, yet there exists only a handful of money-making success stories and adoption remains limited either to the technology cognoscenti or health and fitness citizenry.

How does the market move forward from here? To evolve beyond the hype, wearables must move beyond the siloed framework that currently exists between device and application. This means connecting users and their data to larger systems (enterprise, IoT) and translating information into actionable and profitable strategies. Join Research Manager Ramon Llamas as we discuss what matters in the wearables market now and what matters in the wearables market next so that wearables are not just a wild card for the IT industry but a long-term solution for consumers and enterprises to leverage.

IDC’s Directions 2016 San Jose .f22 :: page 13 of 16

3:10 – 3:50 pm

Track Sessions

Track 1: Industry Clouds: When Your Buyers Become Your Competitors, Eric Newmark, Program Director, Industry Cloud The development of industry clouds is occurring across all industries. As more buyers venture to become suppliers of vertical services, this current multi-hundred-million-dollar market is expected to reach tens of billions of dollars in just three to five years. This session will discuss the topic of industry cloud, how IDC defines the newly emerging market, current business development and operating models behind industry clouds, and both the risks and the opportunities that vendors and end-user companies can expect to face as this market's growth continues to accelerate.

Track 2: Cognitive Marketing: The Rise of the Super Intelligent Marketer, Gerry Murray, Research Manager, CMO Advisory Cognitive computing has a big future in marketing. It's already in beta mode, and IDC predicts that, by 2020, 50% of companies will use cognitive computing to automate marketing and sales interactions with customers. The past 10 years have set the stage for the next revolution in marketing (and digital culture in general.) Big data, big analytics, and intelligent processes have scaled way beyond the capacity of the human mind. Our smartphones are bringing artificial intelligence into our daily lives. The Internet of Things will make the real world into a playground of metrics. Advances in cognitive computing are opening entire economic models to automated management. In this session, Gerry Murray will analyze these converging trends with respect to the radical new capabilities they will provide for marketers and the nearly imperceptible impact they will have on customers. He will explain how marketers can leverage cognitive services for specific marketing activities and outline the prerequisites for success with cognitive marketing.

Track 3: In Data We Trust! Why Data Integrity Matters More than Ever, Stewart Bond, Research Director, Data Integration Software The 3rd Platform has introduced a new level of scale and diversity of data integrity issues, as data is spread across silos and clouds and persists in technologies that don't enforce schema or content validation. Data governance processes and supporting technologies have a new level of focus in response to the need to be data driven in today's economy. This session exposes the latest end-user data integrity challenges and their impact on IT and business outcomes and highlights the innovative solutions technology suppliers and their clients are deploying to ensure trusted and actionable data reaches its intended users.

Track 4: IoT Markets: Identifying Vendor Opportunity Through Multiform Use Cases, Marcus Torchia, Research Manager, Internet of Things Few growth markets give enterprises and consumers an ability to create, innovate, and problem solve through technology like the Internet of Things. The challenge as a vendor is narrowing market focus to generate repeatable revenue now and in the future with valued product and service offerings. In this session, we will review four IoT use cases that exemplify rapid growth, large size, disruptive potential, and multi-industry innovation. We will discuss the underpinnings of the business problem and the business drivers accelerating IoT adoption in each. Finally, we will round out the session with examples that provide comparisons in select countries and regions around the world.

Track 5: The New Developer Landscape — Understanding the Modern Software Developer, Al Hilwa, Research Director, Mobile and Cloud Software Development As digital business disruption dominates the conversation, the business of building software is itself being disrupted. Spurred by the popularity of mobile, cloud, and other 3rd Platform technologies, new software architectures that rely on highly decoupled distributed systems and APIs are emerging in the form of microservices, providing new mechanisms and patterns to conquer escalating software complexity. To support the new architectures, new tools and frameworks, new cloud services, and new workflows and organizations have begun to dominate the frontiers of software development as defined by high-scale Web companies like Amazon, Google, Facebook, eBay, Twitter, and Netflix. These changes will inevitably percolate into mainstream enterprises as they seek to control and leverage the disruption taking place around them. In this session, we examine this changing developer landscape and outline strategies to cope and succeed with modern software development.

IDC’s Directions 2016 San Jose .f22 :: page 14 of 16

Track 6: The New Security Normal in a Digitally Transformed World, Christina Richmond, Program Director, Security Services, and Sean Pike, Program Director, Next-Generation Data Security/eDiscovery and Information Governance Technology has reached a new level of maturity. The simple technology solutions that once aided or accelerated specific functions no longer exist. We are immersed. Our data lives in the cloud providing global accessibility, devices track our every move and learn our behaviors, and every decision is a complex algorithm made up of relationship and sentiment. It's against this backdrop of connectivity that individuals and enterprises struggle with security. This IDC session will provide guidance on how security solution and service providers can capitalize on trends in an intimately connected world. It will provide insights on emerging security trends and help shape a vision for product road maps and services offerings as companies and their employees attempt to protect information without the benefit of obscurity or anonymity.

Track 7: The Commerce Experience — How Mature Is Your Business? [panel] Henry Morris, Senior Vice President, Worldwide Software, Services, and CMO Advisory Research; Jordan Jewell, Research Analyst, Software Business Strategies; Mary Wardley, Vice President, Enterprise Applications and CRM Software; and Vanessa Thompson, Research Vice President, Communities and Collaboration Every business, including not-for-profits and public sector, is a commerce business buying and selling materials, goods, services, experiences, digital media, and more to other businesses and to consumers. The 3rd Platform has changed dramatically how buyers and sellers discover, research, market, and transact purchase decisions. Using IDC's new Digital Commerce MaturityScape, we'll examine the steps to building and delivering an improved customer experience through the important touch point of the entire commerce process. This session will also look at benchmarks for the successful execution of commerce initiatives and provide a framework for examining the use of new technologies for omni-channel commerce across B2B, B2B2C, and B2C. Track 8: The Future of Work — How Augmented Reality Will Change Your Business, Tom Mainelli, Program Vice President, Devices and Displays Augmented reality (AR) isn't a distant technology — it's here now, and it's set to disrupt a long list of tried-and-true business processes. In this session, Tom Mainelli will discuss IDC's newly created taxonomy, the company's first forecast of the market, and why AR is set to have a dramatically bigger impact on business than virtual reality.

Finally, he'll discuss key technologies, players, and applications that promise to change everything from how products are created to how work gets done to how sales get made in this new work reality.

IDC’s Directions 2016 San Jose .f22 :: page 15 of 16

4:00 – 5:00 pm

Fortune 500 CIO Session The Digitally Transformed Enterprise: CIO Keynote and Fireside Chat Les Ottolenghi, Executive Vice President and Global CIO, Caesars Entertainment Moderator: Meredith Whalen, Senior Vice President, IT Executive and Industry Research As digital transformation (DX) emerges as the centerpiece of corporate strategy, the CIO’s role has never been more pivotal – or more exposed – to the disruptive business changes unfolding across the enterprise. Those changes are reshaping IT organizations, accelerating the use of mobile and social technologies, and elevating the impact of advanced data analytics on the customer experience.

“Everything is about the data and what you do with it,” says CIO Les Ottolenghi of $9 billion Caesars Entertainment Corp., which owns and operates more than 50 casinos worldwide. “As CIOs, we have to be making sure the customer is feeling fully engaged – and is paying for your new services and products.”

In this closing keynote and fireside chat, you’ll hear from this experienced Fortune 500 CIO about:  how businesses are turning into technology companies, with casinos leading the charge;  why the business changes that casinos are undergoing bring DX to the boardroom table;  what IT leaders and their organizations must do to become true ’digital transformers;’ and  where digitally transforming companies need their technology suppliers to engage more effectively with them.

IDC’s Directions 2016 San Jose .f22 :: page 16 of 16