1. IBM Service Thinking Project Theoretical Case Study Applications By: Ana Maria Rodriguez MBA Candidate 2013 Hult International Business School

2. Agenda 1. Service Thinking Principles 2. Company 1: Syngenta 3. Company 2: Synchonoss 4. Company 3: Crowdtwist 5. Service Thinking Applied To Three Companies Summary 7/30/2013 Service Thinking Theoretical Cases 2

3. Service Thinking Principles Service Thinking Co- Creation Service System Compone nts R-T-I Glo-Mo- So Multi- Sided Metrics 7/30/2013 Service Thinking Theoretical Cases 3

4. & World's leading companies with more than 27,000 employees in over 90 countries Increase crop productivity, protect the environment and improve health and quality of life. Offers integrated solutions to farmers Challenges: Help produce more with less 7/30/2013 Service Thinking Theoretical Cases 4 Company Information

5. & engage and empower growers create communities and cooperatives to share knowledge and expertise Co-Create The platform will provide access to mobile and web-based applications Service Systems global and local Research Centers community knowledge and expertise Components allow growers to focus optimize their production systems and manage resources R-T-I to mobile and web-based applications Community knowledge Glo-Mo-So gain an average 0.5 percent market share across their combined businesses Multi-Sided Metrics 7/30/2013 Service Thinking Theoretical Cases 5 Service Thinking Principles

6. + 7/30/2013 Service Thinking Theoretical Cases 6 Mobile Innovation for a Connected World Company Information Mobile innovation leader that provides personal cloud solutions and software- based activation for connected devices across the globe 273 Million in Revenue Over 1300 employees Enables a seamless connected experience

7. + 7/30/2013 Service Thinking Theoretical Cases 7 Mobile Innovation for a Connected World Service Thinking Principles Customers are able to connect, synchronize and activateCo-Create access to datacenters located around the globe Service Systems enables these companies to manage user experienceComponents enable new customer acquisition, sales of new devices, accessories and new service offerings , reducing operational cost at the same timeR-T-I flexible and scalable mobile technology solutionsGlo-Mo-So connect more than 50 million devices, manage 10 billion entities and perform more than 7 billion synchronizations per day. Multi-Sided Metrics

8. & 7/30/2013 Service Thinking Theoretical Cases 8 3 yr old Start-up Multi-Channel Customer Relationship and Loyalty Platform Identifies Most Influential Customers and Connects them with actual spending Company Information

9. & 7/30/2013 Service Thinking Theoretical Cases 9 Service Thinking Principles identify their most influential customers tailoring reward programs for this specific customers Co-Create data analytics into the existing platform Service Systems connecting this to actual spending, and then tailoring reward programs to find valuable insights Components target specific consumers, directly influence and develop assertive customized offerings with and less resourcesR-T-I using social media to deploy their initiatives in a viral paceGlo-Mo-So helps companies monetize and calculate ROI metrics based on behavioral analysis and tracking impact Multi-Sided Metrics

10. Summary Syngenta Synchronoss Crowdtwist Description Forbes Global 2000 Headquarters in New Jersey, US Startup: 90 countries around the world Offices in Ireland, Germany, England, France, India, Australia New York, Atlanta Revenue $ 14.2 Billion USD $ 273 Million USD Raised a $6 million round of funding Co-Creating engarge and empower connect, syncrhonize, activate Identify influential customers Service Systems mobile and web-based access, datacenters Data Analytics Components community manage user experience tailoring reward programs Glo-Mo-So mobile and web-based, communities mobile, flexible, scalable social media to deploy initiatives RTI focus, manage resources, optimize customer acquisition, cost reduction directly inflience, less resources Multisided Metrics reach market share 7 billion synchronization per day based on behavrioral analysis Impact offering individual products to an integrated solution for growers where they can not only learn about Syngentas products but how to optimize their usage enable new customer acquisition, sales of new devices, accessories and new service offerings , reducing operational cost at the same time. helps companies monetize and calculate ROI by allowing them to create new metrics based on behavioral analysis and tracking impact of brand initiatives. 7/30/2013 Service Thinking Theoretical Cases 10

11. Thank You 7/30/2013 Service Thinking Theoretical Cases 11