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IBM Global Services

3D-TV Proposal for Meeting Customer Demand Study and Analysis

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IBM Global Services

Table of Contents
Table of Contents .................................................................................ii Our Understanding of the Current Situation ........................................ 1 Value Proposition ................................................................................ 2 Our Approach...................................................................................... 3 Our Capabilities................................................................................... 4 Project Team ................................................................................... 4 References ...................................................................................... 5 Solution Costs and Deliverables ......................................................... 6 Change Control Procedure.............................................................. 6 Deliverable Materials....................................................................... 7

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ii

Copyright IBM Corporation 2003

IBM Global Services

Our Understanding of the Current Situation


3D-TV is looking to improve their ability to be the leading technology and broadcast provider, worldwide, of 3D TV programming.
IBM understands that 3D-TV is a pioneer in 21st century television technology and has created an entirely new television-based product based on holographic reproduction of live action. 3D-TV first introduced this new product with a successful pilot of the 2001 Tour de France bicycle race. The pilot was so successful; 3D-TV negotiated the holographic broadcasting rights for the next World Cup Soccer matches and the upcoming Olympic Games. 3D-TV put forth a major effort on planning and executing the recent World Cup Soccer match, however, the results did not meet 3D-TVs expectations. One of the largest reasons for this was that they could not handle the number of potential subscribers that wanted to sign up for the World Cup Soccer broadcast. This resulted in client dissatisfaction, chaos, and lost revenue. The root cause of this inability to handle the World Cup Soccer broadcast is unclear. Within 3D-TV, it is universally felt that prior to the Olympic broadcast, change is needed or a repeat of the disappointing World Cup Soccer results for 3D-TV will be inevitable.

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3D-TV wishes to improve their ability to be the leading technology and broadcast provider, worldwide, of 3D TV programming. To determine Table Header style Table Header what actions are needed to do this, Table 3D-TVHeader first needs to Table know: Header style style style What customer segments are the (most) attractive targets for 3D Table Body style TV programming? Table Body style Table Body style Table Body style
Table Body style Table Body Table want, Body style Table Body style What products do style these segments and how do they want to Table Body style

purchase them and use/view them?


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What business and technology changes does 3D-TV need to Table Body style make in Table Body style the desired Table Body style and services Table Body style order to provide products and efficiently? Table Body style effectively Table Body style Table Body style Table Body style 3D-TV wants to be reasonably certain that the changes that they choose to implement will address the problems that surfaced at the World Cup Soccer event and position 3D-TV for not only the upcoming Olympic Games, but for future growth and success.

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Copyright IBM Corporation 2003

IBM Global Services

Value Proposition
IBM brings experience in meeting 100% of the computing technology demand at major sporting events.
3D-TVs inability to handle the volume of subscribers at the recent World Cup Soccer event has impacted 3D-TV in the following ways:

Decline in customer satisfaction (20% increase in complaint letters since World Cup event) Bad publicity from the small, but negative, article in the Business Journal published during the World Cup event Lost sales (estimated at over $5M from the World cup event alone)

Ultimately, the root cause of their issues at the World Cup Soccer event needs to be identified to determine what changes are needed and implement those changes to meet 100% of the customer demand at the upcoming Olympic Games. This is required to position 3D-TV to meet its objective of becoming the worldwide leading technology and broadcast provider of 3D TV programming. However, before this can be done, 3D-TV must understand the customer segments that they will serve and their products and subscription services to meet these customer needs. Then 3D-TV needs to address the business and technical changes to support this desired customer base. Table Header style

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Table Header style Table Header Table Header Table Header IBM has a good understanding of the metrics important to 3D-TV style style style through our own work in the past providing technology support for the Olympic Games and major events. Table In addition, Table Body style Table Body style worldwide Tablesporting Body style Body style IBM has extensive experience in customer satisfaction work, both on Table Body style Table Body style Table Body style Table Body style projects IBM does itself relative to IBM clients and on projects IBM has performed for clients. Table Body style Table Body style Table Body style Table Body style Our approach delivers value quickly and will style directly link changes Table Body style Table Body style Table Body Table Body style
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made to support the upcoming Olympics to the longer term objective


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Copyright IBM Corporation 2003

IBM Global Services

Our Approach
IBMs Issue-Based consulting approach enables our consultants to work effectively and efficiently to help clients accomplish their objectives.
IBM proposes to identify a prioritized plan of initiatives for 3D-TV to meet customer demand for its products and services. We understand that this must be done quickly in order to allow for any changes to be implemented prior to the upcoming Olympic Games. In order to achieve this, IBM is recommending a three week study where IBM will utilize our issue-based consulting technique. This issue-based technique helps decompose and solve complex, unstructured problems. It allows our team to work with you to clarify project objectives and scope, organize the work into relevant areas of focus, and ensure effective and efficient data gathering and do thorough and insightful analysis to provide appropriate recommendations. Our approach is summarized in the following diagram.

Definition

Validate Objectives and Scope


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Table Header Table Header Structure Identify Issues and

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Plan Table Body style


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Data Collect Information Table Body style Table Body style Table Body style Gathering
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Synthesis

Analyze Data

Buy-In

Identify Next Steps

IBM anticipates that 3D-TV staff will work with IBM as members of the project team and that 3D-TV will identify the 3D-TV personnel who will be part of the team and make them available, as required, during the engagement. In addition, 3D-TV will provide access to requested information and staff, in a timely manner.

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IBM Global Services

Our Capabilities
IBM has unequalled technology strategy and implementation experience. We have successfully prescribed solutions in both the Media and Entertainment industry as well as the Electronics industry, which optimize revenue and growth for our clients. In addition, we have a significant team of consultants with extensive experience and proven skills in the Media and Entertainment industry as well as the Electronics Industry. We also have extensive worldwide experience in customer satisfaction work including conditions of satisfaction, defect and root cause analysis, and measurements and metrics.

Project Team
We have assembled a core team to jumpstart the project immediately.
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IBM is committing a talented and experienced team to drive a successful engagement at 3D-TV. IBM has identified an A team of professionals who can begin work immediately. Proposed IBM Team: Table Header Name style Table Header Credentials style Table Header style

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Table Body style Mike Delgado Table Body style Table Body style Table Body Services Relationship Partner at 3D-TV for style IBM Table Body style Table Body style Table Body style Table Body style Anne Holister Over 10 years project management Table Body style Table Body style Table Body style Table Body style experience Table Body style Table Body style Managed Table multiple engagements involving Table Body style Body style Table Body style innovative technology solutions Table Body style Table Body style Table Body style Will lead engagement for IBM Dan Jackson

15 years consulting experience in the communications and media industry Will be the senior business consultant for IBM on this engagement Research experience in communications technology Deep architecture skills Multiple technology engagements Marketing and telecommunications expertise

Wei min Tan

Liz Frazer

Copyright IBM Corporation 2003

IBM Global Services

References
Media Plus increased market share of 11% Media Plus is a major media firm that was suffering declining advertising sales share. It had housed entirely separate ad sales processes even between similar divisions. IBM mapped processes in each division to identify overlap and conflict, and the integration needs of customers. This resulted in sales groups being consolidated and process and delivery systems integrated so that the firm can take advantage of ad sales integration opportunities across the enterprise to gain market share.

IBM continues to exceed our expectations Jim Smith CIO, Media Plus

Online Game Company (OGC) increased capacity to one million simultaneous users with 99.999 percent uptime OGC is a virtual world where subscribers compete in online games, not with software, but with each other. As thousands play at the same time, they create content: the scenarios, the characters, the outcomes. Because OCG and its number of players expand in dynamic time, online games are complex to create, manage, and play, and are often degraded or interrupted during server maintenance. IBM developed a strategy that utilized a scalable server grid that senses to capacity fluctuations as they occur and Table Header styleand responds Table Header Table Header Table Header assigns resources style accordingly. style style
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Copyright IBM Corporation 2003

IBM Global Services

Solution Costs and Deliverables


We are prepared to meet with 3D-TVs leadership team to determine the terms and conditions and structure payments to appropriately match your needs.
This engagement will be conducted on a fixed price basis. IBM will provide you these services for a fixed cost of $125,000, excluding any travel and living expenses and any applicable taxes. Reimbursable actual expenses for travel, meals, lodging, if any, will be billed separately. Invoices are monthly and payable upon receipt. This offer is valid for 30 days. IBM shall have fulfilled its obligations when one of the following first occurs:

IBM has delivered to 3D-TV the materials listed in section Deliverable Materials". 3D-TV or IBM terminates the Project in accordance with the provisions of the Agreement.

Additional services may be mutually determined and agreed upon through the Project Change Control Procedure defined in this document. Table Header style

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required.

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Table Body style Table Body style Body Body The following provides a detailed Table process to style follow if a Table change is style Table Body style Table Body style Table Body style

A Project Change Request (PCR) will be the vehicle for Table Body style Table Body style Table Body style Table Body style communicating change. The PCR must describe the change, the Table Body style rationale Table Body style and the Table Body style Table Body style for the change effect the change will have on the project.
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The designated Project Manager of the requesting party will review the proposed change to determine whether to submit the request to the other party. Both Project Managers will review the proposed change and approve it for further investigation or reject it. IBM will specify any charges for such investigation. If the investigation is authorized, the Project Managers will sign the PCR which will constitute approval for the investigation charges. IBM will invoice 3D-TV for any such charges. The investigation will determine the effect that the implementation of the PCR will have on price, schedule and other terms and conditions of the Agreement. A written Change Authorization and/or PCR must be signed by both parties to authorize implementation of the investigated changes.

Copyright IBM Corporation 2003

IBM Global Services

Deliverable Materials
IBM will provide a Type II (*) deliverable of a written report. This presentation style report, which will be approximately 10 -15 pages, will include the identification of:

The customer segments that are most attractive targets for 3D TV The products these customer segments want and how they want to purchase and use them The prioritized plan of business and technology initiatives that 3DTV will need to implement in order to provide the desired products and services effectively and efficiently

(*) Type II materials are those in which IBM is granted ownership and the client is granted a broad license. Type II materials are those, created during the Service performance period or otherwise (such as those that pre-exist the Service), in which IBM or third parties have all the right, title, and interest (including ownership of copyright). IBM will deliver one copy of the Materials to the client. IBM grants the client an irrevocable, non-exclusive, worldwide, paid-up license to use, execute, reproduce, display, perform, distribute (internally only) copies of Type II Materials. The client agrees to reproduce the copyright notice and any other legend of ownership on any copies made under the licenses granted.

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Copyright IBM Corporation 2003

IBM Global Services

Copyright IBM Corporation 2003 IBM Global Services Route 100 Somers, NY 10589 U.S.A. Printed in the United States of America 2003 All Rights Reserved IBM, the IBM logo, the e-business logo and xSeries are trademarks or registered trademarks of International Business Machines Corporation in the United States, other countries, or both. Microsoft and Windows are trademarks of Microsoft Corporation in the United States, other countries, or both. Intel is a trademark of Intel Corporation in the United States, other countries, or both.

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Table Header Table trademarks or service marks of others. Header style style References in this publication to IBM products or
services do not imply that IBM intends to make Table Body style Table Body style them available in all countries in which IBM

Other company, product and service names may be

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operates.

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