The Itanium Solutions Alliance was formed in 2005 by Intel, Itanium platform providers, and over 200 ecosystem partners. The alliance aimed to increase momentum for the Itanium chip globally, expand the application ecosystem for Windows and Linux, and address negative press coverage of the chip's longevity and OEM commitment. It established a structure with executive, regional, and working groups to coordinate efforts to improve market perception and application availability for the Itanium platform.

1. From Playing Poker
to Winning as a Team
How to Foster an Open Alliance
Between Competitors
Joan Jacobs
Andrew Masland
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2. Who Are We?
• Joan Jacobs
– President and Executive Director of the Itanium® Solutions Alliance
– Previous experience at Hewlett Packard (HP), Compaq, Digital
Equipment Corporation, Raytheon and Data General Corporation
– Most recently at HP, Jacobs led partner development for HP Integrity
Servers, which included working with ISVs to port their applications
to the company’s Itanium®-based platforms
• Andrew Masland
– Itanium Solutions Alliance Marketing Chairman
– Director, Strategic Alliances, NEC’s Redmond Technology Center
– Previous experience at Wall Data, Spacelabs Medical, Digital
Equipment Corporation, and the Pennsylvania State University
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3. What is the Itanium® Solutions Alliance?
• Launched in September 2005
• Intel and Itanium-based platform providers plus over 200
leading ecosystem providers (OS vendors and ISVs)
• Goal: Utilize the Alliance’s unique value to leverage sponsor
marketing investments to facilitate Itanium sales worldwide
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4. What Led to the Formation of the Alliance?
• Need for increased momentum for chip technology
on a global basis
• Desire for expanded application ecosystem
on Windows and Linux
• Negative coverage from press and analysts
questioning longevity of the processor and the
commitment of OEMs
• Shared competitive vision among sponsors
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5. Significant Impact
• Virtually eliminated “Itanic” noise
• Demonstrated broad and deep investment in the Itanium-based
platform ($10B announcement)
• Over two dozen press and analyst tours
– Approximately 500 tier-1 Press/Analyst briefings and articles
• 90 commit wins including highly visible successes
(e.g., Microsoft, Sun Java, Symantec etc.)
• Halo effect and developer programs contributed to accelerated
application availability
– From approximately 5,000 to over 13,000
• IDC: Itanium is the fastest growing platform in the world
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6. Itanium®-based Platform Momentum and Choice
Itanium System Revenue Compared to RISC Architectures
Itanium
$5 80%
Itanium System Revenue
achieves
% of all SPARC* System Revenue
solid market
% of all POWER* System Revenue
$4
acceptance
60%
Q3’08
Source: IDC Worldwide Quarterly
Itanium is
$3 Server Tracker, Q4’07 and Q3’08
Billions $US
99% of
SPARC and 40%
71% of
$2 POWER
20%
$1
$0 0%
2002 2003 2004 2005 2006 2007
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7. What Attracted Sponsors?
• Common goals
– Increase application availability
– Improve market perception
• Common partners
(Microsoft, Novell, Red Hat, SAP, Oracle and others)
• Common competitors (IBM and Sun)
• Intel as a common partner
• Desire to leverage individual marketing investments
• Opportunity for leadership, influence and increased visibility
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8. Initial Common Concerns
• No lead generation (no sales programs)
• No violations of any anti-trust provisions
• Avoid domination by large sponsors
(equal participation opportunities and share of voice)
• Balanced investments between Windows and Linux
• Keep customer data confidential for joint investment opportunities
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9. The Right Structure Was Critical
• Engagement at a variety of levels
– Executive League for high-level strategy
– Steering Committee for goals and direction
– Marketing and Enabling Teams for tactical programs
– Regional Committees for unique local requirements and programs
– Workgroups form and disband to address short-term needs
• Agreed-upon goals and scorecards
• Regularly scheduled calls and face-to-face meetings to stay “front of mind”
• Third-party contracted administrative and marketing resources
– Help maintain neutrality
– Reduce time commitments
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10. Ongoing Keys to Success
• Encourage sponsor involvement
– Executive commitment
– Participation opportunities
– Leadership opportunities
• Nurture common goals
• Create opportunities for external visibility in press/analyst relations,
web presence, success stories, etc.
• Schedule with awareness of time-zone challenges
• Remain sensitive to cultural differences (company and national)
• Provide sufficient face-to-face meetings and long-term
networking opportunities to build trust
• Maintain neutral facilitation and back channel communication
to build consensus, work issues and concerns
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11. Adapt Over Time
• Survey members to ensure satisfaction
• Keep priorities current
– Enabling work completed
– Marketing efforts continue
– Evolve the web site and build social networking capabilities
• Change leadership to provide new opportunities for participation
• Adapt budgets and work levels to economic realities
• Allow members to support Alliance with in-kind services
as an alternative investment model
• Evolve programs to maintain active involvement
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12. What the Sponsors Say
“The Alliance helps to drive a broader ecosystem of both
infrastructure applications as well as actual end user
applications, and that viability is critical for customers
who are going to adopt an SGI system based on Itanium.”
“I think one of the biggest benefits we get from the Alliance
is the whole ecosystem, and the ecosystem is about
application software solutions.”
“The Alliance provides NEC a vehicle for us to communicate
our shared common goals with the other Alliance members
as well as a vehicle for us to communicate our unique value-
add attributes.”
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13. For More Information
For more information, please visit our Web site:
• www.itaniumsolutions.org
• blog.itaniumsolutions.org/
Or please contact us by email at:
• jjacobs224@att.net
• andy.masland@necam.com
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14. Questions?
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