You are on page 1of 4

Case Study Summaries There were two case studies we focused on which included IBM and Cisco co- branding

together. This is a great example of how B2B manages brands. The first one is a co brand idea that took place in Washington D.C., on March of 2007. This particular study (IBM and Cisco Team to Offer Crisis Management Services) included IBM and Cisco partnering together on an idea to provide emergency crisis response for the first time ever. The capabilities of this project entailed communications, collaboration and coordination technologies, and wireless capabilities that allowed businesses and government agencies a faster way to respond and recover if there is a disruptive event or environmental issue. With this, IBM decided to have an emergency vehicle built with “intelligence” and to co-brand with Cisco to help develop it. This vehicle will have a quick response and will be able to restore a government or business operation in case of a crisis.

(Picture above- Emergency Vehicle)

This idea marks a turning point in Business Continuity and Resiliency services, where vendors help their clients maintain access to their information during times of emergency. Before clients had to choose, but now since IBM and Cisco designed a full packaged solution using all of their services, clients can have a one-stop emergency response network. This hardware is implemented in the daily operations system, which acts like a hub storing information at times of

crisis. This specific structure is designed to keep all information secure, continue operations, network operability and recovery, use internet protocol, and many other things. These will provide a strong infrastructure during crisis. There are many steps in implementing this project, first starting with the gathering and assessment stage, and finally the last step of installing a platform that are enabled by a Service Oriented Architecture. This platform includes a tactical communication kit (TCK), a fog cutter device (FC), a network emergency response vehicle (NERV I), and lastly a command network emergency response vehicle (NERV III). All of these things can be installed to help restore a business or government agencies operations if an event occurs. IBM, Cisco and many other vendors put together these platforms. Having some other companies co-brand this product allowed it to be the ultimate design for customer to leverage their current assets, devices, and investment. Cisco and IBM have prior experience in this field, which allows them to provide their client with an array of information on technology and great services to support their business continuity and resiliency during emergencies. IBM Vice President of Business continuity and resiliency services, Phillippe Jarre, expressed how exciting the new relationship they have formed with Cisco is. This gives them a unique approach to helping both their clients protect and improve their operations.

The second case studies (IBM and Cisco Collaborate on City of Amsterdam Smarter Energy Project) was released July 2009, were IBM and Cisco yet again came together to develop a pilot program, which will help the Dutch utility Nuon and Amsterdam make smarter energy choices. This pilot program will allow these people to better understand how to use less energy in their city. This pilot program entails ways to reduce CO2 emissions and have a more sustainable city. IBM and Cisco will join together to implement a new energy management

system which will give 500 selected homes a way to gain information about their energy consumption and help them change their behaviors. After allowing these certain people to use the pilot program, IBM and Cisco are hoping to have a result of a 14% decrease of CO2 in the city. Throughout this process of implementing the program, the companies decided to split up the work and each company would be contributing differently. IBM will be working with Nuon on developing applications for the management systems and also making use of intelligent technology in IT systems and Web technology. Cisco will take the role of working on IP-based home energy management solutions, these will help enabled real-time and secure a united connection between appliances and the energy systems in the houses. This will result in more efficient energy use. Throughout this project IBM and Cisco aimed to demonstrate how both of them working together would allow them to use each other’s resources to create a better system. There plan will dramatically reduce outages and faults in the electrical grid. Also the electrical grid will be more responsive, handle the current and future demands, and lastly make it more efficient which in return will control costs. The reason behind this idea is the fact our cities are changing and need to be more efficient if we want them to sustain life. By using smarter choices of energy, the city of Amsterdam will be able to transform their system into a technology based structure while optimizing their finite resources. Allowing Amsterdam to hear this information will greatly improve these energy concerns. It will cut down on cost and consumption of emissions, which in return will lower the damages on the environment. Having this pilot program released in a city like Amsterdam shows that if we give the opportunity to use an intelligent communication system, we can better our economy and improve the quality of the city. IBM and Cisco want

people to realize that having this program implemented will give communities a chance to be more energy conscious. Partnering together on something like this shows how effective cobranding can be, Having these two companies comes together and work on a “green” project like this just shows how important the idea of saving energy can be to both of these companies. As you can see from these two examples, these co-branding projects developed by IBM and Cisco actually were pretty successful. The first case study implemented a device which would help recover all the information in case of an emergency. This is a very innovative idea. Having Cisco and IBM come together to partner in a one-stop emergency response allowed businesses and government agencies to feel more secure when a crisis does hit. The second case studies is still in the works but if all goes well they will have successfully design a structure to allow energy consumption to decrease which leads to cost management. Both studies showed how partnering together with a company can be very effective.

Sources 1st Case study – "IBM and Cisco Team to Offer Crisis Management Services." IBM Press Release (2007):Web. 24 Feb 2010. < >. 2 n d Case study"IBM and Cisco Collaborate on City of Amsterdam Smarter Energy Project." IBM Press Release (2009): n. pag. Web. 24 Feb 2010. <>.