IBM: The Fun Factory

IBM was widely perceived as being too expensive for mid-sized companies in the Asian market. This was a challenge in marketing IBM Express Advantage, a product designed and priced specifically for the mid-sized company.

IBM: The Fun Factory

OgilvyOne Worldwide, Malaysia

ENTRY INFORMATION

Category: Information TechnologiesCountry where program ran: Six ASEAN CountriesDate program started/ended: 28th October - 30th November 2008

Product Description: IBM Express Advantage is a suite of tools that help mid-sized companies manage their IT infrastructure. The suite has 4 proprietary features:

  • IBM Director

  • IBM Predictive Failure Analysis

  • IBM PowerExecutive

  • IBM Calibrated Vector Cooling technology

Advertiser/Client Name: IBMMedia Channels:Website: http://www.our-work.com.my/ibm_funfactory/index.html

STRATEGY

Marketplace Challenge:

The IBM ASEAN market comprises Singapore, Thailand, Indonesia, Malaysia, Vietnam and the Philippines. While the ASEAN's server market was...

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