Welcome

to the
Cognitive
Era.
A new era of technology.
A new era of business.
A new era of thinking.

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A Cognitive Business is a
business that thinks.
A new era of technology is giving rise to a new era of business,
made possible by three historic shifts:

1. A World 2. A World
Awash in Reinvented in Code.
Data.
Take just one example: a car is now a platform for software, containing

100 million lines of code—93 million more

80% of all data is invisible
to today’s computers. Now consider
than advanced passenger jets.

that by 2017 healthcare data is

expected to grow by 3. The Advent of
99% Cognitive Computing.
government
and education
data by utilities
94% data by Technology that takes in data in all forms – including unstructured – and
understands it, learns from it and reasons through it. This is what business
93% has been waiting for. IBM Watson™ now works with over

70,000 developers
and

350+ partner companies

who have launched

100 cognitive applications

Cognitive Business is here.

Digital is not the destination but the foundation for a new era of business; we call it cognitive business, and IBM Watson
is the platform. Today Watson is helping doctors reimagine medicine, and leaders reshape industries as diverse
as retail, banking and travel. And Watson is taught by industry experts, so their know-how can reach more practitioners.

Cognitive Cognitive Cognitive

Engagement.
In Hospitality: How do you keep hotel guests
satisfied when 96% of unhappy customers
don't complain? Watson contributed to a
platform trusted by major hotel chains to
anticipate and respond to service issues.
In Government: Watson is helping cities run
better. Working with a startup, Watson’s
question answering and natural language
capabilities let users ask common questions
–"How do I find a lost pet?" and "How do I
pay a parking ticket?"– without waiting on
the phone or for an email reply.
Cognitive deepens engagement.
Products
and Services.
In Media: A leading broadcast network
grew viewership through look-alike
modeling, ratings and streaming data
analysis. They saw faster, more accurate
ratings predictions, in some cases six weeks
in advance of a show's release.
In Games: A Watson partner is creating a toy
dinosaur that can answer a child’s questions,
help her learn spelling, vocabulary, math and
more. The toy listens, learns and adapts to a
child’s personality–even her sense of
humor—and evolves over time to match each
stage of the child’s development.
Cognitive products never stop adapting.
Processes
and Operations.
In Manufacturing: Few manufacturing operations
are as complex as oil and gas plants. Engineers
at a major manufacturer are working with
Watson to collate their 30+ years of experience.
This can help their employees adopt
standardized practices across every plant.
In Travel: A new travel startup is teaching
Watson how to help travelers find personalized
recommendations through thousands of sources,
user data points and local area knowledge.
The company is already transforming the travel
process, from inspiration to destination.
Cognitive brings more certainty to business.

Cognitive
Expertise.
In Engineering: Watson is helping a firm share
expertise with engineers who work even in
remote places. To make critical decisions
quickly–on site in the developing world or
following a natural disaster–the engineers can
have the expertise they need on tap, instantly.
In Law: Watson is being trained in legal language
and natural language, so it can help answer legal
questions framed in ordinary speech. Now being
piloted in 20 of the world's top law firms, Watson
can help cut research time from hours to seconds.
Cognitive elevates expertise.
Cognitive Exploration
and Discovery.
In Pharmaceutical: Comparative effectiveness studies are time-consuming. It takes three
PhDs an average of six months to read through all previous clinical trials for relevant results.
Working with Watson, one company is speeding up the process, helping to get safer medicines
to market faster.
In Science: Working with a leading medical school, Watson helped scientists identify six
proteins that modify p53, a protein related to many cancers. It typically takes the life science
industry years to accomplish what Watson did in mere weeks.
Cognitive is accelerating high-stakes research.

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Ad Title: IBM - OUT THINK LAUNCH
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IBM Watson is
the platform for
Cognitive Business.
Watson is designed to understand, reason and learn;
in a sense, to think.
Watson's capabilities are available as 28 cloud-based APIs
– a total expected to rise 50% by the end of 2016 –
so you can build cognition into new applications,
products, processes – the core of your digital company.
When your business thinks, you can outthink:
challenges, competitors, limits.

A Key to Watson APIs

2011 Lt Language Translation

Qa Question & Answer TrA Tradeoff Analytics
It Image Tagging
2015 Ta Tone Analyzer
Ld Language Detection Di Dialog
Mr Message Resonance Wn Watson News
Pi Personality Insights StT Speech to Text
Ce Concept Expansion Sa Sentiment Analysis
Re Relationship Extraction IlE Image Link Extraction
Vr Visual Recognition Te Text Extraction
Ke Keyword Extraction Fd Feed Detection
Fd Face Detection Ct Concept Tagging
TtS Text to Speech Tx Taxonomy
Ee Entity Extraction
NlC Natural Language Classifier
Ae Author Extraction
Rr Retrieve & Rank
Ci Concept Insights

Watson

ibm.com/outthink

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Cognitive Oncology is here.
Watson for Oncology uses cognitive technologies to help
doctors analyze a patient’s medical information against a
vast array of data and expertise to provide evidence-based
treatment options. Watson can analyze the meaning and
context of structured and unstructured data in clinical notes
and reports, combine data from the patient’s file with clinical
expertise and external research, and identify potential
treatment plans for the individual patient.

outthink
C A N C E R

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Cognitive Inventory is here.
When a product is “hot,” how do you keep the
right style, the right color and the right sizes on
the shelf and ready for customers to buy? A major
retailer uses predictive analytics combined with
demographic data to help reduce lost sales due
to out-of-stock situations.

outthink T R E N D S

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 outthink outthink
C O M P E T I T O R S W I N D S

Cognitive Sports is here. Now 33 million Cognitive Energy is here. Now alternative
fantasy football fans can apply cognition to the hardest providers can help pinpoint, with far greater precision,
questions: who to draft and who to trade. the best sites to generate energy.

outthink outthink
D O U B T O L D S C H O O L

Cognitive Insurance is here. Now fraudulent Cognitive Education is here. Now schools
insurance claims can easily be separated from legitimate can see new factors affecting performance, to predict
ones, to better balance efficiency and safety. – and help – the students most at risk of dropping out.

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Cognitive Finance is here.
There’s a risk in merger and acquisition deals;
up to nine out of ten fail. With IBM Watson Tradeoff
Analytics, clients can analyze richer and more
diverse data sets, designed to provide context
around specific concerns and priorities. Clients
can see risks and opportunities more clearly,
and gain more knowledge to decide and more
confidence to act.

outthink
R I S K

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ESG: Platform-as-a-Service Usage and Satisfaction Study, April 2015, http://www.esg-global.com/research-reports/platform-as-a-service-usage-and-satisfaction-study. All statements regarding IBM’s future direction and intent are subject to change or withdrawal without notice, and represent goals and objectives only. IBM and its logo, ibm.com, Bluemix, POWER8, Global Technology

Is your business ready to

be a Cognitive Business?
You can start today. Watson is open for business on the cloud, with 28 API services that let
you integrate cognition into your company’s digital presence. But to create a true cognitive
business, you’ll want to drive this deeper into your enterprise. Here’s how:

Design a Cognitive Strategy.

Which experts will train the system? Which products,
services, processes and operations should be
cognitive, and which not? What data do you need?
Services and Watson are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. See current list at ibm.com/trademark. Other product and service names might be trademarks of IBM or other companies. ©International Business Machines Corp. 2015.

IBM Cognitive Business Solutions is supported by

over 2,000 specialists, the collective experience
gained in over 50,000 analytics engagements
and world-leading IT consulting services and
partnerships, such as Facebook.

Extend Cognitive with Analytics.

Ensure you can collect and curate the right data –
structured and unstructured. The data you own, data
from others and data available to all.

IBM Analytics leads the way with data partnerships,

such as Twitter and The Weather Company, and
enables anyone engaging with data to ask questions,
uncover patterns and pursue breakthrough ideas.

Move to a Cognitive Cloud.

Optimize cloud services for your industry, your data
sets and cognitive APIs. The hybrid platform you
build on must be able to integrate front-office data
with core systems of record.
IBM Cloud offers a robust, complete and secure
hybrid cloud. And IBM BluemixTM is growing 10 times
faster than the overall PaaS market, with more than
100 services in 99 countries1.

Build a Cognitive Infrastructure.

Evolve your IT infrastructure for cognitive workloads.

IBM Systems – from software that integrates and

manages APIs, to POWER8® and mainframe servers,
to flash and software-defined storage – are designed for
the data and analytics required to deliver cognitive services.
And IBM Global Technology Services® is starting to
apply Watson to the way services are delivered.

Adopt Cognitive Security.

As cognition moves into every part of your business
– and every part of the world – it is essential that every
transaction, piece of data and interaction becomes
secure. Your business, and your reputation, depend on it.

With a team of 6,200 security professionals in 36 security

centers worldwide, monitoring 133 countries and 20 billion
events per day, IBM Security can act on threats before they
become attacks.

Building on these fundamentals and tapping the power of Watson, your

business can become cognitive. It will work more smoothly, move faster
and help you make better decisions.

When your business

thinks, you can outthink.
ibm.com/outthink

1
ESG: Platform-as-a-Service Usage and Satisfaction Study, April 2015, http://www.esg-global.com/research-reports/platform-as-a-service-usage-and-satisfaction-study. All statements regarding IBM’s future direction and intent are subject to change or withdrawal without notice, and represent goals and objectives only. IBM and its logo, ibm.com, Bluemix, POWER8, Global Technology
Services and Watson are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. See current list at ibm.com/trademark. Other product and service names might be trademarks of IBM or other companies. ©International Business Machines Corp. 2015.
1

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