• Differentiating Products (00:01:16)

  Scott Hebner, marketing lead for Rational Software, discusses the challenge of IBM customers to differentiate their products in an environment where buyer demand is so dynamic and quick-changing that they have to update their products almost in real-time. To face this challenge, manufacturers must make products that can adapt to the customer's need--more intelligent products that can interconnect with other products and other applications, and are instrumented so they can respond and sense what's going on around them.

• Transcription (15KB)

• Differentiating Smart Products in the Marketplace (00:01:30)

  Tom Hawk of IBM discusses how the company helps customers differentiate their products in the marketplace, including collaborative workshops and tools like Rational software and software development solutions.

• Transcription (16KB)

• IBM Smart Products: Are Built with Rational Software (00:02:59)

  A happy IBM customer discusses how his company uses IBM tools to help manage the requirements from the start to finish of projects. Rational software helps manage the team members working on the projects and shows all the changes that are being made, as well as delivering completed projects faster to clients.

• Transcription (18KB)

• IBM Smart Products: Building Value and Differentiation (00:02:27)

  IBMers talk about the value of smarter products and how they are differentiated in the marketplace. Software-driven products that offer solutions for smart devices like cell phones and cameras to issues like healthcare are providing real value to consumers. IBM's spectrum of services, from the development to management of products, can help consumers transition to a world of smart products.

• Transcription (18KB)

• IBM Smart Products: Creating Insight for Your Business (00:02:22)

  IBMers and customers discuss the challenges of finding insight in the development process. Knowing the proper information--so that stakeholders and engineering on a project are on the same page--having the facts to make faster, better business decisions, and being able to see all this data can make a business more competitive. Rational software can help businesses find insight and tie the development process to best practices and business results.

• Transcription (17KB)

• IBM Smart Products: Software Development Tools (00:02:46)

  IBMers and customers discuss the changing landscape of software development. Smarter products are requiring developers to create more complex software, so tools like requirements management and testing software are becoming more integral. New software development processes are increasingly including customer input, so the product and the customer are entwined throughout the product lifecycle.

• Transcription (17KB)

• Managing the Integration of Smarter Products (00:01:19)

  Scott Hebner, marketing lead for Rational Software, speaks about how many products today are controlled by built-in software systems. In addition to building software-led products, manufacturers now must be concerned with how their products interact with other smart products that they do not control-- a complex system of relationships in increasingly dynamic environments.

• Transcription (16KB)

• Requirements Management: Building systems that speak the same language (00:01:52)

  Dominic Tavassoli of IBM discusses the challenges posed by increasingly complex software to organizations. With the proliferation of software that interconnects systems, there is no longer a single value chain. Requirements management solutions are needed so that everyone involved is looking at the same version of the truth. The resulting architecture helps design all the interfaces and interconnections between the pieces. IBM Rational uses tools like Rational Doors to help define the requirements for the systems and makes sure we're all speaking the same language.

• Transcription (16KB)

• Smart Products: Built on best practices (00:01:25)

  Neeraj Chandra discusses the trend toward creating software and products that are smart. Smart products are becoming more prevalent in our everyday lives, and these products can be seen in the business, commercial, and consumer worlds. IBM Rational can provide the technology platform on which smart products are developed, by enabling a business process tied to best practices and a standard enterprise architecture.

• Transcription (15KB)

• Smart Products: Deploying smarter utilities (00:02:00)

  Al Zollar of IBM speaks about how products are now being made to be more intelligent, making it possible to have smart meters and smarter utilities. In addition, these smart products can provide insight into how to better manage the service that the products provide.

• Transcription (16KB)

• Smart Products: Factoring hardware integration into the software development process (00:01:30)

  Tom Hawk of IBM discusses the need for software to be developed with hardware integration in mind. From development to upgrade, changes and disposal, hardware accommodation is a factor to consider during software life cycle management.

• Transcription (16KB)

• Using Rational to Modernize Applications (00:01:42)

  Rolf Craenen of Sogeti discusses the challenges of migrating company critical software to more modernized systems. The company uses Rational products to give them more control and execution power when they modernize the applications of their clients.

• Transcription (16KB)

Rational Software Helps Eaton and UPS Reduce Fuel Consumption

With IBM's help, Eaton developed a smarter hybrid powertrain system for UPS. Rational software is at the heart of the world's first hydraulic hybrid delivery vehicles. According to the EPA, if half of all urban delivery vehicles in the U.S. used this type of technology, we could realize a $1.5 to 2 billion annual savings in fuel cost, and reduce CO2 emissions by 8 million metric tons.

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