IBM Systems Magazine, Mainframe - July/August 2015 - 21

Q Meet Rick Fuchs
mainframe does best and not
spin it off," he says.

The Role of Analytics
For the insurance and payment
card industry, the increasing
focus is on fraud detection and
prevention. That's where the
infrastructure of a company
plays an important role,
according to Fuchs. "Cognos*
is going to give me the same
answer regardless of where I run
it," he says. "Clients are starting
to realize that the currency of the
data is at least as important in
many cases as the sophistication
of the analytics."
Performing analytics on data
that's even an hour old can
mean the difference between
recapturing the money paid out
fraudulently or even stopping the
payment before it's ever made in
the first place. Clients are coming
back to the notion of truly realtime analytics and applications
to detect fraud. Improving the
detection rate by as little as 5
percent can equate to a savings of
nearly $1 billion in some cases.
For example, if a bank customer's ATM card is stolen without
the customer realizing it, the
bank must determine fraud as
soon as possible. It does no good
for the customer or the bank if
the thief makes 10 withdrawals
from the account before the fraud
is discovered.
The IBM z13* mainframe's
real-time scoring and data
analysis is groundbreaking in
that regard, because it enables
clients to perform analytics in
real time on the system of record
without offloading the workload
to another analytics system.
Real-time analytics are crucial
for mainframe clients in many
industries. For retailers, analytics
provide the capability to increase

As vice president, IBM z Systems* Brand
Management, Global Sales, Rick Fuchs
is responsible for worldwide z Systems
sales generally and, in particular, developing and deploying effective worldwide
programs and offerings with IBM mainframe clients to ensure their continued
business success. Prior to his current
assignment, Fuchs was responsible for
IBM's alliance with Lenovo, including
the development and deployment of
an effective worldwide cross-IBM sales
execution model in support of the
continued success of IBM's alliance with Lenovo. He's also held numerous
executive positions within IBM, such as vice president of Strategy and
Operations (later Worldwide Sales) for IBM's On Demand Business strategy,
vice president of Operations for IBM's Americas Group and vice president
of Enterprise Server Sales for IBM's Americas Group. In addition to other
management positions in IBM's sales organization, Fuchs has held positions
within IBM's Communications and Media Industry Solutions Unit. He is a
graduate of Brown University where he received degrees in electrical engineering and economics.

"Clients are starting to realize
that the currency of the data is
at least as important in many
cases as the sophistication of
the analytics."
-Rick Fuchs, vice president, IBM z Systems
Brand Management, Global Sales

revenues from top customers. For example, a retail
client in Brazil implemented smart cards that
automatically detect when a top customer came
within 10 meters of the store. A private buyer was
dispatched to meet the customer as he entered the
store. The buyer would have a full history of the
customer's preferences, what he usually shops
for, the ages of his children and other relevant
information to enable additional sales. If that
retailer relied on semi real-time data, that selling
opportunity might be missed.
Fuchs also relates a personal story about how realtime analytics works in the U.S. federal government.
When he electronically filed his income tax return a
couple years ago, his deductions from the previous
year were copied over. The copied data from the
previous year's return didn't account for the fact that
his daughter was no longer his dependent. Once he
submitted the return, it was immediately rejected.
"That really impressed me," he says.

The Value of z Systems
In his 40 years with IBM, Fuchs
has seen many trends, most
of which are inspired by IBM
clients. (For more on Fuchs'
background, see "Meet Rick
Fuchs," above.) "Our clients
share with us where they see
their business going, what
is driving it," he explains.
IBM looks at the big picture
and develops the technology
underpinnings to help clients
take advantage of the trends.
"That's why when you see
us announce a new server the
z/OS* environment may get a
20 percent performance boost
but you see Linux* get 40 to
60 percent because our clients
are telling us that's what their
business needs," he adds.
"That is the advantage of
z Systems-why I think it's been
around 50 years-because it
hasn't changed its core value
proposition."
Evelyn Hoover is executive editor of
IBM Systems Magazine.

ibmsystemsmag.com JULY/AUGUST 2015 // 21


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IBM Systems Magazine, Mainframe - July/August 2015

Table of Contents for the Digital Edition of IBM Systems Magazine, Mainframe - July/August 2015

Table of Contents
Editor's Desk: An important note
IBM Perspective: Transforming travel end to end
Partner PoV: Maximize the platform's business value by addressing challenges now
IT Today: Infrastructure matters: Myth or truth?
Case Study: Turning Complexity Into Simplicity: Vissensa Ltd. deploys an IBM Enterprise Cloud System to relieve the IT burdens of its clients
Cover Story: Industry Importance: Applying disruptive technologies in a nondisrputive way helps mainframe clients achieve business efficiency
Feature: Security Notification: Mainframe companies must be proactive and educated in testing and protection, expert says
Feature: Industry Improvements: Clients from five key industries highlight what's possible with IBM mainframe
Tech Showcase: Businesses must look at the big picture to take advantage of analytics
HotTECH Products
Administrator: New technologies with the IBM z13 and DS8870 systems aim to reduce costs and improve resilience, scale and performance
Solutions: ARCAD- Anonymizer; FDRPASVM, MVT Vault, STEPLIB-Rx 3.1; Topaz, ISPW V4.4, Savvytest 2.1
Stop Run: 'Things just clicked' for IBMer looking for his path
Reference Point - Global Events, Education, Resources for Mainframe
2015 Mainframe Solutions Edition Product Index
IBM Systems Magazine, Mainframe - July/August 2015 - Intro
IBM Systems Magazine, Mainframe - July/August 2015 - Cover1
IBM Systems Magazine, Mainframe - July/August 2015 - Cover2
IBM Systems Magazine, Mainframe - July/August 2015 - 1
IBM Systems Magazine, Mainframe - July/August 2015 - Table of Contents
IBM Systems Magazine, Mainframe - July/August 2015 - 3
IBM Systems Magazine, Mainframe - July/August 2015 - 4
IBM Systems Magazine, Mainframe - July/August 2015 - 5
IBM Systems Magazine, Mainframe - July/August 2015 - Editor's Desk: An important note
IBM Systems Magazine, Mainframe - July/August 2015 - 7
IBM Systems Magazine, Mainframe - July/August 2015 - IBM Perspective: Transforming travel end to end
IBM Systems Magazine, Mainframe - July/August 2015 - 9
IBM Systems Magazine, Mainframe - July/August 2015 - Partner PoV: Maximize the platform's business value by addressing challenges now
IBM Systems Magazine, Mainframe - July/August 2015 - 11
IBM Systems Magazine, Mainframe - July/August 2015 - IT Today: Infrastructure matters: Myth or truth?
IBM Systems Magazine, Mainframe - July/August 2015 - 13
IBM Systems Magazine, Mainframe - July/August 2015 - Case Study: Turning Complexity Into Simplicity: Vissensa Ltd. deploys an IBM Enterprise Cloud System to relieve the IT burdens of its clients
IBM Systems Magazine, Mainframe - July/August 2015 - 15
IBM Systems Magazine, Mainframe - July/August 2015 - 16
IBM Systems Magazine, Mainframe - July/August 2015 - 17
IBM Systems Magazine, Mainframe - July/August 2015 - Cover Story: Industry Importance: Applying disruptive technologies in a nondisrputive way helps mainframe clients achieve business efficiency
IBM Systems Magazine, Mainframe - July/August 2015 - 19
IBM Systems Magazine, Mainframe - July/August 2015 - 20
IBM Systems Magazine, Mainframe - July/August 2015 - 21
IBM Systems Magazine, Mainframe - July/August 2015 - Feature: Security Notification: Mainframe companies must be proactive and educated in testing and protection, expert says
IBM Systems Magazine, Mainframe - July/August 2015 - 23
IBM Systems Magazine, Mainframe - July/August 2015 - 24
IBM Systems Magazine, Mainframe - July/August 2015 - 25
IBM Systems Magazine, Mainframe - July/August 2015 - 26
IBM Systems Magazine, Mainframe - July/August 2015 - 27
IBM Systems Magazine, Mainframe - July/August 2015 - Feature: Industry Improvements: Clients from five key industries highlight what's possible with IBM mainframe
IBM Systems Magazine, Mainframe - July/August 2015 - 29
IBM Systems Magazine, Mainframe - July/August 2015 - 30
IBM Systems Magazine, Mainframe - July/August 2015 - 31
IBM Systems Magazine, Mainframe - July/August 2015 - 32
IBM Systems Magazine, Mainframe - July/August 2015 - Tech Showcase: Businesses must look at the big picture to take advantage of analytics
IBM Systems Magazine, Mainframe - July/August 2015 - 34
IBM Systems Magazine, Mainframe - July/August 2015 - 35
IBM Systems Magazine, Mainframe - July/August 2015 - 36
IBM Systems Magazine, Mainframe - July/August 2015 - HotTECH Products
IBM Systems Magazine, Mainframe - July/August 2015 - 38
IBM Systems Magazine, Mainframe - July/August 2015 - 39
IBM Systems Magazine, Mainframe - July/August 2015 - 40
IBM Systems Magazine, Mainframe - July/August 2015 - Administrator: New technologies with the IBM z13 and DS8870 systems aim to reduce costs and improve resilience, scale and performance
IBM Systems Magazine, Mainframe - July/August 2015 - 42
IBM Systems Magazine, Mainframe - July/August 2015 - 43
IBM Systems Magazine, Mainframe - July/August 2015 - 44
IBM Systems Magazine, Mainframe - July/August 2015 - Solutions: ARCAD- Anonymizer; FDRPASVM, MVT Vault, STEPLIB-Rx 3.1; Topaz, ISPW V4.4, Savvytest 2.1
IBM Systems Magazine, Mainframe - July/August 2015 - 46
IBM Systems Magazine, Mainframe - July/August 2015 - 47
IBM Systems Magazine, Mainframe - July/August 2015 - Stop Run: 'Things just clicked' for IBMer looking for his path
IBM Systems Magazine, Mainframe - July/August 2015 - Cover3
IBM Systems Magazine, Mainframe - July/August 2015 - Cover4
IBM Systems Magazine, Mainframe - July/August 2015 - Reference Point - Global Events, Education, Resources for Mainframe
IBM Systems Magazine, Mainframe - July/August 2015 - 2015 Mainframe Solutions Edition Product Index
IBM Systems Magazine, Mainframe - July/August 2015 - SE2
IBM Systems Magazine, Mainframe - July/August 2015 - SE3
IBM Systems Magazine, Mainframe - July/August 2015 - SE4
IBM Systems Magazine, Mainframe - July/August 2015 - SE5
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