In 2025, Arrow’s IBM team asked a simple question: how can we help people understand the power of IBM’s software portfolio, and the way its technologies work together?
It’s a query that will likely resonate with most IBM partners. With so many products across so many areas, seeing the connections between IBM’s portfolio isn’t always straightforward – even though those connections are often where the most customer value lies.
The Arrow IBM team’s initial answer to bringing practicality to the portfolio was through the IBM Tube Map; a static diagram showing the hierarchy of all their products and services available. But when the AI partner IBM Bob launched, we knew we could take the map further.
As simple and practical as transport network maps
The original IBM Tube Map took its inspiration from the clarity of well-known and well-used transport network diagrams like the iconic London Underground Map and New York City Subway Map.
Just as a tube map shows how lines connect and where to change, this map shows the relationships between IBM solutions across AI, automation, data, integration, infrastructure, observability, sustainability, Technology Business Management and more.
What started as a static image quickly became one of the team’s most valuable conversation tools. Customers, business partners and technical teams could use it to visualise solution plays across the IBM software portfolio.
…And then came Bob
When IBM Bob became available, reimagining the Tube Map as an interactive experience was one of Arrow’s first priorities.
With minimal effort, the team transformed a static image into a dynamic platform. Animated solution journeys now show how IBM technologies work together to solve real business challenges. The IBM Software Synergies Map was built with the help of IBM Bob, which makes it a practical example of how AI can accelerate development and bring ideas to life faster.
How the map helps partners
The interactive map turns the IBM portfolio from something to read about into something to explore:
#1 See the connections: Click any product to see what it sells with, and why, with every line representing a cross-sell opportunity.
#2 Prepare for the conversation: Access the value proposition, competitors and key differentiators for each product.
#3 Start with the right questions: Use the discovery questions provided for each connection to open conversations with customers.
#4 Search by customer need: Search by product or by customer need, and watch the map light up with relevant solutions and opportunities.
One map. 23 languages.
The response since Arrow launched the IBM Software Synergies Map has been incredible. Feedback, ideas and collaboration from colleagues across IBM and the wider ecosystem have helped shape the map, and it continues to evolve as a result.
Most recently, the map has been translated into 23 languages, making it accessible to the wider Arrow IBM community across EMEA. For partners working with customers across borders, that means a shared view of the IBM portfolio, whichever language the conversation is in.
What this means for IBM partners
The map is a free, practical resource for any partner looking to grow their IBM business:
A faster way to navigate the portfolio: Whether you’re new to IBM or already know it well, see how the full portfolio fits together in one place.
A source of new conversations: Spot connections and opportunities you may not have considered, and bring them to customers with the context to back them up.
A proof point for IBM Bob: The map shows what Bob can do in practice. If you’d like to experience it for yourself, a free 30-day trial is available, with no commitment needed.
Why Arrow for IBM?
As an authorised and experienced IBM distributor, Arrow ECS helps partners build and grow their IBM practice, with a dedicated IBM team working alongside them:
Technical support: Technical Solution Engineers to support demonstrations and help partners develop tailored Proofs of Concept.
Commercial support: Access to IBM funding, commercial programmes and flexible payment solutions for opportunity development and customer engagement.
Marketing support: Bespoke marketing activities to help generate demand and create customer conversations.
Business development support: A dedicated IBM team to help identify opportunities, develop propositions and build a sustainable IBM practice, from strategy through to execution and sustainable growth.
What began as a simple idea has become a powerful storytelling platform that helps bring IBM software synergies to life. One map. 23 languages. Powered by innovation. Continuously evolving.
Ready to explore the map?
Explore the IBM Product Synergies Map: https://arrow-ojhj.github.io/synergies-map/
Start your free 30-day IBM Bob trial: https://bob.ibm.com/trial?bpid=18z7gqsn
Or talk to the Arrow IBM team about how to use the map with your customers and the support available to you.
Contact the Arrow IBM team: ibmvendor.ecs.uk@arrow.com
