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IBM and Certus Solutions birth Bluemix-powered company

Samira Sarraf | Aug. 15, 2017
New company, Cognition, launched in design-led thinking push.


Cognition managing partner Craig Parnham. Photo via ARN

IBM partner, Certus Solutions, has launched a company called Cognition, aimed at enhancing human experiences across the commercial sector in Australia and New Zealand by using design-led thinking.

Installing Cognition’s design thinking approach into cognitive solutions could improve people’s lives, according to Certus, which operates in both Australia and New Zealand.

Cognition, which was launched in partnership with IBM Australia and New Zealand, is a design thinking-led management consultancy powered by IBM Cloud platform, Bluemix.

Cognition’s services incorporate elements of IBM’s solution stack as well as cognitive and artificial intelligence services via Watson. Combined with design-thinking principles, these innovations are used to build solutions tailored to each company’s goals, vision and strategy. 

Cognition’s philosophy is to create outcomes centred on users to accelerate value creation, according to managing partner Craig Parnham.

“Cognition is a change agent, bringing together elements from technology, design and business to manifest a new reality. It is at the intersection of three unique and complementary disciplines that Cognition fulfils its purpose,” said Parnham.

Cognition leverages industry best practices that help brands be as nimble and dynamic as start-ups. It uses a range of proven service design methods to help create differentiated service experiences, according to the company.

Cognition’s app garage service, inspired by IBM's Bluemix "Garage" approach, has been spun out Certus, a Platinum IBM Business Partner.

“We’re excited to work with strong IBM Business Partners like Certus who accelerate innovation with design thinking and new development methodologies,” IBM Bluemix Garage worldwide director, Shawn Murray, said.

Michael Vulcan, a former unit executive for IBM Commerce Group Asia-Pacific business integration solutions, joined Certus in March 2017.

Vulcan took on the Victorian state manager position in which he provides sales leadership for Certus, with specific responsibility for development and ownership of the sales plan and budget for Victoria, developing and maximising the partnership with IBM and driving cross capability sales.

 

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