IBM ‘s customer-focused mission is summed up by the company’s five-year-old marketing and positioning campaign: “Let’s Build a Smarter Planet.” The campaign market IBM as a company that helps customers turn today’s data and technology explosion into smart solutions that will transform their businesses and improve the world’s data IQ. “What is a smarter planet?” asks the company. It’s one that uses data in an “instrumented, intelligent, and interconnected” way. IBM’s services now include everything from data analytics to mobile, social business, and cloud-computing technologies.