Tech companies, startups and universities are launching quantum computing initiatives. IBM is jockeying for mindshare while facing the challenge of communicating the importance of this deeply scientific topic to the world.

Quantum computers take advantage of the laws of quantum mechanics, representing a fundamental change from classical information processing. While quantum computers are still in early stages of development, in the near future these new systems will definitively demonstrate, in certain use cases, a significant performance advantage over today’s computers. Quantum computers will potentially offer unprecedented capabilities in areas such as financial services, chemistry and AI. 

IBM has researched quantum computing for decades, and in 2016 launched the IBM Q Experience, a quantum cloud services platform. Today, more than 100,000 people worldwide are using IBM Q technology. IBM Q System One is the most technically advanced and highest performing quantum system IBM has ever built.  

Building a first is no easy task. Building the first quantum computer designed to operate outside a research lab required the creativity of physicists, engineers, and industrial designers. IBM Q System One’s eye-catching design is elegant and functional in the way it enables the quantum system to perform its sensitive, precise operations. And it’s in keeping with the IBM's commitment to modern design—made famous by Thomas Watson Jr.’s declaration, “Good design is good business.” 

To design IBM Q System One, IBM assembled a world-class team of industrial designers, architects, and manufacturers to work alongside IBM Research scientists and systems engineers, including UK industrial and interior design studios Map Project Office and Universal Design Studio, and Goppion, a Milan-based manufacturer of high-end museum display cases that protect some of the world’s most precious art including the Mona Lisa at the Louvre, and the Crown Jewels at the Tower of London. 

• An unprecedented look at how IBM designs and builds a quantum computer

• Storytelling tactics that balance technical accuracy and terminology to explain the complexity of quantum computing to non-experts

• A sustained drumbeat of media coverage focused on IBM's technical achievements including IBM Q System One, client engagement around exploring early use cases for quantum computing and growing usage of Qiskit, an open-source quantum framework created by IBM and used by more than 100,000 people worldwide

• Branded content educating reporters, analysts, influencers, experts and the general public about quantum computing and its potential to solve problems that are intractable today

• Visually stunning imagery

• Branded event experiences such as a life size replica of IBM Q System One and a short film, designed to inspire and capture the imagination of key audiences

The execution involved strategically timed tactics:

January 8, 2019

IBM CEO Ginni Rometty and head of IBM Research Dario Gil announce IBM Q System One during CES opening keynote, revealing stunning images of the new system

Press release, supported by comprehensive media and analyst briefings 

Life-size replica of IBM Q System One displayed at IBM booth at CES

Web experience detailing how IBM Q System One was built published

Short explainer video about IBM Q System One published on social media

February 12, 2019

Dario Gil presents about quantum and IBM Q System One at Think 2019, premiering short film explaining quantum computing in a non-technical framework

March 4, 2019

Scientific results achieved on IBM Q System One announced 

April 6, 2019

IBM Q System One replica displayed at Museum of Science Boston

IBM is recognized globally as the leader in quantum computing. Worldwide earned and owned coverage in top business, tech and trade publications contributed to business outcomes, shaping how the industry perceives and interacts with quantum technology. We are recognized as the trusted source for quantum computing. Please see supporting materials for additional details.