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IBM's “Innovation Jam”, an online event that purports to be a sort of “giant brainstorm” for the company, went to the second phase between September 12 and 16. It was a crucial point because IBM had injected up to US$100 million into the development of theo nlined iscussionp latform. The new “Jam” is like an online idea feast which taps the collective wisdom of its staff, including ordinary employees. Among the issues discussed are energy, social and environmental sustainability, and how IBM can get involveda ndt hrive. The generation and implementation of an internal PDP TV network of IBM China is a typical outcome of the “Jam”. Video clips of IBM's lectures, activities and press releases are broadcast on the TV screens beside the elevator gates at IBM's Shanghai branch. They are also available on IBM's internal website, reaching all the subsidiaries and offices of IBM all around China. In July this year, via a website of the Jam, IBM invited participants to share their ideas in four areas: transportation, health, environment and finance & commerce. Through this flat communication mode, the passion for innovation throughout the entire company was stirred up. The Jam's goal is to move beyond simple invention and idea generation. IBM's new collective tool is able to convert various innovative ideas into real valuable solutions efficiently.S omeb elievet hisu nprecedented brainstorming session has built a world wide image for IBM as preconscious and proactive, which may foster great influences and huge businesses opportunities.