Sima Nadler has two global roles within IBM. She leads IBM's research efforts for the Retail Industry, working closely with IBM's product, services and sales organizations in addition to leading Retail customers. She ensures that the Research division focuses on providing innovative, game changing capabilities relevant to IBM's Retail customers.Sima also works closely with IBM's Smarter Commerce product division, bringing Research's ground breaking work into IBM products.
Although currently focused on Retail and Commerce, Sima worked for many years in the Telecommunications Industry and is recognized by IBM as a Senior Telecommunications Expert. Her mobile expertise is leveraged in her current roles extensively.
In addition to ger global roles, Sima's technical focus in recent years has been in the area of understanding the context of mobile device users. While location is an important component, context goes far beyond location. Two projects in this area initiated by Sima are Presence Zones and the Context Inference Engine.In her spare time Sima volunteers as a Senior Medic in Israel's national ambulance organization, Magen David Adom.