Recall strategy: IBM to bring software offerings under umbrella brand

Kavita Nair in Mumbai

IBM is bringing all its software offerings under an umbrella brand to create a better mindshare among its consumers. As a first step in this direction, Lotus, Tivoli, WebSphere and DB2 will be integrated into the IBM brand.

“IBM expects to leverage the combined offerings from the software group, which is now IBM Websphere, IBM Lotus, IBM Tivoli, IBM DB2 and in essence focus and develop these brands in clear and consistent association with the IBM brand,” said Mr Pawan Sharma, country manager software group & developer relations.

In line with this strategy, IBM India has created a dedicated channel stream and will work closely with its partners and independent solution vendors (ISVs). The IBM Software Group in India has been focusing and working very closely with its channel partners and ISVs. The IBM software group has also started a campaign to increase the skills available on the IBM software technology in India through various university programs and partnerships with institutes like Aptech. “With this re-branding IBM plans on getting more aggressive in the market,” Mr Sharma said.

IBM’s focus on the different software offerings started in 1995. The company recognised that in order to provide end-to-end middleware offering the focus needed to be on different segments of customers. IBM’s solutions for these segments: transformation and integration, levaraging information, leveraging the know-how and managing technology.

Websphere helps an organisation to convert into a e-business company. DB2 and the recently acquired Informix leverage the information by way of business intelligence, datawarehousing, content management, etc.