Deciphering IBM's Data Strategy

IBMs decision to launch a whole slew of storage products in one fell swoop yesterday was an interesting move, particularly at a time when other vendors are only too happy to stretch their news out in the hope of garnering more attention.

By launching a total of 30 different hardware, software, and services offerings, IBM nonetheless risks adding an additional layer of confusion to users’ already complex purchasing schedules.

“We chose to do it this way because we want to make the point about the larger picture,” said Charlie Andrews, director of product marketing for IBM’s systems storage group, alluding to the vendor’s grandiose "information infrastructure" vision.

The vendor is attempting to shift its focus away from individual products, preferring instead to tout product bundles at four key areas: compliance, availability, retention, and security.

“[This is about] broader-based solutions, rather than specific technology offerings,” explained Andrews, adding that all yesterday’s announcements, including enhancements to its DS8000 array, fit this criteria.A spokesman for IBM’s storage rival EMC was less effusive, describing yesterday’s fire-hose of products as "buzzword bingo."

"In reality, there is almost really no new news," he wrote, in an email to Byte and Switch. "All it is is a way to package up old news and play ‘buzzword bingo’."

Sure, the bulk of IBM’s announcements consisted of upgrades, although at least one analyst thinks that yesterday’s product blitz is good for both IBM and the storage industry as a whole.

“IBM’s information infrastructure launch is certainly an important step in realizing its New Enterprise Data Center vision,” wrote Mesabi Group analyst David Hill, in a note sent out yesterday. “[It] also demonstrates the vibrancy and growth of the company’s storage vision and the market’s need for such solutions.”

Storage sales have certainly boosted IBM’s recent financials, as they have for EMC and HP, so why not turn on the product fire-house?With its myriad of launches yesterday, IBM also added flesh to bones of its recent raft of acquisitions, which include FileNet, Diligent, Arsenal Digital, and XIV.

“The prominent featuring of the products and services from the many acquisitions is very interesting, and IBM’s acquisition strategy seems to be bearing good product and services fruits,” said Mesabi Group’s Hill. “Where IBM takes them from here will be very interesting to observe.”

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