IBM rebrands servers under e-Server banner

IBM has revamped its diverse server line under the banner 'eServer' as part of a drive to bring high-end features into its mid-range products while simplifying its server sales and support structure.

As reported last week by vnunet.com, Big Blue will rename the S/390, AS/400, RS/6000 and Netfinity brands and add the eServer prefix as part of a major marketing exercise designed to limit customer confusion.

From today, the S/390 will be renamed eServer zSeries; the AS/400 will become the eServer iSeries; the RS/6000 will become the eServer pSeries; and Netfinity will become eServer xSeries.

The first new server carrying the eServer brand is an upgrade to IBM's mainframe computer called the eServer zSeries 900. This will see the debut of the new z/OS 64-bit operating system, as well as a software pricing model based on capacity used rather than total system capacity.

IBM also said it would extend the partitioning technology, which was developed for mainframes to allow them to operate as separate smaller servers, throughout the server line. Similarly, high availability clustering will also be extended across IBM's range.

Stephen Murdoch, Big Blue's vice president of enterprise servers, said: "Customers see a segmentation of the market based on operating systems as irrelevant. What they want is system level availability that covers more than just individual components."

The eServer branding is a product of Project Mach 1, a major cross-company initiative begun three years ago to pool IBM's best technologies and practices. The project involves the consolidation of IBM server manufacturing and development teams as well as the realignment of its sales force from selling by platform to selling to customer segments.

The scope of Mach 1 extends to research developments such as copper chip and silicon-on-insulator technology, to a string of partnerships with leading software vendors and IBM's corporate-wide embracing of Linux.

Mark Lillycrop, of analysts Xephon, said: "The re-badging is best seen as a statement of intent. IBM still has multiple hardware lines and making them seem more similar doesn't solve the problem of developing a consistent sales strategy."

"This is an ongoing process. The next step will be for IBM to deliver the same reliability and availability features across all its platforms. Applications will be announced at the same time and you'll see standardised features and pricing mechanisms coming in," he added.

Phil Payne, of independent analysts Isham Research, said: "IBM's terms and conditions have been labyrinthine in the past and whether users will see immediate change in these isn't clear. What can be said is that IBM is changing its pricing models so that they're based on workloads rather than the physical box."

Payne said the upgrade would improve the price performance of mainframes for users, and bring improvements in the areas of storage support, reliability and licence management.