Maxed Out

Because the System i can run at redline speed all day long . . .

July 19, 2007

IBM Mashes System i with p (and More) Then Separates Large from Small in Massive Organizational Shakeup

In a set of massive organizational realignments, IBM is breaking up its Systems and Technology Group (STG) so that IBM can focus on the needs of its very large customers as well as the needs of its SMB customers — in addition to going after a bigger share of the $32 billion SMB pie. Bill Zeitler, IBM's senior vice president and group executive for the IBM STG, announced this yesterday in an internal IBM memo.

Yesterday afternoon, IBM's System i General Manager Mark Shearer gave me a 25-minute briefing by phone, and I'm still trying to grasp all the details and ramifications. Basically, the IBM known by the System i world is moving and shaking in a way that may change the landscape forever. Here's the basics:

IBM is merging its System i and System p technology groups and also breaking them apart into two new groups — one that focuses on very large organizations, and one that concentrates on SMBs.

"I have noticed first hand, even the language you use, the requirements, the approach to the marketplace are radically different between our large enterprise clients and our small and medium business clients, and I think with having the discreet segmented approach . . . we're going to be a lot more effective," Shearer said.

The enterprise group will be the "Power Systems" business unit, and it will focus on the 570 and 595. (Incidentally, we should see the first POWER6-based System i 570 announced next week, as well as a new granular "pay for what you use" approach to pricing for large customers. Shearer noted that IBM is moving at an extraordinary rate of speed on these changes.)

The Power Systems business unit will be led by Ross Mauri.

The new SMB business unit will be known as the Business Systems unit and will retain responsibility for the low-end System i products — the i550, i525, i520, and i515. It will be led by Marc Dupaquier.

In addition to housing the System i, the Business Systems unit will bring other IBM technologies into the mix through a new integrated sales model in which IBM will approach customers on a total-solution basis rather than a separated, technology-segmented model.

Shearer said IBM will develop an IBM roadmap for SMB offerings, integrating Web 2.0 services with middleware, and will change its sales structure so that IBM reps are offering more focused solution messages.

"It just drives SMBs nuts when three different faces from IBM with three different proposals show up at their doors," Shearer said.

In addition, changes are afoot for IBM Business Partners. It sounds like they'll have to play by the new rules, too, selling total IBM packages rather than simply concentrating on System i.

"The majority of our Business Partners are many steps ahead of IBM on this becasue most of our Business Partners already sell multiple parts of the IBM product line. For example, most already sell the Unix solutions," Shearer noted. "In fact, less than 10 percent of the System i partners only sell System i. So our Partners really do embrace this model of solution selling rather than single-technology selling."

Mark Shearer Will Stick Around

"They just can't get rid of me," Shearer joked. He will continue to be involved in the new management plan and will lead the two new groups. His new title will be something like Vice President and Business Line Executive for Power Systems Products.

"I'll be driving the product strategy and the product plans for both the high and low-end POWER systems. So I'll have the hardware, the high-end, the blade, and modular, and I'll have all the software — i5/OS, AIX, and Linux, and by looking at it holistically, I think we'll be able to bring to market some innovative new products. I think it will be great for the System i client base because they will see i5/OS pop up in unexpected places," he said.

Clients Who Use System i

"When I think of the System i business, I really stopped thinking about it as a single technology platform, and I think about it more as the clients who use the System i," Shearer explained. "When you look at it that way, it turns out that our System i clients spend three times as much money on Unix and Intel and external storage systems, and we don't help them simplify that yet. We don't help them manage that more effectively, and I think that by having more of a client orientation, the combination of the IBM businesses will be far more effective."

Posted by cmaxcer at July 19, 2007 3:08 AM

Comments

Sounds like the old days of IBM when we had 'Data Processing" and "Office Products" calling on us. If you were a 360-20 or System III, System 36/38 you were part of the "Office Products" division, if you were 370 or above you were part of the "Data Processing" division. And they were very forceful trying to move you to their platform. I remember when we ordered our System III-15D and both were calling on me . . . finally got all in same room and we hashed it out . . . stayed with the 15D and then System 38.

Posted by: Darrel Mattoon at July 19, 2007 11:17 AM

I have mixed feelings. On one hand it seems like the risk is increased for the i to not get proper attention. I also don't know if it makes sense to split groups based on size of systems — seems to me that a number of customers have both sizes of systems (we do). I also could really care less about what the System p supposedly has to offer — while the hardware is similar, the system sizes similar, customer sizes are similar, the business customers preference and the underlying intent of each area is dramatically different. Not knocking the p (this time) but the value proposition to each OS is dramatically different.

The only good thing I can see in this is that Mark Shearer is on top of all of this — I think he is the only executive at IBM that gets the System i and its customers. Heaven forbid when there is a change and it's some poobah from the p series.

I read an email on the subject this morning and as of right now I'm not enthused by any stretch. It just seems like a step to water down the business benefits of the System i. Can anyone say eServer?!?

Posted by: Mike at July 19, 2007 11:20 AM

Actually, Darrel had it close. It was the NAD and NSD divisions, NAD being "National Accounts Division" and NSD being "National Sales Division", which was the little accounts.

And yes, Darrel was right, the System 3-15-D was about the tipping point. It was back then an attempt to reduce the # of faces an account would see from IBM. All of a sudden, DP guys were supposed to sell typewriters and copiers, and vice versa. It was nuts. It probably still is. Most of the product goes through partners anyhow. The move may just cut a bunch of jobs at IBM, however. I liken it to inventorying the deck chairs on the Titanic. Some customers will scramble to make sure they are covered by the "big guys", and the rest will continue to deal with their partner(s).

Posted by: Jim Young at July 19, 2007 11:38 AM

The "old" IBM had Office Products Division (copiers and Selectric typewriters) General Systems Division (GSD) had the S/3 and DPD, the Data Processing Division handled what is commonly called Main Frames.

Posted by: Chuck at July 19, 2007 12:17 PM

IBM is great at selling System i upgrades, but I think they leave it to the business partners to sell new System i installations, pretty much.

Am I wrong on this?

Brad Jensen
www.laservaultbackup.com
Series i tapeless backup

Posted by: Brad Jensen at July 19, 2007 6:03 PM

It would appear that no one at IBM ever majored in history. You have to remember history to predict the future and this reorganization is definitely a replay of the history. How well I remember the days when IBM decided to reorganize before and get rid of the GSD group. Who did they give the s/38 sales to - the main frame group, who really did give a "hoot" for that product because it didn't pay the sales people as well. Who sold the s/38 - yes, you have got it, the s/38 customers. Look at the sales history just before "SilverLake" went into GA.

Posted by: Jack Derham at July 19, 2007 7:15 PM

I agree with the historians. As usual, they are great in launching new technologies but they totally get it wrong when marketing jumps in. Then you better keep your pockets closed. Want to see an IBM-salesrep frustrated? Just ask him: "Any NEW placements done the last 12/24/36/48 months?"

Posted by: peter at July 20, 2007 2:05 AM

It'd be nice if they just finsihed with all of this mucking around with the platform and hived it off into a separate company. Another pointless "realignment" of internal IBM resources that customers care nothing about. We care about what it does, how well it does it and what it costs to do it. Get the message out IBM, then empower your partners to do the selling and sit back collecting the revenue as more people discover this hidden gem of the IT industry. Enough fiddling, please. Cut Silverlake loose.

Posted by: Peter at July 20, 2007 2:39 AM

IBM needs to quickly assure the partners and clients that the new changes will not affect existing initiatives. For example, the System i group has been making great progress with the Academic Initiatives the past few years. How will the new changes affect the System i Academic Initiatives?

The dust needs to settle quickly to prevent the uncertainties from affecting the great progress made in many System i initiatives.

Posted by: Keng Siau at July 20, 2007 3:09 AM

The System i (SilverLake, AS/400) is the best system on the market by far for most small to mediam size organizations. I have used it since its introduction to the market and have experienced the IBM reorganzations many times while still relying on the same business partner for upgrades. Thank god for dependable business partners!

No viruses, secure, dependable, excellent performace, Reasonable Total Cost of Ownership and easy to use from all perspectives. New Customers should be lining up at IBM's door. When will IBM management understand what they have and do something about it?

Posted by: Philip Svesnik at July 20, 2007 7:16 AM

Ouch! While I don't like to be pessimistic, I don't see much good coming out of this reorganization for System i lovers. Whenever IBM has tried to lump technology and sales together to attack a particular set of potential customers (i.e. SMB), the p and x guys always have a huge numerical advantage and speak much louder than the i folks.

Have you ever asked an IBM AIX salesperson about the System i? "The system what???"

Organizing based upon customer set will put all the p and x sales force out front, while the i folks may get an honorable mention but will loose out to the "More Modern" UNIX???? Is that an oxymoron?

This is very concerning to me. I hope I am wrong.

Dan

Posted by: Dan Riehl at July 20, 2007 11:03 AM

Given that sales of AS/400 - iSeries - System i's have been on the decline at a rate of roughly 20% year over year since the record year 1998 - with the exception of a small spike in 2005 due to Power5, one wonders when this trend will end and we will see a solid rebound that lasts a couple of years. Will we ever see that rebound? Will we see jobs come back to this system? Will we see ISV's come back to the native iSeries instead of running to the Microsoft's (rpg for the) .NET framework? Will we?

Given the last organizational shakeup which only spells dillution for the IBM System i folk within the new group as Dan points out, one really starts to think "do we hear a dead toll ringing for System i?"

Posted by: ugeerts at July 20, 2007 1:13 PM

When will IBM ever get it straigth. The marketing department is very bad when if comes to getting the word out about a very good product (System i). Well, I was hoping this trip around they were going to do more in the marketing area for the System i, but I guess not . . . this is very dissapointing. I wonder with all the attention on the new academics for the System i, is it headed for death.

Posted by: Robert at July 20, 2007 3:23 PM

From what I've read the past three or four years, a number of us saw this move coming. It seems like a good decision from both a logistics and internal business viewpoint. AS/400 (i5) and AIX have common architectural roots and both use the Power chip.

To me, the problem seems one of market positioning. If IBM plays the numbers well, OS/400 will be a big winner; if not, then the best partners can't prevent the loss of a great OS.

AS/400 (i5) has evolved into a multi-OS/multi-function system that, properly used, can save customers huge amounts of money. Few customers or developers appear to understand how to take advantage of the available integration. How can business partners take advantage this integration and educate others so that the i5 revenue recovers?

Posted by: Mike Amos at July 20, 2007 4:10 PM

Actually, IBM's move does make sense if you look at it from their viewpoint. Think about IBM's shareholders and the stockmarket. No shareholder likes to hear that product divisions a, b, c etc are doing very well while division i, the black sheep, is always the one with the bad quarter report. Shareholders might get worried something bad is afoot. So what to do to get rid of that anxiety? Easy, mash division a, b, c etc and the 'i' together and voila, the new group in the organizational structure is once more producing rock solid steady growing figures. Shareholders happy, everything growing, no more black sheeps.

Great isn't it?

Posted by: ugeerts at July 21, 2007 3:03 AM

The great news is: Mark Shearer is still at the forefront on System i! It appears that what Frank Soltis told us about 5 years ago is happening. I'm going to hold judgement on the organization until we see more about how this will actually play out, i.e., "who" is doing the planning and development for i5OS. Am also interested in "which" executive players provide support to COMMON.

Posted by: Anne Lucas at July 23, 2007 11:25 AM

So, with this seemingly retro style move, maybe we'll get the AS/400 name back.

Posted by: Todd Michon at July 23, 2007 12:04 PM

Yes, it is great news that Mark Shearer is at the helm of this reorg announcement. Agree with others commenting here that he appears to get the System i value proposition plus the importance and need for continued emphasis on the education initiatives in the System i space. POWER6 and IP telephony will no doubt ramp up the financials for Q4. Let's give Mark and this admittedly retro reorg idea some space and see how it works.

Posted by: Rick at July 23, 2007 6:32 PM

NAD,GSD,DP,S/W Div etc. Get a 2 wheel luggage carrier, put a 520 on it with a laptop take it into a shop and show 'em how even a green screen with a menu can run an application. Let them try signing in w/o knowing the password; let them try 'executing' a file; let them back up a library on a built in tape in 3-4 minutes; show them a simple query.... Oh that's right, the plan3 reps are gone. Sometimes we make things so complex for the real small shops; i.e. Web Hosting; MQ series.... My suspicion is many would just like a simple way to keep the doors open, with one person managing the system, maintaining apps; writing new apps; supporting PC's and LAN... so much for my job description.

Yes, I understand the price point; too costly for new account rep and too many apps to know... nostalgia 1130; 1401/S32/34/36/38;AS400...Ex IBM;current customer...

Posted by: Dennis Bayne at July 24, 2007 6:57 PM

NAD,GSD,DP,S/W Div etc. Get a 2 wheel luggage carrier, put a 520 on it with a laptop take it into a shop and show 'em how even a green screen with a menu can run an application. Let them try signing in w/o knowing the password; let them try 'executing' a file; let them back up a library on a built in tape in 3-4 minutes; Show them a simple query... Oh that's right the plan3 reps are gone. Sometimes we make things so complex for the real small shops; i.e. Web Hosting; MQ series.. My suspicion is many would just like a simple way to keep the doors open, with one person managing the system, maintaining apps; writing new apps; supporting PC's and LAN... so much for my job description.

Yes I understand the price point; too costly for new account rep and too many apps to know... nostalgia 1130; 1401/S32/34/36/38;AS400...Ex IBM;current customer...

Posted by: Dennis Bayne at July 24, 2007 6:57 PM

The System i group has one of the most loyal customer bases. COMMON is a clear indication of that. System i Academic Initiative is also one of the strong suits. How these will be affected by the reorg is an unknown and that is worrisome to many. These foundations have served System i well for many years and these pillars need to be strengthened and not weakened by the reorg.

Posted by: Keng Siau at July 30, 2007 1:55 PM

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