Is IBM having an identity crisis?

who-am-iIf you were to ask a young person these days what IBM stands for or sells these days, would he or she come up with the answer “International Business Machines”? Does this kind of relevance even matter if IBM is still making money as an IT powerhouse behind the lion’s share of today’s innovation?

For a company that used to produce very tangible things – the first PC, hard drives, servers – we see less of IBM in our every day lives, as most of its business revolves around software, services and consulting. IBM has deliberately removed itself from the end user of their products, particularly by relinquishing their PC business to Lenovo and setting their bets on software and services.

The question remains, is this enough? The IT world is a smaller place these days, and, like it or not, the end user is a huge influencer of a company’s bottom line. While many giants were scrambling to adopt tablet technology to expand their audience, IBM decided to refrain, which let companies like Apple dominate this market. Apple Inc. understands that a user wants to be sold an experience. Apple is selling a lifestyle – streamlined, aesthetic, productive and innovative – and not only cater to the needs of their users but is actively engaged in their experience by responding and adapting to their needs.

The recent Apple-IBM partnership to create hundreds of mobile applications for business, while not extremely surprising, could very well help IBM reframe their identity with Apple’s flair for innovation and focus on the security needs of the end client, specifically corporate and government.

Does IBM need a more accessible identity to resonate with the public? I look forward to your thoughts below.

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About johnjblair

John J. Blair is the President and CEO of Blair Technology Solutions responsible for technology, innovation, and providing customized IT strategies to strengthen operations for enterprises across various industry verticals. His reputation is renowned as a results-driven leader, whose effective team-building skills and strategic development expertise have helped his clients achieve IT business success with cost-effective solutions. With almost 35 years in the IT industry, John has established a highly skilled team with expertise in providing personalized and customized IT solutions to a variety enterprises across Canada. Under his tutelage, his company is committed to customer service excellence, providing IT professional technicians to support the ongoing growth and needs of any IT department. Always on the leading edge of emerging technologies, John entered into the Managed Services field early and developed a Managed Services division under the Blair brand. John holds a Bachelor of Commerce from Concordia University and has many industry certifications.
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