Original URL: https://www.theregister.com/2007/11/08/ibm_europe_event/

IBM's global message: the UK versus the US

Two events, four similar messages

By Joe Clabby, Clabby Analytics

Posted in Channel, 8th November 2007 12:08 GMT

A few weeks ago I was in Stamford, CT, at the IBM US STG (Systems and Technology Group) IT analyst conference, which featured a review of IBM market and product strategies across its System p, i, x, and z and storage product lines.

The event also focused attention on new IBM green (environmentally sensitive) initiatives relating to data centre power and cooling, and on the innovative features of IBM systems (such as blade design innovations).

The company discussed its newest push into the small and medium business (SMB) marketplace and also described its view of the evolving globally integrated enterprise (GIE).

This past week I attended IBM's European IT analyst event in Lisbon, Portugal – an event that was hosted by all IBM units (systems, software, and services). This event covered the same themes – innovation, green, SMB, and GIE as the US conference – but from a cross-organisational as well as European perspective.

IBM also included "drill downs" on the company's go-to-market strategies in Europe, as well as breakout sessions on "out-there" technologies such as virtual worlds and advanced data correlation.

I liked both events tremendously – each augmented the other to give me a broader composite picture of IBM products and strategies. The remainder of this article articulates some of the tidbits I picked up about IBM's market initiatives while in Europe.

The common ground...sort of

The European coverage of IBM's approach to innovation, green, SMB, and GIE supported the fundamental concepts and the common core foundations set in Stamford. But because the European event took a cross-organisational approach – some of the disciplines covered and some of the perspectives were different. For example:

Other thoughts

European analysts received the same basic messages as their US counterparts – but with some distinct differences in emphasis due to IBM Europe's multi-disciplinary approach to deliver its message. So this makes one ask the question: "Why doesn't IBM in North America use a multi-disciplinary approach to deliver its messages?"

The answer to this question appears to be two-fold.

First, there are comparatively far fewer IT research analysts in Europe than there are in North America. In order to provide analysts with the personal attention needed to ensure they get to meet with the right executives on the right topics at the right time, IBM separates its analyst events into more manageably-sized systems/software events by geography.

Second, there is a tremendous amount of specialisation in hardware talent in North America. With this much specialisation, a hardware-focused event still makes sense – as does a software-focused event. On occasion, a services focused event might also make sense in North America.

Conclusions

One might ask: "Why not bring the Europeans to IBM's US events?" And even though US and European analysts share many interests, I would argue that there are issues that are germane to Europe that deserve special European coverage.

For instance, Europeans appear to be more willing to take a more global view on environmental issues than the US; Europe does not have vast oil resources; The EU supports the Kyoto agreement to reduce greenhouse gas emissions; several European countries have rigorous pollution controls and legislation in place. By comparison, the US is way behind Europe in dealing with green initiatives, so it probably makes sense to separate the European messages from the US messages in this particular space.

The bottom line after these two events is that despite obvious geographical and cultural differences, IBM's basic messages remain the same – innovation, GIE, green, and SMB.

But these topics carry different weights by region and by the specific IBM organisation that presents on these topics. While there were marked differences in the coverage of green and SMB issues at both events, overall each augmented the other.

This is a situation that works well for IBM, and also for me as I attempt to stay on top of IT and business transformation in both North America and Europe.

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