IBM hails 'utility computing'

IBM is promoting its 'on demand' computing strategy at this year's show. Big Blue's stand is broken into four areas - consulting, solutions, hardware and middleware - all pulled together under the utility computing message.

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By  Justin Etheridge Published  October 16, 2003

IBM is promoting its 'on demand' computing strategy at this year's show. Big Blue has broken down its stand into four areas - one dedicated to its business consulting division, another to business solutions, a third to computing hardware - and a final area for its middleware integration technologies. The total array of services has been pulled together under IBM's utility computing message.

"Business is changing, customers want an IT infrastructure that responds to the changing business environment," explains Khalid Hassan, marketing manager, IBM Middle East.

"[Organisations] want to be able to tap into computing power, when their business demands it," he adds.

Just how quickly companies make the move towards utility computing, however, remains in doubt. And the biggest challenge facing vendors appears to be a lack of understanding.

"[The utility computing] concept is only just taking off in more developed markets," admits Jyoti Lalchandani, senior consultant software and services, regional manager, IDC Middle East. Hence IBM's overt move to promote the enigmatic strategy this year.

"Companies are just learning about these computing models, they not moving there," says Corey Ferungul, vice president of operations strategies, Meta Group. "This is a year of education, this is not a year of implementation," he adds.

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