There is a continuum of competition of similarities taking place among some of the world’s largest technology companies as they scuttle to control the next wave of office software. IBM is getting deeper into the cloud, and its relentless march could make it difficult for any competitor to gain purchase, despite the newness of the space.
IBM on Monday is fended off a constellation of rivalry in “cloud computing” with a set of new services for developers and business customers, dubbed “Bluehouse,” which facilitates social networking and collaboration among different organizations — based on technology from its Lotus division — has emerged from private beta testing and has now entered public beta phase today.
Microsoft, Cisco Systems, Google, IBM and others are selling applications under the unified communications and collaboration banners. Their range of packages alters yesteryear’s e-mail and contact software with suites that include Web conferencing, instant messaging, e-mail, online teamwork areas and spots to share all kinds of files.
IBM combines together components of its Lotus, Rational, and Tivoli software application to attract to SMBs and departments in larger corporations, because of the minimal up-front costs and maintenance.
Big Blue seized the opportunity of these two developments to define its rapidly growing cloud computing offerings to the market, which has watched almost in awe as the company has introduced initiative after initiative over the past several months.
The idea, IBM officials said, is to expand the company’s customary software delivery model toward a mix of on-premise and cloud computing applications with new software, services and technical resources.
“Capital and access to capital used to be a problem for small businesses, and it is a major problem now,” Sean Poulley, IBM’s vice president, online collaboration services, said in a statement. In such a tight market, businesses “will see a lot of utility” in being able to buy subscription services and thus hold off capital expenditures, he added.
IBM reveals its far-reaching offerings into four categories: 1) its own cloud services portfolio; 2) services to help ISVs design, build, deliver and market their own cloud services; 3) integration services for companies that wish to weave these technologies into their existing IT infrastructure; and 4) providing cloud computing environments to businesses.
It is an ambitious undertaking, acknowledged Dave Mitchell, director of strategy for IBM developer relations. “There are many linkages among these four areas,” he said in a statement — “linkages that will only continue to develop and expand as the market itself grows.”
Bluehouse, unveiled in January, is a software-as-a-service (SaaS) version of Lotus Connections. Connections, launched as part of IBM’s revamped Web 2.0 platform in January, were itself a revamped version of the vendor’s enterprise-oriented social networking software.
Bluehouse combines a familiar pallet of collaboration tools, including instant messaging, Web conferencing, document sharing, profiles, directory and tools to build business networking communities — all delivered via a cloud platform.
IBM’s Bluehouse service provides a suite of hosted online technologies that enable employees among business partners or within the same organization to share documents and contacts, collaborate on joint project activities, host online meetings, and build social-networking communities, IBM said. The service is billed as one that would appeal to small and medium-sized businesses, as well as departments in larger corporations, because of the minimal up-front costs and maintenance.
For companies looking only for Web conferencing, IBM has launched Lotus Sametime Unyte, which also offers document sharing and multi-language support. IBM plans to integrate the service in the future with its Lotus Notes and Sametime e-mail and instant messaging software, respectively, to make it possible for users to invite people to a conference with a single click, according to the vendor.
IBM’s service offering also will include automated Web content scanning to ensure it complies with business policies. The Rational Policy Tester OnDemand is available on an annual subscription basis. IBM also launched Rational AppScan OnDemand for automatic scanning of Web applications for security bugs. To better control the quality of product data shared online, IBM introduced Telelogic Focal Point, which centralizes information shared by stakeholders, such as product management, engineering, and marketing.
The aim is to assist partners design, build, deliver and market those cloud services, sold as subscriptions. It also comes with some services from IBM. Through 2009, the company’s clients and partners will be able to call on cloud services specialists through its worldwide network of 13 cloud computing centers and 40 IBM Innovation Centers to help test applications that reside “in the cloud.”
The application is bordering on what Cisco, Microsoft, Google and others offer today in various different forms. Cisco, for example, tends to focus on connecting its WebEx conference software to its voice-over-Internet-Protocol phones, making “the network” a main concern. Meanwhile, Microsoft champions a broad set of what it bills as easy-to-use software packages, and Google concentrates on being able to manipulate files online.
IBM’s new cloud services are focused around collaboration and include a free open beta for Bluehouse, a social networking and collaboration cloud service designed to connect people from different businesses.
“IBM is adopting a broader strategy than most of the providers right now, including Amazon and Google,” Shane Aubel, cofounder and partner in Accent Global System Architects, said in a statement.
BlueHouse differs from professional social network LinkedIn because it lets you own your data. “On LinkedIn, you do not own your personal identity, and, from our point of view, the network we build up for you is not our network, it is yours,” Poulley said. “You paid for it and you own your identity.”
Ultimately, though, it all comes down to business. “We are leaning very heavily into collaboration and BlueHouse because 25 to 30 percent of the entire market opportunity is around collaboration and it is, without doubt, the largest segment and growing at a very high compound growth rate across the board.”
Poulley said current economic woes may encourage adoption of SaaS with its subscription model. “The fact is that cash is starting to get somewhat constrained in the marketplace,” he said.
Adam Burrell, a senior technologist at a financial services firm that he ask not be named, has evaluated Bluehouse. He is already using SaaS tools, in particular Google Apps, and Burrell said he believes that Bluehost will simplify collaboration with third parties.
“We could rapidly put the team together without having to involve our IT staff,” said Burrell of his experience with Bluehouse, adding that users can search profiles, invite people into projects, and have meeting and file-sharing spaces. “It is very much like Facebook,” he said.