IBM is an interesting beast. They have a massive existing customer base, but their enterprise credibility isn’t winning them the hearts and minds of the “clouderati.” That’s not to say that IBM isn’t trying — they’ve acquired some high-profile cloud businesses, have invested billions of dollars into cloud offerings and continuously talk a cloud story. But perhaps because of some baggage from its past, IBM hasn’t had an easy time being seen as one of the “cool kids in the cloud.”

Which is a good reason to ponder why IBM is trying so hard to be something that it’s not. We see on a daily basis research reports that suggest just how massive the traditional IT world is, and just how much potential there is delivering tried and tested enterprise grade services to organizations. Take that demand, and offer a compelling continuum of products that span traditional on-premises and cloud worlds and you have something that, while not as cool as your average AirBNB or Netflix story, can still generate massive revenue.

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Ben Kepes

Ben Kepes is a technology evangelist, an investor, a commentator and a business adviser. Ben covers the convergence of technology, mobile, ubiquity and agility, all enabled by the Cloud. His areas of interest extend to enterprise software, software integration, financial/accounting software, platforms and infrastructure as well as articulating technology simply for everyday users.