IBM is setting its sights on the digital media market, dedicating a new division to helping companies store, manage, distribute and leverage digital media on an open-technology framework, the company said on Friday.
Big Blue is also placing its digital media products under the IBM Digital Media Factory umbrella, comprising servers, workstations, storage products, middleware, applications and third-party technologies. Some of these products include the IntelliStation Workstations, Electronic Media Management System, IBM Content Manager and WebSphere Commerce for Digital Media.
IBM also plans to help companies utilise their digital content, showing them how it can be used for different purposes such as marketing, internal communications and archiving.
"Digital media is . . . changing under people's feet and many are not noticing," said Jurij Paraszczak, IBM Digital Media's chief technology officer. "We can show companies where they fit in the value chain and where they can move up."
The company will also continue to recruit technology partners and service providers as part of its new strategy.
In terms of clients, IBM said that it has already provided technology integration and consulting services for clients like The Wall Street Journal's WSJ.com site.