The Future of the Hybrid Cloud: Reinventing a Global Technology Services Division

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By: James O'Brien|

Martin Jetter is driving a turnaround at IBM’s Global Technology Services (GTS) by using a hybrid cloud model to capture a larger part of the technology services market, which is expected to be worth $344 billion by 2018.

As Jetter, IBM’s senior vice president of GTS, told TheStreet, the result will be a customer-focused revision of services, ramping up GTS’s availability to a 24/7 structure and delivering on the promise of as-needed cloud, mobile, networking, outsourcing and security features. To get there, the department is putting the pieces together in a hybrid cloud model.

“From my point of view, IBM is poised to go after hybrid cloud, which is a $100 billion market,” Jetter told TheStreet. “Synergy and Forrester have named us a leader in hybrid cloud. There’s a lot of evidence that we are winning in the market, not only from our commercial clients, but users, as well.

Noteworthy Perks of the Hybrid Cloud

Proponents of hybrid cloud point to its seamless blending of in-house IT infrastructure and cloud components as a major benefit. The advantages come in the area of customer service, where challenges such as changing user demands and expectations of lag-free delivery are met by dividing user load between on-premises servers and off-site resources.

IBM says almost all its clients are directing efforts toward a blended cloud, according to TechTarget.

“These organizations that are doing hybrid, they are not going to all cloud — they believe there is value in that blended environment,” said Susanne Hupfer, senior adviser at IBM’s Center for Applied Insights.

Value and Transformation

That value is evident in the new developments and deals IBM is bringing to GTS. Fully 70 percent of the growth in that respect, Jetter says, is around hybrid cloud.

“For us, it’s not a point in time, but rather a destination,” he told TheStreet. “Clients will have a combination of public and private in the hybrid cloud. They’ll be geographically independent, highly personalized and, in the background, [there will be] a lot of analytics. … We feel very, very good about the business opportunity. Our clients are stepping up and engaging in this and that drives transformation on the client side. We are the idea partner here.”

And that idea, at its core, is very simple: deliver hybrid cloud infrastructure to transform business processes and create value for clients.

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About The Author

James O'Brien

Freelance Writer

As a journalist and writer in the branded content space, James O'Brien covers business, technology, social media, marketing, film, food, wine, writing and news. The Nieman Journalism Lab has called his work in the custom content space "sponsored content done right." He has written for major regional newspapers, and he has managed and edited established, startup and turnaround newsrooms in varied markets, from community papers to major-city dailies. He consults for firms and businesses — startups to seasoned — on the creation of effective content strategies and the establishment of practical editorial calendars for enacting them. O'Brien holds a Ph.D. in Editorial Studies from the Editorial Institute at Boston University, where he researched and edited Bob Dylan's other-than-song writings. He is engaged in a bibliography for Oxford University Press, covering writings about filmmaker John Cassavetes. He is the author of "The Indie Writer's Survival Guide." His short stories and poetry are published in numerous journals and magazines.

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