Special Reports

IBM Services owns its strengths in trusted technology execution

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The chief marketing officers (CMOs) of Global Business Services (GBS) and Global Technology Services (GTS) kicked off the IBM Services Analyst Forum by unveiling a unified brand for IBM Services, on par with other IBM (NYSE: IBM) business units such as IBM Watson, IBM Cloud, IBM Systems, IBM Security and IBM Research. GBS and GTS remain separate organizations, but the joint go-to-market message represents a pivotal step for IBM in positioning its services capability as a differentiator instead of an afterthought in comparison to technology innovations such as Watson.

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