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IBM picks eServer as brand for product line

Published on .

Armonk, N.Y.--In an expansive push to spur its e-business sales, IBM Corp. has rebranded its entire line of servers. "eServer" will be the brand going forward for all of Big Blue's Unix and Intel servers. The new servers, which include the z900, are built with adaptability in mind, specifically, the ability to link with legacy software and open industry standards such as XML, HTML and Java. It is unclear how IBM will tie the rebranding into its ongoing server marketing programs, which consist mostly of print, online and outdoor ads. IBM currently trails Sun Microsystems Inc. and Hewlett-Packard Co. in server sales.
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