As we predicted, BMC Software Corp is overhauling its image and organization by realigning around five business to accommodate its $900m Boole & Babbage and $650m New Dimension Software buys. Dispensing with its traditional functional alignment, the five units are product-specific and are targeted at five markets: application service management, enterprise storage and recovery management; OS/390 service management; enterprise data availability; and IT process automation. It doesn’t say how many staff each will have or whether they have their own profit and loss responsibility.
A new image – corporate identity, logo, advertising campaign and sponsorships – will be an attempt to create a better brand identity for the rather unsexy BMC: at least it’s already got the de rigor three letters for a name. Part of the campaign is its sponsorship of a series of professional cycling road races in the US which will be part of USA Cycling Inc’s national racing calendar. CEO Max Watson is said to be a big cycling enthusiast. Its boilerplate is assuring business availability. The US, Europe, Middle East and Africa territories get the treatment first, followed by its Asia Pacific operation in the second half of the year. BMC plans a series of events to describe how its newly acquired products will be integrated: integration of Patrol and Boole’s CommandMQ gets an airing mid-May. Its storage management strategy will be unveiled in July.
