Why BT Ignite is now BT Global Services

Richard Holway, Director Ovum Holway

BT has announced that the Piper has played his last tune. He's been at it since 1991 and has been the brunt of some awful jokes over the years. The logo is to be replaced with a remarkably boring globe. Indeed in these challenging times, it is interesting to note that, not only will the whole "rebranding" cost less than £5m, but they have "nicked" the logo from BT Openworld!

But, to our S/ITS world, the much more interesting news is that BT Ignite is to be renamed BT Global Services. Now where have we heard something like before?

Imitating a name might indeed be the sincerest form of flattery. Imitating a business success will be....well, rather more difficult.

BT has, for some time, had delusions of grandeur over becoming a Top Tier Global IT player to rival IBM Global Services and EDS. It took IBM around 15 years to reposition themselves from a products company to a services company. And that was during the greatest boom time for the sector ever. How long will it take for a telecoms utility during the long-term mature IT market that we believe lies ahead?

Indeed, why do it at all?
Just as the "Best of Breed" multisourcing IT services approach is starting to give the onesourcers a real run for their money, BT decides to become a Global Services rival. BT Ignite Solutions is the UK's leader in the Network Management Outsourcing arena. BT Syntegra is one of the UK's leading Systems Integrators. The Fusion Alliance shows what you might be able to do when you put the BT financial muscle together with a Programme Manager and "best of breed" IT services suppliers - both internal to BT and external partners.

BT has a major advantage in those partnerships at the moment for the pure and simple reason that it doesn't compete with its partners. That major advantage will be lost if it tries to copy IBM Global services or EDS. Indeed, tries to copy them just at the time both the market and its users are turning against the onesourcing approach.

Related Ovum Research

Ovum Holway is a leading industry specialist in outsourcing issues. Its latest report, The Offshore Services Report 2003, is available to buy here. To speak to the author of the report, Phil Codling, email PSC@ovum.com.

For further information on how Ovum Holway can help you with your Software and IT services questions please email us at mail@ovumholway.com or call us direct on +44 (0)1252 740 9001.

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