On 2 March 2010, at the CeBIT computer expo, IBM launched its new eX5 range of blade and rack-optimized servers, based on Intel’s new Nehalem-EX processor.

After losing market share to HP and Dell in the x86 market for several years, IBM is using the Intel Nehalem-EX generation to support its continued market recovery, which commenced in 1H09. IBM has added value to its offerings through technology innovations that will complement Intel’s value in core density and new reliability, availability and serviceability (RAS) features.

Details regarding performance, RAS, power and cooling attributes remain under Intel's embargo, but the eX5 range — including BladeCenter HX5, x3850 X5 and x3690 X5 — introduce numerous innovations that should differentiate the platform and help IBM establish leadership in virtualization density. Chief among these innovations are:

• MAX5 memory extension, with separate memory modules for blades and rack, which can greatly extend the addressable memory (for example, to 3TB for the flagship 3950). Through eX5, IBM can double the memory capacity of systems that use the standard Nehalem EX memory controllers.
• eXFlash, which offers solid-state disk support for added resiliency and improved latency, and which IBM claims boosts power at a ratio of 100 to one and uses 97% less power.
• Fabric-based enhancements that enable both modular scale-up and hardware partitioning to aid software licensing and support.
• Extended converged network adapter (CNA) support for racks and blades.

With maximum scaling of 64 cores, 128 threads and 3TB of memory, the top-end 3850 X5 creates new opportunities for users who have been reluctant to virtualize large databases with high I/O performance requirements. Extended memory support should also open up new workload opportunities in areas such as multitenant hosting, hosted virtual desktops and video streaming. With this launch, IBM is affirming:

• Its position as a technology innovator in an increasingly commoditized market.
• Extended market coverage, enabling it to address users with a wider range of workloads.

eX5 will enable IBM to protect its installed base and aggressively pursue market share gain. IBM will focus on winning back accounts, which could enable customers to gain negotiation leverage. But IBM's market success depends on more than just a strong technology angle: IBM must also balance marketing factors, such as plausible positioning against the new Power7 family, channel/sales force momentum and supply chain efficiencies.

• IBM customers: If you use a mix of IBM platforms, recalibrate and adjust internal road maps to differentiate the roles of IBM System x, Power Systems and System z servers by various workloads and virtualization strategies.
• Prospective IBM customers: Evaluate IBM's eX5 family if you value a broad range of scalable servers and need to deploy workloads that can benefit from IBM's new technology innovations. IBM is strong in feature functions, but other priorities for a shortlist of vendors should include market strength, where HP leads, and price flexibility, one of Dell's strengths.

• "Market Trends: Servers, Worldwide, 3Q09"— Gartner examines the global server market performance by technology segment and geography for 3Q09, and also reviews the market performance of the five leading global vendors. By Heeral Kota and others
• "IBM Ties Power 7 to Its 'Smarter Planet' Marketing Strategy" — Built-in workload optimization may be a differentiator for IBM's newest-generation Power Systems, with IBM using Smarter Planet to gain share in the Unix server market. By George Weiss and Philip Dawson

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