We’re live at IBM IOD this week, broadcasting from theCube on the annual event focused on information management, high performance scale systems and big data.

SiliconANGLE Founder John Furrier and Wikibon Co-founder Dave Vellante sat down with Peter McCaffrey, Director of Marketing for PureSystems – IBM’s new line of systems and answer to convergence infrastructure play.

Though some may say that IBM is late in coming in the integrated systems sector, McCaffrey stated that they’ve been doing integrated systems for 20-30 years, since the AS400.  But PureSystems, which IBM introduced back in April, is different, he continues.  Aside from offering both hardware and software, PureSystems offers everything a client needs.

“What we tried to do different here is, for us, it started with the integration.  If you look at a lot of the other offerings out there today, they start and stop with the integration,” McCaffrey explained. “That was necessary, it was an important fundamental for us but we wanted to build on it and we built on in two ways.

“One is, we said, ‘we really need to do a good job of capturing best practices, expertise, find a way to build and automate it right into the system.’  So this notion of built-in expertise became an important characteristic of PureSystems family.  And the second was, a lot of the offerings out there today is about speed of deployment, and that’s nice, but once you’re deployed, we’d like to continue to deliver value.  So for us, it was also about, ‘How do we simplify each stage of the IT project life cycle from upfront design to procurement to ongoing management to backend upgrade and support.”

That need for something able to perform all necessary tasks for their clients brought the introduction of IBM’s first two systems: PureFlex and PureApplication back in April.  They recently announced PureData with three optimized models for big data.

Clients are always looking for ways to reduce operating expenses, consolidation or optimizing performance and that’s what the PureSystems family offers.  Though some may think that they offer a premium for their service, there is none as they are trying to grow the market and they compute the cost of the service depending on what the client needs.

To watch the full interview and find out more about what IBM’s PureSystems offer, see below.