IBM has announced that it is effectively burying its old cloud brands.
Big Blue’s cloud branding has taken quite a few twists and turns in recent years. It started marketing IBM SmartCloud in 2012 but after it acquired Softlayer in 2013 pushed the second brand as its lead IaaS entity. But in 2014 it also started a PaaS service called Bluemix. IaaS and PaaS are complementary so in late 2016 IBM decided on a unified cloud platform of Softlayer and its PaaS platform Bluemix.
Meanwhile IBM also marketed “IBM Cloud”. So in October 2017 the company decided to rename Bluemix to “IBM Cloud”.
But Bluemix lived on, at least in domain names used to access its services.
That ends after Easter: IBM has now announced a “Permanent Redirect to cloud.ibm.com from console.bluemix.net” as of April 27th.
That means users just won’t have to remember all of the brands above or different URLs to manage IBM's many cloud services: for IaaS, PaaS and services, cloud.ibm.com will be the place to go.