IBM is expected to announce in early October that it will officially change the name of the S/390. As part of its server rebranding strategy, sources confirm that the S/390 will be marketed under the name eserver zSeries 900.

The rest of Big Blue’s server line will also be identified as part of the “eserver” line of products. The AS/400 will become the eserver iSeries 400, the RS/6000 will become the eserver pSeries 600 and the Netfinity will become the eserver xSeries with a number for each model.

IBM could not be reached for comment.

Such a move is not likely to ingratiate IBM with most IBM server users who say the servers need more marketing muscle, not a new name. IBM has launched a major multi-million ad campaign to market their line of servers, although analysts and users have given the ads, which have appeared in The Wall Street Journal, The New York Times and a variety of industry specific Web sites, lukewarm ratings. Analysts have said that while consolidation of IBM’s server brand is a sound idea, they see little value in specific name changes for each of the server lines

However, observers have long seen overlap in IBM's individual server lines. The new high-end AS/400 model 840 with 24 microprocessors, for example, outperforms some of the S/390 family. The RS/6000 and AS/400 are both made in Rochester and share parts which has led to production delays for either machine.

The new names are expected to be announced officially on Oct. 3.