'Big Blue' moves into pink market

THE world's biggest provider of computer services IBM, known as the Big Blue, is pioneering specialist sales forces to target gay and lesbian clients.

A new European sales team staffed by gays would be modelled on an IBM team already successfully operating in the US market, a senior executive said.

The American team focuses on openly gay staff of both existing and potential clients who have influence on strategic decision making, in particular in the multi-billion dollar outsourcing industry.

It also focuses on clients who factor in the cultural and gender diversity of their business partners as a reason for awarding contracts.

IBM, headed by chairman and chief executive Sam Palmisano, has already begun this gay focus approach to winning business in Europe on a piecemeal basis, but a full-time team could be operating within six months, initially covering the UK and the Netherlands, the source said.

The move comes as European industrials and banks are integrating gay interest groups as part of new diversity programmes.

IBM's US team is composed of middle management, has been running for about a year and tracks any sale which has had 'a gay and lesbian element, provided it gave some support in winning and improving a deal', the executive said.

'It is about showing clients that we value diversity in the broadest sense, and differentiating ourselves from the competition,' he added.