According to the article IBM bought Softlayer and has only just launched BlueMix.

I tried Bluemix and found it unoriginal and a cit crap. Not that the world of cloud services moves according to my preferences, but I'm not seeing it used anywhere else either.

If IBM is "prominent" in cloud services it's from acquisitions. Whereas AWS pioneered the cloud industry.

This is certainly "doing things right" in that it's providing a great exit route for startup founders in the cloud industry. I'm not sure it's "doing things right" for IBM itself.

IBM looks like it's being run by accountants. You can tell because they think they'll get the same results from someone on a H1B visa as they will from their veteran employees. Accountants can never get their heads round the fact that technical folk aren't fungible.