Hewlett-Packard (NYSE: HPQ) has opened a new Converged Systems business unit focused on purpose-built appliances to cash in on emerging opportunities in social, mobile, cloud and big data technologies.

The organization aims to build a bigger portfolio of converged application appliances that meld infrastructure, application and productivity tools under into a single system, including purpose-built servers and appliances running Hadoop, HP Vertica, SAP HANA and HP CloudSystem platforms. The unit will be run by Tom Joyce, formerly HP storage marketing, strategy and operations vice president, who has been upped to Converged Systems senior vice president and general manager.

Dave Donatelli, HP enterprise group executive vice president and general manager, said the new organization will bring more and faster data center innovation to end customers.

“HP continues to be at the forefront of the data center evolution, accelerating the pace of innovation for our customers,” said Dave Donatelli, HP enterprise group executive vice president and general manager. “HP was the first to announce Converged Infrastructure, which each major technology company has since followed. Today’s organizational updates are the next logical step as we accelerate the delivery of game-changing converged systems technology.”

In addition, HP has merged its Business Critical Systems (BCS) and Industry Standard Server (ISS) businesses into one $14 billion organization. The new unit, called HP Servers, will be headed by Mark Potter, whose new title will be HP Servers senior vice president and general manager. Potter previously led HP’s ISS business unit.

The combined business will include HP’s Moonshot servers, ProLiant servers, BladeSystem and the Integrity platform. The organization will oversee HP’s server business with enterprises, small and medium businesses and government agencies. HP said that it expects that streamlining its server businesses will produce more revenue and profit for the business unit.

Earlier this month, HP rolled out its Moonshot servers, which the company is positioning as a replacement for racks of ISS systems and suitable for social, mobile, cloud and Big Data applications. HP claims the servers consume “up to 89 percent less energy, 80 percent less space and cost 77 percent less than traditional servers.”