With the increasing popularity of microblogging ("Twitter"), messaging and other opportunities to share links, many IBMers are using URL shortening utilities provided by third-party vendors such as tinyurl.com and bit.ly. These are not owned by IBM and if the terms of using their service are unfavorable, or if the URL expires, links from IBM (even in product documentation!) will fail.
IBM.com (or any ibm.<domain>) could provide an internal service to IBMers to register an external URL and receive an externally accessible shortened URL. The terms of using this service and the expiry of such URLs would be controlled by IBM and not subject to the whim of third parties.
Example, instead of having to publish this URL:
...using this service, I could just publish this one instead:
...and ibm.ly's server could redirect the request to the correct URI.