Channel Chief Cook: Dell As A 'Startup' Brings Opportunities To Channel Partners

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This push to increase its channel involvement comes as Dell and its partners face such industry "mega-trends" such as the cloud, mobility, big data, and software-defined everything, Cook said. At the same time, the new benchmarks for IT are coming from companies who have embraced those mega-trends, including Facebook, Amazon, Google and Microsoft, she said.

"We need to make sure we bring relevant, application-optimized solutions to customers," she said.

Dell is helping partners move beyond traditional IT infrastructures, which are not flexible enough to help customers adopt more modern practices such as the cloud, by providing what Cook called open standards and systems.

This includes server technology that takes advantage of flash storage technology and such storage technologies as auto-tiering as part of Dell's Active Infrastructure, Cook said, referring to her company's converged infrastructure offering.

"As the lines blur between compute, storage and networking, we can provide the infrastructure," she said.

Cook responded to a solution provider question about how she sees Dell's channel business growing over the next three-to-five years by saying the company has no planned cap on channel growth, which is now about three times that of the market overall.

"We want to keep that clip going, or growing faster," she said.

At least one partner during the the conference voiced concerns about the quality of Dell's support in the wake of all of its acquisitions, asking Cook to provide an update on the company's support infrastructure. .

Cook said the company is not yet perfect given that it is still digesting some of its 20-or-so acquisitions.


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