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5 Keys To Dell’s Revamped As-A-Service Strategy: Dell SVP

Dell Technologies Senior Vice President of Product Marketing Sam Grocott breaks down five key strategies and elements in Dell’s new as-a-service Project Apex launch.

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Dell Launches Project Apex

In a blockbuster move to double down on its as-a-service sales and go-to-market strategy, Dell Technologies launched Project Apex Wednesday during its virtual Dell Technologies World Digital Experience.

“It is both an internal and external vision that is essentially the flag we’re planting in the ground on where we’re going from a technology and solutions standpoint for Dell over the coming years,” Sam Grocott, senior vice president of product marketing at Dell Technologies, told CRN.

The $92 billion Round Rock, Texas-based company’s new Project Apex will unify the company’s as-a-service and cloud strategies, technology offerings and go-to-market efforts to provide a consistent experience wherever a workload runs, including on-premises, at the edge or in public clouds. Specific product launches for Project Apex include the new Dell Technologies Storage as a Service as well as the Dell Technologies Cloud Console, which provides customers with a single, self-service online interface to manage every aspect of their cloud and as-a-service strategy.

“The value of Apex is simplicity, choice and consistency,” said Grocott.

Grocott breaks down five key strategies Dell is implementing with Project Apex that channel partners should know about.

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