Apex ‘Earnings Opportunities’ The Same As Capex Resale

Cheryl Cook, Dell’s senior vice president of Global Partner Marketing, said partners selling Dell Apex as-a-service solutions have the same earnings opportunities as they would selling traditional Dell products.

“Rebates for partners are going to be available for referral or resell, similar to how they earn on new business on storage today,” said Cook. “For partners, it’s this notion of your earnings potential is the same—whether your customers move to consumption-based models on Apex or capex resale—it lives from a framework within the program the same and their earnings opportunities is the same. … The earnings opportunity is equal to Capex.”

Dell’s Cook said there’s huge opportunities for partners to integrated their own services into Apex.

“Specific to services and the console, we actually think it’s a tremendous opportunity for our partners to complement and add their own unique services integrated into the console. We’ve openly said we’re going to give API integrations for them, so they can actually manage that relationship and experience with their end customers,” said Cook. “There‘s tremendous opportunity for the partners to extend their unique industry and vertical capabilities, workload and outcome-centric unique skills that they have relative to software they’re deploying with these solutions.”

Although no specific details were unveiled regarding Dell’s as-a-service Apex strategy in the new fiscal year, executives said partners can expect the company to continue to expand Apex outcome offerings and resale availability throughout 2022.