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Dell Technologies World: 5 Big Things You Might Have Missed

From VMware and Apex to channel partners and edge computing, CRN breaks down five important announcements and remarks that you might have missed at Dell Technologies World 2021 this week.

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Dell Picks A Fight With The Public Cloud

Watch out Amazon Web Services, Microsoft Azure and Google Cloud. Dell’s Apex is now officially on the market looking to eventually take market share from public cloud providers with its new cloud-like as-a-service sales model Apex.

“We have built [Apex] to deliver the very model and the very set of capabilities that customers have received from the public cloud, yet give them all of the agility and the control that they desire to have without having to be forced to move data from on-premise to off-premise to control the things that they want,” said Jeff Clarke, chief operating officer and vice chairman of Dell.

Dell’s top executives touted Apex as an overall better IT solution for customers compared to public clouds in terms of cost, control, speed, agility and simplicity.

“The control and predictability of the model that we are building with Apex is really important to customers,” said Allison Dew, Dell Technologies’ global chief marketing officer. “We know that there are so many hidden costs in so many of these other models if you think about the public cloud, and all of these unexpected costs that customers run into -- the ability for our competitive advantage and transparent approach to pricing is something that customers are really responding well to.”

Michael Dell said this monumental shift at his company shouldn’t be worrisome to customers, channel partners or investors as Dell has reinvented itself multiple times over the past decade.

“The next step is everything as-a-service and so we‘re excited about this. It’s a whole new chapter for our company, and look, we’ve had a history of reinventing the business time and time again,” said Michael Dell. “This is just the latest version of that.”

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