The Midrange Push
The SC All-Flash is a significant step in Dell EMC's effort to reinvigorate its midrange storage business, which has been singled out as an area of particular concern amid declining orders and flat revenue in its storage business generally. Over the summer, the company said it would hire "hundreds" of new storage salespeople and make changes to its storage sales compensation and quotas in order to emphasize midrange products. The company also introduced new spiffs for partners selling midrange storage. The spiffs are designed to reward partners with prepaid debit cards, high-end merchandise and travel when they successfully displace competing products.