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The 10 Biggest Dell Technologies News Stories Of 2021

Mark Haranas

Here’s the 10 most important Dell Technologies news stories of 2021—from VMware and Apex to channel partner conflict.

3. Dell Launched Consumption-based As-A-Service Portfolio: Apex

Dell Technologies planted its stake in the ground in the as-a-service marketplace with bold plans to eventually sell all of its products in a consumption-based, as-a-service motion through Dell Apex.

“Apex is essentially the creation of the new Dell as we move forward,” said Dell’s Sam Grocott, senior vice president of product marketing, to CRN last year. “We’re transforming internally every facet of the business, as well as externally, as we drive this change to as-a-service consumption model for our entire portfolio.”

Dell Apex not only puts the pressure on its main competition HPE GreenLake, but also public cloud titans like Amazon Web Services (AWS). In fact, Dell’s worldwide sales leader Bill Scannell told CRN that with Apex’s buying options, flexibility and Opex cost savings, Apex can be upwards of 50 percent less expense compared to AWS.

Apex currently consists of Apex Data Storage Services, an on-premise as-a-service portfolio of scalable and elastic storage resources; Apex Cloud Services for as-a-service hybrid or private cloud infrastructure with integrated compute, storage, networking and virtualization resources to simplify cloud adoption; and Apex Custom where customers can create their own on-demand pay-per-use or usage-based IT environment leveraging Dell’s entire infrastructure product portfolio.

Dell said it can quickly deliver and deploy Apex solutions so channel partners can focus on driving “higher-value” services on top of Apex as well as up to a whopping 30 percent incentive on the committed contract value on Apex deals.

However, Dell is still working to make Apex a strong channel play.

“Very quickly, we’re going to make sure that we can transact Apex offerings through our channel partners,” Scannell said in December. Dell followed the same route as some rivals when it brought the Apex as-a-service offering to market first as a direct play with plans to later bring partners onboard, he said.

“We’re going to offer everything we do as-a-service. And just like some of my competitors when they first came out with their as-a-service offering, they didn’t have the ability to transact that through the channel partner—it had to be direct, and then they gave a back-end bonus,” said Scannell.

All U.S. channel partners now can resell, in addition to hosting and referrals, Apex offerings including Apex Data Storage Services, Apex Hybrid Cloud Services and Apex Private Cloud. Dell Technologies Solution Providers and Storage Authorized Distributors in the U.S. may resell Apex Data Storage Services through the Apex Console.

Apex is one of the largest go-to-market and sales strategy transformations in Dell’s 38-year history. It will be interesting to see what new Apex offers Dell launches in 2022 and if channel partners will have more accessibility.

 
Mark Haranas

Mark Haranas is an assistant news editor and longtime journalist now covering cloud, multicloud, software, SaaS and channel partners at CRN. He speaks with world-renown CEOs and IT experts as well as covering breaking news and live events while also managing several CRN reporters. He can be reached at mharanas@thechannelcompany.com.

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