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The 10 Top Dell Technologies News Stories Of 2021 (So Far)

From CEO Michael Dell spreading his entrepreneurial wings to Apex and Dell’s spin-off of VMware, here are the top 10 Dell Technologies news stories of 2021.

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1. ‘Apex Is Essentially The Creation Of The New Dell’

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

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.

“So now customers are saying, ‘All the things I thought I would get by going to a public cloud, I can get by keeping those workloads on-premise or in a colocation. And I can do it for, by the way, 35-40-50-percent less expensive.’ That’s the real value proposition with Apex,” said Scannell, Dell’s president of global sales and customer operations. “The more we can help deliver that cloud operating model in keeping those workloads on-premise, they’re quickly realizing it’s a much better answer.”

Apex is Dell’s portfolio of as-a-service offerings focused on rapid hybrid cloud deployment in just 14 days.

Dell said it can quickly deliver and deploy Apex solutions so channel partners can focus on driving “higher-value” services on top of Apex. Channel partners will eventually have access to the Apex Console, which is where customers manage their entire Apex lifecycle, along with a whopping 30 percent incentive on the committed contract value on Apex deals.

“Apex is essentially the creation of the new Dell as we move forward,” Dell’s Sam Grocott, senior vice president of product marketing for Dell, told CRN this 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.”

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.

Apex is one of the largest go-to-market and sales strategy transformations in Dell’s 37-year history.

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