In their third day of ongoing coverage of EMC World 2013, John Furrier and Dave Vellante spoke with John Kahn EMC Vice President of Solutions Marketing. In The Cube the three discussed the scope of EMC solutions marketing, the “ruggedized” benefits of VSPEX and the connection between VPLEX and VSPEX.

Kahn explained that the general goal of EMC Solutions Marketing is to help customers understand the complete breadth of EMC. Given that EMC represents four companies and brands, simplifying how EMC views and responds to trends in the market isn’t always easy. Kahn noted that his colleagues spend several hours formulating how to streamlining complicated topics for customers.

Kahn also identified what he called a “desire to get product centric in the technology world.” While EMC aims to provide top-level products, the scope of solutions marketing also involves compiling the right documentation, benchmarks, guides to help them get there and analysis of their fit in the environment.

VSPEX is “ruggedized” and multi-faceted according to Kahn. Completely submersible, if you drop VSPEX in water it will continue to function. You can even unplug it and it will move itself on battery power from place to place. Kahn suggests this feature is not only innovative, but practical given scenarios like wildfires in California that make it necessary to commute in different locations.

When Vellante asks about the future of VSPEX, Kahn explains the importantance of VSPEX Labs. EMC will continue to support what their partners in VSPEX can create. More specifically, partners can bring their configurations into VSPEX lab even if they aren’t affiliated with EMC.

Going forward, Kahn says the service model is evolving. Furrier adds that EMC is moving to a cleaner market portfolio and making progress in the ease of implementation and understanding for clients.