The week-long “Breaking Records” event being hosted by EMC, premier provider of information storage and infrastructure services, has introduced 41 new products to the market,–we’ve been covering blow by blow accounts of the affair in the Big Apple.  Making its presence felt more within the cloud industry, EMC launched two significant storage and network solutions: VNXe Turnkey Storage and Network Infrastructure Solution.

Dave Velante, senior analyst at Wikibon, got a chance to talk to some key players of this event. In one interview, Howard Elias, COO and President of EMC Information Infrastructure and Cloud Services, explained how the company is positioning itself as the platform of choice of customers.

“You know, what we are really hearing from customers is they want the choice, agility and flexibility and ultimately control on where they put their applications, and the ability to move that application workload and data around,” Elias noted. “They might put it in their internal data center; they might find a service provider that offers better value or a piece of functionality that they like, but then maybe they want to move it to a different one.

So, this is whole notion of portability as part of that flexibility, control and choice and so we what want to do is help enable a set of service providers to deliver on that vision.  We call that hypercloud- customers being able to put a private cloud in their data center, have a choice of multiple public clouds with public clouds that have compatible management security framework where they can actually move those applications around and not be in a public cloud environment that once you put the data in there you can never get it back out—that what really customers want.”

When asked why EMC storage costs are higher compared to that of the Amazon’s, Elias related:  “You know, the bottom line is most of our customers IT shops today that has grown too complex, too much different architecture, too many different types of technologies, trying to be all integrated. You look at some of these new service providers and especially some of the public cloud like Amazon. They have just based it on one architecture: X-86- very simple. But also, the service level you get out of something like an Amazon is “it will be this and I will do my best.”

Elias also made it clear that there is no competition between them and other service providers, or their own customers. He also would rather focus on helping out customers rather than diverting their attention to acquiring services, like what happened when Dell bought Perot. The interview closed with Elias saying that analysts have become a huge part of their success with feedbacks and criticisms; they were able to re-direct their business to something more relevant. As EMC executives tackle “big data” solutions and creating value out of it, the organization has been creating a solid line to the cloud market.