Since Dell Inc. merged with EMC Corp. to become Dell EMC, the company has embarked on deep silo searching to bring its portfolio together into more cohesive solutions. The multitude of product offerings, acquisitions, etc., was a bit of a mess for its channel community and customers to dig through. Can it now become a single-source provider to steer customers through the vendor-product jungle to digital transformation?

The upside of having so much chattel in tow is that the company has all the fixings for end-to-end information technology, according to David Singer (pictured), senior vice president and chief operating officer of the Storage Division at Dell EMC. Customers baffled by the slew of choices facing them can look to Dell EMC for holistic solutions rather than single point solutions, he added.

‘Trying to manage those discrete priorities and ideas and initiatives is not easy,” Singer said. “And implementing actions — especially within IT — to go solve some of those problems is resource intensive.” Dell EMC is working to simplify its stack, and if it succeeds, could it become the one-stop IT shop for customers?

Singer spoke with Stu Miniman (@stu), host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, during the WTG Transform event in Boston, Massachusetts. They discussed how Dell EMC is transforming parallel to its customers for data-driven business. (* Disclosure below.)

Getting ducks in a row for data-first business

Rule number one for modern businesses is: Put data at the center, according to Singer. “It’s not how they just manage their business; it’s actually how they start making money,” he said. Customers ought to look for technology that optimizes data at every point — retention, movement, security, monetization, etc., he added.

Dell EMC’s portfolio has been a bit too much to handle for customers and channel community partners. Channel partners try to put together solutions for customers, but picking winners from the abundance of choices have been challenging, according to Singer. But Dell EMC is in the process of wrapping solutions into something more streamlined for partners and customers.

“… That means re-engaging and re-architecting our software stacks from the ground up to be more nimble, more accessible via [application program interfaces] and other automation engines that will really drive more value and allow IT professionals to spend more time partnering with the business to drive revenue as opposed to problem-solving and punching out bugs,” Singer concluded

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of the WTG Transform event. (* Disclosure: TheCUBE is a paid media partner for WTG Transform. Neither Winslow Technology Group LLC, the event sponsor, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE