Jonathan Martin, chief marketing officer for EMC Corp., joined John Furrier and Dave Vellante on theCUBE during EMC World 2015 to speak about EMC and the EMC World show.  The discussion started off with the key theme for EMC World: the transformation that companies are going through to move into the digital world. On this theme, Martin mentioned how access to the Internet and a wealth of Internet-capable devices will change every business model.

Predictable outcomes

Things turned to how people see EMC as a brand. Martin focused on a key term, the idea of predictable outcomes, packaged up and ready for the customer. He said EMC was all about reducing costs, chasing growth and managing risk.

As for how EMC is moving forward, “We’re on one of the biggest transformations we’ve ever seen,” he said. That transformation is vital, he emphasized, because many companies have gone under when they couldn’t adapt to new disruptive trends in technology.

Embracing the developer community

EMC was also very interested in the community that has grown around its products and services. To help bring out that community, it planned a DevOps event in the near future, with another, larger event at next year’s show.

It is also investing in new ways of reaching customers. Martin spoke about how EMC was changing its customer outreach approach. “The fundamental thing is probably the organizational model,” he said. He explained that people buy things in new ways now, either on a transactional model where they go to a website knowing what they want, or in a consulting way that has them buying based on suggestions and word of mouth. He said EMC was changing to focus on these new customers.

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of EMC World 2015.