In October 2020, Dell announced Project APEX, its as-a-service strategy that will revolutionize the way consumers interact with Dell products by offering consumption-based payment instead of flat-rate licenses or purchase fees.

In the six months since its announcement, APEX has evolved even more, even dropping the “project” from its name as it becomes fully available to consumers.

“The APEX service market is growing incredibly fast and will continue to grow over the next number of years,” said Andrew Glinka (pictured, right), vice president of competitive intelligence at Dell Technologies. “APEX is … going to offer the broadest portfolio of as-a-service solutions for customers.”

Glinka and Adam Glick (pictured, left), senior director of portfolio marketing for APEX at Dell, spoke with Lisa Martin, host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, during Dell Technologies World. They discussed consumption as-a-service, the future of APEX and more. (* Disclosure below.)

APEX payment model reduces capital output

Not only will APEX make purchasing and updating Dell products and software easier and more efficient for both Dell and the customer, but the main attraction is its payment model, a consumption-based method where consumers will only pay for what they use in the form of a monthly subscription. This long-term payment plan is an affordable alternative to flat-rate pricing that also helps customers keep annual expenditures consistent and predictable.

“People are looking at ways to preserve capital … new opportunities in ways that don’t require large capital purchases,” Glick explained. “The ability to go in and purchase as a service is something we’ve heard from multiple customers.”

Deciding what workloads should go on the cloud versus APEX is tricky, especially with the edge projected to use up to 75% of data by 2025. With APEX’s flexibility, Dell seeks to make consolidating workloads an easier task.

“You don’t have to re-platform, you don’t have to re-engineer them, and you can move them into an as-a-service model and continue to run them easily,” Glinka concluded.

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

Photo: SiliconANGLE