UPDATED 14:58 EDT / SEPTEMBER 07 2017

INFRA

Compatible products, unified portfolios define new Dell EMC approach to tech

The business world is changing, and change costs money. As companies spend to fuel their digital transformations, enterprise tech vendors are pulling together to supply this new demand. The time of silos and walled gardens is a memory. Today, tech business relies on partnerships and integration to sell their offerings, according to Mike Arterbury (pictured), vice president of technology alliances at Dell EMC.

“… Technology transitions are all out in front of us, right? It’s a new world,” Arterbury said. “The opportunity for both on-prem and off-prem infrastructure is all out in front of [Dell companies] … and we’re putting together some of the best offers, the best combinations of technology.”

Arterbury spoke with Dave Vellante (@dvellante) and Peter Burris (@plburris), co-hosts of theCUBE, SiliconANGLE’s mobile livestreaming studio, during the VMworld 2017 conference in Las Vegas, Nevada. They discussed partnerships, integration and innovation. (* Disclosure below.)

Building an ecosystem around a single portfolio

A key feature of this new integrated tech world is the partnerships it creates. In the case of Dell EMC, these recently-merged giants each bring their own strengths to the table. EMC gathered allies through the technology world, while Dell called out to partners in the market sphere. Dell EMC kept these partners close, combining both into one great money-printing machine.

The difference in these modern partnerships is shared engineering. It’s not enough for companies to stand under the same banner for a press release. Rather, they must craft compatible, integrated products, Arterbury explained.

“We test the configurations, test them and tighten them, so we can give customers a very prescriptive understanding of what their outcome’s going to be,” he said.

The Dell EMC merger also created a new and powerful force: a single portfolio. Through this portfolio, the company can lay claim to compute, networking and storage alike. Combined with their partner ecosystem and vassal companies, Dell EMC has gathered the strength to set its integrated and tested technology boot squarely on the market’s neck.

There’s more than one battle, however, to win in the infrastructure world.

“Every day in the hardware business, you have to fight commoditization. You fight that by simply adding value,” Arterbury said. Dell EMC adds innovative value everywhere they can, be it in technology or the business model. This results in a product that is easier to sell, buy, and understand and use, Arterbury concluded.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of VMworld 2017(* Disclosure: TheCUBE is a paid media partner for VMworld 2017. Neither VMware Inc. nor Dell EMC have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE

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