Dell’s go-to-market strategy involves a two-pronged approach of reaching into the software defined storage space and the traditional storage play it’s always had an involvement in, according to its Asia-Pacific and Japan storage and servers director, Harmeet Malhotra.
Malhotra claimed software defined storage is the fastest growing market even though it’s niche.
“We aim to deliver more simplicity and the Dell-EMC merger will extend our delivery,” he said.
On the traditional end, the company used Dell World to refresh its storage hardware line. One of the launches is Dell Storage Center 6.7, which includes enhanced compression for all-flash storage.
The software supports data back-up to the Microsoft Azure Cloud, VMware Metro Cluster capability, and self-encrypting SSDs, in addition to "thin import" as a way of moving data from its PS line of storage arrays.
“We’ve done some contradictory things on the traditional side as compared to other businesses in the storage space because no one else delivers this degree of interoperability within their existing product sets,” Malhotra said.
In the second half of next year it will aim to deliver two other capabilities – one that replicates data and the other, a solution that provides a single management console.
“People don’t want to worry about network separately, storage separately, and the compute side separately. Some of our partnerships help with this too. It addresses a new business need. Customers buying storage have very specialised needs.”
Malhotra added that the company is going to do a lot more on the applications front.
And the reseller channel is to benefit from Dell’s movements in the storage space, Malhotra indicated. According to him, more than half of its storage business at an Asia-Pacific and Japan level goes through partners.
He indicated the channel has the ability to leverage and put together Dell’s servers, storage, and networking as part of the offer.
“Distributors or system integrators, even value-added resellers are our key go-to-market vehicle. We’ve got a large channel team, dedicated bundles for the channel, etc. We have the end-to-end understanding of the end user, partner, distributor, and the various pain points involved,” he added.
“So, all our resources in place will help partners more effectively. Everything we sell is through the channel.”