Dell Technologies' Project APEX accelerates as-a-service and cloud strategies

Businesses can buy and deploy IT with a simple, consistent cloud experience across the industry’s broadest IT portfolio

Dell Technologies' Project APEX accelerates as-a-service and cloud strategies - CIO&Leader

Dell Technologies expands its as-a-Service capabilities with Project APEX to simplify how customers and partners access Dell technology on-demand—across storage, servers, networking, hyperconverged infrastructure, PCs and broader solutions.

Project APEX will unify the company’s as-a-Service and cloud strategies, technology offerings, and go-to-market efforts. Businesses will have a consistent as-a-Service experience wherever they run workloads including on-premises, edge locations and public clouds.

“Project APEX will give our customers choice, simplicity and a consistent experience across PCs and IT infrastructure from one trusted partner—unmatched in the industry,” said Jeff Clarke, chief operating officer and vice chairman, Dell Technologies.“We’re building upon our long history of offering on-demand technology with this initiative. Our goal is to give customers the freedom to scale resources in ways that work best for them, so they can quickly respond to changes and focus less on IT and more on their business needs.”

“By the end of 2021, the agility and adaptability that comes with as-a-Service consumption will drive a 3X increase in demand for on-premises infrastructure delivered via flexible consumption/as-a-Service solutions,” Rick Villars, group vice president, Worldwide Research at IDC.

Dell Technologies as-a-Service and cloud advancements

The new Dell Technologies Cloud Console will provide the foundation for Project APEX and will deliver a single, seamless experience for customers to manage their cloud and as-a-Service journey. Businesses can browse the marketplace and order cloud services and as-a-Service solutions to quickly address their needs. With a few clicks, customers can deploy workloads, manage their multi-cloud resources, monitor their costs in real-time and add capabilities.

Available in the first half of next year, Dell Technologies Storage as-a-Service (STaaS) is an on-premises, as-a-Service portfolio of scalable and elastic storage resources that will offer block and file data services and a broad range of enterprise-class features. STaaS is designed for OPEX transactions and allows customers to easily manage their STaaS resources via the Dell Technologies Cloud Console.

Dell continues to expand its Dell Technologies Cloud and as-a-Service offerings with additional advances:

  • Dell Technologies Cloud Platform instance-based offerings — Customers can get started with hybrid cloud for as low as USD 47 per instance per month with subscription pricing, making it easy to buy and scale cloud resources with pre-defined configurations through the new Dell Technologies Cloud Console.
  • Geographic Expansions — Dell Technologies is extending Dell Technologies Cloud Platform subscription availability to the United Kingdom, France and Germany with further global expansion coming soon.
  • Dell Technologies Cloud PowerProtect for Multi-cloud This fully-managed service helps customers protect their data and applications across public clouds in a single destination via a low latency connection to the major public clouds. Businesses save costs through the PowerProtect appliance’s deduplication technology and realize additional savings with zero egress fees when retrieving their data from Microsoft Azure.
  • Pre-approved Flex On Demand pricing — The pre-configured pricing makes it simpler for customers to select and deploy Dell Technologies solutions with a pay-per-use experience. Dell Technologies partners globally will receive a rebate up to 20% on Flex On Demand solutions.

“Our customers expect their applications and internet services to be always-on, and that requires highly reliable and available storage infrastructure,” said Sandra Rodel, Head of SAN Storage, Swisscomm AG. “Dell Technologies as-a-Service and flexible consumption storage solutions give us affordable, on-demand access to the capacity we need as we need it, eliminating bottlenecks and ensuring customer satisfaction. Dell Technologies also retires infrastructure in an environmentally sustainable manner, saving us time and money.”

Continued sustainability focus

Dell Technologies Project APEX will help companies retire infrastructure in a secure and environmentally friendly manner. Dell manages the return and refurbishing of used IT gear while also helping to support customers’ own sustainability goals. The company is making additional strides in achieving its Progress Made Real goals by:

  • Reselling 100% of the returned leased assets.
  • Refurbishing and reselling 89% of working assets in the North America and EMEA regions.
  • Reselling 10% of non-working assets to Environmental Disposal Partners who repair, reuse, resell and recycle each asset. Last year, Dell recycled 240,257 kilograms of metal, glass and plastics through this program.
  • Helping customers resell or recycle their excess hardware and prepare to return leased equipment in a secure and environmentally conscious manner through Dell Asset Resale & Recycling Services.

R Giridhar, Group Editor, CIO&Leader, 9.9 Group asked Sam Grocott, Senior Vice President, Product Marketing, Dell Technologies some key questions regarding Project APEX at the Dell Technologies World 2020, the responses of which are as follows:

How does Project APEX compare to other on-premise hybrid cloud offerings?

Project APEX is our strategy for delivering a simple, consistent as-a-Service experience for our customers. It brings together our as-a-Service and cloud strategies, offerings and go-to-market under a single effort. With our approach, we offer customers greater simplicity, choice and flexibility across the industry’s broadest portfolio of technologies and across locations—the edge, data center and public clouds.  We also deliver an unmatched level of consistency with respect to infrastructure and operations across our customers’ cloud and edge environments.

Why does it take 14 days to deploy this service? Is this the best or worst time window?

The 14-day timeframe includes shipping, configuration, as well as installation of software components to light up hybrid cloud scenarios. With a 14-day time to value from when the customer places the order, Dell Technologies has the industry’s fastest hybrid cloud deployment. More complex configurations may take additional time.

If this is a flexible consumption/on-demand offering, why do you have minimum term of 1 year?

The one-year model for Flex on Demand is an ideal solution for customers who are facing business disruption due to economic uncertainty, or who want to limit their cash outlays. This model enables them to easily right-size their IT infrastructure and provides an effective alternative to public cloud solutions. Additionally, customers will have the same end-of-term options as in other Flex on Demand contracts.

What is the timeline for launch of these APEX services?

We’ve had hybrid cloud and flexible finance offers available globally for some time. The first public preview of our Dell Technologies Cloud Console was made available at announcement on the 21st of October, and we’ll expand its scope into the APJ region in the first half of 2021. The initial rollout of the Dell Technologies-managed, on-premises Storage as-a-Service offering is planned to begin in the U.S. during the first half of this coming year.

How will customers implement cybersecurity and governance in the Dell Technologies hybrid cloud environment?

We will follow existing Dell Technologies standards and non-functional requirements to ensure security of customer data and availability of systems that support products customers use. We believe in security and governance that’s built into the infrastructure, platforms and devices that customers use.

In cash rich organizations, CFOs are less inclined towards OPEX investments. How would you address this?

A key tenet of Dell Technologies is choice, and Project APEX is an example of that. We understand that businesses have unique requirements, and if they prefer CAPEX, we continue to make our offerings available in that fashion. Similarly, if they prefer to manage their infrastructure vs. having us own and manage it, we will offer that option, too. We’ll meet our customers wherever they need us.

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