DellSF 2012: Dell sets out post-acquistion strategy

Hardware giant tells IT Pro its "end-to-end" integration plans for the technologies its picked up in recent years.

Dell has unveiled the fruits of its acquisition spree with a series of new products, and outlined how it's bringing the technologies together to provide an end-to-end' offering it reckons sets it apart it from its rivals.

The vendor has pursued a series of acquisitions over the past couple of years in a bid to build out a full stack of storage, networking and security solutions for the enterprise.

Our differentiation will be an end-to-end solution that targets individual markets.

Key technologies on display at the vendor's Storage Forum this week have mostly been based around Dell's Compellent, EqualLogic and Force10 buys.

The firm claims that having so many technological strings to its bow sets it apart from its rivals in the crowded storage market.

"The reason why we've been so aggressive with our IP plan of acquisition is that you need to have your own IP and go-to-market strategy. The differentiation will be an end-to-end solution that targets individual markets," John Everett, Dell's storage business manager for EMEA told IT Pro.

"We're no longer a server company, we're no longer storage, we're no longer software. Our products are moving where the market's going, and that means the converging and unifying of our products so [they] work together so Dell's responsible for the end-to-end solution."

With the two key themes at the Boston conference being convergence and unified storage, Dell unveiled a host of new products. "We have spent a year and a half integrating all these technologies into our Fluid Data architecture," said Everett.

"We are involved in some very interesting storage discussions which we've never been in before," said Everett, who added that Dell is now "in an innovation phase".

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