Dell has created a new line of business to try and better serve the growing server requirements of customers such as internet and telecoms service providers, plus research companies, oil and gas exploration and technology firms.
The Datacenter Scalable Solutions (DSS) business will target the fastest growing segment of the data centre market, Dell said. It follows the launch of the Datacenter Solutions (DCS) division in 2007, which focused on the hyperscale computing market represented by companies such as Facebook and Amazon Web Services.
Now, there is a growing market of businesses below the hyperscale bracket that are increasingly calling for similar requirements in how they procure and build data centre infrastructure, according to Dell. This segment is growing three times faster than the traditional x86 server market and represents a tempting $6bn opportunity for the firm.
"These are companies that are not quite hyperscale, but nevertheless massive in scale and growing rapidly," said Brian Humphries, Dell president for enterprise solutions sales and strategy.
"These customers just below hyperscale have unique requirements, but often don't have the luxury of access to the thousands of engineers they need to give them a competitive solution.
"We see that a huge portion of the x86 server base will in fact be deployed with customers such as service providers in the future, so we're introducing this new operating model around fast and agile to give these customers what they want when they want it."
In fact, the DSS business has already been operating in stealth mode for at least a year, Dell said, engaging with customers in the telecoms, technical compute and webscale industries.
During this period, the fledging division has already seen revenue grow by over 400 percent and is expected to quickly surpass the DCS business, although it will not replace it, according to Ashley Gorakhpurwalla, vice president for Dell server solutions.
"In the DCS, we built an organisation that is at the forefront of hyperscale. DSS will be separate and distinct, but able to leverage and bring in any capabilities from that group as necessary," he said.
Dell explained that its global reach and the ability to offer support to fund expansion through Dell Financial Services will enable it to become a leading supplier in this field.
"While product matters, it's not just about the products, it's understanding customer goals, and enabling customers for whom IT is their whole business, and helping them to differentiate from rivals," Gorakhpurwalla said.
"Can we build you a new supply chain? Yes. Can we help with financial services? Yes. Can we optimise hardware to the unique capabilities you need? Yes. Can we build you systems as quickly as you need them? Yes."
Dell also hopes to take the top spot as the biggest server vendor globally before long. "In servers, we've show shown consistent share gains versus HP and Lenovo, and we're now closer than ever before to being number one," Humphries claimed.
Dell said that the new DSS business has so far operated largely in the US and Asia, but is now expanding into Europe and other markets. The first DSS-branded products and services are expected to come to market this autumn.
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