Dell has detailed a rebrand that will see its group of businesses become known as Dell Technologies once its acquisition of EMC closes, although the enterprise division will trade as Dell EMC, and client products for the consumer, business and institutional customers will continue to carry the Dell brand.
Announced at the EMC World event in Las Vegas in a keynote by Dell's chief executive Michael Dell, the move creates an umbrella "family" brand for the group of companies that will exist once Dell's pending acquisition of the EMC Federation of businesses is complete.
"Our vision is a strategically aligned family of businesses that brings together customers' entire infrastructure, from hardware to software to services, from the edge to the core to the cloud," Dell said.
"Dell Technologies will create more value for customers and partners than any other technology solutions provider today. We will be more nimble and innovative, and we will deliver world-class products and solutions to customers of all shapes and sizes," he added.
Dell Technologies will comprise the combined businesses of Dell and EMC, the PC business and affiliated businesses including VMware, SecureWorks, Pivotal, Virtustream and RSA.
However, it appears that products and services will be marketed under two sub-brands, with Dell EMC for enterprise products and solutions sold directly and via the channel to large organisations, while Dell will continue to be branding for client solutions for consumers, business and institutional customers.
Dell claimed that the acquisition remains on schedule under its original timetable and terms, although it is still subject to approval by EMC's shareholders, regulatory clearance in some jurisdictions, and other customary closing conditions.
Meanwhile, EMC World has also seen a stream of new products and services coming from the EMC Federation companies.
Virtustream unveiled Virtustream Storage Cloud, a global cloud storage platform aimed at large enterprises, service providers, and public sector organisations that need to secure, manage, and store mission-critical data in the cloud. It will offer enterprise-levels of resiliency and performance combined with true web scale when available later this month.
EMC itself released a new family of affordable storage systems designed for small and mid-sized businesses as well as departmental enterprise requirements. The EMC Unity portfolio is available in all-flash or hybrid array, versions plus software-defined and converged configurations. Features include support for file, block and VVols, snapshots and remote replication and integrated Copy Data Management. Prices start below $10,000 (£6,800).
EMC also announced MyService360, a new service-oriented cloud-based dashboard designed to give oversight of the status and health of a customer's entire EMC data centre environment. It consolidates proactive monitoring of EMC systems deployed across a customer's global enterprise, and is available at no additional cost to customers with an EMC warranty or maintenance agreement, the firm said.
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