We’ve all been duly awed by the Dell buyout announcement. Over the years, the company has amassed quite a portfolio of storage and data protection and management offerings, having acquired companies such as EqualLogic, Compellent, Quest, AppAssure and SonicWall. Although many of these acquisitions brought robust technology and contributed handily to Dell’s revenue, the company never made the transition to becoming a storage company. This begs the question as to what will now happen to these lines as Dell sharpens its focus and remakes itself into a seller of products rather than an architect of share valuations. Only the most naïve amongst us harbors any ideas that the latest chapter in Dell’s story might lead to storage innovation and a bid for leadership in the space.
Only 3% of Dell’s revenue is from storage, with software and peripherals yielding 16%, of which data protection software is a part. The overall business distribution is more even with 30% of net revenue coming from large enterprise, 20% from consumer and 25% each from SMB and public sector organizations.
Anecdotally, Dell does not exercise the kind of account control as players such as EMC, IBM, Oracle, or Cisco.
HP has not been shy in making generalized predatory rumblings about picking over Dell’s portfolio, and I suspect Dell is a subject of strategic debate in many more functional boardrooms too. Wouldn’t you love to be a fly on the wall over at EMC and NetApp? These storage giants, along with the myriad of smaller storage and data protection vendors, are no doubt strategizing furiously about how to woo customers and key talent away.
On the face of things, storage and data protection represent relatively small, albeit growing, potatoes to Dell. But in the highly competitive mid-tier storage market, these potatoes undoubtedly look mighty appetizing. Dell will need to make big moves quickly if it’s going to keep control of its pricey ($24.5 billion) lunch. In any case, the storage market is sure to heat up over the coming months.
About the Author
Agnes Lamont is an accomplished marketer of IT products and a partner at Marketingsage, a PR and lead generation firm that specializes in marketing data storage, data management, security, and enterprise software products. She can be reached by email at blog [at] marketingsage.net. Fellow marketers and IT professionals are invited to join her network on LinkedIn and to subscribe to this blog (see sidebar).