Dell EMC targets mid-range storage market

Michael DellThe dark satanic rumour mill has manufactured a hell on earth yarn that Dell EMC’s new storage loyalty programme is part of a cunning plan to take control of the mid-range storage market.

Dell EMC has been improving its SC and Unity ranges by adding two all-flash arrays to its SC range, as well as a range of software to its Unity portfolio.

But it is the loyalty programme which has partners all of a twitter. Dell EMC has also launched The Future-Proof Loyalty Storage Programme which allows partners to provide a three-year satisfaction guarantee to customers buying from the new SC and Unity ranges.

The idea is that partners can offer a degree of assurance to businesses, mainly as the UK will face some problematic Brexit headwinds. Dell EMC claims the programme will give an additional level of confidence around infrastructure investments that are required for all organisations.

It is also offering customers a free year of Virtustream Storage Cloud.

Dell EMC insists that the product upgrades followed partner feedback and providing them with requested new data deduplication software.

However, the word on the street is this is part of Dell EMC’s ¬†“aggressive counterattack” to address moves from other vendors in the market.

Partners have been told to expect further improvements to the partner programme in 2018.