Dell claims new Apex changes give partners 'more flexibility'

The move will see new capabilities around storage, VMware Cloud as well as its private and hybrid cloud

Dell has introduced a raft changes affecting how partners sell storage, VMware cloud and its private and hybrid cloud through its Apex offering .

The computer giant is introducing a series of updates to its Apex portfolio as it looks to drive more growth for partners.

It comes after Dell reported Apex's annual recurring revenue exceeded $1bn during its fiscal Q2 for financial year 2023, with orders growth of 78 per cent year-over-year.

"As we see increasing demand for consumption-based solutions, we are empowering our diverse partner ecosystem to help customers execute today while elevating for tomorrow," channel chief Rola Dagher said.

"It's all about choice, flexibility and growth, and we‘re taking another big step to advance all three by enabling partners to deliver solutions in whatever capacity makes sense for them and the customers they support.

"To accelerate our as-a-service momentum with partners, we are announcing enhancements to the Apex portfolio."

Changes to Apex data storage services

Among the updates include changes to Apex data storage services, with Dell now offering it to partners without them having to subscribe to Dell's managed services.

This update gives partners the option to add in their own service "and meet customer demands", claims Dagher, while allowing for more flexibility.

"This is an ideal solution for partners who want to incorporate their own value-added capabilities or whose customers want to manage their own as-a-service experience," Dagher said.

Changes to cloud services with VMware cloud

Dell is also introducing the ability for partners to develop cloud native apps on the VMware stack and modernise applications.

Dell says this well help customers modernise their applications.

"This is a great fit for partners who want to focus on high-value cloud development and let Dell manage operational oversight," Dagher said.

Changes to private and hybrid cloud

Dell claims updates around private and hybrid cloud will give partners more flexibility.

Partners can now deliver their own managed services and incorporate Apex into broader datacentre management contracts.

They can also implement a new consumption-based pricing model, allowing customers to only pay for resources they need.

Dagher said: "For customers who might have thought as-a-service was out of reach, partners can now offer a smaller 32-instance configuration threshold, opening further growth opportunities."