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CMO REVIEW

Dell CMO Allison Dew details about Project Apex at Dell’s second virtual conference

Dell CMO Allison Dew details about Project Apex at Dell’s second virtual conference
The Siliconreview
12 May, 2021

Dell Technologies hosted a virtual conference, the Dell Technologies World 2021 where it delivered a healthy portion of updates to its Apex services platform. After a traditional speech by Michael Dell himself, Dell Chief Marketing Officer (CMO) Allison Dew spoke about the new additions, which include hybrid cloud and deployment for its Apex Cloud Services. Mr. Dew also unveiled the new Apex Data Storage Services, Apex Custom Solutions, as well as the Apex Console.

Allison stated that Project Apex as a whole is “Dell’s response” to HPE’s Greenlake as-a-Service offering. Mr. Dew pointed out that, while the Apex Console is a single control plane for all of APEX’s offerings, it is also differentiated from HPE’s approach of having separate consoles for Greenlake (Greenlake Central) and other consoles that are available in the market currently.

With topics ranging from Open RAN and enterprise security to imposter syndrome, Mr. Dew took into account that most attendees are still working from home. In what could be seen as an attempt to make the conference more family-friendly, he managed organizing a Q&A session featuring young scientists as one of the last segments of the event.