EMC World 2016: New-look Dell set to rebrand to Dell Technologies

“It’s got a nice ring to it," said Dell CEO, Michael Dell, when addressing key EMC customers and partners.

Michael Dell - CEO, Dell unveils Dell Technologies at EMC World 2016

Michael Dell - CEO, Dell unveils Dell Technologies at EMC World 2016

Dell will rebrand to Dell Technologies upon finalisation of the tech giant’s multi-billion dollar acquisition of EMC, reflecting the company’s combined capabilities.

As outlined during EMC World 2016 in Las Vegas, Dell CEO Michael Dell announced to a packed audience that the new company will better meet the changing demands of the digital world, with the new name deigned to reflect a shift in the market.

“It’s got a nice ring to it,” said Michael Dell, when addressing key EMC customers and partners. “I’m all in and completely committed to creating our new company to meet the needs of our customers and partners."

Michael Dell said Dell Technologies will comprise of the combined technologies and infrastructures of both companies, including Dell, EMC, VMware, Pivotal, SecureWorks, RSA and Virtustream.

“A new company should convey a sense of family, and as far as family names go, I’m pretty set on Dell,” he joked. “So in that spirit, Dell Technologies will best describe a company that can take the world into the future.”

Despite the new name change, Michael Dell said the client solutions business will remain under the Dell brand, insisting; “the brand equity of Dell is irreplaceable and we have momentum.”

But in terms of the new-look company’s enterprise business, that will soon fall under the banner of Dell EMC, which is designed to best represent the entire product portfolios of the combined organisations.

In announcing the company’s new branding, the IT veteran - celebrating 32 years in charge of Dell this year - couldn’t resist a dig at industry rival Hewlett Packard Enterprise in the process.

“HPE is shrinking their way to success,” he claimed. “It’s not even a real thing but they’re doing it. They are getting smaller and separating their Edge from their Core with far less revenue, innovation and investment.

“They are losing market share to Dell as we speak, despite the acquisition. But we are heading in a positive direction, budding on our scale while fostering speed, agility and innovation.

“Combining both is essential to the future of technology infrastructure.”

James Henderson is attending EMC World 2016 as a guest of EMC.

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