By Angela Prasad
The Middle East market is important for Dell, which says the EMEA region has enormous growth opportunities in every segment of the market. However, enterprise storage is what Dell is interested in.
Dell, which is ranked the number one company on Fortune America’s most admired companies in 2005 list and holds second position in the EMEA region, is getting serious about the corporate sector. Renown for its success in the consumer PC market, the direct-selling vendor is strengthening its position in the enterprise sector.
At its EMEA product showcase in Monaco, Dell announced a range of enterprise solutions and initiatives to tap into the lucrative enterprise market in the Middle East and also around the world.
The Middle East market is important for Dell, which says the EMEA region has enormous growth opportunities in every segment of the market. However, enterprise storage is what Dell is interested in. The vendor says enterprises want their data safe and secure and they want solutions that will fulfil those needs. It says these organisations are demanding solutions that can bring in scalability and sustainability, claiming its products comprise all these components.
“Everybody in the IT industry talks about standards, however Dell sits on standards committees and comes up with new standardisation ideas. We spend a lot of time and resources on product standardisation,” says Paul Gottsegen, vice president, enterprise product group at Dell. “We deliver products that perform in mission-critical environments,” he adds. Gottsegen says Dell started out as developing basic servers, however today it is manufacturing high-end blade servers.
Product flexibility is another important issue for Dell. The direct-selling vendor concedes its servers may have previously lacked flexibility, but says it has taken steps to manufacture servers that can sustain today’s business demands.
“I agree, this was a weak point for Dell four or five years ago, but we have made huge investments to provide solutions that are flexible and easy enough for end users to use and manage,” Gottsegen explains. “In addition, we have gone a step further than our competitors and formed partnerships with vendors like Microsoft so that customers can use its applications to manage their servers. We standardised core elements of the data centre to deliver value for our customers.”
Furthermore, outlining global environment goals, Dell has exceeded product recovery goals set for its last fiscal year and has announced expanded global environmental initiatives for recycling, environmental design and energy efficiency, including a 50% product recovery increase. “Setting public environmental goals and reporting on progress underscores Dell's commitment to being an environmentally responsible company," says Pat Nathan, director of Dell's global sustainable business.
In 2004, the vendor committed to increasing product recovery from customers by 50%. Strong growth of Dell's asset recovery services in the US helped the company recover more than 11 million kilograms of used products from customers, a 234% increase. Worldwide, Dell recovered nearly 30 million kilograms of products. While expecting more modest growth rates over time, Dell claims to be committed to increasing product recovery rates, as reflected by its goal of another 50% product recovery increase in 2006.
"Dell is committed to making product recovery as convenient and affordable as product purchase for customers and to continually increasing the amount of used product we recover," Nathan adds. Dell designs products with environmental attributes in mind with a focus on continually improving energy efficiency, eliminating or reducing the use of environmentally sensitive materials, improving recyclability and reducing the volume of product packaging.
However, currently mostly large corporations are taking advantage of Dell’s product recycling initiative. The vendor hopes smaller organisations will also participate in returning their used IT products over time.