Feeds

Project Hybrid: Dell's transformation begins

Hunting the Butterfly Effect

High performance access to file storage

Dell Rhetoric 2.0

With this announcement, you find a Dell that wants to recalculate its perception in the server marketplace.

Kettler talked about Dell's past where the company decided not to build its own silicon, decided against Itanium, decided against building 8-way boxes and decided against crafting its own middleware and operating system. Instead, Dell bet on one- to two-socket boxes and that bet paid off.

The x86 market, however, has matured to the point where simple box shifters look archaic, especially among the Tier 1 set. Customers face a wide variety of complex issues – most notably power consumption and virtualizaton – and need serious help through engineering.

Dell seems to take this rather seriously, as evidenced, if nothing else, by the press event in San Francisco. The hardware maker rarely holds such events, preferring to go about its business rather than patting itself on the back.

Just how different Dell really will be under Project Hybrid proves near impossible to discern given the amount of information doled out so far.

It's clear, however, that Dell wants to craft a message, products and services that differ from IBM and HP, at least on paper.

One concrete spot where this drift from IBM and HP has occurred is around the blade systems. Sure, Dell has prepped what looks an HP clone, but the company does not push the boxes at every turn. It presents blade as an option, while adding that one- to two-socket systems should remain as the mainstream systems for customers.

That's a practical message given the proprietary nature of the blades and, of course, one that serves the third place blade seller well. We give Dell credit for cutting back on the blade hype. Too many customers have been burned – sometimes literally – by the big vendor blade pitch.

It's encouraging to see a Dell that appears rejuvenated and ready to compete with ferocity once again. As many of you know, Dell lost some of its competitive luster during its bout with Opteron denial.

A vibrant Dell tends to translate into cheaper systems from IBM, HP and Sun Microsystems for customers.

We like that the company is thinking again and pushing on some key customer trouble spots. With any luck, the Project Hybrid gear will live up to its billing. ®

High performance access to file storage

More from The Register

next story
Seagate brings out 6TB HDD, did not need NO STEENKIN' SHINGLES
Or helium filling either, according to reports
European Court of Justice rips up Data Retention Directive
Rules 'interfering' measure to be 'invalid'
Dropbox defends fantastically badly timed Condoleezza Rice appointment
'Nothing is going to change with Dr. Rice's appointment,' file sharer promises
Cisco reps flog Whiptail's Invicta arrays against EMC and Pure
Storage reseller report reveals who's selling what
Just what could be inside Dropbox's new 'Home For Life'?
Biz apps, messaging, photos, email, more storage – sorry, did you think there would be cake?
IT bods: How long does it take YOU to train up on new tech?
I'll leave my arrays to do the hard work, if you don't mind
Amazon reveals its Google-killing 'R3' server instances
A mega-memory instance that never forgets
USA opposes 'Schengen cloud' Eurocentric routing plan
All routes should transit America, apparently
prev story

Whitepapers

Mainstay ROI - Does application security pay?
In this whitepaper learn how you and your enterprise might benefit from better software security.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.