View from the Airport: Dell Technologies World 2021

Project Apex takes centre stage at Dell’s second virtual conference

This year’s Dell Technologies World was my first ever Dell event, so I’m sadly unable to compare it to the face-to-face version that had been running for nearly 10 years before COVID forced it online. In fact, virtual conferences are all I’ve ever known since I began covering them just over a year ago and I’m yet to experience the dubious pleasure of tasting a par-boiled croissant.

In place of such conference delicacies, Dell Technologies World 2021 delivered a healthy portion of updates to its Apex services platform. After kicking off the show with a traditional speech by Michael Dell himself, Dell CMO Allison Dew led us through an introduction to the new additions, which include hybrid cloud and deployment for its Apex Cloud Services. Dew also unveiled the new Apex Data Storage Services, Apex Custom Solutions, as well as the Apex Console. 

While all the products may be interesting in their own right, Apex Console was “the one that stood out” for Gartner Research VP Sid Nag.

Nag told me that Project Apex as a whole is “Dell’s response” to HPE’s Greenlake as-a-Service offering. In fact, he added that “Dell’s timing is a bit late”, as Greenlake was unveiled in November 2017. However, Nag 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 another one for [the] Ezmeral console”.

The Apex announcements were all made on the first day of Dell Technologies World, leaving the second day rather lack-lustre. Both days were packed with an abundance of live breakout sessions, with many taking place at the same time. However, the sessions were also recorded and made available to re-watch almost immediately after they had concluded, providing attendees with the opportunity to catch up at a later time. With topics ranging from Open RAN and enterprise security to imposter syndrome, Dell took into account that most attendees are still working from home, many still being tasked with the responsibility of entertaining a child at the same time. In what could be seen as an attempt to make the conference more family-friendly, Dell managed to get hold of a secret weapon in the form of Bill Nye the Science Guy himself, organising a Q&A session featuring young scientists as one of the last segments of the event. Other areas of entertainment were less engaging, but tech events are rarely organised for amusement purposes.

Although, as previously mentioned, I cannot compare my experience with past Dell events, I’m confident that moving a conference online has managed to mitigate some of the physical downsides of organising an event, such as costs or keeping to the schedule. Dell Technologies World 2021 had no time for late-comers, starting every session exactly on time. This meant that even joining in one minute late would have made it difficult to catch up with what had already been discussed under one’s absence, because the organisers seemed to make sure that every second of the event had been utilised perfectly. It’s going to be interesting to see whether this new trend of punctuality will apply to the real world once it finally reopens. That day, maybe I, too, will have a proper view from the airport.

Featured Resources

Preparing for AI-enabled cyber attacks

MIT technology review insights

Download now

Cloud storage performance analysis

Storage performance and value of the IONOS cloud Compute Engine

Download now

The Forrester Wave: Top security analytics platforms

The 11 providers that matter most and how they stack up

Download now

Harness data to reinvent your organisation

Build a data strategy for the next wave of cloud innovation

Download now

Recommended

Dell stops gaming PC shipments to some US states after breaching energy efficiency laws
Hardware

Dell stops gaming PC shipments to some US states after breaching energy efficiency laws

29 Jul 2021
Secure Boot flaws could enable hackers to take control of Dell devices
vulnerability

Secure Boot flaws could enable hackers to take control of Dell devices

24 Jun 2021
Spotlight: The state of the UK & Ireland mid-sized business and IT today 2021
Whitepaper

Spotlight: The state of the UK & Ireland mid-sized business and IT today 2021

8 Jun 2021
Medium business IT survey highlights
Whitepaper

Medium business IT survey highlights

8 Jun 2021

Most Popular

RMIT to be first Australian university to implement AWS supercomputing facility
high-performance computing (HPC)

RMIT to be first Australian university to implement AWS supercomputing facility

28 Jul 2021
Zyxel USG Flex 200 review: A timely and effective solution
Security

Zyxel USG Flex 200 review: A timely and effective solution

28 Jul 2021
Preparing for AI-enabled cyber attacks
Whitepaper

Preparing for AI-enabled cyber attacks

22 Jul 2021