Dell has followed in the footsteps of its rival HP by hitting the reboot button on its various brands.
Chief Michael Dell confirmed in a letter to employees that Dell—which turned 32 years of age on Tuesday—had a new name: “our family of businesses will officially be known as Dell Technologies,” he said. The announcement will be made formally at the EMC World trade show, which kicks off today in Las Vegas.
Dell’s family of affected brands includes Dell itself, EMC, VMware, Pivotal, SecureWorks, RSA, and Virtustream—all of which now fall under the “Dell Technologies” banner.
Things got a little bit more garbled, however, when Dell (Mister Dell, that is) confirmed that Dell’s client solutions business will be branded simply “Dell.” To this, Dell said, “The brand equity in the Dell PC is irreplaceable. We have incredible momentum, gaining share in 13 straight quarters. The business is absolutely core to our vision of technology infrastructure and our ability to drive innovation at scale at the edge. And above all, it’s critically important to our customers.”
But wait, there’s more: Dell’s enterprise business will be renamed “Dell EMC” because the two monikers, we’re told, “stand for something very special to you and our customers.” Dell confirmed in October last year that it was buying EMC for $67 billion (~£43.6 billion)—the biggest tech deal in history and one that brought to a close what had become an extremely acrimonious rivalry in the enterprise storage world.
Dell (Mister) added that he thought Dell Technologies had a “nice ring” to it, before pledging that “with the EMC transaction moving forward as planned, I think we’re about to get a whole lot bigger and able to do a whole lot more for customers. You better believe the best is yet to come.”
There’s no word yet, however, on whether Michael Dell will be re-branded Michael Michael Dell Dell. Watch this space.
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SOURCE: ARS Technica