Dell EMC turns up the volume on all-flash messaging

Firm's all-flash marketing machine has been on overdrive since the acquisition closed

Dell EMC has ramped up its marketing efforts on all-flash storage, in a move other all-flash players claim is helping to validate the technology's use to customers.

Earlier this year - prior to being acquired by Dell - EMC declared 2016 the "year of all-flash" owing to the technology's decreasing price point and improving performance. Since the merger closed last month, the newly combined company has turned up the volume on its all-flash messaging, running a #YOAF (year of all-flash) hashtag on Twitter.

In addition, the company has released a number of key statistics it claims set it aside in the fiercely competitive market. It claims to be number one in the all-flash market and to have twice the revenue share of its closest competitor.

Michael Wing, Dell EMC's senior vice president for primary storage, tweeted: "It's official - EMEA is #YOAFing their brains out! Great all-flash week kickoff call! Thank you @AdrianMcDonald EMEA and @BillScannell2."

Adrian McDonald, Dell EMC's EMEA president, added: "Phenomenal #YOAF day today in EMEA. Full sales participation, determined to increase 40 per cent market share based on #innovation #businessbenefit."

The all-flash market is extremely competitive, with a number of smaller, all-flash-focused start-ups competing in the space alongside giants such as Dell EMC.

Paul Silver, Tegile's vice president for EMEA, told CRN that Dell EMC's bullishness in the space has validated the market and added that the uncertainty around the duo's integration is an opportunity for his firm.

"It has given us more opportunity," he said. "There is a lot of confusion around partners, and concern because of the merger of these two giant organisations. Dell has an enormous channel already [and so has] EMC. There's a lot of concern there. On top of that, Dell has its own direct sales force and that's a different kettle of fish altogether.

"It's great validation for flash. We no longer have to introduce what flash is to organisations."

Paul Stringfellow, technical director at NetApp partner Gardner Systems, said that despite the hype, the merger has not had any impact on his business.

"I don't say that because I don't think they're winning deals - I am sure they are. But I've not seen a huge change. I don't think Dell had a great all-flash story anyway, and if EMC had a clear one, I don't know. I've not seen any significant difference in any deals we are working on."