Dell Technologies Boosts Cloud Services with Availability of APEX Data Storage Services in Australia and New Zealand

New Storage-as-a-Service offer transforms IT experience, allowing organisations to focus on outcomes instead of infrastructure management

Sydney, Australia – 19 January 2022

News summary

  • APEX Data Storage Services offers industry leading storage with simple pricing and performance options, delivered as-a-Service and managed by Dell Technologies
  • Australian and New Zealand organisations can easily procure and scale data storage services through the APEX Console
  • Equinix collaboration provides Dell-managed colocation for APEX Data Storage Services deployment from Sydney, allowing Australian customers to deploy storage services where they deliver the most value
  • Referral and hosting opportunities available for Dell Technologies channel partners in Australia and New Zealand, offering simplified IT to customers

Full story

Dell Technologies (NYSE:DELL) announces the expansion of APEX Data Storage Services with new availability in Australia and New Zealand. The portfolio of scalable and elastic storage resources is deployable on premises or in a secure Dell-managed Equinix International Business Exchange™ (IBX®) data centre for use in the cloud, helping customers expand business and IT operations into new geographies while gaining better control of their storage costs.

“With the expansion of our APEX Data Storage Services, more customers now have the opportunity to make the shift to as-a-Service and easily grow their business. Importantly, it gives organisations complete oversight of their storage resources,” said Amit Midha, president, Asia Pacific & Japan, and Global Digital Cities, Dell Technologies. “Dell will support Australian and New Zealand customers in their Storage as-a-Service decisions and work with them to simplify their storage needs.”

According to Gartner, by 2024, over 50% of newly deployed storage capacity will be sold as-a-Service or on a subscription basis, up from less than 15% in 2020[i]. APEX Data Storage Services delivers the industry’s leading enterprise storage portfolio as-a-Service.[ii] Through a cloud experience, customers pay for the storage capacity they use and can scale, at the service level they need with infrastructure owned and maintained by Dell. Australia and New Zealand are two of 14 countries that now has APEX Data Storage Services availability.

The portfolio includes APEX File Services, which now offers object-enabled capabilities with support for the S3 protocol, expanding storage use cases to include cloud-native application development without the need to copy data. This approach allows customers to transform applications for greater agility and control.

How APEX Data Storage Services works

Organisations can select from three performance tiers for APEX Block and File Services, available in one- or three-year terms, with base capacity options starting as low as 50 terabytes. Customers can easily procure their data storage resources through the APEX Console, a web-based tool that provides a single, seamless experience for customers to navigate their cloud and as-a-Service journey. Customers can monitor capacity, performance and usage costs in real time, and update their subscriptions as needed. A recent Dell-commissioned Forrester Consulting study[iii] on APEX Data Storage Services shows customers can significantly reduce storage planning and provisioning costs while improving efficiency of storage professionals.

Deployment with Equinix

Australian organisations looking to simplify operations and reduce challenges associated with data centre management can quickly and simply deploy APEX Data Storage Services managed by Dell in an Equinix IBX data centre. The infrastructure is owned and maintained by Dell, and services are provided with a single Dell invoice. Customers have access to global scale, multi-cloud capabilities, leading technologies and IT expertise, and experience public cloud simplicity without sacrificing control over their data.

“The launch of Dell APEX Data Storage Services in Australia through Platform Equinix will help organisations in Australia manage the fast-growing volumes of data that are accumulating at the edge,” said Guy Danskine, Managing Director, Equinix Australia. “This hybrid infrastructure as-a-service solution can be quickly and easily deployed and continues to be an attractive option for organisations that need to scale and expand their operations flexibly, securely and cost effectively.”

Channel partner opportunities in Australia and New Zealand

APEX creates opportunities for channel partners to offer customers flexible and simplified IT solutions. With APEX Data Storage Services expanded availability, Dell Technologies Solution Providers and Storage Authorised Distributors in Australia and New Zealand are able to earn incentives when selling these solutions on a referral basis. Cloud Service Provider partners also can host enhanced APEX Data Storage Services on behalf of customers.

“The rollout of APEX Data Storage Services presents opportunities for customers and partners to fast track their digital transformation journeys. APEX Data Storage Services enables business resilience and agility for our customers. We know that every organisation wants to be digital-first and put data at the centre of their decision-making, but they are resource-gapped in this multi-cloud world. This is where our partners can help. With partners, we move faster, scale quicker, and innovate at the speed of change so our customers can focus on outcomes, not infrastructure. Our partners are pivotal in our route to market – in Q3FY22 for storage, APJ partners helped us to achieve positive 28% growth year-on-year. We look forward to working closely with our partners to offer as-a-Service models like APEX to enable new technology adoption and capability expansion while freeing cash flow, reducing CapEx and enhancing profitability,” said Tian Beng Ng, Senior Vice President & General Manager, Channel, Asia Pacific and Japan, Dell Technologies.

About Dell Technologies

Dell Technologies (NYSE:DELL) helps organisations and individuals build their digital future and transform how they work, live and play. The company provides customers with the industry’s broadest and most innovative technology and services portfolio for the data era.


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[i] Gartner®, “Market Guide for Consumption-Based Pricing for Data Center Infrastructure,” March 2021. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.

[ii] IDC WW Quarterly Enterprise Storage Systems Tracker, 2021Q3, December 7, 2021 – Vendor Revenue.

[iii] A Forrester New Technology Projected Total Economic Impact Study, commissioned by Dell Technologies, June 2021. Estimates projected over 3 years, based on interviews with four organisations using APEX Data Storage Services, aggregated and combined into a composite organisation, and survey responses from an additional 121 IT decision makers. Actual results may vary.

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