It's Your Move Dell
By now, most of us have seen the move by HP to acquire EDS for $13.9 Billion. This is good move – albeit risky – by Mark Hurd and HP to compete with IBM at an enterprise level. HP understands that enterprise credibility is built with a comprehensive product and services portfolio that can address large customer’s IT needs. Dell doesn’t get it, but I suspect they got a good education today.
From a services perspective, the move by HP leaves Dell with few options to get into the services race. About the only possible acquisitions left are Unisys (already a Dell services partner), Accenture, Computer Science Corp, and Perot Systems. Accenture is probably the cream of the crop, but their price – thanks to HP’s move – may be more than Dell wants to pay at this point.
And although Dell has quietly parted from the anti-acquisition (aka “the Dell way”) methodology of getting into a market, the problem is, Dell’s mentality is still small time. In case you haven’t noticed – it was easy to miss – Dell managed to pick up a few companies and threatened to climb out of the services cellar. For example Dell acquired Everdream in November 2007, Silverback in July 2007, ASAP in August 2007, and MessageOne in February 2008. All of these moves may have been necessary, but as Simon Cowell might say, these acquisitions are “all a bit forgettable”. In other words, there’s no brand recognition, nothing that customers can hold onto to (or Dell can point to) that shows Dell now has enterprise services credibility.
But IT service isn’t the only place where Dell lacks enterprise credibility. Dell’s product portfolio is lacking the power to reach into some enterprise accounts. This situation reminds me of a meeting at Compaq (circa 1994). The gist from executive management was that Compaq (a $20 Billion dollar company at the time) could not compete in some accounts because it did not have enterprise products necessary to win the account. In other accounts, it could only win a portion of the IT budget (those tied to x86 servers and small business storage). Compaq executives realized – correctly – that the Compaq brand lacked enterprise credibility—they needed to acquire the technology and talent necessary to compete, rather than building it internally over several years. As a result, they acquired Tandem (Non-stop platform) and DEC (enterprise services, storage, workstations, VAX, 64-bit computing, top-notch compiler team…the list is so long), which gave Compaq the goods and brand recognition to compete at an enterprise level.
Dell needs to do the same. They’re basically at the same point Compaq was in 1994. The Dell brand is lacking the enterprise punch to compete. And with more HP “feet on the street” than ever, Dell will increasingly be marginalized -- pushed out of accounts where they don’t have the product portfolio to “own the entire account”. They need to acquire the technology rather than slowly building internally/organically.
So what is Dell missing besides services? Let’s take a look:
- Enterprise Management (and software): Even if OpenManage (Dell) could compete with System Insight Manager (HP), Dell doesn’t have an enterprise management story to tell. IBM has Tivoli. HP has OpenView. These software divisions are big business for HP and IBM. If Dell wants to compete, they should acquire BMC, CA, or Symantec. Perhaps the best choice is Symantec. Dell and Symantec already have a strategic partnership, plus Symantec has desktop and server management capabilities (through the Altiris acquisition), enterprise backup and volume management (Veritas), and anti-virus software that would compliment Dell’s desktop business.
- Enterprise Servers: Although x-86 servers make up a majority of the server market (especially in terms of units sold), for some applications, customers require systems that have a higher class of availability and performance. In this area, IBM and HP have products at the “mainframe” level (Z-Series and Superdome respectively) and the “workstation” level (P-Series/i-Series and Non-Stop/HP-UX respectively). Dell doesn’t. This problem is harder for Dell to solve. Perhaps Dell can wait for AMD and Intel to solve this product gap problem for them through the future scalability of the x86 server architecture. But another possible scenario is for Dell to acquire Sun (which could be had at a good price). This may sound like madness, but so did the HP/Compaq merger when Carly Firoina and Michael Capellas announced the plan in 2001. Today, the HP/Compaq merger is widely regarded as the right move because it gave HP the product portfolio and services it needed to compete with IBM in the enterprise. Dell needs the product punch and the enterprise brand credibility that Sun can provide.
- Enterprise Storage: A bright spot for Dell. Darren Thomas has this portion of the product group headed in the right direction. Dell has rebuilt the PowerVault brand back with a plethora of products from the NX1950 to the MD3000i. The EqualLogic acquisition was the right move because it gives Dell an enterprise iSCSI storage platform. But Dell’s messaging around iSCSI is lackluster, and they run the risk of being eclipsed by Cisco’s march toward FCoE. In addition, it’s painfully obvious that Dell’s relationship with EMC isn’t going to last forever. The EMC relationship, in some ways, hurts Dell’s enterprise credibility. Customers don’t give Dell the credit (that they probably deserve) in enterprise storage because they feel that Dell has “partnered” their way to the enterprise rather than built it (or acquired it) themselves. Dell must continue to quietly replace their EMC product line, and at the same time, acquire storage technology that will build on their EqualLogic acquisition – such as storage management, data management, and data protection
Look, I’m not saying Dell is going away. Far from it. They have a solid place inside many data centers. But Dell must address their brand perception issue or face serious future problems. I’m not the only one who is asking the Dell question. Check out Henry Blodget's interview with Aaron Task on Yahoo Finance.
Dell – you changed the IT game once. The competition has reacted and turned the tables. Now, it’s your move.
[Posted by: Drue Reeves]
