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“With Project Apex, Dell is finally responding to the strategy HPE initiated three-plus years ago when we began to build our GreenLake business, and announced our company commitment to offer our portfolio as a service by 2022, and subsequently introduced HPE GreenLake Central,” said HPE in a statement provided to CRN.

A Dell spokesperson claimed that Dell has been offering flexible consumption for more than a decade with Project Apex being simply the “next chapter” in its as-a-service and cloud portfolio evolution.

“Our cloud offerings, such as Dell Technologies Cloud, have established Dell as the industry leader in cloud IT infrastructure, per IDC,” said Dell in a statement to CRN. “Project APEX brings these together into one unified effort. With our unmatched breadth of PCs, infrastructure and supporting services, we are making as-a-Service IT simpler for customers and partners.”

Dell said Project Apex unifies the company’s as-a-service and cloud strategies, providing a consistent experience wherever a workload runs, including on-premises, at the edge or in public clouds. Project Apex aims to simplify how customers and channel partners access Dell’s as-a-service portfolio, from servers and hyperconverged infrastructure to PCs and client offerings, starting with the new Dell Technologies Storage as a Service unveiled today.

HPE, for its part, points to its ability to meter cloud usage – the result of its acquisition of Cloud Cruiser three years ago – and its groundbreaking GreenLake Central platform as significant challenges for everything as a service competitors. GreenLake Central, for example, provides the ability to do complex cost, compliance and security analysis across the GreenLake pay per use private cloud, AWS and Microsoft Azure.

“It’s important to distinguish between Dell’s ‘new way’ to finance infrastructure and the true cloud experience on-prem that customers are really looking for, which HPE GreenLake has been providing for years,” said HPE. “At HPE, we continue to focus on our customers. Our approach includes truly automated, scalable and pay-as-you-go metered cloud services comprising compute, storage, VMs, containers, MLOps and more, in addition to a unified, operations console with HPE GreenLake Central from which customers can manage their entire hybrid IT estate. HPE GreenLake is the cloud experience that comes to you.”

HPE said GreenLake – which it touted as a “comprehensive, software driven cloud experience for today’s most demanding workloads” – has been adopted by over 850 customers. including Wells Fargo, Porsche Informatik, Nokia, Lyondell Basell with over $4 billion in total contract value.

Dell Technologies countered that its as-a-service run rate stands at $1.3 billion as of its second fiscal quarter, up 30 percent year over year. Dell Technologies says it has over 2,000 as-a-service customers and has offered many of its solution in a consumption-based manner for years.

Erik Krucker, CTO at Comport Consulting, an HPE Platinum partner, No. 333 on the CRN SP500, said HPE has a significant lead over competitors like Dell in the everything as a service market.

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