Dell OEM EMEA Technology Roadshows 2012 Wrap up

First-of-its-kind OEM European Tour:

We finished our 2 week tour of Europe on Friday, 21st September, with our last OEM Technology Roadshow taking place in Frankfurt, Germany. Before Frankfurt we visited London, Paris and Milan also, and I have to say I thoroughly enjoyed the events which were the first of their kind for Dell OEM in Europe. We partnered with Intel for the events and had the pleasure of welcoming four local Intel team members – Tal Elgar (UK), Thierry Marseille (France), Marco Soldi (Italy) and Herbert Schreiber (Germany), who joined the presentation stage with our Dell OEM team: General Manager for EMEA Sam Forsbom, Enterprise Solutions Lead Marcel Moelands and EMEA Services Sales Director Roy Wagemans.

We were delighted to meet with our OEM customers in the 4 cities across EMEA, and very much appreciate the time our customers took to travel to the events, some miles and others from hundreds of miles away! Thank you to everyone who attended.

Quick Event Summary:

Our breakfast events started with an introduction to Dell OEM business by our EMEA GM Sam Forsbom, followed by Next Generation Enterprise Technologies update from Marcel Moelands. Intel presented on the new Intel Xeon E5 Processor technology, followed by Dell OEM Services presentation from Roy Wagemans. Our panel discussion in the end brought the presenters together on the topics of Cloud and Mobility technologies. Some of the topics discussed here continued into the Q&A and conversations around our product demo area after the presentations.

It was interesting to hear how OEM’s in different countries or industries define cloud computing differently (from the terms we use in Dell), ranging from web service to (hosted) datacentre solutions. Also I think it is important to point out that when we talk about cloud with our OEM customers we are not talking about purely replacing hardware-based solutions with a SaaS-based cloud model, rather it can be a possible addition to our customer’s solution portfolio, adding to the traditional appliance solution for example, and helping our customers offer more options to their customers and widen their market reach.

Other discussions I noted from the events were about challenges around Big Data for OEM’s, Fresh Air Cooling, agentless monitoring or other key features of our 12th Generation of PowerEdge servers, applications, our support & services capabilities and our Telco/NEBS products & roadmaps. Afterwards we received positive post-event feedback from attendees mentioning that they learned something new about our capabilities or product, and enjoyed the morning meeting with the Dell OEM team & other OEM customers.

Our product demo area included a 12th Gen PowerEdge R720 server, new PowerVault MD dense storage enclosure, Force 10 networking switch, the new Optiplex 9010 All-in-one desktop and also some server front panels/bezels showing our branding capability available on OEM Ready products.

Sample of Customer Quotes:

“That Dell QRL is a great tool to speed up field service. I wasn’t aware

you had it”

“Can you please tell us more about Fresh Air Cooling? How does it work? How can you save on OPEX using Fresh Air?”

“So this agentless monitoring feature allows us to run FreeBSD (any OS) without issues in managing the complete system including physical storage components, Network adapters and PCIe slots? That’s what we need!”


I really look forward to planning future OEM events following this roadshow tour and I hope we will see many of you during our EMEA events again next year.

Piia Lawlor

Enjoy this post as much as we did? Join our email list and stay plugged in!


  1. Hi there. Thank you for your comment. Please contact or on twitter @dellcares for your customer support issues. Our team doesn’t handle laptop replacements; however, our customer cares team can answer your questions and look into the matter.


    By: Samantha Needham on March 8th, 2013 at 8:39 am

Leave a Comment

Author Contact Form