Meet Dell Technologies, the Dell-EMC rebrand

Dive Brief:

Once Dell completes its pending merger with EMC Corp., the business will rebrand as Dell Technologies, Dell Chairman and CEO Michael Dell announced Monday at EMC World 2016 in Las Vegas.
Dell Technologies includes the two companies' enterprise infrastructure and PC businesses, as well as other businesses Dell and EMC own including VMware, SecureWorks, Pivotal, Virtustream and RSA.
The deal, now valued at $59 billion, will result in sub-brands, including Dell EMC, the new name for the company's enterprise business.

Dive Insight:

The company's client solutions bushiness will keep the name Dell.

Though the companies did not reveal the exact timeline, the deal is still expected to close in October. Once the merger is complete, the company will unveil both Dell Technologies and the sub-brands' visual identities.

The merger creates significant leadership overlaps, particularly with the companies' cloud strategies. Last week, VMware's cloud chief departed the company, replaced by two co-general managers. VMware's CEO was also noticeably absent from the first day of EMC World 2016. According to CRN, CEO Pat Gelsinger's spot on the conference's main stage was taken by Dell.

Before introducting Dell to the main stage, EMC Chairman and CEO Joe Tucci said this is his last EMC World keynote ain his current post, according to CRN. The future Dell Technologies leadership roles remain unclear.

By combining, the two companies are looking to gain more traction in the ever-shifting technology market. For example, Dell Technologies will look to dominate the cloud IT infrastructure market in a post Dell-EMC world. According to an April report from IDC, Dell accounted for 10.6% of the market, followed by EMC with 7.6%. By merging their market shares, Dell Technologies is poised to overtake market leader Hewlett Packard Enterprise, which controls 15.7% of the cloud IT infrastructure market.

Many changes are expected before the deal officially closes. Already, the two companies have started unloading businesses. In April, EMC said it was looking to sell Documentum, while in March Dell announced it would sell its IT services subsidiary, Dell Services, to NTT Data for $3.06 billion.