Learning from Extreme Users – What XL IT Shops Can Teach Their Smaller Brothers

Jim Roth By Jim Roth Senior Vice President, Dell Digital October 10, 2016

David Kelly who founded one of the most recognized design firms in the world, IDEO, and who helped create the computer mouse, has a theory. While everyday users drive markets, true insights come from studying extreme users, those who use a product or service in a severe and perhaps unintended way.

For example, studying extreme PC users in military, police and mining environments led to the market for rugged notebooks where portability and durability are paramount. Users on the edge are almost always the best models for unlocking insights.

With over 140,000 PCs and 65,000 servers spread across a vast geography, Dell’s IT organization definitely qualifies as an extreme user! How does one of the largest IT teams in the world get the most out of its Dell infrastructure? We leverage Dell EMC Services to the max. We rely heavily on our lifecycle services to keep the company up and running, and more importantly, our services development team applies lessons learned from our own IT to improve our portfolio.

Whether you are a small, medium, large, or a hyper-scale IT shop, the Dell EMC Services capabilities can help you do more. During our Dell EMC World session MT111, Pat Quigley, Executive Director and I will share real life examples. And we’re not just talking about break-fix; we get maximum benefit by using services throughout the lifecycle from consulting to deployment to training and support.

Your infrastructure might be smaller than Dell IT but one day, if your organization grows, it could be even be larger! Either way, we’ll share how the pros from the Dell EMC Services team help us get the most out of our investment.

DEW-banner-150x150-02So join us at Dell EMC World Session MT111: Under the Covers – Dell on Dell Deployment and Support on Wednesday, October 19, 2:15 – 3:15 PM and hear it all straight from the largest Dell EMC Services customer on the planet.


Jim Roth

About Jim Roth

Senior Vice President, Dell Digital

Jim Roth serves as the Senior Vice President of Services and Marketing for Dell Digital. In this role he is responsible for digitally transforming services and marketing at Dell EMC through software platforms including customer relationship management, marketing automation, field service and self-service on and

Jim has held a variety of senior level marketing, operations and product development roles. Prior to his current role, he led global services product development and marketing.

Jim holds dual bachelor’s degrees and a master’s degree from Northwestern University and a Master’s Degree in Management from the Stanford University Graduate School of Business.

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