Timely snapshot of EMC's current strategy and competitive landscape.
The biggest obstacle we face is what we spent the whole decade of the '90s doing -- that EMC is the storage company," said CEO Joe Tucci. "We have to get customers to view us, as we're calling it now, as an information infrastructure company."
But EMC isn't just fighting perceptions. By seeking to be a more intimate (and better-paid) adviser to CIOs, EMC is picking a fight with powerful competitors.
Notably, IBM Corp. and Hewlett-Packard Co. have much bigger staffs of consultants and longer histories of serving as throats for CIOs to choke. IBM and HP are also leading storage vendors, plus they offer servers and other key parts of business systems. EMC relies on partnerships, including one with Dell Inc., to help customers get servers.