Miroslav Vraneš, DELL Serbia

IT Drives Initiative

Dell Technologies, as a world market leader in technology, helps to accelerate human progress. On the one hand, it boasts a wide portfolio of products in the field of infrastructure platforms rounded off in one complete whole, while on the other hand cooperating with the largest system integrators in the region.

The purpose of IT is to manage and drive change through constant improvements and advancements. Our future is doing business according to the principle “online everything” and “work from anywhere”, from buying groceries through online applications, via virtual business meetings, to gatherings or education

Dell is committed to building our digital future. What kind of future is that?

We live in a time of digital reality, using technologies in all industries and all spheres of life. Some technologies are so broadly accepted that we sometimes wonder how we used to live without them or whether we could live normally without using them. 

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We at Dell Technologies strive, on the one hand, to accelerate and improve social development with technology, overcome certain challenges and improve the quality of life, while on the other hand, we act responsibly towards the environment, respecting all prescribed norms (for example GDPR procedures on personal data protection) and taking into account the preservation of the natural environment – green IT.

Digitalisation is a process that’s present in all branches of industry, but some of them accept innovations faster than others, due to the nature of their operations. One of the current focuses of our company is the development and application of virtual reality and artificial intelligence in order to modernise and discover new areas of activity in all industrial sectors. I would single out the strengthened application of technologies in energy, in the form of turning towards renewable energy sources, in medicine, for which we provide opportunities for accurate diagnosis and focusing on the individual patient, and in agriculture, in the form of improving quality and increasing the volume of food items that we live from.

To what extent does the modernisation of IT infrastructure create new opportunities for business and how does it impact on the value of companies?

The modernisation of the complete IT environment, which includes infrastructure itself, is a continuous process given the speed of development of new technologies and the needs of users for them. The essence is in quickly accepting and adapting one’s own business to market challenges and new user requirements.

Every environment offers certain opportunities for business, and success depends mostly on ourselves and our ability to recognise those opportunities. We live in a time of digital reality, where the basis of every business is represented by a robust, stable, modern and efficient IT system. IT is a driver of initiatives and a creator of new business opportunities.
In the environment of Covid-19, we have witnessed the power to the business of “online everything” and “work from anywhere”, from buying groceries through various online applications, to virtual business meetings, user gatherings or education. Companies that we’re able to quickly accept current changes and adapt to the new environment certainly fared much better. The speed of adapting to new challenges also influences the actual value of a company.

One who possesses more developed technology has a great advantage over the competition

How do your end solutions help clients to drive innovation and realise their business goals?
Our job is to modernise the complete IT environment, which then represents a stable basis and a springboard towards the further development of companies and the realisation of new business solutions, applications or services. Our customers are simultaneously our partners because their path to success depends on the quality of our products and services. Our idea is to be a trusted technology advisor to our customers so that they can focus on their own business. Your IT is our job.

The technologies that you create drive human progress. What will our lives look like when transformed by technology? Will we have more solutions available for the challenges we face?

The man was created for technology, just as technology was created for man. The speed at which technology is evolving and technological solutions are being accepted is incredible. 

Miroslav Vraneš, Account Executive, Dell Technologies

Just compare the way of thinking or expectations and the use of technology of a child aged 10 or 15 with a mature person of 35 or 45, and then compare all of that with our parents.

The greatest beauty of working with technologies is the constant development and implementation of new ideas, the improvement of existing solutions and visions for the future. Human progress is only possible with the intelligent management of technological innovations. The boundaries of reality are constantly shifting and opening the door to new possibilities. And I think we’ve only just started the new technological revolution and that the final achievements are not even in sight.

With the applying of new solutions or innovations, we also open the door to new challenges, which is why responsibility plays a big role. We often also encounter situations where newly developed possibilities are neither legally foreseen nor regulated, and an example of that are the global challenges and reactions of certain countries regarding Uber or CarGo.

While we’re on that subject, what are the most dominant challenges of the moment in which we live, in your opinion? Are there big differences between local and global challenges?

The biggest global and local challenge at present is the fight against the Covid-19 pandemic, which has not previously been recorded in human history. That is also a good example to look at the completely different reactions of individuals, organisations, and even entire countries, to an identical challenge. The IT industry was among the first to start the process of adapting to the newly emerged situation and offered solutions for overcoming certain challenges. However, a question arises as to whether this is a unique phenomenon or whether we can expect similar phenomena in the future. How can we recover from the current situation and how can we prepare for the next one? Do such natural threats represent our new reality?

It is certain that a time is coming when it will be possible to do most jobs from remote locations

Man is an individual that best adapts to the given circumstances, and at the moment we are all dealing with complete recovery – in health, economics and socially – and we will certainly emerge as winners.

It seems to us that the IT sector has traversed these few difficult months the most painlessly. Is that true? Have you drawn from that any new guidelines for the period ahead?

Although we hope that the most difficult period is behind us, I think it is too early to talk about possible consequences. We quickly adapted to the situation and switched to a digital and online business model.

We are currently in the so-called digital transformation of business. As such, it is natural that IT is one of the best-prepared branches for every kind of change. Changes are part of our daily environment and business. The role of IT in this pandemic is to facilitate and normalise the operations of all branches of industry, as evidenced by the speed at which digital classrooms have been implemented, as well as a large number of government services, to further help in the recovery of the economy and, most importantly, to help medicine respond to the health challenge in an adequate way.


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