When cloud provider Virtustream sold to EMC for $1.2 billion in 2015, the once-strapped-for-cash startup extended its reach to more established enterprise clients.

After Dell bought out EMC for $67 billion in the largest deal deal to date, Virtustream was propelled among the ranks of leading cloud companies such as Amazon.com Inc.’s (AMZN) Amazon Web Services and Microsoft Corp.’s (MSFT) Azure. (See also: What the EMC-Dell Merger Means for VMware.)

‘Huge Untapped Market’

Co-founded by Rodney Rogers and Kevin Reid in 2009, Virtustream’s current customers sprawl across industries, including leaders such as the Coca-Cola Co. (KO), General Electric Co. (GE), Hershey Co. (HSY) and Cargill.

Michael Dell believes that with tech giant’s army of sales people and massive budget, along with Dell’s reputation with enterprise clients, Virtustream can continue to gain significant traction against the major players. Rogers, who remains at the helm of the Bethesda, Md.-based company, says the company is banking on business from thousands of software providers who have yet to find cloud partners.

Clouds for the Small Guys

While the big names in cloud-based business software include Salesforce.com Inc. (CRM), Tableau Software Inc. (DATA) and Workday Inc. (WDAY), the CEO has called the segment a huge untapped market as firms decide it is cheaper and more efficient to use a public cloud from a third party like Virtustream than run their own data centers. Virtustream particularly appeals to smaller and more targeted software customers, who run narrower tasks on the cloud.

Dell’s integration of Virtustream may seem odd given that the tech giant sells servers and storage that cloud companies use in their data centers. While in this sense cloud providers are some of Dell’s major customers, the company is also partnered with AWS and Microsoft, Virtustream’s direct competitors. In response to Dell’s complicated relationship with the cloud, Michael Dell has said that since embarking on the EMC buyout, the combined entity’s goal is to offer customers their choice of clouds options. (See also: American Tech Titans Face Dying Server Market, Taiwanese Manufacturers Boom.)

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