John Swainson of Dell says the software unit he leads has annual revenue of over $1 billion and employs 6,000 people, yet Dell still faces challenges in establishing its brand as a software vendor. "Dell's first challenge is going to customers and showing the breadth of what we do," he says. "People still associate Dell with desktop PCs. If you do a word association game Dell equals PCs." Separately, Dell's Matt Griffiths writes about how the company implemented Microsoft's Dynamics AX software and saved an estimated $50 million a year in manufacturing software costs.

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