Flash storage vendor, sTec, has announced plans to increase its focus on the channel within the A/NZ region to support its market growth.
sTec sales senior vice-president, Michael Burnie, said the company plans to direct its attention on software defined storage, and that the channel will play a key role in it.
“I like to compare software defined storage to virtualisation; Virtualisation is basically software defined desktops. The whole industry is moving towards the software defined space and it makes sense with the growth of the Cloud,” he said.
The company has been operating in the A/NZ region over the last six years, distributing its products through memory, storage and security distie, Duo International.
Burnie said the push into the solid state drive (SSD) space will benefit Duo International as there is now a market to sell the drives to the end user.
“Our customers were initially the original equipment manufacturer (OEM) partners, not the end users.
“Now, we’re going to treat the OEMs as a channel, and we’re going to have a multi-channel model, which we call a ‘high-touch’ model, where the OEMs target the end users along with distributors, resellers, VARs, agents, independent software vendors and general alliance partners,” he said.
Burnie also claimed the company wants to surround the customer with its value-add – including its products, marketing, support, and engineering.
“From that, we’ll bringdeals to our channel partners.”
He indicated that trends such as Big Data and virtualisation will boost SSD adoption.
“Once we move into the Cloud, datacentres will need smaller infrastructures that use less power; SSD complements those environments and it might be more expensive but it gives me better performance when compared to hard drives,” Burnie claimed.
According to Burnie, sTec will increase its vertical play in media and entertainment, defense, banking and finance, oil and gas and telecommunications, and horizontal avenues such as Cloud and SMB companies in Australia.
“The space you want to go after is where businesses have the pain point in their storage infrastructure,” he said.
The company was most recently acquired by Western Digital to boost its global presence for enterprise solid-state drives. The two companies have inked an agreement, in which sTec will be acquired by wholly-owned subsidiary of Western Digital, HGST.
“It’s a great marriage and we are very compatible in our offerings to the market. I think you’re going to see much more of such smaller SSD vendor consolidations in the near future,” Burnie added.