Falconstor emerges from the shadow of its OEM past

Falconstor emerges from the shadow of its OEM past

Reseller channel initiatives seen as a way to push storage technology under its own steam

Storage technology provider Falconstor has been in business for 12 years, but its success has come largely from OEM relationships with the likes of EMC, IBM and others.

While the company has been pushing its own branded solutions for several years, according to Vic Masi, FalconStor’s ANZ country manager, the organisation is still emerging from its OEM shadow.

“We’ve been working on becoming more visible to customers and partners as we deal more directly managing the channel,” Masi says. “Now it has morphed into a services and added services strategy. The proposition is to deliver continuity and disaster recovery as a software based service.”

Part of the effort to recruit more partners, Masi says, was the development of a three-tiered channel programme, PartnerChoice, which rolled out in Australia in September, but will not be implemented in New Zealand until the new year.

“The plan is to move that into the New Zealand market when we have a number of resellers we are working with there,” says Masi. “It’s a softly-softly migration strategy.”

The programme includes a web portal for tracking business opportunities, delivering support and providing access to marketing and technical resources. Market development funds and volume incentives are available for preferred and premier level partners, according to a statement released by the company last month.

Masi says the programme was established to “provide visibility” for the brand among customers and is intended to tie in with bringing new resellers on board, especially those that deliver managed services .

“Recruiting new partners that are MSP partners is part of the agenda and historically that didn’t necessarily meet that portfolio,” Masi says. “But we are more attracted now to partners of that persuasion.”

Broadly speaking, FalconStor wants resellers that have professional services, infrastructure, or storage expertise, “looking to offer greater value to their clients for storage management and virtualisation,” Masi says.

Masi emphasises Falconstor’s scalability and component functionality for delivering storage management services to enterprise space.

With a staff of four working out of Australia to support the region, FalconStor aims to build a reseller channel beyond the relationships it has with global system integrators

“We want to build an ecosystem of continuity and DR professional services, because we think there’s a strong need for that, as opposed to taking a server infrastructure perspective,” says Masi. Customers are seeing the need for it, so we want to build an ecosystem that has that delivery capability but also the intellectual property for that discussion.”

Masi says the PartnerChoice programme is key to the company’s strategy.

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