Massachusetts-based datacentre infrastructure vendor, SimpliVity, has confirmed its move into Asia-Pacific and Japan (APJ) and has appointed Distribution Central (DC) to aid in its expansion.
DC has revealed that it will distribute to Australia, New Zealand, and Singapore, and intends to extend the contract into neighbouring South-East Asian nations in the coming months. The distributor will not operate in Japan.
According to DC managing director, Nick Verykios, the company pursued SimpliVity as it needed to fill a gap in its virtualised converged datacentre play, and opted for the vendor which its engineers backed.
Verykios also told ARN that SimpliVity was selected because it offers scalability from very small to very large, something he claims competitors cannot deliver, therefore hindering resellers which sell across a broad end user spectrum.
While SimpliVity appears a direct competitor to infrastructure company, Nutanix, Fusion Systems (a DC business unit) technical manager, Richard Denyer, said the vendor positions itself against all converged stack vendors, including VCE, Cisco, and IBM.
“Nutanix is just another one of those [converged stack vendors], and [SimpliVity] has a few competitive edges.”
“SimpliVity is managed all out of the V-centre console, while Nutanix for example requires the Nutanix management console plus V-centre. Nutanix architecture is also different in that it works on node-level redundancy where disk failures failover to another node with all I/O redirected, whereas SimpliVity works at a lower level, and is ab it more traditional with RAID-level redundancy.”
While Verykios admits that SimpliVity may cause conflict among Fusion Systems’ existing vendors, he said this can be expected when it comes to any datacentre product, and that it ultimately is up to the reseller to take a desired technology to customers.
The SimpliVity account will be managed by DC’s datacentre business unit, Fusion Systems, which was rebranded from ‘SAN Systems’ on August 20. Fusion Systems has employed one product development management thus far, and will onboard about another four staff to manage the contract (including two engineers who work across the distributor’s entire datacentre portfolio).
Despite the distributor’s appointment, SimpliVity chairman and chief executive officer (CEO), Doron Kempel, said the vendor intends to maintain both direct and channel sales models.
This go-to-market strategy will be executed by Singapore-based Scott Morris who was hired as APJ vice-president in May.
Morris joined SimpliVity after more than 10 years with NetApp, most recently as vice-president and general manager of its Association of South-East Asian Nations (ASEAN) business.
Prior, he worked for Dell as Australia and New Zealand (A/NZ) sales director, HP Compaq A/NZ as channel manager, and Silicon Graphics A/NZ as channel manager.
SimpliVity’s expansion follows what it claims was a 12-month period of high growth during which it almost tripled its headcount.