Reseller News

Eaton nibbles away at datacentre market

Power supply vendor to launch incentive programme at Ingram Micro showcase
  • Simon Eskow (Unknown Publication)
  • 23 July, 2012 22:00

Continuous power supplier Eaton says it is winning business as it follows the ongoing virtualisation trend.

While New Zealand sales manager Chris Westall admits the market for continuous power supply for datacentres is “constrained” by a relatively limited number of datacenteres in New Zealand, he says there is upward movement.

Companies that once put new projects on hold to assess for risk, especially in light of the Canterbury earthquakes, are proceeding with projects as the demand for virtualised services gets bigger.

“We’re seeing bits and pieces happing and it's coming alive again,” he says. “What’s not changing is the growing demand for the cloud and we’re seeing that everywhere in APAC.”

Eaton did not disclose the number of resellers it works with through its distributor, Ingram Micro, but in terms of “quotations in the field and revenue,” the company says it is seeing uptake for the brand since Westall joined in December, 2010.

To attract more resellers, the vendor is about to launch a rewards programme that will work the same way Flybys do. The programme will be launched at the Ingram Micro showcases at the end of August.

“That’s going to complement our Power Advantage programme, which provides online lead generation and deal registration,” says Michael Mallia, Eaton’s senior product line manager. “So if resellers do more engineering around the [UPS products], they are earning extra points, while learning more about what they’re able to sell, which makes Eaton’s job easier.”

Mallia says that the programme is already available in Australia where 80 percent of its resellers have signed on. “But the idea is to get new resellers in to use it.”

The company last year aimed to pick up traction in the SMB space with its 5PX UPS device. Mallia says the virtualisation trend has moved down the chain to the SMB space enough to make power supply a more critical part of implementing solutions for those smaller companies.

“What we’re chasing is the virtualisation trend that’s everywhere, and it’s making UPS more a must-have in the SMB environment,” says Mallia. “What we’re doing is using that integration of UPS and virtualisation to enable them to use all the features built in to the VM: security, reliability, and redundancy.

Eaton has recently become VMware Ready certified, and is compatible with Citrix, Microsoft and other virtual machines. Mallia and Westall, who visited Auckland earlier this month for a datacentre conference, see the VMware status as a brand enhancement, and a possibly pull through on sales into SMBs standing up datacentres and servers.

Eaton surmises that SMBs will trust the cloud to an extent, but there will always be a need to keep data on premise. While in Australia, Mallia sees larger organisations building co-location datacentres for failover, the trend in New Zealand is going to be different.

“SMBs have a greater dependence on IT, while virtualisation makes machines work harder,” Mallia says. “This means they have to rely on stable power.”

“Years ago you had to build a Tier 4 datacentre,” Westall adds. “Now a SMB can build a ‘lesser’ datacentre and use the cloud as a failover. I bet we will see that more happening in New Zealand more.”

Eaton next month will introducing its 9PX UPS device for the mid-sized application server rack.