EMC has unveiled storage solutions aimed at small and medium-sized businesses across Canada as it looks to shed its image of being too expensive for the SMB market.
The company is offering solutions in four areas: archiving, e-mail, backup and recovery, and network storage. They are designed
for SMBs and mid-sized enterprises.
Prices start at US$5,995.
“”EMC has been perceived in the mid-market space as too expensive and complex,”” said Michael Kerr, EMC’s director of Canadian channels.
“”We’re working hard to show that we are very affordable, we are cost-effective, and now easier to do business with from a partner perspective.””
Enhanced program
The new solutions will be a central part of an enhanced partner program EMC is launching in April.
The Velocity Channel Partner program will amalgamate channel programs and product offerings from the companies it acquired in the last three years, including Legato, Documentum and Dantz.
The upgraded program will provide partners who offer EMC hardware, software and services with access to a consistent set of training programs and incentives.
EMC has spent more than of US$6 billion on acquisitions and research and development in the last three years.
Howard Goldberg, CEO of SkyData Corporation — an EMC distributor — is encouraged the manufacturer is starting to leverage its acquisitions to the benefit of resellers and their customers in the Canadian market.
“”The thing that I see as most significant here is this is the first time we’ve seen the amalgamation of a channel program, but you also see products being amalgamated,”” he said.
“”Every one of these scenarios — whether it’s consolidation, backup recovery, archiving — you see the power and the impact of the acquisitions that EMC as made.””
Goldberg expects EMC to further integrate its products in the future.
“”Virtually every one of the companies that EMC has acquired has a component here,”” he said.
“”That’s a pretty powerful sort of thing to put forth in the marketplace, and I see this as the beginning of what undoubtedly will be tighter and tighter integration. I find that most exciting,”” he added.
Kerr said the new solutions will appeal to SMBs on limited budgets because the solutions are “”future-proof,”” meaning they are easily scaleble.
“”When a client buys (a solution) they’re not buying something they’ll have to discard in a couple of years,”” he explained.
“”The client makes an investment in a base and then with the partner’s assistance can grow it into the future without adding an extensive amount of new capital every time you want to enhance or grow what you’ve invested in,”” he said.
Kerr went on to say the challenges facing storage solution providers in the SMB market are similar to those facing enterprise businesses.
He said information growth, increased competitiveness and governance have made affordable storage solutions a requirement of all businesses.
Enterprise-size companies, however, can afford more skilled IT department than their SMB counterparts.
In this case, said Kerr, it’s up to resellers to provide the skills small and medium-sized businesses are lacking in their IT departments.
“”The benefit here is that the partner brings the necessary skill in order to implement storage solutions as it relates to business and they can augment limited investment in a skill that is not necessary on an ongoing basis,”” he said.
Advice to VARs
As for EMC resellers, Goldberg has a couple of pieces of advice for them as they bring the new solutions to their clients.
First, Goldberg said, VARs need to identify the “”tell-tale signs of a storage opportunity”” and pinpoint the need of the customer.
Second, he said VARs must recognize that the new solutions will enable them to customize solutions to meet the needs of their clients.
According to Goldberg, SkyData’s own channel strategy won’t be affected as EMC brings its new solutions to the marketplace.
“”Our strategy will be very much has it always been, applied to a new marketplace,”” he said.
“”Many of our VARs have been targeting SMBs, but have asked us for solutions that are more appropriately targeted for that SMB space.
“”Here is our opportunity to bring those kinds of solutions for about US$6,000,”” Goldberg said.
“”This is not necessarily an expensive proposition.””
