IBM plans a strong stor­age push


Fol­low­ing the sale of its x86 busi­ness, IBM plans to boost its stor­age busi­ness by en­abling part­ners to sell stor­age in­de­pen­dently.

For this, IBM has set up a sep­a­rate chan­nel en­able­ment team, and has put hun­dreds of di­rect ac­counts into the part­ner bucket. In ad­di­tion, it plans to grow its spe­cial­ized stor­age part­ner base by five times, and of­fer bun­dles for part­ners to tar­get so­lu­tion-cen­tric op­por­tu­ni­ties.

“The team will be led by Tarun Makhija as Coun­try Man­ager, Stor­age Chan­nels. We have ap­pointed ded­i­cated STG part­ner re­la­tion­ship and prod­uct man­agers, and mar­ket­ing teams,” said San­deep Dutta, Busi­ness Unit Ex­ec­u­tive, Stor­age Di­vi­sion, IBM In­dia & South Asia.

With the new ini­tia­tive, IBM is promis­ing part­ners more in­cen­tives, demo wares, stronger pre-sales sup­port and quicker de­ci­sion-mak­ing on deal reg­is­tra­tion and pric­ing.

Dutta in­formed that over the past two years IBM has been grad­u­ally mov­ing its di­rect cus­tomer ac­counts to the part­ner bucket. “Since 2011, we have aligned 700 of our 1,000 di­rect ac­counts with part­ners, and start­ing 2014 even the re­main­ing 300 cus­tomers have been put in the co-sell bucket. Only three strate­gic out­sourc­ing cus­tomers will be man­aged di­rectly by us.”

In or­der to scale up its part­ners’ abil­ity to sell ad­vanced stor­age so­lu­tions and ser­vices, IBM plans to in­crease its spe­cial­ized part­ner base from 12 to 36 over the next 12-18 months.

In a bid to put so­lu­tion­cen­tric bun­dles around its stor­age of­fer­ings, IBM has cre­ated a so­lu­tion for IP sur­veil­lance through Redington, its ND, where IBM stor­age is sold along with

“Since 2011, we have aligned 700 di­rect ac­counts to part­ners. Start­ing 2014, the re­main­ing 300 cus­tomers have also been put in the co-sell bucket” SAN­DEEP DUTTA Busi­ness Unit Ex­ec­u­tive, Stor­age Di­vi­sion, IBM In­dia & SA

IP cam­eras and video an­a­lyt­ics so­lu­tions from other ven­dors. In­formed Dutta, “Soon you will see so­lu­tion-cen­tric bun­dles which will not only in­clude IBM soft­ware prod­ucts but also prod­ucts from other ven­dors that are com­ple­men­tary.”

Asked if the sale of x86 would im­pact stor­age sales, Dutta replied that mid-mar­ket or­ga­ni­za­tions are in­creas­ingly buy­ing stor­age in­de­pen­dent of servers. “For IBM, the server-stor­age at­tach busi­ness was as high as 85 per­cent in 2011, but to­day nearly 40 per­cent of our stor­age is sold in­de­pen­dent of servers. We ex­pect this trend to grow fur­ther.”

The com­pany is bank­ing on its mid-mar­ket Storewize port­fo­lio and its newly-launched flash stor­age for growth. “Storewize 3700 and 7000 are the best prod­ucts in their seg­ments, while in flash stor­age FlashSys­tem 810 and 820 are far ahead of the com­pe­ti­tion,” said Dutta. “We are bullish about flash stor­age adop­tion in both the mid-mar­ket and en­ter­prise seg­ments. For high­per­for­mance so­lu­tions above 1 lakh IOPS, the FlashSys­tem of­fers the best price-top­er­for­mance of $2.5 per IOPS com­pared to HDD-based so­lu­tions that cost $8 per IOPS.”

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