Newport-based datacentre operator Next Generation Data has rolled out its first channel partner programme in support of a planned ramp up of its indirect sales strategy.
The firm, which owns one of the largest and most advanced datacentre facilities in Europe, has already signed up a number of channel partnerships since it opened its doors to partners in July 2012.
However it is now consolidating its position by formalising activities around lead gen, marketing, PR, cross-referrals and pre-sales support, with a number of resources including white papers and case studies to be made available through a dedicated portal.
Recently recruited from LenovoEMC, NGD’s new channel head Lee Cauchie told MicroScope the programme had been designed with partner input at its core.
“We’ve had a selected number of partners working very closely with us in our facility and also understand how we can best serve them. We’ve been keeping our ears open and developing what is needed to facilitate their needs,” he explained.
“We’re now at a stage where potential partners are approaching us more readily because they’ve heard about what we’re doing with others,” said Cauchie, adding that he was targeting between 15 and 20 new sign-ups in the coming months.
NGD hopes to be able to offer above industry average margins and annuities thanks to factors such as its lower cost base, cheaper power and multiple on-site connectivity.
“We are the largest datacentre in Europe, with 750,000 square feet of space, and nobody else can grow and scale and future-proof like us,” said Cauchie.
In terms of partner recruitment, Cauchie added that while NGD’s competitors have placed greater focus on hosted cloud providers – which he conceded had “the biggest need today” – NGD had plenty of time for resellers that might want to farm out only select elements of their solution stack, and pledged to provide all with the same service levels, whatever their size may be.
“Each partner will have a direct contact to my mobile,” he said, “and there’s not many others will do that.”
Separately, NGD has also announced it has signed Bristol-based internet and WAN provider Efar, and will now supply space, power and connectivity infrastructure to its customer base, which includes a number of aerospace, automotive and financial firms.
NGD said that with its metred provision of 12kva to racks and its strategic position on the National Grid, it would be able to help the firm meet all its requirements per rack, while lowering the costs across its estate by using fewer racks altogether.
“The evaluation criteria was based on our experience of using facilities at Telehouse in London, Equinix in Slough and our own Bristol headquarters,” said Efar technical director Matthew Wring.
“NGD offers us a low cost base while ticking all the boxes for power, connectivity, ease of access and security,” he added.