PernixData puts more feet on the ground in UK channel

After comfortably exceeding its own growth expectations, storage virtualisation outfit PernixData has started to formalise its channel operations on this side of the Atlantic

Storage virtualisation software specialist PernixData is expanding its channel resources after being slightly overwhelmed by the volume of business it was attracting.

PernixData arrived in Europe just in time for VMworld 2014, touting hypervisor technology that it claims finally makes flash storage a more viable proposition in a virtualised environment.

Last October it said it planned to run a small channel – such as it was at the time – out of the US, but according to marketing boss Jeff Aaron, it has found its technology has piqued far more interest than it at first thought.

“We are moving very quickly, given that last August we didn’t even have plans to go international,” Aaron told MicroScope.

It has already established its first distribution relationships in Europe, with CommTech and Arrow, and has now recruited former Veeam UK sales manager Paul Lockley to run the business locally, with a view to opening an office in the near future. A dedicated channel marketing manager will also shortly come on board, said Aaron.

“Two weeks ago we announced technology certification for resellers,” said Aaron, “and we’re adding elements you’d expect in terms of deal registration and MDF, which is a la carte right not but will soon become revenue-based.”

Lockley, who prior to Veeam worked in a number of other channel businesses, including Computacenter, said he was looking to target a mix of boutique resellers and virtualisation specialists and larger SI partners – it has already engaged with the likes of Kelway and Insight.

PernixData is in the process of expanding supported technology beyond flash to other types of storage tech. Key to this strategy will be the idea that customers do not necessarily have to ditch their existing hardware to use its product – they can continue to use NetApp or EMC boxes or switch out to up-and-coming players such as Nutanix, expanding the addressable market for PernixData partners.

The firm has also just launched a vendor partnership programme, bringing together other flash vendors to create an ecosystem around server-side storage. It already counts Intel, Kingston and Toshiba as members, and has just signed SanDisk as well.

“Ultimately, we want to create the de facto standard for storage acceleration software,” said Aaron.

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