All-SSD vendor Pure Storage unveils reseller partner program

Startup Pure Storage is launching a partner program for its FlashArray system, with one tier, deal registration and online access to resources.

All-solid-state-drive (SSD) storage array startup Pure Storage this week is rolling out a formal reseller partner program, called P3, to make its FlashArray system available for resale by value-added resellers (VARs).

The Mountain View, Calif., company has a direct sales force and sales engineers who support VARs, but Pure Storage's goal is "to have 100% of deals going through the channel," Vice President of Sales Matt Burr said. "No salesperson at Pure has the ability to do a direct deal," he said, unless it is approved as an exception by the CEO.

The P3 reseller partner program has just one tier, with a 48-hour response time on deal registration. If one partner registers a deal and another partner registers the same deal at a later date, pricing for the second partner would be 20% higher than for the first partner.

The P3 program also includes lead generation and a direct partner support line. In addition, Pure Storage plans to do a weekly field event with VARs across the country beginning in late 2012 or 2013. Access to Pure Storage's reseller partner program resources can be found online in its partner portal, Burr said.

Pure Storage's FlashArray comes in two configurations. The FA-310 is a single-controller system with one SSD enclosure. The FA-320 has two controllers and enclosures. Each enclosure shelf holds 5.5 terabytes of raw capacity. The products support inline deduplication and compression.

The FlashArrays cost $4 to $8 per gigabyte, making them competitive pricewise with spinning disk. "Everyone should be able to afford it," said Luanne Dauber, Pure Storage's director of marketing. "This is a great door-opener for channel partners."

Pure Storage is not focusing on any particular vertical industries for VAR recruitment because its FlashArray is intended to be an affordable option for any type of company, Burr said.

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