Do organizations purchase their solid-state/flash storage technology through resellers or directly from vendors?
According to our survey, customers were almost split in this regard. The majority of tech buyers (60%) said they purchased their technology through resellers, while 40% said they bought directly from solid-state/flash storage vendors.
One of the competitive advantages that resellers potentially have over vendors is an ability to provide customers with greater support. Most likely, resellers and solid-state/flash storage vendors are going to succeed in the initial implementation equally well, Crump said; but a reseller might be more available for a customer than a vendor if there's a problem with the technology six months later.
Crump pointed out that there's an opportunity for resellers to potentially create their own flash storage option. "They can leverage software-defined storage and deliver it turnkey to a customer," he said, adding that doing this requires some technical expertise, as well as the abilities to offer your own support and source the various components.
Beyond this, resellers can compete by identifying a solid-state/flash storage product that is truly differentiated, since flash technology makes many of the systems look similar, he said.
For more insight into the storage space:
Get tips for selling storage into virtualized environments.
Watch this video about the benefits of deduplication and compression.
Take a look at this guide to enterprise all-flash storage arrays.