VDAs can be a flexible friend

Virtual data appliances (VDAs) give VARs an opportunity to offer end-users less restrictive, more attractive solutions, writes Roger Llewellyn

Freedom of choice has always been appealing to buyers. This is especially true in the technology world, where being able to avoid the iron ties that many vendors place on their users is a clear advantage. For example, software is often classified as ‘open’, although it must be run on specific hardware that an organisation might not wish to purchase. A VAR offering its customers an open product will enjoy more success than those selling more restrictive solutions.

In the data warehousing world a new approach to addressing customer requirements is emerging: the virtual data appliance or VDA. The main difference is in the ‘V’: resellers let end-users run the software on whatever hardware they choose.

The channel should have VDAs in their portfolios for many reasons; first, solutions that demand dedicated physical appliances are typically sold direct due to the complexity of the product. By selling VDAs resellers maximise sales of hardware and consultancy, which means they stand to make much better margins.

With some database software-only solutions users can run tests independently by downloading a copy from the web site; if a reseller is offering a hardware/software combo this is not possible. A software-only sale also allows the reseller to get inside accounts that might have been inaccessible with a hardware proposition.

Of the few companies offering VDAs today, most are only active in the US, as such resellers offering VDAs in Europe have competition.

The channel can target vertical markets with VDAs. Any retailer who wants to gain a business insight into their data can be a prospect. The solution allows users to query what they want, when they want, no matter how complex the data and gives quick responses. It is one of the easiest recent revenue generators for the channel.

The problems to address are mainly large scale analytics that require database administrators (DBAs) to rework databases so that they give the right results. Typically, to speed up the process, DBAs set up databases to answer specific questions. However, if new queries are thrown at the system, the database cannot cope.

Because of the way VDAs work the data is in play all of the time and fast responses can be guaranteed.

VDAs are one of the easiest routes into additional sales today; offering dramatic flexibility, ease of use and virtually no competition, these should be on the portfolio of any resellers interested in raising revenues and market share.