Virtualisation newcomer Virtual Instruments will employ a “customer-centric” approach to acquiring channel partners as it guns for European glory.
After opening UK and German offices, the US-based firm has launched a “selective” reseller recruitment campaign to grow its share in the region.
Len Rosenthal, vice president of marketing at Virtual Instruments, said the firm is aiming its solutions at the “largest of the large” corporations, including banks and healthcare organisations, which would dictate who it chooses to partner with.
“These organisations will almost certainly have partners that they traditionally use, and we will target them accordingly,” said Rosenthal.
To oversee the firm’s expansion plans, the company has also recently poached two new channel heads from storage giant EMC to over-see both its German and Europe-wide concerns.
Nils Falks from German Virtual Instruments distribution partner [email protected], said it was good to see that the company was getting “more feet on the ground” in Europe.
He added: “Europe is a very good market for the solutions it offers, but it will need more partners on board to get it out there.”
Jason Beeson, solutions director at Hammer, said the demand for virtualisation solutions in the European marketplace could stand the vendor in good stead.
“The thirst for virtualisation continues with no sign of slowing, and it has become the central focus of data storage in the storage arena,” he said.
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