StorageTek hits on Ideal strategy for open systems

StorageTek has signed Ideal Hardware as its first UK distributor as the vendor sets its sights on the open systems market.

The storage specialist, which established an indirect channel 18 months ago following the formation of its open systems division, will use Ideal Hardware to push its products primarily into the growing NT market.

Matthew Wallis, EMEA director of multi-platform systems at StorageTek, said: 'Our mainframe background required a direct sales force, but 18 months ago, when we set up the open systems group, we knew we needed a more efficient route to market. This is a new venture and we need a fresh approach to aspects such as brand awareness and marketing. We need a channel to do this.'

Wallis said he hoped additional business created through the channel would account for half of the company's business at server level. He insisted that while the vendor would maintain a direct sales force for some accounts, fulfilment would be put through the channel.

Jason Rabbetts, storage business unit manager at Ideal Hardware, said the distributor would focus on increasing StorageTek's reseller base.

'Resellers don't always have the time or expertise to carry out sales to the customers by themselves,' he said. 'They will require a certain amount of handholding, which we are going to provide. In addition, we are going to invest more than ever before in pre-sales and in consultative staff.'

Rabbetts also insisted that any product overlap would be superficial.

'Because we are storage-focused, we can choose between competing products. Some of the features of StorageTek's products may be too advanced or too expensive for some requirements, for example,' he said.