Pure Storage fires Arrow in war with EMC

EMC challenger appoints pan-European distributor and quadruples MDF available to partners

All-flash storage vendor Pure Storage has enlisted Arrow as a pan-European distributor as it unveiled a new partner programme offering resellers four times as much marketing cash.

Arrow has been brought on as a pan-EMEA distributor for the US-based vendor and will work alongside incumbent Commtech in the UK, providing services such as deal registration and proof-of-concept management.

"Our partnership with Arrow in EMEA is central to our strategy and will expand Pure Storage's reach within markets across countries, boost VAR recruitment and maintain our commitment to operating as a channel-focused business with approximately 50 per cent of the transactions sourced by partners," said James Petter, vice president of EMEA at Pure Storage.

Speaking to CRN, Michael Sotnick, vice president of global channel and alliances Pure Storage, said the new partner programme is designed to empower partners to "more aggressively go to market".

"We have increased the available market development fund (MDF) pool by a factor of four, and as a private company we don't put a dollar amount on that but as a per cent of our top-line booking," he explained.

"We look for partners that get it in terms of the disruption that is taking place and the value that flash can deliver, and as soon as they put resources forward, we will embrace them."

As a noisy flash start-up looking to make waves, Pure has made a sport out of antagonising EMC in recent years, accusing it of copying its kit, invading its partner conference, panning its strategy and even poaching its UK boss.

Sotnick said EMC had "earned its leadership position through years of execution" but pointed out that his firm recently grew at 300 per cent.

"Flash is fast, so whether it is our flash, EMC's flash or somebody else's you can expect it to be fast, but the simplicity and quality of our vision and road map, and other features in our array really set us apart. Customers are seeing that, and as a consequence, partners are seeing that," he said.