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NetApp to rebrand products

Microscope contributor

 

NetApp could rejig its distribution channel under a rebranding exercise in an attempt to raise the profile of the StoreVault range aimed at small businesses.

 

Sources close to the company said the vendor had been concerned the SME products could have eaten into its mid-market and large enterprise fabric-attached storage (FAS) systems revenues. As a result it decided to use StoreVault as the primary brand with the tag "A NetApp division" underneath.

 

But Sanjai Krishnan, general manager for the StoreVault division at NetApp, said resellers wanted it to better align the FAS and StoreVault ranges and had decided NetApp will now be "the top line brand" for both.

 

"The more consistent execution of the NetApp brand, talking about all NetApp products including StoreVault, will be felt immediately in all geographies," he added.

 

But in the UK the local NetApp channel team has yet to decide whether to give Hammer — which has exclusive rights to StoreVault — access to FAS and allow DNS Arrow UK and Bell Micro to sell the SME range.

 

Jason Beeson, director of sales for the storage solution unit at Hammer, said it would not find out for another month if the products it and other NetApp distributors carry will be expanded.

 

"We will discover if they are bringing the channels together in the next four weeks… it could potentially cause some conflict," he said.

 

The only risk was that low-end StoreVault products would start to "nibble" at the revenues in the enterprise portfolio, said Steve Pearce, UK managing director at DNS Arrow, but it was not a big concern, he added.


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