As EMC took the wraps off its cloud infrastructure product range it's calling Vspex, it was interesting to see just where the vendor is pitching the product.

The answer is of course squarely at the midmarket, a big opportunity for the vendor, which has enterprise products that have not made it down into that space before, as well as it's channel partners.

Customers that found the prospect of buying a Vblock product too scary are going to find the Vspex more attractive and for the channel this is a good time to be taking an infrastructure product that can cope with the demand for private clouds and consumerisation out to the market.

So far so good but if there is one gripe it is perhaps in the use of that word 'midmarket'. It makes you feel slightly jaded before you have even heard the details of what it is all about.

The phrase midmarket is one that is potentially so overused as a short cut to meaning 'business that we struggle to sell direct to, so its one for the channel' that resellers get to hear it one too many times too often.

The danger in talking about the big opportunity that lies in wait for those targeting the midmarket is that it starts to lose its impact.

The EMC announcement is one that genuinely offers something different but in so many other cases the phrase midmarket is used lazily or in the wrong context. Not true here, but sadly that's a rarity.

This was first published in April 2012

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