Why back-up has become a board issue
Widespread data loss and poor recovery rates suggest more can be done to increase business confidence in recovery services. We discuss channel partner opportunities with Shant Soghomonian, Director, BRS Channel Sales, EMC Asia Pacific and Japan.
CCF: Why should business recovery be of interest to partners?
SS: Because it is of interest to their customers’ management teams. In today’s data-centric world, backup is no longer just about providing a safety net; it’s about delivering value in the shape of compliance, confidence and operational resilience. 77% of customers are not confident they can restore data – that’s one of the issues they’re facing today and they’re looking to partners to help them solve these issues.
CCF: But operations teams have been providing backup services for generations of IT. What’s changed?
SS: Backup administrators are facing increasing pressure to meet the needs of a diverse set of stakeholders, which includes application owners, virtual machine administrators, and storage and server administrators. Many of these stakeholders wish to increase control over and visibility of the protection of the environments they manage and have implemented their own solutions. The result is an ‘accidental architecture’ that consists of a fragmented set of data protection processes and infrastructure silos, the ownership of which is often unclear.
CCF: What specific technologies does EMC offer to address these requirements?
SS: Under the umbrella of Protection Storage Architecture, we offer storage, data source integration and data management services. The anchor of the architectures is cost- and capacity-optimized storage with data durability that can provide disaster recovery, backup and archive. By deploying optimized data flows and user interfaces of data sources, including hypervisor, application and storage, we can deliver performance and visibility. And our catalog of all data copies plus reporting and analytics for compliance completes the solution.
CCF: How exactly do channel partners profit from this opportunity?
SS: We see numerous business models for our partners. For customers who understand requirements, there is a straightforward fulfillment opportunity through supply of the BRS portfolio. However, the majority of customers need more help. We encourage partners to invest in certifying their professional staff to offer pre-sales support for customers, as well as installation, maintenance and ongoing support to provide recovery assurance. Overall, we see a really profitable opportunity for partners.
CCF: But is this all necessary, when customers can just backup to the cloud?
SS: While cloud computing services adoption, such as backup to the cloud, have gained traction over the last few years, data security, service-level agreements and scalability remain concerns to many enterprise customers. Cloud offerings may not be as cost-effective as your backup requirements scale up. So for many customers, cloud backup is not an option, or is just not possible for some applications. EMC believes in serving different customer segments and application backup requirements with a variety of product offerings. Our Backup-as-a-Service (BaaS) use case for service providers has enabled many partners with the technology and means to offer BaaS to their customers.
Hear more from Shant and your peers at the vendor roundtable on Thursday 24 October, 11:30am-12:30pm