EDGE 2015 is starting in

Find out more EDGE 2015
Menu
Datacentre boom brings Enlogic to Australian market

Datacentre boom brings Enlogic to Australian market

British start-up turns to domestic partners to market its PDUs locally

Power Distribution Unit (PDU) vendor, Enlogic, has set up operations in Australian to capitalise on the booming datacentre market.

The British start-up markets intelligent rack PDUs that provide energy measurement data typically used to reduce waste, enhance operations, and for optimisation.

A PDU also monitors the distribution of power to the server while tracking the datacentre environment, looking for potential electrical circuit overloads and other risks to computing loads.

Enlogic global marketing director, Eddie Desouza, expects Australia to be a “healthy market” for the vendor, explaining that the continent has the same market drivers as everywhere else.

“Australia has its own landscape and mission, though it will follow some of the global trends that can’t be avoided, namely the energy crisis,” he said.

With over 22 million people and more than 100 datacentres, Desouza said Australia is “consuming power like no tomorrow.”

“That is part of the big data story, with people carrying more connected devices than ever before,” he said.

“That all consumes power and we can’t generate enough of it.”

While Australia may have similarities with the other overseas markets Enlogic has launched into, Desouza admits it is an ecosystem in its own right.

“Nobody likes to follow, and Australia is absolutely that model,” he said.

“Even though there are global trends going on, it is independent and it wants to been as such.”

Channel play

To make inroads into the Australian market, Enlogic will be engaging the channel for its PDUs.

“The channel has a huge role to play for us in Australia, particularly with value added partners,” Desouza said.

To that end, Enlogic is looking for key channel players to present to customers a “disruptive technology” that is “different fromthe rest.”

“We’re not looking for the entire customer base, just early adopters and those who value the risk/reward relationship,” Desouza said.

The rest he expects will follow, though the vendor first needs some local leaders to step up first.

“Customers are looking for value added channel partners and vendors, and if we can foster that relationship, hopefully customers will attach themselves to us,” Desouza said.

Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.

EDGE 2015:: For all the latest on EDGE 2015 including the keynote speakers visit the EDGE mini-site now

Follow Us

Join the ARN newsletter!

Error: Please check your email address.

Tags Power ManagementPDUsdatacenters

Upcoming

Slideshows

In Pictures: 7 things we hate about Twitter

In Pictures: 7 things we hate about Twitter

You probably either love Twitter for its quirkiness and brevity or see it as a pointless waste of time. After nearly a decade on the social scene, Twitter still needs to improve its user experience and fill in notable gaps in the service. These seven problems are long overdue for a fix.

In Pictures: 7 things we hate about Twitter
IN PICTURES: EDGE 2015 - Sponsor Briefing

IN PICTURES: EDGE 2015 - Sponsor Briefing

With EDGE 2015 rapidly approaching, ARN and Reseller News NZ held a Sponsors Briefing where ARN publisher and president, Susan Searle, and Events Manager, Alexandra West, ran through the considerable logistics in detail. Attendees then enjoyed some splendid canapes and drinks. EDGE is designed to bring the A/NZ channel together in a collaborative and educational environment. Themed around channel channel leadership, EDGE will be held at the Sheraton Mirage, Port Douglas, July 20-23. Photos by MIKE GEE.

IN PICTURES: EDGE 2015 - Sponsor Briefing
In Pictures: Robots that cook, clean, sing and dance

In Pictures: Robots that cook, clean, sing and dance

Cooking, learning language and doing the laundry are a few of the human skills demonstrated by.real humanoid bots featured in the National Geographic movie Robots.

In Pictures: Robots that cook, clean, sing and dance

iasset.com is a channel management ecosystem that automates all major aspects of the entire sales, marketing and service process, including data tracking, integrated learning, knowledge management and product lifecycle management.

Show Comments