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.

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