Distribution deal a matter of time, likely mid-2014: Nimble

Storage vendor expects to involve a local distributor in 12 month’s time

Nimble Storage currently does not use a local distributor in Australia, but APAC VP, Peter O’Connor expects that to change in "due course."

“Our business in Australia will get to a size where it warrants that,” he said.

O’Connor said the company, which offers flash optimised storage solutions, does not want to have a “massive” sales administration department to do order placement.

“Instead, that would be better served through a distributor,” he said.

Nimble’s products are currently easy to quote and configure with the current setup. O’Connor said the vendor does not need a distributor to be able to do that.

“We do quotes and configuration in 30 seconds, so at the moment it is not such a bottleneck,” he said.

“But in due course, when we have a lot of customers ordering our equipment, that will become a bigger chore.”

As such, O’Connor foresees that function being in the hands of a distributor instead.

“They are much better designed to do those things than we are,” he said.

Based on Nimble’s current rate of growth in Australia, O’Connor expects to have a distributor on board in 12 months time.

“We have had a couple of conversations with a few local distributors already, but we’ll look at that as an option in middle of 2014,” he said.

Growing with partners

Nimble currently has a network of 30 resellers in Australia, though O’Connor does not rule out additional partners coming onboard in the future.

“The storage market is a big one and we’re only taping into a fraction of it at the moment,” he said.

“A few dozen resellers is where we would like to be.”

O’Connor expects some resellers to transition in and out of over time, as Nimble is focused on working with partners that are loyal to the vendor.

“That is a two way street for us, where we like to pass on good opportunities at our channel, but also receive them back from them directly,” he said.

Most of Nimble’s marketing efforts in Australia are targeted at generating leads for its channel partners.

“We put a lot of effort into lead generation and we have two inside sales reps in Australia,” O’Connor said.

However, O’Connor admits the vendor will likely need more local partners to transact through as its business grows.

“Having a couple of dozen partners may not be enough, but it will take some time,” he said.

While O’Connor is happy with the current amount of Nimble partners, he said that in three months it might need another 20 or 30.

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

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