NetApp aims to bolster loyalty and win new resellers

NetApp aims to bolster loyalty and win new resellers

The storage vendor’s channel strategy is to recruit more diverse resellers and encourage brand loyalty.

Storage vendor, NetApp, has vowed to ramp up channel activities this financial year.

NetApp intends to develop more exclusive relationships with resellers similar to the one it has with IT integrator, Bridge IT. The vendor also intends to take on more diverse partners.

“Most resellers in Australia have multiple storage platforms in their portfolio and being able to get mindshare when you’re just a storage player is always challenging compared to vendors that have a wider range of products like servers and so on,” NetApp managing director, Peter O’Connor, said. “But we’re getting there. We’ve got a new wave of channel relationships developing and we’ll try to help fuel their growth and loyalty.”

Despite making significant headway in the Government sector, the vendor has long struggled with gaining wider coverage across Australia in terms of verticals and geography.

It recently recruited resellers in new markets such as the legal sector. With the release of NetApp’s Future Ready product range, more diverse resellers were approaching the vendor.

“Since we announced the Future Ready launch, we’ve had a steady stream of different resellers that we’ve never talked to before come knocking on the door,” O’Connor said.

He estimated there were around 10-12 resellers enquiring about opportunities for a partnership just last week.

“It’s encouraging and some of those players are in far remote places like Darwin, Adelaide and parts of Western Australia,” O’Connor said.

According to NetApp, the vendor holds 23 per cent market share in the external network storage space.

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