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Observatory Crest to distribute Pure Storage in A/NZ

Observatory Crest to distribute Pure Storage in A/NZ

Local distributor tapped for storage vendor’s push into Asia Pacific

Observatory Crest has been picked by Pure Storage to be the distributor for A/NZ.

The California based storage vendor will have all of its flash based enterprise solutions distributed by Observatory Crest locally.

Pure Storage technology and strategy director, Michael Cornwell, said the move was a result of the company being in the process of internationalising.

“When we look at the Australian market, it is very different from any other market that we are looking to enter in the world,” he said.

“From a technology standpoint, it has the highest amount of virtualisation, which is key for future datacentre design and application delivery.”

Cornwell sees the progressiveness of IT organisations in Australia as an opportunity, both in enterprise and service management spaces.

The vendor spent several months talking to a number of distributors in the market before settling on Observatory Crest.

“We were looking for the value added distributor model, and Australia understands this model better than other market,” Cornwell said.

“We were focused on finding the right value added distributor that could be a partner as we enter the market instead of taking the regular transactional route.”

As for why Observatory Crest was the right choice for Pure Storage, Cornwell said it was because of the distributor’s “strong track record” of bringing new technologies to market.

“They also work from a partner point of view to expand the footprint of US company technology into the Australian market,” he said.

Observatory Crest has worked with F5 Networks and Palo Alto Networks, with the latter identified by Cornwell as having “a similar model that Pure Storage aspires to” in this market.

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


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Tags flash storageObservatory Crestdistribution deals

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