5 for 15: Ross Lynch, Violin Memory director A/NZ

5 for 15: Ross Lynch, Violin Memory director A/NZ

The keys to 2015 from industry leaders

Violin Memory director A/NZ, Ross Lynch.

Violin Memory director A/NZ, Ross Lynch.

What will be the key channel plays for 2015?

As businesses look to accelerate their applications in the Cloud at peak performance, there is no better time for the channel to re-think storage from the ground up using flash.

It is also key for the channel to be the trusted advisor to their customers to help differentiate between the multitude of options in flash storage to help deliver the best business value, total cost of ownership and return on investment. They will need to architect and implement a model that provides value for both buyers and sellers.

What will be the key technology for 2015?

We will continue to see customers readily adopt this technology in place of legacy high performance spinning disk offerings. Progressive businesses are becoming more aware of the capabilities of flash to deliver significant business value to their primary storage. This includes achieving BI and OLTP applications whilst also reducing their ongoing OPEX spend.

What is your key message to the Channel?

Given that the pace of technology continues to evolve in the flash market, it is important for the channel to implicitly understand their customers’ goals and objectives.

In addition, the channel plays an integral function in the customer’s IT departments. They are able to do more than just deliver the product – they help optimise performance, troubleshoot problems, and plan new projects.

What is your key warning to the channel?

As the uptake of flash storage continues to permeate the Australian market, education among the sales and technical teams within this space is imperative. This will help the channel to identify new opportunities to help drive incremental revenues. Failing to educate teams in technological advances will lead to limited conversations, value to your customers and eventual loss of mind share.

Also, be wary for false messaging – Not All Flash is equal. The flash array market is has many players claiming superior products. Currently most users will use flash/SSD for high performance requirements, which also happens to be the tied to be the most important applications. Hence, should a failure occur, it can be a disaster.

Key to your company in 2015?

Simple. An engaged and proactive channel will be critical to our growth and success.

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Tags flash storageViolin MemoryRoss Lynch


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