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EqualLogic banks on simplicity, price to make local inroads

Simon Sharwood

SAN vendor EqualLogic has set up shop in Australia and says its IP storage products' ease of use and simple pricing will help it take on established storage players.

"The middle tier of business has been ignored by the big seven storage vendors," says Chris Casey, the company's General Manager for Australia, New Zealand and ASEAN, defining the company's target market as being companies with 100-500 users. "But the mid tier has the same compliance and archiving issues as big businesses."

EqualLogic hopes to be the vendor that meets those needs with its IP SAN range which he says will cost between $US7,000 and $US10,000 per terabyte but do not require owners to have dedicated storage managers on the payroll.

"Our customers do not need to know anything about SANs or RAID," Casey said. "The customer can install the SAN from a Microsoft interface. There's no learning curve, no specialised switches."

The company even promises a 20 minute installation process.

"Thin provisioning" is another trick up its sleeve, and offers "a method of storage resource management and virtualisation that lets IT administrators limit the allocation of actual physical storage to what applications immediately need."

The technology is built in to the company's PS series products.

Casey said the company's licensing model is another important element of its approach to the local market, as the initial purchase price includes all future license and upgrades.

"We think this means our channel can actually consult with end-users, instead of always trying to find a reason to upsell," Casey said, noting that the company has signed ACA Pacific as a distributor and Astron as VARs and is "aggressively pursuing channels and resellers."