Feeds

Storage users love the press and a good brand

Style over substance, price and quality

  • alert
  • submit to reddit

Application security programs and practises

Storage customers will apparently do as they are told, favoring media and analyst recommendations and branding over price and performance when evaluating gear, according to a recent study.

The SNIA (Storage Network Industry Association) Europe trade group conducted a survey of storage users in the UK, France and Germany and found that a "vendor's visibility is one of the main influencing factors in purchase decision-making." Users respond to a vendor that comes off well in press and analyst reports. In fact, 72 percent of the users surveyed said they saw press coverage as either a high or medium concern when buying storage products. Out of that figure, 42 percent of the users saw media coverage as a high-ranking criteria compared to only 28 percent that saw price as a high-priority.

With that in mind, The Register invites you to try our new line of high-priced but also high-end SAN (storage area network) hardware. Simply put - it's fantastic. Honest.

What else did SNIA discover?

"Analyst reports proved influential in the decision-making process, far higher than product performance or return on investment (ROI)," the group said.

UK users tended to place a higher priority on price, while Germans placed the least importance on price and the French users fell in the middle.

Given this information, SNIA came up with one of the oddest conclusions from its own study.

"With the advent of more advanced storage networking solutions and industry legislation, customers are becoming more astute," said Paul Talbut, chairman of SNIA Europe.

While Talbut's assessment rightfully points to the prominent role the press plays in user astutement, we can't help but wonder if users wouldn't be seen as more astute if they valued price and performance over our prose/drivel. Register readers no doubt make up the majority of those who do in fact value price/performance over press and analyst evaluations. We would expect nothing less. Try to help out your non-Register reading friends.

For the storage vendors out there, we think the study speaks for itself. Get on with the impressing. ®

Related stories

Seagate gets litigious with small hard drive rival
EMC ups storage software market share
EMC measures ADIC for tape rescue
Veritas cleans up financials
Seagate unveils 'tiny to terabyte' hard drives

Eight steps to building an HP BladeSystem

More from The Register

next story
Sysadmin Day 2014: Quick, there's still time to get the beers in
He walked over the broken glass, killed the thugs... and er... reconnected the cables*
SHOCK and AWS: The fall of Amazon's deflationary cloud
Just as Jeff Bezos did to books and CDs, Amazon's rivals are now doing to it
Apple fanbois SCREAM as update BRICKS their Macbook Airs
Ragegasm spills over as firmware upgrade kills machines
Amazon Reveals One Weird Trick: A Loss On Almost $20bn In Sales
Investors really hate it: Share price plunge as growth SLOWS in key AWS division
EU's top data cops to meet Google, Microsoft et al over 'right to be forgotten'
Plan to hammer out 'coherent' guidelines. Good luck chaps!
US judge: YES, cops or feds so can slurp an ENTIRE Gmail account
Crooks don't have folders labelled 'drug records', opines NY beak
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
Manic malware Mayhem spreads through Linux, FreeBSD web servers
And how Google could cripple infection rate in a second
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.