Feeds

Fancy winning a million quid from NetApp?

Only new customers with virtualised environments need apply

Choosing a cloud hosting partner with confidence

One lucky new customer could get a million quid's worth of NetApp gear, if they reduce their storage usage by half in a virtualised environment using NetApp kit.

This is the UK version of a marketing initiative announced in the US at VMworld last week. Both follow on from a NetApp storage usage guarantee programme.

The winning customer has to be a new NetApp UK customer and the storage has to be implemented into a VMware, Citrix or Microsoft virtual environment. As part of the £1 million challenge, a NetApp-appointed analyst will independently benchmark, measure and publish the results. There's more information here.

NetApp didn't use to do this sort of thing. It had Innovations Awards for its customers' use of its kit, but these were relatively low key celebrations. Its marketing stance, compared to the more energetic marketing of EMC, was more one of long-suffering and stoical disdain.

This quiet, almost high-minded marketing approach has now changed. The company got itself a new logo and then, in a significant shift in its stance, it sidestepped EMC's refusal to benchmark its storage systems by benchmarking an EMC Clariion array itself. Of course, it saw its own FAS systems score higher than the Clariion on the same benchmark. What a neat trick.

This was thought to be a one-off, but if anything, NetApp's competitive marketing strategies have become even more aggressive. Signs of these changes include Brian Pawlowski becoming chief technical officer in August, Val Bercovici working and blogging energetically, aggressively even, in the competitive arena and joining the office of the CTO. Jay Kidd has become the chief marketing officer. Eric Brown, the quietly-spoken, discreet and reserved VP for corporate relations, left to join Carol Bartz at Yahoo!. And, of course, Tom Georgens has become CEO. NetApp has become louder.

In rapid succession we have had a 50 per cent storage saving guarantee, the extension of that to virtual environments, the addition of a 35 per cent savings guarantee if a NetApp V-Series head was put in front of competitor's storage, and now these million dollar guarantee challenges.

If million dollar and million pound challenges get it the paper and online column inches it wants then NetApp will reckon that's money well spent.

Huh! The Register doesn't want anything to do with such cheap tactics. Er, hang on, we're writing about it now. Oh no....! ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
Azure TITSUP caused by INFINITE LOOP
Fat fingered geo-block kept Aussies in the dark
NASA launches new climate model at SC14
75 days of supercomputing later ...
Yahoo! blames! MONSTER! email! OUTAGE! on! CUT! CABLE! bungle!
Weekend woe for BT as telco struggles to restore service
You think the CLOUD's insecure? It's BETTER than UK.GOV's DATA CENTRES
We don't even know where some of them ARE – Maude
DEATH by COMMENTS: WordPress XSS vuln is BIGGEST for YEARS
Trio of XSS turns attackers into admins
BOFH: WHERE did this 'fax-enabled' printer UPGRADE come from?
Don't worry about that cable, it's part of the config
Cloud unicorns are extinct so DiData cloud mess was YOUR fault
Applications need to be built to handle TITSUP incidents
Astro-boffins start opening universe simulation data
Got a supercomputer? Want to simulate a universe? Here you go
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
10 threats to successful enterprise endpoint backup
10 threats to a successful backup including issues with BYOD, slow backups and ineffective security.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
The hidden costs of self-signed SSL certificates
Exploring the true TCO for self-signed SSL certificates, including a side-by-side comparison of a self-signed architecture versus working with a third-party SSL vendor.