Feeds

Sealed drive storage firm preps for emergency 'rebirth'

Tricky when you've cut 25% of staff

Choosing a cloud hosting partner with confidence

Atrato, the startup selling Velocity arrays based on sealed drive canisters, is facing revenue problems with layoffs, a new strategy, and a quest for more funding.

The Velocity arrays uses disk enclosures filled with up to 160 2.5-inch hard drives, and 1U solid state drive (SSD) enclosures with up to ten drives, plus ApplicationSmart software to tier data across the drive types in real time. In fact it replicates data blocks from the hard drives to the SSD tier.

Steve Visconti is Atrato's president and CEO. His sales VP is Jeff Edwards, the former VP Sales at NECAM, who joined in November last year, replacing the unfortunate Marty Sos who had joined the firm just three months before. He replaced Kevin Cordell, who lasted 13 months in the post.

Bob Mottram is Atrato's marketing VP, joining the company in October 2009. Mottram and Edwards have wide experience, and both feature Copan time in their CVs. Mottram is said to have expertise in technology management, corporate acquisition and public company funding.

El Reg has been told that up to 25 per cent of Atrato's staff has been laid off and Visconti was trying to raise funding to keep the company afloat. Mottram said: "Yes, we had to let a few people go [and] yes, indeed, we are out there aggressively seeking more funding."

"We have also made a strategic change, towards to being more of a software company, but not moving totally out of hardware. … We are now talking to a number of ODMs (Original Design Manufacturers) and third-party manufacturers to expand our range."

"On the software side Application Smart is the first instantiation of a software product for intelligent tiering. It's agnostic concerning tier zero (SSD) array hardware and becoming agnostic concerning the back-end spinning disk. It uses DataAccess Profiler to look at the data workflow at a block level and move high-access blocks to SSD." Atrato is selling it as a packaged tool.

Mottram said: "A new device is coming providing very innovative data management capabilities, also hardware agnostic." He said the second aspect of the strategy change at Atrato is changing its market focus away from direct to more of an OEM, indirect model. Atrato is in active talks with six potential OEMs, one of which is a software company.

This is a serious moment in Atrato's history, with Mottram saying: "Rebirthing is not an easy thing to do. Change is not easy. There are no guarantees going forward." ®

Top 5 reasons to deploy VMware with Tegile

More from The Register

next story
'Kim Kardashian snaps naked selfies with a BLACKBERRY'. *Twitterati gasps*
More alleged private, nude celeb pics appear online
Wanna keep your data for 1,000 YEARS? No? Hard luck, HDS wants you to anyway
Combine Blu-ray and M-DISC and you get this monster
US boffins demo 'twisted radio' mux
OAM takes wireless signals to 32 Gbps
Google+ GOING, GOING ... ? Newbie Gmailers no longer forced into mandatory ID slurp
Mountain View distances itself from lame 'network thingy'
EMC, HP blockbuster 'merger' shocker comes a cropper
Stand down, FTC... you can put your feet up for a bit
Apple flops out 2FA for iCloud in bid to stop future nude selfie leaks
Millions of 4chan users howl with laughter as Cupertino slams stable door
Students playing with impressive racks? Yes, it's cluster comp time
The most comprehensive coverage the world has ever seen. Ever
Run little spreadsheet, run! IBM's Watson is coming to gobble you up
Big Blue's big super's big appetite for big data in big clouds for big analytics
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.