Feeds

Sealed drive storage firm preps for emergency 'rebirth'

Tricky when you've cut 25% of staff

Combat fraud and increase customer satisfaction

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." ®

3 Big data security analytics techniques

More from The Register

next story
This time it's 'Personal': new Office 365 sub covers just two devices
Redmond also brings Office into Google's back yard
Kingston DataTraveler MicroDuo: Turn your phone into a 72GB beast
USB-usiness in the front, micro-USB party in the back
Dropbox defends fantastically badly timed Condoleezza Rice appointment
'Nothing is going to change with Dr. Rice's appointment,' file sharer promises
BOFH: Oh DO tell us what you think. *CLICK*
$%%&amp Oh dear, we've been cut *CLICK* Well hello *CLICK* You're breaking up...
Cisco reps flog Whiptail's Invicta arrays against EMC and Pure
Storage reseller report reveals who's selling what
AMD's 'Seattle' 64-bit ARM server chips now sampling, set to launch in late 2014
But they won't appear in SeaMicro Fabric Compute Systems anytime soon
prev story

Whitepapers

SANS - Survey on application security programs
In this whitepaper learn about the state of application security programs and practices of 488 surveyed respondents, and discover how mature and effective these programs are.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.