Feeds

Oh, so you've founded a disruptive storage upstart? Do tell me more

Hint for you: Disrupt, don't rip off like everyone else

Choosing a cloud hosting partner with confidence

So you’ve founded a new storage business. You’ve got a great idea and you want to disrupt the market. Good for you. But you want to maintain the same old margins as the old crew? Where do we start...

So you build your startup around commodity hardware, using the same gear I can buy off the shelf from PC World or order from my preferred enterprise tin-shifter.

You tell me that you are lean and mean? You don’t have huge sales overheads, no huge marketing budget and no legacy code to maintain?

You tell me that it’s all about the software but you still want to clothe it in hardware.

And then you tell me it’s cheaper than the stuff that I buy from my current vendor? How much cheaper? 20 per cent, 30 per cent, 40 per cent, 50 per cent?

Then I do the calculations. Your cost base and your BoM is much lower and you are actually making more money per terabyte than the big old company that you used to work for.

But hey, I’m still saving money, so that’s okay…

Of course, then I dig a bit more… I want support? Your support organisation is tiny; I do my due diligence, can you really hit your response times?

But you’ve got a really great feature? How, er, great. I’ve not seen a single vendor come up with a feature that is so awesome and so unique that no-one manages to copy it.

In the race to the bottom you are still too greedy. You still believe that customers are stupid and will accept being ripped off.

If you were truly disruptive you’d work out a way of articulating the value of your software without clothing it in hardware. You’d work with me on getting it onto commodity hardware – and no, I’m not talking about some no-name white-box; you’d work with me on getting it onto my preferred vendor’s kit, be they HP, Dell, Lenovo, Oracle or whoever.

For hardware issues I could utilise the economies of scale and the leverage I have with my tin-shifter. You wouldn’t have to set-up a maintenance function or sub-contract it to some third party who will inevitably let us both down.

And for software support, well, you could concentrate on those.

You’d help me be truly disruptive… and ultimately we’d both be successful. ®

Beginner's guide to SSL certificates

More from The Register

next story
Just don't blame Bono! Apple iTunes music sales PLUMMET
Cupertino revenue hit by cheapo downloads, says report
The DRUGSTORES DON'T WORK, CVS makes IT WORSE ... for Apple Pay
Goog Wallet apparently also spurned in NFC lockdown
Cray-cray Met Office spaffs £97m on VERY AVERAGE HPC box
Only 250th most powerful in the world? Bring back Michael Fish
Microsoft brings the CLOUD that GOES ON FOREVER
Sky's the limit with unrestricted space in the cloud
'ANYTHING BUT STABLE' Netflix suffers BIG Europe-wide outage
Friday night LIVE? Nope. The only thing streaming are tears down my face
IBM, backing away from hardware? NEVER!
Don't be so sure, so-surers
Google roolz! Nest buys Revolv, KILLS new sales of home hub
Take my temperature, I'm feeling a little bit dizzy
prev story

Whitepapers

Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
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?
New hybrid storage solutions
Tackling data challenges through emerging hybrid storage solutions that enable optimum database performance whilst managing costs and increasingly large data stores.
Getting ahead of the compliance curve
Learn about new services that make it easy to discover and manage certificates across the enterprise and how to get ahead of the compliance curve.