Two years after its entrance into the South African market, Pure Storage is aiming for growth with a focus on the channel in 2016.
Rupert Brazier, Pure Storage South Africa country manager, says South African businesses are not lagging global trends when it comes to all-flash adoption: "The era of flash storage is definitely here. Flash storage is ready for large-scale use by companies of every size, from enterprises to SMEs, and companies can no longer do without this technology."
Aiming to meet local market demand, global all-flash storage market leader Pure Storage entered the local market in 2014. Since its arrival, it has achieved high growth rates and expects its growth model to yield further growth in 2016.
Its early successes in South Africa have been led by innovative large enterprises, such as financial institutions. Brazier says: "We have found that financial services in particular continue to diversify their market offerings and this requires an infrastructure that provides resiliency, low latency and consistent performance. At Pure Storage, we are uniquely positioned to meet these requirements."
However, because all-flash has a transformative role to play across industry verticals and business sizes, Pure Storage is widening its focus in the local market. Brazier says: "Further resource investment is being made to expand our reach across multiple market segments. We have a disruptive product and naturally consider disruptive partners to enhance our brand and - more importantly - our customers' experience. To that end, channel expansion will be a major focus for Pure in 2016."
He notes that not only is Pure Storage a leader in the inaugural IDC MarketScape: Worldwide All-Flash Array 2015-2016 Vendor Assessment, it also supports innovation with a significant long-term saving through a TCO model. "In the price-sensitive South African market, the value and long-term sustainable model we offer is important, and provides our customers with a competitive edge," says Brazier. "We are very well positioned competitively, our data reduction technology provides substantial cost savings and customers do not have to do forklift upgrades or worry about unpredictable maintenance costs. Our mantra is that 'storage should be simple and there should be no hidden costs'." This approach, Brazier says, is expected to resonate with local customers seeking to go digital and innovate amid a tougher economic climate.
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