"We've got a situation where we have a growing amount of choice in how we procure our storage. We can be pure Cloud through a managed service, or it could be an on premise that's delivered as a managed service in terms of the cost per service storage unit like a leasing arrangement. Tomorrow's reseller needs to balance the project work and the system integration work that they're use to (and built the business on) with a managed services approach and annuity revenue model," he said.
Certainly, complexity and choice inspires market opportunities, and Gedda said one of the biggest hot spots at the moment is hybrid Cloud. "The focus can be on multiple delivery models, which forms the hybrid Cloud. It's not just a case of on premise or Cloud, but it's a combination of Cloud [Software-as-a-Service), managed services and on premise that a company is engaged with."
NetApp technical manager ANZ, Matthew Swinbourne, said hybrid Clouds will become the dominant vision for enterprise IT -- a key trend to sweep the storage market.
He said the tension within IT about moving to the Cloud will resolve itself as organisations recognize that a hybrid Cloud model is needed to serve their application portfolios. CIOs will sort their portfolio into: applications that require complete IT control (using on-premise private Clouds); applications that can be shared with a third party (using enterprise public Clouds); applications with highly variable workloads (using hyper scale public Clouds); and applications that can be addressed with Software-as-a-Service offerings.
Swinbourne said IT will act as the broker across the various Cloud options, and there will be an increasing need to move application data and maintain consistent storage service levels across the different Clouds.
Not only are there a myriad of business trends and technology changes, but the way partners and service providers interact with client has undergone a facelift -- and is still evolving. Infront Systems managing director, Allan King, said the customer conversation is changing -- and Cloud is a key point of discussion in the storage arena.
"The conversation I have with customers is trying to understand what Cloud is and what it actually represents. Customers are very excited about software defined networking, hyper scale architectures, they're all about scale out commodities, architectures and the discussions revolve around that. But they're really third platform discussions."
Instead, he said what needs to happen is a conversation that talks about either 'pets' or 'cattle' -- and moving from a 'servers as pets world' to a 'servers as cattle world,' which is critical to success in Cloud and delivering new value to the enterprise.
"I talk about 'pets' and 'cattle'. The pet conversation is very much what we deal with today. We name our servers our pets; if they get sick, we nurse it back to health. And the reason we do that is because the application workloads we're running rely on a very highly resilient, a very robust infrastructure. But when cattle get ill, you get another one, or shoot it!" King said.
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