Gartner in its study says IT managers are beginning to take a holistic view of the data centre. They are now taking a more strategic approach to technology procurement and deployment, and technology and service providers that sell into the data center will want to broaden their marketing approach.
Gartner research director, April Adams said if you are selling into the data centre, you are no longer just competing head-to-head with familiar competitors selling like products.
"Today, you have increased competition not only in your specific area of technological expertise, but for overall enterprise mind share, as well. Providers will need to expand their view of the competitive landscape and consider alternative ways to go to market in order to highlight their strengths and maximize their sales potential," Adams said.
According to Gartner, there are six effective ways that technology and service providers can go to market in the data centre. They are to compete as a specialist, go to market as a traditional portfolio provider, partner to achieve a portfolio offering, develop a converged offering, hedge your bets by using multiple approaches and sell your data centre technologies as a service.
Adams added, "These options are not intended to be sequential. Providers can and do dip their toes in the waters of a new option, while maintaining most of their business in their mainstay position."
