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Tandberg Data Partner Survey 2009: pricing, discounts and warranty more important as credit crunch hits the SMB storage market

Dortmund, Germany, (June 16, 2009): Tandberg Data, the global supplier of data protection solutions, today revealed the results of its 2009 partner survey. The global survey is the second of its kind, following the first research in 2007. In the survey, 100 channel partners have shared their views on trends and developments in the SMB storage market. By conducting a second research 18 months after the initial research, Tandberg Data was able to uncover interesting developments and trends.

Resellers, Distributors and Value Added Resellers shared their views on developments at their customers – the end users (all small to medium sized businesses across all industries) – and also provided feedback on qualities they expect of vendors.

Relationships Matter

When asked the importance of key qualities in vendors, vendor relationships and the ease of doing business with the vendor were still the key elements for the channel when selecting their vendor of choice (98% indicated that this is important to very important). However, in the current challenging economic climate, pricing and discounts/rebates are becoming increasingly important; more than 90% of the respondents indicated that this is an important criteria.

"Selling is all about relationships," said Chris Reeves, at Northamber, Distributor of Tandberg Data Solutions in the UK. "It's about relationships with our customers and, in turn, with our vendors. Of course the basics; strong, reliable products, good pricing, logistics and support need to be covered, and those are the reasons why a vendor will choose Northamber. After that, relationships seal the deal. That's what makes you walk that extra mile when closing deals. Our relationship with the Tandberg Data team is a prime example of the successes you can achieve if you do it right."

Service Paramount

As customers are struggling with increased data volumes, system performance and availability demands, finding reliable storage solutions that meet their requirements is a challenge. This year’s survey showed that customers are looking for products with long warranty periods and advanced replacement offerings. In the current economic climate, the survey shows that end users are less likely to pay the more expensive on-site service contracts.

Changes in Backup and Archiving

In the past years, the industry has witnessed the introduction and success of tiered storage in the SMB market, with disk taking a vital role in backup and archiving scenarios. The survey confirmed that 81% end users are opting for disk based backup – in the form of NAS (33%), Disk-to-Disk-to-Tape (28%) or Virtual Tape (20%). Requirements for disk are ease of integration and use and scalability. LTO tape technology and tape automation remain the archiving method of choice for most end users – tape is moving into an archival role. In the archiving arena, scalability and upgradeability are key requirements for tape automation solutions.

“Comparing the 2009 research with the 2007 research, we have seen a shift in the way end users do their backup and archiving,” said Bharat Kumar, vice president of marketing and strategy at Tandberg Data. “In line with industry predictions, our channel partners reported that end users are moving away from tape for backup. In stead they are looking for easy to use, scalable disk based backup solutions such as our recently introduced DPS1000 Series VTL. They are also telling us that end users­ are moving away from disk for archiving – in stead choosing to use the more economical, “no-power-medium” – tape – which provides them with secure, cost effective, long term archiving.”


For further information please contact:

Marije Stijnen
Director of Corporate Marketing

Tandberg Data
Tel.: + 44 7909 906012


Sharon Munday
Account Director

KPR Global
Tel.: + 44 7787 566382


About Tandberg Data

Tandberg Data is a leading global supplier of data protection solutions. Tandberg Data offers a wide selection of secondary storage solutions, ranging from disk-based appliances, such as the RDX® QuikStor™ and the Tandberg DPS1000 Series™ VTL, to automated tape solutions like the Tandberg StorageLoader™ and StorageLibrary™ Series. Tandberg Data also offers tape drives, based on the LTO™, SLR™, and VXA® tape technology platforms, and media. Tandberg Data solutions are supported by robust, easy to use software, such as the RDX® FileKeeper™, the continuous data protection solution for the RDX QuikStor. All solutions are supported through a worldwide service and support network, recognised globally for its outstanding levels of service. In addition to the standard warranty and support offerings, on-site service upgrades provide Tandberg Data customers with further peace of mind.

Tandberg Data products are supported by all major operating systems and software applications to successfully integrate and operate in heterogeneous storage environments. All solutions are designed to meet the growing storage requirements of small and medium sized organizations with scalability, reliability, and backward compatibility features that ensure cost effective operation and long-term investment protection.

Tandberg Data markets its solutions exclusively through a global channel of qualified resellers and distributors. This channel model is supported by OEM agreements with major server manufacturers including Apple, Fujitsu, Fujitsu Technology Solutions, HP, Hitachi, IBM, and NEC.

For further information, please visit

Tandberg StorageLibrary, StorageLoader, SecureService, DPS1000 Series, DPS1100, and DPS1200 are trademarks of Tandberg Data ASA. RDX QuikStor and SLR are trademarks of Tandberg Data ASA. VXA is a registered trademark of Tandberg Data ASA. RDX is a registered trademark of ProStor Systems, Inc. LTO is a trademark of HP, IBM, and Quantum. All other trademarks are the property of their respective owners.

This press release was distributed by ResponseSource Press Release Wire on behalf of KPR Global in the following categories: Consumer Technology, Computing & Telecoms, for more information visit