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SimpliVity's Kempel is no stranger to the storage market. He was a vice president and general manger at EMC for years, and he left the company to found Diligent Technology, a developer of deduplication technology that was acquired by IBM in 2008.
SimpliVity is currently looking to recruit solution providers. Kempel said the company will go to market with a channel-only model and has hired Rich Shea, a former channel executive at EqualLogic and LeftHand, as its vice president of sales.
"We want to make VARs super happy with what we offer," he said. "It's a robust, highly functional and high-margin product with great support and no channel conflicts. It's how we did business with EqualLogic and Diligent in the past."
SimpliVity comes out of stealth after raising $18 million in venture capital.