Exablox's First Channel Program: Bringing On-Prem, Cloud Storage To Midrange


Exablox, developer of on-premise storage arrays with cloud management capabilities for midrange customers, has introduced its first official channel program as part of a move to expand its reach in the midsize customer storage market.

Leading the move is Ezra Hookano, who in January joined Exablox as its vice president of sales after helping build channel programs at Fusion-io and Barracuda Networks.

Exablox, which last year came out of stealth mode, is the developer of the OneBlox scale-out storage appliance for midsize business customers, and the OneSystem management service for secure, multitenant cloud-based services.

[Related: Exablox Exits Stealth Mode With Channel-Only Play To Make Storage Simple]

The Exablox OneBlox is a 2U appliance that comes with eight drive bays. Customers can add any hard drive or SSD to the appliances, each of which serves as a scale-out node in what Exablox calls a ring.

The Exablox OneBlox solution includes such storage capabilities as scale-out, deduplication, snapshots, failover, replication, ease-of-use, self-diagnosis and self-repair.

Exablox is targeting customers who have shifted from a focus on arrays for storing data to one on getting more value from their data, but who have limited options available to them in the market, Hookano told CRN.

"Since Dell acquired EqualLogic, there's been no real midrange storage offering that allows customers to start at 4 TB to 6 TB and then scale to 10, 20, 100 TB without getting price-gouged," he said. "They're forced to go to smaller vendors, or go to entry-level products from companies like EMC or NetApp."

To serve solution providers working with midsize customers who fall between the very small businesses and the midrange and larger enterprises, Exablox needs to bulk up its North American channel partner base from its current 25 partners to a goal of up to 60 partners, Hookano said.

"At Barracuda, over one month, we could maybe generate five really good leads in a place like Salt Lake City, and close three or four," he said. "If we closed them ourselves, we got those three sales. But if resellers close them, they are likely to get us additional sales. Resellers know their own markets better than we do. We need feet on the street. We trust resellers."

For Exablox's first channel program, the company is offering a 28-percent margin for registered deals vs. a single-digit margin for nonregistered deals, Hookano said.

NEXT: Developing The Exablox Channel Program