Cloud backup and recovery developer Carbonite on Wednesday moved further away from its consumer user roots and toward the small business market with the release of its first hardware appliance targeting fast local data restores while maintaining data in the cloud.
Carbonite, which is making the appliance available only through channel partners, also discussed the road map for new backup appliances it said will continue to expand its business offerings.
The new Carbonite Appliance HT10 is the most visible sign of how far Carbonite has moved away from its roots as a provider of consumer-focused backup services, said Dave Maffei, vice president of global channel sales for the vendor.
"We're shedding our B2C [business-to-consumer] roots, and thriving on B2B [business-to-business]," Maffei told CRN. "We're primarily targeting companies with three to 500 people. There are over 6 million small businesses in North America. And we're shifting from traditional advertising and direct sales to the consumer."
That shift shows in Carbonite's marketing budget. Maffei said the company spent about $25 million on consumer advertising in 2013 compared to $5 million on business marketing, but plans to spend about $20 million on business marketing in 2014.
The Carbonite Appliance HT10 is not only Carbonite's first hardware device, it is the company's first solution designed as a channel-only product, Maffei said.
It allows backups to be done locally to the appliance for fast recovery, as well as to the cloud for disaster recovery purposes. The hybrid solution includes 1 TB of local storage as well as 500 GB of cloud storage using the Amazon cloud, he said. The monthly service fee paid by the partner to Carbonite includes the appliance and the space in the Amazon cloud, he said.
Carbonite has done an impressive job with its new appliance, said David Levenson, owner of Creative Computer Consulting, a Framingham, Mass.-based solution provider and Carbonite channel partner.
Levenson, whose company was a beta tester of the appliance, told CRN he found the device very easy to deploy and use.
"It's super-easy to set up, and easy to implement," he said. "We found tech support to be tremendous. There were very few issues from the get-go. We were very impressed with the appliance as a beta product, along with the improvements they made to it."
The Carbonite Appliance HT10 with its user interface made it possible to start doing backups quickly, Levenson said.
NEXT: Carbonite Focusing On Partners, Moving Data To Public Cloud