A10 Networks Touts Channel Incentives Behind Growth In ADC Market

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Another big push from A10 is around joint marketing and sales strategies with companies such as Arista Networks, Dell Force10 and Palo Alto Networks that have data center technologies complementary to A10's.

"We still believe there is a significant advantage in best-of-breed solutions," Lima said. "We'll be looking for common channel partners with our partners from various technology areas in data center and security, for example, and going out and doing some joint webinars with partners that we have in common."

As A10's brand awareness grows, competitors have taken aim. In July 2011, the company counter-sued Brocade for patent infringement following a similar patent suit filed by Brocade months earlier. Market leader F5, which controls about half of the Layer 4-7 switching/ADC market according to most researcher estimates, also sued A10 in late 2010, prompting a countersuit from A10 shortly after that.

But to Lima, there's room for everybody. Increased interest in application delivery control -- especially as customers optimize their data centers and embrace virtualization -- is growing the overall market, Lima said, and there's an opening for smaller competitors with aggressive strategies even as the ADC vendor landscape continues to consolidate.

"F5 and Citrix aren't going to fall on their face. Cisco has a big channel and then you have Brocade and even Radware," Lima said. "But there's a lot of business out there to be had."

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