Six Ways for Providers to Go to Market in the Data Center - Slide 3

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Portfolio providers are large providers that sell all or some of the various components that make up the data center infrastructure. In the traditional portfolio provider model, these technologies are developed in-house. The primary advantage of this go-to-market strategy lies in the provider's size. Most traditional portfolio providers are large enterprises, which means that they have the resources on hand to focus effectively on more than one technology area and produce successful, if not always groundbreaking, products in the areas deemed important to the customer's marketing strategy. Traditional portfolio providers should carefully monitor the market, and if there is any chance that they might move toward a converged offering, they should begin to explore how an integrated product might be deployed.

IT managers are beginning to view the data center more holistically and are taking a more strategic approach to technology procurement and deployment, and technology and service providers that sell into the data center will want to broaden their marketing approach, according to Gartner, Inc.
"If you are selling into the data center, you are no longer just competing head-to-head with familiar competitors selling like products," said April Adams, research director at Gartner. "Today, you have increased competition not only in your specific area of technological expertise, but for overall enterprise mind share, as well. Providers will need to expand their view of the competitive landscape and consider alternative ways to go to market in order to highlight their strengths and maximize their sales potential."
Gartner has identified six ways that technology and service providers can go to market in the data center.

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