Six Ways for Providers to Go to Market in the Data Center - Slide 7

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The final go-to-market strategy alternative for the data center is to deliver the technology as a service — cloud or otherwise. There are several ways to achieve this:

  1. The customer owns the infrastructure, but the provider operates it (on-premises/off-premises)
  2. The provider owns the infrastructure, but the customer operates it (on-premises/off-premises).
  3. The provider owns and operates the infrastructure (on-premises/off-premises).
  4. Depending on the requirements of the customer, the service can be shared between entities or restricted.

Advantages to pursuing this go-to-market option, at least for technology (as opposed to service) providers, include the fact that there are several ways to go about it, some requiring less infrastructure investment than others. This alternative also allows providers to stick to their area of expertise while still tapping into the key wants and needs of data center customers. One critical decision faced by those who select this option is whether to transition existing customers to these models (and if so, how) or to pursue a dual strategy in which they sell both in the traditional way and as a service simultaneously.

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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