Storage Solutions- IBM, the Game Changer

IBM has finally managed to break the jinx and attain the #1position in storage solutions segment this year. The solution providers are really amazed by the marketing support provided by IBM for its storage solution line of products. It has managed to take an edge over its competitors by adopting a very competitive advertising strategy, bringing in innovations in the market development programs, and allocating proper funds for marketing (co-op funding). It also narrowly leads its competitors in terms of after-sales support and online support. In fact, most of the solution providers vouch for the company's technical expertise, geographical reach, and its turnaround capability in case of any disaster/crisis. Besides, the richness of online resources it offers, and turnaround time/promptness is quite appreciated by the partners.

Though IBM excels in product/service reliability, convenience in installation and adoption, and product/ service demonstration, it is marginally lagging behind its closest competitor, HP. In terms of commercial terms, it has again failed to score over its other competitor, EMC, where solution providers feel that the company has to work on its price of the offering, promptness in communicating schemes/incentive programs, flexibility of commercial terms, and fairness of claim settlement, so that it matches up to the level of EMC in this segment. And as far as relationship is concerned, it has been left behind by both its competitors. The company needs to have dedicated personnel for maintaining relationship, conduct periodic reviews of engagement, and do proper knowledge sharing with the solution providers. On the other hand, HP seems to be a technological leader in this space while providing the most innovative offerings in the market. It is not only consistent in communicating with system integrators and price offering of the product but has also impressed the solution providers with its geographical reach and responsiveness and availability of service personnel across the country. It also actively conducts periodic reviews of engagement with its partners.

Meanwhile, EMC is well ahead of both the competitors in terms of fairness of claim settlement, presence of an effective online partner portal, and having an interactive site for resolving the queries of the solution providers. The company is also consistent in honouring commitments made by its personnel and is always forthcoming in sharing knowledge with the partners.