Spectra Logic Drives Data Centre Success for EMEA Customers and Partners
Spectra Logic
Data Centre ICT Systems Vendor of the Year
Entry Description
Aiming to increase data storage options for IT professionals working within data centres and other computing environments, Spectra Logic has been dedicated solely to storage innovation for 40 years. The company provides customers with complete data storage and data management solutions, seamlessly coordinating the many moving parts of today’s modern data infrastructures to increase the productivity and effectiveness of data centres.

Driving Channel Success

Spectra Logic has had a longtime focus in the EMEA market, with its European headquarters located in Bracknell, UK. Spectra has made significant investment to enlarge its market presence across EMEA over the last year; expanding its channel program to improve partner technical training and sales skills, helping channel partners obtain the skillsets to sell and deploy Spectra solutions in the field; and enabling sales partners to successfully communicate Spectra’s value proposition to business leaders. The SpectraEDGE partner portal offers a consolidated destination for authorized resellers to register deals, claim SPIFFs, request customized marketing materials, nurture shared leads and access other supporting documentation. Moreover, Spectra’s SpectraGuard support, touted as unmatched in responsiveness, provides the resources and in-house expertise to drive customer issues to resolution, helping to support data centres in EMEA and enabling the entire channel program to advance toward long-term success. The Spectra Logic Channel Program boasts over 800 worldwide channel partners, including more than 100 European partners and almost 40 in the UK alone.

To further strengthen its presence in EMEA, Spectra recently hired its first UK Channel Sales Representative. Solely dedicated to the success of value-added resellers and Spectra’s Alliance Partner community, the new position offers catered assistance to UK resellers, helping them find opportunities, providing onsite training on Spectra solutions and supporting events. In addition, Spectra’s experienced sales team unites with resellers to customise solutions, offering IT and data storage expertise and acting as true advocates in the field. The result is a program that nurtures increased competency and confidence of resellers, empowering partners to talk to customers and build the data storage infrastructures that users need to thrive.

Spectra Logic’s attention to these partnerships and close business relationships with numerous resellers in EMEA has helped land a number of well-respected customers in the last 12 months. These include a state-of-the-art cancer research facility in Cambridge; a high-end computer-generated animation studio in London; a foremost international institute for toxicology research in England; and a number of renowned universities and schools across the United Kingdom. In 2019, Spectra published end user case studies with the STFC’s Rutherford Appleton Laboratory, FHNW Switzerland and the University of Bristol. Other public-facing customers over the years include the British Film Institute (BFI), ITV, Hat Trick Productions, Deluxe Digital Cinema, Videohouse, Imperial War Museums, University of Leeds, Edinburgh’s Parallel Computing Center (EPCC) and the Max Planck Institute for Psycholinguistics.

Expanding the Distribution Model

Spectra’s partnership with UK distributor Exertis Hammer is a prime example of its growing distribution model. From events to product launches, joint engagements are coordinated to help drive demand and strengthen the relationships between distributors and resellers. In 2019, Spectra and Hammer co-sponsored joint presentations to channel partners at customer sites across the UK, creating the opportunity for executives from both companies to showcase their strong bond and mutual collaboration. Shared customers include a supplier of consulting and infrastructure support services in the UK, a British firm specialising in information technology products and services for educational organisations and the London offices of a global consulting firm. Another important UK distributor is Global Distribution. Last year, Spectra and Global Distribution worked together to deploy data storage solutions at one of the five largest British networks in audience share. The companies also boast an award-winning independent production studio based in London and a prime film, television and games school in England as joint customers.

Technical Partners & Technology Integrations

Lastly, Spectra also works with technology companies to develop solutions that address specific market needs for EMEA customers. The Spectra Developer Program, available for Spectra’s object storage platform, the BlackPearl® Converged Storage System, is unique in allowing organisations to create custom clients to interface with Spectra’s solution. The program’s dedicated website and resources streamline development and testing, providing developers with SDKs, APIs, and sample clients to create BlackPearl Spectra S3 applications and plug-ins. Technology partner IPV certified its media asset management application, Curator, to leverage Spectra storage targets. The IPV-Spectra solution equips data centres with a media-focused hybrid cloud platform that archives assets based on age, usage, and business relevance. Object Matrix, another UK-based partner, also certified their BlackPearl application through the program, creating a compelling one-stop shop for object-based content management. Other recently certified technology partners include Transmedia Dynamics (TMD), Tiger Technology, Marquis, Pixit Media and Suitcase TV.

Spectra Logic understands its responsibility as a vendor in helping its customers and their system providers build modern data storage infrastructures. Spectra has the vision, portfolio and programs to support sales initiatives and build alliances in the channel that boost solution performance and reduce risks to data centres across EMEA.
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