BlueArc Mercury: A NetApp Storage Alternative?

The VAR Guy took a walk in the park — literally — today with BlueArc Channel Chief Cameron van Orman. The discussion focused on BlueArc’s move into the mid-market storage industry, as well as the company’s continued partner program build-out. Here’s the scoop — and a video fast chat — from The VAR Guy.

First, let’s talk about the unspoken competition: NetApp.

Traditionally, BlueArc has competed in the high-end storage market, promoting its Titan platform to enterprise customers in data-intensive markets like life sciences, oil and gas, and eDiscovery (litigation). But BlueArc’s latest platform launch — called Mercury — goes after the mid-market.

Along the way, there’s no doubt that BlueArc hopes to pick up a few NetApp channel partners that want to differentiate in the market. Here are some quick thoughts directly from van Orman:

Home Run Marketing…

BlueArc is hosting Mercury launch events in New York, Chicago, California and Europe over the next few days. For the Chicago event, The VAR Guy hears BlueArc has rented a rooftop for a partner and customer party. Oh, and two other details: The rooftop overlooks Wrigley Field, and the party will occur during a Cubs home game.

Anybody else want to skip out on work? Bueller? Bueller? Classic movie. And a classic marketing move by BlueArc.

Channel Efforts

van Orman joined BlueArc roughly two years ago to build the company’s partner program. So far, roughly 130 VARs have warmed up to BlueArc. van Orman hopes to add another 20 or so partners to the channel program this year.

What’s next for BlueArc? van Orman says partners should expect the following moves during the remainder of 2009:

Oh, And About NetApp

No doubt, van Orman tried his best to steer clear of competitor names. But NetApp seemed to be the unspoken elephant in the park during today’s meeting with The VAR Guy.

Can BlueArc attract a few NetApp partners in its direction? The answer hinges on Mercury, BlueArc’s new offering for channel partners and mid-market enterprises.

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