Rubrik, the cloud data management company, on Wednesday unveiled Rubrik Go, a new evergreen subscription purchasing program.

Rubrik Go customers access the latest data management technology through free evergreen refreshes, streamlined software editions, and the flexibility to migrate data to the public cloud. Rubrik Go is offered as a three-year subscription that includes software, hardware, support and evergreen refresh at the time of subscription renewal.

Rubrik will continue to also offer perpetual to life of device licenses.

Rubrik’s Bertrand Yansouni

Bertrand Yansouni, Rubrik’s vice president of worldwide channel sales, tells us Rubrik Go offers a “major opportunity” for his company’s partners.

“In our experience, customers want simplicity, choice and flexibility,” he said. “Rubrik Go delivers in all three areas. Go applies a SaaS approach, enabling customers to enjoy future innovations through one simple and predictable subscription license. Since day one, Rubrik has adopted a 100 percent channel-driven go-to-market strategy. So, what’s good for our customers is good for our partners.”

Partners have always played a critical role in helping customers migrate to the cloud, Yansouni said.

“With old legacy hardware, customers had to decide at the moment of purchase how much storage they needed to buy,” he said. “With Rubrik Go, we’ve future-proofed the cloud, allowing our customers to migrate to the cloud at any time.”

From a budgeting point of view, subscription is treated as opex, whereas a traditional model is capex. Some customers prefer to buy as opex while some prefer capex, but with this flexibility, Rubrik is giving partners the “ability to sell to customers in the way that best fits that particular customer’s need,” Yansouni said.

Rubrik surveyed hundreds of customers and key partners to understand their pain points related to buying data management technology, and Go was designed based on their feedback, said Jenn Wei, Rubrik’s director of product marketing.