https://www.channelfutures.com/wp-content/themes/channelfutures_child/assets/images/logo/footer-new-logo.png
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Master Agents
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
    • Diversity & Inclusion
  • MSSP Insider
  • MSP 501
    • Back
    • Apply Now
    • 2020 MSP 501 Rankings
    • 2020 Hot 101 Rankings
    • 2020 MSP 501 Report
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • Videos
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
    • Channel Educational Series
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
    • Channel Convergence
  • Resources
    • Back
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Content Resources
  • Awards
    • Back
    • 2021 MSP 501
    • Circle of Excellence
    • Excellence in Digital Services
    • Top Gun 51
  • Events
    • Back
    • CP Conference & Expo
    • Channel Evolution Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • DE&I
Channel Futures
  • NEWSLETTER
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Master Agents
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
    • Diversity & Inclusion
  • MSSP Insider
  • MSP 501
    • Back
    • Apply Now
    • 2020 MSP 501 Rankings
    • 2020 Hot 101 Rankings
    • 2020 MSP 501 Report
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • Videos
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
    • Channel Educational Series
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
    • Channel Convergence
  • Resources
    • Back
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Content Resources
  • Awards
    • Back
    • 2021 MSP 501
    • Circle of Excellence
    • Excellence in Digital Services
    • Top Gun 51
  • Events
    • Back
    • CP Conference & Expo
    • Channel Evolution Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • DE&I
    • Newsletter
  • REGISTER
  • MSPs
  • VARs / SIs
  • Agents
  • Cloud Service Providers
  • Channel Partners Events
 Channel Futures

Security


CMT Rebrands as DataEndure, Pivots to Data Security

  • Written by Kris Blackmon
  • March 11, 2016

The first time CMT executed a pivot to address changing customer needs was about fifteen years ago. Once upon a time, it was the largest media magnetic tape provider on the west coast, according to CEO Kurt Klein. “We had a 100,000 square foot warehouse full of DLT and LTO tapes. We would just do truckloads and truckloads every day, and that was a great little engine,” says Klein.

The first time CMT executed a pivot to address changing customer needs was about fifteen years ago. Once upon a time, it was the largest media magnetic tape provider on the west coast, according to CEO Kurt Klein. “We had a 100,000 square foot warehouse full of DLT and LTO tapes. We would just do truckloads and truckloads every day, and that was a great little engine,” says Klein.

Then disk duplication companies like Data Domain came on the scene, disrupting the tape back-up market. CMT soon realized that customers were quickly going to jump ship if it didn’t keep up. “It forced us, in a positive way, to really focus on our customers,” says Klein.

Fast forward to today, and the company is transitioning once more.

CMT, which last week changed its name to DataEndure, is rebranding to position itself as a player in the massive data security market. The company’s transformation is reflective of the fundamental shifts many VARs and solution providers make to stay relevant in a cloud-based marketplace.

“Relevant can be defined in many ways. It can be defined as profit contribution to our model as well as relevance in terms of the customers,” says Klein. When he recently reviewed the landscape, Klein decided the most relevant place for DataEndure to be is data security. Demand for security solutions among customers is growing, and security is a natural outgrowth of the existing offerings and partner relationships DataEndure has.

DataEndure's company timeline demonstrates how companies must adapt to changing markets to stay relevant.

Image courtesy of Data Endure

But it’s one thing to recognize areas of opportunity, and another to be able to execute a fundamental shift in business offerings, especially in an age when technology evolves so rapidly. “The biggest challenge we have right now are shrinking margins in this model,” says Klein. His secret? Go for the quick profits.

“It might seem really obvious, but a lot of companies our size don’t focus on that. They go for the top-end growth. For me—I don’t even track revenue for the most part. It’s all about our gross profit goals and the percentage of gross profit and net profit,” he says.

This is a strategy DataEndure has employed with success over the last 10 years or so as it’s augmented its traditional storage practice with more and more information management and infrastructure offerings. In that way, Klein says, the company’s “new” pivot to data security has actually been underway for quite some time.

“It’s been ongoing. It doesn’t feel like a lever we’ve just flipped,” he says.

Just because the company has successfully pivoted before, Klein says, doesn’t mean its shift into data security doesn’t carry risks. But continued relevance in the channel demands such a gamble.

“It’s risky ramping new suppliers, and there are no guarantees,” he says. “You’re picking things in the hope that they’ll grow in the way that you want and add the amount of profit that you want, but there are misses as we try to ramp as eloquently as we can. We’re not 100 percent correct all the time.”

Time will tell if DataEndure’s gamble will pay off. In the meantime, Klein says, DataEndure is planning to bring on their first ever chief technology officer (CTO) to focus on refining and defining their new offering. “It’s just so dynamic right now, we’ve got to be aggressive with assessing partnerships. That’s the main intent of that new role.”

 

 

 

 

 

 

 

 

Tags: Agents Cloud Service Providers MSPs VARs/SIs Security

Related


  • Microsoft Voice Tech in Action
    Microsoft Boosts Conversational AI with $19.7 Billion Nuance Deal
    Nuance is poised to become Microsoft’s second largest acquisition behind LinkedIn.
  • Convergence
    New, Changing Partner Programs: HPE, Zoom, Fortinet, Microsoft, More
    Telecom and IT vendors are courting partners to sell their solutions.
  • Governance and Compliance
    Key Updates from Kaseya Support Remote Work, Compliance Requirements
    The updates allow IT professionals to customize cybersecurity training modules and navigate CMMC guidelines.
  • Channel Chief Nameplate
    AT&T, Telarus, MicroCorp Vet to Lead RSI's Channel
    The MSSP entered the channel in early 2019.

Leave a comment Cancel reply

-or-

Log in with your Channel Futures account

Alternatively, post a comment by completing the form below:

Your email address will not be published. Required fields are marked *

Related Content

  • ConnectWise's Perch Security: MSPs 'Under Attack Like Never Before'
  • Updated Bitdefender Partner Advantage Network Provides New Revenue Opportunities
  • Lookout Partners Get New Global Channel Program with Simplified Partner Levels
  • Pre-COVID-19 Days Are Over for MSPs, Says IDC

Galleries

View all

Biden Administration Issues Russian Sanctions in Response to SolarWinds Hack, Election Interference

April 16, 2021

Industry Perspectives

View all

SD-WAN Supports More Purposeful Shift to Cloud

April 16, 2021

How Tech Is Transforming Public Safety–and the Implications for Channel Partners

April 15, 2021

Exercising Your Organization’s Data Loss Recovery Abilities

April 13, 2021

Webinars

View all

What to Look For: 2021 Threat Report

April 22, 2021

Health Care and SD-WAN: A Seller’s Guide

April 27, 2021

How MSPs Can Leverage SOCaaS to Improve Security & Grow Revenue

May 4, 2021

White Papers

View all

Carbonite Data Protection and Cyber Resilience

April 15, 2021

Top Tips: How Resellers Can Leverage Rackspace to Enhance Customer’s Cyber Security Protection with Microsoft 365 Security

March 30, 2021

Top Tips: Optimize Your Microsoft 365 Investment with Rackspace Technology

March 30, 2021

Upcoming Events

View all

Channel Partners Conference & Expo

November 1, 2021 - November 4, 2021

MSP Summit

November 1, 2021 - November 2, 2021

Channel Evolution Europe

November 30, 2021 - December 1, 2021

Videos and Fastchats

View all

5 Reasons Diversity, Equity and Inclusion Is Important

Five9 Shares Insights on Implementing a DE&I Strategy

April 13, 2021

FASTCHAT: How Fortinet Reduces Complexity Through Networking, Security

March 31, 2021

Strong Customer Experience Needs Strong Partner Experience

December 22, 2020

Twitter

ChannelFutures

If you needed any more reason to submit your @MSP_501 application, this promotional video will get you fired up!… twitter.com/i/web/status/1…

April 16, 2021
ChannelFutures

.@FrontierCorp just weeks away from exiting #Chapter11bankruptcy. dlvr.it/RxqkK1 https://t.co/yxyChKL9Um

April 16, 2021
ChannelFutures

#SDWAN supports a more purposeful shift to the #cloud @ComcastBusiness #networksecurity #hybridwork #security #SaaS… twitter.com/i/web/status/1…

April 16, 2021
ChannelFutures

RT @alysfitz: 67% of respondents reported burning out since the COVID-19 pandemic hit. We need to do better to support #WomenInTech, especi…

April 16, 2021
ChannelFutures

RT @AllianceofCW: #ACW members Mayka Rosales-Peterson and Raquel Wiley were elected to @ChannelFutures' #Diversity, #Equity, & #Inclusion B…

April 16, 2021
ChannelFutures

.@ZiplyFiber rolls out agent #partnerprogram. #networking dlvr.it/RxmM4K

April 16, 2021
ChannelFutures

New #Microsoft #SurfaceLaptop4 is an incremental update with an improved CPUs webcam, speakers and dual mics.… twitter.com/i/web/status/1…

April 16, 2021
ChannelFutures

.@okta hires @InsightEnt vet as global channel chief. #cybersecurity dlvr.it/RxmM20 https://t.co/ImWRZp2qHt

April 16, 2021

MSSP Insider

Business advice for MSSPs and news from the broader security channel.

Newsletters and Updates

Sign up for The Channel Report, Channel Futures Update, MSP 501 Newsletter and more.

Live Channel Events

Get the latest information on the next industry-leading Channel Partners event.

Galleries

Educational slide shows and images from live events.

Media Kit And Advertising

Want to reach our audience? Access our media kit.

DISCOVER MORE FROM INFORMA TECH

  • Channel Partners Events
  • Telecoms.com
  • MSP 501
  • Black Hat
  • IoT World Today
  • Omdia

WORKING WITH US

  • Contact
  • About Us
  • Advertise
  • Newsletter

FOLLOW Channel Futures ON SOCIAL

  • Privacy
  • CCPA: “Do Not Sell My Data”
  • Cookie Policy
  • Terms
Copyright © 2021 Informa PLC. Informa PLC is registered in England and Wales with company number 8860726 whose registered and Head office is 5 Howick Place, London, SW1P 1WG.
This website uses cookies, including third party ones, to allow for analysis of how people use our website in order to improve your experience and our services. By continuing to use our website, you agree to the use of such cookies. Click here for more information on our Cookie Policy and Privacy Policy.
X