Tegile Names Channel VP, Touts Flash Win Over Dell

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Hybrid flash storage specialist Tegile Systems continues to beef up its channel presence, tapping partner-sales veteran Bill Cordero to be its new vice president of worldwide channels.

Bill Cordero TegileHybrid flash storage specialist Tegile Systems Inc. continues to beef up its channel presence, tapping partner-sales veteran Bill Cordero to be its new vice president of worldwide channels.

The move comes as the Newark, Calif., vendor is seeing increased uptake of its flash-driven storage arrays for databases, virtualized server and virtual desktop environments, including a significant new customer win over rival Dell Compellent.

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Cordero (pictured), a 20-year channel veteran with partner sales experience at vendors such as Storwize, Data Domain, McDATA, VA Linux Systems and NetScreen Technologies, assumes responsibility for expanding Tegile’s global footprint beyond its current markets in the U.S. and Europe.

“The combination of a compelling portfolio of hybrid and all-flash arrays, combined with leadership that understands the importance of helping customers overcome data management challenges, makes Tegile a place I’m eager to be a part of,” said Cordero. “Tegile’s enterprise-class arrays balance performance, capacity and reliability at an affordable price point, making them an attractive option for organizations of any size, across many industries.”

Tegile is one year into its 100-percent commitment to the channel, having launched a retooled partner program that represents the vendor’s one and only go-to-market strategy for its critically acclaimed storage wares.

The company’s laser focus on the channel – they have no direct sales force — along with the launch of the Tegile Channel Partner Program has brought higher margins and better support for partners and along with a host of new sales opportunities, according to company officials.

In addition to letting partners own every customer and control every deal, Tegile remains committed to offering dedicated technical and field support, a level pricing structure and tight registration guidelines to keep deals fair and eliminate complex rebates and paperwork, officials said. Customers have the option to purchase Tegile units outright, lease them or go with a capacity-utilization model through Tegile’s Agility Pricing Program.

“We remain dedicated to our reseller-centric sales approach and recognize that the growth of our partner ecosystem is the best and only way to expand the reach of our products to customers worldwide,” Tegile CEO Rohit Kshetrapal said this week.

Tegile has garnered a fair bit of industry attention in a short period thanks to its Zebi hybrid storage arrays which mix solid-state memory and high-capacity hard drives and support both SAN and NAS storage. The Zebi arrays are based on the company’s patented Metadata Accelerated Storage System (MASS) to manage the system metadata and they feature on-the-fly deduplication of primary data along with snapshot and replication capabilities at a fairly low per-GB price point.

By providing all-inclusive pricing for features such as auto-snapshot, auto-replication, near-instant recovery, on- or offsite failover, and virtualization management, Tegile claims it can reduce software licensing costs by close to 80 percent versus its storage competitors. As a result of both the performance and affordability of the combined Flash-HDD Zebi arrays, the units starting to get some traction particularly in virtual desktop infrastructure (VDI) implementations.

Ken Proulx, director of compute solutions at Minneapolis-based systems integrator Parallel Technologies says his company has been working with Tegile since the storage vendor came out of stealth mode in 2012. Proulx says Tegile’s focus on channel selling is “a win-win for everyone… the customers, partners and Tegile.

“The advantages of the Tegile partner program demonstrate Tegile’s continued efforts to motivate and reward the channel,” said Proulx. “We [work] with Tegile and our customers to bring a highly consultative selling strategy to bear on the market.”

Those advantages were on display this week as Tegile announced a coup over a key rival, winning a deal to provide hybrid storage arrays to Hawkins Inc. The global chemical manufacturer and distributor previously supported its Oracle JD Edwards EnterpriseOne enterprise resource planning system with storage gear from Dell Compellent.

Tegile started Hawkins off with a proof of concept demo to show how the hybrid flash storage systems could ease performance limitations that were slowing production.

“I said, ‘Hey, if you guys think this stuff is so great, let’s do a proof of concept and get one in here and start playing around with it and using it and see what it can do,’” said Jeff Buelt, director of IT at Hawkins.  “Two weeks into the proof of concept, I called back and said, ‘You’re not taking it back.  Let me know what my cost is and what I need to do to purchase this.’”

Tegile marketing vice president Rob Commins said the reaction at Hawkins is becoming more common.

“We continue to see a large number of companies making the switch from Compellent to Tegile for any number of reasons – whether it is performance, lack of functionality, price or maintenance concerns,” Commins said. “In all of these cases, we have been able to provide significant savings from a storage utilization, performance-to-dollar ratio, and maintenance perspective.”

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