Violin Memory has signed with distributor Arrow for EMEA. It had been using relatively specialist small distributors in countries such as the UK. It has been planning extra channels for a couple of years, but its share price languished after its IPO in 2013, and it was held back while all-flash storage gained market share as its costs came down. A new range of products due next month will help boost its fortunes, it hopes.
Violin will be leveraging Arrow’s sales, support and technical resources to grow into the all-flash array market in EMEA as enterprise flash storage adoption increases. Arrow recently joined Violin's Global Channel Program to help the channel deliver sales and take advantage of Violin resources, training and marketing benefits.
Jesper Trolle, vice president sales, marketing and services, Arrow ECS EMEA, says: “It’s a crowded market, which means product differentiation and profit potential are key to winning the hearts of the channel. Violin has delivered a solution for our customers – a differentiated solution and a new channel program that promotes profitability and sustained growth. Arrow and Violin customers are getting high-performance flash storage technology combined with Arrow’s extensive services and support.”