NetApp has restructured its product portfolio which it claims has opened up a total addressable worth "in excess of $50bn a year".
EMEA channel boss Kristian Kerr (pictured) told CPI that the storage vendor has overhauled its portfolio into three pillars: cloud connected flash; hybrid cloud infrastructure building; and cloud data services.
He said that the change demonstrated that the vendor sees growing opportunities for its partners in the expanding hybrid infrastructure and cloud market.
"Clearly over the last two years, NetApp has been repositioning itself. We see that all customers are looking at hybrid cloud environments at the moment as a part of their cloud aspirations.
"We want to be the data authority in the hybrid cloud market, and we've been evolving to capture those opportunities for our partners.
He added: "And we are developing our relationships with the biggest cloud providers to help facilitate this."
Out of the three, Kerr highlighted the second pillar, hybrid cloud infrastructure, as its biggest opportunity.
"Enterprise will become a significant investment for us. We will be adding to our teams in countries to really go after and more aggressively chase acquiring more enterprise clients. Partners will see more investment from us to grow in large enterprise."
In terms of how NetApp goes to market, Kerr said that his strategy will involve more investment in its distributors, but that the number of distributors it does work with will be cut by the end of this month.
"We want to have deeper relationships with our distributors," he said.
"We are looking to partner exclusively in some of the EMEA countries with a single distributor as we move to a partner led engagement model with our clients.
"We are going to have countries in the Nordics, in CEE, the Middle East and Africa where we will move our coverage to distribution."
NetApp is keen to reframe its offering to the channel as being much more than just storage
By restructuring its portfolio to heavily emphasise a focus on hyperconverged infrastructure, Kerr confirmed that the vendor sees the HCI trend as being crucial to the vendor's future growth.
"For some vendors, hybrid cloud has been seen as very disruptive. For us, we're seeing it is a major opportunity."
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