Simplify your customer’s storage management, maximise the performance and availability of their machines and help them to reduce infrastructure costs.

What is software-defined storage (SDS)?

Software-defined storage addresses the lengthy and expensive nature of adding more physical storage by giving your customers the flexibility to use resources more efficiently.

What is SDS? 

SDS resolves bottlenecks between your customer’s networking and storage teams by bringing virtualisation in-house. Your customer’s administrators can define storage requirements, including performance and availability, through a single interface.

Working as part of a virtualised data centre, SDS automates your customer’s processes through policy-based management. This helps customers to maintain consistency, security and business continuity each time they make changes to their environment.

How will it help you and your customers?

SDS eliminates vendor lock-in so your customers can choose the storage components that best suit their applications, at the most cost-effective price.

Selling SDS to your customers positions you as a trusted advisor as you embed flexibility into their business. Still an undefined technology, SDS will evolve alongside new technologies such as machine learning, opening up opportunities to increase your sales.

Key reseller considerations

Here are the key questions you should be asking customers as you scope out the right SDS opportunities for their business.

Is your customer looking to build a new environment or replace storage?

Your customers are most likely to consider SDS when they want to build a new environment, or when the life of their current storage system is coming to an end. SDS can offer an improved environment with lower costs, greater flexibility and more freedom to choose components that are best suited to your customer’s business and its apps.

What does your customer understand and expect from SDS?

Your customers will have a different view of SDS, due to it still being a largely contentious term. Each vendor sells a different form of SDS with various features, so your customers may be overwhelmed by options. Highlight the importance of deduplication, replication, thin provisioning, snapshots and backup and how these features benefit their business.

Does your customer find their current performance and availability restrictive?

Your customers may be using legacy storage systems that restrict their ability to properly manage data and make changes to performance and availability requirements themselves. SDS abstracts the storage services from the storage controller so it can leverage server hardware, direct-attached drives and flash to match your customer’s requirements.

Does your customer need to utilise the cloud?

Cloud computing helps customers to grow more quickly and move their data more seamlessly. Despite this, your customers may be concerned about data sovereignty and complicated infrastructure changes. With SDS, you can put a software-defined layer on top, enabling customers to encrypt their existing data without changing existing hardware.

Next step

Data centre maturity audit

As a reseller, you are responsible for identifying the right data centre opportunities for customers and offering solutions that will meet their virtualisation needs. Complete our maturity audit to define your customer's data centre competency, and the next steps they should take



Not ready to talk to us yet?

Explore the SDS solutions available from each of our vendors.


Deliver a better foundation for your customer's apps, cloud and data centre.



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Increase deployment efficiency and help your customers to achieve scalable performance.


Get in touch with one of our SDS specialists to discuss the right solution to sell to your customers, the benefits involved, and how selling SDS can position you as a trusted advisor.