IBM is bringing its enhanced Smarter Storage line of flash, disk and tape systems to the Australian market.

IBM systems and technology group WW flash competency centre strategy and business development manager, Erik Eyberg, said the flash based products target customers that require faster access to business critical information and Big Data insights.

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Eyberg admits that IBM is not number one in storage, but he hopes that Smarter Storage will act as a "door opener" for the vendor both in the channel and direct customers.

"It is a way for us to introduce people to the IBM storage portfolio, as well as delivering the benefits of flash," he said.

Eyberg adds that Smarter Storage is being "aggressively" taken into the market in non-IBM accounts.

"It is strongly competitively positioned, with a strong go-to-market advantage compared to the other major players, as well as a scale and stability advantage versus the start-ups in the space," he said.

Flash conversations

When it comes to flash as a technology, Eyberg is seeing a "great deal of enthusiasm" for it both in Australia and worldwide.

"It is up to us to make people understand that this technology goes beyond what you can do with commercial SSD and it delivers more value," he said.

More than anything else, Eyberg said is about getting the flash message out to clients.

"The channel needs to start and have that conversation with clients," he said.

"Chances are they are already thinking about flash in various ways, and in many instances they are looking for guidance in the best way to deploy it."

Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.