When you take the emotion out of buying, Nutanix emerges as the logical first choice
As you may have read recently, one of Nutanix’s premier partners won a prestigious contract to replace the data centre infrastructure for a well-known global telecoms analyst.
The media has reported how RJM Technology scooped the competition to be the trusted advisor and supplier of technology to Analysys Mason at its data centre in Manchester. Analysys Mason is a telecoms, media and technology consultancy with offices in EMEA, North and South America and Asia Pacific. So, it will need a flexible and scalable foundation to underpin its global expansion.
By the nature of the industries it specialises in, I think we can safely assume it knows this market well, too! Therefore, it’s a massive vote of confidence in our technology and philosophy that Analysys Mason chose Nutanix to underpin its data strategy, ahead of some much bigger and better established brands.
In some decision-making matters, the heart can occasionally rule the head. There’s a fear factor at play when you make a major technical decision like this. One of the functions of branding is to make people associate certain values with particular names, and in the IT industry there is a long tradition of a feeling of safety in numbers that underpins the success of some big brands. To illustrate this, some of you will remember the days when IBM ruled the IT industry, and the slogan of the day was “Nobody ever got fired for buying IBM”; the implication was that your job was on the line when you bought a new computer and the only safe option was to buy from IBM, because it was ‘trusted’.
Even though Nutanix has a fantastic pedigree – and has been hailed by many analysts as the next big thing and the future of data centres – the IT managers and CIOs who have to make the big important buying decisions will still be in the grip of a nameless fear; is it safe to go ‘off brand’, they will ask themselves. I hope they won’t mind me saying so, but IT buyers are a pretty conservative lot. I think I would be risk averse too, in the same situation. They tend to be quite bloody minded too, which is another by-product of their job. If you had people constantly making demands of you at work, you would develop a thick skin and an aversion to well-meaning advice from people who think they know computers.
So, you can imagine how tempting it would be to go with one of the suppliers that have always been around and always done things a certain way. Nutanix, by contrast, offers a new way of doing things.
That’s why I think the verdict of Analysys Mason’s chief information officer, that Nutanix and RJM presented the best option, is a fantastic endorsement.
In its case, the company is investing in a high-end range of Nutanix NX-6000 virtual computing appliances running VMware. These will service Analysys Mason’s global consultants in offices throughout EMEA, North and South America and Asia Pacific.
But boy, did they make us work for it!
In order to dial-out the role emotion could play in the decision making process, David Creighton, Analysys Mason’s chief information officer, instructed his team to design a special “vendor-scoring” system for this project to determine which system they’d go for, objectively. Points would be awarded for qualities like the ability to scale-out, ease of management and ownership, performance and future-proof technology. Nutanix had to demonstrate how it offered these advantages, with it and RJM being judged on exactly the same criteria as all the well-established, leading data centre solutions providers. And it worked!
When considered on level-headed business logic, Nutanix beat all the household names. “Nutanix scored highest as the most appropriate for our business. A pleasant surprise came when we were presented with the costs,” said Creighton.
That demonstrates the value of logic-based decision making. Maybe, in the not too distant future, Nutanix will become a global brand that even your granny will have heard of, with its success rooted in being the right tool for the right job. Certainly, people are already getting fired up about our virtual computing appliances.