Xiotech's Usage And Attitude Survey: Reading The Market's Mind

Find a need, especially a need that people don't even know they have (think cell phone) and fill it; it's the essence of creative marketing, and it's what Xiotech has been doing since introducing its unique approach to data storage and management.

In the past, consumers were led to believe that data storage was, of necessity, complex. They believed it and bought it. Xiotech's approach, however, has seriously dented this assertion. Why is it complex? Why shouldn't storage solutions be manageable by "ordinary mortals?"

The company's success and growth attest to consumers' appetite for easy-to-manage storage solutions. However, as Xiotech prepared to release its third-generation product, the company thought it time once again to tune its offering to users' requirements and expectations. To this end, the company engaged NOP World, a leading global research organization, to interview users of storage management systems—from Xiotech and leading competitors—regarding their needs and views of suppliers in the market.