Synology Targets the High-End Market
The excellent results achieved in recent years, with an average growth rate of 30% in Spain, have encouraged the storage solutions manufacturer to expand and inaugurate new business opportunities.
The manufacturer of storage solutions Synology is facing organisational changes thanks, to a large extent, to the excellent results obtained in Spain in the last five years. In this time, the company has seen its sales increase by 170%, which means an annual average of 30%, as Marcos de Santiago, recently appointed as Synology’s Business Unit Director for Southern Europe, told us.
He confirmed plans to expand its presence in Spain, not only by hiring professionals for its pre-sales area, but also by inaugurating offices to better reach the local market.
The company has also reorganised the sales and marketing structures by region, so that both teams work closer together and can focus on each region: ‘We have been experiencing more sales and more demand, so it was necessary for us to design a structure that would allow for greater integration of the sales and marketing teams at a regional level to better align actions with local needs,’ said de Santiago.
As part of this expansion process, Synology also wants to incorporate new resellers, ‘even those who work with other brands in the high-end segment. This is because our company offers powerful but affordable solutions that can complement or even replace existing systems, such as secondary backups that end up becoming primary,’ he added.
Indeed, Synology is growing significantly in the field of higher-end storage solutions, so they are going to boost this market segment in which they still do not have much presence.
It should be borne in mind that this company was born mainly to respond to the storage solutions of end users and SMEs, so its traditional market has been NAS (Network Attached Storage) and, specifically, its DS device families. The success of these solutions has allowed it to extend its range of equipment to the current moment, in which it is commercialising the HD6500 high-density storage systems, capable of reaching 1 Petabyte of capacity, or the high-performance all-flash FS series, which are reaching larger organisations and/or those with greater needs.
Another pillar of the manufacturer’s high-end device strategy also comes from the existing families: its security functions. This is the case of ActiveProtect and its cloud equivalent BeeProtect for the consumer market, WORM for data immutability or even the Surveillance Station video surveillance software, included in its NAS.
Still on the security side, he recalled the C2 public cloud service (widely used for backups and backups), which is available in its Frankfurt data centre and complies with all requirements related to European data protection regulations.
Synology’s new DP Series, based on ActiveProtect
Synology’s latest storage units fall into the DP (Data Protection) series. Specifically, these are the DP320, DP340 and DP7400 models. The first two in tower format and the third in 2U rack to cover storage capacities from 8 TB to 200 TB. They are extremely versatile units that can cover different backup-specific server scenarios, capable of protecting SAS, virtual machines, physical servers, PCs and databases in a centralised manner. These devices come with software, hardware and hard drives included, as the executive pointed out.
Precisely, de Santiago emphasised the importance of including storage units (HDD, SSD or even NVMe) supplied by Synology itself (with firmware designed by its engineers), which ensures the highest levels of quality and certification after ‘having been tested and having passed exhaustive reliability and performance tests’.
Synology’s arrival in vertical markets
During our conversation, the executive gave us a preview of several markets that Synology wants to reach due to its great potential.
It is true that the company already has a presence in the public sector, both at the level of municipalities and education and health ministries, but the goal is to increase its presence in these markets and in other more vertical markets such as digital media production (video games, journalism, radio, television, film, streaming…), the luxury sector (there are brands with a large amount of visual files that need to synchronise between different subsidiaries spread geographically) or even the agricultural sector, where video surveillance of land through drones has spread. ‘And all that huge amount of video files has to be stored somewhere, so our solutions are ideal for all these verticals,’ concluded Synology’s head of Southern Europe.
