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Panasas, Inc.Panasas, Inc., is a pioneering leader in object-based storage clustering for scalable Linux clusters. Panasas offers a networked storage solution that eliminates the inherent scalability bottlenecks in capacity and performance experienced by traditional networked storage systems. The Panasas ActiveScale Storage Cluster, based on industry standards, is designed to integrate into existing IT environments easily and cost effectively. For more information, please visit www.panasas.com.IndustryThe promise of Linux for large data storage is great: to provide organizations with a higher level of performance, scalability and manageability at a dramatically lower cost. With the rapid adoption of high-performance Linux cluster computing environments in markets such as biotechnology, oil and gas, government sciences and media, there is a skyrocketing demand for storage solutions. These target markets require a new storage architecture that complements and extends the benefits of these Linux clusters. Business ChallengeWhen Schwartz began working with Panasas, the company possessed innovative technology and early customer traction in key vertical markets through its unique value proposition for Linux cluster infrastructures. However, the technology was perceived as unproven in the industry. Also, the market associated Panasas with a set of competitors that claimed first-to-market advantage.Schwartz PR Strategy- With no vendor able to provide the necessary storage solution to unlock the potential of Linux clusters, Panasas had a clear window of opportunity to gain recognition and emerge as a leader.
- However, Schwartz knew that in order to make Panasas an established market leader, it would have to clearly differentiate Panasas’ technology, highlighting the new object-based architecture as the technology foundation to the performance and manageability breakthroughs.
- Schwartz also positioned Panasas’ executives, including Founder and CTO Garth Gibson, as industry thought leaders through bylined articles.
- Having educated the market on the need for a new storage architecture via bylined articles, Schwartz scheduled a media and analyst tour that included briefings with 13 analyst firms as well as interviews with more than 25 key monthly and weekly IT, storage, networking and vertical publications.
Results- Bylined articles highlighting the need for new storage architecture appeared in Computer Technology Review, Computerworld, HPCWire, Journal of Petroleum Technology, Network World and SuperComputing Online.
- The week of the launch, Schwartz secured more than 15 standalone articles in publications that included The Wall Street Journal, Information Week, Byte and Switch, Info World and CNET. These articles successfully created customer awareness and demand for Panasas’ storage solutions in the target markets.
- Through its PR services, Schwartz launched Panasas as a unique company that delivered “the” storage architecture to power the next wave of high-performance computing for Linux Clusters.
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