[Preface: This is part of a series of blog posts concerning the topic Why Chose Unitrends?]

Our offerings, whether physical or virtual appliances, enable you to protect complex environments quickly and simply.  In short, at Unitrends it’s our goal to offer shrink-wrapped enterprise-class data protection.

It’s a whole lot easier to say this than to do it.   Enterprise-class data protection means that we’re agile in terms of adapting to a customer’s environment.  This agility means that we support the heterogeneous environments of our customers with a single solution.  However, the desire to offer lower complexity (the “shrink-wrapped” piece of this) is often at odds with this kind of adaptability.

We saw this in 2012 with one of the major backup companies that eliminated features and functions of its backup product and faced a huge customer backlash.  The trouble with what they did was not realizing that many of its customers want their data protection product to handle heterogeneous complexity while at the same time being as easy to use and simple as feasible (but not simpler!).

One way to accomplish this is to do what a lot of vendors do – focus on a single technology.  These backup companies then market to people who love that technology.  The technology can be an operating system (Windows Server 2012 – we’re the best!) or a hypervisor (VMware vSphere 5.1 – we’re the best!) or an application (Microsoft SharePoint 2013 – we’re the best!) or a technology within general data protection (dissimilar bare metal recovery – we’re the best!) or even deployment (cloud backup – we’re the best!)

At the heart of this approach is the attempt to market to a psychographic  segment – in this case, a collection of people who strongly identifies with a technology.

At Unitrends, our approach is different.  We’re building offerings that are flexibly deployed (physical, virtual, and/or cloud) and which offer integrated, all-in-one solutions that solve enterprise-class, rather than niche, IT environments.  And we’re doing so while focusing on a user experience that adapts from novices to power users and focusing on building a company that treats the support of not only our products but our customers’ environments with as much strategic import as we treat our physical, virtual, and cloud capabilities.