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Originally posted on Data Center POST

How independent data center operators are aligning to better meet market demands

We walk among giants. It’s a refrain you could hear from almost any independent data center operator these days. According to Cisco’s Global Cloud Index Forecast and Methodology White Paper, “Traffic within hyperscale data centers will quadruple by 2021. Hyperscale data centers already account for 39 percent of total traffic within all data centers and will account for 55 percent by 2021.” While this market domination may not be as extreme as the Standard Oil monopoly broken up by the Sherman Antitrust Act of 1890, it bears examining. Though several hyperscalers dominate the market instead of one large company, the drawbacks for independent operators are just as serious. “Share of voice in any market is challenging. When you don’t have the resources or budget to vie for space in the market, you challenged to be discovered,” says Ilissa Miller, industry veteran, co-founder of the Independent Data Center Alliance, President of NEDAS and CEO of iMiller Public Relations, a global public relations and marketing firm focused on the communications infrastructure sector. 

The hyperscalers’ mammoth marketing budget and large staff provide resources that allow them to flood the market with their messaging. This recurring communication with consumers inevitably builds brand awareness and, as a byproduct, trust. For this reason, it’s understandable that even the most reputable independent data center operators have to combat the fact that consumers see the titans in the market as the safest choice. 

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