In this data-intensive, fast-paced age, being able to keep data and capabilities close to their point of generation and use is key for enabling low latency at the edge and a plethora of in-demand capabilities. As infrastructure grows increasingly distributed to cater to new demands, expanding footprints to access new markets, new revenue streams and first-mover advantages is becoming critical for staying ahead of data center demand. On a global scale, gaining access to important partners and customers is becoming increasingly vital both as the digital age eliminates geographical barriers and as large data center entities continue to dominate the space.
Establishing a more global presence — European data center providers leveraging reach across the pond into the U.S. market, for instance — can be a tricky growth plan to navigate. Here are some tips for ensuring data center footprints can scale with today’s worldwide industry and keep pace to maintain their market presence.
Establish Valuable Partnerships
Partnering with a fellow data center operator in a strategic location creates a mutually beneficial opportunity for both parties to co-market and co-promote their respective capabilities, offerings and locations to new markets.
By joining forces with other providers, both operators not only expand their footprints and market presence, but they gain access to contract opportunities in regional markets and the customers that reside there. Through these partnerships, extended reach to a larger pool of contacts and relationships opens up a new world of value-add opportunities and revenue streams. Aside from the business perspective, the geographical benefits of a more dispersed presence speak for themselves.
In an edge-dominant era, this access to up-and-coming markets differentiates a data center providers’ capabilities from those of large Real Estate Investment Trusts (REITs) and positions for the future as demands for quick data flow and access grow.
Regardless of the array of benefits these partnerships offer, gaining access to mutually beneficial arrangements like these is a different challenge altogether. So, how do data center operators create a network of partnerships that facilitates global reach?
Ally With a Strategic Alliance
The Independent Data Center Alliance (IND-DCA) was formed to allow for the creation of this partnership ecosystem, building stronger opportunities and delivering greater reach to smaller data center and colocation operators. As an industry-led coalition of single-digit data center operators with a mission of advancing the market presence of independent data center operators, the IND-DCA allows members to engage joint go-to-market initiatives that include commercial agreements to co-market and co-promote their individual facilities. This empowers members with greater market leverage, enhanced opportunities to reach new buyers, augmented brand recognition and an expanded geographical presence. Plus, highlighting local providers and services and bringing their strengthened presence to market increases the customer’s ability to choose where their data is housed and facilitates valuable awareness.
In fact, maincubes, a Frankfurt-based provider of certified and high-availability colocation services, utilizes the Alliance to bridge the gap and gain entry into the U.S. market. Without U.S. operations, the company previously did not have the means to contract in the United States. With the IND-DCA, this barrier to market entry was successfully brought down.
While the worldwide number of data centers grows and global interconnection proliferates, being able to deliver operations wherever customers need them is the key to maintaining a competitive edge. Furthermore, customers being able to access key markets to deliver next-generation capabilities is one of the most important decisions when choosing a data center and colocation partner. As such, creating extended reach with a network of strategic partners is a valuable endeavor for any business looking to keep pace with the digital age.
To learn more about the IND-DCA, please click here.