With tech giants such as Amazon (AMZN), Google (GOOG) and Microsoft (MSFT) commoditizing the storage market, some channel-centric businesses are looking elsewhere to survive.

Cloud-based data protection software provider Intronis has taken steps in this direction, most recently with its decision to make its new Intronis ECHOplatform available for a flat fee per location supported. Its reasoning? -- move the storage discussion away from pricing and toward the value of the service being provided.

Intronis CEO Rick Faulk, who in April of 2013 joined the Boston-based company as its top executive, told Talkin' Cloud in an interview that "there's been a lot of commoditization in the space."

Speaking on how larger players in the storage space have shaped the market, Faulk said: "Effectively, what they've done is brought the perceived value of storage down to zero."

"What we're trying to do as a company is, frankly, get out of the storage business, if you will, and be in the software business," he said. "Our vision going forward is to be a software company, not a storage company."

Faulk said the company has a number of new offerings coming out between now and the beginning of the fall that will reinforce its new company roadmap, including disaster recovery in the cloud, file sync and share, and bare-metal recovery.

Intronis is looking to "dramatically expand the surface areas that we protect, so we can be that full-service vendor for the managed service provider," he said.

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