Is the cloud storage space getting a bit crowded, or can it use a few more players? The latest entry to the increasingly competitive market is dinCloud, which defines itself as a “cloud transformation company.” Its entry into the cloud storage space is dinBackup, a cloud storage service based on NetApp with a set of enterprise-level features.

Included in dinBackup are features like second-site replication, redundancy and various disaster recovery capabilities, all of which are aimed at existing NetApp customers. According to dinCloud, the new service was designed to make disaster recovery both affordable and “painless for existing customers of Data ONTAP-based storage.”

“Traditional disaster recovery solutions that back up to a secondary data center carry significant infrastructure and management costs, something that many businesses, especially small to mid-sized business, cannot afford,” said Ali Din, senior vice president of dinCloud, in a prepared statement.

The company has presented three benefits to its customers – a reduction in costs, including the removal of up-front capital expenditures and a reduction in operating costs by 20 to 50 percent; a predictable, subscription-based pricing model with no hidden or data transfer fees; and a faster route to business value. Those aren't anything really out of the ordinary when it comes to the promises of cloud services, so the real question is what dinBackup offers that other cloud storage and disaster recovery services don't have.

dinCloud has its messaging right, though. In a prepared statement, dinCloud president Kevin Schatzle, said that dinCloud doesn't “just bring your data back -- we bring your business back.” That's pretty much what any business wants when systems or storage fail – a quick and easy way back to being online and conducting business as usual.