Integrator IMT launches new software division and SoDA [Software Defined Archive] solution

IMT, which has a major presence in the media and entertainment industry, offers SoDA to move an unlimited amount of data at a fixed monthly rate, and will sell it entirely through channel partners.

Today, Integrated Media Technologies [IMT] an integrator which is headquartered in North Hollywood CA, but has a national presence in the U.S., is announcing the launch of a new software division, as well as a new product SoDA [Software Defined Archive] that they believe fills a major void in the market.

“IMT started as a traditional systems integrator in 2007, and in the last year delivered half an exabyte of storage systems to our customers,” said Jason Kranitz, IMT’s President. “We are unstructured data specialists, focusing in areas like media and entertainment, where we are the largest integrator in North America, and sports. We have 80-plus employees, $100 million plus in revenues, over 800 customers, and we have customers globally today.”

They also now have three divisions, with the new software division. Their first add there came five years ago when they brought on a Video Collaboration division. They began the development of software two years ago, and the new division represents their coming out.

“We have been selling everyone else’s tools for 13 years,” Kranitz said. “We saw a gap in the market around an intelligent data mover for the shift to the cloud. Two years ago, we started the R&D and now SoDA is grown.”

IMT listened to customers and were told that what was available in the market for moving data didn’t meet their needs.

“The options didn’t have good migration strategy for new storage compared to old storage,” said Greg Holick, vice president of product management for software at IMT. “The pricing was confusing, with so many different tiers in the public clouds. Customers didn’t want a solution to be proprietary, and wanted a better understanding of SLAs for retrieving data. Above all, they wanted it to be simple.”

SoDA responds to these requests by providing an enterprise software archiving application designed to manage and automate file movement in and out of the public cloud. It also provides predictive and actionable insight cost and data transfer metrics for optimizing both on-prem and cloud storage.

“SoDA is a data mover that is multithreaded and maintains permissions, and can transfer data to or from the cloud,” Holick said. “It has a rich reporting engine to give insight into storage costs, both real-time and historical, and it has a Dry Run feature to predict cost and speed.” This capability lets customers better manage their time and money

“A big differentiation between us and other data movers is that we allow  completely unlimited data movement for migrations,” said Brian Morsch, SVP, WW Sales and Go to Market for SoDA at IMT.

SoDA is billed at a fixed monthly rate.

“Our flat pricing model scalers down very nicely and will be disruptive in a market where tools are built for legacy scale and legacy price point,” Kranitz noted.

SoDA can be deployed in a VM, and also comes in two appliance models, for a choice of three deployment options.

“It is extremely simple to set up, and can be deployed and configured in minutes,” Holick indicated.

IMT’s software division will take SoDA to market like a vendor software offering, available broadly, rather than just sold to the customers and markets IMT serves. The plan is to sell entirely through the channel, and to do so throughout the U.S., Canada and Europe.

“While we will tap into our current base, we are looking for other distributors and channels who will sell this as well,” Morsch said. “We are talking with several OEMS, and distributors, and individual resellers.”

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