Serguei Beloussov, newly appointed CEO of Acronis and long time acquaintance, recently reached out to me to discuss his vision for Acronis. He's always offered interesting insights in the past and so, I was happy to spend a few moments with him.
Acronis has long been known by its friends and customers because it offered innovative simple-but-powerful approach to data protection. The company's products were considered helpful to small to medium size businesses that knew they needed to protect their data and systems, but didn't always have the staff or the expertise needed to design and implement a reliable data protection strategy. In 2012, Acronis decided to move into a new market with the acquisition of GroupLogic, a data sharing company. This move was confusing to the market even though the technology Acronis acquired had much potential.
Now that Beloussov is directing the company, he's refining the company's focus on offering simple data protection and sharing products for consumers, small to medium businesses and a specific set of enterprise customers. He also believes that Acronis' technology could be very useful to service providers as well.
Backup/data protection/disaster recovery is a very crowded and dynamic market. Players such as Symantec, CA, BMC, IBM, HDS, Racemi and many others are offering products that compete with Acronis. Where Acronis has shined in the past is serving SMBs and consumers. The company produced products that were extremely easy to use and simply did what was needed without introducing complexity.
The side step into data sharing, while interesting, didn't serve to help Acronis become a household name. The GroupLogic technology could be a foundation for many future products and open new markets, but without the proper messaging, the company appeared confusing rather than as having an understandable focus.
A renewed focus on providing innovative products to consumers, SMBs and services providers combined with efforts increase Acronis' mindshare is likely to provide good results for the company.