Established over 20 years ago as a regional data center and managed services company, IPR Secure wanted to modernize its positioning and messaging for the cloud era. To meet the data management challenges implicit in the hybrid cloud environment, the company developed Wrklōdz, a breakthrough software that provided unique multi-cloud visibility and management capabilities. This type of solution was particularly valuable to IPR’s mid-market clients who have small internal IT teams and appreciate a partner that offers more than just a secure place to situate data and computing functions.
Broadpath needed to differentiate IPR in a crowded market of data storage and service providers. It would be critical to leverage IPR’s 20-year track record of data reliability while also introducing its distinctive “single pane of glass” cloud management solution.
When investigating the industry dialogue, Broadpath discovered that category confusion was perhaps the greatest obstacle to differentiating IPR from its competition. There were multiple market categories, conflicting definitions and the difference between individual categories (e.g., “DR” and “Business Continuity”) was inconsistent, varying by service provider.