Thats whats happening right now to InterSAN, a startup based in Scotts Valley, Calif. In the next week or so, Hitachi Data Systems, EMC Corp. (NYSE: EMC), and LSI Logic Corp. (NYSE: LSI) are expected to announce support for InterSANs storage network management software. And in each case, thats going to be followed by joint marketing and sales initiatives.
Word has it that another big gun, IBM Global Services, is also still in the queue to reach a similar deal with InterSAN -- all of which is pretty amazing, considering that the startups only been in business for a year.
So, whats so special about InterSAN?
Well, its got some clever marketing folk on board. Theyve done the usual trick of defining their own market for applications-based Storage Area Management (SAM) software so they can claim to lead it.