Tag Archives: pr

The Intern Experience at 10Fold

Far from just a lame B – Lister movie trying to prove that Vince Vaughn and Owen Wilson are still relevant and it’s these crazy millennials that are the ones out of touch with reality, internships are actually a critical step to success in the PR.

Unfortunately, internships have kind of a bad rap. Think cliché intern and what comes to mind? Coffee? Menial grunt work? Free labor? All too often that’s exactly the case.

But not all internships are created equal. At 10Fold, we pride ourselves on our internships and really believe our program to be a cut above the rest.

So what exactly sets an internship at 10Fold apart?

It’s paid. Always.

No not in experience, or possible college credit, but in cold hard bimonthly direct deposits. Because 10Fold understands you can’t pay your landlord with a glowing letter of recommendation.

You get real world experience.

We don’t bring in interns to be coffee fetchers or kitchen cleaners; if that’s all we thought you could do we wouldn’t want to hire you in the first place. Our interns are paired directly with a senior staff member on day one and immediately get started on real work. Bad news for aspiring pencil pushers, but great news for those driven to succeed.

You’re part of the team.

Interns aren’t some expendable resource that we renew every couple of months. At 10Fold we really believe that everyone we hire is becoming part of our team and we treat them accordingly; no intern coordinator that buffers the interns from the rest of the company, no exclusive training sessions for full time hires only, no battle royal where we pit all the interns against each other in gladiatorial combat to see who among them will earn the full time position (although we can all agree that would be the best way by far).

We care about our employees, and we celebrate when our interns are successful. Literally. Every Friday, in a meeting with everyone in the company from the CEO down, we make sure to let everyone know exactly how well our interns are doing. Sometimes we even do a little cheer.

Maybe that’s why we end up hiring 70% of the interns we employ.

But hey this could all just be some corporate sales pitch right? Well listen to what intern Nathan Zaragosa has to say about his time at 10Fold:

“I personally wanted to really grow from my internship, and gain skills I didn’t have before. From the moment I came into 10Fold, I’ve been assigned real projects that make impacts such as client social media content creation, event and award searches and outreach, and most recently pitching reporters. 10Fold went as far to ask the intern team to come up with ideas to improve training in the intern program! These projects not only help you grow your skillset, but make you feel like you’re making a difference in the company.”

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Inside the Newsroom: Media Talk Tech with VentureBeat, Wired and Fast Company

Organized by PRSA

On July 26, a handful of 10Fold crew members joined the Silicon Valley and San Francisco Chapters of the Public Relations Society of America (PRSA) for the “Inside the Newsroom: Media Talk Tech” panel event with Fast Company, Wired, and VentureBeat.

Panelists included:

 Jason Wilson, Managing Editor, VentureBeat

 David Pierce, Senior Staff Writer, WIRED

 Sean Captain, Tech Editor, Fast Company

Below is a collection of insights, trends, and other interesting thoughts by 10Fold’s own Drew Smith, Jordan Tewell, Webbo Chen, Katrina Cameron and Kyra Tillmans following the event.

Artificial Intelligence, Digital Transformation, Virtual Reality…What’s Next?

These buzzwords are top-of-mind in today’s technology landscape, and it was no surprise that the first panel question regarded these hot topics. When Jason Wilson of VentureBeat called for a show of hands on how many audience members regularly used voice assistance, the number of hands was noticeably few. Despite all the buzz surrounding AI (i.e. in voice assistants, like Siri or Amazon Alexa) there is still a long way to go. The panelists noted that, for example, voice assistance users tend to use those features for only the things they know work well, showcasing the disparity between where the day-to-day benefits of AI voice assistance currently stand and where they could/should be.

Another salient point that David made was the different growth trajectories of augmented reality versus virtual reality. AR will improve quickly, he noted, while VR is more likely to just chug along. This might come as a surprise, as VR is typically viewed as the more “futuristic” innovation.

Trends of the Media-scape

The panelists agreed the intersection of technology and politics is a big trend on everyone’s mind. It was much easier to separate the two in the past, but now reporters who cover cyber security are often times writing about national security too. The intersection of technology and politics matter now more than ever, and we should address this when talking strategy internally and with our clients.

David made an interesting comment about video journalism. At Conde Nast (parent company of Wired), they want to ensure that video isn’t treated as a bolt-on, and they’ve started to consider video as one of the primary channels when they’re determining what goes where during their editorial meetings. Instead of slapping on video at the end of everything, reporters are putting significant thought into which platform is best – i.e. a 2,000-word feature, a photo essay, or maybe even a Snapchat video. It raises the question for PR pros to determine which avenue is best to take for which story and set expectations accordingly. Not everything will be a full-length feature story these days.

Via the Twitter hashtag #MediaTechTalk, attendees posed a question about non-Silicon Valley tech hotbeds. The panel agreed on Pittsburgh as a favorite, which wasn’t wholly surprising, because the Pennsylvania, Massachusetts and Tri-State region is becoming widely known as an area of innovation. However, Fargo came as a surprise. And David made a good point of thinking about the world outside of the U.S., because all too often we have proximity bias – especially when you’re based in Silicon Valley like we are!

Tips by the Media for the Media

Sean from Fast Company continually reiterated the importance of clicks/views in judging how successful an article was. He and his editors clearly pay a lot of attention to this in a rapidly changing media landscape. Ultimately, what readers think is most important for both reporters and PR folks alike. Reporters approach stories they’re pitched by gauging whether their readers will care in order to gain as many eyeballs as possible. In tech PR, companies like to focus on news developments and its impact on the broader landscape rather than the personalities behind the tech. Instead of product launch stories, technology reporters are interested to learn about the human side of the story. As an example, David brought up a feature story on employees who were affected by Dropbox dropping AWS. The topic was very dry, and David didn’t expect it to do as well as it did. Yet, by adding in the human element, the story became one of his most popular reads to date.

As PR professionals, we can help orchestrate these stories by doing background interviews with our clients to develop a narrative that will resonate well with readers. Who is the main character in the story? It’s important to remember that if you have interesting execs, you should flesh out their bios/background and occasionally lead with that when approaching media.

As a final takeaway, all the panelists mentioned that they’d love to have more conversations with both PR folks’ clients – and the PR people themselves – that have no agenda whatsoever. Not many PR people would propose a “no agenda briefing” to a journalist – if only because that’s not likely to hook the journalist – but I’d be interested to see the results from the brave PR pro who does this.

Journalists and PR professionals agree that the media landscape is changing actively and dramatically. Events like the Media Tech Talks are a great way to engage with the media, understand their thinking and likewise share your own. A big “thank you” to PRSA for putting it together! 10Fold is looking forward to the next one.

By Kyra Tillmans

(Contributions from Drew Smith, Jordan Tewell, Webbo Chen, and Katrina Cameron)

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PR Intern’s Guide to the Galaxy: Making Relevant Media Lists

Media lists can be considered the secret weapon of the PR pro. While they’re a relatively simple tool, they’re arguably the most important to PR success. Without an updated, accurate and beat-tailored media list — sucess is hard to come by. Your reputation as a PR practitioner can also be tarnished if you constantly are pitching the wrong media contacts (you might also find your misguided email screenshotted on Twitter under #PRFails).

Media lists are used to:

  1. Secure media coverage for your client
  2. Reach a target audience
  3. Keep a history of dialogue between your client and a reporter to ensure pitches/conversations are more useful for both parties

Audience – The first thing to consider when building a media list is your client’s target audience, this will help you determine the types of publications that need to be included based on their readership. It’s also important to identify the coverage of your clients competitors. It is likely that media covering your client’s competitors will be interested in covering your client as well. A well rounded media list will include trade reporters, reporters from vertical outlets (government, healthcare, retail, etc.) and bloggers.

Keywords – When searching for the right media to include, it is crucial that you search the right keywords. In some cases, it is easy to only include the phrases categorizing your clients technology, but only if it is unique enough that your search results will bring back specific, relevant coverage. It is rarely that easy. More likely, there are instances where your client’s keywords are very generic and search results for the technology classification alone will bring back irrelevant results. Other keywords include the name of your clients competitors.

Tools – The tools most commonly used when searching for media are Google, Cision, Meltwater, IT Database. You will want to use these tools to search multiple combinations of your clients keywords as well as your clients previous coverage, and competitors previous coverage. Once you find the coverage, you will need to organize the information and create your media list using Excel.

Organize – Media lists can sometimes get very long but no matter the size, keep them organized! This ensures that you will be able to find the right contact, the first time, every time. Begin by opening an excel sheet and in the first row, place a filter on publication, first name, last name, title, email, phone number, twitter handle and a link to the reporters most relevant/timely story. Under each column, you will either fill in the information by hand or copy and paste it in from an Excel sheet generated by one of your previously used tools. Once you have all of the information filled in, check for duplicates and fill in anything that might be missing. Finding this missing information consists of research and can sometimes be time consuming.

Update – Keeping an updated media list is important, because there are many reporters who move from one publication to another and sometimes, a media contact will even change the topic that they report on, known as their beat. When you have a media list that is up to date and accurate, you avoid situations where reporters get frustrated with you because you mistakenly pitch them a story that they aren’t covering. Reporters are easier to work with if they know that you are paying attention to their current beat and reading their most current stories. Pitching the wrong media is a waste of their time, yours and the client’s.  

By Kory Buckley

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10Fold – Security Never Sleeps – 55

Your daily digest of “All Things Security” gathered, collected and researched by your very own 10Fold Security Practice team.

Big items to consider: Cancer treatment provider 21st Century Oncology Holdings has warned 2.2 million patients and employees that their sensitive data may have been stolen in a cyberattack. Home Depot Inc agreed to pay at least $19.5 million to compensate U.S. consumers harmed by a 2014 data breach affecting more than 50 million cardholders. According to the first-ever Dell Data Security Survey, nearly three in four (73%) of decision-makers are somewhat to very concerned about malware and advanced persistent threats (APTs)—despite the fact that most have anti-malware solutions in place. Guests who recently lodged at Rosen Hotels & Resorts properties in theme-park destination Orlando, Fla. must hope their data hasn’t been taken for a wild ride, after the hospitality company announced its properties have suffered a long-undiscovered payment card data breach.

Cancer Clinc Warns 2.2 Million Patients of Data Breach – Publication: ZDnet – Reporter name: Charlie Oborne

Cancer treatment provider 21st Century Oncology Holdings has warned 2.2 million patients and employees that their sensitive data may have been stolen in a cyberattack. The breach was revealed on March 4, but the Florida-based cancer clinic chain was informed of the cyberattack and information theft on November 13, 2015, by the FBI. The data breach may impact up to 2.2 million patients and physicians.


Home Depot Settles Consumer Lawsuit Over Big 2014 Data Breach – Publication: Reuters – Reporter name: Jonathan Stempel

Home Depot Inc agreed to pay at least $19.5 million to compensate U.S. consumers harmed by a 2014 data breach affecting more than 50 million cardholders. The home improvement retailer will set up a $13 million fund to reimburse shoppers for out-of-pocket losses, and spend at least $6.5 million to fund 1-1/2 years of cardholder identity protection services. Home Depot has said the breach affected people who used payment cards on its self-checkout terminals in U.S. and Canadian stores between April and September 2014.


Dell: Cloud, Mobility and Malware Keep Execs Up At Night – Publication: InfoSecurity – Reporter name:Tara Seals

According to the first-ever Dell Data Security Survey, nearly three in four (73%) of decision-makers are somewhat to very concerned about malware and advanced persistent threats (APTs)—despite the fact that most have anti-malware solutions in place. In fact, only about 20% of respondents said they are “very confident” in their ability to protect against sophisticated malware attacks. The report uncovered a clear trend of employers feeling that they have to limit mobility in order to protect data. The majority of respondents from mid-market companies (65%) said they are holding back plans to make their workforce more mobile, for security reasons.


Extended Stay: Data-Stealing Malware Hides On Rosen Hotels’ Payment Card Network For Over A Year – Publication: SC Magazine – Reporter name: Bradley Barth

Guests who recently lodged at Rosen Hotels & Resorts properties in theme-park destination Orlando, Fla. must hope their data hasn’t been taken for a wild ride, after the hospitality company announced its properties have suffered a long-undiscovered payment card data breach. Rosen confirmed that an investigation of its payment card network turned up malware capable of reading cards’ magnetic stripe data as it is routed through affected systems. Rosen did not indicate how many guests were likely affected; however the malware resided on its systems for well over a year, from Sept. 2, 2014 to Feb. 18, 2016. The company was finally alerted to the presence of malware in early February after receiving unconfirmed reports of fraudulent charges involving past guests.

Five Best Practices for Building Customer Champions

Here at 10Fold we understand the importance of building customer champions to support our client’s marketing and PR programs. Working with customers to support PR efforts can be tricky, so our VP, Fran Lowe, shares her best practices for turning customers into champions for the Company.

  1. Let the customer know PR opportunities often have mutual benefit. Bes sure to emphasize your customer’s successes and their overall value. This assures the customer that this isn’t a favor for you, but increases brand awareness and value for their business as well.
  2. Agree upon (upfront) the number of instances, and the types of opportunities that your customer will be used as a reference. Some customers prefer to reserve references until they have fully implemented your solution.
  3. Draft a quote that your target can both edit and review within the context of the release that will be published. Understandably, many people may not feel comfortable with making general statements that are easily manipulated in scenarios where they feel it may not apply to your performance. In order to avoid confusion and maintain trust between you and your customer, establish authenticity by giving full context in which their testimonial will be used.
  4. Assure your customer that you will protect them in the process. For example, they should not be used as a reference unless they have the authority to do so. In the event that your contact is not authorized to offer a reference, ask who may be authorized to be a reference and ask for an introduction
  5. If no one is willing or able to speak on the record about your company, determine if they would be open to speaking to media or an analyst while staying anonymous. Some reporters will use anonymous quotes and take customer details anonymously on background to strengthen a story.

PR that features customers will often generate increased business for your company as well as your customer’s company.  Using Fran’s simple guidelines, you will be well on your way to building customer champions!

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The Latest on Enhancing Omnichannel, Internet of Things and Marketing Efficiencies

Marketing has increasingly come to be dependent on data for actionable insights that deliver results. A user-friendly way of handling new, fresh data – the different lead scenarios and account details – can prove to be quite a transformative agent. Strong data promises to do just this, and more. Read below for guidance on leveraging strong data, omnichannel and the Internet of Things (IoT) to become more efficient in marketing.

Tech giants court retailers chasing omnichannel dream, Amazon – ZDNet

Large technology vendors such as Intel, NCR and SAP are using the Internet of Things and analytics to approach retailers that are struggling to meld their brick-and-mortar operations with faster growing ecommerce operations. At the National Retail Federation’s Big Show in New York, omnichannel was a primary focus for digital leaders from Home Depot, Macy’s, Barnes & Noble and The North Face.

Industry Preview 2016: For Platform Leaders, Getting Over Their Own Walls Is a Growing Concern – AdExchanger

According to several speakers at AdExchanger’s Industry Preview conference, walled-garden players are still trying to formulate and communicate what value their data brings to brands.

Facebook’s digital video initiative is a good example of an ad strategy that has achieved widespread adoption. Facebook claims it generates 8 billion video views daily, but still requires significant investment before the company even knows how effective the product is for brands. Figuring out what data agencies need to have in order to invest bigger budgets into video will be a priority in 2016, said Patrick Harris, Facebook’s director of global agency development.

Amazon VP of global ad sales Seth Dallaire echoed similar sentiments when describing the ecommerce giant’s priority for data and marketing on the platform this year. “(We are) trying to help agencies and advertisers understand the types of reporting and interpret the events on our platform.” Data that can inform marketers, including how users interact with brand pages, product reviews or their online shopping cart, is first and foremost a part of the Amazon user experience. “Understanding the purchase funnel was something we had to develop for ourselves,” Dallaire said.

Why you should pay attention to the Internet of Things – Marketing Interactive

The IoT has gained significant momentum in the past year, with Gartner now estimating that there will be nearly 21 billion IoT devices by 2020. There’s no doubt that the IoT is disrupting many business sectors. Organizations in consumer electronics, healthcare, retail, financial services and other sectors are already engaged in digital transformation efforts to reposition their businesses for the new competitive landscape. The IoT is particularly valuable for marketers because it gives organizations access to huge amounts of personal user data.

Embedded in our everyday lives, IoT devices continuously gather actionable information on customer habits, tastes, and preferences. This presents a tremendous opportunity for marketers to create targeted offers, personalized experiences, and other important features that engage customers in new, authentic ways.

3 Steps to Boost Marketing Efficiency with Strong Data – MarTech Advisor

Author Rohit Roy provides readers with steps on how to leverage data to create more efficient marketing campaigns. Of the steps listed, Rohit suggests marketers need to develop a streamlined process for manual data entry to get the most from their data.

3 Tips to Excel at What You Do

Staying on top of your game can be a tricky task for many people in the fast-paced field of Public Relations. Moving at a rapid pace and constantly evolving, getting and staying on top in the field is much easier said – than done. Here is a quick list of pointers to help you get there.

Love It
Who wants to work a job they don’t enjoy? Having a genuine interest in what you’re doing is critical in being engaged and the most productive you can be. Nothing compares to the level of quality when you have real dedication for the work that you do. The passion you hold for your job is what will focus and drive you toward success while keeping you actively engaged.

Embrace Your Mistakes
Difficulties are not exactly motivational. Failing at your task is not a goal to be aimed for, however it is critical to approach the situation in the right way. Nobody is perfect, and we will all inevitably make mistakes at some point in our professional careers. It is up to you to either allow failures to bog you down or to accept them as a learning experience.

th (1)

Get Out Of Your Comfort Zone!
Have you ever been frustrated with someone who refuses to see a different point-of-view, no matter how convincing another may be? It’s difficult to think outside the box if you won’t take a step out of it to experience new ideas! Allowing yourself to be subjected to new ideas is the key to expanding viewpoints and understanding how best to resolve new challenges.

comfortzone

How many of these do you incorporate? If you find yourself questioning your choices while reading this, it may be time to re-think your approach.

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3 Key Qualities of Leadership

Many understand the advantages of a good leader, but few truly understand what it takes to be an effective and motivating director. This is related not only to success in work, but to one’s personal aspirations as well. Three qualities of compelling leaders are:

Exceptional Communication Skills

Communicating effectively with your team clearly illustrates your objectives as a business and allows their goals to be understood as well. At 10Fold, we have a daily huddle where we discuss industry trends and company news to make sure that each individual is on the same page and to share future plans for our business.  Scorecards are maintained to track the contributions each person makes, and we utilize a “No Secrets Policy” to confirm no one misunderstands company objectives. Transparency is our goal, with our leadership and team members.  

Being A Role Model

There are two types of guiding personalities; Bosses and Leaders. The former emphasizes their control over others and uses it to their benefit to complete a task. Thus breeds resentment and general disdain for the workplace. A leader, while still establishing themselves as a director for official activities, will also show reasonability and listen to their subordinates. Simply giving advice and constructively advising your team can go a long way in ensuring future productivity and trust in your abilities. 10Fold CEO Susan Thomas comments: “I would never ask someone to do something I would not do myself,” and ensures the rest of 10Fold management does the same. Acknowledging that each team member works most competently when they are mutually understood, our business has had the capability to exponentially expand over the last twenty years.

boss v leader

Working With Change In the Environment

A leader is able to quickly and confidently adapt to developing situations. Thinking on your feet is crucial in being able to direct your team in an inventive direction when circumstances change beyond your control. Your organization will look to you for an answer, and your goal is to deliver one as efficient my as possible. As a business, 10Fold understands that things that may work for awhile will inevitably change. This constant need for adaptation has led us to create a metrics driven business plan, incorporating a conservative “Pain Threshold” that, once met, indicates an immediate need to switch strategies and convert ourselves to a new approach. This practice has overseen significant growth in the last year alone, with over 24% increase.

culture

Applying and maintaining these aspects of leadership in business allow for greater expansion and a sense of trust between team members. At 10Fold we work hard to assure that these are continually and successfully achieved.

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NEWS

STORAGE

trainer_storage_icon_600x600 Cloud storage is a model where the digital data is stored in logical pools and the physical storage spans multiple servers and locations. Most companies deploy a hybrid data storage infrastructure combining traditional self-managed and cloud storage providers managed data repositories. 10Fold Communications has a team of Storage media specialists and proudly represents the following companies in this high-tech space

Present Clients

Headquartered in Poway, California, Apricorn provides hardware-based 256-bit encrypted external storage products to companies and organizations that require high-level protection systems. All Apricorn Aegis drives are encrypted and authenticated exclusively by its own onboard keypad and internal hardware where there is never any software involvement in the security parameters, establishing Apricorn technology as the standard for data security. <Read More>


 Based in San Mateo, California, Cloudian is the leader in enterprise object storage systems. The company turns information into insight with an infinitely scalable platform that consolidates, manages and protects enterprise data. Cloudian Enterprise Object Storage brings cloud technology and economics to the data center with uncompromising data durability, intuitive management tools and the industry’s most compatible S3 API. Cloudian and its ecosystem partners help Global 1000 customers simplify unstructured data management today, while preparing for the data demands of AI and machine learning tomorrow. <Read More>


CloudvElxoCloudVelox is the first company to automate key discovery, blueprinting, provisioning and synchronization processes that enable hybrid cloud operating models for physical and virtual workloads, including pilot light DR, cloud migration and cloud Dev/Test. Critical network and security services are extended into the cloud with a high level of automation to enhance security and compliance. Data in motion and at rest are secured. Customers report substantial increases in agility and reductions in capital and operating expenses. www.cloudvelox.com  twitter @CloudVelox


 Panasas is the performance scale-out NAS leader for unstructured data, driving industry and research innovation by accelerating workflows and simplifying data management. ActiveStor® appliances leverage the patented PanFS® storage operating system and DirectFlow® protocol to deliver performance and reliability at scale from an appliance that is both easy to manage and deploy. The firms storage is optimized for the most demanding workloads in fields ranging from life sciences, media and entertainment to energy, government as well as education opportunities, and has been deployed in more than 50 countries worldwide.


PW Portworx creates software-defined infrastructure for containerized applications. Portworx PWX enables the rapid deployment of stateful, distributed applications into production. With PWX, applications can be scaled rapidly without IT intervention. DevOps can provision storage to containers in an automated and container-centric way. This eliminates infrastructure tweaking and custom script writing that delay production deployment and scaling. Portworx solutions allow companies to become more agile and deliver innovation faster by bridging the worlds of enterprise application development, delivery, and production with the emerging containerized toolchain and DevOps culture. Portworx has a founding team that previously created the storage optimization company Ocarina Networks, acquired by Dell in 2010, and the team includes veterans from a range of enterprise vendors, including F5, Citrix, and Microsoft. <Read More>

Past Clients

client - logo - exablox Exablox is the company re-imagining storage. Exablox solves businesses’ runaway storage costs and information management nightmares by providing a scale-out cloud-based management solution that is both affordable and easy to use. OneBlox is an inclusive storage offering that combines an elegant hardware architecture and integrated, enterprise-grade software, including continuous data protection, inline deduplication and disaster recovery. Founded in 2010, Exablox is headquartered in Sunnyvale, CA and backed by leading Silicon Valley venture firms. www.exablox.com twitter @Exablox


eoriginaleOriginal, Inc., founded in 1996, is the standard for eAsset® Management services for any business that needs the ability to verify secure, legally compliant and enforceable electronic asset documentation. eOriginal provides the maintenance, control and use of critical documents that have an intrinsic value, such as negotiable instruments, in a fully electronic environment, storing and protecting these assets throughout their entire lifecycle, including post signature execution. By maintaining the authenticity of original documents, the identity of the signatories, and the integrity of the content, eOriginal provides customers with the capability to realize the true benefits of fully electronic transactions and the resulting business process improvements. www.eoriginal.com twitter @eOriginal


client - logo - ironkey_imationIronKey solutions meet the challenge of protecting today’s mobile workforce, featuring secure USB solutions for data transport and mobile workspaces. The IronKey line includes the world’s leading hardware encrypted USB drives, PC on a Stick™ workspaces for Windows To Go, and cloud-based or on-premise centralized secure device management solutions. IronKey is the mobile security portfolio of Imation Corp. www.ironkey.com twitter @IronKeySecurity


violinViolin Memory transforms the speed of business with high performance, always available, low cost management of critical business information and applications. Violin’s All-Flash optimized solutions accelerate breakthrough CAPEX and OPEX savings for building the next generation data center. Violin’s Flash Fabric Architecture (FFA) speeds data delivery with chip-to-chassis performance optimization that achieves lower consistent latency and cost per transaction for Cloud, Enterprise and Virtualized mission-critical applications. Violin’s All-Flash Arrays and Appliances, and enterprise data management software solutions enhance agility and mobility while revolutionizing datacenter economics. www.violin-memory.com twitter @ViolinMemory