German company 23media expands into Europe with dedicated hosting offering

“It’s pretty amazing that Minkels was the first data  centre  supplier  in  Europe  to commercially launch the Cold Corridor solution,”  says  Tobias  Rehn,  CEO  and  owner of 23media. “Energy efficiency and the use of green energy are very important to us. It not only helps us address environmental issues for our customers but also provides us with the ability to establish a high quality proposition at relatively low cost. The Minkels Cold Corridors are of significant help in creating enterprise- grade   stability   and   availability   while   also providing  efficiency  when  it  comes  to  the payments for our electricity bills.”

 

For customers in need of establishing cloud infrastructure, the company is able to deliver those  solutions  on  a  project  basis  as  part of their managed IT services proposition. Although    23media’s main    proposition    is focused on dedicated servers, colocation and connectivity, some customers ask them to install and manage private cloud on top of dedicated infrastructure. In that case, they’re definitely able to meet customer demand.

 

CLOUD VS. DEDICATED

“The delivery of cloud services is part of our managed IT services proposition, one of our major  propositions  actually,”  adds  Mr.  Rehn. “On the other hand, the main part of our client base is located in Germany and German people tend to have a great fear for bringing their data to the cloud. For efficiency purposes, a growing part of our customers are now utilising private cloud  installed  on  hardware  they  own,  but they almost never want to put their data into a public cloud environment.”

 

“Partly  this  is  caused  by  very  strong  data privacy protection rules in Germany but even more it has to do with fear of losing sensitive data,”   adds   Mr.    Rehn.   “For   that   reason, German consumers are even afraid to use all kinds of web-based solutions from abroad. I also  don’ t  know  any  large  German  company deploying their infrastructure in a public cloud infrastructure.”

 

As 23media is a fast growing company with impressive   growth   figures,   one   may   well ask  where  the  secret  of  their  success  lies. “While  connectivity  is  an  important  part  of our  proposition,  we  have  been  reinvesting  a lot  of  our  revenues  back  into  our  network,” adds Mr. Rehn. “This, and our ability to deliver enterprise-grade infrastructure with a flexible, pragmatic  approach  finally  pays  off.  During the last couple of years we have seen a market change in Germany, with customers choosing high quality over low budget offerings. We have highly educated employees who are in close contact with customers and we are utilising premium brands only for routers, switches, racks, and so on. Due to our close partnerships with a selective amount of vendors, we’re still able to offer good value for money.”

 

BRAND IMAGE

Mr. Rehn says that the use of Minkels data centre solutions is adding to the enterprise- level  brand  image  23media  pursues.  “When we compare ourselves to competitors, still not so many companies in Germany are utilising aisle containment. The Dutch market is quite ahead of Germany for that matter. Customers are always impressed when we take them on- site in our data centres. The moment we show them the Minkels racks and aisle containment, they  really  love  it.  It  actually  works.  Minkels racks and aisle containment have the high quality look-and-feel that meets enterprise requirements.”

 

As 23media delivers high-density infrastructure to its customers, the company has chosen to deploy 46U racks from Minkels. The modularity and thus flexibility of the rack components enabled 23media to have an easy install of extra wide and extra deep formatted racks while facilitating the implementation of high-density solutions.

 

“The   46U   rack   format   makes   engineering work much easier when taking care of server and networking cabling, and installation of power distribution units,” says Florian Beny, CTO of 23media. “The flexibility of the Minkels racks is pretty impressive. It also provides us with an easy solution for the cooling of our networking equipment. Minkels is one of the few in the market offering something like this, with networking equipment adjusted airflow optimisation from the side.”

 

“We have had some negative experiences with one of the other leading data centre vendors in the market,” adds Mr. Beny. “Minkels is different, they are really awesome from the first contact to the final delivery of racks, aisle containment and  cable  trays  on  top  of  the racks.  Their people put a lot of time in to us as while whilst listening to our unique requirements, which ultimately resulted in a good package deal with good prices.”