All-flash array maker Pure Storage unveiled its P3 partner program today, offering the channel a “simple and flexible” way for partners to resell its hardware. Pure touts a $4 billion flash storage market, plus the perks available to vendors that decide to sign up for the program.

P3 Channel Program Benefits

The P3 program was designed to liberate IT reseller from narrow growth opportunities and overly complex certification and vendor engagement requirements. The P3 program offers the following partnership benefits:

• A unique, high-growth opportunity to capitalize on the enterprise market transition to solid-state storage.
• A secure partner portal with exclusive access to a rich resource library of lead generation, pre- and post-sales tools to generate new opportunities.
• A simple way to register new opportunities, with a 48-hour SLA.
• Exclusive promotions and giveaway programs for sellers and customers.”

Pure Storage already managed to bring the Kinney Group aboard, a reseller of data center equipment that works with government agencies.

Pure Storage is trying to up an ecosystem and expand its global reach in an effort to monetize what is indeed a huge market. Demand for flash from customers has skyrocketed in the past couple of years as companies like Fusion-io are making the technology more stable and enterprise-ready.

Speaking of Fusion-io, the storage vendor debuted its latest innovation in this space not too long ago. It arrives in the form of an extension to its software platform called  Extended Memory – a system that tiers data from DRAM to make the best use of all available resources. This translates into frequently accessed data being transported over to memory, while the rest is stored on more affordable flash.

One of the big advantages is that Extended Memory makes developers’ lives much easier. They only have to optimize their code for memory and leave the rest to Fusion’s SDK.