Atrato Inc. made a splash earlier this year with its no-maintenance disk array (which was quickly followed to market by Xiotech’s somewhat similar ISE product) and has been relatively quiet since then. Around the time of the product launch, some industry watchers urged the startup to polish its messaging because there were inconsistencies between information on the company’s website and information provided to the press and analysts.
Now it appears Atrato is moving into a more marketing-intensive phase with the promotion of former executive vice president of sales and marketing Steve Visconti to president and CEO. Company founder and former CEO Dan McCormick “has relinquished a day-to-day operational role in his new position of Chairman of the Board,” according to an Atrato press release.
One can imagine a range of scenarios – some good, some not – that would lead to this move,” Data Mobility Group analyst Robin Harris said in an email this morning. “My sense is that this is a normal progression for a company moving from an engineering/evangelizing mindset to a marketing/selling mindset. I believe they and Xiotech have a unique value proposition. Now is the time for them to flog it hard.”