Object First, renowned for its innovative storage solutions, has officially announced the European launch of its pay-per-use Consumption model. This new development for the Ootbi, their immutable backup storage appliance, allows users the flexibility of selecting a CapEx purchase or a subscription, avoiding upfront costs and hardware updates.
Following a successful debut in the U.S. in April 2025, the Consumption model is now available across the U.K. and the EU, with further expansion into additional markets anticipated soon. This comes as no surprise, seeing as Object First reported an impressive 961% growth in bookings within the EMEA region year-over-year in Q2 2025.
Object First Customer Benefits
- Pay-per-use: Flexible storage options ranging from 17 terabytes (TB) to 7 petabytes (PB) are available, without any upfront payment. Customers benefit from monthly billing and a one-year subscription, allowing seamless backup improvements without upfront investments.
- Inclusive updates: Customers receive all technology refreshes, service, support, and software updates as part of their subscription.
- Predictability: Utilising the Object First Storage Calculator, expert support, and partner network, customers can easily manage costs and avoid over- or under-sizing their requirements.
Object First Partner Benefits
- Flexible deployment mechanisms: Partners are empowered to sell the Consumption model on-premises, managed by the customer, or delivered as a managed service housed either on-site or in the service provider's data centre.
Alongside the model launch, Object First unveils its enriched partner programme for EMEA. This programme integrates the Consumption model, offering training, improved marketing resources, and a Not-for-Resale (NFR) programme. With access to Ootbi appliances, partners are equipped for internal utilisation and expansion.
As Object First strategically expands throughout Europe, this Consumption model showcases the company's dedication to offering unparalleled flexibility and security. Its robust features promise to transform how enterprises approach backup storage, protecting data assets against threats like ransomware, all while facilitating adaptability and efficiency.
