Networked storage is the 'next big thing'. Driven by the proliferation of email, customer databases and larger files, data storage is rapidly becoming an integral element of most IT budgets.

As many as 75 per cent of resellers claimed that data storage was this year's hot topic, according to a survey by Zycko. It seems that, for once, end-users and analysts agree.

Despite this apparent enthusiasm, there is still an enormous lack of understanding in the channel. Thirty-eight per cent of resellers questioned did not feel able to provide a complete solution.

The problem lies in the fact that most of the channel is approaching the data storage market in much the same tried and tested manner they have always done. And why shouldn't they? It always worked before.

In my opinion, the channel should be better educated about the opportunities out there to avoid bursting the bubble built up by the 'next big thing' hype.

Zycko figures show that almost half of its website's readers already feel they have been missold storage in some way, with a further quarter of respondents regretting being locked into one vendor, instead of having an open system.

Vendor lock-in, the problems it can cause for end-users and the resulting disenchantment is a trend that must be addressed sooner rather than later.

Traditional VARs can find it difficult to adjust to selling networked storage solutions. It requires a profound knowledge of the business issues and a change of mindset.

Selling networked storage is less selling a product than selling a solution, and solutions require different approaches.

Because an end-user often has little understanding of its own needs, possibly not having any budget set aside for the provision of storage solutions, the reseller is forced to adopt more of a 'business analyst' role, assessing and explaining business risk and requirements.

Until now, there have been few distributors that can boast an in-depth knowledge and willingness to pass that knowledge on, so many traditional resellers are sitting on the fence, concerned about margins and profit to be gained.

These resellers constitute a massive opportunity. If, with training and education, they can be persuaded to come down from the fence, revenue could live up to the hype.

Until now however, there has been enormous underinvestment in educating the channel. The responsibility for this lies with value-added distributors, not the resellers that work with them.

Unless distributors change their approach, they can hardly expect resellers to step up to change theirs. The whole networked storage market relies on education and the buck stops with the distributor.

To get the channel to do what it does best - generating leads and selling - it is up to the distributor to provide it with adequate advanced education and training.

Rory Sweet is managing director of Zycko.