Object First, a leading storage provider for Veeam® users, has announced the launch in Europe of its new flexible on-demand consumption model for Ootbi, its immutable backup storage solution. This mode allows customers, resellers, and service providers to choose between a traditional purchase (CapEx) or a subscription option, eliminating upfront investment and costs associated with hardware renewal.
Following its U.S. debut in April 2025, the pay-as-you-go model is now available in the United Kingdom and the European Union, with plans to expand to other international markets soon.
This announcement strengthens Object First’s growth in the EMEA region, where the company’s reservations saw a year-over-year increase of 961% in Q2 2025, cementing its momentum in the sector.
Benefits for Object First Customers
- Pay for what you use, scale as needed: Object First now offers backup storage capacities ranging from 17 TB to 7 PB without upfront payment, featuring simple monthly billing and a one-year subscription. Customers can accelerate backup improvements without initial capital investment.
- Hardware updates and renewals included: All technological upgrades, service, support, and software updates are provided as part of the package.
- Predictable billing and management: With Object First’s Storage Calculator, expert support, and access to a network of experienced partners, customers can reduce risks of over-provisioning or under-provisioning.
Benefits for Object First Partners
- Flexible deployment: Partners can sell Ootbi based on the Consumption model for on-premises deployment managed by the customer. Service providers can also offer Ootbi as a managed service, either on the customer’s premises or in the provider’s data center.
Updates to the Object First Partner Program
Object First has also announced an enhanced partner program for EMEA that now supports the Pay-as-You-Go Consumption model through an all-in-one partner program. Partners can access new training on the Consumption model and improved marketing resources via the Object First partner portal. They can also benefit from a new Not-For-Resale (NFR) program and have access to Ootbi devices for internal use.
Endorsement Statements
“Our research shows a strong demand for storage consumption models in Europe,” says Luis Fernandes, senior research director at IDC. “Organizations want to free personnel for higher-value tasks and build a well-managed, integrated infrastructure with optimized utilization—precisely what the new Object First consumption model offers. Object First’s position as a trusted advisor gives me confidence that their strategy is solid and poised for success in Europe.”
“Thanks to Object First’s consumption model, our clients have been able to deploy an enterprise backup storage solution that helps them protect against ransomware without capital expenditure,” explains John D. Quinn, director of Waident Technology Solutions and an Object First partner. “The consumption model is a flexible offering that allows our clients to increase retention in the future and/or commit to more storage that fits their budget.”
“Object First is committed to providing ransomware-proof backup storage that is accessible and adaptable,” comments Daniel Fried, senior VP EMEA at Object First. “With our new consumption model in Europe, partners can expand their offerings and boost recurring revenue, while customers gain access to flexible, low-risk, secure, and immutable Ootbi storage—without compromising protection.”