By Craig McLellan

Don’t starve your innovation because there are too many options on the menu. Choice, flexibility, and variety are good, but it’s possible to have too much of a good thing. Too many options and variations can make the designing, deploying, and buying processes convoluted, frustrating, and long. 

It’s like being really hungry at a restaurant with a long menu. Too many choices only distract you from your objective—to have a good meal. 

In technology, it’s easy for companies to spin up derivatives, revisions, and alternatives, creating an incredibly complicated and extensive menu of very attractive services. But this only slows your ability to help customers achieve a successful outcome. And things get even more complicated when you’re dealing with multiple tiers of distribution.  

You need dozens of salad dressings like you need Kubernetes three ways 

Hyperscale cloud providers are the most egregious service menu abusers, creating overly elaborate service and solutions catalogs. Who needs Kubernetes three ways? Almost no one.  

Hyperscalers love to highlight their extensive product catalog—great for book peddlers (200+ fully featured services), indexers (100+ services), and emulators (6000+ services).  

But what does this complex catalog do for partners who want to build or expand their cloud services offerings or add to their portfolio without investing in in-house DevOps?  


If you’re hungry to build out your cloud services offerings or add to your portfolio, dealing with the big clouds is daunting and can lead to project paralysis, escalating budgets, and introducing risk resellers. 

At ThinkOn, we deliver quality over quantity, choosing the simple and straightforward over complexity for complexity’s sake. We make it easy to expand your services and add to your portfolio, serving simplicity in four ways: transparent quoting and invoicing; a streamlined services catalog and “solutions in a box” approach; a tested and successful go-to-market strategy; and human support. 

Costly mistakes are hard to swallow 

Enterprise cloud spending is over budget by 24% on averagei

Complexity slows you going to market. Once you finally choose something from the menu, the hyperscalers have made everything so elastic—the units of measure so variable and complex—that overspending is inevitable.  

And when the IT-budget-blowing invoices arrive, hyperscale cloud providers take no responsibility—it’s not their fault that you didn’t get the sizing exactly right or the retention periods were shorter than expected. The risks—and the repercussions—belong to you and your customers. 

When you call your hyperscale account executive to ask about why a bill is 20% more than the quote, you’ll likely be told, “Your customer is using things in ways we did not predict.” A trivial response that gets the account executive and the hyperscaler off the hook, because technically it’s true—the typical hyperscale cloud customer incurs 10–20% in unpredictable variable costs per month. But who ends up taking the blame? You, the reseller.  

At ThinkOn, our resellers don’t need to play the blame game, because we make our services simple, and, by combining measured risk with simplicity, we de-risk unpredictable variables—like hidden fees.  

Serving up affordable cloud you can count on  

The cost to move 100 TB of data per month with one of the big three hyperscale clouds ranges from $2,000 to $8,000 in egress fees.ii 

The cost to move 100 TB of data per month with ThinkOn? Nada. 

We keep billing simple, granular, and foolish-free. We tell you the cost upfront on an easy-to-read, single page quote. When the invoice comes, that’s the number you’ll see. No fine print, no escalating cloud allocation usage charges, no hidden fees—ingress, egress, or otherwise. 

What’s more, if your customer needs help, we’ve got their back—and yours. ThinkOn has 24-7 support, delivered by a capable team of actual people, not chatbots. Now that’s service with a smile. 

Giving you what’s on the box by putting the best in the box 

ThinkOn was founded on the guiding principle to create the IT equivalent of LEGO* bricks. 

The idea is simple: build eight or ten different services that can be snapped together like building blocks, delivering outcomes that work for our resellers and our subscribers by allowing them to build unique solutions to solve their unique problems.  

And for our solutions, just like LEGO bricks, packaging matters.   

When you buy a set of building blocks, you’re buying the option to create what’s pictured on the box. To keep things simple for our resellers and subscribers, we package our services in a similar way.  

ThinkOn’s ready-to-market services make it easy for you to create the outcome that’s on the box, because we put the best engineering, plus recipes for exactly how to snap the services together, in the box.  

Our services fit together to create an economical, buildable outcome that makes sense for the end user and their bottom line. While it’s possible to build very sophisticated things out of LEGO bricks, here at ThinkON, we use our IT building blocks to build easy-to-understand things which can be used to solve problems and ultimately empower the customer to do what they want to do with their data. 

One restaurant—only your favorites 

ThinkOn is a one-stop-shop for your organization’s data protection needs. Our services menu is short enough that it won’t distract you from what you need, and long enough to get you the exact outcome you want.  

Architecting solutions on a hyperscale cloud is hard work. Doing business with us isn’t.  


*LEGO® is a trademark of the LEGO Group of companies which does not sponsor, authorize, or endorse our company or products.

i. Flexera, “Cloud Computing Trends: 2021 State of the Cloud Report.”

ii. Flexera, “Cloud Computing Trends: 2021 State of the Cloud Report.”