Keepit implements go-to market built around cloud data protection

Keepit, a Copenhagen-based technology firm, recently announced the launch of a new service, Advanced Protection for Microsoft Azure Active Directory. MSCloudNews reached out to the company for more insights on their market strategy and work with Microsoft.

Paul Robichaux, senior director of product marketing at Keepit, explained that the company started off as focused on hosting services for the Nordic market before pivoting to PC backup. In recent years, demand for PC backup declined and the company pivoted again to SaaS application backup, leveraging their experience managing services at scale in their own data centers. He explained:

We do everything in our own private cloud with no physical dependencies on Oracle or Azure. We don’t back up Azure VMs or Azure Blobs, but rather we focus on productivity and collaboration, and business enablement software like Salesforce, Office 365, [and Azure AD]. We are optimized top to bottom with commodity Dell hardware and our own custom indexer, object store, and Linux systems. We do some things natively, like immutability, as a default. The other thing that’s interesting about that is that we have a clear pricing model [which means we] don’t have to charge by consumption.

At the recent European SharePoint conference, Keepit shared the announcement of its Azure AD Advanced offering, which includes support for Power BI and Azure DevOps backup, as well as backup of conditional access policies and InTune. The company wanted to “plant a flag” with an earlier free version launched in January 2022, signaling that they would expand backup for the growing amount of vital policies and configurations often omitted from backups. Over the last few years, Microsoft has encouraged customers to move identity management to the cloud. Robichaux added: