Object First, the best storage for Veeam users, announced the European launch of its flexible pay-per-use Consumption model for Ootbi, the company’s immutable backup storage appliance. This flexible model allows customers, resellers, and service providers to choose between a CapEx purchase or a subscription that eliminates upfront investment and hardware refresh costs. Following its successful debut in the U.S. in April 2025, the Consumption model is now available in the U.K. and the European Union, with additional markets planned in the coming months. Today’s news builds on Object First’s strong momentum in EMEA, where bookings grew 961% year-over-year in Q2 2025.
Object First Customer Benefits
Pay for what you use, grow as needed: Object First now offers backup storage capacity from 17 terabytes (TB) to 7 petabytes (PB) with no upfront payment, simple monthly billing, and a one-year subscription. Customers can accelerate backup improvements with minimal upfront investment.
Updates and hardware refreshes included: All technology refreshes, service, support, and software updates are included.
Predictable billing and management: With the Object First Storage Calculator, expert support, and access to an experienced partner network, customers can reduce the risk of over- or under-sizing.
Object First Partner Benefits
Flexible deployment: Partners can sell Consumption model-based Ootbi for deployment on-premises to be managed by the customer. In addition, Service Providers can deliver Ootbi as a managed service, either deploying the appliance at the customer’s site or in the service provider’s data center.
Object First Partner Program Updates
Object First also announced an enhanced partner program for EMEA, which now supports the pay-per-use Consumption model – an all-in-one Partner Program. Partners can access new Consumption model training and enhanced marketing campaign resources through the Object First partner portal. Partners can also take advantage of a new Not-for-Resale (NFR) program, as well as giving them access to Ootbi appliances for internal use.
“Object First is committed to delivering ransomware-proof backup storage that’s both accessible and adaptable,” said Daniel Fried, SVP, EMEA, Object First. “With our new Consumption model in Europe, partners can expand their offerings and grow recurring revenue, while customers gain flexible, low-risk access to Ootbi’s secure, immutable storage, without compromising on protection.”
