Now Generally Available: Azure Native Pure Storage Cloud for Azure VMware Solution
Co authored by: vjirovsky Azure Native Integrations enable you to easily provision, manage, and tightly integrate Independent Software Vendors (ISV) SaaS with a unified billing on Azure. By leveraging the power of Azure, Pure Storage Cloud Service offers you the same trusted Pure Storage capabilities in the cloud, without the complexity of refactoring or rearchitecting your VMware environments. You can easily discover and sign up for this via the Azure Marketplace. Azure Native Integrations enable you to easily provision, manage, and tightly integrate Independent Software Vendors (ISV) SaaS with a unified billing on Azure. By leveraging the power of Azure, Pure Storage Cloud Service offers you the same trusted Pure Storage capabilities in the cloud, without the complexity of refactoring or rearchitecting your VMware environments. You can easily discover and sign up for this via the Azure Marketplace. “We’re excited to announce Microsoft’s strengthened partnership with Pure Storage through the Azure Native Integrations program. With the service now generally available, customers can seamlessly deploy enterprise-grade block storage on Pure directly from the Azure portal. This seamless integration with Azure VMware Solution enables elastic capacity, flexible performance, and instant resizing – all while unlocking the full power of Azure’s cloud and AI capabilities.” - Scott Hunter, Vice President Product Management, Microsoft Developer Division Key Benefits of Azure Native Pure Storage Cloud on AVS Enterprise customers migrating VMware workloads to the cloud have long faced challenges with storage scalability, cost inefficiencies, and operational overhead. With this GA release, Pure Storage removes those barriers and delivers: Decoupled Scalability & Flexibility: across Compute and Storage solutions, so you pay only for what you need. Seamless Native Azure Experience: Provision Pure Storage Cloud resources via the client of your choice - Azure portal, CLI, PowerShell or SDK. Multi-Region support: Enjoy the support for your Pure Storage resource across East US, East US 2, West US 2, Central US and Australia East regions, with many more coming in shortly! Cost Efficiency: Achieve up to 40% Total Cost of Operations (TCO) savings through best-in-class data reduction and compression solutions. Streamlined VMware Migration: Simplify the transition of VMware workloads from on-premises or hybrid and multi-cloud environments onto Azure with consistent storage performance, nearly zero downtime, and minimal business disruption. Easy management: Perform all daily operations on AVS from a single VMware vSphere client directly via built-in plugin for Pure Storage Cloud Robust performance and reliability for mission-critical workloads with enterprise-grade Data protection and Data resilience support, with solutions such as Pure Snapshots and Hybrid Disaster Recovery in the pipeline. Fig 1: Pure Storage benefits of decoupled storage scalability. Why Pure Storage? Gartner report from Sept 2025 states that by 2029, consumption-based storage as a service (STaaS) will replace 50% of on-premises enterprise storage and data services infrastructure capital expenditure (capex), an increase from 15% in early 2025. Pure Storage® is a pivotal storage player among the Enterprise customers in revolutionizing the storage, management and resiliency while ensuring flexibility. From AI to archive, Pure Storage delivers a seamless cloud migration experience with one unified Storage as-a-Service (STaaS) platform across on-premises, private and public cloud, and hybrid environments. Pure has been named a Leader in the Gartner® Magic Quadrant™ for Enterprise Storage Platforms, with highest rating in Execution & Vision. An enterprise-favorite, some key customers for Pure Storage include ServiceNow, NASA, Comcast and many more! Fig 2: Magic Quadrant for Enterprise Storage Platforms, Sep 2025, Gartner Inc. Get Started with Azure Native Pure Storage Cloud Getting started is simple and fully integrated into the Azure experience. You can now start your journey quick and easy, and you pay only for the storage you use. For a detailed step-by-step visual guide, check out this YouTube playlist. Search and Provisioning the Pure Storage Cloud Resource Look for “Pure Storage Cloud” in the Azure portal or Azure Marketplace and sign up to subscribe. Select the service and create a new Pure Storage resource. Follow the instructions in the QuickStart to easily spin up your Pure Storage resource. Fig 3: Searching for Azure Native Pure Storage via Azure portal Create Storage Pools Using your Vnet and a delegated subnet to PureStorage.Block/storagePools, use the Overview blade navigation or the Action tile in the bottom to create and configure your storage pools. Fig 4: Newly created Pure Storage resource Overview in Azure portal Fig 5: Create Storage pool blade in Azure portal Connect to an Azure VMware Solution (AVS) resource Once created, you can use the Connect button up top to link your storage pool to AVS. In a few minutes, your storage pool is coupled with your VMware resource and ready to use! Fig 6: Connect AVS button establishes connection between storage pool and AVS resource Also, it automatically installs the Pure Storage Cloud plugin into your VMware resource, so you can manage everything, including the storage, from a single place, vSphere Client. Fig 7: Creation of a Datastore within the vSphere Client – this maps to a Storage container on your Pure Storage Cloud resource We’re excited for you to try out our solution! If you have suggestions or questions, contact us at azurenative@purestorage.com Resources Sign up for the service via Azure marketplace here. For a detailed visual guide on the step-by-step process to create a Pure Storage resource on Azure, check out this YouTube playlist. To learn more about the service, FAQ, and how to create your resource, check out the Microsoft docs as well as the Pure docs. Learn about how to create datastores and volumes and manage your Pure Storage here. Check out Azure Storage's blog and Pure’s press release for more excitement around the Pure-Microsoft partnership.Partner Blog | A reimagined Microsoft Marketplace: New investments to power growth
Frontier Firms, organizations at the leading edge of digital transformation, are redefining how innovation is scaled and how value is created. To empower emerging and established Frontier Firms, we are excited to launch the reimagined Microsoft Marketplace, your trusted source for cloud solutions, AI apps, and agents. The new Marketplace brings together AppSource and Azure Marketplace to accelerate business transformation for customers and unlock new growth opportunities for partners. It is a seamless extension of the Microsoft Cloud, making partner solutions discoverable directly within the Microsoft products where customers work every day. Solutions, apps, and agents are provisioned with the same governance and security controls that customers rely upon in the Microsoft Cloud. Every month, more than six million people visit Microsoft Marketplace. With solutions, AI apps, and agents for every use case, a comprehensive catalog across industries, and an integrated experience from discovery to deployment, Marketplace connects customers to partner innovation at scale. To see the broader set of announcements, read the blog from Alysa Taylor, Microsoft Chief Marketing Officer, Commercial Cloud & AI. What’s new for partners This launch expands the ways our partner ecosystem can reach customers and grow your business, while also giving you new opportunities to develop AI-enabled apps and agents that customers can use alongside their own AI investments. Continue reading here Engage in the ongoing dialogue within the Marketplace discussion board and click follow to receive timely notifications of new announcements.Partner Case Study | BrightWork
Intuitive and structured approach to project management For over three decades, Microsoft independent software vendor (ISV) BrightWork has partnered with more than 40,000 organizations worldwide to streamline project processes and increase collaboration. Driven by a vision to improve and optimize project management, BrightWork launched its first solution for Microsoft SharePoint in 2001 and has delivered an updated version every year since. In 2021, BrightWork introduced BrightWork 365, its project and portfolio management solution built on Microsoft Power Platform for Microsoft 365. Available in Microsoft AppSource, BrightWork 365 is a flexible, comprehensive project portfolio management solution that brings the best of the Microsoft 365 ecosystem together in a single collaboration hub for project teams while providing immediate visibility and insights to senior executives. “We deliver, deploy, and support a complete project portfolio management solution on Microsoft 365 and Microsoft Power Platform,” said Éamonn McGuinness, CEO and Founder at BrightWork. “We work closely with our customers using our unique ‘Start-Evolve’ approach to provide expertise, guidance, and training at every step of their project management journey.” Continue reading here Explore all case studies or submit your own Subscribe to case studies tag to follow all new case study posts. Join the conversation in our Marketplace community discussion board, Marketplace Blog and see upcoming events in the Marketplace events calendar! Don't forget to follow this blog to receive email notifications for all announcements!Partner Case Study | Stibo Systems
Stibo Systems aims to deliver better data, better business, and a better world. Headquartered in Aarhus, Denmark, with offices around the globe, Stibo Systems is passionate about designing and delivering data management products that empower better decisions for spectacular customer results and sustainable growth. Its mission is to help customers optimize business, environmental, and social performance by offering versatile master data management solutions. Stibo operates in the retail, distribution, manufacturing, consumer packaged goods, and financial services industries, serving customers including Schneider Electric, adidas, Sony, Fujitsu, Mitchells & Butlers, and Rituals. The company proudly joined the Microsoft AI Cloud Partner Program in May 2003 and achieved the prestigious Independent Software Vendor Partner Award from Microsoft Denmark in May 2024, highlighting its outstanding contributions across the Microsoft ecosystem. Continue reading here Explore all case studies or submit your own Subscribe to case studies tag to follow all new case study posts. Be sure to follow our Marketplace community and the Marketplace blog for new announcements. Follow the Marketplace calendar for all upcoming events!Capturing the marketplace opportunity, part four: Co-sell with Microsoft to accelerate your growth
Welcome to the final blog in our four-part series on maximizing the marketplace partner opportunity. If you haven't yet, check out parts one, two, and three. This blog focuses on strategic co-selling with Microsoft field sellers to accelerate enterprise-grade deals through the Microsoft marketplace. As the worlds of Software as a Service (SaaS), cloud go-to-market (GTM), and AI converge, software companies have a unique opportunity to capture billions in projected cloud and SaaS spending through B2B marketplaces. 1 The marketplace has become a clear center of gravity for how enterprises manage their cloud portfolios, with many organizations having cloud budget set aside for B2B transactions as they look to adopt new technologies while reducing sprawl and reassessing their SaaS spending. For software companies, the Microsoft marketplace is how we democratize IT and cloud GTM. It’s also how you go to market and co-sell alongside our global sales force of 35,000 sellers, enabling you to accelerate growth by accessing our broad customer base, including over one billion global customers and 95% of the Fortune 500 that use the Microsoft Cloud. Co-selling with Microsoft through the marketplace can remove the guesswork of identifying customers with pre-committed Microsoft Azure Consumption Commitments (MACCs), turning customers’ committed budgets into larger deals that close faster. Continue reading herePartner Case Study | Biztech grows revenue by 150% with Microsoft Marketplace Rewards
Biztech IT Consultancy Pvt. Ltd. builds solutions on Microsoft Dynamics 365 and Azure to bring positive transformation to healthcare, not-for-profit, manufacturing, education, and retail companies of all sizes across 21 countries. Biztech transforms companies with CRM and ERP A Microsoft partner for over eight years, Biztech develops customer relationship management (CRM) and enterprise resource planning (ERP) solutions on Microsoft Azure, Dynamics 365, and Dynamics 365 Business Central to ensure scalability and efficiency. Biztech continuously strives to innovate and strengthen its offerings within the Microsoft ecosystem. Seeking enhanced visibility and marketing opportunities, Biztech reviewed the benefits of Microsoft Marketplace Rewards to connect with companies seeking to effectively use Microsoft technology. Utilizing Microsoft Marketplace Rewards to reach more customers was a logical step. Continue reading here Join the conversation in our Marketplace community discussion board, Marketplace Blog and see upcoming events in the Marketplace events calendar!Partner Blog | What's new for Microsoft partners: April 2025 edition
We value partner feedback and celebrate the range of perspectives within our community as we continue to enhance the Microsoft AI Cloud Partner Program. Our second blog of 2025 provides expert insights, updated learning resources, and recent benefits from the last four months to support your development. Announcements Microsoft at 50: the journey and future of the partner ecosystem As we celebrate Microsoft’s 50th anniversary in April, our annual State of the Partner Ecosystem blog was a great opportunity to reflect on the incredible journey we’ve shared with our partners, employees, and customers. Celebrate with us! Watch this video from Judson Althoff, Executive Vice President and Chief Commercial Officer, Microsoft. Join the Microsoft AI Skills Fest for 50 days of learning and discovery starting April 8! Gain skills that will empower you and your team to build innovative AI solutions with Microsoft’s apps and services. Download the Microsoft 50th Anniversary Social Toolkit. See the full list of partner quotes on the Microsoft 50th Anniversary celebration site. Upcoming API changes for Microsoft partners: what you need to know Security and compliance are vital to maintaining trust and enhancing business efficiency. Our recent blog outlines several significant updates to application programming interfaces (APIs) that Microsoft partners will need to implement over the coming months to ensure compliance and avoid disruptions in business operations. These changes include updates to billing frequency scheduling, Partner of Record (POR) assignment, CSP billing reconciliation APIs, Partner Center pricelist upgrades, and the deprecation of Azure AD graph tokens. Additionally, the blog emphasizes the importance of multi-factor authentication (MFA) and upcoming changes to Microsoft Customer Agreement (MCA) attestation methods. Continue reading herePartner Blog | Capturing the marketplace opportunity, part three: Scale through the channel ecosystem
This blog is part three of a four-part series on maximizing the marketplace opportunity. This edition is focused on selling through Microsoft partners. Be sure to read part one and part two. Cloud marketplaces are a fast-growing opportunity for software development companies and channel partners alike. The cloud marketplace opportunity is expected to reach $85 billion, with over half of those sales expected to be channel led. Microsoft is—and always will be—a partner-centric organization. Through the Microsoft marketplace, we’re helping partners sell together through a variety of custom deal mechanics while getting access to pre-committed cloud budget with multiparty private offers. As a global business platform, the Microsoft marketplace brings partners and customers together in one place—software companies can scale their solutions to new markets through channel partners who help customers get the cloud and AI solutions they need. By leaning on a commerce engine that offloads the overhead of global commerce, all partners benefit from simplified selling, reaching enterprise customers and unlocking growth by selling to customers with pre-committed Microsoft Azure Consumption Commitment (MACC) cloud spend. Continue reading hereAnnouncing the Public Preview of Azure Native Pure Storage Cloud for Azure VMware Solution
We are excited to announce the public preview of Azure Native Pure Storage Cloud for Azure VMware Solution. This Azure service offers native-like integration of Pure Storage's innovative enterprise-grade fully managed block Storage-as-a-Service (STaaS) with Azure VMWare Solution (AVS) aiding seamless VMware migrations to the cloud along with scalability, simplicity and data resiliency. Azure Native Integrations enable you to easily provision, manage, and tightly integrate independent software vendor (ISV) software and services on Azure. By leveraging the power of Azure, Pure Storage Cloud Service offers you many benefits, including scaling flexibility, native Azure experience, unified billing, and cost-effectiveness. You can easily discover and sign up for this via the Azure Marketplace. "We’re pleased to see Pure Storage’s integration with Microsoft Azure Native service. Through this collaboration, Pure and Microsoft can better serve customer needs by enabling them to provision, use and manage Pure Storage on Azure just like other Azure services. With this integrated offering, Pure and Microsoft are helping customers to quickly leverage Pure's enterprise-grade storage with Azure cloud services securely to open up a whole new set of possibilities for customers bringing enterprise-scale environments to the cloud. Together, Pure and Microsoft are helping customers save time and operational overhead while driving innovation." - Scott Hunter, Vice President Product Management, Microsoft Developer Division. Gartner report from Sept 2024 states that by 2028, consumption-based storage as a service (STaaS) will replace over 33% of enterprise storage capital expenditure (capex), up from less than 15% in 2024. Pure Storage® is a pivotal storage player among the Enterprise customers in revolutionizing the storage, management and resiliency while ensuring flexibility. From AI to archive, Pure Storage delivers a seamless cloud migration experience with one unified Storage as-a-Service (STaaS) platform across on-premises, private and public cloud, and hybrid environments. They are a 11x consequent leaders in Gartner® Magic Quadrant report for Primary Storage Platforms, with highest rating in Execution & Vision. Thus proving why, they are undoubtedly the Enterprise favorites! Some key customers for Pure Storage include Meta, ServiceNow, AC Milan, Comcast and many more! Fig 1: Magic Quadrant for Primary Storage, Sep 2024, Gartner Inc. How will Azure Native Pure Storage Cloud for AVS help me? Fully managed block-storage-as-a-service solution, providing decoupled scalability and flexibility across Compute and Storage solutions. Optimized Total Cost of Operations (TCO) up to 40% with data reduction and compression tools. Seamless data mobility and migrations of VMware workloads across on-premises, hybrid and multi-cloud solutions to the Azure cloud. Enterprise-grade Data protection and Data resilience, with solutions such as Hybrid Disaster Recovery support in the roadmap. Get started with Azure Native Pure Storage Cloud for Azure VMware Solution Setup and subscribe to your Azure Native Pure Storage Cloud, available easily in the Azure Marketplace. You can start your journey free of cost and pay as you use the service. Look for “Pure Storage Cloud" in the Azure Marketplace and sign up via Contact Me button to show your interest for the preview. Fig 2: Contact Me offering on Azure Marketplace Once you have been allowlisted for the preview, you can also look for it using the search bar on Azure Portal or visit the marketplace on Azure portal to see the offer in your list of private plans. Fig 3: Searching for Azure Native Pure Storage via Azure portal Pure Storage in Marketplace private plans via Azure portal Provisioning a Storage Pool via Azure: Follow the instructions in the QuickStart to easily spin up your Pure Storage resource. Once you have created the Pure Storage resource on Azure, follow the simple steps in the Microsoft Learn docs, or navigate directly via the Overview blade to create Storage pools. 2. Quick-and-easy Connect to AVS: You can now easily connect your Pure Storage with your Azure VMWare Solution (AVS) using the “Connect” button in Storage pool. Resources Subscribe to the “Azure Native Pure Storage Cloud for Azure VMware Solution” available as Pay as You Go via Contact me in the Azure Marketplace. Create an Azure Native Pure Resource and storage pools via the service, see QuickStart: Get started with Azure Native Pure Storage Cloud Service in Microsoft Docs. To learn more, check out the Pure blog and Pure’s Press release. Learn more about the Pure Cloud Block Store and how to use it with AVS here.ICYMI: Why Most ISVs Miss Out on Co-Sell Revenue: Insights from Episode 1 of Co-Sell Coaching
Co-selling with Microsoft can be one of the most powerful ways to accelerate your business – but it’s also one of the most misunderstood. Many ISVs struggle to turn their Microsoft partnership into real value, leaving opportunities (and revenue) on the table. Too many ISVs dive into co-sell expecting Microsoft sellers to drive deals for them right out of the gates. Spoiler alert: that’s not how it works. The good news is that success isn’t about luck – it’s about strategy. And we’re here to share how to build a strategy that drives real results. On April 2 nd , 2025, at 9:00AM PDT, Carve is teaming up with the Microsoft Marketplace team on a live Ask-me-Anything (AMA) session for the first episode in the new Co-sell Coaching Program, where we’ll break down the key ingredients for co-sell success. If you’ve ever wondered what high-performing ISVs are doing differently, then this session is for you. Continue reading and register here
