Where your machine data lives is starting to win and lose deals.

A few years ago, a customer asking about data  storage location was an exception. Today, in several of the segments we work with, it is the second or third question that gets asked. Sometimes the first.

Public sector customers want to know where the data actually resides. Critical infrastructure operators want to know who can reach it. Defence-adjacent buyers want guarantees that no one outside their jurisdiction has access.

Manufacturers that can answer those questions clearly are starting to compete on something more than features.

If you build machines for European buyers, where your data resides. is no longer just an IT question. It is a sales argument too.