CTERA is a Pure Enabler: These are companies that develop and own the online backup software. They license the product to their MSP partners. The MSPs can re-brand the product and sell services under their own banner and brand and are supported by the enabling company for deployment of the software. Pure enablers do not provide any cloud backup services themselves and do not own/host any vaults. No channel conflict. These companies may also partner with distributors and resellers for distribution or sale of licenses.