As consulting director for IDC's European Storage Group, Nick Sundby provides strategic analysis, go-to-market services, and business planning advice to storage vendors, including disk system, tape, optical, and flash memory vendors. Sundby also leads the Business Value practice in Western Europe, quantifying the financial, operational and strategic benefit of IT investments.

Sundby's consulting engagements include authoring white papers, conducting surveys, validating business strategies, and conducting onsite planning workshops. His project expertise includes competitive analysis, benchmarking, market segmentation, and opportunity analysis.

Sundby has 20 years' experience in the IT industry, mainly in product management and channel development roles for storage hardware vendors. He has also worked for distribution and reseller companies, giving him end-to-end experience of the IT channel.

Sundby joined IDC from Sony, where he was channel manager and product specialist for enterprise tape library systems. Before joining Sony he was sales manager at RAID and SAN vendor Ciprico, focusing on the European defense and geophysical industries. Prior to Ciprico, Sundby held senior product management roles at Hitachi, where he was responsible for the company's optical storage business in Europe.

Sundby received his degree in computer systems engineering from the University of Warwick.