In a recent article published by InformationWeek, a heated discussion was sparked around the ‘Online Backup Price War.’ While the article itself was not flawed, it inadvertently overlooked a critical issue plaguing the online backup industry – the overwhelming focus on profitability over service quality. This commentary aims to shed light on this overlooked aspect, emphasizing how this ‘price war’ is potentially leading the industry in the wrong direction. Instead of engaging in a race to the bottom, it’s vital for online backup providers to consider the balance between cost, quality, and performance, especially when it comes to serving the needs of small and medium-sized businesses (SMBs). This discussion delves into the consequences of prioritizing profits at the expense of efficient and reliable backup solutions.

The Core Issue: Greed in the Online Backup Industry

The primary concern in the online backup industry today isn’t just about competitive pricing; it’s about the underlying motivation of profit maximization often overshadowing the essential aspect of service quality. Many online backup services are architected with the primary goal of maximizing profits for the provider. This approach frequently results in compromised performance, particularly impacting small and medium-sized businesses (SMBs), which are more sensitive to service disruptions. The emphasis on profit over performance leads to SMBs gravitating towards local backup solutions. They quickly realize that the restore performance of many online services is inadequate for a business environment where downtime directly translates to financial loss. This fundamental issue of prioritizing profit margins over efficient and reliable backup solutions is a significant concern that needs addressing in the industry.

The Downside of Differential Backups

Differential backups, a common strategy in online backup services, involve storing only the changes made to files since the last full backup. This method conserves bandwidth and storage space, which initially seems advantageous. However, the downside becomes glaringly apparent during restorations. To restore a file, each differential patch must be applied sequentially to the original file. For example, if you have a month’s worth of daily differentials for a file, the restoration process involves applying 29 patches, one for each day, which can be extremely time-consuming. This process, especially for large files, significantly delays restoration, turning it into a tedious and often unfeasible task for businesses in urgent need of data recovery. The efficiency gained in backup is lost in recovery, posing a serious issue for businesses that rely on swift data access.

Restoration Challenges and Customer Impact

The restoration process in online backup services, particularly those using differential backups, poses significant challenges for customers. Imagine a scenario where a business needs to quickly recover a crucial 10GB database. With differential backups, the restoration process involves reconstructing this file by applying numerous patches, a process that could extend to several days. Such extended downtimes are not just inconvenient but can be critically damaging for businesses, leading to lost revenue and reduced productivity. This sluggish performance, starkly contrasting the promised convenience of online backups, often leaves customers disillusioned, especially when they face a real-world scenario of data loss and urgent recovery needs. This gap between expectation and reality in restoration performance highlights a critical flaw in the current approach of many online backup services.

WholesaleBackup’s Solution to Restore Times

WholesaleBackup addresses the critical issue of lengthy restore times with a unique approach. Instead of solely relying on differential backups, WholesaleBackup’s system conducts differentials but then goes a step further by reconstructing each file at the time of backup. This innovative method ensures that when a restore request is made, the file is immediately available and does not require time-consuming reconstruction from patches. This design philosophy significantly reduces restore times, providing a swift and efficient recovery process. This approach not only enhances user experience but also demonstrates WholesaleBackup’s commitment to balancing efficiency with practical performance, aligning with the real-world needs of businesses.

Best Practices for Choosing Backup Services

When selecting an online backup service, it’s crucial to look beyond pricing and marketing promises. The most important practice is to conduct test restores before committing to any service. This real-world testing should not be a one-time activity; it’s advisable to perform regular test restores, at least quarterly, to ensure ongoing reliability and performance. These tests reveal the actual restoration speed and reliability of the service, which are critical in emergency data recovery scenarios. By prioritizing these practical evaluations, businesses can make informed decisions, choosing a service that truly meets their backup and restoration needs.


The debate around the ‘Online Backup Price War’ brings to light a critical aspect of the backup industry — the need for reliable, efficient services rather than just competitively priced ones. This commentary underscores the importance of prioritizing performance and restoration speed in backup solutions. For businesses, especially SMBs, the true value of a backup service is not just in its cost but in its ability to provide rapid, reliable data recovery when it matters most. WholesaleBackup’s approach serves as a model, emphasizing the need for industry-wide changes that focus on real-world needs over short-term profits.