Cloud storage isn't the same as endpoint data protection. While it is creating a second copy of data and has versioning it really is an online filesystem with redundancy. Storage providers have not yet put together what I would consider an auditable data protection capability where you can restore a full folder, disk volume, or complete system to a point-in-time snapshot of the data with specific retention periods (i.e. we need to keep 7-years for our ZZZ records and 4-years for the QQQ records, etc.)

Context and disclosure: I run Jungle Disk [1] which is in the endpoint data protection (and storage) market for small business. We see a lot of CrashPlan (the Code42 product) and Backblaze [2]. The market has a ton of competitors [3] overall. Further up market we see Barracuda, Druva and CommVault (along with a whole other set of competition which integrates in with cloud providers.

[1] - https://www.jungledisk.com [2] - https://www.backblaze.com [3] - https://en.wikipedia.org/wiki/Comparison_of_online_backup_se...

"Storage providers have not yet put together what I would consider an auditable data protection capability where you can restore a full folder, disk volume, or complete system to a point-in-time snapshot of the data with specific retention periods"

I hope it will be useful and interesting to point out that rsync.net, built on the ZFS filesystem, allows customers to create arbitrary snapshot schedules that are live and browseable.

Thousands of our customers do exactly what you just described when they set up day/week/month/quarter/year snapshots and then browse right in with any old SFTP client[1] and retrieve arbitrary files and directories (or VM images, whatever) as they existed on those dates.

These ZFS snapshots are immutable (read only) and immune to attacks like ransomware or a rogue employee.

[1] https://www.rsync.net/products/sftp.html

For servers (or Linux workstations) this is a great strategy. For Windows 10 / macOS endpoints you get the filesystem provided by the OS.

This also doesn't address data stored on cloud storage, full endpoint unstructured user data backup is a messy one. While large companies use policy management to force data off of laptops or non-protected cloud systems almost every employee I interact with at normal small business has critical files on their PC.

I'd say veeam mostly (not affiliated with them in anyway shape or form) then druva/code42 and others (many others)

Code42 killed their consumer level plans a while back.

iDrive is the other mainstream one. They work pretty well.