We live in interesting times right now in the storage business. What was once considered a “boring” sector of IT is now hot again. We have new vendors entering the market at a furious pace, trying to gain position in all-flash, flash attach, and software-defined storage. Additionally, we also have traditional storage incumbents looking to box out the new entrants through different combinations of product re-brand, acquisition and/or partnerships.
The new vendor entrants are the most fun to watch in my opinion. Unencumbered by installed bases, or legacy technology (or politics!) they are free to try new approaches to long-standing issues and roadblocks that always emerge as technology matures. Some new players have truly unique and interesting solutions; others have only marketing spin.
Watching some of the traditional storage vendors try to counter these new offerings is generally quite amusing, and in some cases just plain sad. They trot out technology that has been around for years declaring it to be Software-Defined, and Cloud ready or whatever they think will make them most relevant. The most common response I see is the re-brand. You know the drill: product XYZ was our storage virtualization/storage OS product for years, but now it’s called product ZYX and it’s software-defined storage because we dropped the hardware requirement! So it’s now Software-Defined Storage (SDS)?
It all just serves to remind me why I work where I do. One of the great things about working for
is the company’s ability to blend both the innovation and enthusiasm of a startup with our traditional storage business. My group, the Advanced Software Division is a great example of this. EMC looked out over the storage landscape some years ago and made a pretty bold bet. They did not choose to re-purpose and re-brand existing technology. Rather they went outside the box (literally outside the company walls) and hired Amitabh Srivastava to build it from the ground up. Now Amitabh was building cloud storage in his last gig, so he has been in on this SDS, cloud ready stuff for a while. EMC was listening to our customers tell us they needed a new approach, and that’s what we went out and did, starting from scratch to develop a solution that could help customers transition to the next storage generation.