{"id":1497,"date":"2023-08-24T20:26:44","date_gmt":"2023-08-24T20:26:44","guid":{"rendered":"https:\/\/solutionsreview.com\/data-storage\/?p=1497"},"modified":"2024-01-11T20:23:04","modified_gmt":"2024-01-11T20:23:04","slug":"bet-on-software-when-evaluating-enterprise-data-storage","status":"publish","type":"post","link":"https:\/\/solutionsreview.com\/data-storage\/bet-on-software-when-evaluating-enterprise-data-storage\/","title":{"rendered":"Bet on Software When Evaluating Enterprise Data Storage"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1498\" src=\"https:\/\/solutionsreview.com\/data-storage\/files\/2023\/08\/MicrosoftTeams-image.jpg\" alt=\"\" width=\"800\" height=\"400\" srcset=\"https:\/\/solutionsreview.com\/data-storage\/files\/2023\/08\/MicrosoftTeams-image.jpg 800w, https:\/\/solutionsreview.com\/data-storage\/files\/2023\/08\/MicrosoftTeams-image-300x150.jpg 300w, https:\/\/solutionsreview.com\/data-storage\/files\/2023\/08\/MicrosoftTeams-image-768x384.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p style=\"text-align: justify;\"><span class=\"ui-provider bkp bkq c d e f g h i j k l m n o p q r s t bkr bks w x y z ab ac ae af ag ah ai aj ak\" dir=\"ltr\"><i><strong>Solutions Review\u2019s <\/strong><\/i><a class=\"fui-Link ___1eya986 f3rmtva f1ewtqcl fyind8e f1k6fduh f1w7gpdv fk6fouc fjoy568 figsok6 f1hu3pq6 f11qmguv f19f4twv f1tyq0we f1g0x7ka fhxju0i f1qch9an f1cnd47f fqv5qza f1vmzxwi f1o700av f13mvf36 f1cmlufx f9n3di6 f1ids18y f1tx3yz7 f1deo86v f1eh06m1 f1iescvh fhgqx19 f1olyrje f1p93eir f1nev41a f1h8hb77 f1x7u7e9 f10aw75t fsle3fq f17ae5zn\" title=\"https:\/\/solutionsreview.com\/solutions-review-contributor-guidelines\/\" href=\"https:\/\/solutionsreview.com\/solutions-review-contributor-guidelines\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Link Contributed Content Series\"><i><strong><u>Contributed Content Series<\/u><\/strong><\/i><\/a><i><strong> is a collection of contributed articles written by thought leaders in enterprise technology. In this feature, <a href=\"https:\/\/qumulo.com\/\" target=\"_blank\" rel=\"noopener nofollow\" class=\"external\">Qumulo<\/a> CTO Kiran Bhageshpur offers commentary on why to bet on software when evaluating enterprise data storage solutions.<\/strong><\/i><\/span><\/p>\n<p style=\"text-align: justify;\">Storage is changing.<\/p>\n<p style=\"text-align: justify;\">For years, the storage market had a reputation for being boring. Not today! The storage world is changing in ways that were unimaginable 10 years ago. But if you want to see what\u2019s changing, don\u2019t look to the legacy vendors (NetApp or Dell\/EMC). They\u2019re not leading the charge, and that should surprise no one.<\/p>\n<p style=\"text-align: justify;\">A clue to why big changes never come from market leaders can be found in Clayton Christensen&#8217;s seminal tome: &#8220;The Innovator&#8217;s Dilemma.&#8221; Christensen posits that the real threat to established market leaders comes in quirky new approaches that don&#8217;t measure up to market-leaders (i.e., they are lower performance, more expensive, etc.).<\/p>\n<p style=\"text-align: justify;\">These approaches are small emerging segments that don&#8217;t initially interest the market leaders. Disruptive start-ups employ innovative new approaches to attack these new markets. At first, these new approaches fall short of legacy vendor&#8217;s products &#8212; they lower performance, cost more, are slower, etc.<\/p>\n<div class=\"widget\"><div class=\"aside-card\">\t\t\t<div class=\"textwidget\"><p><a class=\"speedbump-1\" href=\"https:\/\/solutionsreview.com\/data-storage\/data-storage-buyers-guide\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-1682\" title=\"Data Storage Buyer's Guide\" src=\"https:\/\/solutionsreview.com\/data-storage\/files\/2019\/07\/data-storage-speedbump.jpg\" alt=\"Download Link to Data Storage Buyer's Guide\" width=\"800\" height=\"225\" \/><\/a><\/p>\n<\/div>\n\t\t<\/div><\/div>\n<h2><strong>Software &amp; Data Storage<\/strong><\/h2>\n<p style=\"text-align: justify;\">Over time, these approaches find their footing, innovate, and eventually meet and wildly beat marketing-leading products because of their superior technological foundations. Here are some well-known examples:<\/p>\n<ul>\n<li><strong>Digital photography:<\/strong> Digital photographs were horrible at first. They were expensive; printing was a pain, and lenses were laughable. But eventually, digital images became amazing! The quality surpassed traditional photography. At the same time, the world moved away from printing towards online viewing. And just like that, Kodak was dead.<\/li>\n<li><strong>SaaS:<\/strong> At first, Software-as-a-Service had an awful user experience, poor reliability, and shallow functionality. But then, the world reached \u201cpeak PC,\u201d the internet became pervasive and always on, and SaaS killed licensed software.<\/li>\n<li><strong>Streaming entertainment:<\/strong> The first streaming entertainment was poor quality, bulky, slow, expensive, and had sparse selection of content. Cable companies were not impressed. But overnight, we saw 4K content emerge, lower costs, and explosion of quality content (Ted Lasso, Game of Thrones, etc.). Were cable companies finally impressed? Hard to say \u2013 most are dying now!<\/li>\n<\/ul>\n<h3><strong>So, Where are The Next-Gen Storage Challengers?<\/strong><\/h3>\n<p style=\"text-align: justify;\">Christensen promises we\u2019re ripe for an onslaught of challengers who will address the needs our legacy vendors have ignored (Example: Cloud). But where are they?<\/p>\n<p style=\"text-align: justify;\">It turns out Christensen\u2019s story is just half the story. Marc Andreesen revealed the rest of the story. In a now-famous blog from 2011 (&#8220;Why Software Is Eating the World&#8221;), Andreesen makes the case that technology\u2019s future was in software, not hardware. Examples include:<\/p>\n<ul>\n<li>Amazon ate Borders by replacing bricks and mortar with software.<\/li>\n<li>Netflix replaced cable in the ground with software.<\/li>\n<li>iPhone killed Blackberry with \u2013 you guessed it \u2013 software.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Andreesen\u2019s message is simple: Software is where true differentiation lies. Why? Because innovating hardware is brutally difficult! It is too expensive (and slow) to change hardware.<\/p>\n<p style=\"text-align: justify;\">The only companies that can succeed at hardware innovation are those that play at massive scale \u2013 usually at the consumer level. Look at how Samsung and Apple have bent the price\/performance curve for SSD storage due to the massive scale at which they manufacture phones. There are enormous, fixed costs to hardware, but at massive scale, you can outrun those costs. This is virtually impossible in B2B markets.<\/p>\n<p style=\"text-align: justify;\">Plus, even if you&#8217;re lucky enough to win round one (i.e., introduce a hardware innovation that beats the legacy guys), you\u2019ll never keep that lead. If the market zigs and you zag, you\u2019re done.<\/p>\n<p style=\"text-align: justify;\">These issues disappear with software. Especially in a CI\/CD world, the pace of software innovation is lightning-fast, and fixed costs are trivial.<\/p>\n<h3><strong>A Graveyard of Storage Challengers<\/strong><\/h3>\n<p style=\"text-align: justify;\">The opportunity for next-gen storage challengers is ripe! The legacy vendors (Dell\/EMC and NetApp) are stuck in the on-premises world. They build hardware-optimized storage appliances focused on-premises storage performance.<\/p>\n<p style=\"text-align: justify;\">That makes sense \u2013 that\u2019s classic legacy stuff. Unfortunately, there\u2019s been a 15-year stretch of disasters as next-gen challengers missed Andreesen\u2019s message (innovate in software, not hardware).<\/p>\n<ul>\n<li style=\"text-align: justify;\">In 2010\/2011, Violin identified the need for faster, cheaper storage. Flash was expensive and the company tried to address this with hardware (their flash fabric architecture). They raised $185 million in funding and went public in 2013. But then Flash memory prices dropped and the company went bankrupt in 2016.<\/li>\n<li style=\"text-align: justify;\">BlueArc shared a similar fate. Intel X86 servers were slow and BlueArc build a high-performance NAS that placed the file system in an ASIC. The hardware improved to the lint that BlueArc lost its advantage. Hitachi Data System bought BlueArc, saving the company from bankruptcy.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">With these (and other) high-profile catastrophic failures, one would assume that the latest generation of storage platform challengers would have learned and eschewed the strategy of trying to innovate in hardware.<\/p>\n<p style=\"text-align: justify;\">Not so much! If you look at Pure and VAST, both are optimizing hardware to address market needs the legacy guys aren\u2019t serving (mostly around high-performance storage). Pure wrapped its sheet metal around NAND flash, while VAST leverages QLC Flash storage.<\/p>\n<p style=\"text-align: justify;\">But, hardware? Really? This is precisely where Andreesen is correct. Software will eat the storage market, not more hardware!<\/p>\n<p style=\"text-align: justify;\">What will they do when flash gets faster due to massive consumer trends? Or if QLC doesn\u2019t drop in price quickly enough? Both Pure and VAST will be stuck trying to catch up with massively expensive \u2013 and slow \u2013 hardware innovation.<\/p>\n<p>Good luck! They won&#8217;t be able to maintain a long-term advantage with a hardware strategy.<\/p>\n<p>What\u2019s an Enterprise Storage Manager to Do? Here is what I tell my customers:<\/p>\n<ul>\n<li>Don\u2019t worry too much about short-term costs \u2013 simply enjoy the ride down the pricing curve driven by massive consumer companies.<\/li>\n<li>Whatever you do, don\u2019t chase short-term price advantages delivered by the hardware optimizers \u2013 the lessons of the past decades show those advantages will be short-lived, and you\u2019ll be looking for a new storage vendor.<\/li>\n<li>Do take a page out of Andreesen\u2019s book and look for a storage partner innovating with software and leveraging commodity widely available infrastructure hardware. You\u2019ll see vastly quicker improvements from a vendor who is there for the long-run.<\/li>\n<\/ul>\n<p>In other words \u2013 bet on software!<\/p>\n<div class=\"widget\"><div class=\"aside-card\">\t\t\t<div class=\"textwidget\"><p><a class=\"speedbump-3\" href=\"https:\/\/solutionsreview.com\/data-storage\/data-storage-buyers-guide\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-1682\" title=\"Data Storage Buyer's Guide\" src=\"https:\/\/solutionsreview.com\/data-storage\/files\/2019\/07\/data-storage-speedbump.jpg\" alt=\"Download Link to Data Storage Buyer's Guide\" width=\"800\" height=\"225\" \/><\/a><\/p>\n<\/div>\n\t\t<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Solutions Review\u2019s Contributed Content Series is a collection of contributed articles written by thought leaders in enterprise technology. In this feature, Qumulo CTO Kiran Bhageshpur offers commentary on why to bet on software when evaluating enterprise data storage solutions. Storage is changing. For years, the storage market had a reputation for being boring. Not today! [&hellip;]<\/p>\n","protected":false},"author":859,"featured_media":1498,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[6],"tags":[437,19],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Bet on Software When Evaluating Enterprise Data Storage<\/title>\n<meta name=\"description\" content=\"Qumulo CTO Kiran Bhageshpur offers commentary on why to bet on software when evaluating enterprise data storage solutions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/solutionsreview.com\/data-storage\/bet-on-software-when-evaluating-enterprise-data-storage\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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