It's that time again. Every year, IBM hosts the "System Storage Technical University". I have been going to these since they first started in the 1990s. This time we are at the lovely [Hilton Orlando] in Orlando, Florida.
For those who want to relive past events, here are my blog posts from this event in 2010:
The list of sessions that I will be presenting this week were detailed last month in my post [Don't Miss IBM Storage Technical University 2011].
As was the case last year, IBM once again will run this conference alongside the [IBM System x Technical University] the same week, in the same hotel. This allows attendees to cross over to the other side to see a few sessions of the other conference. I took advantage of this last year, and plan to do so again this year as well!
For those on Twitter, you can follow my tweets at [@az990tony] or search on the hash tag #ibmtechu.
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Did IBM XIV force EMC's hand to announce VMAXe? Let's take a stroll down memory lane.
In 2008, IBM XIV showed the world that it could ship a Tier-1, high-end, enterprise-class system using commodity parts. Technically, prior to its acquisition by IBM, the XIV team had boxes out in production since 2005. EMC incorrectly argued this announcement meant the death of the IBM DS8000. Just because EMC was unable to figure out how to have more than one high-end disk product, doesn't mean IBM or other storage vendors were equally challenged. Both IBM XIV and DS8000 are Tier-1, high-end, enterprise-class storage systems, as are the IBM N series N7900 and the IBM Scale-Out Network Attached Storage (SONAS).
In April 2009, EMC followed IBM's lead with their own V-Max system, based on Symmetrix Engenuity code, but on commodity x86 processors. Nobody at EMC suggested that the V-Max meant the death of their other Symmetrix box, the DMX-4, which means that EMC proved to themselves that a storage vendor could offer multiple high-end disk systems. Hitachi Data Systems (HDS) would later offer the VSP, which also includes some commodity hardware as well.
In July 2009, analysts at International Technology Group published their TCO findings that IBM XIV was 63 percent less expensive than EMC V-Max, in a whitepaper titled [COST/BENEFIT CASE FOR IBM XIV STORAGE SYSTEM Comparing Costs for IBM XIV and EMC V-Max Systems]. Not surprisingly, EMC cried foul, feeling that EMC V-Max had not yet been successful in the field, it was too soon to compare newly minted EMC gear with a mature product like XIV that had been in production accounts for several years. Big companies like to wait for "Generation 1" of any new product to mature a bit before they purchase.
To compete against IBM XIV's very low TCO, EMC was forced to either deeply discount their Symmetrix, or counter-offer with lower-cost CLARiiON, their midrange disk offering. An ex-EMCer that now works for IBM on the XIV sales team put it in EMC terms -- "the IBM XIV provides a Symmetrix-like product at CLARiiON-like prices."
(Note: Somewhere in 2010, EMC dropped the hyphen, changing the name from V-Max to VMAX. I didn't see this formally announced anywhere, but it seems that the new spelling is the officially correct usage. A common marketing rule is that you should only rename failed products, so perhaps dropping the hyphen was EMC's way of preventing people from searching older reviews of the V-Max product.)
This month, IBM introduced the IBM XIV Gen3 model 114. The analysts at ITG updated their analysis, as there are now more customers that have either or both products, to provide a more thorough comparison. Their latest whitepaper, titled [Cost/Benefit Case for IBM XIV Systems: Comparing Cost Structures for IBM XIV and EMC VMAX Systems], shows that IBM maintains its substantial cost savings advantage, representing 69 percent less Total Cost of Ownership (TCO) than EMC, on average, over the course of three years.
In response, EMC announced its new VMAXe, following the naming convention EMC established for VNX and VNXe. Customers cannot upgrade VNXe to VNX, nor VMAXe to VMAX, so at least EMC was consistent in that regard. Like the IBM XIV and XIV Gen3, the new EMC VMAXe eliminated "unnecessary distractions" like CKD volumes and FICON attachment needed for the IBM z/OS operating system on IBM System z mainframes. Fellow blogger Barry Burke from EMC explains everything about the VMAXe in his blog post [a big thing in a small package].
So, you have to wonder, did IBM XIV force EMC's hand into offering this new VMAXe storage unit? Surely, EMC sales reps will continue to lead with the more profitable DMX-4 or VMAX, and then only offer the VMAXe when the prospective customer mentions that the IBM XIV Gen3 is 69 percent less expensive. I haven't seen any list or street prices for the VMAXe yet, but I suspect it is less expensive than VMAX, on a dollar-per-GB basis, so that EMC will not have to discount it as much to compete against IBM.
Well it's Tuesday again, and you know what that means... IBM Announcements! While most of the attention is going to [IBM's new servers, the zEnterprise 114 and the POWER 775], there were a few [announcements related specifically to storage] that I wanted to discuss.
To learn more, read Jim Kelly's [XIV Gen 3: Both Hands Clapping], and Anthony Vandewerdt's [Brief History of XIV], and Elisabeth Stahl's [Big Day, Big Data, Big Announcements] blog posts, or see the resources on the [XIV resources page].
technorati tags: xiv, rv1, Information Archive, Tape Sticks, 3592, emc, symmetrix, hds, c07, usp-v, crossroads, readverify, hewlett-packard, ltfs, sonas, p9500, vmax, ts3310, ts2900, vsp, archiveverify, ibm, ts3500
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Last year, Mo and I traveled down alongside the Mississippi river, attempting to cover [Eight States in Eight Days], but ended up covering [Seven States in Nine Days]. This time, we decided to go overseas, to knock off a few items from her [bucket list].
I would like to thank Delta Air Lines for letting Mo and I take this trip using frequent flyer miles, Hertz Rental Cars for offering a sweet deal on a tiny Hyundai i20 car, the Gran Hotel Benahavis for their hospitality, and the incredibly warm and helpful people of Atlanta. I am glad that my language skills in French, Spanish and Arabic came in quite handy!