Did IBM XIV force EMC's hand to announce VMAXe?
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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.