EMC has declared that 2016 is the year of all-flash technology as it throws itself further into the space with a number of new flash products.
At a London event this morning, the storage giant declared that now, for the first time, it is cheaper for customers to buy all-flash kit than spinning-disc technology. This, the firm said, will see interest in the technology boom this year.
"2016 is an inflection point," said EMC's president of product and marketing Jeremy Burton at the event. "It is the point where we believe it is cheaper, or more economic, to deploy flash into those performance-based systems than it is to deploy performance-based hard drives. We today are officially declaring that 2016 is the year of all-flash for primary storage. This means that for every single case for transactional workloads, we believe our customers should be and will be buying all-flash systems."
With that in mind, EMC launched a range of new flash products including VMAX All Flash – a "completely re-engineered VMAX" – and DSSD, which is described as a new category of storage it brands "rack-scale flash".
During the event, the vendor was keen to talk up its long-standing flash credentials, insisting on a number of occasions that the first time it used the technology in a product was eight years ago. The firm launched its XtremIO flash product two years ago and Burton insisted it would go hand in hand with the new VMAX launch.
"We've done very, very well with XtremIO," he said. "We introduced XtremIO two years ago and last year we did over $1bn in revenue. We've never had a product in our entire history grow that fast. In fact, in the all-flash market share, we are up to around 39 per cent, according to IDC. We're number one by a mile. We actually think we can get a whole lot more market share. But to get more share we've got to go to places that today XtremIO cannot go.
"The one-two punch of XtremIO and VMAX all flash is going to be a winning combination to get our market share from where it is today, 39 per cent, to well over 50 in the next few years."
EMC partner Computacenter's chief technologist Bill McGloin told CRN that the launches are great news for the channel.
"We are still heading towards the all-flash datacentre," he said. "The announcements today are what we've been waiting for for two years now. It has been a really competitive market but the good thing for me as a partner is that we see EMC is maintaining its lead in the space.
"They're making an investment in a tough market to stay ahead in the game. We won't see the end of spinning disc for the foreseeable future, which is only about 18 months. The EMC portfolio now is end to end."
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