Storage rivals gatecrash EMC partner bash

Pure Storage to set up camp next door to EMC World as NetApp holds sales kick-off at the same time

EMC is set to be sandwiched between two storage rivals at its partner and customer event next month as Pure Storage and NetApp set up camp in neighbouring Las Vegas hotels, CRN understands.

At the start of May, EMC World – an annual event which attracts thousands of partners and customers – will be held at the Venetian Hotel in Las Vegas. But long-term rival NetApp and startup Pure Storage are set to muscle in on the action.

According to a Pure Storage memo its employees are promoting on Twitter, the vendor is offering one-to-one executive briefings about the firm and what it claims is the "latest and greatest" flash tech.

"Take a break from EMC World and see what's next from Pure Storage," it said. "Drop by next door to munch great food that doesn't come in a box, sip the finest bourbons Vegas has to offer, recharge both your body and your battery [and] access one-to-one executive briefings where you'll see the FlashArray's latest and greatest."

The vendor promised a "fresh perspective" and is even holding an evening event too in the hope of luring in delegates who have a packed daytime timetable.

EMC and Pure have been locking horns ever since the latter burst on to the scene last year. The two firms are already in the midst of a legal battle and Pure has even accused EMC of copying its kit.

NetApp is also believed to be holding a sales kick-off event at the Aria hotel in Las Vegas at some point during the event, although it was not available to comment.

EMC and Pure Storage could also not be reached for comment.