EMC accused of 'overhyping' new flash launch

X-IO gets the knives out again

EMC has come under fire from storage rival X-IO for "bamboozling" customers into thinking flash is the way forward, as the storage giant unveiled the latest updates to its products.

Yesterday, EMC took the wraps off a number of new products including an update to its all-flash XtremIO offering which it boldly claimed is the fastest-growing storage array in history.

EMC insisted the product is an "architectural must-have for all-flash arrays" but X-IO was quick to pour cold water on the launch.

The storage startup – whose hybrid products combine both flash and HDD technology – said EMC is promising the world but cannot deliver.

"The announcement from EMC that it is releasing major XtremIO upgrades is yet another classic example of a storage vendor overhyping and exaggerating the role of flash in the enterprise," said Gavin McLaughlin, X-IO's vice president for worldwide marketing.

"Adding a load of new features to bamboozle the industry doesn't cover up the poor efficiency statistics of its product. The truth is that at the moment too many flash array vendors are promising the world but just not living up to expectations."

At EMC World in May, the vendor announced a $1m (£0.6m) guarantee on its XtremIO product to demonstrate its confidence that its product is the best. But X-IO said the guarantee does not go far enough.

"It's also very easy to offer warranties on individual parts of the system, when there is still a Neolithic three-year warranty on the actual array," McLoughlin added. "Is that because EMC recognises that the implementation of flash in their product will require a swap-out at some point, potentially causing downtime and disruption to users?"

He added that X-IO has been the beneficiary of confusion in the flash market.

"Over the past few months X-IO has seen a significant increase in users approaching us through our Emergency Response programme to fix their VDI implementations when all-flash arrays haven't delivered," he said.

"Vendors need to understand that customers are getting sick and tired of false promises; they just simply want more truth in storage and less marketing hype."

EMC was not available to comment at the time of publication.