Smug EMC exec pokes fun at Pure with tweet

Jeremy Burton mocks rival's latest financial disclosure with popular tweet

A senior EMC exec has taken a pot shot at rival Pure Storage in the form of a tweet mocking its recent financial disclosure.

Pure recently filed for an IPO and in the document, it disclosed its financial performance over the past three years - revealing soaring annual sales but plunging losses over the same period.

In the full year ending 31 January this year, Pure made a loss of $183.2m (£117.2m) on sales of $174.5m.

Over the course of the past two years, Pure has been a vocal opponent of rival EMC, taking every opportunity to pour cold water on product announcements and company news. Since Pure disclosed its performance, EMC has been getting its own back. Last week, the boss of its XtremIO flash business Josh Goldstein branded the firm's losses "shocking".

Another EMC exec recently jumped on the Pure-bashing bandwagon, this time in the form of its president for products and marketing Jeremy Burton.

He took to Twitter and posted an icy caption alongside a picture of a particularly small orange car - the same colour as Pure's branding.

"@PureStorage employees resizing their cars in proportion to the recent 2014 revenue statement"," the tweet said.