Flash Is Great For Storage, But It’s Just A Tool, Not A Solution

Consumerisation Of Data Storage

Open any IT magazine, read a technology website, or subscribe to any data storage mailing list and you’re probably fed up to the back teeth with headlines that make such bold statements as “How to use SSDs in your business” or “Why Hard Disk Drives are dead”. Whilst most savvy readers will have the sense to take over dramatised headlines with a pinch of salt, there are sadly many falling for the hype.

All marketing noise aside, there’s a concerning trend emerging here and that’s the over-use of vendors selling storage components (be it in the form of flash, SSDs, hard drives or cardboard boxes) rather than selling business effecting solutions. “Customers don’t buy storage, they buy solutions” is an old clichéd saying amongst sales teams, however it suddenly seems to have been forgotten in the storage industry.

If I look back at some recent customer projects that I’ve been involved in, the opening line from IT departments has been phrases such as:

  • Our SAP system is running slow and we think the storage layer might be an issue
  • Our system performance drops when we’re around 85% full
  • We spend way too much operational time escorting service engineers in the building.

With all of these, the customer was leading with a business challenge that may require differing toolsets to solve the underlying technical issue. Would running in to their building shouting “hey, swap out all your HDDs for SSDs” solve their problems?

Well whilst there’s always a chance someone could get lucky, they may well find that this is just a short term solution, that they’ve shifted the bottleneck elsewhere in the stack, or even that they’ve just dramatically increased the risk of system failure.

What we’re seeing all of sudden is a dramatic increase in the number of single-technology vendors, particularly all-flash-array sellers trying to argue that their technology is the only tool for the job and therefore that flash is the saviour of all storage woes.

To coin a commonly used analogy, this is a great example of a salesman that only sells square pegs trying to convince you that his product is a perfect fit for a round hole and he’ll give you a free hammer if you buy them. Of course the answer is to buy the right shaped peg for the appropriate hole, but of course he’ll have a go at convincing you that the hammer option is much simpler and will save you time.

Flash is a great innovation for the storage industry, there’s no doubt about it, however it’s just a tool, not a solution. The better way to look at all these new storage approaches is to first look at the challenges your organisation faces and then, when it comes to building out a solution, see what toolsets can help you solve those challenges in the most efficient manner. Somehow I doubt that the most efficient approach will involve a hammer.

Gavin McLaughlin

Gavin McLaughlin, Vice President of Worldwide Marketing at X-IO Storage, is based out of X-IO’s London office covering the EMEA region. Gavin has worked in the IT industry for over 25 years and previously held sales and technical leadership roles at HP, Sun Microsystems and EMC. His focus is working with ISV partners and solution orientated resellers to address business challenges using innovative technologies such as X-IO’s Hybrid Storage concept.