EMEA XtremIO Appointment

By Adrian McDonald

All-Flash Array technologies (AFA) are changing the face of the IT market forever. In November we launched XtremIO, and in six short weeks we were able to establish ourselves as the market leader. In March, XtremIO became the fastest-growing storage array introduction in the history of the industry and is a key element of our strategy to gain market-share. With over 250 unique customers and more than 1,000 XtremIO systems shipped, our vision of the Simple, Agile Data Centre is clearly resonating.

Our product reliability is already above the key enterprise metric of five 9s and is trending very quickly towards six. We are seeing incredible adoption of this game-changing technology and a dramatic move towards mainstream block storage requirements. With major business disruption occurring through big data analytics, exploding volumes of mobile devices and organisations needing to manage variable levels of performance, scale, capacity and cost, we will see companies opting for flash technology as their default (and probably only) technology-of-choice.

 This means that the market is looking for the benefits of EMC’s XtremIO AFA technology: Up to 20x more performance than disk storage; linear and consistent performance regardless of workload (see EMC’s $1m guarantee on the unbreakable linearity of EMC XtremIO performance); immense scale, ultra-reliability and the necessary tools to make the AFA platform compatible, compliant and extremely easy-to-use in all business applications.

 The AFA market is EMC’s home market. It is therefore critical that we accelerate our leadership in this field. In 2013 we sold 15PB of Flash from our VMAX and VNX portfolio and a further 1.5PB of XtremIO, giving us a market-leading 16.5PB of Flash sold in 2013. And in 2014 we have already sold 3PB more of XtremIO! As the market-shift described above accelerates, it is imperative that we ‘lead with Flash’, delivering our value proposition to customers in each and every sales call.

 In XtremIO we have a product portfolio that significantly improves performance, is scalable in a way that our competitors cannot match and helps our customers achieve both performance and cost advantages. And XtremIO is not just for VDI: we have won significant XtremIO customers across all theatres for OLTP, VDI, SQL and customers looking to reduce DC footprint and power consumption. Our Flash systems can and already do address every customer need.

With this in mind, we have decided to create an EMEA focus on the Flash market with the promotion and appointment – effective 1st July – of Terry Beale to Senior Director, Xtrem & Emerging Products – EMEA. Terry’s 13 year track record at EMC provides him with plenty of experience of both direct and indirect sales; latterly Terry was running the UK channels business for Philippe Fossé, and under Terry’s leadership this business has experienced growth of >20%. (The vacancy for UK Channel leader will soon be advertised.)

Terry’s focus will be to drive our XtremIO business growth – supporting the regions and generating significant sales across all channels, and mastering a changing competitive and economic landscape with a go-to-market that will enable EMC to be number 1 in market-share with rapid growth.

Please join us in congratulating Terry on his promotion and ensure you provide him with your full support in this critical role.

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