Oct 142014
Our self-service quote system will send you general pricing information via email quickly, often in minutes! This tool is provided by EchoQuote™ and should be used for planning and budgetary purposes only. Your actual pricing may be higher or lower.

Pure Storage Pricing
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 October 14, 2014  Pure Storage
Jun 172014

Gartner places IBM and Pure Storage in the lead for 2013 all-flash array sales


Revenue from IBM’s FlashSystem product line increased 278% year-over-year from $43.4 million in 2012 to $164.4 million in 2013. IBM commanded about a quarter of the all-flash array market, as its share grew from 18.4% to 24.6%. The FlashSystem platform came from IBM’s 2012 of Texas Memory System.

Pure Storage’s revenue spiked 642%, from $15.4 million to $114.1 million, and its market share surged from 6.5% to 17.1% in 2013.


Violin Memory dropped from first in 2012 to third last year. Violin’s revenue increased by 22.6%, from $72.1 million to $88.3 million, but the company’s market share fell from 30.5% to 13.2% in 2013, according to Gartner.


Under Gartner’s revised SSA market calculation, EMC is now able to count revenue from only its XtremIO and VNX-F arrays, which were released last November. Despite the short time frame, the EMC all-flash systems placed fourth for the year, with $73.9 million in revenue, and EMC held 11.1% of the market.


In fifth place, NetApp all-flash revenue grew 126.5% for its EF540 all-flash array to $71 million. Nimbus Data Systems also more than doubled its revenue, from $21.6 million to $43.4 million, and placed sixth for the year, according to Gartner.

Filling out the top 10 were Kaminario ($22.5 million), Cisco ($21.4 million), SolidFire ($20.4 million) and Hewlett-Packard ($8.8 million). The total market grew 182% from 2012 to 2013, from $236.5 million to $667.3 million, using Gartner’s revised SSA reporting metrics.

According to the Gartner report, end users purchased 5,281 solid-state array units in 2013 at an average selling price of $126,360, or $9.70 per GB. The most popular capacity range was 10 TB to 19.99 TB, with a total of 2,126 units shipping at an average selling price of $118,647, or $11.59 per GB.

Runners-up were solid-state arrays in the range of 20 TB to 49.99 TB. A total of 1,629 units shipped at an average selling price of $180,699, or $8.82 per GB. Just 171 solid-state arrays of greater than 50 TB shipped last year, at an average selling price of $223,169, or $4.36 per GB. But, that could change this year now that most SSA vendors are making available arrays at higher capacities.

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May 142013

Full article at The Register

Pure’s pricing pitch

The pricing strategy is to sell the array in the $5 to $10/GB area – usable gigabytes that is and not raw GB. This is, Pure says, the EMC/HDS/IBM/NetApp flash cached disk drive array area, not the $20 to $50/usable GB area occupied by tier zero DRAM or all-flash appliances like Violin Memory and the coming EMC Thunder.

Pure Storage’s pricing is set above that of what it terms “tier two mid-market arrays”, such as Dell EqualLogic ones with flash and SATA disk drive tiering. So Pure’s pitch is one of much-better than tier one disk drive array performance, approaching tier zero levels, but at tier one drive array pricing.

The positioning against shipping flash array vendors like Violin Memory and WhipTail will include a “We have data reduction and they don’t” point – to which their answer might be: “Yet.” It’s a bit trickier against Nimbus Data and Pure might say Nimbus’ product development is limited by its lack of venture capital funding, a problem Pure does not have.

Pure has served up some nice customer stories from its beta test:

Siemens eMeter had an Oracle app and went from 30 servers to five, with a 6.7:1 data reduction and a 23 per cent improvement in Oracle performance.

Advertising analytics business Yodle had a 12-24 hour restore and re-index time with Fibre Channel direct attach disk drives for PostgresSQL data. With Pure Storage that went down to 189 minutes.

SAN attack

Pure’s marketing is targeted directly on the mainstream storage and system vendors’ SAN arrays.

CEO Scott Dietzen said: “Storage accounts for far too much latency, power, floor space and capital expenditure in the data centre. We set out to push mechanical disk out of the performance path, and to do so by making all-flash storage less expensive than arrays of 15Krpm disk drives that do the performance heavy lifting today. With all-flash storage radically faster, more space and power efficient, simpler and more reliable than disk arrays and hybrids, why buy disk?”

Why buy disk? Well, let’s see; because you trust the vendor, are used to running disk arrays, your infrastructure is geared to it, and if it isn’t broke you just don’t mess with it and fix it; just a few reasons.

Pure’s task is to persuade customers that their SANS are broke, can’t keep up, and that there is no risk with Pure because of its 2-year customer acceptance beta, its resiliency features and so forth. Get a reliable flash array for a similar per-GB cost and enjoy much better performance, simpler management and the same enterprise class RAS features. This is going to be pure persuasion.

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May 062013
This post highlights the most popular Solid State Disk/Flash vendors and provides a chart to help decipher their costs. This data has been aggregated from various sources so no claims are made as to its accuracy.

In some cases the manufacturers provide a link to “Self-Service Pricing” via EchoQuote™ so you can get up to date pricing information quickly, often in minuts (last column).

Top 10 Solid State/Flash Array Vendors in Alphabetical order:

Vendor Category Pricing
Astute Networks Flash Memory Arrays Not Available
Fusion-io Pricing Solid-State PCI Express Cards (Nexsan acquisition may put it on path to full appliance gear) Not Available
Range $2-$5/GB
Nimbus Data Pricing Flash Memory Arrays Not Available
Per 2012 article – $150K for 10TB dual configuration
OCZ Pricing Flash PCI Express Cards Not Available
Range $2-$5/GB
Pure Storage Pricing Flash Memory Arrays Not Available
$5-10/GB usable
(HA, RAID, dedupe included)
Skyera Pricing Flash Memory Arrays Not Available
Texas Memory Systems Pricing PCI Cards
Flash Memory Arrays
Not Available
Virident Pricing PCI Cards
Flash PCI Express Cards
Flash Max II
Starts at $6000
Violin Memory Pricing PCI Cards
Flash PCI Express Cards
Flash Memory Arrays
Velocity cards come in 1.37, 2.75, 5.5 and 11TB raw capacity versions at a list price cost of $6/GB for all of them except the entry-level 1.37TB card which lists at $3/GB.Flash Max II
Whiptail Pricing PCI Cards
Flash Memory Arrays
From $50K to $250K for multi-terabyte arrays
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May 012013

Original article from Pure Storage’s blog

One area that raises some questions from customers was around pricing. Put very simply, what is the secret sauce that allows Pure Storage to drive the cost of flash down to below the cost of performance disk, or <$5/GB usable? And what is the right metric to evaluate cost on a flash array? I’ll start by explaining the pricing, then I’ll explain the innovative technology that makes our low cost possible. Straightforward $/GB usable pricing In the new world of the modern storage array, differences in performance, utilization, HA/RAID overhead, deduplication and compression benefits all have a major impact on how much actual data can be stored on an array. This means that $/GB usable is quickly becoming the right metric to evaluate storage, not the legacy $/GB raw. This is discussed on our website, and is nicely articulated by Stephen Foskett. So when Pure Storage calculates $/GB usable, we make some background assumptions: All Pure Storage pricing examples are provided as HA, as this is a hard requirement for enterprise deployments Pure Storage HA doesn’t rely on “mirroring” two arrays, rather it is true active/active clustered controller HA (add HA by adding a controller, not doubling the array or all the flash) HA, RAID, metadata, and flash management have a combined overhead of 22% in the Pure Storage FlashArray and are included in our usable price (our RAID-3D is better than dual-parity, and can’t be set or adjusted, so this doesn’t vary from 22%) All the prices quoted here are preliminary, and will be finalized with our GA release Pure Storage pricing is, in round numbers (varies slightly by model and configuration): $/GB raw for a HA FlashArray is $20 / GB $/GB with HA and RAID is $25 / GB $/GB usable (including HA, RAID, and 5-to-1 data reduction) is $5.00 / GB $/GB usable (including HA, RAID, and 10-to-1 data reduction) is $2.50 / GB Note that our Beta customers have commonly seen 5-10x data reduction in database workloads, and 10-20x data reduction in virtualization workloads, all without sacrificing performance. You can test your own potential data reduction on your data sets with our PRE tool. Key questions to ask any vendor about pricing Whether you are buying disk or flash for performance storage, ask these questions: Are your $/GB prices raw or usable? How much data can I store on a XXTB raw array? Do your $/GB prices include HA, RAID? If not, how much overhead is there to enable these? Do your datasheet performance numbers assume a certain level of RAID? To enable HA, do I have to double my price by mirroring two independent devices? If you offer data reduction, is it “always on”? If you enable data reduction, does it impact performance? Can you achieve your datasheet IOPS/latency claims with data reduction on? Can you show examples of reduction rates on real customer data? At a given performance goal, can I actually use all that capacity? For example, if I need 100K IOPS over 10TB of storage, do I actually need much more than 10TB of storage just to meet my performance goals? Pure Storage technology innovations that drive down the cost of flash OK, now that the prices are clear, you are probably wondering “how the heck did they do that?” The secret economic sauce at Pure Storage centers around three key innovations: Purpose-built architecture for flash. We’ve designed our array from the ground-up for flash memory, and our entire architecture is optimized for flash, and in particular making flash enterprise-reliable and consistently performant. This allows us to reduce the cost considerably compared to legacy disk arrays which simply retrofit SSDs. High-performance inline data reduction. We’ve build data reduction technology (compression and deduplication) right into the core of the FlashArray, so well-integrated in fact that it can’t be turned-off. It’s inline, it’s global, it’s high-performance (multi-100K IOPS at sub-millisecond latency), and it is designed to operate in the highest-end performance environments. This data reduction allows you to reduce your data between 5-20x. Enterprise-level HA and resiliency. We’ve designed HA and resiliency from the ground-up for flash as well, as flash fails differently than disk. That means true active/active HA with clustered controllers, and a new form of RAID, RAID-3D which has three levels of independent parity optimized to the different failure cases of flash. Our HA and RAID implementation add a total overhead of 22%, again key to economics, when competitive solutions essentially forcing you to buy two arrays and mirror them for HA, doubling cost even before RAID is added. These three innovations all point directly at how we achieve the price-point of offering solid state storage at below the cost of disk.
And let’s not lose sight of the big picture

Finally, I’d close by saying let’s not lose sight of the big picture here. Whether a vendor’s flash price is $5, $10, or $20/GB, all these prices represent a GREAT deal compared to inefficient spinning disk. Spinning performance disk today is $3-5/GB raw, and ranges from $5-20/GB usable after you add RAID, HA, required software, and all the spindles you need for performance. I hope that anyone interested in flash looks at Pure Storage Pricing, but more broadly, I think that the time is right for anyone who is looking at disk to look at flash. At these prices, why buy disk?

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Jul 122012

This is a consolidated article by Joseph Kovar from CRN

Before launching into the 10 coolest storage startups for 2012 so far, it’s worth taking a minute to note a couple companies that would normally qualify for such a list but were acquired in the second quarter of this year, including:

XtremIO: This Israeli developer of all-Flash storage arrays was in May acquired by EMC, making EMC the first tier-one storage vendor to have such an offering once XtremIO completes its first product.

Schooner Information Technology: Schooner, a developer of enterprise open-source database software optimized for SSD use, was in June acquired by SanDisk, which just happens to make SSDs.

The lesson here? If you see a new vendor you like, better quickly partner up with it or risk starting up with a larger parent company later.

Here are the Top 10 Coolest for 2012


Actifio, Waltham, Mass., is a startup developer of the Protection and Availability Storage (PAS) platform, which it claims allows businesses to instantly recover any data.

PAS eliminates multiple copies of files to reduce the data footprint by up to 90 percent, Actifio claims. Unlike traditional storage systems that create multiple copies of data for such purposes as storing the data, replicating it, restoring it and testing new applications, Actifio allows a single copy of the data to be used to recreate any version of the data from any point in time.

Actifio in March hired former Cisco and VCE channel executive Russell Rosa (left) to serve as its new vice president of worldwide channels.

Pricing for an Actifio PAS appliance starts at approximately $25000.


Bitcasa, Mountain View, Calif., develops cloud storage technology that promises unlimited storage capacity, file sharing and mobile device data sync for $10 per month. Data on the Bitcasa cloud is encrypted and deduped on the client side before it is uploaded to the cloud, where only a single copy of duplicate blocks of data is stored.

The company expects customers will eventually store all their data in its cloud while maintaining as large a local cache as they require for storing frequently accessed data. The local cache also predicts which data will be accessed beforehand so it can download it from the cloud to the device.


Ashaway, R.I.-based SSD array developer GreenBytes in May closed a $12-million B round of funding aimed at helping continue development of its all-SSD and hybrid SSD-hard drive storage solutions.

GreenBytes in 2010 came to market with its first array, a hybrid appliance called the HA-3000, which features both SSDs and spinning hard drives with a single controller. It targets the backup market by providing high-speed data deduplication.

The company more recently introduced its Solidarity, an all-SSD array with dual controllers targeting the primary storage array market for SMB customers.


Los Angeles-based startup Inktank, founded by the developer of the open-source Ceph scalable distributed storage system, in May came out of stealth mode to provide enterprise-level support for customers looking to use Ceph to build scalable storage infrastructures.

Ceph is an open-source storage technology that provides object, block and file storage in a single file system for unified storage. It was originally developed as a Ph.D. project to solve issues related to scaling metadata in high-performance computing applications.

CEO and Chief Architect of Inktank Sage Weil is also the original developer of Ceph.

Nimbus Data

Based in San Francisco, Nimbus Data is the developer of all-solid state storage systems featuring enterprise-grade Flash memory. The arrays scale from 2.5 TB to 500 TB and feature up to 800,000 4-KB block I/Os per second speed. They also support multipathing, clustering and no single point of failure.

The company’s file system includes such features as inline deduplication, thin provisioning, snapshots, and synchronous mirroring and asynchronous replication.

Nimbus Data in January introduced its first formal channel program.

In January 2012 – Nimbus announced its entry into the high availability enterprise SSD market with the uveiling of the company’s – E-Class systems – which are 2U rackmount SSDs with 10TB eMLC per U of usable capacity and no single point of failure. Interface support includes unified 10GbE, FC, and Infiniband. Pricing starts at $150K approx for a 10TB dual configuration system.

Pure Storage

Pure Storage, based in Mountain View, Calif., develops storage arrays based on Flash memory technology instead of hard drives, and in May introduced its first products, a line of Flash memory-based arrays it said are priced competitively with traditional hard drive-based arrays.

The company claims its Pure Storage FlashArray 2.0 offers ten times the performance of a disk array while being smaller and easier to install, and yet it is priced similar to a disk array, thanks to its use of low-cost, multilevel cell (MLC) Flash technology instead of the more robust and more expensive single-level cell (SLC) or enhanced MLC (eMLC) technologies. It uses software to ensure the reliability of the MLC Flash memory.

Pure’s pricing pitch

The pricing strategy is to sell the array in the $5 to $10/GB area – usable gigabytes that is and not raw GB. This is, Pure says, the EMC/HDS/IBM/NetApp flash cached disk drive array area, not the $20 to $50/usable GB area occupied by tier zero DRAM or all-flash appliances like Violin Memory and the coming EMC Thunder.

Pure Storage’s pricing is set above that of what it terms “tier two mid-market arrays”, such as Dell EqualLogic ones with flash and SATA disk drive tiering. So Pure’s pitch is one of much-better than tier one disk drive array performance, approaching tier zero levels, but at tier one drive array pricing.

Starboard Storage

New Jersey-based Starboard Storage Systems in February came out of stealth mode with a channel-only model for its new AC72 storage architecture, designed to handle mixed workloads including structured, unstructured and virtualized data with a single platform.

The AC72 pools hard drives and SSDs into one dynamic storage pool that can be carved up as needed for mixed workloads. Included is an SSD accelerator tier that adds performance to the storage operations, as well as I/O monitoring technology that automatically tiers storage as needed.

The AC72 storage node is fully redundant with no single point of failure and comes in two main versions, including one optimized for storage performance and the other optimized for storage capacity.


StorSimple, Santa Clara, Calif., in April started selling a new series of storage appliances featuring local capacity of up to 100 TB integrated with cloud-based primary, archive, backup and disaster recovery capabilities.

The new line from StorSimple ranges in terms of on-premise capacity from 10 TB to 100 TB, after dedupe and compression. One new feature, Cloud Snap, puts data snapshots on the cloud that can be used to quickly recover data even if the application that produced the data is not available. The appliances also let data be recovered to the original customer site or, in a disaster, in a remote site.

The StorSimple 5020, 5520, 7020, and 7520 appliances are available immediately, with prices starting at $40,000.


Symform, developer of a distributed storage cloud that backs up one user’s data across multiple users’ storage devices, in April closed a new $8 million investment round.

The Seattle-based company’s Resilient Storage Architecture breaks up a customer’s data into 64-MB blocks, encrypts them with AES-256 encryption technology, breaks those blocks into 1-MB fragments, adds 32 more 1-MB fragments for parity and then scatters them across storage nodes contributed by other customers.

Those cloud storage nodes are simply space on one or more hard drives contributed by each customer via the Internet. The amount each customer contributes depends on how much cloud storage capacity the customer wishes to access. Each customer pays $50 per server per month with no limit on usage.


Tintri, a Mountain View, Calif.-based developer of storage appliances aimed specifically at handling storage in virtualized environments, in February demonstrated its new Tintri VMstore T540 appliance, the company’s second-generation virtual machine-aware storage appliance.

New features include dual storage controllers, expanded usable capacity of up to 13.5 TB in a 3U form factor, end-to-end latency that allows admins to visualize performance bottlenecks and a virtual machine auto-alignment feature that automates the process of aligning virtual machines to the storage layer. The T540 also includes a new four-hour support option that Tintri said guarantees it will respond to any issue within a short window.

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