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.
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.