Posts Tagged ‘IBM’

CloudBeat 2013 Review: A showcase for cloud success, software defined storage and encryption key management

Posted: September 17, 2013 by David Lamont in Opinion, Reviews, Security, Uncategorized
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Now in its third year, VentureBeat’s CloudBeat September conference in San Francisco consists of discussions, case studies, breakout sessions, and announcements reflecting the growing maturity of the cloud. From what I could tell (from the profiles displayed by the innovative Bizzabo iPhone app. that facilitates networking at the event), the 100+ audience at CloudBeat consisted of entrepreneurs, investors, CEOs and CTOs, as well as business development, sales and marketing VPs/directors.

This conference has an unusual and interesting format that consists of on-stage interviews. Unlike most conferences, the speakers do not present the corporate slide deck. They are interviewed on stage by a knowledgeable host, they answer questions and tell related stories. For example, Ilya Fushman, Dropbox’s head of products for business and mobile, talked with analyst, Paul Miller, about going beyond storage for 10 million users and 2 million businesses to become a platform for application developers.

Audience

The lineup of speakers was impressive. CloudBeat attracted 85+ knowledgeable C-level speakers from established players, start-ups, cloud users and investors:

3Scale, Accel Partners, Adobe, Alchemist Accelerator, AppDynamics, Artisan Infrastructure, AT&T, Axxess Unlimited, Bessemer Venture Partners, Box, Braintree, Canvas, Cisco’s Collaboration Technology Group, CITEworld, Citrix Systems, Cloud Foundry, Cloudability, Cloudant, CloudImmunity, CloudPassage, CloudPulse Strategies, Cloudscaling, Dark Matter Labs, Data Collective Venture Capital, Define the Cloud, Dell, Disney, Diversity Limited, Dropbox, Edmunds.com, Egnyte, Elance, Emergence Capital Partners, Engine Yard, Epignosis, Eucalyptus Systems, Firebase, Foley & Lardner LLP, GGV Capital, GlobalLogic, Harshman Phillips & Company, Hillenby, HP, IBM, Industry commentator, consultant & investor, Internet2, Issac RothShasta Ventures, Jive, Joyent, LED Source, LinkedIn, Metamarkets, Microsoft, MuleSoft, Nebula, Netflix, Norwest Venture Partners, Numecent, Okta, Optimizely, Parallels, Parsons, PayPal, Pivotal, ProgrammableWeb, Red Hat, Relevance, Room Key, Salesforce, Sanmina, SAP Ventures, Scale Venture Partners, Scribe Software, SendGrid, Inc., Silicon Valley Bank, Simple Signal, SimTable, SoftLayer, Spoke Software, SwiftStack, Symantec, Totango, Twilio, Vidyo, Wanelo, Xero, and Xerox PARC.

The event sponsors had tabletop displays outside the main room. I’m not sure the cloud-related vendors expected to generate many sales leads from this event. In at least one case, the vendor was there because it was a local event and one of their marquee customers was a speaker. Having a name-brand customer talk about how they use your cloud product is a good enough reason for a local upstart-up to sign up, especially when the interviews are recorded.

IMG_2556

CloudBeat 2013 Sponsors

Interesting storage and security vendors included KeyNexus, Scality, and SwiftStack.

Scality and SwiftStack provide highly-scalable, software defined, storage solutions to larger organizations. These are object storage systems based on the OpenStack framework. The software takes advantage of commodity servers and hard drives. Rather than use a SAN or NAS for storage these systems pool the storage in each server and make it available in the cloud. Unlike NAS and SAN, the number of processors and network controllers scales alongside the storage allowing the system to support a very high volume of concurrent users. The software then centrally manages data protection (replication) and performance (caching using server-based RAM or Flash). Cool stuff!

KeyNexus launched their cloud-based encryption-key storage and management solution for Amazon Web Services (AWS EC2) at CloudBeat. KeyNexus enables organizations to store, manage, and audit their encryption keys separately from the cloud, addressing the principal inhibitor to broader, faster, adoption of the cloud by enterprises — security!  Here’s how they describe it.

There are three typical cloud security scenarios. First, the key to unlock encrypted data is stored in the same cloud as the data. That’s like locking your house but leaving the key in the lock. In the second scenario, companies employ vendor solutions that host the key in an undisclosed location. That’s like having to call a security guard to access your home and unlock the door (and trusting the security guard never goes in when you are away). Option three involves securing the key on-site within the enterprise, which can be costly. The KeyNexus approach separates the “lock” from the “key” in the cloud, while also promoting encryption interoperability across the public cloud. Using a hardware appliance to create the keys, KeyNexus simplifies the management of remote key rotation as well as the migration of encrypted data between various cloud, SaaS and mobile platforms.

About the Author

David X. Lamont is an accomplished marketer of IT products and a partner at Marketingsage, a PR and lead generation firm that specializes in marketing data storage, data management, and enterprise software products. He can be reached by email at blog [at] marketingsage.net. Fellow marketers and IT professionals are invited to join his network on LinkedIn and to subscribe to this blog (see sidebar).

 

We’ve all been duly awed by the Dell buyout announcement. Over the years, the company has amassed quite a portfolio of storage and data protection and management offerings, having acquired companies such as EqualLogic, Compellent, Quest, AppAssure and SonicWall. Although many of these acquisitions brought robust technology and contributed handily to Dell’s revenue, the company never made the transition to becoming a storage company. This begs the question as to what will now happen to these lines as Dell sharpens its focus and remakes itself into a seller of products rather than an architect of share valuations. Only the most naïve amongst us harbors any ideas that the latest chapter in Dell’s story might lead to storage innovation and a bid for leadership in the space.

Only 3% of Dell’s revenue is from storage, with software and peripherals yielding 16%, of which data protection software is a part. The overall business distribution is more even with 30% of net revenue coming from large enterprise, 20% from consumer and 25% each from SMB and public sector organizations.

Anecdotally, Dell does not exercise the kind of account control as players such as EMC, IBM, Oracle, or Cisco.

HP has not been shy in making generalized predatory rumblings about picking over Dell’s portfolio, and I suspect Dell is a subject of strategic debate in many more functional boardrooms too. Wouldn’t you love to be a fly on the wall over at EMC and NetApp? These storage giants, along with the myriad of smaller storage and data protection vendors, are no doubt strategizing furiously about how to woo customers and key talent away.

On the face of things, storage and data protection represent relatively small, albeit growing, potatoes to Dell. But in the highly competitive mid-tier storage market, these potatoes undoubtedly look mighty appetizing. Dell will need to make big moves quickly if it’s going to keep control of its pricey ($24.5 billion) lunch. In any case, the storage market is sure to heat up over the coming months.

About the Author

Agnes Lamont is an accomplished marketer of IT products and a partner at Marketingsage, a PR and lead generation firm that specializes in marketing data storage, data management, security, and enterprise software products. She can be reached by email at blog [at] marketingsage.net. Fellow marketers and IT professionals are invited to join her network on LinkedIn and to subscribe to this blog (see sidebar).

So what does a big advertising budget look like? Here’s what Microsoft, IBM, HP, Apple, Intuit, Cisco, Intel and Dell spent in 2010 according to the B2B Magazine Top Advertiser list (published November 2011).

Microsoft was the third largest advertiser after AT&T and Verizon. They spent almost $250 million in 2010, up 30% from 2009.

IBM was 6th. They invested more than all the other tech firm in business publications and consumer magazines.

HP was 7th and Apple was 8th on the top 50 list. Of the tech firms on the list, Dell spent the least, ranking 28th overall.

What can smaller firms selling data storage and management products learn from this? Nothing! The top advertisers are public firms with extensive product lines that are sold globally.

About the Author

David X. Lamont is an accomplished marketer of IT products and a partner at Marketingsage, a PR and lead generation firm that specializes in marketing data storage, data management, and enterprise software products. He can be reached by email at blog [at] marketingsage.net. Fellow marketers and IT professionals are invited to join his network on LinkedIn and to subscribe to this blog (see sidebar).

The good people ay Sys-Con Events invited me to the Cloud Computing Conference & Expo.  The event was held November 7 through 10, 2011 at the Santa Clara Convention Center in Northern California—one of my favorite venues. I was there on days 2 and 4 of this 4 day event.

Reportedly there were over 7,000 attendees that included CIOs, CTOs, directors of infrastructure, VPs of technology, IT directors and managers, network and storage managers, network engineers, enterprise architects, and communications and networking specialists.

As usual, I viewed the  event through the eyes of a marketer responsible for data storage and data management products. My firm, Marketingsage, helps clients generate sales leads, build brands, launch new products, and establish new sales channels so trade shows are important, especially for lead generation.

There were 4 days worth of speaking sessions, mostly presented by vendors. The general sessions that I attended all seemed to have large audiences, although the huge room was not full. There were also 7 special interest tracks with one  dedicated to those interested in Cloud Storage Virtualization APIs. Another was dedicated to Cloud Architecture, Security and Performance.

Session: How to Build a SaaS With Twitter-like Throughput

Session: How to Build a SaaS With Twitter-like Throughput

The Cloud Expo

The expo was small enough to ensure that every attendee could see every booth over the course of 4 days. There were about 100 exhibitors including VMware, McAfee, Oracle, and IBM.  The vast majority of booths were small 8′ or 10′ popups and they were packed pretty tightly. So on day 2 the aisles were crowded.

Day 2: Gale holds the crowd (in the aisle) with their presentation

However, by day 4 the aisles were really empty and the exhibitors were not busy at all. The crowds at the general presentations also thinned substantially, suggesting that the event may be enhanced by cutting it from 4 days to 3 days.

Day 4 (morning): SolidFire’s booth

Is Cloud Expo a Good Show for Marketing Storage products?

Is Cloud Expo a good show for marketing storage products? The answer depends on what type of storage product you are marketing. This show has 3 types of storage vendor: (1) hosted storage, (2) storage related software and (3) storage hardware.

The audience  favored those selling hosted storage/servers and storage management/monitoring software. Hosting firms included Amazon Web Services, Rackspace Hosting, SoftLayer, GoGrid, Virtustream, FireHost, and Zadara Storage, and PhoenixNAP to name but a few. Storage/data management/monitoring vendors included Abiquo, StorageCraft, Amplidata, MicroStrategy and Nimsoft, again to name but a few.

Storage infrastructure/hardware vendors did not flock to this event even though many tout their products for virtualized and cloud environments. I saw prominent solid state disk (SSD) vendor Fusion-io on an early exhibitor list, but they were not there.  Storage infrastructure exhibitors included solid state disk vendors SolidFire and LSI. Oracle also had a hard disk array on display. There were a few other hardware exhibitors that had storage components, but I wouldn’t classify them as storage infrastructure vendors.

LSI would win my prize for best storage infrastructure demo

Oracle displays bare metal

Morphlabs mCloud uses Dell servers, Arista Network switches and Nexenta’s storage manager. Each blade has its own 3.5 inch HDDs.

I asked several exhibitors whether they were happy with the Cloud Expo event. All said there were happy and would likely attend again next year. That’s a ringing endorsement, but I’m going to discount it a bit for the hardware infrastructure vendors by noting some factors important to me as a sales-centric marketer whose budget would be on the line.

The endorsers were not salespeople or MarCom people. They were product manager types so their expectations may be different to mine. Most were local to the area so they did not have to leave home to participate. Several commented about a high ratio of vendors to customers visiting their booth. And one commented that most visitors were not really storage infrastructure decision makers. However they were valued as potential influencers of such decisions.

So is Cloud Expo a good show for marketing storage products? Yes, if your target decision makers are focused on the cloud or virtualization application layer. I’m not ready to make a case for storage hardware vendors.

About the Author

David X. Lamont is an accomplished marketer of IT products and a partner at Marketingsage, a PR and lead generation firm that specializes in marketing data storage, data management, and enterprise software products. He can be reached by email at blog [at] marketingsage.net. Fellow marketers and IT professionals are invited to join his network on LinkedIn and to subscribe to this blog (see sidebar).

IDC has just released its Worldwide Disk Storage Systems Quarterly Tracker for Q2 2011. The shipment of 5,353 petabytes in total disk storage systems capacity for the quarter represents a 10.2% increase in Q2 revenues compared to Q2 2010. Only Dell and the many hundreds of “Others” saw a decline in revenue.

It’s cheering to see some tangible evidence of prosperity and an uptick in IT spending. However, it behooves not only Dell and Oracle (Sun), but the smaller, emerging companies in the storage arena to pause and think strategically about how they can compete against EMC, IBM, NetApp, HP and Hitachi who jointly won 74% of the market in 2Q11.

Technical innovation is only a partial answer. When considering access to market, the conundrum is whether to try to beat them or join them.

Top 5 Vendors, Worldwide External Disk Storage Systems Factory Revenue, Second Quarter of 2011 (Revenues are in Millions)

Vendor

2Q11 Revenue

2Q11 Market Share

2Q10 Revenue

2Q10 Market Share

2Q11/2Q10 Revenue Growth

1. EMC

$1,621

28.7%

$1,287

25.6%

26.0%

T2. IBM

$771

13.7%

$680

13.5%

13.4%

T2. NetApp

$720

12.8%

$572

11.4%

25.7%

4. HP

$619

11.0%

$567

11.3%

9.1%

T5. Hitachi

$459

8.1%

$372

7.4%

23.3%

T5. Dell

$444

7.9%

$472

9.4%

-5.9%

Others

$1,009

17.9%

$1,080

21.5%

-6.6%

All Vendors

$5,643

100.0%

$5,031

100.0%

12.2%

Source: IDC Worldwide Disk Storage Systems Quarterly Tracker, September 2, 2011

Press release: http://www.idc.com/getdoc.jsp?containerId=prUS23012911

Report: http://www.idc.com/getdoc.jsp?containerId=IDC_P4435

About the Author

Agnes Lamont is an accomplished marketer of IT products and a partner at Marketingsage, a PR and lead generation firm that specializes in marketing data storage, data management and enterprise software products. She can be reached by email at blog [at] marketingsage.net. Fellow marketers and IT professionals are invited to join her network on LinkedIn and to subscribe to this blog (see sidebar).