Posts Tagged ‘Oracle OpenWorld’

My firm, Marketingsage, helps data storage and data management firms market to enterprise customers. One of our lead generation services is trade show support so we see a lot of shows. We also use trade show-timed PR to launch products and to seek quality speaking engagements for our clients. Therefore, we though it might be useful to maintain a list of top trade shows for marketers of enterprise storage and data management products.

The following shows attract the same vendors year after year — a good sign that the show produces results for them. They also attract a reasonable number of like vendors. That’s important because sales lead results are often better when a firm is among a cluster of competitors rather than on its own.

The list is far from comprehensive. There are a host of vertical shows that would be of interest to platform-specific or industry-focused vendors. I’ve just listed the bigger, more well known, shows frequented by enterprise storage and data management firms.

Note: The start dates and locations listed can change from year to year.

4Q USA: October, November, December

  • Interop – Early October, New York, NY. Billed as “the most comprehensive IT conference and expo.”
  • Oracle OpenWorld (OOW) – Early October, San Francisco, CA. Billed as “most cost-effective and efficient way to stay ahead of the technology curve.”
  • Storage Networking World (SNW) Fall – Mid October, Orlando, FL. Billed as ” transforming the information infrastructure.”
  • PASS Summit – Mid October, Seattle, WA. Billed as “the premier conference for SQL Server professionals.”
  • SC Conference – Mid November, Seattle, WA. Billed as “the international conference for high performance computing, networking, storage, and analysis.”

1Q USA: January, February, March

2Q USA: April, May, June

  • FOSE – Early April, Washington, DC. Billed as “the choice for government IT education.”
  • National Association of Broadcasters (NAB) – Mid April, Las Vegas. Billed as as the show “where content comes to life.” Listed as one of the Top Trade Shows (see below) with the highest Net Buying Influence (91%) and highest Total Buying Plans (59%).
  • COLLABORATE – Late April, Las Vegas, NV. Billed as “the technology and application forum for the Oracle community.”

3Q USA: July, August, September

  • VMworld – Late August/Early September, San Francisco, NV. Billed with “Your Cloud. Own it.” Listed as one of the Top Trade Shows (see below) with the highest Net Buying Influence  (91%) and highest Total Buying Plans (55%.)

Top Trade Shows Notes for NAB and VMworld (4/12 update).

Exhibit Surveys Inc. produces an annual Trade Show Trends report and highlights are usually published in the April issue of Exhibitor Magazine. The report compares various industries so it’s limited in its coverage of any one industry, such as IT. The IT-centric events in the 2011 survey included CES (consumer electronics), NAB (broadcast technology), RSA Conference (data security), Supercomputing and VMworld (virtualization). These are all good shows, but hardly representative of all good shows frequented by IT buyers.

The Trade Show Trends report looks at many factors, but the two most useful are the Net Buying Influence and Total Buying Plans statistics.

The Net Buying Influence number indicate the percentage of show attendees who have the power to recommend or make final purchasing decisions. The average Net Buying Influence for High Tech shows was 84% in 2011. That’s 3 points above the overall average of 81%.

The Total Buying Plans number represents the percentage of attendees whom plan to buy within 12 months of a show. High Tech shows rate better than most in this category with an average of 46% in 2011, just below the overall average of 47%.

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] Fellow marketers and IT professionals are invited to join his network on LinkedIn and to subscribe to this blog (see sidebar).

I go to Oracle OpenWorld (OOW) in San Francisco every year because my PR and lead gen. firm, Marketingsage, helps data storage and data management firms market to the large enterprises that use Oracle.  Wednesday Oct. 5 was my day to visit the 2011 expo and this post takes a marketer’s look at the exhibits of some of the most innovative firms who were showing off their high performance storage hardware at the show.

This was the last day of the expo so you might expect it to be somewhat quiet. In my opinion is was far too quiet at any booth that was not front and center in the main hall or giving way a car, iPad, iPhone 5 4S. While that may be bad for exhibitors, it was good me because I got to see most of the high performance storage players. Besides the big guys like Oracle, EMC, HP and Dell, there were more start-up firms this year. Most of them paid big bucks for big booths.

I’ll give the award for biggest-bang-for-the-buck to our friends at GridIron Systems. They did not have a booth. They used a high traffic station in the highly visible Intel booth to show off their TurboCharger caching appliance. This device fit right in with Oracle’s “Big Data” theme because it accelerates (in real-time) the “hot data” that’s in-demand. Users do not have to put their Oracle database, or even the tables, onto expensive solid state disk (SSD) to get SSD performance. That makes the GridIron hardware somewhat special in the value-for-money department. I know all that because Marketingsage just started helping GridIron with its PR 🙂

Start-up, Pure Storage had a big bright booth and lots of people wearing their distinctive shirts. They also scored a visible spot in the Samsung booth. Their solid state disk is special because it uses real-time deduplication and compression to reduce the amount of data that’s actually stored on more expensive SSD. Therefore, they claim the cost of their system (when available) will be lower than purchasing hard disk drive-based systems for the same volume of data.

Fusion-io had the most visually impressive information walls backed by a mini data center. They also had some pro-active salespeople willing to grab passersby. I can respect that. Fusion was touting “a tier on a PCIe card” and they are getting some impressive Flash capacities on relatively small cards. The other vendors went out of their way to point out that this PCIe-based storage is not shareable.

STEC had a front row booth in the corner of the main hall. They had a small theater where they did a good job introducing their rather large Kronos PCIe card. They subsequently gave out t-shirts to those who filled in their sales lead survey. Customers can use a single STEC Flash drive to replace a hard drive in a server or they can array them for rack mounted enterprise environments.

Violin Memory also stumped for a big front row booth. Interestingly they only used half of the booth for meeting attendees. The other half was hidden and off-limits. Violin prefers to call its SAN-attached SSDs “memory arrays” and they see them as primary storage to be used in an “all silicon data center” without hard disk drives. Meanwhile, Quantum was at the back of the same hall proving that tape is still an important part of today’s data centers. I was impressed  by Quantum’s high performance StorNext system. It’s used to quickly ingest and provide shared access to REALLY BIG files, like satellite and geology images, and manages all of the storage complexity of  managing and archiving to hard disk or tape.

Our friends at TMS exhibited their SSDs at OOW years before some of the other SSD firms even existed. They had their usual spot in the middle of the main hall. And as usual, you could be standing next to the booth and not notice it. However, Oracle users seek them out. TMS had a small theater where their genuine Oracle Guru talked to Oracle users and developers about how to accelerate Oracle. TMS does not confuse OOW with SNW (Storage Networking World) and their no frill SSDs are always fast.

I went all the way across the road to see Kaminario in the lower traffic West hall. They had a small 10×10 pop-up booth, but they were getting their share of visitors. They probably deserve the runner-up prize for the biggest-bang-for-the-buck booth among SSD vendors. Kaminaro’s SAN-attached SSD lets customers choose DRAM and/or Fision-io’s Flash memory.

Nimbus Data Systems was at the show as well, but their small booth looked like a parking space. It was 80% sports car, 20% SSD. No, you could not win the car. I was laughingly told by another vendor you could win the privilege of sitting in it for a while.

We would have liked to seen WhipTail, SolidFire, Nimble Storage  and some of the other serious vendors of high performance enterprise storage systems. Alas, they were not at this particular show.

Other SSD Posts

If you like to read about the marketing of SSDs you can join the mail list for this blog (top left sidebar). You’ll get an email when a new post comes on line. Here are some recent SSD related posts:

Storage start-ups: What CEOs, VPs and VCs should know about the honeymoon period

A Strategic Marketing View of Flash Memory Products

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] Fellow marketers and IT professionals are invited to join his network on LinkedIn and to subscribe to this blog (see sidebar).