In normal times, when there is no major technology
disruption in the market, there are two categories of storage companies.
Most storage revenue goes to the big names everyone knows
(EMC, NetApp, Etc.). These companies have comprehensive storage solutions and
services to meet nearly any need. Their products are solid and meet most
mainstream needs. They don’t innovate much and aren’t the most cost-effective,
but they work.
A good deal of attention in the storage industry goes to the
hot new companies, which are all about the latest technologies (e.g. SSD) or
features. They usually don’t do the old things as well as the established
companies. But by focusing on the hot new thing, they often do that one thing
pretty well, and so appeal to the usually tiny part of the market that feels
the corresponding pain. If they get market momentum, they are usually bought by
an established vendor.
This is the way it works. The established companies take most
of the revenue and do little innovation. There is always a flurry of new
companies trying to innovate, sometimes getting traction, and getting absorbed
by the established vendors.
Then there are technology disruptions. That’s when the rules
change. Suddenly the comprehensive product lines of the established vendors
don’t meet the needs of the emerging landscape very well (in spite of the
furious efforts of their marketing groups to claim they do), and most of the
new vendors don’t get the new situation and continue to do little but exploit
new devices or add features onto the existing pile.
Today’s Technically Disrupted World
That’s the situation we’re in today, with the combined
technology disruptions of data centers employing virtualization, moving to the
Cloud, and attempting to exploit Big Data. In addition, there is a new storage
technology, flash (SSD), which vendors are scrambling to exploit. The situation
is confusing for buyers and chaotic for vendors, since most vendors try to act
as though nothing fundamental has changed. But it has!
The Cloud is all about reliable, low-cost self-service, with
tremendous automation and integration. Service, capacity and performance need
to be available on-demand, with no human intervention. Everything needs to be
able to grow and shrink as application needs change, with a sharp eye to
capacity utilization, SLA's and costs, since it’s easier than ever to switch Cloud vendors when
one stumbles or is simply no longer competitive.
Virtualization is a key part of achieving Cloud goals, and
virtualization changes the rules of the systems game. Functions that were
traditionally part of storage are now performed as an integral part of
operating systems and/or virtualization software, to make them more agile. This
also drives the movement to software-defined networking and storage.
Big Data is the same only more so, with its emphasis on
linearly scalable arrays of compute nodes and storage nodes.
In response to this massive technology disruption, many
companies realize that brand-name vendors no longer make much sense, and are using inexpensive JBOD’s for storage and depending on
massive replication by the file system to provide reliability, typically making
a minimum of 3 whole copies of the data, before backups, in order to assure
availability. If the alternative is an old-technology NAS or SAN, this is a
smart idea, which is why its use is growing so quickly.
X-IO
And then there is X-IO. While X-IO is a storage company,
it’s different than all the others. It was built for a vision of computing that
we now call “Cloud.”
When X-IO was started about 10 years ago as the Advanced
Storage Architecture division of Seagate, its goal was to build highly compact,
efficient and reliable storage building blocks using Seagate HDD’s. While the
rest of the storage world was ignoring the details of the devices on which it
was built, piling on features and management systems that have become obsolete
in the Cloud world, the ASA group was inventing the technology of the storage
“brick,” now amounting to over 50 patents and a great deal of field-hardened
code that delivers more of what Cloud needs than any existing system, by far.
All storage vendors, whether established or emerging, use
the same drives from the same couple of leading vendors, mostly Seagate or
Western Digital (WD). All of them except X-IO package them in roughly the same
way and throw some features on top of them to “differentiate” themselves from
the other guys who use the same disks. It’s just as though all cars had one of
two different kinds of nearly-identical engines in them – each of the car
vendors would try to distract you from the engine, and try to get you to
appreciate how wonderful their steering wheels or cup holders were. That’s even
true of NAS and SAN, which seem so different, but really have the same engines
(disks) in them – it’s like one has front-wheel drive and the other rear-wheel
drive, but under most conditions, their speed, fuel efficiency, acceleration
and service frequency are identical.
The only storage vendor that is different is
X-IO, and X-IO’s difference just happens to be on all the dimensions that
matter most for the new world of Cloud, virtualization and Big Data.
X-IO’s Difference
First of all, X-IO doesn’t build feature-encrusted storage,
like a “trophy car.” It’s basic storage, a storage building block or brick,
ideal for plugging into nodes in a Cloud server farm under virtualization
control, or a Hadoop cluster.
Second, and most important, comes from its heritage as part
of Seagate. While X-IO uses the same Seagate drives that other vendors use, all
the other vendors just plug the drives in and proceed to concentrate on everything but the drive. X-IO’s technology, in sharp
contrast, is all about making that drive perform at its very best. You wouldn’t
think there would be much that could be done. But there is! X-IO reduces the
error rate of the drives so much (more than 100X) that they can be sealed in
containers, which makes them take much less space, consume less power and
generate less heat than the same drives in any other system. Then the X-IO
software actually gets more
than twice the I/O’s per
second (iops) from each drive than any other vendor.
Let’s think about a car rally. Most of the cars will vary
greatly in size, shape, color and gizmo’s. The X-IO car will be the plain one.
Imagine them in a distance race. Most of the cars will overheat or have to stop
for gas pretty often. Only the X-IO car will never overheat and get vastly
better mileage than the others. Many of the other cars will break down along
the way. X-IO won’t. Here’s the amazing thing: the X-IO car will cross the
finish line in half the time of its nearest competitor.
Now let’s think about sending an important package. Using
normal cars, you’d better send 3 identical packages by different routes to make
sure it gets there. With X-IO, you only need one car, and it will get there
faster than any other car, using less fuel.
In the world of Cloud, this translates into not having to buy expensive SSD drives to
get performance, though X-IO has them available if you need to go even faster
than X-IO normally goes. It translates into not having to over-provision to get
performance. It translates into not having to store 3 or more copies of
your data to assure it’s still there tomorrow. It translates into buying a half or third of the number of racks (or rows!) you
would normally have to buy in order to make a given amount of data available at
a given performance level. It translates into dramatically lower operating
costs for those racks, which at Cloud scale and Cloud competitive pricing can
be the difference between growing profitably and losing to the competition.
No other storage vendor offers these benefits. No one but X-IO.
Conclusion
The “cloud” as we know it today didn’t exist when the ASA
division of Seagate started inventing the deep technology that has now matured
in X-IO. But its simple mantra of getting more value out of devices was a
unique quest. No vendor has equaled it, and no one is even close. As new drives
are released, the X-IO advantage will persist as a multiplier on whatever
Seagate ships. All the other vendors will plug Seagate drives into their
systems and try to distract you, drawing your attention to “anything but” the
actual characteristics of the storage – its performance, space and power use,
reliability. These thing are old news in the old world of storage, but they’re
the only thing that matters in the new world of Cloud. Which is why there are
all the storage vendors – and then there’s X-IO.