Post Launch Reflections

April 7, 2015

by Woody Hutsell, http://www.appICU.com

It feels like I just participated in my billionth solid state storage product launch. In fact, I have participated in quite a few since the year 2000. In almost chronological order, here are the solid state storage systems I can recall launching into the market. If you are a solid state storage historian, you should pay close attention to the following table:

table3

Some additional observations on trends over this period:

  • Prices have come down from $5,000/GB in 2000 to below $10/GB in 2015. That means solid state storage costs 0.20% of what it cost 15 years ago.
  • Capacity per rack unit in 2000 was 10 GB/RU. Capacity per rack unit in 2015 is 28,500 GB/RU. In the past 15 years solid state storage density has increased by 2,850x. Mind-blowing, really.
  • Latency exhibited by the RAM-based products was very consistent and low over the 10 year period. Considerable cost, density, and persistence advantages forced a move to NAND flash memory in 2007, but latency for the flash-based products has remained consistently below 250 microseconds over the last 8 years.
  • The continual trend to lower cost per bit NAND technologies (SLC to eMLC to MLC).
  • There has been a consistent investment in enhanced data protection that started with protecting the memory in RAM using Chipkill and subsequently Variable Stripe RAID, a patented TMS technology.
  • TMS, and now IBM, has improved RAS features as the systems evolved, from requiring two units for data protection to requiring only one highly available system.
  • We’ve recently seen more demand for advanced storage services as the market for all flash arrays broadened from application acceleration to Tier 1 disk replacement.

Looking to make predictions about the future of solid state storage? A quick glance at the rate of product innovation and the reasons for change over the last 15 years can tell you much about how the industry will continue to evolve.


The Heart of FlashCore Technology

February 19, 2015

The Heart of FlashCore Technology

by Woody Hutsell, http://www.appICU.com

So, it’s the 1980s or 1990s and you are building a solid state storage device with RAM. You can build it from scratch or you can take a computer with RAM, HDD and processors and a motherboard and turn it into a solid state storage device with a little bit of software. Which do you choose? If you’re in a hurry and have a short term view on the market, you take the fast way. How many companies built RAM solid state storage devices out of computers? Many, but zero that are still in business. Why are they out of business? Inferior product performance, inferior product cost structure, difficult to iterate without real engineering talent? All are reasonable answers. Many had their time in the spotlight but all disappear into history.

When the engineering team at Texas Memory Systems had to make this decision they did what any self-respecting engineering team would do, they designed a solid state storage device from scratch. No kidding. They never made the RAM chips, but they made just about everything else. Why would you do this? I wish you could have worked with some of the Texas Memory System customers in these days. Their interactions with the engineering team are nearly legendary around here. Could it be that customers would complain about a few microseconds when the rest of the world was dealing in 10s of milliseconds? There were and they did. And these engineers reacted and tuned and shaved off latency.

And that is where the story is kind of awesome, those engineers who dealt with those customers, those engineers are still at the heart, at the core, of the IBM engineering team for FlashSystem today. Now when someone comes in with a great idea, the first questions from these core engineers are what happens to the latency, what happens to the response time curve, how can we reduce the impact? This is not just an engineering goal, this is our engineering culture, the DNA that makes our products what they are.

So in marketing, we call it FlashCore Technology and we even subject it to another descriptor called Hardware Accelerated I/O but you know now that is really a lie. The core doesn’t start with Flash, it starts with people and a culture built meeting the demands of the most demanding customers in the world.

If you are looking for the technical depth in FlashCore look here.


Flash Riddle

January 7, 2015

by Woody Hutsell, http://www.appICU.com

This isn’t Batman; this is your data center!

Riddle #1: What is a flash array that is fast like a Ferrari, has reliability and service like a Lexus, but is priced like a Chevrolet?

Answer: IBM FlashSystem

Riddle #2: What do you call the fastest, most feature rich but least expensive offering in a market?

Answer: The market leader in capacity shipments (see this link)

For as long as I have been associated with the solid state storage market, the products formerly known as Texas Memory Systems’ RamSan were labelled as the Ferrari of the market, but mostly in this context: “Who wouldn’t want to go that fast, but who can afford it?” For the most part, we embraced the label because we were the fastest. A quick look at Storage Performance Council results over the last decade can easily substantiate that position. But we did have a problem: The market didn’t perceive RamSan as the affordable choice, so we were left out of competitions before even being given a chance to compete. Who starts out their car buying process by verifying that the Ferrari is cost competitive? It was understood we were that fast and that expensive.

Since then, an interesting change has happened. IBM, with its buying power and economies of scale, has taken the Ferrari engine, surrounded it with Lexus-like reliability characteristics, and is now delivering it to the market with the lowest all-flash array price per capacity, according to some simple extrapolations from the latest IDC report on the state of the flash market.

Why is IBM throwing away its margins to take ownership of this market? It’s not. The economics are actually simple. IBM engineers the entirety of FlashSystem. As any accountant can tell you, this means that our R&D and engineering costs are going to be higher than the industry. But this is, in accounting terms, a fixed cost. If we pay this cost and don’t sell many products, we run at a loss. But if we pay this cost and sell a lot, our cost per unit only drops.

IBM buys NAND flash chips for FlashSystem; we don’t buy SSDs. Why does this matter? SSDs, in spite of their commodity nature and poor performance, are margin rich products for the companies that sell them. When our competitors buy SSDs to put in their all-flash arrays they are paying to someone else the margin needed to make investors happy while covering engineering investments. Thus, using SSDs actually makes the flash array product you buy more expensive. In accounting terms, SSDs represent a variable cost. As a vendor, you pay that same variable cost on every product you sell. Any business person will tell you it pays to decrease your variable costs because this enables you to bring your product to market for less cost than your competitors. This is especially important when you’re selling at the kinds of volumes where IBM sells in the all-flash array market – more than the next two competitors combined in the first half of this year, according to the same IDC report noted above. This explains why we are indeed a leader in this market space.

Maybe not what you’d expect from a company with an enterprise-grade reputation like IBM.

So, what does this mean to our clients and potential clients? FlashSystem can save you money. But the advantages don’t stop there.

Did you know FlashSystem offers inline compression and what’s more, testing of our inline compression at customer sites shows that it can be more effective and faster than that of our competitors? As a potential customer, there is a simple way for you to find out if this is true for your workload – include FlashSystem in your next storage procurement evaluation.

You could pay more and get less, but why should you? That’s a riddle worth answering.


Ready or Not, Here Comes Flash

November 17, 2014

Ready or Not, Here Comes Flash.

Blog posted originally on:  http://datascopes.wordpress.com/ by Elan Freedberg


Coming Home

October 5, 2014

by Woody Hutsell, appICU

Wherever you are in your career, there is probably some place where you thought you would stay forever, a place where you developed the deepest roots or made the most impact. Things happen, you decide to move on, but you continue to feel a connection. For me, this was the case at Texas Memory Systems.

As those of you who have followed this blog know, I spent ten years of my life building the RAM and then flash systems business at Texas Memory Systems (TMS). Leaving in 2010 was a hard but necessary decision. When I left, I was not certain I would stay in the enterprise flash storage industry. In fact, a trip to the Flash Memory Summit in 2010 left me fairly certain the industry was not maturing in a way that was compelling, to me or to many enterprise storage buyers. Nonetheless, I still felt linked to and defined by my experience in the solid state storage business and started blogging through this site. I joined ViON and had a terrific experience selling enterprise storage to the enterprise, including solid state storage. I presented at the Flash Memory Summit in 2011 representing ViON and realized that I missed the industry more than I expected. More importantly, the industry was changing in some really interesting ways that made it enticing to return. I was presented with a great opportunity to work with Fusion-io on a software defined storage solution that we ended up calling the ION Data Accelerator.

In the background, the industry continued to mature, with the big companies finally moving into flash in a serious way. What started as OEM relationships and partnerships between companies was evolving into acquisitions. The most significant of these acquisitions was IBM’s decision to acquire Texas Memory Systems. Because my association with TMS reached back over 20 years, and because most of my friends in Houston were still employed at TMS, my interest in returning began to increase. As I listened to these friends and former co-workers, I realized that IBM was serious about this move into the flash market. I could see the culture and processes at TMS improving in ways I had literally dreamed that they could when I was at TMS years before. I gave the process a few months, just to make sure the post-acquisition honeymoon was not distorting opinions. Simultaneously, something really important started to happen; some of the really talented people that had left TMS were coming back and I could see that combined with the people IBM was bringing in, this new entity might really impact the market. The more people started returning to TMS, the more interested I became. The thing that finally clinched it was my realization that IBM was creating a flash division within the Systems and Technology Group less than two miles from my home. My decision was made and I am home again.

Here I am, nearly 15 months into the experience. I have to admit some initial fear about joining a big company like IBM. Will the TMS culture be crushed? Will the product suffer? Will IBM be too big and too slow to move fast in the flash market? Will the internal bureaucracy make the day-to-day work unpleasant? I definitely felt all of those concerns. Now, while there is no way to escape the size of IBM, I can say with conviction that most of my fears have not come true. But this was not without some struggle. The IBM team leading the integration has done everything in their power to preserve the culture and pace of TMS. IBM has done small things like preventing people from scheduling meetings over lunch hours so that the fairly notorious big lunch groups could continue. IBM has done big things like taking frequent surveys of employees to monitor their engagement, with real follow-through on issues identified. Yes, there is the back drop of a complex organization with some surging and some declining lines of business, but more than anything I see a depth of talent and resources that I consider to be unmatched.

The accolades that are accompanying IBM’s success in flash are rewarding, but it is really about the people and the journey. My compliments to the IBMers who moved to the FlashSystem team, and to the former TMSers who have worked harder than ever to deliver. I think sometimes the great people get lost in big organizations, so I want to recognize some spectacular contributions from Terri Mitchell, the IBM integration executive for fighting for this team; Jan Janick and Mike Nealon for preserving the engineering culture; Mike Kuhn for learning the flash market faster than I could have possibly imagined; Andy Walls for his architectural brilliance, as well as the hundreds of people on the FlashSystem team who are pushing every boundary and changing minds within and outside of IBM. This effort to become the unqualified leader in the all-flash array category is just beginning, but it is nice to get a great start with a strong team. Happy two year anniversary to the IBM Flash team!

This week I will be at IBM Enterprise 2014 Conference in Las Vegas presenting in three different sessions about FlashSystem. Also, make sure and visit http://www-03.ibm.com/systems/storage/flash/ for the latest product features coming October 6th.


Flash Industry Chaos

September 9, 2014

Flash Industry Chaos

by Woody Hutsell, http://www.appICU.com

I’ve been watching the flash storage industry evolve since essentially its beginnings. A lot has changed in not so many years. Lately, though, I’ve seen some developments that suggest parts of the flash storage industry are in a period of rapid change, even chaos. And at the same time I’ve seen some clarity settle on the industry space closest to home.

In the last month, I visited two of the biggest shows for the enterprise flash market: Flash Memory Summit and VMworld. One of the things I like about going to these shows is keeping up with old friends, former co-workers, partners, analysts, and customers. I am used to seeing my colleagues in the industry move between companies (as I have done), but this year has really redefined the industry. The segment of the industry with the highest level of change is PCI flash. Last year set a prelude for changes in the server-based flash world with a few smaller deals like Virident selling to WD/HGST and Toshiba buying OCZ’s assets. This year, the two biggest players have changed hands, with both the LSI to Avago to Seagate and the Fusion-io to SanDisk deals closing.

From the perspective of its likelihood to disrupt the balance of power in the industry, the SanDisk acquisition of Fusion-io stands to make the biggest waves, or lead to the most chaos. Why do I think the SanDisk acquisition may lead to chaos? First, if SanDisk manages to retain the people that made Fusion-io special, SanDisk will gain a powerful new asset, but that isn’t easy. Buying a company for its strong engineering and sales talent means you must keep those people around. But, I have already seen a number of the excellent people at Fusion-io move on to other companies. Second, SanDisk now has the products and people necessary to sell directly to enterprise end users, even if the deals close through OEMs. They acquired a sales team that many competitors (think STEC, OCZ, Violin) tried to build but could not and were nearly bankrupted trying. But, this moves SanDisk perilously close to competing with its OEMs, which will create a fine line for them to walk, or fall from.

Another industry segment where chaos may be brewing is in VMware storage. At VMworld I saw a number of interesting new software defined storage solutions from VMware, plus a plethora of hyperconverged storage solutions like Nutanix. This part of the market has soaked up a lot of venture capital and it is apparent to me that the majority of the companies in this space will not make it. This year’s VMworld reminded me of previous Oracle World shows where you saw the small companies whose names you barely recognized buying the huge booth to try and capture some sliver of market attention. Almost inevitably, these companies crater rather than prosper. I think a really large booth when you are a small company with little revenue is the first evidence that you are on the path to irrelevance.

Finally, instead of rapid change and even chaos, I see one area within the flash storage industry that is gaining clarity – the all-flash array space. This industry category has reached its seventh birthday, if you consider that all-flash products were introduced to this space in 2007 by Texas Memory Systems. The recent round of Gartner Market Share and Magic Quadrant studies have confirmed what those in the industry realize – currently this is a three horse race, with IBM, EMC, and Pure Storage leading the industry in revenue and all three in the leadership quadrant. But it is clear to me that the other storage OEMs are gaining steam. Expect revenue from HDS, HP, and NetApp to increase on pace with industry growth. There continues to be a variety of small companies/start-ups that have missed out on the first wave of industry consolidation and are growing at a much smaller rate than the industry. For these companies, there is still a future if they can be acquired or grow into a profitable niche. It now takes much more as a startup (or established company) to enter and succeed in the AFA market than it took a year ago. The gap from the leaders to the followers in the AFA space continues to grow, and as that gap grows it becomes more important for clients to evaluate the long-term prospects of their flash array providers.

For more information on IBM FlashSystem, I encourage you to visit: http://www-03.ibm.com/systems/storage/flash/


Real Flash Storage Systems multi-task!

August 1, 2014

by Woody Hutsell, http://www.appICU.com

In the old days, real men didn’t eat broccoli and the storage solutions we implemented coped effectively with only a few related types of workload profiles. Those days are dead. Now, as data centers move toward virtualization and then extend virtualization into arenas such as the desktop while continuing to address traditional database workloads, storage must handle multiple requirements equally well. Disk can’t do it anymore. Flash can.

First, we must move beyond the concept that we implement storage solutions to solve individual application requirements. Instead, at every opportunity data center managers should be architecting and then implementing storage solutions capable of addressing multiple storage requirements. And even more, such a comprehensive storage solution must be cost effective when we buy it, yet possess additional capabilities that will enable both future growth and new business initiatives.

Certain flash products are a very good choice as do-more storage solutions. Others, not so much. Virtual Desktop Infrastructure (VDI) and inline deduplication offer insights into why IBM FlashSystem makes a very good choice to fill the multi-tasking role in your storage architecture.

Consider VDI. VDI seeks to eliminate hundreds to thousands of difficult to upgrade, manage, and secure desktops with a consolidated set of centralized servers and storage that are in turn easier to upgrade, manage, and secure. But here’s the key ingredient of a smarter data center: The infrastructure used to support VDI must be able to do more than implement VDI. The VDI workload has very high I/O density. While the I/O of a single physical desktop is easily handled with a fast HDD or small SSD, consolidating all of these desktops into a VDI creates extremely high I/O demands that are difficult to meet with typical hybrid SAN storage arrays. Principal causes of failed VDI installations include the costs and complexities of implementing storage to support it. A simplistic way to solve the problem is to buy an HDD or SSD for every virtualized desktop. This is expensive and inefficient, resulting in almost no practical cost savings versus the storage already in the desktop.

It turns out that VDI workloads benefit from inline deduplication. Whether the VDI is persistent or stateless, inline deduplication often results in a nearly 10x reduction in storage capacity needed. Inline deduplication works so well in VDI environments because the images needed for each virtual desktop are largely the same across desktops. Additionally, inline deduplication is effective at decreasing the capacity needed to store the unstructured files generated most often in a typical desktop environment.

Inline deduplication is essential to reducing the cost of large scale VDI. Inline deduplication, however, has a dark side: it dramatically increases the I/O density for VDI, making traditional storage arrays an incredibly poor choice for VDI. Before inline deduplication, the I/O density of VDI was not substantially different from the I/O density of the actual desktop.

Flash appliances are the best solution for handling the I/O density created by inline deduplication with VDI. Flash appliances are optimized for high I/O density workloads and bring an added benefit in that they tend to decrease the latency for data access, meaning the end user experience with flash as the storage media is likely to be even better than if users were getting data from a disk drive inside their desktop.

Data center managers have a choice to make: choose a storage architecture that creates an application silo or choose a storage architecture that can support multiple performance sensitive use cases. In fact, VDI is not the only application that benefits from flash appliances. The number one application for flash appliances is database acceleration. It is beneficial for the data center manager to pick a flash appliance that can truly multi-task, handling VDI workloads and database workloads with equal effectiveness. But, the capability to handle high I/O density is the number one requirement for VDI workloads, whereas extremely low latency is the number one requirement for database workloads.

At this point, the field of potential do-everything solutions narrows quickly. It just so happens that flash appliances with built-in deduplication are the worst choices for database acceleration. The inline deduplication that provides significant benefits for VDI provides almost no data reduction benefits for databases; instead the very process of deduplicating data is latency inducing, thus degrading database performance. For this reason, IBM with its FlashSystem appliance does not implement full-time, can’t be turned off, inline deduplication. This would be contrary to the trajectory of the data center toward virtualization, decreased silos, and ultimately storage solutions that do everything well.

In this way, IBM covers all the bases. FlashSystem offers the low latency, extreme performance, high availability, and fat bandwidth to serve very well as the foundational multi-tasking storage. Then, IBM offers a variety of ways that solutions for specific application requirements can easily be layered over the FlashSystem foundation. For example, IBM partners with Atlantis Computing to provide a best-of-breed solution for VDI. Atlantis Computing ILIO software executes within a virtual machine (VM), thus it does not require a server silo and provides compression and deduplication capabilities explicitly designed for VDI. A single FlashSystem appliance can serve up over one thousand volumes from its 40TB of protected capacity. The appropriate capacity is allocated for use with VDI and provides the I/O density and low latency that reduce the cost per desktop of VDI while improving the end user experience. Because even very large VDI implementations do not use 40TB of capacity, the remaining capacity of the IBM FlashSystem can be allocated to accelerating databases.

As the data center footprint of flash expands, FlashSystem is uniquely capable of supporting every workload with equal efficiency. With the economics of flash already past the tipping point, data center managers should be looking at long term strategies for replacing performance HDD with flash appliances. Creating silos that only handle a single storage challenge such as VDI will waste multiple opportunities to increase overall data center storage performance and efficiency while at the same time lowering storage costs. Implementing smarter, highly capable FlashSystem storage enables data center managers to address multiple storage challenges today, while empowering growth and innovation in the future.

Learn more about using flash to handle multiple workloads at the upcoming Flash Memory Summit in Santa Clara and VMworld in San Francisco! I will be at both events and hope to see you there. To learn more about the work IBM is doing with Atlantis Computing, please visit the IBM FlashSystem EcoSystem website.


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