Ready or Not, Here Comes Flash

November 17, 2014

Ready or Not, Here Comes Flash.

Blog posted originally on: 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 for the latest product features coming October 6th.

Flash Industry Chaos

September 9, 2014

Flash Industry Chaos

by Woody Hutsell,

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:

Real Flash Storage Systems multi-task!

August 1, 2014

by Woody Hutsell,

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.

IBM V840: The way “Software Defined Storage” should be done

April 17, 2014

by Woody Hutselll,

The phrase “software defined storage” burst into the storage marketing lexicon in seemingly less time than the data access latency of a good SSD. Unless you were born yesterday, you saw it happen. Solid state storage vendors piled on the bandwagon, most of them leaping by the most convenient route. But IBM has taken a more reasoned, and seasoned, approach, resulting in a software defined storage solution that captures the benefits originally imagined in the phrase, without resorting to some quick-time-to-market strategies.

One of the more fascinating stories to me in the last two years has been the rapid adoption of the phrase: “software defined storage.” Here for your viewing pleasure is a Google Trends view:


The mainstream use of the term software defined storage started in August 2012 with the launch of the Fusion ION Data Accelerator. Within a few months every major and minor storage vendor was labeling their solution as software defined storage, including companies with solutions as different as Nexenta, NetApp, and IBM.

While researching for this blog, I came across a nice blog post by a fellow IBMer that casts additional light on the idea of software defined storage. I love that IDC created a software defined storage Taxonomy in April 2013. Can you believe it? From creation as a phrase, to requiring a taxonomy in less than eight months. If you are reading this, you can count yourself as having been along for the ride as this phrase started to infiltrate storage marketing.

As I explore the meaning of software defined storage, I will use a really basic definition that I think allows everyone to jump on the bandwagon:

Software-defined storage involves running storage services (such as replication, snapshots, tiering, virtualization and data reduction) on a server platform.

No wonder everyone can claim to be in the software defined storage business. Count IBM and its SAN Volume Controller (SVC) with over 10 years in the industry as a pioneer in this category. Certainly NetApp, Nexenta, and others belong as well. For years the storage industry has been migrating the delivery of storage services from custom-architected hardware to commodity server hardware. In doing so, vendors gain lower cost hardware, a faster time to market, and the advantage of using industry standard and open source software components. This isn’t to say the solutions aren’t differentiated; they are on the basis of their feature sets, but they are not significantly differentiated based on the hardware of their solution.

The introduction of all-Flash appliances into the product mix provided a real test of the capability of software defined storage. I remember IBM talking about project Quicksilver in 2008. Quicksilver used IBM SVC. The results were impressive and showed that software defined solutions could scale to IOPS levels required by the enterprise. Since that time nearly every Flash product brought to market could be labelled software defined storage: Intel server platform, Linux OS, software storage stack like SCST/LIO, HBAs/NICs, third party SSDs, and software for storage services. Storage has become integration and tuning rather than engineering. This approach to system design leaves a lot to be desired. Are the OS’s, storage stacks, RAID, enclosures, or HBAs all really designed for Flash? No, actually. The integration happens only in the minds of the marketers, unless you count the SAS link that connects the server to the storage enclosure or subsystem.

Instead, IBM has taken a novel approach to the Flash market, recognizing that producing extreme performance requires custom hardware, while also acknowledging that offering rich storage services is best accomplished with software defined storage. This recognition led IBM to offer a brand new solution called the FlashSystem V840 Enterprise Performance Solution. The software side of the equation is driven by IBM’s extensive experience building actual, integrated software defined storage solutions. The hardware side of the equation, rather than being a potpourri of third party stuff, is a custom-engineered Flash storage system (the IBM FlashSystem 840). On the software side, the software defined storage control modules have been purposely developed with data paths that substantially reduce the latency impact of most storage services. In fact, the FlashSystem V840 achieves latency for data accesses from Flash as low as 200 microseconds.

For a minute, let’s contrast the FlashSystem V840 with the attributes of nearly every competing Flash appliance offering:

Typical storage enclosure

  • Third Party MLC/eMLC SSDs
  •      No SSD-level data protection
  •      Inexpensive processors as Flash controllers
  •      SAS-connected
  • Limited density and scalability due to form factor
  • Off the shelf HBAs as interface controllers
  • Software RAID and over-provisioning provided by the control enclosures

FlashSystem 840

  • IBM designed FlashSystem Flash Modules
  • IBM patented Variable Stripe RAID™ protects performance/availability even with cell, layer, or chip failures
  • IBM engineered PowerPC processors combined with FPGAs as Flash controllers
  • High speed proprietary interconnect
  • High density and highly scalable
  • IBM engineered interface controllers
  • Optimized for low latency and high IOPS
  • IBM engineered hardware RAID controllers
  • Optimized for low latency and high IOPS with FPGAs as RAID controllers.

All of this discussion about proprietary hardware may have users worried about vendor lock-in and creating silos of data, however, the FlashSystem V840, with its storage virtualization feature, enables data center managers to break vendor lock-in by virtualizing heterogeneous third party arrays behind the FlashSytem V840 taking advantage of its feature rich set of storage services.

The choice of third party SSDs combined with software defined RAID architectures pushes storage processing work from the storage enclosure to the control enclosures. The problem is that these storage processing tasks are processor intensive (taking up threads and cores from what are already limited processors). The net result is that the control enclosures, without running any desirable storage services, are already burdened because they are performing functions that are best off-loaded to the storage enclosure. Combine this with the proven inefficiency of software RAID and the result is the terrible performance metrics we see from IBM’s Flash appliance competitors. Look closely at write IOPS performance and you will clearly see the deleterious effect of software RAID on performance. Try adding storage services to these control enclosures and you understand why the other Flash appliances on the market are not feature rich. Except by adding additional processors, they cannot add more features without cratering their already terrible performance.

In the case of the IBM FlashSystem V840, the storage enclosure functions as a high performance processing offload engine, freeing the control enclosures to do what they do best – implement storage services. The resulting solution delivers industry leading latency, IOPS, and bandwidth with a much more scalable solution.

Software defined storage may have its place, but only if done well. Abandoning effective hardware/software integration just for the chance to save on engineering seems like a terrible choice for all-Flash appliances. IBM has taken a different tack, purposely engineering and integrating a software defined storage solution that offers all the benefits, without resorting to the short-cuts that most storage vendors have used to get there.

To learn more about IBM and Software Defined Storage make sure and attend Edge2014.

Reaching the Summit

January 17, 2014

Reaching the Summit
Woody Hutsell, AppICU

If you’ve worked for a small company you know making progress sometimes happens in baby steps. You deal with constrained resources. You deal with hasty or delayed decisions. You just deal with reality. We went through seven or so generations of RAM based SSD systems at TMS before we got to a solution I considered the pinnacle of achievement, the RamSan-440. It combined performance and reliability features that were the class of the industry. Even a year after flash solutions were released by TMS, I still recommended the RamSan-440 despite its higher cost per capacity.

You almost have to have been intimate to the all flash array business since its inception in 2007 to fully appreciate this next comment, but if you were and/or still are you will understand. Since the RamSan-500 and earliest competitor systems there has been a product engineering battle raging between competitors to develop the ultimate single box highly available all flash solution. Single box HA solutions are desirable for their improved density, performance, power and cost to deploy and support. This was a battle that could only be engaged by companies with real hardware engineering talent (a talent missing from most all-flash players today). For years, Tier 0 all flash arrays had to be deployed with 2x the capacity for 1x the usable capacity because of a range of issues including: lack of full redundancy in components, lack of hot swap components, lack of easy access to hot swap components and the inability of systems to have firmware upgrades without requiring downtime. These deficits resulted in a creative mix of deployment architectures to resolve the issue some more elegantly than others. Each product iteration has gotten us measurably closer to summiting this peak but not reached the peak. Similar issues surround competitor products with some farther behind than others. The achievement in the FlashSystem 840 is that it has reached the summit. I could not be happier with the product team who defined this product or the development team that brought it to market.

For more information on the FlashSystem 840, which IBM just announced yesterday, I encourage you to visit:

What a long strange year it’s been

December 18, 2013

Woody Hutsell, AppICU

Flash back one year ago.  I was working at Fusion-io on a software defined storage solution with some of the brightest minds in the industry.  Fusion-io was flying high reaching over $100 million in quarterly revenue.  David Flynn, Rick White, Jim Dawson were leading one of the most talented teams I have been around.  There are still really talented people at Fusion-io, but take away Rick White (heart), David Flynn (mind) and Jim Dawson (soul) and you have just another company.  A company still bringing in some real revenue by the way and continuing to dominate in PCI Flash.  Their relationship with my employer, IBM, is still strong.  If I were buying PCI Flash for Intel servers, they would still be my first choice.

I left Fusion-io at the end of March to go back home, literally and figuratively.  I loved working at Fusion-io, but traveling from my home in Houston to Salt Lake City/San Jose twice per month was not great fun.  More importantly, IBM had closed its acquisition of Texas Memory Systems and my friends, co-workers and family were encouraging me to come back.  The idea of being with a company of IBM’s capability, picking up where I left off with my first solid state storage baby (the RamSan), and working with friends and family less than two miles from home was too much to pass up.  I could feel the excitement from the TMSers who were now IBMers and saw that IBM was out to win in the all flash array category.  Did someone say a billion dollar investment in flash?  Makes the $150 million for Pure Storage look like pocket change.

My initial conversations with the IBM team, pre-joining, validated this feeling I was getting.   IBM had brought the best and was basing many of them in Houston.  As important to me, was seeing that many of the other talented people who had left TMS in the years prior to the acquisition were returning including friends who had great roles at Oracle and HP.

If history has taught us anything related to the solid state storage industry, the fate of companies rises and falls on the strength of their relationships with the big companies in the industry.  STEC made the first big splash locking up OEM deals for Zeus-IOPS.  Fusion-io made the next big splash in the PCI Flash space locking up OEM deals for ioDrives and ioScale.  Violin had their first big peak on the back of a short-lived relationship with HP.  All of these company’s fortunes have surged, and at times collapsed, from these relationships.  It only made sense to me then that the one thing better than being OEM’d by the big company was being the big company; and so far I am right.

So here we are at the end of 2013.  I think 2013 will be seen as the year that the all flash array market finally took off generating the real revenues that have been anticipated for years.

2014 will witness the bifurcation of the all flash array market that Jeff Janukowicz at IDC first called out in a research report a couple of years ago creating real separation from products that are focused on “absolute performance” and those focused on the “enterprise.”  In some ways this is a bit like talking about the market that is and the market that could be.  Today, the majority of all flash array purchases in the enterprise are used for database acceleration (bare-metal or virtual). These workloads, more so than many others, especially benefit from absolute performance systems and notably do not benefit from inline data deduplication.  Curiously, the venture backed companies in the market are almost exclusively focused on the enterprise feature rich category.  Even Violin, who once had a credible offering in this category, has chosen an architectural path that moves them away from the absolute performance segment of the market.  The company with the most compelling solution in this category (in my clearly biased opinion) is IBM with its FlashSystem product.  I have for at least a decade heard the industry characterizing the RamSan and now the FlashSystem as the Ferrari of flash arrays. What our competitors have discovered along the way is that performance is the first cut at most customer sites and beyond that FlashSystem brings a much better economic solution because of its low latency, high density and low power consumption.

Does this mean IBM doesn’t have a play in the all-flash enterprise category?  Stay tuned.  It’s not 2014 yet.  In fact, mark your calendars for the years’ first big announcement webcast

And really, did you even think that thought.  IBM has the broadest flash portfolio in the industry.  IBM has clearly said that the market is approaching a tipping point, a point where the economic benefits of flash outweigh its higher cost.  This tipping point will lead to the all-flash data center.  And nobody understands the data center better than IBM.

I am looking forward to an eventful 2014.  Happy Holidays and Happy New Year.