This simplification is an area where a legacy company has difficulty responding. It requires a new architecture or a very flexible old one. Sure, you can add the specific features that these vendors offer. But it is hard to put the total package together. For example, thin provisioning can be added to your existing feature set, but the overall experience remains the same. You can hide this complexity with a slick GUI and step-by-step wizards, but the underlying architecture remains a challenge.
Again, EMC will continue to do well in storage and has the resources to continue to make managing storage easier. But the time it takes the company to make the solution as easy as some of these others is just the time that is needed for another competitor to emerge.
What is missing from this discussion is companies that win based solely on price. Price is too easy to fix for a big company. It is not a technical advantage, and if the larger company decides it is not going lose on price it often does not.
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George Crump is founder of Storage Switzerland , which provides strategic consulting and analysis to storage users, suppliers, and integrators. Prior to Storage Switzerland, he was CTO at one of the nation's largest integrators.
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