IBM mimics its Linux strategy for virtualization.
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When IBM rolled out its SAN Volume Controller two years ago, it did so as part of a strategy similar to the one the company took with Linux. By embracing virtualization, thus decoupling software from hardware, IBM hoped to dethrone the market leader.
Ron Riffe, storage software strategist at IBM, explains: “When IBM started pushing Linux, we were successful at getting customers to not lock themselves to Solaris, something that only ran on Sun hardware, but instead, lock themselves to Linux, which runs on anybody’s hardware.” IBM then coupled Linux with server hardware to take market share away from Sun, he says.
Next up is storage virtualization. “If we can help move the marketplace to virtualize storage with SAN Volume Controller, then customers will have complete choice in their disk hardware. And if we couple that with compelling disk hardware, we think we can take market share from EMC,” Riffe says.
IBM’s strategy seems earmarked for success. Once the IBM SVC hit the market, others – even EMC – had to follow suit, Riffe says. That’s good news for users who ultimately benefit from competitive pressure.
So finds Karl Rautenstrauch, storage administrator at a large HMO in Florida that is evaluating a variety of storage virtualizati
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When IBM rolled out its SAN Volume Controller two years ago, it did so as part of a strategy similar to the one the company took with Linux. By embracing virtualization, thus decoupling software from hardware, IBM hoped to dethrone the market leader.
Ron Riffe, storage software strategist at IBM, explains: “When IBM started pushing Linux, we were successful at getting customers to not lock themselves to Solaris, something that only ran on Sun hardware, but instead, lock themselves to Linux, which runs on anybody’s hardware.” IBM then coupled Linux with server hardware to take market share away from Sun, he says.
Next up is storage virtualization. “If we can help move the marketplace to virtualize storage with SAN Volume Controller, then customers will have complete choice in their disk hardware. And if we couple that with compelling disk hardware, we think we can take market share from EMC,” Riffe says.
IBM’s strategy seems earmarked for success. Once the IBM SVC hit the market, others – even EMC – had to follow suit, Riffe says. That’s good news for users who ultimately benefit from competitive pressure.
So finds Karl Rautenstrauch, storage administrator at a large HMO in Florida that is evaluating a variety of storage virtualization offerings.
“People were really turned on by the [IBM] SVC and I don’t think EMC had a choice. The fact that IBM has been able to sell this to over 1,000 companies now says a lot. It’s something that people want and EMC recognizes that if they don’t offer it, they’re in trouble,” he says.
