Don’t Pull on Superman’s Cape? …these storage industry experts do just that! - Around the Storage Block -
Don’t Pull on Superman’s Cape? …these storage industry experts do just that!

By Warren Smith

Before the holiday season shutdown last month, Wikibon's David Vellante moderated a roundtable discussion online to aggregate takeaway impressions from EMC's Dec 9 & 10, 2008 Annual Analyst Meeting.  And with apologies to Jim Croce's ballad, " You Don't Mess Around With Jim", the following are some of the contributed points made during this Wikibon roundtable that effectively "pulls the mask off that old lone ranger (EMC)".

Against a background of general concern for the recession facing most customers and markets, EMC sought to re-assure investors and analysts at their Analyst Meeting.  Nevertheless, these critical observations were expressed by these analysts on the Wikibon call:  Gary MacFadden, Dennis Martin, Bill Mottram, Nick Allen,  Josh Krischer & David Floyer.

Work to do in the area of energy efficiency. 

EMC does have some work to do in the area of energy efficiency. While it is doing good work internally, and this was presented at the meeting, it has not been as forthcoming about reducing energy consumption of its products.   In a discussion of whether EMC is a leader or a follower in Green Storage, David Floyer answered: "EMC is definitely a follower.  Up until now, I haven't heard Joe Tucci or any of the senior EMC people emphasize Green at all."  Bill Mottram concurred:  "...little to nothing references with regard to the green approaches, the design approaches to device level energy efficiencies."

Cloud Storage? - Not so fast; don't forget latency.  

EMC SVP Mike Feinberg promoted for the analysts the new Atmos technology , which fundamentally represents the EMC version of cloud computing storage.  But Nick Allen expressed reservations on how impractical Atmos may be for many corporate customers:  " Man, I am turning total skeptic on this one.  Even for internal networks, the latencies that build up are immense.  ..Conclusion:  EMC has to not only control the storage cloud, but also the network of the cloud in order to provide consistent, predictable performance." 

Note:  In addition to a recording of the audio from the roundtable call, the Wikibon site also includes a written narrative that expands upon these points.  Contained in this narrative are comparative test results  that Dennis Martin provided.  In particular:  "Local disk subsystems these days typically deliver data response times of five milliseconds or less. What does the Internet yield(i.e. in the context of Atmos storage performance)? To research this we conducted a few simple tests. To sample typical Internet delays, we pinged 15 of the most popular sites as listed by Alexa, the Web Information Co., once a second for a period of one minute with the following results:

  • Average Latency 72 ms
  • Maximum Latency 142 ms
  • Minimum Latency 25 ms "

This should cast great performance concerns for using Atmos for any application that has transactional or interactive performance requirements.

Black Clouds over EMC core storage business?   

Josh Krischer voiced his concerns over EMC's core storage business strength:"There are two black clouds above EMC's core business.  One of them is the Dell purchase of EqualLogic.  And already the percentage of CLARiiON sales have dropped from  35% to 32 %, which Dell is selling. And the second thing is that Fujitsu-Siemens Computer will be Fujitsu.  And the question is:  how long will it continue to sell EMC?  It is one of the biggest DMX sellers of EMC.  ...And so, on the core business (of EMC), I am skeptical."

Note:  Fujitsu Siemens has been a joint venture between Fujitsu and Germany's Siemens AG.  Last month, Fujitsu agreed with Siemens to purchase Siemens's 50% stake in the joint venture. The deal is expected to close by April 1 pending government approval.  No statement has been made about Fujitsu intentions to curtail EMC resales.

Finally, there are many more discussion items in the Wikibon roundtable analysis from the 2008 EMC Analyst Meeting that are less relevant and too numerous for this column.  Highlighted here for your reading are just of few of the items that Wikibon experts  voiced that pull on the supposed impenetrable cape of EMC.  Thanks to Wikibon for these points.

Warren Smith, HP    


Posted 01-06-2009 8:28 PM by ColoradoIPAQuser

Comments

Chuck Hollis wrote re: Don’t Pull on Superman’s Cape? …these storage industry experts do just that!
on 01-06-2009 9:58 PM

Wow, I feel flattered that (a) HP is making time in their busy schedule to spread some FUD on EMC, and (b) that you chose a "superman" analogy to describe EMC's position in the marketplace.

I guess Lex Luthor is looking around for some kryptonite, eh?

Specifically:

Regarding sustainability/green, the comment is quite correct.  

Although we've done an enormous amount of work to improve the sustainability of EMC as a responsible organization, as well as a transformative agent for our customers, we need to do a better job of communicating what we've done.  It's one of the great untold stories I'm hoping we get to tell during 2009 -- the sooner the better.

Love the FUD around Dell and FSC respectively.  

Unfortunately, we don't brief external analysts on the gritty details of our business relationships with each of these companies, so it's understandable that they could come to erroneous conclusions.  If they had an insider perspective, they'd probably come to different conclusions.

As far as cloud storage latency, well, yeah, hard to argue with that one.  You are quite correct that cloud storage probably won't make sense for intensive I/O loads that need short response times.  Fortunately, we think the market is well-served with plenty of storage products that do just this.

I mean, does the world need yet another big NAS or SAN box?  Plenty of those in the marketplace already.

However, we believe that most of the information growth will be in large-scale internet content where millisec response won't be required -- different concerns come into play, and we've invested in providing a different answer for these emerging requirements.

Given our position in the industry, we're quite comfortable introducing entirely new concepts to the industry, and I think Atmos is one of those.  Of course, it's up to the marketplace to judge whether we're right or wrong.  So far, so good.

Now, back to work, HP storage guys.  

You're falling behind the pace!

-- Chuck

ColoradoIPAQuser wrote re: Don’t Pull on Superman’s Cape? …these storage industry experts do just that!
on 01-06-2009 11:05 PM

OBTW:  ...this isn't our opinion... it's just what Wikibon said regarding what EMC presented to analysts.  No FUD here, just their independent projection of black cloud prospects for your core storage business.  If EMC would like our opinion, well, maybe you can get us invited to next year's analyst conference.

And don't get too flattered, the Superman reference is derived from Jim Croce's song, not from the actual Superman series.  In that song, there is tongue-in-cheek deference to the mysterious characters of Superman and Lone Ranger, but only because their true identities are masked, for some reason.  I suppose my point is, what is the true identity of EMC?  When does the mask come off?

Warren S

the storage anarchist wrote re: Don’t Pull on Superman’s Cape? …these storage industry experts do just that!
on 01-07-2009 12:06 PM

Perhaps you should listen a bit more closely to the lyrics of "You Don't Mess Around with Jim" - obviously you're not a fan (nor did you take the time to look up the lyrics).

The song isn't about the masked identities of Supoerman or The Lone Ranger. It's about Jim Walker, who is one mean dude:

   42nd street got big jim walker

   He's a pool-shootin' son of a gun

   Yeah, he big and dumb as a man can come

   But he stronger than a country hoss

   And when the bad folks all get together at night

   You know they all call big jim "boss",

And the song suggests that messin' with Jim would be pretty stupid, advising

   You don't tug on superman's cape

   You don't spit into the wind

   You don't pull the mask off that old lone ranger

   And you don't mess around with jim

Now, you've established the EMC is Superman and/or The Lone Ranger, and your whole spin what that the quoted analysts haven't heeded the song's advice.

Allow me to cast HP in the role of Jim Walker himself...

But beware of Willie McCoy:

   Well outta south alabama came a country boy

   He say i'm lookin' for a man named jim

   I am a pool-shootin' boy

   My name willie mccoy

   But down home they call me slim

   Yeah i'm lookin' for the king of 42nd street

Sounds like your pals at IBM comin' to take back what's theirs!!

   Jimmy come boppin' in off the street

   And when the cuttin' were done

   The only part that wasn't bloody

   Was the soles of the big man's feet

   Yeah he were cut in in bout a hundred places

   And he were shot in a couple more

See, It's important to understand the facts, rather than make them up as you go to fit your thinly veiled FUD campaign. You didn't here, and this one pretty much backfires on you.

Keep trying, though - you'll get the hang of this whole competitive blogging thing one day. You might want to start with some of the lesser super heroes as your target until you earn a few more skill points, though. ;*)

Dave Vellante wrote re: Don’t Pull on Superman’s Cape? …these storage industry experts do just that!
on 01-08-2009 3:44 AM

Thanks for the post Warren.

I (and I presume others) can't get the audio of the call without going through a signup/login process - a bit antithetical to Wikibon :-) so I'm providing a link here (23 mins):

wikibon.org/.../12-16-08_EMC_Peer_Incite_mashup.mp3

There's lots of good info in there so I'd encourage people to listen to the full story and check out the written piece above. Comments always appreciated. -dave from wikibon.org

Josh Krischer wrote re: Don’t Pull on Superman’s Cape? …these storage industry experts do just that!
on 01-09-2009 7:03 PM

Chuck,

with regards to your comment,

> Love the FUD around Dell and FSC respectively.

> Unfortunately, we don't brief external analysts on the gritty details

> of our business relationships with each of these companies, so it's

> understandable that they could come to erroneous conclusions.  If they

> had an insider perspective, they'd probably come to different

> conclusions.

Analyst duty is to analyze and not to repeat what vendor said on briefing anyhow  I would be happy to discuss this with you and gain some 'insider perspective'. After all, as an analyst I have to come up with an analysis based on the data available to me at that time: in this case, the changes in the market place that can be observed by everyone.

As a side note, I am not sure if any of this was discussed at the analyst meeting as, unfortunately, I was not invited.

Best regards,

 Josh

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