Building Trust in the Storage Brand

Trust is everything. When done right, the brand is trust.

One Wikibon article last month “Does Hardware (still) Matter?” touched on my sentiments and hit close to the heart. As the world becomes more and more data driven and cloud-centric, the prominence of IT infrastructure has diminished from the purview of the boardroom. The importance of IT infrastructure cannot be discounted but in this new age, storage infrastructure has become invisible.

In the seas of both on-premises and hybrid storage technology solutions, everyone is trying to stand out, trying to eke the minutest ounces of differentiation and advantage to gain the customer’s micro-attention. With all the drum beatings, the loyalty of the customer can switch in an instance unless we build trust.

I ponder a few storage industry variables that help build trust.

Open source Communities and tribes

During the hey-days of proprietary software and OSes, protectionism was key to guarding the differentiations and the advantages. Licenses were common, and some were paired with the hardware hostid to create that “power combination”. And who can forget those serial dongles license keys? Urgh!!

Since the open source movement (Read The Cathedral and the Bazaar publication) began, the IT world has begun to trust software and OSes more and more. Open Source communities grew and technology tribes were formed in all types of niches, including storage software. Trust grew because the population of the communities kept the vendors honest. Gone are the days of the Evil Empire. Even Microsoft® became a ‘cool kid’.


One open source storage filesystem I worked extensively on is OpenZFS. From its beginnings after Open Solaris® (remember build 134), becoming part of the Illumos project and then later in FreeBSD® and Linux upstream. Trust in OpenZFS was developed over time because of the open source model. It has spawned many storage projects including FreeNAS™ which later became TrueNAS®.

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Ridding consumer storage mindset for Enterprise operations

I cut my teeth in Enterprise Storage for 3 decades. On and off, I get the opportunity to work on Cloud Storage as well, mostly more structured storage infrastructure services such as blocks and files, in cloud offerings on AWS, Azure and Alibaba Cloud. I am familiar with S3 operations (mostly the CRUD operations and HTTP headers stuff) too, although I have yet to go deep with S3 with Restful API. And I really wanted to work on stuff with the S3 Select when the opportunity arises. (Note: Homelab project to-do list)

Along with the experience is the enterprise mindset of designing and crafting storage infrastructure and data management practices that evolve around data. Understanding the characteristics of data and the behaviours data in motion is part of my skills repertoire, and I continue to have conversations with organizations, small and large alike every day of the week.

This week’s blog was triggered by an article by Tech Republic® Jack Wallen‘s interview with Fedora project leader Matthew Miller. I have been craning my neck waiting for the full release of Fedora 36 (which now has been pushed to May 10th 2022), and the Tech Republic®’s article, “The future of Linux: Fedora project leader weighs in” touched me. Let me set the context of my expanded commentaries here.

History of my open source experience- bringing Enterprise to the individual

I have been working with open source software for a long time. My first Linux experience was Soft Landing Linux in the early 90s. It was a bunch of diskettes I purchased online while dabbling with FreeBSD® on the sides. Even though my day job was on the SunOS, and later Solaris®, having the opportunity to build stuff and learn the enterprise ways with Sun Microsystems® hardware and software were difficult at my homelab. I did bring home a SPARCstation® 2 once but the CRT monitor almost broke my computer table at that time.

Having open source software on 386i (before x86) architecture was great (no matter how buggy they were) because I got to learn hardcore enterprise technology at home. I am a command line person, so the desktop experience does not bother me much because my OS foundation is there. Open source gave me a world I could master my skills as an individual. For an individual like me, my mindset is always on the Enterprise.

The Tech Republic interview and my reflections

I know the journey open source OSes has taken at the server (aka Enterprise) level. They are great, and are getting better and better. But at the desktop (aka consumer) level, the Linux desktop experience has been an arduous one even though the open source Linux desktop experience is so much better now. This interview reflected on that.

There were a few significant points that were brought up. Those poignant moments explained about the free software in open source projects, how consumers glazed over (if I get what Matt Miller meant) the cosmetics of the open source software without the deeper meaningful objectives of the software had me feeling empty. Many assumed that just because the software is open source, it should be free or of low costs and continue to apply a consumer mindset to the delivery and the capability of the software.

Case in point is the way I have been seeing many TrueNAS®/FreeNAS™ individuals who downloaded the free software and using them in consumer ways. That is perfectly fine but when they want to migrate their consumer experience with the TrueNAS® software to their critical business operations, things suddenly do not look so rosy anymore. From my experience, having built enterprise-grade storage solutions with open source software like ZFS on OpenSolaris/OpenIndiana, FreeNAS™ and TrueNAS® for over a decade plus gaining plenty of experience on many proprietary and software-defined storage platforms along this 30 year career, the consumer mindsets do not work well in enterprise missions.

And over the years, I have been seeing this newer generation of infrastructure people taking less and less interest in learning the enterprise ways or going deep dive into the workings of the open source platforms I have mentioned. Yet, they have lofty enterprise expectations while carrying a consumer mindset. More and more, I am seeing a greying crew of storage practitioners with enterprise experiences dealing with a new generation of organizations and end users with consumer practices and mindsets.

Open Source Word Cloud

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Time to Conflate Storage with Data Services

Around the year 2016, I started to put together a better structure to explain storage infrastructure. I started using the word Data Services Platform before what it is today. And I formed a pictorial scaffold to depict what I wanted to share. This was what I made at that time.

Data Services Platform (circa 2016)- Copyright Heoh Chin Fah

One of the reasons I am bringing this up again is many of the end users and resellers still look at storage from the perspective of capacity, performance and price. And as if two plus two equals five, many storage pre-sales and architects reciprocate with the same type of responses that led to the deteriorated views of the storage technology infrastructure industry as a whole. This situation irks me. A lot.

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A conceptual distributed enterprise HCI with open source software

Cloud computing has changed everything, at least at the infrastructure level. Kubernetes is changing everything as well, at the application level. Enterprises are attracted by tenets of cloud computing and thus, cloud adoption has escalated. But it does not have to be a zero-sum game. Hybrid computing can give enterprises a balanced choice, and they can take advantage of the best of both worlds.

Open Source has changed everything too because organizations now has a choice to balance their costs and expenditures with top enterprise-grade software. The challenge is what can organizations do to put these pieces together using open source software? Integration of open source infrastructure software and applications can be complex and costly.

The next version of HCI

Hyperconverged Infrastructure (HCI) also changed the game. Integration of compute, network and storage became easier, more seamless and less costly when HCI entered the market. Wrapped with a single control plane, the HCI management component can orchestrate VM (virtual machine) resources without much friction. That was HCI 1.0.

But HCI 1.0 was challenged, because several key components of its architecture were based on DAS (direct attached) storage. Scaling storage from a capacity point of view was limited by storage components attached to the HCI architecture. Some storage vendors decided to be creative and created dHCI (disaggregated HCI). If you break down the components one by one, in my opinion, dHCI is just a SAN (storage area network) to HCI. Maybe this should be HCI 1.5.

A new version of an HCI architecture is swimming in as Angelfish

Kubernetes came into the HCI picture in recent years. Without the weights and dependencies of VMs and DAS at the HCI server layer, lightweight containers orchestrated, mostly by, Kubernetes, made distribution of compute easier. From on-premises to cloud and in between, compute resources can easily spun up or down anywhere.

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At the mercy of the cloud deity

Amazon Web Services (AWS) went down in the middle of last week. News of the outage were mentioned:

AWS Management Console unavailable error

Piling the misery

The AWS outage headlines attract the naysayers, the fickle armchair pundits, and the opportunists. Here are a few news articles that bring these folks to chastise the cloud giant.

Of course, I am one of these critics. I don’t deny that I am not. But I read this situation from a multicloud hyperbole of which I am not a fan. Too much multicloud whitewashing by vendors trying to pitch multicloud as a disaster recovery solution without understanding that this is easier said than done.

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The burgeoning world of NVMe

When I wrote this article “Let’s smoke this storage peace pipe” 5 years ago, I quoted:

NVMe® and NVM®eF‰, as it evolves, can become the Great Peacemaker and bringing both divides and uniting them into a single storage fabric.

I envisioned NVMe® and NVMe®oF™ setting the equilibrium at the storage architecture level, finishing the great storage fabric into one. This balance in the storage ecosystem at the storage interface specifications and language-protocol level has rapidly unifying storage today, and we are already seeing the end-to-end NVMe paths directly from the PCIe bus of one host to another, via networks over Ethernet (with RoCE, iWARP, and TCP flavours) and Fibre Channel™. Technically we can have an end point device, example a tablet, talking the same NVMe language to its embedded storage as well as a cloud NVMe storage in an exascale storage far, far away. In the past, there were just too many bridges, links, viaducts, aqueducts, bypasses, tunnels, flyovers to cross just to deliver a storage command, or a data in a formats, encased and encoded (and decoded) in so many different ways.

Colours in equilibrium, like the rainbow

Simple basics of NVMe®

SATA (Serial Attached ATA) and SAS (Serial Attached SCSI) are not optimized for solid state devices. besides legacy stuff like AHCI (Advanced Host Controller Interface) in SATA, and archaic SCSI-3 primitives in SAS, NVM® has so much to offer. It can achieve very high bandwidth and support 65,535 I/O queues, each with a queue depth of 65,535. The queue depth alone is a massive jump compared to SAS which has a queue depth limit of 256.

A big part of this is how NVMe® handles I/O processing. It has a submission queue (SQ) and a completion queue (CQ), and together they are know as a Queue Pair (QP). The NVMe® controller handles tens of thousands at I/Os (reads and writes) simultaneously, alerted to switch between each SQ and CQ very quickly using the MSI or MSI-X interrupt. Think of MSI and MSI-X as a service bell, a hardware register that informs the NVM® controller when there are requests in the SQ, and informs the hosts that there are completed requests in the CQ. There will be plenty of “dings” by the MSI-X service register but the NVMe® controller can perform it very well, with some smart interrupt coalescing.

NVMe I/O processing

NVMe® 1.1, as I recalled, used to be have 3 admin commands and 10 base commands, which made it very lightweight compared to SCSI-3. However, newer commands were added to NVMe® 2.0 specifications included command sets fo key-value operations and zoned named space.

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What the heck is Storage Modernization?

We often hear the word “modernization” thrown around these days. The push is to get the end user to refresh their infrastructure, and the storage infrastructure market is rife with modernization word. Is your storage ripe for “modernization“?

Many possibilities to modernize storage

To modernize, it has to be relative to legacy storage hardware, and the operating environment that came with it. But if the so-called “legacy” still does the job, should you modernize?

Big Data is right

When the word “Big Data” came into prominence a while back, it stirred the IT industry into a frenzy. At one point, Apache Hadoop became the poster elephant (pun intended) for this exciting new segment. So many Vs came out, but I settled with 4 Vs as the framework of my IT conversations. The 4Vs we often hear are:

  • Volume
  • Velocity
  • Variety
  • Veracity

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The hot cold times of HCI

Hyperconverged Infrastructure (HCI) is a hot technology. It has been for the past decade since Nutanix™ took the first mover advantage from the Converged Infrastructure (CI) technology segment and made it pretty much its ownfor a while.

Hyper Converged Infrastructure

But the HCI market (not the technology) is a strange one. It is hot. It is cold. The perennial leader, Nutanix™, has yet to eke out a profitable year. VMware® is strong in the market. Cisco™, which was hot with their HyperFlex solution in 2019, was also stopped short with a dismal decline in the IDC Worldwide HCI 2Q2020 tracker below:

IDC Worldwide Hyperconverged Infrastructure Tracker – 2Q2020

dHCI = Disaggregated or discombobulated? 

dHCI is known as disaggregated HCI. The disaggregation part is disaggregated hardware, especially on the storage part. Vendors like HPE® with Nimble Storage, Hitachi Vantara, NetApp® and a few more have touted the disaggregation of the performance and capacity, the separation of storage and compute as a value proposition but through close inspection, it is just another marketing ploy to attach a SAN storage to servers. It was marketing old wine in a new bottle. As rightly pointed out by my friend, Charles Chow of Commvault® quoted in his blog

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Fueling the Flywheel of AWS Storage

It was bound to happen. It happened. AWS Storage is the Number 1 Storage Company.

The tell tale signs were there when Silicon Angle reported that AWS Storage revenue was around USD$6.5-7.0 billion last year and will reach USD$10 billion at the end of 2021. That news was just a month ago. Last week, IT Brand Pulse went a step further declaring AWS Storage the Number 1 in terms of revenue. Both have the numbers to back it up.

AWS Logo

How did it become that way? How did AWS Storage became numero uno?

Flywheel juggernaut

I became interested in the Flywheel concept some years back. It was conceived in Jim Collins’ book, “Good to Great” almost 20 years ago, and since then, has become the real life enactment of the Flywheel concept. Flywheel – How each turn becomes sturdier, brawnier.

Every turn of the flywheel requires the same amount of effort although in the beginning, the noticeable effect is minuscule. But as every turn gains momentum, the returns of each turn scales greater and greater to the fixed efforts of operating a single turn.

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Storageless shan’t be thy name

Storageless??? What kind of a tech jargon is that???

This latest jargon irked me. Storage vendor NetApp® (through its acquisition of Spot) and Hammerspace, a metadata-driven storage agnostic orchestration technology company, have begun touting the “storageless” tech jargon in hope that it will become an industry buzzword. Once again, the hype cycle jargon junkies are hard at work.

Clear, empty storage containers

Clear, nondescript storage containers

It is obvious that the storageless jargon wants to ride on the hype of serverless computing, an abstraction method of computing resources where the allocation and the consumption of resources are defined by pieces of programmatic code of the running application. The “calling” of the underlying resources are based on the application’s code, and thus, rendering the computing resources invisible, insignificant and not sexy.

My stand

Among the 3 main infrastructure technology – compute, network, storage, storage technology is a bit of a science and a bit of dark magic. It is complex and that is what makes storage technology so beautiful. The constant innovation and technology advancement continue to make storage as a data services platform relentlessly interesting.

Cloud, Kubernetes and many data-as-a-service platforms require strong persistent storage. As defined by NIST Definition of Cloud Computing, the 4 of the 5 tenets – on-demand self-service, resource pooling, rapid elasticity, measured servicedemand storage to be abstracted. Therefore, I am all for abstraction of storage resources from the data services platform.

But the storageless jargon is doing a great disservice. It is not helping. It does not lend its weight glorifying the innovations of storage. In fact, IMHO, it felt like a weighted anchor sinking storage into the deepest depth, invisible, insignificant and not sexy. I am here dutifully to promote and evangelize storage innovations, and I am duly unimpressed with such a jargon.

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