Is Dell Fluid Enough?

Dell made a huge splash 2 weeks ago in London in their inaugural Dell Storage Forum. They dubbed their storage and management lineup as “Fluid Data Architecture” offering the ability for customers to quickly adapt and automate their business when it comes to storage networking and more importantly, data management.

In the London show, they showcased several key innovations and product development. Here’s a list of their jewels:

• DR4000 – an inline, content optimized backup deduplication appliance (based on the acquired technology of Ocarina Networks)
• Compellent Storage Center 6.0 – a major software release
• Compellent key technology integration with VMware
• Optimized object storage for Microsoft Sharepoint with the DX6000 Object Storage Platform – DX6000 is an OEM from Caringo
• Broader support for Dell Force10, PowerConnect and their partner’s Brocade

The technology from Ocarina Networks is fantastic technology and I have always admired Ocarina. I have written about Ocarina in the past in my previous blog. But I was a bit perplexed why Dell chose to enter the secondary dedupe market with a backup dedupe appliance in the DR4000. They are already a latecomer into the secondary deduplication game and I thought HP was already late with their StoreOnce.

They could have used Ocarina’s technology to trailblaze the primary deduplication market. In my previous blog, I mentioned that primary deduplication hasn’t really taken off in a big way, and Dell with the technology from Ocarina could set the standard and establish themselves as the leader of the primary deduplication market space. I was disappointed that they didn’t, not just yet.

The Compellent Storage Center 6.0 release was a major release and it was, for better or for worse, coincided with the departure of Phil Soran, the founder and CEO of Compellent. Phil felt that he can let his baby go and Dell is certainly making the best of what they can do with Compellent as their flagship data storage product.

The major release included 64-bit support for greater performance and scalability and also include several key VMware technologies that other vendors already have. The technologies included:

• VMware vStorage API for Array Integration (VAAI)
• Storage Replication Adapter plug-in for VMware Site Recovery Manager (SRM)
• VSphere 5 client plug-in
• Integration of Enterprise Manager and VSphere

Other storage related releases (I am not going to talk about Force10 or their PowerConnect solutions here) included Dell offering 16Gbps FibreChannel switches from Brocade and also their DX6000 Object Storage Platform optimized for Microsoft Sharepoint.

I think it is fantastic that Dell is adapting and evolving into a business-oriented, enterprise solution provider and their acquisitions in the past 3 years – EqualLogic, Exanet, Ocarina Networks, Force10 and Compellent – proves that Dell aims to take market share in the storage networking and data management market. They have key initiatives with CommVault, Symantec, VMware and Microsoft as well. And Michael Dell is becoming quite a celebrity lately, giving Dell the boost it needs to battle in this market.

But the question is, “Is their Fluid Data Architecture” fluid enough?” If I were a customer, would I bite?

As a customer, I look for completeness in the total solution, and I cannot fault Dell for having most of the pieces in the solution stack. They have networking in their PowerConnect, Force10 and Brocade. They have SAN in both Compellent and EqualLogic but their unified storage story is still a bit lacking. That’s because we have not seen Dell’s NAS storage yet. Exanet was a scale-out NAS and we have seen little rah-rah about this product.

From a data management perspective, their data protection story gels well with the Commvault and Symantec partnership, but I feel that Dell sales and SEs (at least in Malaysia) spends too much time touting the Compellent Automated Storage Tiering. I have spoken to folks who have listened to Dell guys’ pitches and it’s too one-dimensional. It’s always about storage tiering and little else about other Compellent technology.

At this point of time, the story that Dell sells here in Malaysia is still disjointed, but they are getting better. And eventually, the fluidity (pun intended ;-)) of their Fluid Data Architecture will soon improve.

How will Dell fare in 2012? They had taken a beating in the past 2 IDC’s quarter storage market tracker, losing some percentage points in market share but I think Dell will continue to tinker to get it right.

2012 will be their watershed year.