Fueling the Flywheel of AWS Storage

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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, Amazon.com has become the real life enactment of the Flywheel concept.

Amazon.com 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

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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 service – demand 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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TrueNAS – The Secure Data Platform for EasiShare

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The Enterprise File Sync and Share (EFSS) EasiShare presence is growing rapidly in the region, as enterprises and organizations are quickly redefining the boundaries of the new workspace. Work files and folders are no longer confined to the shared network drives within the local area network. It is going beyond to the “Work from Anywhere” phenomenon that is quickly becoming the way of life. Breaking away from the usual IT security protection creates a new challenge, but EasiShare was conceived with security baked into its DNA. With the recent release, Version 10, file sharing security and resiliency are stronger than ever.

[ Note: I have blogged about EasiShare previously. Check out the 2 links below ]

Public clouds are the obvious choice but for organizations to protect their work files, and keep data secure, services like Dropbox for Business, Microsoft® Office 365 with OneDrive and Google® Workspace are not exactly the kind of file sharing with security as their top priority. A case in point was the 13-hour disruption to Wasabi Cloud last week, where the public cloud storage provider’s domain name, wasabisys.com, was suspended by their domain name registrar because of malware discrepancy at one of its endpoints. There were other high profile cases too.

This is where EasiShare shines, because it is a secure, private EFSS solution for the enterprise and beyond, because business resiliency is in the hands and control of the organization that owns it, not the public cloud service providers.

EasiShare unifies with TrueNAS for secure business resiliency

EasiShare is just one several key business solutions iXsystems™ in Asia Pacific Japan is working closely with, and there is a strong, symbiotic integration with the TrueNAS® platform. Both have strong security features that fortify business resiliency, especially when facing the rampant ransomware scourge.

Value of a Single Unified Data Services Platform

A storage array is not a solution. It is just a box that most vendors push to sell. A storage must be a Data Services Platform. Readers of my blog would know that I have spoken about the Data Services Platform 3 years ago and you can read about it:

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Trusting your storage – It’s not about performance

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I have taken some downtime from my blog since late October. Part of my “hiatus” was my illness which had affected my right kidney but I am happy to announce that I am well again. During this period, I spent a lot of the time reading the loads of storage technologies announcements and their marketing calls and almost every single one of them touts Performance as if it is the single “sellable” feature of the respective storage vendor. None ever positions data integrity and the technology behind it in what I believe as the most important and most fundamental feature of any storage technology – Reading the right data exactly it was written into the storage array.

[ Note: Data integrity is even more critical in cloud storage and data corruption, especially the silent ones are even more acute in the clouds ]

Sure, this fundamental feature sounds like it is a given thing in any storage array but believe me, there are enterprise storage arrays which have failed to deliver this simple feature properly. I have end users coming to me through out my storage career that they have database corruption, or file corruption and unable to access their data in an acceptable manner. Data corruption is real folks!

Data corruption.

After several weeks of reading these stuff, I got jaded with so many storage vendors playing leapfrog announcements with their millions of IOPS boasts.

The 3 legged stool

Rewind to circa 2012, just about the time when EMC® acquired XtremIO™. XtremIO™ was a nascent All-Flash startup, and many, including yours truly, really saw the EMC® acquisition was about a high performant storage array. I was having an email conversation with Shahar Frank, one of the co-founders of XtremIO™, and expressing my views about their performance. What Shahar replied surprised me.

The fundamentals of the strength of a storage array was a like a 3-legged stool. 2 legs of the stool would be Performance, and Protection, but with 2 legs, the person sitting on the stool would fall. The 3rd leg would stabilize the balance of the stool, and this 3rd leg was Reliability. This stumped me because XtremIO™’s most sellable feature was Performance. But the wisdom of Shahar pointed to Reliability, the least exciting feature and the most dull of the 3. He was brilliant, of course and went on to found ElastiFile (acquired by Google™), but that’s another story for another day.

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Ransomware recovery with TrueNAS ZFS snapshots

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This is really an excuse to install and play around with TrueNAS® CORE 12.0.

I had a few “self assigned homework exercises” I have to do this weekend. I was planning to do a video webcast with an EFSS vendor soon, and the theme should be around ransomware. Then one of the iXsystems™ resellers, unrelated to the first exercise, was talking about this ransomware messaging yesterday after we did a technical training with them. And this weekend is coming on a bit light as well. So I thought I could bring all these things, including checking out the TrueNAS® CORE 12.0, together in a video (using Free Cam), of which I would do for the first time as well. WOW! I can kill 4 birds with one stone! All together in one blog!

It could be Adam Brown 89 or worse

Trust me. You do not want AdamBrown89 as your friend. Or his thousands of ransomware friends.

When (not if) you are infected by ransomware, you get a friendly message like this in the screenshot below. I got this from a local company who asked for my help a few months ago.

AdamBrown89 ransomware message

AdamBrown89 ransomware message

I have written about this before. NAS (Network Attached Storage) has become a gold mine for ransomware attackers, and many entry level NAS products are heavily inflicted with security flaws and vulnerabilities. Here are a few notable articles in year 2020 alone. [ Note: This has been my journal of the security flaws of NAS devices from 2020 onwards ]

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OpenZFS 2.0 exciting new future

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The OpenZFS (virtual) Developer Summit ended over a weekend ago. I stayed up a bit (not much) to listen to some of the talks because it started midnight my time, and ran till 5am on the first day, and 2am on the second day. Like a giddy schoolboy, I was excited, not because I am working for iXsystems™ now, but I have been a fan and a follower of the ZFS file system for a long time.

History wise, ZFS was conceived at Sun Microsystems in 2005. I started working on ZFS reselling Nexenta in 2009 (my first venture into business with my company nextIQ) after I was professionally released by EMC early that year. I bought a Sun X4150 from one of Sun’s distributors, and started creating a lab server. I didn’t like the workings of NexentaStor (and NexentaCore) very much, and it was priced at 8TB per increment. Later, I started my second company with a partner and it was him who showed me the elegance and beauty of ZFS through the command lines. The creed of ZFS as a volume and a file system at the same time with the CLI had an effect on me. I was in love.

OpenZFS Developer Summit 2020 Logo

OpenZFS Developer Summit 2020 Logo

Exciting developments

Among the many talks shared in the OpenZFS Developer Summit 2020 , there were a few ideas and developments which were exciting to me. Here are 3 which I liked and I provide some commentary about them.

  • Block Reference Table
  • dRAID (declustered RAID)
  • Persistent L2ARC

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The Edge is coming! The Edge is coming!

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Actually, Edge Computing is already here. It has been here on everyone’s lips for quite some time, but for me and for many others, Edge Computing is still a hodgepodge of many things. The proliferation of devices, IoT, sensor, end points being pulled into the ubiquitous term of Edge Computing has made the scope ever changing, and difficult to pin down. And it is this proliferation of edge devices that will generate voluminous amount of data. Obvious questions emerge:

  • How to do you store all the data?
  • How do you process all the data?
  • How do you derive competitive value from the data from these edge devices?
  • How do you securely transfer and share the data?

From the storage technology perspective, it might be easier to observe what are the traits of the data generated on the edge device. In this blog, we also observe what could some new storage technologies out there that could be part of the Edge Computing present and future.

Edge Computing overview - Cloud to Edge to Endpoint

Edge Computing overview – Cloud to Edge to Endpoint

Storage at the Edge

The mantra of putting compute as close to the data and processing it where it is stored is the main crux right now, at least where storage of the data is concerned. The latency to the computing resources on the cloud and back to the edge devices will not be conducive, and in many older settings, these edge devices in factory may not be even network enabled. In my last encounter several years ago, there were more than 40 interfaces, specifications and protocols, most of them proprietary, for the edge devices. And there is no industry wide standard for these edge devices too.

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Kubernetes Persistent Storage Managed Well

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[ Disclosure: This is a StorPool Storage sponsored blog ]

StorPool Storage – Distributed Storage

There is a rapid adoption of Kubernetes in the enterprise and in the cloud. The push for digital transformation to modernize businesses for a cloud native world in the next decade has lifted both containerized applications and the Kubernetes container orchestration platform to an unprecedented level. The application landscape, especially the enterprise, is looking at Kubernetes to address these key areas:

  • Scale
  • High performance
  • Availability and Resiliency
  • Security and Compliance
  • Controllable Costs
  • Simplified

The Persistent Storage Question

Enterprise applications such as relational databases, email servers, and even the cloud native ones like NoSQL, analytics engines, demand a single data source of truth. Fundamentals properties such as ACID (atomicity, consistency, isolation, durability) and BASE (Basic Availability, Soft State, Eventual Consistency) have to have persistent storage as the foundational repository for the data. And thus, persistent storage have rallied under Container Storage Interface (CSI), and fast becoming a de facto standard for Kubernetes. At last count, there are more than 80 CSI drivers from 60+ storage and cloud vendors, each providing block-level storage to Kubernetes pods.

However, at this juncture, Kubernetes is still very engineering-centric. Persistent storage is equally as challenging, despite all the new developments and hype around it.

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A Paean to NFS

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It is certainly encouraging to see both NAS protocols, NFS and SMB, featured well in the latest VMware® vSAN 7 Update 1 release. The NFS v3 and v4.1 support was already in vSAN 7.0 when it was earlier announced as part of its Native File Services for vSAN. But some years ago, NFS was not always the primary storage protocol of choice. SAN protocols, Fibre Channel and iSCSI, were almost always designated to serve enterprise applications. At the client side, Windows became prominent, and the SMB/CIFS protocol dominated the landscape of the desktop. This further pushed NFS into the back closet.

NFS or Network File System has its naysayers. The venerable, but often maligned distributed network file protocol is 36 years today. In storage vendors such as NetApp®, VAST Data, Pure Storage FlashBlade, and Dell EMC Isilon, NFS is still positioned as the primary file protocol for manufacturing testers on the shop floor, EDA/eCAD applications, seismic and subsurface applications in Oil & Gas and many more. In another development, just like its presence in the vSAN Native Services,, NFS has also quietly embedded itself into many storage platforms to serve the data platform services within the respective framework itself.

And I have experienced NFS from the client side to the enterprise applications and more, and I take this opportunity to pay tribute.

NFS (Network File System) client server network

NFS (Network File System) client server network

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Storage in a shiny multi-cloud space

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The multi-cloud for infrastructure-as-a-service (IaaS) era is not here (yet). That is what the technology marketers want you to think. The hype, the vapourware, the frenzy. It is what they do. The same goes to technology analysts where they describe vision and futures, and the high level constructs and strategies to get there. The hype of multi-cloud is often thought of running applications and infrastructure services seamlessly in several public clouds such as Amazon AWS, Microsoft® Azure and Google Cloud Platform, and linking it to on-premises data centers and private clouds. Hybrid is the new black.

Multicloud connectivity to public cloud providers and on-premises private cloud

Multi-Cloud, on-premises, public and hybrid clouds

And the aspiration of multi-cloud is the right one, when it is truly ready. Gartner® wrote a high level article titled “Why Organizations Choose a Multicloud Strategy“. To take advantage of each individual cloud’s strengths and resiliency in respective geographies make good business sense, but there are many other considerations that cannot be an afterthought. In this blog, we look at a few of them from a data storage perspective.

In the beginning there was … 

For this storage dinosaur, data storage and compute have always coupled as one. In the mainframe DASD days. these 2 were together. Even with the rise of networking architectures and protocols, from IBM SNA, DECnet, Ethernet & TCP/IP, and Token Ring FC-SAN (sorry, this is just a joke), the SANs, the filers to the servers were close together, albeit with a network buffered layer.

A decade ago, when the public clouds started appearing, data storage and compute were mostly inseparable. There was demarcation of public clouds and private clouds. The notion of hybrid clouds meant public clouds and private clouds can intermix with on-premise computing and data storage but in almost all cases, this was confined to a single public cloud provider. Until these public cloud providers realized they were not able to entice the larger enterprises to move their IT out of their on-premises data centers to the cloud convincingly. So, these public cloud providers decided to reverse their strategy and peddled their cloud services back to on-prem. Today, Amazon AWS has Outposts; Microsoft® Azure has Arc; and Google Cloud Platform launched Anthos.

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