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EMC VMAX 10K, looks like high-end storage systems are still alive (part II)

StorageIO industry trends cloud, virtualization and big data

This is the second in a multi-part series of posts (read first post here) looking at if large enterprise and legacy storage systems are dead, along with what todays EMC VMAX 10K updates mean.

Thus on January 14 2013 it is time for a new EMC Virtual Matrix (VMAX) model 10,000 (10K) storage system. EMC has been promoting their January 14 live virtual event for a while now. January significance is that is when (along with May or June) is when many new systems, solutions or upgrades are made on a staggered basis.

Historically speaking, January and February, along with May and June is when you have seen many of the larger announcements from EMC being made. Case in point, back in February of 2012 VFCache was released, then May (2012) in Las Vegas at EMCworld there were 42 announcements made and others later in the year.

Click here to see images of the car stuffing or click here to watch a video.

Let’s not forget back in February of 2012 VFCache was released, and go back to January 2011 there was the record-setting event in New York City complete with 26 people being compressed, deduped, singled instanced, optimized, stacked and tiered into a mini cooper (Coop) automobile (read and view more here).

Now back to the VMAX 10K enhancements

As an example of a company, product family and specific storage system model, still being alive is the VMAX 10K. Although this announcement by EMC is VMAX 10K centric, there is also a new version of the Enginuity software (firmware, storage operating system, valueware) that runs across all VMAX based systems including VMAX 20K and VMAX 40K. Read here, here and here and here to learn more about VMAX and Enginuity systems in general.

Some main themes of this announcement include Tier 1 reliability, availability and serviceability (RAS) storage systems functionality at tier 2 pricing for traditional, virtual and cloud data centers.

Some other themes of this announcement by EMC:

  • Flexible, scalable and resilient with performance to meet dynamic needs
  • Support private, public and hybrid cloud along with federated storage models
  • Simplified decision-making, acquisition, installation and ongoing management
  • Enable traditional, virtual and cloud workloads
  • Complement its siblings VMAX 40K, 20K and SP (Service Provider) models

Note that the VMAX SP is a model configured and optimized for easy self-service and private cloud, storage as a service (SaaS), IT as a Service (ITaaS) and public cloud service providers needing multi-tenant capabilities with service catalogs and associated tools.

So what is new with the VMAX 10K?

It is twice as fast (per EMC performance results) as earlier VMAX 10K by leveraging faster 2.8GHz Intel westmere vs. earlier 2.5GHz westmere processors. In addition to faster cores, there are more, from 4 to 6 on directors, from 8 to 12 on VMAX 10K engines. The PCIe (Gen 2) IO busses remain unchanged as does the RapidIO interconnect.  RapidIO  used for connecting nodes and engines,  while PCIe is used for adapter and device connectivity. Memory stays the same at up to 128GB of global DRAM cache, along with dual virtual matrix interfaces (how the nodes are connected). Note that there is no increase in the amount of DRAM based cache memory in this new VMAX 10K model.

This should prompt the question of for traditional cache centric or dependent for performance storage systems such as VMAX, how much are they now CPU and their associated L1 / L2 cache dependent or effective? Also how much has the Enginuity code under the covers been enhanced to leverage the multiple cores and threads thus shifting from being cache memory dependent processor hungry.

Also new with the updated VMAX 10K include:

  • Support for dense 2.5 inch drives, along with mixed 2.5 inch and 3.5 inch form factor devices with a maximum of 1,560 HDDs. This means support for 2.5 inch 1TB 7,200 RPM SAS HDDs, along with fast SAS HDDs, SLC/MLC and eMLC solid state devices (SSD) also known as electronic flash devices (EFD). Note that with higher density storage configurations, good disk enclosures become more important to counter or prevent the effects of drive vibration, something that leading vendors are paying attention to and so should customers.
  • EMC is also with the VMAX 10K adding support for certain 3rd party racks or cabinets to be used for mounting the product. This means being able to mount the VMAX main system and DAE components into selected cabinets or racks to meet specific customer, colo or other environment needs for increased flexibility.
  • For security, VMAX 10K also supports Data at Rest Encryption or (D@RE) which is implemented within the VMAX platform. All data encrypted on every drive, every drive type (drive independent) within the VMAX platform to avoid performance impacts. AES 256 fixed block encryption with FIPS 140-2 validation (#1610) using embedded or external key management including RSA Key Manager. Note that since the storage system based encryption is done within the VMAX platform or controller, not only is the encrypt / decrypt off-loaded from servers, it also means that any device from SSD to HDD to third-party storage arrays can be encrypted. This is in contrast to drive based approaches such as self encrypting devices (SED) or other full drive encryption approaches. With embedded key management, encryption keys kept and managed within the VMAX system while external mode leverages RSA key management as part of a broader security solution approach.
  • In terms of addressing ease of decision-making and acquisition, EMC has bundled core Enginuity software suite (virtual provisioning, FTS and FLM, DCP (dynamic cache partitioning), host I/O limits, Optimizer/virtual LUN and integrated RecoverPoint splitter). In addition are bundles for optimization (FAST VP, EMC Unisphere for VMAX with heat map and dashboards), availability (TimeFinder for VMAX 10K) and migration (Symmetrix migration suite, Open Replicator, Open Migrator, SRDF/DM, Federated Live Migration). Additional optional software include RecoverPoint CDP, CRR and CLR, Replication Manager, PowerPath, SRDF/S, SRDF/A and SRDF/DM, Storage Configuration Advisor, Open Replicator with Dynamic Mobility and ControlCenter/ProSphere package.

Who needs a VMAX 10K or where can it be used?

As the entry-level model of the VMAX family, certain organizations who are growing and looking for an alternative to traditional mid-range storage systems should be a primary opportunity. Assuming the VMAX 10K can sell at tier-2 prices with a focus of tier-1 reliability, feature functionality, and simplification while allowing their channel partners to make some money, then EMC can have success with this product. The challenge however will be helping their direct and channel partner sales organizations to avoid competing with their own products (e.g. high-end VNX) vs. those of others.

Consolidation of servers with virtualization, along with storage system consolidation to remove complexity in management and costs should be another opportunity with the ability to virtualize third-party storage. I would expect EMC and their channel partners to place the VMAX 10K with its storage virtualization of third-party storage as an alternative to HDS VSP (aka USP/USPV) and the HP XP P9000 (Hitachi based) products, or for block storage needs the NetApp V-Series among others. There could be some scenarios where the VMAX 10K could be positioned as an alternative to the IBM V7000 (SVC based) for virtualizing third-party storage, or for larger environments, some of the software based appliances where there is a scaling with stability (performance, availability, capacity, ease of management, feature functionality) concerns.

Another area where the VMAX 10K could see action which will fly in the face of some industry thinking is for deployment in new and growing managed service providers (MSP), public cloud, and community clouds (private consortiums) looking for an alternative to open source based, or traditional mid-range solutions. Otoh, I cant wait to hear somebody think outside of both the old and new boxes about how a VMAX 10K could be used beyond traditional applications or functionality. For example filling it up with a few SSDs, and then balance with 1TB 2.5 inch SAS HDD and 3.5 inch 3TB (or larger when available) HDDs as an active archive target leveraging the built-in data compression.

How about if EMC were to support cloud optimized HDDs such as the Seagate Constellation Cloud Storage (CS) HDDs that were announced late in 2012 as well as the newer enterprise class HDDs for opening up new markets? Also keep in mind that some of the new 2.5 inch SAS 10,000 (10K) HDDs have the same performance capabilities as traditional 3.5 inch 15,000 (15K) RPM drives in a smaller footprint to help drive and support increased density of performance and capacity with improved energy effectiveness.

How about attaching a VMAX 10K with the right type of cost-effective (aligned to a given scenario) SSD or HDDs or third-party storage to a cluster or grid of servers that are running OpenStack including Swift, CloudStack, Basho Riak CS, Celversafe, Scality, Caringo, Ceph or even EMCs own ATMOS (that supports external storage) for cloud storage or object based storage solutions? Granted that would be thinking outside of the current or new box thinking to move away from RAID based systems in favor or low-cost JBOD storage in servers, however what the heck, let’s think in pragmatic ways.

Will EMC be able to open new markets and opportunities by making the VMAX and its Enginuity software platform and functionality more accessible and affordable leveraging the VMAX 10K as well as the VMAX SP? Time will tell, after all, I recall back in the mid to late 90s, and then again several times during the 2000s similar questions or conversations not to mention the demise of the large traditional storage systems.

Continue reading about what else EMC announced on January 14 2013 in addition to VMAX 10K updates here in the next post in this series. Also check out Chucks EMC blog to see what he has to say.

Ok, nuff said (for now).

Cheers gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

twitter @storageio

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EMC VMAX 10K, looks like high-end storage systems are still alive

StorageIO industry trends cloud, virtualization and big data

This is the first in a multi-part series of posts looking at if large enterprise and legacy storage systems are dead, along with what todays EMC VMAX 10K updates means.

EMC has announced an upgrade, refresh or new version of their previously announced Virtual matrix (VMAX) 10,000 (10K), part of the VMAX family of enterprise class storage systems formerly known as DMX (Direct Matrix) and Symmetrix. I will get back to more coverage on the VMAX 10K and other EMC enhancements in a few moments in part two and three of this series.

Have you heard the industry myth about the demise or outright death of traditional storage systems? This has been particularly the case for high-end enterprise class systems, which by the way which were first, declared dead back in the mid-1990s then at the hands of emerging mid-range storage systems.

Enterprise class storage systems include EMC VMAX, Fujitsu Eternus DX8700, HDS, HP XP P9000 based on the HDS high-end product (OEM from HDS parent Hitachi Ltd.). Note that some HPers or their fans might argue that the P10000 (formerly known as 3PAR) declared as tier 1.5 should also be on the list; I will leave that up to you to decide.

Let us not forget the IBM DS8000 series (whose predecessors was known as the ESS and VSS before that); although some IBMers will tell you that XIV should also be in this list. High-end enterprise class storage systems such as those mentioned above are not alone in being declared dead at the hands of new all solid-state devices (SSD) and their startup vendors, or mixed and hybrid-based solutions.

Some are even declaring dead due to new SSD appliances or systems, and by storage hypervisor or virtual storage array (VSA) the traditional mid-range storage systems that were supposed to have killed off the enterprise systems a decade ago (hmm, DejaVu?).

The mid-range storage systems include among others block (SAN and DAS) and file (NAS) systems from Data Direct Networks (DDN), Dell Complement, EqualLogic and MD series (Netapp Engenio based), EMC VNX and Isilon, Fujitsu Eternus, and HDS HUS mid-range formerly known as AMS. Let us not forget about HP 3PAR or P2000 (DotHill based) or P6000 (EVA which is probably being put out to rest). Then there are the various IBM products (their own and what they OEM from others), NEC, NetApp (FAS and Engenio), Oracle and Starboard (formerly known as Reldata). Note that there are many startups that could be in the above list as well if they were not considering the above to be considered dead, thus causing themselves to also be extinct as well, how ironic ;).

What are some industry trends that I am seeing?

  • Some vendors and products might be nearing the ends of their useful lives
  • Some vendors, their products and portfolios continue to evolve and expand
  • Some vendors and their products are moving into new or adjacent markets
  • Some vendors are refining where and what to sell when and to who
  • Some vendors are moving up market, some down market
  • Some vendors are moving into new markets, others are moving out of markets
  • Some vendors are declaring others dead to create a new market for their products
  • One size or approach or technology does not fit all needs, avoid treating all the same
  • Leverage multiple tools and technology in creative ways
  • Maximize return on innovation (the new ROI) by using various tools, technologies in ways to boost productivity, effectiveness while removing complexity and cost
  • Realization that cutting cost can result in reduced resiliency, thus look for and remove complexity with benefit of removing costs without compromise
  • Storage arrays are moving into new roles, including as back-end storage for cloud, object and other software stacks running on commodity servers to replace JBOD (DejaVu anyone?).

Keep in mind that there is a difference between industry adoption (what is talked about) and customer deployment (what are actually bought and used). Likewise there is technology based on GQ (looks and image) and G2 (functionality, experience).

There is also an industry myth that SSD cannot or has not been successful in traditional storage systems which in some cases has been true with some products or vendors. Otoh, some vendors such as EMC, NetApp and Oracle (among others) are having good success with SSD in their storage systems. Some SSD startup vendors have been more successful on both the G2 and GQ front, while some focus on the GQ or image may not be as successful (or at least yet) in the industry adoption vs. customer deployment game.

For the above mentioned storage systems vendors and products (among others), or at least for most of them there is still have plenty of life in them, granted their role and usage is changing including in some cases being found as back-end storage systems behind servers running virtualization, cloud, object storage and other storage software stacks. Likewise, some of the new and emerging storage systems (hardware, software, valueware, services) and vendors have bright futures while others may end up on the where are they now list.

Are high-end enterprise class or other storage arrays and systems dead at the hands of new startups, virtual storage appliances (VSA), storage hypervisors, storage virtualization, virtual storage and SSD?

Are large storage arrays dead at the hands of SSD?

Have SSDs been unsuccessful with storage arrays (with poll)?

 

Here are links to two polls where you can cast your vote.

Cast your vote and see results of if large storage arrays and systems are dead here.

Cast your vote and see results of if SSD has not been successful in storage systems.

So what about it, are enterprise or large storage arrays and systems dead?

Perhaps in some tabloids or industry myths (or that some wish for) or in some customer environments, as well as for some vendors or their products that can be the case.

However, IMHO for many other environments (and vendors) the answer is no, granted some will continue to evolve from legacy high-end enterprise class storage systems to mid-range or to appliance or VSA or something else.

There is still life many of the storage systems architectures, platforms and products that have been declared dead for over a decade.

Continue reading about the specifics of the EMC VMAX 10K announcement in the next post in this series here. Also check out Chucks EMC blog to see what he has to say.

Ok, nuff said (for now).

Cheers gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

twitter @storageio

All Comments, (C) and (TM) belong to their owners/posters, Other content (C) Copyright 2006-2024 Server StorageIO and UnlimitedIO LLC All Rights Reserved

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Cloud conversations: Gaining cloud confidence from insights into AWS outages (Part II)

StorageIO industry trends cloud, virtualization and big data

This is the second in a two-part industry trends and perspective looking at learning from cloud incidents, view part I here.

There is good information, insight and lessons to be learned from cloud outages and other incidents.

Sorry cynics no that does not mean an end to clouds, as they are here to stay. However when and where to use them, along with what best practices, how to be ready and configure for use are part of the discussion. This means that clouds may not be for everybody or all applications, or at least today. For those who are into clouds for the long haul (either all in or partially) including current skeptics, there are many lessons to be  learned and leveraged.

In order to gain confidence in clouds, some questions that I routinely am asked include are clouds more or less reliable than what you are doing? Depends on what you are doing, and how you will be using the cloud services. If you are applying HA and other BC or resiliency best practices, you may be able to configure and isolate from the more common situations. On the other hand, if you are simply using the cloud services as a low-cost alternative selecting the lowest price and service class (SLAs and SLOs), you might get what you paid for. Thus, clouds are a shared responsibility, the service provider has things they need to do, and the user or person designing how the service will be used have some decisions making responsibilities.

Keep in mind that high availability (HA), resiliency, business continuance (BC) along with disaster recovery (DR) are the sum of several pieces. This includes people, best practices, processes including change management, good design eliminating points of failure and isolating or containing faults, along with how the components  or technology used (e.g. hardware, software, networks, services, tools). Good technology used in goods ways can be part of a highly resilient flexible and scalable data infrastructure. Good technology used in the wrong ways may not leverage the solutions to their full potential.

While it is easy to focus on the physical technologies (servers, storage, networks, software, facilities), many of the cloud services incidents or outages have involved people, process and best practices so those need to be considered.

These incidents or outages bring awareness, a level set, that this is still early in the cloud evolution lifecycle and to move beyond seeing clouds as just a way to cut cost, and seeing the importance and value HA, resiliency, BC and DR. This means learning from mistakes, taking action to correct or fix errors, find and cut points of failure are part of a technology maturing or the use of it. These all tie into having services with service level agreements (SLAs) with service level objectives (SLOs) for availability, reliability, durability, accessibility, performance and security among others to protect against mayhem or other things that can and do happen.

Images licensed for use by StorageIO via
Atomazul / Shutterstock.com

The reason I mentioned earlier that AWS had another incident is that like their peers or competitors who have incidents in the past, AWS appears to be going through some growing, maturing, evolution related activities. During summer 2012 there was an AWS incident that affected Netflix (read more here: AWS and the Netflix Fix?). It should also be noted that there were earlier AWS outages where Netflix (read about Netflix architecture here) leveraged resiliency designs to try and prevent mayhem when others were impacted.

Is AWS a lightning rod for things to happen, a point of attraction for Mayhem and others?

Granted given their size, scope of services and how being used on a global basis AWS is blazing new territory and experiences, similar to what other information services delivery platforms did in the past. What I mean is that while taken for granted today, open systems Unix, Linux, Windows-based along with client-server, midrange or distributed systems, not to mention mainframe hardware, software, networks, processes, procedures, best practices all went through growing pains.

There are a couple of interesting threads going on over in various LinkedIn Groups based on some reporters stories including on speculation of what happened, followed with some good discussions of what actually happened and how to prevent recurrence of them in the future.

Over in the Cloud Computing, SaaS & Virtualization group forum, this thread is based on a Forbes article (Amazon AWS Takes Down Netflix on Christmas Eve) and involves conversations about SLAs, best practices, HA and related themes. Have a look at the story the thread is based on and some of the assertions being made, and ensuing discussions.

Also over at LinkedIn, in the Cloud Hosting & Service Providers group forum, this thread is based on a story titled Why Netflix’ Christmas Eve Crash Was Its Own Fault with a good discussion on clouds, HA, BC, DR, resiliency and related themes.

Over at the Virtualization Practice, there is a piece titled Is Amazon Ruining Public Cloud Computing? with comments from me and Adrian Cockcroft (@Adrianco) a Netflix Architect (you can read his blog here). You can also view some presentations about the Netflix architecture here.

What this all means

Saying you get what you pay for would be too easy and perhaps not applicable.

There are good services free, or low-cost, just like good free content and other things, however vice versa, just because something costs more, does not make it better.

Otoh, there are services that charge a premium however may have no better if not worse reliability, same with content for fee or perceived value that is no better than what you get free.

Additional related material

Some closing thoughts:

  • Clouds are real and can be used safely; however, they are a shared responsibility.
  • Only you can prevent cloud data loss, which means do your homework, be ready.
  • If something can go wrong, it probably will, particularly if humans are involved.
  • Prepare for the unexpected and clarify assumptions vs. realities of service capabilities.
  • Leverage fault isolation and containment to prevent rolling or spreading disasters.
  • Look at cloud services beyond lowest cost or for cost avoidance.
  • What is your organizations culture for learning from mistakes vs. fixing blame?
  • Ask yourself if you, your applications and organization are ready for clouds.
  • Ask your cloud providers if they are ready for you and your applications.
  • Identify what your cloud concerns are to decide what can be done about them.
  • Do a proof of concept to decide what types of clouds and services are best for you.

Do not be scared of clouds, however be ready, do your homework, learn from the mistakes, misfortune and errors of others. Establish and leverage known best practices while creating new ones. Look at the past for guidance to the future, however avoid clinging to, and bringing the baggage of the past to the future. Use new technologies, tools and techniques in new ways vs. using them in old ways.

Ok, nuff said.

Cheers gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

twitter @storageio

All Comments, (C) and (TM) belong to their owners/posters, Other content (C) Copyright 2006-2024 Server StorageIO and UnlimitedIO LLC All Rights Reserved

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Cloud conversations: Gaining cloud confidence from insights into AWS outages

StorageIO industry trends cloud, virtualization and big data

This is the first of a two-part industry trends and perspectives series looking at how to learn from cloud outages (read part II here).

In case you missed it, there were some public cloud outages during the recent Christmas 2012-holiday season. One incident involved Microsoft Xbox (view the Microsoft Azure status dashboard here) users were impacted, and the other was another Amazon Web Services (AWS) incident. Microsoft and AWS are not alone, most if not all cloud services have had some type of incident and have gone on to improve from those outages. Google has had issues with different applications and services including some in December 2012 along with a Gmail incident that received covered back in 2011.

For those interested, here is a link to the AWS status dashboard and a link to the AWS December 24 2012 incident postmortem. In the case of the recent AWS incident which affected users such as Netflix, the incident (read the AWS postmortem and Netflix postmortem) was tied to a human error. This is not to say AWS has more outages or incidents vs. others including Microsoft, it just seems that we hear more about AWS when things happen compared to others. That could be due to AWS size and arguably market leading status, diversity of services and scale at which some of their clients are using them.

Btw, if you were not aware, Microsoft Azure is more than just about supporting SQLserver, Exchange, SharePoint or Office, it is also an IaaS layer for running virtual machines such as Hyper-V, as well as a storage target for storing data. You can use Microsoft Azure storage services as a target for backing up or archiving or as general storage, similar to using AWS S3 or Rackspace Cloud files or other services. Some backup and archiving AaaS and SaaS providers including Evault partner with Microsoft Azure as a storage repository target.

When reading some of the coverage of these recent cloud incidents, I am not sure if I am more amazed by some of the marketing cloud washing, or the cloud bashing and uniformed reporting or lack of research and insight. Then again, if someone repeats a myth often enough for others to hear and repeat, as it gets amplified, the myth may assume status of reality. After all, you may know the expression that if it is on the internet then it must be true?

Images licensed for use by StorageIO via
Atomazul / Shutterstock.com

Have AWS and public cloud services become a lightning rod for when things go wrong?

Here is some coverage of various cloud incidents:

The above are a small sampling of different stories, articles, columns, blogs, perspectives about cloud services outages or other incidents. Assuming the services are available, you can Google or Bing many others along with reading postmortems to gain insight into what happened, the cause, effect and how to prevent in the future.

Do these recent incidents show a trend of increased cloud outages? Alternatively, do they say that the cloud services are being used more and on a larger basis, thus the impacts become more known?

Perhaps it is a mix of the above, and like when a magnetic storage tape gets lost or stolen, it makes for good news or copy, something to write about. Granted there are fewer tapes actually lost than in the past, and far fewer vs. lost or stolen laptops and other devices with data on them. There are probably other reasons such as the lightning rod effect given how much industry hype around clouds that when something does happen, the cynics or foes come out in force, sometimes with FUD.

Similar to traditional hardware or software based product vendors, some service providers have even tried to convince me that they have never had an incident, lost or corrupted or compromised any data, yeah, right. Candidly, I put more credibility and confidence in a vendor or solution provider who tells me that they have had incidents and taken steps to prevent them from recurring. Granted those steps might be made public while others might be under NDA, at least they are learning and implementing improvements.

As part of gaining insights, here are some links to AWS, Google, Microsoft Azure and other service status dashboards where you can view current and past situations.

What is your take on IT clouds? Click here to cast your vote and see what others are thinking about clouds.

Ok, nuff said for now (check out part II here )

Disclosure: I am a customer of AWS for EC2, EBS, S3 and Glacier as well as a customer of Bluehost for hosting and Rackspace for backups. Other than Amazon being a seller of my books (and my blog via Kindle) along with running ads on my sites and being an Amazon Associates member (Google also has ads), none of those mentioned are or have been StorageIO clients.

Cheers gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

twitter @storageio

All Comments, (C) and (TM) belong to their owners/posters, Other content (C) Copyright 2006-2024 Server StorageIO and UnlimitedIO LLC All Rights Reserved

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The Human Face of Big Data, a Book Review

The Human Face of Big Data, a Book Review

My copy of the new book The Human Face of Big Data created by Rick Smolan and Jennifer Erwitt arrived yesterday compliments of EMC (the lead sponsor). In addition to EMC, the other sponsors of the book are Cisco, VMware, FedEx, Originate and Tableau software.

To say this is a big book would be an understatement, then again, big data is a big topic with a lot of diversity if you open your eyes and think in a pragmatic way, which once you open and see the pages you will see. This is physically a big book (11x 14 inches) with lots of pictures, texts, stories, factoids and thought stimulating information of the many facets and dimensions of big data across 224 pages.

While Big Data as a buzzword and industry topic theme might be new, along with some of the related technologies, techniques and focus areas, other as aspects have been around for some time. Big data means many things to various people depending on their focus or areas of interest ranging from analytics to images, videos and other big files. A common theme is the fact that there is no such thing as an information or data recession, and that people and data are living longer, getting larger, and we are all addicted to information for various reasons.

Big data needs to be protected and preserved as it has value, or its value can increase over time as new ways to leverage it are discovered which also leads to changing data access and life cycle patterns. With many faces, facets and areas of interests applying to various spheres of influence, big data is not limited to programmatic, scientific, analytical or research, yet there are many current and use cases in those areas.

Big data is not limited to videos for security surveillance, entertainment, telemetry, audio, social media, energy exploration, geosciences, seismic, forecasting or simulation, yet those have been areas of focus for years. Some big data files or objects are millions of bytes (MBytes), billion of bytes (GBytes) or trillion of bytes (TBytes) in size that when put into file systems or object repositories, add up to Exabytes (EB – 1000 TBytes) or Zettabytes (ZB – 1000 EBs). Now if you think those numbers are far-fetched, simply look back to when you thought a TByte, GByte let alone a MByte was big or far-fetched future. Remember, there is no such thing as a data or information recession, people and data are living longer and getting larger.

Big data is more than hadoop, map reduce, SAS or other programmatic and analytical focused tool, solution or platform, yet those all have been and will be significant focus areas in the future. This also means big data is more than data warehouse, data mart, data mining, social media and event or activity log processing which also are main parts have continued roles going forward. Just as there are large MByte, GByte or TByte sized files or objects, there are also millions and billions of smaller files, objects or pieces of information that are part of the big data universe.

You can take a narrow, product, platform, tool, process, approach, application, sphere of influence or domain of interest view towards big data, or a pragmatic view of the various faces and facets. Of course you can also spin everything that is not little-data to be big data and that is where some of the BS about big data comes from. Big data is not exclusive to the data scientist, researchers, academia, governments or analysts, yet there are areas of focus where those are important. What this means is that there are other areas of big data that do not need a data science, computer science, mathematical, statistician, Doctoral Phd or other advanced degree or training, in other words big data is for everybody.

Cover image of Human Face of Big Data Book

Back to how big this book is in both physical size, as well as rich content. Note the size of The Human Face of Big Data book in the adjacent image that for comparison purposes has a copy of my last book Cloud and Virtual Data Storage Networking (CRC), along with a 2.5 inch hard disk drive (HDD) and a growler. The Growler is from Lift Bridge Brewery (Stillwater, MN), after all, reading a big book about big data can create the need for a big beer to address a big thirst for information ;).

The Human Face of Big Data is more than a coffee table or picture book as it is full of with information, factoids and perspectives how information and data surround us every day. Check out the image below and note the 2.5 inch HDD sitting on the top right hand corner of the page above the text. Open up a copy of The Human Face of Big Data and you will see examples of how data and information are all around us, and our dependence upon it.

A look inside the book The Humand Face of Big Data image

Book Details:
Copyright 2012
Against All Odds Productions
ISBN 978-1-4549-0827-2
Hardcover 224 pages, 11 x 0.9 x 14 inches
4.8 pounds, English

There is also an applet to view related videos and images found in the book at HumanFaceofBigData.com/viewer in addition to other material on the companion site www.HumanFacesofBigData.com.

Get your copy of
The Human Face of Big Data at Amazon.com by clicking here or at other venues including by clicking on the following image (Amazon.com).

Some added and related material:
Little data, big data and very big data (VBD) or big BS?
How many degrees separate you and your information?
Hardware, Software, what about Valueware?
Changing Lifecycles and Data Footprint Reduction (Data doesnt have to lose value over time)
Garbage data in, garbage information out, big data or big garbage?
Industry adoption vs. industry deployment, is there a difference?
Is There a Data and I/O Activity Recession?
Industry trend: People plus data are aging and living longer
Supporting IT growth demand during economic uncertain times
No Such Thing as an Information Recession

For those who can see big data in a broad and pragmatic way, perhaps using the visualization aspect this book brings forth the idea that there are and will be many opportunities. Then again for those who have a narrow or specific view of what is or is not big data, there is so much of it around and various types along with focus areas you too will see some benefits.

Do you want to play in or be part of a big data puddle, pond, or lake, or sail and explore the oceans of big data and all the different aspects found in, under and around those bigger broader bodies of water.

Bottom line, this is a great book and read regardless of if you are involved with data and information related topics or themes, the format and design lend itself to any audience. Broaden your horizons, open your eyes, ears and thinking to the many facets and faces of big data that are all around us by getting your copy of The Human Face of Big Data (Click here to go to Amazon for your copy) book.

Ok, nuff said.

Cheers gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

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December 2012 StorageIO Update news letter

StorageIO News Letter Image
December 2012 News letter

Welcome to the December 2012 year end edition of the StorageIO Update news letter including a new format and added content.

You can get access to this news letter via various social media venues (some are shown below) in addition to StorageIO web sites and subscriptions.

Click on the following links to view the December 2012 edition as brief (short HTML sent via Email) version, or the full HTML or PDF versions.

Visit the news letter page to view previous editions of the StorageIO Update.

You can subscribe to the news letter by clicking here.

Enjoy this edition of the StorageIO Update news letter, let me know your comments and feedback.

Nuff said for now

Cheers
Gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press), The Green and Virtual Data Center (CRC Press) and Resilient Storage Networks (Elsevier)
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Storage comments from the field and customers in the trenches

StorageIO industry trends cloud, virtualization and big data

When I was in Europe presenting some sessions at conferences and doing some seminars last month I meet and spoke with one of the attendees at the StorageExpo Holland event. The persons name (Han Breemer) came up to visit with me after one of my presentations that include SSD is in your future: When, where, with what and how, and Cloud and Virtual Data Storage Networking industry trends and perspectives. Note you can find additional material from various conferences and events on the backup, restore, BC, DR and archiving accessible via the resources menu on the StorageIO web site.

As I always do, I invite attendees to feel free and follow-up via email, twitter, Linked In, Google+ or other venue with questions, comments, discussions and what they are seeing or running into in their environments.

Some of the many different items discussed during my StorageExpo presentations included:

Recently Hans followed up and sent me some comments and asked if I would be willing to share them with others such as who ever happens to read this. I also suggested to Hans that he also start a blog (here is link to his new blog), and that I would be happy to post his comments for others to see and join in the conversation which are shown below.

Hans Breemer wrote:

Hi Greg,

we met each other recently at the Dutch Storage Expo after one of your sessions. We briefly discussed the current trends in the storage market, and the “risks” or “threats” (read: challenges) it means to “us”, the storage guys. Often neglected by the sales guys…

Please allow me a few lines to elaborate a bit more and share some thoughts from the field. :-)

1. Bigger is not better?

Each iteration in the new disk technologies (SATA or SAS) means we get less IOPS for the bucks. Pound for pound that is. Of course the absolute amount of IOPS we can get from a HDD increases all the time. where 175 IOPS was top speed a few years ago, we sometimes see figures close to 220 IOPS per physical drive now. This looks good in the brochure, just as the increased capacity does. However, what the brochure doesn’t tell us that if we look at the IOPS/capacity ratio, we’re walking backwards. a few years ago we could easily sell over 1000 IOPS/TB. Currently we can’t anymore. We’re happy to reach 500 IOPS/TB. I know this has always been like that. However with the introduction of SATA in the enterprise storage world, I feel things have gotten even worse.

2. But how about SSD’s then?

True and agree. In the world of HDD’s growing bigger and bigger, we actually need SSD’s, and this technology is the way forward in an IOPS perspective. SSD’s have a great future ahead of them (despite being with us already for some time). I do doubt that at the moment SSD’s already have the economical ability to fill the gap though. They offer many of thousands of IOPS, and for dedicated high-end solutions they offer what we weren’t able to deliver for decades. More IOPS than you need! But what about the “1000 IOPS/TB” market? Let’s call it the middle market.

3. SSD’s as a lubricant?

You must have heard every vendor about Adaptive Storage Tiering, Auto Tiering etc. All based on the theorem that most of our IO’s come from a relative small disk section. Thus we can improve the total performance of our array by only adding a few percent of SSD. Smart technology identifies the hot tracks on our disks, and promotes these to SSD’s. We can even demote cold tracks to big SATA drives. Think green, think ecological footprint, etc. For many applications this works well. Regular Windows server, file servers, VMWare ESX server actually seems to like adaptive storage tiering ,and I think I know why, a positive tradeoff of using VMDK’s. (I might share a few lines about FAST VP do’s and dont’s next time if you don’t mind)

4. How about the middle market them you might ask? or, SSD’s as a band-aid?

For the middle market, the above developments is sort of disaster. Think SAP running on Sun Solaris, think the average Microsoft SQL Server, think Oracle databases. These are the typical applications that need “middle market” IOPS. Many of these applications have a freakish IO pattern. OLTP during daytime, backup in the evening and batch jobs at night. Not to mention end of month runs, DTA (Dev-Test-Acceptance) streets that sleep for two weeks or are constantly upgraded or restored. These applications hardly benefit from “smart technologies”. The IO behavior is too random, too unpredictable leading to saturated SATA pools, and EFD’s that are hardly doing more IO’s than the FC drives they’re supposed to relief. Add more SSD’s we’re told. Use less SATA we’re told. but it hardly works. Recently we acquired a few new Vmax arrays without EFD or FASTVP, for the sole purpose of hosting these typical middle market applications. Affordable, predictable performance. But then again, our existing Vmax 20k had full size 600GB 15rpm drives, with the Vmax 40k we’re “encouraged” to use small form factor 600GB 10krpm drives. Again a small step backwards?

5. The storage tiering debacle.

Last but not least, some words I’d like to share with you about storage tiering. We’re encouraged (again) to sell storage in different tiers. Makes sense. To some extent it does yes. Host you most IO eager application on expensive, SSD based storage. And host your DTA or other less business critical application on FC or SATA quality HDD’s. But what if the less business critical application needs to be backed up in the evening, and while doing so completely saturates your SATA pool? Or what if the Dev server creates just as many IO’s as the Prod environment does? People don’t seem to care it seems. To have people realize how much IO’s they actually need and use, we are reporting IO graphs for all servers in our environment. Our tiering model is based on IOPS/TB and IO response time.

Tier X would be expensive, offering 800 IOPS/TB @ avg 10ms
Tier Y would be the cheaper option offering 400 IOPS/TB @ avg 15 ms

The next step will be to implement front end controls an actually limit a host to some ceiling. for instance, 2 times the limit described in the tier description. thus allowing for peak loads and backups.

Do we need to? I think so…

Greg, this small message is slowly turning into a plea. And that is actually what it is, a plea to our storage vendors, and to our evangelists. If they want us to deliver, I feel they should talk to us, and listen to us (and you!).

Cheers,

Hans Breemer 

ps, I love my job, this world and my role to translate promises and demands into solutions that work for my customers. I do take care though not to create solution that will not work, despite what the brochure said.

pps, please feel free to share the above if needed.

Here is my response to Hans:

Hello Hans good to hear from you and thanks for the comments.

Great perspectives and in the course of talking with your peers around the world, you are not alone in your thinking.

Often I see disconnects between customers and vendors. Vendors (often driven by their market research) they know what the customer needs and issues are, and many actually do. However I often see a reliance on market research data with many degrees of separation as opposed to direct and candied insight. Likewise some vendors spend more time talking about how they listen to the customer vs. how time they actually do so.

On the other hand, I routinely see customers fall into the trap of communicating wants (nice to haves) instead of articulating needs (what is required). Then there is confusing industry adoption with customer deployment, not to mention concerns over vendor, technology or services lock-in.

Hope all else is well.

Cheers
gs

Check out Hans new blog and feel free to leave your comments and perspectives here or via other venues.

Ok, nuff said.

Cheers gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

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Garbage data in, garbage information out, big data or big garbage?

StorageIO industry trends cloud, virtualization and big data

Do you know the computer technology saying, garbage data in results in garbage information out?

In other words even with the best algorithms and hardware, bad, junk or garbage data put in results in garbage information delivered. Of course, you might have data analysis and cleaning software to look for, find and remove bad or garbage data, however that’s for a different post on another day.

If garbage data in results in garbage information out, does garbage big data in result in big garbage out?

I’m sure my sales and marketing friends or their surrogates will jump at the opportunity to tell me why and how big data is the solution to the decades old garbage data in problem.

Likewise they will probably tell me big data is the solution to problems that have not even occurred or been discovered yet, yeah right.

However garbage data does not discriminate or show preference towards big data or little data, in fact it can infiltrate all types of data and systems.

Lets shift gears from big and little data to how all of that information is protected, backed up, replicated, copied for HA, BC, DR, compliance, regulatory or other reasons. I wonder how much garbage data is really out there and many garbage backups, snapshots, replication or other copies of data exist? Sounds like a good reason to modernize data protection.

If we don’t know where the garbage data is, how can we know if there is a garbage copy of the data for protection on some other tape, disk or cloud. That also means plenty of garbage data to compact (e.g. compress and dedupe) to cut its data footprint impact particular with tough economic times.

Does this mean then that the cloud is the new destination for garbage data in different shapes or forms, from online primary to back up and archive?

Does that then make the cloud the new virtual garbage dump for big and little data?

Hmm, I think I need to empty my desktop trash bin and email deleted items among other digital house keeping chores now.

On the other hand, just had a thought about orphaned data and orphaned storage, however lets leave those sleeping dogs lay where they rest for now.

Ok, nuff said.

Cheers gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

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SSD, flash and DRAM, DejaVu or something new?

StorageIO industry trends cloud, virtualization and big data

Recently I was in Europe for a couple of weeks including stops at Storage Networking World (SNW) Europe in Frankfurt, StorageExpo Holland, Ceph Day in Amsterdam (object and cloud storage), and Nijkerk where I delivered two separate 2 day, and a single 1 day seminar.

Image of Frankfurt transtationImage of inside front of ICE train going from Frankfurt to Utrecht

At the recent StorageExpo Holland event in Utrecht, I gave a couple of presentations, one on cloud, virtualization and storage networking trends, the other taking a deeper look at Solid State Devices (SSD’s). As in the past, StorageExpo Holland was great in a fantastic venue, with many large exhibits and great attendance which I heard was over 6,000 people over two days (excluding exhibitor vendors, vars, analysts, press and bloggers) which was several times larger than what was seen in Frankfurt at the SNW event.

Image of Ilja Coolen (twitter @@iCoolen) who was session host for SSD presentation in UtrechtImage of StorageExpo Holland exhibit show floor in Utrecht

Both presentations were very well attended and included lively interactive discussion during and after the sessions. The theme of my second talk was SSD, the question is not if, rather what to use where, how and when which brings us up to this post.

For those who have been around or using SSD for more than a decade outside of cell phones, camera, SD cards or USB thumb drives, that probably means DRAM based with some form of data persistency mechanisms. More recently mention SSD and that implies nand flash-based, either MLC or eMLC or SLC or perhaps emerging mram or PCM. Some might even think of NVRAM or other forms of SSD including emerging mram or mem-resistors among others, however lets stick to nand flash and dram for now.

image of ssd technology evolution

Often in technology what is old can be new, what is new can be seen as old, if you have seen, experienced or done something before you will have a sense of DejaVu and it might be evolutionary. On the other hand, if you have not seen, heard, experienced, or found a new audience, then it can be  revolutionary or maybe even an industry first ;).

Technology evolves, gets improved on, matures, and can often go in cycles of adoption, deployment, refinement, retirement, and so forth. SSD in general has been an on again, off again type cycle technology for the past several decades except for the past six to seven years. Normally there is an up cycle tied to different events, servers not being fast enough or affordable so use SSD to help address performance woes, or drives and storage systems not being fast enough and so forth.

Btw, for those of you who think that the current SSD focused technology (nand flash) is new, it is in fact 25 years old and still evolving and far from reaching its full potential in terms of customer deployment opportunities.

StorageIO industry trends cloud, virtualization and big data

Nand flash memory has helped keep SSD practical for the past several years riding the similar curve that is keeping hard disk drives (HDD’s) that they were supposed  to replace alive. That is improved reliability, endurance or duty cycle, better annual failure rate (AFR), larger space capacity, lower cost, and enhanced interfaces, packaging, power and functionality.

Where SSD can be used and options

DRAM historically at least for enterprise has been the main option for SSD based solutions using some form of data persistency. Data persistency options include battery backup combined with internal HDD’s to de stage information from the DRAM before power was lost. TMS (recently bought by IBM) was one of the early SSD vendors from the DRAM era that made the transition to flash including being one of the first many years ago to combine DRAM as a cache layer over nand flash as a persistency or de-stage layer. This would be an example of if you were not familiar with TMS back then and their capacities, you might think or believe that some more recent introductions are new and revolutionary, and perhaps they are in their own right or with enough caveats and qualifiers.

An emerging trend, which for some will be Dejavu, is that of using more DRAM in combination with nand flash SSD.

Oracle is one example of a vendor who IMHO rather quietly (intentionally or accidentally) has done this in the 7000 series storage systems as well as ExaData based database storage systems. Rest assured they are not alone and in fact many of the legacy large storage vendors have also piled up large amounts of DRAM based cache in their storage systems. For example EMC with 2TByte of DRAM cache in their VMAX 40K, or similar systems from Fujitsu HP, HDS, IBM and NetApp (including recent acquisition of DRAM based CacheIQ) among others. This has also prompted the question of if SSD has been successful in traditional storage arrays, systems or appliances as some would have you believe not, click here to learn more and cast your vote.

SSD, IO, memory and storage hirearchy

So is the future in the past? Some would say no, some will say yes, however IMHO there are lessons to learn and leverage from the past while looking and moving forward.

Early SSD’s were essentially RAM disks, that is a portion of main random access memory (RAM) or what we now call DRAM set aside as a non persistent (unless battery backed up) cache or device. Using a device driver, applications could use the RAM disk as though it were a normal storage system. Different vendors springing up with drivers for various platforms and disappeared as their need were reduced with faster storage systems, interfaces and ram disks drives supplied by vendors, not to mention SSD devices.

Oh, for you tech trivia types, there was also database machines from the late 80’s such as Briton Lee that would offload your database processing functions to a specialized appliance. Sound like Oracle ExaData  I, II or III to anybody?

Image of Oracle ExaData storage system

Ok, so we have seen this movie before, no worries, old movies or shows get remade, and unless you are nostalgic or cling to the past, sure some of the remakes are duds, however many can be quite good.

Same goes with the remake of some of what we are seeing now. Sure there is a generation that does not know nor care about the past, its full speed ahead and leverage what will get them there.

Thus we are seeing in memory databases again, some of you may remember the original series (pick your generation, platform, tool and technology) with each variation getting better. With 64 bit processor, 128 bit and beyond file system and addressing, not to mention ability for more DRAM to be accessed directly, or via memory address extension, combined with memory data footprint reduction or compression, there is more space to put things (e.g. no such thing as a data or information recession).

Lets also keep in mind that the best IO is the IO that you do not have to do, and that SSD which is an extension of the memory map plays by the same rules of real estate. That is location matters.

Thus, here we go again for some of you (DejaVu), while for others get ready for a new and exciting ride (new and revolutionary). We are back to the future with in memory database which while for a time will take some pressure from underlying IO systems until they once again out grow server memory addressing limits (or IT budgets).

However for those who do not fall into a false sense of security, no fear, as there is no such thing as a data or information recession. Sure as the sun rises in the east and sets in the west, sooner or later those IO’s that were or are being kept in memory will need to be de-staged to persistent storage, either nand flash SSD, HDD or somewhere down the road PCM, mram and more.

StorageIO industry trends cloud, virtualization and big data

There is another trend that with more IOs being cached, reads are moving to where they should resolve which is closer to the application or via higher up in the memory and IO pyramid or hierarchy (shown above).

Thus, we could see a shift over time to more writes and ugly IOs being sent down to the storage systems. Keep in mind that any cache historically provides temporal relieve, question is how long of a temporal relief or until the next new and revolutionary or DejaVu technology shows up.

Ok, go have fun now, nuff said.

Cheers gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

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Is SSD only for performance?

StorageIO industry trends cloud, virtualization and big data

Normally solid state devices (SSD) including non-persistent DRAM, and persistent nand flash are thought of in the context of performance including bandwidth or throughput, response time or latency, and IOPS or transactions. However there is another role where SSD are commonly used where the primary focus is not performance. Besides consumer devise such as iPhones, iPads, iPods, Androids, MP3, cell phones and digital cameras, the other use is for harsh environments.

Harsh environments include those (both commercial and government) where use of SSDs are a solution to vibration or other rough handling. These include commercial and military aircraft, telemetry and mobile command, control and communications, energy exploration among others.

What’s also probably not commonly thought about is that the vendors or solution providers for the above specialized environments include mainstream vendors including IBM (via their TMS acquisition) and EMC among others. Yes, EMC is involved with deploying SSD in different environments including all nand flash-based VNX systems.

In a normal IT environment, vibration should not be an issue for storage devices assuming quality solutions with good enclosures are used. However some environments that are pushing the limits on density may become more susceptible to vibration. Not all of those use cases will be SSD opportunities, however some that can leverage IO density along with tolerance to vibration will be a good fit.

Does that mean HDDs can not or should not be used in high density environments where vibration can be an issue?

That depends.

If the right drive enclosures, type of drive are used  following manufactures recommendations, then all should be good. Keep in mind that there are many options to leverage SSD for various scenarios.

Which tool or technology to use when, where or how much will depend on the specific situation, or perhaps your preferences for a given product or approach.

Ok, nuff said.

Cheers gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

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Data Center Infrastructure Management (DCIM) and IRM

StorageIO industry trends cloud, virtualization and big data

There are many business drivers and technology reasons for adopting data center infrastructure management (DCIM) and infrastructure Resource Management (IRM) techniques, tools and best practices. Today’s agile data centers need updated management systems, tools, and best practices that allow organizations to plan, run at a low-cost, and analyze for workflow improvement. After all, there is no such thing as an information recession driving the need to move process and store more data. With budget and other constraints, organizations need to be able to stretch available resources further while reducing costs including for physical space and energy consumption.

The business value proposition of DCIM and IRM includes:

DCIM, Data Center, Cloud and storage management figure

Data Center Infrastructure Management or DCIM also known as IRM has as their names describe a focus around management resources in the data center or information factory. IT resources include physical floor and cabinet space, power and cooling, networks and cabling, physical (and virtual) servers and storage, other hardware and software management tools. For some organizations, DCIM will have a more facilities oriented view focusing on physical floor space, power and cooling. Other organizations will have a converged view crossing hardware, software, facilities along with how those are used to effectively deliver information services in a cost-effective way.

Common to all DCIM and IRM practices are metrics and measurements along with other related information of available resources for gaining situational awareness. Situational awareness enables visibility into what resources exist, how they are configured and being used, by what applications, their performance, availability, capacity and economic effectiveness (PACE) to deliver a given level of service. In other words, DCIM enabled with metrics and measurements that matter allow you to avoid flying blind to make prompt and effective decisions.

DCIM, Data Center and Cloud Metrics Figure

DCIM comprises the following:

  • Facilities, power (primary and standby, distribution), cooling, floor space
  • Resource planning, management, asset and resource tracking
  • Hardware (servers, storage, networking)
  • Software (virtualization, operating systems, applications, tools)
  • People, processes, policies and best practices for management operations
  • Metrics and measurements for analytics and insight (situational awareness)

The evolving DCIM model is around elasticity, multi-tenant, scalability, flexibility, and is metered and service-oriented. Service-oriented, means a combination of being able to rapidly give new services while keeping customer experience and satisfaction in mind. Also part of being focused on the customer is to enable organizations to be competitive with outside service offerings while focusing on being more productive and economic efficient.

DCIM, Data Center and Cloud E2E management figure

While specific technology domain areas or groups may be focused on their respective areas, interdependencies across IT resource areas are a matter of fact for efficient virtual data centers. For example, provisioning a virtual server relies on configuration and security of the virtual environment, physical servers, storage and networks along with associated software and facility related resources.

You can read more about DCIM, ITSM and IRM in this white paper that I did, as well as in my books Cloud and Virtual Data Storage Networking (CRC Press) and The Green and Virtual Data Center (CRC Press).

Ok, nuff said, for now.

Cheers gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

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IBM vs. Oracle, NAD intervenes, again

StorageIO industry trends cloud, virtualization and big data

With HP announcing that they were sold a bogus deal with Autonomy (read here, here and here among others) and the multi billion write off (loss), or speculation of who will be named the new CEO of Intel in 2013, don’t worry if you missed the latest in the ongoing IBM vs. Oracle campaign. The other day the NAD (National Advertising Directive) part of the Better Business Bureau (BBB) issued yet another statement about IBM and Oracle (read here and posted below).

NAD BBB logo

In case you had not heard, earlier this year, Oracle launched an advertising promotion touting how much faster their solutions are vs. IBM. Perhaps you even saw the advertising billboards along highways or in airports making the Oracle claims.

Big Blue (e.g. IBM) being the giant that they are was not going take the Oracle challenge sitting down and stepped up and complained to the better business bureau (BBB). As a result, the NAD issued a decision for Oracle to stop the ads (read more here). Oracle at 37.1B (May 2012 annual earnings) is about a third the size of IBM at 106.9B (2011 earnings), thus neither is exactly a small business.

Lets get back to the topic at hand the NAD issued yet another directive. In the latest spat, after the first Ads, Oracle launched the 10M challenge (you can read about that here).

Oracle 10 million dollar challenge ad image

Once again the BBB and the NAD weighs in for IBM and issued the following statement (mentioned above):

For Immediate Release
Contact: Linda Bean
212.705.0129

NAD Determines Oracle Acted Properly in Discontinuing Performance Claim Couched in ‘Contest’ Language

New York, NY – Nov. 20, 2012 – The National Advertising Division has determined that Oracle Corporation took necessary action in discontinuing advertising that stated its Exadata server is “5x Faster Than IBM … Or you win $10,000,000.”

The claim, which appeared in print advertising in the Wall Street Journal and other major newspapers, was challenged before NAD by International Business Machines Corporation.

NAD is an investigative unit of the advertising industry system of self-regulation and is administered by the Council of Better Business Bureaus.

As an initial matter, NAD considered whether or not Oracle’s advertisement conveyed a comparative performance claim – or whether the advertisement simply described a contest.

In an NAD proceeding, the advertiser is obligated to support all reasonable interpretations of its advertising claims, not just the message it intended to convey. In the absence of reliable consumer perception evidence, NAD uses its judgment to determine what implied messages, if any, are conveyed by an advertisement.

Here, NAD found that, even accounting for a sophisticated target audience, a consumer would be reasonable to take away the message that all Oracle Exadata systems run five times as fast as all IBM’s Power computer products. NAD noted in its decision that the fact that the claim was made in the context of a contest announcement did not excuse the advertiser from its obligation to provide substantiation.

The advertiser did not provide any speed performance tests, examples of comparative system speed superiority or any other data to substantiate the message that its Exadata computer systems run data warehouses five times as fast as IBM Power computer systems.

Accordingly, NAD determined that the advertiser’s decision to permanently discontinue this advertisement was necessary and appropriate. Further, to the extent that Oracle reserves the right to publish similar advertisements in the future, NAD cautioned that such performance claims require evidentiary support whether or not the claims are couched in a contest announcement.

Oracle, in its advertiser’s statement, said it disagreed with NAD’s findings, but would take “NAD’s concerns into account should it disseminate similar advertising in the future.”

###

NAD’s inquiry was conducted under NAD/CARU/NARB Procedures for the Voluntary Self-Regulation of National Advertising. Details of the initial inquiry, NAD’s decision, and the advertiser’s response will be included in the next NAD/CARU Case Report.

About Advertising Industry Self-Regulation: The Advertising Self-Regulatory Council establishes the policies and procedures for advertising industry self-regulation, including the National Advertising Division (NAD), Children’s Advertising Review Unit (CARU), National Advertising Review Board (NARB), Electronic Retailing Self-Regulation Program (ERSP) and Online Interest-Based Advertising Accountability Program (Accountability Program.) The self-regulatory system is administered by the Council of Better Business Bureaus.

Self-regulation is good for consumers. The self-regulatory system monitors the marketplace, holds advertisers responsible for their claims and practices and tracks emerging issues and trends. Self-regulation is good for advertisers. Rigorous review serves to encourage consumer trust; the self-regulatory system offers an expert, cost-efficient, meaningful alternative to litigation and provides a framework for the development of a self-regulatory to emerging issues.

To learn more about supporting advertising industry self-regulation, please visit us at: www.asrcreviews.org.

Linda Bean Director, Communications,
Advertising Self-Regulatory Council

Tel: 212.705.0129
Cell: 908.812.8175
lbean@asrc.bbb.org

112 Madison Ave.
3rd Fl.
New York, NY
10016

Not surprisingly, IBM sent the following email to highlight their latest news:

Greg,

For the third time in eight months Oracle has agreed to kill a misleading advertisement targeting IBM after scrutiny from the Better Business Bureau’s National Advertising Division.

Oracle’s ‘$10 Million Challenge’ ad claimed that its Exadata server was ‘Five Times Faster than IBM Power or You Win $10,000,000.’ The advertising council just issued a press release announcing that the claim was not supported by the evidence in the record, and that Oracle has agreed to stop making the claim. ‘[Oracle] did not provide speed performance tests, examples of comparative systems speed superiority or any other data to  substantiate its message,’ the BBB says in the release: The ads ran in The Wall Street Journal, The Economist, Chief Executive Magazine, trade publications and online.

The National Advertising Division reached similar judgments against Oracle advertising on two previous occasions this year. Lofty and unsubstantiated claims about Oracle systems being ‘Twenty Times Faster than IBM’ and ‘Twice as Fast Running Java’ were both deemed to be unsubstantiated and misleading. Oracle quietly shelved both campaigns.

If you follow Oracle’s history of claims, you won’t be surprised that the company issues misleading ads until they’re called out in public and forced to kill the campaign. As far back as 2001, Oracle’s favorite tactic has been to launch unsubstantiated attacks on competitors in ads while promising prize money to anyone who can disprove the bluff. Not surprisingly, no prize money is ever paid as the campaigns wither under scrutiny. They are designed to generate publicity for Oracle, nothing more. You may be familiar with their presentation, ‘Ridding the Market of Competition,’ which they issued to the Society of Competitive Intelligence Professionals laying out their strategy.

The repeated rulings by the BBB even caused analyst Rob Enderle to comment that, ‘there have been significant forced retractions and it is also apparent that increasingly the only people who could cite these false Oracle performance advantages with a straight face were Oracle’s own executives, who either were too dumb to know they were false or too dishonest to care.’

Let me know if you’re interested in following up on this news. You won’t hear anything about it from Oracle.

Best,

Chris

Christopher Rubsamen
Worldwide Communications for PureSystems and Cloud Computing
IBM Systems & Technology Group
aim: crubsamen
twitter: @crubsamen

Wow, I never knew however I should not be surprised that there is a Society of Competitive Intelligence Professionals.

Now Oracle is what they are, aggressive and have a history of doing creative or innovative (e.g. stepping out-of-bounds) in sales and marketing campaigns, benchmarking and other activities. On the other hand has IBM been victimized at the hands of Oracle and thus having to resort to using the BBB and NAD as part of its new sales and marketing tool to counter Oracle?

Does anybody think that the above will cause Oracle to retreat, repent, and tone down how they compete on the field of sales and marketing of servers, storage, database and related IT, ICT, big and little data, clouds?

Anyone else have a visual of a group of IBMers sitting around a table at an exclusive country club enjoying a fine cigar along with glass of cognac toasting each other on their recent success in having the BBB and NAD issue another ruling against Oracle. Meanwhile perhaps at some left coast yacht club, the Oracle crew are high fiving, congratulating each other on their commission checks while spraying champagne all over the place like they just won the Americas cup race?

How about it Oracle, IBM says Im not going to hear anything from you, is that true?

Ok, nuff said (for now).

Cheers gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

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SSD past, present and future with Jim Handy

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This is a new episode in the continuing StorageIO industry trends and perspectives pod cast series (you can view more episodes or shows along with other audio and video content here) as well as listening via iTunes or via your preferred means using this RSS feed (https://storageio.com/StorageIO_Podcast.xml)

StorageIO industry trends cloud, virtualization and big data

In this episode, I talk with SSD nand flash and DRAM chip analyst Jim Handy of Objective Analysis at the LSI AIS (Accelerating Innovation Summit) 2012 in San Jose. Our conversation includes SSD past, present and future, market and industry trends, who are doing what and things to keep an eye and ear, open for along with server, storage and memory convergence.

Click here (right-click to download MP3 file) or on the microphone image to listen to the conversation with Jim and myself.

StorageIO podcast

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Watch (and listen) for more StorageIO industry trends and perspectives audio blog posts pod casts and other upcoming events. Also be sure to heck out other related pod casts, videos, posts, tips and industry commentary at StorageIO.com and StorageIOblog.com.

Enjoy this episode SSD Past, Present and Future with Jim Handy.

Ok, nuff said.

Cheers gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

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All Comments, (C) and (TM) belong to their owners/posters, Other content (C) Copyright 2006-2012 StorageIO and UnlimitedIO All Rights Reserved

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Have SSDs been unsuccessful with storage arrays (with poll)?

Storage I/O Industry Trends and Perspectives

I hear people talking about how Solid State Devices (SSDs) have not been successful with or for vendors of storage arrays, particular legacy storage systems. Some people have also asserted that large storage arrays are dead at the hands of new purpose-built SSD appliances or storage systems (read more here).

As a reference, legacy storage systems include those from EMC (VMAX and VNX), IBM (DS8000, DCS3700, XIV, and V7000), and NetApp FAS along with those from Dell, Fujitsu, HDS, HP, NEC and Oracle among others.

Granted EMC have launched new SSD based solutions in addition to buying startup eXtremeIO (aka Project X), and IBM bought SSD industry veteran TMS. IMHO, neither of those actions by either vendor signals an early retirement for their legacy storage solutions, instead opening up new markets giving customers more options for addressing data center and IO performance challenges. Keep in mind that the best IO is the one that you do not have to do with the second best being the least impact to applications in a cost-effective way.

SSD, IO, memory and storage hirearchy

Sometimes I even hear people citing or using some other person or source to attribute or make their assertions sound authoritative. You know the game, according to XYZ or, ABC said blah blah blah blah. Of course if you say or repeat something often enough, or hear it again and again, it can become self-convincing (e.g. industry adoption vs. customer deployments). Likewise depending on how many degrees of separation exists between you and the information you get, the more that it can change from what it originally was.

So what about it, has SSD not been successful for legacy storage system vendors and is the only place that SSD has had success is with startups or non-array based solutions?

While there have been some storage systems (arrays and appliances) that may not perform up to their claimed capabilities due to various internal architecture or implementation bottlenecks. For the most part the large vendors including EMC, HP, HDS, IBM, NetApp and Oracle have done very well shipping SSD drives in their solutions. Likewise some of the clean sheet new design based startup systems, as well as some of the startups with hybrid solutions combing HDDs  and SSDs have done well while others are still emerging.

Where SSD can be used and options

This could also be an example where myth becomes reality based on industry adoption vs. customer deployment. What this means is that the myth is that it is the startups that are having success vs. the legacy vendors from an industry adoption conversation standpoint and thus believed by some.

On the other hand, the myth is that vendors such as EMC or NetApp have not had success with their arrays and SSD yet their customer deployments prove otherwise. There is also a myth that only PCIe based SSD can be of value and that drive based SSDs are not worth using which I have a good idea where that myth comes from.

IMHO it is a depends, however safe to say from what I have seen directly that there are some vendors of storage arrays, including so-called legacy systems that have had very good success with SSD. Likewise have seen where some startups have done ok with their new clean sheet designs, including EMC (Project X). Oh, at least for now I am not a believer that with the all SSD based project “X” over at EMC that the venerable VMAX  formerly known as DMX and its predecessors Symmetric have finally hit the end of the line. Rather they will be positioned and play to different markets for some time yet.

Over at IBM I don’t think the DS8000 or XIV or V7000 and SVC folks are winding things down now that they bought SSD vendor TMS who has SSD appliances and PCIe cards. Rest assured there have been success by PCIe flash card vendors both as targets (FusionIO) and cache or hybrid cache and target systems such as those from Intel, LSI, Micron, and TMS (now IBM) among others. Oh, and if you have not noticed, check out what Qlogic, Emulex and some of the other traditional HBA vendors have done with and around SSD caching.

So where does the FUD that storage systems have not had success with SSD come from?

I suspect from those who would rather not see or hear about those who have had success taking away attention from them or their markets. In other words, using Fear, Uncertainty and Doubt (FUD) or some community peer pressure, there is a belief by some that if you hear enough times that something is dead or not of a benefit; you will look at the alternatives.

Care to guess what the preferred alternative is for some? If you guessed a PCIe card or SSD based appliance from your favorite startup that would be a fair assumption.

On the other hand, my educated guess (ok, its much more informed than a guess ;) ) is that if you ask a vendor such as EMC or NetApp they would disagree, while at the same time articulate benefits of different approaches and tools. Likewise, my educated guess is that if you ask some others, they will say mixed things and of course if you talk with the pure plays, take a wild yet educated guess what they will say.

Here is my point.

SSD, DRAM, PCM and storage adoption timeline

The SSD market, including DRAM, nand flash (SLC or MLC or any other xLC), emerging PCM or future mram among other technologies and packaging options is still in its relative infancy. Yes, I know there have been significant industry adoption and many early customer deployments, however talking with IT organizations of all size as well as with vendors and vars, customer deployment of SSD is far from reaching its full potential meaning a bright future.

Simply putting an SSD, card or drive into a solution does not guarantee results.

Likewise having a new architecture does not guarantee things will be faster.

Fast storage systems need fast devices (HDD, HHDD and SSDs) along with fast interfaces to connect with fast servers. Put a fast HDD, HHDD or SSD into a storage system that has bottlenecks (hardware, software, architectural design) and you may not see the full potential of the technology. Likewise put fast ports or interfaces on a storage system that has fast devices however also a bottleneck in its controller has or system architecture and you will not realize the full potential of that solution.

This is not unique to legacy or traditional storage systems, arrays or appliances as it is also the case with new clean sheet designs.

There are many new solutions that are or should be as fast as their touted marketing stories present, however just because something looks impressive in a YouTube video or slide deck or WebEx does not mean it will be fast in your environment. Some of these new design SSD based solutions will displace some legacy storage systems or arrays while many others will find new opportunities. Similar to how previous generation SSD storage appliances found roles complementing traditional storage systems, so to will many of these new generation of products.

What this all means is to navigate your way through the various marketing and architecture debates, benchmarks battles, claims and counter claims to understand what fits your needs and requires.

StorageIO industry trends cloud, virtualization and big data

What say you?

Ok, nuff said

Cheers
Gs

Greg Schulz – Author Cloud and Virtual Data Storage Networking (CRC Press, 2011), The Green and Virtual Data Center (CRC Press, 2009), and Resilient Storage Networks (Elsevier, 2004)

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All Comments, (C) and (TM) belong to their owners/posters, Other content (C) Copyright 2006-2012 StorageIO and UnlimitedIO All Rights Reserved