NetApp Winning Awards, Whatever Next?

WP_20160518_07_53_57_Rich_LI.jpgIn the last couple of weeks I’ve seen NetApp pick up a couple of industry awards with the all flash A200 earing the prestigious Storage Review Editors Choice as well as CRN UK’s storage Vendor of the year 2017, this alongside commercial successes (How NetApp continue to defy the performance of the storage market) is part of a big turnaround in their fortunes over the last 3 years or so, but why? What is NetApp doing to garner such praise?

A bit of disclosure, as a Director at a long-term NetApp Partner, Gardner Systems, and a member of the NetApp A-Team advocacy programme, I could be biased, but having worked with NetApp for over 10 years, I still see them meeting our customers’ needs better than any other vendor, which in itself, also suggests NetApp are doing something right.

What is it they’re doing? In this post, I share some thoughts on what I believe are key parts of this recent success

Clear Strategy

If we wind the clock back 4 years, NetApp’s reputation was not at its best, tech industry analysts presented a bleak picture, the storage industry was changing, with public cloud storage and innovative start-ups offering to do more than those “legacy” platforms and in many cases, they could, NetApp were a dinosaur on the verge of extinction.

Enter the Data Fabric, first announced at NetApp’s technical conference, Insight, in 2014. Data Fabric was the beginning of NetApp’s move from a company focussed on storing data to a company focused on the data itself. This was significant as it coincided with a shift in how organisations viewed data, moving away from just thinking about storing data to managing, securing, analysing and gaining value from it.

NetApp’s vision for data fabric, closely aligned to the aims of more data focussed organisations and also changed the way they thought about their portfolio, less worried about speeds and feeds and flashing lights and more about how to build a strategy that was focussed on data in the way their customers were.

It is this data-driven approach that, in my opinion, has been fundamental in this change in NetApp’s fortunes.

Embrace the Cloud

A huge shift and something that is taking both customers and industry analysts by surprise is the way NetApp have embraced the cloud, not a cursory nod, but cloud as a fundamental part of the data fabric strategy and this goes way beyond “cloudifying” existing technology.

ONTAP Cloud seamlessly delivers the same data services and storage efficiencies into the public cloud as you get with its on-prem cousin, this provides a unique ability to maintain data policies and procedures across your on-prem and cloud estates.

But NetApp has gone beyond this, delivering native cloud services that don’t require any traditional NetApp technologies, Cloud Sync, allows the easy movement of data from on-prem NFS datastores into the AWS cloud. While Cloud Control provides a backup service for Office365 (and now Salesforce) bringing crucial data protection functionality that many SaaS vendors do not provide.

If that wasn’t enough there is the recently announced relationship with Microsoft, with NetApp now powering the Azure NFS service, yep that’s right, if you take the NFS service from the Azure marketplace this is delivered fully in the background by NetApp.

For a storage vendor, this cloud investment is unexpected, but a clear cloud strategy is also appealing to those making business technology decisions.

Getting the basics right

With these developments, it’s clear NetApp have a strategy and are expanding their portfolio into areas other storage vendors do not consider, but there is also no escaping that their main revenue generation continues to come from ONTAP and FAS (NetApp’s hardware platform).

If I’m buying a hardware platform, what do I want from it? It should be robust with strong performance and a good investment that evolves with my business and if NetApp’s commercial success is anything to go by, they are delivering this.

The all-flash NetApp platforms (such as the award winning A200 mentioned earlier) are meeting this need, a robust enterprise-level platform, allowing organisations to build an always-on storage infrastructure that scales seamlessly with new business demands. 6-year flash drive warranties and the ability to refresh your controllers after 3 years also give excellent investment protection.

It is not just the hardware however, these platforms are driven by software, NetApp’s ONTAP operating systems is like any other modern software platform, with regular code drops (every 6 months) delivering new features and improved performance to existing hardware via a non-disruptive software upgrade, providing businesses with the ability to “sweat” their hardware investment over an extended period, which in today’s investment sensitive market is hugely appealing.

Have an interesting portfolio

NetApp for a long time was the FAS and ONTAP company, and while those things are still central in their plans, their portfolio is expanding quickly, we’ve discussed the cloud focussed services, there’s also Solidfire with its unique scale and QoS capabilities, Storage Grid a compelling object storage platform, Alta Vault provides a gateway to move backup and archive data into object storage on-prem or in the cloud.

Add to this the newly announced HCI platform you can see how NetApp can play a significant part in your next-generation datacenter plans.

For me the awards I mentioned at the beginning of this article are not because of one particular solution or innovation, it’s the data fabric, that strategy is allowing NetApp, its partners and customers to have a conversation that is data and not technology focussed and having a vendor who understands that is clearly resonating with customers, analysts and industry influencers alike.

NetApp’s continued evolution is fascinating to watch, and they have more to come, with no doubt more awards to follow, whatever next!

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