EMC held a hi-energy (think electronic floors and rock band) press and analyst get together this week in London's Old Billingsgate market.
The building itself has been sluiced down and washed out conscientiously since its heyday, so none of this gathering should smell fishy, not even if the event itself is called to EMC Redefine Possible 2014.
The main news from this meeting centres on announcements across EMC's Flash, enterprise storage and Scale-Out NAS portfolios including EMC XtremIO 3.0, which adds new inline data services -- and new EMC VMAX3, which bids to provide enterprise storage with an open enterprise data service platform that offers 3X previous levels of performance.
The company is, essentially, almost describing a sort of super-charged hyper-cloud without using the term "hypercloud" specifically.
The hypercloud (if it now exists and develops) with its hyper-performance apps will have implications for software application developers who will need to build apps that span potentially hundreds more users at a far higher velocity than they might initially have considered architecting for.
EMC used this event to announce that the EMC ECS Appliance, a hyperscale storage infrastructure designed for the datacentre, is now generally available.
The ECS Appliance, powered by its own ViPR 2.0 data storage technology systems, is EMC's gambit which claims that it is capable of "redefining storage economics" and balances the benefits of the public cloud (cost, simplicity, scalability) with the security and control of the private cloud.
Just a bit of spin or a great customer?
EMC has shipped the first ECS Appliance, a single system with a total power of three Petabytes, to The Vatican Library -- and yes, they did actually photograph the box coming out of its factory in Cork on its way to Rome.
So we said that EMC defines the hypercloud, it fact it didn't. It didn't actually use that term. But that's the next thing you expect the company to say given the amount of messages it comes out based around:
• Agile computing and EMC's own Hypermax OS
• Cloud applications that now have thousands of users
• Extreme I/O (input output) needs of modern cloud applications
The XtremIO value proposition is simple says EMC: an advanced always-on status, inline data services and consistent (and predictable) high performance regardless of workload.
It's an architectural must-have for all-flash arrays, or so they say.
David Goulden, CEO, EMC for the Information Infrastructure division has said that organisations are now conducting their software application development to harness the four IT megatrends of:
• and big data.
"Although these new applications will be architected differently, they cannot become another IT silo. [Companies now need to] dramatically reduce the TCO of existing application estates, and accelerate new application delivery on their journey to the hybrid cloud," he said.
What is hypercloud?
It's faster cloud, faster OS, faster I/O, faster access to petabytes of data, faster application delivery, faster content, faster multichannel software architectural engineering, faster access into so-called Data Lakes, faster application performance from a more defined (and logically smaller) application estate -- it is "hypercloud" really isn't it?
Not officially no - Wikipedia reminds us that HyperCloud Memory (HCDIMM) is a DDR3 SDRAM Dual In-Line Memory Module (DIMM) used in sever applications requiring a great deal of memory... but if EMC wants to start using the term then it's OK by use.
EMC may not believe in hypercloud as a piece of terminology yet, but it does believe XtremIO is the fastest-growing all-flash array, and the fastest-growing storage array in history.
The key question from here on is just how well the cloud model is capable of working with the new hyper-speed technologies.
Does the open cloud model have the answer with its access to more tangible tools? Possibly not if you accept that there is always so much complexity in terms of implementation. The proprietary cloud may not be so much easier and may be need to be "more open" over the next decade if these technologies are to come forward.
Hypercloud isn't real yet, but the things that make cloud hyper-powered are.