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Nimble gets agressive with flash costs

Storage player is hoping that those customers put off by the cost of flash will be tempted with its lower entry offering

Cost has always been an issue in the flash market causing some customers to shun the storage technology for cheaper alternatives.

Even now, when the price of flash has become much more reasonable, the perception exists that it is prohibitively expensive and only certain verticals, like the financial one, would be prepared to pay for the performance gains.

NetApp, which is itself a major force in the flash market, recently found that although the message about the benefits of flash was getting through to customers the issues around price were continuing to stick.

“For many businesses looking to digitally transform, the idea of an All-Flash data center has become a practical reality. However, despite the introduction of new high capacity drives and downward pricing trends of Flash technologies, our research shows that there is still work to be done to educate business leaders on the true value of Flash," said Manfred Reitner, senior vice president & general manager EMEA, NetApp, last month.

"We are working to remove the barriers and risk to Flash adoption, so customers can realise the promise of an All-Flash data center simply and cost-effectively," he added.

Perhaps in response to those market conditions Nimble Storage has also taken steps of its own to try and speed up adoption and launched offerings at "agressive entry points".

"Mid-size and large enterprises love the performance and availability of the All Flash arrays we released in February. However, many smaller organisations want all-flash at a lower entry point, without sacrificing features and scalability,” said Ajay Singh, vice president of product management at Nimble Storage.

“The new Nimble All Flash array makes it affordable for organisations of any size to benefit from an all-flash platform with the same capabilities and scalability found in high-end all-flash arrays," he added.

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