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EMC World 2015 conference coverage

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Schulz: EMC software-defined storage strategy has muscle behind it

LAS VEGAS -- For plenty of data storage professionals, software-defined storage translates to bad news -- a buzz word, a marketing myth, a way of selling an old idea as something new. 

EMC is asking storage pros to think again. At EMC's annual user conference in Las Vegas, the company took the lid off several EMC software-defined storage projects and enhancements, saying the time had come for improved data center protection and storage management -- and SDS is the smartest route to achieving that. Veteran industry analyst Greg Schulz said EMC has managed to shift the SDS conversation so that customers are willing to talk about software-defined storage management. 

Talking to Storage Media Group Executive Editor Andrew Burton at EMC World 2015, Schulz offered a tip to storage vendors who are working on selling SDS to customers. "Ask your customers what they know about SDS management. It's not all about the packaging anymore. It's about managing storage."

Schulz said customers are thinking about SDS in terms of how it's going to define the storage functionality in your environment. "Which features are you going to turn on -- snapshot replication, etc.? The other aspect of that is how do you want it delivered to your environment?" Schulz asked. He noted that some EMC competitors are already focusing on delivering SDS through Virtual Storage Appliances. "We have to wait and see whether EMC does anything like that," he said.

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EMC World 2015 conference coverage

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