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EMC pronounces XtremIO its billion-dollar baby

EMC says its XtremIO all-flash array has cracked the $1 billion cumulative bookings mark in 588 days – or roughly six quarters – while remaining on track to do $1 billion of business in calendar 2015.

Perhaps because EMC’s traditional storage systems aren’t exactly going like gangbusters these days, it celebrated its billion-dollar baby with a blog and provided updated 2014 market share numbers from Gartner. The Gartner numbers also stick a pin in Pure Storage’s  planned IPO announcment. Pure was demoted from second to third in market share after its S-1 revenue figures came in below what it had led Gartner to believe they were.

EMC said it took VMware five years and Isilon scale-out NAS needed more than 11 years to hit $1 billion in sales. XtremIO is coming off a $300 million quarter, which included more than 40 $1 million-plus orders and 40 percent of the customers were repeat buyers.

Gartner puts EMC’s 2014 revenue at $443.6 million, giving it 34 percent of the $1.29 billion all-flash array market. IBM was second with $233.3 million and 18 percent share with Pure third at $149.4 million and 11.5 percent. Pure was listed at second with $276.3 million when Gartner released its numbers earlier this year, but Gartner edited its charts to reflect the reported revenue from Pure’s IPO filing.

EMC hails XtremIO’s scale-out performance, inline always-on data services, copy data management and application integration as reasons for its  success.

Because you don’t hear copy data management cited often as an all-flash selling point, we asked senior director of XtremIO marketing Andy Fenselau to explain. He said XtremIO’s copy data management comes from its use of in-memory snapshots and metadata.

“For us, a copy is not a traditional back-end storage copy, it’s a simple in-memory copy,” he said. “It’s instant, takes no additional space until new blocks are written, and only unique compressed blocks are written. And it’s full performance. Customers present them to application teams for self-service.”

Fenselau  said about 51 percent of XtremIO’s revenue comes from customers using it for databases, business applications and analytics. Server virtualization, private cloud and VDI are also common use cases.

“We were expecting lot of enterprise adoption,  but we’re also seeing a wonderful amount of midmarket adoption,” he said.