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Hewlett Packard Enterprise is an industry leading technology company that enables customers to go further, faster. With the industry's most comprehensive portfolio, spanning the cloud to the data center to workplace applications, our technology and services help customers around the world make IT more efficient, more productive and more secure.

See also:- HP editor mentions on, HP's enterprise SSD blog, HP's enterprise flash-optimized storage page

history of SSD market
cloud adapted memory systems
where are we heading with memory intensive systems?
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Editor:- May 31, 2016 - Change continues in the SSD market with 3 companies having entered the Top SSD Companies List for the first time based on reader search activity in Q1 2016.

HP got its best ranking ever in this quarter by being placed just outside the list.

who's who in enterprise SSD? - HP

by Zsolt Kerekes, editor - April 30, 2014

I recently had a conversation about the enterprise SSD market with Vish Mulchand, Director, Solutions Marketing, HP Storage.

One of the subjects which arose was the long running series - the Top SSD Companies - and the non appearance (up to the time of having that conversation) of HP in the top 20 companies.

Vish asked why I did I think that might be?

Generally - when I am asked this question - my view is that the facts speak for themselves.

And if the search activity of millions of SSD readers - which includes key influencers in the enterprise market - doesn't place companies in this list - then either the company isn't regarded as an interesting enough factor in the market, or if they are - then their marketing is at fault. (Or a mixture of those factors.)

You can't say our readers are wrong - because that's like saying that the market is wrong.

Returning to HP...

I told Vish Mulchand some obvious things which I thought that HP could do better in its marketing. (The details of which I prefer to keep confidential.)

But while I fully understand the (disappointing from HP's point of view) ranking of HP as a leader of SSD ideas and technologies - as flagged by the search volume of my readers I did nevertheless reassure him that while HP has never been in the top 20 - HP is in the longer unpublished list which I use as a guide - which includes over 500 SSD companies.

I looked it up later. In Q1 2014 HP was in the top 10% part of this list - in the top 50 companies.

As Vish had contacted me (and I try to be helpful) I said - if he could choose just one product - then which SSD product line in HP's range which he would like's readers to know more about?

I guess I shouldn't have been surprised - given his background - that he suggested the 3PAR StoreServ product line (overview) which you can read more about here 3PAR whitepaper (pdf)

After that clarification - Vish Mulchand and I went on to talk briefly about the complexities of segmentation in the flash enterprise - which is the kind of conversation I love to have when I'm talking to storage market experts like Vish - because no matter how many times I view this subject and seem to have it all neatly wrapped up and compartmentalized - a new anecdote or conversation reveals a bunch of other important ways to view it which have to be taken into account to understand the different ways in which users are interacting with the market.

Going back to - why isn't HP in's Top 20 SSD Companies list - when it has sold a lot of SSD stuff and despite scoring well in other lists - such as DCIG's 2014-15 Flash Memory Storage Array Buyer's Guide?

I thought of this way of explaining it after we spoke. And I wish I had thought of it at the time.

So here goes....

A lot of people know that a convenient place to buy books from is Amazon's kindle store. And lot of people know that a convenient platform for organizing music is Apple's iTunes.

But when users are thinking about - who is creating the next new thing in my content future? - they don't expect Amazon to write the book - and they don't expect Apple to write the tunes.

Editor's comments:- re HP and the SSD market - September 2013

Over 4 years ago - in April 2009 - when I was anticipating what might be HP's route to market within the enterprise SSD market I said here...

"Don't expect HP to be a leader in this market. I expect - it will choose a safe route - and will follow rather than lead SSD trends using strategies described in my article 3 Easy Ways to Enter the SSD Market."

That's indeed what has happened.

Within the enterprise market HP has oemed and resold SSDs designed by other companies including for example:- Fusion-io, Violin and Samsung.

HP mentions in SSD market history

In 1993 - HP was the 1st company to offer solid state storage as a standard option in consumer notebooks in the HP Omnibook 300. To be strictly accurate - that 1993 vintage flash memory based drive wasn't really a true "SSD" as we use the term today - because it didn't include wear-leveling. And unlike later SSDs its capacity was severely restricted compared to hard drives available at the time. But it was an early toss of the dice in the genereal direction of the future SSD consumer market.

In March 2009 - Fusion-io announced an oem deal with HP whose new PCIe based StorageWorks IO Accelerator for for HP BladeSystem c-Class servers is based on Fusion's ioMemory SSD technology. A low level formatting tool for the HP SSD enables users to choose what level of over-provisioning is used - as a performance tweaking option.
eWEEK article about Violin and HP
Editor:- October 22, 2012 - an article in discusses the future of the relationship that HP has with Violin in the context of an email to the publication suggesting that HP's 3PAR product line is HP's sole strategic direction for solid-state storage. the article

Editor's comments:- as Violin has already started the process of preparing for a possible IPO - the company is probably best advised not to participate directly in public speculations about its future business. However, carrying on its normal day to day activities is allowed - and the eWEEK story was linked from Violin's own media coverage page.

I've commented on the strengths and weaknesses of Violin many times before in past editions of the Top SSD Companies and won't repeat those points here.

However, as neither HP nor 3PAR has ever appeared in this list and HP is not regarded in any way (by people who know the SSD market) as a thought leader or business leader in SSDs, but rather is seen as a distributor, oem, reseller or possible acquirer of other people's SSD stuff - it doesn't really matter what HP thinks or says about SSDs.

Violin is well known - among people who buy enterprise SSDs. And if users like Violin's SSDs - and can't get them via HP - it only takes a few clicks to get them somewhere else.

PS - when I looked at Violin's web site today it looked as if someone had hacked and trashed their home page. I showed it to a colleague of mine - and said - "Isn't it dreadful that something like that can happen!"

She said - "No Zsolt. - You're wrong. Violin probably paid someone to do that."

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HP offers price guarantees on usable hybrid capacity
Editor:- March 10, 2016 - Taking the guesswork out of the costs of flash array utilization was one of the new pricing trends I wrote about 2 years ago in my article - Exiting the Astrological Age of Enterprise SSD Pricing.

HP has aligned itself with this trend in a product announcement about high availability updates to its hybrid array family - 3PAR 20840.

Among other things HP says - "The new HPE Get Thinner Guarantee program offers a free, up-front workload assessment and a written assurance of as much as 75% capacity savings that removes guesswork in migrating from legacy storage onto all-flash HPE 3PAR arrays.

The program, which now includes savings from 3PAR Thin Deduplication, uses specialized, big data assessment tools to determine the amount of capacity reduction that a customer can expect to see by migrating to a 3PAR all-flash array. The program uses these results to offer an individualized, written guarantee of customer capacity savings. With this program, HPE offers the strongest assurance of capacity reduction on the market, backed by a written contract."

trust and SSD services marketing
Exiting the Astrological Age of Enterprise SSD Pricing
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the split of HP into 2 companies with Hewlett Packard Enterprise handling storage doesn't make any difference to the editorial coverage here on - because enterprise HP is the only part which has ever been of interest to my readers.
Zsolt Kerekes, publisher -

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90% of the enterprise SSD companies which you know have no good reasons to survive
In one of the most highly read articles on in recent years - I looked at drivers, mechanisms and routes towards consolidation in the enterprise SSD systems market along with some other outrageous and dangerous ideas. The conclusion?

"90% of the enterprise SSD companies which you know have no good reasons to survive."

Before publication - I discussed these ideas with various readers for about 3 months and since publication you won't be surprised when I tell you it has been at the core of many conversations since. the article

Coho gets investment from HP
image shows mouse at the one armed bandit - click to see VC funds in storage
VCs in SSDs
Editor:- May 20, 2015 - Coho Data today announced it has closed $30 million in Series C funding, bringing its total funding to nearly $67 million.

The round was led by March Capital Partners, with additional participation from HP Ventures and Intel Capital as well as existing investors Andreessen Horowitz and Ignition Partners.

Coho Data also announced the general availability of its first all-flash storage node, the DataStream 2000f a 2U server based system which uses Intel's P3600 2.5" NVMe SSDs and conventional SATA SSDs.

Coho says that using a judicious mix of its variously populated SSDservers (which includes micro-tiered hybrid systems as well as the new pure SSD nodes) "empowers customers to efficiently support any application at any scale, all from a "single pane of glass" management interface, and all at less than $0.10/GB usable per month."

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One of the challenges for the enterprise SSD market when designing new rackmount products is to understand complex customer needs and decision criteria - which go beyond the traditional marketing bullet points.

New segmentation models are needed because the enterprise SSD market is moving into uncharted territories and use cases where a considerable proportion of the customer needs which affect buying behavior are still formally unrecognized as being significant (in market research data).
Decloaking hidden segments in the enterprise