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IT Brand Pulse

IT Brand Pulse, founded in 2009 and heaquartered in San Diego, CA, is a trusted source of data and analysis about IT infrastructure, including servers, storage and networking.

see also:- IT Brand Pulse's SSD reports page

Editor's comments:- August 2013 - IT Brand Pulse has demonstrated its commitment and ability to enhance our understanding of the enterprise SSD market - which is why they have now been added to the shortlist of recommended SSD market analysts companies on

  • editor's earlier comments:- December 2012 - among other things IT Brand Pulse offers market research services and reports related to the SSD market.

    The company first came to my attention in June 2010 in a story about the SAN market. At that time it didn't look to me like they offered any specific reports about SSDs so I didn't visit their site again for a few years.

    But they popped into my radar again recently with an announcement launching their SSD Brand Reports and a related paper at the Flash Memory Summit (2012).

    Frank Berry, CEO of IT Brand Pulse - told me a few months ago - "We do 3 types of surveys related to SSD: Annual SSD brand surveys (which we just did in August), a quarterly technology survey, and ad hoc custom research."

    Since then - I've seen one or two SSD related reports and company specific observations coming from Frank every month. So it looks like SSDs have moved up towards the top of his agenda too - just as they have for the people he's writing about.
Some IT Brand Pulse Milestones from SSD Market History

In August 2012 IT Brand Pulse launched its SSD Brand Leader Survey Report based on datacenter surveys. The scope ranges from controllers, drives and PCIe SSD cards through to various types of SSD systems.

In August 2013 - IT Brand Pulse was added to the shortlist of recommended SSD market analysts companies on
"One petabyte of enterprise SSD could replace 10 to 50 petabytes of raw HDD storage in the enterprise - and still get all the apps running faster."
the enterprise SSD software event horizon
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SSDs are hottest topic in enterprise IT - says IT Brand Pulse
Editor:- December 12, 2012 - IT Brand Pulse has published results of its Q4 mini survey of hot topics in enterprise IT (pdf) - which includes - among other things:-
  • the hottest IT company in 2012?

    #1 - Amazon
    #2 - Fusion-io
  • the most game changing IT technology of 2012?

    #1 - SSD
    #2 - CloudStack
For the other lists - such as the individuals who have contributed most to enterprise IT in the past 20 years - click on the link to the free report.

Editor's comments:- one of the signs of the SSD market growing into a seriously big business has been the growing number and diversity of market data services which analyze different aspects of this market. SSDs are getting into a lot of conversations - even when the original topic - as in this case - starts out being something else.

Although IT Brand Pulse hasn't been focused on SSDs for very long - Frank Berry and his team have done a lot of SSD related surveys and business reports in the past few quarters.

Their style of report can help its users have more confidence when making difficult decisions in a chaotic market where perfect information doesn't exist or would be obsolete by the time it's collected. See also:- market research, vintage SSD analysts
Datacenter SSD capacity may grow 8x in the next 2 years - says IT Brand Pulse
Editor:- August 31, 2012 - Frank Berry, CEO at IT Brand Pulse gave a presentation at the Flash Memory Summit - SSD Buyer Behavior (pdf) - which lists perceptions of who are the SSD brand leaders based on datacenter surveys.

Among the many findings in this presentation is that datacenter SSD users expect their SSD capacity will grow nearly 8x in the next 2 years.

Among the many brand classifications - Whiptail was ranked #2 in unified SAN/NAS rackmount flash SSDs, after the #1 ranked Nimbus.

A more detailed report - Flash Unified SSD System Brand Leaders - is available ($3,950, 19 pages).

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Smaller nuances of user behavior (which are easier to discern as patterns in a stable market) easily get lost under the noise created by headline technology changes and the market's apparent willingness to slaughter and discard once loved past industry leaders.

Whatever the root causes - the result of these "hidden segments" is that nearly all new enterprise SSD hardware products fail to achieve to achieve more than a small fraction of the business potential imagined by their creators and investors. Simply because they fail to satisfy these alternative (customer-based) views of viable SSD adoption reality.
Decloaking hidden segments in the enterprise for rackmount SSDs
the top SSD companies
updating 10 key SSD ideas in 2014
Branding Strategies in the SSD Market
Exiting the Astrological Age of Enterprise SSD Pricing
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what are enterprise SSD users thinking?

especially if it's wrong
Editor:- August 22, 2013 - In a confusing market like enterprise SSDs where the accepted wisdom of what makes good technology keeps changing - and the interpretation of market trends depends on who's looking at the same data - what can vendors do to try and make sure they're aiming in the right direction and doing things which will sell?

Getting closer to their customers is one way - and most leading vendors do that already. But it's not infallible.

How about customers they're not reaching yet? What are they thinking? - Especially if it's wrong or based on perceptions which are out of date. Vendors need to understand how users tick so they can adapt their own product plans and the way they talk about them.

About a year ago I was contacted by Frank Berry, CEO of IT Brand Pulse who told me about the new way they were doing market research into the SSD market:- surveying enterprise users and asking them what they think about brands, technology decisions and other key issues.

That sounded like a good idea - but in recent years I've heard from a great many companies which said they wanted to do more reports in the SSD market - and although I've been happy to mention some of them on this and similar news pages I've reserved my short list of special SSD market research companies for those who - in my opinion - have invested the resources to create valuable SSD insights over a period of many years. I thought it might be years before I added IT Brand Pulse to that list (if ever).

Turns out I was wrong.

And while I was aware that Frank Berry and his team have been doing more work in the enterprise SSD area in the past year - it was only when I got a summary of their recent presentation at the Flash Memory Summit - SSD Adoption Trends (pdf) in my email this morning - that I realized the scale of what they have already achieved.

There's some really useful information here about SSD user decision points and current usage preferences as well as brand data and market perceptions. (You have to skip through the early parts of the document to get to the interesting bits.)

Some of the feedback from these survey participants...
  • SSDs will be approximately 3x the current percentage of their organizations combined SSD and HDD disk capacity within 2 years
  • Virtualized servers are the biggest driver for SSD adoption (above database servers)
  • Nearly as many organizations have already deployed SSDs in some of their servers as those who have not deployed any type of SSDs at all. (A list of participating surveyed organizations is included in the paper.)
This free version of the paper includes unscaled graphs - and charts without numbers. But it makes a good read as it is. For those who need the raw data and numbers - the cost is $1,500. the article (pdf)

Editor's comments:- IT Brand Pulse has demonstrated its commitment and ability to enhance our understanding of the enterprise SSD market. So I've fast tracked them by several years into my recommended SSD analysts list.