|"Every year I
learn 2 new important new ideas about SSDs. But every year I also have to
remember to forget or discard 1 old idea which was vital to know before
because it's no longer useful, valid or true." - Zsolt Kerekes,
changed in 2013?|
training and education
acquisitions in the SSD
trust SSD market data?
Hostage to the
Fortunes of SSD
changed in SSD year 2013?
Branding Strategies in
the SSD Market
20 SSD companies - quarterly reports since 2007
PR Agencies - which are "Editor
Proven" for storage and SSD
market research news & reports|
|"This is now essential
knowledge" - says IT Brand Pulse|
Editor:- August 9, 2014 - If
it wasn't for people being seriously interested in mission critical SSD related
technologies, product architectures and being willing to invest their time in
(sometimes) bewildering content about difficult concepts as their best
defensive plan to avoid making big mistakes - I wouldn't have any readers.
although I have often commented on these pages how surprised I have been by the
high level of knowledge
and dedication evinced by those readers who contact me from outside the SSD
industry - I hadn't given much thought to what that meant in terms of an
My view (as a
been - my site is for really serious readers - and I don't aim to please
everyone by dumbing down the content. Quite the opposite in fact - as a few
years ago I decided to pro-actively disengage from user facing content about
the consumer SSD market. Other publications do that better -
see my list here.
Despite that - my readership numbers have been doing OK - with some all time
record numbers as recently as in the past 7 days.
I was content
knowing that enough of you were interested in deep enterprise SSD related
issues to stick with plan A - but I hadn't given much thought to how that
compared with the wider market.
Enter IT Brand Pulse -
who measure many aspects of enterprise user thinking about SSDs (including
perceptions and misperceptions about brand leadership).
I say "misperceptions"
advisedly because sometimes in the past - SSD vendors have been perceived to be
leaders in product categories in which they have no discernibly worthwhile
product offerings. But a good score in
(carried over from other markets) provides an opportunity for product marketers
to convert such illusions to realities - because it shows that users would be
willing to buy such products from such companies - if they actually existed.
digress. The main point I wanted to make is this.
I was surprised to
see that on page 55 of -
Whos Adopting Them and Why? - (a pdf based on their presentation
earlier this week at FMS) - on
which page IT Brand Pulse had taken a measure of user willingness to invest
time into looking at the details of
characteristics - and their conclusion is...
"This is now
essential knowledge. - Only a little more than 25% of enterprise users
will not deep dive into the technology."
I don't know
about you - but I find that reassuring.
I've focused on just one
page in what is - with pictures - an 80+ page document. IT Brand Pulse's
paper provides an entertaining and informative tour of the recent 2-3 years in
the enterprise SSD market. And if you want the numeric data to scale the
graphs shown in their paper - it only costs $495 - contact
firstname.lastname@example.org to order. ...read the article
storage market research,
SSDs - the Survive and Thrive Guide,
the Top SSD Companies in Q2 2014
Editor:- July 28,
2014 - StorageSearch.com
today published the new
29th quarterly edition of the
Top SSD Companies -
based on metrics in Q2
This is the list which really matters for those running SSD
companies and their stakeholders - because of its 7 year proven track record
of picking up advance business and technology trends and the companies to
Decloaking hidden segments in the enterprise
May 28, 2014 - StorageSearch.com
today published a new article -
hidden segments in the enterprise for rackmount SSDs
Some of the
world's leading SSD marketers have confided in me they know from
their own customer anecdotes that there are many segments for enterprise
flash arrays which aren't listed or even hinted at in standard models of
the enterprise market.
Many of these missing market segments don't
even have names.
Hey - that means SSD-world is like a map of the
US before Lewis and Clark.
If you're a
VC should this make
you anxious or happy?
If you're a user - maybe that's why no one is
delighting you in the way you think you deserve.
That's what led me to
write my new article. ...read the
TrendFocus reports SSD shipments in Q1 2014
May 10, 2014 - According to a
report by TrendFocus
- the top 2 SSD companies (based on the number of drives shipped in Q1 2014)
with 32% of the market and 26% respectively.
You can see a table
listing the other top companies in the
summary by StorageNewsletter.com here.
the Top SSD Companies in Q1 2014
Editor:- April 30,
2014 - StorageSearch.com
today published the 28th
quarterly edition of the
Top SSD Companies List
based on metrics in Q1 2014.
Newcomers to the list included
Maxta and A3CUBE and there were
significant movements in the top 10 companies. ...read the article
SAS SSDs - the stellar performers in the 2013 enterprise market
March 20, 2014 - I asked Gregory
Wong, President, Forward Insights
if he could enumerate for StorageSearch.com
readers what he meant by his tantalizing comment that - "within the
enterprise segment, SAS SSDs stood out as the stellar performer" - which is
something he said in a recent email promoting another new SSD market report.
empathetic to the business pressures of those in the
storage market research
business - and keenly aware of the thin line which divides - on the one
hand - saying too little - so that potential buyers find it hard to assess if a
new report will be money well spent - and, on the other hand - saying too
much - and worst of all - revealing the exact things which report buyers
would happily pay to know.
That's because in 1992 when I started
outputs of my own enterprise market research - I did it the hard way - as
carefully formatted market reports which cost money. Luckily there was a much
easier business for me - as I learned in 1996 when I went over to the dark side
of a web advertising
driven business model - in which content and ideas were tossed into the
eco-sphere of http and it was much easier as I could save time by linking to
raw content - instead of having to make it look pretty.
So what I
actually said to Greg - re his SAS SSD "stellar performer"
comparison was this...
"Without giving too much away... would
you be prepared to illustrate that statement with a comparison or number?"
Greg gets a lot of email - and so do I - and sometimes they just disappear deep
down the screen. But between the two of us this one has resurfaced.
I can convey to you Gregory Wong's assessment that in 2013 - the SSD market
grew 38% on unit basis and 28% on revenue basis. The corresponding growth rates
for SAS SSDs were 134% and 69% respectively."
is just one tiny snippet of data from one of his
many detailed reports
about the SSD market. So - if you need to more details about the plot - and
have the money to buy the book - that's a useful data cavern to rummage around
what changed in SSD year 2013?
Editor:- December 18,
2013 - unlike the hard
drive market where the basic ideas haven't changed much in recent decades -
important ideas in the SSD market seem to change nearly every year.
avoid making bad decisions you not only have to learn new SSD ideas each year -
but you also need to identify which old SSD ideas to forget because they're
no longer helpful.
Reviewing what those ideas are - (which to
assimilate and which to forget) is the theme of my
home page blog.
reasons to expect more PCIe SSDs in 2014 PC Market
December 16, 2013 - A new
in DRAMeXchange discusses the issue of
SATA 3 SSDs being
replaced by PCIe SSDs
in the consumer SSD
market in future designs of PCs. ...read the
New report from the Spur Group tracks "share of voice"
in rackmount SSD market
Editor:- October 15, 2013 - The Spur Group today
a new market report service -
Share of Partner
Voice: Storage and SSD ($4,995) which compare the sales channels for 4
encumbant rackmount storage platform vendors:
Dell against the channel
efforts of selected rackmount
SSD suppliers including:-
Whiptail and others.
Spur Group says its "Share of Partner Voice" web based methodology
is rooted in "extracting website content from over 76,000 technology
service providers, hosting companies, software developers and other customer
facing technology suppliers through a proprietary crawler."
Ross Brown, senior principal
and the lead author of the report, said - "Our approach to measuring Share
of Partner Voice® shows that Violin Memory is outpacing the market, with
more than twice the brand presence of its nearest competitor. The report also
highlights why the market for
companies is accelerating, as the channel adoption is happening very quickly and
often at the expense of incumbent platforms."
comments:- As you know I'm a great believer in the value of using raw web
data to get insights into fast changing emerging markets - which is why I
launched the Top SSD
Companies series - 6½ years ago.
The raw data types and
methodologies which The
Spur Group use are completely different to ours. They look at different
types of web activity and are based on different population samples - so the
results and inferences are going to have different use cases too.
growing ecosystem for storage
and SSD market data companies is a healthy sign that more economic
activity in future will become SSD-centric.
But a bigger SSD market
means bigger risks too.
This is a complex and innovative market - so
it's very easy to miss key products, companies and trends in the SSD market
compared to the comparative ease with which you can assess what's happening in
the "no great surprises here" technology museum segments
elsewhere in the enterprise.
SNIA opens new SSD survey
Editor:- October 11, 2013 -
SNIA is running
online survey on SSD features
(interfaces, apps etc) - to learn more about the market. The survey is open
till the end of November - and the results will be announced at
Storage Visions next
wonder why all big SSD users will inevitably pedal back their
Editor:- October 8, 2013 - Before you make that next
presentation about what's happening in the business world of enterprise
flash, or before you commit to any future datelines for hard drives being
sold into the enterprise you'd be well advised to
meet Ken and the enterprise SSD
software event horizon - the (long anticipated) new home page blog on StorageSearch.com.
what are enterprise SSD users thinking? - especially if it's
Editor:- August 22, 2013 - In a confusing market like
enterprise SSDs where
the accepted wisdom of what makes good technology
- and the interpretation of market trends
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?
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
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.
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 -
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.)
the feedback from these survey participants...
- SSDs will be approximately 3x the current percentage of their
organization's combined SSD and HDD disk capacity within 2 years
- Virtualized servers are the biggest driver for SSD adoption (above database
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. ...read
the article (pdf)
- 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.)
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
SAS SSDs are expected to enjoy significant growth and represents
the largest enterprise SSD revenue opportunity in 2015-2017 - says HGST
August 20, 2013 - The headline above was one of the messages in a
presented by Ulrich Hansen
Sr. Director, SSD Product Marketing, HGST - at the Flash Memory Summit- in which
he also gave aggregated forecasts for various types of enterprise SSD - from
which the image below is extracted.
Click on the image below to see
the full text and the other half of the image which shows revenue forecasts too.
Survivor's Guide to Enterprise SSDs
Hostage to the Fortunes of SSD
Editor:- July 3, 2013
Hostage to the
Fortunes of SSD - is the title of the new home page blog here on StorageSearch.com
lot of the conversations I've been having recently with SSD companies and
investors I've found myself trying to explain what the underlying pressures
are which compel rational companies to follow what appears to be irrational
business strategies. ...read
Are YOU looking for hot new ideas about SSDs? - and would you
like to meet similarly minded people?
Editor:- June 6, 2013 -
Market research is one of the main reasons that people go to events and
now opened for the - Flash
Memory Summit - which takes place August 13-15 in Santa Clara, CA -
where you can
from, meet and talk to a lot of people who are making new things
happen in the world of flash and SSD technology.
Pricing is from
around $595 for 1day upto $1,395 for 4 days (which includes the
pre-conference- in case like me you were wondering where that extra 4th day
came from) - and also includes lunch(es).
I was surprised and gratified to see that the email I
received about this event (which is indisputably the main gig in the "advancement
of flash" annual events calendar) includes a quote from yours truly
saying that - "I now have good reasons for thinking that SSDs have the
potential to eventually become a $100 billion / year market by the close of this
So I guess it's now up to you all - out there - to prove me right.
(No pressure.) It should be easy. I stole the idea from you in the first place.
|exciting new directions in
Editor:- May 29, 2013 - If you're an enterprise
user who is already sold on the idea of using more SSDs - what could be
better than a great new SSD drive?
If you're an SSD vendor looking for
the magic formula to open up vast new untapped markets for SSDs - what
kind of solution do you need to offer to attract enterprises who aren't at
the sharp end of the performance pain curve, are content with the speed they get
from HDDs and who aren't even looking at SSDs for their network storage?
is a problem which has been occupying the SSD industry's smartest product
architects for years. And their answer to both questions is the same - although
the product details vary according to the target market. - It's a new type of
A new generation of enterprise SSD rackmounts is breaking
all the rules which previously constrained price, performance and
reliability. The sum impact of cleverly designed SSD arrays is systems which
are many times more competitive than you would imagine from any tear-down
analysis of the parts.
The new SSD folksy wisdom - "you can't
second guess an enterprise flash array from knowing what drives are in it"
- may soon have to join the - "you can
no longer judge
an SSD from simply knowing its memory".
Anyway - to get back to
my headline today - the new math of this new reality SSD box trend - what's
behind it, where it's going, and some of the vendors driving it - are explored
in my recent home page blog on StorageSearch.com
directions in rackmount SSDs. ...read the
new report by Forward Insights ranks SSD vendors by revenue
May 13, 2013 - Forward
Insights has published a new report
SSD Supplier Status
2012 ($4,250) which among other things ranks vendors by revenue in these
market research news
new WebFeet report on 2012 non volatile memory market
April 16, 2013 - the
flash memory market was
worth just under $28 billion in 2012 - down 3% from the year before -
according to WebFeet
Research - who have
a new report CS700MS
($2.5K) which analyzes nvm market share.
We're #1 in SSD revenue - says Micron
March 7, 2013 - Micron
sees itself as the biggest SSD company - in terms of revenue, with about 6%
market share in enterprise SSD - according to Kipp A. Bedard,
VP Investor Relations - at a recent investors conference - transcribed in
an article on SeekingAlpha.com
"In terms of SSDs, if we specifically broke out our SSD
revenues, we'd probably be the largest SSD public company today. If I had to
guess, we're probably running on a revenue basis somewhere around 80%, 85%
client, 15% to 20% enterprise"
Other interesting observations in
"The average smartphone includes 30GB flash."
"We believe the
client SSD market
is growing about 20% units q-over-q." ...read the article
new report on embedded flash drives
February 20, 2013 - Web-Feet
Research expects revenue in the embedded flash drive market to reach
$15 billion in 2017 - "driven heavily by mobile handsets,
tablets, portable media players, digital camcorders, GPS, digital radio along
with the adoption of flash cache in notebook and desktop PCs."
In this context EFDs and cards are defined as sub-systems of solid state
storage ranked below SSD.
The company recently published a new report
Drives, eMMC and emNAND: 2010-2017 (134 pages, $5.5K) which includes
forecasts for EFD applications and related markets.
2017 could be 1st billion dollar year for non-flash nvm
February 18, 2013 - Yole
a new market report - Emerging Non-Volatile Memories (5,990 euros) which
describes why and how emerging alternative
NVM (FRAM, MRAM/STTMRAM,
PCM, RRAM) could grow from $209 million revenue in 2012 to $2 billion in
Among other things - the report says 3D RRAM could start to be
used in SSDs in 2017-2018, when 3D NAND's scalability prospects are
anticipated to worsen.
Can you trust SSD market data?
Editor:- February 12,
2013 - StorageSearch.com
today published a new SSD home page blog -
trust SSD market data?
Can you trust market reports and the handed
down wisdom from analysts, bloggers and so-called "industry experts"
any more than you trust SSD benchmarks to tell you which product is best? ...read the
iSuppli says SSD shipments in 2016 will be 6x 2012 level
January 23, 2013 - iSuppli
that worldwide SSD shipments this year will rise to 83 million units this year,
up from 39 million in 2012.
iSuppli also said it anticipates that in
2016 - SSD shipment volume could be 239 million units - equivalent to 40% the
size of the hard drive
the Modern Era of SSDs
Editor:- January 7, 2013 - My
home page blog -
Transitions in SSD - mentions some of the key changes in the SSD market
which took hold in recent quarters - but in my
SSD news page blog - I
discuss the Modern Era of SSDs (which is only 10 years old) and explain what
made it different to the earlier phases in the
30+ year old
SSD revenue data from - Forward Insights
December 17, 2012 - I've lost track of how many new
SSD reports and
updates have been announced recently by Forward Insights
- but one of them - SSD Insights Q4/12: Client Down, Enterprise Up - includes
data and revenue forecasts for the enterprise SSD market.
Author Gregory Wong told me that
his estimate for enterprise SSD revenue in 2012 - which includes enterprise
drives and modules (SAS, SATA and PCIe) but excludes
and therefore also excludes proprietary SSDs built for use within racks from
companies like Violin
and Texas Memory Systems
- is $2.9 billion.
STEC mini-survey suggests that 60% of serious VM users already
Editor:- August 28, 2012 - A
of visitors attending the first day of VMworld - and conducted on behalf of
suggested that over 60% of attendees already had SSDs in their
datacenters but also that less than 50% of their business-critical applications
are currently supported by SSDs.
what's the role of social media in electronics design?
June 20, 2012 -
Times is running a survey to see whether electronics engineers consider
social media useful in their work.
TrendFocus launches new memories in SSDs report
May 2, 2012 - have you ever wondered what percentage of a memory maker's SSD
output is SLC or MLC or TLC? and other things like that?
has launched a new NAND/SSD Information Service which includes that kind of
data. The company says that the SSD section of the report will include client
and enterprise SSD memory shipments and forecasts.
the top 10 microcontroller companies
29, 2012 -Databeans
this month published a
on the microntroller market ($3,600 132 pages).
published a free giveaway in their newsletter which ranks the
top 10 microcontroller
companies by revenue. Although these reports are cumulative across all
markets and not just SSD - I thought you might be interested. See also:-
7 SSD types will satisfy all future enterprise needs
March 27, 2012 - StorageSearch.com published a new article today -
an introduction to
enterprise SSD silos - or 7 ways to classify where all SSDs will fit in
the pure SSD datacenter.
"SSDs aren't islands - their data always
comes from and goes on to other SSDs. Enterprise SSDs which have been designed
without any reference to how they will segment and interact with other types of
SSDs - in the mind's eye of the customer architecture - will eventually fail in
The enterprise SSD market is complicated enough
already but only 7 distinct types of SSD classes are needed to sustainably
satisfy all the architecture needs in the pure solid state storage data center.
...read the article
new article on Enterprise SSD Array Reliability
March 1, 2012 - Objective Analysis
has published an article -Enterprise
Reliability, Solid State Speed (pdf) - which examines the conflicts which
arise from wanting to use SSD for enterprise acceleration - while also
preserving data protection in the event of SSD failure.
and architectures are required - because traditional methods can negatively
impact performance - or - as in the case of RAID - don't always work.
"RAID is configured for
HDDs that fail
infrequently and randomly. SSDs
fail rarely as well, but fail predictably" says the author Jim Handy -
who warns that "SSDs in the same RAID and given similar workloads can be
expected to wear
out at about the same time."
He examines in detail one of the
many new approaches to high availability enterprise SSD design - that's used in
the article (pdf)
the SSD reliability
availability enterprise SSD directory and
SSD market analysts.
new report from Forward Insights
31, 2012 - Forward
Insights has recently published a new report -
SSD Technology and
Applications: A Primer (88 pages $1,499).
Author Gregory Wong says - "It's
an ideal guide for novices interested in acquiring a basic understanding of SSD
technology and applications as well as a handy reference for more experienced
Editor's comments:- Among other things
pdf for more details) Greg says the report also provides an overview of the
competitive landscape for SSDs.
See also:- SSD
notebook SSD ASAP shipments may grow 100x
January 12, 2012 - iSuppli
says that the use of SSD as cache in ultrabooks (SSD notebook ASAPs)
will grow from just under a million units in
nearly 26 million in 2012
and then may
growing to 120 million units by 2015. See also:-
how can all these SSD companies keep growing?
November 21, 2011 - I'm often asked this question...
enterprise SSD market be big enough for all these companies [list] to grow?
today I've published a new article - which summarizes what I've been saying to
the readers I talk to. But I've redacted the actual company names from [list] -
because everyone's got their own little list of SSD companies for which my
answer may hold true. ...click to read
tales from the enterprise storage sales trench
June 22, 2011 -
tales from the
enterprise SSD sales trench is the topic of a new blog by
It's tempting to think that there's an idealistic "right
way" for big bucks storage users to go about the process of deciding
how to get more performance out of their increasingly virtualized systems. In
real life big money gets spent - but big performance doesn't always
So what are the challenges for the SSD industry selling the
airy fairy concept of better storage performance? - when most enterprise
users don't have a good grasp of how their existing systems work - and when -
as Woody says - "Some high percentage of IT buying is done without any
real research. " ...read the article
Web-Feet launches top 30 SSD oems SWOT service
April 14, 2011 - Web-Feet
Research has added a quarterly SSD company SWOT market analysis
service to its range of SSD reports.
Web-Feet says that given
the large number of players in the SSD market, it is not an easy task profiling
each company from a competitive position. Their new publication covers 30
notable companies with SWOT analysis along with product summaries and other
information to help compare companies with each other.
utilizes the Excel " Filter" feature to select specific companies
and/or market segment to assist users in their company analysis and provide
additional insights on their competitors.
The full SSD SWOT package subscription for 4 quarters costs $7.5K,
or individually the cost for the first quarter edition is $3.5K and $2.5K for
each quarter thereafter. Alternatively for customers who buy the SSD Markets
and Applications series (which costs $9K) the SWOT is bundled at no
New companies will be added each quarter with SWOT analysis and
pertinent data. For more info phone
Alan Niebel +1
831.373.1985 or email Alan.Niebel@web-feetresearch.com See also:-
SSD market analysts
||Market research can help you avoid going
down a dead end track|
|Who are the top SSD
companies? ... the companies which you absolutely have to look at if you've got
any new projects involving SSDs? |
|the Top SSD Companies|
| In the modern era of SSDs
- the customer has received their education about what an SSD is - and what it
can do - from many sources. So when they talk to a vendor - the customer says -
don't tell me about SSDs. Tell me instead how you fit into my idea of
the SSDs I'm looking for.|
|Looking back at the last 5
years or so - since the start of the SSD market bubble - I realized - while
writing this - that if I were to create a list of all the financial institutions
who have directly contacted me with questions about the SSD market it would
start to resemble - in length - something akin to my (seldom maintained because
it's already far too long and unwieldy) list of SATA SSD companies. |
|who's who in SSD
Ridgetop Research (July 16, 2014)
|"When I talk to SSD
companies - an interesting part of the conversation is often trying to figure
out how products - which barely exist yet - will compete and fit into an
infrastructure which doesn't exist either..."|
Analysis in SSD Market Forecasting|
|In the early 1980s -
Intel's 1M bit bubble memory created a lot excitement as a new non volatile
solid state memory technology. |
It was positioned as a solid state
But it wasn't scalable or cost effective.
Intel spun off the magnetic division in 1987 to Memtech (who later
made military flash SSDs) but bubble memory dropped into oblivion.