Beware of Square-Peg Salesmen with Hammers

by X-IO Technologies  |   in Blog, Commentary  |   Comments Off on Beware of Square-Peg Salesmen with Hammers

By Gavin McLaughlin, Solutions Development Director, X-IO International

Gavin McLaughlinOpen any IT magazine, read a technology news website, or subscribe to any data storage mail lists and you’re probably fed up to the back teeth with headlines that make such bold statements as “How to Use SSDs in Your Business” or “Why Hard Disk Drives are Dead.”  Whilst most intelligent readers will have the sense to take over-dramatised headlines with a pinch of salt, there are sadly many falling for the hype.

All marketing noise aside, there’s a concerning trend emerging here and that’s the over-use of vendors selling storage components (be it in the form of flash, SSDs, hard drives, or cardboard boxes) rather than selling business-effecting solutions.  “Customers don’t buy storage, they buy solutions” is an old cliché amongst sales teams; however, it suddenly seems to have been forgotten within the storage industry.

If I look back at some recent customer projects that I’ve been involved in, the opening line from IT departments has been things, such as . . .

  • Our SAP system is running slow and we think the storage layer might be an issue
  • Our system performance drops when we’re around 85% full
  • We spend way too much operational time escorting service engineers in the building

With all of these, the customer was leading with a business challenge that may require differing toolsets to solve the underlying technical issue.  Would running into their building shouting, “Hey, swap out all your HDDs for SSDs!” solve their problems?  Well, whilst there’s always a chance someone could get lucky, they may well find that this is just a short-term solution, that they’ve shifted the bottleneck elsewhere in the stack, or even that they’ve just dramatically increased the risk of system failure.

What we’re seeing all of sudden is a dramatic increase in the number of single-technology vendors, particularly all-flash-array sellers, trying to argue that their technology is the only tool for the job and therefore, flash is the saviour of all storage woes.  To coin a commonly used analogy:  this is a great example of a salesman who only sells square pegs, trying to convince you that his product is a perfect fit for a round hole, and he’ll give a free hammer to you if you buy them.  Of course the answer is to buy the right shaped peg for the appropriate hole, but of course he’ll have a go at convincing you that the hammer option is much simpler and will save you time.

Flash is a great innovation for the storage industry, there’s no doubt about it; however, it’s just a tool, not a solution.  The correct way to look at all these new storage approaches is to first look at the challenges your organisation faces, and then when it comes to building out a solution, see what toolsets can help you solve those challenges in the most efficient manner.  Somehow, I doubt that the most efficient approach will involve a hammer.

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