We’re at inflexion points in mobile, cloud and Big Data. Andy Monshaw, GM, PureFlex, IBM stopped by #theCUBE at IBM Edge to chat with the hosts Wikibon Senior Analyst Dave Vellante and Wikibon Analyst Stu Miniman.

Monshaw discussed how he thinks the industry is driving levels of requirements for infrastructure and applications we haven’t see in a long time. The industry is driving complexity points, and we can’t move fast enough to the new because the old is a boat anchor, says Monshaw. IBM introduced PureFlex into the market 10 months ago to solve the -as-an-integrated-Infrastructure solution, the PureFlex System combines compute, storage, networking, virtualization and management into a single infrastructure system.

Monshaw explained that PureFlex is only 10 months since launch, but IBM has shipped over 4,000 systems to over 90 countries. He further detailed that they have over 180 service providers, and Vellante chimed in that he’s seen they have a backlog of 4,000 POCs (proof of concept). One of key successes of IBM’s PureFlex is that the design point of the system is the Flex System itself is the building block. Hence the name PureFlex.  Compute, storage, networking, virtualization and management are all part of the Flex System — and PureFlex can gain economies because the building blocks work well across all levels.

Targeting the right markets

For PureFlex, a good percentage of its business is actualizing in the growth market units. For example, Monshaw recently launched PureAfrica. Deployment of application benefits in the system is really resonating in these other territories well, discussed Monshaw.

That’s when things got interesting.

When asked what PureFlex’s angle on what was happening in hyperscale and to what degree it will penetrate the market, Monshaw didn’t hold back. “The movement to cloud is happening at a rate and pace that even the analyst aren’t recognizing…an example is clients using Salesforce.com, and that is a cloud service. They don’t think that way,” said Monshaw.

He then makes a bold prediction.

I believe what we’re going to see in the marketplace is the second wave in the VM effect…SMB are moving their business to a highly virtualized servers…Second virtualization effect…IBM has a massive cloud offerings…There are thousands and thousands mid-sized managed server providers…The opportunity extends well well well beyond a few big players.

While the majority of the market is moving to the cloud, in Monshaw’s estimation it isn’t a zero-sum game. For general business purposes, the second wave will be “‘I need to go mobile, I need to get security.’  These capabilities are driving people to service providers that offer very economical solutions. Will it all move to the cloud? Probably not, but I do think this trend is just beginning, and I think the buyers behind this trend will be different, a lot of the budget will show up in new and different areas…It’s happening so much faster than we’re talking about on a point to point basis,” said Monshaw.

The cost of doing security cannot be born for mid-sized business today — its too expensive. That is why much of the market is moving to the cloud, as “security is being rewritten” or given a “redo,” so-to-speak. Capabilities shift and requirements are driving that move to the cloud even faster. It is Monshaw’s belief that the virtual desktop will take off much faster than people are acknowledging. “The experience itself is finally there,” said Monshaw in response to Why the Virtual Desktop Infrastructure (VDI) and why now?

• PureFlex is a game-changer

PureFlex is at about 70 percent channel participation, and a true game changer, for it has been partner delivered services. This is where PureFlex trains partners and the partners then deliver partner branded IBM support solutions.

The competitive angle for PureFlex is a truly matured service offering. The competitive environment they are the most successful in is an environment where clients understands the breadth of what PureFlex is offering. Monshaw believes that competitors are single threaded, and there isn’t one that can do everything that IBM PureFlex can. The added value you can capture with a system like PureFlex is the biggest differentiator according to PureFlex.