Ehud Rokach, general manager and cofounder of XtremIO, joined John Furrier and Dave Vellante on the theCUBE at EMC World to talk about the role of XtremeIO and how the evolving technology landscape is changing perceptions both inside and outside the business.

The talk started off with a little admiration from the hosts at how successful XtremIO has been as a product. Rokach replied that the adoption of XtremIO has been amazingly fast, and that it is taking the market by storm.

A transformation in data storage

“I think what we are seeing is the ability to create real transformation for customers,” Rokach said. Several years ago, XtremIO was only for companies that needed incredible speed for critical applications, but now the technology is coming to businesses for other reasons. The efficiency and simplicity of XtremIO, combined with the range of services it offers, makes the switch very attractive.

The secret to XtremIO’s success is that it’s not made for a single type of workload. Instead, it performs well under many different use cases, giving customers flexibility in how the technology works for them. Companies have been leveraging XtremIO to create larger storage pools, and they’ve discovered its benefits in both speed and simplicity.

The road behind and ahead

The story of XtremIO starts as a small company purchased by EMC. Rokach related how the decision to join EMC was based on a desire to improve their chances to lead and win in the market. Since then, EMC has provided a great deal of support and independence to XtremIO. This strategy has paid off in success.

As for what’s next on the roadmap, the first thing is the announcement of XtremIO 4.0, a new version of the technology with many new features. The idea for this new version was to add a slew of capabilities that would really tip the balance for companies considering an all-flash datacenter.

Beyond that, Rokach had great hope for the future. With innovations in the pipeline and support from EMC, he saw XtremIO running ahead of the competition for some time to come. Repeat business and momentum in the market were also good signs.

“The best thing that gives me confidence is the feedback we get from our customers,” he said.

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of EMC World 2015.