When Pure Storage Inc. began pushing out products in 2012, it had to disrupt a market dominated by block solutions. The company did just that with its novel approach to flash storage. By offering non-volatile memory express-grade of performance in its array, it undercut the competition in the most meaningful metrics, including performance density, allowing for bigger databases, more users and more applications with fewer storage arrays.

While the old guard was unsure of flash storage as a viable backbone of large-scale enterprise backup and recovery, its importance in the enterprise is an inevitable truth today, according to Michael Sotnick, vice president of global channels and alliances at Pure Storage. 

“We were before the inevitability of flash as the data center’s primary storage solution,” Sotnick said. “Now in data protection, flash as a component to a robust, secure data protection — both as a target for backup and as a source of recovery — is inevitably to be part of that conversation. So flash is there.”

Pure Storage further strengthened its security and cloud-native offerings by acquiring Portworx in 2020, enabling much-needed capabilities such as Kubernetes backup/recovery, cross-cloud and data migrations, and automated capacity management.

Join theCUBE, SiliconANGLE Media’s livestreaming studio, and Pure Storage on June 1 at 9 a.m. PT for the “At Your Storage Service” event to hear from theCUBE analyst Dave Vellante and expert guests on the transformation of the traditional enterprise storage landscape, the shift to storage-as-service, and how cloud solutions company Open Line B.V. is embracing the as-a-service economy.

Why should hyperscalers have all the fun?

Amazon Web Services Inc. is often credited with pioneering the modern cloud as we know it. And just as the cloud changed how the enterprise stored, analyzed and applied data, it also influenced how companies access compute and storage resources.

“When AWS introduced the modern cloud in 2006, many didn’t realize the impact it would have on the industry,” Vellante said. “But some did see the future of an as-a-service economy coming. I mean SaaS offerings came out several years before, and the idea of applying some of these concepts to infrastructure and simplifying deployment and management looked enticing to many customers.”

While the idea of customers consuming the exact amount of a required quantifiable product wasn’t unheard of, it only reached public consciousness in the late 2010s, Vellante added.

Building on a “no-forklift approach to infrastructure that was ahead of its time,” according to Vellante, Pure Storage now has a suite of true storage-as-a-service offerings — where client capacity and performance requirements are proactively and continually matched, porting the general SaaS idea to infrastructure and microservices.

Pure Storage is also a strong proponent of the API economy, as evidenced by the company’s partnership with Veeam Software Corp.

“At the core, it’s the software that matters,” Sotnick said. “And that’s really what drives the user experience. And we’re proud to be the development partner on the Universal Storage API … for Veeam. That is an essential ingredient to success for the joint Pure and Veeam customer experience. It gives them that single pane of glass.”

Livestream of ‘At Your Storage Service’ special event

The “At Your Storage Service” event is a special virtual livestream from theCUBE and Pure Storage Inc. You can register for free here to access the live event. Plus, you can watch theCUBE’s event coverage on-demand after the live event.

How to watch theCUBE interviews

We offer you various ways to watch the live coverage of “At Your Storage Service” event, including theCUBE’s dedicated website and YouTube channel. You can also get all the coverage from this year’s events on SiliconANGLE.

TheCUBE Insights podcast

SiliconANGLE also has analyst deep dives in our Breaking Analysis podcast, available on iTunes, Stitcher and Spotify.

Guests

During the “At Your Storage Service” event, theCUBE analysts will talk with Prakash Darji, general manager of the Digital Experience Business Unit at Pure Storage; Steve McDowell, senior analyst of data and storage at Moor Insights & Strategy; and Emile Stam, chief commercial officer and chief marketing officer at Open Line BV.

(* Disclosure: TheCUBE is a paid media partner for the “At Your Storage Service” event. Neither Pure Storage Inc., the sponsor of theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Image: SiliconANGLE