EMC heads back to the high-stakes software table

Software initiatives are likely to be a big part of EMC World this week

By , IDG News Service |  Storage

EMC's big bet on software is likely to get even bigger at this week's EMC World conference in Las Vegas.

A year ago, the company announced ViPR, a storage virtualization and management platform designed to span hardware from across EMC and other vendors. This year, EMC may make that platform do even more, and it will showcase another concept for so-called software-defined storage even as it continues to rely on dedicated hardware systems as a mainstay of its business.

EMC has made a fortune selling smart storage boxes, such as its VMax and VNX arrays, but its future vision is more focused on the smarts than on the boxes. The company says it's committed to what it calls a "third platform" of computing built around cloud, mobile, big data and social networking. In that world, storage resources can reside in a number of different places and the real money is in the software that controls them.

Several developments over the past year, in addition to the ViPR announcement, have pointed in that direction. In September, ViPR 1.0 became available for non-commercial use. At the same time, EMC announced the Project Nile private-cloud storage architecture and improvements to its Storage Resource Management software suite.

Nile, which the company has said will come out in the first half of 2014, might launch at this week's show. Broader support for third-party hardware in ViPR may also come out. And EMC World 2014 will see at least one new software-based development: Project Liberty, an emerging technology in which EMC's VNX software runs independent of its VNX hybrid arrays.

The company is committed to a software-centered future, but it can't get there overnight, analysts said. Both within EMC and among its customers, there's still too much reliance on traditional systems even as shipments sag for some of those platforms. For example, in the first quarter of this year, revenue from the VMax line of arrays fell by 22 percent from a year earlier. While all this is going on, EMC is far from neglecting its hardware. In the past year, the company has also introduced major new flash-oriented versions of the VNX and the smaller VNXe and started shipping its all-new XtremIO flash array.

"The challenge is fighting a war on two fronts," Enterprise Strategy Group analyst Mark Peters said. And while cloud and virtualization are probably causing some tension among business units at EMC, the same is happening between the old guard and new arrivals in some IT departments, he said.

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