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Fast and Effective Dedupe

Posted by Carter George On March - 3 - 2010

I’ve noticed a few blog posts recently about speed of deduplication in the modern data center. I agree that speed is an important factor, but keep in mind that not all dedupe is created equal. That is to say, fast is good, but only if you are also effective. One of the tricky things has been that the easiest data to compress is also usually the most carefully performance tuned. A great example of this is a database. This is because databases are comprised of simple alphanumeric fields and sparse tables. All of that is easy to reduce in size.

However, a company’s core transactional database is the most conservative asset in the data center. Introducing compression would save space, for sure, but you could only use very fast, simple compressors there. At the same time, customers will be hesitant to deploy a new layer of processing in their most sensitive application.

So, where is most data growth? In fact, it’s being driven by unstructured data – Office documents, rich media, email with attachments, PDFs, Flash videos, and so forth. This complex data does not lend itself to fast simple compressors. But perhaps we should back up for a moment and think about how customers have been behaving all along.

Throughout the history of storage, there have always been tradeoffs available between fast expensive storage, and slower but cheaper alternatives. This is not a bad thing. It gives users alternatives based on their priorities and budgets. Back in the old mainframe days, these choices were between very expensive mainframe memory and “offline” storage like drums, cards, and tapes. Today the technology is all much bigger, faster, cheaper and sexier. But really, the tradeoffs are the same.

Data reduction technology adds another layer of choice above and beyond the traditional hardware choices. Now in addition to choosing whether you want fast, expensive solid state disk (SSD) or slower but very cost-effective SATA, you can also choose whether you want to compress and/or deduplicate the data that is stored on those disks.

Just like physical disks, compression and dedupe come in a range of speeds and capabilities.
There are simple and very fast compressors that are essentially invisible in terms of their impact on storage performance. There are more complex compressors that get better results, but which may take longer, either to compress or to decompress the data. Deduplication, done well, should always be pretty fast, and streaming dedupe rates of well of 300MB/sec are now available from many vendors (including Data Domain and Ocarina).

The emergence of tools to automatically tier data to its appropriate place help make the use of all of these technologies more feasible. That applies as much to solid state disks as it does to dedupe and compression. When data tiering can be made invisible to end-users and applications, then implementing multiple physical and logical tiers of storage becomes practical.  Good examples would include EMC’s new FAST tools, Compellent’s “Fluid Data Storage”, and HDS’s Data Migrator. When users or administrators have to move data by hand to get it to a compressed tier or a solid state disk, then the operational costs offset the capital savings.

You might want to be wary when someone’s biggest claim to fame is fast dedupe. Just as the old mainframe admin had to decide whether something was important enough to live in RAM, or could be stored on cheaper tapes instead, today’s IT shops have to decide where it is most important to try to get data reduction, and what tool will get the most bang for the buck for that kind of data. You need the whole story, and then you can decide based on your own priorities.

The Environment Still Matters

Posted by Sunshine On February - 22 - 2010

With all the talk about the data inconsistencies around climate change theory, one issue that I’d hate to see lost in the shuffle is the actual environment. That is, while I personally have been skeptical for some time about the alarmist tone many scientists took regarding global warming, it would be a shame if there was such a backlash that people forget about the much more crucial, larger issue at stake. That is, we need to look at all the ways –on macro- and micro-scales–that we can reduce the overall pollution we generate through our daily habits.

One of the persistent myths about the Internet is that it is clean and green. We overestimate the value of going “paperless” while lowballing the effect on the environment of data centers. One need only look at an online pub like Data Center Knowledge to see that one of the most talked about issues in data centers today is how to reduce rack space, cooling and other energy costs associated with storage. (Another great resource is Greg Schulz’s StorageI/O blog.) This is particularly true of the data being generated through our new Web 2.0 sharing habits. Jon Toigo can laugh about the exploding digital universe all he likes, but it’s still the case that data growth is going like gangbusters in this socially networked era. Recession or no recession, there is a growing demand for ways to make storage more efficient.

Large players in this space are all too aware of the environmental and financial costs of such rapid data growth. Every time you share a photo or video, you’re contributing to it. And who among us doesn’t do this nowadays? In response. companies are experimenting with all kinds of techniques, including new building designs making use of outside air, reducing overall rack space usage with data reduction such as is offered by this blog’s parent Ocarina, cloud adoption, and so on and so forth. Companies like Google, Yahoo and Facebook are also creating next generation storage architectures that are more efficient for handling the realities of today’s internet. In short, let’s be sure, as we discuss the fallout from the latest global warming debate that we don’t start acting too lax about the effect of our actions on the planet.

Storage Trends - Customer is King

Posted by Sunshine On February - 4 - 2010

kingcustomerLast week’s BD Event was more than just a deal making event. It was a chance to learn about new product releases and trend in the storage industry. The big picture: gone are the days when end users had to accept whatever the storage industry handed down to them. Today’s small-to-medium-sized storage operations are all about designing systems in response to customer needs. Whether that’s developing end-to-end dedupe, refining and improving processes for data recovery management, delivering automated marketing tools, improving data migration, or creating storage that is more energy efficient, the push is towards designing systems with real world customer needs in mind.

The BD Event organizers’ deep connections within the storage arena meant that the two-day conference in Palo Alto drew a who’s who of industry folks. I was particularly pleased to see the number of analysts and consultants on site, including Jerome Wendt, George Crump, Deni Connor, Dave Vellante, Stephen Foskett and Tony Asaro (who unveiled his new project, Voices of IT). I also spoke at length with storage writer Howard Marks, who has a new project called DeepStorage.net that looks very promising for companies seeking solid research that they can use as outbound marketing.

Pleasingly enough, this blog’s parent Ocarina was very much the talk of the conference after kicking off the first day’s emerging vendor showcase. Carter George, VP Products gave away the fact that end-to-end dedupe is becoming a part of the overall strategy for the company. This information set tongues wagging. As DCIG’s Jerome Wendt later blogged: “Ocarina Networks is another company that is adapting to new demands from its customers. Originally it started out doing post-process deduplication of large image files (JPGs, MPEGs, etc.) that had been dormant for 30 days or more - great stuff! But now its customers and even OEMs (Ocarina did not say who) are coming to it and asking for it to do end-to-end data deduplication from primary disk to backup disk without ever reconstructing it. After all, once the data it deduplicated on primary storage, why reconstruct it to then deduplicate it again when it is backed up?”

A good question, and one that was hotly debated and discussed among those in attendance. As Jerome notes, this is a perfect example of the customer responsiveness trend. It’s also an acknowledgment of something that’s been obvious to end users for some time–data reduction shouldn’t have to be isolated within each storage sector. In this day and age you really shouldn’t have to buy separate products to dedupe within primary, nearline, and backup. It’s like having to buy a separate dishwasher for your pre-rinse, wash, and dry cycles.

Other standouts at the event included Bocada, which has updated its DR management software by introducing a new product, Prism. I plan to have the CEO Nancy Hurley on my podcast, and so will learn more about how this update is serving its existing and new customers. I confess that I went to her presentation mainly because I wanted her on my show, but I quickly realized that there was something here of note. That is, the company is addressing a real gap in how well these processes are managed and improved, a key consideration with a crucial component like data protection. She gave a brief overview of the user interface, and on its face it seemed intuitive and flexible.

TechValidate also served as a great example of a company that has evolved based on customer needs. As CEO and founder Brad O’Neill explained during his emerging vendor presentation, originally the company was formed to serve companies that were having trouble getting customer references. These all-important testimonials are sometimes difficult to get–as many industries are gun shy about trumpeting their connections with too many IT and storage vendors. However, O’Neill soon recognized a larger need among its customers for usable marketing materials that could be generated from the information they were gathering. Now, the company has a wide range of customers across numerous industries that are using it as a way to serve up marketing publications.

One final highlight of the event–I got to speak with the NetApp blogger known as “Dr. Dedupe,” Larry Freeman. Larry is best known for running around in a lab coat and stethoscope asking people if they know anything about dedupe. The videos of these shenanigans are posted on his blog and on NetApp TV on YouTube. I suppose in a sense he and I are competitors. Turns out, he’s been writing a book, “Evolution of the Storage Brain” and posting it as he writes it, chapter by chapter, on his blog. This means that readers have a chance to comment on it and shape it as it goes along. Check it out!

Tagged Gets Shrunk

Posted by Sunshine On January - 29 - 2010

tag

Interesting story from the vault of the Ocarina case study library. Social network Tagged is the third largest social network in the U.S. It has seen traffic increase 10x over the past two years. With its focus on making new friends rather than simply getting to know existing ones, it has carved out a successful niche and is building an international subscriber base of over 80 million members.

The cost of this success? Data growth. Tagged’s storage infrastructure has been doubling every single year. With 1 million new photos uploaded every single day, Tagged needed a way to expand capacity and fast.

Compression with Ocarina meant about 10 TB of additional free space, which in turn meant they could put off buying new NAS equipment by several months. The lower average image size also meant reduced bandwidth and 15%-20% reduced monthly content delivery network (CDN) costs.

The company chose to go with Ocarina’s newest specialized image reduction technique, native format optimization (NFO). This is visually lossless compression of images that nevertheless delivers significant space savings–a technology that’s perfectly suited to the social networking environment.

The other crucial benefit to reducing image size was improvements in site responsiveness. “We’re sure that using Ocarina to reduce image sizes has helped improve our page rendering times,” said company CTO Johann Schleier -Smith. “That’s a big deal because it creates a better user experience, which means improved customer loyalty and higher market share.”

Read the entire case study by clicking here. Or visit the Ocarina resources page and click on the Case Studies tab, where you’ll find several others.

Databases - Compression Targets?

Posted by Carter George On January - 16 - 2010

The headline of this post poses a question that was raised in a recent comments discussion between Dave Vellante of Wikibon and myself on this blog. Dave wanted to know if there are use cases in which generic compression might still be useful. As I wrote in my post, most of the storage industry still relies on generic, or LZ compression. This is a shame, because it’s severely limited compared to possibilities inherent in more advanced, file type specific compression algorithms such as we at Ocarina use. My main point was that the more advanced, file type specific compression algorithms can be applied to the bulk of the files one finds in the modern data center–MS Office, Zip, PDF, video, images, and so on.

However, Dave was interested in hearing whether there are use cases in which generic compression could be commercially viable. My response was that data sets that are made of entirely of text files, and databases are the two examples in which it really doesn’t matter what type of compression you use–the generic type will work fine because essentially all you have to do is reduce text and/or alphanumeric data. But, I added, databases aren’t likely to be a compression target because there is too much of a performance trade-off. Also, this is unlikely to be a good commercial target as databases are the most conservative part of the data center. Dave pressed his case. He wanted to know if perhaps there are times when compressing a database would make sense.

He wrote: “I agree with your comments on a production database but what % of an organization’s database storage would you consider the ‘family jewels’ vs. copies of the database for things like decision support/data warehousing, snapshots, and other copies/clones for recovery purposes? If I can compress those supporting copies down 50-80%…why not?”

My answer: it varies by organization, but sometimes a large percentage of database data is in star schema data warehouses. Those databases, unlike the transactional databases, tend to support frequent whole table scans. That is, instead of fast small writes (transactions) in to the middle of a table, they see very large reads of everything in a table. Databases tend to be very compressible, and if you can compress them and still support the I/O rates you need for performance, by all means do so!
Transactional database performance tends to be measured in TPS (transactions per second) and TPS in turn is largely bounded by the speed at which the database can do direct I/O writes of transaction logs to stable store. Putting compression or dedupe in that path is risky. I’m not saying it can’t be done, but people will want to be quite sure it doesn’t mess up years of performance tuning. With data warehouses, you may have hundreds of Terabytes of data in simple so-called star schema databases, and the kinds of queries run against these databases tend to go through and read every row in every table.

Consequently, performance is bound by the ability of disk systems to sustain sequential reads of very large data sets. In this case, as long as decompression can happen at the rate of physical disk reads, then I see no reason not to compress or dedupe those databases. As I mentioned earlier, data in databases is largely alphanumeric. That means that both compression and decompression on that kind of data can be very fast - it lends itself to coprocessors like HiFN, for example. If your architecture provides a place to insert something like that, or if you have CPU cycles free enough on your database servers, I think data warehouses can be good candidates for both compression and dedupe.

With all that said, the future of compression is in reducing unstructured data. Why? Because this is where the greatest data growth is occurring. In order to address this problem, we’ll have to start looking at far more advanced algorithms than those that did the trick in the past.

Shameless Plug - Vote Online Sto Op Today!

Posted by Sunshine On January - 14 - 2010

picture-5It’s that time again. Storage Monkeys is a running a contest for the Top 10 Vendor Blogs, and once again, Online Storage Optimization is a nominee! Even more exciting, this blogger is listed on there, making it the only entrant with a woman blogger. Not to play the gender card or anything, but to me this is good news for the industry. And no doubt next year, there will be even more diversity represented in the list.

Here’s the full list of blogs that have been nominated. It really is an honor to be listed among these top bloggers such as Stephen Foskett, Marc Farley, Vaughn Stewart, Mark Twomey, Chuck Hollis, Hu Yoshida and so on. If you think there are some they’ve missed, it’s not too late to put a suggestion in the comments field at the bottom of the page. Note: you must be a member of Storage Monkeys to vote. Which, quite frankly, you should already be–this is a fantastic community site for sharing tips, information and opinions about storage.

Marc Farley (3Par) - http://www.storagerap.com/
Mark Twomey / Storagezilla (EMC) - http://storagezilla.typepad.com/
Chuck Hollis (EMC) - http://chucksblog.emc.com/
Stephen Foskett (Nirvanix) - http://developer.nirvanix.com/blogs/strategies/default.aspx
Barry Burke (EMC) - http://thestorageanarchist.typepad.com/
Hu Yoshida (HDS) - http://blogs.hds.com/hu/
Zetta Blog - http://www.zetta.net/blog.php/
Dave Graham (EMC) - http://flickerdown.com/
Val Bercovici (NetApp) -http://blogs.netapp.com/exposed/
Vaughn Stewart (NetApp) - http://blogs.netapp.com/virtualstorageguy
HP StorageWorks Blog - http://www.hp.com/storage/blog
Barry Whyte (IBM) - http://bit.ly/glxKh
Carter George and Sunshine Mugrabi (Ocarina) - http://onlinestorageoptimization.com/
Xiotech Blog - http://blog.xiotech.com/blog/
Cleversafe blog - http://dev.cleversafe.org/weblog/
Pete Steege (Seagate) - http://storageeffect.media.seagate.com/
Jay Livens (Sepaton) - http://www.aboutrestore.com/
Nick Triantos (NetApp) - http://blogs.netapp.com/storage_nuts_n_bolts/
Dave Hitz (NetApp) http://blogs.netapp.com/dave/
Michael Hay (HDS) - http://blogs.hds.com/michael/
David Merril (HDS) - http://blogs.hds.com/david/
Chris Poelker (FalconStor) - http://blog.falconstor.com/ChrisPoelker/
Pete Gerr (HDS) - http://blogs.hds.com/pete/
Storage Efficiency Insights (NetApp) - http://blogs.netapp.com/efficiency/
Larry Freeman (NetApp) - http://blogs.netapp.com/drdedupe/
Mike Workman (Pillar) - http://blog.pillardata.com/
Moshe Yanai (IBM) - http://www.xivstorage.com/blog/
Alex McDonald (NetApp) - http://blogs.netapp.com/shadeofblue/
Steve Klinkner (NetApp) - http://blogs.netapp.com/simple_steve/

Storage Industry Lags Behind Advances in Compression

Posted by Carter George On January - 13 - 2010

There’s a lot of talk about compression these days, but how much do we know about it? Well, for one thing, compression as a research area for mathematics has evolved much faster than most people realize. The thing is, most compressors used in computer products, including dedupe appliances, use generic algorithms rather than making use of these advances.

Most storage products use Lempel-Ziv (LZ) or derivatives, and try to use that single compressor to compress everything. These algorithms have been around forever, and for the most part, have not evolved much in the last ten years other than in the area of performance. This is too bad, because compression has advanced in exciting ways. LZ and its cousins work well on the kinds of data that were around 10 or 20 years ago - plain text, plain numbers, or combinations of those things. They do not work so well on a lot of modern data - images, video, Office documents, PDF’s, already-compressed files like Zip, encrypted data, etc. What’s important to understand is that all the most notable advances in compression that apply to storage have taken place not in generic compression algorithms, but in file type specific ones. File type specific compressors can, in fact, deal with all those modern data types.

Compression is all about pattern recognition and prediction. You look for patterns in a file and if you can find those patterns you try to predict their occurrence. If you can predict a pattern, you can compress it. So understanding the kinds of patterns that might show up in a file - video, a Zip file, music, and a PowerPoint are all very different - is the key to building a compressor for that file type.

What’s especially relevant is that the most important thing in compression of data today is recompression. Almost all of the file formats that are driving data growth, and taking up the most space on backups, are already compressed. Think of a file type that’s eating up space, and it’s likely to an already-compressed format: JPEG, video, Office, PDF, mp3, medical images … all compressed already.

A generic compressor won’t get any results at all on an already-compressed file. That’s because the first compression obscures the patterns that a compressor would look for. That’s why if you try to compress, say, a Zip file, if anything you’re likely to make it bigger. Recompression means first decompressing the file and then recompressing it with a better compressor. To do that, you have to recognize what kind of file it is, what kind of compression has been applied, and how to decompress it. By first decompressing it, you are able to see and process the patterns that make better prediction and compression possible.

Almost every market has a set of well-defined file types that make up the bulk of its unstructured data. In medical imaging, it’s Dicom (which in turns contains JPEG 2000, JPEG LS, and TIFF). In seismic, it’s seg-y. In satellite imaging, it’s NTF, MrSID, GeoTIFF and a few others. In the average business, it’s Office, PDF, photos and video.

In specific industries, you see very advanced compression implemented in the application layer, not in storage. Video is a great example - the whole concept of the video codec is all about compression. Whole companies exists specifically to do better video compression (On2 is a good example), but this compression is done primarily for transmission, and implemented as part of the video application workflow, not as a storage technology.

In a world that had all plain ASCII text data, generic compressors would be great. But that’s not the world we live in. For compression to have any meaningful impact on today’s data sets, you have to have file type aware recompression.

It’s a shame that most storage products today have not implemented the most exciting advances in modern compression mathematics. My company Ocarina is quite frankly one of the few exceptions. The compressors found in tape drives or in dedupe appliances represent the best of the evolution of the generic compressor. The thing to look for going forward is the emergence in storage products of the next generation set of file type aware compressors, which is where all the action has been over the last ten years.

Going Social - EMC stands tall

Posted by Sunshine On January - 11 - 2010

If you haven’t yet tuned into the weekly podcast known as Infosmack on community site Storage Monkeys, you’re missing out. Every Monday, hosts Greg Knieriemen and Marc Farley bring on guests to dish about the latest storage industry news–and they do so in a very entertaining and informative way. This week’s show was particularly enjoyable, as they moved on from the usual format and turned the mirror around, so to speak–discussing social media such as blogging and Twitter, and how well big companies like EMC, HDS, IBM and HP are doing on that front.

The guests this week were Louis Gray and Mark Twomey–two guys who have made a serious mark on the social media landscape. Louis, who blogs daily at LouisGray.com is a recognized social media expert whose reputation extends far beyond the storage and networking industries. He is the co-founder of social media consulting firm Paladin Advisors and was at BlueArc for many years. He now advises such diverse clients as Emulex, My6Sense, Brazen Careerist, and Simler on social media strategy. I interviewed Louis on video recently–check out Part 1 and Part 2 to get his views on the latest social media debates.

Mark, who goes by the moniker Storagezilla, is a trailblazer at EMC with his controversial blog and Twitter persona. His blog, he explains on this week’s podcast, was originally written anonymously. He was then “outed” by someone at HDS. Meanwhile, within EMC there were forces that tried to suppress him. But nothing seems to stop this saurian storage monster from terrorizing anyone who shows the slightest sign of hypocrisy, ignorance or self-inflation. (Yes, even this blogger has been a target, but no worries, we’ll get ours back…)

Nowadays, EMC has embraced the new social landscape with a vengeance — in fact, the panelists agreed it’s doing social media better than almost any other big storage company. The secret: go ahead and let your employees blog and tweet to their heart’s content. Though they can be a liability, they’re also the best evangelists for your products and services. Storagezilla has had had his wrist slapped more than once for his NDA-breaking, irreverent blog posts. But he’s also a popular and well-known figure who brings the word of EMC to the masses. Other EMC bloggers like “The Storage Anarchist” Barry Burke are also controversial. And that, in many ways is a good thing. This is no blank, corporate face, but rather one that’s full of lively (sometimes, some might say too lively) discussion and debate.

As it happens, my own podcast TechnoGirlTalk takes up a similar topic on this week’s show. My guests and I discuss the fact that storage titan EMC may well have set the tone for the entire industry–one that is marked by aggressive, intense competitiveness. The Twitter smackdowns that are common among storage folks are easily found as they are rare in other communities. As ESG analyst and EMC alum Terri McClure explained, this is really the history of the storage industry. EMC started out as a tiny David taking on the Goliath known as IBM–a gamble that required it be tough as nails and not pull any punches. Another of the guests, Christina LeBlanc, elaborated on this. She’s on the front lines as an account executive at EMC, and gets “beaten up” out there every day.

When she first attended the EMC tour, she and the other new hires were told that EMC’s original gambit was to hire football players as salesmen. They figured that these guys would be too tough to back down, and wouldn’t know enough to realize how impossible it is to beat IBM. Christina explained that nowadays, sales folks have to know their stuff or they’ll be laughed out of the office. And while it’s still a tough, competitive job, she puts a greater emphasis on being sensitive to the customer’s needs and seeking to serve them.

Even though EMC has come a long way from its bull-headed beginnings, that reputation still hangs over the company like a miasma. As blogger Stephen Foskett writes in a post on Gestalt IT (and his own blog) this week,  “I’ve known literally dozens of IT shops who refused to buy from EMC, even though the sleazy sales tactics that turned them off (and indeed the sales reps themselves) are reportedly long gone from the company.” But, he argues, today’s competitive landscape is so tough that EMC now just seems like one of the crowd. “With the market getting tougher, the tough guy doesn’t look so bad anymore,” he writes.

As Storagezilla and the others on the podcast noted, there’s been something of a detente among storage bloggers of late. The winds of peace might be blowing through the industry. Or, maybe everyone’s just tired from the holidays and will be back out in no time with guns blazing.

And speaking of healthy competition, if you like this blog, why not vote for it on Storage Monkeys this week? They’re once again running their contest for the Top 10 Storage Vendor Blogs and Online Storage Op is one of the finalists. You must be a member of Storage Monkeys to vote–so now’s your chance to sign up and join the conversation there if you haven’t already.

The Year in Images

Posted by Sunshine On December - 30 - 2009

This past year, we at Online Storage Op gathered all manner of images to illustrate our posts. So as a way of looking back at 2009, here are some of the ones we liked the best–and the stories that went with them:

HolodeckHolodeck fun:

In February, Robin Harris at StorageMojo wrote about a potential breakthrough in storage technology that could change the landscape forever: quantum holographic storage. Online Storage Op was on the scene. It also gave us a chance to upload a pic of a Geordi La Forge doll. Admit it… this is one cool toy.

dna2-webSqueezing into your Genes:

This blog’s parent Ocarina had quite a year–inking partnerships with a number of major storage vendors and becoming a noted player in the hot dedupe space. It was also the year that genomics labs woke up to the need for better data reduction to deal with the coming onslaught of genetic data. In short, compression can be a matter of life and death. We reported on it here, and our readers got to relive their 10th grade biology class by looking at images like the one above.

marathon

Racing for Dedupe

As many pundits are now opining, dedupe really was one of the biggest stories of 2009, not least because of the high profile battle for Data Domain between storage titans EMC and NetApp. In the end, EMC nabbed the dedupe specialist for an eye-popping $2.1 billion.

boothbabeBooth Babe Mania:

We know our readers are sophisticated types who come here only to absorb information and opinion, and to better themselves for the benefit of all humankind. But for some odd reason we saw a major traffic spike the day we ran our post on the great Booth Babe Controversy. When we asked, everyone quickly told us, “I read the articles.” Mmmhmm!

VMworld a hit

And speaking of images that make storage folks drool, one of the most mesmerizing sights of the year was at VMworld, held in August in San Francisco. Participants descended the escalator to be greeted by gleaming rack of servers and storage–which we later learned was the result of a plan drawn on a napkin by the VMware GETO team. In any case, this year’s VMworld was a major event–and as we rightly noted, it foretold more economic activity in storage and virtualization.

nick_banner

Industry puts aside differences to try to save a life

This is one of the saddest stories of 2009, and one that demonstrates an activist and caring streak in the storage community. When word got out in May 2009 that EMC employee Nick Glasgow was in need of a bone marrow transplant, folks within the storage industry put aside competitive differences and pulled together to find him a match. Sadly, Nick passed away in October. The degree to which he inspired others will not be forgotten.

And, finally…

We never did have an egg and spoon race, but…
In November, Ocarina participated in the first ever Gestalt IT Tech Field Day, which brought independent bloggers from around the world to Silicon Valley for two days of tech deep dives. Our “bring out your data” challenge started tongues wagging well before the event began. Participants brought us their toughest data sets, and aside from those who used archaic encryption software to stump our algorithms, the results were impressive–an average of about 30% reduction on these tougher-than-tough data sets. Plus, the whole event was just a ton of fun. And it didn’t even require that we slog around the mud clapping coconut shells together.
bring-out-your-dead

Ocarina in Japan

Posted by Eric Scollard On December - 14 - 2009

Note: This is a special contribution by Eric Scollard, VP Sales, Ocarina.

Japan is the #2 IT market in the world behind the US, so for a growing company like Ocarina it is only a matter of when. not if, we should do business there. Last week, Mike Stoffel, Director of Engineering and I went to Japan at the invitation of JAFCO, the investor who led our recent Series B.  In Japan, JAFCO is very well-known, having funded over 800 companies that had IPOs.

When word got out that they had invested in Ocarina, we got a number of inbound inquiries from potential distributors and end users wanting to learn more about us. In a country like Japan where efficiency and making the most out of limited space is a way of life, the Ocarina message was easy to get people excited about. Having said that, the Japanese market is also conservative and very quality-sensitive. For us, it is important to enter the market at the right time.  This trip was to meet with some prospective partners, bellwether customers and get some feedback on Ocarina and assess conditions.  Front of mind was the condition of the Japanese economy which has been hit hard by the global recession (which they generally call “Lehman Shock” to make it clear who they think is to blame).

Generally, technology adoption in Japan lags North America’s. This past year, 2009, has been the coming out year for Ocarina domestically with adoption of our primary storage optimization solutions across a wide range of industries including: Internet media, VisualFX, Genomics, eDiscovery and Oil & Gas. Given what we saw, 2010 is poised to be the year that primary storage optimization takes off internationally. Despite being generally conservative, the difficult economy and tighter budgets have forced the Japanese IT buyer to think more creatively than perhaps they might normally.  As we often say,” Ocarina is a good solution for bad times.”

Our priorities were to install a couple of customer evaluations and to negotiate a distribution agreement so customers would have a way to buy Ocarina products and to get local, native language support. We were pleased that we achieved both objectives. Without violating any of the NDA’s we signed, I can say that we now have two globally famous brand-name customers installed and evaluating our product and signed a local distributor who will sell and service our products in Japan.  Look for some announcements on these in early 2010.

Mike and I also met with a couple of our storage OEM partners to build some relationships and did a few category-building interviews with the local technology press. The response was very positive across the board.  The initial reaction was generally skepticism that it was possible to compress and de-dupe primary data safely.  Once people understood how our Ocarina ECOSystem assured data integrity while reducing data footprints by 30%-80%, they wanted to check it out with their data.  We will probably be back there again in a few months and hope to make some exciting announcements at that time.