Enabling, rather than (V)blocking Cloud Adoption

(This will be the first of a series of posts outlining the differences between NetApp’s and EMC’s Cloud Strategies)

The worst-kept secret Acadia joint venture between Cisco, EMC and clearly reluctant VMware finally hit the wires today.  Based on the buzz generated by the VMworld rumor mill all the way back in August, today’s announcement probably needs to be added as another example of this.

Jay summarized our strategic view of why “doing best-of-breed right” is better than vendor lock-in by removing customer choice.  Apparently, he’s not alone.  Yet as I was absorbing the locust swarm of related Twitter commentary and media / blog coverage, an eerie sense of déjà-vu came over me.  Has EMC gone and done it again?

IT as a Service

EMC seems to have discovered this term all of a sudden.  Like “filer”, “Unified Storage”, “Storage Efficiency” and other popular terms invented by NetApp, EMC has now co-opted our definition (see #4) of the Enterprise Cloud.  You’re welcome EMC :)

You may also recognize Simon Wardley of Canonical Ltd. prominently featured on this new “industry destination for news, resources, and conversation on enterprise cloud computing” home page for Private Cloud.  If you clicked my link above to see item #4, have a look at #3 as well :)

A clear case of CVD

It started with Mozy, then the Decho umbrella org, followed by Atmos, and Atmos OnLine.  But wait!  There’s now also Atmos Compute.  Think they’re done?  Nope.  Apparently, there will also be something called “Acadia Operate” as part of this offering.

Is this a Cloud Strategy from EMC?  From my vantage point, this seemingly random and disjointed set of offerings reeks of “Cloud Vendor Desperation” aka CVD.  By trying to cover all bases and over-hedge their bets, EMC is staying true to their roots and adding complexity where NetApp provides clarity.

As a potential EMC Cloud customer I would have no idea where to start or how to distinguish between these announcements.  My sympathies to EMC’s direct and channel sales forces as well.  Dedicating a huge chuck of time to deciphering this mess for customers is probably not how they want to conduct a Cloud sales campaign.

Cloud-Opetition

Ray Noorda famously coined the term co-opetition while at Novell in the 1990’s to describe how they would deal with Microsoft at their joint customers.  I think EMC will have similar “success” attempting to explain how all their own EMC hosted or managed Cloud services will somehow co-exist with similar ones from their Telco, Service Provider or Systems Integration customers and partners.

This is the #1 cardinal Cloud Rule NetApp will not violate.  For posterity, I claim full rights to the term and latest internet meme:

“Cloud-Opetition”

In a clear sign these major Cloud customers are uncomfortable with competition from one of their potential suppliers, the first chink in EMC’s Cloud Strategy armor has already appeared.  Apparently none of EMC’s own Cloud Services are intended to be taken seriously.  Despite what appeared to be an actual Cloud service announcement by EMC earlier this year, EMC now (almost apologetically) claims it was really meant as a PROOF POINT instead!

Unstable Weather Forecast

Should you trust your data to a service positioned as a “proof point”?  What should you pay for a “proof point” service?  Will any other Cloud Services (such as Acadia Managed Private Cloud Services) from EMC be retroactively labeled as “Proof Points” with associated reduction(s) in SLA?

These and other unanswered questions will be covered in a subsequent (2nd) related Blog exposing the Acadia joint venture anchored by EMC.

There is a better way

Although I have already outlined NetApp’s Cloud Strategy in detail, today’s Acadia announcement offers me an additional opportunity to further contrast NetApp’s Cloud Strategy against EMC’s.  I will do that in a 3rd and final post of this series later in the week.

In the meantime, I’d love to hear your thoughts on this topic.  Please weigh in via a comment below!

Comments

[Storagezilla]

Representative of the accuracy of this entry Ray Noorda did not coin the term coopetition. Even cursory reading of any business books outside of tech would show it's been in a business publications going back to the start of this century.

Of course that's NetApp's big thing, the first time the company hears something it believes the idea must have originated then and there so life in the echo chamber means it looks like everyone is copying them.

Knowing how these things work I'm sure we'll be back here again when the latest post has you claiming Paris Hilton, or Jay Kidd, coined the term "Frenemy".

You are correct in the fact that EMC does offer cloud services, because you can't understand what it takes to build and operate at hyperscale until you do so yourself. It's the difference between growing one of the ingredients and being a Master Chef. I can tell you from personal experience there's more to cooking than just growing potatoes and more to cloud than last year's model storage systems running two different operating systems marketed under the same name but integrated at the installer level.

Though take heart, to prevent any loneliness I'm sure IBM will be along to drag you into their latest ill conceived crazy scheme as it looks like the same old suspects from the Aperi initiative are all out in the cold once again when it comes to Cloud.

On the other hand sales of Vblock 1 & 2 from Cisco and EMC started yesterday.

[Gerard]

'Zilla, your defense of EMC's strategy makes no sense. Are you saying in order to offer a (large-scale) service you have to build all the pieces yourself? Whatever happened to the concept of division of labor in a civilization?

Does the US Air Force build their own planes in order to operate the largest air force in the world? Do FedEx or UPS build their own trucks and airplanes to deliver the fastest and most trusted package delivery service(s) in the world? Does NetFlix have to build their own servers, storage systems and private internet to stream movies on demand for their popular service? Of course not.

EMC seems to following yesterday's rules in an attempt to survive in tomorrow's economy. Trying to be all things to all people has never been a sustainable strategy. Ask Andy Grove. In fact, EMC's incumbency in your installed base is the only value you bring to Cisco. That in itself is also not a sustainable strategy, as all of your competitors continue to gain market-share at your expense.

The Great Recession is an ideal opportunity to re-examine vendors for the next generation of Service Oriented Infrastructures, and I for one will certainly not pick a confused supplier who thinks competing with me helps them understand me!

[Unbiased Storage Advisor]

Storagezilla,

Good to see EMC's normal tactics of slamming competitors are there for all to see. Im sure all people reading your post would pick up your sour grapes and take it on board.

EMC and integrated solutions is an oxymoron. Best you spend a bit more time fixing your own products before choosing to discredit your competition.

I can understand today hasnt been the best day for those at EMC. For all the marketing fluff circulating in the market about this partnership with Cisco and VMware, the skeptics around the world have been scathing.

Look forward to Chuck's response tomorrow and some more mind tricks

[IneedAbailOut]

This is excellent investment news from StorageZilla! I'm re-mortgaging the house now to go long on STX, BRCD & STEC since EMC clearly needs to own the entire storage supply chain in order to understand how to sell their vertically integrated Private Cloud Lock-In solution.

[Val Bercovici]

@Zilla - always glad to have you expose EMC's flawed logic out in public for all to see and comment. Please keep it up! :)

@Gerard - welcome to Exposed! I like your customer perspective on this. From a Cloud Enablement (i.e. supplier) perspective, I guess we could wonder why Boeing isn't competing with SouthWest, GMC with FedEx, or Cisco with Comcast, etc... :)

@Unbiased Storage Advisor - welcome as well! You seem to know this industry from an experienced vantage point. Please don't be a stranger.

@IneedAbailOut - Love the nickname. Feel free to update us on other "hot" stock tips. But, let's just try to avoid turning this in the Y!Finance message boards :)

[Chad]

@Zilla - Why are you worrying about NetApp offering 2 choices of OS (for different needs) on the same hardware?

Can I pick something other than Flare on my CLARiiON? Is there a roadmap for integrating Flare and Enginuity or do you plan to ship 2 incompatable operating systems for 2 products on the same product continuum forever?

[Paul P]

Indeed another fine example of flawed logic in public... I’m not sure I follow Mr B Kettle’s argument either.

Different operating systems and different hardware platforms is great for customers.

Sorry, I meant to say different operating systems is bad for customers.

[Jeff T]

Why does this kid StorageZilla need to keep regurgitating Wikipedia content to prove his so-called knowledge? Kinda juvenile, just like his logic for why EMC can't make up it's mind whether to be a Cloud enabler or provider.

Hint, you can't be both. Only kids think working at Santa's workshop lets you keep & play with all the toys.

[Lee Razo]

@Zilla:
As I understand it, the Celerra actually runs 3 operating systems simultaneously at all times (DART for Data Movers, FLARE for the hidden CLARiiON, and RedHat Linux for the management console).

Am I to understand your point as being that NetApp FAS is using too _few_ OS's?

[The Megastorulator]

So JeffT... Are you suggesting that someone who calls himself "StorageZilla" on the Internet might, in reality, be a sad, insecure, spotty little herbert who was routinely beaten up as a child by the girls on his high school netball team?

How *DARE* you...