2020 Storage Brand Leader Report
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The 2020 IT Brand Leader Survey report evaluates 14 storage products based on six brand leadership categories, including market and performance. Dell EMC emerged as the leader in eight categories, while Western Digital replaced Seagate in enterprise HDDs, and VMware was recognized for scale-out storage software. The survey involved responses from 200 IT professionals, highlighting trends in brand leadership influenced by market dynamics.
![2020 Brand Leader Survey
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Product Category Definitions
• Ageless Storage: Storage that is bought or leased (not Storage as a Service) with upgrades built into the purchase price or leasing terms.
• Distributed Database Backup & Recovery: Enterprise-class distributed backup and recovery for distributed database clusters.
• Enterprise Archive: Long term storage of email and other data that is infrequently accessed, and often must adhere to compliance regulations
such as GxP Data (Pharma), SEC17a4 (Banking), HIPAA, patient record (Healthcare), and product liability (Automotive).
• Enterprise Backup Software & Appliances: Backup products which provide some or all of the following in an integrated appliance: backup to
tape, backup to random-access media (disk, flash, etc.), emulate the previous backup targets (e.g., VTL [VTL]), data reduction (compression,
deduplication, single instancing, etc.), snapshot, heterogeneous replication and CDP (CDP).
• Enterprise File Synchronization & Sharing: EFSS refers to a range of on-premises or cloud-based capabilities that enable individuals to
synchronize and share documents, photos, videos and files across multiple devices, such as smartphones, tablets and PCs.
• Enterprise HDDs: Also known as a disk drive. Enterprise HDDs are disk drives with higher performance, capacity and reliability than HDDs for
PCs.
• Hybrid NAS Array: Ethernet-based hybrid (disk and SSD) arrays which provide access to files using network file sharing protocols such as NFS,
SMB/CIFS, or AFP.
• On-Premises Enterprise Storage as a Service: Storage which is deployed on-premise, but is purchased based on consumption.
• Hybrid SAN Array: Fibre Channel and iSCSI-based hybrid (disk and SSD) arrays which provide access to files using network file sharing
protocols such as NFS, SMB/CIFS, or AFP.
• Scale Out File & Object Storage Appliances: Hardware/software appliances which serve as self-contained repositories for scale-out file and
object storage.
• Scale-out Object Storage Software: Software which runs on standard servers and for scale-out file and object storage.
• Servers for Software Defined Storage: Servers designed for deployment as storage nodes in a software defined storage cluster. Servers for
software defined storage nodes are characterized by their enclosures which house dozens of HDDs or SSDs.
• Storage Performance Validation Software & Appliances: Storage load generation and I/O measurement systems that gather data and then
create a production workload model using the data. The appliances can then run the emulated workload against storage systems to validate
their ability to handle the workload.
• Unified SAN/NAS Disk Array: A disk array which can be partitioned into a block-based SAN array and a file-based NAS array.
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2020 Storage Brand Leader Report
- 1. 2020 IT Brand Leader Survey Report Storage Products
- 2. 2020 Brand Leader Survey IT Brand Leader Survey Report This 2020 brand leader surveys cover 14 storage products. The report includes results of voting for six categories of brand leadership for each product: Market, Price, Performance, Reliability, Service & Support and Innovation. Numerical survey data is available upon request. Please contact us at info@itbrandpulse.com. 2
- 3. 2020 Brand Leader Survey 2020 Storage Brand Leader Survey Table of Contents Page Brand Leader Survey Methodology 4 Brand Leader Voting Definitions 5 Survey Respondent - Title/Job Description 7 Survey Respondent - Data Center Environment 8 2020 Storage Brand Leader Survey Winners Chart 10 Product Category Definitions 11 Summary Analysis 12 Ageless Storage 2020 Brand Leader Chart 13 Distributed Database Backup & Recovery 2020 Brand Leader Chart 14 Enterprise Archive 2020 Brand Leader Chart 15 Enterprise Backup Software & Appliance 2020 Brand Leader Chart 16 Enterprise File Synch & Sharing 2020 Brand Leader Chart 17 Enterprise HDDs 2020 Brand Leader Chart 18 Hybrid NAS Array 2020 Brand Leader Chart 19 Hybrid SAN Array 2020 Brand Leader Chart 20 On-Premises Enterprise Storage as a Service 2020 Brand Leader Chart 21 Scale Out File & Object Storage Appliance 2020 Brand Leader Chart 22 Scale out File & Object Storage Software 2020 Brand Leader Chart 23 Servers for Software Defined Storage 2020 Brand Leader Chart 24 Storage Performance Validation Software & Appliances 2020 Brand Leader Chart 25 Unified SAN/NAS Disk Array 2020 Brand Leader Chart 26 About the Author 27 3
- 4. 2020 Brand Leader Survey 4 • Brand Leader reports are designed to measure the pulse of brand leadership in specific product categories using results from independent, non-sponsored surveys with at least 200 respondents. • The Storage Brand Leader Survey was conducted in 2020. – Respondents were solicited from over 1,000,000 members of 100+ online IT groups, and from the IT Brand Pulse database of 150,000 IT professionals. – Two hundred IT Pros responded to this survey. – Responses were collected using an online survey engine. • In each part, respondents were provided with a product category description, randomly-listed vendor choices (plus an “Other” answer choice to add a vendor, if applicable), and were asked six questions: 1. Who do you perceive as the <product category> market leader? 2. Who do you perceive as the <product category> price leader? 3. Who do you perceive as the <product category> performance leader? 4. Who do you perceive as the <product category> reliability leader? 5. Who do you perceive as the <product category> innovation leader? 6. Who do you perceive as the <product category> service & support leader? 4 4 Storage Brand Leader Survey Methodology
- 5. 2020 Brand Leader Survey Brand Leader Definitions 5
- 6. 2020 IT Brand Leader Survey Report Respondent Profiles
- 7. 2020 Brand Leader Survey Respondent Title/Job Description: VAR/OEM Security Administrator/Architect Data Center Manager Network Administrator/Architect Executive/Management Storage Administrator/Architect Other Server Administrator/Architect IT Manager/Director 7
- 8. 2020 Brand Leader Survey Your environment is best described as: Product Development Public Cloud/Data Center Provider Other High-Performance Computing Data Center Small-Medium Business Data Center Enterprise Data Center 8
- 9. 2020 IT Brand Leader Survey Report Survey Results
- 10. 2020 Brand Leader Survey 2020 Storage Brand Leaders Voted by IT Pros Ageless Storage Dell EMC Dell EMC Dell EMC Dell EMC Pure Storage Dell EMC Distributed Database Backup & Recovery Veritas Veritas Veritas Veritas Veritas Veritas Enterprise Archive Microsoft Microsoft Microsoft Microsoft Microsoft Microsoft Enterprise Backup Software & Appliances Dell EMC Dell EMC & Veeam (tie) Dell EMC Dell EMC & Veritas (tie) Veeam Dell EMC Enterprise File Synch & Sharing Microsoft Google Microsoft Microsoft Microsoft Microsoft Enterprise HDDs Western Digital Western Digital Western Digital Western Digital Western Digital Western Digital Hybrid (HDD & SSD) NAS Arrays Dell EMC Dell EMC Dell EMC Dell EMC Dell EMC Dell EMC Hybrid (HDD & SSD) SAN Arrays Dell EMC Dell EMC Dell EMC Dell EMC Dell EMC Dell EMC On-Premises Enterprise Storage as a Service Dell Technologies Dell Technologies Dell Technologies IBM Pure Storage IBM Scale-Out File & Object Storage Appliances Dell EMC Dell EMC Dell EMC Dell EMC Dell EMC Dell EMC Scale-Out File & Object Storage Software VMware VMware VMware VMware VMware VMware Servers for Software Defined Storage Dell EMC Dell EMC Dell EMC Dell EMC Dell EMC Dell EMC Storage Performance Validation Software & Appliances NetApp NetApp NetApp NetApp NetApp NetApp Unified (SAN/NAS) Disk Arrays Dell EMC Dell EMC Dell EMC Dell EMC Dell EMC Dell EMC
- 11. 2020 Brand Leader Survey 11 Product Category Definitions • Ageless Storage: Storage that is bought or leased (not Storage as a Service) with upgrades built into the purchase price or leasing terms. • Distributed Database Backup & Recovery: Enterprise-class distributed backup and recovery for distributed database clusters. • Enterprise Archive: Long term storage of email and other data that is infrequently accessed, and often must adhere to compliance regulations such as GxP Data (Pharma), SEC17a4 (Banking), HIPAA, patient record (Healthcare), and product liability (Automotive). • Enterprise Backup Software & Appliances: Backup products which provide some or all of the following in an integrated appliance: backup to tape, backup to random-access media (disk, flash, etc.), emulate the previous backup targets (e.g., VTL [VTL]), data reduction (compression, deduplication, single instancing, etc.), snapshot, heterogeneous replication and CDP (CDP). • Enterprise File Synchronization & Sharing: EFSS refers to a range of on-premises or cloud-based capabilities that enable individuals to synchronize and share documents, photos, videos and files across multiple devices, such as smartphones, tablets and PCs. • Enterprise HDDs: Also known as a disk drive. Enterprise HDDs are disk drives with higher performance, capacity and reliability than HDDs for PCs. • Hybrid NAS Array: Ethernet-based hybrid (disk and SSD) arrays which provide access to files using network file sharing protocols such as NFS, SMB/CIFS, or AFP. • On-Premises Enterprise Storage as a Service: Storage which is deployed on-premise, but is purchased based on consumption. • Hybrid SAN Array: Fibre Channel and iSCSI-based hybrid (disk and SSD) arrays which provide access to files using network file sharing protocols such as NFS, SMB/CIFS, or AFP. • Scale Out File & Object Storage Appliances: Hardware/software appliances which serve as self-contained repositories for scale-out file and object storage. • Scale-out Object Storage Software: Software which runs on standard servers and for scale-out file and object storage. • Servers for Software Defined Storage: Servers designed for deployment as storage nodes in a software defined storage cluster. Servers for software defined storage nodes are characterized by their enclosures which house dozens of HDDs or SSDs. • Storage Performance Validation Software & Appliances: Storage load generation and I/O measurement systems that gather data and then create a production workload model using the data. The appliances can then run the emulated workload against storage systems to validate their ability to handle the workload. • Unified SAN/NAS Disk Array: A disk array which can be partitioned into a block-based SAN array and a file-based NAS array. 11
- 12. 2020 Brand Leader Survey 12 Summary Analysis • Dell EMC Shows Enterprise Storage Leadership, Voted Market Leader in 8 Product Categories, 9 Counting VMware – Dell EMC flexes brand muscles to unseat Pure Storage for Ageless Storage Market Leadership. The company was voted market leader for Ageless Storage, Enterprise Backup Software & Appliances, Hybrid NAS Arrays, Hybrid SAN Arrays, On-Premises Enterprise Storage as a Service, Unified SAN/NAS Arrays, Scale-out File & Object Storage Appliances, and Servers for Software Defined Storage. • Western Digital Displaces Seagate as Leader for Enterprise HDDs – Western Digital dethroned former seven-time Market leader, Seagate, as IT Pros name them the leader across the board picking up titles for Market, Price, Performance, Reliability, Innovation, and Service & Support. • VMware Emerges as Market Leader for Scale-Out File & Object Storage Software – Despite open source and pure-play software companies pioneering Scale-Out File & Object Storage, VMware’s massive customer base perceives them as a market leader simply for having an offering available. • Microsoft Takes Over Enterprise File Synch & Sharing – Consumer offerings used mostly by PC users have forced their way into the enterprise. • Veritas Shines as Brand Leader for Distributed Database Backup & Recovery – IT Pros acknowledge Veritas as the top leader for Distributed Database Backup & Recovery, making this their second successive clean sweep in this category. • Every New Technology Matures Sparking a Series of Events – This year’s survey results highlight a trend we see every time a new technology emerges. A few new companies will pioneer the new technology, enjoying their moment in the spotlight before the “big guys” enter the market or acquire the best startups inheriting brand leadership by leveraging their massive customer bases. 12
- 13. 2020 Brand Leader Survey Ageless Storage 13 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% Dell EMC (Future- Proof Storage Loyalty) Netapp (Keystone Ownership Program) HPE/Nimble (Timeless Storage) Pure Storage (Evergreen Storage) IBM (Storage Utility) Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Ageless Storage?
- 14. 2020 Brand Leader Survey Distributed Database Backup & Recovery 14 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Veritas Commvault Talena Rubrik Datos IO Imanis Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Distributed Database Backup & Recovery?
- 15. 2020 Brand Leader Survey Enterprise Archive 15 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% Microsoft Veritas Proofpoint Barracuda Mimecast Smarsh (Actiance) ZL Technologies Global Relay Micro Focus (GWAVA) Bloomberg Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Enterprise Archive?
- 16. 2020 Brand Leader Survey Enterprise Backup Software & Appliances 16 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Dell EMC (Avamar, Data Domain and Networker) Veritas/Symantec Comnmvault Veeam IBM HPE Cohesity Acronis Quantum Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Enterprise Backup Software & Appliances?
- 17. 2020 Brand Leader Survey Enterprise File Synch & Sharing 17 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% Microsoft Google Dropbox Box Citrix BlackBerry Axway (Syncplicity) Accellion Egnyte Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Enterprise File Synch & Sharing?
- 18. 2020 Brand Leader Survey Enterprise HDDs 18 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Western Digital (WD) Seagate Toshiba HGST Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Enterprise HDDs?
- 19. 2020 Brand Leader Survey Hybrid (HDD & SSD) NAS Arrays 19 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% Dell EMC NetApp HPE Oracle IBM Huawei Hitachi Data Systems (HDS) Fujitsu Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Hybrid NAS Array?
- 20. 2020 Brand Leader Survey Hybrid (HDD & SSD) SAN Arrays 20 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% Dell EMC NetApp HPE Hitachi Data Systems (HDS) IBM Fujitsu Oracle Huawei Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Hybrid SAN Arrays?
- 21. 2020 Brand Leader Survey On-Premises Enterprise Storage as a Service 21 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Dell Technologies Flex On Demand Pure Storage as- a-Service HPE Greenlake Flex Capacity NetApp Keystone IBM Storage Utility DXC Storage as a Service Zadara Cloud Platform Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for On-Premises Enterprise Storage as a Service?
- 22. 2020 Brand Leader Survey Scale Out File & Object Storage Appliances 22 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Dell EMC NetApp IBM Quantum HDS Cohesity Cloudian DDN Huawei Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Scale Out File & Object Storage Appliances?
- 23. 2020 Brand Leader Survey Scale out File & Object Storage Software 23 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% VMware Microsoft Red Hat IBM/Cleversafe Scality Cloudian HGST/Amplidata SUSE Nexenta Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Scale out File & Object Storage Software?
- 24. 2020 Brand Leader Survey Servers for Software Defined Storage 24 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Dell EMC HPE Cisco Lenovo Supermicro Quanta Huawei Inspur Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Servers for Software Defined Storage?
- 25. 2020 Brand Leader Survey Storage Performance Validation Software & Appliances 25 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% NetApp SolarWinds Virtual Instruments/LoadDynamiX SANBlaze Ixia Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Storage Performance Validation Software & Appliances?
- 26. 2020 Brand Leader Survey Unified SAN/NAS Disk Arrays 26 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% Dell EMC NetApp IBM HPE Oracle Hitachi Data Systems (HDS) Fujitsu Huawei Market Price Performance Reliability Innovation Service & Support Who do you perceive as the Market, Price, Performance, Reliability, Innovation, and Service & Support leader for Unified SAN/NAS Disk Arrays?
- 27. 2020 Brand Leader Survey About the Author 27 Samantha Griffin Analyst & Manager, Brand Leader Research Samantha.griffin@itbrandpulse.com Harrison Griffin Analyst & Account Manager Harrison.griffin@itbrandpulse.com