Storage Soup

Dec 12 2013   8:55AM GMT

Actifio: EMC’s copying us on data copy management

Dave Raffo Dave Raffo Profile: Dave Raffo

Actifio CEO and founder Ash Ashutosh says the recent EMC reorganization shows the storage giant is coming around to his startup’s way of approaching data management.

Ashutosh is not talking about EMC’s combining of its VMAX and VNX teams into an Enterprise Storage Division. He is referring to the other move EMC made at the same time — it added its Vplex and RecoverPoint teams to the backup product teams. That move formed a new Data Protection and Availability Group that replaces the Backup and Recovery Systems division. Specifically, Ashutosh is talking about several mentions EMC data protection people have made recently about copy management.

Actifio has been calling its technology data copy management since 2010. Its software creates virtual copies of data so it can be placed in any location and used for multiple purposes. So Ashutosh is flattered that EMC now uses the term. About nine minutes into this video, EMC data protection CTO Steven Manley talks about using copies of data for more than just data protection. “These copies are available for more than just sitting there waiting for something to go wrong,” he said.

That has been Actifio’s message for years. Ashutosh congratulated EMC in his blog on the Actifio web site: “After seeing your recent EMC Copy Management announcement, we want to welcome you to the most exciting and important marketplace since the storage revolution began 25 years ago.”

He expanded on that in an interview with StorageSoup.

“They acknowledge the trend in the market,” he said. “We see this as validation for what we’re doing, and they’re doing the right thing by their customers. It’s a little earlier than I expected they would announce the shift.”

If EMC pushes into copy data management, that would have a good side and bad side for Actifio. It would signal that Actifio is on the right path. On the other hand, it would mean the world’s largest storage vendor is coming after it.

Ashutosh said he’s not worried about competition yet. He said Actifio is far along the copy data management path, and EMC is just starting. “It’s a three-step process and they’re in step one,” Ashutosh said of EMC. “We’re in step three, and we have been for four years.”

Step three isn’t the last step for Actifio. It continues to develop the product. One future development is the release of a software-only version. Actifio now sells its software on appliances, but it can make the software available to run on servers or other storage systems.

“It’s coming,” Ashutosh said of a software-only product.

Another thing that he has often talked about coming is an initial public offering that would make Actifio a public company. He said that is still in the works, but not imminent. “We’re getting closer,” he said. “I can’t comment on the timing. We’re making sure we build one happy customer at a time. We don’t want to get into the rat race of going public too fast.”

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