There is at least one vendor who refrains from defining its software-driven storage technology as software-defined storage.
Despite its reliance on software for differentiation, hyper-converged storage vendor Nutanix refrains from using the software-defined storage tag that many vendors are embracing.
Greg Smith, Nutanix senior director of product and technical marketing, said Nutanix qualifies for that label because it delivers storage as software natively in the virtualization tier so “the virtualization manager no longer has to manage software, it becomes invisible. But we think there’s enough tangible value to customers that we do not need to resort to that level of marketing.”
Nutanix shifted marketing gears with its product name, switching from the Nutanix Complete Cluster to Nutanix Virtual Computing Platform. Smith explained by change by saying “as our product category evolves, we need to describe a class of solutions that converges compute and storage at a platform or appliance level.”
However Nutanix is marking its systems, it seems to be working. Nutanix claims it is on an annualized run rate of over $80 million in revenue, which means it had more than $20 million in sales in the first quarter of 2013. That’s a healthy number for a startup, especially in a quarter where storage disk sales declined year-over-year for the first time in four years.