Storage Soup

Nov 20 2014   2:38PM GMT

Pure Storage expands maintenance coverage, hopes to keep customers forever

Dave Raffo Dave Raffo Profile: Dave Raffo

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Pure Storage today expanded its Forever Flash maintenance and warranty programs, which the all-solid-state drive (SSD) array vendor hopes will translate into Forever Pure for its customers.

There are three pieces of Pure’s new program. It guarantees flat or lower per-TB maintenance and service pricing, promises free controller upgrades with every three-year maintenance contract renewal, and guarantees it will repair or replace any hardware device – include SSDs – with like or better parts.

Under the original Forever Flash program that Pure initiated last February, customers could either get new controllers or keep their maintenance flat without getting new controllers. Now they can do both. Pure’s stated goal is to relieve customers of an out-year maintenance bill when their initial contract expires, and preventing them from having to do forklift upgrades to the latest controllers.

“We mean it when we say forever,” said Jason Nadeau, Pure’s director of business value marketing. “We’re creating a perpetual storage lifecycle,”

Pure is trying to create perpetual customers. Under this plan, a customer only has to pay for more capacity after an initial controller purchase. The maintenance cost goes up as capacity increases, but Pure pledges to charge the same price per TB for maintenance.

Pure is also betting that its customers will do more than add SSDs to their arrays and upgrade controllers every few years. The vendor’s long-term growth will depend on customers buying more Pure controllers as they expand their use of flash and eventually replace hard disk drive systems.

All Pure maintenance contracts will be for one or three years under the new program. Pure upgrades its controllers every 12 to 14 months, which means a three-year maintenance plan will always include at least one free upgrade.

The all-flash market is perhaps the most competitive in storage these days, with pioneering vendors who concentrate on all-SSD systems such as Pure competing with the large legacy hard disk drive vendors.

Some large vendors expanded their maintenance programs for all-flash systems after Pure first launched Forever Flash earlier this year. For instance, EMC offers seven years of warranty price protection, flash replacement for seven years and a three-year money-back warranty for its XtremIO all-flash arrays. Hewlett-Packard offers a five-year warranty on its 3PAR StorServ SSDs.

Pure VP of products Matt Kixmoeller called for the legacy vendors to expand their warranties to all storage. “We see some competitors starting to mimic us and add all-inclusive software licensing and longer warranties, but only for their all-flash products and not for hard disk array products,” he said. “We would like to see the industry adopt these broader practices.”

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