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Enterprise Computing: EMC Beat Netapp To Data Domain & Ionix

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As expected, Netapp have chosen not to continue in the bidding war for Data Domain and have bowed out after EMC’s increased bid of $33.50 a share.  

In some respects we shouldn’t be surprised, as it always looked like EMC were in the game purely to beat Netapp.  What’s interesting is the way Netapp had started to distance themselves from Data Domain, and I quote from the Netapp press announcement:

“While NetApp’s acquisition of Data Domain would have produced benefits for customers and employees and complemented NetApp’s existing growth trajectory, we remain highly confident in our already compelling strategic plan, market opportunities, and competitive strengths,” – Dan Warmenhoven

So Netapp were prepared to spend $2B (plus change) to purchase something that they now feel isn’t that important to their future?  How exactly does that work?  Was the $2B burning a hole in their pocket so they felt like spending some money?  OK, its face saving, but EMC have slapped them down and no mistake.

Moving on, co-incidentally we saw the announcement of Ionix, EMC’s attempt to bring their infrastructure management tools under a single brand umbrella.  EMC have acquired lots of companies and intellectual property over the years, most of which doesn’t co-exist harmoniously with each other.   It makes sense to consolidate the IP and leverage it more effectively.  However, I can’t see Ionix as anything other than a marketing exercise – borne out by the fact that Chuck Hollis and Steve Duplessie both have videos on the Ionix homepage.  In fact its just another Decho.  There’s a big difference between re-branding and delivering fully integrated technology.  

Other than a crazy name, is it really offering anything new?

About Chris M Evans

Chris M Evans has worked in the technology industry since 1987, starting as a systems programmer on the IBM mainframe platform, while retaining an interest in storage. After working abroad, he co-founded an Internet-based music distribution company during the .com era, returning to consultancy in the new millennium. In 2009 Chris co-founded Langton Blue Ltd (www.langtonblue.com), a boutique consultancy firm focused on delivering business benefit through efficient technology deployments. Chris writes a popular blog at http://blog.architecting.it, attends many conferences and invitation-only events and can be found providing regular industry contributions through Twitter (@chrismevans) and other social media outlets.
  • http://chucksblog.emc.com Chuck Hollis

    Hi Chris

    Regarding Ionix, I can understand the skepticism. Our industry is full of examples of piles of unrelated products that have simply been rebranded without any underlying differentiation, rationalization or integration.

    However, I don’t think that’s the case here. Yes, there’s a consistent naming scheme, but there’s also a healthy helping of deep integration work that’s already been done. Sure, there’s always more to do, but I think the current product suite stands well on its own.

    As far as “what’s new?” — that’s a fair question. And it’s a very long list indeed, once you get into it. I’d like to boil it down to a simpleminded sound bite, but it’s a far deeper discussion.

    All I ask is that you hold judgment until you’ve had a chance to evaluate the product suite at length. Then all criticisms are welcome!

    Thanks …


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