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VMworld 2020
September 29, 2020, Online, San Francisco, CA., USA
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Eric Herzog, IBM | VMworld 2020
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About speaker

Eric Herzog
Chief Marketing Officer and VP of Global Storage Channels at IBM Storage Division

Strong technology marketing and sales executive with exceptional experience and track record marketing software and system solutions. Expertise in storage systems and software, cloud computing, converged infrastructure, and storage defined storage spanning OEM, channel, and end user market segments. Consistently exceeds P&L targets, while delivering programs on time and on budget.

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About the talk

Eric Herzog, Chief Marketing Officer & VP of Global Storage Channels at IBM, joins Stu Miniman for coverage of VMworld 2020.

#VMworld #theCUBE #IBM @SiliconANGLE theCUBE @VMware @IBM

https://siliconangle.com/2020/09/29/simplifying-complex-data-storage-ibms-flashsystem-vmworld/

Simplifying complex data storage with IBM’s FlashSystem

BY SLOANE KALI FAYE

As many enterprises transfer more and more data from their on-premises data centers, they are considering complex questions and entertaining complex solutions to face the challenges this moment in society presents.

As such, enterprise leaders are ready to invest in simple data storage solutions, according to Eric Herzog (pictured), chief marketing officer and vice president of global storage channels at IBM. “They want to support the business as it evolves and transforms, using data as that catalyst for better customer experience, improved operations and more profitable options,” he said.

What will not help these leaders is more complex applications that ultimately amount to underlying technology unfit to scale. It’s the right time for CIOs to push their suppliers to make things simpler.

Herzog spoke with Stu Miniman, host of theCUBE, SiliconANGLE Media’s livestreaming studio, during VMworld. They discussed IBM’s FlashSystem updates, including what makes it a simple yets powerful and cost-effective solution. (* Disclosure below.)

A simple solution with multiple entry points

IBM Storage’s new FlashSystem Family is designed to appeal to business leaders that traverse entry and mid-range enterprises. The product can also be deployed automatically to a hybrid multicloud environment. This is important to note as it can do this from one “common platform, common API, common software, our award-winning Spectrum Virtualize, and innovative technologies around,” according to Herzog.

The FlashSystem product integrates with anything that uses IBM FlashCore Modules. This makes this product convenient for organizations that already use FlashSystems semi 200, 9200 or 9200R, Herzog pointed out.

The new FlashSystem Family can be described as a “one-stop shop,” as it can support both IBM and competitor solutions. IBM’s Spectrum Virtualize, a product in its FlashSystem portfolio, can virtualize non-IBM arrays, giving them the same enterprise functionality. When necessary, it can also do this for hybrid cloud technology — for both IBM and competitor products.

How simplicity enhances the bottom line

“We can do 70 mites of latency, so almost twice as fast, without using storage class memory,” said Herzog.

Users can create hybrid configurations, with storage class and flash. Leveraging the AI based technology, users can have IBM Flash Core Modules and introduce standard SSDs if desired.

In fact, AI is a key factor in the system’s quick processing. AI is based in IBM’s Storage Insights, predictive analytics, management and support infrastructure.

“You need to imbue your storage [with AI], which we’ve done across FlashSystems, including what we’ve done with our cloud edition … and an on-prem edition, [with] AI across that entire platform, using Spectrum Virtualize.”

IBM’s FlashSystem Family is likely to reduce operational expenses and operational manpower because of its “common API, a common software platform, a common foundation for data management and data movement. It’s not going to be as complex for you to pull your storage configurations,” Herzog explained.

Additionally, users will not have to make as many choices between high-end workloads, mid-range workloads and entry workloads.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of VMworld. (* Disclosure: VMware Inc. sponsored this segment of theCUBE. Neither VMware nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

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From around the globe. It's the cue with digital coverage of vmworld 2020 brought to you by the end where and its ecosystem partners. Welcome back. I'm assuming a man, this is excuse coverage, of vmworld 2020. Of course happening virtually. And that there are certain people that we talked to every year at the cube and this guest, I believe it's been on the cubed, be more than any others attacked. We not pack, elsinger, Eric Herzog, he is a chief marketing officer, and vice president of mobile storage panels at IBM. Eric Hagen store, welcome back to the queue.

Nice to see you. Thank you very much to IBM. Always enjoys hanging with you, John and Dave at again, glad to be here, although not in person this time at vmworld 2020 virtual, thanks again for having a b m. Alright, so let you know, some things are the same and others, very different, of course, Erica know, IBM a long long partner of vmware's. What, what do you set up for us a little bit? You know, 2020, major engagements. See, know what what, what's new what would I be able to be a more

work in Virtual machines built in AWS and IBM Cloud. So we started with IBM cloud and then earlier this year with a w s. So now we have two different Cloud platforms. Where are Spectrum fertilize software sits in a VM at the at the cloud provider. The other thing we've done of course is B7 support. In fact, I've done several V mugs and in fact, my session at vmworld is going to talk about both our support for the seven but also with containers CSI, kubernetes overall and how we can support that in a virtual VMware environment and also we're doing with traditional ESX and VMware

configurations as well. And of course after the cloud as I just talked about Yeah, that discussion of hybrid Cloud, Erica's one that we've been hearing from IBM for a long time and being worth had that message but their their Cloud Solutions have really matured. They've got a whole group going, Devon cloud-native, the D Amazon Solutions have been something that they've been funeral partnering making for the dinner date of accidents and can span between with you noted, the traditional data center environment or VMware. So dominant in the public clouds in on some of those hybrid Cloud

solution. So share with us a little bit, you know, what were the Visions, you know, completely agree. What some of the difference is between, you know, what IBM's doing and maybe what people are hearing from VMware. Well, first of all, our Solutions are always require VMware to be installed. So for example, if you're doing it in a container driving, for example, with red hat, openshift that was slightly different. That you can't run Red Hat products inside of a virtual machine, which you can. But in this case, I'm talking red hat native, we also forced to VMware native and support. What

VMware has announced with To bury space solutions that they can track month since the last route to see when Pat made some big announcements on stage about what they were doing in the container space. So we've been following that along as well. So if the map respect, we have agreement on a virtual machine perspective, and of course, with VMware is doing with the container space, but then also slightly different when we're doing Red Hat, openshift as a native configuration, without having a virtual machine involved in that configuration. So those are both the commonalities and the

differences that we're doing with VMware, in hyperclap configuration. You and I both have some of those scars from making sure that storage worse in a virtual environment. It took us about a decade to get things to really work at the VM level containers. It's been about five years, it feels like we've made faster progress, to make sure that, you know, we kind of Statesville environments. We can tie up a story but a little bit look back as to what we've learned and how should we made sure that I can paint her eyes? Teddy's environment Cena work well with storage of customers today.

Learn from VMware and any expansion virtual environments Beyond VMware to other virtual environments as well. I think all the storage vendors including IBM learned through that process, okay? When the next thing comes, which, of course, in this case happens to be containers of VMware environment, but in an open environment, to Cooper, Nettie's management framework that you need to be able to support it. So for example we have done several different things, we support our system volumes in file block,

an object store and we start with that almost 3 years ago on the Block side and we added the file side and now the object storage side We also can backup data that's in those containers, which is an important feature, right? I am sitting there and I've got data down for system volume. When I got it back it up as well. So we've announced support for container bass, back up, either with red hat, openshift or and a generic kubernetes environment because we're realistic and IBM. We know that you have to exist in the software infrastructure, milieu, and that includes VMware and competitors of

VMware, it includes red hat, openshift but also competitors to Red Hat and we've made sure that we support whatever the end user needs, that they're going with red hat. Greg, is it going with a generic container and buy a crate? If they're going to use vmware's, container solution Ray and on the virtualization engines, the same thing, we started with VMware but also a bat and other virtualization and the storage to me as a whole and I put him in particular, has learned, we need to be ready day one. And like I said, three years ago, we already had four assistant volume support for Block

store. We are still the dominant storage. We have At three years ago. So that would be really I guess 2 years from what you talked about, when container started dick off, and within two years we had something going that was working at the end user level. Our sales team could sell our business partners, as you know, how many the business partners are really rallying around containers, Westby redhatter and what I'll call more generic and farm as well. They're seeing the forest through the trees. I do think, when you look at it from an end user perspective, do you're going to see all three

sounds particularly the global Fortune. 1000 to see red hat environments, generic kubernetes, environments, VMware environments, just like you often see in some instances heterogeneous, virtualization Burns and still get to see bare metal but I think it's going to bury Buy application workload and use case. And I think all likes a midsize Enterprise up. Let's say five billion dollar Company in up or I will have at least two if not all three of those environment container virtual machine and bear menos. We need to make sure that I'd be able to support all those environments to

keep those customers happy. Yeah, well it is. Okay. I think anybody everybody in the industry knows IBM, can span those environments that, you know, support through generations. And very much knows that everything and ite tends to be additive mention customers. Eric, you talk to a lot of customers. So praise inside, gives a couple examples. If you would is in a, how are they dealing with this transition for new years? We've been talking about, you know, enabling developers, having them more tightly with what the Enterprise is doing. So, what are you saying from some of your customers today?

Well, I think the key thing is to use data reuse. So in this case, think of a backup of snap or replica data set, which is real-world data and being able to use that and we use that and now the storage guys want to make sure they know who's if you will check it out, we do that. Where are Spectrum? Copy data management? You also have of course, integration with the ansible framework, which IBM support since I will be announcing some additional support for more Features in ansible coming at the end of October, I will be doing a large launch, very heavily on

containers containers, and primary storage containers and hybrid Cloud environments containers in big day. Today, I environments and containers in the modern data protection and cyber resilience to space as well. So we try him out some additional support in this case about ansible, as well. Do you want to make sure when I see things? I think if your storage guy, if I'm the VP of infrastructure or find a CIO, even if I'm not a storage person, in fact, if you think about it, I'm almost seventy. Now, I have never ever, ever, ever met a CIO used to be a storage guy ever. Whether I obey them with

big tummies, I was a DMC. I wasn't Seagate Mac store at Ben and Ivy and actually twice. I've also been 7 startup says, you guys know at the cube? I have never ever met a c. I o u s p. S store in person ever, in all those years. So what appeals to them is? How do I let the dead guys, and the test, guys, Use that storage at the same time, they're smart enough to know that the software guys, or the chess guys could actually screw up the storage lose the day enough. Or if they don't lose the data cost them, hundreds of thousands to millions of dollars because they did something wrong and have

to reconfigure all the storage solutions. So you want to make sure that the CIO is comfortable that the dev and the test teams can use that storage properly. As part of an ansible is about, you want to make sure that you've got tight integration. So for example, we announced a container native version of our Spectrum discover software, which gives you comprehensive metadata cataloging and indexing for IBM's. Scale-out file Spectrum, scale. Madeline for IBM object, storage IBM, Cloud on big storage but also for Amazon S3. And also for net up filers and also for

EMC isilon and it's a container made him. So you want to make sure in that case we have an API. So the AI software guys, or Big Data software, guys can interface with a tapir to Spectrum, discover let him do all the work. And we're talking about a piece of software that can reverse billions of objects in 2 seconds. Billions of them and is ideal to use in solutions that are hundreds of petabytes up into multiple exabyte. So it's a great way to buy having that API where the CIO is confident. Our guys can use the API, not mess up the storage cuz you do the

storage guys and a data scientist, can configure Spectrum discover and then save it as templates and run an ad workload, every Monday and then run a big day to work load every Tuesday and then Wednesday, when a different AI workload and Thursday run different big data. And so once they set that up, everything is automated and cios love Automation and they really are sensitive. Call Heather alsop, where guys, they are sensitive to suffer guys, messing up the storage cuz it could cost the money. We make it easy to say that, you know, storage is just invisible.

I don't need to think about it, but when something goes wrong, you need those experts to be able to dig, and spend some time talking about automation. So critically important about the management layer. You know what, you think back in a few years, it was UNLV Center would be the place and everything can plug-in you could have more generous using it did. The HCI waves were peaceful. People get kind of getting away from being stored specialist today. In a VMware, has of course, he sent his army to stay but they have zoo on the side. You know, this year you now it's the advanced

cluster management. What's that management landscape? Look like, how do you know the storage get away from managing some of the bits and bites? And you know just Embrace more of that automation that you talked about. The case of idea, make sure we can support both. We need to peel to the storage nerd, the storage geek, if you will the same time tomorrow, generalist environment. Would that be it infrastructure manager, Weatherby, some of the stuff for guys. So for example, we support Odyssey vcenter, we are going to be supporting all of the elements that are going to happen in

a container. Ryan's. VMware is doing. We have hot integration a big-time integration with Red Hats management framework both with ansible but also in the container space as well we're announcing some things that are coming again at the end of October in the container space. The how we interface with the red hat management schema and so you don't always have to have the storage expert manager storage. You can have the red hat administrator or in some cases. The the dev Ops guys do it to her, making sure that we can cover both sides of the fence on some companies, a person is just my personal

belief that is containers become commonplace. While the software guys are going to want to still control it. There eventually will be a redhead. Flash container admin just like all the big companies today have VMware, admins. They all do for virtualization almonds a cover VMware and Via Motors competitors. Such as hyper-v that specialize admins, and you would argue VMware, is very easy to use weren't the software guys playing with it cuz guess what? Those beings are sitting on servers, containing both apps and data and if the software guy comes in to do something, messes it up. So what

are the big and she's done? They've created beso your virtual zacian admin layer. I think that over time, either the virtualization and has become virtualization / container admins. Or if it's a big enough for both Estates lb container admins of the global Fortune, 500 mL also be virtualization admins and then the software guys the dev Ops guys when are faced with that there will always be a level of management framework. Which is why we integrate, for example, would be Center what we're doing with red hat, what we do with generic kubernetes to make sure that we can integrate their, so

make sure that we cover all areas because of number of our customers was very small. In fact, we have a company that's in the software development space where I try to miss driving, they have over a hundred petabytes of IBM Spectrum scale in a container environment. So that's a small, it's got all containers at the same time. We have a bunch, of course, Global Fortune 1000, where i b m plays exceedingly, well and have our products and they've got some stuff sitting in VMware, some substituting engineer, kubernetes some sustained, a red hat and some stuff still in bare metal. And in

some cases, they don't want their software, people to touch it. And other case of these big accounts they want their software people in power to work both and both manager for English, traditional storage management framework with each one of our products and also management Frameworks for virtualization. With before we've been doing and now management frame. First with container will make sure we can go. All three of those bases cuz that's what the big entities will want and then in the small earnings date, you'll have to see who wins out. I mean, they made still use 3 in a small,

really don't know. If you want to, make sure you got everything covered. It's really easy for us to disintegration because of things. You've already historically that particular, the virtualization varmint. So, yes, the inter stitches of the integration are different but we know he is kind of the process to do the interconnectivity between a storage management framework and a generic manager, framer in ridgeley of course vcenter. And now doing it for the container world as well. At least we've learned best practices and now we're just tweaking those best practices in there. Going to be

a container world and virtualization. Eric vmworld is what one of the biggest times of the year, when we all get together. I know how busy you are going to the show meeting with customers meeting with Partners. You no walking, the hallways you when the people that traveled more than I did at the end that the partner shows and meeting with people inside, as to how you're making sure that, you know, partners and customers this conversation to still happening, we understand everything over video can be a little bit challenging, but you know, what, would it? What do you see in here in 2020?

How's everybody doing well? So, a couple things first of all, I already did two partners meeting today and I have an infuser meeting to end user meetings tomorrow. So what we've done at IBM is make sure you a couple things, one short and to the point Okay, we have automated tools to actually show does draw just like the infamous walk up to the whiteboard in a face-to-face meeting. We've got that. We've also now tried to make sure he's being overly inundated with WebEx and by the way, there's already a lot of WebEx anyway, I can think of meeting I had with a Telco one of the

fortune 300, and this was actually right before Thanksgiving, I was in her office in San Jose, but they had guys in Texas and guys in the east coast, all on there, still over when it. But also was a two and a half hour meeting. I will ask him what's a 3-hour meeting about myself and are flash seats. You went up to the Whiteboard which you could dead and see over WebEx cuz I had a camera showing up on the Whiteboard that I have to take that news. Integrated tools one, but since people are now, I would argue over whether there is a different feel to do in the WebEx. Then when you're doing it

face-to-face, we have to fly somewhere where they have to fly somewhere. We have to even drive somewhere. So we can between meetings if you're going to do for customer calls, do you as you know I travel all over the world. So I was in Sweden, actually? Right before covid and in one day of the day after we had a large, we launched our new Flash system products. I'm in February on the 11th on February 12th. I was still in stock them and I need to partner meetings and to enter years of meetings but the sales guy was driving me around. So it would be in the meetings, you'd be in the car for 20

minutes or half an hour. So it's it's different when you can do web access basically now break. So, you have to be sensitive to that when you're talkin to your partner's, sensitive that when you're talking to the customers sensitive, when you're talking to the Alice such as you guys sent it, when you're talkin the press and all your various constituents. So we've been doing that at IBM, really, since the covid-19 got started is coming up some best practice. So we don't overtax the end-users and over types, our Channel partners, Yeah, Eric's a joke. I had on that. It says we're all

following the Bill Belichick model now, no days off. I just meeting meeting meeting every day, you can stack them up, right? You used to enjoy those down times in between where you can catch up on a call, do something to carve out some time. To make sure that stack of books that normally I would read in the airport or on flight everything you know, who enjoys reading a book every now and again. So funny thing I guess Eric you know here at vmworld 2020, you know can you give us final takeaways that you want your customers to have when it comes to IBM in VMware a couple things and we

were tightly integrated have been tightly integrated for what they've been doing in there for additional virtualization varmint. As a move two containers will be tightly integrated with them as well as well as other container platforms. Not just for my meeting with Red Hats but again generic kubernetes environments with open-source container configurations, that don't use IBM red hat and don't use the M1. Do you want to make sure that we spam that? Introduce our VMware environments, like, with with version 7, that came out, we make sure it's important. In fact, VMware, just announced

support for nvme over fiber champ. We've been shipping and being more fibre Channel, we're just under two years. Now, I'll be almost two years while will be 2 years in October. So, we're sitting here in September, it's almost been two years since we've been shipping night but they haven't supported it. So now we can access part of our wanchai free say something. It's part of our launch the last week of October at IBM's Tech. You will be on October 27th. You can join for free. You don't need to attend text. You will have a free registration page. So just follow the dog in store or look at

my LinkedIn cuz I'll be posting shortly. We have the link but we'll be talkin about things that we're doing around the seven wear support for vmware's, announcement of nvme over fibre Channel. Even though we've had it for two years coming next month, but they're announcing What you were doing that. So, all of that, sort of cat box items will continue to do as a push for dentist in the world. I'd be able to be there, right with him as well because we know it's a very large world that we need to support everybody sport VMware, we supported their competitors in the virtualization

space cuz some customers. In fact, some customers have both have got VMware and maybe one other of the virtualization elements usually the end. Where's the dominant? Of course, but if it got even a little bit of that we need to make sure our storage Werks of it. I'm going to do the same thing in the container world, so we will continue to push war with VMware. It's a tight relationship more, not just with IBM storage, but we serve a group with the clearly with a cloud team. We need to make sure that IBM has a company that is very close to VMware as well as obviously, what we're doing

with red hat and IBM storage. Make sure we will do both my. I like to say that I DM storage is the Switzerland of the storage industry. We work with everyone here, with all these infrastructure players from a software world, and even with our competitors are Spectrum, virtualize, software that come Turn flash system supports over, 550 different storage rates that are not IBM, delivering enterprise-class data services, such as snapshot replication date at rest encryption migration. All the speakers but you can buy the software and use it with our competitors store dry. So we made a

practice of making sure that we're very inclusive with our software business across the whole company and its storage. In particular, with things, like Spectrum, virtualize, with what we've done with our backup product Source. We back up, everybody stuff, not just hard for making sure you did same thing and virtualization environment for tickly with VMware and where they are going into the Container obviously sister division red hat but even in a generic, everyone's not going to buy redhatter p.m., are there people going to do kubernetes energy standard, then you use that if you will

open source container with kubernetes on top and not use the Empire and not use red hat to make sure if they do it. What I'll call generically. If they use red half if they use VMware or some combo, we will support all of it. That's very important for us at the emerald to make sure everyone is aware that. While we met on red that we have a very strong powerful connection to VMware. I'm going to continue to do that in the future as well. Eric Herzog. Thanks so much for joining us. Always pleasure catching up with you. Thank you very much. We love being with the cube. You guys do great

work at every shelf and one of these days I'll see you again and we'll have a beer. Inverse to. Absolutely. So it definitely Davante and John further send their best. I'm Stu miniman. And thank you was always for watching the cube.

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