Storage Market in 2018: A Repeating Pattern
The storage market in 2018 felt like a continuation of 2017, but with more intensity. Several key trends—such as increased cloud adoption, the shift from disk to flash, and the move toward software-defined solutions—were shaping the future of storage and data center infrastructure. This was not just a repeat; it was a transformation.
While many of these trends were familiar, 2018 wasn’t boring. Companies, both big and small, had to make critical decisions that could determine their long-term survival. The ongoing transition away from legacy storage systems, combined with a lack of awareness around the impact of GDPR, made this year particularly dynamic and full of opportunities for those who were ready.
Let’s take a closer look at the top 10 trends that defined the storage industry in 2018.
The debate over public versus private clouds is fading.
Why are people still debating the merits of public and private clouds? Enterprises need the security of private clouds and the scalability of public clouds. The solution lies in hybrid clouds, where data can be moved to the most efficient location. This model is becoming the standard for businesses looking to optimize performance and cost.
Storage vendors can benefit by helping companies build private clouds and streamline data migration between on-premises and public cloud environments. However, some are hesitant due to concerns about losing control over their business models. But in 2018, we expect more vendors to fully embrace hybrid cloud strategies.
M&A activity will increase in 2018.
In 2018, we saw more mergers and acquisitions in the storage space, though not on the same scale as HPE’s acquisition of SimpliVity or Nimble Storage. Larger deals became rarer, and fewer companies managed to successfully acquire a storage vendor. However, smaller deals became more common as large vendors sought new technologies or talent. Startups also benefited from increased funding as existing companies either got acquired or shut down.
Dell EMC is finding its path.
After the historic merger in 2016, Dell EMC faced challenges integrating product lines and sales teams. Despite initial declines in storage sales, the company started to recover in 2017. With a focus on streamlining operations and aligning sales strategies, Dell EMC aimed for growth in 2018. However, the rise of cloud and software-defined storage posed new challenges, and the company might not dominate the market as before.
NetApp continues to grow strongly.
NetApp emerged as one of the fastest-growing storage vendors in 2017, thanks to its shift toward cloud-friendly storage solutions. It has been catching up with industry leader Dell EMC. While it won’t overtake Dell EMC in 2018, NetApp remains a strong player. Its all-flash storage achieved impressive growth, but competition is increasing as more vendors enter the market. Software-defined storage is also posing new challenges.
SSDs are set to dominate data centers.
In 2017, there was a shortage of flash memory due to manufacturers shifting to newer technologies like NVMe. This caused supply issues and higher prices. However, this trend is expected to reverse. IDC predicts a 15.1% compound annual growth rate for SSD shipments through 2021, with revenue reaching $33.6 billion by then. As supply stabilizes, SSD prices will drop, making all-flash storage a more attractive option for enterprises.
Software-defined storage becomes central.
NetApp’s co-founder Dave Hitz broke the mold by suggesting that storage vendors could move away from hardware and focus on software. In 2018, the industry began embracing software-defined storage more seriously. Whether they admit it or not, storage vendors are shifting toward software-centric models. Customers no longer want tied-down hardware, and this trend is reshaping the entire sector.
Hyper-converged infrastructure keeps growing, but for how long?
IDC reported a 68% year-over-year growth in hyper-converged infrastructure (HCI) revenue in Q3 2017, surpassing $1 billion. Major vendors and startups alike entered the market, offering flexible solutions. However, this growth may not last forever. As enterprises increasingly adopt cloud-based solutions, the demand for HCI could slow unless it continues to deliver significant value.
Internet of Things: Talk less, act more.
Storage vendors are now marketing their products as IoT-ready. But IoT isn’t just about storing data—it’s about processing and managing it at the edge. In 2018, storage providers started to rethink their role in the IoT ecosystem, focusing on delivering end-to-end solutions rather than just storage platforms. Hitachi’s integration of storage, IoT, and big data into a single entity marked a shift in strategy.
GDPR is coming fast.
By the end of May 2018, US companies will face the reality of GDPR. Although it’s an EU regulation, it affects any company handling EU citizens’ data. Non-compliance can lead to severe penalties. In response, storage and security providers launched extensive training programs to help US companies prepare for the new rules.
Computation moves closer to data.
With data spread across multiple locations—on-premises, in the cloud, and at the edge—moving computation closer to the data has become essential. Advances in CPU technology have made it possible to perform computing tasks at the edge, in the cloud, and even directly on storage arrays. This trend is expected to accelerate in 2018, with portable computing resources becoming more integrated with data.
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