EMC Unveils More Flexible IT Bundling

These days, companies basically have two options for bringing new information technology into their data centers. They can acquire all the servers, storage, networking and software from different vendors, try to put it all together and make it work, or they can buy one big appliance that’s simpler to set up but is of a fixed configuration. EMC is offering a third option that combines the best attributes of the previous options, which it calls VSPEX.

With VSPEX, channel partners such as Arrow, Tech Data, Avnet and Ingram Micro, can configure an appliance for a customer that offers a much wider array of technology choices than the Vblock big appliance co-developed by VMware, Cisco Systems and EMC (which owns 80% of virtualization leader VMware). The configurations support the major players in enterprise applications, virtualization hypervisors, servers, storage and networking and let customers pick and choose what works best for them.

For applications, a VSPEX system can be loaded with enterprise software from Oracle, Microsoft or SAP. Hypervisor and virtual desktop infrastructure (VDI) options include Microsoft Hyper-V, VMware products like vSphere, or Citrix for VDI. Server options include Cisco Unified Computing Systems and any server running Intel processors, which includes boxes from Dell, HP, IBM and others.

In networking, Brocade and Cisco are “preferred vendors,” says Josh Kahn, VP of solutions marketing for EMC, but that other networking equipment from such companies as Dell, HP and Juniper would still be supported. In the storage and data protection the preferred vendors are EMC and RSA, the latter a wholly-owned subsidiary of EMC specializing in security.

Initially, EMC has assembled 14 different configurations for what it calls VSPEX Proven Infrastructure with different combinations from among its technology partners, Kahn says. A related program called VSPEX Labs will develop other configurations among vendors and channel partners as updated technology is introduced going forward.

This announcement comes a day after IBM introduced PureSystems, a new category of servers, a family of “expert integrated systems” that go beyond converged infrastructure or unified system approaches by adding a new middleware layer that aims to automate both infrastructure and applications, offering workflows from IBM itself, from its third-party partners, and offering IT the ability to define its own workflows. Initially there are two products in the family: PureFlex, which integrates server, storage and networking into one package; and PureApplication, which automates software based on the patterns and processes of IBM’s own work with customers and partners.

IBM makes a significant argument for simplification and cost reduction, saying that a PureSystems-based datacenter can be rolled out 98% faster, and provide a 45% saving in budget cost compared to a datacenter built on more traditional industry-standard servers. The company also claims a 43% reduction in energy usage due to greater density and the ability to automatically scale resources as needed.The key advantages to EMC's VSPEX is that it’s simple, efficient and flexible, says Kahn. The VSPEX approach is unique and innovative, according to Steve Duplessie, founder and senior analyst at Enterprise Strategies Group.

“It’s kind of impossible not to like,” he says. “The two spectrums today are that the customer has to be a scientist and build all this stuff themselves or they have to go to a very tightly controlled configuration that doesn’t really allow for any choice.”

What EMC has done with VSPEX is qualified an ecosystem of those various technology partners and created reference configurations of all these various use cases, says Duplessie. In turn, the technology and channel partners are the ones assembling the best-of-breed pieces and configuring them so the customer doesn’t have to experiment.

This approach is also an improvement over the IT system-in-a-box approach of EMC’s VCE Vblock that has fewer configuration options, and isn’t suited for most users.

“If you think about a Vblock, the reference implementation of Vblock is the very top end of the market, maybe 5% of the market is ever going to do that. These reference architectures cover maybe 85% of the market opportunity,” explains Duplessie.

Also unique is EMC’s inclusion of channel partners in the VSPEX rollout to the point of allowing them to rebrand the completed systems with their brand as well as EMC’s. Besides the aforementioned North American based companies Arrow, Avnet, Trend Micro and Tech Data, multiple channel partners abroad are also included in the VSPEX 'Velocity' channel program.

“Quite frankly, it’s superficial but it’s brilliant,” Duplessie says of the channel partner move. “The distributor never gets their name anywhere other than on a piece of paper.”

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