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2017 – New Year, New Transformation

Howard Rubin

Consultant Product Marketing Manager, Dell EMC Storage Division
My name is Howard and I’m a marketing guy. There I said it! Admitting to it is the first step right? Truth be known, I started “life” as a phone support guy then got promoted to Sales Engineer due to my good looks. That role dragged on far too long. Hanging out in data centers at 3am installing and troubleshooting ATM and Frame Relay gear got old; just like that technology. When I’m not marketing tech stuff, I’m either playing with my own tech gear at home or travelling to some exotic destination with my incredible wife, Mary. Fifty/Fifty chance it’s a shopping or exotic beach destination next time you get my out-of-office message.

Latest posts by Howard Rubin (see all)

As we transition to a new year many people will make a resolution to do things better in life; to transform the way they live and interact in the world.  Some get a new job to increase life satisfaction, to make more money or quite simply live a healthier lifestyle. As a legacy EMC employee, we, as a company are transitioning to Dell EMC for the better.  And to do that, we must continue to operate flawlessly into 2017 and beyond for our customers.  We here at Dell EMC also want to see. our customers flawlessly transform  their data center for the better.

VMAX All Flash Transormation

For our customers running VMAX 1 and VMAX 2 (10/20/40K) platforms, refreshing to a new VMAX All Flash delivers incredible operational and TCO benefits.  We created VMAX All Flash to allow you run your business more effectively. Not only is it easy to purchase, migrate to and grow, but it’s so much simpler to manage.  Add to that the cost savings in footprint and consolidation and a storage managers life couldn’t get much better.

Here’s a quick example of a customer that did a VMAX 20K refresh to a new VMAX 450F. This customer had a 9-Bay VMAX 20K with 800TB of usable capacity.  We transformed them from a 9 rack VMAX 20K to a single bay/single floor tile VMAX 450F.  This new model delivered 6x more performance,  87% less energy, 92% less footprint with a whopping 40% lower TCO.

VMAX All Flash Performance (more…)

What’s Old is New Again

Howard Rubin

Consultant Product Marketing Manager, Dell EMC Storage Division
My name is Howard and I’m a marketing guy. There I said it! Admitting to it is the first step right? Truth be known, I started “life” as a phone support guy then got promoted to Sales Engineer due to my good looks. That role dragged on far too long. Hanging out in data centers at 3am installing and troubleshooting ATM and Frame Relay gear got old; just like that technology. When I’m not marketing tech stuff, I’m either playing with my own tech gear at home or travelling to some exotic destination with my incredible wife, Mary. Fifty/Fifty chance it’s a shopping or exotic beach destination next time you get my out-of-office message.

Latest posts by Howard Rubin (see all)

At our office, we give our mainframe product managers and engineers a hard time.  When mainframe customers come in for meetings, we joke about ensuring that the customer briefing rooms have analog dial-up ports so our guests can check their AOL email during breaks. The reality is quite different. Yes, there are many grey-bearded experts who grew up with the mainframe and really understand the workings of the overall system. However, working right alongside these experts is a new generation of mainframe and application specialists – the Millennials (often called “Generation Y”). And, the exact reason why they’ve joined these companies is to work on leading edge cloud and mobile apps for the mainframe. Say what?

Photo courtesy of Wikipedia

Photo courtesy of Wikipedia

Since IBM’s introduction of the first mainframe in 1952, businesses have relied on them to run their mission-critical applications.  Over the last 60 years, mainframe hardware has gotten smaller while workloads have grown significantly larger, requiring these systems to perform even faster. This rat race is to keep up with the increasing amount of data and transaction throughput, while satisfying the decreasing tolerance for transaction latency.  So what does this all have to do with mobile apps and the cloud? The answer is EVERYTHING!

Mobile apps connected to mainframe computers bring the conveniences of just a decade ago to your mobile phone, tablet or wrist. Flash back a decade plus; were you verifying your savings account balances by driving to the local bank ATM or teller window? Were you waiting weeks for mailed or faxed paperwork on your fender bender car accident processed by your insurance agency? Or, maybe you thought nothing about waiting in line for the person ahead of you buying a gallon of milk who was filling out a check by hand (and usually extremely slowly)? Without mainframes and the Gen Y’ers developing innovative mobile applications, we might just be stuck doing these activities the same way. The good news is that mainframes enable every one of us to do away with all this waiting nonsense. (more…)

Beating the Odds with FAST Hinting

Howard Rubin

Consultant Product Marketing Manager, Dell EMC Storage Division
My name is Howard and I’m a marketing guy. There I said it! Admitting to it is the first step right? Truth be known, I started “life” as a phone support guy then got promoted to Sales Engineer due to my good looks. That role dragged on far too long. Hanging out in data centers at 3am installing and troubleshooting ATM and Frame Relay gear got old; just like that technology. When I’m not marketing tech stuff, I’m either playing with my own tech gear at home or travelling to some exotic destination with my incredible wife, Mary. Fifty/Fifty chance it’s a shopping or exotic beach destination next time you get my out-of-office message.

Latest posts by Howard Rubin (see all)

EMC World 2015 kicked off in Las Vegas on May 4th and it always reminds me of the many people who travel from all over the world to visit Vegas. They come for the gambling. They come for the nightlife. They come to just getaway or be somebody else for a few days. As for me, I usually go for tradeshows or conferences.

Welcome to Fabulous Las Vegas Sign

Those who come to gamble will bring their own gambling guidelines, algorithms or tricks to beat “the house”. Perhaps you recall the Hollywood film “21” where a group of MIT and Harvard University students used card counting algorithms to win at blackjack in Las Vegas.  For them it was all about having a competitive advantage. Whether in Vegas or in life; tell me someone who doesn’t want a competitive advantage.

 Now let’s pivot this casino scenario into YOUR data center. Who’s prepared to place similar bets on workloads and available IOPS in YOUR data center at any moment in time? All bets off, right? Or is that your poker face? Data and workloads are growing and changing, it’s a fact of life. Your IT staff no longer has the time to manage technology.  Wouldn’t it be nice if the discussion changed from “how many disks of what type to allocate to which workloads” to “What performance does an application need to meet our business objectives? And how do I meet that requirement easily?”

So how can you get ahead of the game with your IT workloads?  What you need is a competitive advantage against the ebb and flow of mission critical application IOPS that could kick off at any time. Well, the answer lies in EMC’s VMAX3 and the HYPERMAX OS. It’s the first enterprise data services platform in the industry to have the ability to move application workloads automatically inside the array or to an external storage based on workload requirements. We call this capability Service Level Objective Management.  We deliver this using EMC’s FAST (Fully Automated Storage Technology). (more…)

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