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Storage giants NetApp (NASDAQ:NTAP) and EMC (NYSE:EMC) are making efforts to shift away from the tag of pure “storage companies”. In its Q2 earnings call last year, NetApp management pointed out that they are more of a “data management” vendor and not just a storage hardware company.  This statement signaled the company’s intention to evolve from being predominantly a hardware manufacturer to an end-to-end storage solution provider. A similar trend was highlighted when NetApp announced its agreement with VMware (NYSE:VMW) to integrate its Clustered ONTAP Drive with VMware’s vCloud suite last year.