Learn From Two Deduplication Veterans: George Crump, Founder Storage Switzerland and Tom Cook, CEO Permabit: * Are All Deduplication Methods the Same? * Why is Dedupe so Valuable in the All-Flash Use Case? * What Can Go Wrong Deduplication? * Ask your deduplication questions to the dedupe panel!

1. CEO Interview and Webinar:
Update on the State of Deduplication
Learn from two Deduplication Veterans: George Crump,
Founder Storage Switzerland and Tom Cook, CEO Permabit
Learn About The Top Three Trends in Deduplication
1. Data Efficiency and Flash – Table Stakes?
2. Data Efficiency and The Cloud – Cloud independent?
3. Global Data Efficiency – The Efficient Data Center
4. Ask your Deduplication Questions to the Dedupe Panel
For audio playback and Q&A go to:
http://bit.ly/StateofDedupe
Available On Demand

2. Our Speakers
George Crump is the founder of Storage Switzerland, the leading storage analyst focused on the
subjects of big data, solid state storage, virtualization, cloud computing and data protection. He is
widely recognized for his articles, white papers, and videos on such current approaches as all-flash
arrays, deduplication, SSDs, software-defined storage, backup appliances, and storage networking.
He has 25 years of experience designing storage solutions for data centers across the US.
Tom Cook, Chief Executive Officer and President, is responsible for guiding the company’s strategy
and vision. Cook has more than 20 years of experience leading growth stage technology companies.
Prior to joining Permabit, Cook led and completed the sale of web application developer, Curl
Corporation to a division of the Sumitomo Corporation. Prior to Curl, Cook was President and CEO of
audio tool maker, Cakewalk Software (acquired by Roland Corporation), which he led from start-up to
worldwide market leadership. He also served as a director of or advisor to more than a dozen
companies and organizations.

3. ● Analyst firm focused on storage, cloud
and virtualization
● Knowledge of these markets is gained
through product testing and interaction
with end users and suppliers
● The results of this research can be
found in the articles, videos, webinars,
product analysis and case studies on
our web site:
http://storageswiss.com
Who Is Storage Switzerland?

4. 3
Copyright © Permabit Technology Corporation
| Permabit.com
COMPANY OVERVIEW
Transforming Storage with Data Reduction Technologies
• Primary storage – flash, hybrid, HDD, SAN, NAS
• Tier 1, ODMs, component and cloud providers
• 47 patents filed, 35 granted to date
Permabit at a Glance
Markets/Customers
• Industry leaders in capacity optimization for
flash, hybrid and HDD storage
• Products include high performance inline
data deduplication, compression and
thin provisioning on any platform/environment
• Technology deployed in 10,000 storage arrays
worldwide
Only solution that provides:
• Inline Operation
• High Performance
• Low Latency
• Scalability to Petabytes
• Minimal Resource Overhead
• Immediate Time to Market
Intellectual Property
Performance
Permabit
Data Reduction
Scalability
Resource
Efficiency
Key Technology Advantages

5. Agenda
• Data Efficiency is more than Deduplication
• Data Efficiency Adoption Rates
• Data Efficiency and Flash Storage
• Data Efficiency and the Cloud
• Global Data Efficiency
• Q&A

6. Polling Question
Where Are You Using Deduplication?
A) Nowhere
B) Disk Backup Only
C) All/Hybrid Flash Array Only
D) Both Backup and Production

7. Polling Question
Where Are You Using Deduplication?
A) Nowhere
B) Disk Backup Only
C) All/Hybrid Flash Array Only
D) Both Backup and Production

8. Data Efficiency is more than Dedupe
● Compression
● Thin Provisioning
● Deduplication
A Complete Solution Requires All Three

9. Data Efficiency Adoption Rates
● Standard in Backup Data
Protection
● Standard in WAN
Optimization
● Almost standard in startup
flash arrays
● Legacy vendors are
woefully behind

10. 185%
140%
17% 15%
0%
-3% -5% -6%
-13% -21% -23%
68%
EMC
XtremIO
IBM
FlashSystem
IBM
StorWize
HDS
HUS/HNAS
EMC
VNX/VNXe
HDS
VSP
Dell
Compellent
Dell
EqualLogic
NetApp
FAS
IBM
DS8000
EMC
VMAX
Pure
FlashArray
Has Inline Dedupe and Compression Does not have Inline Dedupe and Compression
2014 Growth Rate
Source: Market Share: Disk Storage Systems, All Regions, 3Q14 Update, Gartner, Jan 2015 Magic Quadrant for Solid State Arrays, Gartner, Aug 2014
Inline Deduplication and Compression Drive Down
“Effective Cost” Enabling Market Leadership
Data reduction drives array growth

11. In the HDD world of 2005:
Capacity was cheap
Performance was scarce
In flash world of 2015:
Capacity costs 8x as much
Performance is plentiful
FOR OVER 50 YEARS, STORAGE WAS DOMINATED BY SPINNING DISK.
STORAGE INDUSTRY TRANSFORMATION

12. Trend #1 – Data Efficiency and Flash Storage

13. Data Efficiency is Table Stakes for Flash
● Lowers the price per GB
● Lowers the amount of
writes
● A Vendor without Data
Protection is at a serious
disadvantage

14. Data Efficiency and Flash Myths
● Can be hazardous to
database performance
● The Performance of Flash
makes the all Data Efficiency
Equal
● You don’t need all three –
Thin Provisioning
● You Need to be able to turn
off

15. Trend #2 – Data Efficiency and The Cloud

16. Deflation
AFA/
Hybrid
Tier One
Share Erosion
Hyperscale
Cloud
TIME 2014 SDS/Cloud Era
$REVENUE
EMC, IBM, HDS
NetApp, Dell, HP
Google,
Amazon,
MS
Deflation
AFA/
Hybrid
Tier One
Share Erosion
Hyperscale
Cloud
TIME 2014 SDS/Cloud Era
$REVENUE
EMC, IBM, HDS
NetApp, Dell, HP
Google,
Amazon,
MS
THE CLOUD IS DRIVING STORAGE TRANSFORMATION

17. Deduplication will be Table Stakes for
Cloud Storage
● Lowers the price per GB
● Improves Data Transfer
Speed
● Enables Cloud to Cloud
transfers

18. Data Efficiency and Cloud Myths
● Cloud Vendors don’t like
Data Efficiency
● The Cloud Vendor will
Provide Data Efficiency
● The Cloud Vendor will
Pass Savings On

19. Trend #3 – Global Data Efficiency

20. Global Data Efficiency
● Deduplication meta-data is shared
between storage systems of all
types:
o On premise, off premise and in the
cloud
● Will primarily reduce network
transfers not data footprint
● Will need some controls to when
to have a real copy and an
efficient copy

21. 20
Copyright © Permabit Technology Corporation
| Permabit.com
The Data Reduction Experts
Tom Cook
President & CEO

22. 21
Copyright © Permabit Technology Corporation
| Permabit.com
Disk
Flash
Low cost
High capacity
High performance
Capacity
Performance
Permabit data reduction enables flash performance at the cost of disk
PERMABIT
DATA REDUCTION
WHY DATA REDUCTION NOW?

23. 22
Copyright © Permabit Technology Corporation
| Permabit.com
A PORTFOLIO-WIDE SOLUTION
SSD in PC/
Server or Array
Block Storage Array
PC/ServerHBA
NAS
Cloud GatewayCloud-Based Storage
Appliance
Integrates across a wide range of products and platforms

24. 23
Copyright © Permabit Technology Corporation
| Permabit.com
Major Vendor AFA
w/ SANblox
Major Vendor AFA
Start-up
FlashArray
Read Latency 1.2 ms 4 ms 4 ms
Write Latency 3.8 ms 5 ms 5 ms
Mixed Latency 3.0 ms 5 ms 7 ms
Read/Write 70/30 Mix 170K IOPS 150K 150K
Capacity (raw) 256 TB 120 TB 130 TB
Major Vendor AFA
w/ SANblox
Major Vendor AFA
Read Latency 1.2 ms 4 ms
Write Latency 3.8 ms 5 ms
Mixed Latency 3.0 ms 5 ms
Read/Write 70/30 Mix 170K IOPS 150K
Capacity (raw) 256 TB 120 TB
Major Vendor AFA
w/ SANblox
Read Latency 1.2 ms
Write Latency 3.8 ms
Mixed Latency 3.0 ms
Read/Write 70/30 Mix 170K IOPS
Capacity (raw) 256 TB
COMPETITIVE OVERVIEW
Source: Permabit Confidential
Latency numbers are average latency at peak IOPS
Competitive Comparison

25. Thank you!
Storage Switzerland
http://www.storageswiss.com
gcrump@storage-switzerland.com
StorageSwiss on Twitter:
http://twitter.com/storageswiss
StorageSwiss on YouTube:
http://www.youtube.com/user/storageswiss
Permabit
http://www.permabit.com
info@permabit.com
Permabit on Twitter:
http://twitter.com/permabit
Permabit on Facebook:
http://www.facebook.com/permabit

26. CEO Interview and Webinar:
Update on the State of Deduplication
For complete Audio and Q&A please register for the On Demand Version at:
http://bit.ly/StateofDedupe