There’s a quality scene in Monty Python’s Life of Brian where the dead are being called out to be loaded onto a cart to be taken away. Are new players in the market doing the same to NetApp? Even though they continue to say that they’re not dead everyone is writing them off and chucking them on the death-cart.
It’s easy to see why NetApp is being called to bring out its dead. There’s more and more players appearing in the storage market with serious differentiators to NetApp. Just look at the list of potential competitors like Pure Storage, Tintri, Simplivity, Nutanix and Nimble. And that’s not including the fully software defined storage groups such as Maxta, Stratoscale and a host of others. There’s also the old adversary EMC. All of these vendors have released new and innovative products in the past year and they have managed their marketing message far better than NetApp has. NetApp has been painfully slow at getting a smooth transition in place for its 7-Mode customers to Cluster Data OnTap (C-Dot). A lot of critics of NetApp also point to the fact that they are so heavily reliant on the OnTap software. I personally don’t see an issue with that reliance. Don’t change something just to create a new release for the sake of it. But the marketing message and the perception by the community of NetApp has caused a number of issues for them.