It’s no secret that companies are collecting massive amounts of data. According to IDC, data generated over the next three years will likely surpass all data collected over the past three decades. Undeniably, this holds tremendous opportunity, but data’s real value can be measured only by the ability to effectively access and use it. So what does it take to enable that data?

Quality vs. Quantity: The Data Dilemma

Nearly a decade ago, Nate Silver, statistician, and founder of the website FiveThirtyEight, described the rising data dilemma this way:

“Every day, three times per second, we produce the equivalent of the amount of data that the Library of Congress has in its entire print collection. But most of it is like cat videos on YouTube or 13-year-olds exchanging text messages about the next Twilight movie.”

Since then, the volume of data has continued to grow at an exponential rate—coming in from server logs, GPS networks, security tools, call records, web traffic, and more. Yet, most of it lies in siloed systems—unstructured, disconnected, and unanalyzed. In other words, it’s not likely to have any more value than those cat videos and teen text messages.

For many organizations, all this siloed data is thought about primarily from the perspective of the architecture being used. The focus is on where it can be accessed, rather than what it needs to be used for. This inside-out view puts the brakes on digital transformation and organizational innovation instead of driving it.

Because of this, data monetization has largely been elusive. Legacy silos, warehouses, and data lakes have hindered insights, slowed innovation, and muddled IT operations. With data restricted by legacy infrastructure, it’s simply impossible to create the detailed customer personas and relevant, personalized experiences that provide a competitive advantage.

More Software Won’t Fix the Problem

It’s obvious that good data is essential for data-driven initiatives. However, continuing to add new solutions to legacy systems to obtain this data isn’t the answer. If data isn’t reliable, durable, secure, and of course, highly available, you won’t get the results you want, regardless of the software you’re running. This problem is compounded when data is shuffled between on-premises and public clouds.

Meanwhile, data continues to collect, requiring the need to purchase more and more storage. The result is too often a frustrating and costly obstacle that leads to complicated workarounds and disappointing outcomes.

A Better Approach to Data Storage That’s Infinite

Enabling data to be more accessible—and more importantly, valuable—is something that we at Pure know a thing or two about. As the industry’s leading, all-flash storage innovator, we are defining an accelerated data experience that’s simple, flexible, and reliable. In turn, we’re helping organizations gain the agility they need to achieve true data transformation and garner measurable value from their data.

So what does this forward-thinking approach to data mean for today’s executives? A lot! Data is the differentiator as an organization grows. It drives acquisition and optimizes everything for the customer experience. With the right data, at the right time, in the right place, doors open for improved behavioral analytics, personalization, advertising performance, and monetization.

All Flash for Everyone

At the heart of our approach to data storage is our all-flash storage solution that drives consistent, predictable performance and rapid response from Microsoft, Oracle, and web-scale applications. With Pure, all that customer data that’s being collected in real-time finally can be leveraged and connected—on premises and in the cloud.

As companies continue to adapt to shifting resource demands and find new ways of working, the economic and architectural flexibility that all-flash storage offers is more important than ever.

The future of data management requires being able to optimize an information supply chain that drives operational agility and digital transformation without compromising the lifeblood of the business. It’s about making every bit of your data available in the most insightful way—whether that data is at the edge, in the core, or located at remote locations. That’s what we do best.

At Pure, we’re proud to lead the way in elevating the expectations of data by delivering simple, yet amazingly robust, storage management. Our unique offering was affirmed in the 2020 Gartner Magic Quadrant for Primary Storage Arrays where we were positioned the highest and furthest in “ability to execute” and “completeness of vision.” This recognition solidifies our belief that data is the lynch pin for today’s and tomorrow’s success.

As I look forward to what’s ahead for organizations that seek to transform digitally and see data as a bridge to future growth, I’m both energized and excited. Energized by the promise of data monetization finally being fulfilled and excited because we get to deliver the best customer experience through our portfolio. We hope you’re excited, too.

Check out the 2020 Gartner Magic Quadrant for Primary Storage Arrays to get a comprehensive look at leaders and innovators in primary storage.

Gartner Magic Quadrant for Primary Storage Arrays, By Analysts Santhosh Rao, Roger W. Cox, Joseph Unsworth, Jeff Vogel, Published 30, November 2020.

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