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Pure Storage opens office in Singapore

Zafar Anjum | Oct. 25, 2013
Fast-growing enterprise flash storage provider Pure Storage appoints S&I Systems as the Singapore distributor of its FlashArray portfolio.

Mountain View, California-headquartered flash storage company Pure Storage has set foot in Singapore and has appointed Cortez Smith as Country Manager for Singapore and ASEAN.

Pure Storage is an all-flash enterprise storage array company which is challenging the Davids of the disk-drive storage sector the world over.

Interacting with the Singapore media today, David M. Hatfield, President, Pure Storage, announced that the company has appointed S&I Systems Pte Ltd (S&I) as its local distributor for the entire FlashArray product line and authorised provider of pre-and-post sale customer support.

Smith has spent almost two decades in the IT industry, with the last ten specifically focused on data storage infrastructure. He has been active in the APAC region for the last four years.

A fast-growing company

In August this year, Pure Storage made headlines when it received a US$150 million funding (4th round) with top-tier public market investors, marking the single largest private financing event in the history of the storage industry. This brought the company's total investment to $245 million. The company's pre-IPO valuation is between US$1 and 2 billions.

The company already has opened offices in Tokyo, Sidney and South Korea. The company is backed by big-time venture companies such as T. Rowe Price, Tiger Global Management, Greylock Partners, Index Ventures, Redpoint Ventures, Samsung Ventures and Sutter Hill Ventures.

According to Hartfield, the company is gaining fast traction in the market because when compared to traditional disk-centric arrays, its all-flash enterprise arrays are 10 times faster and 10 times more space and power efficient at an attractive price point. The company is growing at 50 percent a quarter sequentially, he said.

The $15 billion performance disk storage market will be 100 percent flash by 2023, the company's CEO Scott Dietzen had told Forbes in August this year.

"With emerging markets poised to supplant the developed world as the main producer of the world's data by 2020, ASEAN and the wider Asia region present huge growth opportunities for enterprise flash storage adoption," Smith told the press. "Backed by its strong geographic and economic advantages as well as long-term, forward-looking government policies such as the Intelligent Nation 2015 masterplan, Singapore plays an important role in our expansion within ASEAN. We also recognise that success in this region requires the right partners. With its focus on delivering strategic business and IT convergence and regional alliances, S&I brings complementary strengths to our partnership which we hope to expand and grow alongside customer needs."

Smith said that the company is jointly investing in partners and support infrastructure. According to him, the company is seeing growth opportunities in retrenchment of legacy spinning disks and advancement of V-based technologies. In the emerging markets, the company is expecting flash technology demand as legacies don't exist in some markets.


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