"If we meet with the customer and we tell them what I'm telling you and the customers believe that all of this goes into these boxes, then 78 per cent of them buy SimpliVity, the win ratio is quite remarkable."
While Cisco is currently a partner with its UCS servers, Kempel said the plan was to be server agnostic in the near future.
"Cisco is a great partner because they don't have storage portfolio, so they don't fear us. The two players that we thought were optimal for us were Lenovo and Cisco," he said.
It has denied hatching a plan to acquire Nutanix, and Kempel has indicated he has loftier aspirations for Simplivity than to be eaten by a larger storage company.
"SimpliVity believes we have a huge opportunity, and given the availability of capital and the rapid growth - we are growing about 3-4 times sales year over year - so we're going very fast," he said.
"If all of our assumptions are correct, why would we sell the company?
"We are willing to speak with vendors about doing something, tighter from a commercial perspective, that is going to allow them to sell more than an x86."
Kempel said the secret to the technology was the deduplication, compression and optimisation of the data at inception.
"Simplivity is a data virtualisation company and that sounds mysterious," he said.
"But an abstract way of thinking about it is we think about Simplivity to data in the same manner as we think about VMware to server virtualisation.
"What we have done is we have virtualised the data and we have solved the data problem.
"At the end of the day the main differentiation of the value that we create is associated with data virtualisation."
The Omnicube and x86 servers replaces everything below the hypervisor, according to Kempel.
"One of the things that we looked to do with Simplivity was to dedupe, optimise and compress the data at inception so that nobody can do it earlier," he said.
"The questions we asked ourselves in 2009 is why so many products? Our view is the architecture of the data, the day the data is being managed, is not meant to address a world with VMware, Amazon a deluge of datacentres. There is just too much data, too many IOPS.
"What we did is we fixed the data problem and around our data architecture we added the functionality on one cube."
"All you need to do is vMotion and storage motion (with partner VMware), and your data moves into the smaller boxes.
"This has been our vision since December 2009, when we decided to give a green light to this particular project.
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