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The California-based company is betting on a unified and automated architecture for businesses to manage their data, not their storage. Rubrik, CrowdStrike, and VMware are integrated into its ecosystem.
At the Pure//Accelerate event, the U.S. firm Pure Storage introduced its new Enterprise Data Cloud (EDC) architecture, a disruptive initiative aimed at radically transforming how businesses approach data storage and management. Instead of adding layers of complexity with silos and fragmented platforms, Pure’s proposal merges automation, security, performance, and simplicity into a single software-defined platform.
“It’s time to stop managing storage and start managing data,” stated Charles Giancarlo, CEO of Pure Storage, while introducing EDC. This assertion encapsulates the transformative approach of this proposal: to enable organizations to intelligently orchestrate and protect their digital assets, from the edge to the cloud, with centralized control and automated governance.
A Data Cloud for Hybrid Environments
With the Enterprise Data Cloud architecture, Pure Storage enables companies to:
- Unify data management in hybrid environments (on-premise, public cloud, and edge)
- Orchestrate complex workflows with preconfigured or customized recipes
- Automate compliance and cyber resilience through policies
- Reduce human error and speed up recovery from cyberattacks or operational failures
The core of this proposal is Pure Fusion™, an intelligent control plane that turns all storage into a set of adaptable and self-discoverable resources, manageable from any system.
Security and Automation: Rubrik and CrowdStrike as Key Allies
The new architecture goes beyond traditional storage by integrating advanced security and recovery features. Key highlights include:
- Rubrik Security Cloud: integrates its threat detection with Pure Fusion’s immutable snapshots to ensure rapid and reliable recoveries from ransomware.
- CrowdStrike Falcon LogScale: Pure offers the first validated and optimized storage solution for security log analysis in on-premises environments, enabling instant searches and high-performance anomaly detection.
These partnerships enhance the platform’s ability to respond swiftly to emerging threats and ensure business continuity without compromising performance or governance.
Workload Automation and VMware Recovery
Another new feature is Workload Automation, which allows administrators to deploy file, block, and object workloads without pre-configuration. Additionally, Pure Protect for VMware to VMware recovery is launched, adding to existing options for AWS and other on-premises environments, enabling demand-based and cost-effective recovery.
The AI Copilot, now generally available, completes the experience with personalized recommendations to enhance performance, sustainability, and security across the entire storage fleet.
Comparison with Lenovo and HPE: the 100% Software-Defined Approach
In contrast to Lenovo’s Hybrid AI Advantage strategy, which combines accelerated servers with AI adoption services and optimized hardware for generative AI, Pure Storage’s proposal stands out with its purely software-defined and data-focused approach, rather than hardware. Pure is not looking to sell machines but to abstract infrastructure and deliver a unified cloud experience, regardless of where the data resides.
On the other hand, while HPE bets on GreenLake and a storage-as-a-service model with a strong presence in edge and industrial environments, Pure Storage goes a step further by automating the entire data lifecycle, from provisioning to recovery after incidents, without the need for manual intervention.
A New Paradigm in Enterprise Data Management
For analysts, this launch marks a turning point. Matt Kimball from Moor Insights & Strategy noted that “Pure is delivering a vision today that many others are only promising for tomorrow. With EDC, they simplify hybrid complexity and empower organizations to make faster and safer decisions with their data.”
Pure Storage’s Enterprise Data Cloud arrives at a crucial moment when the explosion of data generated by AI and the need for cyber resilience have surpassed the capabilities of traditional storage systems. With this proposal, the company positions itself as a central player in the future of digital infrastructure, not just as a storage provider, but as the orchestrator of enterprise data.