Feeds

EMC wages psych war against NetApp

We're on your case

  • alert
  • submit to reddit

Application security programs and practises

EMC parked three EMC-branded BMW Minis outside NetApp's Sunnyvale HQ on Tuesday (Jan 18) as it escalated the rumble in the storage jungle against its strongest storage competitor, the boys in ONTAP blue.

EMC Minis outside NetApp Sunnyvale HQ

EMC-branded Minis outside NetApp Sunnyvale HQ

Why taunt your enemy in this way? This is the second time that EMC has played such a seemingly childish and mischievous trick. Late last year when NetApp briefed European journalists about its big storage systems upgrade, EMC put up messages on the pavement outside the NetApp building. It also had billboard trucks drive in front of the building.

NetApp blogger and tweeter Val Bercovici suggested EMC's relatively new chief marketing officer, Jeremy Burton, was even vandalising pavements by having EMC signs acid-etched on them.

It's said that Burton is injecting West Coast pizazz into East Coast EMC's staid marketing messages. The record-breaking stunts, such as the motorcycle jump over 41 EMC arrays and stuffing 26 people into a BMW mini were part of that and everyone sees them and says: "What fun." That's normal, well relatively normal, for storage product launches.

But this in-yer-face placement of messages right outside your main market enemy's HQ is something else.

Can these wild gigs, this pissing against NetApp's tree, really come from Burton?

He was hired in March last year, reporting directly to Joe Tucci. He arrived from Serena Software where he was president and CEO, replacing Michael Capellas, and before that, Symantec, where he was a group president, getting acquired when Symantec bought Veritas. Before that he was an Oracle man. There's no visible streak here of marketing wildness, although he did institute a Facebook Friday at Serena, trying to modernise boring mainframe-oriented Serena towards modern social media.

He describes himself as "a marketing guy who's never really thought of himself as a marketing guy." He says everything he knows about marketing he learned at Oracle. He says: "I'm big on messaging" and reckons EMC has to up its (marketing) game. We can: "expect a louder megaphone from EMC" and should see more viral stuff such as videos on YouTube.

The viral videos and branded minis and pavement messages are all of a piece with this and Tucci supports them. It looks as if EMC, seeing itself as like Muhammed Al in the Congo jungle, is trying to psych out George "NetApp" Foreman in this storage jungle rumble, with lots of ducking and weaving and jabbing. NetApp is looking bemused while EMCers are lapping up the attention and thinking, "How cool is that!" ®

Bridging the IT gap between rising business demands and ageing tools

More from The Register

next story
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
Attack of the clones: Oracle's latest Red Hat Linux lookalike arrives
Oracle's Linux boss says Larry's Linux isn't just for Oracle apps anymore
THUD! WD plonks down SIX TERABYTE 'consumer NAS' fatboy
Now that's a LOT of porn or pirated movies. Or, you know, other consumer stuff
Apple fanbois SCREAM as update BRICKS their Macbook Airs
Ragegasm spills over as firmware upgrade kills machines
EU's top data cops to meet Google, Microsoft et al over 'right to be forgotten'
Plan to hammer out 'coherent' guidelines. Good luck chaps!
US judge: YES, cops or feds so can slurp an ENTIRE Gmail account
Crooks don't have folders labelled 'drug records', opines NY beak
Manic malware Mayhem spreads through Linux, FreeBSD web servers
And how Google could cripple infection rate in a second
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.