Feeds

Snide hashtags, F1 cars, death by PowerPoint: I'm sick of EMC hypegasms

Great, the new kit. Where's the beef, chief?

Gartner critical capabilities for enterprise endpoint backup

Storagebod EMC has done it again and managed to turn what could have been an interesting product refresh into something that just irritates me and many others.

It's ongoing teaser campaign started off badly when the storage giant's marketing types put up a "sneak preview" video and decided to have a dig at their lead competitor – then the flacks tweeted using the hashtag #NotAppy.

And then the hype cycle started to ramp up. So now this week we have a ridiculously overblown product launch with some tenuous link to F1 motor sport. Tyre-changing competitions and the like, which appears to be fun but it just interrupts the presentations and destroys the flow.

EMC is just very bad at this sort of thing; speeds, feeds, marketing mumbo-jumbo linked in with videos and stunts that trash competitors, bore the audience and add little value, in my honest opinion. But all with the highest production values.

So what did the event feel like? It felt like an internal knees-up, a shindig for EMC bods to high-five themselves while their customers wait patiently. This felt more like an EMC party of aeons ago along with a smattering of cheerleaders from social networks.

There was little about the value, the use-case and what it will allow customers to do. And talk about death by PowerPoint: who wants overly complex and busy slides?

And no humour … no humour at all! Make me laugh, make me smile. Obviously I’m sure that it all played well to everyone else, and perhaps I’m just not the target audience.

However, I think the technologies launched today might be interesting: I think if the VNX2 code has undergone a rewrite, it’s long overdue and an achievement. It deserved better. ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
The Return of BSOD: Does ANYONE trust Microsoft patches?
Sysadmins, you're either fighting fires or seen as incompetents now
Microsoft: Azure isn't ready for biz-critical apps … yet
Microsoft will move its own IT to the cloud to avoid $200m server bill
US regulators OK sale of IBM's x86 server biz to Lenovo
Now all that remains is for gov't offices to ban the boxes
Flash could be CHEAPER than SAS DISK? Come off it, NetApp
Stats analysis reckons we'll hit that point in just three years
Oracle reveals 32-core, 10 BEEELLION-transistor SPARC M7
New chip scales to 1024 cores, 8192 threads 64 TB RAM, at speeds over 3.6GHz
Object storage bods Exablox: RAID is dead, baby. RAID is dead
Bring your own disks to its object appliances
Nimble's latest mutants GORGE themselves on unlucky forerunners
Crossing Sandy Bridges without stopping for breath
prev story

Whitepapers

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 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.