The Experts Agree: Reduxio is A Disruptive ‘Data Management’ Innovator

By Mike Grandinetti for Beyond The Blocks - Wednesday, November 8, 2017

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On November 8 I’ll be moderating a panel on cloud computing at the America’s Growth Capital investors conference in Boston, and also delivering a talk about Reduxio’s Unified Primary and Secondary Storage. While I prepare for this premier event for venture capital, growth capital, and private equity investors, it’s given me an opportunity to reflect on recent analyst and media coverage about Reduxio. It’s rare when subject matter experts and key opinion leaders agree on anything — yet in the case of Reduxio, they all appear to be singing from the same hymnal.

Here’s a few ideas reaching consensus in the IT space:


Top-tier IT industry analyst firms Forrester Research and IDC, along with storage industry research and analyst firm ESG, all agree that innovation has been absent for decades. This has disappointed IT managers and prevented businesses from meeting their recovery point objectives (RPOs) and recovery time objectives (RTOs). It’s also kept many businesses from achieving a positive ROI on their considerable investment. There is hope though: All of them have identified Reduxio as an innovator pioneering a long overdue new storage category.


According to Forrester Research’s October 2017 report by principal author Naveen Chhabra, “Data protection suffers from archaic tools and processes, a lack of innovation and architectural change, and the need for proprietary secondary storage alongside primary storage and software.” Further, “secondary storage, tiering and data protection software…market offerings have been disjointed and firms rarely get results from their investments. Businesses need to improve recovery times”… which rarely happens, and when it does, “requires heroic engineering effort.”


IDC Vice President and Storage analyst Phil Goodwin came to a similar conclusion in a report you can read here:


“IT organizations are gradually driving down their RPO and RTO. Unfortunately, in most cases this requires a complex strategy of interleaved products including snapshots, mirrors (clones), backup software, and asynchronous and synchronous replication, as well as stand-alone cloud based solutions for data protection and disaster recovery. Moreover, these tools are often vendor and platform-specific, meaning that tools are both manually interleaved and redundantly overlaid. To make matters worse, and despite the deployment of all this technology, IDC research shows that nearly two-thirds of organizations are not fully confident that they could recover their data in the event of a significant disaster.”


In its Lab Spotlight, storage industry analysts Enterprise Storage Group (ESG) wrote: “Unfortunately, many storage solutions force a tradeoff: performance vs. cost savings; protection vs. capacity; features vs. simplicity. Flash technology can dramatically improve performance, but the cost of all-flash arrays can be prohibitive. Snapshots can provide recovery points, but cannot be taken often enough to ensure a full recovery; they also take up growing amounts of storage space and management effort. New storage features can be helpful, but many organizations fail to take advantage of them because they add complexity”.


Reduxio has been described by Forrester in this report as a “stable innovator...gaining market acceptance by delivering advanced capabilities to address specific problems in the secondary storage and data protection market.

Forester continues in their report, “[Reduxio] makes it easy, effective and efficient for enterprises to integrate the storage landscape for business applications and is on a path to integrate data protection and copy data management capabilities into a platform that provides primary storage for applications.”


In his June 2017 IDC Technology Spotlight Research report, Mr. Goodwin, as principal author, wrote, Reduxio’s “unified data storage, management and protection platform, designed to unify the management of primary and secondary data, is centered around its HX-series of Flash arrays.  In addition, it provides seamless integration with public cloud storage for both immediate data availability as well as disaster recovery.“


He continued, writing “it’s evident that the Reduxio system has many of the capabilities built in to construct a data protection infrastructure. It should not be overlooked that the HX-series systems are designed from ground-up to support the most demanding application workloads; they are not data protection devices; they just have data protection built in. BackDating allows recovery of data at one second granularity instantaneously.

In a comprehensive lab review of Reduxio’s offering conducted in January 2016, storage industry analyst firm Enterprise Strategy Group (ESG) wrote: “ESG Lab conducted remote testing of Reduxio HX550 management features and audited performance tests. We began with an evaluation of system ease of use, starting with the initial setup. Reduxio systems can be up and running in 15 minutes after unboxing. Setup procedures are simple, requiring basic information entry such as IP addresses on several start-up screens, and taking less than five minutes… The process was extremely simple, fast, and graphically intuitive, and can be executed from a desktop, laptop, or mobile device. It is notable that administrators can use mobile devices for actual management of Reduxio systems, not just monitoring.”


Chris Mellor, a highly regarded technology infrastructure journalist writing for The Register, based in the UK, is deeply technical. He has almost 12,000 Twitter followers and is closely followed.


On 22 June, Mellor wrote, “Reduxio, the startup that stores data in unique indexed, tagged and time-stamped chunks, has introduced v3.0 software with unified primary and secondary storage.


It has built-in replication for disaster recovery, copy data management, restores data with near-zero Recovery Point and Recovery Time Objectives (RPO/RTO) and enables data migration across systems… Such a system is inherently de-duplicated and the v3.0 software adds features to the TimeOS operating system which enable it to instantly recover data from any second in time, by unifying previously separate capabilities with built-in disaster recovery and copy data management.


Where companies like Cohesity converge (it would say hyper-converge) secondary storage applications and companies like Primary Data provide a metadata engine to manage and access both primary and secondary storage, Reduxio has a technology moving towards doing both, and promising to simplify on-premises data centre storage infrastructure.”


Think Storage Trek like Star Trek: yes, Reduxio has an external block access storage array, but not as you know it Jim. Old technologies cling on, but they will be defeated.”



On 2 August, Mellor wrote; “Storage industry software suppliers are collectively making a massive bet that customers will see a need for a new data managing layer of software that provides easier and necessary management of multiple silos of data both on-premises and in the public cloud. This software layer will provide a single and global namespace and absorb data protection but be far more than backup and archive. Representative new suppliers include Reduxio…” The Register’s storage desk (that would be Mellor and his team) predicts that there will be a wave of acquisitions in the next five years as the traditional players buy their way in, with acquisitive eyes cast over the new suppliers like Reduxio.


On 25 Sept, 2017, the NASDAQ stock market published an article by Zach’s equity research on the completion of the acquisition of distributed file system vendor Springpath by Cisco for $320M. The author than went on to say that NetApp would be a logical next target acquisition for Cisco. However, apart from NetApp there are few other storage companies that can interest Cisco. “We believe that Reduxio Systems, Nimbus Data, Qumulo are the noticeable ones.“


On 20 September, ZDNet published an article quoting Forrester’s Chhabra, who said he would be “keen to learn more about Veritas' plans for the NetBackup portfolio and how it would address upcoming challenges in the marketplace.” In particular, he singled out “three competitors--Reduxio, Rubrik, and Cohesity--that Veritas would want to keep an eye on.”

Forrester concludes their November report by calling Reduxio a “succulent acquisition target” for “established players with rich reserves for mergers and acquisitions need the kinds of capabilities that Reduxio offers.”


While Reduxio is committed to building an enduring independent company that continues to focus on improving the long neglected user experience of IT users in the data center by combining continuous innovation and human centric design, we can’t help but notice the attention we’ve been getting with a range of global key opinion leaders and subject matter experts. If there is one thing I know for certain, if we take care of our customers, the rest will take care of itself.

Learn how we are taking care of our customers by visiting:

Our Customers' List

You’ll understand what all of the fuss is about.

Mike Grandinetti

Written by Mike Grandinetti

Mike Grandinetti is Chief Marketing & Corporate Strategy officer at Reduxio. He has a unique cross-disciplinary background. He has deep operating experience as a serial venture capital – backed entrepreneur across five very successful ventures, was involved as an early team member in the launch of several successful new businesses within Hewlett-Packard, holds long-standing faculty appointments at MIT’s Sloan School of Management and Hult International Business School. He also served as a senior management consultant with McKinsey. As a serial entrepreneur, Mike was involved in the formation of 7 advanced technology start-ups and has helped lead five venture-backed start-up companies to successful exits (twice a multiple exit) for his VC investors, inlcuding 2 NASDAQ IPOs and 5 high multiple trade sales to strategics. He currently serves as a Senior Advisor to numerous global start-ups and VC firms across the IT, and is Managing Director of StartupNEXT Boston and a Community Impact Fellow with OpenIDEO.

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