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November 21, 2014

Flash storage programme seeks to end extortion practice

Forever Flash programme challenges status quo with flat or better M&S pricing with no out-year increases - ever.

By Ellie Burns

Calling for an end to the industry’s longstanding adversarial practice of maintenance extortion, Pure Storage has launched a newly expanded Forever Flash programme.

The Forever Flash programme extends the useable life of all Pure Storage FlashArrays indefinitely, for both new and existing customers with current maintenance contracts.

This includes consistently flat or better M&S pricing with no out-year increases – ever.

The programme also offers free controller upgrades with every three year M&S contract renewal to ensure storage investments benefit from ‘Moore’s Law.’ There is a no-cost proactive replacement of equivalent or better hardware components when needed, including flash in the event of wear.

"Building a fundamentally better storage company means we must continually strive to improve upon our own innovative business best practices," said Scott Dietzen, CEO at Pure Storage.

"Customers are getting a raw deal today from Big Storage. Dramatic escalation in out-year maintenance fees are used to force them into purchasing replacement storage arrays that require moving a half-ton of equipment in and out of their data center every few years, and necessitate complex data migrations and costly downtime."

"Adding insult to injury, in many cases customers then have to repurchase the same array software they just wrote off. Pure Storage is committed to better serving its customers by offering storage that lives productively forever — without compromises, forced migrations or price hikes."

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"Today, we are liberating them from legacy disk-era business practices with the introduction of ‘perpetual storage.’ Any storage vendor that professes to care about its customers should do the same and we challenge our competitors to follow suit."

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