Inside Pure Storage's vision to redefine enterprise data management
From bespoke to cloud-like: Rethinking enterprise storage
'It's enterprise data architecture catching up with the modern world and IT environment, because everything else in our personal lives has, in many ways, become virtualized,' Giancarlo said.
Enterprise data storage has traditionally been heavily customized for each application — a patchwork of bespoke setups. But now, there's a shift in recognizing that data storage within an enterprise can be transformed to resemble its own private cloud, no matter where the physical infrastructure resides — on-prem, hybrid, or in the public cloud.
By making storage appear and behave like a cloud, organizations can access data from anywhere within the enterprise, automate protection through policies like backups or snapshots, and apply specific handling rules for different types of data.
At the centre of this vision is Pure's new platform — the Enterprise Data Cloud (EDC) — announced at the event. 'It gives organizations the ability to easily manage their data across their estate with unrivaled agility, efficiency and simplicity,' said Giancarlo.
With EDC, IT teams can centrally manage a virtualized cloud of data with unified control—spanning on-premises, public cloud, and hybrid environments—and enable intelligent, autonomous data management and governance.
Pure fusion: Unified and intelligent by design
At the heart of this autonomous approach is Pure Fusion, which unifies storage into a dynamic pool of adaptable resources. Arrays are self-discoverable and can automatically detect and integrate with a broader fleet. Admins can manage the entire system from any array, as every array functions as an endpoint.
This is a continuation of Pure's founding belief in simplification. 'We started Pure with the belief that flash would replace all disks,' Giancarlo recalled. 'And we decided all modalities — file, object, block — should be built on one core software, Purity.'
Avoiding the fragmentation that typically follows M&A-driven expansion, Pure chose to build internally. 'We brought in software engineers — not storage people. We treated data storage as high technology.'
Analyst
Matt Kimball
, VP & Principal Analyst at Moor Insights & Strategy, noted: 'Pure's Enterprise Data Cloud represents a tangible shift in how enterprises manage data. By abstracting the complexity of hybrid environments into a unified, policy-driven platform, Pure is delivering on the vision in a way that's actionable today.'
Evolving beyond hardware: The software trajectory
Despite being known for its hardware, Pure is actively expanding its software play through platforms like
Portworx
and extending Fusion to third-party storage systems.
'Over the next five years or so, I believe that we will be doing more and more that does not necessarily require our hardware,' Giancarlo said. 'That being said, some of the capabilities we've developed in Purity for direct flash are quite unique and will keep us in the physical part of the market for quite some time. I think more of our revenue will come from outside of the hardware.'
A new dynamic with hyperscalers
As Fusion extends to integrate with hyperscalers, Pure is repositioning itself within the enterprise ecosystem.
'It allows hyperscalers to actually be a closer and more fundamental part of an enterprise data strategy,' Giancarlo said. He envisions a 'cloud of clouds' approach — a unified enterprise cloud that includes SaaS, hyperscalers, and on-prem infrastructure.
So, does EDC challenge the hyperscalers, complement them, or rebalance the equation for customers?
'In situations like this, it is a little bit of all of the above. There's a very common term in high technology called coopetition. You have to cooperate with companies even though there's some overlap. But when there's some overlap, it is actually good for customers in a number of ways,' Giancarlo said.
'Us selling into the hyperscalers — that's very exciting for us right now. We continue to expect, at Meta, to ship one to two exabytes this year, which is quite a large amount of storage. And next year, we're expecting shipments in the low double digits. What's very exciting about Meta is that they've certified us for every level of storage in their environment — from the highest performance down to the lowest cost,' he added.
The AI shift: From storage to infrastructure intelligence
Alongside EDC, Pure is leaning heavily into intelligence and automation. The AI Copilot is an always-on assistant that delivers fleet-aware, personalized insights across topics like security, performance, sustainable operations, and support.
'By doing more in automating storage, we also allow our customers to do a better job of managing their data. We want to get to the point where the storage is managed automatically, completely autonomously,' Giancarlo said.
The bedrock of Agentic AI is Model Context Protocol. Giancarlo said, 'It shows the AI agent exactly how the storage works and provides the real-time state of our arrays — performance, capacity, functionality.'
The agent can then either recommend an action to the user or, if permitted, carry it out autonomously, Giancarlo said, with the additional caveat that many customers are not yet willing or ready to allow an agent to do it autonomously.
India at the centre of innovation
Where does the next wave of growth come from? Giancarlo is clear: Market share gains in enterprise, and deeper integration with hyperscalers. 'Fusion creates more value for the enterprise.'
India plays a central role in both product development and go-to-market momentum. 'God's honest truth, our growth in India and Bangalore is the highest in the world,' he said.
Leadership from the India R&D centre is responsible for core capabilities, especially around file storage. The combination of low power consumption, compact footprint, and high reliability aligns well with market needs in India. Giancarlo expects to see 'continued strong growth' in the region.
Pure's North Star for the next few years? AI, cloud infrastructure, and the Enterprise Data Cloud—each reinforcing the other.
From its early bet on flash to its emerging leadership in autonomous data platforms, Pure Storage isn't just iterating, it's redefining.
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