Photo: 2014 Cloud Expo-goers get a glimpse into cutting-edge storage technology. Be sure to stop by booth Q19 and say “hello” to SolidFire this year at Cloud Expo Asia! Also attend SolidFire sessions designed to guide you through how major industry changes should fundamentally affect your storage strategy.

It seems like we’ve been predicting big change in the IT industry for a long time. The shift from buildings full of dedicated infrastructure to shared, cloud computing models. The inevitable move from disk drives to flash media for an increasing number of workloads. And, under the banner of “software-defined,” the move from bespoke hardware to software innovation running on standardised “commodity” hardware.

The difference in 2015 is that the changes we have been predicting are now not only happening, but accelerating. And they are affecting the whole industry. Traditional companies with traditional business models are struggling. If you have any doubt, who would have thought a few years ago that Dell would be acquiring EMC, and that HP would split itself into two? 

These IT landscape changes are by no means limited to U.S. organisations. Every buyer in every market around the world is under pressure to deliver dramatic changes to the way IT services have been traditionally delivered.

This change is most obvious to see during major industry events that happen internationally at this time of year. At VMworld Europe in Barcelona last week, the focus was definitely on the difference between historical IT and what’s needed for cloud-native applications and platform architectures. No doubt the conversations will be similar at OpenStack Summit Tokyo next week, as more and more organisations turn to Openstack as part of their next-generation cloud platform strategy.

The SolidFire team will also be at Cloud Expo Asia in Singapore next week, the largest cloud-focused exhibition and conference in APAC. Please come and visit us at stand Q19 if you are there.

We have two speaking sessions that will help guide you through how these industry changes fundamentally affect your storage strategy, both on Thursday October 29th.

11:10 a.m. | Solving Storage Performance challenges in the Software-Defined Data Centre (Martin Cooper, Technical Director, SolidFire International)

2:45 p.m. | Can Service Providers really profit with Flash? (Stuart Oliver, Global Service Provider Programmes Manager)

SolidFire has a huge amount of experience supporting the demands of next-generation cloud infrastructures within companies like FICO and service providers like Korea Telecom. To learn more about how we do it with these and many other companies, visit us at the event, or contact us to schedule a meeting:


John Rollason

John Rollason is Senior Director, Product & Solutions Marketing, Next Generation Data Center at NetApp. In this role, John is responsible for NetApp’s Next Generation Data Center marketing strategy. He works closely, not only with customers, partners, analysts and media, but also with leadership, sales, technical and product teams worldwide.

Prior to this role John was Marketing Director for SolidFire, acquired by NetApp in 2016, and responsible for global marketing strategy and delivery for the NetApp SolidFire Business Unit. John joined SolidFire in 2014.

Before joining SolidFire, John spent over nine years at NetApp, mainly in the role of Director, Product, Solutions & Alliances Marketing EMEA. Prior to NetApp, John worked for eight years at Nortel in a variety of positions in System Engineering, Business Development and Product Marketing.

John has spoken regularly at industry events for many years and attended The University of Newcastle-upon-Tyne gaining an M. Eng (Hons) in Electrical and Electronic Engineering. He is a Member of the Institution of Engineering & Technology.