Pure Storage launched the Enterprise Data Cloud (EDC) at its Pure//Accelerate conference in Las Vegas, redefining data management by shifting the focus from storage infrastructure to data governance and business outcomes. The EDC addresses challenges like data fragmentation, silos, and sprawl, driven by AI and evolving business demands.
Launch Date: June 18, 2025, at Pure//Accelerate in Las Vegas.
Core Component: Pure Fusion unifies storage as a virtualized, self-discoverable resource pool.
Key Features: Workload automation, workflow orchestration, and integrations with Rubrik and CrowdStrike.
Capacity Upgrades: FlashArray//XL R5 offers 1.9 PB raw capacity, 7.4 PB effective, with 2x IOPS per rack unit.
Security Enhancements: AI Copilot and Pure Protect for VMware recovery now generally available.
Market Impact: Addresses $175B AI/GenAI spending in APAC by 2028 (IDC).
The EDC is an architectural approach to unify data across on-premises, public cloud, and hybrid environments, governed by an intelligent control plane. It eliminates manual storage management, reducing risks, costs, and inefficiencies. Pure Fusion, the platform’s core, enables automated, policy-driven data management, allowing IT teams to manage fleets of arrays as a single cloud-like system without complex configurations.
“It’s time to stop managing storage and start managing data,” said Charles Giancarlo, Chairman and CEO of Pure Storage. “Pure Fusion allows customers to create their own global Enterprise Data Cloud, empowering them to manage their data with the control, automation, and tracking needed to lead in a data-driven world.”
Pure Fusion with Workload Automation: Supports file, block, and object storage with presets and remote provisioning, reducing non-compliance risks and ensuring correct workload provisioning.
Workflow Orchestration: Integrates with Cisco, Microsoft, VMware, ServiceNow, and Slack, offering pre-set or custom “recipes” for automated infrastructure deployment.
Cybersecurity Integrations:
Rubrik Security Cloud: Automates SafeMode snapshot tagging for ransomware recovery, enabling near-zero RTO.
CrowdStrike Falcon LogScale: Provides on-premises log analytics for accelerated threat detection and response.
Pure Protect: Expands disaster recovery for VMware-to-VMware and cloud environments.
AI Copilot: Now generally available, offering fleet-aware insights on security, performance, and sustainability.
Hardware Upgrades: FlashArray//XL R5 delivers 1.9 PB raw capacity (7.4 PB effective) and doubles IOPS per rack unit, while 300TB modules are planned by late 2025.
The EDC aligns with the projected $175 billion AI/GenAI spending in APAC by 2028, addressing the need for scalable, secure data infrastructure. Its unified platform, built on the Purity operating system and Evergreen subscription model, supports diverse workloads, from AI to databases, with up to 70% performance gains. Partnerships with Rubrik and CrowdStrike enhance cyber resilience, while automation reduces human error, positioning Pure Storage against competitors like Dell, NetApp, and HPE.
Analyst Matt Kimball from Moor Insights & Strategy noted, “Pure’s Enterprise Data Cloud represents a tangible shift in how enterprises manage data and represents real change at the architectural level.”
Pure Storage’s $1.5 billion R&D investment (20% of revenue annually) underscores its commitment to innovation. The EDC’s consulting opportunities for partners, enabled by policy-driven automation, are expected to drive adoption among enterprises and mid-size customers. However, extending EDC to third-party arrays may face limitations due to varying functionalities.
Pure Storage delivers the industry's most advanced data storage platform to store, manage, and protect the world's data at any scale. With Pure Storage, organizations have ultimate simplicity and flexibility, saving time, money, and energy. From AI to archive, Pure Storage delivers a cloud experience with one unified Storage as-a-Service platform across on premises, cloud, and hosted environments. Our platform is built on our Evergreen architecture that evolves with your business – always getting newer and better with zero planned downtime, guaranteed. Our customers are actively increasing their capacity and processing power while significantly reducing their carbon and energy footprint. It's easy to fall in love with Pure Storage, as evidenced by the highest Net Promoter Score in the industry.
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