Pure Storage rebrands to Everpure as storage maker's business expands focus to data management | Computer Weekly

"Everybody's very focused on how to use their data more effectively, especially for AI [artificial intelligence]. They need to understand what data they have, where it is, what's in the data, what the provenance of the data is,"

"We've been around 16 years and started out completely focused on data storage," added Colgrove. "As we started doing more with [Pure's] Enterprise Data Cloud and Pure 1, we've moved up the stack to where we're doing more around governance of the data, tracking the data, understanding the data, managing the data, rather than just storing it."

"Conversation with customers is moving up to a higher level," he said. "If you're a senior executive, you don't care about how many gigabytes a second we get out of this, whether it's connected by Fibre Channel or Ethernet, is it NVMe, or RDMA enabled." "What you care about is, where's my data? Who has access to it? How is it protected? What's stored in each piece of data? What am I letting my AI use? What am I training my AI on? We're focusing on these conversations around the data, how it flows through different systems, where it originated, what is actually in it, where it's allowed to be stored physi"

Pure Storage has rebranded to Everpure to reflect a broader focus on data management beyond flash storage hardware. The company will add functionality to increase visibility inside datasets and give customers more control over data. Enterprise offerings such as Enterprise Data Cloud and Pure 1 have driven a shift toward governance, tracking, provenance, and understanding of data rather than solely storage. Storage products will continue to be sold. C-level concerns now center on where data resides, who can access it, how it is protected, what it contains, and how data is used for and allowed to be used in AI training and workloads.

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