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Innovation distinguishes between leaders and followers as HP maintains #1 position in tape storage


Simon_W.jpegBy Simon Watkins, WW Product Marketing Manager, Backup, Recovery & Archive (BURA), HP Storage


“Innovation distinguishes between a leader and a follower.” – Steve Jobs

This quote came to mind as I reviewed the new tape market share numbers from analysts IDC and SCCG which confirm that HP continues to lead in worldwide tape drive, tape automation and tape media markets. Tape may well be a mature market but our leadership is driven by innovation. Let’s take a look at where and why HP continues to win and spotlight how market share continues to matter in tape.


According to IDC and SCCG’s recently released Worldwide Quarterly Tape Trackers for the first half of 2015 (1H 2015), HP continues to lead in worldwide open systems tape drive, tape automation* and tape media markets. The latest market share results confirm that HP is:

  • #1in stand-alone tape drives - with 2x the revenue of the nearest competitor
  • #1 in tape autoloaders (1-20 slots) - with 3x the revenue of the nearest competitor and a Y/Y share gain of 10.6 percentage points in 1H 2015
  • #1 in tape libraries (1-100 slots) - with a Y/Y share gain of 2 percentage points in 2H 2014
  • #1 in LTO tape media**- with 2x the revenue of the nearest competitor

Why are we winning in tape?

Our tape leadership is broad, worldwide and driven by innovation, scale and an integrated Backup, Recovery and Archive (BURA) approach.




The embodiment of HP product innovation is the HP StoreEver MSL6480 mid-range tape library.   The MSL6480 has disrupted the mid-range tape market with a powerful combination of unrivalled scalability, density and performance at a highly competitive price point.   Check out this blog for some of the many reasons why the MSL6480 continues to experience rapid customer adoption and market share growth.


Another paragon of HP tape innovation is HP StoreEver tape manageability software that delivers the most advanced yet simplified approach to tape library Screen.jpgmanagement available today. Designed exclusively for HP tape libraries, StoreEver software reduces risk by proactively and predictively managing the health of your entire tape environment. It improves ROI by optimising current tape resource utilisation and future investment. And it enhances productivity with automated, centralised management and easy to use reporting.


Other shining symbols of HP tape technology leadership include the LTO roadmap, LTFS, FLAPE, tape as NAS active archive solutions, self-managing, self-healing tape archives, tested to extremes LTO tape media, KMIP-verified key management solution support and partner solution integration.



Another important driver for HP’s success in tape is the scale of the StoreEver product set. HP offers the broadest tape portfolio in the industry today, serving every sector of the market from SMB through to mid-range through to enterprise customers – with a product set that encompasses tape media to standalone tape drives, through entry-level, mid-range and enterprise-class tape libraries.   And this broad portfolio gives you a wide choice of capacity and performance options, price points, form factor choices and levels of manageability and availability, all delivered with unique HP technologies in the areas of reliability and performance.


An integrated BURA approach

An additional reason for why HP is winning in tape is provided by HP’s comprehensive range of disk, tape and software data protection solutions. These enable you to maximize the value you get from your data over its entire lifecycle, while minimizing total cost of ownership. This broad BURA portfolio enables us to play the role of trusted advisor, focused on delivering the right answers to  your problems as opposed to operating from a single product angle.


Market share leadership – why does it matter for you, our customers

Winner.jpgMarket share is a true indicator of market competitiveness. This is particularly true in a mature industry such as tape where achieving revenue growth is often a zero sum game and is incumbent on taking share from the competition.


Experience matters to you—and HP’s market leadership represents sustained industry leadership, investment in innovation, and deep tape storage expertise. It also positions us as a partner with a broader frame of reference and a wider regional and vertical market presence.


HP remains laser focussed on driving StoreEver tape market share leadership and will continue to invest in the new use cases and ecosystems that take advantage of the cost and durability of tape-based storage.


Get the complete story on HP StoreEver Tape.



*1-100 slot tape libraries

**Q1 2015

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About the Author


Our team of Hewlett Packard Enterprise storage experts helps you to dive deep into relevant infrastructure topics.

Mohit Chauhan

Studies show that 80-90% of the data we create is never accessed again. Nonetheless, as data retention requirements become more stringent in accordance with industry compliance laws (i.e., SOX or HIPPA) and corporate regulation, companies must store all of their data for longer periods of time—sometimes forever. This quickly snowballs into petabytes and exabytes of data that require storage, and disk-based solutions are simply too expensive for storing that much data.  In addition, users can’t afford to clog up their networks and servers with that mass of “less critical” data when they often have an immediate need for a smaller set of critical data.


The HP MSL Tape Libraries meet demanding storage requirement of businesses needing unattended backup, disaster recovery, or archive capability. The MSL Libraries offer a broad choice of storage capacity and interfaces with LTO-5, LTO-4, or LTO-3 Ultrium tape drives. Web-based remote management makes the MSL Libraries easily managed from across the room or across the globe, eliminating the need for remote office IT staff.

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