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Where and why HPE StoreEver tape storage continues to lead the market


New market share numbers from analyst firm IDC confirm that HPE StoreEver continues to lead in worldwide open systems tape drive, tape autoloader and tape automation (21-500 slots) markets. Let’s examine why market share matters in tape, point out some key market trends and pinpoint where and why HPE continues to win.

Calibrating the success of a business based on revenue numbers and other internal key performance indicators doesn’t tell the whole story.  Satisfaction with revenue growth can be misleading if performance is below par relative to the competition.  StoreEver Tape Storage market leadership_BLOG.jpg

Market share paints a different picture from revenue reports because market share is an 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. 

According to IDC’s recently released Worldwide Quarterly Tape Trackers for the second half of 2015 (2H 2015), HPE continues to lead in worldwide open systems tape drive, tape autoloader and tape automation markets*.

The latest market share results confirm that HPE is:

  • #1in stand-alone tape drives – with 4x the revenue of the nearest competitor.
  • #1 in tape autoloaders (1-20 slots) – with 2x the revenue of the nearest competitor and a Y/Y share gain of 4 percentage points in 2H 2015.
  • #1  in tape libraries (21-500 slots) – with a Y/Y share gain of 1.3 percentage points in 2H 2015.

Why is HPE winning in tape?

Innovation: A key driver for HPE’s share leadership is product innovation. A great example is the recent introduction of LTO-7 across our full portfolio of StoreEver tape media, tape drives and tape automation.  LTO-7 is the seventh generation of the worlds’ most successful tape drive and is HPE’s highest capacity, fastest and most reliable tape drive yet. Check out my LTO-7 blog post to learn how HPE StoreEver LTO-7 represents the next leap forward for big data archives.

HPE StoreEver Tape innovationJ.jpgLTO-7 delivers breakthrough innovation in capacity, performance and reliability.Scale: Another important reason for our success in tape is the scale of the StoreEver product set. We offer 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. 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 HPE technologies in the areas of reliability and performance.

HPE StoreEver FamilyJ.jpg

An integrated Backup, Recovery and Archive (BURA) approach: An additional reason for why HPE is winning in tape is provided by HPE’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 Backup, Recovery and Archive (BURA) portfolio enables HPE to play the role of trusted advisor, focussed on delivering the right answer to a customer’s problems as opposed to operating from a single product angle.

Printing press manufacturer Heidelberger Druckmaschinen AG (Heidelberg) is a great example of a company that is saving time, money and reducing risk by adopting a comprehensive approach to data protection that spans software, disk and tape. Heidelberg recently deployed a combined hardware and software solution comprising an HPE StoreEver MSL6480 Tape Library, HPE Data Protector Software 9.0 and the HPE StoreOnce 4900 with deduplication technology. This all HPE solution has enabled the company to create backups and restores more flexibly than ever before. Learn more about out how Heidelberg is leveraging the best of disk and tape for best practice data availability, protection and retention.

Market share leadership – why does it matter for our customers?

Experience matters for our customers and HPE’s market leadership represents sustained industry leadership, investment in innovation, and deep tape storage expertise. It also positions HPE as a partner with a broader frame of reference and a wider regional and vertical market presence.

HPE remains laser focused 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.

Learn more about HPE StoreEver.

*21-500 slot tape libraries


Meet Around the Storage Block blogger Simon Watkins, WW Product Marketing Manager, Backup, Recovery & Archive (BURA), HPE Storage.




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