Normally, when a vendor is the undisputed king of a market, there’s a risk of the company taking their eye off the ball and letting markets slip away. BlackBerry in the smartphone market, 3Com with NIC cards and switches, and Nortel with almost everything they made are some examples of this. However, every once in a while vendors do surprise by trying to change the very market they dominate. Sure, it has risk, but generally markets need to be shaken up once in a while to make sure they don’t stagnate.
On March 25, Brocade, the clear market leader with north of 70% share in storage networks, announced its “Fabric Vision” strategy to make the generational upgrades to Fibre Channel technology about more than just raw speeds. Currently, whenever someone refers to a SAN switch, it’s referred to as “Brocade’s 16GB Switch” or “Cisco’s 8GB Switch,” which in some ways indicates the switches’ only differentiated value is speed. Juxtapose this with the wireless industry, where the generational leaps are referred to as “3G” and “4G.” Sure, buyers know that 4G is faster than 3G, but there are also other benefits that come along with it.