The Advantages of Copy Data Management

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1 Global Headquarters: 5 Speen Street Framingham, MA USA P F W H I T E P A P E R T h e C o p y D a t a M a n a g e m e n t M a r k e t : W o r l d w i d e M a r k e t O p p o r t u n i t y a n d A n a l y s i s Sponsored by: Actifio Ashish Nadkarni May 2013 Laura DuBois I D C O P I N I O N We live in a world where both data storage and fast information access have become the lifeblood of organizations of all sizes. Today's enterprise IT infrastructure faces a data explosion, coupled with the growing cost and complexity of the software tools, hardware, and personnel required to manage it. Savvy IT executives are recognizing that the driver of this exponential growth is copy data redundant copies of corporate data created by the various point tools used to protect, share, and analyze information. Business success is now tied to IT efficiency and flexibility how efficiently the data is managed and how quickly businesses can respond to change. Therefore, it's absolutely essential for IT professionals to lead the way toward better data management strategies that will enable operational agility and business efficiency. Over the past 30 years, owing to an increased focus on data's value, technologists have adopted multiple overlapping technologies for data management, which has resulted in a tremendous amount of redundant copy operations. IDC now estimates that copy data management accounted for 85% of hardware purchases and 65% of storage infrastructure software revenue in These numbers do not include datacenter facilities costs, which can compound this problem even further (see The Copy Data Problem: An Order of Magnitude Analysis, IDC #239875, March 2013). Just like the invention of photocopiers ushered in a new era of paper clutter and waste, the focus on maintaining information access has ushered in a new era of digital waste. Multiple online and offline copies of data are created every day and, in many cases, serve no meaningful purpose other than to act as an expensive insurance policy. IDC expects that unnecessary storage of multiple copies of data will cost businesses roughly $44 billion in This is a staggering number, especially when one compares spending on copy data with spending in other markets IDC follows such as Big Data and analytics. However, this situation is changing and businesses may soon have alternatives. Organizations around the world are rapidly adopting copy data management solutions to solve many symptoms of the recent data explosion. The value of implementing copy data management solutions includes eliminating unnecessary infrastructure silos, reducing redundant copy data storage cost, and improving operational efficiency. In the long term, the effective use of copy data management addresses all of the following use case scenarios, but most companies start by implementing copy data management solutions to address one of these areas: More efficient data protection (including local and remote backup) Improved disaster recovery and business resiliency

2 Active archive in response to ediscovery, compliance, and long-term retention More agile and efficient application development, testing, and DevOps Faster data insights/big Data analytics With copy data management solutions, businesses now have the ability to manage copies of data much the same way they would manage other aspects of their datacenter like server, application, and database instances. IDC expects that as vendors begin to enter this market, copy data management will become a critical segment of the storage infrastructure software one of the key functional markets it tracks. Copy data management solutions need to be looked at not as "yet another storage management layer" but as a core component of storage efficiency portfolio. Businesses should therefore take a holistic approach to storage efficiency one that includes deduplication, compression, thin provisioning, and copy data instance management among other things. The goal of copy data management is to allow users to easily map application service-level agreements (SLAs) directly to the business requirements while enabling business agility and cost savings. I N T H I S W H I T E P A P E R This IDC white paper assesses the copy data problem in the datacenter and sizes the copy data market worldwide. It also examines how copy data storage solutions have the potential to stop the bleeding in wasted expenditures and storage capacity. IDC relied upon the following sources to analyze and present quantitative and qualitative data points in this white paper: Hardware capacity and revenue data from IDC's enterprise disk storage systems forecast, where IDC looked at data types, usage patterns, and platform types and examined tape revenue and capacity data Software tracker and forecast data for storage infrastructure software and database tools, which were grouped into software that generates copy data, software that is partially responsible for copy data, and software that is influenced by copy data A worldwide survey of IT managers and practitioners conducted in the last calendar quarter of 2012 that was completed by 711 qualified participants from North America, Western Europe, and Asia/Pacific. (Over 91% of respondents make either the technical recommendations or the purchasing decisions for storage in their organizations. The remaining respondents operate the storage used for IT environments but don't have influence on or decide what is purchased.) 2 # IDC

3 S I T U A T I O N O V E R V I E W Businesses are on a warpath to become data driven, move faster, and adapt to the social and mobile world. In this new world, maintaining service levels is of paramount importance 24 x 7 data access is required, and increasingly, data sharing and analysis are growing in importance to keep business growing and agile. This means they have to protect and manage this data as efficiently and effectively as possible. Generating multiple copies of primary data has become the norm for businesses to meet their service-level objectives beyond the standard component-level redundancy that mechanisms like RAID and multiple controllers can offer. A typical datacenter is often cluttered with data copies copies that appear benign but collectively are a huge drain on datacenter efficiency: Copies within the system: To protect against component failure or against human-induced data loss, organizations often deploy approaches such as clones and snapshots within storage systems. Multiple access points to the same data are often provided for development and testing purposes to accelerate application development and user acceptance work. The time it takes to create/present these copies can significantly impact refresh cycles and a team's ability to meet development deadlines. Copies on different systems: To protect against catastrophic events that can render an entire datacenter offline, or to meet specific compliance mandates, organizations often use approaches such as data replication. These copies can be hosted at a secondary site as a managed service or fully enabled via a cloud service provider. Offline/offsite copies of data: Data protection and archiving software are often employed to replicate data to an offline medium like tape and increasingly to the cloud. Human-generated copies (unstructured data): Users are notorious for generating multiple copies of files and storing them in different folders or directories on one or more network shares. They may send these files to their colleagues or coworkers who may then repeat the cycle. The autonomy of copy data generation: One of the chief drivers of copy data generation is the autonomy various business units have over their own data sets. Certain business units are willing to dictate the creation of multiple copies under the premise of compliance or service quality because of the need for comprehensive quality assurance or simply because they have the budget to do so. IDC's survey data (presented in this paper) shows that when the number of copies created for each business application is multiplied by the various use cases, the extent of the copy data problem is quickly exposed. As an example, when the data from the survey was used, IDC found that organizations have anywhere from 13 copies to 120 copies of data across all of their applications. Gaining visibility and control over copy data is again paramount for CIOs looking to gain operational efficiency and agility IDC #

4 U s e C a s e A n a l y s i s a n d K e y D r i v e r s IDC conducted a worldwide survey of IT influencers, buyers, and practitioners to ascertain the magnitude of the copy data problem and to confirm that it is indeed a problem when positioned in an appropriate manner. Current Install Base and Anticipated Changes Figure 1 illustrates how raw terabytes are currently deployed and how that situation will change in the next 12 months. Similarly, Figure 2 indicates the number of applications supported by internal and external storage and the anticipated change in the next 12 months. F I G U R E 1 E x t e r n a l D i s k S t o r a g e T e r a b y t e s D e p l o y e d : C u r r e n t ly a n d i n t h e N e x t 1 2 M o n t h s Q. How many raw terabytes of external disk storage systems are currently deployed in your organization, including all branches and locations, if there is more than one? Q. How many raw terabytes of storage will your organization be using in 12 months from now? (This would include storage your organization is planning to purchase in the next 12 months.) External disk storage systems Currently deployed (n = 711) Will be deployed in the next 12 months (n = 709) TB <10TB 10 24TB 25 49TB 50 99TB TB TB 1,000TB+ 4 # IDC

5 F I G U R E 2 A p p l i c a t i o n s S u p p o r t e d b y E x t e r n a l a n d I n t e r n a l S t o r a g e : C u r r e n t l y a n d i n t h e N e x t 1 2 M o n t h s Q. Approximately how many applications overall are supported by external and internal disk storage systems deployed in your organization? How do you expect this number will change in the next 12 months? Currently In the next 12 months Less than Don't know n = 711 Growth of Secondary Data Copies Figures 3 and 4 indicate that nearly 50% of respondents collectively have deployed or plan to deploy internal storage for secondary copies. Respondents expect to allocate a higher portion of deployed internal storage capacity to storing secondary data copies. At the same time, end users expect to deploy similar amounts of internal storage in the next 12 months, which suggests more capacity will be used for secondary data copies. Consistently, the majority of respondents from all regions expect to see more storage capacity allocated to storing copy data. Asia/Pacific leads the way, being more impacted by multiple drivers leading to this growth and also by the tendency of companies in emerging regions to start implementing backup/disaster recovery strategies, which are already more broadly implemented by companies in mature regions IDC #

6 F I G U R E 3 I n t e r n a l S t o r a g e f o r S e c o n d a r y D a t a C o p i e s : C u r r e n t l y a n d i n t h e N e x t 1 2 M o n t h s Q. Considering use cases such as backup, archive, DR, data warehousing, etc., approximately what percentage of raw storage capacity is allocated for storing secondary data copies across various media and/or locations? Internal storage Q. Considering use cases such as backup, archive, DR, data warehousing, etc., approximately what percentage of raw storage capacity will be allocated for storing secondary data copies across various media and/or locations in the next 12 months? Internal storage Currently (n = 707) In the next 12 months (n = 711) Note: Respondents expect to allocate higher portion of deployed internal storage capacity to storing secondary data copies. At the same time, end users expect to deploy similar amounts of internal storage in the next 12 months, which suggests more capacity will be used for secondary data copies % % % % % 100% 6 # IDC

7 F I G U R E 4 A m o u n t o f S t o r a g e C a p a c i t y f o r S e c o n d a r y D a t a C o p i e s i n t h e N e x t 1 2 M o n t h s b y R e g i o n Q. Do you expect the overall amount of raw storage allocated for storing secondary data copies will increase, decrease, or remain the same in the next 12 months (including secondary data copies stored on all types of storage, including external disk storage systems, internal storage, tape, and public cloud)? North America (n = 304) Western Europe (n = 201) Asia/Pacific (n = 206) Increase Remain the same Decrease Reasons for Copy Data Growth Figure 5 illustrates the reasons why respondents anticipate seeing growth in copy data secondary copies of primary data. The two commonly cited reasons are directly tied to applications either the number of applications increases or the number of copies created by existing applications increases. Subsequently, respondents agree that the size of secondary copies keeps going up or that they have to store secondary copies for a longer period of time because of regulatory requirements. In the latter case, many of these copies are stored on longer-term media like tape or cloud. A sizable chunk of respondents leverage secondary copies for business analytics indicating that as businesses adopt a data-driven and analytics mindset, we will see them create more copies of data; clearly, this indicates that businesses are not yet at a point where they can run analytics on primary data. They would rather make a copy of that data. Finally, a number of respondents also cited lack of copy data tools and/or practices as a reason for this sprawl. This is an important data point, especially in the context of this paper as the lack of copy data management tools (external to storage systems or built within the management framework of the storage systems) is often overlooked as the contributing factor for this sprawl most assume that the factors are external to storage IDC #

8 F I G U R E 5 R e a s o n s f o r G r o w t h i n C o p y D a t a Q. You mentioned that the amount of raw storage capacity allocated for storing secondary data copies will increase in the next 12 months. What are the reasons for this growth? Increased number of applications More copies per application are created Larger size of secondary copies to be created Regulatory requirements to store data for a specif ic period of time New/expanded use of business analytics Lack of data copy management tools and/or practices Other n = 556 Note: Multiple responses were allowed. Number of Secondary Copies Generated As we dive deeper into the copy data problem analysis, a clearer picture begins to emerge. As indicated in Figure 6, a variety of applications each contribute to the creation of one to four or more copies today, and according to Figure 7, that copy number will either increase or remain constant in the next 12 months. However, that does not mean that the size of these copies will not change. In fact, the number of copies may stay the same, but the size of these copies will definitely increase because of an increase in the size of the primary data. It is interesting to note that industry-specific and collaboration applications lead the list of workloads. General business processing applications, virtual infrastructure, Web infrastructure, and fixed content are four areas in which more than a third of respondents expect to see an increase in the amount of copy data created. One of the reasons for this growth is a continued emphasis on Big Data/analytics which is generally performed not on primary data but on multiple copies of data. The need and desire to capture and analyze all of the data about every interaction on the Web, on mobile devices, and at brick-and-mortar locations will continue to drive a deluge of data, and that data will need to be stored. 8 # IDC

9 At the same time, virtual infrastructure and fixed content are two areas in which 10% or more of end users expect to see the number of data copies reduced. This is mostly because of smarter approaches to data protection and recovery. Either way, the four segments expect to see the largest changes in term of data copy creation in the next 12 months. F I G U R E 6 D a t a C o p i e s b y A p p l i c a t i o n T y p e : C u r r e n t ly Q. Considering use cases such as backup, archive, DR, data warehousing, etc., how many secondary copies of data, on average, are created for each original copy for each workload running in your datacenter, including data copies moved to a remote location, tape, and the cloud? Media streaming (n = 543) Video surveillance (n = 538) Collaboration applications (e.g., , SharePoint) (n = 668) Fixed content (audio, video, images) (n = 647) Virtual infrastructure (n = 666) General file storage (n = 711) Web infrastructure (n = 656) Providing storage as a service to a third party outside your organization (n = 474) Business analytics (n = 607) General business processing applications (e.g., OLTP, ERP, CRM) (n = 693) Industry-specific applications (n = 189) IDC #

10 F I G U R E 7 D a t a C o p i e s b y A p p l i c a t i o n T y p e : I n t h e N e x t 1 2 M o n t h s Q. Do you expect the average number of secondary data copies will increase, decrease, or remain about the same for each workload? Media streaming (n = 543) Video surveillance (n = 538) Collaboration applications (e.g., , SharePoint) (n = 668) Fixed content (audio, video, images) (n = 647) Virtual infrastructure (n = 666) Web infrastructure (n = 656) Providing storage as a service to a third party outside your organization (n = 474) Business analytics (n = 607) General business processing applications (e.g., OLTP, ERP, CRM) (n = 693) Industry-specific applications (n = 189) Increase No change Decrease Type of Data Stored in Secondary Copies Figure 8 indicates what type of data is stored in secondary copies. As one might imagine, the five main suspects are: In the broad category of business resiliency: Mirrored: Mirrored copies are created directly as a result of replicating data from one site or storage system to another. In many such situations, generally there are no storage efficiency systems deployed, and data has to be rehydrated before it is replicated. 10 # IDC

11 Backup and recovery: Backup and recovery copies are created as a result of data protection software. These copies are stored on online media like disk and offline media like tape. It is worth noting here that in many cases, backup/recovery copies also include operating system binaries and system files which don't change frequently but nevertheless are copied each time. In the complementary category of business agility: Application development and testing or DevOps: Copies for application development including mobile and collaboration are increasing; yet many organizations lack the storage and compute resources required to maintain multiple copies of production databases. The results are development cycle delays from DBAs, who wait for storage administrators to provision their own copy data. This results in deferred revenue by way of project delays, while the copy data continues to grow unabated. Business: Business copies are created because of business processes and regulatory compliance. They can be thought of as part of the cost of doing business. Archival: In many cases, primary data that is replicated and backed up is also archived. In such situations, archival copies often exist on a third and completely independent medium than what is used for replication and/or data protection. F I G U R E 8 D a t a S t o r e d i n S e c o n d a r y C o p i e s : C u r r e n t l y a n d i n t h e N e x t 1 2 M o n t h s Q. What types of data are currently stored in the form of secondary copies? (Please estimate the percentage of amount of storage used for storing each type of data.) How do you expect it will change in the next 12 months? Mirrored Backup and recovery Business Archival n = Currently In the next 12 months 2013 IDC #

12 Tools for Creating Data Copies Figure 9 shows the tools that are used for creating data copies. This question builds on the previous one, and therefore the tools cited here follow the general observation noted in the previous section: Replication tools: These tools replicate data from one array or host to another or within the same array or host. Synchronous/asynchronous mirroring and/or replication tools, local snapshots and clones, and remote snapshots and/or clones are examples of such tools. Note that some of the tools are also used to create business copies for test and development and analytics. Data protection and archival tools: These software tools create copies of data for backup and archival purposes. In many cases, these tools are part of a datacenterwide framework and operate on multiple applications. Application-specific tools and scripts: These tools are developed and/or customized in-house for application-specific needs. Examples of these tools include data warehousing ETML tools and custom scripts. F I G U R E 9 T o o l s f o r C r e a t i n g D a t a C o p i e s : C u r r e n t l y a n d i n t h e N e x t 1 2 M o n t h s Q. What tools does your organization currently use to produce secondary data copies? How will this change in the next 12 months? Synchronous mirroring/replication Backup sof tware Archival software Local snapshots or clones Asynchronous mirroring/replication Remote replication snapshots or clones Data warehousing ETML tools Custom written scripts Other Currently In the next 12 months n = 711 Note: Multiple responses were allowed. 12 # IDC

13 Business Use for Data Copies Figure 10 indicates the business purposes that these data copies currently fill. Data protection and recovery slightly edges out business continuity and high availability, but all three are at the top meaning that protection against operational issues as well as disaster recovery are the top 2 usages for generating and storing multiple copies. Business analytics, test and development, regulatory compliance, multiuser access, and long-term archival are all next in line but are equally important to each other. Especially in the next 12 months, respondents also expect to increase use of data copies for regulatory compliance, multiuser access, and long-term archival. F I G U R E 1 0 U s e o f D a t a C o p i e s i n B u s i n e s s P u r p o s e s : C u r r e n t l y a n d i n t h e N e x t 1 2 M o n t h s Q. What are secondary copies of data being used for? How will this change in the next 12 months? Data protection and recovery Business continuity High availability Business analytics Test and development Regulatory compliance Long-term archival (not for regulatory compliance purposes) n = 711 Note: Multiple responses were allowed. Multiuser access Currently In the next 12 months 2013 IDC #

14 Pain Points in Managing Copy Data Figure 11 indicates some of the pain points encountered in managing copy data. Explosive growth in data copies is the biggest pain point followed by the necessity to support separate infrastructure for secondary data copies. Ineffective management tools is a close third, followed by the cost of separate infrastructure for secondary data copies. It is important to point out that all of these pain points directly translate to additional cost overhead meaning that maintaining secondary data copies is an expensive proposition. F I G U R E 1 1 P a i n P o i n t s in M a n a g i n g C o p y D a t a Q. What are the major pain points associated with managing secondary data copies? n = 711 Explosive growth in data copies Necessity to support separate infrastructure f or secondary data copies Inef f ective management tools Cost of separate infrastructure for secondary data copies Lack of visibility into copy infrastructure G e o g r a p h i c a l - S p e c i f i c T r e n d s a n d O b s e r v a t i o n s While the copy data problem is global, some region-specific differences are worth noting. Use of Data Copies in the Next 12 Months by Region Figure 12 indicates that, with a few exceptions, in the next 12 months end users across all regions expect to increase using data copies for data use cases such as regulatory compliance, multiuser access, and long-term archival (currently the least common use cases) and decrease the use of data copies for data protection and recovery, business continuity, and high availability (currently the most common use cases). 14 # IDC

15 Asia/Pacific exhibits an interesting trend. Recent natural disasters in the region have driven businesses to add more secondary copies in a geographically dispersed manner to enable quicker operational and disaster recovery. At the same time, recessionary pressures in Europe have had a converse effect on businesses, and therefore, we see relatively muted growth in secondary copy generation. F I G U R E 1 2 U s e o f D a t a C o p i e s i n t h e N e x t 1 2 M o n t h s b y R e g i o n Q. What are secondary copies of data being used for? How will this change in the next 12 months? Data protection and recovery Business continuity High availability Business analytics Test and development Regulatory compliance Long-term archival (not for regulatory compliance purposes) Note: Multiple responses were allowed. Multiuser access North America (n = 304) Western Europe (n = 201) Asia/Pacif ic (n = 206) 2013 IDC #

16 Pain Points in Managing Copy Data by Region Figure 13 shows that end users in Western Europe are most confident in their capability to manage copy data effectively, while half of respondents in North America claimed that the tools they use are ineffective. At the same time, explosive data growth was named a major pain point in managing data copies by respondents from all regions. F I G U R E 1 3 P a i n P o i n t s i n M a n a g i n g C o p y D a t a by R e g i o n Q. What are the major pain points associated with managing secondary data copies? Explosive growth in data copies Necessity to support separate infrastructure f or secondary data copies Inef f ective management tools Cost of separate infrastructure for secondary data copies Lack of visibility into copy infrastructure North America (n = 304) Western Europe (n = 201) Asia/Pacif ic (n = 206) 16 # IDC

17 Current and Future Spending on Secondary Copies by Region Figures 14 and 15 indicate current and future (in the next 12 months) spending on storage, specifically for data copies. Spending in Asia/Pacific is slightly lower than spending in Western Europe or North America. F I G U R E 1 4 S t o r a g e S p e n d i n g o n M a n a g i n g S e c o n d a r y D a t a C o p i e s b y R e g i o n : C u r r e n t ly Q. Approximately what percentage of your storage budget or planned spending in 2012 was associated with managing secondary data copies, including operational expenses? How will this change in 2013? North America (n = 304) Western Europe (n = 201) Asia/Pacific (n = 206) <10% % F I G U R E 1 5 S t o r a g e S p e n d i n g o n M a n a g i n g S e c o n d a r y D a t a C o p i e s b y R e g i o n : I n t h e N e x t 1 2 M o n t h s Q. Approximately what percentage of your storage budget or planned spending in 2012 was associated with managing secondary data copies, including operational expenses? How will this change in 2013? North America (n = 304) Western Europe (n = 201) Asia/Pacific (n = 206) <10% % 2013 IDC #

18 T h e C o p y D a t a M a r k e t O p p o r t u n i t y IDC sized the magnitude of the worldwide copy data market in terms of both spending and capacity. It leveraged its forecast models and tracker data to estimate what percentage of the total hardware and software revenue could be attributed to copy data sets: Enterprise disk storage systems (DSS) capacity and revenue: IDC breaks down DSS into structured, unstructured, and replicated data and then subsequently adds capacity and revenue for DSS in content depots, public clouds, and nontraditional supplier channels. IDC estimates that DSS capacity shipped worldwide will be nearly 100EB in It further estimates that of this capacity, nearly 60% and nearly 85% of revenue recognized will be for copy data. This means that nearly 61EB of DSS capacity, or roughly $34 billion in revenue, will be directly or indirectly consumed by nonprimary data sets. To arrive at these estimates, IDC used primary research data in which respondents were asked how much copy data they felt existed in their environment. Storage software: Storage software is divided into the following functional markets: archiving software, data protection and recovery software, replication software, file systems, storage infrastructure software, infrastructure software, storage and device management software, and other software. Each of these markets influences or directly creates copy data. Accordingly, IDC calculated the revenue impact of each of these markets on copy data. As an example, storage replication software directly creates copy data by virtue of the role it plays in generating copy data when used. To complete the picture, IDC added the impact of revenue from database tools that generate or help generate copies of the database either for backups or for development purposes. Tape hardware and media: Other than a small component used for archiving purposes (in which the source data is deleted after it is archived), almost all tape hardware and media are used for storing copies of data. Businesses that seek to minimize extraneous copy data from the IT environment have to examine the impact of tape in their datacenter. IDC estimates that businesses will procure nearly 90EB of tape capacity to make up nearly $1.3 billion of revenue in When these components are summed up, the overall picture looks pretty grim. As indicated in Figure 16 and 17, the size of the copy data market is growing, and businesses are spending an extraordinary amount of money on managing and/or maintaining nonprimary data copies. Maintaining copies of data both locally and offsite and in an online or offline manner is absolutely essential for maintaining service quality. But at some point, this maintenance goes from being an insurance policy to paranoia. IDC expects that as a result of this paranoia, businesses will spend roughly $44 billion on copy data and consume more than 150,000PB in copy data (of which over 90PB will be on tape) in # IDC

19 ($B) (PB) F I G U R E 1 6 S i z e o f t h e C o p y D a t a M a r k e t, , , , , , ,000 50, Copy data capacity PB (disk only) All copy data capacity PB (disk + tape) Copy data on tape PB F I G U R E 1 7 S p e n d o n C o p y D a t a, All copy data revenue (HW + SW) All copy data revenue (HW + SW) (with tape) Copy data tape revenue 2013 IDC #

20 A P P R O A C H T O REI N I N G I N T H E C O P Y D A T A S P R A W L IDC prescribes a phased approach for organizations desiring to rein in their copy data sprawl. As indicated in Figure 18, this process consists of three steps that move an organization from tactical to strategic from a copy data perspective: Step 1: Determine the copy data ratio (CDR). This step involves determining the copy data sprawl in the organization using a formulaic approach presented in the Determining the Copy Data Ratio section. Step 2: Evaluate technologies to control copy data sprawl. This step involves "shopping" for solutions that will allow the organization to control copy data. Such solutions include native storage solutions as well as add-on solutions that control copy data. Step 3: Implement the solution and begin the process of mapping (application) service-level agreements to business requirements. In the process, organizations can control which copies are business copies. F I G U R E 18 T h r e e - S t e p P r o c e s s t o M a n a g i n g t h e C o p y D a t a P r o b l e m 1. Determine copy data ratio 2. Evaluate technologies to control copy data sprawl 3. Implement solution and map SLAs to business requirements D e t e r m i n i n g t h e C o p y D a t a R a t i o Determining the copy data sprawl in any environment can be a tricky proposition. However, using the following formula, organizations can estimate where they stand in controlling the copy data sprawl vis-à-vis the rest of the market. The copy data ratio is defined using this formula: CDR = [(total data in environment)/(total amount of production data)] * 100 As an example, if the total amount of data in an environment is 100TB, and the total amount of production data in the same environment is 40TB, then the formula will yield a CDR of (100/40)*100 = # IDC

21 To keep the situation simple, organizations can include only disk-based storage during first pass. Subsequently, they can add tape-based storage and calculate the difference the higher the difference, the more wasted on tape. Figure 19 indicates the CDR scale. According to IDC research, the CDR scale can be applied as follows: = Optimized = Opportunistic = Urgency 700 1,000 = Crisis IDC has determined that in most organizations, the average is around 250, meaning that using the scale in Figure 19 as a reference in most organizations, there is an opportunity to improve the situation. When organizations start crossing 350, it indicates an imminent copy data problem and an implied urgency to do something about it. When organizations cross 700, it is a crisis situation and requires immediate remediation. F I G U R E 19 C o p y D a t a R a t i o Optimized Opportunity Urgency Crisis An average of 250 means that on average, organizations of all sizes can benefit from copy data management strategies. The potential impact for effective copy data management in each zone roughly map to the complexity of the environment and application SLA requirements. For example, an organization with a 550 CDR should look at implementing copy data storage for multiple use cases such as backup modernization, business continuity, and test/development. An organization with a score of 940 should look to rearchitect its datacenter strategy for maximum impact. An organization with a score of 130 can still improve by offloading snapshots, optimizing bandwidth for backup replication, and so forth. S e l e c t i n g t h e R i g h t S o l u t i o n to t h e P r o b l e m An underlying theme from the survey results presented in this paper is that when the situation is framed correctly, all businesses acknowledge the existence of a copy data problem in their infrastructure. In the context of industry megatrends, such as cloud consumption models, mobility, and the software-defined datacenter, where does copy data management play? IDC believes that solving the copy data problem is a 2013 IDC #

22 key enabler for next-generation datacenters, whether private, public, or hybrid cloud. At the core of copy data management is the ability to map application SLAs to business requirements without excess wasted storage. A good portion of survey respondents would like to do something about copy data but find their hands tied by lack of strategies and tools that can rein in the copy data sprawl. It is also evident from this survey that most respondents believe copy data to be an infrastructure-related problem and specifically one that is related to the storage infrastructure and legacy software systems like backups. Given this situation, IDC believes that solutions from companies such as Actifio, which are building new platforms designed to manage copies of data in the most efficient way possible, strike directly at the root of the problem. These new copy data storage systems apply data virtualization technology into the management of copy data in both physical and virtual environments, resulting in a single solution that can efficiently manage all copies of production data for backup, disaster recovery, test, development, or any other application that requires a copy of the primary data. The copy data storage approach is different from mere storage optimization or efficiency technologies such as deduplication, compression, and thin provisioning. These technologies work at a per-volume level but have little awareness of duplicate data on adjacent volumes. Snapshots and clones are efficient on copies created in a single array, but their awareness cannot span multiple arrays. Replication is often an array-to-array mechanism that is complementary to snapshots and clones. With their approach, copy data storage solutions also tackle the age-old problem of duplication of data on tape. With their solution in place, businesses can seek to minimize data duplication on tape and reduce the burden placed by data protection software on the overall infrastructure. F U T U R E O U T L O O K The introduction of a real copy data management solution by Actifio has set into motion the creation of a new market segment copy data management. IDC has placed this market segment inside storage infrastructure software one of the core functional storage software markets. Storage suppliers are anxiously tracking the success that Actifio has had in defining the copy data problem and developing a solution to tackle it. Actifio's solution has serious implications on how businesses procure storage assets and, in the process, has shut storage suppliers out of the secondary data copy management conversation. This situation will compel storage suppliers to create their own copy data management offerings to complement their primary storage offerings. 22 # IDC

23 C H A L L E N G E S / O P P O R T U N I T I E S This paper attempts to show the widespread nature of the copy data problem. Organizations everywhere report a copy data ratio of 350 and higher meaning that there is ample opportunity for suppliers to swoop in and capture the market. However, it seems that solutions purpose built to address copy data market are still in their infancy apart from Actifio (which has been shipping a product for over two years) and Hitachi Data Systems (which recently entered the market with Hitachi Data Instance Manager [HDIM]), there is hardly anyone else. However, it's only a matter of time before EMC, NetApp, CommVault, and others try to enter the market. Some of these vendors have already started to market their solutions under the guise of copy data management. Actifio occupies a unique position in this market. Unlike other suppliers of primary storage solutions, Actifio only manages copy data and therefore does not see copy data management as contradictory to its revenue stream. With users in 18 countries worldwide, it has demonstrated its ability to solve the copy data problem for mediumsized and large enterprises as well as the service provider market segment. And yet, primary storage suppliers are anxiously watching this market and will be ready to jump in at any time to capture the customer dialogue. In fact, Hitachi Data Systems just released HDIM, meaning that others may not be that far behind. C O N C L U S I O N Given that the generators of copy data practically straddle several aspects of datacenter infrastructure, businesses cannot take a pedantic approach to minimizing the number of secondary data copies. From their side, suppliers have to create solutions that tackle this problem in a holistic manner not solutions that tackle hardware efficiency while ignoring software or vice versa. While suppliers of storage systems evolve their own storage solutions to become smarter at managing secondary copies, software suppliers are also hard at work, maximizing storage space when data copies are generated. Newer versions of software solutions are becoming intelligent about how they handle secondary copies, including unstructured data copies. Examples of such efforts include database backup solutions that don't generate entire copies of data each time. Armed with copy data management technologies, IT organizations should find themselves in a better position to rein in runaway copies of data. They can better educate their constituents on how to control copy data by providing measurable ROI metrics. Suppliers of copy data management solutions like Actifio should continue to educate the market on the cost-benefit analysis of inserting their solutions in storage environments. A P P E N D I X R e s p o n d e n t P r o f i l e s Figures indicate the profiles of businesses surveyed. These figures show that the survey was generally balanced across North America, Western Europe, and Asia/Pacific. Respondents from businesses with 5,000 9,999 employees in North America were slightly higher in concentration. Respondents were also generally distributed across most vertical industries; finance and process manufacturing were the top 2 verticals IDC #

24 F I G U R E 2 0 R e s p o n d e n t s b y C o m p a n y S i z e a n d R e g i o n : O v e r a l l Q. Approximately how many full-time employees are employed by your organization worldwide (including all branches, divisions, and subsidiaries)? North America (n = 304) Western Europe (n = 201) Asia/Pacific (n = 206) 1,000 4,999 5,000 9,999 10,000+ F I G U R E 2 1 R e s p o n d e n t s b y C o m p a n y S i z e a n d R e g i o n : B y B u s i n e s s U n i t Q. Approximately how many full-time employees are employed in that part of your company with which you are most familiar? North America (n = 304) Western Europe (n = 201) Asia/Pacific (n = 206) < ,000 4,999 5,000 9,999 10, # IDC

25 F I G U R E 2 2 R e s p o n d e n t s b y V e r t i c a l I n d u s t r y Q. Which of the following best describes your organization's primary business activity? Finance Process manuf acturing Professional services 92 Discrete manuf acturing 60 Construction 54 Retail Healthcare providers Service providers/telco/cable 34 Insurance Communications and media Government Transportation Education (public and private) Resources: Oil and gas Wholesale Other (Number of respondents) n = IDC #

26 C o p y D a t a M o d e l This model is derived from IDC's enterprise disk storage systems revenue forecast and IDC's Storage Software QView. Table 1 and Table 2 show copy data capacity and copy data revenue, respectively, for T A B L E 1 C o p y D a t a C a p a c i t y, ( P B ) CAGR (%) Disk only 4,548 6,712 8,231 13,151 23,433 39,270 60,419 92, , ,728 Disk + tape 45,493 64,567 75,206 86, , , , , , , Tape only 40,945 57,855 66,975 73,815 79,230 84,265 90,345 96, , , T A B L E 2 C o p y D a t a R e v e n u e, ( $ B ) CAGR (%) HW+SW HW+SW (with tape) Tape revenue C o p y r i g h t N o t i c e External Publication of IDC Information and Data Any IDC information that is to be used in advertising, press releases, or promotional materials requires prior written approval from the appropriate IDC Vice President or Country Manager. A draft of the proposed document should accompany any such request. IDC reserves the right to deny approval of external usage for any reason. Copyright 2013 IDC. Reproduction without written permission is completely forbidden. 26 # IDC