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Hitachi Virtual Storage Platform vs Pure Storage FlashArray comparison

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Comparison Buyer's Guide

Executive SummaryUpdated on Sep 18, 2024

Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:
 

Categories and Ranking

Pure FlashArray X NVMe
Sponsored
Ranking in All-Flash Storage
15th
Average Rating
9.0
Reviews Sentiment
7.6
Number of Reviews
35
Ranking in other categories
NVMe All-Flash Storage Arrays (6th)
Hitachi Virtual Storage Pla...
Ranking in All-Flash Storage
11th
Average Rating
8.4
Reviews Sentiment
7.0
Number of Reviews
53
Ranking in other categories
NAS (4th), Modular SAN (Storage Area Network) (4th), Frame-Based Disk Arrays (1st), NVMe All-Flash Storage Arrays (5th)
Pure Storage FlashArray
Ranking in All-Flash Storage
3rd
Average Rating
9.2
Reviews Sentiment
7.8
Number of Reviews
199
Ranking in other categories
No ranking in other categories
 

Mindshare comparison

As of June 2025, in the All-Flash Storage category, the mindshare of Pure FlashArray X NVMe is 0.8%, up from 0.8% compared to the previous year. The mindshare of Hitachi Virtual Storage Platform is 3.3%, up from 3.1% compared to the previous year. The mindshare of Pure Storage FlashArray is 6.4%, down from 8.0% compared to the previous year. It is calculated based on PeerSpot user engagement data.
All-Flash Storage
 

Featured Reviews

Eugene Hemphill - PeerSpot reviewer
Helps to save money and resources with the data compression feature
One point I'd like to improve is that the tool should start selling small boxes again. It discontinued some products and is focusing on bigger, more capable boxes, neglecting the SMB market. Even though it's not a big market, it shouldn't have removed them. One way to improve the product is to add an operational assistant that doesn't depend on VMware. It could also establish more alliances with other operational systems.
Ozair Amin - PeerSpot reviewer
A robust and dependable product that ensures a 100 percent data availability guarantee
We don't encounter any challenges in selling these Hitachi VSPs to our customers. These products boast an exceptionally robust architecture, making them highly reliable. This reliability is the key reason behind our lack of challenges. However, when we delve into the realm of competition, particularly in the unified storage sector, we do face certain challenges. This is primarily due to the usage of gateways in their storage solutions by some competitors. Unlike other competitors such as NetApp and Huawei, who do not employ gateways, we contend with challenges related to these gateways within the context of unified products. Many customers have been utilizing Hitachi Vantara for several years, relying on its storage capabilities. They appreciate its reliable roadmaps, which facilitate long-term planning. This makes it an effortless choice for customers to opt for Hitachi Vantara, as the product seamlessly accommodates updates and future changes. The key focal point of the Hitachi Vantara roadmap for our clients is centered around future upgrades. Typically, customers undergo tech refresh cycles approximately every five years. Consequently, when they embark on a tech refresh initiative, they tend to prioritize options that facilitate a smooth transition of data to alternative storage solutions. In this context, Hitachi Vantara leverages its external storage virtualization platform to ensure a seamless data migration process. This approach proves to be highly advantageous for our customers, and it stands as a primary reason for their choice to engage with Hitachi Vantara's offerings. Our customers are highly satisfied with their choice to acquire Hitachi products and services. I have not observed any of our customers shifting away from the Hitachi brand. I would recommend Hitachi Vantara 100 percent of the time to others. There are tools that assist us in accessing the IOPS per second and latencies of Hitachi Vantara systems. One such tool is the CPK tool, accessible through the Hitachi Vantara portal. Whenever we configure a product and a customer requests information about the IOPS and latencies, we can provide them with a report from the portal. This report includes details about reads, writes, IOPS, and sequential operations, offering a comprehensive overview of the IOPS performance that Hitachi Vantara offers. The combination of low latency and high performance has consistently assisted customers in improving their production and enhancing their working experience. It also aids them in easily managing the product, giving them time to expand their knowledge and plan for the future, rather than dealing with storage-related issues. The cost comparison of IOPS between our solutions and those of competitors is favorable at present, but this wasn't always the case. In the Pakistani market, Huawei used to be highly competitive. However, our current partnership with Hitachi has allowed us to pose a strong challenge to Huawei. Additionally, when considering products from NetApp, EMC, and even IBM, Hitachi remains highly competitive. Hitachi offers flexible media options to support the consolidation of multiple uses within the same platform which is important to our customers. Most of our customers utilize Unified Storage, employing a two-tier storage approach that includes both NVMe and SSDs. However, current trends indicate a shift in customer preferences towards NVMe over SAAS or SSDs due to the heightened reliability and increased cost-effectiveness of NVMe technology. This transition is driving many customers to adopt a comprehensive NVMe solution. Nonetheless, a substantial number of large customers still adhere to the two-tier storage model. For their primary tier, they employ NVMe drives, while for the secondary tier, they opt for NFS drives or a SAAS-based large-scale service. The integration of various use cases into a unified platform to facilitate the transformation of data into business insights is highly valuable. We receive input from our customers regarding their workloads. Based on the nature of these workloads and their intended use for storage – whether for ERP solutions, archives, or backup purposes – we recommend the appropriate storage type. These steps outline our process for evaluating the intended storage workload. Following this workload assessment, we suggest either NAS Unified Storage or Document Storage solutions. In the portal, there is a tool that enables us to calculate Hitachi's guaranteed effective capacity. It is quite straightforward for customers to comprehend and identify the effective capacity ratio. This is because many customers in Pakistan are already familiar with and using effective capacity ratios. Explaining the concept of effective capacity to customers is not a challenging task. Customers typically appreciate the Hitachi Virtual Storage Platform due to its efficiency, easy product manageability, and product reliability, all of which offer significant benefits to the customers. This is crucial, especially in sectors like banking, where any breach or downtime could lead to substantial losses for customers. The uninterrupted operation of storage is paramount. This substantial benefit not only ensures customer satisfaction but also underscores the value derived from data utilization. Hitachi's adaptive data reduction technology assists in decreasing our client's storage footprint by around 50 percent. The majority of our customers were using storage from various vendors. We consolidated this storage into a single system using Hitachi Vantara.
Nabeel Sayegh - PeerSpot reviewer
Supercharges enterprise storage by way of highly optimized hardware, comprehensive data management and a feature rich interface.
During their early years, I was a member of Pure's Customer Advisory Board. In addition, when we first adopted Pure, they did not have replication GA yet. We got into their beta testing program and help them work out certain issues with that technology. One weakness I can say the array has, still to this day, is limited control on scheduling snapshots. Depending on the type of replication schedule you are building, you may or may not have control on specifying the start time of a given replication schedule. This is not a very big problem in the grand scheme of things, but something nonetheless that has bothered me about the scheduler in general. Another area for improvement would be automatic host alias creation. Other platforms such as EMC Unity/PowerStore will automatically detect the host name, create a alias for it and associate the logged in HBA's to it. Pure does not do this for you and as a result, requires manual configuration. This can be very time consuming especially when you are deploying a large number of new servers.

Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:
 

Pros

"Overall stability is very good. It is a very stable solution."
"One of the best features is the support, which is excellent."
"The most valuable features of Pure FlashArray X NVMe are its superior performance compared to other flash tiers, as well as its ease of use, with an intuitive user interface that is simple to deploy and use."
"It's helped us because we've changed fundamentally what we talk about. We don't talk about storage and different tiers of storage anymore nor do we talk about servers. We talk now about applications and how applications impact the business and end users."
"On a scale of one to ten, I rate Pure FlashArray as ten."
"Pure Storage has signature security technology, which cannot be deleted, even if you are an administrator."
"Offers excellent features like efficient data reduction, a reliable SafeMode, and a great support model for continuous assistance and updates."
"The system allows for seamless learning experiences, facilitating quick and easy cloning of environments within minutes."
"The active-active option seemed to be working well and overall, it was a solid product."
"The high performance of flash storage is especially valuable to us."
"It is robust. It doesn't need too much troubleshooting. It is a good device."
"The technical support is great."
"Hitachi Virtual Storage Platform 5000 Series exhibits good performance and has good IOPS: 300 IOPS. The technical support for this product is also good."
"For Hitachi Virtual Storage Platform, the most valuable features are its performance, reliability, scalability, data protection, and a hundred percent data availability guarantee. Additionally, it offers storage virtualization with both internal and external options."
"What I like best about Hitachi Virtual Storage Platform G Series is that it's a fast storage solution. It also has reliable models. The sales support is also good for this product. Even the pricing for it is good."
"The Hitachi VSP has significantly improved data storage scalability by addressing various issues. Through their research and development efforts, they've incorporated customer feedback regarding deployment speed and performance requirements."
"The simplicity of it. The performance is good, but the simplicity is the best thing. Storage management is quite complex, but Pure Storage is easy to manage."
"The top-tier support and reliable storage are the most valuable features of this solution."
"The most important feature of any storage array is its reliability, measured by its uptime."
"The predictive performance analytics is a very good feature, as our system is performing better than before."
"Technical support is excellent. I've had very good responses from technical support. We had a couple of cases where we needed support. Some of the communications were purely over email and some has been an actual call to the service desk."
"The stability of Pure Storage is very very good."
"We only have storage provisioning, so the provisioning feature is good. The compression and deduplication are good."
"The best feature is that it is easy to learn and use. We can easily do various tasks related to storage provisioning."
 

Cons

"Adding some functions to the product would be beneficial."
"There are some challenges with data encryption and reduction."
"I'd like to see the product implement active replication for vehicles such as VMware."
"I would like to see replication and DR features in the next release of this solution."
"Efficiency improvements would always be welcome, but I'm not sure if they could get more efficient."
"I want to see Pure Storage not only be for fast storage, but I want to see it be for the entire data center."
"If the customer only needs 500 terabytes and doesn't care how much data they'll put in the server, IBM is cheaper than Pure."
"You cannot tag a LUN with a description, and that should be improved. What I like on the Unity side is that when I expand LUNs or do things, there is an information field on the LUN. This is the Information field that you can tag on your LUNs to let yourself know, "Hey, I've added this much space on this date". Pure lacks that ability. So, you don't have a mechanism that's friendly for tracking your data expansions on the LUN and for adding any additional information. That's a downside for me."
"I would like to see Hitachi improve their management software. It's been three years since they introduced Ops Center, their management product, and it still hasn't reached at least 50 percent of the capability we require. We are using legacy software because the product Hitachi offers does not stack up in functionality."
"The embedded management for installation feature has neither simplified nor complicated the management process, therefore, there is room for improvement."
"The solution is stable. However, there have been some software crashes where we had to restart the system. They could improve the hardware to prevent this type of issue."
"We have not been able to procure more discs for upcoming projects and this has been a problem for us. Not having additional storage is going to be an issue. The solution is at its end of life and will be replaced soon."
"Not just anyone can do the deployment. So, the person needs a basic understanding and work experience."
"For mission critical issues the performance is low."
"The interface management and monitoring need improvement. Although I receive emails from Hitachi Virtual Storage Platform, I find the management aspect not as good as their hardware."
"Hitachi should launch some small machines in Brazil. The smallest machine here in Brazil is VSP 350, which can be quite big for some of the customers. In China, Hitachi has small models of this equipment, but those models are not available in our region. Its pricing is a big issue for us. We are resellers, and we face some competition from other vendors. Hitachi doesn't always have a good position in terms of the price. Its user interface is also not as good as some of the other competitors, and it can be improved."
"I would like to see additional features like performance monitoring, configuring alerts, and the customization of alert thresholds."
"A three wave application or multi wave application synchronization would be an improvement."
"In the next release of the solution I would like to see Vormetric native block encryption."
"We haven't seen ROI yet."
"Pure Storage FlashArray could improve some aspects. There are certain features that are good and there are some features that I see some issues with at the technical level. Those issues are related to replication. They need to resolve those issues, which I have already highlighted to the Pure team. Additionally, there are some issues in the active cluster that could improve."
"In the next release I would like to see integration into other third-party player providers like Google."
"I would like to see more cloud integration."
"The initial setup was a little complex. We had some initial issues with the design and had to help correct some of the white papers for it, but it wasn't your standard use case."
 

Pricing and Cost Advice

"As far as the licensing costs, everything is included in the license."
"Its price could be better. It is not too expensive, but it is the high-end cost. It is kind of a Rolls-Royce. You pay a lot, but you get a lot out of it. So, the price pressure on the way down would be great, but at the end of the day, if you need to do the work, you just pay for it."
"Given its price, Pure is not the first option."
"The support cost per array is about $20,000 a year for 24/7 support."
"The licensing is on a yearly basis."
"The tool's pricing is cheap; I rate it a six to seven out of ten. Most of our sales are not subscription-based. We sell the hardware, and customers keep using it. They only renew the service part annually. The support can be a bit pricey, but the solution is more cost-effective than anything else out there."
"With VMware, we pay $300,000 annually."
"The product is expensive."
"The price per gigabyte is good and it is low when it comes to terabytes."
"I give the price of Hitachi Virtual Storage Platform a nine out of ten."
"Hitachi VSP's pricing is good compared to other brands."
"I would rate the solution's pricing at around eight or nine on a scale of one to ten. While the solution may be priced higher than some competitors, we prioritize the quality and durability of the storage."
"It is an expensive product. I rate its pricing a three out of ten."
"It is expensive. Everything is included in the license. There is no additional cost."
"I would like to see better pricing and more discounts."
"The pricing we get is very competitive when compared to other vendors. Hitachi is working on their licensing model and it is improving but can be irksome when many different items are not bundled or enterprise size."
"The cost has room for improvement."
"The price of the solution can be a bit expensive. There is an additional fee for support."
"Once you purchase Pure Storage FlashArray it is all-inclusive, you receive all the licenses needed."
"The best features come included without any additional cost."
"The pricing is reasonable."
"We purchased a license to use this solution and we pay for the storage ourselves."
"No storage device is cheap, but Pure Storage is fairly priced and offers what you pay for. You get all the licenses in the future when you purchase a license."
"We have seen a reduction in TCO."
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Comparison Review

it_user277539 - PeerSpot reviewer
Jul 30, 2015
Hybrid storage, all-flash storage, and hyper-converged products offer software capable of running on commodity hardware, providing a better end-user experience at a reduced price.
Originally posted at https://www.freeitdata.com/ Over the last 15 years, the storage industry has primarily been dominated (market share) by six companies, EMC, NetApp, IBM, Hitachi Data Systems (HDS), HP and Dell. In 2013, these six companies made up approximately 85% of all storage sold in the…
 

Top Industries

By visitors reading reviews
Computer Software Company
15%
Financial Services Firm
11%
Manufacturing Company
10%
Government
6%
Computer Software Company
19%
Financial Services Firm
18%
Manufacturing Company
7%
Government
7%
Educational Organization
19%
Computer Software Company
15%
Manufacturing Company
10%
Financial Services Firm
8%
 

Company Size

By reviewers
Large Enterprise
Midsize Enterprise
Small Business
 

Questions from the Community

What do you like most about Pure FlashArray X NVMe?
Pure FlashArray X NVMe helps to improve our processing speed. It is user-friendly and easy to use.
What needs improvement with Pure FlashArray X NVMe?
Adding some functions to the product would be beneficial. Storage replication should be essential, and the analytics ...
What is your experience regarding pricing and costs for Hitachi Virtual Storage Platform?
For NVMe storage, the pricing is reasonable compared to competitors in India. However, for entry-level SAN storage or...
What do you like most about Hitachi Virtual Storage Platform E990?
The product's reliability has been crucial for our company's operations.
What needs improvement with Hitachi Virtual Storage Platform E990?
The interface management and monitoring need improvement. Although I receive emails from Hitachi Virtual Storage Plat...
Which should I choose: HPE 3PAR StoreServ or Hitachi Virtual Storage Platform F Series?
Both are great platforms, but if you are considering all flash solutions, I would recommend you to consider Pure Stor...
What do you like most about Pure Storage FlashArray?
We consume less physical storage because of the solution’s deduplication and compression.
What is your experience regarding pricing and costs for Pure Storage FlashArray?
I don't have the billing details right now, but the pricing is high.
 

Also Known As

Pure FlashArray//X NVMe, Pure FlashArray//X, FlashArray//X
Hitachi Virtual Storage Platform F Series, 5000 Series, E Series, N Series, G Series
No data available
 

Overview

 

Sample Customers

Fremont Bank, Judson ISD, The Nielsen Company
Turkcell, Owens Corning, Region Nord, Net Credit Financial Group (NFC Group), Russian Railways
Nielsen, Lamar Advertising, LinkedIn, Betfair, UT-Dallas
Find out what your peers are saying about Hitachi Virtual Storage Platform vs. Pure Storage FlashArray and other solutions. Updated: June 2025.
859,579 professionals have used our research since 2012.