Hitachi Virtual Storage Platform vs Pure Storage FlashBlade comparison

Hitachi Vantara and Pure Storage are both solutions in the All-Flash Storage category. Hitachi Vantara is ranked #11 with an average rating of 8.1, while Pure Storage is ranked #16 with an average rating of 9.0. Hitachi Vantara holds a 3.3% mindshare in AFS, compared to Pure Storage’s 1.8% mindshare. Additionally, 96% of Hitachi Vantara users are willing to recommend the solution, compared to 97% of Pure Storage users who would recommend it.

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Executive SummaryUpdated on Sep 18, 2024

Hitachi Virtual Storage Platform and Pure Storage FlashBlade are advanced storage solutions. Pure Storage FlashBlade seems to have the upper hand due to its feature-rich offerings and superior performance.

Features: Hitachi VSP is known for its high performance, scalability, and reliable support. Pure Storage FlashBlade is valued for its speed, ease of management, and advanced data handling capabilities. FlashBlade also offers seamless integration.

Room for Improvement: Hitachi VSP could benefit from improved interoperability, simplified configuration, and better user configurability. Pure Storage FlashBlade would be improved with enhanced analytics, expanded protocol support, and more robust analytical tools.

Ease of Deployment and Customer Service: Hitachi VSP offers straightforward deployment but has a steep learning curve. Users praise its prompt customer service. Pure Storage FlashBlade is recognized for its swift and uncomplicated deployment, along with superior customer service, making it favorable for quick setups.

Pricing and ROI: Hitachi VSP is noted for its competitive setup costs and strong ROI. Pure Storage FlashBlade, although more expensive initially, delivers more immediate value and improved long-term ROI due to its superior performance and reduced management overhead.

To learn more, read our detailed Hitachi Virtual Storage Platform vs. Pure Storage FlashBlade Report (Updated: June 2025).

Buyer's Guide

Hitachi Virtual Storage Platform vs. Pure Storage FlashBlade

June 2025

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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

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 FlashBlade is 1.8%, down from 2.2% compared to the previous year. It is calculated based on PeerSpot user engagement data.

All-Flash Storage

Featured Reviews

Eugene Hemphill

Sales Manager at Multicomputos PR

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.

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Ozair Amin

Sales Manager - Infrastructure at Synergy Computers

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.

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Eric Black

Solutions Architect at Recovery Point Systems

The ability to leverage multi-tenancy along with immutability is a huge benefit for us

The only thing I feel FlashBlade is missing is the SOS API. If it had SOS API, that would put it well over the top. Veeam Backup specifically has started to streamline their API, and they are doing that with SOS API. They have optimized it. Any of the S3 devices out there that support this SOS API can have far more API calls at once. On our side, that translates to better restoration. With SOS API, it can leverage far more restorations at a single given time or read from the device in simple terms. That results in maximizing the output and throughput from the device itself.

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Quotes from Members

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

Pros

"The high availability of the product is the most valuable feature."

"The most valuable features of this solution are its ease of use and performance."

"It offers competitive performance, and the Evergreen storage model of Pure fits well with my organization."

"The latency is good."

"It has benefited my organization because it has reduced time to insights."

"It is very easy to install and configure. It has got excellent diagnostics. If you really need to see how the box is performing, the console gives you a lot of information. You can set thresholds as well as alerts based on the thresholds, which is a very powerful functionality. They are very proactive. They know how to monitor and manage the systems. They see a problem, and they are all over it before us. They see the problem before we see it, which is very good."

"The tool's valuable features are speed, security, data compression, and reliability. Its data compression feature is the best that we have ever seen. It helps us to save money and resources."

"The initial setup was extremely simple and straightforward."

More Pure FlashArray X NVMe pros

"The efficiency ratio is just as high as advertised. It's very high relative to other storage solutions as well. The compression and deduplication capabilities are also very high."

"It is a very stable solution. Stability-wise, I rate the solution a ten out of ten."

"Overall, the solution is strong, easy and fast."

"The deduplication is useful for us because we don't have that much money for our lab infrastructure. Deduplication means we have more storage available. And the IOPS are really fast."

"The biggest benefit of the Hitachi platform is 100 percent storage uptime. It's also highly cost-effective."

"There are no significant challenges in terms of scalability, and it can accommodate larger storage capacities compared to other storage solutions."

"The product offers high stability."

"The solution provides excellent scalability."

More Hitachi Virtual Storage Platform pros

"The onboarding and integrated monitoring tools are pretty good."

"The solution is able to handle workloads and is easy to use. It allows us to actually manage the boxes in less time."

"The solution provides many controllers."

"Using this solution has made our backups more reliable."

"The main feature I have found to be product replication."

"We have integrated it with VMware. The integration process is pretty good. Especially with VMware, it helps with the capacity of it."

"It uses the same platform for connectivity so integration is seamless."

"The performance of FlashBlade is excellent. It does not necessarily leverage the SOS API that some of the newer products leverage, but I found its speed pretty much on par and comparable. It is fast, and it does what it is supposed to do."

More Pure Storage FlashBlade pros

Cons

"In the next release, I would like to see real-time analytics for further insight into consumption models."

"I'd like to see the product implement active replication for vehicles such as VMware."

"Adding some functions to the product would be beneficial."

"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 some AI features that would allow arrays to intelligently identify threats or unusual behavior in the data pattern and give an alert."

"We would like to see more visibility into garbage collection and CPU performance in the GUI."

"Efficiency improvements would always be welcome, but I'm not sure if they could get more efficient."

"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."

More Pure FlashArray X NVMe cons

"The initial deployment was somewhat complex when it came to the installation because of the network connectivity. It was more difficult, in this specific case, than with other platforms."

"Hitachi should work on unified storage for the SMB market and entry-level NAS storage, similar to what HP or Dell offers."

"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 distributor needs more knowledgeable resources for technical support. It would be better to connect directly to the vendor in case of queries."

"One improvement I am hoping for in the next release is unified storage."

"The Hitachi Virtual Storage Platform faces challenges when it comes to features like deduplication and compression. Enabling these features can lead to processor overload, resulting in performance degradation, especially under high loads."

"The initial setup was difficult, as we don't have access to assistance. We had some issues around configuration. We needed to know things like what kind of rate is the best, or what kind of replication is ideal. We had to seek out answers online to get the information we needed."

"One problem is that there are too many management tools for the F Series and for all the other Hitachi storage systems. There are four or five such solutions. Maybe these could be combined in the future."

More Hitachi Virtual Storage Platform cons

"I would like to see more VM-Aware features in the next release of this solution."

"It's on the expensive side, as expected for a niche product."

"The features provided for SMB customers are limited."

"The solution is expensive."

"In terms of scalability, it doesn't expand out quite as robustly as some of the others, but it covers 90% of the market in what it does."

"We initially encountered challenges with the assembly process due to issues with the documentation required during setup, an area where Pure Storage needs improvement."

"It would be nice if you could store file-based in the same box with the same technology."

"I would also like to see better support for CIFS workloads."

More Pure Storage FlashBlade cons

Pricing and Cost Advice

"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."

"Pure FlashArray X NVMe’s pricing is cheaper than other products."

"The tool is an investment that we've budgeted for. While the prices may be higher than those of other vendors, we see it as a market leader with benefits. We don't regret purchasing it."

"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."

"The product is expensive."

"As far as the licensing costs, everything is included in the license."

"Given its price, Pure is not the first option."

"Pretty much everything that you need is licensed when you buy the product. Licensing to me is different than the maintenance cost, but they can bleed into one another. We buy the product, and we expect three years of support bundled into what we negotiate on our storage arrays. I would start to see maintenance costs going into the fourth year, but we're not there yet."

More Pure FlashArray X NVMe pricing and cost advice

"It is a little expensive."

"It is expensive. Everything is included in the license. There is no additional cost."

"The costs were primarily in line with every other vendor at the time."

"The product is reasonably priced."

"I would like to see better pricing and more discounts."

"It is cheap. It is not very expensive. If you decide to expand the system, the cost is pretty low as compared to other vendors, such as Dell."

"The pricing is very competitive compared to other vendors. It really depends on the type of media we're using, like SaaS, SSP, or NVMe."

"In our company, we only pay towards the licensing charges associated with Forcepoint, as Hitachi is considered to be a third-party product for us."

More Hitachi Virtual Storage Platform pricing and cost advice

"The pricing for FlashBlade is between cheap and moderate."

"I have seen ROI. It has allowed me to increase the density of my VMs without having to purchase anything additional."

"I rate the tool's pricing a seven to eight out of ten."

"I understand that it is competitively priced compared to other brands."

"We used a reseller for the purchase."

"Our customers have seen a reduction in TCO."

"The product is very expensive."

"It is within reason for what you get. From what we have found comparing it to other vendors, it is in the same range as others. Given the choice, we would definitely redeploy it based on the cost."

More Pure Storage FlashBlade pricing and cost advice

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Top Industries

By visitors reading reviews

Computer Software Company

15%

Financial Services Firm

11%

Manufacturing Company

10%

Government

Computer Software Company

19%

Financial Services Firm

18%

Government

Manufacturing Company

Educational Organization

16%

Computer Software Company

14%

Financial Services Firm

10%

Manufacturing Company

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.

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What is your experience regarding pricing and costs for Pure FlashArray X NVMe?

I am an engineer and am not aware of the setup cost.

See all answers

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 ...

See all answers

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...

See all answers

What do you like most about Hitachi Virtual Storage Platform E990?

The product's reliability has been crucial for our company's operations.

See all answers

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...

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What do you like most about Pure Storage FlashBlade?

The tool's most valuable feature is its fast performance, especially in handling snapshots. It helps during power out...

See all answers

What is your experience regarding pricing and costs for Pure Storage FlashBlade?

The pricing for FlashBlade is between cheap and moderate. FlashBlade is worth the money due to the experience and per...

See all answers

What needs improvement with Pure Storage FlashBlade?

Its configuration should be easier. There should be easier language for the configuration.

See all answers

Comparisons

Dell PowerStore vs Pure FlashArray X NVMe

Compared 29% of the time

TrueNAS R-Series vs Pure FlashArray X NVMe

Compared 19% of the time

IBM FlashSystem vs Pure FlashArray X NVMe

Compared 11% of the time

HPE Alletra Storage vs Pure FlashArray X NVMe

Compared 9% of the time

Dell Unity XT vs Pure FlashArray X NVMe

Compared 7% of the time

More Pure FlashArray X NVMe Competitors

Dell PowerStore vs Hitachi Virtual Storage Platform

Compared 14% of the time

NetApp AFF vs Hitachi Virtual Storage Platform

Compared 12% of the time

IBM FlashSystem vs Hitachi Virtual Storage Platform

Compared 11% of the time

HPE Alletra Storage vs Hitachi Virtual Storage Platform

Compared 7% of the time

Huawei OceanStor Dorado vs Hitachi Virtual Storage Platform

Compared 6% of the time

More Hitachi Virtual Storage Platform Competitors

Dell PowerScale (Isilon) vs Pure Storage FlashBlade

Compared 20% of the time

Red Hat Ceph Storage vs Pure Storage FlashBlade

Compared 11% of the time

MinIO vs Pure Storage FlashBlade

Compared 11% of the time

VAST Data vs Pure Storage FlashBlade

Compared 10% of the time

Nutanix Unified Storage (NUS) vs Pure Storage FlashBlade

Compared 2% of the time

More Pure Storage FlashBlade Competitors

Product Reports

Buyer's Guide

Pure FlashArray X NVMe

May 2025

Download Pure FlashArray X NVMe product report

Buyer's Guide

Hitachi Virtual Storage Platform

June 2025

Download Hitachi Virtual Storage Platform product report

Buyer's Guide

Pure Storage FlashBlade

May 2025

Download Pure Storage FlashBlade product report

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

Pure Storage FlashArray//X is the world’s first enterprise-class, all-NVMe flash storage array. It represents a new class of storage – shared accelerated storage, which is a term coined by Gartner – that delivers major breakthroughs in performance, simplicity, and consolidation.

Pure Storage

RETHINK YOUR DEFINITION OF SPEED AND PERFORMANCE

With adaptive, guaranteed data reduction and a 100% data-availability guarantee, Hitachi Virtual Storage Platform F series helps you tackle complicated business challenges. Hitachi Data Systems (HDS) VSP F series delivers up to 4.8M IOPS with sub-millisecond response times.
Featuring legendary Hitachi reliability, VSP F series arrays are backed by the industries only 100% availability guarantee. For these reasons, 80% of the Fortune 500 choose Hitachi all-flash arrays to accelerate the performance of mission-critical applications like Oracle, SAP, Virtualization, Microsoft apps etc. With over 350 patents in flash technology, Hitachi’s innovative mix of flash hardware and software accelerates ROI with enterprise-class reliability and performance.

Hitachi Vantara

FlashBlade is the industry’s most advanced scale-out storage for unstructured data, powered by a modern, massively parallel architecture to consolidate complex data silos (like backup appliances and data lakes) and accelerate tomorrow’s discoveries and insights.

Pure Storage

Sample Customers

Fremont Bank, Judson ISD, The Nielsen Company

Turkcell, Owens Corning, Region Nord, Net Credit Financial Group (NFC Group), Russian Railways

ServiceNow, Mercedes-AMG Petronas Motorsport, Dominos, Man AHL

Buyer's Guide

Hitachi Virtual Storage Platform vs. Pure Storage FlashBlade

June 2025

Free Report: Hitachi Virtual Storage Platform vs. Pure Storage FlashBlade

Find out what your peers are saying about Hitachi Virtual Storage Platform vs. Pure Storage FlashBlade and other solutions. Updated: June 2025.

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