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EMC, for its part, has moved its Oracle database environments to standard x86 based hardware, said Gelsinger. He said that has produced "tremendous performance and cost efficiencies." He said 40 percent of EMC's Oracle's database instances run on VMware with a plan to move to 100 percent next year.
Gelsinger said EMC is seeing "extraordinary scalability" in virtualized VMware environments on EMC storage systems. EMC is running 5 million virtual machines on a single EMC Symmetrix VMAX storage cluster. Not only that, he said, EMC is seeing in excess of 1 million IOPS (input/output operations per second) through a single VMware host.
Gelsinger also urged Oracle OpenWorld attendees to embrace a new wave of innovative offerings aimed at modernizing IT infrastructure to accommodate Big Data applications demands as a result of the explosion in unstructured data, including video and social networking content.
To make that point, EMC released a white paper that claims the storage giant achieved up to "13x faster queries for Big Data applications and decreased data load times from six days to just 29 minutes by deploying the EMC Greenplum Data Computing Appliance."
Oracle fired back at EMC, announcing immediately following the EMC keynote its own Oracle Big Data Appliance, a highly engineered system organized for acquiring, organizing and loading unstructured data into an Oracle 11g database.
EMC Executive Vice President and Chief Marketing Offiver Jeremy Burton, who spent a decade at Oracle early in his career, said the EMC VMware product set provides customers and partners with an "open" horizontal technology solution versus what he called Oracle's closed vertically integrated solution.
"Oracle, IBM and HP are really trying to build out vertically integrated stacks," he said. "Our differentiator is that we want a horizontal infrastructure that is going to work across IBM, Oracle, HP and anyone else for that matter. Some people will go vertically integrated. But we still think there is a pretty good market for open."
As for the new PCIe card, Burton said the product opens up significant new opportunities for EMC storage partners. "This allows storage VARs to make existing applications run better," he said. "It gives them a place to expand their footprint and value add. Solution providers that have a good storage practice can now participate in the server environment."