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All three storage arrays use dissimilar codes, making them incompatible with each other, a situation that IBM's Walsh said is not an issue with customers.
"We don't believe one product fits all markets and customer sets," he said. "When we launched the V7000, we saw our DS5000 sales grow."
Key's Morin agreed that IBM is meeting different parts of the market with its multiple product lines.
"There may be some overlap between the V3700 and the DS3500, but the customer will drive the choice," he said. "And IBM will build on that choice in the future."
While the V3700 and DS3500 are priced similarly, some customers prefer the simplicity of the DS3500, whereas others already have the DS family in their data centers and will stay with that line, Morin said.
"But if a net new customer comes to IBM, features and functions will drive the purchasing decision," he said. "And the V3700 is an impressive offering."