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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
14th
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
54
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
4th
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 July 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 6.5%, down from 7.8% 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

"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."
"Technical support has been helpful and responsive."
"It has good, reliable, fast storage."
"It offers competitive performance, and the Evergreen storage model of Pure fits well with my organization."
"On a scale of one to ten, I rate Pure FlashArray as ten."
"Pure FlashArray X NVMe will quickly overcome all the hurdles you face, including network and latency issues."
"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."
"One of the best features is the support, which is excellent."
"The product's reliability has been crucial for our company's operations."
"The first thing that attracted this model to us was the non-disruptive migration. We had a very large database application that was on older gear and needed to be migrated to these arrays. We had experience with virtualizing behind an array and moving applications and data but this made it even better."
"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's a state of the art solution in storage systems. High-availability and performance are the strongest aspects of these machines."
"The solution provides excellent scalability."
"Its resilience is the most valuable."
"Storage is the most valuable feature."
"Data optimization, compression, and deduplication are the most important features for us."
"It has good stability for our company."
"The Direct FlashArray stands out as one of the best features in the market. The Pure1 storage management lets us see the details about utilization and everything else for all 40 storage boxes in one place."
"It is the SAN backbone for our company."
"The speed is the most valuable feature, along with the ease of getting it connected. We were able to get it online in less than a day."
"It is an SSD array that has awesome performance, low submillisecond latency, and does what it is supposed to do. It just works, which is difficult for things to do anymore."
"Has also helped simplify storage for us. The other person we put in there, took about a week to implement. And we had both arrays set up within around four hours with a thirty minute drive time between the two locations."
"The predictive performance analytics is a very good feature, as our system is performing better than before."
"We find the ease of usability and setup valuable."
 

Cons

"There is room for improvement in the pricing of the product."
"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."
"I would like to see replication and DR features in the next release of this solution."
"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."
"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."
"It feels more suitable for small and medium-sized businesses rather than enterprises."
"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 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."
"It seemed like every time we turned around it was a statement of work and we'd have to pay for something that our previous vendors would not have billed us for."
"At the moment, I don't see any room for improvement in Hitachi Virtual Storage Platform G Series because my experience with the product is very good. The software is okay and you can manage the storage well. What I'd like to see in the next release of Hitachi Virtual Storage Platform G Series is for it to be a real NAS solution because right now, you need to use a Hitachi converter called HNAS which makes the process a little bit more expensive. In my opinion, Hitachi should look into the possibility of unifying the HNAS into full storage, meaning that the HNAS should be integrated into the Hitachi Virtual Storage Platform G Series."
"The user experience is pretty bad in Hitachi. A lot of mandatory tasks take a long time to work through."
"I would like to see an audit account set up such that the user can log in, see the configuration, and see the logs, but they cannot make any changes."
"The admin tools in the Hitachi Virtual Storage Platform definitely have certain shortcomings that require improvement."
"I would like the fan noise to be automatically adjusted based on the drive's current workload."
"Having something native in the Pure Storage ecosystem would make it integrated and in one single company, and we wouldn't have to work with multiple organizations."
"When creating a support case, visibility should be extended to others involved in assisting."
"Larger capacity and more storage ports would be the two things I'd like to see."
"I would like to see data tiering to AWS."
"Everything has been good, but we faced one issue last year while migrating volumes from one Pure Storage to another. The snapshots were not visible in the Veeam backup portal."
"I would love for them to have a hyper-converged solution."
"On a couple of occasions, the waiting time for an upgrade has been pretty substantial."
"We would like to integrate it more with our backup solutions."
 

Pricing and Cost Advice

"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."
"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."
"The licensing is on a yearly basis."
"We pay approximately $50,000 USD per year in licensing fees."
"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."
"Given its price, Pure is not the first option."
"The product is expensive."
"As far as the licensing costs, everything is included in the license."
"I give the price of Hitachi Virtual Storage Platform a nine out of ten."
"It is a little expensive."
"The costs were primarily in line with every other vendor at the time."
"I find Hitachi to be cheaper by five to ten percent when compared to Dell and HP's costs, but the features in Dell are better than Hitachi Virtual Storage Platform."
"Pricing could be better, because the cost is very high."
"The licensing cost of Hitachi Virtual Storage Platform G Series, whether it would be high or more affordable, would depend on location. For example, here in Brazil, Hitachi charges in dollars and this means my company still needs to convert that into local currency. Sometimes, my company also needs to discuss the pricing with the Hitachi sales team and request for a discount. At the moment, pricing for Hitachi is high, but my team can have some global funding or global accounts that would help reach the price my company is aiming for."
"A drawback of Hitachi storage systems is that they are expensive. The upfront cost is very high compared to others. But when you compare the IOPS at the same price, Hitachi gives you better business value..."
"It is expensive. Everything is included in the license. There is no additional cost."
"In the beginning, we saw that the price is not very good. When we made some compilations about the deduplication and the compression and what the equipment does, including the differentiation of upper management of the storage, the price was not so bad. However, in the beginning, the price was very difficult to justify."
"I have had a couple of customers who have complained about the cost. It can be a little more expensive than some of the other platforms. After it has been installed, I have never had a customer say, "I wish we wouldn't have spent all that extra money." They have always been happy with the product after it has been installed. They might be on the fence about it because of the price, but everybody who I have ever seen install it, they are always happy with it."
"The best features come included without any additional cost."
"I think that the pricing is less expensive compared to other standard products in the market today. Even the support contract and maintenance services cost less when compared to market-leading products like EMC."
"Pure Storage FlashArray is expensive."
"The price is too high."
"FlashArray is expensive, but the quality justifies the price."
"All storage is expensive so any price improvement would help."
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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.
860,592 professionals have used our research since 2012.