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DDN Unveils New Branding, Expands Market Positioning into the Enterprise – ‘Intelligent Infrastructure’

The long march of HPC-class technologies into high end enterprise IT took another step forward today with the unveiling by HPC storage stalwart DataDirect Networks of new corporate branding and  market positioning focused on the broader enterprise market.

Calling itself a “premier provider of AI and data management software and hardware solutions enabling intelligent infrastructure,” privately held DDN’s announcement caps a series of acquisitions in recent years to address standard IT workloads, such as virtualization, databases and file sharing, in support of its expanded market mission. In 2019, DDN purchased the IntelliFlash business from Western Digital Corp. (NASDAQ: WDC), as well as Nexenta, maker of software defined storage (SDS) for 5G and IoT.

In 2018, DDN acquired Tintri to and together, the company said, the acquired companies and their technologies” deliver a different enterprise customer experience through the utmost flexibility, speed at any scale and data insight for on-premise and multi-cloud environments, powered by intelligent infrastructure innovations that advance real-time and predictive application analytics.”

IntelliFlash, Nexenta and Tintri, have been consolidated under the Tintri brand to spearhead its product and service efforts globally in the enterprise space, DDN said.

“Over the last two decades, DDN has developed a strong reputation and a significant global footprint in the areas of AI, big data, multi-cloud, and high-performance computing,” said DDN CEO and co-founder Alex Bouzari. “Our customers’ sustained trust in us and our products has made us the largest privately held storage company. With our recent acquisitions and continued investment in innovation, we have the technology and expertise to optimize business operations with intelligent infrastructure for a changing world.”

Calling itself a “premier provider of AI and data management software and hardware solutions enabling intelligent infrastructure,” privately held DDN’s announcement caps a series of acquisitions in recent years to address standard IT workloads, such as virtualization, databases and file sharing, in support of its expanded market mission.

Said Kurt Kuckein, DDN vice president, marketing, “DDN has quickly evolved from an HPC storage provider to an award-winning technology solution provider that serves the needs of any customer that puts a premium on its data. Our new logo, design aesthetic and corporate messaging reflects this broader market direction, delivering a consistent approach that encompasses the technologies and companies we’ve acquired and opens the door to future opportunities that support our business strategy.”

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