On paper, the emergence of big data seemed like a match made in heaven for the storage industry, writes Simon Robinson. But, the reality has been underwhelming to say the least. What went wrong, and is there any reconciliation on the horizon?

When the big data phenomenon first emerged around three years ago it seemed like manna from heaven for storage companies; a golden goose had seemingly fallen into their collective lap and many vendors wasted no time turning up their marketing loudspeakers to eleven about big data storage.

Fast-forward to today, and the reality for the storage industry...

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