(This blog post was also published on LinkedIn)
Let’s get the disclaimers out of the way. HPE paid for my travel, lodging and food to attend HPE Discover 2016 earlier this month. That’s it (besides me having been an employee there in the past), they aren’t paying me for my opinions, writings, rants or videos.
I see a lot of good things going on at HPE. They say they deliver solutions to help customers IT organizations’ become more agile and they appear to be eating their dog food. For example, after they tried to compete in the public cloud business, they decided to focus instead on producing their excellent Helion private cloud management software. They also adopted flash technology in their flagship 3PAR storage product line in a very effective, straightforward way, as opposed to creating confusing and diverging product lines the way EMC and Netapp did. It appears they are even starting to figure out how to leverage the technology and team from their disastrous Autonomy acquisition to develop enterprise software for Big Data and IoT. In short, they seem to have figured out the markets that are important to them, the products they can sell today and the investments they need to make to compete in the future.
The pendulum of focus appears to have swung to the technology and product side of the business and away from marketing side. This was necessary, but HPE also needs to figure out how to communicate effectively about their technology and products, which is not easy for a company suffering from branding/naming confusion. Names are a tough challenge for many large IT vendors and HPE often struggles by inflicting good technology with unfortunate names – including flagship tech like “Composable Infrastructure”. The word composable does not mean anything to anybody and dictionary definitions shed no light whatsoever on what HPE is trying to communicate. This does not lead to a sense of mystery and capability as much as a sense of baloney. Ambiguity will not help HPE make it to where they want to go and they need all the clarity they can get.
HPE is not back to where they used to be because there really isn’t a “back there” anymore – the world has moved on and HPE is much better situated to pursue enterprise technology opportunities than HP ever was.