Rubrik Releases Alta, Goes After $48 Billion TAM

Bipul Sinha, founder and CEO of Rubrik
Bipul Sinha, founder and CEO of Rubrik

Backup appliance company Rubrik has released its ninth iteration of its software, Rubrik 4.0 codenamed Alta.

Citing research from IDC, Rubrik claims in briefing materials that it is going after a $48 billion market termed Copy Data Management. The market comprises data protection and recovery, archiving, and replication, among other things.

Until now, Rubrik has largely contented itself with the enterprise portion of the backup and recovery and archive markets, competing with the likes of Commvault, Veritas NetBackup, Dell EMC Avamar, Cohesity, and Veeam, among others. Going after the broader copy data management use-cases places Rubrik amongst vendors like Actifio and Catalogic Software, while replication and DR means it’s up against firms like Zerto and VMware.

That’s a lot of competition.

The data protection market has been hot for several years after a marked lull since the acquisition battle for Data Domain back in 2009, ultimately won by EMC (Now Dell EMC). The rise of ransomware, such as the much publicised WannaCry outbreak most recently, has elevated the attention placed by organisations on ensuring their data can be restored if need be. For a long time, backup and recovery was seen as annoying insurance; not sexy, and invisible.

Now that the threat of losing all of your corporate data is far more salient, executives are taking notice, and opening up their wallets.

Technology has also improved. The rapid uptake of flash storage as a primary storage media has seen densities increase rapidly, with areal density surpassing that of spinning media in 2016. As densities increase, prices have decreased, making large quantities of flash affordable for a variety of workloads.