Over 60 per cent of what is stored in datacentres is actually unnecessary copies, according to Actifio.
President, Jim Sullivan, said this can be traced back to the popularity of back-ups, which then expanded to cover business continuity, disaster recovery and replication.
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"This was followed by business requirements regarding compliance, retention and data warehousing," he said.
"People were required for protection to keep copies of data, which created more storage silos that are not very efficient."
Sullivan attributes the storage growth over the last few decades predominantly to copies of the same data, an approach that has the tendency to be "inefficient, complex and expensive."
"What people would do is buy storage systems and deploy multiple different software products in very different silos that would be physically attached to those storage systems, and there's not a lot of freedom or agility in that," he said.
Time to virtualise
Actifio is attempting to address this with its own data management platform, which Sullivan said discover the data at its native format at the application level
It then create one gold copy of the data while virtual images can be written to, a process Sullivan said could reduce the storage footprint by up to 50 per cent, storage costs up to 90 per cent, and network bandwidth up to 70 per cent.
"Most importantly, the customer can become fast and agile in accessing data for whatever the business requirement is," he said.
Sullivan has high hopes for Actifio, with the company attempting to "do for the data management layer what VMware did for the compute layer."
"We're virtualising it, therefore taking a lot of cost out of the model yet helping the customer to become more flexible and agile," he said.
Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.