Secure Connect

Cutting-edge data storage insights at Technology Live! in Munich

Author : Federica Monsone, A3 Communications

04 July 2024

Backup and data recovery trends, flash storage innovations, the use of cutting-edge AI in virtual machine environments, and more, were at the heart of the Munich edition of A3 Communications’ Technology Live!

On show were Tintri, Keepit, and Pure Storage. Showcasing their wares to an international audience of industry-leading journalists, bloggers, and analysts, the event offered exciting deep dives into new technologies, drilled down into upcoming product roadmaps, and offered a glimpse of future growth strategies.


Tintri, Inc. a division of DDN, provides products designed for cloud computing, virtual machines (VMs), and containers. The core product line is the VMstore, a storage system and software designed to simplify management in data centre and cloud environments. At the Munich edition of the event, Tintri explored how to secure business value from AI. VP of revenue, Phil Trickovic, and VP of sales EMEA, Mark Walsh, presented the company’s rational and practical outlook on the future of AI in enterprises, and shared their vision of data management platforms’ role in the success of AI. 

The session dove into how Tintri is currently assisting how organisations derive business value from AI-driven data management. Trickovic and Walsh also explained the blueprint for the company's future roadmap to support customers along their AI journeys. They highlighted how the vendor is seeking specialist partners who recognise the importance of its key market verticals, such as the public sector, health, education, and services, markets with technology needs around virtual servers, SQL, VDI and DevOps. As Walsh explained, this is part of Tintri’s drive to further boost its EMEA channel partner programme.


Danish-born Keepit provides independent backup of SaaS data, safeguarding businesses from data loss due to unforeseen events, including human error, cyberattacks and malicious deletion. By using a cloud-native, vendor-independent architecture, Keepit ensures data availability even if a main provider’s cloud is inaccessible.

Founded in 2007 and headquartered in Copenhagen, with offices in the US, Germany, and the UK, Keepit showcased how its unique data backup and recovery services operate, and how its SaaS backup achieves its impressive security and reliability targets.

Keepit’s CTO Jakob Østergaard, CISO Kim Larsen, and VP DACH Michael Heuer demoed the Keepit Platform, providing insights into the technology under the hood. Built exclusively for SaaS applications, Keepit is the only vendor-independent cloud dedicated to SaaS data protection, ensuring data is stored in a separate geographical location from the production environment.

A deep dive into the platform included its five-minute set-up, as well as fast and granular restoration, guaranteeing business continuity through reliable and instant data availability. During this demonstration, Keepit also detailed installations at a number of Keepit’s German customers: Edeka, Deutsches Rotes Kreuz Hessen, and ThyssenKrupp.

Pure Storage

Founded in 2009, Pure Storage develops all-flash data storage hardware and software products. At the Munich edition of the event, Pure’s Principal Technologist, Markus Grau, offered an overview of the company’s evolution. Grau stressed Pure’s unified data storage platform, a platform that can satisfy the full range of customers' data storage needs (block, file, and object) across the entire price and performance spectrum.

Grau also covered flexible consumption models, and explained why Pure chose to offer a highly differentiated as-a-service portfolio, and how its users benefit from its industry-leading SLAs and guarantees. The audience were also briefed around the way Pure is empowering its customers across a wide variety of AI use cases (financial services, healthcare, generative AI RAG applications), and how it helps them achieve environmental sustainability goals, reduce energy consumption, and minimise e-waste.

The influencers in the room also heard about Pure’s ongoing revenue growth, which has increased by 20 percent YoY after the quarter ending in May, boosting the confidence to win a future hyperscaler customer.

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