Did Rubrik make Veeam’s Modern Data Protection a bit antiquated?

Veeam Antiquated?
Veeam Antiquated?

Modern Data Protection™ got a trademark from Veeam. No, I am not joking. It is true! Veeam started with a focused strategy. It will do nothing but VMware VM backups. Thankfully VMware had done most of the heavy lifting with vStorage APIs for Data Protection (VADP) so developing a VM-only backup solution was as simple as creating a software plugin for those APIs and developing a storage platform for keeping the VM copies. With a good marketing engine Veeam won the hearts of virtual machine administrators and it paid off.

As the opportunity to reap the benefits as a niche VM-only backup started to erode (intense competition, low barrier to entry on account of VADP), Veeam is attempting to re-invent its image by exploring broader use cases like physical systems protection, availability etc. Some of these efforts make it look like its investors are hoping for Microsoft to buy Veeam. The earlier wish to sell itself to VMware shattered when VMware adopted EMC Avamar’s storage to build its data protection solution.

Now Rubrik is coming to market and attacking the very heart of Veeam’s little playground while making Veeam’s modern data protection a thing of past. Rubrik’s market entry is also through VMware backups using vStorage APIs but with a better storage backend that can scale out.

Both Veeam and Rubrik have two high level tiers. The frontend tier connects to vSphere through VMware APIs. It discovers and streams virtual machine data. Then there is a backend storage tier where virtual machine data is stored.

For Veeam the front-end is a standalone backup server and its possible backup proxies. The proxies (thanks to VMware hot-add) enable limited level of scale-out for the frontend, but this approach leeches resources from production and increases complexity. The backend is one or more backup repositories. There is nothing special about the repository; it is a plain file system. Although Veeam claims to have deduplication built-in, it is perhaps the most primitive in the industry and works only across virtual machines from the same backup job.

Rubrik is a scale-out solution where the frontend and backend are fused together from users’ perspective. You buy Rubrik bricks where each brick consists of four nodes. These are the compute and storage components that cater to both frontend in streaming virtual machines from vSphere via NBD or SAN transport (kudos to Rubrik for ditching hot-add!) and backend, which is a cluster file system that spans nodes and bricks. Rubrik claims to have global deduplication across all its cluster file system namespace.

Historically, the real innovation from Veeam was the commercial success of powering on virtual machines directly from the backup storage. Veeam may list several other innovations (e.g. they may claim that they ‘invented’ agentless backups, but it was actually done by VMware in its APIs) in their belt but exporting VMs directly from backup is something every other vendor followed afterwards and hence kudos go to Veeam on that one. But this innovation may backfire and may help Veeam customers to transition to Rubrik seamlessly.

Veeam customers are easy targets for Rubrik for a few reasons.

  • One of the cornerstones of Veeam’s foundation is its dependency on vStorage APIs from VMware; it is not a differentiator because all VMware partners have access to those APIs. Unlike other backup vendors, Veeam didn’t focus on building application awareness and granular quiescence until late in the game
  • Veeam is popular in smaller IT shops and shadow projects within large IT environments. It is a handy backup tool, but it is not perceived as a critical piece in meeting regulatory specs and compliance needs. It had been marketed towards virtual machine administrators; hence higher-level buying centers do no have much visibility. That adversely affects Veeam’s ‘stickiness’ in an account.
  • Switching from one backup application to another had been a major undertaking historically. But that is not the case if customers want to switch from Veeam to something else. Earlier days, IT shops needed to standup both solutions until all the backup images from the old solution would hit the expiration dates. Or you have to develop strategies to migrate old backups into the new system, a costly affair. When the source is Veeam with 14 recovery points per VM by default, you could build workflows that spin up each VM backup in a sandbox and let the new solution back it up as if it is a production copy. (Rubrik may want to work on building a small migration tool for this)
  • Unlike Veeam that started stitching support for other hypervisors and physical systems afterwards, Rubrik has architected its platform to accommodate future needs. That design may intrigue customers when VMware customers are looking to diversify into other hypervisors and containers.

The fine print is that Rubrik is yet to be proven. If the actual product delivers on the promises, it may have antiquated Veeam. The latter may be become a good case study for business schools on not building a product that is dependent too much on someone else’s technology.

Thanks to #VFD5 TechFieldDay for sharing Rubrik’s story. You can watch it here: Rubrik Technology Deep Dive

Disclaimer: I work for Veritas/Symantec, opinions here are my own.