Often marketers treat new technology like a foot race, and for some it seems the ultimate goal is to be the first to announce a new product. But in reality the first to announce, just like the first out of the blocks, doesn’t actually determine the end of the story as this race video shows.
In reality there are many issues that need to be considered when choosing the right partners with which to deploy new technologies, and an aggressive marketing department willing to announce a product just to be first, is the least important of these considerations.
The new 25Gb/s Ethernet technology is a great case in point, which is now literally hitting full stride with major server vendors announcing support for both adapters and switches. Mellanox has been at the vanguard of this technology being one of the original founders of the 25GEthernet Consortium, along with hyperscale providers like Google and Microsoft.
So if “first to announce” isn’t the primary consideration to determine ultimate success with a new technology, it raises the question what is important?
Here is my take on the top 7 considerations to evaluate companies that will actually determine success in the new 25GbE technology:
The first and most critical consideration for most customers is the core features and capabilities of a new technology. What is most important here is that the technology just works and that the advanced feature set can be easily consumed and delivers true business value. The good news here is that Mellanox offers ConnectX-4 Lx 25/50 GbE adapters that deliver not just 2.5X higher bandwidth, but combine this with advanced networking offloads that accelerate cloud, virtualization, storage, and communications. These offloads mean that more CPU power is available to run applications rather than being consumed by moving data. So the ultimate benefit is application and infrastructure efficiency that results in a better data center ROI using 25GbE.
So even if the technology works and has the features you need, it’s vital to consider whether your technology partner can manufacture and deliver 25GbE products in high volume and in a timely fashion that meets your business needs. There is nothing more frustrating than having significant customer system revenue opportunity delayed or lost because of supply chain problems with a single component.
The good news here is that Mellanox has proven itself as a reliable supplier shipping to the largest OEM and data center customers in the world. We are the market share leader today in high performance Ethernet NICs (>10Gb/s) with over 90% market share. We are shipping millions of ConnectX adapters to the largest public cloud, Web 2.0, storage, and server OEM customers every year with reliable and dependable delivery. Our ConnectX-4 Lx adapters are a mature product line, with a broad set of software driver support, and have been battle hardened in real world deployments. We maintain significant inventory that is staged throughout the world to enable us to meet upside demand on an expedited schedule.
Industry analysts are predicting that 25GbE will have the fastest adoption ramp ever for a new Ethernet technology.
Figure 2 Faster Ever Adoption Forecast for 25Gb/s Ethernet
To make this forecast a reality requires not just 25GbE technology that is both manufacturable and offers better features and capabilities, but also deliver a true price/performance advantage.
Figure 3: Price Performance Advantage of 25GbE
And here 25GbE delivers on both fronts with better price/performance as well, as can be seen in the Crehan forecast. While 25GbE Ethernet is slightly more expensive than the 10GbE pricing, when normalized for price/performance it is much cheaper on a $/Gbit/s of bandwidth.
In fact the 25GbE pricing is very competitive, with only a 30%-40% premium over 10GbE and this premium is expected to come down over time. To achieve these competitive pricing levels requires devices that are optimized to support 25GbE.
This is precisely why Mellanox introduced new ConnectX-4 Lx silicon for our 25GbE adapter products. The ConnectX-4 Lx is a dedicated 25/50GbE device with a X8 PCIe interface. This is in contrast to the larger and more expensive ConnectX-4 device which has a wider PCIe interface and is capable of supporting 100GbE performance levels. Other offerings that try to cut corners with a one-size fits all approach won’t be able to meet the aggressive price targets required by this market.
Figure 4: ConnectX-4 Lx Adapter with Backwards Compatible SFP28 Connectors
At Mellanox we’ve worked hard to ensure that 25Gb/s Ethernet offers a seamless upgrade to 10 GbE environments, with backwards compatibility that uses the same 10GbE LC fiber cabling that has already been deployed in the data center. Other 25GbE NIC offerings require the use of special QSFP to SFP28 breakout cables, and thus do not provide backwards compatibility with existing LC fiber. In fact there is no solution to connect these NICs to fiber at all.
By contrast the ConnectX-4 Lx offers ordinary SFP style connectors enabling a choice of either copper or fiber connectivity in the same manner as existing 10GbE is deployed.
It is critical that a new technology is robust and reliable. Even a few bad customer experiences can create a perception that a technology has issues and is not ready for primetime. The perception of poor reliability is difficult to overcome and can set back the adoption of a new technology for years.
Building a robust and reliable product is hard and requires everything (silicon, hardware, software, and components) to be designed to the highest standards and built to last. Often weakness in one area can cascade and cause challenges that impact the entire system design and limit product reliability.
For example a high powered device may require special cooling such as a mechanical fan. This should be a red flag as it can cause many thermal and mechanical challenges and has the potential to limit the overall reliability and adversely impact mean time between failures.
Figure 5: Fans on competitors offerings are a Big Red Flag that indicate high power which can limit product lifetime
Fortunately Mellanox ConnectX-4 Lx Adapters are low power and don’t require fans. The adapters are fully qualified and shipping as GA products. All of these products have undergone rigorous qualification screening and are designed for reliable operation.
When you choose a technology provider you are also choosing a business partner and it is important to consider the financial health and corporate well-being of the company behind the technology. After all supporting and qualifying a new technology is difficult and requires a significant resource investment by the system vendor. You want to make sure that your business partner is financially healthy with a strong leadership team in place and will continue to invest in software and hardware to drive the technology forward. A company that is financially strong with growing revenues and profits has the ability to continue to invest R&D resources to expand application support and develop new technology. It can be a huge setback to find that all of your key contacts at your technology supplier suddenly don’t work there anymore. So when you choose your technology partners consider not just the technology, operational capabilities, and reliability but also the financial health and stability of the companies you work with.
When introducing a new technology it is important that a comprehensive product offering is in place that allows for end to end connectivity. Mellanox has an entire end to end product line including 25, 50, and 100 GbE ConnectX-4/4Lx adapters, Spectrum switches, and LinkX cables that are generally available and shipping in volume. This is important as it allows Mellanox to perform integration and optimization at every level of the product line to ensure that solutions just work. By qualifying our end to end product line we learn a great deal about each individual component which allows us to improve on all fronts.
But it is equally important that we have interoperability with the entire 25 Gb/s Ethernet ecosystem. As one of the founding members of the 25Gb Ethernet consortium , a member of the Ethernet Alliance, and a founding member of the RoCE Initiative; Mellanox is committed to compliance and interoperability in order to drive 25Gb/s Ethernet technology forward.
The race to 25G Ethernet technology has just begun and it is important to be a leader and deliver this new technology. However it goes well beyond what a company says, and there are many much more important concerns that saying you are first. Here we’ve outlined seven critical issues to consider that will ultimately determine who the winner is in the race to 25G Ethernet technology. But no matter which provider wins one thing is for certain – 25G Ethernet is a great new technology that delivers compelling value and the customer will win for sure.