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We have known SAP HANA as the super-fast, in-memory, new generation database in the industry now, and the good thing is: The market knows it as well. 

We all know that the main challenges in the field to push SAP HANA is “Cost”, yeah, also “capacity”, but capacity is also translated to “cost”, so we created a great solution called “SAP-NLS Solution with Sybase IQ“, which in full name, it’s “Near-Line Storage” for SAP HANA, where data that cannot be held in SAP HANA could be overflown to SAP IQ, and leave the rest to SAP’s magic solution to swap in and out between the two media/databases.

NLS is not a bad name to me, to engineers, to CIOs who have spent decades working on Databases, Storages, however, in the field, especially working from within SAP organization, when we meet/talk with CEOs, CFOs, talking about business values of our systems, our solutions, I often found awkward if not impossible to explain to them about what NLS is, in general they have phobia to those 3-lettered jargon, especially piles of them in one Powerpoint.

One company that we should learn from in picking these names, is Apple, the genius in translating, conveying complex technical aspects into easy-to-understand, sometimes fashionable terms, one good example is Apple’s Fusion Drive in Macintoshes, when it first came out in Oct 2012, it was marketed under “Fusion Drive” with the following features, where even CEOs could understand, and see the value to fund.

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So, I would see similar rational to SAP HANA NLS solution, where HANA is the in-memory piece that provides the speed, and IQ is the on disk piece that provides the storage volume, as well as TCO value.  If we market it as SAP HANA Fusion, it would provide the following features:

1, 64GB of memory

2, 1TB of extended storage

3, Fused into a single solution

4, Faster reads and writes

5, Fraction of the costs of SAP HANA, but 100 times of the performance of SAP IQ

That will be something I call “a successful marketing pitch to CEOs”

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