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Japan Data Center Storage Market By Storage Type (Traditional Storage, All-Flash Storage, Hybrid Storage); By Application (IT and Telecommunications, BFSI, Government, Healthcare, Others); By Deployment (Storage Area Network (SAN) System, Network-attached storage (NAS) System, Direct-Attached Storage (DAS) System, Others); By Geography – Growth, Share, Opportunities & Competitive Analysis, 2024 – 2032

Name: Japan Data Center Storage Market - Demand, Size and Competitive Analysis
Creator: Credence Research Inc.
Published: 2024-09-27
License: https://www.credenceresearch.com/info/privacy-policy
Keywords: Japan Data Center Storage Market

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REPORT ATTRIBUTE	DETAILS
Historical Period	2019-2022
Base Year	2023
Forecast Period	2024-2032
Japan Data Center Storage Market Size 2023	USD 3,297.68 million
Japan Data Center Storage Market, CAGR	8.42%
Japan Data Center Storage Market Size 2032	USD 6,750.85 million

Market Overview

The Japan Data Center Storage Market, valued at USD 3,297.68 million in 2023, is projected to reach USD 6,750.85 million by 2032, growing at a compound annual growth rate (CAGR) of 8.42%.

The Japan Data Center Storage Market is driven by the rapid digital transformation across various sectors, necessitating robust data management solutions. The rising adoption of cloud computing and big data analytics fuels demand for scalable storage solutions. Additionally, increasing investments in data centers by major technology firms and the growing need for efficient data backup and recovery solutions contribute to market growth. Key trends include advancements in storage technologies and a shift towards energy-efficient solutions to manage the surging data volumes effectively.

In the Japan Data Center Storage Market, Tokyo and Osaka are the primary regions driving growth, with Tokyo holding the largest market share due to its dense concentration of businesses and advanced infrastructure. Key players in this market include Hewlett Packard Enterprise, NetApp Inc., and Huawei Technologies Co. Ltd., among others. These companies lead with innovative storage solutions and strategic investments to cater to the growing data demands of various sectors. Their competitive edge is enhanced by the adoption of cutting-edge technologies and robust infrastructure, positioning them as pivotal contributors to Japan’s data center storage landscape.

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Market Drivers

Increasing Demand for Cloud Services

The rapid adoption of cloud computing in Japan is a primary driver of the data center storage market. Businesses and individuals are increasingly relying on cloud services for their data management needs, necessitating robust storage infrastructure. For instance, cloud providers like Google, Microsoft, and Amazon Web Services are expanding their data centers to accommodate the massive volumes of data generated by their customers. This surge in demand for scalable and reliable storage solutions is propelling market growth, as companies seek to enhance their storage capabilities to support the expanding cloud ecosystem.

Government Regulations for Data Localization

Japan’s implementation of data localization regulations is significantly impacting the data center storage market. These regulations mandate that certain types of data be stored within the country, driving increased investments in local data centers and storage solutions. For instance, the Guidelines on the Safety Management of Medical Information Systems require medical institutions to store certain medical records within Japan. Companies are compelled to upgrade their infrastructure to ensure compliance with these legal requirements, leading to a boost in demand for advanced storage technologies and facilities. This regulatory environment is fostering growth in the market by creating a necessity for localized data management solutions.

Growing Investment by Domestic Players

Domestic players in Japan are contributing substantially to the data center storage market through significant investments. Japanese companies are enhancing their storage infrastructure to support digital transformation initiatives and meet the growing demand for data-driven services. This increased investment is aimed at upgrading existing facilities and developing new data centers to handle the expanding data needs of various industries. The focus on advancing storage capabilities aligns with the broader trend of digitalization and is a key factor driving market expansion.

Rising Adoption of IoT and Big Data

The proliferation of Internet of Things (IoT) devices and the growing use of big data analytics are major factors driving the demand for data center storage solutions in Japan. As these technologies generate vast amounts of data, there is a heightened need for high-capacity and scalable storage options. The market is responding to this demand by offering advanced storage solutions capable of handling the enormous volumes of data produced by IoT applications and big data analytics. This trend underscores the critical role of innovative storage technologies in managing and processing data effectively.

Market Trends

Shift towards Cloud-Based and Hybrid Cloud Storage

In Japan, there is a significant shift towards cloud-based storage solutions as businesses seek to reduce capital expenditures and enhance scalability. The adoption of cloud storage options, including object storage, block storage, and file storage, is on the rise as companies look to benefit from the flexibility and cost-efficiency offered by cloud providers. For instance, Amazon Web Services (AWS) announced plans to invest significantly in its Japanese cloud infrastructure to meet growing customer demand. Concurrently, hybrid cloud models are gaining traction, allowing businesses to combine on-premises infrastructure with cloud resources. This approach provides the dual advantages of maintaining control over sensitive data while leveraging the scalability and cost benefits of the cloud. The trend towards hybrid solutions reflects a balanced strategy where organizations aim to optimize their storage infrastructure while addressing both security and performance needs.

Adoption of Emerging Technologies and Sustainability

The Japanese data center market is witnessing increased adoption of hyperconverged infrastructure (HCI) and software-defined storage (SDS), driven by the need for simplified management and improved scalability. HCI integrates compute, storage, and networking resources into a single appliance, offering a streamlined approach to data center management. Similarly, SDS decouples storage software from hardware, providing enhanced flexibility and efficiency. These advancements are complemented by a rising interest in edge computing, driven by the proliferation of IoT devices and the need for real-time data processing. Edge computing requires distributed storage solutions to manage and analyze data closer to its source. Additionally, there is a growing focus on data security and privacy, with businesses prioritizing encryption, access controls, and disaster recovery to protect sensitive information. The market also shows a strong commitment to sustainability, as companies invest in energy-efficient infrastructure and renewable energy sources to reduce their environmental impact. This comprehensive approach to adopting emerging technologies and sustainable practices highlights the dynamic evolution of the data center storage landscape in Japan.

Market Challenges Analysis

High Costs and Limited Space

Operating data centers in Japan presents substantial financial challenges due to high costs associated with land, energy, and labor. Japan’s premium land prices, coupled with elevated energy costs, significantly increase the overall expense of establishing and running data centers. For instance, data center operators must cope with relatively high telecom and electricity costs and a complex power grid. These high costs can make it difficult for businesses to justify investments in data center infrastructure, potentially deterring new entrants or causing existing operators to scale back expansion plans. Furthermore, the availability of suitable land for data center development is limited, particularly in major urban areas. This scarcity of space constrains the ability to expand existing facilities and increases competition for available sites. As demand for data center services grows, these spatial limitations and high costs present significant hurdles for both new and established players in the market.

Natural Disasters and Regulatory Complexities

Japan’s susceptibility to natural disasters such as earthquakes and typhoons poses significant risks to data center operations. These events can lead to data loss, service interruptions, and substantial financial damage, necessitating robust disaster recovery and risk mitigation strategies. Additionally, navigating the complex landscape of government regulations adds another layer of difficulty. Japan’s stringent regulations, including building codes, environmental standards, and data localization laws, require data center operators to invest heavily in compliance measures. Meeting these regulatory demands can be both challenging and costly. The pressure is further exacerbated by competition from global cloud providers, who offer attractive pricing and comprehensive service portfolios. This competitive environment forces local data centers to continually innovate and enhance their value propositions. Combined with the challenges of data security and a shortage of skilled professionals, these factors underscore the complexities and barriers facing Japan’s data center industry.

Market Segmentation Analysis:

By Storage Type:

The Japan Data Center Storage Market is segmented by storage type into Traditional Storage, All-Flash Storage, and Hybrid Storage. Traditional Storage remains a foundational component, widely used due to its cost-effectiveness and reliability. However, All-Flash Storage is gaining prominence owing to its superior speed, performance, and reduced latency. It caters to applications requiring high-speed data access and processing, such as real-time analytics and critical business operations. Hybrid Storage, which combines both traditional and flash technologies, is also expanding in popularity. This segment offers a balanced approach, leveraging the benefits of both storage types to optimize performance and cost-efficiency. As data volumes continue to grow, the demand for All-Flash and Hybrid Storage solutions is expected to rise, driven by the need for enhanced performance and scalability in data center operations.

By Application:

The market is also analyzed based on application sectors, including IT and Telecommunications, BFSI, Government, Healthcare, and others. The IT and Telecommunications sector leads in demand for data center storage due to the need for handling large volumes of data and supporting high-speed network infrastructure. The BFSI sector follows closely, driven by stringent data management and security requirements for financial transactions. Government and Healthcare sectors also represent significant portions of the market, with increasing data storage needs for public records and patient information. The growing focus on digital transformation across various industries is driving demand in these application areas, contributing to a diverse and expanding market landscape. Each sector’s unique requirements for data management and security are shaping the evolving trends in data center storage solutions.

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Segments:

Based on Storage Type:

Traditional Storage
All-Flash Storage
Hybrid Storage

Based on Application:

IT and Telecommunications
BFSI
Government
Healthcare
Others

Based on Deployment:

Storage Area Network (SAN) System
Network-attached storage (NAS) System
Direct-Attached Storage (DAS) System
Others

Based on the Geography:

Tokyo
Osaka
Nagoya
Fukuoka
Hokkaido
Okinawa

Regional Analysis

Tokyo

Tokyo holds the largest market share in the Japan Data Center Storage Market, accounting for approximately 45% of the total market. As the nation’s capital and a major economic hub, Tokyo is home to a vast number of enterprises and technology firms, driving significant demand for data center storage solutions. The city’s advanced infrastructure, high-density business environment, and concentration of financial institutions contribute to its dominant position. Tokyo’s data centers are at the forefront of technological advancements, including the adoption of all-flash and hybrid storage solutions, due to the city’s need for high-speed data access and robust disaster recovery capabilities. This dominance is supported by ongoing investments in data center expansions and upgrades to accommodate the growing data needs of various sectors, including IT, telecommunications, and finance.

Osaka

Osaka, with its strategic location and robust industrial base, commands a notable share of the Japan Data Center Storage Market, representing approximately 25% of the market. As a major business center, Osaka hosts numerous companies across various sectors, including manufacturing and services, which contribute to the growing demand for data center storage. The city’s focus on digital transformation and smart city initiatives has led to increased investments in data infrastructure. Osaka’s data centers are benefiting from rising adoption of hybrid and software-defined storage technologies, which cater to the diverse needs of local businesses. The region’s emphasis on innovation and efficiency is driving advancements in storage solutions, making it a key player in the national market. Additionally, Osaka’s strategic positioning as a logistics and economic hub supports its growing market presence, further enhancing its role in Japan’s data center storage landscape.

Key Player Analysis

Hewlett Packard Enterprise
NetApp Inc.
Huawei Technologies Co. Ltd.
Hitachi Vantara LLC
Kingston Technology Company Inc.
Pure Storage Inc.
Infinidat Ltd.
Lenovo Group Limited
Fujitsu Limited
Seagate Technology LLC
Western Digital Corporation

Competitive Analysis

In the Japan Data Center Storage Market, leading players such as Hewlett Packard Enterprise, NetApp Inc., Huawei Technologies Co. Ltd., and Hitachi Vantara LLC are at the forefront of innovation and competition. The market is characterized by the deployment of high-performance storage solutions and hybrid cloud technologies. Key players differentiate themselves through their extensive product portfolios, including all-flash, hybrid, and traditional storage systems, catering to diverse industry needs. Their strategies involve continuous development of scalable and efficient storage solutions, as well as strategic partnerships and acquisitions to enhance their market position. These companies focus on delivering high-speed, reliable, and secure storage options to address the growing data demands across various sectors, shaping the competitive landscape of Japan’s data center storage industry.

Recent Developments

In March 2024, HPE debuted an end-to-end AI-native portfolio for Generative AI, including two solutions that encompass all the compute, storage, software, networking, and consulting services needed to accelerate AI projects.
In May 2024, NetApp unveiled new AFF A-Series systems that can power the most demanding IT workloads, including GenAI, VMware, and enterprise databases.

Market Concentration & Characteristics

The Japan Data Center Storage Market is characterized by moderate market concentration, with a few dominant players holding significant shares. These leading companies invest heavily in advanced technologies and infrastructure to maintain their competitive edge. The market features a mix of established global firms and strong domestic players, reflecting a diverse range of storage solutions, including traditional, all-flash, and hybrid storage systems. Key characteristics of the market include a high demand for scalability and performance due to the rapid growth of data volumes and digital transformation. Additionally, there is a pronounced focus on innovation, with firms continuously developing cutting-edge technologies such as software-defined storage and hyperconverged infrastructure. The competitive landscape is shaped by these companies’ efforts to deliver reliable, efficient, and secure storage solutions to meet the evolving needs of various industry sectors in Japan.

Report Coverage

The research report offers an in-depth analysis based on Storage Type, Application, Deployment and Geography. It details leading market players, providing an overview of their business, product offerings, investments, revenue streams, and key applications. Additionally, the report includes insights into the competitive environment, SWOT analysis, current market trends, as well as the primary drivers and constraints. Furthermore, it discusses various factors that have driven market expansion in recent years. The report also explores market dynamics, regulatory scenarios, and technological advancements that are shaping the industry. It assesses the impact of external factors and global economic changes on market growth. Lastly, it provides strategic recommendations for new entrants and established companies to navigate the complexities of the market.

Future Outlook

The market is expected to continue its growth trajectory, driven by increasing data volumes and digital transformation initiatives.
Adoption of cloud-based storage solutions will rise, as businesses seek scalable and cost-effective data management options.
Demand for all-flash and hybrid storage systems will grow due to their superior performance and efficiency.
The integration of AI and machine learning technologies into storage solutions will enhance data analytics and management capabilities.
Edge computing will gain traction, necessitating distributed storage solutions to handle real-time data processing needs.
Investments in energy-efficient and sustainable data center technologies will increase as companies focus on reducing their environmental impact.
Data security and privacy concerns will drive the implementation of advanced protection measures and compliance with stringent regulations.
The market will see increased competition from both global and local providers, leading to innovation and enhanced service offerings.
Government regulations and data localization requirements will shape market dynamics and influence investment strategies.
There will be a growing emphasis on the development of software-defined storage solutions to provide greater flexibility and scalability.

CHAPTER NO. 1 : INTRODUCTION 13

1.1. Report Description 13

Purpose of the Report 13

USP & Key Offerings 13

1.2. Key Benefits for Stakeholders 13

1.3. Target Audience 14

1.4. Report Scope 14

CHAPTER NO. 2 : EXECUTIVE SUMMARY 15

2.1. Japan Data Center Storage Market Snapshot 15

2.2. Japan Data Center Storage Market, 2018 – 2032 (USD Million) 16

CHAPTER NO. 3 : JAPAN DATA CENTER STORAGE MARKET – INDUSTRY ANALYSIS 17

3.1. Introduction 17

3.2. Market Drivers 18

3.3. Driving Factor 1 Analysis 18

3.4. Driving Factor 2 Analysis 19

3.5. Market Restraints 20

3.6. Restraining Factor Analysis 20

3.7. Market Opportunities 21

3.8. Market Opportunity Analysis 21

3.9. Porter’s Five Forces Analysis 22

CHAPTER NO. 4 : ANALYSIS COMPETITIVE LANDSCAPE 23

4.1. Company Market Share Analysis – 2023 23

4.1.1. Japan Data Center Storage Market: Company Market Share, by Volume, 2023 23

4.1.2. Japan Data Center Storage Market: Company Market Share, by Revenue, 2023 24

4.1.3. Japan Data Center Storage Market: Top 6 Company Market Share, by Revenue, 2023 24

4.1.4. Japan Data Center Storage Market: Top 3 Company Market Share, by Revenue, 2023 25

4.2. Japan Data Center Storage Market Company Revenue Market Share, 2023 26

4.3. Company Assessment Metrics, 2023 27

4.3.1. Pervasive Players 27

4.3.2. Stars 27

4.3.3. Emerging Leaders 27

4.3.4. Participants 27

4.4. Start-ups /SMEs Assessment Metrics, 2023 27

4.4.1. Progressive Companies 27

4.4.2. Responsive Companies 27

4.4.3. Dynamic Companies 27

4.4.4. Starting Blocks 27

4.5. Strategic Developments 28

4.5.1. Acquisitions & Mergers 28

New Product Launch 28

Japan Expansion 28

4.6. Key Players Product Matrix 29

CHAPTER NO. 5 : PESTEL & ADJACENT MARKET ANALYSIS 30

5.1. PESTEL 30

5.1.1. Political Factors 30

5.1.2. Economic Factors 30

5.1.3. Social Factors 30

5.1.4. Technological Factors 30

5.1.5. Environmental Factors 30

5.1.6. Legal Factors 30

5.2. Adjacent Market Analysis 30

CHAPTER NO. 6 : JAPAN DATA CENTER STORAGE MARKET – BY STORAGE TYPE SEGMENT ANALYSIS 31

6.1. Japan Data Center Storage Market Overview, by Storage Type Segment 31

6.1.1. Japan Data Center Storage Market Revenue Share, By Storage Type, 2023 & 2032 32

6.1.2. Japan Data Center Storage Market Attractiveness Analysis, By Storage Type 33

6.1.3. Incremental Revenue Growth Opportunity, by Storage Type, 2024 – 2032 33

6.1.4. Japan Data Center Storage Market Revenue, By Storage Type, 2018, 2023, 2027 & 2032 34

6.2. Traditional Storage 35

6.3. All-Flash Storage 36

6.4. Hybrid Storage 37

CHAPTER NO. 7 : JAPAN DATA CENTER STORAGE MARKET – BY APPLICATION SEGMENT ANALYSIS 38

7.1. Japan Data Center Storage Market Overview, by Application Segment 38

7.1.1. Japan Data Center Storage Market Revenue Share, By Application, 2023 & 2032 39

7.1.2. Japan Data Center Storage Market Attractiveness Analysis, By Application 40

7.1.3. Incremental Revenue Growth Opportunity, by Application, 2024 – 2032 40

7.1.4. Japan Data Center Storage Market Revenue, By Application, 2018, 2023, 2027 & 2032 41

7.2. IT and Telecommunications 42

7.3. BFSI 43

7.4. Government 44

7.5. Healthcare 45

7.6. Others 46

CHAPTER NO. 8 : JAPAN DATA CENTER STORAGE MARKET – BY DEPLOYMENT SEGMENT ANALYSIS 47

8.1. Japan Data Center Storage Market Overview, by Deployment Segment 47

8.1.1. Japan Data Center Storage Market Revenue Share, By Deployment, 2023 & 2032 48

8.1.2. Japan Data Center Storage Market Attractiveness Analysis, By Deployment 49

8.1.3. Incremental Revenue Growth Opportunity, by Deployment, 2024 – 2032 49

8.1.4. Japan Data Center Storage Market Revenue, By Deployment, 2018, 2023, 2027 & 2032 50

8.2. Storage Area Network (SAN) System 51

8.3. Network-attached storage (NAS) System 52

8.4. Direct-Attached Storage (DAS) System 53

8.5. Others 54

CHAPTER NO. 9 : COMPANY PROFILES 55

9.1. Hewlett Packard Enterprise 55

9.1.1. Company Overview 55

9.1.2. Product Portfolio 55

9.1.3. Swot Analysis 55

9.1.4. Business Strategy 56

9.1.5. Financial Overview 56

9.2. NetApp Inc. 57

9.3. Huawei Technologies Co. Ltd. 57

9.4. Hitachi Vantara LLC 57

9.5. Kingston Technology Company Inc. 57

9.6. Pure Storage Inc. 57

9.7. Infinidat Ltd. 57

9.8. Lenovo Group Limited 57

9.9. Fujitsu Limited 57

9.10. Seagate Technology LLC 57

9.11. Western Digital Corporation 57

CHAPTER NO. 10 : RESEARCH METHODOLOGY 58

10.1. Research Methodology 58

10.2. Phase I – Secondary Research 59

10.3. Phase II – Data Modeling 59

Company Share Analysis Model 60

Revenue Based Modeling 60

10.4. Phase III – Primary Research 61

10.5. Research Limitations 62

Assumptions 62

List of Figures

FIG NO. 1. Japan Data Center Storage Market Revenue, 2018 – 2032 (USD Million) 16

FIG NO. 2. Porter’s Five Forces Analysis for Japan Data Center Storage Market 22

FIG NO. 3. Company Share Analysis, 2023 23

FIG NO. 4. Company Share Analysis, 2023 24

FIG NO. 5. Company Share Analysis, 2023 24

FIG NO. 6. Company Share Analysis, 2023 25

FIG NO. 7. Japan Data Center Storage Market – Company Revenue Market Share, 2023 26

FIG NO. 8. Japan Data Center Storage Market Revenue Share, By Storage Type, 2023 & 2032 32

FIG NO. 9. Market Attractiveness Analysis, By Storage Type 33

FIG NO. 10. Incremental Revenue Growth Opportunity by Storage Type, 2024 – 2032 33

FIG NO. 11. Japan Data Center Storage Market Revenue, By Storage Type, 2018, 2023, 2027 & 2032 34

FIG NO. 12. Japan Data Center Storage Market for Traditional Storage, Revenue (USD Million) 2018 – 2032 35

FIG NO. 13. Japan Data Center Storage Market for All-Flash Storage, Revenue (USD Million) 2018 – 2032 36

FIG NO. 14. Japan Data Center Storage Market for Hybrid Storage, Revenue (USD Million) 2018 – 2032 37

FIG NO. 15. Japan Data Center Storage Market Revenue Share, By Application, 2023 & 2032 39

FIG NO. 16. Market Attractiveness Analysis, By Application 40

FIG NO. 17. Incremental Revenue Growth Opportunity by Application, 2024 – 2032 40

FIG NO. 18. Japan Data Center Storage Market Revenue, By Application, 2018, 2023, 2027 & 2032 41

FIG NO. 19. Japan Data Center Storage Market for IT and Telecommunications, Revenue (USD Million) 2018 – 2032 42

FIG NO. 20. Japan Data Center Storage Market for BFSI, Revenue (USD Million) 2018 – 2032 43

FIG NO. 21. Japan Data Center Storage Market for Government, Revenue (USD Million) 2018 – 2032 44

FIG NO. 22. Japan Data Center Storage Market for Healthcare, Revenue (USD Million) 2018 – 2032 45

FIG NO. 23. Japan Data Center Storage Market for Others, Revenue (USD Million) 2018 – 2032 46

FIG NO. 24. Japan Data Center Storage Market Revenue Share, By Deployment, 2023 & 2032 48

FIG NO. 25. Market Attractiveness Analysis, By Deployment 49

FIG NO. 26. Incremental Revenue Growth Opportunity by Deployment, 2024 – 2032 49

FIG NO. 27. Japan Data Center Storage Market Revenue, By Deployment, 2018, 2023, 2027 & 2032 50

FIG NO. 28. Japan Data Center Storage Market for Storage Area Network (SAN) System, Revenue (USD Million) 2018 – 2032 51

FIG NO. 29. Japan Data Center Storage Market for Network-attached storage (NAS) System, Revenue (USD Million) 2018 – 2032 52

FIG NO. 30. Japan Data Center Storage Market for Direct-Attached Storage (DAS) System, Revenue (USD Million) 2018 – 2032 53

FIG NO. 31. Japan Data Center Storage Market for Others, Revenue (USD Million) 2018 – 2032 54

FIG NO. 32. Research Methodology – Detailed View 58

FIG NO. 33. Research Methodology 59

List of Tables

TABLE NO. 1. : JapanData Center Storage Market: Snapshot 16

TABLE NO. 2. : Drivers for the JapanData Center Storage Market: Impact Analysis 19

TABLE NO. 3. : Restraints for the JapanData Center Storage Market: Impact Analysis 21

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Frequently Asked Questions:

What is the current size of the Japan Data Center Storage Market?

The Japan Data Center Storage Market was valued at USD 3,297.68 million in 2023 and is projected to reach USD 6,750.85 million by 2032, reflecting a compound annual growth rate (CAGR) of 8.42%.

What factors are driving the growth of the Japan Data Center Storage Market?

The growth of the market is driven by rapid digital transformation, rising adoption of cloud computing, increasing investments in data centers, and the need for efficient data backup and recovery solutions. Additionally, advancements in storage technologies and the shift towards energy-efficient solutions contribute significantly to market expansion.

What are some challenges faced by the Japan Data Center Storage Market?

Challenges include high costs associated with land, energy, and labor, limited availability of data center space, and risks related to natural disasters. Regulatory complexities and competition from global providers also pose significant hurdles for the market.

Who are the major players in the Japan Data Center Storage Market?

Major players include Hewlett Packard Enterprise, NetApp Inc., Huawei Technologies Co. Ltd., Hitachi Vantara LLC, Kingston Technology Company Inc., Pure Storage Inc., Infinidat Ltd., Lenovo Group Limited, Fujitsu Limited, Seagate Technology LLC, and Western Digital Corporation.

About Author

Sushant Phapale

ICT & Automation Expert

Sushant is an expert in ICT, automation, and electronics with a passion for innovation and market trends.

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