“Primary Data finally makes it possible to automatically have the right data on the right storage type at the right time, without the need to rip and replace a single storage system.”
Steve Wozniak/Primary Data Chief Scientist

About Primary Data

Primary Data intelligently automates the flow of data to ensure the right data is in the right place at the right time across enterprise infrastructure and the cloud.

Primary Data’s DataSphere platform is a new asset in modern IT architecture that enables petabyte-scale enterprises to achieve unprecedented improvements in performance, efficiency, and scalability. As a storage and vendor-agnostic metadata engine, DataSphere helps IT overcome the inefficiency of traditional compute and storage architectures. By separating the metadata path from the data path, DataSphere uniquely abstracts the logical view of data from physical storage through data virtualization. This allows data to be placed on the most appropriate resource that meets evolving business needs. DataSphere’s high performance architecture gives applications the ability to access data in parallel across multiple storage systems, while policy-based management intelligently places data without application interruption.

DataSphere helps enterprises overcome performance bottlenecks, integrate with the cloud for savings and active archival, and easily adopt new resources from any vendor. It can reduce overprovisioning by up to 50 percent, generating savings that easily run into the millions for enterprises managing petabytes of data.

Primary Data is led by CEO Lance Smith, former President and Chief Operating Officer of Fusion-io. The company was founded by industry visionaries David Flynn and Rick White, the co-founders of Fusion-io, who today serve as Chief Technology Officer and Chief Marketing Officer at Primary Data. Apple co-founder Steve Wozniak serves as Primary Data Chief Scientist. Headquartered in Los Altos, California, Primary Data has offices and employees working around the world to help customers get the right data in the right place at the right time, automatically.

Leadership Team

Founded by industry veterans, Primary Data is headquartered in Los Altos, CA.

Lance Smith | Primary Data

Lance Smith

CEO and Chairman of the Board

Primary Data CEO Lance Smith is a strategic industry visionary who has architected and executed growth strategies for disruptive technologies throughout his career. Prior to joining Primary Data, Lance served as Senior Vice President and General Manager of SanDisk Corporation IO Memory Solutions, following the SanDisk acquisition of Fusion-io in 2014. He served as Chief Operating Officer of Fusion-io from April 2010 and Fusion-io President from August 2013, where he was responsible for productizing a number of Fusion-io solutions. Before joining Fusion-io, Lance held Vice President and Director positions at RMI Corporation, Raza Foundries, and the Computational Products group of Advanced Micro Devices. He has also held management roles at technology companies NexGen, Inc. and Chips & Technologies, Inc. Lance holds patents in microprocessor bus architectures, and received a Bachelor of Science degree in Electrical Engineering from the Santa Clara University, where he focused on Digital Electronics and Semiconductor Physics.

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Steve Wozniak | Primary Data

Steve Wozniak

Chief Scientist

A Silicon Valley icon and philanthropist for the past three decades, Primary Data Chief Scientist Steve Wozniak helped shape the computing industry with his design of Apple’s first line of products the Apple I and II, and also influenced the popular Macintosh. In 1976, Wozniak and Steve Jobs founded Apple Computer Inc. with Wozniak’s Apple I personal computer. The following year, he introduced his Apple II personal computer, featuring a central processing unit, a keyboard, color graphics, and a floppy disk drive. The Apple II was integral in launching the personal computer industry. In 1981, Woz went back to UC Berkeley and finished his degree in electrical engineering/computer science. Since leaving Apple in 1985, Woz has been involved in various business and philanthropic ventures, focusing primarily on computer capabilities in schools and stressing hands-on learning and encouraging creativity for students. He served as Fusion-io Chief Scientist and authored his New York Times Best Selling autobiography, “iWoz: From Computer Geek to Cult Icon.” His television appearances include reality show “Kathy Griffin: My Life on the D-List,’ “The Big Bang Theory,’ and season eight of ABC’s “Dancing with the Stars.” Woz speaks frequently about events around the world to support ongoing innovation in technology, engineering and education.

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Lance Smith | Primary Data

Rick White

Co-founder and Chief Marketing Officer

Rick White is Primary Data Co-founder and Chief Marketing Officer. Prior to Primary Data, Rick co-founded Fusion-io, where he served as Chief Marketing Officer until May 2013. At Fusion-io, Rick was responsible for planning and implementing the company’s marketing and brand development strategies. He served as a Director of Fusion-io from July 2006 to June 10, 2013. Rick founded several successful technology companies that have sold for hundreds of millions of dollars, including Realm Systems, Inc., Phobos Corporation, a provider of Internet traffic management solutions, which sold for $309 million and most recently, Forum Systems, an industry leader in Web services and SOA security infrastructure. Rick served as the Chairman and Chief Executive Officer at Realm Systems, Inc. He also served as Chairman of DAZ 3D, a leading provider of 3D character models and 3D authoring software. Rick has been a Venture Partner at GMG Capital Partners L.P. since 2001, and served as Chief Executive Officer of Inaura, Inc. Mr. White also served as Chairman of Forum Systems Inc. and Phobos Corporation. He serves as a Director of Inaura, Inc.

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David Flynn | Primary Data

David Flynn

Co-Founder and Chief Technology Officer

Co-founder of startup Primary Data, David Flynn has been architecting disruptive computing platforms since his early work in supercomputing and Linux systems. David pioneered the use of flash for enterprise application acceleration as founder and former CEO of Fusion-io. He designed several of the world’s fastest Infiniband and RDMA-based supercomputers. David was Chief Scientist and Engineering VP for Project BlackDog, and developed thin client solutions at Linux Networx and Network Computer Incorporated, a spin-off of Oracle Corporation. David holds more than 100 patents across web browser technologies, mobile device management, network switching and protocols, to distributed storage systems. He earned a bachelor’s degree in computer science at Brigham Young University.

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John Cappelletti

VP, Finance

In his role as Vice President of Finance, John Cappelletti oversees all finance, IT, and sales operations functions. John brings to Primary Data nearly two decades of experience in executive finance roles in the technology industry. Prior to Primary Data, John worked at NetApp for 10 years and was instrumental in developing the systems, processes and people needed to scale NetApp from $1B to $6B. During his tenure at NetApp, John led the finance and accounting teams that drove Corporate FP&A, Product Operations, Sales, and Services. Before NetApp, John held various senior financial roles at Sun Microsystems. John has a B.S. in Managerial Economics from the University of California, Davis and an M.B.A. from Santa Clara University.

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Douglas Fallstrom

VP, Product Management

As Head of Product Management at Primary Data, Douglas Fallstrom oversees the development of the company’s DataSphere data orchestration platform. Douglas is responsible for defining and driving Pd product plans and product strategy; including developing product specifications; managing day-to-day collaboration with engineering, UI/UX, QA and other disciplines; evaluating and integrating third-party technology; and speaking with customers, media, and industry analysts. Douglas has more than two decades of experience providing leadership in product management across storage and server virtualization, data center architecture and storage management, including prior positions at Coho Data, Symantec, VERITAS and Sun Microsystems.

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Trip Hunter

VP, Corporate Marketing

In his role as vice president of Corporate Marketing, Trip leads the development and deployment of corporate marketing programs for Primary Data. Prior to joining Primary Data, Trip was responsible for Corporate Marketing at Fusion-io. Trip’s earlier career was spent at New York City based marketing agency Renegade as well as McCann Erickson, where he led the creation and execution of campaigns for IBM, Avaya, HSBC, Panasonic, The Perrier Group, AT&T and Black & Decker.

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Kirk Law

SVP, Engineering

Kirk Law leads the Primary Data Engineering team in architecting our DataSphere data orchestration platform. Prior to Primary Data, Kirk was Vice President, Engineering Emerging Storage Solutions (EMS) at SanDisk.Incubated as a startup within SanDisk to lead SanDisk into Storage System Solutions, Kirk led the engineering development, QA, and support readiness teams for the Systems and Software Solutions group. Prior to SanDisk, Kirk was with Network Appliance for over 10 years as VP of System Products Engineering where he was responsible for all aspects of running a product division, i.e., strategy, planning, engineering efficiency, budgeting, and development and delivery of enterprise system compute and storage products. Kirk’s earlier career was with Cacheflow as VP of Systems and Platform, and Silicon Graphics.

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Shannon McPhee

VP, Communications and Investor Relations

As VP of Communications and Investor Relations, Shannon McPhee develops strategies and leads the execution of Primary Data communications programs across media relations, investor relations and social media. Prior to joining Primary Data, Shannon was the Senior Director of Global Communications at at Fusion-io, supported technology, video game and entertainment clients at Bender/Helper Impact, and worked on the Autodesk communications team.

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Kay Tolomeo

VP, Human Resources

Prior to Primary Data, Kay Tolomeo most recently led global Human Resources at Fusion-io which was acquired by SanDisk. Kay has an extensive background building and growing organizations in the technology arena. In addition to leading Human Resources at Primary Data, she advises start-ups and growing companies on organizational development strategy and best practices.

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Rob Wilson

VP, Sales

Rob joins us from EMC, where he led global sales for ScaleiO, a hyper-converged storage software product. Following that, he ran EMC’s sales efforts for the entire EMC Software Defined Solutions product portfolio for the West Region. Prior to EMC, Rob served as Vice President of Hyperscale Sales at Fusion-io, the leading provider of server-based PCIE Flash. In this role, he was responsible for their strategic business - accounting for more than half of all sales by volume, and represented the largest historical contributing segment with three quarters of a billion dollars in sales being recorded under his leadership since 2009. Prior to that, he served as Vice President of Channel Sales at Jingle Networks, acquired by Marchex and has held numerous executive sales leadership roles on both sides of Cloud Computing. He earned a bachelor’s degree in Philosophy from the University of New Hampshire atDurham. Rob lives in Scotts Valley, CA and has a 16-year old son, Tyler. Hobbies include skiing, boating and the occasional golf game.

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Board of Directors

Lance Smith

Chief Executive Officer,
Chairman of the Board

Rick White

Primary Data Co-founder,
Chief Marketing Officer

David Flynn

Primary Data Co-founder,
Chief Technology Officer

Ping Li

Accel Partners

Itzik Parnafes

Battery Ventures

Jeffrey Rothschild


Blake Modersitzki

Pelion Venture Partners

Technology Partners

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Lead the Pack: Deliver Dynamic Data Orchestration to Your Customers

Primary Data welcomes inquiries from Value Added Resellers and Channel Partners interested in architecting data virtualization solutions for their customers. Please contact us via the form below to kick off a discussion about how we can help your customers get the right data to the right place at the right time.

Our Locations


Phone: (650) 422-3800
4300 El Camino Real
Los Altos, CA 94022


Phone: (801) 401-3494
2890 Cottonwood Parkway, Suite 200
Salt Lake City, 84121

Tel Aviv

30 Ibn Gabirol
Tel-Aviv 6407807

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