Delivering dynamic data mobility through data virtualization.

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“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 delivers dynamic data mobility through data virtualization, transforming datacenter architectures by aligning changing data demands with storage supply across a single global dataspace. Primary Data’s storage-agnostic DataSphere platform enables intelligent, automated data mobility across different storage tiers without application disruption, evolving islands of storage into globally available resources.

Operating outside the data path to ensure peak application performance and virtually limitless scalability, DataSphere creates a virtualized global dataspace that enables IT professionals to easily add more capacity or performance from any storage vendor to respond quickly to changing business needs. DataSphere features an intelligent policy engine that automatically places data across file, block, and object storage according to IT-defined Service Level Objectives. With DataSphere, applications, servers, and clients gain the ability to transparently access data while it is intelligently migrated between direct-attached, network-attached, private and public cloud storage to deliver unprecedented manageability, scalability performance, and efficiency.

Primary Data transforms datacenter economics by moving the right data to the right place at the right time. Founded by industry veterans and headquartered in Los Altos, CA with offices around the world, the growing Primary Data team architects solutions that enable enterprises to automate the dynamic management and movement of all data throughout their infrastructure to give companies a new level of visibility, insight and control over their most valuable asset: Their data.

Company | Primary Data
Company | Primary Data

Executive Team

Founded by industry veterans and headquartered in Los Altos, CA, Primary Data has offices in Salt Lake City, Utah, and in Tel Aviv, Israel.

Lance Smith | Primary Data

Lance Smith

Primary Data Chief Executive Officer 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.

Steve Wozniak | Primary Data

Steve Wozniak

Primary Data 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.

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.

David Flynn | Primary Data

David Flynn

Primary Data 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.

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


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