Where now for storage? Hitachi, IBM and Pure Storage Part II: Storage supplier strategy in the cloud era: Hitachi, IBM and Pure Storage. We snapshot the big six hardware makers, as they take things to the cloud and as-a-service models Share this item with your network: By In this second article of two, we look at Hitachi, IBM and Pure Storage. The cloud and consumption models of procurement are incredibly important for these three, too. But with interests in industry way beyond IT (Hitachi) and a vast services – and mainframe – infrastructure (IBM), two of these three throw a different profile from the other giants we looked at previously, Dell EMC and HPE.