Said to be an industry first, the paid power and rack commitment comes in the form of a one-time, upfront payment as cash or via service credits, and is calculated on fixed kilowatt per hour (kWh) and Rack Unit rates according to the customer's geographic location and contract size.

It is available to net new subscriptions on or after 10 October 2023, with a minimum of 500TiB of //Block capacity or 300TiB of //UFFO, //Block Performance, Premium or Ultra capacity.

"So you're getting a true cloud experience there, where you're just paying for the storage at the end of the day," Pure Storage APJ vice president and CTO Mark Jobbins told iTWire.

"We think that's pretty unique in the market."

The new guarantees apply across the Evergreen portfolio and provide for no data migration, zero data loss, and power and space efficiency.

Pure Protect//DRaaS is a consumption-based disaster recovery service for moving workloads between on-premises vSphere and customer-provided AWS EC2 resources.

It is said to drastically reduce complexity, cost, recovery time, and business disruption in the wake of disasters and cyber disruptions.

To help customers improve their resilience and protection maturity, Pure now presents a data resiliency score based on the use of basic features such as snapshots and advanced features such as ActiveDR. It can also take into consideration data from third-party protection plugins such as those from Commvault and Veeam.

Pure offers its customers several new guarantees.

The Power and Space Efficiency Guarantee for Evergreen//Forever customers means that if the guaranteed Watts/TiB or TiB/Rack is not met, Pure Storage will cover the extra cost. (The Energy Efficiency guarantee is already available as an Evergreen//One SLA.)

When it comes to sustainability, "I think this is important to lead the industry to to give that visibility and choice for for customers," Jobbins told iTWire.

The No Data Migration and Zero Data Loss guarantees for Evergreen//One, Evergreen//Flex, and Evergreen//Forever mitigate unplanned costs due to data loss incidents or interruptions due to upgrades. If necessary, advanced data recovery services for any hardware or software product-related incidents are provided at no cost. The No Data Migration guarantee means seamless technology upgrades with no data migrations, reducing risk, cost of ownership, and e-waste.

Pure's Ever Agile program now includes a capacity plus controller trade-in for up to 20% lower cost than a new controller, while the Capacity Consolidation program now includes expanded capacity trade-in credits valued at up to 50%.

New service features include asset management and genealogy (helping customers and Pure Storage to jointly optimise labor costs to run and operate storage), a subscription viewer to understand when subscriptions require attention and renewal (with predictive tracking of capacity utilisation, alerts to optimise reserve commit vs on-demand consumption, and new SLA indicators), the ability to benchmark direct carbon usage against that of peer organisations, policy-driven upgrades (to help customers balance maintaining a secure and supported storage environment against upgrade frequency), and the Pure1 mobile app to deliver insights and alerts, and to manage cases.

By further extending the simplicity of managing Pure products, "I honestly believe that customers can focus getting on with their business rather than having to dive in and divert resources to operational activities," said Jobbins. "This just makes it easy."

Pure Storage digital experience business unit vice president and general manager Prakash Darji said "With the expansion of Pure's Evergreen portfolio, we continue to challenge the status quo of enterprise Storage as-a-Service, yet again delivering industry-first guarantees and AI-powered services to solve problems for our customers.

"As enterprises feel increased pressures to maximise resource and energy efficiency and to safeguard their data from disaster, we are providing them with unparalleled levels of resiliency and efficiency all through a simple and smart services platform."