Dear Reg Man,
I think you need a little more insight in the storage ranges of EMC and IBM.
For once, IBM has quite a great combo between SVC/Storwize/FlashSystem and Tivoli Storage management products and Cloud Manager.
You have SmartCloud Virtual Storage Center as a Software Defined Storage management gateway with which you can easily integrate whatever storage you might consider.
Storage Virtualization is years in front of ANY other competitor. EMC basically give VPLEX away with midrange VNX arrays just to be able to compete with Storwize v5000 and v7000.
As for Flash, why bother with hybrid arrays (which you can have just by adding SSD's to Storwize) when you can virtualize FlashSystem with storwize v7000 (Gen2 especially) and San Volume Controller?
Where IBM is truly lacking right now are the unified versions of Storwize v3700 and v5000 arrays, EMC is quite a few steps ahead in the game in this area.
SONAS and Isilon are quite evenly matched, but again at the high end. Isilon can be better at the lower end of the scale out NAS market.
If you look at the IBM Storage division results patterns over the last couple of years you could realize that the major market losses coincide with the scaling down and eventually dropping out of the OEM partnership with Netapp.
IBM was developing their storage portfolio with LSI and since they were bought by Netapp most of IBMs entry and midrange portfolio was in the hands of a major competitor. All of the DS and N Series ranges were phased out and replaced by Storwize. It was quite a hit, but I see IBM recovering from it.
I'd really love to see Storwize and FlashSystem being sold to Lenovo, IBM has a really hard time marketing their products to end customers while EMC has some great marketing programs. We'll see what next year will bring, Lenovo seems to be in a buying mood.