According to IDC's Q2 2020 enterprise storage tracker, Pure in EMEA grew by 8.4%, far outperforming the overall market which saw a tiny 0.6% growth. Pure continues to announce regular innovations in its portfolio, including the recent launch of the second generation of FlashArray//C — one of the fastest-growing products in Pure's portfolio and the first and only enterprise-grade all-QLC flash array. Additionally, FlashBlade, a Unified Fast File and Object (UFFO) storage platform, is helping customers meet today's challenges including: desire for real-time insight; need to consolidate and re-use data for analytics/AI and increased ransomware attacks. "The United Arab Emirates (UAE) and Kingdom of Saudi Arabia continue to be key markets for us in the Middle East. Irrespective of which digital technologies organizations are investing in, data is at the core of any transformation effort.