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Pure Storage Ushers in the Next Generation of Storage as-a-Service, Paying for Customers’ Power and Rack Space

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Data Storage

Pure Storage® (NYSE: PSTG) has advanced its Evergreen® portfolio with the introduction of a first-of-its-kind commitment to pay its customers’ power and rack space costs for the Evergreen//One™ Storage as-a-Service (STaaS) and Evergreen//Flex™ subscriptions. Also, Pure Storage is unveiling new No Data Migration, Zero Data Loss, and Power and Space Efficiency guarantees, coupled with flexible upgrades and financing, across the Evergreen portfolio.

“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 maximize 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,” said Prakash Darji, VP and GM, Digital Experience Business Unit, Pure Storage.

Industry Significance:

For years legacy Storage as-a-Service (STaaS) vendors have packaged the same CapEx solutions on an OpEx basis, ignoring what it means to deliver a true service. What enterprises want from STaaS are SLA-based outcomes that not only optimize IT budgets and spending but also optimize labor, while furthering security, sustainability, and agility goals.

Pure Storage first disrupted the storage ownership experience with the introduction of its Evergreen architecture in 2015 and has since grown its storage subscription portfolio to meet each customer where they are. In 2018, Pure Storage launched Evergreen//One, the industry’s first true enterprise STaaS offering, delivered and managed via unique SLAs and guarantees. In 2022, Pure Storage introduced Evergreen//Flex, combining storage ownership with fleet-level consumption economics. With relentless innovation, Pure Storage continues to push the boundaries of what enterprises expect from their storage experience.

Today’s announcement represents the next major evolution in enterprise STaaS. As the most energy efficient technology in the market – helping customers achieve up to 85% reduction in energy use and carbon emissions and up to 95% less rack space than competing offerings – Pure Storage again disrupts the market with a commitment to pay its customers’ power and rack space costs, aligning TCO savings and long-term efficiency goals.

Combined with new guarantees, flexible financing, enhanced resilience, and AI- powered service capabilities, Pure continues to eliminate the status quo, driving choice and flexibility in purchase and consumption with its Evergreen-based services.

News Highlights:

  • Industry-First Paid Power and Rack Commitment: Pure Storage will pay for its customers’ power and rack space through an Evergreen//One Storage as-a-Service (STaaS) and Evergreen//Flex subscription to take responsibility for the associated costs of power and rack unit to run our offerings. By eliminating the growing challenges of managing rising electricity costs and rack unit space, Pure Storage further exemplifies what it means to offer a true, seamless cloud experience, on premises. The one-time, upfront payment can be made directly as cash or via service credits, is based on kilowatt per hour (kWh) and Rack Unit (RU) fixed rates, and is proportional to the customer’s geographic location and contract size.
  • Power and Space Efficiency Guarantee: While Evergreen//One and Evergreen//Flex customers benefit from a paid power and rack commitment, expanded guarantees support customers who opt to own their storage via an Evergreen//Forever™ subscription, further establishing Pure Storage as the most innovative subscription portfolio in the enterprise storage industry. The Power and Space Efficiency Guarantee supports Evergreen//Forever customers’ efforts to consume less power and store more data with less space, reduce energy costs, and report more accurately with transparent measurement of actual Watts per tebibyte (TiB). If the guaranteed Watts/TiB or TiB/Rack is not met, Pure Storage will cover the tab. The Energy Efficiency guarantee is already available as an Evergreen//One SLA.
  • New Future-Proof Business Guarantees: With new No Data Migration and Zero Data Loss guarantees for Evergreen//One (SLA), Evergreen//Flex, and Evergreen//Forever, Pure Storage empowers its customers to mitigate unplanned costs due to data loss incidents, while maintaining day-to-day business operations amid upgrades. With the Zero Data Loss guarantee, Pure assures data protection with advanced data recovery services for any hardware or software product-related incidents, at no cost. With the No Data Migration guarantee, Pure ensures seamless technology upgrades with no data migrations, reducing customers’ overall risk exposure, cost of ownership, and e-waste. In fact, Pure’s Evergreen architecture extends equipment life up to 10 years or more.
  • Flexible Upgrades and Financing: Pure eliminates the need for major upgrades while providing customers with more choice. Pure’s Ever Agile program now includes a capacity plus controller trade-in delivered at up to 20% lower price than new controller costs. Meanwhile, the Capacity Consolidation program now includes expanded capacity trade-in credits valued at up to 50%. The latest updates, available via Evergreen//Forever, give customers flexible access to the latest innovations in performance, density, and energy efficiency. Additionally, with extended STaaS financing options for Evergreen//One, customers also gain flexibility in the procurement and deployment of Evergreen//One.

“Today, business success goes hand-in-hand with environmental responsibility. The introduction of a Paid Power and Rack commitment stretches the limits of innovation in the antiquated enterprise storage market. The latest Evergreen enhancements successfully balances enterprise requirements to make progress towards achieving critical ESG and net zero goals using incentives, while establishing peace of mind when it comes to data loss,” said Scott Sinclair, Practice Director, Enterprise Strategy Group (ESG).

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Big Ticket joins DP World ILT20 Season 4 as Official Partner

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A professional cricket player for the Desert Vipers in mid-swing during a match. The batsman is wearing a dark green and black patterned jersey with red accents, a red helmet, and black protective leg pads. He is holding a wooden cricket bat high in a follow-through motion after playing a shot. The background shows a crowded stadium with purple and blue seating and a "DP World" branded wicket.

Big Ticket, the largest and longest-running guaranteed raffle draw in the Middle East (known for cash prizes, dream luxury cars, gold bars and coins) has joined the DP World International League T20 Season 4 as an Official Partner.

In recent years, Big Ticket has become more than just a raffle, it has gained the reputation of being a brand built around rewarding dreams and celebrating ambition, growing into one of the region’s largest and one of the most anticipated monthly draws in the UAE.

DP World ILT20 – the 34-match cricketing extravaganza – the biggest T20 tournament in the region featuring some of the most renowned global cricket stars is currently being played at the Dubai International Stadium, Zayed Cricket Stadium, Abu Dhabi and Sharjah Cricket Stadium.

A cricket player from the Abu Dhabi Knight Riders standing at the crease, ready to receive a ball. The player is dressed in a purple and gold uniform with matching gold-colored leg pads and a gold helmet. He holds the bat upward in a standard batting stance. The stadium background features blue seats, a "UAE Cricket" sign, and another player in an orange uniform in the distance.

DP World ILT20 Head of Partnerships Ishan Chopra: “We are delighted to welcome a UAE born raffle giant like Big Ticket as an Official Partner of the DP World ILT20. Their legacy of helping dreams come true aligns perfectly with our vision of delivering unforgettable, fan-first experiences across the league. This partnership strengthens our commitment to creating moments of excitement both on and off the field, and we look forward to elevating Season 4 together. With a household name like Big Ticket on board, we are confident of unlocking even more opportunities for fans to engage, celebrate and go All In for Cricket.”

Meanwhile, DP World ILT20 match tickets across all categories are available for the remaining tournament matches. Various spectator stand tickets start at AED 20 and hospitality packages start from AED 325. Fans can also book the new Sixes Lounge experience for AED 395, which includes unlimited food and beverages. Tickets can be purchased by visiting tickets.ilt20.ae or Virgin Megastores.

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The Maritime Standard Awards 2025 winners list showcases high levels of innovation and operational excellence across the maritime sector

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The maritime sector’s leading awards event, The Maritime Standard (TMS) Awards 2025, has announced this year’s winners, honoring outstanding companies and industry leaders from across the Middle East and Indian Subcontinent. The Awards showcased achievement and innovation in 25 categories covering shipping, logistics, ship repair, offshore services, marine technology and related sectors, as well as a series of special awards for individual achievement. The prestigious event took place at Atlantis The Palm, Dubai on October 29th, attracting over 1000 senior executives, decision-makers and industry leaders, from the region, and across the globe.

Held under the patronage of H.H. Sheikh Ahmed bin Saeed Al Maktoum, President of the Dubai Civil Aviation Authority, Chairman of Dubai Airports, and Chairman and Chief Executive of Emirates Airline and Group, the event recognised organisations and individuals for setting new standards in operational excellence and leadership in the sector amid significant shifts in the industry, including decarbonisation, digitalization, and a renewed emphasis on supply chain resilience. From clean-fuel projects and AI-powered port operations to international collaborations that boost trade efficiency, the 2025 Awards showcased the industry’s progress in turning goals into tangible outcomes.

The evening was hosted by Yalda Hakim, a renowned international correspondent and documentary filmmaker, whose engaging presence added distinction to the occasion. The keynote address was delivered by Captain Abdulkareem Al Masabi, CEO of ADNOC Logistics and Services, who shared valuable insights on the evolving maritime landscape and the UAE’s leadership in advancing sustainable and innovative practices across the sector.

Clive Woodbridge, Editor of The Maritime Standard and Chairman of the Judging Panel, stated, “This year’s competition was exceptionally tough, and we received an unprecedented number of entries across all categories. Each finalist demonstrated remarkable achievements and operational standards over the past year, which underlines the significant advances that continue to be made in the regional maritime sector.”

A rigorous assessment process was conducted as part of the award selections, and this was supervised by an independent panel of distinguished judges that included some of the most prominent names in the maritime industry.

Trevor Pereira, Managing Director of The Maritime Standard, commented, “These Awards are not just about celebrating success, but also about encouraging excellence. This year’s event recognised innovative concepts, exciting new initiatives, and outstanding performance standards. As the region continues to expand its maritime infrastructure and digital port systems, with significant developments across the Middle East and the Indian Subcontinent, events like The Maritime Standard Awards play a key role in reinforcing its position as a global leader in shipping and maritime.”

 Reaction from the individual winners on the night of October 29th was highly appreciative. Captain Mohamed Al Ali, Senior Vice President, Operations (Offshore Logistics), at ADNOC L&S, who received the Outstanding Achievement Award, added: “It was one of the greatest honours of my professional career to receive this Award. It really means a lot to me to have TMS recognise the years of dedication and hard work.”

Tony Dagher, the Founder and Managing Director of TMC Shipping Group was the recipient of the Young Person in Shipping and was similarly honoured. He said: “I have been fortunate to have had great support from many people during my journey in shipping, and to have a fantastic team around me now. This Award is as much for them as it is for me.

Over the past 12 years The Maritime Standard Awards has consolidated its standing as one of the most prominent annual gatherings within the global maritime calendar, gaining worldwide recognition for recognising excellence and promoting a more resilient and sustainable maritime future.

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Deep Dive Dubai Launches Sunken City Walk, a Cinematic Underwater Experience that Makes Adventure Just a Step Away

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Deep Dive Dubai

Deep Dive Dubai has unveiled its newest attraction for experience seekers with the launch of Sunken City Walk. The guided underwater activity invites guests to step into a cinematic cityscape filled with surreal details. From an underwater swing and motorbike to a café table that looks straight out of a movie scene, this is Dubai’s latest must-try attraction.

Deep Dive Dubai

The hour-long journey begins with a full briefing and safety overview, followed by guests changing into wetsuits and equipment provided on-site. They then join trained instructors for a 20-minute guided underwater walk through the Sunken City—an accessible, certification-free experience that requires no swimming skills, making it ideal for guests aged 10 and above. Currently offered at an introductory price of AED 600, with an optional 30-second keepsake video for AED 200, the experience is currently available in four daily slots at 11 AM, 12 PM, 2pm, and 3pm.

Jarrod Jablonski, Director, Deep Dive Dubai, said that “With Sunken City Walk, we’re continuing to shape Dubai’s reputation as a city of unforgettable experiences. It’s a unique attraction that reflects Dubai’s spirit, where visitors can discover adventure in ways they never thought possible.”

The launch reflects a global trend that travellers are choosing experiences over possessions. Supporting this, Shamal’s Experience Economy Report stated that 75% of UAE residents are more willing to spend on experiences, with 80% allocating a dedicated monthly budget. The launch also aligns with Dubai’s commitment to strengthening its global tourism appeal. According to Dubai Department of Economy and Tourism (DET), the city welcomed 9.88 million international visitors in the first half of 2025, a six percent increase year-on-year, reinforcing its position as one of the world’s leading lifestyle and tourism hubs. Sunken City Walk at Deep Dive Dubai adds a new way for visitors to experience the city’s spirit of reinvention, where adventure is always just a step away.

While Sunken City Walk offers a first taste of underwater adventure, guests can plunge into the incredible world of diving at Deep Dive Dubai, choosing from experiences such as scuba diving, freediving, and specialised diving courses.

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