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Channel challenges amid the cloud evolution: Moving from point product to solution sale Insights from TBR’s Data Center Benchmark

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This webinar originally aired on Tuesday, July 29, 2014, and provided a guided recap and analysis of quarterly trends in data center servers, storage and networking as reported in TBR’s Data Center …

This webinar originally aired on Tuesday, July 29, 2014, and provided a guided recap and analysis of quarterly trends in data center servers, storage and networking as reported in TBR’s Data Center Benchmark.

Data center hardware vendors will face a growing set of channel challenges as they expand portfolios and capabilities to more effectively accommodate customers’ cloud requirements. Not only must partners rapidly come up to speed on the products themselves, but also they must adapt their marketing and sales capabilities to include cloud. With some partners accustomed to selling hardware and point solutions, hardware vendors must closely examine their overall partner engagement — including training — to help partners make the transition.

Content Manager Christian Perry and Analyst Krista Macomber shared their perspectives on results from TBR’s latest Data Center Benchmark and provided webinar attendees with additional insights into vendor performance and the future of the data center market. They then fielded questions from the audience related to this research.

Questions for discussion will included:

• What channel challenges do data center hardware vendors face as their portfolios increasingly include cloud solutions?
• What best practices are vendors using to bring channel partners up to speed on evolving, cloud-focused portfolios?
• What are channel partners doing to improve solutions sales, particularly those that include cloud elements?

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  • 1. TBRT ECH N O LO G Y B U SIN ESS RESEARCH , IN C. Channel Challenges Amid the Cloud Evolution Insights from TBR’s 1Q14 Data Center Benchmark July 29, 2014
  • 2. TBR 2 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Insights from TBR’s 1Q14 Data Center Benchmark: Webinar Presenters Christian Perry Senior Analyst and Content Manager, Data Center Email: christian.perry@tbri.com Twitter: @ITWriter Krista Macomber Analyst, Data Center Email: krista.macomber@tbri.com Twitter: @klmacomber
  • 3. TBR 3 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Insights from TBR’s 1Q14 Data Center Benchmark: Webinar Agenda • Insights from TBR’s 1Q14 Data Center Benchmark: Channel challenges Market Trend • Insights from TBR’s 1Q14 Data Center Benchmark: Market outlook • Servers (x86/proprietary) • Storage • Networking 2Q14 Vendor Performance
  • 4. TBR 4 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Channel Challenges Amid the Cloud Evolution
  • 5. TBR 5 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Solutions vendors are lifting the barriers to channel sales as customers increasingly approach purchases with an ecosystem-holistic mindset Insights from TBR’s 1Q14 Data Center Benchmark: Market Trend Before channel partners evolve their sales and marketing approaches, they must become familiar with increasingly complex solutions from vendors. As OEMs including HP and Dell evolve their sales approaches to better define and articulate the improved business outcomes of solutions, they must also train partners to do the same. With the goal of simplifying deployment and management while improving workload performance, IT decision makers are increasingly purchasing data center hardware with a focus on solutions.
  • 6. TBR 6 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Effectively enabling the channel to handle solutions requires a targeted blend of programs and education Insights from TBR’s 1Q14 Data Center Benchmark: Market Trend • A balance of overarching program umbrellas • Expanded financing support • Expanded access to solutions and services • Training courses, certifications, product demos and more • Enhanced go-to-market training OEMS are empowering the channel to sell solutions through:
  • 7. TBR 7 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Insights from TBR’s 1Q14 Data Center Benchmark: x86 Servers Revenue growth leaders Lenovo and Cisco lean on their PC and networking businesses, respectively, to capture server opportunities Data center hardware vendors target adjacent portfolio pieces to drive x86 server sales
  • 8. TBR 8 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Insights from TBR’s 1Q14 Data Center Benchmark: Proprietary Servers IBM, Oracle and Fujitsu are working to stem heavy revenue losses in a continually declining proprietary server marketplace Oracle stabilizes its proprietary server revenue base by focusing solely on converged solutions that accommodate data and cloud workloads
  • 9. TBR 9 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. The struggling storage hardware market reflects the impact of cloud, efficient software management and an aggressive competitive landscape Insights from TBR’s 1Q14 Data Center Benchmark: Storage Storage vendors are investing in fast-growing hardware areas that can be quickly monetized, including flash and converged storage Dell Bull EMC HDS Fujitsu HP HuaweiIBM Lenovo NEC NetApp Oracle Quantum 20% 30% 40% 50% 60% 70% -30% -20% -10% 0% 10% 20% 30% StorageGrossMargin Storage Revenue Year-to-Year Change 1Q14 STORAGE REVENUE GROWTH VS. STORAGE GROSS MARGIN NOTE: SPHERESIZEREFLECTS VOLUMEOF REVENUE. SOURCE: TBR AND COMPANYDATA TBR
  • 10. TBR 10 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Vendors scramble to adjust their portfolios as data center networking begins a transition to software-led control Insights from TBR’s 1Q14 Data Center Benchmark: Storage Revenue growth leader Huawei builds on its strong China presence to expand in EMEA
  • 11. TBR 11 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. TBR Outlook for 2014: Hardware Vendor Analysis
  • 12. TBR 12 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Data center complexity is creating change: Customers are willing to purchase alternative architectures to simplify infrastructure management and boost operational efficiency. Data center customers are seeking alternative infrastructure to help curb complexity in their environments Insights from TBR’s Data Center Coverage and Research: Market Outlook Hardware Vendor Outlook for 2014
  • 13. TBR 13 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. HP and Dell are positioning to ride an adoption wave as customers seek new architectures to help them better manage their environments • Complexity in managing heterogeneous environments is driving data center customers to buy converged systems and hyperscale servers. These markets will continue to grow as customers perpetually face that challenge. • HP’s joint venture with Foxconn positions the OEM for growth in the cloud hyperscale server market, which will augment its early strength in the enterprise hyperscale market. • Dell’s OEM partnership with Nutanix broadens Dell’s SDS and converged storage capabilities and strengthens its ability to provide solutions to a data center customer base that looks holistically at hardware purchases. Highlights: TBR Data Center Coverage and Research Insights from TBR’s Data Center Coverage and Research: Market Outlook
  • 14. TBR 14 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Proprietary servers see new life: IBM and Oracle are working to keep proprietary servers top of mind for customers seeking high performance and reliability. An increased focus on data will help proprietary server vendors weather the ongoing commoditization storm Hardware Vendor Outlook for 2014 Insights from TBR’s Data Center Coverage and Research: Market Outlook
  • 15. TBR 15 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Oracle and IBM are uncovering methods to keep their proprietary portfolios alive in the face of hardware commoditization • Proprietary server revenues continue to decline year-to- year, but vendors (particularly IBM and Oracle) are finding ways to keep their technologies relevant. • Data center customers rely on converged systems for data- centric workloads more than on other workload types. Oracle’s Engineered Systems portfolio is well equipped to accommodate these requirements in a rapidly expanding market. • IBM will have a clear server path ahead when the Lenovo deal is finalized, giving the vendor the ability to sell into customer environments without the fear of limiting System x engagements. IBM has a strong opportunity to grow its Power install base through the OpenPower Consortium. Insights from TBR’s Data Center Coverage and Research: Market Outlook Highlights: TBR Data Center Coverage and Research
  • 16. TBR 16 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Software-defined storage (SDS): The shift to SDS will be incremental, but vendors must move now to prevent isolation. SDS is entering customers’ radars, prompting vendors to invest to secure their future relevancy Hardware Vendor Outlook for 2014 Insights from TBR’s Data Center Coverage and Research: Market Outlook
  • 17. TBR 17 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Despite the lack of clear customer use cases, SDS will penetrate data centers and change the storage landscape • Hardware commoditization continues to pull customer focus from hardware to software. However, SDS growth will be incremental over the next several years, particularly as organizations seek qualified personnel to manage the new technologies. • EMC, Dell, HP and other vendors will need to justify the TCO of SDS solutions to customers who are accustomed to the traditional management and life cycle of standard array systems. Insights from TBR’s Data Center Coverage and Research: Market Outlook Highlights: TBR Data Center Coverage and Research
  • 18. TBR 18 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Questions?
  • 19. TBR 19 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Insights from TBR’s 1Q14 Data Center Benchmark: Contact Information James McIlroy Vice President of Sales Email: mcilroy@tbri.com Telephone: 603.929.1166 Twitter: @TBRinc SlideShare: www.slideshare.net/TBR_Market_Insight YouTube: www.youtube.com/user/TBRIChannel LinkedIn: www.linkedin.com/company/technology-business-research Christian Perry Senior Analyst and Content Manager, Data Center Email: christian.perry@tbri.com Twitter: @ITWriter Krista Macomber Analyst, Data Center Email: krista.macomber@tbri.com Twitter: @klmacomber
  • 20. TBR 20 TBR Quarterly Webinar Series | 7.29.14 | www.tbri.com | ©2014 Technology Business Research Inc. Computing Practice Syndicated Research Coverage Device Benchmark Vendors (Benchmark XLS data is also available) Data Center Benchmark Vendors (Benchmark XLS data is also available) Computing Vendor Coverage • Acer* • Apple • Asus* • Dell • Fujitsu • HP • HTC • Huawei • Lenovo • LG • Motorola* • Nokia* • Panasonic* • Samsung* • Sony • Toshiba • ZTE • Brocade • Bull • Cisco • Dell • EMC • Fujitsu • HDS • HP • Huawei • IBM • Juniper • NEC • NetApp • Oracle • Quantum • Unisys • Acer* • Apple • Asus* • Dell • EMC • Fujitsu • HP • IBM • Intel • Lenovo • NetApp • Samsung* • Sony • ToshibaCorporate IT Buying Behavior & Customer Satisfaction Studies • Apple Enterprise PCs* • Cisco UCS* • Desktops • Notebooks • Services & Support • x86-based Servers TBR Computing Practice Syndicated Coverage *Semiannual publication
  • 21. About Us Technology Business Research, Inc. is a leading independent technology market research and consulting firm specializing in the business and financial analyses of hardware, software, professional services, telecom and enterprise network vendors, and operators. Serving a global clientele, TBR provides timely and actionable market research and business intelligence in formats that are tailored to clients’ needs. Our analysts are available to further address client-specific issues or information needs on an inquiry or proprietary consulting basis. TBR has been empowering corporate decision makers since 1996. To learn how our analysts can address your unique business needs, please visit our website or contact us today. Contact Us 1.603.929.1166 info@tbri.com www.tbri.com 11 Merrill Drive Hampton, NH 03842 USA This report is based on information made available to the public by the vendor and other public sources. No representation is made that this information is accurate or complete. Technology Business Research will not be held liable or responsible for any decisions that are made based on this information. The information contained in this report and all other TBR products is not and should not be construed to be investment advice. TBR does not make any recommendations or provide any advice regarding the value, purchase, sale or retention of securities. This report is copyright-protected and supplied for the sole use of the recipient. Contact ©Technology Business Research, Inc. for permission to reproduce.