PureFast Strategic Collaboration Proposal to PASO UK Dani Flexer dani@daniflexer.com                 ©2009-2010 Dani Flexer...
Wishful thinking...• Joint press release – a year from now:• Avend and PureFast dominate energy computing  market• In an a...
Agenda•   PureFast products and market•   Internal stakeholders•   Avend/PureFast joint value proposition•   Whats in it f...
PureFast products• Core technology is the DTZ700 co-  processor• Forward™ accelerator PCI-X 2.0 board  with two DTZ700chip...
PureFast products• Core technology is the DTZ700co-processor  > Embedded low-power parallel processor with 96 cores  > 25 ...
PureFast market• Best suited for HPTC applications requiring  additional compute performance beyond the  capabilities of s...
PureFast market• Best suited for HPTC applications requiring additional  compute performance beyond the capabilities of  s...
Internal Avend stakeholders•   Verticals•   Services•   Storage•   Systems•   Sales                ©2009-2010 Dani Flexer ...
Internal Avend stakeholders• Verticals  > Education and government  > Energy  > Manufacturing• Services  > Complex mission...
Avend/PureFast joint valueproposition• Avend systems with PureFast co-processors  an ideal choice for HPTC  > HPTC market ...
Avend/PureFast joint value proposition • Avends systems suitable for high throughput integer   processing • PureFast targe...
Avend/PureFast joint value proposition• PureFast currently supports AMD & Intel systems  > Avends X64 systems running Linu...
Whats in it for them?• Avend  > Provides route to market  > Excellent system platform  > Partners  > Does not compete     ...
Whats in it for them?• Avends presence in the HPTC market is still significant despite  recent dis-investments  > Avend can...
Whats in it for us?• Significantly increases addressable market in  HPTC• Significant additional products and services pull•...
Whats in it for us?• Significantly increases addressable market in HPTC  > By $TBD (large) world-wide  > Enables market lea...
Route To Market• Solutions• Platform• Utility              ©2009-2010 Dani Flexer               dani@daniflexer.com
Route To Market• Solutions: PureFast enables the sale of a range of HPTC  solutions based on 3rd party codebases  > Soluti...
Action Plan• Technical• Marketing• Sales              ©2009-2010 Dani Flexer               dani@daniflexer.com
Action Plan• Technical  > Develop Solaris support  > Proof of concept through pilot port of a typical/leading HPTC    code...
Issues & Risks• Currently supports Linux and Windows only• Avends PCI-X not necessarily compatible with all  PureFast boar...
Issues & Risks• Currently supports Linux and Windows only  > Solaris port will increase PureFast value to Avend• Avends PC...
Strategy• If Avend is serious about HPTC, a co-  processor strategy is needed• Options are - develop, buy or partner• The ...
Strategy• If Avend is serious about HPTC a co-processor  strategy is needed  > Increased FP performance of Horseshoe 2 wil...
Thanks!dani@daniflexer.com                  ©2009-2010 Dani Flexer                   dani@daniflexer.com
SWOT• Strength  > Avend a technical product company – has the engineering, technical    marketing and partnering skills to...
Q&Adani@daniflexer.com   ©2009-2010 Dani Flexer    dani@daniflexer.com
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Pure fast001

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This presentation is an anonymized version of a proposal I prepared for a strategic collaboration between a systems vendor and a co-processor developer. It encapsulates my approach to technology partnering, which consists of the following elements:

Collaboration objective
Partner products and market
Our stakeholders
Joint value proposition
Benefits to partner
Benefits to us
Route to market
Action plan: technical, marketing, sales
Issues and risks
Strategy
SWOT

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Pure fast001

  1. 1. PureFast Strategic Collaboration Proposal to PASO UK Dani Flexer dani@daniflexer.com ©2009-2010 Dani Flexer dani@daniflexer.com
  2. 2. Wishful thinking...• Joint press release – a year from now:• Avend and PureFast dominate energy computing market• In an astonishing comeback, Avend Systems, leveraging PureFast floating point accelerators, has become the dominant vendor in the energy market, with a 50% market share and a total revenue in excess of $XB.• The collaboration with PureFast has helped Avend present the most cost effective, scalable, and low-powered solution to this extremely demanding market, supporting its high- floating point processing applications.• The collaboration has catapulted Avend from its previous position as an also-ran to its current leadership position. ©2009-2010 Dani Flexer dani@daniflexer.com
  3. 3. Agenda• PureFast products and market• Internal stakeholders• Avend/PureFast joint value proposition• Whats in it for them?• Whats in it for us?• Issues and risks• Rout to market• Action plan ©2009-2010 Dani Flexer dani@daniflexer.com
  4. 4. PureFast products• Core technology is the DTZ700 co- processor• Forward™ accelerator PCI-X 2.0 board with two DTZ700chips ©2009-2010 Dani Flexer dani@daniflexer.com
  5. 5. PureFast products• Core technology is the DTZ700co-processor > Embedded low-power parallel processor with 96 cores > 25 billion 64-bit floating point operations per second (GFLOPS) > Compared to XX for AMD Opteron based Milkyway > Compared to YY for Horseshoe1 based VX000 > Worlds fastest and most power efficient 64-bit FPU• Forward™ accelerator PCI-X 2.0 board with two DTZ700chips > Hardware compatible with Avend PCI-X systems - > Currently does not support Solaris > PureFast sell and support a C cross development environment ©2009-2010 Dani Flexer dani@daniflexer.com
  6. 6. PureFast market• Best suited for HPTC applications requiring additional compute performance beyond the capabilities of standard FPUs• Applicable markets are primarily in manufacturing, education, defense and public sector ©2009-2010 Dani Flexer dani@daniflexer.com
  7. 7. PureFast market• Best suited for HPTC applications requiring additional compute performance beyond the capabilities of standard FPUs > Neither Opteron nor SPARC are designed to address these requirements• Applicable markets are primarily in manufacturing, education, defense and public sector > Meteorological > MCAE (e.g., solid modeling) > Life-science (e.g., molecular chemistry computations) > Oil & gas (e.g., seismic analysis) > Defense (e.g., cryptological processing) ©2009-2010 Dani Flexer dani@daniflexer.com
  8. 8. Internal Avend stakeholders• Verticals• Services• Storage• Systems• Sales ©2009-2010 Dani Flexer dani@daniflexer.com
  9. 9. Internal Avend stakeholders• Verticals > Education and government > Energy > Manufacturing• Services > Complex mission critical applications likely to carry significant services requirements – architecture, support and deployment• Storage > Data intensive HPTC requires significant storage• Systems > Significantly increases Avend systems addressable market in HPTC• Sales > Leading with HPTC solutions creates additional sales opportunities > Increased appeal to education, manufacturing, government and defense markets provides access to new customers ©2009-2010 Dani Flexer dani@daniflexer.com
  10. 10. Avend/PureFast joint valueproposition• Avend systems with PureFast co-processors an ideal choice for HPTC > HPTC market needs both high data throughput and FP performance > Due to flexibility, integer performance and low power requirements, arguably the best solution on the market ©2009-2010 Dani Flexer dani@daniflexer.com
  11. 11. Avend/PureFast joint value proposition • Avends systems suitable for high throughput integer processing • PureFast targets high-end floating point applications > Co-processor that can be part of a general purpose computing platform with a high FP computing ability • Horseshoe & AMD based systems with PureFast co- processors an ideal choice for HPTC > Due to flexibility, integer performance and low power requirements, arguably the best solution on the market • It is possible to share a single DTZ700 board between several CPU cores > Flexible so can be deployed to address specific processing loads ©2009-2010 Dani Flexer dani@daniflexer.com
  12. 12. Avend/PureFast joint value proposition• PureFast currently supports AMD & Intel systems > Avends X64 systems running Linux or MS/Windows supported by current PureFast offering• Competitive advantage in FP processing by the PureFast co- processor together with high integer throughput derived from Avends CMT or X64 based system defines the core target market as one which requires: > High network and/or data processing > High FP processing > Best cost/performance at lowest power consumption• Oil & Gas, MCAE, weather, aerospace, imaging > Large data-set and large FP transformations• FP processing at minimal infrastructure and power cost ©2009-2010 Dani Flexer dani@daniflexer.com
  13. 13. Whats in it for them?• Avend > Provides route to market > Excellent system platform > Partners > Does not compete ©2009-2010 Dani Flexer dani@daniflexer.com
  14. 14. Whats in it for them?• Avends presence in the HPTC market is still significant despite recent dis-investments > Avend can offer solutions incorporating PureFast technology to this market and grow market share for both companies• Avends superior integer and networking capabilities enable enhancements to PureFast enabled HPTC applications• Avend matches PureFast low-power advantage• Avends worldwide presence enables PureFast to reach new geographical markets at low incremental cost of sales• Avend/PureFast collaboration potentially long term since Avend does not have plans to compete directly with PureFast• Avend can broker three way collaboration with service providers and ISVs > Avends massive ISV community can be leveraged to increase PureFasts addressable market ©2009-2010 Dani Flexer dani@daniflexer.com
  15. 15. Whats in it for us?• Significantly increases addressable market in HPTC• Significant additional products and services pull• Research market in HPTC highly visible• Strong enabler for utility computing ©2009-2010 Dani Flexer dani@daniflexer.com
  16. 16. Whats in it for us?• Significantly increases addressable market in HPTC > By $TBD (large) world-wide > Enables market leading FP/integer performance• Significant additional products and services pull > If we are able to support the core HPTC solution, our competitive position in selling data processing, storage and networking systems improves > Access to new customers that can then be offerred “traditional” Avend products• Research market in HPTC highly visible > “Halo” effect• Strong enabler for utility computing > HPTC applications well suited to cloud in terms of data-flow but require high FP capability ©2009-2010 Dani Flexer dani@daniflexer.com
  17. 17. Route To Market• Solutions• Platform• Utility ©2009-2010 Dani Flexer dani@daniflexer.com
  18. 18. Route To Market• Solutions: PureFast enables the sale of a range of HPTC solutions based on 3rd party codebases > Solutions should be jointly developed, marketed and sold in collaboration with the applicable HPTC ISVs – e.g., CD-Adapco, Paradigm Geophysical, Schlumberger/Geoquest, Dassault, NAG, FIT, various research codebases (e.g., University of Gernoble DIRCC) etc.• Platform: PureFast enables the sale of Avend systems as viable HPTC platforms to HPTC service providers, researchers and other non-ISV developers > As such should be marketed as a configurable system platform components together with storage and networking > Focus should be on the high end of the HPTC market - research institutes and service providers - e.g., Universtiy of Grenoble, CGG• Utility: PureFast can provide FP processing power to the Avend utility computing offering ©2009-2010 Dani Flexer dani@daniflexer.com
  19. 19. Action Plan• Technical• Marketing• Sales ©2009-2010 Dani Flexer dani@daniflexer.com
  20. 20. Action Plan• Technical > Develop Solaris support > Proof of concept through pilot port of a typical/leading HPTC codebase > Performance improvement – benchmark & tuning• Marketing > Joint GTM – SuperComp, industry specific shows, etc. > OEM agreement – Avend to OEM PureFast > Evangelize Avend/PureFast platforms to HPTC developers > Present Avend HPTC platform to market w/out mention of PureFast > Brand Avend as an HPTC “contender”• Sales > Train sales people and SEs on Avend/PureFast platforms and solutions > Collaborate with ISVs in the sale of Avend/PureFast based solutions ©2009-2010 Dani Flexer dani@daniflexer.com
  21. 21. Issues & Risks• Currently supports Linux and Windows only• Avends PCI-X not necessarily compatible with all PureFast boards• PureFast execution model atypical• Due to calling overhead, PureFast will improve performance only where the transformations are relatively large• Target codebases and platform need to be selected carefully ©2009-2010 Dani Flexer dani@daniflexer.com
  22. 22. Issues & Risks• Currently supports Linux and Windows only > Solaris port will increase PureFast value to Avend• Avends PCI-X not compatible with all PCI-X boards > Additional tests and qualification required > Avend systems do not have a common implementation• PureFast execution model atypical > May require customization of Avend Performance Library for Solaris• Due to calling overhead, PureFast will improve performance only where the transformations are relatively large > Break-even point at transformations on the order of TBD transformations/call• Target codebases and platform need to be selected carefully > Avend systems will have varying competitive advantage as the FP processing requirements ©2009-2010 Dani Flexer change dani@daniflexer.com
  23. 23. Strategy• If Avend is serious about HPTC, a co- processor strategy is needed• Options are - develop, buy or partner• The call needs to be made if we are serious about this market ©2009-2010 Dani Flexer dani@daniflexer.com
  24. 24. Strategy• If Avend is serious about HPTC a co-processor strategy is needed > Increased FP performance of Horseshoe 2 will not suffice and not run optimally• Options are - develop, buy or partner > Develop: costly and not within our core competency > Buy: purchase of PureFast or competitor could be to our advantage > Partner: lowest risk/reward strategy since does not give long term competitive advantage however our current position is strong• The call needs to be made if we are serious about this market ©2009-2010 Dani Flexer dani@daniflexer.com
  25. 25. Thanks!dani@daniflexer.com ©2009-2010 Dani Flexer dani@daniflexer.com
  26. 26. SWOT• Strength > Avend a technical product company – has the engineering, technical marketing and partnering skills to incorporate PureFast into its products• Weakness > Avend may have lost most of its HPTC skills through recurring RIFs > Use of Linux/Windows based solutions may cause internal “political” resistance• Opportunity > Vastly improves Avends value prop to the HPTC market and to HPTC ISVs > Significant incremental addressable market > Lead with HPTC and sell additional products• Threat > Other vendors can mimic our collaboration with PureFast for X64 ©2009-2010 Dani Flexer dani@daniflexer.com
  27. 27. Q&Adani@daniflexer.com ©2009-2010 Dani Flexer dani@daniflexer.com

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