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- 1. PureFast Strategic Collaboration Proposal to PASO UK Dani Flexer dani@daniflexer.com ©2009-2010 Dani Flexer dani@daniflexer.com
- 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. Agenda • PureFast products and market • Internal stakeholders • Avend/PureFast joint value proposition • What's in it for them? • What's in it for us? • Issues and risks • Rout to market • Action plan ©2009-2010 Dani Flexer dani@daniflexer.com
- 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. 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 > World's 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. 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. 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. Internal Avend stakeholders • Verticals • Services • Storage • Systems • Sales ©2009-2010 Dani Flexer dani@daniflexer.com
- 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 system's 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. Avend/PureFast joint value proposition • 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. Avend/PureFast joint value proposition • Avend's 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. Avend/PureFast joint value proposition • PureFast currently supports AMD & Intel systems > Avend's 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 Avend's 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. What's in it for them? • Avend > Provides route to market > Excellent system platform > Partners > Does not compete ©2009-2010 Dani Flexer dani@daniflexer.com
- 14. What's in it for them? • Avend's 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 • Avend's superior integer and networking capabilities enable enhancements to PureFast enabled HPTC applications • Avend matches PureFast low-power advantage • Avend's 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 > Avend's massive ISV community can be leveraged to increase PureFast's addressable market ©2009-2010 Dani Flexer dani@daniflexer.com
- 15. What's 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. What's 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. Route To Market • Solutions • Platform • Utility ©2009-2010 Dani Flexer dani@daniflexer.com
- 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. Action Plan • Technical • Marketing • Sales ©2009-2010 Dani Flexer dani@daniflexer.com
- 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. Issues & Risks • Currently supports Linux and Windows only • Avend's 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. Issues & Risks • Currently supports Linux and Windows only > Solaris port will increase PureFast value to Avend • Avend's 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. 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. 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. Thanks! dani@daniflexer.com ©2009-2010 Dani Flexer dani@daniflexer.com
- 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 Avend's 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. Q&A dani@daniflexer.com ©2009-2010 Dani Flexer dani@daniflexer.com