1. The Career Center
bit.ly/GSCareers
20 Questions & Answers About
The Cloud
with Chuck Hollis
VP & Global Marketing CTO

2. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
About This Guide virtualization or
I get lost in all VMWare.
the terms: This guide is transcribed from the fantastic Virtual Chuck
Private, Public, video series – 20 questions with Chuck Hollis, EMC VP and
Hybrid, etc. Global Marketing CTO.
What is VCE?
You can read the whole thing start-to-finish, or click on one
How should I of the questions to jump straight to the answer.
get started?
To watch the Virtual Chuck videos, visit What are other
www.emc.com/campaign/global/virtual-chuck/index.htm. vendors doing?
My business
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

3. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all Why should I do this with Intel, VMWare, VMWare.
the terms:
Private, Public,
Cisco and EMC?
Hybrid, etc.
Each is a leader in their respective industries. By coming
What is VCE?
together, we believe we can accelerate this transition, so
that clouds can be real for our customers this year and next
How should I year, rather than three or four years later.
get started?
What are other
vendors doing?
My business
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

4. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all What makes a private cloud private? VMWare.
the terms:
Private, Public, Basically IT is in control - IT is in control of the service levels,
Hybrid, etc. the information placement, security, GRC - just as though it
was in a traditional IT setting. Most enterprise IT people What is VCE?
can't give up control, which is why private clouds are so
How should I interesting.
get started?
What are other
vendors doing?
My business
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

5. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all How do you sell this business? VMWare.
the terms:
Private, Public, One of the classic mistakes we see when IT starts talking
Hybrid, etc. cloud to the business is that they make it all about cheaper
IT. Sure, the business wants to save money. Who doesn't? What is VCE?
But it's more about better IT - faster, more responsive, more
How should I agile, more secure. To the extent that you can frame your
get started? discussions with business stakeholders around better IT,
rather than just cheaper IT, you'll have a lot more luck going What are other
forward. vendors doing?
My business
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

6. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all Why all the interest in cloud these days? VMWare.
the terms:
Private, Public, Everybody involved in IT has figured out that something's in
Hybrid, etc. the air... cloud. It's an opportunity to do what we've done
before, but do it faster, better and cheaper, rewiring how we What is VCE?
build IT, how we operate IT, and how we consume IT.
How should I Whether you're on the IT side or the business side, things
get started? are changing.
What are other
vendors doing?
My business
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

7. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all What about my legacy environments? VMWare.
the terms:
Private, Public, You can't have a serious cloud discussion without talking
Hybrid, etc. about the legacy. What I see customers doing is building
their new legacy - the new platform they're going to use for What is VCE?
all their new applications and all the new work being thrown
How should I at them by the business.
get started?
Over time, as you feel more comfortable in this new platform, What are other
you incrementally re-platform the old stuff as it makes vendors doing?
economic and/or technical sense. There's no rush. The
My business question is getting started, and that's what we see
users want customers doing today.
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

8. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all My software vendors don’t support VMWare.
the terms:
Private, Public,
virtualization or VMWare.
Hybrid, etc.
I'd like to say the whole industry is behind the cloud, but a
What is VCE?
lot of customers have told us that they're noticing some foot
dragging from some traditional software vendors. Either
How should I they're against virtualization, they're against variable
get started? consumption models, or a little bit of both. There's no What are other
simple answer to this. Things must change. Things will vendors doing?
change. The question is, "How do you accelerate change?"
My business One of the smartest things I've seen customers do is put
users want competitive stacks of software next to the legacy choices,
dedicated just to send a message that there's more than one way of What about
business doing things. security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

9. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all What is VCE? VMWare.
the terms:
Private, Public, VCE is a joint venture between three technology companies,
Hybrid, etc. whose sole mission is to accelerate this transition to private
cloud models. The infrastructure product is a vBlock, and What is VCE?
they've wrapped around not only the services but the
How should I partner ecosystem so we can make this transition happen as
get started? quickly as possible. It's the best of the best from Intel,
VMWare, Cisco and EMC. Prefab and ready-to-consume with What are other
one point of contact. vendors doing?
My business
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

10. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all What are other vendors doing? VMWare.
the terms:
Private, Public, Just about every vendor in the IT industry is starting to
Hybrid, etc. realize the cloud is a big deal. Unfortunately, most of them
are positioning it as a technology thing rather than an IT What is VCE?
organizational thing. My hope is that over the next few years
How should I IT vendors realize it's more about the IT organization
get started? transforming than the technology itself.
What are other
vendors doing?
My business
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

11. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all What about security? VMWare.
the terms:
Private, Public, Security in the cloud? Let me tell you one thing for sure: It is
Hybrid, etc. not a technology problem. We have the technologies, and in
many cases they're better than what we use in the physical What is VCE?
world today. We believe the challenge is maturity of process
How should I - the ability to have security organizations understand this
get started? new world, and the methodology required for securing their
new environment when the resources move back and forth. What are other
We've got hundreds of customers who are doing it today, so vendors doing?
we want to make sure the discussion stays focused where it
My business belongs: On the processes rather than the technology.
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

12. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all My IT funding model is all wrong for this VMWare.
the terms: approach.
Private, Public,
Hybrid, etc.
When we talk about clouds we're really talking about a
shared service. One of the things that frequently comes up is What is VCE?
the legacy funding model. Historically, business had a
How should I project, got some funding, picked out some toys, and
get started? handed them over to the IT guys. The IT organization says,
What are other
"The funding model has to change if I'm going to go do
vendors doing?
cloud." What I find interesting is that in other parts of the IT
My business landscape they're already using a shared funding model.
users want Networks, email, collaboration, other kinds of tools already
dedicated use a shared funding model. The funding models you need What about
business are already there. You just have to apply them to this new security?
assets that use case.
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

13. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all We’re not organized to do this. VMWare.
the terms:
Private, Public, Around about the second or third really serious cloud
Hybrid, etc. discussion, it dawns on IT leadership that you might not be
organized to go do this. The initial reaction is, "How do we What is VCE?
take this ginormous IT organization and incrementally move
How should I it forward one step at a time?" The better answer is, "How do
get started? you break off a smaller team that plays by different rules,
using different technologies, around different use cases, What are other
that can speed ahead?" The difference in these two vendors doing?
approaches means the difference between getting results in
My business quarters and months rather than years.
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

14. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all How is storage different in a private VMWare.
the terms:
Private, Public,
cloud?
Hybrid, etc.
Storage is different in a private cloud. It's built differently,
What is VCE?
it's operated differently and it's consumed differently. Built
differently: Pools of resources, automatic tiering, not a lot of
How should I hands-on. Operated differently: A lot of the traditional
get started? storage functions now show up elsewhere in the stack -
What are other
either for the virtualization admin or the converged vendors doing?
infrastructure admin. Consumed differently: Storage
My business resources are provided on-demand when the application
users want needs them - not provisioned ahead of time. Storage is very
dedicated different in the private cloud because it's built differently, What about
business operated differently, and consumed differently. security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

15. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all How does a private cloud fit into the VMWare.
the terms:
Private, Public,
whole “as a service” discussion?
Hybrid, etc.
There's a lot of chatter in the industry around IT as a service -
What is VCE?
infrastructure as a service, platform as a service, software as
a service, user experience as a service. What a private cloud
How should I allows an IT organization to do is tackle all of these at the
get started? same time - to be able to take any part of the it infrastructure
What are other
and deliver it as a service, whether they do that internally, or vendors doing?
using a compatible service provider. Private clouds enable IT
My business as a service.
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

16. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all What new skills and roles are needed? VMWare.
the terms:
Private, Public, If cloud is about built differently, operated differently,
Hybrid, etc. consumed differently, you don't have to get too far before
you realize entirely new skills and roles will be needed in the What is VCE?
IT organization. In general they don't tend to be the narrow
How should I silos - the technology experts of the past. They tend to be
get started? people who understand a little bit about a lot of things, and
can connect that in a process or an outcome. These new skill What are other
sets are very much in-demand in many IT organizations vendors doing?
today - something that we'll probably see for the next five
My business years.
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

17. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all What customers are doing this? VMWare.
the terms:
Private, Public, A couple of years ago it would be pretty unique to meet a
Hybrid, etc. customer who was pushing virtualization so hard that they
would get to a private cloud model. Now it's commonplace. What is VCE?
We find it in just about every geography, every vertical, every
How should I corner of the world, large companies, medium-sized
get started? companies, small companies. Everyone is starting to realize
there's a better way to do IT, and they've all started to make What are other
their steps along the way to their private cloud. vendors doing?
My business
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

18. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all Who can help me? VMWare.
the terms:
Private, Public, Most IT organizations realize they need some help in order
Hybrid, etc. to make the transition work. In addition to all the usual
suspects, there's now a new set of sources. In general, look What is VCE?
for consulting organizations that see this as more about
How should I processes and outcomes rather than just putting a bunch of
get started? new technology on the floor. At the end of the day,
technology really isn't the issue here, it's how we use it to What are other
achieve business results that people are after. vendors doing?
My business
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

19. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all My business users want dedicated IT VMWare.
the terms:
Private, Public,
assets that they own.
Hybrid, etc.
What do you do when a business unit demands to see their
What is VCE?
stuff - their servers, their storage, the stuff they paid for?
Well part of that's the funding model, but the other half is
How should I the ability for IT to train users to demand services, and not
get started? how they're implemented. We've been successful in other
What are other
areas of the technology landscape. I don't see a whole lot of vendors doing?
private, dedicated networks. I don't see a whole lot of
My business private, dedicated phone systems. I know the opportunity is
users want there. The successful IT organizations that I see work to
dedicated build trust over time, and I think that's what most of us are What about
business going to have to do. security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

20. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all How should I get started? VMWare.
the terms:
Private, Public, It's easy to get overwhelmed by all this cloud stuff. People
Hybrid, etc. ask, "Where do I get started?" The best advice I've seen is to
pick a use case that's not being met by the IT organization What is VCE?
today, be it application development, virtual desktops, data
How should I warehousing - some place where the existing approach is
get started? causing very cranky users. You're looking for an opportunity
to change all three things at the same time: How it's built, What are other
how it's operated, and how it's consumed. Pick a place to vendors doing?
start, and the rest is simply project management.
My business
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

21. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all I get lost in all the terms: Private, Public, VMWare.
the terms:
Private, Public,
Hybrid, etc.
Hybrid, etc.
Lots of jargon in the air when we're talking about clouds:
What is VCE?
Public, Private, Hybrid. What's going on here? I try to keep it
simple. A cloud basically has three attributes. It's built
How should I differently - pools of resources. It's operated differently -
get started? end-to-end services. And it tends to be consumed differently
What are other
- convenient for you, convenient for your end-users. If you're vendors doing?
in charge of your cloud, we call that a private cloud. If you
My business have given that control to somebody else, we call that a
users want public cloud. And if you can mix the two, we sometimes call
dedicated that a hybrid cloud. At the end of the day, a cloud is a cloud What about
business is a cloud. security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?

22. Why should I do What makes a Why all the What about my
How do you sell
this with VMWare, private cloud interest in cloud legacy
this business?
Cisco & EMC? private? these days? environment?
What is a My software
vBlock? vendors don’t
support
virtualization or
I get lost in all What is a vBlock? VMWare.
the terms:
Private, Public, Everyone is intrigued by this vBlock thing. What is it? Pre-
Hybrid, etc. integrated infrastructure - servers, storage, virtualization,
management - everything you need for a private cloud model, What is VCE?
ready to go, out of the box. Where it fits in is with IT
How should I organizations that are in a hurry. They understand they need
get started? to get to a private cloud model, they don't have a lot of time,
and they don't have a cycles to spare. Put a vBlock on the What are other
floor and you're off the races. It shifts the focus from vendors doing?
building technology to using it, and that's what cloud's all
My business about.
users want
dedicated What about
business security?
assets that
they own.
My IT funding
model is all wrong
Who can help for this approach.
me?
How does a private cloud How is storage
What customers What new skills and We’re not organized
fit into the whole “as a different in a
are doing this? roles are needed? to do this.
service” discussion? private cloud?