Cloud Services Overview

Cloud Services

Grant Mufford
vSpecialist, Africa
EMC Corporation

© Copyright 2010 EMC Corporation. All rights reserved. 1

Durham Datacenter


The Cloud Model

Security


Which Industries adopt Cloud

2011 Cloud Services Spending EMC Dedicated Industry Sales
by Industry and Solutions Practices
M&E 3%
Others
• Financial Services
Transportation
4%
2% • Telecom, Media & Entertainment
Energy 5%
• Public Sector / Government
Healthcare 5% Financial
Services
• Healthcare
21% • Energy (Oil & Gas, Utilities)
Retail/Whole
10% Manufacturing
19% Dedicated industry expertise in over
Government
15% 65% of the Cloud Services Market
Comm &
High Tech (in addition to significant enterprise/
16% horizontal experience across all verticals)

Source: Gartner 2010

Service Provider Offerings
30
28

25

20
20

15
13 13

10
10 9

6
5
5
3
2 2
1
0


What do we know about the East African Corporate Market?

Service/Solution % of Respondents Requiring the Service

Disaster Recovery Service 72%
Information Storage 31%
Virtual Data Centre 46%
Managed Information Security Service 49%
Managed Backup and Recovery 54%
Hosted Application Service 33%
Archiving Services 51%
Digital Content Management Service 54%
Managed Video Surveillance Services 44%
Information Protection Advisory Services 31%


The Cloud Workload Filter
Must satisfy economic, trust, and functionality requirements
Functionality
Economic Evaluation Trust Assessment
Assessment

Asynchronous
Suitable public
Comms (Email)
cloud offer
Trust concerns exists for these
Synchronous
Comms (VOIP) suggest public workloads
Economics cloud for these
CRM, ERP,
SCM favor public workloads
Apps cloud for these Suitable public
workloads cloud offer
Content doesn‟t exist
Distribution

Information Trust dictates
Systems Mgmnt private cloud
Transaction
Management Economics
favor private
.
..

cloud

Economics
HR, HIS Apps
Health, Medical dictate legacy
architecture


EMC Enabled Cloud Offerings


40+ Signed EMC-powered SPs

Public/Hybrid
Cloud


Colt - Backup-aaS and Storage-aaS


VMware Based IaaS Providers Lead Public Cloud Market
Magic Quadrant for Cloud Infrastructure as a Service and Web Hosting

4 of 5 cloud providers in Leader‟s
quadrant are VMware-based!

• Rackspace also has a large amount of
vSphere hosting

• Amazon accepts no liability
• http://aws.amazon.com/terms/
• “AS IS” and “AS Available”
• At your sole risk

Source: Gartner (December 2010)


The New EMC Portfolio
End-User Choice With IT Control

Enterprise Applications Big Data Applications

Big Data
Analytics
Structured &
Unstructured
Massive Scalability

Hybrid Technologies
Security And Compliance
Policy-Driven Management
Transactional Storage Integrated Data Mobility Big Data Storage
VMware Integration, Simplicity, Efficiency, Linear Scalability, Operational Simplicity,
Scalability, Availability Geographic Distribution, File And Object

Backup And Archiving
Speed, Deduplication, VMware Integration


The New EMC Portfolio
Virtual Desktop Infrastructure: End-User Choice With IT
View
Control

Enterprise Applications Big Data Applications

Greenplum
Big Data
Analytics
Structured &
Unstructured
Massive Scalability

vFabric vFabric
Cloud vCloud Cloud
vShield Director
vSphere Foundry Hybrid Technologies vSphere Foundry

Security And Compliance
Ionix
Policy-Driven Management
Transactional Storage Big Data Storage
VNX VMAX Integrated Data Mobility Linear Scalability, OperationalAtmos
VMware Integration, Simplicity, Efficiency, Isilon Simplicity,
Scalability, Availability VPLEX Geographic Distribution, File And Object

Data Domain,And VMwareNetworker
Backup Avamar,
Speed, Deduplication,
Archiving
Integration


Journey To The Cloud

IT Production Business Production IT-as-a-Service
Lower Costs Improve Quality of Service Improve Agility

100%
% Virtualized IT Budget Shift
86%
Strategic Benefits
75% No IT Budget
IT Budget Reduction
CAPEX Savings Owned by Business
40%
Platinum
30% Gold

15%

Phase 1 Phase 2 Phase 3
IT Owned Apps Mission Critical Apps Run IT As A Business


Hybrid Cloud Offers a Compelling Economic Case

Annual total IT spend • Hybrid cloud offers customers lower IT
(100=Total IT spend with all on-premise infrastructure) spend than either pure public or pure
100 private cloud
Cloud Services
– Virtualization and consolidation lowers spend on
82
infrastructure, energy, and services
IT Services 80
76 – Optimized workload sourcing based on
economics, trust, and feasibility
– Optimized provisioning using public cloud for
Internal “burst” and in-house capacity for day-to-day
Services demand
Software – Higher productivity in application development
Hardware and maintenance with standardized frameworks
and rationalized applications portfolio
Facilities and Fabric

Telecom • Hybrid cloud benefits also include higher
Non x86 business productivity and agility1
– Faster and more efficient development and
Legacy IT Pure Pure Hybrid deployment of new products and services
Private Public Cloud
Cloud Cloud – Lower cost to experiment with new products or
operating processes
1. Benefits beyond IT spend reduction were not quantified
Source: McKinsey and EMC Consulting analysis


Would you buy a car like this?.....


…..or like this?


Does you DC look like this?


Factory Built Vblock infrastructure
• Pre-Integrated
– Market & technology leaders
Cisco, EMC, and VMware
best-of-breed technologies
• Pre-Architected
– Take the guesswork out of
architecting
• Pre-Tested
– Save weeks of validation
testing so you can get out of
the lab and into production
• Predictable


A Closer Look: Virtualization
Connection Mgmt & Virtual Desktops
Servers Security

Virtualization


A Closer Look: Unified Computing
Virtual switch
(Nexus 1000V)
Unified Fabric

Fabric Extender

Virtualized Adapter

Scale Out

Service profiles

Extended Memory

Unified Computing


EMC VNX – 70+ integration points to VMware
Accurate Metrics

VAAI* offload
Storage Unisphere vCenter Server Virtual server
administrator Less net I/O integration administrator
Manage storage and VM
10X More VMs
Faster response Manage storage and VM
resources in unison resources in unison
Control offload functions Control offload functions and
and integrated replication integrated replication

* VAAI = VMware vStorage
APIs for Array Integration


Unified Infrastructure Manager – Service Based
Enterprise Management
vCenter, vCloud (or other) portals
Platforms
Provisioning and Configuration, compliance,
synchronization and fault events

Unified Vblock Management
Ionix Unified Infrastructure Manager
Provisioning Operations

IT Infrastructure Service Catalog

Cross-domain context and deep visibility

Unified Consolidated
Configuration
Policy-based provisioning, topology, VM operational
compliance
management configuration, events, and awareness
analysis
and change services
Manages one or more Vblocks

UCS Manager EMC Symmetrix
UCS Manager
UCS Cisco
Manager Cisco MDS, EMC UCS Manager
Management
UCS Manager Nexus Unisphere
Console
Manages one or more Vblocks


Seamless Support Experience
Benefits Structure
Simplified  Single point of contact to cross-company,
support process cross-product support experts
 Collaborative support process across all Customer/Partner
three companies
 Sophisticated tools to speed collaboration
(Cisco TelePresence™, Cisco WebEx™)

Reduced time  Cross-trained technical teams
to resolution VCE
 Experts with the deep expertise in
virtualization, networking, computing, and
storage to resolve technical problems

Cisco VMware EMC
Lower impact  Interoperability testing and troubleshooting
on business
operations

VMware
 Labs with equipment and software from all
Cisco Field EMC Field
Increased Professional
three companies to help replicate and Services Services
solution Services
availability, resolve problems
reliability, and
productivity


VBLOCK PLATFORM SERIES

Vblock 700
Vblock 2
Large Scale
Vblock 300 Large-scale, Public,
Storage – Symmetrix VMAX
Scalable Cloud Private & Hybrid
Capability

Storage – VNX Storage - Symmetrix
Vblock 1/1U
Scalable
Smaller Base Configurations
Storage 1 – CLARiiON
Chassis Activation Kits Storage 1u – Celerra
RAID and DAE Packs
Vblock 0
Entry Level
Storage - Celerra

10‟s 100‟s 1,000‟s 10,000‟s
Performance/ Scale

vCloud Director – Service Based


EMC Cloud Service Delivery Platform
Service Desk

ITO Self- Customer 3rd Party ITSM External Service
Service Portal Portal Application Orchestrations Invocation

Standard APIs (Web Services, RESTful web APIs, etc.)

EMC Ionix IT Orchestrator

Server Workload Disaster Closed-loop Automated Other Policies:
Provisioning Management Recovery Change Fault (Adv, Power Enterprise
Management, (Macro)
Policies Policy Policies Management Remediation etc.)
Orchestration

Governance
and Security EMC Ionix IT Orchestrator Adapters (Provides Abstracted View of IT Infrastructure)

Physical Virtual ITIL Service
Environment Environment Support Apps
EMC Ionix UIM on VMware vSphere EMC Ionix ITOI
VBLOCK Embedded
VMware vCloud EMC Ionix SM
(Micro)
Director EMC Ionix CM Orchestration

EMC Back-up & Recovery


Automated Orchestration of VBLOCK infrastructure

1 3
Provisioning
Customer logs into the
port and enters IT
Request is created 4
service request SM Change Request
Self-Service is created and
for a server vBlock
Portal approved
Accelerator

Service 7
Desk & CMDB
CI is created in the SM
CMDB and the Change
Request is closed
UIM Service
Offerings
VMware 6
vCenter VM is created
2
UIM Approved UIM service
offerings displayed in 5
portal based on customer vBlock is
permissions and user role provisioned
vBlock


vScale Financing – Scalable & Elastic

Incremental DECISION POINT
„Hot Scalable‟
Increases to Either: Upgrade to next Vblock
Configuration configuration with a new 3 year
contract

Initial Base Line Or: Configuration remains
Capacity/Price

Configuration unchanged for remainder of
contract

Pay As
You
Vblock Vblock Vblock Grow
Vblock 100% 100% 100%
Vblock 80% Configuration Configuration Configuration Baseline
Vblock Configuration Capacity Capacity Capacity
60%
50% Configuration Capacity
Configuration Capacity
Capacity 24

6 12 18 24 30 36

Contract/Lease Duration

vmware vShield – Multi Tennancy


vmware vShield App with DLP


Security : From Physical To Logical
Physical Data Center

Virtual Data Center
Anti-Virus
Application Application Policy
Logical Application
Anti-Virus Firewall
Anti-Virus

VM VM VM DLP

Application Application

Anti-Virus Virtualization Platform
Anti-Virus

DLP Apply Policy To Zones.
Edge. App. Endpoint.
Firewall


The New Security Stack
Governance,
Archer eGRC
Risk &
Virtual Data Center Compliance

Infrastructure
Anti-Virus

Logical Application
Firewall

VM VM VM Cloud
DLP
DLP

Information
Security Trust Authority

Policy Management
Anti-Spam

EnVision
Intelligence
VPN

Identity
Virtualization Platform
SecurID Visibility
Access NetWitness


Information Security Services
The Security Division of EMC

Backend infrastructure
Administrative tools and
Market-leading one time password
workflow

Tokens, USBs, smart cards, on Data repository integration
PDAs, on cell phones Scalable, reliable real-time
performance

Trusted Identity
RSA
enVision
Digital certificate and smart chip-based solutions

34


vCloud Connector - Trust


Cloud Provider Validation


vCenter Chargeback - Metered


Your Cloud Journey
EMC Consulting will simplify your journey

• 2000+ associates worldwide, supplemented by 12,000 EMC
Global Services professionals
• Thousands of engagements delivered to global Fortune
1000 companies
• Comprehensive Cloud Offering
– Cloud Readiness Workshops
– Cloud Advisory Service with Optimizer
IT PRODUCTION BUSINESS PRODUCTION IT AS A SERVICE

95%
85%

50%

30%
Platinum Gold

15%
Percent
Virtualized

Phase 1 Phase 2 Phase 3


Some examples of the work we do
VDC Management Framework and Runbooks Service Catalogue

Cost model and rapid classification tools

Design & Provisioning Processes
Business
Classification
EP License
Level
Record EP
Indexes Capacity
Database
Gate 2 EP Service EP Capacity
EP Cost Reports
Catalogue
Models

EP Rapid Service EP design rules EP Cost EP High-level cost
Classification Tool Estimating Tool estimates

A
YES

Agree YourIM Select EP Service Communicate Assess available EP
Business Service Estimate high-
resources for Components and project pipeline EP resource Resource
Classification level costs
Design Phase Options update to S&O capacity capacity
(3.2) (3.4)
(3.1) (3.3) (3.5) (3.6) available?

NO
Business
Classification
Level Initiative to
EP High-level cost
FAM expand
estimates
capacity
(3.7)


www.EMC.com/emcit

EMC IT Journey to the Private Cloud:
A Practitioner's Guide
http://www.emc.com/collateral/software/white-papers/h7298-it-journey-private-cloud-wp.pdf


THANK YOU


USE CASE 2 Back up services
Requirements Environment Solution

Outsource Exchange Source
Email
Compliant SAP file One
SAP File
Archive
Networker
Convault
Outsource TSM
Back-up Oracle
Production Email
IT
Outsource Data
Back-up dense Domain
Virtual environment

Remote Remote Avamar
Office PCs & servers DPA

Remote
SMB
PCs & servers
Atmos +
App
Mozy
PC & Phone
Consumer
Back-up


EMC Service Provider Partner Program
• Long term structured collaboration
– Programmatic Tier Driven Investment&Incentive Model
– Regulates a missing “hosted service “ model in existing EMC
engagement programs
– CXO‟s perception shift of EMC from „critical‟ to strategic‟ and from good
„product vendor‟ to „key business partner “

• The program is build on three main pillars:
– Educate: access to EMC training, Sales Enablement
– Plan: develop joint services and GTM plans
– Market and sell: sales incentive programs, joint market
development, access to account team
• Demonstrates EMC‟s commitment to Service Providers


EMC Velocity Service Provider Program
Benefits
Bronze Silver Gold Platinum
Service Provider Compensation
Model for EMC Field
  1
Market and Sell

Preferred Service Provider Status to
EMC VARs
  

Market Development Funds 2 1,2
Public Relations Support    1
Partner Program Logo    
EMC Global Financial Services    
Access to EMC Technical Support    

Access to Product Management  

Account Management and Joint Sales
Plan

Planning
  

Business Enablement Resources  
EMC Executive Sponsor 
Educate

Access to EMC Sales and Technical
Training
   

PowerLink Partner Portal Access    
1Platinum partners earn higher level of benefit.
2 Funding is
pooled and available based on an EMC-
approved marketing proposal.

EMC Velocity Service Provider Program
Requirements
Bronze Silver Gold Platinum
Signed Partner Agreement    
Monthly Point-of-Sale Reporting    
Annual Investment Plan   
Vertical Industry, Application, or
2 4
Market Focus Areas 3
Geographic Sales Reach 4 Global

EMC Alliance Manager   
Execute on a Execute on a Execute on a
Execute on a mutually
mutually agreed mutually agreed mutually agreed
agreed upon 6 month
upon 6 month upon 6 month upon 6 month
Training training plan built by
training plan built by training plan built by training plan built by
EMC Education
EMC Education EMC Education EMC Education
Services consultant
Services consultant Services consultant Services consultant

VMware Investment 5 vCloud Powered

EMC-based service offerings 1 2 3

Per annual Per annual Per annual
Revenue commitment partner partner partner
investment plan investment plan investment plan
3 Vertical industry, application, or market focus areas are measured by 1) a publicly-stated strategy, 2)
minimum of two customer accounts in each area, and 3) verifiable revenue streams in each focus area.
4 Measured by the ability to sell EMC-based services in a minimum of two of the following three geographic
regions: Americas, Europe/Middle East/Africa, and Asia/Pacific/Japan.
5 Platinum partners are required to be designated as VMware vCloud powered Service Providers by VMware.


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