Presentation cloud services

1© Copyright 2010 EMC Corporation. All rights reserved.
Cloud Services
Grant Mufford
vSpecialist, Africa
EMC Corporation

Durham Datacenter

The Cloud Model
Security

Which Industries adopt Cloud
Financial
Services
21%
Manufacturing
19%
Comm&
High Tech
16%
Government
15%
Retail/Whole
10%
Healthcare 5%
Energy 5%
Transportation
4%
M&E3%
Others
2%
2011 Cloud Services Spending
by Industry
EMC Dedicated Industry Sales
and Solutions Practices
• Financial Services
• Telecom, Media & Entertainment
• Public Sector / Government
• Healthcare
• Energy (Oil & Gas, Utilities)
Dedicated industry expertise in over
65% of the Cloud Services Market
(in addition to significant enterprise/
horizontal experience across all verticals)
Source: Gartner 2010

Service Provider Offerings
28
20
13 13
10
9
6
5
3
2 2
1
0
5
10
15
20
25
30

6© Copyright 2010 EMC Corporation. All rights reserved. 4
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
Trust concerns
suggest public
cloud for these
workloads
Trust dictates
private cloud
Trust Assessment
Suitable public
cloud offer
exists for these
workloads
Suitable public
cloud offer
doesn‟t exist
Functionality
Assessment
Synchronous
Comms (VOIP)
CRM, ERP,
SCM
Apps
Content
Distribution
Information
Systems Mgmnt
Transaction
Management
HR, HIS Apps
Health, Medical
..
.
Economics
favor public
cloud for these
workloads
Economics
favor private
cloud
Economic Evaluation
Economics
dictate legacy
architecture
Asynchronous
Comms (Email)

8© Copyright 2010 EMC Corporation. All rights reserved. 7© Copyright 2010 EMC Corporation. All rights reserved.
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
• 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
Magic Quadrant for Cloud Infrastructure as a Service and Web Hosting
Source: Gartner (December 2010)
4 of 5 cloud providers in Leader‟s
quadrant are VMware-based!

Hybrid Technologies
Security And Compliance
Policy-Driven Management
Integrated Data Mobility
The New EMC Portfolio
Backup And Archiving
Speed, Deduplication, VMware Integration
Transactional Storage
VMware Integration, Simplicity, Efficiency,
Scalability, Availability
End-User Choice With IT Control
Big Data
Analytics
Structured &
Unstructured
Massive Scalability
Enterprise Applications
Big Data Storage
Linear Scalability, Operational Simplicity,
Geographic Distribution, File And Object
Big Data Applications

Hybrid Technologies
Security And Compliance
Policy-Driven Management
Integrated Data Mobility Big Data Storage
Linear Scalability, Operational Simplicity,
Geographic Distribution, File And Object
Backup And Archiving
Speed, Deduplication, VMware Integration
Transactional Storage
VMware Integration, Simplicity, Efficiency,
Scalability, Availability
Virtual Desktop Infrastructure: End-User Choice With IT
Control
Big Data
Analytics
Structured &
Unstructured
Massive Scalability
Isilon AtmosVNX VMAX
Data Domain, Avamar, Networker
Ionix
VPLEX
vShield
vCloud
Director
Greenplum
View
Cloud
FoundryvSphere
vFabric
Cloud
FoundryvSphere
vFabric
Enterprise Applications Big Data Applications
The New EMC Portfolio

Journey To The Cloud
IT-as-a-Service
Improve Agility
IT Production
Lower Costs
Business Production
Improve Quality of Service
Platinum
Gold
Phase 3
Run IT As A Business
Phase 1
IT Owned Apps
Phase 2
Mission Critical Apps
% Virtualized
15%
30%
40%
75%
100%
86%
IT Budget Reduction
CAPEX Savings
IT Budget Shift
Strategic Benefits
No IT Budget
Owned by Business

Pure
Public
Cloud
80
Pure
Private
Cloud
82
Legacy IT
100
Non x86
Telecom
Facilities and Fabric
Hardware
Software
Internal
Services
IT Services
Cloud Services
Hybrid
Cloud
76
1. Benefits beyond IT spend reduction were not quantified
Annual total IT spend
(100=Total IT spend with all on-premise infrastructure)
Source: McKinsey and EMC Consulting analysis
Hybrid Cloud Offers a Compelling Economic Case
• Hybrid cloud offers customers lower IT
spend than either pure public or pure
private cloud
– Virtualization and consolidation lowers spend on
infrastructure, energy, and services
– Optimized workload sourcing based on
economics, trust, and feasibility
– Optimized provisioning using public cloud for
“burst” and in-house capacity for day-to-day
demand
– Higher productivity in application development
and maintenance with standardized frameworks
and rationalized applications portfolio
• Hybrid cloud benefits also include higher
business productivity and agility1
– Faster and more efficient development and
deployment of new products and services
– Lower cost to experiment with new products or
operating processes

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
Virtualization
Connection
Servers
Mgmt &
Security
Virtual Desktops

A Closer Look: Unified Computing
Unified Computing
Extended Memory
Scale Out
Unified Fabric
Fabric Extender
Virtualized Adapter
Service profiles
Virtual switch
(Nexus 1000V)

EMC VNX – 70+ integration points to VMware
Accurate Metrics
Virtual server
administrator
Storage
administrator
VAAI* offload
vCenter Server
integration
Unisphere
Less net I/O
More VMs
Faster response
10X Manage storage and VM
resources in unison
Control offload functions and
integrated replication
Manage storage and VM
resources in unison
Control offload functions
and integrated replication
* VAAI = VMware vStorage
APIs for Array Integration

Unified Infrastructure Manager – Service Based
Unified Vblock Management
Ionix Unified Infrastructure Manager
Consolidated
topology,
events, and
services
Unified
provisioning,
configuration,
and change
IT Infrastructure Service Catalog
Configuration
compliance
analysis
Cross-domain context and deep visibility
Manages one or more Vblocks
Provisioning
Policy-based
management
Operations
VM operational
awareness
UCS ManagerUCS Manager
EMC Symmetrix
Management
Console
Cisco MDS,
Nexus
EMC
Unisphere
UCS ManagerUCS ManagerCisco
UCS Manager
Manages one or more Vblocks
vCenter, vCloud (or other) portals
Provisioning and
synchronization
Enterprise Management
Platforms
Configuration, compliance,
and fault events

Benefits
Simplified
support process
 Cross-trained technical teams
 Experts with the deep expertise in
virtualization, networking, computing, and
storage to resolve technical problems
 Interoperability testing and troubleshooting
Reduced time
to resolution
Lower impact
on business
operations
 Labs with equipment and software from all
three companies to help replicate and
resolve problems
Increased
solution
availability,
reliability, and
productivity
 Single point of contact to cross-company,
cross-product support experts
 Collaborative support process across all
three companies
 Sophisticated tools to speed collaboration
(Cisco TelePresence™, Cisco WebEx™)
VMware
Customer/Partner
VCE
EMC Field
Services
Cisco Field
Services
EMCCisco
VMware
Professional
Services
Seamless Support Experience
Structure

Performance/ Scale
Vblock 300
Scalable Cloud
Storage – VNX
Smaller Base Configurations
Chassis Activation Kits
RAID and DAE Packs
Vblock 0
Entry Level
Storage - Celerra
Vblock 1/1U
Scalable
Storage 1 – CLARiiON
Storage 1u – Celerra
Vblock 2
Large-scale, Public,
Private & Hybrid
Storage - Symmetrix
Capability
10‟s 100‟s 1,000‟s 10,000‟s
VBLOCK PLATFORM SERIES
Vblock 700
Large Scale
Storage – Symmetrix VMAX

vCloud Director – Service Based

Service
Invocation
Enterprise
(Macro)
Orchestration
Embedded
(Micro)
Orchestration
Service Desk
ITO Self-
Service Portal
Customer
Portal
3rd Party ITSM
Application
External
Orchestrations
Standard APIs (Web Services, RESTful web APIs, etc.)
EMC Ionix IT Orchestrator
Server
Provisioning
Policies
Workload
Management
Policy
Disaster
Recovery
Policies
Closed-loop
Change
Management
Automated
Fault
Remediation
Other Policies:
(Adv, Power
Management,
etc.)
EMC Ionix IT Orchestrator Adapters (Provides Abstracted View of IT Infrastructure)
Physical
Environment
EMC Ionix UIM on
VBLOCK
Virtual
Environment
ITIL Service
Support Apps
VMware vSphere
VMware vCloud
Director
EMC Ionix ITOI
EMC Ionix SM
EMC Ionix CM
Governance
and Security
EMC Back-up & Recovery
EMC Cloud Service Delivery Platform

VM is created
SM Change Request
is created and
approved
Self-Service
Portal
Customer logs into the
port and enters IT
service request
for a server
1
UIM Approved UIM service
offerings displayed in
portal based on customer
permissions and user role
UIM Service
Offerings
2
4
vBlock is
provisioned
5
Provisioning
Request is created
3
vBlock
CI is created in the SM
CMDB and the Change
Request is closed
vBlock
Accelerator
Service
Desk & CMDB
6VMware
vCenter
7
Automated Orchestration of VBLOCK infrastructure

Contract/Lease Duration
Vblock
50%
Configuration
Capacity
Capacity/Price
6 12 18
24
3630
Vblock
100%
Configuration
Capacity
Vblock
80%
Configuration
Capacity
Vblock
60%
Configuration
Capacity
24
Vblock
100%
Configuration
Capacity
Vblock
100%
Configuration
Capacity
Baseline
Pay As
You
Grow
Initial Base Line
Configuration
Incremental
„Hot Scalable‟
Increases to
Configuration
DECISION POINT
Either: Upgrade to next Vblock
configuration with a new 3 year
contract
Or: Configuration remains
unchanged for remainder of
contract
vScale Financing – Scalable & Elastic

vmware vShield – Multi Tennancy

vmware vShield App with DLP

Security : From Physical To Logical
Physical Data Center
Application
Anti-Virus
Firewall
Application
Anti-Virus
Application
Anti-Virus
Application
Anti-Virus
DLP
Virtual Data Center
VM VM VM
Logical Application
Virtualization Platform
Policy
Anti-Virus
Firewall
DLP
Apply Policy To Zones.
Edge. App. Endpoint.

Security
Management
Visibility
Intelligence
Governance,
Risk &
Compliance
The New Security Stack
Virtual Data Center
VM VM VM
Logical Application
Virtualization Platform
Policy
Cloud
Trust Authority
Infrastructure
Anti-Virus
Firewall
Information
DLP
Anti-Spam
Identity
VPN
Access
Information
Anti-Spam
DLP
Identity
VPN
SecurID
Security
Management
NetWitness
EnVision
Archer eGRC
Cloud
Trust Authority

34
Backend infrastructure
Administrative tools and
workflow
Data repository integration
Scalable, reliable real-time
performance
Market-leading one time password
Tokens, USBs, smart cards, on
PDAs, on cell phones
Digital certificate and smart chip-based solutions
Information Security Services
Trusted Identity
The Security Division of EMC
RSA
enVision

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
15%
30%
50%
85%
IT PRODUCTION BUSINESS PRODUCTION IT AS A SERVICE
95%
Phase 1 Phase 2 Phase 3
GoldPlatinum
Percent
Virtualized

Some examples of the work we do
Gate 2
Agree YourIM
resources for
Design Phase
(3.1)
Business Service
Classification
(3.2)
Select EP Service
Components and
Options
(3.3)
EP Rapid Service
Classification Tool
Business
Classification
Level
EP design rules
EP Service
Catalogue
Estimate high-
level costs
(3.4)
EP Cost
Estimating Tool
EP Cost
Models
FAM
EP High-level cost
estimates
Communicate
project pipeline
update to S&O
(3.5)
EP High-level cost
estimates
Assess available
EP resource
capacity
(3.6)
EP Capacity
Reports
EP License
Record
Indexes
EP
Resource
capacity
available?
A
YES
Initiative to
expand
capacity
(3.7)
NO
EP
Capacity
Database
Business
Classification
Level
VDC Management Framework and Runbooks Service Catalogue
Design & Provisioning Processes
Cost model and rapid classification tools

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

Environment SolutionRequirements
USE CASE 2 Back up services
Outsource
Compliant
Archive
Outsource
Back-up
Outsource
Back-up dense
Virtual environment
Remote
PCs & servers
Remote
PCs & servers
PC & Phone
Back-up
Exchange
SAP file
Networker
Convault
TSM
Oracle
Email
Source
One
Data
Domain
Atmos +
App
Mozy
Avamar
DPA
Production
IT
Remote
Office
SMB
Consumer
Email
SAP File

• 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 Service Provider Partner Program

EMC Velocity Service Provider Program
Benefits
EducatePlan
Bronze Silver Gold Platinum
Service Provider Compensation
Model for EMC Field
  1
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
Planning
  
Business Enablement Resources  
EMC Executive Sponsor 
Access to EMC Sales and Technical
Training
   
PowerLink Partner Portal Access    
MarketandSell
1 Platinum 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
Market Focus Areas 3 2 4
Geographic Sales Reach 4 Global
EMC Alliance Manager   
Training
Execute on a mutually
agreed upon 6 month
training plan built by
EMC Education
Services consultant
Execute on a
mutually agreed
upon 6 month
EMC Education
Services consultant
Execute on a
mutually agreed
upon 6 month
EMC Education
Services consultant
Execute on a
mutually agreed
upon 6 month
EMC Education
Services consultant
VMware Investment 5 vCloud Powered
EMC-based service offerings 1 2 3
Revenue commitment
Per annual
partner
investment plan
Per annual
partner
investment plan
Per annual
partner
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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