SoftLayer offers cloud solutions with a focus on performance, flexibility, and customer control through customizable servers and a unified management platform. The company addresses modern challenges such as data security and IT reskilling while providing predictable billing and comprehensive network services across 27 global data centers. It aims to support businesses in adapting to evolving technology needs without the risks associated with maintaining in-house infrastructure.

1. The SoftLayer Value Proposition
Performance
Simplicity
Flexibility
Control
Avinaba Basu
Cloud Solutions Specialist
IBM Digital Sales - SoftLayer
6th July 2015

2. Challenges of the New Age
1. Data Security
2. Reskilling IT Professionals
3. Governance – Enterprise-wide platform
4. PnP solutions and an Exit Strategy
2
1. Longterm Financial Predictability
2. Cost effective
3. Capex to Opex
4. Faster GTM
Outcomes of the New Era

3. Elevator Pitch
1. SoftLayer distinguishes itself with
• Superior performance
• Maximum flexibility, and
• Extensive customer control
2. To match your workload or compliance requirements, we
can deliver
• Customizable bare metal servers within a few hours, or
• Virtual servers in a matter of minutes
3. Our customizable servers are connected through a
secure global private network and managed through a
single control portal.
4. All of this is available over a unified platform and without
a long term contract.
We can tie each
product, service or
solution back to our
values: performance,
flexibility and control.
!

4. Performance and flexibility
4
• Configure, provision and de-provision in real time, from a common
interface (IMS portal) three types of servers:
1. Bare metal (single-tenant servers) – 2-4 hrs
2. Private Cloud (virtualized, single-tenant servers)
3. Public Cloud (virtual machines, multi-tenant servers) – 20-40 min
• Common, integrated architecture across all three types
• Select the data center (PoD) in which to provision each server
• Manage everything centrally, consolidated in a single pane of glass
Private Cloud Public CloudBare Metal

5. Full control - in your hands
• SoftLayer API provides 3000 function calls to 200+ services
• Supports REST, SOAP & XML-RPC interfaces
• Enables full auto-scaling implementations
• Improves customer control, reduces error, increases
flexibility
• Comprehensive documentation, libraries and support
Functions include:
• Automatic server deployment
• Service provisioning
• Reboots & reloads
• Ticketing
• Hardware configuration
• Software load
• DNS
• Network
• Storage
• Security scans
• Monitoring
In addition to
our standard
API, we offer
unique APIs to
our Object
Storage and
Message Queue
services.
!

6. • High-performance public network with transit from multiple tier-1 carriers
• Secure OOB management via VPN
• Private network for intra-application and inter-facility communications,
access to shared services
• Native IPv6 support
• Virtual racks for integrated management
• Complete suite of network services
Triple-network architecture
6
Private network is
unmetered across our
entire global footprint.!

7. Global FootPrint – Data Centers & POPs
We are the ONLY Cloud
provider in the world
with a global Internet
backbone.
INDIAINDIA
CHINACHINA
TokyoTokyo
Hong KongHong Kong
SingaporeSingapore
MelbourneMelbourne
SeattleSeattle
San JoseSan Jose
Los AngelesLos Angeles
Mexico CityMexico City
DenverDenver
ChicagoChicago
DallasDallas
HoustonHouston
TorontoToronto
MontrealMontreal
BRAZILBRAZIL
New York CityNew York City
Washington D.C.Washington D.C.
MiamiMiami
LondonLondon FrankfurtFrankfurt
AmsterdamAmsterdam
ParisParis
SydneySydney
AtlantaAtlanta
DATA CENTER & NETWORK POINT OF PRESENCEDATA CENTER & NETWORK POINT OF PRESENCE
NETWORK POINT OF PRESENCENETWORK POINT OF PRESENCE
!
MilanMilan

8. Global FootPrint - Details
8
• Global network of 27 Data Centers around the world, across multiple
geographies:
1. Chennai, India is the newest Data Center, in Asia
2. Dallas, USA has the highest concentration of DCs
3. Sao Paolo, Brazil is also a recently launched DC
• Common, integrated architecture across all DCs
• Network POPs available to take up the data transfer in-between DCs
• One single Global Backbone Network, of 10TBps, to allow seamless
data flow across regions. Also, DC-to-DC data transfer is not billed at all.

9. 78GB@$0.12/GB
per month1
~7% of
contract2
Standard Medium
2 Compute Units,
3.75GB RAM,
410GB storage
CentOS
6 64bit
2 core – 4GB
RAM 400GB
storage
103
102
Effective pricexx
Support and bandwidth are
included in SoftLayer base price
Key takeaways:
• Competitors may
appear to have
lower prices, but in
reality you can end
up paying the
same or more
• SL’s price includes
many features that
customers are
otherwise forced
to pay extra for
• Including
substantial
bandwidth in our
price allows
customers to
predict billing
totals
6988
102
SL’s Price Transparency makes it easy for
customers to know what they are getting
CONTROL: PREDICTABLE BILLING
List price Bandwidth Support
SOURCE: SoftLayer
1 Based on observed average customer bandwidth consumption for comparable configurations
2 Actual cost may range from 7-10% of total contract
Commodity
Cloud
Competitor

10. Customers must take a Holistic View when
comparing On-Premise vs. Softlayer
Facilities2
Hardware
purchases
& refresh
Software
Staff/labor
10-15%
25-40%
35-40%
15-20%
Other1 4-6%
Storage
(~12%)
Servers
(~15%)
1Other” includes Connectivity/Bandwidth), Business Continuity & Disaster Recovery, each 2-3% of total
2 Facilities includes facility costs (rent/depreciation), power and cooling, and facilities maintenance
• Hardware represents less than one third of total
datacenter costs
• Server costs can represent only ~15% of total DC
costs, roughly half of total hardware costs
• Simply comparing the up-front costs of hardware
and software vs. the annualized cost of SL’s
infrastructure fails to incorporate the majority of
actual datacenter costs
Total annual costs
Network (~2%)
Hardware costs
• With in-house infrastructure, your company must build and maintain these
key internal capabilities:
– Product engineering to design server/network architecture
– Infrastructure support (e.g., break/fix, monitoring)
– Middleware monitoring (e.g., building automation & other tools)
– Datacenter security and general administration
SOURCE: Gartner, interviews with SoftLayer sales managers; McKinsey expert interviews
• You must look beyond the most visible datacenter cost items of hardware and facilities as they can only represent 35-55% of all-in
costs
• Datacenter support personnel / labor (e.g., infrastructure engineering, break/fix monitoring) can drive as much as ~40% of DC costs
Breakdown of in-house DC costs
% of total annual costs

11. SL vs. On-Premise and Colocation Options
Questions for
customers
Do you feel confident in
predicting where your
company will be in 3-5
years?
• Investing significant capital in an in-house DC requires a high level of confidence into the future
technology needs of your business
• Once this investment is made, there are large economic consequences for inaccurate forecasts (e.g., your
growth accelerates, your go-to-market strategy shifts, you launch a new web-based product)
• SoftLayer places fully adjustable and customizable infrastructure at your fingertips, without the
uncertainty and risk from the sunk-costs of a DC
Could you run your
current infrastructure
on servers purchased 3-
5 years ago?
• Once you make the significant up-front investment in an in-house DC you’re locked into the decisions
you make for multiple years
• With certainty, there will be new advances technology and you’ll be faced with the decision to invest in a
hardware refresh, or risk falling behind
• SoftLayer is perpetually on the cutting edge of technology developments, giving you access to the latest
generation of servers and letting you leverage our state-of-the-art redundant global network at a fraction
of what it would cost to build one yourself
What is the impact of
short term changes in
your resource needs?
• Your in-house DC infrastructure is fixed, and does not provide the flexibility to deal with spikes in
resource demand (e.g., new product launch) or necessary down-scaling (e.g., project termination)
• SoftLayer allows you to quickly scale up and down to meet demands with rapid server
provisioning and the ability to instantly burst onto cloud VM’s
• SoftLayer allows you to meet the shifting needs of your business with solutions across bare
metal, public and private cloud servers, all on one integrated platform
Where SoftLayer’s has an advantage
SoftLayer’s flexible, scalable, and customizable services provide a powerful platform for businesses
that want to remain agile and decrease the risk of future uncertainty

12. Social
Software as a Service Mobile & Communications
Marketing and Digital Media
EnterpriseHosting & Service Providers
Games and Entertainment
Platform as a Service
Bump Voxer Instapaper Yelp
12
25,000 leading-edge customers

13. Client examples
Client Country Business Business Problem to be Addressed
The Loft
Group
Australia Creative
digital
agency
TLG traditionally designed and printed training manuals for the world’s largest cosmetics
and beauty companies. TLG have identified opportunities to transform its business model
and digitalize training materials for clients via an in-house developed learning SW platform.
Beltos Italia SAP service
provider
Beltos had a long term relationship with international printing company Pasqui, serving as
the application management service provider for its business-critical SAP environment.
When a production server in Pasqui’s SAP infrastructure failed, they turned to Beltos for a
more stable hosting solution. Beltos sought a cost effective cloud-based platform that would
improve the availability, performance and reliability of Pasqui’s SAP environment.
Look
Hunters
Colombia Fashion
retailer
To support its retail fashion website, Look Hunters needed a security-rich, high-
performance hosting infrastructure capable of easily and cost-effectively accommodating a
growing user base.
Cnetric Singapur eCommerce
business
solutions
provider
The company delivers collaborative e-commerce, business process management and
business analytics solutions incorporating a wide range of IBM technologies. To offer its e-
commerce solution to small to midsize businesses in the Asia-Pacific, Cnetric Enterprise
Solutions sought a scalable, cost-competitive cloud delivery platform.
Mirantis EE.UU. “Open
Source”
Cloud data
centers
Mirantis delivers all the technology, integration, training and support required for companies
to succeed with production-grade open source cloud. Building out an OpenStack cloud for
production workloads can take 4-12 weeks to design and provision, even for experienced
operators.
Bharat
Light/
Power
India Energy and
utilities
BLP builds, owns and operates renewable energy power plants to generate clean energy
through renewable sources namely wind; solar; bio mass and hydro. To help support its
growth, BLP needed a partner that could provide IT infrastructure that is flexible and
scalable with growing business demands.
Data Hotel Japon Managed
hosting
DataHotel provides a managed hosting services for the clients and as their applications go
global, DataHotel will host those applications across the world. DataHotel’s client base are
social, gaming, web hosting companies. They desire to be a global provider for Japanese
clients and expand to acquire international clients and help their clients go international with
their games and social applications.
13

14. Thank You!
14