This document discusses how SQL Azure can help businesses leverage cloud computing. It provides three examples of how businesses can use SQL Azure for success: 1) Innovating SaaS or web applications quickly at low cost, 2) Consolidating and virtualizing existing custom applications easily, and 3) Expanding packaged application offerings to the cloud to increase margins and reach new customers. SQL Azure allows businesses to focus on their core business instead of infrastructure and helps lower costs, shorten time to market, and increase scalability and geographical reach.

1. Agility in the New EconomyPartner opportunities Transform your business with SQL Azure

2. AgendaThis presentation is about taking advantage of the changing economy with SQL Azure. Our agenda is:Economic, business, and technology trendsHow to leverage SQL Azure for successWhy Microsoft?2

3. Business trends reshape technologyTechnology is becoming invisible3While the economy has faced gloom and doom….business is transforming in deeper ways…creating shifts in technology.Economic trendsBusiness trendsTechnology trendCustomers face shrinking budgets, reduction of operating costs and capital expenditures

4. Customers are focusing resources on core value-add activities vs. non-strategic

5. Technology is shifting from information technology to business technology

6. Customers face increased competition as businesses fight for wallet share

7. Customers are looking for agility to stay competitive as well as find ways to compete in new areas.

8. Technology becomes invisible, erasing infrastructure complexity and making innovation democratic

9. Customers are trying to do more with less resources.

10. Customers are leveraging existing strategic IP and technology to expand customer reach.

11. Globalization and “a-la-carte” consumption of IT provides opportunities for expansion“Technology will be invisible and completely embedded in the business ” Forrester: Three Mega Business Trends will Reshape the Tech Sector, November, 2008

12. Data management increasingly important in technology trends4Database-as-a-service explodes on the scene!Database-as-a-service trendData Management ChallengesDatabase costs grow as a percentage of total IT spend.

13. New database deployment is proliferating, creating management challenges.

14. Data integration becomes more complex , business data needs more demanding.

15. Database-as-a-service brings a low cost option.

16. Database-as-a-service eliminates capacity issues, backup, recovery, and upgrades.

17. Data-base-as-a-service allows database applications to be consumed as an “a-la-carte” point solution.“The cost of RDBMS software has increased by 18% or more per year in recent years, putting further pressure on enterprises to look for alternate solutions.” Database-as-a-service explodes on the scene, Forrester, Noel Yuhanna, July 31, 2008“By 2012, the dominant model for delivering technology to end-user companies will be through services.” Forrester: Three Mega Business Trends will Reshape the Tech Sector, November, 2008

18. Defining Cloud ComputingIn a cloud services model nearly everything can be converted to a “service.”“Forrester believes that this will be a game-changing, disruptive shift for some enterprise clients — and perhaps even the overall outsourcing industry” 1(1) Forrester: Market Overview Of Current Cloud Service Offerings From Global IT Providers, Paul Roehrig, June 9 2009Cloud is a game-changerForrester Definition1Cloud services are based on a level of standardization for technology componentsStandardized IT-based capabilityMost cloud services models charge by actual use of the resourcesConsumption billingScalability and resilience are key design components of cloud servicesScalableMany cloud services use a standard Web browser to control demand and implement servicesWeb-based accessibility and flexibility5

19. Pay for access,not ownershipSharing computing power among multiple tenantsImprove time-to-marketInstantscale-upandscale-downBenefits of Cloud ComputingThe cloud provides agility, scalability, and lowers implementation barriers6

20. How is Cloud different?Cloud vs. traditional hosting solutions7CloudHostingConsiderationsDatacenter“Cloud”LocationDedicatedSharedInfrastructureOpexCapex / OpexBusiness modelElasticBy ServerGrowthThird Party3rd Party / SelfManagement

21. Is the cloud secure?Data Security and Privacy: Myth vs. Reality8Myth RealityMy data is not protected unless it’s at my location

22. Location isn’t nearly as important as security measures.

23. As a rule, most security breaches now originate from within an organization.

24. “Your” security can’t be as good as ours.

25. Data is regularly stored offsite as a matter of practice.

26. We can’t lose control of our customer data. “Concerns about security are overblown. What we have found is that SaaS providers actually offer better data security and better application reliability than in-house operations, because the data centers are up to date with security management and have built-in redundancy." Beth Enslow, Aberdeen, SaaS Apps Gaining Ground as Implementation, ROI Concerns Dwindle: CRM Buyer

27. Cloud is here to stayThe cloud whips up a storm to enable software delivered as a service!9The cloud whips up a storm.November 19, 2008, Peter Whitehead, Financial Times.The implications are potentially vast, with the easy availability of cheaper, bigger applications opening up new sources of computing power to businessesData Center OverloadJune 8, 2009, Tom VanderbiltAs data centers increasingly become the nerve centers of business and society — even the storehouses of our fleeting cultural memory — the demand for bigger and better ones increases: there is a growing need to produce the most computing power per square foot at the lowest possible cost in energy and resources.Inside the head of Obama’s CIOMarch 5, 2009, Ben Worthen“I’m all about the cloud computing notion,” he said. “I look at my lifestyle, and I want access to information wherever I am.” He added that “I am killing projects that don’t investigate software as a service first.” VivekKundra, CIO Obama Administration

28. Top Uses For Cloud ComputingData management commands 32% in cloud computingSource: The 451 Group10

29. IDC predicts sharp adoption of the cloudThe rise of “cloud computing”$16.2B today – $42B by 2012

30. By 2012 will be 25%of all new IT spend

31. 15% – 25% adoption today

32. 25% – 45% adoption by 2012Global Cloud IT spend (US$ B)Source: IDC eXchange, "IT Cloud Services User Survey, pt.1: Crossing the Chasm,” Sept. 29, 2008, and "IT Cloud Services Forecast – 2008, 2012: A Key Driver of New Growth,” Oct 8, 2008.11

33. Partner challenges and opportunitiesInvisible IT will be a source of differentiation12Partner OpportunitiesPartner challengesHow can I deliver better solutions in a more cost effective way?

34. How can I monetize a new offering quickly and in a scalable way?

35. How can I take advantage of my existing IP to bring in more revenue?

36. Cloud enables partners to focus on the core application, make the infrastructure invisible

37. Cloud enables “first mover” advantage by reducing time to build and deploy market.

38. Monetize apps as a service to increase margins and find new sources of revenue “Invisible IT will make clever use of technology as the source of differentiation.” Forrester: Three Mega Business Trends will Reshape the Tech Sector, November, 2008

39. AgendaThis presentation is about taking advantage of the changing economy with SQL Azure. Our agenda is:Economic, business, and technology trendsHow to leverage SQL Azure for successWhy Microsoft?13

40. Introducing Microsoft® SQL AzureSQL Azure is a key component of the Windows Azure PlatformSQL Azure is a cloud-based relational database platform built on Microsoft® SQL Server® technologies. With SQL Azure, you can easily provision and deploy relational database solutions to the Azure cloud, Microsoft’s internet-scale cloud services platform hosted in Microsoft data centers. Windows Azure platformBenefits of SQL Azure:Unlimited, automated scaling

41. Self managing, self healing

42. Automatic failover

43. Multi-tenant

44. Low friction provisioning

45. Pay as you consume

46. Business Ready SLA14

47. Partner Success ScenariosThree examples of how to leverage SQL Azure for success15123Custom ApplicationPackaged ApplicationWeb-based ApplicationInnovate SaaS application or web applications of all scale quickly.Consolidate data and virtualize existing custom applications or build new ones quickly and easily. Expand your business by extending your current packaged offering to the cloud.Eliminate cost and complexity for customers and focus on their core

48. Build new applications quickly without burden on customers’ IT.

49. Test or staging environments can be set up quickly ! Lower cost!Deliver More ValueWin new businessExpand BusinessIncrease margins by lowering costs

50. Find new sources of revenue by selling point solutions from existing IP

51. Increase segment reach by providing a lower cost , pay-per-use offering

52. Make money before you spend money…lower cost of entry!

53. Shorten your time to market and focus on core via zero infrastructure!

54. Grow your business quickly through scale and geographical reachPackaged ApplicationsExtend on-premise offerings to the cloud16E-commerce software vendor extends applicationManufacturing software vendor expands businessOSIsoft focuses on delivering infrastructure for the enterprise. Leveraging our existing PI System, we can build solutions using Azure that will allow us to provide an online service to deliver anywhere access to real-time plant data and deliver solutions to small business and mid-market. It could radically change our business.”John BaierDir. Product ManagementOSISoft“E-commerce applications have a heavy setup and deployment footprint – they require special consideration for typical sales bursts. The Azure platform facilitates “a la carte” consumption plus the ability to scale up or down dynamically. Leveraging SQL Azure makes a significant dent in the painful data center problem retailers are experiencing.”Jean-Yves MartineauFounder and CTO, Cactus CommerceSQL Azure impact on businessRealize new, recurring revenue streams and access to new market segments and geographies.

55. Leverage existing application, development efforts, and skill-sets to take advantage and monetize existing IP.

56. Migrate SQL applications to SQL Azure with familiar tools and painless deployment.

57. Reduce or eliminate infrastructure costs to focus its resources on the core application.Online applicationsInnovate and implement ideas quickly and easily 17Web agency provides increased functionality.SaaS web platform provider moves to Azure“We started out offering traditional websites. Today, customers demand interactive website or web apps that require databases and IT infrastructure. With SQL Azure, we can innovate new ideas for our customers without architecting the and managing the infrastructure.”Kyle Bailey, Founder and CTO, E-Cubed“When we built Sitemasher, we tried to find a cloud provider that could provide burst scaling, low latency, and global load balancing across datacenters. We’ll move to SQL Azure to avoid these complexities - we would rather focus our resources on our software to keep our “first mover” advantage in the market.”Phil Calvin Founder and CTO, SitemasherSQL Azure impact on businessLow cost of entry and pay-as-you-go pricing make it easy to deploy new projects.

58. Eliminates complexity and speeds time to market.

59. Reduces or eliminates infrastructure costs to allow software provider to focus its resources on the core application.

60. Scalability, reliability, and load balanced, replicated data centers provide performance on demand Custom ApplicationsBuild value in custom applications while reducing costs18Custom IT firm helps customers reduce costs. Developer becomes more competitive.“How can we build business in an economy where customers’ IT budgets are shrinking? Our customers are looking for ways to virtualize and consolidate existing apps. Also, smaller departments can’t depend on their downsized IT teams for immediate needs. I truly believe the Azure platform and SQL Azure will help us win that business.”Herbert LewyGeneral ManagerInfocorp Caribbean“I ‘m developer , DBA, and most recently a SaaS developer. Suddenly, I am facing a lot of competition as developers look for work. SQL Azure will allow me to leverage my existing skills to move even deeper into the SaaS space and focus more on innovating with data, less with setting up infrastructure.”TanzimSaquibSoftware Engineer BangladeshSQL Azure impact on businessElimination of complexity of infrastructure makes it easy to deploy new projects quickly.

61. Familiar technologies Windows Azure + SQL Azure allow for painless migration and virtualization of existing applications.

62. Scalability, reliability, and load balanced, replicated data centers provide performance on demand

63. Custom software developers can take on more projects with higher business value (win the business), offering a competitive advantage.Example: Implementation costs for a new projectImplementation cost for a startup company that offers its software as a service with a hosting company.Conclusion: We spent over A HALF million up front in the first year on things that are infrastructure related. With Windows Azure, we could avoided having to pay money until we are actually bringing in revenues for our product.$150k / year + $250k for system designIT ResourcesSpecialized IT resources: system architects and system administratorWe spent $250 for architecture for the SLA we need (to architect the load balancing, redundancy, scaling, latency handling, etc.) and $150k per year to maintain it. $50k$50kRelational database Then came the data requirements.$20k$20kInfrastructure softwareServer, virtualization, managementInfrastructure softwareServer, virtualization, managementWe had to estimate our traffic, storage, bandwidth , and computing power to figure out what to lease, and build out the rest – we needed redundancy, scaling, load balancing, and latency handling. $20k$20kHardware for SLASLA: geo-scaling, geo-fault tolerant, redundant, etc.Hardware for SLASLA: geo-scaling, geo-fault tolerant, redundant, etc.$30kInfrastructure HardwareServers, StorageWe host our datacenter externally for rackspace, power, and networks” and provide our own servers, storage.$15k/yrHosting costsPower, racks, and network traffic provided by hosting company at approx $1,200/mo$18k/yrWith Azure, we would spend about 18k/year to deliver our solution for our current capacity. We may double or triple that, which would be a good problem!Traditional19Azure

64. Windows Azure Platform PricingPay-as-you-consume pricingBusiness EditionBandwidthWeb EditionPer database/month$9.99/monthUp to 1 GB DB spaceUp to 10 Query HrsPer database/month$99.99/monthUp to 10 GB DB spaceUp to 100 Query HrsPer GB transferred$0.10 GB Ingress$0.15 GB Egress20BandwidthMessagesPer transaction$0.15/100kPer GB transferred$0.10 GB Ingress$0.15 GB EgressStorageBandwidthComputePer GB stored and transactions$0.15 GB/month$0.01/10k storage transactionPer GB transferred$0.10 GB Ingress$0.15 GB EgressPer service hour$0.12/hour

65. Windows Azure Roadmap21Partner/customer hosted

66. Common development model

67. Integrated management

68. Public/private cloud portability

69. Security framework

70. SQL Azure BI

71. Geo investments

72. Legacy app migration

73. Enhanced compliance

74. SQL Azure data hub

75. Commercial launch

76. Geo location

77. Inter-role communication

78. Variable VM sizesFutureCY 10PDC ‘09

79. SQL Azure RoadmapMIX ‘09TechEdWWPCMigrationPDCMar 09May 09Jul 09Nov 09Sep 09Apr 09Jun 09Aug 09Oct 09SDS InvitationCTP Azure InvitationCTP Commercial Availability (V1)Internal AdoptionAzure InvitationCTP Commercial Availability (V1)SDS InvitationCTP SDS Invitation CTP – On-board invitation-only customers + some currentAzure Invitation CTP – On-board early adopters onto the Azure platformCommercial Availability with Windows Azure in 2009http://msdn.microsoft.com/en-us/sqlserver/dataservices/default.aspx

80. Leveraging SQL Azure for successTwo ways to leverage SQL AzureEmbedded Model“With partner” modelPartner embeds SQL Azure into solution

81. Partner bills for solution + SQL Azure fees

82. Partner pays Microsoft for SQL Azure fees

83. Partner receives 4-5% discount

84. Partner builds solution with SQL Azure

85. Partner bills customer only for partner application (excluding SQL Azure fees)

86. Customer pays Microsoft for SQL Azure feesWays to consume Windows AzureConsumption“Pay as you go and grow”Available at PDC launchLow barrier to entry and flexibility

87. Optimized for cloud elasticity Volume licensing“Coordinated purchasing”Planned for post PDCUnified purchasing through EA

88. Introduction to volume discountSubscription“Value for a commitment”Select offers at PDCDiscounts for commitment

89. Plans for payment predictabilityAgendaThis presentation is about taking advantage of the changing economy with SQL Azure. Our agenda is:Economic, business, and technology trendsHow to leverage SQL Azure for successWhy Microsoft?24

90. Why Microsoft?25Microsoft is committed to help you succeed in the cloud:Committed to delivering a dependable and scalable cloud computer experience for its partners

91. Your familiar and trusted environment in the cloud to simplify your transition and leverage your existing skills

92. The largest network of partners and infrastructure and support to help you succeed

93. Offers to help you test and transition to the cloudMicrosoft is committed to the cloudTrust, commitment, and capacity to invest26Factoid: Microsoft intends to ramp up the number of servers running in its data centers worldwide by 15 times over the next 5 years “Cloud computing is ultimately going to be, do you trust this provider to have more to lose than I have to lose as a company if they mess me up? Microsoft has both the capacity to invest and the willingness to be in that kind of a business and to give that kind of trust assurance to developers and to enterprises,“Ray Ozzie, Chief Software Architect, Microsoft CorporationOzzie on Azure: It all comes down to trust from CNET News.com“IDC sees the launch of the Windows Azure Platform as a first step in a long evolutionary path that customers will take moving them from today’s self-hosted IT to consuming a hybrid of both internally and externally hosted services, and if so desired, could eventually support a fully outsourced model.”—IDC Insight, Microsoft Unveils Cloud Services Strategy and the Windows Azure Platform: Managing Customer Expectations and Competitive Pressures as Solution Evolves Is Key, Nov 2008, Doc #215034

94. Microsoft is building to scale!2B Live Search queries/month

95. 10B MSN page views/month

96. 30B Live ID authentications/month

97. 240B Messenger messages/month

98. $500 million per data center

99. 10,000 servers/monthWe’re running scale services nowWe’re building to run your services27

100. Microsoft provides the power of choiceIt is not an all or nothing propositionChoose which models are right for your business: on premise, hosted, cloudDeploy your solution anywhere with same tools, infrastructure, and data solutionRe-use your existing intellectual property and know-how across all platformsDeployment models28

101. Leverage what you already know.NET developers use existing skills

102. Use familiar tools such as Visual Studio

103. Built on standards and web protocols such as REST & SOAP

104. Low/no cost to get startedBest Developer On-rampBroad set of developer services

105. Mix & match services based on the needs of your application

106. Extensible portfolio of proven applications:

107. Windows

108. Office Live

109. SharePoint

110. CRM OnlineComprehensive Cloud PlatformIntegrate with existing assets such as AD & premises applications

111. Platform spans mobile, client, server & cloud

112. Technical depth from proven technologiesValue from Software+ServicesStrong Ecosystem of Developers, Applications, & Partners 29

113. Is the Windows Azure Platform Secure?Data Security and Privacy: Myth vs. RealityRealityMyth Location isn’t nearly as important as security measures.

114. My data is not protected unless it’s at my location

115. As a rule, most security breaches now originate from within an organization.

116. “Your” security can’t be as good as ours.

117. Data is regularly stored offsite as a matter of practice.

118. We can’t lose control of our customer data. “Concerns about security are overblown. What we have found is that SaaS providers actually offer better data security and better application reliability than in-house operations, because the data centers are up to date with security management and have built-in redundancy." Beth Enslow, Aberdeen, SaaS Apps Gaining Ground as Implementation, ROI Concerns Dwindle: CRM Buyer30

119. Windows Azure Platform Service GuaranteeStorage servicewill be available/ reachable (connectivity)

120. Your storage requests willbe processed successfully

121. All runningroles will be continuously monitored

122. If role is unhealthy, we will detect and initiate corrective state

123. Your service is connected and reachable via web

124. Internet facing roles will have external connectivity

125. Database is connected to the internet gateway

126. Availability monitoring every 5-minute interval

127. .NET Service Bus endpoint willhave external connectivity

128. Message operation requests willbe processed successfullyRole instance monitoring and restartCompute connectivityDatabase availabilityStorage availabilityServiceavailability>99.95%>99.9%>99.9%Automated Systems Management>99.9%31

129. The partner ecosystemWindows Azure Platform PartnersThe most comprehensive ecosystem of partners to leverage success with SQL Azure!

130. Start now!Comprehensive Resource to help you get started33SQL Azure ResourcesSign up for the Partner Quick start portal

131. Sign up for the upcoming SQL Azure CTP (August 2009) here

132. Get more information about SQL Azure here including the latest news, feature developments and Whitepapers.

133. Read the SQL Azure FAQs here

134. Learn about SQL Azure from the community (forums, blogs ) here

135. VisitMSDNsiteTechnical Appendix34

136. On premiseHostedAzureHow are Windows Azure different?Windows Azure provide flexibility based on actual resources needed35Estimate what you need and pay a fixed “rental” fee.CostPay only for what you consumeCapital expenditureRequires IT resources to set up and maintain hardware and softwareRequires some IT resources to set up and maintain softwareMaintenanceRequires no IT resources to maintainYou own some software and / or lease some softwareSoftwareYou consume software as part of package.You own licenseOn-premise servers, networks, storage + hardware for backup and scalingBasic infrastructure is hosted. May require additional hardware for backup and scaling.All hardware and software is provided as a service.HardwareCompanies using traditional hosting must choose carefully when they decide how many servers to rent: too few and they could lose customers, too many and they could pay for resources they don't need. Cloud hosting allows flexibility based on the resources that they actually need.

137. Why SQL Azure?Same application, same database from on premise to cloud36On premiseHostedSQL AzureDedicated database that scales to the limits of the hosted resource config.Dedicated database that scales to the limits of on-premise resourcesScalabilityUnlimited, automatic scaling to handle burstsRequires IT resources to set up and maintain hardware and softwareRequires additional resources above basic hosting configurationsSelf managing, self healing with automatic failure detection, failover, AvailabilitySingle-tenant applications developed for on premise.Single tenant applications are hosted off-premiseMulti tenant applications architected as a service or point solutionsTenancyDatabase needs to be architected, deployed, and maintainedDatabase needs to be provisioned in the hosted configurationProvisioningLow friction provisioning – no setup required“Lease” the database storage and compute capacity you think you requireInvest in hardware and database software up front as capital expensePay as you consume – “make money before you spend money”Payment model

138. Database ChoicesValue Props:Full h/w control – size/scale

139. 100% of API surface area

140. Roll-your-own HA/DR/scaleValue Props:100% of API surface areaRoll-your-own HA/DR/scaleDedicatedOn-premiseSQL Server or other s/w on-premise

141. Resource governance @ machine

142. Security @ DB Server/OSHostedHosted SQL Server

143. Resource governance @ VM

144. Security @ DB Server/OSValue Props:Auto HA, Fault-Tolerance

145. Friction-free scale

146. Self-provisioning

147. Subset of API surface areaResourcesSQL AzureVirtual DB server

148. Resource governance @ DB

149. Security @ DB/Virtual ServerSharedLow“Friction”/ControlHighSQL Azure V1 targets scenarios that live in the lower left quadrant