Q4 timing couldn’t be better You can make a lot of money Most important quarter and now have best product
VMAX3 is the latest evolution of the Symmetrix Family with greater capacity scale and performance.
But VMAX3 also brings revolutionary capabilities that set a new standard for non-stop hybrid clouds.
The Dynamic Virtual Matrix allocates resources where needed allowing for hybrid cloud scale without compromise HYPERMAX delivers new levels of TCO though storage and infrastructure consolidation VMAX3 has new pricing and packaging to make selling easier and new VMAX3’s new capabilities such as embedded/unified file and ProtectPoint address new use cases and more importantly enable new selling opportunities
VMAX3 features the world’s first and only Dynamic Virtual Matrix – It enables hundreds of CPU cores to be pooled and allocated on-demand to meet the performance requirements for dynamic mixed workloads and is architected for agility and efficiency at scale.
Resources are, as shown, dynamically apportioned to host applications, data services, and storage pools to meet application service levels. And you can change the number of cores allocated to the front-end or back-end pools to better match overall customer workload needs. This enables the system to automatically respond to to changing workload an optimize itself to deliver the best performance available from the current hardware.
HYPERMAX OS is the first storage operating system with a true storage hypervisor built in, that delivers embedded data services and applications to reduce the CAPEX of IT sprawl and lowersthe total OPEX required to deliver world class hybrid cloud services.
HYPERMAX is built on the heritage and trust of Enginuity that has been the vital core of the Symmetrix and VMAX product families for over 25 years. This includes over 1.5 Billion run hours on Enginuity, delivering >6 x 9’s application data availability..
But HYPERMAX expands on Enginuity by adding new and modern features not seen in any storage array in the market -- most notably service level management and the industry’s first storage hypervisor. These enable both greater TCO savings from storage consolidation as a result of simpler management at greater scale as well as new TCO savings from infrastructure consolidation by embedding external data services inside the array.
VMAX3 also radically simplifies management at scale though service level objectives. Customers loved that Fully Automated Tiered Storage (FAST) in VMAX could use a small amount of flash to deliver high performance while lowering the dollar per gigabyte cost of storage. But managing multiple pools of disks and figuring out how much flash to add to each was challenging and could occasionally result in misconfigurations that didn’t deliver expected performance.
Service Level Provisioning changes the customer conversation from “how many disks of which type to allocate” to “what performance does an application need”. Advanced automation in VMAX3 powered by FAST and its years of experience optimizing customer workloads automatically applies the necessary amount of resources to meet the performance objective.
And, by automating the complex allocation of disks, VMAX3 management is faster, easier, and removes opportunities to make mistakes. With VMAX3 you can provision storage in under 2 minutes – that is 80%, faster than provisioning traditional tiered storage and cuts in half the man power needed allowing for greater scale without additional management costs.
In addition to delivering unparalleled management efficiency, VMAX3 provides industry leading physical efficiency as well to drive additional TCO savings
VMAX3 introduces new “dual dense” configurations – providing both dense capacity and well as dense compute in single floor tile that save customers money by reducing the physical footprint by up to 75%
VMAX3 Ultra dense DAE’s provide 15x more drives per rack unit, improving total capacity per foot by 4 times, reducing power and cooling costs by 40% and the overall environmental footprint by 60%.
VMAX3 also provides dense compute with up to two engines per cabinet that when coupled with the base improvements in VMAX3 performance, this delivers 9X the IOPS per floor tile.
In Q4 we will complete the VMAX3 story and deliver key features that make VMAX3 easier to sell.
The all new TimeFinder SnapVX provides simple, scalable, non-impactful snaps, turning what used to be a sales challenge with VMAX into a key selling point. The revolutionary ProtectPoint back up solution saves customer time and money and allows for tighter cross selling with DataDomain opening up new accounts
VMAX embedded file delivers unified storage for mission critical file AND block workloads, opening new file opportunities in existing accounts
An enhanced SRDF provides faster and more efficient replication, allowing customers to protect more capacity without having to add bandwith
Open Replicator makes VMAX to VMAX3 migrations simple
And code optimizations improve overall array performance
Let’s take a look at some of theses features in a more detail
Timefinder SnapVX provides fast, free copies, eliminating the much of need for additional storage associated with a production volume.
For example, a single 10TB production volume can require significant storage for additional copies needed for other functions. <CLICK>
Most customers make a copy to use as a source for offloading backup or a gold master, and another for reporting, increasing the storage requirements by an additional 20TB. <CLICK>
And development groups need access to copies to develop and test new application updates. With just 8 test and dev copies, the storage requirements now grow an ADDITONAL 80TB <CLICK>
But the instant and virtual copies provided by TimeFinder SnapVX eliminate any additional storage needed for backup or reporting
And, it’s pointer based copies mean that only changed data from the test and dev environments take up additional storage, significantly reducing their storage requirements. <CLICK>
In this scenario TimeFinder SnapVX can reduce the storage requirements by 10X.
You can depend on VMAX for non-stop operations when deploying storage with your Mission Critical applications.
First, you will eliminate costly downtime with VMAX. Its proven 6 Nines availability architecture, built-in fault isolation techniques, and the ability to map-out faulty memory DIMMS on-the-go ensures non-stop operations. Plus the hardware is designed with no single-points-of-failure so VMAX keeps running in the event of a hardware problem.
Second, you’ll finally be able to meet stringent replication SLAs without sacrificing anything. Since VMAX is the only proven enterprise storage solution with unique 3-site and 4-site replication, you are able to select from a variety of disaster recovery options to match your recovery time objectives (RTO) and recovery point objectives (RPO) with flexible VMAX replication configurations.
Next, VMAX offers the unique ability to upgrade both hardware and software without disruption to your storage operations. For example, drives, I/O modules, and even VMAX engines can be upgraded while VMAX is running. Even VMAX OS upgrades occur without disruption and within seconds.
Finally, you’ll be able to do all of this knowing that your VMAX information is protected by stringent data checking techniques including: T10 DIFF data coding, automated single bit error detection and correction, and validation checksum for external arrays when running Federated Tiered Storage (FTS) on VMAX.
ProtectPoint gives you an industry unique solution that provides radically faster backup and restore – up to 10 times -- AND lowers backup costs by up to 50%. No other competitor has this capability – set the table with ProtectPoint in ALL appropriate accounts.
Engage with your EMSD and DPAD counterparts to coordinate opportunities, which can come in two forms: The biggest is the ability to sell ProtectPoint and Data Domain alongside a VMAX3 refresh campaign- the majority of VMAX customers today do not have Data Domain installed – this is a massive opportunity. The second opportunity is to upsell VMAX3 into Data Domain account as many Data Domain customers use 3rd party primary storage.
For the initial release, focus on large Oracle database environments that are running on Unix or Linux.
The most important thing to remember with EMC ProtectPoint is that you can greatly expand your opportunity simply by introducing a data protection conversation into all VMAX refresh campaigns.
To learn more about EMC ProtectPoint, additional resources are available on the ProtectPoint launch page on Inside EMC.
Note to Presenter: View in Slide Show mode for animation. Dynamic, non-disruptive data mobility is a key requirement for any modern data center – including seamless mobility to the cloud With this release of VMAX3, the key device infrastructure is put in place (via an abstracted VMAX Device ID) to allow, in the future, : VMAX3 to VMAX3 data mobility VMAX3 mobility to other EMC products such as VNX, XtremIO etc VMAX3 mobility to 3rd Party platforms- via future industry standards, based on industry-wide abstracted device IDs Note to Presenter: View in Slide Show mode for animation. In addition to seamless mobility within and across storage systems, and across a data center, customers can also now move workloads to and from PUBLIC clouds. This is achieved by EMC’s acquisition of Twin Strata and it’s cloud enablement product, called Cloud array. Cloud Array can help customers scale SANs and NAS with on demand external cloud capacity. It is software that installs in minutes and performs like local storage - and allows scale of capacity with existing hardware or an appliance. Cloud Array lowers the total cost of ownership for storage by moving infrequently used data to the cloud i.e. pay only for what you use. Use cases include primary storage extension, disaster recovery, multi-site file sharing, offsite backup and archive storage.
VMAX3 is priced to make sales conversations simpler
All software packages sold and priced by usable capacity – this removes the RAID penalty – customers simply pay for what they use. Now customers can choose which RAID type they need for performance not for cost
All software is also drive agnostic. We no longer charge separate prices for drive types. There is no “Flash” penalty a software license for a TB of storage is priced the same if it is on 15K disk or SSD
Unlike previous Symmetrix and VMAX releases, we also did not price VMAX3 and a Price Premium at GA. It is market priced to start AND the 100K has a lower entry price than the VMAX 10K.
In Q1 we introduced Flash PowerPacks for the VMAX 10K and 40K - providing up to50% off the street price of large block of SSD drives. These PowerPacks are also available for the VMAX3 family, they just have to be manually adjusted on the quote by account teams
Lets look at the actual price of a VMAX3 versus a VMAX 40K from an actual customer quote. The street price of a VMAX3 is similar to that of the equivalent VMAX 40K -- even with the latest 40K price reductions. However, the dual dense configurations of VMAX3 further reduce customer TCO by lowering the power, cooling and footprint requirements by more than 20% over 3 years.
Each of the three VMAX models was designed and priced for specific selling motions.
The VMAX 100K is meant to drive “new logos” by selling to new customers with an aggressive price point and take on tier 1.5 customers
The VMAX 200K solves broadest set of customer needs and should be considered first when setting the table or for customer upgrading from older systems
The VMAX 400K is the consolidator, with leading performance and scale, targeted at customers who have outgrown their current systems or are massively consolidating storage
Here’s how to drive new logos with the VMAX 100K:
Look for opportunities down market – customers who need more availability or business continuity than their current storage can provide – and take true tier 1 to the tier 1.5 market
Lead with the simple service levels that combine enterprise capabilities with easy management
VMAX3 2-tier double dense configs provide the best $/OP and $GB (more on this later).
The 100K is priced to effectively compete with HP 3PAR but provide better enterprise features. It can also be used against XIV and other “Tier 1.5” architectures
Look how competitive VMAX3 is to HP 3PAR 7400. A two-tier 100K provides comparable price per gigabyte and offers more ports and greater functionality.
Here’s how to take high end share with the 200K. When you have the opportunity to set the table or are refreshing an existing DMX or VMAX, lead with the 200K – it provides the best price/performance of the family.
Lead with the new, unique capabilities of VMAX3 – service level provisioning, the dynamic virtual matrix and HYPERMAX – and the TCO savings they provide. Broaden the play with ProtectPoint for large Oracle customers The 200K can even be used to defend against an all flash competitor.
A two-tier VMAX configuration, in this case a 200K, beats a comparable all flash array competitor on dollar per EFFECTIVE gigabit price and can be differentiated with a true multi-controller architecture the ability to add other workloads, including unified workloads. Make sure that your customer include the appropriate maintenance costs before comparing prices to VMAX3.
And with the 400K you can consolidate multiple large storage arrays and compete with HDS systems. The flash optimized, hybrid VMAX3 provides an excellent $/GB at scale -- between $4.21-$5.44 dollars per gigabyte.
Again, lead with the new, unique capabilities of VMAX3 – service level provisioning, the dynamic virtual matrix and HYPERMAX – and the TCO savings they provide. Broaden the play with ProtectPoint for large Oracle customers. And sell the portfolio - other best of breed EMC capabilities for additional differentiation.
For example, a two-tier 400K beats a comparable 3-tier HDS G1000 on price and density, is differentiated by simple service level management and allows for upsell opportunities with ProtectPoint, VPLEX and ViPR.
As we discuss which models to sell when, I want to caution that while the names are similar – for example 20K and 200K – it is important to point out that the differences in the capabilities and architecture of VMAX3 mean there is not a 1:1 equivalent between the 10K, 20K and 40K and the VMAX3 models.
Instead use this simple decoder chart to determine which VMAX3 model would best fit a customers need.
All of the configurations I have shown are based on two tiers of storage: 800GB RAID 5 SSD’s and 1.2TB RAID 6 10K SAS drives. In 90% of the cases 2 Tiers of storage based on this drive configuration in a dual dense system will provide the lowest price, highest density, and best response time. A good rule of thumb is that 20% SSD and 80% SAS will meet most workload needs, on any VMAX3 platform, but a 10% mix is optimal for the 100K and up to 40% SSD is optimal for the 400K. Again, leverage the Flash PowerPacks to reduce the cost of the SSD drives.
VMAX3 has made significant improvements to a few areas that our competition has used against VMAX or to drive a wedge in the EMC story. VMAX3 removes these objections and turns them into strengths.
The most widely used “knock” on VMAX is that it is too complicated, too many controls, dials, etc. With the new Service Level Objective Provisioning and Automation, VMAX is now SIMPLE. Provisioning now requires only 4 selections and and now takes less than 2 minutes.
The second biggest objection against VMAX was on number of snapshots per source volume and per array. With TimeFinder SnapVX, managing snaps is also radically simple, doesn't’t require space to reserved and no longer consumes a device on VMAX. The total number of snaps is now 256 per source volume. With 64K devices that could potentially be a 16M total snaps.
Traditional spec items like performance, scale and density are now among the best in the industry. VMAX3 delivers new economics in floor space utilization and flexibility in deployment with bay dispersion.
Lastly, with embedded file, VMAX3 has a much more complete file story that delivers all the functionality of VNX file with a tightly coupled management framework in Unisphere.
VMAX3 has new set of highly differentiable features that should be used versus any competitor. Any conversation should have these at the core.
The HYPERMAX OS is the first storage operating system that has a true hypervisor that delivers embedded apps and data services. Not only does this bring valuable data services closer to the data, customers will need less physical infrastructure to achieve the similar storage functionality. For data centers that are space and power constrained, reduction of IT sprawl by deploying VMAX3 is a major advantage.
The Dynamic Virtual Matrix helps to optimize value compute resource pools, delivering optimal performance and better system utilization. It is also key to the power that drives the Embedded Data Services on the HYPERMAX OS.
Service Level Objective based provisioning and automation is now radically simple. Storage can now be provisioned in less than 2 minutes on an enterprise class array. This will save time and eliminate uncertainties in performance – an area that consumes a significant portion of storage administrator’s time.
Lastly, ProtectPoint for instant recovery access from DataDomain, reduces time, complexity and cost of backups. No longer is a second back-up infrastructure required (servers & network bandwith). ProtectPoint provides for a full back up at the cost of a snapshot, with the full benefit of DataDomain’s data reductions like dedupe and fully consistent application recovery.