Presentation - 17th April New Partner Event Storwize V7000 & V7000 Unified - Dominic Cole

1. Storwize Unified – Beat the Competition
Dominic Cole
V7000 Business Development Manager,
IBM UKi
dominic_cole@uk.ibm.com
1 © 2012 IBM Corporation

2. The demands placed on the data centre have never been greater
32.6 million servers worldwide 1.2 Zetabytes (1.2 trillion
 85% idle computer capacity gigabytes) exist in the “digital
universe”
 15% of servers run 24/7 without  50% YTY growth
being actively used on a daily basis  25% of data is unique;
75% is a copy
Between 2000 and 2010 Data centres have doubled their
 servers grew 6x (‘00-’10) energy use in the past five years
 storage grew 69x (‘00-’10)  18%increase in data center
energy costs projected
 virtual machines grew 51%
CAGR (‘04-’10)
Internet connected devices Since 2000 security
growing 42% per year vulnerabilities grew eightfold
… while IT budgets are growing less than 1% per year.
2 © 2012 IBM Corporation

3. Top Storage Requirements in UK
Ease of Management
Scalability
IO Performance
Integrated DP & DR
Density / Floorspace
IDC European Storage Survey 2011
© IDC 04/20/12 3

4. The Business Challenge
• Data Growth
$ $ $
$ $ $ $
$
 20-40% per year
$ $ $ $ • Capex Required
$ $ $ $  More Infrastructure
 More Energy
Every two days now, we create • Capex Budget Reality
as much information as we did p e
x
from the dawn of civilisation O
 Only 1-5%/year increase
• Inescapable data growth
up until 2003 ta
Eric Schmidt
Executive Chairman, Google Da meets budget reality
• Operational impacts
uired
 Can’t just buy
q
ape x Re more/cheaper storage
C  Energy
requirements/costs
 Increasing Energy costs
Capex Budget Reality  CRC Legislation – reduce
energy requirements
time

5. Analysing Storage Efficiency
The Vision Of Your Tomorrow
Changing the Storage cost curve
Reducing cost and energy requirements
15% loss
30% loss 30% loss
Unused 40% loss
RAID LUN Sizes
LUN’s Utilisation
Spares Performance
Zero access
Raw Usable Allocated Active Data Size

6. Introducing Storwize V7000 & V7000 Unified
Dominic Cole
V7000 Business Development Manager
dominic_cole@uk.ibm.com
© 2012 IBM Corporation

7. Storwize V7000 Significant Milestones – 4Q11
 Over 7,000 V7000 systems purchased WW since Nov 2010 GA
 Over 17,500 total enclosures deployed WW
 Over 200 PBs of capacity !!
 Over 3,500 Customers Worldwide
– Presence in every major country and industry
– Over 1,200 net new IBM Storage customers
 Delivering “5x9’s” data availability
 Now shipping ‘Unified’ systems (for both ‘file’ and ‘block’ data)
 One of the fastest product ‘ramp-up’ in IBM Storage’s history
…. More than 35% of the sales are to new IBM customers ….
© 2012 IBM Corporation
7

8. Introduction
 IBM had been leading the (storage) industry for the last 10 years with its Storage
Virtualization products
 In 2010 the core technology behind IBM Storage Virtualization was released within
the Storwize V7000 Platform
 The software and hardware is entirely developed by IBM’s Systems and
Technology Group
 The Storage Development team for SVC and Storwize V7000 is based in the UK,
at IBM ‘s Hursley Laboratory.
8 © 2010 IBM Corporation

9. IBM Storwize V7000 Built on Proven IBM Storage Technologies
XIV Storage DS8000 Family IBM SVC SONAS*
• Innovative easy to use • RAID 0,1,5,6,10 • Storage virtualization • File services
graphical user capabilities • Global & Metro Mirror • Remote copy
interface • Easy Tier • FlashCopy • File snapshots
• Thin provisioning • ILM with HSM
• Volume mirroring • Quotas
IBM Storwize V7000
 Built on proven IBM Enterprise storage technologies – its
like a “Greatest Hits” album
 Widest range of external storage virtualisation support
available
* These capabilities are part of Storwize V7000 Unified
© 2012 IBM Corporation

10. New Standard for Midrange Storage: Storwize V7000 & V7000 Unified
100% Virtualised Storage
– Online data migration improves flexibility
– Virtualizes external storage (optional)
– Now Unified Storage for File & Block (optional)
Enterprise class Storage Efficiency built in
– Easy Tier for performance
– Active Cloud Engine for ILM (file)
– Thin provisioning, snapshots
– Sophisticated local and remote mirroring (optional) Storage Incredible
Easy Tier
Virtualization Ease of Use
Easy to set up and manage
– Innovative, intuitive GUI eliminates complexity
– Non-disruptive data migration included Unified Clustered Active Cloud
File Support Scalability Engine
Optimized for Virtual Server Environments
– Virtual storage for flexibility
– VMware integration for manageability
© 2011 IBM Corporation

11. IBM Storwize V7000: A New Era in Midrange Storage Efficiency
 Modular, midrange disk storage that grows as your
needs grow Expand Easily
– Scales to (240) HDDs (Single System)
 Enterprise class capabilities in a midrange offering
– Virtualization, thin provisioning, FlashCopy, Easy Tier all
built in
– Sophisticated local and remote mirroring
 High Performance in a Midrange Disk System
– Up to 100,000 IOPS for “database-like” 70/30 R/W
workload
 Easy to set up and manage
– Innovative, intuitive GUI eliminates complexity
– Nondisruptive data migration included, unique in a product
of this class
 Ushering in a new era in storage efficiency
Start Small
– Save up to 75% of space using space efficient FlashCopy
– Increase disk utilization up to 30%
 Investment protection © 2010 IBM Corporation
– Virtualize external storage arrays and extend asset life

12. Start Small and Grow Easily
Scale Up Scale Out
Easily add up to 9 expansion Cluster with another Storwize
enclosures V7000
Expand capacity up to 240TB Expand capacity up to 480TB
Grow Big
Start small Cluster
One 24-bay control enclosure up to
4x
V7000
Grow Go
Bigger Faster © 2011 IBM Corporation

13. IBM Systems and Technology Group
Virtualisation Built-In - Virtualise the ‘Complete Infrastructure’
FREE Virtual Centre Plug-In for Storwize V7000
Virtual Server Infrastructure
Manage
Tivoli Storage Productivity Center
Storwize V7000
Storwize V7000
Manage
Virtual Storage Infrastructure Storage Virtualisation
13

14. Storage Host Servers
Virtualisation
Built Into Every
Storwize V7000 Host Volumes
SAN Volume Controller or V7000
Storage Pool
Storage Physical Disks
Management
HP EVA EMC IBM DS4000
Storage Controllers
14 © 2011 IBM Corporation
•14

15. Storage Efficiency Built-In
 Increase disk utilisation by 30% or more
 Improve efficiency and ultimately save money
Virtualisation
Used
 Virtualized volumes are
Used
mapped to physical devices
Used
Used Used Used Used Used  Achieves more usable capacity
using less physical storage
Thin Provisioning
Dynamic  More productive use of
growth available storage
 Across all supported host
platforms
Without thin provisioning, With thin provisioning, applications can
pre-allocated space is reserved grow dynamically, but only consume  Zero-aware Thick to Thin
whether the application uses it or not space they are actually using migration
Automated Tiering “Easy Tier” pools identify the
busiest data extents and
automatically relocate them to
SSD
Automatic highest performing Solid-state
relocation Disks
HDD Remaining data extents can take
advantage of higher capacity,
price optimized disks
© 2011 IBM Corporation

16. Storwize V7000 + DCS3700 = Lowest Cost per TB
Our customers are looking to store ever more data. They want
class-leading features but at the same time find themselves
constrained by:
*Budget
*Rack Space
*Power & Cooling
Leveraging Storwize V7000 to virtualise DCS3700 addresses all
of these points while maintaining the full functionality of
Storwize V7000.
16 © 2010 IBM Corporation

17. Storwize V7000 + DCS3700 = Lowest Cost per TB
The DCS3700 provides:
*Extremely low per TB cost
*Extreme density of 45TB per U of rack space
*60x 3TB drives in just 4U controller
*Up to 180 drives / 540TB in 12U
*Excellent power consumption with efficient PSU's and variable fans
*Intelligent design lowers cooling requirement
*Unrivalled serviceability for this density
-Drives contained in 5 drawers of 12 disks
-All drives remain accessible even when
drawers extended for drive replacement
17 © 2010 IBM Corporation

18. Storwize V7000 + DCS3700 = Lowest Cost per TB
Deploy SSD, SAS 15k & SAS 10k in Storwize V7000
Deploy smaller quantities of NL-SAS in Storwize V7000
BUT...
If your customer wants to purchase more than 2 trays of 3.5" NL-SAS
You should consider combining Storwize V7000 & DCS3700.
Business Partner buy price from:
1 x V7000 + DCS3700 with 180TB raw = £280 per TB*
1 x V7000 + DCS3700 with 360TB raw = £227 per TB*
1 x V7000 + DCS3700 with 540TB raw = £210 per TB*
These prices are for a fully featured high capacity system and
include 3 years support and maintenance on the whole solution.
Just add disks and enclosures to the V7000.
18 © 2010 IBM Corporation

19. Storwize V7000 + Virtualised IBM DCS3700
= Outstanding price per TB with un-compromising functionality
 Extremely low per TB cost HP
IBM Oracle
 Inherits full V7000 functionality
 DCS3700 extreme density
– 60x 3TB drives in just 4U
– 180 drives / 540TB in 12U Virtual Virtual Virtual Virtual
SAN Disk Disk Disk Disk
 Density without compromise
– Unrivaled serviceability 100% Virtualized Storage
– Drives in 5 drawers of 12 disks
IBM V7000
– All drives remain accessible
even when drawers extended
Dual
Drives (20 power
to 60) supplies
Dual
cooling
units IBM DCS3700
Dual © 2011 IBM Corporation
19 controllers

20. Storwize V7000 Unified
What this is
 Unified storage system with tightly
integrated management for both block
and file capabilities
 Support for
NFS/CIFS/FTP/HTTPS/SCP file
V7000 Unified
protocols in addition to existing block
functions (FCP and iSCSI) 6U
 File replication and file level snapshots
V7000 Unified
for business continuity and disaster
recovery in addition to existing block
functions
Why It Matters
 Convergence of even more workloads into one Storwize V7000 Unified system for greater storage
efficiency
 Enables consolidation of multiple stand-alone file servers to reduce management effort
 Upgrade path for installed Storwize V7000 systems (planned availability 1H2012)
 Enables deployment of a broad set of applications from within a single storage system, especially in
shared storage environments
20 © 2011 IBM Corporation

21. What’s Different About Storwize V7000 Unified?
 Based on highly successful Storwize V7000 block storage system
 Fully integrated user interface for block and file data simplifies
management
– Not a “unified” launcher for two different interfaces
 IBM Active Cloud Engine™ technology delivers automated storage
efficiency capabilities
– True policy-based management of files
– With user-defined policies!
 Built-in IBM Tivoli Storage Manager client simplifies backup to TSM
server
– Support for NDMP enables use of third-party backup clients
 Simple USB key based initial setup: extends successful Storwize V7000
approach
21 © 2011 IBM Corporation

22. IBM Active Cloud Engine™ for Storwize V7000 Unified
 IBM Active Cloud Engine Value
– Lowers storage cost by moving files transparently to the most
appropriate tier of storage
– Controls storage growth by moving older files to tape and
deleting unwanted or expired files
– Enhances administrator productivity by automating file
management
– Improves data protection by identifying files for backup or DR
– High-performance: can scan billions of files in minutes
22 © 2011 IBM Corporation

23. File Example Using Active Cloud Engine
File creation
30 days
EasyTier
SSD / SAS
180 days
60 days (deduplicate)
NL-SAS SATA
Externally Virtualized HP EVA Backup
catalog
Intelligent Backup offers
(deduplicate) Better efficiency: Progressive incremental, deduplication
Tighter control: File-level policy control
Faster recovery: Backup catalog
vs NDMP
23 © 2011 IBM Corporation

24. Define Active Cloud Engine ILM Policies in the GUI
This dialog is
modeled on the
Storwize V7000
volume creation
dialog
When to run this
policy
Which files do not
get migrated under
this policy
24 © 2011 IBM Corporation

25. Why Active Cloud Engine?
IBM Active Cloud Engine Will Enable Active Clouds
Files appear to
live in the cloud
 Single view of files – wherever you are in the world
 Files flow to the users – Users don’t have to chase their files
 Files live closer to users – Policy-driven distribution speeds file access
25 © 2011 IBM Corporation

26. Storwize V7000 can provide you
with a necessary capacity
upgrade…
PLUS rejuvenate your existing storage
investment with:
•New features: Unified & Thin Provisioning
•Better utilisation & efficiency
•A great GUI & VMware integration
•Spectacular ease of use
AND provide a proven migration path
off your old storage when
26 you are ready with © 2011 IBM Corporation

27. Storwize V7000 even has the ability
to give your existing storage a
performance boost with included
Easy Tier and optional SSD’s
New functionality can be delivered to
the platform via software updates
and licenses. You can benefit from
these on both V7000 and your
existing storage.
27 © 2011 IBM Corporation

28. MTS UKI IBM maintenance Offerings
What are we offering?
 Hardware maintenance (post warranty only)
– IBM Service – Only new parts used, full remote tech support, etc
 What can we do – EMC, STK, HP, SUN, etc
– Includes EVA, Symmetrix, DMX, Clarion & Connectrix – and now DMX3 & DMX4
Why do customers come to us?
 To help reduce support costs – we’re very competitive
 To help them break the EMC warranty cycle – greater flexibility
 Gives them a viable & credible alternative to the OEM
How can we help you?
 We can help break the EMC stranglehold – foot in the door
 We can offer short term support for migrations – EMC displacement
 We can support non-IBM products that remain – V7000 / HP EVA
 Recent bids vary from £100K to $1M p.a.
28 © 2012 IBM Corporation

29. MTS UKI IBM maintenance Offerings
Multi-Vendor IBM Support - What’s in it for you?
 Overcome most common objection to heterogeneous storage
virtualisation
 Opportunity to propose a broader solution – increase revenue
 BP’s get paid on this in the same way they get paid on any IBM
maintenance - same discounts, margins etc.
 We are currently offering an additional 12 points of margin on new
multivendor contracts sold by 30th June
 BP’s can always use the "fee for lead" promo and get paid for passing the
lead to MTS.
29 © 2012 IBM Corporation

30. Top Features in the UK
Ease of Management
- Great GUI and VMware integration
Scalability
- Scale-up or scale-out without disruption
IO Performance
- Up to 1m IOPS with 4-way cluster
Integrated DP & DR
- Integrated TSM client and ILM capability
- FlashCopy Manager protects VMware,
Exchange, SQL, Oracle & DB2
Density / Floorspace
IDC European Storage Survey 2011
© IDC 04/20/12 30

31. A New Standard for Midrange Storage:
Storwize V7000 & V7000 Unified - Features & Advantages
Storwize V7000 now
74% off list to T2 BP
using Value Seller
Use Existing
Storage Improve
Incredible Consolidate
Productivity & Unified
File Server &
Assets & Ease
Virtualization Ease of Use
Reduce Costs File Support
NAS Sprawl
Migration
Performance Low Entry Reduce Costs
Clustered Active Cloud
Easy Tier
& Save Cost Price & Linear Speed Backup
Scalability Engine
Vs. HDD’s Growth Costs & Ease Admin
© 2012 IBM Corporation

32. Storwize V7000 - Easy As 1-2-3
easy interface to manage ALL existing storage
• Reduce on-going administration costs with extreme ease-of-use
• Integrated application protection for VMware, Exchange, SQL, Oracle, DB2
unique complementary deployment methods
• Rejuvenate almost any existing storage with data in place
• Reduce depreciation costs by sweating existing assets
• Simplify management where growth & costs are spiralling
• Migrate any quantity of existing data with “Thick to Thin” non-disruptive data movement
• Reduced disruption & risk to business processes & applications
• Migration to IBM Storwize V7000 is easier than staying with same vendor
exceptional ways to optimise storage & reduce costs
• Maintain and maximise investment in existing storage assets
• Add leading-edge storage efficiency to new V7000 AND existing storage
• Be Licensed to Kill current license/maintenance costs with FREE V7000 features
© 2012 IBM Corporation

33. Storwize V7000 - Easy As 1-2-3 for IBM BP’s
great margin stack with Value Seller
• Earn up to 74% discount off list with no cap to your earning potential with quick turnaround
• BP’s trading Storwize V7000 are said to be earning 20% NRM and beyond on many deals
low-conflict ways to sell to new or existing accounts
• Rejuvenate almost any competitive or older IBM DS storage avoiding forklift upgrade
• Unique positioning that avoids usual 3-5 year upgrade cycle so you can sell to anyone
• Offer a different approach where your competition suggest upgrades or go direct
• Migrate any quantity of existing data FREE but with strong value statement to customer
• Low cost & low risk method of migration with IBM or BP led services offering
• Migration to V7000 is easier than same vendor and more profitable for you
unique ways to show your value to the customer
• Competitive non-disruptive offering preserving investment & confidence in existing storage
• Total support from IBM with enablement, incentives and unique backing of UK Hursley Labs
• Provide low-cost future-proof solution that enables deployment of new features
© 2012 IBM Corporation

34. Storwize V7000 - Easy As 1-2-3 for IBM’ers
‘Greatest Hits’ album of IBM Enterprise features
• Totally IBM true-blue solution with complete control over development & costs
• SVC + XIV + DS8000 + GPFS = a winning solution with a truly unrivalled pedigree
unique methods to position IBM storage
• Rejuvenate almost any storage and provide single contract maintenance under IBM MTS
• Low entry point price and short sales cycle to secure IBM footprint for 3-5 years
• Offer an unmatchable approach where competition only offer complete replacement
• Migrate any quantity of existing data FREE and avoid usual perceived project risks
• Packaged IBM services to show customer way forward rather than forced migration
• Migration to V7000 easier with less depreciation than staying with incumbent vendor
winning tactics to open conversations
• Easiest storage to sell into a competitive situation preserving investment in current estate
• Maintain current storage while preserving investment and increasing capacity
• No threat to existing strategies or assets while offering a strategic IBM solution
© 2012 IBM Corporation