The Cloud Operating System powered by OPenStack is increasingly helping businesses to innovate, stay ahead of the competition, and differentiate based on unique expertise. This presentation provides an overview of the business challenges faced by IT departments and service providers and why and how they are looking at OpenStack and open source options to solve these issues. The presentation also covers how Dell is involved in OpenStack community and how it is helping customers succeed with OpenStack with its comprehensive end-to-end solutions powered by OpenStack at its core.

1. Solving Business Challenges
with OpenStack
.

2. Revolutionary Cloud Solutions2 Confidential
What Enterprises IT Departments and
Service Providers Live with Today
7/26/2013
Legacy
Silos
Ability
Disparate silos
managed separately
Too complex to
affordably fix
Infrastructure
not performing
Skills or
resources not
available
Stranded or
unused islands
of assets
Unable to keep
up the needs of
the organization
Slow
Under-
utilization
Complexity
Scale
Unable to scale cost
effectively

3. Revolutionary Cloud Solutions
Why Are Customers Consider OpenSource
Solutions for building their clouds?
3 11/11/2012
• “Implementing private cloud
with VMware is too expensive.”
• “We’re unable to quickly
address consumer demand.”
• “We want options for cloud –
on premise, off premise,
hybrid.”
• “I want to be in control of my
infrastructure. I want to stop
building it from scratch!”
• “We want to develop our own
features rather than wait for
vendors - it’s faster, more cost
efficient, and specific to our
environment.”
• “The cost to implement private
cloud at scale with VMware is a
dead end.”
• “Traditional cloud offerings are
incomplete, unable to
massively scale, difficult to
manage.”
Pain: Cost Pain: Control Pain: Scale
Open source clouds
are cost effective
Open source clouds
allow operators to
control their software
Open source clouds
are proven at scale
Open source clouds allow companies to innovate on open platforms and
frameworks and to accelerate their time-to-market by leveraging community
building and collaboration

4. Revolutionary Cloud and Big Data Solutions
"We are moving to the cloud
powered by OpenStack to
enable agility, availability and
the innovation necessary to get
the best products to our
customers, faster than our
competitors."
- Saran Mandair, Senior Director of PayPal Infrastructure
Engineering
Confidential4 7/26/2013

5. Revolutionary Cloud Solutions
”We knew we had to reinvent the job of a
traditional hosting company and quickly
detach ourselves from competition by
being innovative and specialized in a
specific area of expertise: choosing
OpenStack was a way to do so”
- Raphael Ferreira, CEO, eNovance”
5 Confidential 7/26/2013

6. Revolutionary Cloud Solutions
7/26/2013Confidential6
Cloud to enable new workloads and/or
business models that scale massively
Cloud to retrofit existing,
legacy workloads/IT infrastructure to
improve agility and efficiency
New Workloads
– Financial Services data analysis & forecasting
– Map/Reduce data analytics
– Other distributed, Web 2.0 apps
– Apps are cloud aware. They manage
Resiliency, HA, failover, and scale
Revolutionary Evolutionary
Target Markets: Advanced Private Clouds
(innovation labs, Advanced Technology labs,
startups), Public Clouds (Hosting providers,
SaaS, Service Providers,
New Biz
– Cloud infrastructure services
– E-commerce
– Streaming media services
– Online gaming
Private Players: OpenStack, Cloudstack,
Eucalyptus, OpenNebula, Nimbula
Public Cloud Players:
Amazon, Rackspace
Legacy Workloads
– SAP, People Soft, Sharepoint, SQL, Home
grown, Client server based
– Monolithic code base, scale vertically
– HA, resiliency, failover is in the infrastructure
Workload Profiles and Target Markets
Existing Biz
– Focus on operational efficiencies
– Better IT responsiveness in for workloads
delivery, reduce VM sprawl, pooled infrastructure,
& reduced infrastructure mgmt cost
Private Players: VMWare, Microsoft, Citrix
Public Cloud Players: Savvis, Terremark, HP
Target Markets: Mainstream virtualization
market, Large market focused on
transformation of existing legacy
infrastructure (most enterprises)

7. Revolutionary Cloud Solutions
Takeaways from Open Source Competitive
Analysis
• Openstack is gaining far more
momentum and awareness in the
community and industry than its
two main competitors.
• In particular, OpenStack is gaining
much more traction
internationally.
• OpenStack Production
deployments are increasing as the
feature set and reliability of the
project matures with regular
feature updates and accelerated
code contributions faster than the
competition.
Confidential7 7/26/2013
COMPANIES
TOTAL CONTRIBUTORS
AVERAGE MONTHLY
CONTRIBUTORS
1,036 238
231
10,149
INDIVIDUAL MEMBERS

8. Revolutionary Cloud Solutions
Dell and OpenStack
Market
Offerings
• FIRST hardware solutions vendor to back OpenStack
• FIRST OpenStack integrated Solution in market
• FIRST OpenStack deployment solution: Crowbar
• Industry recognition of Dell leadership
• Regular releases, webinars, white papers, case
studies, press coverage, etc
Community
Advocacy
• Sponsor of each OpenStack Conference to date
• Lead monthly Austin & Boston OpenStack meetups
• Numerous cloud / community events worldwide
OpenStack
Governance
• Gold-level sponsor of new OpenStack Foundation
• 2 seats on Foundation Board of Directors
• Active participation in developing community
bylaws, code of conduct, etc
Crowbar
• Winning, differentiated Dell IP
• Owner / Leader of Crowbar OSS community
• 470 followers; 31,000+ Crowbar site hits in 90 days
• 2,000+ downloads in 6 months
• 2nd most active Dell Listserv
• Multiple “Hack Days” – 100s of world-wide participants
• Corp contributors include Intel, Suse, Rackspace, others
8 11/8/2012

9. Revolutionary Cloud Solutions
Dell OpenStack-Powered Cloud Solution GtM Strategy
Confidential9 7/26/2013
Approach
1. Thought leadership
2. Build/collaborate with customers
3. Complete end-to-end solution (Dell IP– Reference Architecture)
4. Active community leadership
Initial Target
Market
• Telcos, Hosters, Service Providers
• Clear concise HW, SW, Services revenue model
Solution
Strategy
• HW + SW + Services + Support (Cloud Taxonomy)
• Minimum viable product (MVP) - Dell Portfolio Integration
• Unique Dell IP (Crowbar)
Leverage…
• Open source technologies and communities
• Partners and best-of-breed vendors
• Ecosystem Partners - partners who fill gaps
• Platform Partners – partners with complete solutions
• Distributions – vendors with validated versions of OpenStack
• Community
• Contribute, participate, lead in OpenStack
• Crowbar

10. Revolutionary Cloud Solutions
The Complete Taxonomy
Confidential10 7/26/2013
Physical
HVAC Power Facility
Compute Storage Network
Resource Abstraction Control Layer
Storage
virtualization
Hypervisor
Operating
System
Resource Allocation
Access
Control
Monitoring
Network
virtualization
Service Layer (IaaS)
Volume
Object
Identity
Network
Compute
Image
PaaS/SaaS services sit on top of this stack along with other any specific vertical solutions such as
VDI, HPC, CDN etc. Depending on the nature of the cloud application, various components of the
stack below need to be selected and tuned for the specific requirements of that application
Cloud Service
Management
Business Support
Acct/Billing
Pricing/Audit
Inventory
Cust Mgmt
Provisioning/Conf
Configuration
Metering
Inventory
Provisioning
Portability/
Interoperability
PEC 6220, 8000, PER
720 EQL Logic
Force 10
Ceph
OVS
Ubuntu,
SLES
KVM, XEN,
Hyper-V
Nagios,
Ganglia
Crowbar
DMCM