IBM System x with IBM Storage

IBM and Business Partner Presentation May 2010

Smarter Systems for a Smarter Planet

2010 IBM Corporation

Smarter Systems for a Smarter Planet

Table of Contents

Introduction to the Storage Market System x and Storage: Why sell IBM components together System x and Storage: What to sell

System x and Storage: How to Sell

Positioning IBM Storage with System x Resources for IBM Storage with System x

Storage Product Details

Call to Action

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Introduction to the Storage Market

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The World is Becoming Smarter Every Day

Whats Making it Smarter? More Information!

2.5 billion RFID tags sold in 2009 900 million GPS devices sold annually by 2013 76 million smart electric meters in 2009. 200M by 2014 Text messages generate 400TB of data daily in the U.S. MRIs will generate a Petabyte of data globally this year

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Clients are Struggling to Keep Up and Spending to Address Top Issues Top issues and initiatives for storage managers
Managing Storage Growth Proper Capacity Forecasting & Storage Reporting Managing Costs Backup Administration & Management Managing Complexity
0% 20% 40% 60%

Tiered Storage Buildout Consolidation Technology Refresh Backup Redesign Virtualization Adoption Improving Performance Archiving
0% 20%

Source: TheInfoPro Storage Study (12/14/09), n=186.

Source: The InfoPro Storage Study (12/14/09): F1000 Sample. Wave 13, n=183.

*Note that due to multiple responses per interview, total exceeds 100%. This is a partial list of responses received, showing only the top issues and initiatives.
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Critical Success Factors

Managing Information Growth without Complexity

Storage Efficiency
Reduce cost, improve performance, increase flexibility

Service Delivery
Understand what you have, improve service, beat expectations

Data Protection
Maintain access to information throughout its useful life

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System x and Storage: Why Sell IBM components together

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Why sell System x together with IBM Storage > More Commissions in your Pocket!
Add commissions by selling The Bigger Deal as a Solution
Competition (HP & DELL) win deals by focusing on building complete solutions The thought process is to sell SOLUTIONS to customers, NOT boxes!! Your choice: sell solutions or dont make the sale! Increase the transaction size & margin selling IBM Storage with System x and BladeCenter To understand commission on exact storage products, talk to your geo manager Remember to complement your server and storage sale with services

Example of increased revenue through a single customer

Customer #1 buys: 3 System x servers: (~$10K / each) only) Customer #2 buys: 3 System x servers with Storage: 1 DS3200 SAS dual controller w/12 drives 300GB SAS + cables 1 LTO Tape drive TS2240 + cable Incremental Product Revenue towards your Commissions IBM or BP provided Services Revenue $30,000 (example purposes

$14,943* $3,236* $17,179* +$+ (based on geo and service)

$30K
System x portfolio

$17K
IBM Storage portfolio

*Approximated list prices before discounts

$47K
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Why sell System x together with IBM Storage > Keep the competition out!
CYA - Cover your assets by selling IBM Storage with System x
Build barriers around your accounts to keep System x competitors out by selling solutions not boxes Work as ONE IBM. HP works as ONE across servers and storage; EMC and Dell work as one company Non-IBM Storage vendors can open the doors to System x competitors Identify cross-brand opportunities and involve the proper sales team to back you up

Competitive X86 servers & top relationships to non-Proprietary External Storage vendors:
HP Dell Cisco Oracle/Sun HDS EMC, LSI EMC, Oracle/Sun HDS We can team with these storage OEMs, but who are they teaming with when we are not looking?

IBM Storage Group competitors:

EMC, HP, Dell, Hitachi Data Systems (HDS), Oracle/Sun. NetApp

System x portfolio

IBM Storage portfolio

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System x and Storage: What to Sell

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Mapping System x to selected IBM Storage > Where Storage Fits

Where the Storage offerings fit?

Complementary System x and IBM Storage offerings better position and differentiate IBM IBM external storage: for multi-server, shared-storage System x environments (DS5000/DS3000 and N3400) IBM Linear Tape Options (LTO 5): Gen 5 tape series with System x for removable data protection and security (TS2350/TS2250)

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Mapping System x to selected IBM Storage > Key Messages

Key messages for the System x to IBM Storage link
(Scalability, resource optimization & energy savings)

DS3500: (Entry Level Disk Storage)

Entry level disk storage for System x database workloads Options of 6Gbps SAS, 6 Gbps SAS with 1 Gbps iSCSI networking technology and 6 Gbps SAS with 8 Gbps Fibre Channel connectivity

DS3950/DS5020: (Lower Mid-range Disk Storage)

Excellent mid-range disk storage for System x database workloads Workloads: consolidation & virtualization, interactive database & OLTP, and HPC & Data Warehouse applications These System storage units are the same; DS5020 ordered via AAS; and DS3950 ordered via HVEC & Accelerator Enterprise performance and highly scalable for HPC and mixed workloads Strength in IOPS and MB/s; ideal for System x virtualization environments Entry level and lower mid-range storage needs with unified (file and block) storage for versatility High integration with core business applications for virtualization and database TS2250 with LTO5 technology provides adequate performance & capacity for System x servers in any industry Encryption in the LTO Gen 5 tape drive can be performed at native data rates

DS5100/5300: (Upper Mid-range Disk Storage)

N3400: (Entry Level Disk Storage)

TS2250/TS2350: (Application Managed encryption)

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IBM Storage Manager software tools for System x are easy to use and implement

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When Choosing the best Enterprise x86 Servers dont forget: Shared/External Storage Drives from IBM System Storage
DS3000 Series
Workloads
Entry level and distributed enterprise sites Excellent for applications with interactive database workloads

DS5000 Series
Workloads
Mixed workload / consolidation / virtualization environments Excellent for applications with interactive database workloads

N3000 Series
Workloads
Entry level and mid-range storage needs. High integration with core business applications for virtualization and database

Value Proposition
Performance at lower price and reduced TCO DS3500: Energy Star certified and allows users to lower power consumption by 10 %*

Value Proposition
Mid-range performance for compute-intensive and core business applications No one else has the balance in both IOPS and MB/s

Value Proposition
Unified (file and block) storage for versatility N3400: reduced TCO of up to 50% with bundled Software Packs

DS3500

DS5000

N3400

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View more details on Storage Devices for System x: DS3000/DS5000 and N3000

Announce: February 9 GA: March 5 (Not Available for BladeCenter at this time)

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When Choosing the best Enterprise x86 Servers dont forget: Linear Tape Options from IBM System Storage
TS2250/TS2350 Express

Workloads
Tape: integral part of storage hierarchy: 4-15X more data on tape than disk Cost effective, removable, portable High volumetric efficiency Complete data protection and security strategy Tape provides infinite capacity on demand With LTO5 6Gbps SAS interface, Higher speed allows data to be moved faster into the drive

LTO Tape Series

Value Proposition
Helps reduce costs with lower power consumption, consolidation and space reduction Supports media partitioning on LTO Ultrium 5 Media and new IBM Long Term File System technology Nearly doubles the cartridge capacity of previousgeneration LTO4 drives Designed to provide greater capacity and performance to address the most demanding backup and archiving requirements
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System x and Storage: How to Sell Positioning IBM Storage with System x

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IBM System Storage criteria for System x Servers

Differentiating Criteria for level of External Storage Needs
Entry Level
# of Servers to attach Client Key Decision Points 1 to 10 servers Low Cost, Easy installation / management Reliability / availability

Lower Mid-Range
10 to 20 servers Performance value / scalability Reliability / high availability Premium replication features Easy management Up to ~ 40,000 IOPS Up to ~1,600 MB/s iSCSI, FC

Upper Mid-Range
> 20 servers Balanced, scalable performance Business Continuity through highest availability / reliability, and premium replication features Configuration flexibility Service and Support Up to ~ 130,000 IOPS Up to ~ 6,400 MB/s iSCSI, FC

Aggregate IOPS workload2 Aggregate MB/s workload Host connectivity

Up to ~ 16,000 IOPS Up to ~ 900 MB/s SAS, iSCSI, FC

Attach method
Max raw disk capacity per system controller (supported drive types) DS Series N Series Price Band Environment
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DAS, NAS, SAN

DS: 96 TB / N: 136 TB (SAS, SATA) DS3200, DS3300, DS3400 N3300, N3400, N3600 < $50k Windows, Linux, VMware

NAS, SAN
DS: 224 TB / N: 840 TB (FC, FDE, SATA) DS3950/DS5020 N6040, N6060, N6070 $50-$150k Windows, Linux, VMware

NAS, SAN
DS: 960 TB / N: 1176 TB (SSD, FDE, FC, SATA) DS5100, DS5300 N7900 $50-$300k Windows, Linux, VMware

Considers 2TB SATA drive option to be announced April 13 2Based on max disk IOPS using 75/25 read/write mix2

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Storage Positioning for System x

High-End Large Enterprise Centric Storage: (Special case Storage for System x & BladeCenter) DS8000, SVC, XIV

High-End Storage

N series
NAS or File Sharing Concurrent unified file & block support SnapManager Application integrated with core business applications Data protection and recovery Gateway for IP connect to competitive FC disk Upper Mid-Range Storage

DS5000
Modular, scalable disk storage (start small and grow incrementally) Low cost /TB Basic snapshot and mirroring capabilities Strength in IOPS and MB/s; ideal for mixed workload / consolidation / virtualization environments Optimized for capacity < 50TBs

Entry Level Storage

DS3000
Distributed/Remote office, low-end modular

NAS
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Distributed

Tape
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Supports all ranges of industries and company sizes

Lower Mid-Range Storage

LTO

Smarter Systems for a Smarter Planet

Storage Positioning for System x

Choosing DS Series or N Series?
DS5000 Block Storage: read/write in blocks (512 bytes) Block access for faster raw I/O performance than File Storage (for mixed workload / consolidation / virtualization environments) Lower cost per usable TB > 10 servers: SAN storage for performance, advanced features, high availability, scalability and affordability DS3000 Block Storage: read/write in blocks (512 bytes) Block access for faster raw I/O performance than File Storage (apps with interactive database workloads) Lower cost per usable TB 1 to 10 servers: going from Internal to DAS, or transitioning from DAS to SAN N series File and Block (unified) Storage: treats a sequence of blocks as files for read/write access Better file sharing between clients than block storage; for file sharing workloads Moving from DAS to NAS, N series: 1-30 servers, N3400: 1-10 servers Lower cost implementation due to ethernet use and reduction of HW
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High-End Storage

High-End Large Enterprise Centric Storage: (Special case Storage for System x & Blades)

N series
Upper Mid-Range Storage

DS5000

Entry Level Storage

Lower Mid-Range Storage

DS3000ar

NAS

Distributed

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LTO
Tape

Smarter Systems for a Smarter Planet

Quick Reference for Interface Options

Interface Type Performance & Connection Availability IT Expertise to Manage Storage Distance Cost Server attach SAS
Serial Attached SCSI

iSCSI
SCSI mapped over TCP/IP

FC
Fibre channel

Better

Good

Best

Server experience
~ 8 meters $ 3 for direct attach to System x 14 for BladeCenter attach

Network Experience
Infinite $ Unlimited

Storage Experience
~ 10,000 meters $$$ Unlimited

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System x and Storage: How to Sell Resources for IBM Storage with System x

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Sales Kits
Demand Generation Resources
Protect More, Store Less (Competitive Play)

Storage Devices

Demonstrating the value

(internal)

Sales Kit

Case Study
(client ready)

DS5000

DS5020/DS3950 + HS22 + VMware

DS5000 IBM, BP DS5020 IBM, BP DS3950 IBM, BP

IDEA

DS3000

DS Storage Manager Simulator

DS3000 IBM, BP

Northwest Radiology

How to Sell and Make Money with DS3k

N3000

N Series + VMware

N Series IBM, BP N 3400 IBM, BP N 3000 Express IBM, BP Tape IBM, BP TS2240 IBM, BP

Banco ABC Brasil

N series Sales Tactics

LTO

LTO and the Mid-Market

Ahlers Group

Storage Sales Tactics

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Download the IBM System Storage Product Guide

A quick reference for all IBM System Storage solution products
This guide is an excellent resource for all the System Storage products that are available.

Download it now.
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http://www.ibm.com/systems/storage/resource/pguide/index.html
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System Storage Integration with System x and BladeCenter Advertising and Demand Generation
Our strategy for System x and BladeCenter advertising and demand generation consistently integrates storage offerings. We currently have a System Storage offering included in one of two spots for secondary offerings in the Intel-based executions of our Express Seller print ads, and advertising landing pages on our site. BladeCenter advertising (TV, Print, Banner) features storage as a proof point on its Web landing pages. Product Web sites promote System Storage from home page links
Print/ Web/TV Adv Landing Pages

Web Content

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System Storage Integrates with System x and BladeCenter on Channel Enablement

There are a large number of resources available for you
We currently have a BladeCenter Storage Strategy Q&A (A) document in development. Sales Guides (B) feature storage offerings within Key Options area CE Supermodule deliverables such as the Quick Reference Guide (C) include storage offerings (D) education

(A) (B) (C)

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(D)

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Resources from our Partners: IBM BladeCenter and Storage Solution Centers (BSSC) Program
Objectives:
Grow reseller sales loyalty and expand Reseller share-of-wallet in critical Blades and Storage SMB growth markets Effectively recruit, and enable top tier of BladeCenter resellers to proactively sell IBM Blades & Storage Ensure BP skills and capabilities through defined set of participation requirements

Partner Commitment:
Blade and Storage Skill Certifications Onsite Equipment Demo Capability

Program Benefits:
Recognition as an IBM Blades Leader Equipment Lease Programs Community Support Demand Generation Support

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Sales Incentives and Promotions

Business Partner Incentives and Rebates
Incentive / Rebate Know Your IBM (KYI) Blade + BladeCenter Solution Provider Channel Evaluation Program for Business Partners Description Employees of eligible IBM Business Partners can receive points that can be redeemed for merchandise: Requires approval from BP for employees to participate. quarterly growth targets for sales of Blades and BladeCenter Chassis. Technical competency and demo unit required. Quarterly targets equal 40% uplift of previous years end user reported sales for the same quarter Pre-sale program on System x, PWS, System x - Storage, and Blades. Maximum 90 day eval period. Eval tickets released on a quarterly basis, each Business Partner Enterprise will be eligible to receive two sales rewards tickets at the close of the first, second and third quarters if at least 75% of their evals have resulted in a sale. All eligible products approved for a 90-day channel evaluation will be assessed a 10% return fee if the product is returned to IBM. Business Partners are now able to submit special bids to address U.S. Federal, State, or Local government End User pricing issues. System x Express Seller models in IBM07-xxx are excluded

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Storage Product Details

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When Choosing the best Enterprise x86 Servers Dont forget the IBM System Storage DS Series

DS3000 Series with new DS3500

The DS3500 provides the broadest set of connectivity options available in a single storage system 6 gigabit per second (Gbps) SAS, 6 Gbps SAS with 1 Gbps iSCSI networking technology 6 Gbps SAS with 8 Gbps Fibre Channel networking technology Allows clients to intermix the different host interface connectivity to maximize system resources DS3500 is also focused on green efficiencies, it is Energy Star certified and allows users to lower power consumption by 10 percent* Data security with local key management of full drive encryption drives Management expertise built into an intuitive and powerful software Expertise built into the software so the user does not have to be Common management interface across DS Storage Mgr platform Storage Profiler and Monitor to enable informed decisions on storage infrastructure
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DS5000 Series
Fibre Channel, iSCSI host connectivity Tiered storage capability: SSD, FC, FDE FC, and/or SATA drives (SSD: DS5100/DS5300 only); High-density 60-drive enclosures for SATA Designed for compute-intensive and core business applications, as well as large consolidation / virtualization environments Max sustained throughput disk read/write: 6400/5300 MB/sec Max sustained I/O rate disk read/write: 170,000/38,000 IOPS DS5000 Competitive: balanced, scalable midrange storage performance No one else has strength in both IOPS and MB/s; a requirement for mixed workload/consolidation/virtualization environments Excellent for applications with interactive database workloads Recent enhancements announced (March 2): new options: 2TB SATA and 300GB SSD (DS5100, DS5300, EXP5000)

*When compared with its predecessor the DS3000

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For the best Enterprise x86 Servers Remember IBM System Storage N Series and LTO Series

N3000 Series with the New N3400

Fibre Channel, iSCSI host connectivity Fibre Channel, SAS and SATA drives supported Unified storage equals versatility and value for customers: Integrated multi-protocol NAS/SAN + FCoE, simultaneous Scalable FCP & iSCSI SnapManager advanced features provide high integration with core business applications Competitive, advanced features at no extra charge: RAID DP, Deduplication, FlexVol and Snapshot N3400: New Entry level member to the N Series family For demanding small or midsize enterprises Reduced TCO: Save up to 50% bundling SW Packs N3400 Announced February 9, GA Date: March 5 (Not Available for BladeCenter at this time)

LTO Series with TS2250 Tape Drive Express

6 Gbps SAS connectivity available Dual SAS port and one Ethernet port Native data transfer rate of 140 MBps Maximum Storage Capacity up to 3.0 TB with 2:1 compression Security Supports application managed encryption of data Supports Write Once, Read Many (WORM) media Tape is an integral part of the storage hierarchy: Customers store 4-15X more data on tape than disk Tape is cost effective, removable, portable Tape provides high volumetric efficiency Competitive: IBM patented Magneto Resistive Flat Lapped Heads designed to lower friction to improve head and tape cartridge longevity that enables low wrap IBM patented Surface Control Guiding designed to prevent edge damage and debris accumulation by eliminating edge guiding 2010 IBM Corporation

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Call to Action

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Call to Action
Before leaving your desk:
Identify 3 current clients or clients in the pipeline that you to not think have clear plans for external storage behind their servers. Call each of these 3 prospects to validate their level of planning for external storage. Take the positive information you gather from the call to these 3 clients, then contact your local IBM Storage representative to formulate a plan and agree on rules of engagement to get IBM Storage included into the client strategy. Once you start selling storage with the servers, you will grow in skill and revenue.

In your daily efforts:

Make your clients and potential clients cognizant of IBM Storage. Look for low hanging fruit to match clients and potential with IBM Storage products. Never hesitate to contact your local IBM Storage representative to plan a strategy.

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THANK YOU FOR YOUR TIME

and Great Selling !

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