Rack PDUs

Ashish Moondra
Senior Product Manager

Selling Process
Know who to sell to / thru
Know the market trends
Understand the Power

Management maturity level

Qualifying questions
Know the Emerson portfolio and
advantage
Figure out the right solution
Know what your competition has
to offer
Be prepared to answer objections
2

Who to sell?
Personas

Datacenter Manager
Datacenter Operations
Facilities Manager
Windows / Unix administrators
Network administrators
Lab Managers / Administrators

Applications

Datacenters
Colocation, Hosting
Remote Offices
R&D Labs for IT Vendors

Top Data Center Challenges

IT
Outsourcin
g

Virtualization
,
Cloud

Regulation

Efficiency &
Green
initiatives

Complianc
e

Business &
technology
forces
pressing on
the data
center

External
forces
changing
the
Consolidat business
ion
climate

Higher
Density

Reduced
Budget

Challenges

Increasin
g
Demand

Source: Data Center Users

Group Survey

Each of these challenges affects the appropriate Rack PDU solution

Datacenter challenges & Rack PDU

trends

Infrastructure Management
Intelligent Rack PDUs with remote monitoring capabilities
Software solutions for centralized management and monitoring
Seamless integration within existing management structure

Heat density
Rack PDUs with higher ambient temperature ratings
Integrated environmental monitoring at the rack level

Availability

Thresholds, event generation and notification capabilities

Metering at branch circuit level
Switching capabilities within Rack PDUs / servers
Adaptive Configurations

5
COMPANY CONFIDENTIAL

Trends.contd.

Energy Efficiency

Metering at the outlet level on PDUs / servers

High voltage Rack PDUs (415V 3-phase)
PDUs with lower power consumption costs
Scheduled turn on and turn off capabilities

Power density
3-phase PDUs
PDUs with more C19 outlets
PDUs with higher outlet counts

6
COMPANY CONFIDENTIAL

Qualifying questions
Where are they today?

Do you manage power within the datacenter today? If yes, how and at

what level?
What tools do you use to manage Rack PDUs and overall power
consumption today?
What are the power distribution / management challenges within their
existing setup?
How do you deal with servers that hang up?
Is the datacenter manned 24x7?
How do you figure out the best location to install new servers?
Have you installed blade servers or large Cisco switches? How do you
power them?
What and how many circuits do you bring to the rack?
What racks do you use and how are PDUs installed?
What temperature do you see within the hot aisles in? Do you have
rack level environmental monitoring in place?

Qualifying Questions
Where do they want to be?
Do you have any Green initiatives within your organization?
Would you like to have the capability to implement chargeback

schemes?
Would you like to have the capability to justify the ROI of replacing
old equipment?
Do you anticipate several changes within the datacenter during its
lifecycle?
Would you like to have lower number of circuits coming to each rack?
Would the ability to remotely turn on equipment reduce their MTTR?
Would you like to leverage rebates provided by utilities?

Choosing the Right solution

Functionality required

Adaptive vs Non-Adaptive
Switching capability
Outlet level vs Strip level metering
Type and number of outlets required

How many servers (and power supplies)

Any blade servers, networking switches with
C19 needs
Input circuit required

Are the circuits already laid out?

What is the expected rack density?
Form factor

Enough space to install vertical PDUs

U space available for horizontal PDUs
Manageability preference

Web interface, SNMP, centralized software, Serial,

Mixed
9

Emerson Rack PDU portfolio

Knurr
Netsure Liebert
DIRDB
MPH(B)
STRIP

Avocent Avocent Liebert Avocent

Feature
Rack
PDU Product
Portfolio
EPM3000
PM1000
PM2000 MPH(C)
Basic AC power
distribution

Yes

Yes

Yes

Yes

Yes

Yes

Monitoring at the
strip level

Yes

Yes

Yes

Yes

Yes

Yes

Integrated
Environmental
Monitoring

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Basic DC power
distribution

Yes

Liebert
MPX

Yes

Monitoring at the
outlet level

Yes
Yes

Outlet switching
Adaptive to allow
changes to outlet
and power types

Yes
Basic

Managed

Adaptive

Avocent Current Rack PDU Family

Basic: N/A
Managed: Avocent PM PDUs

Remote Monitoring & Control

PM1000 Strip level monitoring
PM10/20 Strip level monitoring and switching
PM2000 Outlet level monitoring
PM3000 Outlet level monitoring and switching
Adaptive: N/A

11

Avocent PM3000/2000
Metering

Current, voltage and power for each outlet, phase and circuit
Capability to display aggregate current, voltage and power
Threshold / Alarming capability

Turn On/Off, recycle power, lock, unlock (PM3000 only)

Outlet grouping capability
Sequential startup & shutdown
Electronic overcurrent protection

Control

Manageability

Onboard web interface w/ data logging (IPv6 support)

Serially through ACS serial consoles / DSR
DSView 3 management software & DSView3 Power Manager
CLI, SNMP v1,2,3, SSH
Local & Remote Authentication (Radius, LDAP, Kerberos etc.)
Daisy chaining capability (up to 5 PDUs)

1-ph and 3-ph models (up to 22kW per PDU)

Vertical (20 & 24 outlet) and horizontal (3, 6 & 10 outlet) models
C13 & C19 outlets

Avocent PM1000
Metering

Current, voltage and power for each phase, circuit

and strip
Capability to display aggregate current, voltage and
power
Threshold / Alarming capability

Manageability

Onboard web interface w/ data logging (IPv6

support)
Serially through ACS serial consoles / DSR
DSView 3 management software & DSView3 Power
Manager
CLI, SNMP v1,2,3, SSH
Local & Remote Authentication (Radius, LDAP,
Kerberos etc.)
Daisy chaining capability (up to 5 PDUs)

1-ph and 3-ph models (up to 22kW per

PDU)
Vertical (20 & 24 outlet) and horizontal (10
outlet) models
C13 & C19 outlets

Liebert Current Rack PDU Family

Basic: Knurr DI-STRIP

Robust & Reliable Designs

Managed: Liebert MPH

Remote Monitoring & Control

Adaptive: Liebert MPX

Scalable & Reconfigurable

Remote Management to Discrete Loads

14

Basic Rack PDUs Knrr DI-STRIP

Highly robust
Highly customizable platform
Single and dual corded models
Standard offerings
4 and 9 outlet 1U
6, 12, 24, 33 and 48 outlet
vertical models
10 feet input cord
1-ph & 3-ph offerings

Liebert MPH - Managed Rack PDU

Liebert MPH - Managed Rack PDU

Global Platforms & Broad Range

42 SKUs (24x NA / 16x EU): Vertical & rack form-factors
Power Input: 20A/1Ph to 30A/3Ph (16A/1Ph to 32A/3Ph)
Output / Receptacles: 27X or 9X NEMA, IEC & Combinations

Versions: Branch Monitoring &/or Receptacle Control

Monitoring Interface Rack PDU Card Based
Market Leading Performance
Measurement Accuracy: +/-1% Volts & Amps Assured Oversight
Operating Temp Range: Up to 55C/131F Critical Rack Environments
Energy Efficiency: Normally closed control / contacts Lowest TCO
Rack PDU Array: IP Consolidation Improve IT Efficiency
Performance Capabilities Shared with Liebert MPX

CompanyConfidential

Adaptive Rack PDUs

Liebert MPX - Hardware Structure
Power Rail Chassis (MPXPRC)

Power & communications

bus
Multiple lengths / T-Slot
mounting

Local Display
(RPCBDM)

User mount in rack space or remote

Cable connected

Power Entry Module (MPX-PEM)

Versions: NA & EU / Receptacle
Management & Branch Monitoring
NEMA & IEC Receptacles
Branch circuit protection
Hot-swappable

Branch Receptacle Modules

(MPX-BRM)

Versions: Variable & Fixed Capacity

NA & EU: 30-60 / 32-63amp / Single-Three Phase / 3P-4W
& 4P-5W
Variable: Via Cordset 30/32amp
Monitoring via RPC (Rack PDU Card)

Common Benefits Liebert & Avocent

platforms
1-ph and 3-ph models (up to 3-ph 60A)
Ability to measure current, voltage, Power, Power factor and energy

consumption
Mix of C13 and C19 outlets
Horizontal and Vertical solutions
Ability to meter at the outlet level
Integrated environmental monitoring
Higher temperature rating
IP capability as well as onboard web interface
10 ft. standard power cord length
Power Array capability
Centralized management through DSView3

18

Hardware Differences
Liebert MPH and MPX
Measurement resolution

+/- 1% (Amps/Volts)
Temp rating 55 C (131 F)
OCP- circuit breakers
Management- IP only
Remote LCD display panel
(optional)
Modular controller card
Normally closed relays
NEMA, IEC and mixed outlet
120, 208-1ph, 208-3ph, 208/120
3-ph & 415V configurations

19

Avocent PM1000/2000/PM3000
Measurement resolution

+/- 5% (Amps/Volts)
Temp rating 45 C (113 F)
OCP-fuses
Management- Serial or IP
Local LCD display
(standard)
Embedded controller card
Normally open relays
IEC outlet configurations
120, 208-1ph, 208-3ph & 415V

configurations

Management Differences
Liebert MPH and MPX
No CLI and SSH option
Local authentication
SNMP v1
No onboard data log
IPv4 support

Avocent PM1000/2000/PM3000
CLI and SSH
Local and remote authentication
SNMP v1,2 & 3
Onboard data logging
IPv4 & IPv6 support

Centralized management through

Centralized management through

DSView3* & Nform

* Does not include support for bulk configuration settings and firmware
upgrades

20

DSView3, Nform, ACS & KVM

switches

Rack PDU Committed Roadmap

Project
Name

Model
Name(s)

415V
MPH/MPX

MPH /
MPX

60A / 50A
MPH

MPH

Freedom

Rack
Power
Manager

Major Features

New /
Replacement /
Update

If Replacement,
EOL Plans

Planned GA
Date

NPD
Phase

415V / 240V MPH & MPX configurations for

North America w/ L22-30P

New

September
2011

Phase 5

3-ph 208V, 60A & 50A configurations for North

America

New

--

September
2011

Phase 5

Replacement

DSView3 Power
Manager Plugin
When
Integration
between DSView
& RPM is
complete

December
2011

Phase 5

Standalone
PDU Management capabilities as in DSView
Improved Scalability
Scheduled reports
Custom group reports
Exportable Postgres SQL dB
Bulk configuration changes
Peak hour / off peak energy costs
Segregated internal vs external temperature
readings

21

Management Software Offerings

DSView
4.0

Rack Power
Manager

Nform

Monitoring of Rack PDUs

Centralized Management of Rack PDUs

Historical power consumption reports for

individual PDUs / outlets

Historical aggregated reports for custom

groups

Support for IP based PDUs

Support for serial PDUs

Individual or Group power control of outlets

Access and Control of IT equipment

Monitoring of Facilities assets

Integration with DSView

Y (planned)

Integration with DCP

Y (planned)
22
COMPANY CONFIDENTIAL

Emerson Advantage

Comprehensive portfolio to meet all customer needs including

software solutions
Only Adaptive solution in the industry - MPX
Among the highest temperature ratings in the industry MPH/MPX
Highest efficiency of all Switched PDUs MPH / MPX
Metering accuracy : +/- 1% - MPH/MPX
Comprehensive outlet level metered portfolio PM3000/2000, MPX
Fits seamlessly into existing management and authentication
scheme PM3000/2000/1000
Integration with Avocent appliances PM3000/2000/1000
Management capabilities through DSView, Rack Power Manager
Ability to have PDUs preinstalled within the racks

23
COMPANY CONFIDENTIAL

Know your competition

Strengths

Weaknesses

ENP Strategy

APC

Brand awareness among IT

Presence within SMB through 2tier distribution
Management offerings for IT Ops
(InfraStruXure Central, Capacity
Manager, Change Manager)
Complete Power chain solution
Owns rack solution
Own manufacturing

Customization
Over distributed
Limited outlet level metering
solutions

Performance specs
Adaptive
Manageability with
DSView / Rack Power
Manager
Minor product
modifications considered if
a business case exists

Eaton

Customization capabilities
Brand awareness among Facilities
Strong OEM player
Complete Power chain solution
Own manufacturing

Awareness among IT buyers and

channel
Software stack
PDU Manageability & Security
options

Performance specs
Adaptive
Manageability and
software stack
Simple to understand
portfolio

Servertech

PDU manageability & security

options
Several niche solutions (DC PDU,
dual input solutions, combo serial /
power solutions
Customization capabilities
Strong Preferred Channel network
PDU Management software

PDU vendor only

Integrated management solutions

Leverage installed base of

other datacenter products
Pre-installation in racks
Performance specs
Adaptive
Manageability and
software stack

Know your competition

Strengths

Weaknesses

ENP Strategy

Raritan

Integrated management of
PDUs with Command Center
Strong Power Management
software offering
Among the first to come with
outlet level metering
Very strong focus on Power
Management
Strong IT channel

No complete power chain solution

Several disparate solutions within
software set
Mix of internal and external
design
No own manufacturing

Adaptive
Complete power chain
solution
Trellis provides much
better integrated SW
solution
Complete in house design

PDU only
vendors
Baytech
Geist
Cyberswitching

Customization
Own manufacturing
Number of models
Electrical contractors - Geist

PDU vendor only

Integrated management solutions
Limited channel presence
Limited global presence

Product Performance
Overall solution including
software
Complete power chain
solution
Manageability

Server
vendors

Easy add on to rack sales

Guaranteed fit into their own
racks
Slowly adding new product
families
Integrating with their
management suites

Designed specifically for their own

racks
All OEMd solutions
Customization
Integrated Management
Traditionally no switched solutions

Product Performance
Overall Product depth
Overall power chain
solution
Heterogeneous software
Configuration possibilities
In house design and
manufacturing

HP
Dell
IBM

Summary
Get into an account early
Know the right people to sell to
Figure out the Power Management maturity level
Present the right family and the right SKUs
Know your advantage
Know your competition

A CONSULTATIVE APPROACH IS KEY TO WINNING

RACK PDU BUSINESS!

26

Backup slides

Avocent Current Rack PDU Family

Basic: N/A
Managed: Avocent PM PDUs

Remote Monitoring & Control

PM1000 Strip level monitoring
PM10/20 Strip level monitoring and switching
PM2000 Outlet level monitoring
PM3000 Outlet level monitoring and switching
Adaptive: N/A

28

Avocent PM3000/2000
Metering

Current, voltage and power for each outlet, phase and circuit
Capability to display aggregate current, voltage and power
Threshold / Alarming capability

Turn On/Off, recycle power, lock, unlock (PM3000 only)

Outlet grouping capability
Sequential startup & shutdown
Electronic overcurrent protection

Control

Manageability

Onboard web interface w/ data logging (IPv6 support)

Serially through ACS serial consoles / DSR
DSView 3 management software & DSView3 Power Manager
CLI, SNMP v1,2,3, SSH
Local & Remote Authentication (Radius, LDAP, Kerberos etc.)
Daisy chaining capability (up to 5 PDUs)

1-ph and 3-ph models (up to 22kW per PDU)

Vertical (20 & 24 outlet) and horizontal (3, 6 & 10 outlet) models
C13 & C19 outlets

Avocent PM1000
Metering

Current, voltage and power for each phase, circuit

and strip
Capability to display aggregate current, voltage and
power
Threshold / Alarming capability

Manageability

Onboard web interface w/ data logging (IPv6

support)
Serially through ACS serial consoles / DSR
DSView 3 management software & DSView3 Power
Manager
CLI, SNMP v1,2,3, SSH
Local & Remote Authentication (Radius, LDAP,
Kerberos etc.)
Daisy chaining capability (up to 5 PDUs)

1-ph and 3-ph models (up to 22kW per

PDU)
Vertical (20 & 24 outlet) and horizontal (10
outlet) models
C13 & C19 outlets

Liebert Current Rack PDU Family

Basic: Knurr DI-STRIP

Robust & Reliable Designs

Managed: Liebert MPH

Remote Monitoring & Control

Adaptive: Liebert MPX

Scalable & Reconfigurable

Remote Management to Discrete Loads

31

Basic Rack PDUs Knrr DI-STRIP

Highly robust
Highly customizable platform
Single and dual corded models
Standard offerings
4 and 9 outlet 1U
6, 12, 24, 33 and 48 outlet
vertical models
10 feet input cord
1-ph & 3-ph offerings

Liebert MPH - Managed Rack PDU

Liebert MPH - Managed Rack PDU

Global Platforms & Broad Range

42 SKUs (24x NA / 16x EU): Vertical & rack form-factors
Power Input: 20A/1Ph to 30A/3Ph (16A/1Ph to 32A/3Ph)
Output / Receptacles: 27X or 9X NEMA, IEC & Combinations

Versions: Branch Monitoring &/or Receptacle Control

Monitoring Interface Rack PDU Card Based
Market Leading Performance
Measurement Accuracy: +/-1% Volts & Amps Assured Oversight
Operating Temp Range: Up to 55C/131F Critical Rack Environments
Energy Efficiency: Normally closed control / contacts Lowest TCO
Rack PDU Array: IP Consolidation Improve IT Efficiency
Performance Capabilities Shared with Liebert MPX

CompanyConfidential

Adaptive Rack PDUs

Liebert MPX - Hardware Structure
Power Rail Chassis (MPXPRC)

Power & communications

bus
Multiple lengths / T-Slot
mounting

Local Display
(RPCBDM)

User mount in rack space or remote

Cable connected

Power Entry Module (MPX-PEM)

Versions: NA & EU / Receptacle
Management & Branch Monitoring
NEMA & IEC Receptacles
Branch circuit protection
Hot-swappable

Branch Receptacle Modules

(MPX-BRM)

Versions: Variable & Fixed Capacity

NA & EU: 30-60 / 32-63amp / Single-Three Phase / 3P-4W
& 4P-5W
Variable: Via Cordset 30/32amp
Monitoring via RPC (Rack PDU Card)