Avaya Data Center How-To-Sell Guide
Content
How-to-Sell Data Center
[January 2010]
Agenda
Why You Should Care Business Trends Value proposition What to sell Selling Tips Competitive Snapshot
Resources to Help You Succeed
©2010 Avaya, Inc. All rights reserved.
2
Why You Should Care
Data Centers are key to organizations as it hosts their critical data and applications Avaya’s switches are depended on in fortune 500 Avaya switches provide deterministic sub-second network failover from server to network core for maximum resiliency Controlling the Data Center will improve selling to campus and branch offices The combined offering of data and voice can provide customers a total solution from one vendor that can enhance the relationship and keep competitors away
©2010 Avaya, Inc. All rights reserved. 3
Ethernet Switch Market Size*
Fixed 10GbE switches will represent the majority of port shipments in the Data Center
FCoE has a huge potential growth in the coming years
Data Center port shipments represent ~25% of overall total Ethernet market According to Gartner, virtualization is #1 in IT trends in 2009
* Source = DellO’ro, WW 5yr Ethernet Forecast July 2009
Data Center Market Will be The Growth Engine for 10GbE Switches
©2010 Avaya, Inc. All rights reserved. 4
More facts…
“One large data center can consume enough juice to power a small city of 30,000 to 40,000 people.”
- A major financial newspaper, June 2006
IDC predicts cost to cool and power servers globally will increase from $26Billions to $44Billions in 2010 Most servers run at 10-15% utilization !
–
A server costs $300 to $600 each year in direct energy costs, and another $300 to $600 a year in cooling costs
Power company in Boston will write check for $4M if you break ground and move Data Center outside city ! In London, Mumbai, Tokyo and New York City, data center Network operators can't get more power to their sites IT typically represents 30 to 40% of a company’s energy consumption ICT contributes to ~2% of Global CO2 emissions which is roughly equivalent to the Aviation Industry and if left unchecked it’s growth is unsustainable
5
12-15% and growing
Loss
HVAC
Servers & Storage Lighting
©2010 Avaya, Inc. All rights reserved. 5
CIO & Data Center Manager Challenges
Strategic & Tactical Pain Points
(Physical / Environmental / I/F) • • • Effective (Server) Resource Utilization Managing Growing Circuit Costs Power & Cooling Costs • Today: Hosting; 09/10: Large DC (adapting to Business Changes) Operational Simplification (including Process Automation) Flexible with Business Growth Virtual Office (Mobility) (ability to Deliver Value) Disaster Recovery / Business Continuity Meeting Security & Compliance Needs
(Adherence to HIPPA, PCI, COBIT)
DC CAPEX/OPEX
(Expensive Aging DC) • • • WAN Bandwidth Utilization By 2010, 50% of DCs need refresh
DC OPEX
CIO – Chief Information Officer
•
Data Center Managers & Operations
Disparate Networks; Maxed-Out Facilities
REDUCE TCO – Total Cost• of Ownership to 1:2 Power & Cooling up from 1:0.5
Application Consolidation Imperative • Implementation Issues Multi-faceted (Managing non-existent Perimeter) Proliferation of different Devices & Users (without ubiquitous security enforcement)
Agile Data Center
Secure B2B / e-Business
• • • •
•
• at a granular ALIGN Resources TO BUSINESS – RaiseNeed for controlneeded for B2B Ops Productivity level Ease in Access to • Single Sign-On • Need Dynamic Mgmt & Orchestration (integrating Silos of Solutions) Complex Day2Day Management Dynamically Adapt to Growth & Contraction of Business
Business Enablement
Operational Complexity
• • • •
6
• • • •
DELIVER TTS – In ‘min/hrs’ Not weeks/months’ Extranet B2B / eBusiness Connectivity
Globalization; Cross Border Businesses
Network, Server, Storage – 3 Silos Infrastructure not Application/Biz Focused
©2010 Avaya, Inc. All rights reserved. 6
Avaya Data Center Switches Value Proposition
Uninterrupted business services that meet the increasing demand of consolidated and virtualized Data Centers to reduce operational costs, improved time to service & drive revenue
– Supported by advanced carrier-like reliability, performance, scalability and
network simplicity resulting in maximizing network & application uptime
• Unified Communication Management for all devices
Platforms:
Ethernet Routing Switch 8300 for server access layer – Ethernet Routing Switch 8600 for medium core – Virtual Services Platform 9000(1H10) for large to very large core – Ethernet Routing Switch 5500/5600 for server access layer
–
ERS 8300
ERS 8600
VSP 9000
ERS 5500
ERS 5600
Your Dependable Platform for the Consolidated and Virtualized Datareserved. 7 Center ©2010 Avaya, Inc. All rights
Unified Communications Management
Unifying Application Components
©2010 Avaya, Inc. All rights reserved.
8
ERS 8300/8600
ERS 5600
ERS 5500
VSP 9000
ERS2500
CS1k/2k
SR 4134
Avaya Data Center Switches Key Benefits
REDUCE TCO – Total Cost of Ownership ALIGN TO BUSINESS – Raise Productivity DELIVER TTS – In ‘min/hrs’ Not weeks/months’ Reliable Infrastructure – Five 9’s reliability Simplified Network – Easy to mange and deploy
©2010 Avaya, Inc. All rights reserved. 9
What Questions Should I Ask?
Data Center
What are your plans for consolidating and virtualizing Data Center...? Are you looking at combating infrastructure complexity to minimize IT management cost? Are you experiencing performance or availability issues with your business critical applications? Is real estate and power consumption a concern? Do you want to fully utilize switching capacity of HA systems to maximize your investment? Are you experiencing high operational cost? How prepared is your network for the bandwidth & quality demands of modern applications..?
©2010 Avaya, Inc. All rights reserved.
10
Who Needs It?
Data Center Switches Enterprise and Hosting Data Centers that:
– Are consolidating and virtualizing – Are growing and require scalability – Are suffering from poor application availability and/or
performance – Need best-of-class resilient solution to extend server virtualization (VMware/Hyper-V) to the network – Need to simplify managing the network infrastructure – Need to support multiple customer environments (hosting)
©2010 Avaya, Inc. All rights reserved.
11
SWOT Analysis:
Avaya Strengths
ERS 8300 vs. Cisco C4500
Competitive Weaknesses > 8300 has better pricing > 8300 has better QoS – C4500 only supports 4 Queues, and performance is very low (6Gbps per Slot) meaning high over-subscription > 8300 has more consistent Chassis & Module capabilities – C4500 has too many options for both, making planning and investment protection difficult > C4500 relies on Spanning Tree… Competitive Threats > Brand, Brand, and Brand > Entry-level (low-performance) Supervisor Engine pricing, giving a false impression of good pricing > Superficially high levels of software functionality; but Customers should not by wowed by the fact that premium features are configurable; C4500 leverages IOS, so many features are available but few are required.
©2010 Avaya, Inc. All rights reserved. 12
> Versatile product: deployable in the Core or in the Access > Core Switch Clustering technology for high-availability network solution > Superior Convergence features: PoE, QoS with 8 queues, and Standardsbased auto-discovery (802.1AB) > High performance switching architecture with in-built system redundancy > Innovative Access Control security Avaya Opportunities > 8300 has strong performance, port diversity, & feature-set capabilities > 8300 is outstanding as the Enterpriseclass Access Switch in the large network > 8300 is gaining strength as the Core Switch, & ideal for the medium-sized Enterprise > 8300 provides a compelling solution providing consistent hardware & software in both Core & Access
SWOT Analysis:
Avaya Strengths
ERS 8600 vs. Cisco C6500
Competitive Weaknesses > 8600 has better pricing > 8600 provides sub-second network failover without price premium > 8600 has lower TCO > 6500 has complex and expensive virtualization options > 6500 lacks investment protection as limited interoperability exists between Sup Engines, daughter cards & linecards Competitive Threats > Brand, Brand, and Brand > C6500 is a little denser but too expensive > Entry-level (low-performance) Supervisor Engine pricing, giving a false impression of good pricing > C6500 offers a wide range of specialty modules > Leverage installed base of more than 50,000 chassis. > Core “Switch Clustering” technology for high-availability network solution > Simple and cost effective IP VPN solution > A mix of high density and diversity port module options > Flexible 10G RSP network processor for future SW upgrade without network forklift Avaya Opportunities > Huge market opportunity (~$6.5B/yr) for modular switches to pursue and leverage our installed base > 8600 supports up to 96 10GbE ports for the high growing 10G market > 8600 offers advanced features & modules that enable us to go after new applications
©2010 Avaya, Inc. All rights reserved.
13
SWOT Analysis:
Avaya Strengths
VSP 9000 vs. Cisco Nexus 7000
Competitive Weaknesses > VSP 9000 has much higher architecture capacity 27Tbps vs. Nexus 15Tbps > VSP 9000 has better pricing > VSP 9000 has more consistent Chassis foot print as ERS portfolio > VSP 9000 provides 3 Chassis / rack (720 ports 10GE) or 40% more 10GE ports > VSP has 2x performance -970Mpps IPv4 > Leverage installed base of 60,000 ERS 8600 > Similar to ERS 8600 CLI that will minimize operational costs for customers. > Terabit Performance and advanced feature sets including virtualization and integrated services
Avaya Opportunities > Market forecast is healthy (~ $7B/yr). Projected revenue $1.2B (2H10-12) > Leverage Gigabit migration to the desktop with ultra high density 10 Gigabit uplinks. > Go after Greenfield opportunities (Data Center & Campus LAN) with an advanced platform. > Leverage virtualization market strength
Competitive Threats > Brand, Brand, and Brand > Nexus 7000 has already been shipping since 2008. VSP 9000 won’t ship till end of Q2 2010. > Customers may migrate to new platforms before this product ships. > VSP 9000 won’t have the virtualization features in first release
©2010 Avaya, Inc. All rights reserved. 14
Did you know?
Avaya data is the ONLY vendor that can provide deterministic sub-second network resiliency for server access to core network without price premium Why should you care?
– Ensure business continuity and reduce revenue loss – Lower operational costs – Enhance user, customer & partner experience for all – Improve customer satisfaction for all
Proof points
– http://www.tolly.com/DocDetail.aspx?DocNumber=208275
©2010 Avaya, Inc. All rights reserved. 15
Did you know?
Avaya data is the ONLY vendor that provides CAPEX protection for ALL Data Center switches in high-availability configuration Why should you care?
– Higher return on investment – Higher performance that enhances voice and data traffic
©2010 Avaya, Inc. All rights reserved.
16
Did you know?
Avaya data is the ONLY vendor that provides a simplified and cost effective IP Virtual Private Network solution across the entire campus and Data Center Why should you care?
– Lower operational cost as management, training and
troubleshooting is minimal equipment is required
– Lower capital equipment expenditure as no additional
©2010 Avaya, Inc. All rights reserved.
17
Did you know?
Avaya data is the ONLY vendor that provides no single point of failure (link or unit) and leading stacking performance for Data Center “Top-of-Rack” deployments Why should you care?
– Ensure voice and data traffic continuity – Improve network and business uptime – Ease of network scaling as business grows
Proof points
– – http://www.tolly.com/DocDetail.aspx?DocNumber=205137 – http://www.tolly.com/DocDetail.aspx?DocNumber=206106
©2010 Avaya, Inc. All rights reserved. 18
Did you know?
Avaya data provides up to 40% less power consumption than leading competitor. In addition, new power savings technique that provide additional power savings Why should you care?
– Reduce energy bill and invest the savings into IT – Reduce carbon emissions
Proof points
– http://www.tolly.com/DocDetail.aspx?DocNumber=208298
©2010 Avaya, Inc. All rights reserved.
19
Did you know?
Avaya data provides Best-in-Class connectivity to VMware ESX servers & iSCSI storage ensuring always-on operation for mission critical applications
Why should you care?
– Lower operational costs – Reduce planned and unplanned maintenance – Flexible configuration options for great investment protection – Efficient network design requires less power and cooling
Proof points
– http://www.equallogic.com/partnerships/default.aspx?id=8293 – http://www.vmware.com/a/partnercatalog/catalog/ViewProduct.php?pubpr
oductid=a0450000008Ze3AAAS
©2010 Avaya, Inc. All rights reserved.
20
[January 2010]
Agenda
Why You Should Care Business Trends Value proposition What to sell Selling Tips Competitive Snapshot
Resources to Help You Succeed
©2010 Avaya, Inc. All rights reserved.
2
Why You Should Care
Data Centers are key to organizations as it hosts their critical data and applications Avaya’s switches are depended on in fortune 500 Avaya switches provide deterministic sub-second network failover from server to network core for maximum resiliency Controlling the Data Center will improve selling to campus and branch offices The combined offering of data and voice can provide customers a total solution from one vendor that can enhance the relationship and keep competitors away
©2010 Avaya, Inc. All rights reserved. 3
Ethernet Switch Market Size*
Fixed 10GbE switches will represent the majority of port shipments in the Data Center
FCoE has a huge potential growth in the coming years
Data Center port shipments represent ~25% of overall total Ethernet market According to Gartner, virtualization is #1 in IT trends in 2009
* Source = DellO’ro, WW 5yr Ethernet Forecast July 2009
Data Center Market Will be The Growth Engine for 10GbE Switches
©2010 Avaya, Inc. All rights reserved. 4
More facts…
“One large data center can consume enough juice to power a small city of 30,000 to 40,000 people.”
- A major financial newspaper, June 2006
IDC predicts cost to cool and power servers globally will increase from $26Billions to $44Billions in 2010 Most servers run at 10-15% utilization !
–
A server costs $300 to $600 each year in direct energy costs, and another $300 to $600 a year in cooling costs
Power company in Boston will write check for $4M if you break ground and move Data Center outside city ! In London, Mumbai, Tokyo and New York City, data center Network operators can't get more power to their sites IT typically represents 30 to 40% of a company’s energy consumption ICT contributes to ~2% of Global CO2 emissions which is roughly equivalent to the Aviation Industry and if left unchecked it’s growth is unsustainable
5
12-15% and growing
Loss
HVAC
Servers & Storage Lighting
©2010 Avaya, Inc. All rights reserved. 5
CIO & Data Center Manager Challenges
Strategic & Tactical Pain Points
(Physical / Environmental / I/F) • • • Effective (Server) Resource Utilization Managing Growing Circuit Costs Power & Cooling Costs • Today: Hosting; 09/10: Large DC (adapting to Business Changes) Operational Simplification (including Process Automation) Flexible with Business Growth Virtual Office (Mobility) (ability to Deliver Value) Disaster Recovery / Business Continuity Meeting Security & Compliance Needs
(Adherence to HIPPA, PCI, COBIT)
DC CAPEX/OPEX
(Expensive Aging DC) • • • WAN Bandwidth Utilization By 2010, 50% of DCs need refresh
DC OPEX
CIO – Chief Information Officer
•
Data Center Managers & Operations
Disparate Networks; Maxed-Out Facilities
REDUCE TCO – Total Cost• of Ownership to 1:2 Power & Cooling up from 1:0.5
Application Consolidation Imperative • Implementation Issues Multi-faceted (Managing non-existent Perimeter) Proliferation of different Devices & Users (without ubiquitous security enforcement)
Agile Data Center
Secure B2B / e-Business
• • • •
•
• at a granular ALIGN Resources TO BUSINESS – RaiseNeed for controlneeded for B2B Ops Productivity level Ease in Access to • Single Sign-On • Need Dynamic Mgmt & Orchestration (integrating Silos of Solutions) Complex Day2Day Management Dynamically Adapt to Growth & Contraction of Business
Business Enablement
Operational Complexity
• • • •
6
• • • •
DELIVER TTS – In ‘min/hrs’ Not weeks/months’ Extranet B2B / eBusiness Connectivity
Globalization; Cross Border Businesses
Network, Server, Storage – 3 Silos Infrastructure not Application/Biz Focused
©2010 Avaya, Inc. All rights reserved. 6
Avaya Data Center Switches Value Proposition
Uninterrupted business services that meet the increasing demand of consolidated and virtualized Data Centers to reduce operational costs, improved time to service & drive revenue
– Supported by advanced carrier-like reliability, performance, scalability and
network simplicity resulting in maximizing network & application uptime
• Unified Communication Management for all devices
Platforms:
Ethernet Routing Switch 8300 for server access layer – Ethernet Routing Switch 8600 for medium core – Virtual Services Platform 9000(1H10) for large to very large core – Ethernet Routing Switch 5500/5600 for server access layer
–
ERS 8300
ERS 8600
VSP 9000
ERS 5500
ERS 5600
Your Dependable Platform for the Consolidated and Virtualized Datareserved. 7 Center ©2010 Avaya, Inc. All rights
Unified Communications Management
Unifying Application Components
©2010 Avaya, Inc. All rights reserved.
8
ERS 8300/8600
ERS 5600
ERS 5500
VSP 9000
ERS2500
CS1k/2k
SR 4134
Avaya Data Center Switches Key Benefits
REDUCE TCO – Total Cost of Ownership ALIGN TO BUSINESS – Raise Productivity DELIVER TTS – In ‘min/hrs’ Not weeks/months’ Reliable Infrastructure – Five 9’s reliability Simplified Network – Easy to mange and deploy
©2010 Avaya, Inc. All rights reserved. 9
What Questions Should I Ask?
Data Center
What are your plans for consolidating and virtualizing Data Center...? Are you looking at combating infrastructure complexity to minimize IT management cost? Are you experiencing performance or availability issues with your business critical applications? Is real estate and power consumption a concern? Do you want to fully utilize switching capacity of HA systems to maximize your investment? Are you experiencing high operational cost? How prepared is your network for the bandwidth & quality demands of modern applications..?
©2010 Avaya, Inc. All rights reserved.
10
Who Needs It?
Data Center Switches Enterprise and Hosting Data Centers that:
– Are consolidating and virtualizing – Are growing and require scalability – Are suffering from poor application availability and/or
performance – Need best-of-class resilient solution to extend server virtualization (VMware/Hyper-V) to the network – Need to simplify managing the network infrastructure – Need to support multiple customer environments (hosting)
©2010 Avaya, Inc. All rights reserved.
11
SWOT Analysis:
Avaya Strengths
ERS 8300 vs. Cisco C4500
Competitive Weaknesses > 8300 has better pricing > 8300 has better QoS – C4500 only supports 4 Queues, and performance is very low (6Gbps per Slot) meaning high over-subscription > 8300 has more consistent Chassis & Module capabilities – C4500 has too many options for both, making planning and investment protection difficult > C4500 relies on Spanning Tree… Competitive Threats > Brand, Brand, and Brand > Entry-level (low-performance) Supervisor Engine pricing, giving a false impression of good pricing > Superficially high levels of software functionality; but Customers should not by wowed by the fact that premium features are configurable; C4500 leverages IOS, so many features are available but few are required.
©2010 Avaya, Inc. All rights reserved. 12
> Versatile product: deployable in the Core or in the Access > Core Switch Clustering technology for high-availability network solution > Superior Convergence features: PoE, QoS with 8 queues, and Standardsbased auto-discovery (802.1AB) > High performance switching architecture with in-built system redundancy > Innovative Access Control security Avaya Opportunities > 8300 has strong performance, port diversity, & feature-set capabilities > 8300 is outstanding as the Enterpriseclass Access Switch in the large network > 8300 is gaining strength as the Core Switch, & ideal for the medium-sized Enterprise > 8300 provides a compelling solution providing consistent hardware & software in both Core & Access
SWOT Analysis:
Avaya Strengths
ERS 8600 vs. Cisco C6500
Competitive Weaknesses > 8600 has better pricing > 8600 provides sub-second network failover without price premium > 8600 has lower TCO > 6500 has complex and expensive virtualization options > 6500 lacks investment protection as limited interoperability exists between Sup Engines, daughter cards & linecards Competitive Threats > Brand, Brand, and Brand > C6500 is a little denser but too expensive > Entry-level (low-performance) Supervisor Engine pricing, giving a false impression of good pricing > C6500 offers a wide range of specialty modules > Leverage installed base of more than 50,000 chassis. > Core “Switch Clustering” technology for high-availability network solution > Simple and cost effective IP VPN solution > A mix of high density and diversity port module options > Flexible 10G RSP network processor for future SW upgrade without network forklift Avaya Opportunities > Huge market opportunity (~$6.5B/yr) for modular switches to pursue and leverage our installed base > 8600 supports up to 96 10GbE ports for the high growing 10G market > 8600 offers advanced features & modules that enable us to go after new applications
©2010 Avaya, Inc. All rights reserved.
13
SWOT Analysis:
Avaya Strengths
VSP 9000 vs. Cisco Nexus 7000
Competitive Weaknesses > VSP 9000 has much higher architecture capacity 27Tbps vs. Nexus 15Tbps > VSP 9000 has better pricing > VSP 9000 has more consistent Chassis foot print as ERS portfolio > VSP 9000 provides 3 Chassis / rack (720 ports 10GE) or 40% more 10GE ports > VSP has 2x performance -970Mpps IPv4 > Leverage installed base of 60,000 ERS 8600 > Similar to ERS 8600 CLI that will minimize operational costs for customers. > Terabit Performance and advanced feature sets including virtualization and integrated services
Avaya Opportunities > Market forecast is healthy (~ $7B/yr). Projected revenue $1.2B (2H10-12) > Leverage Gigabit migration to the desktop with ultra high density 10 Gigabit uplinks. > Go after Greenfield opportunities (Data Center & Campus LAN) with an advanced platform. > Leverage virtualization market strength
Competitive Threats > Brand, Brand, and Brand > Nexus 7000 has already been shipping since 2008. VSP 9000 won’t ship till end of Q2 2010. > Customers may migrate to new platforms before this product ships. > VSP 9000 won’t have the virtualization features in first release
©2010 Avaya, Inc. All rights reserved. 14
Did you know?
Avaya data is the ONLY vendor that can provide deterministic sub-second network resiliency for server access to core network without price premium Why should you care?
– Ensure business continuity and reduce revenue loss – Lower operational costs – Enhance user, customer & partner experience for all – Improve customer satisfaction for all
Proof points
– http://www.tolly.com/DocDetail.aspx?DocNumber=208275
©2010 Avaya, Inc. All rights reserved. 15
Did you know?
Avaya data is the ONLY vendor that provides CAPEX protection for ALL Data Center switches in high-availability configuration Why should you care?
– Higher return on investment – Higher performance that enhances voice and data traffic
©2010 Avaya, Inc. All rights reserved.
16
Did you know?
Avaya data is the ONLY vendor that provides a simplified and cost effective IP Virtual Private Network solution across the entire campus and Data Center Why should you care?
– Lower operational cost as management, training and
troubleshooting is minimal equipment is required
– Lower capital equipment expenditure as no additional
©2010 Avaya, Inc. All rights reserved.
17
Did you know?
Avaya data is the ONLY vendor that provides no single point of failure (link or unit) and leading stacking performance for Data Center “Top-of-Rack” deployments Why should you care?
– Ensure voice and data traffic continuity – Improve network and business uptime – Ease of network scaling as business grows
Proof points
– – http://www.tolly.com/DocDetail.aspx?DocNumber=205137 – http://www.tolly.com/DocDetail.aspx?DocNumber=206106
©2010 Avaya, Inc. All rights reserved. 18
Did you know?
Avaya data provides up to 40% less power consumption than leading competitor. In addition, new power savings technique that provide additional power savings Why should you care?
– Reduce energy bill and invest the savings into IT – Reduce carbon emissions
Proof points
– http://www.tolly.com/DocDetail.aspx?DocNumber=208298
©2010 Avaya, Inc. All rights reserved.
19
Did you know?
Avaya data provides Best-in-Class connectivity to VMware ESX servers & iSCSI storage ensuring always-on operation for mission critical applications
Why should you care?
– Lower operational costs – Reduce planned and unplanned maintenance – Flexible configuration options for great investment protection – Efficient network design requires less power and cooling
Proof points
– http://www.equallogic.com/partnerships/default.aspx?id=8293 – http://www.vmware.com/a/partnercatalog/catalog/ViewProduct.php?pubpr
oductid=a0450000008Ze3AAAS
©2010 Avaya, Inc. All rights reserved.
20
