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8/13/2019 Cisco DC Partner Playbook v1.3 - Oct 2011[1]
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Rick Steensen, SBDMOctober 2011
**Use presentation mode for best results**v1.3
Cisco Data Center
Partner Playbook
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DCPlaybook Contents Cisco Data Center Advantage
Application Network Solutions
WAAS
ACE
Storage Network Solutions MDS
Unified FabricNexus
Unified Fabric Cheatsheet
Virtual Swtiching
Virtual Switching Cheatsheet
Unified Computing
Unified Computing Cheatsheet
Data Center Partners / Alliances
EMCVCE / vBlock
NetApp - FlexPod
CitrixVXI
Ecosystem of Partnerships
Selling in the Data Center
DC - Trigger questions
Objection Handling
Useful Information
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Discover how to tie technology innovation to value.
An Architectural Framework for the Data Center
Because technological demands and priorities vary, Cisco does not prescribe a specific
architecture. Instead, Cisco provides an architectural framework consisting of Data
Center Advantage (DCBA) and a series of architectural building blocks. With these
elements, organizations can build the architecture and adopt the technologies
best suited to their needs.
Building Blocks
DCBA is comprised of three layers:
Unified Fabric
Unified Network Services
Unified Computing
These are the three building blocks of Cisco Data Center Fabric, and they serve as the
foundational infrastructure for the data center. Built on Cisco Data Center Fabric are a
series of solutions, such as virtualization and cloud-based solutions, all mapped to
common customer projects. DCBA is designed to help enable solutions that deliver
business value in three areas:
Faster service creation
Lowered total cost of ownership
The development of new transformational models that take advantage of emerging trends
like virtualization and cloud technologies
Cisco Validated Design Guides
To help organizations take advantage of Cisco's broad portfolio of data center
technologies, products, and solutions, Cisco publishes a series of validated designs.
These are blueprints for technologies like desktop virtualization and data centervirtualization. They can be found in the Data Center Design Zone.
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Application Network Services - WAASCisco Wide Area Application Services (WAAS) is a comprehensive
WAN optimization solution that accelerates applications over the
WAN, delivers video to the branch office, and provides localhosting of branch-office IT services. Cisco WAAS allows IT
departments to centralize applications and storage in the data
center while maintaining LAN-like application performance and
provides locally hosted IT services while reducing the branch-office
device footprint.
Cisco WAAS helps organizations accomplish
these objectives:
Application acceleration:Improve productivity of remote employees
IT consolidation and WAN optimization:Minimize branch IT costs
Branch IT agility:Respond rapidly to changing business needs
Simplified data protection:Ease compliance and business continuity
Unlike other WAN optimization products, the Cisco WAAS solution
offers the following unique advantages:
Validated by application vendors with proven designs that lower risk
Integrated into your network to simplify network operations and management
Reduced ownership costs through smaller device footprints and ease of
deployment
Winners - Best of InteropNetwork and Application Performance Optimization
Winner: Cisco Wide Area Application Engine (WAE) 674 and Cisco
WAAS v4.1 Judges: Mike Fratto, Mike Brandenburg
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Application Network Services - ACECisco ACE Application Control Engineapplication switches represent the state of the
art in next-generation application switches for increasing the availability, performance,
and security of data center applications. The Cisco ACE family of application switches
includes the Cisco ACE Service Module for the Cisco Catalyst 6500 Series Switches and
Cisco 7600 Series Routers, as well as the Cisco ACE 4710 Appliancein a standalone form
factor for discrete data center deployments.
Through a broad set of load balancing and content switching capabilities, coupled with
unique virtualized architecture and granular user access control, Cisco ACE provides
industry-leading time and cost reduction for application deployment, build-out, and
performance or security enhancement. IT departments and end users benefit directly
through faster application rollout, improved response
time, and long-term investment Protection.
Application availability: To increase application availability,
the Cisco ACE product family uses best-in-class Layer 4 load balancing and Layer 7 content
switching algorithms coupled with highly available system software and hardware. Specifically,
Cisco ACE provides a state-of-the-art failover system with an extensive set of application healthprobes that helps ensure that traffic is forwarded to the most available server. To help ensure
data center availability, Cisco ACE is integrated with the industry-leading Cisco multiple data
center availability system: the Cisco ACE Global Site Selector (GSS). Cisco GSS provides
connection failover between data centers and helps ensure business continuity.
Application performance: Cisco ACE is designed to accelerate the application experience
for all users, whether they are in the office or on the road. To enable optimal application
performance for remote and traveling users, Cisco ACE products use a range of accelerationcapabilities to improve application response time, reduce bandwidth volume, and improve the
efficiency of protocols. These technologies, including hardware-based compression, delta
encoding, and Flash Forward, improve performance and reduce response time by minimizing
latency and data transfers for any HTTP-based application, for any internal or external end
user. Cisco ACE also improves server performance by caching and offloading Secure Sockets
Layer (SSL) and TCP.
Security: Cisco ACE is designed to serve as a last line of server defense. The Cisco ACE
provides protection against application threats and denial-of-service (DoS) attacks with featuressuch as deep packet inspection, network and protocol security,
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Storage Networking - MDSCisco MDS 9500 Series Multilayer Directors share a
common architecture, the Cisco MDS 9000 SAN-OS
operating system, and switching and services Modules
that are backward and forward compatible throughout
the entire Cisco MDS 9500 Series Multilayer Directors
and 9200 Series Multilayer Fabric Switches.
Intelligent Fabric Applications (such as Continuous Data Replication,Storage Media Encryption (SME), Data MobilityManager, Network-based
Volume Management) address important customer concerns related to
storage provisioning, security, data migration and replication, backup
and recovery, storage utilization, and increasing storage costs.
Cisco MDS 9200 Series delivers state-of-the-art
multiprotocol and distributed multiservice
convergence, offering high-performance storage
area network (SAN) extension and disaster
recovery solutions, intelligent fabric services and cost-effective
multiprotocol connectivity.
The Cisco MDS 9100Series Fabric Switches and Blade Switches are cost
effective, scalable, easy to install, and highly configurable Fibre Channel
switches that are ideal for small to medium-sized businesses. The fabric
Switches are also available as blade switch form-factors for the market-
leading blade servers, including IBM and HP blade servers.
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Unified Fabric - NexusThe typical data center environment supports two to three parallel networks:
one for data, one for storage, and possibly one for server clustering. In addition,
servers often have dedicated interfaces for management, backup, or virtual
machine live migration. Supporting these interfaces imposes significant costsrelated to interfaces, cabling, rack space, upstream switches, and power and
cooling.
Unified fabric consolidates these different
types of traffic onto a single, general
purpose, high-performance, highlyavailable network that greatly simplifies
the network infrastructure and reduces
costs. To do all this, a unified fabric must
be intelligent enough to identify the different types of traffic and handle
them appropriately. In addition to reducing total cost of ownership, unified
fabric supports broader data center virtualization by providing consistent,
ubiquitous network and storage services to all connected devices.
Save Today, Innovate Tomorrow with Unified Fabric
There are two primary approaches to deploying a unified data center fabric: Fibre
Channel over Ethernet (FCoE) and Internet SCSI (iSCSI). Both are supported on
Unified Fabric, which provides a reliable 10 Gigabit Ethernet foundation.
With the ratification of the FCoE ANSI T.11 BB-5 standard, Cisco and it's
supporting partner ecosystem that includes EMC, NetApp, QLogic, Intel, and
Emulexprovides customers with a deployable and practical solution today.
Unified Fabric lossless operation also improves the performance of iSCSI, that is
supported by both Cisco Catalyst and Cisco Nexus switches. In addition, the Cisco
MDSseries of storage switches has hardware and software features specifically
designed to support iSCSI.
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Unified Fabric Nexus 1 vCisco Nexus 1000V SeriesSwitches are virtual machine access switches that are an
intelligent software switch implementation for VMware vSphere environments running
the Cisco NX-OSSoftware operating system. Operating inside the VMware ESX
hypervisor, the Cisco Nexus 1000V Series supports Cisco VN-Linkserver virtualization
technology to provide:
Policy-based virtual machine connectivity
Mobile virtual machine security and network policy
Non-disruptive operational model for server virtualization and networking teams
With the Cisco Nexus 1000V Series, you can have a consistent networking feature set
and provisioning process all the way from the virtual machine access layer to the coreof the data center network infrastructure. Virtual servers can now use the same
Network configuration, security policy, diagnostic tools, and operational models as
their physical server counterparts attached to dedicated physical network ports.
Virtualization administrators can access predefined network policy that follows mobile
virtual machines to help ensure proper connectivity, saving valuable time for virtual
machine administration.
Developed in close collaboration with VMware, the Cisco Nexus 1000V Series is
certified by VMware to be compatible with VMware vSphere, vCenter, ESX, and ESXi,
and with many other vSphere features. You can use the Cisco Nexus 1000V Series to
manage your virtual machine connectivity with confidence in the integrity of the
Server virtualization infrastructure.
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Unified Computing SystemToday, IT organizations assemble their data center environments from individual
components. Their administrators spend significant amounts of time manually
accomplishing basic integration tasks rather than focusing on more strategic, proactive
initiatives. The industry is in a transition away from the rigid, inflexible platforms thatresult and moving toward more flexible, integrated, and virtualized environments.
The Cisco Unified Computing System is a next-generation data center platform that
unites compute, network, storage access, and virtualization into a cohesive system
designed to reduce total cost of ownership (TCO)and increase business agility.
Key advantages:
Unified Fabricdramatically reducing the number
of devices powered, cooled, secured and managed
Embedded Multi-Role Managementcreates
massive reduction in management modules
Extended Memory Technologymore than doubles the capacity of traditional 2
socket servers, maximizing performance and capacity
VN LinkVirtual machines get virtual links that allow virtual machines to be
managed and configured centrally
Service ProfilesAllows for server provisioning in minutes vs hours
The Cisco Unified Computing System continues Cisco's long history of innovation in
delivering integrated systems for improved business results based on industry
standards and using the network as the platform. Recent examples include IP
telephony, LAN switching, unified communications and unified I/O. Cisco began the
unified computing phase of our Data Center 3.0 strategy several years ago by
assembling an experienced team from the computing and virtualization industries to
augment our own networking and storage access expertise. As a result, Cisco
delivered foundational technologies, including the Cisco Nexus Family, supporting
unified fabric and server virtualization. The Cisco Unified Computing System
completes this phase, delivering innovation in architecture, technology, partnerships,
and services.
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EMC VCE / vBlockThe Virtual Computing Environment(VCE) coalition, formed jointly by Cisco and
EMCwith VMware, represents an unprecedented level of collaboration in
development, services, and partner enablement to minimize risk during an
organization's infrastructure virtualization journey to private cloud implementation.
VblockInfrastructure Packages are integrated IT offerings from the VCE coalition
that combine best-in-class virtualization, networking, compute, storage, security,
and management technologies with end-to-end vendor accountability. Pre-
integrated to provide a new way of
delivering IT to businesses, these
offerings are validated to help enable
the creation of customized solution
packages by the channel, Partners, and ISVs.
Unifying customer engagements, the VCE coalitionoffers comprehensive professional
and technical support services to providea smooth end-to-end customer and partner
experience. The VCE coalitionprofessional services, jointly developed and delivered,
will help customers understand how to maximize value and speed time to virtualization
and private cloud solutions. These offers include executive and architecture advisory
services, strategy services, and design and implementation services.
VCE, Inc. (formerly Acadia) is a new solutions joint venture between EMC and Cisco that
will offer VblockInfrastructure Platforms through a unique 'build, operate, and transfer'
model, as well as other flexible business models to speed customer adoption and
enable a partner ecosystem of service providers, systems integrators, and outsourcersto provide private cloud infrastructures based on Vblock architecture.
VblockPartner Ecosytem establishes a business and technical solution entry point
for partners and customers. This ecosystem comprises technology and channel
partners, systems integrators, ISVs, and business consultants that will deliver completely
integrated IT offerings combining best-in-class virtualization, networking, compute,
storage, security, and management with end-to-end vendor accountability.
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rtnershipThe Cisco and NetApppartnership extends back to 2003. Together, the two companies
are developing solutions that deliver the value and performance that meet customer
requirements for next-generation virtual data centers. Cisco and NetApp provide:
A unified approach to a virtualized data center
IT efficiency at computing, network, and storage layers
An end-to-end, unified, virtual data center architecture
Data center unification and I/O consolidation
Best practices for 10 Gb Ethernet and Fibre Channel over Ethernet (FCoE) solutions
NetAppis currently a Cisco Original Storage Manufacturer (OSM), with rights to
distribute both the Cisco MDS and Cisco Nexus data center switches. NetApp is a
primary Partner contributing to Cisco Desktop Virtualization Solutionsand the Cisco
Virtualization Experience Infrastructure (VXI). Cisco VXI delivers a virtualized
collaborative workspace through a comprehensive end-to-end infrastructure that spans
from endpoints to the data center.
FlexPodis a proven, data center solution from Cisco and NetApp that's built on a
flexible, shared infrastructure which can scale easily; be optimized for a variety of mixed
application workloads; and be configured for virtual desktop or server infrastructure,
secure multi-tenancy, or cloud environments. FlexPodis a prevalidated configuration
that delivers a virtualized data center in a rack and is composed of leading computing,
networking, storage, and infrastructure software components.
FlexPod for VMware
FlexPod for VMware provides a unified flexible architecture that is ready for virtualized
environments today, yet is flexible enough to grow to a fully private cloud at the pace
you set. FlexPod for VMwareprovides:
Validated technologies from three industry leaders - VMware, NetApp, and Cisco - incomputing, storage, networking, and server virtualization
A single platform, built from unified computing, fabric, and storage technologies, that lets youscale to meet the largest data center requirements without disruption or the need forarchitectural changes in the future
Integrated components that enable you to centrally manage all your infrastructure pools
An open design mgmt framework that integrates with your existing third-party
infrastructure mgmt solutions
FlexPod Brief
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op VirtualizationCisco and Citrixcombine forces for comprehensive desktop virtualization solutions that
make it easier and more cost-effective to deliver high-definition virtual desktops and
applications to users across the enterprise. These joint desktop virtualization solutions
are core building blocks for the CiscoVirtualizationExperience Infrastructure (VXI). Cisco
VXI delivers a virtualized collaborative workspace through a comprehensive end-to-end
infrastructure that spans from endpoints to the data center.
Citrix combines virtualization, networking and cloud computing technologies into a full
portfolio of products that help enable:
Virtual work styles for users
Virtual data centers for IT
Cisco compute and networking solutions have been validated with Citrix XenDesktop.
Together, they deliver desktops and applications on demand, anywhere, anytime, and
on any device, to help increase productivity for a global workforce. Deployed on a
platform built from the beginning to support virtualized environments, this solution:
Delivers exceptional user experiences
Helps IT organizations make desktop operations centralized, highly secure, and compliant
Better supports the vital aspect of business: people
Virtual Desktop
Get enterprise-scale virtual desktop solutionswith Cisco UCS and Citrix XenDesktop
software. You can balance both:
User needs for more mobility, flexibility, self-service, and choice
IT needs to centralize desktop infrastructure, help secure mission-critical data, and respond
quickly to changing requirements
The Cisco Data Center Designs: Desktop Virtualization solution with Citrix XenDesktop
helps enable:
Increased mobility, flexibility, and productivity for your global workforce
High-performance, scalable, and agile infrastructure
Exceptional user experiences facilitated by Citrix HDX technology
Highly secure IT operations and increased compliance by centralizing desktop infrastructure
and enterprise-critical data
Cisco Desktop Virtualizationnw/Citrix XenDesktop (AAG)
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Ecosystem of Partnerships
By working with industry leaders, Cisco has helped build an extensive Partner
ecosystem that includes technology, channel, and systems integration Partners. This
approach allows us to provide a complete, standards-based solution for delivery andsupporting data center architectures.
VMware- Our collaboration incorporates product, integrated services, and GTM strategies.
Wyse- Our collaboration helps customers deploy a comprehensive desktop virtualization solution
based on Cisco Virtualization Experience Infrastructure (VXI) and Wyse's Cloud Client Computing.
Accenture- Our collaboration formed the Accenture and Cisco Business Group, a virtual team that
exists to help your organization use IT as a strategic asset.
APC- Our collaboration provides industry-leading hardware, software, and services in critical
power and cooling for residential, business network, data center, and manufacturing
environments. BMC- Our collaboration created a single platform to provision, configure, and manage the Cisco
Unified Computing System.
Intel- Our collaboration brings together industry-leading products built on open standards and
defined migration paths.
Microsoft- Our collaboration builds next-generation data center solutions to help customers
achieve optimum value from IT assets.
Novell- Our collaboration delivers a solution based on the Cisco Unified Computing System and
SUSE Linux Enterprise from Novell.
Oracle- Our collaboration optimizes business solutions for enterprise, service provider, and
midmarket customers.
Panduit- Our collaboration provides solutions that optimize data centers, to help customers
increase agility and improve operational efficiency.
Red HatOur collaboration offers a robust and versatile enterprise computing solution.
SAP- Our collaboration supports a globally connected business that accelerates innovation across
the enterprise.
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Selling Unified Fabric/Computing
Identifying an Opportunity:
Selling CiscosUnified Computing Systemrequires understanding the opportunities
within your customers. Opportunities can present themselves as major events or new
business models. Deploying new solutions and applications require infrastructure
investments and can open the door to discussing the value of Ciscosinnovative Data
Center technologies. Below are questions to ask your customers to help identify key
selling opportunities. These questions are segmented by impending events and
solutions your customer may be embarking upon.
Positioning:
The Unified Computing Systemportfolio has solutions that can be positioned in
different opportunities depending on the customer need. Here is an overview and some
guidelines on the requirements that will help to position the correct solution.
Trigger Events:
What is the lease or refresh cycle for server
platforms?
Is the customer planning a new site build, a move
or an acquisition?
Have they identified an evaluation period for
standardization or new technology adoption?
Are they deploying a new application?
Is the business entering a new market or
developing a new business model (e.g.
Evidence.com)
Solutions:
VMware VDI/VMware View
Citrix Desktop client
Consolidation/Virtualization
Microsoft Exchange 2010
ERP/SAP/Oracle/PeopleSoft
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Selling UCS ContThe Cisco Unified Computing Systempresents a simplification of the
traditional blade server deployment model with stateless blades and a blade
server chassis that is centrally provisioned, configured, and managed by
Cisco UCS Manager up to 320 blades. The result is a unified system that
significantly reduces the number of components and offers a just-in time
provisioning that allows systems to be deployed in minutes rather than hours
or days.
When to position - B-Series Servers
Does the customer require a scalable solution?
Do they have plans for growth?
Does the customer value additional management capabilities?
Is there an initiative around operational efficiency or reduced time to deployment?
Cisco UCS C-Series Rack-Mount Serversextend unified computing innovations to an
industry-standard form factor to help reduce
total cost of ownership (TCO) and increase
business agility. It supports an incremental
deployment model and protects customer
investment with a future migration path to
unified computing.
When to position - C-Series Servers
Are they planning a small, or finite deployment with no consideration for growth?
Is the deployment at remote sites or non-standard locations, e.g. 110v power only?
Do they require high-density local storage, database, or network file servers?
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DCTrigger QuestionsQuestions for CIO
What new business services or processes are you considering?
How do you work with the business to define the IT strategy?
What are your long-term targets or strategies for reducing costs?
What would be the business impact in the event of a natural or man-made disaster? What are your challenges here?
To what extent is power, space and cooling impacting your business today?
What are your personnel issues around productivity, skills shortages, growing talent, functional organization etc..?
Are resource issues hampering your ability to provision new services?
In terms of your IT budget dollars spent each year, how much is allocated to innovation vs. keeping the lights on?
What IT services are you planning on delivering in the future?
What are the technology issues prohibiting you from reaching your customers' customer?
Questions for DC Manager
What are your main challenges? Distance, cost, bandwidth, latency.
What costs do you have related to data unavailability?
Is there an initiative to reduce the risk of data loss?
Are you planning a secondary DC for redundancy and backup?
What are your DC plans for redundancy and backup?
What is the distance (current and planned) between DCs?
How are you addressing the datacenter constraints of power and cooling?
Do you know the Power Usage Effectiveness (PUE) quotient for your data center operation?
How long does it take to provision an application in your environment?
Questions for Enterprise Architect
Where do you see your DC in 2-3 years?
Are you considering a service oriented architecture or a utilities based model?
With a SOA strategy, what challenges do you see around the end user for that strategy?
How do you see the IT organization evolving over the next 2-3 years?
How important is business continuity and to what level are you planning to support it?
What role do you see for fabric computing in your organization?
What are the initiatives for cloud computing in the next 12 months?
Describe your interest in the concept of self service computing?
Help us understand your approach for leveraging virtualization across the data center?
Questions for Network Manager
What major projects are you being asked to look at by your management team?
What are your current utilization levels?
Whats your disaster recovery plan, and have you ever had to use it? If so, what was its impact and challenges?
What kinds of challenges are you facing maintaining IT resources in remote locations?
Tell me about the man-hours you spend reacting to bandwidth issues?
How well could your current environment cope with a sudden influx of new users?
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Objection HandlingYou might encounter these stall tactics and objections during your initial
phone call as well as throughout your meetings with various
business and technical decision makers.
Objection Response
Cisco has no server experience The future of the data center is a cohesive,
integrated, virtualized whole not individual
components. Cisco has developed an alternative
system approach combining network, compute,
virtualization, and storage access which was
announced in March, 2009 in a Blade server formfactor. Cisco is now extending its portfolio with
the C-Series Rack Servers addressing an array of
workloads.
I dont want to introduce anotherserver vendor
n my environment
Cisco is already a trusted part of your
environment. You are not introducing a new
vendor, but merely introducing a new, more
efficient approach.
Cisco has limited knowledge to deliver services
and integrate new applications
Ciscos award winning service combined with key
eco partner relationships is enabling Cisco to
tackle a range of customer requirements from
server consolidation projects to complex
application integration.
Cisco servers cannot be managed by standard
System and Network Management Tools
Cisco C-Series servers provide a flexible,
comprehensive, standards-based set of
management options that enable data centers to
take advantage of the servers innovative featuresin heterogeneous data centers today. The
management capabilities also provide investment
protection by offering a future path to Unified
Computing.
Options include:
Integrated Mgmt ControllerBMC or Baseboard Mgmt Controller
Front Panel KVM
Intelligent Platform Management Interface (IPMI) v2.0
UCS Manager (CY2010)
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Useful Information Links
Pugh - Whiteboard VOD
UCS Overview VOD
UCS Intro
UCS - At-A-Glance
Evolve Your Business VOD
Platform built for Virtualization
Cisco Knowledge NetworkPrevious VODs
Success Storys Increased revenues of 20% to 28% in one year for technology company AlmavivA TSF
Reduced operational costs by 30% and capital costs by 20% for Winterflood Securities
Savings well over 90% per blade chassis for Technical University Berlin Industry News
Analyst Opinions on Cisco Unified Computing System
InfoWorld's Top 10 Emerging Enterprise Technologies Highlights Cisco UCS
InfoWorld Test Center Review: Cisco UCS Wows
White Papers A Platform Built for Server Virtualization: Cisco Unified Computing System
Scalability Study for Deploying VMware View on Cisco UCS and EMC Symmetrix V-Max Systems
Virtual Desktop Infrastructure: Meet the Challenge with Cisco Unified Computing System
Virtual Machine Mobility with VMware VMotion and Cisco Data Center Interconnect Technologies
Unified Fabric: Cisco's Innovation for the Data Center
Evolving Data Center Architectures: Meet the Challenge with Cisco Nexus 5000 Series Switches
Fibre Channel over Ethernet in the Data Center: An Introduction
Best Practices in Deploying Cisco Nexus 1000V Series Switches on Cisco UCS Systems
Deploying Oracle Real Application Clusters on the Cisco Unified Computing System with EMC CLARiiON Storage
Design Considerations for High Availability and Scalability in Blade Server Environments
Scalability Study for Deploying VMware View on Cisco UCS and EMC Symmetrix V-Max Systems
Virtual Desktop Infrastructure: Meet the Challenge with Cisco Unified Computing System
EnablementCisco PEC Quickstart Training Data Center, Application Networking Services, UCS, Green Solutions
VMware Partner SiteVSP4 Certification
Cisco Competitive Edge Portal
Cisco Promotions
Cisco CapitalEnd-user offers
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