09 - Storage (Optional) - Sales Manager

© 2010 IBM CorporationSmarter Systems for a Smarter Planet

IBM and Business Partner PresentationIBM and Business Partner PresentationMay 2010May 2010

IBM System x with IBM StorageIBM System x with IBM Storage

2© 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 SellSystem 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



Introduction to the Storage Market



2.5 billion RFID tags sold in 2009

900 million GPS devices sold annuallyby 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

The World is Becoming Smarter Every DayWhat’s Making it Smarter? More Information!



Clients are Struggling to Keep Up and Spending to Address Top Issues Top issues and initiatives for storage managers

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

Managing Complexity

Backup Administration

& Management

Managing Costs

Proper Capacity Forecasting &

Storage Reporting

Managing Storage Growth

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

0% 20%

Archiving

Improving Performance

Virtualization Adoption

Backup Redesign

Technology Refresh

Consolidation

Tiered Storage Buildout

*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.

0% 20% 40% 60%



Critical Success Factors

Data ProtectionMaintain access to information throughout its useful life

Storage Efficiency Reduce cost, improve performance, increase flexibility

Service DeliveryUnderstand what you have, improve service, beat expectations

Managing Information Growth without Complexity



System x and Storage: Why Sell IBM components together



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 don’t 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

Example of increased revenue through a single customer– Customer #1 buys: 3 System x servers: (~$10K / each) $30,000 (example purposes only)– Customer #2 buys: 3 System x servers with Storage:

1 DS3200 SAS dual controller w/12 drives 300GB SAS + cables $14,943* 1 LTO Tape drive TS2240 + cable $3,236* Incremental Product Revenue towards your Commissions $17,179*IBM or BP provided Services Revenue +$+ (based on geo and

service)

*Approximated list prices before discounts

Remember to complement your

server and storage sale with

services

System x portfolio

IBM Storage portfolio

$30K $17K

$47K$47K (+57%)

Why sell System x together with IBM Storage > More Commissions in your Pocket!



“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 HDSDell EMC, LSICisco EMC, Oracle/SunOracle/Sun HDS

IBM Storage Group competitors:EMC, HP, Dell, Hitachi Data Systems (HDS), Oracle/Sun. NetApp

System x portfolio

IBM Storage portfolio

We can team with these storage OEM’s, but who are they teaming with when we

are not looking?

Why sell System x together with IBM Storage > Keep the competition out!



System x and Storage: What to Sell



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)

Mapping System x to selected IBM Storage > Where Storage Fits



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

– DS5100/5300: (Upper Mid-range Disk Storage)• Enterprise performance and highly scalable for HPC and mixed workloads• Strength in IOPS and MB/s; ideal for System x virtualization environments

– N3400: (Entry Level Disk Storage)• 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/TS2350: (Application Managed encryption)• 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

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

Mapping System x to selected IBM Storage > Key Messages



When Choosing the best Enterprise x86 Servers don’t forget:Shared/External Storage Drives from IBM System Storage™

DS3000 Series DS5000 Series

Workloads

• Entry level and distributed enterprise sites

• Excellent for applications with interactive database workloads

Value Proposition

• Performance at lower price and reduced TCO

• DS3500: Energy Star certified and allows users to lower power consumption by 10 %*

Workloads

• Entry level and distributed enterprise sites


Value Proposition

• Performance at lower price and reduced TCO

• DS3500: Energy Star certified and allows users to lower power consumption by 10 %*

Workloads

• Mixed workload / consolidation / virtualization environments


Value Proposition

• Mid-range performance for compute-intensive and core business applications

• No one else has the balance in both IOPS and MB/s

Workloads

• Mixed workload / consolidation / virtualization environments


Value Proposition

• Mid-range performance for compute-intensive and core business applications

• No one else has the balance in both IOPS and MB/s

N3000 Series

Workloads

• Entry level and mid-range storage needs.

• High integration with core business applications for virtualization and database

Value Proposition

• Unified (file and block) storage for versatility

• N3400: reduced TCO of up to 50% with bundled Software Packs

Workloads

• Entry level and mid-range storage needs.

• High integration with core business applications for virtualization and database

Value Proposition

• Unified (file and block) storage for versatility

• N3400: reduced TCO of up to 50% with bundled Software Packs

DS3500

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

DS5000

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

N3400NewNew Announce

date May 18

*When compared with its predecessor the DS3000



When Choosing the best Enterprise x86 Servers don’t forget: Linear Tape Options from IBM System Storage™

TS2250/TS2350 Express

WorkloadsTape: 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 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 previous-generation LTO4 drives

• Designed to provide greater capacity and performance to address the most demanding backup and archiving requirements

WorkloadsTape: 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 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 previous-generation LTO4 drives

• Designed to provide greater capacity and performance to address the most demanding backup and archiving requirements

LTO Tape Series

New



System x and Storage: How to Sell

Positioning IBM Storage with System x



IBM System Storage criteria for System x ServersDifferentiating Criteria for level of External Storage Needs

Entry Level Lower Mid-Range Upper Mid-Range

# of Servers to attach 1 to 10 servers 10 to 20 servers > 20 servers

Client Key Decision Points • Low Cost, • Easy installation /

management• Reliability / availability

• Performance value / scalability

• Reliability / high availability

• Premium replication features

• Easy management

• Balanced, scalable performance• Business Continuity through highest

availability / reliability, and premium replication features

• Configuration flexibility • Service and Support

Aggregate IOPS workload2 Up to ~ 16,000 IOPS Up to ~ 40,000 IOPS Up to ~ 130,000 IOPS

Aggregate MB/s workload Up to ~ 900 MB/s Up to ~1,600 MB/s Up to ~ 6,400 MB/s

Host connectivity SAS, iSCSI, FC iSCSI, FC iSCSI, FC

Attach method DAS, NAS, SAN NAS, SAN NAS, SAN

Max raw disk capacity per system controller(supported drive types)

DS: 96 TB¹ / N: 136 TB

(SAS, SATA)

DS: 224 TB / N: 840 TB

(FC, FDE, SATA)

DS: 960 TB / N: 1176 TB

(SSD, FDE, FC, SATA)

DS Series DS3200, DS3300, DS3400 DS3950/DS5020 DS5100, DS5300

N Series N3300, N3400, N3600 N6040, N6060, N6070 N7900

Price Band < $50k $50-$150k $50-$300k

Environment Windows, Linux, VMware Windows, Linux, VMware Windows, Linux, VMware

¹Considers 2TB SATA drive option to be announced April 132Based on max disk IOPS using 75/25 read/write mix2



Storage Positioning for System x

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

Up

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id-R

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Sto

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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

Lo

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Sto

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Distributed

Hig

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NAS

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

En

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DS3000• Distributed/Remote office, low-end modular

Tape

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Storage Positioning for System x Choosing DS Series or N Series?

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

Up

per

Mid

-Ran

ge

Sto

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e

DS5000

Lo

wer

Mid

-Ran

ge

Sto

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Distributed

Hig

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nd

Sto

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NAS

N series

En

try

Lev

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tora

ge

DS3000ar

Tape

LT

O

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



Quick Reference for Interface Options

Interface Type SASSerial Attached SCSI

iSCSISCSI mapped over TCP/IP

FCFibre channel

Performance &

Connection Availability

Better Good Best

IT Expertise toManage Storage

Server experience Network Experience Storage Experience

Distance ~ 8 meters Infinite ~ 10,000 meters

Cost $ $ $$$

Server attach3 for direct attach to System x

14 for BladeCenter® attachUnlimited Unlimited



Resources for IBM Storage with System x

System x and Storage: How to Sell



Storage Devices

Demonstrating the value (internal)

Sales KitCase Study

(client ready)

Demand Generation Resources

DS5000 DS5020/DS3950 + HS22 + VMware

DS5000 IBM, BP

DS5020 IBM, BP

DS3950 IBM, BP

IDEAProtect More, Store Less

(Competitive Play)

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

Banco ABC Brasil

N series Sales Tactics

LTO LTO and the Mid-MarketTape IBM, BP

TS2240 IBM, BPAhlers Group Storage Sales Tactics

Sales Kits



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.

http://www.ibm.com/systems/storage/resource/pguide/index.html

Downloadit now.



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

Express Seller Adv

Web Content

Print/ Web/TV Adv Landing Pages



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)

(D)



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



Sales Incentives and Promotions

Business Partner Incentives and Rebates

Incentive / Rebate Description

Know Your IBM

(KYI)

Employees of eligible IBM Business Partners can receive points that can be redeemed for merchandise: Requires approval from BP for employees to participate.

Blade + BladeCenter

Solution Provider

quarterly growth targets for sales of Blades and BladeCenter Chassis. Technical competency and demo unit required. Quarterly targets equal 40% uplift of previous year’s end user reported sales for the same quarter

Channel Evaluation Program for Business Partners

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



Storage Product Details



When Choosing the best Enterprise x86 Servers Don’t forget the IBM System Storage™ DS Series

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)

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

*When compared with its predecessor the DS3000

New Announce date May 18



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 N3400 Announced February 9, GA Date: March 5 (Not Available for BladeCenter at this time)(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

New Product

New Product



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.

Call to Action



and Great Selling !

THANK YOU FOR YOUR TIME

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