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©2009-2010 Dani Flexer [email protected]
PureFast Strategic Collaboration
Proposal to PASO UK Dani Flexer [email protected]
©2009-2010 Dani Flexer [email protected]
Wishful thinking...• Joint press release – a year from now:• Avend and PureFast dominate energy computing
market• In an astonishing comeback, Avend Systems, leveraging
PureFast floating point accelerators, has become the dominant vendor in the energy market, with a 50% market share and a total revenue in excess of $XB.
• The collaboration with PureFast has helped Avend present the most cost effective, scalable, and low-powered solution to this extremely demanding market, supporting its high-floating point processing applications.
• The collaboration has catapulted Avend from its previous position as an also-ran to its current leadership position.
©2009-2010 Dani Flexer [email protected]
Agenda
• PureFast products and market • Internal stakeholders• Avend/PureFast joint value proposition• What's in it for them?• What's in it for us?• Issues and risks• Rout to market• Action plan
©2009-2010 Dani Flexer [email protected]
PureFast products
• Core technology is the DTZ700 co-processor
• Forward™ accelerator PCI-X 2.0 board with two DTZ700chips
©2009-2010 Dani Flexer [email protected]
PureFast products• Core technology is the DTZ700co-processor
> Embedded low-power parallel processor with 96 cores > 25 billion 64-bit floating point operations per second
(GFLOPS)> Compared to XX for AMD Opteron based Milkyway> Compared to YY for Horseshoe1 based VX000
> World's fastest and most power efficient 64-bit FPU
• Forward™ accelerator PCI-X 2.0 board with two DTZ700chips> Hardware compatible with Avend PCI-X systems - > Currently does not support Solaris> PureFast sell and support a C cross development
environment
©2009-2010 Dani Flexer [email protected]
PureFast market
• Best suited for HPTC applications requiring additional compute performance beyond the capabilities of standard FPUs
• Applicable markets are primarily in manufacturing, education, defense and public sector
©2009-2010 Dani Flexer [email protected]
PureFast market• Best suited for HPTC applications requiring
additional compute performance beyond the capabilities of standard FPUs> Neither Opteron nor SPARC are designed to address
these requirements
• Applicable markets are primarily in manufacturing, education, defense and public sector> Meteorological> MCAE (e.g., solid modeling)> Life-science (e.g., molecular chemistry computations)> Oil & gas (e.g., seismic analysis)> Defense (e.g., cryptological processing)
©2009-2010 Dani Flexer [email protected]
Internal Avend stakeholders• Verticals• Services• Storage• Systems• Sales
©2009-2010 Dani Flexer [email protected]
Internal Avend stakeholders• Verticals
> Education and government > Energy> Manufacturing
• Services> Complex mission critical applications likely to carry
significant services requirements – architecture, support and deployment
• Storage> Data intensive HPTC requires significant storage
• Systems> Significantly increases Avend system's addressable market
in HPTC
• Sales> Leading with HPTC solutions creates additional sales
opportunities> Increased appeal to education, manufacturing, government
and defense markets provides access to new customers
©2009-2010 Dani Flexer [email protected]
Avend/PureFast joint value proposition• Avend systems with PureFast co-
processors an ideal choice for HPTC> HPTC market needs both high data
throughput and FP performance> Due to flexibility, integer performance
and low power requirements, arguably the best solution on the market
©2009-2010 Dani Flexer [email protected]
Avend/PureFast joint value proposition• Avend's systems suitable for high throughput integer
processing• PureFast targets high-end floating point applications
> Co-processor that can be part of a general purpose computing platform with a high FP computing ability
• Horseshoe & AMD based systems with PureFast co-processors an ideal choice for HPTC> Due to flexibility, integer performance and low power
requirements, arguably the best solution on the market
• It is possible to share a single DTZ700 board between several CPU cores> Flexible so can be deployed to address specific processing
loads
©2009-2010 Dani Flexer [email protected]
Avend/PureFast joint value proposition • PureFast currently supports AMD & Intel systems
> Avend's X64 systems running Linux or MS/Windows supported by current PureFast offering
• Competitive advantage in FP processing by the PureFast co-processor together with high integer throughput derived from Avend's CMT or X64 based system defines the core target market as one which requires:> High network and/or data processing> High FP processing> Best cost/performance at lowest power consumption
• Oil & Gas, MCAE, weather, aerospace, imaging> Large data-set and large FP transformations
• FP processing at minimal infrastructure and power cost
©2009-2010 Dani Flexer [email protected]
What's in it for them?
• Avend> Provides route to market > Excellent system platform> Partners> Does not compete
©2009-2010 Dani Flexer [email protected]
What's in it for them?• Avend's presence in the HPTC market is still significant
despite recent dis-investments> Avend can offer solutions incorporating PureFast technology to this
market and grow market share for both companies
• Avend's superior integer and networking capabilities enable enhancements to PureFast enabled HPTC applications
• Avend matches PureFast low-power advantage• Avend's worldwide presence enables PureFast to reach
new geographical markets at low incremental cost of sales
• Avend/PureFast collaboration potentially long term since Avend does not have plans to compete directly with PureFast
• Avend can broker three way collaboration with service providers and ISVs> Avend's massive ISV community can be leveraged to increase
PureFast's addressable market
©2009-2010 Dani Flexer [email protected]
What's in it for us?
• Significantly increases addressable market in HPTC
• Significant additional products and services pull
• Research market in HPTC highly visible
• Strong enabler for utility computing
©2009-2010 Dani Flexer [email protected]
What's in it for us?• Significantly increases addressable market in HPTC
> By $TBD (large) world-wide> Enables market leading FP/integer performance
• Significant additional products and services pull> If we are able to support the core HPTC solution, our
competitive position in selling data processing, storage and networking systems improves
> Access to new customers that can then be offerred “traditional” Avend products
• Research market in HPTC highly visible> “Halo” effect
• Strong enabler for utility computing> HPTC applications well suited to cloud in terms of data-
flow but require high FP capability
©2009-2010 Dani Flexer [email protected]
Route To Market• Solutions: PureFast enables the sale of a range of HPTC
solutions based on 3rd party codebases> Solutions should be jointly developed, marketed and sold in
collaboration with the applicable HPTC ISVs – e.g., CD-Adapco, Paradigm Geophysical, Schlumberger/Geoquest, Dassault, NAG, FIT, various research codebases (e.g., University of Gernoble DIRCC) etc.
• Platform: PureFast enables the sale of Avend systems as viable HPTC platforms to HPTC service providers, researchers and other non-ISV developers> As such should be marketed as a configurable system platform
components together with storage and networking> Focus should be on the high end of the HPTC market - research
institutes and service providers - e.g., Universtiy of Grenoble, CGG
• Utility: PureFast can provide FP processing power to the Avend utility computing offering
©2009-2010 Dani Flexer [email protected]
Action Plan• Technical
> Develop Solaris support> Proof of concept through pilot port of a typical/leading HPTC
codebase> Performance improvement – benchmark & tuning
• Marketing> Joint GTM – SuperComp, industry specific shows, etc.> OEM agreement – Avend to OEM PureFast> Evangelize Avend/PureFast platforms to HPTC developers> Present Avend HPTC platform to market w/out mention of
PureFast> Brand Avend as an HPTC “contender”
• Sales> Train sales people and SEs on Avend/PureFast platforms and
solutions> Collaborate with ISVs in the sale of Avend/PureFast based
solutions
©2009-2010 Dani Flexer [email protected]
Issues & Risks
• Currently supports Linux and Windows only
• Avend's PCI-X not necessarily compatible with all PureFast boards
• PureFast execution model atypical• Due to calling overhead, PureFast will
improve performance only where the transformations are relatively large
• Target codebases and platform need to be selected carefully
©2009-2010 Dani Flexer [email protected]
Issues & Risks• Currently supports Linux and Windows only
> Solaris port will increase PureFast value to Avend
• Avend's PCI-X not compatible with all PCI-X boards> Additional tests and qualification required> Avend systems do not have a common implementation
• PureFast execution model atypical> May require customization of Avend Performance Library for
Solaris
• Due to calling overhead, PureFast will improve performance only where the transformations are relatively large> Break-even point at transformations on the order of TBD
transformations/call
• Target codebases and platform need to be selected carefully > Avend systems will have varying competitive advantage as the
FP processing requirements change
©2009-2010 Dani Flexer [email protected]
Strategy
• If Avend is serious about HPTC, a co-processor strategy is needed
• Options are - develop, buy or partner
• The call needs to be made if we are serious about this market
©2009-2010 Dani Flexer [email protected]
Strategy• If Avend is serious about HPTC a co-processor
strategy is needed> Increased FP performance of Horseshoe 2 will not
suffice and not run optimally
• Options are - develop, buy or partner> Develop: costly and not within our core competency> Buy: purchase of PureFast or competitor could be to our
advantage> Partner: lowest risk/reward strategy since does not give
long term competitive advantage however our current position is strong
• The call needs to be made if we are serious about this market
©2009-2010 Dani Flexer [email protected]
SWOT• Strength
> Avend a technical product company – has the engineering, technical marketing and partnering skills to incorporate PureFast into its products
• Weakness> Avend may have lost most of its HPTC skills through recurring
RIFs> Use of Linux/Windows based solutions may cause internal
“political” resistance
• Opportunity> Vastly improves Avend's value prop to the HPTC market and to
HPTC ISVs> Significant incremental addressable market> Lead with HPTC and sell additional products
• Threat> Other vendors can mimic our collaboration with PureFast for X64