Cisco DC Partner Playbook v1.3 - Oct 2011[1]

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)


21/21

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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Date post:	04-Jun-2018
Category:	Documents
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Cisco DC Partner Playbook v1.3 - Oct 2011[1]

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