1

Internal Use - Confidential

2

Internal Use - Confidential

Winning in Storage:

PowerMax and

Storage Positioning Update

Internal Use - Confidential

3

Internal Use - Confidential

Agenda

• PowerMax Overview and Update

• Storage Positioning Update for 2H

– Tech Refresh

– New Opportunities

– Price Bands

– Competitive

• Call to Action

Dell - Internal Use - Confidential4 *RRH 8K, **RRM with SCM

PowerMax: Redefines Modern StorageDesigned for Apps of Today and Tomorrow

World’s Fastest Storage Array

Up to

MIOPs*

Up to

BetterResponse Times**

• 5M IOPS per floor tile

• 125K IOPS per U

xPerformance Density

GB/sper second

File

IBM i

Mainframe

AI

Real time analytics

IoT

Genomics

VMs

Relational Databases

ERP

EMR

Mobile Apps

Dell - Internal Use - Confidential5

NVMe

PowerMax:NVMe Done Right.

• NVMe over Fabric Ready*

• NVMe based drives (dual ported)

✓ Multi-controller architecture

✓ End to End NVMeNVMe over Fabric*

NVMe over Fabric

Flash SCM*

*Coming next year

Switch

Server

✓ Built-in machine learning

✓ Industry standard technology

1.7M IOPSRRH-8K

1PBe Capacity

1 to 2 PowerBricks

10M IOPSRRH-8K

4PBe Capacity

1 to 8 PowerBricks

80002000

Family

SnapVX

Compression

Non-disruptive Migration

Dedupe

ESSENTIALSSoftware

Dell - Internal Use - Confidential6

PRO

QoS

iCDM Basic

SRDF

D@RE

eNAS

iCDM Advanced

PowerPath

SRM

ABOVE +

Dell - Internal Use - Confidential7

What’s New

with PowerMax?

8

Internal Use - Confidential

Announcing PowerMax for Midrange

PowerMax: High end storage starting at upper midrange prices

• Ideal for customers above 100 TB effective capacity

• The best storage array in the market – built to compete and win

versus NetApp, Pure, HPE, IBM, HDS, etc.

9

Internal Use - Confidential

PowerMax Changes the GameNo one else offers the combination of:

POWERFUL

ARCHITECTURE

Scalability

Multi-controller

Architecture

Performance

End to End NVMe

Efficiency

Inline, Global Dedupe

and Compression –

No Compromise

Resiliency

Component level

fault isolation

Now available starting at midrange price points. Game over.

Connectivity

Block, File,

Mainframe, IBM i

SIMPLE

OPERATION

Cloud based

monitoring and

analytics

TRUSTED

INNOVATION

Intelligence

Machine Learning

Availability

Over 6-9s

Protection

Gold Standard

in Replication

Security

D@RE, etc.

+ +

10

Internal Use - Confidential

Setting the Table: Criteria for Modern Storage

PowerMax FlashArray AFF Series 3Par

Scalable and Highly Available

Multi-controller “Shared Everything”

ArchitectureP O O P

Efficient

Inline, Global Dedupe and Compression

With No CompromiseP O O O

Fast and Future Proof

End to End NVMe, SCM Ready, Non-

Disruptive Migrations, Future Proof ProgramP P

P

(A800 Only) O

Simple Operations

Block, File, Mainframe, IBM I, Machine

Learning and Cloud Based AnalyticsP O O O

Always On

Over 6-9s availability with async, sync and true

active-active metro replication P P O O

11

Internal Use - Confidential

Setting the Table: Criteria for Modern Storage

PowerMax

FlashSystem

9100 VSP F-Series

Oceanstor

Dorado V3

Scalable and Highly Available

Multi-controller “Shared Everything”

ArchitectureP O P O

Efficient

Inline, Global Dedupe and Compression

With No CompromiseP O O P

Fast and Future Proof

End to End NVMe, SCM Ready, NDM,

Future Proof Customer ProgramP O O O

Simple Operations

Block, File, Mainframe, IBM I, Machine

Learning and Cloud Based AnalyticsP O O O

Always On

Over 6-9s availability with async, sync and

true active-active metro replication P P P P

(F1500 only)

12

Internal Use - Confidential

80:20 RULE

Reminder: Positioning’s Role in Storage Selling

Enterprise

Commercial

Channel

Storage Selling Process

Consultative Selling

Sell What they Love New Opportunity

Consultative Selling

Positioning

Positioning is Designed to Provide Guidance

13

Internal Use - Confidential

What is consultative selling?Determining the best solution for the customer based on their needs

Workload/App(Block, File, etc.)

SLAs/SpecificRequirements

(Performance, Security, Availability, Resiliency, etc.)

Current Platform(e.g. Storage, HCI)

Competitive Presence(e.g. Pure, Nutanix)

Budget / Size of Environment

Desired Path to Modernization

(Build vs. Buy)

Need to Take All These into Consideration:

14

Internal Use - Confidential

Two Paths to Modernization / Market OpportunityConsultative Selling

External Storage

Dell EMC Share: 33% (#1)

+6.8%Overall

+35%All Flash

$26B

Best of Breed Storage (“Build”)

CI/HCI+14%Overall

+49%HCI

Dell EMC Share: 31% (#1)

$16B

$7.7B

Converged/Hyper-converged (“Buy”)

* 2018 TAM and growth % according to IDC Forecast,

~$7.7B shown in both forecasts (Storage = ~$3.5B of CI and ~$4.2B of HCI)

15

Internal Use - Confidential

Tech Refresh & Expand Wallet ShareHappy, Product Loyal Customer:

• Current array meets workload needs today and into the future

UNITYUnity, VNX, CX

SC SERIESSC, PS

POWERMAXSymmetrix, VMAX

XTREMIO X2XtremIO

ISILON GEN 6Isilon

ECSCentera, Atmos, ECS

POWERVAULTPowerVault MD

Sell them what they love…

For Example…

✓ Sell as part of

Ready Solution

✓ Sell in VxBlock

✓ Add Data Domain

✓ Add Connectrix

Expand Share

Consultative Selling

19

Internal Use - Confidential

WORKLOAD CAPACITY LEAD WITH…

New Opportunity: Channel

Block (+File*)

<100 TBeUnity

SC

>100 TBeXtremIO

FileIsilon

Unity

• Federation

Object ECS

PowerMax

• Active snapshots at scale (iCDM)

• Workload gets >4:1 DRR (e.g. VDI)

• Unified or File

• Cloud tiering Sell what you know

*Block + File only available on PowerMax and Unity – Unity is true unified, PowerMax is Block + <50TBe of File

Consultative Selling, then:

• <50 TBe

20

Internal Use - Confidential

LEAD WITH… UNLESS

Positioning vs. Pure Storage

Isilon

PowerMax

SC Series

vs. FlashArray

• Active snapshots at scale (iCDM)

• Workload gets >4:1 DRR (e.g. VDI)

• Federation

XtremIO

vs. FlashBlade

• Cloud Tiering

Unity

Or <100 TBe…

Consultative Selling, then:

21

Internal Use - Confidential

LEAD WITH… UNLESS

Positioning vs. NetApp

Isilon

PowerMax

for Block (+File*)

• Active snapshots at scale (iCDM)

• Workload gets >4:1 DRR (e.g. VDI)

• Federation

SC Series

XtremIO

for File

Unity• <50 TBe

• Small Transactional NAS

• True Unified

• Cloud Tiering

Unity

Or <100 TBe…

Consultative Selling, then:

*Block + File only available on PowerMax and Unity – Unity is true unified, PowerMax is Block + <50TBe of File

22

Internal Use - Confidential

LEAD WITH… UNLESS

Positioning vs. HPE

PowerMax

vs. 3Par

vs. Nimble

Unity/SC

• Active snapshots at scale (iCDM)

• Workload gets >4:1 DRR (e.g. VDI)XtremIO

SC Series

• Federation• Cloud Tiering

Unity

Or <100 TBe…

Consultative Selling, then:

23

Internal Use - Confidential

Call to action

1Consult

2Position

3Connect

Leverage a consultative

selling approach to

determine if there is a new

opportunity

The appropriate solution for a

customer based on a

consultative conservation and

the updated positioning

Key Update for 2H:

Lead with PowerMax >100 TBe

With your ASE or MDC

specialists for additional

technical and competitive

support

24

Internal Use - Confidential

Resources

Content Training

• PowerMax Knowledge Center

• New Competitive Portal

(KLUE)

•Winning in Storage: FY19H2

NVMe Strategy Update

•Selling and Winning with Data

Reduction across the Entire

Portfolio

Commercial + Enterprise + Client Sellers'

Product/Solutions Curriculum Portal

• Introducing Dell EMC

PowerMax (from Q2)