VMAX 10 K Enterprise Class for the Growing

VMAX 10 K Enterprise Class for the Growing Mid-Market Customer Bill Leslie – Corporate Systems Engineer for Partners and Solutions November 28, 2012 © Copyright 2012 EMC Corporation. All rights reserved. 1

Agenda/Objective New Symmetrix VMAX 10 K and the Enginuity 5876 Q 4 2012 SR Operating release – Compete stronger in the Mid-Market space Fulfilling promises we communicated at EMC Global Partner Summit – Easier to provide customer showcases with canned virtual demo guides and v. Labs, and – Easier to get educated with new 10 K Advanced Consolidated courseware How to Win against HP 3 PAR © Copyright 2012 EMC Corporation. All rights reserved. 2

A Comprehensive Portfolio to Meet Customer Needs VMAX 20 K, 40 K SCALABILITY VMAX 10 K Trusted. Smart. Powerful. VNX Trusted. Smart. Efficient. VNXe Simple. Efficient. Powerful. Simple. Efficient. Affordable. PERFORMANCE/AVAILABILITY © Copyright 2012 EMC Corporation. All rights reserved. 3

EMC Enterprise Storage Solutions Maximize your IT data center resources with EMC Dual Controller 1 - 4 Engines 1 - 8 Engines Array Specifications • 1, 000 drives • 1 Engine = 2 Storage Processors Array Specifications • 1, 560 drives • 4 Engines = 8 Directors Array Specifications • 3, 200 drives • 8 Engines = 16 Directors Business Requirements • I/O and B/W price/ performance • Unified file and block • Ease of use is very important Business Requirements • Multi-controller architecture • Enterprise reliability, availability, and serviceability • Ease of use is important • Scale up and scale out Business Requirements • Ultimate scale, capacity, and performance • Manual and Virtual Provisioning • Encryption and compression • Mainframe and i. Series © Copyright 2012 EMC Corporation. All rights reserved. 4

VMAX 10 K Enterprise Class with Mid-Market Affordability More Than 20 Years Running the World’s Most Critical Applications 1988 1990 1994 2000 2003 2005 2009 2011 2012 New Symmetrix 4000 ICDA, RAID, NDU Symmetrix 5500 3000/5000 SRDF Consistency Groups Time. Finder, Power. Path Symmetrix 8000 Auto. Swap, SRDF over Fibre Channel Powerful. © Copyright 2012 EMC Corporation. All rights reserved. Symmetrix DMX-1, -2 Concurrent SRDF, SRDF/Star, GDDR Symmetrix DMX-3, -4 Secure Erase, Audit, Service Symmetrix VMAX 20 K VM and z/OS integration, DARE, FAST VP, Federated Live Migration Trusted. Symmetrix VMAX 10 K Efficient: FAST VP, FLM, 100% VP, Recover. Point Splitter Symmetrix VMAX 40 K Symmetrix VMAX 10 K 2 X performance and Faster scale performance Dense Configuration Option [email protected] System Bay Dispersion FTS Federated Tiered 2. 5” drives Storage FAST VP for System z Drive mixing and IBM i Third-party rack Recover. Point Splitter Efficient. Smart. 5

Why Symmetrix VMAX 10 K? Enterprise-class availability, data integrity, and security Self-tuning and optimized for virtual computing Simple and cost-effective operations © Copyright 2012 EMC Corporation. All rights reserved. 6

New Symmetrix VMAX 10 K and the Enginuity 5876 Q 4 2012 SR Operating System © Copyright 2012 EMC Corporation. All rights reserved. 7

VMAX 10 K Announcement Summary 2 x Faster, 15+ New Features, Same Great Price Consolidate Tier 2 SAN – Simplify management – Improve scalability and availability – Lower TCO More accessible to midsize enterprises EMC extends Tier 1 VMware leadership Virtualize critical applications Announcement Article © Copyright 2012 EMC Corporation. All rights reserved. 8

VMAX 10 K Gets Faster, New Features Mission Critical Design With Tier 1 RAS at Tier 2 Prices Increase leadership over mid-tier – Consolidate Tier 2 storage: HP 3 PAR, IBM XIV, Net. App C-mode – VMAX 10 K growth: >500% Yo. Y revenue growth in Q 2 2012 VMAX 10 K up to 2 x Faster – Faster CPUs and 50% more cores VMAX 10 K Enhancements – Data @ Rest Encryption, FTS, and 44% more total spindles – 2. 5” drives: 2 x disks/tile, reduce power/weight by 1/3 rd F A S T Customer Benefits • Supports multiple critical business applications simultaneously • Consolidate and replace Tier 2 vendors © Copyright 2012 EMC Corporation. All rights reserved. 9

More than 15 VMAX Enginuity Enhancements Enginuity Operating Environment Update Simplify Virtualized Workloads & Cloud Customer Benefits • Across the board improvements in performance, efficiency and management • Manage everything VMAX and DMX from Unisphere • More flexible storage deployment options F A S T Front End Performance FAST More Efficient Host I/O Limits make performance more manageable for multi-tenant and cloud environments Supports 4 th Tier Compression for inactive data Thick Thin Flexible Storage Replication Mix 2. 5”/3. 5” DAEs Time. Finder Clone refresh/ restore New drives easier to use VMAX 10 K in 3 rd VMAX 10 K SRDF party rack near-parity with 20 K/40 K Integration & Mgmt Unisphere for VMAX 1. 5 manages DMX VAAI UNMAP VFCache 1. 5 *2. 5” DAE, and mixed DAE not supported on VMAX 20 K or in VMAX 10 K sold before October 2012 © Copyright 2012 EMC Corporation. All rights reserved. 10

Additional VMAX Enhancements 4 Tiers for FAST VP with Federated Tiered Storage and compression Time. Finder/VP Snap off of R 2 Time Finder/VP Snap Flash SR D F/ A Fibre Channel >2: 1 compression New SATA/SAS FTS A F/ D SR Time Finder/ VP Snap Real-time analysis provides continuous optimization © Copyright 2012 EMC Corporation. All rights reserved. 11

Target Customer Audiences Business decision makers from midmarket customers requiring mission-critical storage. Technical decision makers from midmarket customers considering new multi-node storage systems Existing EMC VNX/CLARii. ON customers considering consolidation to non-EMC platforms Existing Symmetrix VMAX & DMX customers considering tech refreshes © Copyright 2012 EMC Corporation. All rights reserved. 12

VMAX 10 K Solves Customer Pain Points Customer pain points VMAX 10 K delivers… Downtime Enterprise reliability, availability, serviceability Growth Scale-out Unpredictable SLAs Multi-controller Budget Price © Copyright 2012 EMC Corporation. All rights reserved. 13

Top 5 VMAX Plays Why do customers buy a VMAX? 1. Data availability and integrity 2. Data center consolidation to lower Opex and Capex costs 3. Advanced features that enable a reduction in capex and opex costs – FASTVP – FTS 4. Performance at scale and during array faults 5. Data Protection and security – SRDF, [email protected] © Copyright 2012 EMC Corporation. All rights reserved. 14

VMAX 10 K Solutions “How To” Library © Copyright 2012 EMC Corporation. All rights reserved. 15

Easier to Sell © Copyright 2012 EMC Corporation. All rights reserved. 16

Demo, Demo http: //www. emcdemocenter. com/ Leverage Demo’s to Highlight EMC’s Simplicity Provisioning New Hosts to VMAX 10 K Creating VMAX 10 K Storage Templates VMAX 10 K Performance Analyzer VMAX 10 K FAST Dashboard VMAX 10 K Performance Heatmaps VMAX 10 K SMC Dashboard View VMAX 10 K Expand Storage Wizard © Copyright 2012 EMC Corporation. All rights reserved. 17

EMC Partners: v. Lab Open to all Velocity Partners You have access to all that EMC does https: //vlab. demoemc. com Partners account for 12% of v. Lab users since Feb, 2012 “EMC v. Labs are simply amazing. Bravo. What a killer investment they have made in their partners. ” Large EMC VAR Velocity team validates approvals © Copyright 2012 EMC Corporation. All rights reserved. 18

Unisphere for Symmetrix VMAX Management modernization EMC-standard look and feel Contextual, simple to navigate v. Lab Easily provision, manage, and monito Available Now! © Copyright 2012 EMC Corporation. All rights reserved. 19

New VMAX 10 K Accreditation Faster than ever… Under 3 hours © Copyright 2012 EMC Corporation. All rights reserved. 20

Winning vs. . HP 3 PAR © Copyright 2012 EMC Corporation. All rights reserved. 21

HP Product Lineup General Purpose Large Enterprise/ Fed Cloud Hosting Services Corporate Mid-Size Small, Remote Office © Copyright 2012 EMC Corporation. All rights reserved. Virtualizat ion EMC Competitive P 9500 (mainframe) VMAX P 10000 (3 PAR) VMAX 10 K P 6000 (EVA) VNX P 4000 (LHN) VNXe P 2000 (MSA) IOmega 22

Attack HP’s EVA and XP Accounts HP likely is trusted advisor where HP servers sold Target EVAs (HP Sales told to lead with EVA P 6000) – Emphasize Unified storage – Beware: If you fight EVA and win, HP will counter with 3 PAR ▪ Preempt this situation by revealing to customer what HP will do Attack XP (and P 9500) accounts now with VMAX 10 K – XP customers being migrated to 3 PAR – Emphasize remote replication and CDP Know your enemy – Know how many nodes 3 PAR is really proposing © Copyright 2012 EMC Corporation. All rights reserved. 23

How To Win: Key Takeaways Lead with VNX; upsell to VMAX 10 K if needed Virtually impossible to downsell from VMAX 10 K to VNX Demo, Demo Customer will not listen to ease of use until they see it Attack EVA and XP accounts NOW © Copyright 2012 EMC Corporation. All rights reserved. HP will push these customers toward 3 PAR. Have them migrate to EMC instead 24

Avoid these traps vs. 3 PAR - Hardware “They sell multi-controller, I need to match that in order to win – I’m bidding VMAX” 3 PAR: 65% of arrays are sold 2 -node, most cases VNX is the best comparison, then VMAX 10 K. P 10000 is price-optimized against VMAX, focus on VNX and VMAX 10 K to win. “It’s okay that 3 PAR was there first, I’ll just sell the customer on EMC’s superiority afterwards” 3 PAR: Will get the customer to force you to bid VMAX, then work your way down. It is VERY difficult to go from VMAX to VMAX 10 K to VNX “I’ll match 3 PAR’s all FC disk configuration and avoid expensive flash” EMC is optimized for flash – get auto-tiering to be a requirement. 3 PAR’s cost to license SW on flash although reduced in Q 4 2011 remains expensive. 3 PAR’s auto-tiering can slow performance. “ 3 PAR is going to bid its latest and greatest product, the V-xxx” 3 PAR: Will still bid the T Class (n-1) in a price sensitive situation. Although drives are the same cost, V Class HW has 85% and SW has a 16% price premiums. F Class has $69 K special for midrange. “I think our 450 GB and 1 TB drives will give us the best price/performance” 3 PAR: Only supports 300 GB and 600 GB FC, 2 TB SATA and 100 GB/200 GB SSD. Using 450 GB or 1 TB will cause a price delta due to extra drives and drive trays. © Copyright 2012 EMC Corporation. All rights reserved. 25

Avoid these traps vs. 3 PAR – Software “I’ll start with base software, then upgrade them later if necessary” 3 PAR: Licensed on raw capacity and lacking frame licensing for most titles 3 PAR’s software is expensive, especially on flash!. The more software, the better we look especially when leveraging VNX. “I’m assuming they’re matching the same functionality as our bid” 3 PAR: Tactics include under-bidding thin provisioning (e. g. 6 TB on a 50 TB array) and adding manual tiering instead of auto-tiering. Make sure 3 PAR is apples to apples with EMC. “They’re bidding Peer Motion, so we need to counter with VPLEX!” 3 PAR: Peer Motion is equivalent to Symmetrix FLM, which is free. Don’t let the customer get fooled by 3 PAR’s selling tactics. “It’s a complicated enterprise environment, so I don’t need to do a demo” 3 PAR: Will show ease of use and autonomic properties of its software. Don’t let the customer believe that EMC is difficult to use. Demo SMC or Unisphere. Show Tier Advisor and Mitrend. “Why should I check the maintenance? ” 3 PAR: SW maintenance can get expensive, they will only bid a portion of the capacity if necessary. Ask the customer to make sure 3 PAR is providing a comparable maintenance term for everything. © Copyright 2012 EMC Corporation. All rights reserved. 26

VMAX 10 K Counters to 3 PAR Messaging • Multi-controller Scalability • VMAX 10 K scalability to 4 controllers/engines • Management Ease of Use • SMC and tools are easy to use • However, RP is a separate management experience • Do crisp demos (don’t drag out demo showing all features) • Snapshots • Time. Finder No-Copy offered and Recover. Point CDP • Performance (SPC-1 Benchmark) • Need to discuss real world and why EMC does not participate – point out that 3 PAR was 8 X more expensive than former #1 • Price and bundling with HP servers & support • Use VMAX 10 K software bundles • Upgrade prices for multiple engines recently reduced © Copyright 2012 EMC Corporation. All rights reserved. 27

Resources • ECN- Partners • VMAX Deal Support Desk • VMAX 10 K on Powerlink – Sales tools, collaterals, presentations, and more Portal • v. Labs • Demo Center • Partner Development Portal: Click Sales Accreditation or VSE to access VMAX 10 K module • Competitive Content (Powerlink) • Partner Support Center: – [email protected] com (NA) – [email protected] com (EMEA) – [email protected] com (APJ) • Partner Technical Support: – Pre-sale technical/product specific questions – Partner. Tech. [email protected] com © Copyright 2012 EMC Corporation. All rights reserved. 28

Key Take Aways Take the new Velocity VMAX 10 K Sales and SE level education Review the demos and v. Labs, use them with your customers! Start identifying sales opportunities – Against HP 3 PAR – Top VMAX 10 K Focus Areas © Copyright 2012 EMC Corporation. All rights reserved. 29

THANK YOU Please send any questions and feedback to: EMCVelocity. Webcast. [email protected] com Visit Powerlink to register for upcoming webcasts and access presentation materials. Home > Training > Velocity Webcast Series © Copyright 2012 EMC Corporation. All rights reserved. 30

Business Solutions © Copyright 2012 EMC Corporation. All rights reserved. 32

Optimized for VMware Environments v. Sphere and VMware integration VMAX plug-in to admin through v. Sphere Host offload with VAAI/VASA APIs SRM for automated recovery © Copyright 2012 EMC Corporation. All rights reserved. Optimized for VMware Performance Optimized • • Almost 700 K IOPS FAST VP Virtual Pools for spaceefficient data stores EMC VSI or Unisphere end-to-end view 33

Symmetrix VMAX 10 K and Microsoft Hyper-V Integration EMC Storage Integrator for Windows Application-aware storage provisioning for Windows and Hyper-V environments EMC Storage Integrator simplifies: – Provisioning – Migration – Monitoring Leverage additional array capabilities © Copyright 2012 EMC Corporation. All rights reserved. 34

VMAX 10 K for Microsoft SQL Server Leveraging FAST VP technology Virtual Server SQL Server Share. Point FC FAST VP and Microsoft SQL – Up to 40% higher performance – 40% lower storage cost Why FAST VP for SQL 2012? – More than 1, 000 Symmetrix systems running FAST VP – Leverages speed of enterprise Flash drives and saves cost with SATA © Copyright 2012 EMC Corporation. All rights reserved. 35

Solution Example: Online Auction House Mission-critical transactions and high-quality image delivery Structured Image Repository Transactions Analysis Unstructured Operational Data and Analysis High Quality Images Transactions Image Store Indexing and Analytics Performance Qo. S © Copyright 2012 EMC Corporation. All rights reserved. Scalability Mission-critical Big Data for rich media 36