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Paul Butler Channel Manager Developer Products Division Intel Software and Solutions Group The Multi-Core Opportunity … or how to make money selling Intel

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Presentation on theme: "Paul Butler Channel Manager Developer Products Division Intel Software and Solutions Group The Multi-Core Opportunity … or how to make money selling Intel"— Presentation transcript:

1 Paul Butler Channel Manager Developer Products Division Intel Software and Solutions Group The Multi-Core Opportunity … or how to make money selling Intel Software Development Products

2 Agenda  Strategic Perspective (why does Intel make and sell software)  Positioning (what are the products)  Prospecting (who are the customers)  Selling (it’s fairly simple)  Air Cover for you (Intel’s Channel Marketing)  Next Steps

3 The Strategic Perspective Why does Intel Make Software

4 Why does Intel make Software? Single Core Dual Core Quad Core  Until recently…. Maximize Multi-Core Performance By Parallelizing Software Multi-Core Processors Change the Rules “My customer bought $25K of top of the line Intel® Xeon™ servers from me, ported their old application, and … no performance gain!” Faster software came from faster processors

5 Maximize Customer Value: Performance By Parallelizing Software  Software Threading… –Breaks problem into pieces that run in parallel –Performance can scale with number of processors

6 N.America 2.4M 477K 383K 1.5M 473K 1.5M 1996 L. America META W.Europe E. Europe APAC Then Developer Growth Worldwide Source: IDC

7 META 1.7M 2.5M 1.7M 5.4M 2011 N.America W.Europe E. Europe APAC Now North America ~2X growth is projected by 2011 Source: IDC L. America 1.5M 4.1M

8 Why do customers care?

9 New capabilities enabled by Multicore Financial Application: Risk analysis at the desktop reduces data latency Results: Faster data for improved decision making Digital Media Application: Automatic face recognition and data intensive physics simulations for movies Results: Condensed time-to-market through faster rendering Healthcare Application: Ultrasound systems can now run concurrent high resolution imaging and data transfer Results: The end of trade- offs for improved real-time decision-making

10 Positioning What are the products

11 Oversimplified: 2 Families of Products Generate Code Compilers Libraries Intel Performance Primitives Math Kernel Libraries Threading Building Blocks Message Passing Interface Analyze Code VTune Thread Profiler Thread Checker Trace Analyzer & Collector Complementary But… can be sold independently

12 The Code Generating Family Generate Code Compilers Libraries Intel Performance Primitives Math Kernel Libraries Threading Building Blocks Message Passing Interface  Target –“Native code” developers (vs “managed code” developers, like.net or Java)  Usage –Transform source code into running software –Ready-made components for various applications  Benefits –Generate high performance applications –Libraries are already multi-threaded – no need to reinvent the wheel –Libraries can be used w/o Intel compiler

13 The Code Analysis Family Analyzing Code VTune Thread Profiler Thread Checker Trace Analyzer & Collector  Target –“Native code” developers (vs “managed code” developers, like.net or Java)  Usage –Analyze existing code for performance and threading errors  Benefits –Generate high performance applications –Starting point for multi-threading –Get rid of common multi-threading errors

14 Support Services Model: Developer Value Proposition –Purchase includes two components –A perpetual license to use the software – no time-out –A fixed term (one-year) support services contract – technical support and product updates – –Developers get the security of knowing they'll always have the latest version of the product –Renewals –At the end of the fixed term the customer may renew the support services contract –Current pricing is less than half of the single unit cost – –They get a lower price for products at support services renewal

15 Parallelize with Intel® Software Development Products  Intel® Compilers (Application Performance)  Intel® VTune™ Performance Analyzers (ID Bottlenecks)  Intel® Performance Libraries (Multimedia / HPC math functions)  Intel® Threading Analysis Tools (Find threading errors and optimize)  Intel® Threading Building Blocks (Simplifies writing multithreaded aps)  Intel® Cluster Tools

16 Prospecting Who are the customers

17 Oversimplified, 2 Customer Segments COMMERCIAL SOFTWARE DEVELOPERS HIGH PERFORMANCE COMPUTING High Volume Growth potential C++

18 HPC Customers – Who are they?  Heavy numerical calculations  “Number crunching”  Sciencific Research  Physics  Chemistry  Biology  Astronomy / Astrophysics  Universities / Academia  Oil exploration / Geophysics  Seismic simulation  Reservoir modeling  Weather Forecast / Climate research  Manufacturing  CFD / FEA / Simulation  Cars, Planes, Aerospace, Devices,…  Finance  Investment banks / Trading  Risk management Vertical / Segment Customers such as … Energy Texaco, Conoco Phillips, Duke Energy, ExxonMobil, Shell, Total Financial Services Morgan Stanley, Reuters, Sungard Manufacturing / Sciences Fluent, GE, LSTC, MSC, PTC, UGS PLM Aerospace Boeing, Lockheed Martin, Northrup, Raytheon Government DoD, LLNL, Los Alamos, NASA, Sandia, MPO Education Higher-Education

19 Commercial Software Developers – Who are they?  Primary target = “Native code” programmers  Developers using C, C++  Not managed code environments (.NET & Java)  Digital imaging & Signal processing  Image processing (photo, medical imaging, GPS, etc)  Content Creation (music,TV & radio)  Cinema industry (2D & 3D, post-production)  Telecom equipment  Embedded systems  aerospace, automobile, telecoms, military  Independent Software Vendors  Games  Enterprise and telecom applications (databases, Business Intelligence, etc) Vertical / Segment Customers such as … CommunicationsAlcatel, Motorola, Nokia, Database / Enterprise BEA Systems, CA, IBM, Microsoft, MySQL, Oracle, PeopleSoft, SAS Digital Media / Internet Services Adobe, Alias, Wavefront, Electronic Arts, Google, Pixar, Real Networks, Roxio, Softimage, Sony

20 Summary – Key Drivers by Customer Segments COMMERCIAL SOFTWARE DEVELOPERS HIGH PERFORMANCE COMPUTING High Volume Growth potential 1.Performance 2.Fortran legacy code 3.Simulation is growing 4.Market growth 5.Microsoft Windows CCS 1.Performance 2.Multi-Threading 3.Image Processing 4.Sound & Music 5.Signal Processing What about bringing parallelism to Microsoft* Visual Studio* reaching many more developers?

21 Selling

22 Sales Tactics  Rule #1 Educate!  Use evaluation licenses  Connect w/MS Visual Studio Customers  Sell Renewals  Product tactics –HPC customers –#1 Choice = Cluster Toolkit Compiler Edition –Compilers, Libraries, Cluster Tools –Commercial: –Performance Analysis Tools (e.g. VTune – Threading tools) / Libraries / Compiler Build Awareness EvaluateAcquire & EducateSellUp-SellCross-SellConsolidate

23 Licensing models Licensing model Typical usage Single UserAll developers on the development team get their own individual product – 1 license per person Node LockedDevelopment team has Windows* machines at their desks, and they do Linux* development through a terminal window on that client. Compiler and license file reside on central Linux server. Management determines number of developers who will require access, but does not need to specify individuals. FloatingDevelopment team members have machines at their desks, and the compiler executable file resides on their local system. Shared license keys reside on a central server. Management determines maximum anticipated concurrent usage and buys that number. Total quantity tends to be less than the total number of developers.

24 That Leads Us to The Elevator Pitch Do you have in house application developers? –Discuss full code development suite: Intel Compiler Suite Do you currently use Microsoft Visual Studio? –Discuss performance analysis via Intel VTune Analyzers Is their application threaded to take advantage of multi-core systems? (When was it written? 3-plus years ago?) –Talk about Intel Threading Tools Are they involved with C, C++, Fortran-based code projects? –Talk about the Intel Compiler Professional Editions Is their application running on clustered servers? –Talk about Intel Cluster Tools Compiler Editions Intel® Software Development Products are available for a FREE 30 day evaluation Try it! You’ll like it! FREE 30 Day Evaluation Copies:

25 Air Cover for you

26 2007 Reseller Programs  Website Campaigns  Campaigns  Search Engine Marketing  Catalog Advertisement  Reseller-driven Roadshows  Sales Training  Incentive Programs  Joint Seminars

27 2008 Marketing: Evangelizing parallelism and creating demand Events Promotions PR Content Build relationships through interaction Reach Developers Worldwide Evangelize leadership through coverage Educate to establish credibility and preference Tradeshows Webinars Seminars ISTEP Online banners Print ads/catalogs Download.com Videos/ podcasts blasts Product launches Search engine Product launches Trend stories Contributed articles Speaking opportunities Quotes and Op-ed Third party releases Website updates Web portals Collateral Whitepapers Product demos Sales Tools Evals

28 Getting Started… 3 Steps to success ReviewPlanExecute 1:1 Business Review -historical -marketplace -customer base -sales force -sales forecasts -marketing plans Submit proposed plan to Approvals ready for execution Execution & tracking Intel will provide material Distributors manage payments - Track results Quarterly review

29 Thank You


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