0. This scripted presentation is part of the Flash at the Price of Disk demand generation campaign set of assets.
Key campaign assets on SalesEdge include:
Solution Brief: Changing the economics of storage with Dell Compellent Flash- optimized solutions
Business White Paper: New economies of storage with Compellent Flash-optimized solutions
Internal Sales Aid (includes a competitive overview)
Additional assets include:
White Paper: Flash Optimized Data Progression
White Paper: Storage Switzerland Evaluation of Compellent Flash Solutions
Customer Presentation: Compellent SC 6.4 Flash-Optimized Solutions and SC280
Spec Sheet: Dell Compellent Flash-optimized solutions
Technical Brief: Embracing Flash Storage
Technical Brief: Embracing Tiered Storage
Internal Sales Aid: Compellent Flash-Optimized Solutions and Dense Enclosure

1. Changing the economics of flash storage
Dell Compellent delivers flash at the price of disk
NAME
January 2014
Trends such as server virtualization and the proliferation of multi-core processors are increasing the requirement for high I/O performance with ultra-fast response times. Flash storage is the leading technology that enables IT to turbocharge I/O intensive applications and deliver the low latencies and ultra-fast response times that they need. Workloads such as OLTP, Data Warehousing and Virtual Desktop in particular can reap the benefits of flash storage, delivering impressive results in operations such as on-line queries, batch processing, retail transactions, business analytics, peak-time VDI logins, and many others. But until now, flash storage has been too expensive for most customers to deploy on a large scale, and was mostly used for the select, high priority workloads. With the introduction of the Dell Compellent flash-optimized solutions, Dell changed the economics of flash storage and broke the current pricing boundaries. By offering solutions that can provide performance at the capacity and price of a rotating disk, Dell is making flash storage affordable and accessible to a broader segment of the market.

2. Agenda 01
Traditional “one size fits all” data storage strategy no longer works
Increasing reliance on I/O-intensive applications and solutions
Adoption of flash is accelerating
Dell Compellent changes the economics of flash storage
Aligning storage performance with workload requirements
Enterprise features extend the economic value 02 03 04 05 06
In this presentation we will talk about how Dell changed the economics of storage with the introduction of tiered flash in the Compellent storage array. Until now, flash storage has been too expensive for most customers. Dell disrupted the status quo by introducing a new price model with flash solutions at the price of the traditional rotating disk, making flash storage affordable and accessible to a broad number of customer deployments for the first time.
We will start with looking at the flash technology and its benefits for data-intensive application workloads, then will discuss the new Compellent flash configurations which disrupt the current economics of flash by delivering flash performance at the capacities and prices of a rotating disk.

3. Data centers need to handle many types of diverse application workloads
Random
Sequential
Read-intensive
Write-intensive
Indexing
Front End Web
OLTP Database
/Messaging
Data Warehousing
Virtual Desktop
HPC
Streaming Media
Web Applications
Collaboration
Infrastructure
Other
Modern data centers need to manage and support many types of application workloads with different requirements.
Traditional storage systems are optimized for the middle part of this spectrum and often don’t have the performance to be highly efficient at the ends, highly read- or write-intensive.
At the same time, exponential data growth and an increasing pressure on the data center to become more efficient continues.
IT managers need to keep up with the needs of different workloads, deliver the expected SLAs, and balance performance requirements with cost.
<Note: With the introduction of flash-optimized solutions, Compellent can serve these applications with much higher performance, larger scale and more efficiency.>
Applications are getting more dependent on higher I/O performance
Data stored, backed up and archived is growing exponentially
SLAs are becoming more rigorous
Traditional storage systems are optimized for the middle of the spectrum
IT budgets are often staying flat 3
@Dell_Enterprise
Enterprise Solutions Marketing

4. What characterizes your workloads
What characterizes your workloads? Traditional “one size fits all” data storage strategy is inefficient
Performance
Hot data that needs to be retrieved extremely fast without latency
IOPS vs. throughput
Access patterns and frequency
Data accessed frequently vs. cold, rarely accessed data
Heavily read vs heavily written data
Data optimized for tiering vs caching
I/O patterns
Read and write percentages
Transfer sizes
Sustained vs. bursty I/O patterns
<Setup for Compellent which can address these requirements>
With the exponential data growth and increasing pressure on the data center to efficiently handle many diverse types of application workloads, a traditional “one size fits all” strategy for storage design no longer works.
In order to determine the best architecture of a storage system, IT administrators need to understand the characteristics of each application: what type of performance it requires as measured in IOPS vs. throughput; how much data is hot and frequently accessed vs. cold or not performance sensitive; what is the ratio of heavily read vs. heavily written data; are the I/O patterns sustained or bursty; what are the typical transfer rates; and how much business value does the data deliver.
Understanding these workload characteristics is the first step in designing a storage architecture that can align the application performance with cost requirements.
Since there is not one type of a disk drive that can address all these needs, IT managers search for flexible, scalable storage solutions that can handle these requirements in a cost-effective way.
Notes on workload characteristics:
Performance
Not all high performance workloads need 1M IOPS. Some applications simply need sub-ms latencies to ensure consistent application response times
I/O patterns:
High I/O, low transfer rate for transaction-intensive environments, i.e. OLTP, file serving.
Low I/O, high transfer rate w/high response time for sequential I/O operations, i.e. backup/recovery, data mining, video streaming
Business value
Data that is highly valuable to the business and can be used for deriving business intelligence, financial analysis, etc.
Each type of data needs to be treated differently to align the application performance with capacity and cost requirements

5. Reliance on I/O-intensive solutions for critical applications is growing
Hot/
Active
Data
I/O intensive solutions growing at 57% CAGR as SSD prices are reduced
Cost/capacity optimized 19% CAGR growth is driven by the explosion of unstructured data
Cold/
Static Data
I/O Intensive (Flash)
In IDC’s storage revenue forecast (IDC permission on file), we are seeing growth at the top and at the bottom of the enterprise storage market:
At the high-performance storage market, we are seeing a growing importance of demanding workloads which are driving I/O-intensive storage solutions for Tier 1 business critical applications that require high IOPS and minimal latencies. But typically flash-based solutions that can address these requirements have been very expensive.
With the new flash-optimized solutions on Compellent, Dell is driving the cost of flash solutions down to the price of the traditional rotating disk, delivering best application performance at the lowest cost.
In the cost/capacity optimized market that can handle the explosive growth of unstructured data, Dell introduced dense storage which can pack 2PB into a single rack for the lowest GB/$.
Finally, Dell tied these solutions with Data Progression which can automatically and intelligently place data on the most optimal storage medium in the system.
Performance Optimized
Cost Optimized
IT Managers are looking for storage solutions that can span both, hot and cold data, optimizing for performance and value
IDC,, Worldwide Enterprise Storage Systems 2013–2017 Forecast, May 2013; Doc #241033
(Note: CAGRs calculated for )

6. Flash adoption is accelerating Pent-up demand for improving application performance at the right price point
Flash prices falling faster than HDDs but still considerably higher than 15K HDDs
New form factors: PCIe cards, appliances, shared storage
15K HDD
Flash SSD
$/GB
7.2K HDD
Multi-core processors drive up processor utilization and demand for more I/O per server
Virtualization is increasing the demand for random I/O with the “mixer effect”
Flash storage, available today from many vendors in form factors such as PCIe solid state drives (SSDs) in application servers, flash appliances and all-flash and hybrid-flash storage arrays, can deliver impressive results by eliminating rotational and seek latencies that are common in traditional hard disk drive (HDD) storage systems.
In the past, flash was very expensive and mostly used in application servers as cache memory or reserved to improve performance of the highest priority workloads on the arrays.
Current market trends are helping the increase of flash adoption to support most demanding enterprise applications
$/GB prices falling faster than rotating disk
The $/GB flash prices are falling faster than the HDDs, but even the 15K HDD prices remaining considerably higher than SSDs in the foreseeable future. Prices of flash offerings are decreasing, and the adoption is accelerating. Once flash reaches the right price point, enterprises will be able to deploy it in larger capacities, more like HDDs, with multiple flash drive types used to populate multiple tiers of storage in an array.
Many new form factors
PCIe SSD cards for application servers; flash-only appliances; SAN arrays that are all-flash or hybrid-flash.
Proliferation of multi-core processors driving higher demand I/O per server
Multi-core processors and virtualized server and desktop architectures drive up processor utilization and hence also the demand for I/O per server. In the virtualized datacenter, it is now commonly I/O performance that limits server consolidation ratios, not CPU or memory.
Widespread use of virtualization with its “mixer effect”
Virtualization has the effect of multiplexing multiple logical workloads across a single physical I/O path. The greater the consolidation achieved through virtualization, the more randomized the physical I/O requests become. And random I/O is the Achilles heel of the rotational disk drive, because seek and rotational latency dominate transfer times 20 to 1.
Benefits of flash:
Random I/O performance
Flash memory excels at random I/O performance, offering greater than 10x gains in I/Os per second (IOPS). A solid state storage solution based on flash has no seek time, no rotational latency, and is equally fast on random workloads as on sequential ones. Flash can accelerate virtual server and desktop deployments while affording higher consolidation and greater efficiency.
Predictable low latency
With flash memory, any block of data can be fetched in nearly constant time. This means that applications can be designed to expect sub-millisecond latency no matter what the I/O stream (random or sequential) or data distribution.
Dramatic power and space savings
Power and space are often capped for a specific data center footprint. When you reach capacity, it often means an expensive build-out, migration, or a whole new data center. Solid state storage uses 10x less power and space than rotational hard drives, allowing you to substantially expand capacity in place.

7. Flash storage can be deployed at various layers to accelerate application performance
Client
Network
Server-based cache (Tier-0)
Flash drives placed directly on high speed PCI bus in application servers
Caching software enables server to leverage flash storage as an extension of memory cache
SSD tiering in shared storage
A few SSDs can be added to the array to dramatically increase performance for targeted workloads OR
An entire storage tier can be deployed on SSDs so that complete volumes and datasets can be fit in flash
COMING SOON: Fluid Cache for SAN
Benefits of Fluid Cache extended to the entire SAN for maximum performance and reliability
Dell
Fluid Cache
for DAS on PowerEdge
Storage
Network
Dell
Compellent
All-Flash or Hybrid-Flash Array
To accelerate applications, flash can be deployed in various layers in the data center:
As server-based cache in Tier-0 on the application server, i.e. Dell Fluid Cache for DAS targeted for point, niche applications & use-cases.
As an SSD tier in shared storage; this can be done in phases based on the need:
A few SSDs can be added to the array to dramatically increase performance for targeted workloads,
An entire storage tier can be deployed on SSDs so that complete volumes and datasets can be fit in flash
Continuing the innovation with Fluid Cache, Dell is planning to introduce Fluid Cache for SAN for maximum performance and reliability in 2014.

8. Best use of flash storage: transactional, IOPS-intensive workloads
Indexing
Data
Warehousing
OLTP 1 2
VDI 3
Random 4
Read-intensive
Write-intensive
Sequential
Indexing
Maintains indexes to allow quicker access to data
Runs on databases to accelerate locating a block of data in queries
Data Warehousing
Stored data used to create reports or derive Business Intelligence
Used for data mining, analysis, hypothesis testing, modeling
OLTP
Manage transaction-oriented applications, i.e. retail, banking
Business can be hurt if data not accessible,slow
During peak usage, customer experience can be effected
VDI
Hosting desktop OS within a VM on a centralized server
Facilitate a quick retrieval of gold images
Boot storms, write allocations and latency are issues
Flash storage delivers best results when used for highly random workloads such as indexing, OLTP, Data Warehousing and VDI.
OLTP (Online Transaction Processing)
What happens when there is a delay in online transaction processing (OLTP)? Do consumers immediately abandon the website and seek merchandise or services elsewhere? If a clerk at the register is unable to scan product barcodes, do frustrated customers walk out of the store without making a purchase? How much targeted revenue is lost simply because an OLTP system becomes temporarily unavailable?
Business operations can be severely affected if the OLTP system is even momentarily inaccessible due to data corruption, system failure, network issues or offline maintenance. During peak usage, the enormous volume of online visitors can cause unexpectedly slow response times for customers wanting to make purchases or receive information instantaneously.
Data Warehousing (Analytics & Intelligence)
What could your business do if your systems could process analytical intelligence and generate reports ten times faster?
The discovery and communications of meaningful patterns in data have become increasingly important for e-commerce and other organizations with business models that would not be possible if the internet did not exist. To remain competitive and continually focus on improving performance and quality of the customer experience, internet-dependent businesses must make data-related decisions that provide an immediate ROI.
In order to mine and analyze data by performing multi-variant hypothesis testing on complex systems or by performing predictive modeling for market perceptions, the IT challenge is to find the best solution for reaching an ever expanding user base with a corresponding demand for timely, high-performance access to targeted data.
VDI
Storage is typically the most challenging element of VDI deployments. Small, random WRITE I/O requests push traditional HDD storage to the limit during normal operations. Boot storms, write allocation problems and latency from thin provisioning are frequent issues.

9. What can flash storage do in your data center
What can flash storage do in your data center? A way to accelerate business results and improve operational efficiency
Accelerate business
New revenue streams through reduction in latency and increase in IOPS
Quicker business insights
Faster user access
Better customer experience
Increase operational efficiency
Minimized datacenter footprint
Lower power consumption
Lower cost of software licenses
Simplified management
Flash storage can deliver the biggest performance boost to the applications that run highly transactional, I/O-intensive workloads with random read-intensive or write-intensive I/O, including OLTP, Data Warehousing and VDI. In these workloads, flash storage can support business-accelerating projects by bringing new levels of real-time responsiveness.
OLTP workloads are used by the transaction processing applications such as e-commerce, banking, on-line catalogs, store registers and ATMs, where the response times to user requests are critical. Flash storage can help improve the e-commerce web page responsiveness during the peak hours and shorter wait times, resulting in a higher customer satisfaction; slow responses, on the other hand, may mean a loss of business. Faster user access to product features or pricing may mean higher profitability and more web revenue through a higher number of completed and fewer abandoned sales transactions.
Data warehousing workloads include data mining, trend analysis, business modeling and hypothesis testing that are vital in today’s competitive environment for creating business strategy. To stay competitive, enterprises need to process analytical intelligence or generate reports just-in-time to make data-related decisions that provide an immediate ROI, or to formulate or adjust their business strategy based on the incoming sales results. For these workloads flash can help deliver quicker business insights by increasing the speed of completing batch jobs.
In VDI deployments, where a centralized server hosts desktop OS within a Virtual Machine, flash can reduce desktop log-on time latencies during boot storms and help maintain high host IOPS and throughput. This can be essential to the end-user satisfaction level, VDI adoption rates and often the overall success of the VDI deployment project.
In addition to supporting the initiatives designed to accelerate business, increasing operational efficiencies is another major benefit of flash. Since a flash storage solution needs less hardware than a traditional storage platform for the same workload, enterprises can minimize the data center footprint. Less hardware also means lower power consumption and cooling, lower software license and support costs, and an overall reduction of operational expenses. Finally, a smaller system with fewer disks is simpler to manage, requires fewer administrators, further reducing operational expenses.

10. “We’re successfully mitigating boot storms as well as load storms when a lot of people are logging into their virtual desktops at once. You’d be surprised how many IOPS it takes to log in—it’s one of the major challenges with large-scale VDI.”
Luther Bowens, Systems and Operations Manager Indianapolis Public Schools
4x reduction in hardware costs with $2M savings every refresh cycle
$140,000 annual savings in support
Challenge
High performance storage to support VDI for 30,000 students
Existing storage couldn’t provide the IOPS needs for good performance
Solution
Dell Compellent Storage Center SAN w/SSDs, Data Progression
Results
4x reduction in hardware costs with $2M savings every refresh cycle
$140,000 annual savings in support
10 sec or less for virtual desktops to load
80% less rack space
Quotes:
“We’re successfully mitigating boot storms as well as load storms when a lot of people are logging into their virtual desktops at once. You’d be surprised how many IOPS it takes to log in—it’s one of the major challenges with large-scale VDI.”
“The speed of solid-state drives allows for much quicker provisioning of virtual desktops. When a virtual desktop is provisioned, it’s based on a replica, which is a copy of our golden image. All the virtual machines are then created from that replica. With the amount of Indianapolis Public Schools desktops that are being created and deleted on a daily basis, we wanted to use SSDs specifically for replicas within VMware View.”
10 sec or less for virtual desktops to load
Indianapolis Public Schools deployed Compellent with SSDs to optimize storage performance for VDI

11. Compellent introduces flash innovations that change the economics of flash storage
Storage Center 6.4
Extends tiering to multiple flash types
Data progression enhancements
Best performance at the lowest possible cost
Flash enclosure
80% lower cost than most all- flash solutions
Industry’s first MLC & SLC SSD intelligent flash tiering
Introduces new 1.6TB MLC SSDs
Dense enclosure
Densest solution of any major vendor with 336TB in 5U
Designed for cost/capacity optimized data growth
Ideal as Tier 3 in hybrid arrays
Tier 2
Tier 1
Tier 3
RAID 10
RAID 6
Write-Intensive
Enterprise SAS SSD
Read-Intensive
RAID 5
7.2K SAS
With its recent enhancements, the Compellent array, Dell’s, enterprise-class, unified block and file storage platform, changes the economics of flash storage and opens up the use of flash to a broader set of deployments at a more accessible price point. Continuing the evolution of the Compellent platform, Dell leveraged flash, storage tiering and dense storage technology advancements to drive down costs of storage while boosting performance of the applications:
Compellent Storage Center (SC) 6.4 extends tiering to multiple flash drive types, combining it with enhancements in Data Progression, to deliver the best application performance at the lowest possible cost.
A flash enclosure, designed to be used for all-flash and hybrid-flash arrays, supports multi-tiering of flash between new higher capacity and lower cost read-intensive multi-level-cell (MLC) SSDs, and write-intensive single-level-cell (SLC) SSDs, and the traditional rotating drives. Combined with flash enclosures, SC 6.4 delivers high-performance flash storage at a fraction of the cost compared to other storage solutions.
A dense enclosure, which with 336TB in 5U is the densest solution of any major vendor2, is ideal for cost and capacity optimized cold data. It can be architected into hybrid-flash Compellent configurations as Tier 3 to provide an efficient, low-cost storage for cold data.
Legal claims:
G By automatically tiering data across SLC and MLC SSDs, Dell Compellent SC 6.4 Flash-optimized solution can reduce costs up to 80% compared to other Flash-optimized solutions
Source: Competitive US list pricing from Gartner Inc, CP Storage, as of June Market price calculated assuming a discounting of approximately 50% for all competitive systems and Dell Compellent.
G Dell Compellent Storage Center 6.4 is the first storage solution in its class to tier sub-LUN data across traditional rotating drives, write-optimized SSDs, and read-optimized SSDs.
Source: Based on internal Dell analysis performed in May 2013, comparing similar Dell Compellent offerings to EMC VNX Family, HP 3PAR StoreServ, HP EVA, IBM V7000, IBM XIV, Hitachi Data Systems HUS 100 Family, and Oracle Sun ZFS Storage Family.
G The SC280 is the densest storage enclosure from any major storage vendor in its class. Source: Based on February 2013 internal Dell analysis comparing SC280 to comparable 2U 3.5" disk drive enclosures. 
SC 6.4 combined with flash enclosures delivers high-performance flash storage at a fraction of the cost compared to other storage solutions.

12. Compellent Hybrid-Flash Array
SSDs have different characteristics
Compellent is the first storage solution to tier sub-LUN data across SSDs
Write-Intensive (WI) SLC SSDs
Read-Intensive (RI)
MLC SSDs
WI SLC
SSDs
Workload
Mainstream Applications
Any usage
Mostly Read
90/10 R/W Mix
Tier 1
Capacity
400 GB
1.6 TB
Write endurance
Great
Moderate
RI MLC
SSDs
Tier 2
Full-drive writes/day 30 3
Random read perf.
Great
Great
Write performance
Great
Moderate
HDDs
Relative costs
There are several types of SSDs on the market, each with different attributes designed to deliver the best performance, cost or endurance. Most of the available flash shared storage solutions use a single type of SSDs, usually a write-intensive (WI) SLC SSDs which have high endurance but lower capacity and a high cost.
In Compellent’s innovative approach in which two types of flash drives are deployed in a single enclosure, flash is tiered across the SLC SSDs and MLC SSDs, which have a higher capacity and lower endurance but a considerably lower price, blending the attributes of these SSDs to achieve a superior $/GB.
Since competitive flash solutions do not separate data reads from data writes, they are not able to use the read-intensive MLC SSDs and rely only on a single SSD type, eMLC or SLC. As these systems address all performance needs with a single flash tier, they waste the expensive capacity on data that is frequently read but not frequently written to, keeping their $/GB pricing very high.
CML uses enterprise class SSD drives, SLCs and MLCs, for reliability and performance.
Dual port SAS
Built-in wear monitoring; SSD Gas Gauge
Over-provisioned for endurance and sustained performance
Non-volatile write cache on each drive
Full end-to-end data protection (IOEDC/IOECC)
Legal Claim: G
Dell Compellent Storage Center 6.4 is the first storage solution in its class to tier sub-LUN data across traditional rotating drives, write-optimized SSDs, and read-optimized SSDs.
Source: Based on internal Dell analysis performed in May 2013, comparing similar Dell Compellent offerings to EMC VNX Family, HP 3PAR StoreServ, HP EVA, IBM V7000, IBM XIV, Hitachi Data Systems HUS 100 Family, and Oracle Sun ZFS Storage Family. 4x 1x
Tier 3
Compellent Hybrid-Flash Array
Tiering flash across multiple SSD types enables Compellent to disrupt the flash cost model with a superior $/GB ratio.

13. Secret sauce behind the flash optimized Compellent: tiering with Data progression
RAID 10
RAID 6
Write Intensive
Enterprise SAS SSD
Read Optimized
RAID 5
7.2K SAS HDDs
Flash-optimized Data Progression leverages the endurance of write-intensive SSDs and the value of read- intensive SSDs.
$$$ $$ $
Data progression now optimized for flash environments
Ideal for multiple tiers of SSD
Read intensive data is automatically moved to read-intensive SSDs (MLC)
Write-intensive data stays on high endurance SSDs (SLC)
Cold data moved to 7200 RPM disks
Automatically handled by Compellent OS
Compellent virtualizes the placement of data on the optimal storage tier and RAID level using technology called Data Progression. Based on the actual use of data, Data Progression can determine if a block is heavily accessed and how often access typically occur. If a block is heavily used, Data Progression automatically moves that block to a high-performance disk. If the block is inactive, it is migrated to lower cost, high-capacity disk. Unlike other arrays that require time consuming and complex disk pool management, Data Progression automates the placement of data where it belongs, streamlining management and reducing storage costs.
In Compellent SC 6.4, Data Progression was optimized for flash drives, automating the process of matching the workload with the most advantageous storage media. The incoming data writes are written to the write-intensive SLC SSDs in Tier 1 for fast access and high endurance. The reads are identified and automatically moved to less expensive, larger capacity read-intensive Tier 2 MLC SSDs, keeping Tier 1 free for new incoming writes. Cold and non-performance data is subsequently migrated to less expensive rotating disk in Tier 3 which is optimized for large capacity, lowest $/GB. Taking advantage of the best attributes of SLC and MLC SSD drives, as well as capacity-optimized spinning drives, performance is optimized with price for the most advantageous total cost of ownership (TCO).
Advanced software tiering seamlessly manages data
Incoming writes are written to the write intensive SSDs for fast access
Read intensive data is automatically moved to less expensive read optimized SSDs keeping Tier 1 free for new incoming writes
Cold and non-performance data is migrated to lower tier, less expensive rotating disk 13
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Enterprise Solutions Marketing

14. Workload requirement:
New economies of flash: tiering innovations allow Compellent to offer flash at the price of disk
Compellent 15K HDD System
Workload requirement:
40,000 IOPS
30TB Raw Storage
84% RU reduction
50% more IOPS
90% latency reduction
56% lower price
Benefits of Tiered Flash X$
264 x
15k HDDs
Space Savings
24 x
SSDs
26U
To handle a specific workload, the HDD-based Compellent will need k HDDs in 26U, the All-Flash Compellent with a blend of SLC and MLC SSDs will need 24 SSDs in a 6U configuration.
The Compellent All-Flash system will be able to process the workload with 84% lower footprint, 90% lower latency and 56% lower price while delivering 50% more IOPS which can be used to process another workload.
Dell changed the economics of storage with the introduction of tiered flash in the Compellent storage array. Until now, flash storage has been too expensive for most customers. Dell disrupted the status quo by introducing a new price model which offers flash solutions at the price of the traditional rotating disk, making flash storage affordable and accessible to a broad number of customer deployments for the first time.
<for background only from an internal document>
When does Flash at the price of disk works best?
 Works best when comparing systems with similar performance levels. The biggest benefits of an all flash system will be to achieve high performance I/O at very low latency. Other benefits include reducing rack space, reducing power, and a reduction in price when comparing to an all spindle disk system. This is mainly due to the reduction in the number of drives which helps drive down the product (HW/SW) and support fees.
Though we see benefits with hybrid systems (flash + disk), some of the pricing differentiation gets lost when software enterprise cap limit (96 drives) is reached since the software (SW) and SW support fees are roughly the same between all flash and all HDD system. For example, if we are having 12 SSDs with 84x4TB using SC280 enclosure, we lose the benefits of lowered SW pricing when compared to a system with 15K RPM drives and 84x4TB drives due to the system being at enterprise cap limit (96 drives)
Legal Claim: G
The Dell Compellent all-flash solution costs less than a comparable 15K disk drive solution.
Source: Internal Dell analysis in July 2013 based on Dell Compellent flash-optimized and spinning disk US list pricing. Dell Compellent Flash-optimized solutions can reduce rack space by up to 84%, reduce latency by up to 90% and reduce the solution cost by approximately 56% compared to traditional spinning arrays.
Source: Internal Dell analysis in July 2013 based on Dell Compellent flash-optimized and spinning disk US list pricing, technical specifications of flash-optimized vs. spinning disk arrays and an internal test performed by Dell in March 2013 with Storage Center v on dual SC8000 controllers running OLTP type workloads using IOmeter with a 100% random, 70/30 read/write mix and 8K sector transfer size achieved this IOPS performance.  Assumption is SC 6.4 will have similar results. Actual performance/latency will vary based on configuration, usage and manufacturing variability.
$XXX

15. Single SSD type (SLC or eMLC) only
New economies of flash with Compellent :
1/5th the price vs. competitive all-flash solutions
Compellent
With Flash Tiering
Other Vendors
Single SSD type (SLC or eMLC) only
Write Intensive (SLC)
Read Intensive (MLC)
In this example, we compare the total cost of a Compellent all-flash system (with flash tiering across SLC and MLC SSDs) with a competitive all-flash system based on a single SSD type. Because the Compellent solution mixes different types of SSD drives, it uses larger, lower cost MLC SSDs to provide most of the required capacity. Consequently, to reach the same storage capacity, the Compellent solution will need less hardware, power and cooling, software and support, resulting in a system that is 1/5th of the price of a competitive all-flash configuration.
Reducing the number of drives has space, power and cooling benefits. In addition, software costs and support costs are also lower, with a combined 5x cost advantage of the Compellent tiered flash array.
CML with flash tiering can provide the required flash storage capacity with fewer SSDs at a much lower cost by blending SLC and MLC SSDs.
Benefits of tiered SSDs:
High performance I/O at a very low latency
Reduced rack space
Reduced power
Reduced HW: lower number of enclosures to populate smaller number of SSDs
Reduced SW licensing costs: lower number of expansion licenses since the number of drives have reduced
Reduced maintenance/support costs: lower support fees on enclosures and SW expansion licenses
Reduced environmental cost factors
The guiding principle of CML’s architecture is efficiency, doing more with less. How do we provide a guaranteed amount of storage capacity and performance with less physical hardware, in the same way the server virtualization technologies enabled customers to use less servers to do the same amount of computing work. CML enables customers to deliver the same amount of usable capacity and performance that they require but with less physical amount of disk which would otherwise be required.
Legal Claim: G
The Dell Compellent innovative Flash-optimized solutions offers up to an approximate 2x price advantage over competitive hybrid solutions and up to an approximate 5x price advantage over competitive all-flash solutions. Source: Competitive US list pricing from Gartner Inc, CP Storage, as of June Market price calculated assuming a discounting of approximately 50% for all competitive systems and Dell Compellent. G
By automatically tiering data across SLC and MLC SSDs, Dell Compellent SC 6.4 Flash-optimized solution can reduce costs up to 80% compared to other Flash-optimized solutions.
Source: Competitive US list pricing from Gartner Inc, CP Storage, as of June Market price calculated assuming a discounting of approximately 50% for all competitive systems and Dell Compellent.
Hardware
80%
Lower costs
Higher
costs
Power / Cooling
Software
Support 15
@Dell_Enterprise
Enterprise Solutions Marketing

16. New economies of flash with Compellent :
1/2 the price vs. competitive hybrid solutions
50%
Less
Competitors
Solution Price $/GB
Compellent
Significant price advantage with Compellent hybrid solutions due to tiering flash across multiple SSD types.
WI or
RO SSDs
In this example, we compare the $/GB solution price of a Compellent hybrid array with that of an aggregate $/GB of a competitive hybrid system. As discussed, the Compellent hybrid array has three storage tiers, with Tier 1 populated with the SLC SSDs, Tier 2 with the MLC SSDs and Tier 3 with the 7K RPM HDDs. The competitive hybrid systems are based on a single type of SSD drive such as SLC or eMLC and HDD drives. Blending the $/GB across multiple drive types achieved with flash tiering results in a significant price advantage of the Compellent system which is ½ the price of a comparable aggregate competitive system.
Claim detail: G The Dell Compellent innovative Flash optimized solutions offers up to an approximate 2x price advantage over competitive hybrid solutions and up to an approximate 5x price advantage over competitive all-flash solutions. Source: Competitive US list pricing from Gartner Inc, CP Storage, as of June Market price calculated assuming a discounting of approximately 50% for all competitive systems and Dell Compellent.
Aggregate $/GB of competitive hybrid systems
Using flash tiering:
Tier 1: WI SSDs
Tier 2: RI SSDs
Tier 3: 7k HDDs

17. Designed to address multiple performance levels Compellent helps align storage performance with workload requirements
All-flash for business critical workloads
Large capacity flash with low latency and scalability
Tier 1 applications
OLTP Oracle database
VDI gold images and logs
Big data analytics
Hybrid for general workloads
Capacity with mainstream application performance
Better performance with limited flash capacity
General workloads
Cost optimized HDD- based for lowest $/GB
Large capacity, lowest $/GB
When large datasets are required
Data that is not performance sensitive
Backup and archive
15K RPM HDDs
Since each application has different performance requirements and no two customer environment are the same, IT managers need to have a variety of options to choose from to meet their specific storage needs. Designed for flexibility and agility, Compellent can address multiple performance environments, aligning storage performance with workload requirements of enterprise applications. It helps maximize the value of storage by addressing:
Business critical workloads with Compellent All-flash solutions. With their large capacity flash that delivers low latency and scalability, they are ideal for OLTP Oracle databases, VDI gold images and logs and big data analytics.
General workloads with Compellent hybrid-flash solutions. In these workloads, which require both, high capacity storage and mainstream application performance, application performance can be dynamically increased for selected workloads with limited flash capacity while cold or infrequently-accessed data can reside on capacity-optimized HDDs.
Non-performance sensitive workloads with Compellent cost-optimized, HDD-based solutions. With large capacity and the lowest available $/GB, they are ideal for applications that require large datasets such as backup and archive.
WI & RI SSDs
7K RPM HDDs
WI & RI SSDs
7K RPM HDDs

18. Compellent extends the economic value with a feature-rich storage platform
Optimal $/GB & $/IO
Lower TCO by balancing performance and capacity needs in a single platform
Tiering
Automatically move data between Flash tiers and HDD tiers
Scalability
Scale to meet storage requirements with either SSD or HDD  $
Replication
Replicate business critical data between disparate storage systems
Unified Storage Management
Manage multi tiered storage solution with a single pane of glass
Enterprise Class Support
Leverage best of breed enterprise class support 
Architected to enable the most efficient use of every disk, Compellent storage provides exceptional efficiency and an outstanding TCO. Tiered flash innovations further extend the economic value of Compellent while bringing higher performance to the workloads that need it. A multi-purpose storage platform which brings enterprise-class features to the mid-tier market, Compellent offers thin provisioning, automated tiering, replication, unified file and block storage, replays, and 3rd party application integrations with VMware, Oracle and Microsoft, to ensure the highest utilization of storage resources.
Compellent maximizes value to the customers through a variety of other innovative features such as seamless capacity scalability across block and file data without rip-and-replace upgrades, and a perpetual software licensing model which ensures that customers never need to re-purchase the same software again, making it a future-proof platform which can evolve to address changing customer needs. This system agility and resilience are some of the Compellent attributes that other flash storage providers, particularly the smaller flash appliances startups, can’t deliver.
With a complete portfolio of primary, archive and backup products, Dell offers a broad choice of storage solutions for various enterprise needs. Dell’s storage portfolio is designed to help organizations manage valuable business information more effectively in virtualized data centers.

19. Slash costs with more efficient use of every disk
Automated Tiered
Storage
Thin
Provisioning
Block-Level
Intelligence
Free Space
Recovery
Unified Block and File
Thin
Replication
Fast Track
Space efficient
snapshots
Compellent can reduce total storage software costs up to 96% and hardware costs up to 44% over a 10 year period.
Examples of Compellent technologies that drive operational efficiency:
Thin provisioning: No such thing as space preallocation, or starting point; I don’t need to start the volume at a certain amount, then grown it in chunks after that. When we create a volume, regardless of the size, the amount of the disk space is zero. The only time we use the disk space is when the data is written to disk.
Snapshots for data protection are thin provisioned– the only space consumed is how much space the OS wrote to the volume in the time we specified
Free space: from Win we automatically recover free space
Automated tiered storage allows you to optimize your system for your application. If the app requires that, store data on SSDs; for apps that don’t need that type of performance, tier the data to the most efficient disk which could often be a high capacity, slower, less costly drive.
Thin replication: enabled from the Enterprise Manager which manages multiple Compellent systems from a single pane of glass, allows you to set up replication in 6 clicks. It allows you to define your Disaster Recovery site, activate it with one button, recover back to production in a single click, with a DR testing without any downtime.
Legal Claim: G Dell Compellent can reduce your total storage software costs up to 96% and your total hardware costs up to 44% compared to traditional storage over a 10 year period. Source: Based on 2013 Dell internal TCO tool analysis.
No pre-allocation required with Thin provisioning
Cost-effective Disaster Recovery with Thin Replication
Buy fewer and less expensive drives with Automated tiered storage
Single solution for unified block and file

20. Scale without disruption and buy only what you need today
Instant Deployment of New Technologies
Perpetual Licensing Model
Exceptional Scalability
London
New York
Greater IT Agility
Integration
VMware
Microsoft
Oracle
Seamless Upgrades
Scale-out NAS
Up to 92% of all Compellent systems ever shipped are still in use.
Compellent’s agile and persistent hardware architecture allows to scale non-disruptively and grow without the pain. When the perpetual software licensing model, which allows enterprises to add functionality without requiring to purchase the same software again, is combined with the virtually unlimited system scalability, Compellent becomes a truly future-proof platform. While many legacy SAN solutions are based on physically bound architectures which require regular hardware refresh cycles of forced forklift upgrades, Compellent delivers the agility and efficiency necessary to not only support the near term objectives but also allows to evolve and grow with time and rapidly respond to change that drives business growth.
Scale-out NAS: Together, the FS8600 and the Compellent Storage Center SAN provide a file and block solution that scales easily and efficiently as customer needs grow over time. The flexible architectures of the Fluid File System and the Storage Center enable end-users to expand storage capacity and performance capabilities within a single namespace without downtime. The FS8600 supports a single namespace for up to four appliances (eight controllers) to increase performance on-demand without the need for downtime or a platform rip-and-replace. As additional appliances are added, performance is consistently optimized through load-balancing.
Claim detail: G Up to 92% of all Compellent systems ever shipped (or configured) are still in use. Source: Based on April 2013 internal Dell testing and controllers in active service life. 
Scale across block and file without disruption of rip-and- replace
Persistent licensing protects storage investment
Dozens of points of engineering integration
Add capacity non-disruptively as you grow G

21. Add capacity when you need it and avoid forced refresh cycles
20TB
200TB
500TB
1000 TB+
London
New York
Live Volume Layer
Scale out
Scale up
Entry-level
Legacy SAN
Single scalable platform
Midrange
Enterprise
Model A
Model B
Model C
FC drives
SATA drives
2Gb FC
1TB SATA
1Gb iSCSI
FATA drives
4Gb FC
3Gb SAS
SSD
SAS drives
10Gb iSCSI
2.5” drives
FCoE
6GbSAS
Enterprise Manager
Managed as One
Never be limited by initial hardware platform choice; scale up and out on a unified file and block platform
Add capacity and new functionality on-the-fly on the same single platform with a perpetual licensing model
Traditionally when you scale up with our competitors’ systems, you start with entry level model, then move up with larger models as you grow. Compellent can scale up to hundreds of terabytes in a single system, without requiring multiple models to get there. Entry level cost doesn’t limit growth so there are on hidden costs of future expansion. Pay as you grow is a built-in capability.
Scale out: We can take multiple Compellent systems and manage them as if they were one. We can manage volumes between different Compellent systems. We can seamlessly manage them together, on-line, non-disruptively.
Single scalable model, supports all features on the smallest to the largest system. No need to buy a new solution, no need to go through a painful data migration, EOL the platform - simply add the new component.
The software you bought follows you. If you buy a system today, tomorrow I want to change a controller, a drive, I don’t need to rebuy licensing. This means truly future-proofing your investment. Key differentiator.
Now look at the legacy storage systems. Why are customers forced to have to replace their storage systems every few years? What is going on here is that the drive and I/O technologies that we buy from 3rd party change over time, such as SATA which are no longer available; new technologies like 2.5 inch SAS drives or Solid State SSDs. Traditionally vendors have been forced to create a new storage platform to take advantages of these new technologies.
With Compellent virtualized environment, we are able to break that link; we can enable customers to take advantage of new technologies and to add them to the systems they already bought from us. We don’t have to force customers to EOL their entire systems. For example, customers can add 2.5 inch SAS drives, SSDs, 10 Gig iSCSI, without buying new controllers, etc. That is a huge advantage for our customers. Instead of planning replacing your systems, add them. We are not saying that these technologies will never reach EOL; they will. Every one of these technologies comes to EOL, but in our case it doesn’t mean that the whole system becomes obsolete. You can keep running old SATA drives that are no longer manufactured in the same system that runs SSDs. ?

22. Dell Compellent delivers economic value with Compellent for enterprise workloads
Flash at the price of disk:
1 5 the price of competitive all-flash systems
½ the price of competitive hybrid systems
Reduction in RU, latency, power consumption
Increase in IOPS
DPACK: Dell Performance Analysis Collection Kit
Use Compellent Flash-optimized solutions to address the need for high I/O performance with low latency
Accelerate application performance for business critical workloads such as OLTP, Data Warehousing and VDI
Reduce costs up to 80% compared to other flash-optimized solutions
Benefit from enterprise-class storage features on a platform designed for exceptional scalability and operational efficiency 22
@Dell_Enterprise
Enterprise Solutions Marketing

23. Converged infrastructures Vertical file-intensive apps
Dell Storage
Workload-optimized solutions for any size enterprise
Compellent
High-performance storage
EqualLogic
Easy-to-use virtualized storage
PowerVault
Affordable, entry level storage
Dell Software
Data management and protection
Converged infrastructures
Cloud deployments
I/O intensive
applications
Vertical file-intensive apps
Maximize efficiency, drive results faster and boost resiliency