1. Cloud Computing A Dell Point of View
Definition, Point of View, Solutions for Cloud
IT executives and business owners face a climate of extremely challenging decision making. On the one hand there is the corporate mandate to drastically reduce capital and operational expenditures. On the other hand the speed of technological change has a introduced a lot of complexity into the decision making process.
A lot of products, and services broadly catering to “cloud” proliferate the landscape making intelligent choice a difficult endeavor.
How do you evaluate the true value of technologies and how they serve your practical and business needs?
How do you leverage your existing people, process and current IT assets as you embrace newer technologies, processes and mindset?
At Dell we have been a part of your IT journey and we view cloud as but an extension. For us and for you the cloud and cloud based technologies are and should be about bettering your return on investments, adding value to your core business, and letting IT continue to be a strategic asset to your business and not a cost center. To this extent being agile, optimally utilizing resources, consuming what you need when you need and how you need will become key tenets of the future of data center and computing needs in general. The products, and solutions we bring to this space are built on this premise and we further provide value by keeping them open, capable and affordable.
But more about that later. We are getting ahead of ourselves!
Click to next slide
Nicolai Sandager
Senior Technical Consultant

2. Dell i dag… 64 LANDE 2,300+ 96% 1984 53MIA$ OMSÆTNING 104 95.000
PATENTER
Dell i dag…
FØRENDE GLOBAL LEVERANDØR AF PCÉR & NOTEBOOKS
1984
GRUNDLAGT
53MIA$ OMSÆTNING
GLOBAL SERVICE & SUPPORT ORGANISATION
STRATEGISKE PARTNERSKABER
INTEL, MICROSOFT, ORACLE, VMWARE Etc.
104
KVARTALER MED POSITIVT RESULTAT
95.000
ANSATTE
Vi laver ikke noget til lager, men bygger til den enkelte.
På PC siden har vi standardiseret men kan ligeledes customise hvis du gerne vil have firma logo anden farve eller lign.
Omfattende portfolio med services planning, design, implementation, maintenance, evolve (udvikler) (PDIME) med en kundes IT systemer, den som fravælger at evolve er dem som ikke overlever og dør. = global service and support org. Services kan hjælpe med hele processen omkring implementering via Perot systems 20K mand i den del.
104 kvartaler i træk = vi er her også i morgen, de gamle produkter du har købt vil fortsat give dig som kunde et tilhørsforhold til Dell
Save your money with Dell fin services tilbyder forskellige fin modeller bla. Finansiering, derfor en stabil og solid partner også på den finansielle side
Grøn IT = træplantningsprojekt, en vis procent del fra et projekt gives til en organisation som planter træer for pengene, løsningens co2 udledning omregnes til træer som plantes, og dermed gør løsningen co2 neutral (genbrugsskove)
Datacenter optimering = stordriftsfordele
370 i dk – ca. 300 som beskæftiger sig med offentlige og private virksomheder i danmark
Gennemsnitlig 15 års erfaring fra IT-branchen (IBM, Microsoft, Oracle og store danske virksomheder, private og offentlige)
Gennemsnitsalder omkring 35 år
Support 24*7 – 365 dage
SYSTEMER AFSENDES
PER DAG
FØRENDE VERDENSOMSPÆNDENDE ENTERPRISE
SAMARBEJDSPARTNER
96%
AF FORTUNE 500 KØBER
64 LANDE

3. Source: Company estimates based on Calendar 2010 (FY10) data
Stor forretning
Dell Large Enterprise $21 Milliard #117
Total
#38
Hvis vi ser på F500 listen ligger Dell nr. 33, og hvis vi tager consumer og SMB omsætningen ud, vil vi lande som nr. 119.
Omsætningstal = Wall Mart ligger nr. 1
Our Large Enterprise business is a pretty big business, a little more than $20 billion in revenue.
You can see where it would rank on the Fortune 500.
We think it can be bigger.
Our target ought to be to rank in the top hundred.
#113
#171
Source: Company estimates based on Calendar 2010 (FY10) data 3 3

4. Vi hjælper de største virksomheder
Det marked – og de erfaringer vi får er fra de største i Danmark. De største offentlige, og de største private virksomheder og organisationer vi har herhjemme.
Vi hjælper dem indenfor områderne storage, server og virtualisering
Det er klar, at det giver os en forståelse for kompleksitet, indsigt i problemstillinger og ikke mindst – forventninger til hvordan vi kan hjælpe med at løse udfordringerne.
Vi oplever, at vi i større og større grad er sparringspartner til IT, og indenfor de sidste måneder også ud mod forretningen sammen med IT.
Det er klart at vi taler om IT, og hvordan IT kan gøre en forskel – og vores generelt brede erfaring igennem den daglige dialog med jer, har en unik erfaring og referenceramme om at drøfte IT understøttelse generelt.

5. Infrastructure Managed Services Configuration & Deployment
Dell Services Capabilities
Applications
Infrastructure
Support
Consulting
Business Process
Application
Services
Business Process
IT Consulting
Business Consulting
Infrastructure Managed Services
Cloud
Configuration & Deployment
Support Services
Custom Development
Document Management
End User
Strategy & Transformation
Virtual Desktop
Hardware Warranty
Testing
Data Capture
Data Center
Organizational Change Management
Virtual Data Center
ProSupport
Applications Management
Knowledge based & Transaction Processing
Enterprise Architecture
Process Re-Engineering
Hosting
Network
Accidental Damage
ERP and Industry Applications
Supply Chain Management
Information Assurance
Value-Added Services
Business Intelligence
Customer Relationship Management
X-as-a- Service
(Platform, IT Mgt S/W, Apps, Software)
Speaking track:
Unlike many of our competitors we don’t require you to follow a serial process, we meet you where you are today and go on a journey with you to get you where you want to get to tomorrow.
Number 1 – we optimize existing investments to help you seize competitive advantages by making what you already have work better for your organization.
We can come in for a quick consulting project or we can become a long term partner, helping to manage your entire IT infrastructure.
Our services are agile and flexible. This approach enables you to easily evolve your IT strategy as your business needs change to ensure you are not locked into last year’s agenda.
Contact Center
Engineering Services
Modernization
DELL CONFIDENTIAL

6. Dell’s working definition for cloud is…
“Model for enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction.”
Very closely maps to the NIST definition
The end use of the resource or service has no bearing as to how it is delivered or deployed
A balanced definition that can describe solutions deployed within the data center as it can services consumed from an external provider
The Dell definition is as follows: Read out the definition
This is very close to the US NIST (National Institute of Standards and Technology) definition. We don’t believe in reinventing the wheel and this definition captures the essence of cloud computing quite well. The end use of the resource or service has no bearing on how it gets delivered or deployed. From the end user perspective they should be able to just procure resources to complete their tasks when they need them as they need them. Also this definition encompasses on-premise, hosted, public services equally well.

7. What Is Cloud Computing (CC)
Perspectives:
User perspective – CC is an elastic infrastructure built on utility-like concepts: on-demand capacity, portability, pay- as-you-go and so on
Provider perspective – CC is the ultimate decoupling between hardware and applications; this does not necessarily imply the use of virtual machine technology
Here’s a brief agenda of my presentation today. Cloud means many things to many people. So, its imperative that we level set. We will dive into our discussion with clarifying the basics, and level setting when it comes to terminologies and the common language you will be exposed to.
Next we look at the Dell Definition of the cloud. We follow that up with our point of view about the cloud. That is what we perceive it to be, as we perceive it should be.
We take a detailed look at the various aspects of your business needs that we touch with our IT focused products and solutions offerings. We will also delve deeper into some sample offerings.
At that point, we wish to have left you with the next line of questions and a desire to engage further in specifics of a product or offering, or wanting to do a deep dive on a particular technology

8. Our view of cloud computing is characterized as
Open standards/open-API approach
Bring choice to end users not lock-in
Work seamlessly across environmental differences (hardware, software, hypervisor)
Member of Cloud Security Alliance, OpenStack, partnership with industry leaders
Open
No compromise across all layers of IT
From cloud workshop services, to hardware enablement of massive cloud service providers, from management of infrastructure for private cloud build out to platforms for application development, Software as a service and much more
Capable
Regardless of your approach we at Dell believe that you should deploy solutions that are open, capable and affordable. Cloud computing is at a stage in the adoption cycle where the more options you have and the more standardized approach you take the better off you will be in the long run should you need to adjust, course correct or in the extreme case swap out vendors and solutions.
It is with this in mind that we take an open and vendor-neutral or agnostic approach to cloud computing. Our efforts are built around providing choice and open solutions that prevent lock-in. To this extent our solutions work seamlessly across environmental differences (hardware, software, hypervisors) and platforms for application development (Java, .NET and others in the future). Dell is a member of the cloud security alliance, and a partner in the NASA OpenStack open cloud API’s for compute/storage initiative. We are strong partners in the industry alliance coalition chaired by Intel that believes in gathering real use cases from industry and building standards and solutions based on the standards via collaboration. Being open is our mission unlike some of the other one-stop-vertically-integrated solutions that tend to lock you in to hardware, software and technology.
Second and equally important is our focus on capability. Our no compromise approach extends to all layers of IT. From cloud workshop services to hardware enablement of massive cloud service providers, from management of infrastructure to PaaS solutions to SaaS and much more, we believe in providing solution capabilities to satisfy your IT/business needs. What this translates to is strategic initiatives which extend us rather than a ‘retrofit’ approach taken by some others so as to ‘cloudify’ existing solutions.
Lastly we pride in being affordable. By this we do not only mean being economical to meet your budgetary needs. We purposefully based our strategy on re-use of your existing investments in hardware, people and process. The lack of lock-in implies you have greater choice today and in the future.
Affordable
Re-use and re-purpose existing hardware, software, people and process investments
No lock-in so as to ensure best choice price- capability
Not a rip-and-replace approach

9. 30% $90M 90% 45 4 30 to 1 6,000 2/3 less 50% 11,000 Dell on Dell
FASTER
Application
Deployment
Server utilization increase
Cost avoidance
with Virtualization
45 4
30 to 1
6,000 TO
APP deployment
day reduction
Server consolidation
Servers eliminated
2/3 less
50%
11,000
Of course, Dell isn’t new to virtualization
- Consolidation and virtualization are the biggest areas or our IT focus.
- Consolidated servers up to 30:1
- Virtualized 11,000+ servers by the end of 2010
- Eliminated 6,000 servers
- $90M+ in cost avoidance by the end of 2010
Dell has been a very aggressive adopter of virtualization – significant footprint in our production environment (almost 50% virtual); probably one of the largest VM farms in the country
In 2008 we made a decision to go “virtual first” – everything in a lab or production has to go onto VM unless the teams can show why VM won’t work. The CTO had to sign off on exceptions
Another thing we did was consolidate applications. Three years ago Dell had nearly 10,000 applications in the environment between supported and non-supported IT apps. We now have less than 3,500 apps and are still reducing significantly
- This has been a huge business benefit in terms of agility and driving innovation, since we can now move much faster since we have fewer apps to maintain and interface into
The result is we have a highly efficient infrastructure and one with platform and software commonalities. Thanks to being virtualized Dell is able to embrace the cloud in a big way which helps drive new gains such as a reduction is software tools and licenses. Also huge intangible savings in speeding up dev lifecycle and business velocity: server provisioning time down to a couple days instead of months
Fewer applications
Of all servers are virtualized
Servers virtualized
By 2010
Confidential

10. Cloud computing – Key concepts and terminologies
Cloud Delivery
Lets then take a closer look at the key concepts and terminologies. Most of you would be familiar but its worth a quick walkthrough.
Click for animation
The way we have arranged the traditional cloud is into a four layered model. Really there is no perfect order to this, but we like to think of cloud so. The first of these is ‘Cloud Delivery’. While there are many service delivery mechanisms broadly they fit into Infrastructure, Platform and Software as a service. Even here we believe the boundaries are not rigid and it wont be long for infrastructure services to scale up the stack, offer up platforms for app development and deployment.
Much like we have a coming together of various terms such as internet, intranet, etc into what is simply referred to as the net today.
Next up is the deployment mechanism. Again broadly this can be categorized as a private cloud (within the walls of a data center or as a managed virtual cloud at a managed service provider) or a public cloud which is multi-tenant and shared resources and applications outside the boundaries of a business. Of course there are some applications and services that lend themselves nicely to public clouds and some where the data needs to be on premises or the compute needs to be performed locally and the results consumed locally and hence lend themselves to private clouds. We believe that most organizations will not only have a need for both types of clouds, but will use these in a dynamic (hybrid fashion) moving workloads between them to accommodate for capacity and burst requirements. A federation of clouds with interoperability is not too far off!
Just the delivery mechanism and the deployment methods do not make the cloud. What makes the cloud special are some of the key characteristics that define typical cloud based services. The ability to provide metering and chargeback, the ability to write applications that can scale, the ability to not worry about resources but rather pool them and improve utilization, the freedom and autonomy granted to users via self-service, the ability to consolidate multiple departments within an organization or multiple organizations in a multi-tenant fashion, and making all of these on-demand pay as you go is what adds to the attractiveness of the cloud.
Lastly there are other general characteristics that make the appeal even more. The expectations around SOA, scale, fault tolerance and homogeneity of service are built into cloud in our opinion
IaaS
PaaS
SaaS

11. Cloud computing – Key concepts and terminologies
Cloud Deployment
Hybrid
Public
Cloud Delivery
Lets then take a closer look at the key concepts and terminologies. Most of you would be familiar but its worth a quick walkthrough.
Click for animation
The way we have arranged the traditional cloud is into a four layered model. Really there is no perfect order to this, but we like to think of cloud so. The first of these is ‘Cloud Delivery’. While there are many service delivery mechanisms broadly they fit into Infrastructure, Platform and Software as a service. Even here we believe the boundaries are not rigid and it wont be long for infrastructure services to scale up the stack, offer up platforms for app development and deployment.
Much like we have a coming together of various terms such as internet, intranet, etc into what is simply referred to as the net today.
Next up is the deployment mechanism. Again broadly this can be categorized as a private cloud (within the walls of a data center or as a managed virtual cloud at a managed service provider) or a public cloud which is multi-tenant and shared resources and applications outside the boundaries of a business. Of course there are some applications and services that lend themselves nicely to public clouds and some where the data needs to be on premises or the compute needs to be performed locally and the results consumed locally and hence lend themselves to private clouds. We believe that most organizations will not only have a need for both types of clouds, but will use these in a dynamic (hybrid fashion) moving workloads between them to accommodate for capacity and burst requirements. A federation of clouds with interoperability is not too far off!
Just the delivery mechanism and the deployment methods do not make the cloud. What makes the cloud special are some of the key characteristics that define typical cloud based services. The ability to provide metering and chargeback, the ability to write applications that can scale, the ability to not worry about resources but rather pool them and improve utilization, the freedom and autonomy granted to users via self-service, the ability to consolidate multiple departments within an organization or multiple organizations in a multi-tenant fashion, and making all of these on-demand pay as you go is what adds to the attractiveness of the cloud.
Lastly there are other general characteristics that make the appeal even more. The expectations around SOA, scale, fault tolerance and homogeneity of service are built into cloud in our opinion
Private
IaaS
PaaS
SaaS

12. Cloud computing – Key concepts and terminologies
Key Cloud Characteristics
Resource Pooling
Self Service
Elastic
On Demand
Cloud Deployment
Hybrid
Public
Metering
Cloud Delivery
Multi Tenant
Lets then take a closer look at the key concepts and terminologies. Most of you would be familiar but its worth a quick walkthrough.
Click for animation
The way we have arranged the traditional cloud is into a four layered model. Really there is no perfect order to this, but we like to think of cloud so. The first of these is ‘Cloud Delivery’. While there are many service delivery mechanisms broadly they fit into Infrastructure, Platform and Software as a service. Even here we believe the boundaries are not rigid and it wont be long for infrastructure services to scale up the stack, offer up platforms for app development and deployment.
Much like we have a coming together of various terms such as internet, intranet, etc into what is simply referred to as the net today.
Next up is the deployment mechanism. Again broadly this can be categorized as a private cloud (within the walls of a data center or as a managed virtual cloud at a managed service provider) or a public cloud which is multi-tenant and shared resources and applications outside the boundaries of a business. Of course there are some applications and services that lend themselves nicely to public clouds and some where the data needs to be on premises or the compute needs to be performed locally and the results consumed locally and hence lend themselves to private clouds. We believe that most organizations will not only have a need for both types of clouds, but will use these in a dynamic (hybrid fashion) moving workloads between them to accommodate for capacity and burst requirements. A federation of clouds with interoperability is not too far off!
Just the delivery mechanism and the deployment methods do not make the cloud. What makes the cloud special are some of the key characteristics that define typical cloud based services. The ability to provide metering and chargeback, the ability to write applications that can scale, the ability to not worry about resources but rather pool them and improve utilization, the freedom and autonomy granted to users via self-service, the ability to consolidate multiple departments within an organization or multiple organizations in a multi-tenant fashion, and making all of these on-demand pay as you go is what adds to the attractiveness of the cloud.
Lastly there are other general characteristics that make the appeal even more. The expectations around SOA, scale, fault tolerance and homogeneity of service are built into cloud in our opinion
Private
IaaS
PaaS
SaaS

13. Cloud computing – Key concepts and terminologies
Other Cloud Characteristics
Virtualization
Fault Tolerance
Key Cloud Characteristics
Resource Pooling
Self Service
Scale
Elastic
On Demand
Cloud Deployment
Homogeneity
Hybrid
Public
Service Oriented
Metering
Cloud Delivery
Multi Tenant
Lets then take a closer look at the key concepts and terminologies. Most of you would be familiar but its worth a quick walkthrough.
Click for animation
The way we have arranged the traditional cloud is into a four layered model. Really there is no perfect order to this, but we like to think of cloud so. The first of these is ‘Cloud Delivery’. While there are many service delivery mechanisms broadly they fit into Infrastructure, Platform and Software as a service. Even here we believe the boundaries are not rigid and it wont be long for infrastructure services to scale up the stack, offer up platforms for app development and deployment.
Much like we have a coming together of various terms such as internet, intranet, etc into what is simply referred to as the net today.
Next up is the deployment mechanism. Again broadly this can be categorized as a private cloud (within the walls of a data center or as a managed virtual cloud at a managed service provider) or a public cloud which is multi-tenant and shared resources and applications outside the boundaries of a business. Of course there are some applications and services that lend themselves nicely to public clouds and some where the data needs to be on premises or the compute needs to be performed locally and the results consumed locally and hence lend themselves to private clouds. We believe that most organizations will not only have a need for both types of clouds, but will use these in a dynamic (hybrid fashion) moving workloads between them to accommodate for capacity and burst requirements. A federation of clouds with interoperability is not too far off!
Just the delivery mechanism and the deployment methods do not make the cloud. What makes the cloud special are some of the key characteristics that define typical cloud based services. The ability to provide metering and chargeback, the ability to write applications that can scale, the ability to not worry about resources but rather pool them and improve utilization, the freedom and autonomy granted to users via self-service, the ability to consolidate multiple departments within an organization or multiple organizations in a multi-tenant fashion, and making all of these on-demand pay as you go is what adds to the attractiveness of the cloud.
Lastly there are other general characteristics that make the appeal even more. The expectations around SOA, scale, fault tolerance and homogeneity of service are built into cloud in our opinion
Private
IaaS
PaaS
SaaS

14. Cloud Deployment Models
No cloud
(On-Premise)
Storage
Server HW
Networking
vServers
Databases
Virtualization
Runtimes
Applications
Security & Integration
Customer Managed
Infrastructure
(as a Service)
Storage
Server HW
Networking
vServers
Databases
Virtualization
Runtimes
Applications
Security & Integration
Customer
Platform
(as a Service)
Storage
Server HW
Networking
vServers
Databases
Virtualization
Runtimes
Applications
Security & Integration
Public/Private
Customer
Software
(as a Service)
Storage
Server HW
Networking
vServers
Databases
Virtualization
Runtimes
Applications
Security & Integration
Hardware, software & Service abstracted
Dynamic capacity and pricing
Seamless scaling up or down
Systems re- purposing
Hardware/Service abstracted
Dynamic capacity and pricing
Seamless scaling up or down
Systems re- purposing
Hardware/Service abstracted
Dynamic capacity and pricing
Seamless scaling up or down
Systems re- purposing
Public/Private

15. Cloud delivery model – a few examples
Target: Developers, Sys Admins
Server, Storage, Network
OS, Virtualization, File system
Target: Developers
Development tools
Database, Middleware
Infrastructure software
Target: End users
Collaborative applications
ERM, CRM, Supply chain apps
Ops and manufacturing apps
Engineering applications
Infrastructure
as a Service
Platform
Software
Software
as a Service
Having looked at the various delivery, deployment mechanisms and characteristics, heres a quick snapshot of various offerings and how they tend to be classified.
On the Software as a Service front we are quite familiar with collaborative applications (office, google apps), CRM, supply chain etc from Sales Force and many others (concur expense, adp payroll etc)… For that matter most companies have been perfectly fine outsourcing personal data (especially with the last one) to clouds and have been using these web based applications for a long time.
PaaS or Platform as a Service typically targets the application development community. This could be in the form of general app development and deployment platforms such as Windows Azure, Google App Engine, Red Hat Jboss, VMWare and others to specialized business intelligence/data analytics platforms and others. The idea here is to provide developers (individual, enterprise, ISV) the ability to develop applications within a predictable framework of hardware, software and services, and they provide the ability to deploy the same in private/public clouds.
Lastly infrastructure as a service is the other end of the spectrum where cloud computing has thrived. From amazon to rackspace to other managed service providers, and software and service layers built on top, the idea is to provide compute, storage and network capabilities in a utility fashion.
Through our hardware, software, services, Dell is able to provide solutions in each of these categories.

16. Barriers to moving to cloud
Organisational readiness
Workload Profiles
Vendor tie ins
Security
Technology
The ability for the internal organisations mindsets to change, the readiness of the organisation from a time and cost perspective
Does the customer have an understanding of the workloads that will move to a cloud from a business, commercial and resource requirement perspective
Security of the businesses data
Ability to realise a true ROI for the transition between in the now state and the end state Te

17. Cloud Computing: One of Dell’s definitions
Cloud Is Not About Technology, It Is About Making IT Efficient And More Responsive To The Business

18. Customers are at a Tipping Point
Something Needs to Change
KEY IT PAINPOINTS “Top IT challenges hindering business performance”
TODAY’S IT REALITY
“Budgets consumed just keeping the lights on”
THE EFFICIENCY PROPOSAL
“Drive Efficiency and apply savings to business innovation
Rapidly changing and growing data
20%
80%
50%
DRIVE UP
Strategic spending to improve the organization
Pace of change complicates application management
Maintaining infra inhibits innovation
DRIVE DOWN
operational and data management costs
Sophisticated infra takes more time
80% of $1.2 trillion is spent annually just to keep the lights on.
Confidential

19. Unlocking IT Efficiency
THREE STEPS TO IMPROVED IT RETURNS
STRATEGIZE
PLAN
IMPLEMENT
MANAGE
MONITOR
GOVERNANCE / ITIL / SECURITY
Standardize
Simplify
Make the Powerful Easy to Use
+ Achieve Uniformity
+ Reduce number of moving parts
+ Slash costs
+ Eliminate. Unify.
+ Consolidate
+ Virtualization
+ Reduce touch points
+ Shrink risk
Automate
+ Boost productivity
+ Reduce manual
interaction
+ Manage growth
Dell recently introduced the new branding and brand tenants that will be used across the company to give Dell “one voice”. Three of these tenants are: drive out inefficiency, make the complex simple and make the powerful easy to use.
Standardization : The future of enterprise computing isn’t a proprietary, monolithic stack. The reality is that standards – x86 architecture, Linux etc.– have reached the performance parity with proprietary legacy architectures for most business applications. Dell built its history on standardizing technology – we don’t own a proprietary stack and so we have the flexibility, the experience and the relationships to build the right standards-based technology solution for our customers based on their business needs.
Simplification: Through pragmatic solutions like virtualization and storage consolidation, redundancies can either be consolidated or unified to ensure customers are getting the most out of their infrastructure. Further, when a customer rationalizes and reduces their application space, they have the flexibility to easily remove and repurpose servers for other uses.
Automation: When a uniform environment with fewer touch points has been created, greater levels of automation are now possible. The right tools and best operational practices can be implemented to reduce manual intervention and boost productivity. Having rationalized their infrastructure, customers are now in the position to determine where in their environment they can best leverage services that heavily utilize technology and cloud-based delivery models. Finally, with Dell managed services customers can get the most out of their virtual server environment by combining 24/7 monitoring, alerts and reporting with expert analysis and advice. This results in customers achieving their highest possible efficiency by finding the right mix of internal and Dell provided IT services.
Information Technology Infrastructure Library (ITIL) is a set of concepts and policies for managing the Information Technology (IT) services (ITSM), developments and operations.
Here at Dell we believe that the consulting market is ready for innovation. While hardware and software have undergone continuous evolution, the consulting market has made little progression. Traditional consulting is typically people intensive, time consuming and inflexible. Dell transformed the IT hardware industry by enabling customers to configure standard components to meet their precise needs with access to a world-class global supply chain. Dell is now applying these same principles to IT services, changing the economics of consulting.
Saved $150M+ migrating off proprietary UNIX architectures to Linux on Dell x86
Virtualized 7,000+ servers for $100M+ over 2 years
Patch to 90% of clients in under 72 hours. Provision servers in hours, not days
Confidential

20. Dell’s Efficient Enterprise Strategy
Open
Capable
Affordable
Open means solutions that are flexible and don’t create lock-in for customers, though may be based on some proprietary technologies – No lock-n
Capable means solutions that have innovative, even surprising, functionality that meets customers needs - No Second Best
Affordable means solutions that customers can acquire and manage within their financial reality and reflect Dell’s pragmatic DNA - No Gouging
Confidential

21. Efficient Architecture Journey
Cost Reduction
Quality of Service
Agility
STANDARDIZE
Strategic spend
to improve the company
20%
SIMPLIFY
AUTOMATE
50%
Improve
Resource
Utilization
Speed
Deployments
Recover from Failures
Dynamic
Automated
On- demand
Pay as you go
Maintaining
legacy IT
environment
80%
Server Consolidation
Multi-Tenant
Template Provisioning
High Availability
Load Balancing & Power Mgmt
Self-service
Pooled Resources
“Cloud bursting”
50%
Reduced CapEx
Reduced Operational Costs
Reduced HA Cost and Complexity
Operational Efficiency
Simplify Management
Agility
Fixed costs become variable costs
Start
Milestone
Confidential

22. What defines The Efficient Enterprise?
Tenets of the efficient enterprise
What defines The Efficient Enterprise?
Standards-based - What percentage of your data center is still proprietary?
Virtualized - How many of your tier 1 production apps are virtualized?
Scaled out x Why continue down the proprietary path when new Nehalem platforms outperform RISC for less money?
Automated - Deploy servers, storage and networking in minutes instead of days.
Incremental in nature, no rip and replace - Optimize the networking infrastructure you have while you move to a “wire-once” Ethernet-based philosophy going forward.
No vendor lock-in, even Dell - Don’t fall for “new” proprietary models that promote vendor lock-in and increase complexity.
Services to deliver the Efficient Data Center - Assist in building it, build it, run it.
Confidential

23. Virtual Integrated System
Dell Confidential

24. Dell Virtual Integrated System (VIS)
Solution Concept Overview
Dell Virtual Integrated System (VIS)
Virtual Platform Integration Suites
Services and Support
Dell VIS Delivery Center
VIS Self-Service Creator
VIS Director
Simple catalog based self-service and automatic deployment of workloads
Advanced application-aware workload and service monitoring
Dell VIS Infrastructure
Advanced Infrastructure Manager
VIS represents a new way for customers to create, deploy, manage, support and add new IT resources to a virtualized environment. Virtualization provides the dynamic and flexible infrastructure that lays the platform for VIS. The VIS technology enables customers to:
Reduce the manual effort needed to create, deploy and manage virtual machines – increase automation
Improve speed and agility of providing IT services through end user self-service
Improve support and growth of a virtual environment
Provide ways to integrate the management of all infrastructure components (virtual and non-virtual and across vendors).
Rapid deployment of compute, storage, and networking resources
Intelligent Hardware
Dell Confidential

25. Dell Advanced Infrastructure Manager (AIM)
Capacity Planning & Trend Analytics
Cost Allocation
Dependency Mapping
Self-service Portal
Automatic Workload Provisioning
Resource Tiering and Pooling
Infrastructure Provisioning
A single management point for physical and virtual resources that accelerates provisioning of heterogeneous hardware while providing a highly dynamic and flexible environment.
Dynamic and Rapid Server Deployment
Deploy servers from pallet to production in minutes
Highly Available
Automatically and intelligently redeploys workloads across the infrastructure
Workload Mobility, P2V and V2P
Move workloads seamlessly between physical servers and virtual machines
Workload Mobility, P2P
Move workloads between various makes/models of servers and Hypervisors
What does this results in?
Dynamic Provisioning - Respond Faster: Deploy servers from pallet to production in minutes Change server workloads in minutes
Higher Availability - Automatically and intelligently redeploys workloads across the infrastructure when hardware fails, allowing IT departments to reduce the number of redundant servers required
Workload Mobility P2V, V2P - Move workloads seamlessly between physical servers and Virtual machines, making it easier for IT departments increase the number of virtualized workloads
Workload Mobility P2P - Move workloads between various makes/models of servers, allowing for streamlined technology updates and seamless disaster recovery
Shared Infrastructure - Dynamically allocate servers, network connectivity and storage access, allowing IT departments to deploy strategic IT solutions such as private clouds
Multi-vendor Support - Manage devices across brands of IT resources, allowing unified control for today’s heterogeneous data centers
Shared Infrastructure
Dynamically allocate servers, network connectivity and storage access
Multi-vendor Support
Unified control for today’s heterogeneous data centers

26. Dell Advanced Infrastructure Manager
Dynamic server re-provisioning
Rack Once, Cable Once
No manual changes to LAN/SAN switches, cabling, storage LUNs
No manual changes to network addresses, storage addresses
No reloading software on servers
One moment servers are a Windows cluster, on an internal network, connected to LUN1…
The next moment the servers are a Linux Web Grid, on an external network, connected to LUNs 2 & 3…
Confidential 26

27. Dell Advanced Infrastructure Manager
Data center consolidation
QA / Test
Utilization – 35%
Pre-production
Utilization – 60%
Standby
Utilization – 0%
Production
Utilization – 50%
Confidential 27

28. Dell Advanced Infrastructure Manager
Improved availability – N+1 failover
Automate in-site failover across disparate hardware
Instantly restore servers, network, and storage access
Move back as needed
Test DR easily, non-intrusively, frequently
Confidential 28

29. Dell Advanced Infrastructure Manager
Simplified Disaster Recovery
Storage Replication
Automate site-site failover across disparate hardware
Instantly restore servers, network, and storage access
Leverage storage synchronization
Test DR easily, non-intrusively, frequently
Confidential 29

30. Dell Advanced Infrastructure Manager
Workload balancing
Add additional servers with appropriate connectivity as-needed
Move servers to higher or lower-CPU hardware as desired
Move back as needed
Power on / Power off for efficiency
Confidential 30

31. Dell Advanced Infrastructure Manager
Dynamically migrate workloads – Physical to virtual or virtual to physical
Seamlessly move servers in to and out of physical or virtual machines
Instantaneous process: no delay
Move back as needed
No “conversion” = no risk of different software on each platform
Confidential 31

32. Dell VIS Self-Service Creator
Capacity Planning & Trend Analytics
Cost Allocation
Dependency Mapping
Self-service Portal
Automatic Workload Provisioning
Resource Tiering and Pooling
Infrastructure Provisioning
Providing IT users the power to deploy and manage their resources while enabling IT to respond faster to business requests and improve control over IT environments.
Self-service Portal
Role-based access for users to manage their resources throughout their lifecycle
Automatic Provisioning
Automated, policy-driven delivery of IT compute resources
Heterogeneous Ecosystem
Multi-vendor solution support across the ecosystem, hardware, hypervisor, mgmt
Sprawl Control
Automatically reclaim underutilized or abandoned resources
As the name suggests, Self-Service Creator is designed to allow authorized users to deploy and manage their IT resources automatically. They have access to a tailored set of resources and activities. This removes a number of manual steps currently required to deploy a workload, speeding up access to IT resources.
At the same time, the fact that the solution is automated IT must set up standard templates and blue prints that identify what the workload can be comprised of and how to deploy a specific workload. Standard workload definition and deployment and the access controls both help IT improve consistency and gain control over their environment.
Automated Service Delivery Platform for Virtual Desktops and Servers
Policy-based, Automated Provisioning
Role-based, Self-service portal
Right-sized, on-demand service delivery
Controls VM Sprawl by proactively limiting consumption and automatically reclaiming resources
Role-based control
Multi-vendor solution support across the ecosystem
Self-service portal - Automated, policy-driven delivery of IT compute resources, from initial provisioning through decommissioning and archival improves service delivery from days to minutes
Automatic Workload Deployment / Provisioning - Automation of policies and processes, removing the coordinate between server, storage, network, os teams to define the solution for each an every request or eliminate the need for a series of approvals to deploy the defined solution.
Workload Templates - Out of the box, Self-Service Creator comes with multiple process-automation workflows that support a variety of approaches to delivering IT services. These pre-packaged processes can be customized in just hours without any code changes. Optional plug-ins facilitate rapid integration with industry-standard technologies and management tools, also without changing code.
Heterogeneous ecosystem - Can be deployed on multivendor hardware, works with all major hypervisors and seamlessly integrates with existing management software (Big 4) and custom applications.
Access Controls - Identifies users authorized to utilize the resources of a Business Group and specifies the rights of each; Limits what each user can do in a shared environment, which resource they can consume, how much and what management functions they can perform.
Sprawl Control - Eliminate over provisioning and unauthorized usage and identify and reclaim inactive and abandon resources to lower capital costs
Group-based Reservations
Role-based access to resource deployment within dedicated infrastructure pool
Workload Templates
Pre-packaged process automation workflows, tailor without code changes

33. Dell VIS Director
IT operations hub for your virtual environment providing an end-to-end view of infrastructure dependencies and relationships. Comprehensive set trend analysis, predictive reporting and cost analytics giving greater level of visibility into IT environment.
Capacity Planning & Trend Analytics
Cost Allocation
Dependency Mapping
Self-service Portal
Automatic Workload Provisioning
Resource Tiering and Pooling
Infrastructure Provisioning
Detailed View of Infrastructure
Intuitive view of infrastructure dependencies
Trend Analysis
Understand performance and utilization trends to help with future planning
“What-if” Planning
Scenario modeling to support resource planning and impact analysis
Cost Analytics
Tracks utilization, costs and ROI for specific configuration and consumption models
PROBLEM
Understanding the performance of the virtual infrastructure is complex challenge. Determining how core resources (e.g. CPU, Memory, Disk and Network) impact support across the infrastructure is essential, along with understanding how these components impact one another.
Failing to provide adequate resources can lead to reduced performance and availability, which could greatly impact applications and end users. And providing too many resources impact server utilization and costs.
Additionally, organizations need to achieve service quality and cost objectives, therefore being able recover costs for the use of infrastructure and meeting service level agreements (SLA) are key objectives for Data Center admin and CIOs
IT organizations often struggle with these challenges:
Detecting, diagnosing and resolving problems affecting performance and availability
Better remediation on resolve – faster MTTR
VMware and Hyper-V – more infra monitoring
Storage perspective
Difficult to plan for growth and change to support virtualization goals
6.5 more evident on Cap Plan
Connects to vFS
Unable to associate costs with use of infrastructure
Struggling to connect business SLAs to virtual infrastructure goals.
DELL SOLUTION
VIS Director simplifies virtualization management through multi-vendor performance monitoring, capacity planning, administration and chargeback. It is designed to help organizations mitigate the impact of resource sharing and support key business objectives across virtualization to cloud.
With VIS Director users are easily able to visualize the entire infrastructure state and health, as well as leverage automated alerts and expert advice to detect, diagnose and resolve problems affecting performance and availability. Scenario-based models and predictive alerts also help organizations plan, manage and optimize infrastructure capacity, improving performance and resource utilization.
VIS Director provides centralized multi-vendor hypervisor support and extends up the stack into the critical application infrastructure and storage layer allowing organizations to confidently achieve their aggressive virtualization goals.
Additionally, VIS Director uses industry chargeback models to help track infrastructure utilization, enabling costs to be recovered for the services provided.
The built-in service dependency models, VIS Director let’s administrators define SLA achievement and proactively monitor service health and availability
VIS Director Construct business views of dependent components and measure SLA achievement to track services
Understand the relationships and interactions of all the components (physical and virtual) in the infrastructure
Alerts
Identifies issues and resource contentions to help speed mean-time-to-resolution

34. With Dell VIS the experience is automated
VIS Self-Service Creator
VIS Director
IT user requests VM
Automated approval process
VM is auto-provisioned for user
Monitor detects and diagnoses two threshold alerts
Workflow engine kicks of two remediation processes
VMware vSphere Client
Advanced Infrastructure Manager
EqualLogic Group Manager
Storage & Host resources added to virtual platform automatically
Approval requests and admin functionality integrated with vSphere client
AIM discovers, configures and boots a new ESX host
AIM adds the ESX host to VMware automatically
EQL provisions a new storage volume
AIM adds the ESX host to VMware automatically

35. Dell Virtual Integrated System & VMware…
Dell Virtual Integrated System & VMware…..enable the end-to-end delivery of cloud solutions
Achieving a private, hybrid or public cloud requires solutions that deliver efficiency and agility to IT through accelerating provisioning, increasing reliability, and dynamically managing capacity
Dell & VMware deliver complementary components to enable customers to recognize the agility & cost benefits of a true cloud environment

36. Dell Virtual Integrated System & VMware
Dell VIS reduces the time to execute/deliver virtual & physical resource capacity
Dell AIM plug-in for VMware vCenter, and the future integration with VMware vCloud Director, enables the ability to leverage that IT capacity into a consumption / billable IT resource
Enables consistency of virtual infrastructure between enterprise & service provider datacenters: virtual abstraction delivers same security, performance, connectivity and DR policies
Dell and VMware are enabling IT decision makers to leverage their existing investments, to build, deploy and manage their large scale data centers, whether it be in a public or private cloud. In order for customers to achieve a true cloud solution (cost & agility), an end-to-end solution (provisioning – management – consumption/utilization) must be implemented. Interoperability between VMware’s vCloud Director and Dell’s Virtual Integrated System (VIS) provides a comprehensive cloud computing platform that enables for the virtualization and provisioning of storage, networking and computing resources across the enterprise. Dell’s VIS open architecture extends the capabilities of VMware’s vCloud Director by supporting the provisioning, HW management, monitoring & automatic remediation of a heterogeneous ecosystem of servers, storage, and networking. VMware vSphere (including vCenter) delivers scalable VMware virtualization management while VMware vCloud Director leverages the delivered resource capacity into an efficient IT consumption model.

37. Dell | VMware: Better Together for Infrastructure & Management
Dell | VMware: Substantially simplify the management of physical & virtual infrastructure and private/hybrid/public clouds through a single source, unique, comprehensive and integrated management & monitoring solution stack
Dell Services
VMware vCloud Director –
Build /Manage Private/Hybrid/Public Clouds
Dell Virtual Integrated System
Advanced Infrastructure Manager
VIS Self-Service Creator
VIS Director
Provision Anywhere*:
vCD/VIS Integration for
workload portability
VMware vCenter Infrastructure and Ops Monitoring/Mgmt Tools
Server Configuration Mgr Service Manager Integrien Tools
ChargeBack Orchestrator vShield Product Family
Heartbeat Site Recovery Mgr Configuration Manager
Converter Application Discovery Mgr FastScale
Workload Provisioning/
Deployment
VMware vCenter Server
Single Pane of Glass Mgmt of Virtual and Physical Dell Infrastructure
Dell Management Plug-ins for vCenter
Dell Mgmt Plugin for VMware vCenter (HW Mgmt)
Storage Mgmt Plug-in*
PowerConnect plug-in*
VIS AIM Plug-in
For vCenter
Dell | VMware Storage Integration
Dell storage Management plug-in for vCenter *
New Compellent storage storage vCenter plug-in
vStorage API integrations – performance & functionality
New Dell storage platforms launching in 2011
Dell/VMware SRM solutions
VMware ESX
Dell Infrastructure
Intelligent Hardware
* Under Development

38. Summary Open Capable Affordable
“Model for enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction.”
Open
Capable
So in summary, here’s our definition of the cloud. As you make your own cloud journey, you have to ask for and understand your vendors definition of the cloud, their viewpoint, and their product solutions strategy the viewpoint guides.
Click for animation.
As mentioned earlier, our own journey to providing you with capabilities is anchored in providing open solutions.
Secondly, we believe in providing capabilities across all layers of the IT stack – infrastrucure, platform, software and across all functions.
Click for animation
Lastly our philosophy is still anchored in providing for all of these while leveraging efficiencies to make it affordable. We respect your investments in people, processes and infrastructure and we want you to leverage that to the maximum
Affordable

39. Questions?

40. Thank You!

41. Dell Virtual Integrated System & VMware…
Dell Virtual Integrated System & VMware…..enable the end-to-end delivery of cloud solutions
Achieving a private, hybrid or public cloud requires solutions that deliver efficiency and agility to IT through accelerating provisioning, increasing reliability, and dynamically managing capacity
Dell & VMware deliver complementary components to enable customers to recognize the agility & cost benefits of a true cloud environment

42. Dell Virtual Integrated System & VMware
Dell VIS reduces the time to execute/deliver virtual & physical resource capacity
Dell AIM plug-in for VMware vCenter, and the future integration with VMware vCloud Director, enables the ability to leverage that IT capacity into a consumption / billable IT resource
Enables consistency of virtual infrastructure between enterprise & service provider datacenters: virtual abstraction delivers same security, performance, connectivity and DR policies
Dell and VMware are enabling IT decision makers to leverage their existing investments, to build, deploy and manage their large scale data centers, whether it be in a public or private cloud. In order for customers to achieve a true cloud solution (cost & agility), an end-to-end solution (provisioning – management – consumption/utilization) must be implemented. Interoperability between VMware’s vCloud Director and Dell’s Virtual Integrated System (VIS) provides a comprehensive cloud computing platform that enables for the virtualization and provisioning of storage, networking and computing resources across the enterprise. Dell’s VIS open architecture extends the capabilities of VMware’s vCloud Director by supporting the provisioning, HW management, monitoring & automatic remediation of a heterogeneous ecosystem of servers, storage, and networking. VMware vSphere (including vCenter) delivers scalable VMware virtualization management while VMware vCloud Director leverages the delivered resource capacity into an efficient IT consumption model.

43. Dell | VMware: Better Together for Infrastructure & Management
Dell | VMware: Substantially simplify the management of physical & virtual infrastructure and private/hybrid/public clouds through a single source, unique, comprehensive and integrated management & monitoring solution stack
Dell Services
VMware vCloud Director –
Build /Manage Private/Hybrid/Public Clouds
Dell Virtual Integrated System
Advanced Infrastructure Manager
VIS Self-Service Creator
VIS Director
Provision Anywhere*:
vCD/VIS Integration for
workload portability
VMware vCenter Infrastructure and Ops Monitoring/Mgmt Tools
Server Configuration Mgr Service Manager Integrien Tools
ChargeBack Orchestrator vShield Product Family
Heartbeat Site Recovery Mgr Configuration Manager
Converter Application Discovery Mgr FastScale
Workload Provisioning/
Deployment
VMware vCenter Server
Single Pane of Glass Mgmt of Virtual and Physical Dell Infrastructure
Dell Management Plug-ins for vCenter
Dell Mgmt Plugin for VMware vCenter (HW Mgmt)
Storage Mgmt Plug-in*
PowerConnect plug-in*
VIS AIM Plug-in
For vCenter
Dell | VMware Storage Integration
Dell storage Management plug-in for vCenter *
New Compellent storage storage vCenter plug-in
vStorage API integrations – performance & functionality
New Dell storage platforms launching in 2011
Dell/VMware SRM solutions
VMware ESX
Dell Infrastructure
Intelligent Hardware
* Under Development