1© Copyright 2014 EMC Corporation. All rights reserved. Kenny Pool Advisory Systems Engineer Third Platform Apps & EMC: Redefining IT & Helping Our Customers Lead The Way

2© Copyright 2014 EMC Corporation. All rights reserved.

3 Home, Driving & Work

4© Copyright 2014 EMC Corporation. All rights reserved. 3 rd Platform – A Definition “…Four Interdependent Trends: Social Interaction, Mobility, Cloud, And Information" As A "Nexus Of Forces" That "Is Transforming The Way People And Businesses Relate To Technology” -Gartner

5© Copyright 2014 EMC Corporation. All rights reserved. 3 rd Platform – A Definition … Plus Security And Agile

6© Copyright 2014 EMC Corporation. All rights reserved. App Users DevelopersIT Staff Applications & Data On Mobile Devices New Customer Centric Applications Data Lake & Real Time Analytics Software Defined Data Center & Hybrid Cloud Adaptive Behavior Driven Analytics Focus On Users And Their Needs

7© Copyright 2014 EMC Corporation. All rights reserved. Make Work Easy & Productive Your Files… Your Device… Your Choice

8© Copyright 2014 EMC Corporation. All rights reserved. Agile Revolution Highest Priority Is To Satisfy The Customer Through Early And Continuous Delivery Of Valuable Software V1 V2 V3 Individuals And Interactions Over Processes And Tools Working Software Over Comprehensive Documentation Customer Collaboration Over Contract Negotiation Responding To Change Over Following A Plan

9© Copyright 2014 EMC Corporation. All rights reserved. Results - Jonathan Murray, Warner Music Group

10© Copyright 2014 EMC Corporation. All rights reserved. EMC’s Answer For Developers: Pivotal “The New Hardware” Cloud OS Data Lake Agile Applications

11© Copyright 2014 EMC Corporation. All rights reserved. Comparing Data Structures 2 nd Platform Structured / Tables / Consistent Relational Centralized Enterprise Systems Licensed 3 rd Platform Unstructured / Object / Variable NoSQL Distributed Commodity Systems Open-source

12© Copyright 2014 EMC Corporation. All rights reserved. HDFS Storage Greater Insights: Consolidated Storage & Analysis Structured Data User Usage Data Traditional Data Sources New Data Sources Unstructured Data Forecast Data Location Data Shipping Data Telemetry Data Social, Video Data

13© Copyright 2014 EMC Corporation. All rights reserved. 2 nd Platform Data Center Traditional Applications VM vSphere Build An Architecture For Today… And Tomorrow 3 rd Platform Data Center Next Gen Cloud Applications VM vSphere VSAN - Internal Storage Pool VSAN - Internal Storage Pool External Storage Pool VNXIsilon 3 rd Party VMAX Commodit y External Storage Pool Provision Reporting Self ServiceAutomation Provision Reporting Self ServiceAutomation

14© Copyright 2014 EMC Corporation. All rights reserved. ? How Do We Solve This Inevitable Complexity

15© Copyright 2014 EMC Corporation. All rights reserved. Service Tiers Security Policies Service Blueprint Storage Management Storage Management Storage Management Storage Management Server Management Network Management Network Management Security Management Security Management Public Cloud Management Public Cloud Management Software Defined Datacenter IT Portal / Orchestration IT Storefront Software Defined Data Center

16© Copyright 2014 EMC Corporation. All rights reserved. 2 nd Platform Data Center Traditional Applications VM vSphere An Architecture For Today… And Tomorrow 3 rd Platform Data Center Next Gen Cloud Applications VM vSphere VSAN - Internal Storage Pool VSAN - Internal Storage Pool External Storage Pool VNXIsilon 3 rd Party VMAX Commodit y External Storage Pool Provision Reporting Self ServiceAutomation Provision Reporting Self ServiceAutomation

17© Copyright 2014 EMC Corporation. All rights reserved. Today’s Data Center Traditional Applications VM vSphere An Architecture For Today… And Tomorrow External Storage Pool VNXIsilon 3 rd Party VMAX Tomorrow’s Data Center Next Gen Cloud Applications VM vSphere VSAN - Internal Storage Pool Commodit y External Storage Pool VSAN - Internal Storage Pool ViPR Controller ViPR Data Services

18© Copyright 2014 EMC Corporation. All rights reserved. One Data Center, And One Architecture External Storage Pool Tomorrow’s Data Center Traditional & Next Gen Cloud Applications VM VNXIsilon 3 rd Party VMAX Commodity ViPR Controller ViPR Data Services VM vSphere VSAN - Internal Storage Pool

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20© Copyright 2014 EMC Corporation. All rights reserved. Advanced Persistent Threat

21© Copyright 2014 EMC Corporation. All rights reserved. Transfer Funds Access Bank Account Download Sales Pipeline Read Identity & Access Management Fraud Network Device Profile User Behavior Profile Analysis Engine User Action Private Cloud Public Cloud Two-Factor Out Of Band Challenge Q IDENTITY & ACCESS MANAGEMENT FRAUD PREVENTION

22© Copyright 2014 EMC Corporation. All rights reserved. App Users DevelopersIT Staff Applications & Data On Mobile Devices New Customer Centric Applications Data Lake & Real Time Analytics Software Defined Data Center & Hybrid Cloud Adaptive Behavior Driven Analytics Focus on Users And Their Needs

23© Copyright 2014 EMC Corporation. All rights reserved. Application Lifecycle Platform