1. Cloud infrastructure & management
Play briefing deck
For Partner use only

2. Deck guidance
This deck describes our FY18 Cloud Infrastructure business and priority areas. It summarizes the marketing trends around IT, how IT is evolving, and how you can help your customers to efficiently adopt the cloud. It includes the FY18 sales strategy, priorities, tactics, and plays, solutions and technical scenarios that will help you become a strategic partner to your customers in their digital transformation.
This deck provides an overview of how customers are buying technology and applications, and how they are transforming their organizations to adopt the digital transformation. It also offers guidance on the topics where the market is demanding deep technology expertise and air cover from the vendors.
As a result, this deck will help with you find new opportunities, generating leads, and driving sales.
A thorough research process was followed in the creation of these decks, including activities with IT Analysts, Microsoft Executives, Microsoft Field, and a validation process via Customer Interviews.
Microsoft Partner internal use only. Visit the C+E Partner Resources portal > Practice > Sales & marketing for to-customer resources.

3. Table of contents Play overview Customer play pitch Market opportunity
Partner value proposition
Messaging guidance
ISV solutions
OSS positioning
Security & trust
Microsoft positioning
Seller guidance
Qualification questions
Networking differentiation
Migration opportunities
Partner Resources

4. Play overview
The IT organization will become the primary means of meeting the needs of consumers, businesses, and public service organizations, evolving from supporting the business to being the business by delivering all its value through services in the cloud. This IT evolution and digital transformation will create an explosion of data that current datacenters must host initially, to then create a flow to the cloud. To achieve this, datacenters are evolving to host only business-critical applications and are opening the door for migrating additional non-critical services as commodities to the cloud.
Partners should to understand and embrace this market change to become strategic partners with their customers on this journey.
This play reflects the market trends, the customer purchasing behavior, and the sales strategy to follow to respond to the new market.
In the new world of digital transformation, technology has become the source of competitive differentiation.
CXOs will need to ask themselves if they want to own and operate datacenters at all, and how to evolve their current datacenter investments into practices that will help them build a sustainable digital business.

5. IT staff evolution IT Ops and Management Business Unit IT Core IT
One third of the new IT organization will be focused on traditional IT and operations tasks. It is likely that this staff will be from a third party, creating a downsizing opportunity if the right automation tasks are implemented.
Business Unit IT
Another third of the IT staff will move to the business units. These resources will focus on deep understanding of the business needs, and will be the key decision makers for technology adoption.
Core IT
The remaining resources will become the Core IT group, and their focus will be around coordinating the business IT resources and creating an all-up IT Operations framework, including security, privacy, and sovereignty guidelines.
With the new hybrid platform, the IT Staff needs to focus in driving innovation, policies, and procedures that enable agility, flexibility and innovation to the business. A new skillset will be required for the IT Staff to help and support the business with quick value to market. IT will be staffed out to business units working with business requirements to create process redesign and tailoring of SaaS Applications. The old datacenter tasks such as IT Infrastructure, IT
Management, and IT Operations will now be in the hands of datacenter experts (cloud and service providers) through automated tasks. The new value of IT in the hybrid cloud world will be to deliver a full governance model that includes security, privacy, sovereignty, and management, across all business units in the organization.

6. Cloud infrastructure
Optimization
IaaS
Storage backup
Networking
Mgmt DR
Security
MDM
IoT
Big Data
SaaS
CAD
Business apps
Customers adopting the cloud will require a master plan that can help them prioritize projects, and set the hybrid platform that allows them to run complex projects like disaster recovery smoothly. The following affinity and prioritization will help customers evolve their datacenter to the cloud.

7. Plays, solutions, and tech scenarios
TECHNICAL SCENARIOS
Cloud Infrastructure and Management
High-performance computing
On-premises-to-cloud bursting, Azure Batch
Datacenter transformation
Lift and shift to cloud, migration to cloud, born in cloud, upgrade and premium assurance, Azure Hybrid use benefit
Extending Azure with Azure Stack
Azure Stack
Windows Server apps on Azure
Azure IaaS
Infrastructure security and management
Insights, security, management (end-to-end story)
Backup, archive, and DR
Backup, archive, DR
SAP on Azure
SAP on-demand and large-instance Azure IaaS
Development and test + DevOps
RedHat on Azure
RedHat Enterprise Linux on Azure, Azure IaaS
The Cloud Infrastructure Play focuses on providing a trusted and open platform to help our customers in their digital transformation.
The Cloud Infrastructure Play Includes 9 solutions supported by technical scenarios.

8. Customer play pitch
Cloud is the new way to think about your datacenter
Traditional model
Most companies are running custom applications that are stitched together; they have purpose-built hardware to think about, and they have specialized teams and everything has been carefully customized.
Cloud model
Now let’s look at the cloud. Everyone knows that the cloud offers agility and innovation, but some IT customers are not sure if things are consistent with what they’re doing on premises.

9. Datacenter evolution Datacenter Hosted Cloud
The traditional datacenter will evolve into a hybrid cloud consisting of 3 main locations:
On-premises datacenter
Hosted datacenter
Cloud datacenter
Making the right choices in balancing a hybrid platform will allow our customers to enable their digital transformation.
Traditional datacenters are not evolving at the pace of business workloads, business needs, and technology enhancements. Analytic explosion, hyper-convergence, software- defined compute/storage/networking, increased the gap, and ended up shortening the productive life of datacenter investments. Mobile and Modular IT forced datacenters to shrink giving space to clouds with full orchestration enabling economies of scale with improved IT Operations and reduced costs. The on premises Datacenter is the most expensive option, shrinking to host only the most critical applications, or applications with data sovereignty, and privacy concerns.
Managed and hosting service providers as well as outsourcers were the first option to provide full orchestrated clouds. They helped companies manage IT resources, moving servers and workloads to those datacenters. This allowed organizations to focus on innovation in their own core business and reduce the amount of resources spent on “keeping the lights on”. These new datacenter-as-a-commodity approach allowed business owners to win agility and flexibility, forcing IT to adopt the right balance towards managing a hybrid infrastructure, deprecating in-house assets at an accelerated pace. The co-location or hosted datacenter becomes the best option for transitioning workloads from the traditional datacenter to a more efficient cloud model, reducing costs: real state, energy, IT operations and management. Datacenter operations are left to Datacenter experts.
With agility, flexibility and security as key factors in the decision for where to deploy a new workload, public cloud offerings become an excellent choice for business owners that need to move at an accelerated speed that traditional datacenters, or even outsourcers can’t provide. Because of public cloud adoption legacy solutions will die faster than expected. New workloads will have a life span of months and will be adopted as SaaS solutions, vs. new in-house application developments with a 3-5-year lifespan, which will be consolidated in this new large and more efficient facilities. Finally, the public cloud can help deliver new applications and services to the business cheaper and more efficiently. It provides improved stability and security, and greater redundancy. The public cloud will host new IaaS, PaaS, and mainly SaaS applications that provide quick value to the business. Flexibility, agility and economies of scale will impulse the growth of this option. Creating the consistency between these clouds will enable IT to focus on business innovation. IT becomes the business.
Business Value, Agility, Optimization ,
IT Ops and Management, Cost Center

10. Build freely, deploy consistently
Open and hybrid
With our Cloud Infrastructure platform, Microsoft strives to meet customers where they are with what they have today. We do this in two ways: By providing the openness to build freely, and flexibility to deploy how and where you need to.
Build and run open-source solutions
Consistent identity, apps, data, and management
Deploy the cloud on-premises

11. Azure Active Directory Azure management and security
Consistent identity, apps, data, and management
Open and hybrid
Cloud
Azure Active Directory
Azure management and security
Azure
data services
Azure services
Common identity
Integrated management and security
Consistent data platform
Unified development and DevOps
Microsoft understands customers have a complex environment, running both on-premises and a cloud environment. With Azure, you can take your existing IT environment, and consistently extend from on-premises to the cloud, or vice versa. Azure offers hybrid consistency everywhere: in application development, management and security, identity management, and across the data platform.​ ​
Azure​
· Azure’s true hybrid capabilities give you the flexibility to go to the cloud on your terms.​
· True hybrid isn’t just about infrastructure and connectivity — it offers consistency across your identity, management, data and development, whether on-premises or in the cloud. In addition, Microsoft has developed a broad range of cloud and on-premises technologies that work together across environments.  ​
Here are a few examples of how we’ve built in consistency to help you more easily manage a hybrid environment: ​
First, Azure Active Directory now extends Active Directory to allow single sign-on for users and protect access to data that flows across cloud and on-premises applications.​
Azure management and security services give you visibility and control across your cloud and on-premises infrastructure with simplified operations management and security. ​
Both SQL Server and Azure SQL Database now use a common T-SQL query language. This means you can seamlessly distribute data between on-premises and the cloud. ​
And finally, Azure Stack provides Azure services in on-premises datacenters. This means you can use a single set of APIs and tools to deploy applications anywhere. It gives your developers a common approach to building applications and the flexibility to choose where they run​
On-premises
Active
Directory
On-premises
infrastructure
SQL Server
Azure Stack

12. Opportunity
IDC predicts that the overall public cloud IaaS market will shift toward optimization and hybrid cloud in By 2018, 80% of organizations will have a commitment to hybrid architectures:
Public cloud IaaS market growth in : 51%
Expected compound annual growth through 2017: 41%
Overall IaaS market compound annual growth. Total market $ billion by 2020: 28.2%
IT organizations committed to hybrid architectures by 2018: 80%
IDC forecasts that worldwide public IT cloud services revenue (i.e., SaaS, PaaS, and IaaS) will reach $141.2B USD by 2019, a 19.4% compounded annual growth rate (CAGR): almost six times the rate of overall IT spending growth! SaaS still makes up the majority of spending, though PaaS and IaaS are expected to grow at almost twice the rate of SaaS over the next 5 years.
Source:
1 TBR Hybrid Cloud Report
2 IDC Microsoft eBook: The Modern Microsoft Partner Series

13. Partner value proposition
According to IDC, there are two major shifts in budgets:
A 44% growth in the move from non-cloud to cloud delivery (e.g., on- demand, elastic, self-service, resource pooling, measured service)
An 11% growth in the move from customer site to provider site. (e.g., traditional outsourced, hosting provider, and public cloud)
This is great news for cloud partners.

14. Messaging guidance Trust Open and hybrid App innovation
Build freely, deploy consistently in the cloud and on-premises
Data-driven intelligence
Power decisions and apps with insights
Trust
Protect your business
App innovation
Accelerate innovation with the cloud
Microsoft Cloud Infrastructure is our platform for digital transformation. Our strategy is to provide a platform of technologies that:
1. Accelerates app innovation through rapid app development and agility in the cloud.
2. Delivers integrated data and intelligence—data for rich insights to intelligence.
3. Is open and hybrid, supporting third- party tools and technologies.
4. Is trusted to protect business assets.
Technology is omnipresent. It’s shaping how businesses plan for innovation and growth within their markets. The importance of digital transformation is urgent; Since 2000, 52% of Fortune 500 companies are gone due to digital disruption.
We see companies responding by creating digital strategies across four core areas: engaging their customers, empowering their employees, optimizing their operations, and transforming their products.
Everyone is aware of how important this is. Look at a company like Uber for example. They’ve created a digital model for the taxi industry that has allowed them to surpass every other taxi company by double or more. They’ve created a significant shift in an industry that has been largely untouched for decades.

15. ISV solutions
We have a rich ecosystem of ISV solutions that can help our customers adopt a cloud infrastructure strategy.
These solutions span in compute, storage, networking, security, and management areas.

16. OSS Positioning
Applications
DevOps
Frameworks
Databases & middleware
Containers
Infrastructure
Microsoft has heavily invested in open-source technologies and partnerships, as evidenced on this slide. Nearly one in three Azure virtual machines are now running Linux, and we support Linux as a first-class citizen.
Why is this important? Because it’s in the best interest of our customers. Microsoft supports customers’ computing, whatever it is and wherever it is.
Microsoft also contributes to the open source community as well as build some of our services on open source technology, like HDInsight and Azure Container Service. This also helps us scale to our customers’ needs as we rapidly release cloud solutions.

17. Security and trust
HIPAA / HITECH Act
Moderate
JAB P-ATO
FIPS 140-2
FERPA
DoD DISA
SRG Level 2
ITAR
CJIS
GxP
21 CFR Part 11
IRS 1075
Section 508 VPAT
ISO 27001
SOC 1
Type 2
ISO 27018
CSA STAR
Self-Assessment
Singapore
MTCS UK
G-Cloud
Australia
IRAP/CCSL
FISC
Japan
China
DJCP
New
Zealand
GCIO
GB 18030 EU
Model Clauses
ENISA
IAF
Argentina PDPA
Japan CS Mark Gold SP
TRUCS
Spain
ENS
PCI DSS
Level 1
CDSA
Shared
Assessments
MPAA
Japan My
Number Act
FACT
High
GLBA
SRG Level 4
MARS-E
FFIEC
ISO 27017
SOC 2
SOC 3
India
MeitY
Canada
Privacy Laws
Privacy
Shield
ISO 22301
Germany IT
Grundschutz
workbook
DPA
Certification
Attestation
HITRUST
IG Toolkit
GLOBAL
US GOV
INDUSTRY
REGIONAL
Azure is designed with an aggressive compliance strategy that helps customers address business objectives and industry standards and regulations. Microsoft’s security compliance framework includes test and audit phases, security analytics, risk management best practices, and security benchmark analysis to achieve certificates and attestations.
Azure Compliance offerings and certifications:

18. Why Microsoft? Open & Flexible Enterprise Ready Trusted Intelligence
Easy Integration

19. Partner Seller guidance
Hunt (0 to 20%)
Land (20% to 60%)
Close (80% to 100%)
Leverage demand generation resources from the partner Portal .
Focus on renewals.
Be proactive on OSS pitch delivery.
Drive activation and consumption of Azure services.
Do a cloud infrastructure discussion with every customer.
Get in early into opportunities
Be versed with Microsoft roadmap.
Leverage partner incentives to do POCs.
Target infrastructure migration opportunities.
Focus on landing Azure Management & Security in accounts.
Target heterogeneous and hybrid environments (e.g., AWS, RACKSPACE, OSS) to exploit the whitespace management opportunity.
Leverage Microsoft field resources to remove business and technical blockers.
Leverage partner offers and programs.
Create and focus on deployment and consumption plan for every opportunity.

20. Qualification questions
Is the customer looking to optimized his on premises Datacenter resources? A
Environment management automation provided with Azure will significantly reduce the costs associated with managing physical or virtualized environment.  The result liberates software engineering teams from IT administrative efforts. Moreover, development teams can equally maintain their focus on software development directly related to business needs --- rather than developing tools or utilities to manage environments. An effective implementation of Dev Test supported by automated deployment and continuous delivery initiatives could reduce deployment resources by 50%1 Q
Is the customer is looking to increase agility to deploy new workloads? A
Speed and Risk Reduction - From a release perspective, it reduces system downtime related to moving an application into production. Working with production-like environments and deploying to them in the same consistent way validates the deployment process early increasing reliability of application hand-off between engineering teams and operations. Companies that applied a Dev Test strategy combined with deployment automation can increase the number of weekly deployments by 300%1 as well as the software quality by 20%1. Q
Is the customer is thinking about reducing the TCO of his Datacenter? A
Cost - Decrease or eliminate the need for computer asset management associated with having to acquire the necessary physical hardware to support software engineering teams.  Cost savings of adding/removing hardware in a datacenter and disposal fees of out dated end of life hardware. By implementing Azure for development and Test environments, a large US insurance company decreased by 30%1 its Cost of Ownership (COS = pay for what you use).
1 Microsoft Internal Research data

21. Qualification questions
Is the customer looking for archiving cold data to the cloud? A
Near-limitless scale helps pace with the exponential growth of organization’s data. Shifts from a CAPEX to OPEX model with pay-as-you-go storage, enable more predictable infrastructure budgeting. Azure accelerates the retrieval of archived data—from days or weeks to hours. Meet compliance requirements and long-term retention targets—99+ years for backup data. Azure’s global availability lets you pick the region to store your data. Reduces dependency on legacy hardware Q
Is the customer looking for Backup? A
Unifying data protection across the enterprise gets customers out of the business of maintaining backups as their IT strategy shifts to the cloud. Backup supports born-in- the-cloud applications with an all-in-one, cloud-native, backup solution. It protects remote offices and branch locations without the complexity of in-house management. It delivers faster time-to-value without the overhead and capital expense of standing up a backup solution. Stops hardware sprawl in its tracks even when facing severe app proliferation and massive data growth and enables economical cloud pricing with pay-as-you-go storage. Q
Is the customer looking for Disaster Recovery? A
With Azure DR no infrastructure is required—affordable, enterprise-grade protection for all apps. No need to sacrifice Recovery Point Objectives and Recovery Time Objective goals. Supports critical workloads—Exchange, SharePoint, SAP, etc. Works with what customers have—Hyper-V, VMware, or bare metal. Easy to manage— automated replication, policy-based protection, and one-click orchestrated recovery. Premium protection against operational and human errors with intra-cloud disaster recovery and backup

22. Qualification questions
Is the customer looking to analyze and investigate incidents? A
With Azure, customers can analyze events across multiple data sources and identify security risks. They can understand the scope and impact of threats and attacks to mitigate the damage of a security breach. Q
Is the customer is looking to detect threats before they happen? A
With Azure, customers can identify attack patterns by visualizing outbound malicious IP traffic and threat types. They can understand the security posture of your entire environment regardless of the platform. Q
Is the customer looking to streamline security audits? A
They can capture all the log and event data required for security or compliance audits, and reduce the time and resources that are needed to do a security audit with a complete, searchable, and exportable log and event data set.

23. Qualification questions
Is the customer looking to automate data collection? A
Customers can save time and reduce effort to identify security event and threat data that you need to collect and analyze. Once the agents are connected, the service automatically selects and collects the necessary data. Q
Is the customer looking to gain Insights of his on premises and cloud platform? A
With Azure, customers can Transform machine data, bringing all their information together in a single view for actionable insight. They can collect, store, and analyze log data from virtually any Windows Server and Linux source. They can Interact with real-time data to get deep intelligence gathered from on-premises and cloud datacenters. They can map server and application dependencies to discover connections and interactions to resolve incidents faster. They can spot problems fast using pre-built solutions and queries, addressing incidents quickly with flexible search, customized alerts in the portal, or from the mobile app. They can analyze petabytes of data from the cloud regardless of the increase in data. With the resources of the cloud, customers can analyze at the scale they need. They can access anywhere their dashboards with customized rules and alerts Windows, Android, or iOS mobile device. Insight & Analytics gives customers a consistent user experience. Q
Is the customer looking to migrate SAP to the cloud? A
Bring cloud scale and agility to your SAP estate Reliably run your mission critical SAP and other workloads on the cloud platform built for enterprises. Rest assured that your scalability, flexibility, and compliance needs are met with Azure. With the expanded partnership between Microsoft and SAP, run a broad array of SAP applications across dev-test and production scenarios in Azure—and be fully supported. From SAP NetWeaver to SAP S4/HANA, Linux to Windows, SAP HANA to SQL Server, we have you covered.
Get unparalleled performance for SAP HANA Get the broadest choice and industry leading performance when running your SAP workloads on Azure. Spanning Azure Virtual Machines and purpose-built hardware that is specifically tuned for SAP HANA, scale your SAP HANA workloads up to 32 TB on multimode configurations. Azure lets you run the largest SAP HANA workloads (OLTP and OLAP) of any global scale cloud provider.

24. Azure Networking Value
Use Azure Networking Services to supercharge your Azure workloads by combining our Global Fiber network with our Software Defined Network capabilities
Connect to the network: Virtually or privately at high speed, from anywhere
Create virtual datacenters in our cloud: Place applications, compute and data where you need them, on demand
Deliver applications securely, at scale, with low latency - to your users and customers WW
Enable your businesses to use Azure and the Microsoft cloud as your strategic asset
Increase performance, agility
Reduce/avoid capital
Microsoft’s Cloud Infrastructure: We’ve built one of the most-connected networks in the world…so you don’t have to

25. Migration Opportunities
ENABLE
PLAN
PROVE
MIGRATE 1 2 3
Sales Cycle Support
Competitor information
Value proposition
Readiness & training
Opportunity identification
Customer conversation
Sales tools
Business value
Resources
References
Guidance & tools
Training 4
Data Platform
Workload Opportunities
Cloud Infrastructure
Enterprise Mobility
Relational Database
Non-Microsoft solutions: Oracle, Sybase, DB2
Data Warehouse
Non-Microsoft solutions: Teradata, Oracle, Amazon, Snowflake, Google, IBM
Hybrid Infrastructure & Management
Non-Microsoft solutions: VMware
Mobile Device Management
Non-Microsoft solutions: AirWatch, MobilIron
Identity & Access Management
Non-Microsoft solutions: Okta
Advanced Analytics
Non-Microsoft solutions: SAS
Data Platform

26. Partner Resources Access the Partner Resources Portal
Visit the Partner Resources portal to access solution, technical, sales and marketing resources that help you build, deploy and sell Microsoft’s Cloud Infrastructure & Management solutions.
Cloud Infrastructure
Hybrid Management & Security
Migration & Modernization
Access the Partner Resources Portal
aka.ms/AMSpartners
aka.ms/infrapartner
aka.ms/inframod
Infrastructure as a Service
Software Defined Datacenter
Dev & Test
Business Applications
SAP on Azure
Consistent Hybrid Cloud Platform
Backup and disaster recovery
High Performance Computing
Hybrid Cloud Storage
System Center