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IBM System Storage – Entry and Mid Range Part 2

IBM System Storage – Entry and Mid Range Part 2. This document is for IBM and IBM Business Partner use only. It is not intended for customer distribution or use with customers. Competition. Understand the purchase criteria for the Midrange Disk Marketplace Engage and win against competition:

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IBM System Storage – Entry and Mid Range Part 2

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  1. IBM System Storage – Entry and Mid RangePart 2 This document is for IBM and IBM Business Partner use only. It is not intended for customer distribution or use with customers.

  2. Competition IBM System Storage DS Family Storage Servers

  3. Understand the purchase criteria for the Midrange Disk Marketplace Engage and win against competition: Position DS4000 / DS5000 vs. HP EVA Position DS4000 / DS5000 vs. EMC CX4 series Engage and win against competition: Position DS3000 vs. Dell / EMC AX4 Position DS3000 vs. HP MSA2000 Utilize IBM’s competitive strengths against competition’s weaknesses Agenda

  4. Mid-Range Competition

  5. Magic Quadrant for Midrange Disk Arrays, 2H08 • What Magic Quadrant measures • Relative strengths of vendors in the marketplace. • What it doesn’t tell • Product's attractiveness • Vendor's support capabilities • Use it for • Ease concerns about a company's long-term financial viability • Don’t use it as the only source for • Selecting a vendor • Selecting a product Source: Gartner Research, Oct. 2008

  6. Storage Marketplace: Purchase Criteria 80% of the purchase decisions are driven by factors beyond product functionality and price

  7. HPQ EVA

  8. Recent HP Announcements – Game Changer? • EVA6400/8400 • More disk (FC, FATA, SSD) • More host ports • More cache • Additional virtualization capability • Same configuration limitations • Requires 8 drive enclosures to deliver true redundancy • Still easy to manage when everything is working perfectly, but… • Very difficult to tune • Requires great care & hours of time to just remove a failed disk • Performance information is sketchy • No industry standard benchmark submissions

  9. Evolution Of The Highest-End EVA Systems

  10. HP positioning ofthe EVA Family Do More with less • Simplest to Operate with virtualization • Affordable expansion HP Enterprise Virtual Array Family • EVA4400 • Solution for the mid-range customer • Easy capacity expansion • Instantaneous replication • Simplified storage administration • Scales up to 96 disks in 8 enclosures • EVA6400 • New controllers • Includes back-end switch • Scales up to 216 disks in 18 enclosures • EVA8400 • Solution for the enterprise customer • More powerful controllers • High performance, high capacity solution • Scales up to 324 disks in 27 enclosures • Compete with:DS3400 • SAS • Cost • DS4700 • Performance • DS4800 • Performance • Growth • DS6800 • For mainframe • SVC • Virtualization

  11. Product Specification Comparisons * Due to slower internal bus speed

  12. HP Midrange EVA - Strengths Easy to manage (when everything is working correctly) Supports 4Gb/s host ports iSCSI option (through Gateway) NAS option (through Gateway) Support wide assortment of Operating Systems One drive enclosure used for three drive types Solid State Drives – 72 GB (min of 6, max of 8)

  13. HP Midrange EVA - Weaknesses • Limited flexibility and tuning due to current virtualization scheme • Management software required (separately priced) • Hardware packaging • Expansion units hold maximum of 12 drives • No SATA support for EVA • Lacks real world performance • Will not submit SPC-1 benchmarks (IOPS) for EVA8x00 series • IBM DS5000 delivers nearly 4x the SPC-2 (MB/s) of the EVA8x00 • Very difficult to achieve HA configurations without big money • Redundancy at drive enclosure level is difficult to achieve

  14. HP MSA2000

  15. Competing Against HPQ’s MSA2000 Weaknesses • Different Drive carriers than HP’s SAS servers • Does not yet support 1TB SATA drives • Does not share storage management platform with EVA • No UNIX support but HP-UX • No SPC- or SPC-2 benchmarks • SW warranty 90 days only • Basic System & Strengths • MSA2000fc (fibre channel) & MSA2000i (iSCSI) • SAS/SATA (intermixing within drive enclosure) • Up to 48 drives (option for up to 99 drives for fc based controller) • 1GB Cache per controller • RAID 0, 1, 3, 5, 6, 10, 50 • Greater than 2TB LUNs • Optional • Snapshots (8 standard, upsell to 64 per system) • Clones • Should exceed performance of previous MSA systems • MSA2000i starting ~ $4,999; MSA2000fc ~ $5,999 (probably 1 controller w/o drives) • Install base of MSA systems = 120,000 per 451 group 3-4-08

  16. DS3000 vs HP low end offerings

  17. Areas to focus on with HP • Software pricing • Understand the terms and pricing for on-going support • Why no industry standard benchmarks? • Only paper on the web is an internal test of SAS/SATA drives • Why no Solaris or AIX support? • Why is warranty different for SAS versus SATA drives?

  18. What To Anticipate From HP • Heterogeneous storage virtualization • HP has announced the introduction of Heterogenous Virtualization for 2009 • Will enable them to virtualize multiple EVAs in one system • Will enable them to virtualize competing systems • Combat this ability with proven success of SVC • Constant pressure regarding the EVA’s ease-of-use • Combat this by discussing their numerous restrictions • Combat this by pointing out their difficulties when things aren’t running perfectly on the EVA • Statements that the EVA has tremendous disk utilization via their internal virtualization process • Combat this with EMC’s capacity documentation along with pointing out the inefficiencies of HP’s internal virtualization process

  19. Top 3 Takeaways For HP IBM, not HP, has management that is easy to use but more importantly is also full-featured. IBM systems allow easy capacity upgrades and easy maintenance IBM DS5000 storage, unlike HP EVA storage, provides maximum amounts of useable capacity. HP EVA’s much like NetApp FAS systems have poor useable capacity. IBM, not HP, provides balanced levels of storage scaling & performance making them the best storage systems for corporate data-consolidation programs 20

  20. EMC CLARiiON CX4 Systems

  21. Introducing the CLARiiON CX4 Series SCALABILITY SERVICE LEVELS August 4, 2008 • CX4-960 • Up to 960 drives • 32 GB cache • Standard 8 Fibre Channel/4 iSCSI • Maximum 32 front-end Fibre Channel and/or iSCSI • Flash drives • CX4-480 • Up to 480 drives • 16 GB cache • Standard 8 Fibre Channel/4 iSCSI • Maximum 24 front-end Fibre Channel and/or iSCSI • Flash drives • CX4-240 • Up to 240 drives • 8 GB cache • Standard 4 Fibre Channel/4 iSCSI • Maximum 20 front-end Fibre Channel and/or iSCSI • CX4-120 • Up to 120 drives • 6 GB cache • Standard 4 Fibre Channel/4 iSCSI • Maximum 16 front-end Fibre Channel and/or iSCSI

  22. EMC Attempting To Establish Feature Leadership EMC CX4 Features Virtual Provisioning Virtual LUN technology Quality of Service Mgr Analyzer Drive Spin Down RecoverPoint/SE Replication Manager SAN Copy SnapView MirrorView PowerPath SSD Power Calculator Description Thin Provisioning Non-disruptive LUN mover Performance guarantee Performance tuning Pseudo MAID capability Near CDP (local & remote) Fast recovery for Exchange & SQL Migration Snapshots & Clones Remote Mirroring Failover & load balancing Only CX4-480 & CX4-960 Future Planning

  23. Top Five Features EMC Promotes • *http://chucksblog.typepad.com/chucks_blog/2006/12/thin_provisioni.html

  24. EMC Makes Numerous Claims For New CX4 Systems • New architecture • EMC has moved from a 32-bit to a 64-bit FLARE OS • Employing multi-core Intel-based processors • Better performance • EMC says CX4 provides up to 2.5 times more processing power. • CX4 delivers twice the scalability with support for up to 960 drives • Delivers twice the memory and twice the LUNs

  25. Strength Through Results, Not Hype! < 3%

  26. CLARiiON architectural limitations What happens in case of a failure in one of the first five disks? • All write-caching disabled • The system goes into slow motion • Hot spare build up, worsens performance • The failed drive must be replaced • The failed drive must be fully rebuilt

  27. EMC Adopts IBM’s ‘Flat’ Pricing Model EMC CLARiiON CX4 Software Ordering Information and Configuration Guidelines July 17, 2008 • CLARiiON CX4 software pricing has been greatly simplified to make the new CLARiiON series more sales-friendly. All the software titles are priced using a consistent, single-price-per-array model. • Due to the elimination of the Navisphere enterprise tier, Navisphere Analyzer is now sold stand-alone with a single price per array. • Note: RecoverPoint/SE CRR, CLR, and CDP products are limited to a specific amount of replicated capacity, either within the same array or between two CLARiiON arrays—one at each site. • EMC/Dell – 8TB License • EMC – 4TB, 8TB or 16TB License

  28. EMC’s CX4 Value Propositions Take cost out of the business without sacrificing performance and scalability by consolidating twice the workload in a single system—optimizing storage capacity—and by protecting investments – DS5000 performance is superior in limited benchmarks The CLARiiON CX4 series’ power-saving technologies help manage energy consumption and consolidate data storage. – DS5000 benchmarks reflect greater storage efficiency SPC-1 and SPC-2, therefore less energy. Intermix capability in enclosures yields redundancy with half the enclosures CLARiiON CX4 systems provide industry-leading availability and protection by combining CLARiiON’s proven Five 9s availability with built-in support for concurrent local and remote (CLR) replication – DS5000 does suffer from Clarion issues of Write Cache Disablement and back end loss due to device failures (Known Clarion problems) CLARiiON’s unique hardware and software capabilities and integration with VMware extends the value of virtualized server environments – VMWare is vendor neutral and IBM has strongly promoted VMWare. DS3000 AND DS5000 support VMWare

  29. DS4000/DS5000 Vs CX4 Performance Specs VendorNumbers CLARiiON performance numbers are best estimates based on statements in EMC’s latest CX4 PowerPoint presentations

  30. Dell/EMC AX4

  31. AX4 Strengths • FC and iSCSI versions available • Single or dual controllers • Supports Windows, Linux, and VMWare • Can be controlled by Navisphere rather than just Navisphere Express • Support for up to 64 hosts and 60 drives (SAS or SATA) Dell / EMC AX4 AX4 Weaknesses • Dell has slashed prices recently, but still over $9000 for base unit • Does not support: • SAS drives without additional licensing • Expansion Units without additional licensing • more than 10 hosts without additional licensing • More than 16 total Snapshots, no more than 1 per LUN • array-based clones

  32. DS3000 Competitive Attack Points against Dell/EMC

  33. Areas to focus on with EMC • Software pricing • Understand the terms and pricing for on-going support • Remote mirroring • What is the cost in terms of host performance? • What happens to multi-pathing support? • How many drives are needed? • Do you really need 60 drives? • Will the processors deliver scalable performance? • Why no industry standard benchmarks? • Only paper on the web is an internal test of SAS/SATA drives • Is VMware part of your future?

  34. DS3000 vs Dell low end Storage

  35. DS3000 vs EMC offerings

  36. Competing Against EMC • Assure Factual / Actual Comparisons • Again: Review SPC Benchmarks with your customer • Focus your customer on EMC’s lack of public benchmark participation • Provide reference accounts from the Customer Reference DB. • Encourage your customer to thoroughly check all references from all vendors • Back to Basics: meet customer’s business needs with a total solution • Bundle with Server and Tape when the customer’s requirements dictate • “When IBM bundles storage with servers, you lose” .. From EMC salesbook • Clothe hardware with software and services • Combine with SVC wherever possible • Team with Solution Providers (ISPs) • Finance with IGF • Sell TCO advantages • Do a 3-5yr TCO analysis comparison: uncover the hidden EMC re-occurring costs • Show IBM’s products as committed to SMIS open standards, and together with SVC will provide the customer with both device and vendor independence

  37. Top 3 Takeaways For EMC IBM, not EMC, is the only vendor who has publicly proven the ability of their storage systems to handle high-performance VMware mixed workloads IBM, not EMC, provides balanced levels of storage scaling & performance making them the best storage systems for corporate data-consolidation programs IBM, unlike EMC, supports all facets of a solution: Low-cost heterogeneous storage virtualization High-performance storage Global service & support Tape systems Software Servers

  38. Final Thoughts: Selling Against Mid-Range/Entry Competition

  39. Selling against Competition • DS3K/4K/5K technical leadership • SPC-1 and SPC-2 benchmarks to demonstrate the IBM performance advantage • SAN-wide virtualization • Dedicated storage ASIC • Dedicated data cache • DS3K/4K/5K flexibilities • DACstore data-in-place update • Ease of Configuration • Dynamic features Business dynamics • DS3K/4K/5K TCO advantages • 1 year / 3 year warranty on HW and SW Storage Manager included • Competitors charge for on-going SW support!!! • Multi-path capabilities included • Maximizes useable capacity • Customer installation and Set-up Business savings Investment protection

  40. Mid-Range • The Mid-Range Disk Marketplace is driven by: • Price Sensitivity: All things being equal, they want to buy disk “on the cheap” • Performance: They are as demanding as enterprise class customers that their applications get the best performance possible. The mid-range marketplace is where the major portion of the industry’s data explosion is happening. • Reliability: Same as Performance. Their critical applications can not take a hit • Interoperability with existing I/T environment:. The Mid-Range customer desires not to turn over his inventory with any degree of frequency as he adds capacity to match the explosive demand for data. • Latest Features: Just about all the product features that mainframe customers have become accustomed to, is now needed by their mid-range counterparts • Support and Service: They have become dependent on the vendors today. We must not let them down. These are the major purchase criteria for products in the Mid-Range

  41. Mid-Range IBM DS4000 / DS5000 meets the Mid-Market Purchase Criteria • Vendor / Wrapper Attributes (80% of criteria): • IBM Service Alert “call-home” • Implementation services • Training and Education (on-site and off-site) • IBM offers “one stop shopping” for complete solutions (servers + storage + software + services + financing) • System Storage Proven™ certification program • IBM is the leader in storage virtualization • Integration with IBM servers and software • Integrated Backup for Devices (IBD) • Access to IBM and LSI Logic experts • DS4000/DS5000 Attributes (20% of Criteria): • Lower TCO • DACStore • DS5000 Storage Manager • Dynamic features • Validated with Brocade (McData), and Cisco SANs • Fastest performance, 4Gb FCP on select models

  42. Mid-Range Use The IBM Competitive Strengths Against Competition’s Weakness • You can position HP EVA vs DS5000 as follows: • HP has not published any public benchmarks. What are they hiding? • IBM performance is measured, not just an estimate • 8400 requires HP to install, setup. IBM DS5000 is customer setup. Which indicates simplicity? • Software pricing – what is free, what is billable, are there on-going costs?

  43. Mid-Range Use The IBM Competitive Strengths Against Competition’s Weakness • You can position EMC CX4-Series vs DS5000 as follows: • EMC refuses to participate in any public benchmarks. What are they hiding? • CX4 models are slower than similar DS5000 systems, especially for larger configurations • CX4 software is priced just like the DS5000 (flat priced software)

  44. Entry Use The IBM Competitive Strengths Against Competition’s Weakness • You can position DS3000 vs. HP MSA as follows: • Consistent warranty terms – not focused at the part level • Performance benchmarks – IBM participates • Consistent packaging – No confusion over LFF or SF drives • Supports Windows, Linux, Unix and VMware – HP support is less

  45. Entry Use The IBM Competitive Strengths Against Competition’s Weakness • You can position DS3000 vs. Dell / EMC AX4 as follows: • Performance benchmarks – why no participation with SPC? • SAS, iSCSI and FC host attachments – EMC does not have SAS support • Software pricing – compare to EMC • Warranty terms • Total cost over three years • List price comparison

  46. Entry Use The IBM Competitive Strengths Against Competition’s Weakness • DS3000 advantages that you can sell include: • Performance and throughput, proven in SPC-1 and SPC-2 benchmarks • SAS disks- Performance characteristic like FC disks • 4Gb/s FC or 4*3 Gb/s SAS • Top/down – Bottom/up cabling • DACStore • Dynamic features – Dynamic Array Expansion (DAE), Dynamic Volume Expansion (DVE), Dynamic RAID Level (DRM) and Dynamic Segment Size Migration (DSS) • Ease of management integrated in Storage Manager • compatible with and can be launched from the DS4000 Storage Manager • Advanced functions - Storage system based snapshot and volume copy • Aggressive entry price point

  47. Review questions • The DS5000 family of products replaced which storage systems • IBM FastT systems • N series • IBM Shark family of systems • DS4200,DS4700, and DS4800 • The DS3000 series can support the following drives? • SATA and SAS. • FC and FATA • SATA, FATA, and FC • All the above • What is the key differentiating factors of the DS5000 from the DS4000 models? • An 8 gb/s transfer rate • Expansion units that can hold a total of 224 drives • A 4 gb/s transfer rate and FC drives only • Dual p5 570 processors • What is the feature called that allows disk drives to store drive and volume information (metadata)? • Enhanced remote mirroring • Auto detect • DAC store region • Disk Vital product data

  48. Review questions • Name 2 key technology features of the DS5000 products? • WORM and encryption • 24 “ rack support and tape support • EXP hot add and logical partitioning • EXP hot add and Dynamic Array Expansion • What major application areas are viable for the SATA drives ? • Disk save/restore, archiving, and medical imaging • ERP and SCM • OLTP, ERP, and business intelligence • Insurance, financial and manufacturing • Name 2 key competitive products to the DS5000? • HDS Apache and HP USP • EMC CX-40 and HP EVA 4400 • HP Integrity and EMC DMX-3 • HDS Tagamastore and HP AMS • Name 2 new features of the DS5000 • SSD and Power Systems i native attachment • 8 gb/s transfer rate and SATA drives • NAS and FC support • EXP5000 and dual controllers

  49. Additional information

  50. Need help ? • The CompeteCenter provide: • Hotline support on IBM main competitors • Competitive • Information • On-site call call support • Education • Sales & marketing support How to reach us ? • Mail : compete@dk.ibm.com Self service databases • COMP for Business Partners: http://www.ibm.com/partnerworld • COMP for IBMers: http://w3.ibm.com/sales/competition

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