Cisco Quick Hit Briefing Big Data = Big $$$$ Learn how to Monetize Big Data with Cisco Welcome!...

Cisco Quick Hit Briefing Big Data = Big $$$$ Learn how to Monetize Big Data with Cisco Welcome! Connect using the audio conference box or by calling into the meeting : 1. Toll-Free: (866) 432-9903 2. Enter Meeting ID: 205 376 864 3. Press 1 to join the conference. Brian J. Avery Territory Business Manager Cisco Systems

Cisco Confidential 2 2013-2014 Cisco and/or its affiliates. All rights reserved. Welcome and Agenda Introduction What is a Quick Hit Briefing? CATCH THE BIG DATA Opportunity WAVE! What is Big Data? Big Data Sales Plays What you can sell Partners and Competitors Call To Action Resources, Conclusion Brian J Avery Territory Business Manager Florida Territory Commercial [email protected] Priors: Cisco Sales and Channels (9 yrs) President and CEO (6 yrs) Cisco Premier Partner Director of Sales (2 yrs) Cisco Silver Partner Financial Analyst (7 yrs) Sprint Corporation

Cisco Confidential 3 2013-2014 Cisco and/or its affiliates. All rights reserved. What Is a Quick Hit Briefing? A weekly partner briefing series designed for Cisco Commercial Territory partners Concise, relevant updates on: Cisco products and solutions Partner programs and promotions Partner Enablement Demand Generation, Selling Skills, Closing Tools, etc. Next Quick Hit Briefing Year-End Closing Tactics - Bring In All Your Deals Thursday Dec 11th, 2014 at 9:30 ET Check http://cs.co/quickhit for registration links and replays

CATCH THE BIG DATA Opportunity WAVE! US Commercial Big Data Strategy, Goals and Opportunity

Cisco Confidential 7 2013-2014 Cisco and/or its affiliates. All rights reserved. The second most popular search term on Gartner.com in the last year, behind only magic quadrant, was Hadoop/big data. The rest werent even close. - Merv Adrian, Research VP, Gartner, Inc.

Cisco Confidential 9 2013-2014 Cisco and/or its affiliates. All rights reserved. Big data relevance buys us a seat at the business table Every big data conversation has a key business driver behind it Big data projects are not just solving technology problems such as tech refresh, organic growth, etc. but usually also business problems Big data projects are more likely to be driven from the CFO or LOB than the CIO

Cisco Confidential 11 2013-2014 Cisco and/or its affiliates. All rights reserved. Big Data UCS TAM 11 Infrastructure TAM $7.8B (2014) $16.9B (2017) 10% Cisco Share of TAM = $1.69B (2017) A Billion Dollar Business! Drives UCS topline ($7B TAM, 27.1% CAGR) 100% Cisco infrastructure wallet share & account control (includes server, storage and networking) 8x higher ASP compared to average UCS C-Series deals ASP of BD starter deal is $250K, but they grow rapidly

Cisco Confidential 12 2013-2014 Cisco and/or its affiliates. All rights reserved. Why should you care? The big data market is booming Every Commercial AM has a Big Data opportunity in their customer base today (you just might not know about it) Customers can shift money that they are spending on Enterprise Data Warehouses, Oracle Licensing and Support to a Big Data/Hadoop environment and IMMEDIATELY save big money (up to ~50X) Provides thought leadership/strategic relevance to Cisco and an opportunity for business relevance, beyond IT We dont have to share the hardware stack Provides us a beachhead with C-series The software stack is relatively cheap ($1 of SW drags $4 of HW) Provides Cisco with an annuity revenue stream Can reach 7 - 8 figures in two years timeframe The competition is already actively selling into this market 12

Cisco Confidential 14 2013-2014 Cisco and/or its affiliates. All rights reserved. Operational (OLTP) Operational (OLTP) Traditional Enterprise Data Management 14 Operational (OLTP) Operational (OLTP) ETL EDW BI/Reports Online Transactional Processing Extract, Transform, and Load (batch processing) Enterprise Data Warehouse Business Intelligence Operational (OLTP) Operational (OLTP)

Cisco Confidential 15 2013-2014 Cisco and/or its affiliates. All rights reserved. The Explosion of Unstructured/Semi-structured Data A poor fit for the traditional relational database 20052015 2010 More than 90% is unstructured data Approx. 500 quadrillion files Quantity doubles every 2 years Most unstructured data is neither stored nor analyzed! 1.8 trillion gigabytes of data was created in 2011 10,000 0 GB of Data (IN BILLIONS) STRUCTURED DATA UNSTRUCTURED DATA Source: Cloudera

Cisco Confidential 16 2013-2014 Cisco and/or its affiliates. All rights reserved. Machine Operational (OLTP) Operational (OLTP) Operational (OLTP) Operational (OLTP) ETL BI/Reports Operational (OLTP) Operational (OLTP) Enterprise Data Management with Big Data 16 Web ETL Dashboards

Cisco Confidential 17 2013-2014 Cisco and/or its affiliates. All rights reserved. For our purposes, big data means wide scale-out rack-mount, bare-metal, DAS-centric, spindle-dense distributed computing architectures aimed at the 3 Vs of data: Volume, Velocity, Variety How Do We Define Big Data?

Cisco Confidential 18 2013-2014 Cisco and/or its affiliates. All rights reserved. What isnt Big Data? Usually not blade servers (not enough local storage) Usually not virtualized (hypervisor only adds overhead) Usually not highly oversubscribed (significant east-west traffic) Usually not SAN/NAS

Cisco Confidential 19 2013-2014 Cisco and/or its affiliates. All rights reserved. Integrated Data Warehouse ~80TB in Prod. Dual Active environment with CoD and online archive environment Analytics Tier: DMss and environments housing relevant data extracts, potential tiered DW archive space Common Logging, source data unload platform, and repository for other unstructured and semi-structured data sources Cost, Performance, and Capacity Enterprise Database Massive Scale-Out Column Store Hadoop No SQL Data Capacity Cost Structured Data: Relational Database Unstructured Data: Machine Logs, Web Click Stream, Call Data Records, Satellite Feeds, GPS Data, Sensor Readings, Sales Data, Blogs, Emails, Video Data Storage Capacity $20K/TB $10K/TB $500-$1K/TB Expensive Load 1TB/hr ETL HW:SW $ Split 70:30 and we dont have to share! HW:SW $ Split 30:70

Cisco Confidential 20 2013-2014 Cisco and/or its affiliates. All rights reserved. What Is Hadoop? Apache Hadoop is an open source software project that enables the distributed, fault tolerant processing of large data sets across clusters of servers. It is designed to scale up from a few servers to thousands of machines Its two primary components are the Hadoop Filesystem (HDFS) and the MapReduce application engine

Cisco Confidential 22 2013-2014 Cisco and/or its affiliates. All rights reserved. 22 Big data is still an emerging, dynamic market. New technologies and partners are emerging fast, startups come and go, competition evolves quickly.

Cisco Confidential 23 2013-2014 Cisco and/or its affiliates. All rights reserved. Big Data Sales Play Data Management: Building the Foundation Half the worlds data will be processed by Hadoop within 5 years Proactive sales play involving Cisco and Hadoop Partner sales teams Target Ciscos existing UCS customers MapR, Cloudera, HortonWorks will be on Cisco GPL Get in early to win the Pilot and drive significant Big Data Expansion Sales When in doubt, stay neutral 23

Cisco Confidential 24 2013-2014 Cisco and/or its affiliates. All rights reserved. Hadoop Partner Profile Company ClouderaHortonworksMapR Headquarters Palo Alto, CA San Jose, CA Sales Geography Worldwide Partner Contact Name Sandeep BrahmarouthuTracy LothringerJabari Norton Partner Contact Cell 408-410-9706425-442-2444650-208-4747 Partner Contact Email [email protected]@[email protected] Cisco Alliance Contact (PBDM) Joe Brand Wendy Leopold Standard Discount to Partner 61% Subscription Availability 28-Nov Hadoop License Sales YesNo (free via Open Source)Yes Hadoop Support Sales Yes 24

Cisco Confidential 25 2013-2014 Cisco and/or its affiliates. All rights reserved. Big Data Contacts Line of Business CMO CFO/Head of Finance SVP/VP of Sales Merger and Acquisition Leaders VP of Supply Chain Data Applications VP of BI/Analytics VP of Data Warehouse Chief Data Scientist Data Architects/Data Strategy Access to New Buying Centers VP of Infrastructure VP of Operations Chief Technology Officer Chief Information Officer VP of IT Director of IT IT

Cisco Confidential 26 2013-2014 Cisco and/or its affiliates. All rights reserved. Financial Services TelcoWeb / MediaRetail Health / Life Sciences Government Customer acquisition, retention, and profitability Fraud detection Compliance reporting Trading Risk Insurance Underwriting Churn analysis Subscriber data management Fraud analysis Social analysis Response times Traffic analysis Product affinity/ bundling Sentiment Analysis Content monetization Advertising optimization Store operation analysis Customer loyalty programs Loss prevention 360 degree view of a customer Web and Location Analytics Drug development and launch cost reduction Regulatory compliance Product quality Security/ anti-terror Budgetary control and management Asset control and assessment ETL Offload / Federal Budgetary Pressures Top Use Cases Are Driving Rapid Big Data Adoption Most Prominent Big Data Industry Use Cases By 2016, 25 Percent of Large Global Companies Will Have Adopted Big Data Analytics for at Least One Security or Fraud Detection Use Case Gartner

Cisco Confidential 27 2013-2014 Cisco and/or its affiliates. All rights reserved. Questions You Should Ask Every Customer Reducing cost, improving operational efficiency, competitive differentiation and growing top line revenue are key outcomes for many Big Data projects The Cisco UCS fabric-based architecture delivers exceptional performance, capacity, management simplicity and scale to derive value from the most challenging Big Data deployments The cost of Data Warehousing by archiving data and offloading ETL processing to Hadoop is 50 times less expensive than enterprise data warehouses Look for the VP of Business Intelligence, VP of IT, VP of Data Warehousing or LOB Executive. Almost every customer has a Big Data project they are thinking about or that is in process. What are your Use Cases for Big Data? How will you manage and operate your Big Data platform and scale as fast as your data? Is your Data Warehouse maintenance and capacity expansion getting too costly? Who in your organization is looking at Big Data, and Hadoop projects? Indicators Have you begun evaluating Hadoop? Do you have a Hadoop Project? What is your data warehousing strategy today? What kinds of relational databases do you use? Deep Dive Are you running out of space in your data warehouse? Are there ETL or data processing jobs that dont finish in time? How is the company affected when you miss your SLAs? What is the cost? Is there data you are unable to effectively store, process, or analyze with your current platform? Are you looking to control database growth? Are there projects you have had to delay or cancel due to platform storage capacity constraints? Do you have data retention policies? What happens when you need to restore data from an archive? Business: Do you have access to all the historical data you need in your reports?

Cisco Public 28 2013 Cisco and/or its affiliates. All rights reserved. Test Initial Use CaseExpand Initial Use Case Full Production Reoccurring Big Data Server Sales Add 16 servers POC rack to test Use Cases 4 & 5 $250K Add 16 Server POC Rack to test Use Cases 2 & 3 Add 100 servers for full production of Use Case 1 16 Server Rack for initial use evaluation Add 32 Server Expansion Rack, Initial Production M3-6 M1 M9 M12 M15 $500K $250K $1.5M $250K

Cisco Confidential 30 2013-2014 Cisco and/or its affiliates. All rights reserved. Easy to order (no missing parts) Aggressively discounted Tested and validated with our ISV partners Address majority of big data apps and workloads Appliance-like model without lock-in Matching CVDs show investment Cisco UCS Common Platform Architecture for Big Data Single-SKU pre-configured bundles Net: $250K HW, $250K SW 3 year agreement, doubles annually

Cisco Confidential 31 2013-2014 Cisco and/or its affiliates. All rights reserved. CPA Differentiators 1. Easy to deploy and scale 2. Single management platform 3. Better networking See Resources slides in the appendix for more information

Cisco Confidential 32 2013-2014 Cisco and/or its affiliates. All rights reserved. MULTIPLE DOMAINS Up to 10,000 Servers SINGLE DOMAIN Up to 10 Racks, 160 Servers Easily Scale Cisco UCS CPA for Big Data Scalability UCS Manager UCS Central SINGLE RACK 16 Servers

Cisco Confidential 33 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco UCS Advantage Simplified Management Throughout Cluster Lifecycle ProvisioningMonitoringMaintenanceGrowth UCSM provides: Speed Ease of experimentation Consistency Simplicity Visibility

Cisco Confidential 34 2013-2014 Cisco and/or its affiliates. All rights reserved. UCS Rack-Mount ServersUCS Blade Servers Big Data Common Platform Architecture NoSQL Database SAN/NAS Arrays Enterprise Applications Single Platform for Traditional and Big Data Applications

Cisco Confidential 35 2013-2014 Cisco and/or its affiliates. All rights reserved. Zero Touch Deployment of Hadoop Clusters On Demand Cluster Sizing Dashboard for status and health monitoring Centralized End-to-End Visibility Accelerating time to value for Hadoop Deployment Single Management Pane for Hadoop Clusters Extends UCS Management value prop into Hadoop Infrastructure UCSD Express For Big Data On-Demand Hadoop Deployment

Cisco Confidential 36 2013-2014 Cisco and/or its affiliates. All rights reserved. Cloud Data Sources Traditional Data Sources Cisco Data Virtualization on UCS with Nexus Interconnects Big Data Sources BI and Analytics Deployed on UCS Composite - Data Virtualization Across the Enterprise

Cisco Confidential 39 2013-2014 Cisco and/or its affiliates. All rights reserved. Key Hadoop Distributions Open Source HortonWorksCloudera MANAGEMENT Open Source MANAGEMENT ARCHITECTURAL INNOVATIONS MapR

Cisco Confidential 40 2013-2014 Cisco and/or its affiliates. All rights reserved. Competitors The Usual Suspects Main Competitors: Dell, HP, IBM, Amazon Arista, maybe Brocade Less Common: Whitebox Oracle/Sun, Teradata (appliances) EMC/Netapp*

Cisco Confidential 42 2013-2014 Cisco and/or its affiliates. All rights reserved. Ask your customer what they are doing with Hadoop? Go to your B-Series customers and let them know we have a Big Data Reference Architecture that fits seamlessly into their operations Call To Action Use the Big Data Sales Expert Mailer for help and resources: [email protected] Visit http://iwe.cisco.com/web/data-center/technology/big-datahttp://iwe.cisco.com/web/data-center/technology/big-data Get to know your Hadoop partners and sales teams

Cisco Confidential 43 2013-2014 Cisco and/or its affiliates. All rights reserved. Ask your customer what they are doing with Hadoop? Go to your B-Series customers and let them know we have a Big Data Reference Architecture that fits seamlessly into their operations Call To Action Use the Big Data Sales Expert Mailer for help and resources: [email protected] Visit http://iwe.cisco.com/web/data-center/technology/big-datahttp://iwe.cisco.com/web/data-center/technology/big-data Get to know your Hadoop partners and sales teams

Cisco Confidential 45 2013-2014 Cisco and/or its affiliates. All rights reserved. Selling Resources Big Data Playbook V2 http://dcg.cisco.com/attachments/Cisco%20UCS%20Big%20Data%20Sales%20 Playbook%20V2%20August%202013.pdf

Cisco Confidential 47 2013-2014 Cisco and/or its affiliates. All rights reserved. Other Big Data Resources Cisco Big Data Web Page - http://www.cisco.com/go/bigdata http://www.cisco.com/go/bigdata Cisco Design Zone for Big Data (CVDs) http://www.cisco.com/c/en/us/solutions/enterprise/data-center-designs-cloud-computing/bigdata.html Cisco UCS Common Platform Architecture for Big Data Solution At-A-Glance http://www.cisco.com/en/US/solutions/collateral/ns340/ns517/ns224/ns1199/at-a-glance-c45- 730798.pdfhttp://www.cisco.com/en/US/solutions/collateral/ns340/ns517/ns224/ns1199/at-a-glance-c45- 730798.pdf Cisco UCS Common Platform Architecture for Big Data Analyst Whitepaper http://www.cisco.com/en/US/solutions/ns340/ns517/ns224/ns1150/ns1199/245209January.pdf Unleashing IT Big Data Special Edition - http://www.unleashingit.com/BigData/index.aspx http://www.unleashingit.com/BigData/index.aspx

Cisco Confidential 48 2013-2014 Cisco and/or its affiliates. All rights reserved. Other Big Data Resources Big Data Partner At-a-Glance (AAG) (PDF - 410 KB) Big Data Partner At-a-Glance (AAG) Cisco UCS Integrated Infrastructure for Big Data BDM (PPTX - 9.31 MB) Cisco UCS Integrated Infrastructure for Big Data BDM Cisco UCS Director Express for Big Data BDM (PPTX - 2.70 MB) Cisco UCS Director Express for Big Data BDM Big Data Partner FAQ (PDF - 603 KB) Big Data Partner FAQ

Cisco Confidential 49 2013-2014 Cisco and/or its affiliates. All rights reserved. Join Us Next Week! Next Quick Hit Briefing Year-End Closing Tactics - Bring In All Your Deals Thursday Dec 11th, 2014 at 9:30 ET Check http://cs.co/quickhit for registration links and replays

Thank you.

Cisco Confidential 51 2013-2014 Cisco and/or its affiliates. All rights reserved. Big Data/Analytics DCV Big Data Stack Cisco Data Center Data Management Lead with UCS CPA Data Integration Target Teradata/ Neteeza customers Analytics / Business Intelligence Target LOB correlating multiple data sources

Cisco Confidential 52 2013-2014 Cisco and/or its affiliates. All rights reserved. 1.Big Data = Big $$$$ 2.Customers can shift money that they are spending on Enterprise Data Warehouses, Oracle Licensing and Support to a Big Data/Hadoop environment and IMMEDIATELY save big money (up to ~50X) 3.Every Commercial AM has a Big Data opportunity in their customer base today (you just might not know about it) 4.Line of Business customers are looking to generate additional revenue and grow their business through Big Data and Analytics Why Should you Care About Big Data?

Cisco Quick Hit Briefing Big Data = Big $$$$ Learn how to Monetize Big Data with Cisco Welcome!...

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