IBM SoftLayer Value Proposition - v1.01

The SoftLayer Value Proposition

PerformanceSimplicityFlexibilityControl

Avinaba BasuCloud Solutions SpecialistIBM Digital Sales - SoftLayer6th July 2015

Challenges of the New Age

1. Data Security2. Reskilling IT Professionals3. Governance – Enterprise-wide platform4. PnP solutions and an Exit Strategy

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1. Longterm Financial Predictability2. Cost effective3. Capex to Opex4. Faster GTM

Outcomes of the New Era

Elevator pitch

1. SoftLayer distinguishes itself with• Superior performance• Maximum flexibility, and• Extensive customer control

2. To match your workload or compliance requirements, we can deliver• Customizable bare metal servers within a few hours, or• Virtual servers in a matter of minutes

3. Our customizable servers are connected through a secure global private network and managed through a single control portal.

4. All of this is available over a unified platform and without a long term contract.

We can tie each product, service or

solution back to our values: performance,

flexibility and control.

!

Performance and flexibility

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• Configure, provision and de-provision in real time, from a common

interface (IMS portal) three types of servers:

1. Bare metal (single-tenant servers) – 2-4 hrs

2. Private Cloud (virtualized, single-tenant servers)

3. Public Cloud (virtual machines, multi-tenant servers) – 2-4 min

• Common, integrated architecture across all three types

• Select the data center (PoD) in which to provision each server

• Manage everything centrally, consolidated in a single pane of glass

Private Cloud Public CloudBare Metal

Full control - in your hands

• SoftLayer API provides 3000 function calls to 200+ services

• Supports REST, SOAP & XML-RPC interfaces

• Enables full auto-scaling implementations

• Improves customer control, reduces error, increases

flexibility

• Comprehensive documentation, libraries and support

Functions include:

• Automatic server deployment

• Service provisioning

• Reboots & reloads

• Ticketing

• Hardware configuration

• Software load

• DNS

• Network

• Storage

• Security scans

• Monitoring

In addition to our standard API, we offer

unique APIs to our Object

Storage and Message Queue

services.

!

• High-performance public network with transit from multiple tier-1 carriers

• Secure OOB management via VPN

• Private network for intra-application and inter-facility communications,

access to shared services

• Native IPv6 support

• Virtual racks for integrated management

• Complete suite of network services

Triple-network architecture

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Private network is unmetered across our entire global footprint. !

Global FootPrint – Data Centers & POPs

We are the ONLY Cloud provider in the world with a global Internet

backbone.

INDIAINDIA

CHINACHINATokyoTokyo

Hong KongHong Kong

SingaporeSingapore

MelbourneMelbourne

SeattleSeattle

San JoseSan Jose

Los AngelesLos Angeles

Mexico CityMexico City

DenverDenver

ChicagoChicago

DallasDallas

HoustonHouston

TorontoTorontoMontrealMontreal

BRAZILBRAZIL

New York CityNew York City

Washington D.C.Washington D.C.

MiamiMiami

LondonLondon FrankfurtFrankfurt

AmsterdamAmsterdam

ParisParis

SydneySydney

AtlantaAtlanta

DATA CENTER & NETWORK POINT OF PRESENCEDATA CENTER & NETWORK POINT OF PRESENCE

NETWORK POINT OF PRESENCENETWORK POINT OF PRESENCE

!

MilanMilan

Global FootPrint - Details

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• Global network of 22 Data Centers around the world, across multiple

geographies:

1. Milan, Italy is the newest Data Center, in Europe

2. USA has the highest concentration of DCs

3. Chennai, India will be the next DC to be launched

• Common, integrated architecture across all DCs

• Network POPs available to take up the data transfer in-between DCs

• One single Global Backbone Network, of 10TBps, to allow seamless

data flow across regions. Also, DC-to-DC data transfer is not billed at all.

78GB@$0.12/GB per month1

~7% of contract2

Standard Medium2 Compute Units, 3.75GB RAM, 410GB storage CentOS 6 64bit

2 core – 4GB RAM 400GB storage

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Effective pricexx

Support and bandwidth are included in SoftLayer base price

Key takeaways:

• Competitors may appear to have lower prices, but in reality you can end up paying the same or more

• SL’s price includes many features that customers are otherwise forced to pay extra for

• Including substantial bandwidth in our price allows customers to predict billing totals

6988

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SL’s Price Transparency makes it easy for customers to know what they are getting

CONTROL: PREDICTABLE BILLING

List price Bandwidth SupportSOURCE: SoftLayer

1 Based on observed average customer bandwidth consumption for comparable configurations2 Actual cost may range from 7-10% of total contract

Commodity Cloud Competitor

Customers must take a Holistic View when comparing On-Premise vs. Softlayer

Facilities2

Hardware purchases & refresh

Software

Staff/labor

10-15%

25-40%

35-40%

15-20%

Other1 4-6%

Storage(~12%)

Servers (~15%)

1Other” includes Connectivity/Bandwidth), Business Continuity & Disaster Recovery, each 2-3% of total2 Facilities includes facility costs (rent/depreciation), power and cooling, and facilities maintenance

• Hardware represents less than one third of total datacenter costs

• Server costs can represent only ~15% of total DC costs, roughly half of total hardware costs

• Simply comparing the up-front costs of hardware and software vs. the annualized cost of SL’s infrastructure fails to incorporate the majority of actual datacenter costs

Total annual costs

Network (~2%)

Hardware costs

• With in-house infrastructure, your company must build and maintain these key internal capabilities:

– Product engineering to design server/network architecture

– Infrastructure support (e.g., break/fix, monitoring)

– Middleware monitoring (e.g., building automation & other tools)

– Datacenter security and general administration

SOURCE: Gartner, interviews with SoftLayer sales managers; McKinsey expert interviews

• You must look beyond the most visible datacenter cost items of hardware and facilities as they can only represent 35-55% of all-in costs

• Datacenter support personnel / labor (e.g., infrastructure engineering, break/fix monitoring) can drive as much as ~40% of DC costs

Breakdown of in-house DC costs

% of total annual costs

SL vs. On-Premise and Colocation OptionsQuestions for customers

Do you feel confident in predicting where your company will be in 3-5 years?

• Investing significant capital in an in-house DC requires a high level of confidence into the future technology needs of your business

• Once this investment is made, there are large economic consequences for inaccurate forecasts (e.g., your growth accelerates, your go-to-market strategy shifts, you launch a new web-based product)

• SoftLayer places fully adjustable and customizable infrastructure at your fingertips, without the uncertainty and risk from the sunk-costs of a DC

Could you run your current infrastructure on servers purchased 3-5 years ago?

• Once you make the significant up-front investment in an in-house DC you’re locked into the decisionsyou make for multiple years

• With certainty, there will be new advances technology and you’ll be faced with the decision to invest in a hardware refresh, or risk falling behind

• SoftLayer is perpetually on the cutting edge of technology developments, giving you access to the latest generation of servers and letting you leverage our state-of-the-art redundant global network at a fraction of what it would cost to build one yourself

What is the impact of short term changes in your resource needs?

• Your in-house DC infrastructure is fixed, and does not provide the flexibility to deal with spikes in resource demand (e.g., new product launch) or necessary down-scaling (e.g., project termination)

• SoftLayer allows you to quickly scale up and down to meet demands with rapid server provisioning and the ability to instantly burst onto cloud VM’s

• SoftLayer allows you to meet the shifting needs of your business with solutions across bare metal, public and private cloud servers, all on one integrated platform

Where SoftLayer’s has an advantage

SoftLayer’s flexible, scalable, and customizable services provide a powerful platform for businesses that want to remain agile and decrease the risk of future uncertainty

Social

Software as a Service Mobile & Communications

Marketing and Digital Media

EnterpriseHosting & Service Providers

Games and Entertainment

Platform as a Service

Bump Voxer Instapaper Yelp

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21,000 leading-edge customers

Client examplesClient Country Business Business Problem to be Addressed

The Loft Group

Australia Creative digital agency

TLG traditionally designed and printed training manuals for the world’s largest cosmetics and beauty companies. TLG have identified opportunities to transform its business model and digitalize training materials for clients via an in-house developed learning SW platform.

Beltos Italia SAP service provider

Beltos had a long term relationship with international printing company Pasqui, serving as the application management service provider for its business-critical SAP environment.When a production server in Pasqui’s SAP infrastructure failed, they turned to Beltos for a more stable hosting solution. Beltos sought a cost effective cloud-based platform that would improve the availability, performance and reliability of Pasqui’s SAP environment.

Look Hunters

Colombia Fashion retailer

To support its retail fashion website, Look Hunters needed a security-rich, high-performance hosting infrastructure capable of easily and cost-effectively accommodating a growing user base.

Cnetric Singapur eCommercebusiness solutions provider

The company delivers collaborative e-commerce, business process management and business analytics solutions incorporating a wide range of IBM technologies. To offer its e-commerce solution to small to midsize businesses in the Asia-Pacific, Cnetric Enterprise Solutions sought a scalable, cost-competitive cloud delivery platform.

Mirantis EE.UU. “Open Source” Cloud data centers

Mirantis delivers all the technology, integration, training and support required for companies to succeed with production-grade open source cloud. Building out an OpenStack cloud for production workloads can take 4-12 weeks to design and provision, even for experienced operators.

Bharat Light/ Power

India Energy and utilities

BLP builds, owns and operates renewable energy power plants to generate clean energy through renewable sources namely wind; solar; bio mass and hydro. To help support its growth, BLP needed a partner that could provide IT infrastructure that is flexible and scalable with growing business demands.

Data Hotel Japon Managed hosting

DataHotel provides a managed hosting services for the clients and as their applications go global, DataHotel will host those applications across the world. DataHotel’s client base are social, gaming, web hosting companies. They desire to be a global provider for Japanese clients and expand to acquire international clients and help their clients go international with their games and social applications.

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Thank You!

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Appendix: Client one-pagers

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Germany-based MSP resells SoftLayer as white label offering to international clients requiring a hosted cloud infrastructure outside of Germany

Solution:

• To extend its capabilities, Black Point Arts teamed with IBM, signing on as a SoftLayer® reseller to deliver white-label SoftLayersolutions.

• They will be provisioning a bare metal server infrastructure and anticipates provisioning a wide range of additional SoftLayer infrastructure components in its role as reseller including dev and test, managed hosting, managed production, and transaction /lifecycle workload management.

Black Point Arts Internet Solutions GmbH

• Founded in 1995 Black Point Arts Internet Solutions acts as a traditional computer service company serving their customers in everything ranging from telecommunication products, IT Infrastructure, managed service to solution selling with CRM, ERP and project management.

Client:

• With customer demand for international hosting capabilities increasing, Black Point Arts Internet Solutions GmbH needed to team with a global cloud provider to help expand its portfolio and meet a wider range of needs.

Need:

In Collaboration With:

� Broadens service portfolio with flexible, scalable cloud infrastructure that supports global hosting demands

� Expands sales opportunities with myriad infrastructure options that can be provisioned on demand

� Offers rapid provisioning to bring new customers into the new cloud environment quickly and easily

Benefits:

CRDB Link

The Loft GroupAustralian-based creative digital agency takes its digital learning platform to new global markets with SoftLayer

Solution:Client:


• The Loft Group is a creative digital agency that specializes in e-learning.

• The Loft Group traditionally designed and printed training manuals most notably for the world’s largest cosmetics and beauty company.

• The company identified opportunities to transform its business model and digitalize training materials for clients via an in-house developed learning software platform.

• The Loft Group was attracted to IBM’s SoftLayer because the technology provided the company’s customer support teams with the ability to use analytics to monitor and tune their networks, providing consistent and effective performance.

• The IBM brand also factored into The Loft Group’s decision to adopt SoftLayer’s offering.

“Being able to precisely and quickly

respond to our customers’ needs in

every country is a critical pillar of

our global expansion, and this level

of performance tuning was one of

SoftLayer’s biggest differentiators.

By working with a well-regarded

company such as IBM, we are able

to inspire confidence in our clients

that our platform would be hosted

in a robust and secure cloud

environment…. so having IBM’s

brand power behind us makes it

that much easier to get our

business pitches across the line

with clients.”

-The Loft Group CEO and Founder, Gavin Russell

Benefit:

Loft Group Announced at Pulse, Link to CRDB Entry

Beltos with client PasquiItaly-based SAP solution provider helps their customer reduce costs by 30 percent and drives new business when it offers IBM SoftLayer infrastructure solutions

� 30% cost savings and improved availability, reliability and performance for the customer’s SAP environment.

� Expands business by meeting a wider range of needs and attracting new business opportunities.

� Improves value proposition by providing flexible, scalable cloud infrastructure to incorporate into offerings.

The Solution:

• When a production server in Pasqui’s SAP infrastructure failed, the organization turned to Beltos for a more stable hosting solution. Beltos sought a cost effective cloud-based platform that would improve the availability, performance and reliability of Pasqui’s SAP environment.

• Impressed by SoftLayer® technology’s ease of use, efficient support and myriad configuration options, Beltos moved the customer’s SAP workloads to a SoftLayer virtual server. With guidance from IBM Cloud Services and SoftLayer support, the company provisioned the new SoftLayer infrastructure and performed the migration quickly and easily.

The Client:

� A subsidiary of Dedagroup ICT Network, Beltos is an IBM Business Partner focused on four key lines of business: software development, business intelligence, SAP consulting and strategic outsourcing. The company was founded in 2012 and has approximately 20 employees.

� Beltos had a long term relationship with international printing company Pasqui, serving as the application management service provider for its business-critical SAP environment.


Benefits:

CRDB Link to Reference

Colombian online fashion retailer avoids capital investments, improves website performance and delivers uninterrupted service when it provisions a scalable SoftLayer hosting solution

• Launched in 2013, Look Hunters is an e-commerce website designed to sell affordable clothing and provide editorial content on the latest fashion trends. The site supports Colombian fashion designers by offering a channel to connect with and sell products to a wide range of prospective customers. The business has approximately 10 employees and is headquartered in Bogota, Colombia.

• To support its retail fashion website, Look Hunters needed a security-rich, high-performance hosting infrastructure capable of easily and cost-effectively accommodating a growing user base.

� Improves performance and delivers uninterrupted service to website users and customers

� Eliminates capital expense with usage-based pricing and supports growth by offering infrastructure on an as-needed basis

� Supports faster turnover of product inventory with quick, easy content uploading

The Client:

Look Hunters

� Based on the flexibility and security features offered by the SoftLayer® platform, as well as confidence in IBM as a trusted IT leader, the business signed up for a SoftLayer account and provisioned virtual server infrastructure to support its retail site.

� Look Hunters anticipates adding more SoftLayer technology, including load balancing functionality, as its user base expands.

The Solution: The Benefit :

In Collaboration With:CRDB Link to WIN


Singapore-based IBM BP chooses IBM SoftLayer as their IaaS partner to launch commerce-as-a-service solution

The Client:

Cnetric Singapore Pte Ltd

The Solution: The Benefit:


• Eliminates capital expense and ongoing infrastructure management costs for small to midsize businesses.

• Offers quick provisioningto rapidly bring new customers into the cloud-based environment.

• Provides global presence to support the company in extending its offering to customers worldwide.

• Cnetric determined that SoftLayer® technology met its requirements for ease of provisioning, scalability, security, cost-effectiveness and quality of support services.

• The company will provision SoftLayer virtual servers to deliver its e-commerce offering to its first customer and anticipates several more customers within the next year.

• Cnetric Enterprise Solutions is a software services and solutions company and IBM Premier Business Partner founded in 2003 by three former IBM executives.

• The company delivers collaborative e-commerce, business process management and business analytics solutions incorporating a wide range of IBM technologies.

• To offer its e-commerce solution to small to midsize businesses in the Asia-Pacific, Cnetric Enterprise Solutions sought a scalable, cost-competitive cloud delivery platform.

CRDB Link to WIN


Mirantis, Inc.

The Solution:The Need: The Partner:

• Mirantis OpenStack Express is a complete private data center. You get production-grade security and control to cut your time, cost and risks with OpenStack. And it’s ready for production in under one hour.

• Each cloud runs on its own dedicated, fully isolated bare-metal server, per physical machine, and can scale up or down on demand.

• Mirantis OpenStack Express provides attractive and cost effective single day pricing -only on IBM SoftLayer.


• IT organizations need more control of their cloud platform than with conventional public cloud, but more flexibility than with traditional virtualization.

• Building out an OpenStack cloud for production workloads can take 4-12 weeks to design and provision, even for experienced operators.

• Shared infrastructure in public clouds exposes users to performance volatility from other customers sharing the same resources.

• Mirantis is a VC-funded company headquartered in Mt. View, CA with five additional locations in Russia, Ukraine and Poland.

• Mirantis delivers all the technology, integration, training and support required for companies to succeed with production-grade open source cloud.

• Mirantis has over 400+ open source infrastructure experts and is a top 5 contributor to OpenStack’s upstream codebase.

Mirantis, the #1 pure play OpenStack company, is partnering with IBM to deploy ready-to-run OpenStack private Datacenter on demand on the industry leading IBM SoftLayer Infrastructure-as-a-Service Cloud.


Bharat Light & Power

The Solution:

10-year strategic outsourcing partnership including a SoftLayer cloud solution. The SoftLayer solution enabled the IBM team to easily integrate cloud into the deal with its easy to provision components. IBM is managing Private cloud for the client

The Need : •To help support its growth, BLP needed a partner that could provide IT infrastructure that is flexible and scalable with growing business demands.

•As a newer organization, BLP wanted to minimize up-front IT capital expenditures so that they could focus investments on business growth.

•BLP sought a partner that could provide business insights and be a true partner in business growth

The Client :

• Flexibility and scalability of IT infrastructure to support 4x business growth over 5 years

• Fast provisioning – minutes versus hours/days

• Low capital expense

• Ability to harness business insights and skills from a trusted partner


Benefits :

An energy & utility company in India, is one of IBM’s first Strategic Outsourcing wins to include SoftLayer

•Bharat Light & Power (BLP) is an energy and utility company based out of India.

• BLP builds, owns and operates renewable energy power plants to generate clean energy through renewable sources namely wind; solar; bio mass and hydro

•As a thriving mid-size organization in an emerging industry, BLP expects to grow its business 4 times over the next 5 years

Link to Win in CRDB

BLP Video –RMG Mailer

You tube Video

Press Release on IBM Website

Video on Client’s Website

Industry leading provider of cloud based information security, secure messaging and collaboration services expands their horizons with IBM SoftLayer

• SilverSky’s growing customer base includes 6,000 organizations around the globe in the financial services, retail, healthcare, energy, critical infrastructure and manufacturing sectors.

• SilverSky offers a variety of secure managed collaboration services from Microsoft, RIM and other vendors. Their Microsoft offerings include hosted Exchange, Office Communications Server (Lync) and SharePoint services.

• SilverSky also provides messaging continuity and archiving, messaging compliance management, email encryption, email content filtering, antivirus and SPAM filtering.

• SilverSky’s key market differentiator is their secure platform as a service offering managed email and collaboration services which meet or exceed major federal Industry standards.

Cost Reduction: Better infrastructure at lower cost achieved through SoftLayer economies of scale. Reduced labor cost by reducing physical infrastructure management.

Time to Market: SoftLayer is now able to order and deploy new virtual instances in 15 minutes or less and bare metal instances in 2 to 4 hours vastly improving their time to market from months to hours.

Risk Reduction: Moving CapEx to OpEx significantly improving financial performance and elasticity.

Simplification: Replaces many vendors with a single global vendor solution allowing full control through a single control panel.

Technology EnhancementsWith the SoftLayer architectureSilverSky can now offer customersfull active-active failover for Disaster Recovery, - a significant differentiator in the marketplace.IBM Partnership: Leveraging IBM distribution channels to sell offering while providing IBM sellers with a competitively priced secure Exchange, SharePoint, Lync and BES capability.

The Client:

SilverSky

• SilverSky was making significant capital investments in hardware, long-term data center leases and related human resources to support their rapid growth.

• They needed to shift more focus to their core SaaS business leveraging IaaS provider SoftLayer to simplify the business model, reduce cost, improve flexibility and time to market.

• SoftLayer operates data centers around the world better positioning SilverSky to expand their business globally and significantly shortening time to market in Europe and Asia/Pac.

• Leveraging IBM’s sales and distribution channels will help facilitate SilverSky's Growth.

The Need:

The Benefits:

Link to WIN in CRDB

In collaboration with:

Link 2 to Press Release



Link to SL Reseller Video


Link to Case Study

Link to Case Study PDF

DataHotel Co.,Ltd.Tokyo-based cloud aggregator provides value add to their social gaming clients by helping decisions around best cloud configurations

The Solution:

SoftLayer trial of bare metal single pane environment so the client can test latency, speed and other features essential for gaming

The Need:

• Desire to be a global provider for Japanese clients and expanding to acquire international clients and help their clients go international with their gamesand social applications.

• Searching for best-of-breed solution to cloud: they are trying to decide if they should use SoftLayer or use their own DC (build vs buy)

• Helping clients go international with their low-latency required applications (US & Singapore)

The Client:

• Ability to resell cloud locally and internationally, and help their clients reach foreign markets.

• Resell more value added services like BCRS and Monitoring.

• As their clients go global, have more apps and more international business, so DataHotel will be able to scale up to host the applications across the world.

• DataHotel is a subsidiary of LINE Corporation, the top social communication provider in Japan,

• DataHotel’s client base are social, gaming, web hosting companies.

• DataHotel provides a managed hosting services for the clients and as their applications go global, DataHotel will host those applications across the world.


Desired Benefits :

Video Link ( In Japanese)

CRDB Link to Client Reference

Farma Tre Informatica S.r.l.Italy-based software provider for pharmaceutical companies provides ERP cloud solution for its1,500 customers

The Need :

• Farma Tre Informaticaengaged IBM Global Technology Services to use the IBM SoftLayer offering to support its existing ERP application and to enable it to offer it directly to customers.

The Solution:

• Planned solution includes provisioning virtual machines, 4 CPUs and 32 GB RAM with capabilities to have data backup between two data centers, and mobile access.

• Desire is to deploy a Clustering Oracle and ServoyApplication Services with load balancing solution.

The Client:

• A quick start onto a SoftLayer production environment without incurring capex and leverage the cloud with a pay-as-you go model.

• Virtual cloud solution expected to immediately incur $20-30K in cost savings by avoiding capex.

• Possibility of a multi-tenancy environment and flexibility to use both public and private cloud.

• Desire to have data back up and a mobile-accessible solution.

• Earlier solution required bundling of computing, storage, and mobile - with SoftLayer benefit from having it all on one platform via one portal.

• Farma Tre Informatica S.r.l. is a software provider for pharmaceutical companies.

• Founded in the 1980s, and located in Vignola, Italy, the company, this ISV offers system management products and services.


Desired Benefits:

CRDB Link to WIN


End of Deck

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IBM SoftLayer Value Proposition - v1.01

Technology

Transcript of IBM SoftLayer Value Proposition - v1.01