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) – 20-40 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.

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• 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 27 Data Centers around the world, across multiple

geographies:

1. Chennai, India is the newest Data Center, in Asia

2. Dallas, USA has the highest concentration of DCs

3. Sao Paolo, Brazil is also a recently launched DC

• 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 Medium

2 Compute Units,

3.75GB RAM,

410GB storage

CentOS

6 64bit

2 core – 4GB

RAM 400GB

storage

103

102

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 configurations

2 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 total

2 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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25,000 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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