© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1
New Route To Market
for MDS9124 & 9134
August 20th 2008
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 2
New Route To Market overview
Ana Rivas
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 3
Do you know what is the Market Opportunity for Fabric Switches in APAC?
Data Source: IDC APAC Fiber Channel Switch Market; fix port - vendor revenue; 16th July 2008
Do you know what is Cisco MS in APAC?
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 4
What are the low-end Cisco Fabric Switches ?
� MDS 9124 and MDS 9134, fabric switches for commercial customers and enterprise edge
–Simple and easy-to-use
–Highly affordable, pay-as-you-grow
–Industry-leading security
–Enterprise-class availability
–Exceptionally flexible
MDS 9124
MDS 9134
8, 16, 24 FC ports (4Gb)
24, 32 FC ports (4Gb)
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 5
Who are the Targeted Customers ?
� Small and medium-sized
businesses (SMBs); Single-Switch
SAN deployments; helping them
deploy cost-effective yet scalable
high-performance SANs.
� Large Enterprises; also ideal for
branch offices and departments in
large enterprises
� In Core-edge SAN deployment; for
transparent, end-to-end service
delivery in large data center core-
edge deployments
MDS 9124
MDS 91xx
MAN
Database
MDS 91xx
MDS 91xx
Email, Database
Storage ArraysTape Libraries
MDS 91xx
Departmental SAN
Business Continuity
Enterprise Core-Edge SAN
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 6
What are the Routes to Market for MDS products?What is NEW and Why ?
End Users
OSMs/STIs
Controlled Distributors
Resellers**
Distributors
CISCO
NHSA ATPs*
Distributors
Resellers
MDS 9100 MDS 9200 & MDS 9100
MDS 9500, MDS 9200 & MDS 9100
New Route to Market
* NHSA ATPs – Network-Hosted Storage Application Authorized Technology Providers** Only partners with direct purchase agreement with Cisco can order the products from Cisco directly
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 7
Leverage existing Cisco
partners to expand Fabric
coverage/sales*
Controlled Distribution
thru Specialized
ATPs
Leverage/strengthen OSM’srelationships to drive Fabric &
Directors
What is Cisco Fabric GTM Strategy for FY09?
End Users
GPL CDP/ATP OSM
MDS 9100 MDS 9200 & MDS 9100
MDS 9500, MDS 9200 & MDS 9100
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 8
What are the new SKUs in GPL (and WPL) ?
$3,500
$10,200
$2,250
$2,850
Total Price* (Product + Service)
8x4G FC SW SFPs with 8 port upglicense for MDS 9134 for APACn/aM9134PL8-4G-AP=
MDS 9134 with 24 ports enabled for APAC (include SFPs)CON-SNT-C9134APDS-C9134AP-K9
8x4G FC SW SFPs with 8 port upglicense for MDS 9124 for APACn/aM9124PL8-4G-AP=
MDS 9124 with 8 ports enabled for APAC (include SFPs)CON-SNT-C9124ADS-C9124AP-K9
DescriptionService SKUProduct SKU
* Country Standard Channel Discount practice applies
Spare Components: DS-C24-300AC= and DS-C34-FAN=
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 9
How to order? Example for MDS9124 8-port
� In APAC, China and Australia - GPL and WPL:
� First, tool will indicate price without SFPs
DS-C9124AP-K9
� Select switch, and price will be updated including SFPs
DS-C9124AP-K9 (plus SFPs)
� Select SMARTnet services
CON-SNT-C9124A
Total price (Switch, SFPs & SNT) $2,850
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 10
How to order? Example to Upgrade to 16-port
� Select 8-port upgrade (SFPs are included)
M9124PL8-4G-AP= $ 5,100
� Service is included in base switch
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 11
How to order? Example for MDS9134 24-port
� In APAC, China and Australia - GPL and WPL:
� First, tool will indicate price without SFPs
DS-C9134AP-K9
� Select switch, and price will be updated including SFPs
DS-C9134AP-K9 (plus SFPs)
� Select SMARTnet services
CON-SNT-C9134AP
Total price (Switch, SFPs & SNT) $10,200
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 12
How to order? Example to Upgrade to 32-port
� Select 8-port upgrade (SFPs are included)
M9134PL8-4G-AP= $13,700
� Service is included in base switch
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 13
What are the benefits for you and Cisco ?
� No longer issues with sales crediting; Cisco standard crediting practice will apply (no POS involved)
� Leverage existing partners to expand market coverage
� Increase sales volume
� Strengthen relationship with partners
� Reduce discount in SAN market..
� Upgrade opportunity in the future when customer’s small SAN grows into a Director requirement.
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 14
What are the benefits for Cisco partner and distributors ?
� Very competitive/low pricing
� Able to enjoy Cisco channel incentive programs (work in progress)
� Support partners to enter a new growing business
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 15
Product details and Sales Positioning
Ronson Ong
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 16
Introducing Cisco 9124 Fabric Switch
� Affordability without compromising functionality
� Ease-of-Use with Quick Configuration Wizard
� Industry-leading security for addressing compliance and regulation requirements
� Enterprise-class availability for increased business resilience
� Flexibility to grow with changing business needs
�“No hidden charges” for software license
Powered by SAN-OS Software
� Based on Cisco’s System-on-a-Chip (SOC) technology
� 24 x 4G FC ports in 1 RU form-factor
� On-demand ports
–8-port base with 8-port license for growth
� Line rate performance on each port
� Redundant, hot-swappable power supplies
MDS 9124 Platform
MDS 9124 – Front View
MDS 9124 – Rear View
Redundant Power Supply Fans
24 x 4G FC ports with line rate performance(8-port base with 8-port License)
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 17
Introducing Cisco 9134 Fabric Switch
� Affordability without compromising functionality
� Ease-of-Use with Quick Configuration Wizard
� Industry-leading security for addressing compliance and regulation requirements
� Enterprise-class availability for increased business resilience
� Flexibility to grow with changing business needs
�“No hidden charges” for software license
Powered by SAN-OS Software
� Based on Cisco’s System-on-a-Chip (SOC) technology
� 32 x 4G & 2 x 10G FC ports in 1 RU form-factor
� On-demand ports
–24-port base with 8-port license for growth
� Line rate performance on each port
� Redundant, hot-swappable power supplies
MDS 9134 Platform
MDS 9134 – Front View
MDS 9134 – Rear View
Redundant Power Supply Fans
32 x 4G FC ports with line rate performance(24-port base with 8-port License)
2 x 10G FC ports(10G port license required)
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 18
Step 3 – Launch Quick Configuration Wizard and provision services using an intuitive point-and-click GUI
Step 2 – Connect to Switch via Web Browser and install Fabric Manager on a PC
Step 1 - Configure the IP address of switch
Database
MDS 9124
Storage ArraysTape Libraries
Dramatically Simple and Easy-to-Use
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 19
Industry-Leading Security –Address Compliance and Regulation Requirements
Database
MDS 9124
Storage ArraysTape Libraries
� Fully secured management access controls (encryption and authentication)
� Enforce management access based on user privileges or roles (Read vs. Write etc.)
� Comprehensive audit trails for monitoring configuration and policy changes
� Secure management of passwords on an external server (vs. on local switch)
� Hardware-enforced Zoning for access controls on storage arrays
� Lock down physical switch ports for access to only trusted devices
� Prevent malicious users from spoofing SAN device addresses (WWN)
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 20
Enterprise-Class Availability –Enhanced Business Resilience
� Redundant, hot-swappable power supplies and fan
� Non-disruptive software upgrades for zero downtime
� Self-healing SAN-OS software to minimize SAN disruptions
� PortChannels for Inter-Switch Link (ISL) resiliency
� Virtual SANs for fault isolation
� Redundant management paths–Out-of-Band Ethernet and In-Band IP-
over-FC
MDS 9124 – PortChannels
•No membership restrictions•Transparent to a link failure•Hardware-based load balancing
MDS 9124 – Fault Isolation with VSAN
DatabaseE-Mail
X
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 21
Exceptional Flexibility –On-Demand Ports and Virtual SAN (VSANs)
E-Mail DatabaseE-Mail DatabaseE-Mail
Start with 8-ports and a VSAN for E-Mail
Add 8 more ports and a VSAN for Database
Add 8 more ports and a VSAN for Backup
Backup
Storage Storage Storage Storage Storage Tape
Competitive offerings will require 3 separate 8-port switches to achieve equivalent flexibility
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 22
“All-in-One” Simplified Licensing
Yes (FM/DM)
Yes
Yes
Yes
Yes
MDS 9124 &
MDS 9134
Customer must buy “ Advance Performance Mgmt” License
NoSAN real-time performance mgmt as a base feature?
Customer must buy “ FabricWatch” LicenseNoSAN fault management with thresholds as a base feature?
Customer must buy “Full Fabric” license for 8-port configuration
No
(for 8-port)
Fabric (i.e. E-Port) connectivity as a base feature?
Customer must buy “Extended Fabric”License
NoSAN Connectivity over distance as a base feature?
Customer must buy “ISL Trunking” licenseNoPortChannels (i.e. ISL Trunking) as base feature?
Vendor B Requires expensive licensing for features that are standard with
Cisco
Vendor B
No Hidden Charges.Availability, Security, and Flexibility are not an Option
These features are bundled together for a very low list price
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 23
MDS 9124/9134 Fabric Switch –Flexibility to Grow With Future Business Needs
� Business Continuity
� Compliance & RegulationsBusiness Continuity
� Consolidation
� Compliance and regulations
� Improved data protectionCore-Edge SAN
� Shared storage
� E-Mail/Database
� Backup
Departmental SAN
MAN
Database
MDS 9124/9134
Storage ArraysTape Libraries
Storage ArraysTape LibrariesMDS 9124/9134
MDS 9500
Email, Database
Storage ArraysTape Libraries
Storage ArraysTape Libraries
MDS 9124/9134 MDS 9124/9134
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 24
MDS 9124 & 9134 Fabric Switch –A Best-in-Class Switch Delivering a Compelling Value
Flexibility
Availability
Security
Affordability
Ease-of-Use
Requirement
� Powered by SAN-OS for seamless integration with Cisco’s market leading Director platforms
–Virtual SANs (VSANs), Traffic Management (QoS), Security, Troubleshooting and Diagnostics, and Fabric Manager and Fabric Manager Server (FMS)
� Enterprise-class availability capabilities minimizes downtime and improves business resilience
–Redundant, hot-swappable power supplies, Non-disruptive software upgrades, self-healing SAN-OS software, PortChannels, and Virtual SANs for fault isolation
� Industry-leading security for addressing compliance requirements–Fully secured management access controls, secure management of passwords on an external servers, hardware-enforced Zoning, lock down physical switch ports, authorization and authentication of devices
� On-demand “pay-as-you-grow” ports–Start with 8-ports and grow to 24-ports and 32-ports using 8-port licenses
� “All-in-one” licensing with no hidden charges
� Quick Configuration Wizard dramatically simplifies provisioning– 2-Step Wizard with an intuitive Point-and-Click user interface
MDS 9124 & 9134 Capabilities
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 25
MDS 9124, 9134 & Storage Positioning Guide
SUN StorageTek Family of Array
1. StorageTek 6140 (4GB Cache)
2. StorageTek 6540
SUN StorageTek Family of Array
1. StorageTek 3510FC
2. StorageTek 6140 (2GB Cache)
HDS Modular Storage Family of Array
1. AMS1000
HDS Modular Storage Family of Array
1. WMS100
2. AMS200
3. AMS500
HP StorageWorks Family of Array
1. EVA 6100
2. EVA 8100
HP StorageWorks Family of Array
1. MSA 2000fc
2. EVA 4100
3. EVA 4400
IBM System Storage Family of Array
1. DS4700 Model 72
2. DS4800
IBM System Storage Family of Array
1. DS3400
2. DS4200
3. DS4700 Model 70
EMC CLARiiON Family of Array
1. CLARiiON CX3-20FC
2. CLARiiON CX3-40
3. CLARiiON CX3-80
EMC CLARiiON Family of Array
� CLARiiON AX4
� CLARiiON CX3-10
� CLARiiON CX3-20FC/iSCSI
MDS 9134MDS 9124
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 26
Positioning against Brocade 8G Fabric Switches – Reality #1
� Host Bus Adaptors (HBA) – Upgrading existing servers to add HBAs is disruptive. So only new Greenfield opportunities
� Optics – There are distance limitations to the new 8Gb Optics. 8Gb Optics are 2 to 3x more expensive than 4Gb optics
� Storage Devices – SMB storage (EMC Clariion, HDS AMS200, HP EVA, IBM, etc) are still at 4Gb technology.
� Others – FCoE will delay any meaningful adoption of 8Gb in near term. If 8Gbps FC fabric switches is so important, why did Brocade buy Foundry?
� Throughput – Applications today are not even touching the max throughput 4Gbps offers.
So…8Gbps does not necessarily provide the best ROI!
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 27
Positioning against Brocade 8G Fabric Switches – Reality #2
Market Transitions – Source: Dell’Oro
8G FC Transition in 2009-2010
Limited applications for 8G FC in 2008-2009
Market Dynamics
� 8G optics are ~2-3 times more expensive than 4G
� 8G HBAs – available yet – will work with SFP+ only (8Gb Optics)
� 8G FC on storage arrays and tapes is expected in 2009- 2010
� Brocade offer 8G with 4G optics at a premium vs. 4G
� Inter Switch Links
10G valid alternative
� High Performance Virtual Servers
Very limited percentage of deployed servers
� Unlike 2G to 4G rapid transition, the 4G to 8G transition will be slower
� In 2008 majority of customers will deploy “8G ready” infrastructure, but still use 4G optics
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 28
Call to Action
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 29
More information
� APAC Datacenter web site
http://wwwin-asiapac.cisco.com/dc/storage.shtml
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 30
BACKUP SLIDES
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 31
GPL - APAC
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 32
FY09 Fabric TAM in APAC ($’000)
0
10,000
20,000
30,000
40,000
50,000
60,000A
ustr
alia
PR
C
Ho
ng
Ko
ng
Ind
ia
Ind
on
esia
Ko
rea
Ma
laysia
NZ
Ph
ilip
pin
es
Sin
ga
po
re
Ta
iwa
n
Th
aila
nd
Vie
tna
m
Data Source: IDC
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