- Cisco Files

Report
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.
Brian J. Avery
Territory Business Manager
Cisco Systems
2.
3.
Toll-Free: (866) 432-9903
Enter Meeting ID: 205 376 864
Press “1” to join the conference.
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
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
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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
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
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CATCH THE BIG DATA Opportunity WAVE!
US Commercial Big Data Strategy, Goals and Opportunity
Revolution in Data Driven Decision Making
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Why is Big Data Important?
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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“The second most
popular search term on
Gartner.com in the last
year, behind only ‘magic
quadrant’, was
‘Hadoop/big data’. The
rest weren’t even close.”
- Merv Adrian, Research VP, Gartner, Inc.
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Why Big Data?
- Jim Barksdale, CEO, Netscape
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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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
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Big Data wins - Partial list of UCS-based wins
$80M Actuals in FY14, $200M Target in FY15
Enterprise/GSP
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Commercial
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Big Data UCS TAM
Big Data: Strategic Growth Market for Cisco/DCG/UCS
InfrastructureTAM
TAM$7.8B
$7.8B (2014)
$16.9B (2017)
•• Infrastructure
(2014)
- >$16.9B
Big Data Revenue ($B): 2011- 2017
• (2017)
10% Cisco Share of TAM = $1.69B (2017)
35
• @10% Cisco share: $1.69B (2017)
A
Billion
Dollar
Business!
- A Billion Dollar Business
30
25
•
20
Services
Software
15
Infrastructure
Drives UCS topline ($7B TAM, 27.1% CAGR)
•• Drives
($16.1B
TAM,
27.1%
100%UCS
Ciscotopline
infrastructure
wallet
share
&
CAGR)
account control (includes server, storage and
networking)
• 100%
Cisco infra. wallet share & account
control (server/ storage/ networking
• 8x higher ASP compared to average UCS C-Series
• 8xdeals
higher ASP compared to average UCS CSeries
• deals
ASP of BD starter deal is $250K, but they
• ASP of BD starter deal is $250K
grow rapidly
10
5
0
2011
2012
2013
2014
© 20132014 Cisco
and/or
its its
affiliates.
All All
rights
reserved.
© 2013-2014
Cisco
and/or
affiliates.
rights
reserved.
2015
2016
2017
Cisco Confidential
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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 don’t 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
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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12
What is Big Data?
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Traditional Enterprise Data Management
Operational
(OLTP)
Operational
(OLTP)
Operational
(OLTP)
Online
Transactional
Processing
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
ETL
Extract,
Transform, and
Load (batch
processing)
EDW
BI/Reports
Enterprise Data
Warehouse
Business
Intelligence
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The Explosion of Unstructured/Semi-structured Data
A poor fit for the traditional relational database
10,000
1.8 trillion gigabytes of data
was created in 2011…
UNSTRUCTURED DATA
• More than 90% is unstructured data
(IN BILLIONS)
GB of Data
• Approx. 500 quadrillion files
• Quantity doubles every 2 years
• Most unstructured data is neither
stored nor analyzed!
STRUCTURED DATA
0
2005
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
2010
2015
Source: Cloudera
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Enterprise Data Management with Big Data
Operational
(OLTP)
Operational
(OLTP)
BI/Reports
ETL
Operational
(OLTP)
Dashboards
Web
Machine
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
ETL
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How Do We Define Big Data?
For our purposes, big data means wide scale-out rack-mount, bare-metal,
DAS-centric, spindle-dense distributed computing architectures aimed at
the “3 V’s” of data: Volume, Velocity, Variety
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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What isn’t 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
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Cost, Performance, and Capacity
HW:SW $ Split 30:70
Structured Data:
Relational Database
Expensive Load
1TB/hr ETL
Enterprise
Database
Massive Scale-Out
Column Store
$20K/TB
$10K/TB
Hadoop
No SQL
$500-$1K/TB
Unstructured Data:
Machine Logs, Web Click Stream,
Call Data Records, Satellite Feeds,
GPS Data, Sensor Readings, Sales
Data, Blogs, Emails, Video
HW:SW $ Split 70:30 and
we don’t have to share!
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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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
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Big Data Sales Plays
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Big data is still an emerging, dynamic market.
New technologies and partners are emerging fast,
startups come and go, competition evolves quickly.
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Big Data Sales Play
Data Management: Building the Foundation
Half the world’s data will be processed by
Hadoop within 5 years
• Proactive sales play involving Cisco and Hadoop Partner sales
teams
• Target Cisco’s 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
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Access to New Buying Centers
Big Data Contacts
IT
Line of Business
Data Applications
• CMO
• VP of BI/Analytics
• VP of Infrastructure
• CFO/Head of Finance
• VP of Data Warehouse
• VP of Operations
• SVP/VP of Sales
• Chief Data Scientist
• Chief Technology Officer
• Merger and
Acquisition Leaders
• Data Architects/Data
Strategy
• Chief Information Officer
• VP of Supply Chain
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
• VP of IT
• Director of IT
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Top Use Cases Are Driving Rapid Big Data Adoption
Most Prominent Big Data Industry Use Cases
Financial
Services
Telco
•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
Web / Media
•Sentiment
Analysis
•Content
monetization
•Advertising
optimization
Retail
•Store operation
analysis
•Customer loyalty
programs
•Loss prevention
•360 degree view
of a customer
•Web and
Location
Analytics
Health /
Life Sciences
•Drug
development
and launch cost
reduction
•Regulatory
compliance
•Product quality
Government
•Security/
anti-terror
•Budgetary
control and
management
•Asset control
and assessment
•ETL Offload /
Federal
Budgetary
Pressures
By 2016, 25 Percent of Large Global Companies Will Have Adopted
Big Data Analytics for at Least One Security or Fraud Detection Use Case
Cisco Confidential
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
—Gartner
26
Questions You Should Ask Every Customer
Look forin
theyour
VP of Business
Who
Intelligence,
organization
VP of IT, VP of Data is
Warehousingat
or Big
LOB Data,
looking
Executive. Almost every
and
Hadoop
customer
has a Big Data
project they are thinking
projects?
about or that is in process.
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Reducing cost,
improving
operational
What are
your
efficiency, competitive
Use Casesand
for
Big
differentiation
growing
top
line revenue are key
Data?
outcomes for many Big Data
projects
How will you
manage and
The Cisco UCS
fabric-based
operate
your
Big
architecture delivers
Data
platform
and
exceptional
performance,
capacity,as
management
scale
fast as
simplicity and scale to derive
your
data?
value from
the most
challenging Big Data
deployments
Is
Theyour
cost ofData
Data
Warehousing by archiving
Warehouse
data and offloading ETL
maintenance
processing to Hadoopand
is 50
times less expensive
than
capacity
expansion
enterprise data warehouses
getting too costly?
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Reoccurring Big Data Server Sales
Test Initial Use Case
Expand Initial Use Case
$250K
Add 16 Server
POC Rack to test
Use Cases 2 & 3
$250K
16 Server Rack
for initial use
evaluation
$500K
M9
Full Production
M15
M12
$1.5M
Add 100 servers
for full production
of Use Case 1
$250K
Add 16 servers
POC rack to test
Use Cases 4 & 5
Add 32 Server
Expansion Rack,
Initial Production
M3-6
M1
© 2013 Cisco and/or its affiliates. All rights reserved.
Cisco Public
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What you can sell
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Cisco UCS Common Platform Architecture for Big Data
Single-SKU pre-configured bundles
Net: $250K HW, $250K SW 3 year agreement, doubles annually
© 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 CVD’s show investment
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CPA Differentiators
See “Resources” slides in the appendix for more information
1. Easy to deploy and scale
2. Single management platform
3. Better networking
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Scalability
Easily Scale Cisco UCS CPA for Big Data
SINGLE RACK
16 Servers
SINGLE DOMAIN
Up to 10 Racks, 160 Servers
MULTIPLE DOMAINS
Up to 10,000 Servers
UCS Manager
UCS Central
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Cisco UCS Advantage
Simplified Management Throughout Cluster Lifecycle
Provisioning
UCSM provides:
Growth
Monitoring
Maintenance
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
•
•
•
•
•
Speed
Ease of experimentation
Consistency
Simplicity
Visibility
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Single Platform for Traditional and Big Data Applications
Big Data Common Platform
Architecture
Enterprise Applications
NoSQL Database
UCS Rack-Mount Servers
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
UCS Blade Servers
SAN/NAS Arrays
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UCSD Express For Big Data
On-Demand Hadoop Deployment
Zero Touch Deployment of Hadoop Clusters
 Accelerating time to value for Hadoop Deployment
 Single Management Pane for Hadoop Clusters
 Extends UCS Management value prop into Hadoop
Infrastructure
On Demand Cluster Sizing
Dashboard for status and health monitoring
Centralized End-to-End Visibility
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Composite - Data Virtualization Across the Enterprise
BI and Analytics
Deployed on UCS
Cisco Data Virtualization on UCS with Nexus Interconnects
Traditional Data
Sources
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Big Data Sources
Cloud Data
Sources
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Partners and Competitors
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Big Data Ecosystem
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Key Hadoop Distributions
Open Source
MapR
MANAGEMENT
Open Source
Cloudera
MANAGEMENT
HortonWorks
Open Source
ARCHITECTURAL
INNOVATIONS
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Competitors
The Usual Suspects
Main Competitors:
• Dell, HP, IBM, Amazon
• Arista, maybe Brocade
Less Common:
• Whitebox
• Oracle/Sun, Teradata
(appliances)
• EMC/Netapp*
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Call to Action
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Call To Action
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
Get to know your Hadoop partners and sales teams
Use the Big Data Sales Expert Mailer for help and resources:
[email protected]
Visit http://iwe.cisco.com/web/data-center/technology/big-data
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Call To Action
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
Get to know your Hadoop partners and sales teams
Use the Big Data Sales Expert Mailer for help and resources:
[email protected]
Visit http://iwe.cisco.com/web/data-center/technology/big-data
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Sales Resources,
Conclusion
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Selling Resources – Big Data Playbook V2
http://dcg.cisco.com/attachments/Cisco%20UCS%20Big%20Data%20Sales%20
Playbook%20V2%20August%202013.pdf
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Customer/Partner Resources – CVDs for all major distros
http://www.cisco.com/go/bigdata
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Other Big Data Resources
• Cisco Big Data Web Page - 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-c45730798.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
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Other Big Data Resources
• Big Data Partner At-a-Glance (AAG) (PDF - 410 KB)
• Cisco UCS Integrated Infrastructure for Big Data BDM (PPTX - 9.31 MB)
• Cisco UCS Director Express for Big Data BDM (PPTX - 2.70 MB)
• Big Data Partner FAQ (PDF - 603 KB)
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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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
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
49
Thank you.

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