How-to-Sell Data Center [January 2010]


How-to-Sell Data Center [January 2010]
Data Center
[January 2010]
Why You Should Care
Business Trends
Value proposition
What to sell
Selling Tips
Competitive Snapshot
Resources to Help You Succeed
©2010 Avaya, Inc. All rights reserved.
Why You Should Care
Data Centers are key to organizations as it hosts their
critical data and applications
Avaya’s switches are depended on in fortune 500
Avaya switches provide deterministic sub-second network
failover from server to network core for maximum resiliency
Controlling the Data Center will improve selling to campus
and branch offices
The combined offering of data and voice can provide
customers a total solution from one vendor that can
enhance the relationship and keep competitors away
©2010 Avaya, Inc. All rights reserved.
Ethernet Switch Market Size*
Fixed 10GbE
switches will
represent the
majority of port
shipments in the
Data Center
FCoE has a huge
potential growth in
the coming years
* Source = DellO’ro, WW 5yr Ethernet Forecast July 2009
Data Center port
shipments represent
~25% of overall total
Ethernet market
According to Gartner,
virtualization is #1 in
IT trends in 2009
Data Center Market Will be The Growth Engine for 10GbE Switches
©2010 Avaya, Inc. All rights reserved.
More facts…
“One large data center can consume enough juice
to power a small city of 30,000 to 40,000 people.”
- A major financial newspaper, June 2006
IDC predicts cost to cool and power servers globally will increase from
$26Billions to $44Billions in 2010
Most servers run at 10-15% utilization !
A server costs $300 to $600 each year in direct energy costs, and another $300 to
$600 a year in cooling costs
Power company in Boston will write check for $4M if you break ground
and move Data Center outside city !
In London, Mumbai, Tokyo and New York City, data center
operators can't get more power to their sites
12-15% and growing
IT typically represents 30 to 40% of a
company’s energy consumption
ICT contributes to ~2% of Global CO2
emissions which is roughly equivalent to
the Aviation Industry and if left unchecked
it’s growth is unsustainable
Servers &
©2010 Avaya, Inc. All rights reserved.
CIO & Data Center Manager Challenges
Strategic & Tactical Pain Points
(Expensive Aging DC)
Effective (Server) Resource Utilization
WAN Bandwidth Utilization
Managing Growing Circuit Costs
By 2010, 50% of DCs need refresh
Disparate Networks; Maxed-Out Facilities
Power & Cooling Costs
• Today: Hosting; 09/10: Large DC
Application Consolidation Imperative
• Implementation Issues Multi-faceted
REDUCE TCO – Total Cost• of
& Cooling up from 1:0.5 to 1:2
Agile Data Center
(adapting to Business Changes)
Operational Simplification
(including Process Automation)
Flexible with Business Growth
Data Center Managers & Operations
CIO – Chief Information Officer
(Physical / Environmental / I/F)
Secure B2B / e-Business
(Managing non-existent Perimeter)
Proliferation of different Devices & Users
(without ubiquitous security enforcement)
• Need for control at a granular level
Ease in Access to Resources
• Single Sign-On needed for B2B Ops
Virtual Office (Mobility)
Business Enablement
Need Dynamic Mgmt & Orchestration
Operational Complexity
(ability to Deliver Value)
Disaster Recovery / Business Continuity
Meeting Security & Compliance Needs
TTS – In ‘min/hrs’ Not weeks/months’
Extranet B2B / eBusiness Connectivity
Globalization; Cross Border Businesses
(Adherence to HIPPA, PCI, COBIT)
(integrating Silos of Solutions)
Complex Day2Day Management
Dynamically Adapt to Growth &
Contraction of Business
Network, Server, Storage – 3 Silos
Infrastructure not Application/Biz Focused
©2010 Avaya, Inc. All rights reserved.
Avaya Data Center Switches
Value Proposition
Uninterrupted business services that meet the increasing demand of
consolidated and virtualized Data Centers to reduce operational costs,
improved time to service & drive revenue
– Supported by advanced carrier-like reliability, performance, scalability and
network simplicity resulting in maximizing network & application uptime
• Unified Communication Management for all devices
– Ethernet Routing Switch 8300 for server access layer
– Ethernet Routing Switch 8600 for medium core
– Virtual Services Platform 9000(1H10) for large to very large core
– Ethernet Routing Switch 5500/5600 for server access layer
ERS 8300
ERS 8600
VSP 9000
ERS 5500
ERS 5600
Your Dependable Platform for the Consolidated and Virtualized
Data Center
©2010 Avaya, Inc. All rights reserved.
Unified Communications Management
Unifying Application Components
©2010 Avaya, Inc. All rights reserved.
ERS 8300/8600
ERS 5600
ERS 5500
VSP 9000
SR 4134
Avaya Data Center Switches
Key Benefits
REDUCE TCO – Total Cost of Ownership
ALIGN TO BUSINESS – Raise Productivity
DELIVER TTS – In ‘min/hrs’ Not weeks/months’
Reliable Infrastructure – Five 9’s reliability
Simplified Network – Easy to mange and deploy
©2010 Avaya, Inc. All rights reserved.
What Questions Should I Ask?
Data Center
What are your plans for consolidating and virtualizing Data Center...?
Are you looking at combating infrastructure complexity to minimize IT
management cost?
Are you experiencing performance or availability issues with your
business critical applications?
Is real estate and power consumption a concern?
Do you want to fully utilize switching capacity of HA systems to
maximize your investment?
Are you experiencing high operational cost?
How prepared is your network for the bandwidth & quality demands of
modern applications..?
©2010 Avaya, Inc. All rights reserved.
Who Needs It?
Data Center Switches
Enterprise and Hosting Data Centers that:
– Are consolidating and virtualizing
– Are growing and require scalability
– Are suffering from poor application availability and/or
– Need best-of-class resilient solution to extend server
virtualization (VMware/Hyper-V) to the network
– Need to simplify managing the network infrastructure
– Need to support multiple customer environments (hosting)
©2010 Avaya, Inc. All rights reserved.
SWOT Analysis:
ERS 8300 vs. Cisco C4500
Avaya Strengths
Competitive Weaknesses
> Versatile product: deployable in the Core
or in the Access
> Core Switch Clustering technology for
high-availability network solution
> Superior Convergence features: PoE,
QoS with 8 queues, and Standardsbased auto-discovery (802.1AB)
> High performance switching architecture
with in-built system redundancy
> Innovative Access Control security
> 8300 has better pricing
> 8300 has better QoS – C4500 only
supports 4 Queues, and performance is
very low (6Gbps per Slot) meaning high
> 8300 has more consistent Chassis &
Module capabilities – C4500 has too
many options for both, making planning
and investment protection difficult
> C4500 relies on Spanning Tree…
Avaya Opportunities
> 8300 has strong performance, port
diversity, & feature-set capabilities
> 8300 is outstanding as the Enterpriseclass Access Switch in the large network
> 8300 is gaining strength as the Core
Switch, & ideal for the medium-sized
> 8300 provides a compelling solution
providing consistent hardware & software
in both Core & Access
Competitive Threats
> Brand, Brand, and Brand
> Entry-level (low-performance) Supervisor
Engine pricing, giving a false impression
of good pricing
> Superficially high levels of software
functionality; but Customers should not
by wowed by the fact that premium
features are configurable; C4500
leverages IOS, so many features are
available but few are required.
©2010 Avaya, Inc. All rights reserved.
SWOT Analysis:
ERS 8600 vs. Cisco C6500
Avaya Strengths
Competitive Weaknesses
> Leverage installed base of more than
50,000 chassis.
> Core “Switch Clustering” technology for
high-availability network solution
> Simple and cost effective IP VPN solution
> A mix of high density and diversity port
module options
> Flexible 10G RSP network processor for
future SW upgrade without network forklift
> 8600 has better pricing
> 8600 provides sub-second network
failover without price premium
> 8600 has lower TCO
> 6500 has complex and expensive
virtualization options
> 6500 lacks investment protection as
limited interoperability exists between
Sup Engines, daughter cards & linecards
Avaya Opportunities
Competitive Threats
> Huge market opportunity (~$6.5B/yr) for
modular switches to pursue and leverage
our installed base
> 8600 supports up to 96 10GbE ports for
the high growing 10G market
> 8600 offers advanced features & modules
that enable us to go after new applications
> Brand, Brand, and Brand
> C6500 is a little denser but too expensive
> Entry-level (low-performance) Supervisor
Engine pricing, giving a false impression
of good pricing
> C6500 offers a wide range of specialty
©2010 Avaya, Inc. All rights reserved.
SWOT Analysis:
VSP 9000 vs. Cisco Nexus 7000
Avaya Strengths
Competitive Weaknesses
> Leverage installed base of 60,000 ERS
> Similar to ERS 8600 CLI that will
minimize operational costs for
> Terabit Performance and advanced
feature sets including virtualization and
integrated services
> VSP 9000 has much higher architecture
capacity 27Tbps vs. Nexus 15Tbps
> VSP 9000 has better pricing
> VSP 9000 has more consistent Chassis
foot print as ERS portfolio
> VSP 9000 provides 3 Chassis / rack (720
ports 10GE) or 40% more 10GE ports
> VSP has 2x performance -970Mpps IPv4
Avaya Opportunities
Competitive Threats
> Market forecast is healthy (~ $7B/yr).
Projected revenue $1.2B (2H10-12)
> Leverage Gigabit migration to the
desktop with ultra high density 10 Gigabit
> Go after Greenfield opportunities (Data
Center & Campus LAN) with an
advanced platform.
> Leverage virtualization market strength
> Brand, Brand, and Brand
> Nexus 7000 has already been shipping
since 2008. VSP 9000 won’t ship till end
of Q2 2010.
> Customers may migrate to new platforms
before this product ships.
> VSP 9000 won’t have the virtualization
features in first release
©2010 Avaya, Inc. All rights reserved.
Did you know?
Avaya data is the ONLY vendor that can provide
deterministic sub-second network resiliency for server
access to core network without price premium
Why should you care?
– Ensure business continuity and reduce revenue loss
– Lower operational costs
– Enhance user, customer & partner experience for all
– Improve customer satisfaction for all
Proof points
©2010 Avaya, Inc. All rights reserved.
Did you know?
Avaya data is the ONLY vendor that provides CAPEX
protection for ALL Data Center switches in high-availability
Why should you care?
– Higher return on investment
– Higher performance that enhances voice and data traffic
©2010 Avaya, Inc. All rights reserved.
Did you know?
Avaya data is the ONLY vendor that provides a simplified
and cost effective IP Virtual Private Network solution
across the entire campus and Data Center
Why should you care?
– Lower operational cost as management, training and
troubleshooting is minimal
– Lower capital equipment expenditure as no additional
equipment is required
©2010 Avaya, Inc. All rights reserved.
Did you know?
Avaya data is the ONLY vendor that provides no single
point of failure (link or unit) and leading stacking
performance for Data Center “Top-of-Rack” deployments
Why should you care?
– Ensure voice and data traffic continuity
– Improve network and business uptime
– Ease of network scaling as business grows
Proof points
©2010 Avaya, Inc. All rights reserved.
Did you know?
Avaya data provides up to 40% less power consumption
than leading competitor. In addition, new power savings
technique that provide additional power savings
Why should you care?
– Reduce energy bill and invest the savings into IT
– Reduce carbon emissions
Proof points
©2010 Avaya, Inc. All rights reserved.
Did you know?
Avaya data provides Best-in-Class connectivity to VMware
ESX servers & iSCSI storage ensuring always-on
operation for mission critical applications
Why should you care?
– Lower operational costs
– Reduce planned and unplanned maintenance
– Flexible configuration options for great investment protection
– Efficient network design requires less power and cooling
Proof points
©2010 Avaya, Inc. All rights reserved.