Cisco Quick Hit Briefing Big Data = Big $$$$ Learn how to Monetize Big Data with Cisco Welcome!...
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Cisco Quick Hit Briefing Big Data = Big $$$$ Learn how to Monetize Big Data with Cisco Welcome! Connect using the audio conference box or by calling into the meeting: 1. Toll-Free: (866) 432- 9903 2. Enter Meeting ID: 205 376 864 3. Press “1” to join the conference. Brian J. Avery Territory Business Manager Cisco Systems
Cisco Quick Hit Briefing Big Data = Big $$$$ Learn how to Monetize Big Data with Cisco Welcome! Connect using the audio conference box or by calling into
Cisco Quick Hit Briefing Big Data = Big $$$$ Learn how to
Monetize Big Data with Cisco Welcome! Connect using the audio
conference box or by calling into the meeting : 1. Toll-Free: (866)
432-9903 2. Enter Meeting ID: 205 376 864 3. Press 1 to join the
conference. Brian J. Avery Territory Business Manager Cisco
Systems
Slide 2
Cisco Confidential 2 2013-2014 Cisco and/or its affiliates. All
rights reserved. 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
Slide 3
Cisco Confidential 3 2013-2014 Cisco and/or its affiliates. All
rights reserved. 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
Slide 4
CATCH THE BIG DATA Opportunity WAVE! US Commercial Big Data
Strategy, Goals and Opportunity
Slide 5
Cisco Confidential 5 2013-2014 Cisco and/or its affiliates. All
rights reserved. Revolution in Data Driven Decision Making
Slide 6
Cisco Confidential 6 2013-2014 Cisco and/or its affiliates. All
rights reserved. Why is Big Data Important?
Slide 7
Cisco Confidential 7 2013-2014 Cisco and/or its affiliates. All
rights reserved. The second most popular search term on Gartner.com
in the last year, behind only magic quadrant, was Hadoop/big data.
The rest werent even close. - Merv Adrian, Research VP, Gartner,
Inc.
Slide 8
Cisco Confidential 8 2013-2014 Cisco and/or its affiliates. All
rights reserved. Why Big Data?
Slide 9
Cisco Confidential 9 2013-2014 Cisco and/or its affiliates. All
rights reserved. 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
Slide 10
Cisco Confidential 10 2013-2014 Cisco and/or its affiliates.
All rights reserved. Big Data wins - Partial list of UCS-based wins
$80M Actuals in FY14, $200M Target in FY15 Enterprise/GSP
Commercial
Slide 11
Cisco Confidential 11 2013-2014 Cisco and/or its affiliates.
All rights reserved. Big Data UCS TAM 11 Infrastructure TAM $7.8B
(2014) $16.9B (2017) 10% Cisco Share of TAM = $1.69B (2017) A
Billion Dollar Business! Drives UCS topline ($7B TAM, 27.1% CAGR)
100% Cisco infrastructure wallet share & account control
(includes server, storage and networking) 8x higher ASP compared to
average UCS C-Series deals ASP of BD starter deal is $250K, but
they grow rapidly
Slide 12
Cisco Confidential 12 2013-2014 Cisco and/or its affiliates.
All rights reserved. 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 dont 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 12
Slide 13
Cisco Confidential 13 2013-2014 Cisco and/or its affiliates.
All rights reserved. What is Big Data?
Slide 14
Cisco Confidential 14 2013-2014 Cisco and/or its affiliates.
All rights reserved. Operational (OLTP) Operational (OLTP)
Traditional Enterprise Data Management 14 Operational (OLTP)
Operational (OLTP) ETL EDW BI/Reports Online Transactional
Processing Extract, Transform, and Load (batch processing)
Enterprise Data Warehouse Business Intelligence Operational (OLTP)
Operational (OLTP)
Slide 15
Cisco Confidential 15 2013-2014 Cisco and/or its affiliates.
All rights reserved. The Explosion of Unstructured/Semi-structured
Data A poor fit for the traditional relational database 20052015
2010 More than 90% is unstructured data Approx. 500 quadrillion
files Quantity doubles every 2 years Most unstructured data is
neither stored nor analyzed! 1.8 trillion gigabytes of data was
created in 2011 10,000 0 GB of Data (IN BILLIONS) STRUCTURED DATA
UNSTRUCTURED DATA Source: Cloudera
Slide 16
Cisco Confidential 16 2013-2014 Cisco and/or its affiliates.
All rights reserved. Machine Operational (OLTP) Operational (OLTP)
Operational (OLTP) Operational (OLTP) ETL BI/Reports Operational
(OLTP) Operational (OLTP) Enterprise Data Management with Big Data
16 Web ETL Dashboards
Slide 17
Cisco Confidential 17 2013-2014 Cisco and/or its affiliates.
All rights reserved. For our purposes, big data means wide
scale-out rack-mount, bare-metal, DAS-centric, spindle-dense
distributed computing architectures aimed at the 3 Vs of data:
Volume, Velocity, Variety How Do We Define Big Data?
Slide 18
Cisco Confidential 18 2013-2014 Cisco and/or its affiliates.
All rights reserved. What isnt 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
Slide 19
Cisco Confidential 19 2013-2014 Cisco and/or its affiliates.
All rights reserved. Integrated Data Warehouse ~80TB in Prod. Dual
Active environment with CoD and online archive environment
Analytics Tier: DMss and environments housing relevant data
extracts, potential tiered DW archive space Common Logging, source
data unload platform, and repository for other unstructured and
semi-structured data sources Cost, Performance, and Capacity
Enterprise Database Massive Scale-Out Column Store Hadoop No SQL
Data Capacity Cost Structured Data: Relational Database
Unstructured Data: Machine Logs, Web Click Stream, Call Data
Records, Satellite Feeds, GPS Data, Sensor Readings, Sales Data,
Blogs, Emails, Video Data Storage Capacity $20K/TB $10K/TB
$500-$1K/TB Expensive Load 1TB/hr ETL HW:SW $ Split 70:30 and we
dont have to share! HW:SW $ Split 30:70
Slide 20
Cisco Confidential 20 2013-2014 Cisco and/or its affiliates.
All rights reserved. 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
Slide 21
Cisco Confidential 21 2013-2014 Cisco and/or its affiliates.
All rights reserved. Big Data Sales Plays
Slide 22
Cisco Confidential 22 2013-2014 Cisco and/or its affiliates.
All rights reserved. 22 Big data is still an emerging, dynamic
market. New technologies and partners are emerging fast, startups
come and go, competition evolves quickly.
Slide 23
Cisco Confidential 23 2013-2014 Cisco and/or its affiliates.
All rights reserved. Big Data Sales Play Data Management: Building
the Foundation Half the worlds data will be processed by Hadoop
within 5 years Proactive sales play involving Cisco and Hadoop
Partner sales teams Target Ciscos 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 23
Slide 24
Cisco Confidential 24 2013-2014 Cisco and/or its affiliates.
All rights reserved. Hadoop Partner Profile Company
ClouderaHortonworksMapR Headquarters Palo Alto, CA San Jose, CA
Sales Geography Worldwide Partner Contact Name Sandeep
BrahmarouthuTracy LothringerJabari Norton Partner Contact Cell
408-410-9706425-442-2444650-208-4747 Partner Contact Email
[email protected]@[email protected]
Cisco Alliance Contact (PBDM) Joe Brand Wendy Leopold Standard
Discount to Partner 61% Subscription Availability 28-Nov Hadoop
License Sales YesNo (free via Open Source)Yes Hadoop Support Sales
Yes 24
Slide 25
Cisco Confidential 25 2013-2014 Cisco and/or its affiliates.
All rights reserved. Big Data Contacts Line of Business CMO
CFO/Head of Finance SVP/VP of Sales Merger and Acquisition Leaders
VP of Supply Chain Data Applications VP of BI/Analytics VP of Data
Warehouse Chief Data Scientist Data Architects/Data Strategy Access
to New Buying Centers VP of Infrastructure VP of Operations Chief
Technology Officer Chief Information Officer VP of IT Director of
IT IT
Slide 26
Cisco Confidential 26 2013-2014 Cisco and/or its affiliates.
All rights reserved. Financial Services TelcoWeb / MediaRetail
Health / Life Sciences Government 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 Sentiment Analysis Content monetization
Advertising optimization Store operation analysis Customer loyalty
programs Loss prevention 360 degree view of a customer Web and
Location Analytics Drug development and launch cost reduction
Regulatory compliance Product quality Security/ anti-terror
Budgetary control and management Asset control and assessment ETL
Offload / Federal Budgetary Pressures Top Use Cases Are Driving
Rapid Big Data Adoption Most Prominent Big Data Industry Use Cases
By 2016, 25 Percent of Large Global Companies Will Have Adopted Big
Data Analytics for at Least One Security or Fraud Detection Use
Case Gartner
Slide 27
Cisco Confidential 27 2013-2014 Cisco and/or its affiliates.
All rights reserved. Questions You Should Ask Every Customer
Reducing cost, improving operational efficiency, competitive
differentiation and growing top line revenue are key outcomes for
many Big Data projects The Cisco UCS fabric-based architecture
delivers exceptional performance, capacity, management simplicity
and scale to derive value from the most challenging Big Data
deployments The cost of Data Warehousing by archiving data and
offloading ETL processing to Hadoop is 50 times less expensive than
enterprise data warehouses Look for the VP of Business
Intelligence, VP of IT, VP of Data Warehousing or LOB Executive.
Almost every customer has a Big Data project they are thinking
about or that is in process. What are your Use Cases for Big Data?
How will you manage and operate your Big Data platform and scale as
fast as your data? Is your Data Warehouse maintenance and capacity
expansion getting too costly? Who in your organization is looking
at Big Data, and Hadoop projects? Indicators Have you begun
evaluating Hadoop? Do you have a Hadoop Project? What is your data
warehousing strategy today? What kinds of relational databases do
you use? Deep Dive Are you running out of space in your data
warehouse? Are there ETL or data processing jobs that dont finish
in time? How is the company affected when you miss your SLAs? What
is the cost? Is there data you are unable to effectively store,
process, or analyze with your current platform? Are you looking to
control database growth? Are there projects you have had to delay
or cancel due to platform storage capacity constraints? Do you have
data retention policies? What happens when you need to restore data
from an archive? Business: Do you have access to all the historical
data you need in your reports?
Slide 28
Cisco Public 28 2013 Cisco and/or its affiliates. All rights
reserved. Test Initial Use CaseExpand Initial Use Case Full
Production Reoccurring Big Data Server Sales Add 16 servers POC
rack to test Use Cases 4 & 5 $250K Add 16 Server POC Rack to
test Use Cases 2 & 3 Add 100 servers for full production of Use
Case 1 16 Server Rack for initial use evaluation Add 32 Server
Expansion Rack, Initial Production M3-6 M1 M9 M12 M15 $500K $250K
$1.5M $250K
Slide 29
Cisco Confidential 29 2013-2014 Cisco and/or its affiliates.
All rights reserved. What you can sell
Slide 30
Cisco Confidential 30 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 CVDs show investment Cisco UCS Common
Platform Architecture for Big Data Single-SKU pre-configured
bundles Net: $250K HW, $250K SW 3 year agreement, doubles
annually
Slide 31
Cisco Confidential 31 2013-2014 Cisco and/or its affiliates.
All rights reserved. CPA Differentiators 1. Easy to deploy and
scale 2. Single management platform 3. Better networking See
Resources slides in the appendix for more information
Slide 32
Cisco Confidential 32 2013-2014 Cisco and/or its affiliates.
All rights reserved. MULTIPLE DOMAINS Up to 10,000 Servers SINGLE
DOMAIN Up to 10 Racks, 160 Servers Easily Scale Cisco UCS CPA for
Big Data Scalability UCS Manager UCS Central SINGLE RACK 16
Servers
Slide 33
Cisco Confidential 33 2013-2014 Cisco and/or its affiliates.
All rights reserved. Cisco UCS Advantage Simplified Management
Throughout Cluster Lifecycle
ProvisioningMonitoringMaintenanceGrowth UCSM provides: Speed Ease
of experimentation Consistency Simplicity Visibility
Slide 34
Cisco Confidential 34 2013-2014 Cisco and/or its affiliates.
All rights reserved. UCS Rack-Mount ServersUCS Blade Servers Big
Data Common Platform Architecture NoSQL Database SAN/NAS Arrays
Enterprise Applications Single Platform for Traditional and Big
Data Applications
Slide 35
Cisco Confidential 35 2013-2014 Cisco and/or its affiliates.
All rights reserved. Zero Touch Deployment of Hadoop Clusters On
Demand Cluster Sizing Dashboard for status and health monitoring
Centralized End-to-End Visibility Accelerating time to value for
Hadoop Deployment Single Management Pane for Hadoop Clusters
Extends UCS Management value prop into Hadoop Infrastructure UCSD
Express For Big Data On-Demand Hadoop Deployment
Slide 36
Cisco Confidential 36 2013-2014 Cisco and/or its affiliates.
All rights reserved. Cloud Data Sources Traditional Data Sources
Cisco Data Virtualization on UCS with Nexus Interconnects Big Data
Sources BI and Analytics Deployed on UCS Composite - Data
Virtualization Across the Enterprise
Slide 37
Cisco Confidential 37 2013-2014 Cisco and/or its affiliates.
All rights reserved. Partners and Competitors
Slide 38
Cisco Confidential 38 2013-2014 Cisco and/or its affiliates.
All rights reserved. Big Data Ecosystem
Slide 39
Cisco Confidential 39 2013-2014 Cisco and/or its affiliates.
All rights reserved. Key Hadoop Distributions Open Source
HortonWorksCloudera MANAGEMENT Open Source MANAGEMENT ARCHITECTURAL
INNOVATIONS MapR
Slide 40
Cisco Confidential 40 2013-2014 Cisco and/or its affiliates.
All rights reserved. Competitors The Usual Suspects Main
Competitors: Dell, HP, IBM, Amazon Arista, maybe Brocade Less
Common: Whitebox Oracle/Sun, Teradata (appliances) EMC/Netapp*
Slide 41
Cisco Confidential 41 2013-2014 Cisco and/or its affiliates.
All rights reserved. Call to Action
Slide 42
Cisco Confidential 42 2013-2014 Cisco and/or its affiliates.
All rights reserved. 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 Call To Action Use the Big Data Sales Expert Mailer for
help and resources: [email protected] Visit
http://iwe.cisco.com/web/data-center/technology/big-datahttp://iwe.cisco.com/web/data-center/technology/big-data
Get to know your Hadoop partners and sales teams
Slide 43
Cisco Confidential 43 2013-2014 Cisco and/or its affiliates.
All rights reserved. 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 Call To Action Use the Big Data Sales Expert Mailer for
help and resources: [email protected] Visit
http://iwe.cisco.com/web/data-center/technology/big-datahttp://iwe.cisco.com/web/data-center/technology/big-data
Get to know your Hadoop partners and sales teams
Slide 44
Cisco Confidential 44 2013-2014 Cisco and/or its affiliates.
All rights reserved. Sales Resources, Conclusion
Slide 45
Cisco Confidential 45 2013-2014 Cisco and/or its affiliates.
All rights reserved. Selling Resources Big Data Playbook V2
http://dcg.cisco.com/attachments/Cisco%20UCS%20Big%20Data%20Sales%20
Playbook%20V2%20August%202013.pdf
Slide 46
Cisco Confidential 46 2013-2014 Cisco and/or its affiliates.
All rights reserved. Customer/Partner Resources CVDs for all major
distros http://www.cisco.com/go/bigdata
Slide 47
Cisco Confidential 47 2013-2014 Cisco and/or its affiliates.
All rights reserved. Other Big Data Resources Cisco Big Data Web
Page - http://www.cisco.com/go/bigdata
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-c45-
730798.pdfhttp://www.cisco.com/en/US/solutions/collateral/ns340/ns517/ns224/ns1199/at-a-glance-c45-
730798.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
http://www.unleashingit.com/BigData/index.aspx
Slide 48
Cisco Confidential 48 2013-2014 Cisco and/or its affiliates.
All rights reserved. Other Big Data Resources Big Data Partner
At-a-Glance (AAG) (PDF - 410 KB) Big Data Partner At-a-Glance (AAG)
Cisco UCS Integrated Infrastructure for Big Data BDM (PPTX - 9.31
MB) Cisco UCS Integrated Infrastructure for Big Data BDM Cisco UCS
Director Express for Big Data BDM (PPTX - 2.70 MB) Cisco UCS
Director Express for Big Data BDM Big Data Partner FAQ (PDF - 603
KB) Big Data Partner FAQ
Slide 49
Cisco Confidential 49 2013-2014 Cisco and/or its affiliates.
All rights reserved. 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
Slide 50
Thank you.
Slide 51
Cisco Confidential 51 2013-2014 Cisco and/or its affiliates.
All rights reserved. Big Data/Analytics DCV Big Data Stack Cisco
Data Center Data Management Lead with UCS CPA Data Integration
Target Teradata/ Neteeza customers Analytics / Business
Intelligence Target LOB correlating multiple data sources
Slide 52
Cisco Confidential 52 2013-2014 Cisco and/or its affiliates.
All rights reserved. 1.Big Data = Big $$$$ 2.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) 3.Every Commercial AM has a
Big Data opportunity in their customer base today (you just might
not know about it) 4.Line of Business customers are looking to
generate additional revenue and grow their business through Big
Data and Analytics Why Should you Care About Big Data?