Xenserver 5 Selling And Positioning

1© 2008 Citrix Systems, Inc. — All rights reserved

Server Virtualization Market OpportunityServer Virtualization Market Opportunity


Virtualization Market

Source: IDC - "Worldwide Virtual Machine Software Forecast 2007-2011 Forecast," August 2007;


Citrix, Microsoft & VMware – Three Horse Race

Situation• VMware is expensive &

complex

• Hyper-V is new but incomplete

Strategy& position• Collaborate with Microsoft,

compete with VMware

• Microsoft for common workloads

• Citrix for enterprise Windows workloads and all Linux

Proof points• VMware is expensive

• Microsoft lacks advanced features and Linux support

• Citrix has automated HA, DR, live migration, workload streaming (provisioning), storage management, etc.

• Vision: Citrix/Microsoft interoperability, future common management

Mission-critical

Linux

Windows

Enterprise Ready

Val

ue


Citrix XenServer 5.0Citrix XenServer 5.0virtualization for every server in the enterprise.

Kyle KirchhoffProduct Marketing Manager


Datacenter EvolutionDatacenter Evolution

Under utilized hardware

Increasing costs of ownership

Difficult management

Barriers to expansion

Phase 1 – Needs Identification

Pervasive Virtualization

Automation / Policy

Chargeback / Utility

Dynamic Datacenter

Phase 4 – Dynamic Datacenter

Some tier 1 applications

High Availability

Disaster Recovery

Mobility

Phase 3 – Agility

Test/Dev

Encapsulation

Consolidation

“Craplications”

Phase 2 – Consolidate


Virtualizing every server

??Cost prohibitive

Complexity

Mission critical readiness

Performance

Traditional concerns…

Platforms supportedVendor Lock In

Physical requirement

Windows

LinuxWeb tier servers

Test/DevDBMS

Physical boxes

ProductionTier 1 apps

Custom Apps

86% Unvirtualized86% Unvirtualized

OLTP

Infrastructure Servers

Etc…


Virtualization 1.0

• Closed architecture• Expensive• Complex• Heavy weight• Needs a driver

Next Gen Virtualization

• Open• Virtually free• Simple• Lightweight• Designed for ubiquity


open visionvalue


What is Xen?What is Xen?

Citrix

IBM

Intel

HPHP

SunSun

• Native 64-bit hypervisor

• Runs on bare metal

•Widely-deployed at tens of thousands of sites

• Optimized for hardware-assisted virtualization &paravirtualization

• Open, resilient Xen security framework

• Native 64-bit hypervisor

• Runs on bare metal

•Widely-deployed at tens of thousands of sites

• Optimized for hardware-assisted virtualization &paravirtualization

• Open, resilient Xen security framework

Citrix


XenServer: Powered by XenXenServer: Powered by Xen

Xen XenServer


XenMotion enables zero downtime

Remote VM guest storage

Bare Metal Hardware

Xen Hypervisor

XenTool Stack

Device Drivers

Bare Metal Hardware

Xen Hypervisor

XenTool Stack

Device Drivers

Bare Metal Hardware

Xen Hypervisor

XenTool Stack

Device Drivers


High Availability

Remote VM guest storage

Bare Metal Hardware

Xen Hypervisor

XenTool Stack

Device Drivers

Bare Metal Hardware

Xen Hypervisor

XenTool Stack

Device Drivers

Bare Metal Hardware

Xen Hypervisor

XenTool Stack

Device Drivers


XenCenter Management Console

• Included at no cost

• Runs on any PC

• No single point of failure

• Real time replication

• Performance monitoring

• VM searching/tagging

• Installs in minutes

Bare Metal Hardware

Xen Hypervisor

XenTool Stack

Device Drivers

Bare Metal Hardware

Xen Hypervisor

XenTool Stack

Device Drivers

Bare Metal Hardware

Xen Hypervisor

XenTool Stack

Device Drivers


Automated High Availability to protect against host failures

FC + iSCSI multipath support

Manual multi-site Disaster Recovery enablement

IncreasednumberofsupportedhostphysicalNICs

Increasednumberofsupportedhosts per pool Xen 3.2 hypervisor

SLES 10 SP1/2 x64 support

SLES 9 SP4 support

RHEL 4.7 and 5.2 support

Windows Server 2008 support 32 & 64-bit (incl. streaming)

New Guest /HV Support

Automated High Availability to protect against host failures

Business ContinuityImproved Windows performance

MSFT Certified Hypervisor

Search and Tag Virtual MachinesPersistent performance data / trending

Performance and Hardware

Sorting, searching, grouping, tagging in XenCenter

XenConvert P2V

Alerting for key runtime events

Usability and Reliability

Role-based admin for streaming

Host networking config via XenCenter

QLogic / Emulex 8Gb FC HBA support

EqualLogic SR driver

Snapshots for advanced storage arrays

FC SR creation via XenCenterStorage Support

And many additional enterprise features…

Increasednumberofsupportedhosts per pool

XenConvert P2V


nearbare metalspeednearbare metalspeed


Optimized for XenApp

XenServer

Other Guys

73%moreusers

73%moreusers


Broader Guest Support

• Windows• Windows Server 2008 64-bit & 32-bit

• Windows Server 2003 32-bit SP0, SP1, SP2, R2; 64-bit SP2

• Windows Small Business Server 2003 32-bit SP0, SP1, SP2, R2

• Windows XP 32-bit SP 2, SP3

• Windows 2000 32-bit SP 4

• Windows Vista 32-bit SP 1

• Linux• Red Hat Enterprise Linux 32-bit 3.5, 3.6, 3.7, 4.1, 4.2, 4.3, 4.4, 4.5, 4.7, 5.0, 5.1, 5.2; 64-bit 5.0, 5.1, 5.2

• Novell SUSE Linux Enterprise Server 32-bit 9 SP2, SP3, SP4; 10 SP1; 64-bit 10 SP1, SP2

• CentOS 32-bit 4.1, 4.2, 4.3, 4.4, 4.5, 5.0, 5.1 , 5.2; 64-bit 5.0, 5.1, 5.2

• Oracle Enterprise Linux 64-bit & 32-bit 5.0, 5.1

• Debian sarge (3.1), etch (4.0)

MicrosoftVirtualization

ValidationProgram


ValidationProgram


ValidationProgram


ValidationProgram


ValidationProgram


ValidationProgram


ValidationProgram


ValidationProgram


ValidationProgram


ValidationProgram


ValidationProgram


ValidationProgram


• Per server pricing (easy)• Management console: included• Software maintenance: included

• Standard Citrix support model• License Key upgradable edition to edition

Something for everyone.

ExpressExpress

StandardStandard

EnterpriseEnterprise

PlatinumPlatinum

XenCenter

- Fast, bare metal hypervisor - Fast, bare metal hypervisor - Fast, bare metal hypervisor - Fast, bare metal hypervisor

- Multi-Server Management- VLAN Support

- Dynamic Workload Streaming

(Provisioning)



- XenMotion- High Availability- Resource Pools

- XenMotion -High Availability- Resource Pools


open visionvalue


The Spirit of Openness

Open source

• Robust Community: 47 Companies, 14 Universities, 12 Countries ~250 developers• More than 10,000 code submissions since Xen 3.0• Newest features taking advantage of latest technologies• Drives Innovation: Result is greater than any single one company can do

Spirit of openness drives a vibrant partner ecosystem

• Allows best-of-breed solutions• All certified as Citrix-ready to be deployed in enterprise environments• No vendor “lock in” with the hypervisor or any part of ecosystem • Works with what you already have


Storage Management

Storage API

Leverage the capabilities of enterprise storage systems

Leave storage to the storage experts. Open up an API for

command and control.

The XenServer way

Intelligent storage reduced to commodity disk

Storage operations controlled by virtualization software

Cluster File System

The Old Way


Embedded version is “integration done right”

“insert the hp quote right here that I don’t know

Where it is. Thanks.”Kyle Kirchhoff, HP VP of Everything

•Supported and certified by OEM partners

•No installation

•Only 3 minutes to Xen!

•Integrated with OEM management consoles

•HP and Dell now embed XenServer


Strong Open Partner Ecosystem


open visionvalue


Dynamic Workload Streaming (Provisioning)

Networkstorage

Provisioning Server(streaming service)

Silo One

Silo Two

Silo Three

A

C

B


Silo One

Silo Two

Silo Three

Provisioning Server(streaming service)

Networkstorage

A

C

B

Dynamic Workload Streaming (Provisioning)Virtual or Physical Servers


XenApp

Workflow Studio

Datacenter to Desktop Vision


XenServer:Virtualization for every server in the enterprise

Getting to every server

•Priced for ubiquity

• Takes literally less than 10 minutes to deploy

• Includes hundreds of enterprise class features

• Bare metal performance, even on challenging workloads (e.g. XenApp)

• Optimized for Windows, Linux, etc.

• Open source, open architecture, open ecosystem

• Capable of streaming workloads to both physical and virtual servers

✓✓Cost prohibitive

Complexity

Mission critical readiness

Performance

Traditional concerns…

Platforms supported

Vendor Lock In

Physical requirement

What’s new in XenServer 5?What’s new in XenServer 5?


XenServer 5 – Highlights

Enhanced Guest Support


XenServer 5 Packaging/Pricing

Product Capabilities US SRP Int’l* SRP(as of Sept. 1, ‘08)

XS-Platinum Workload Streaming via PVS $5000 $5500

XS-Enterprise High Availability (New)XenMotion

$3000 $3300

XS-Standard Multi-server managementVLAN configuration

$900 $990

XS-Express Basic Virtualization(New: Unlimited memory and VMs)

FREE FREE

*Int’l pricing adjustment specific to Europe, Mid-East, Africa, Asia Pacific, Japan


September 15

Citrix XenServer 5Citrix XenServer 5virtualization for every server in the enterprise.


Launch Plan & Update

• Messaging Source Document

• New Key Messages / Features Matrix

• Partner Notification Document

• Licensing & Packaging Document

• Go To Market Plan

• Internal-only FAQ

• Webinars on Demand

• XenApp on XenServer

• What’s new in XenServer 5

• High Availability

• Disaster Recovery

• Dynamic Workload Streaming (PVS)

• Storage and XenServer

• Messaging Source Document

• New Key Messages / Features Matrix

• Partner Notification Document

• Licensing & Packaging Document

• Go To Market Plan

• Internal-only FAQ

• Webinars on Demand



• High Availability

• Disaster Recovery



• XenServer 5 Customer Presentation

• XenServer 5 Technical Presentation

• XenServer 5 How to Sell Presentation

• XenServer 5 Product FAQs

• Updated VMware and Hyper-V competitive references materials

• XenServer 5 Product Line Brochure

• Partner Value Proposition Card

• XenServer Strategy doc vis-a-vis MSFT

• Hyper-V / SCVMM Reference Card

• XenServer 5, ESX, and Hyper-V comparison doc

• XenServer Platinum Whitepaper

• XenServer Website (citrix.com) refresh

• XenServer 5 Press Release & docs

• XenServer 5 Customer Presentation

• XenServer 5 Technical Presentation

• XenServer 5 How to Sell Presentation

• XenServer 5 Product FAQs

• Updated VMware and Hyper-V competitive references materials

• XenServer 5 Product Line Brochure

• Partner Value Proposition Card

• XenServer Strategy doc vis-a-vis MSFT

• Hyper-V / SCVMM Reference Card

• XenServer 5, ESX, and Hyper-V comparison doc

• XenServer Platinum Whitepaper

• XenServer Website (citrix.com) refresh

• XenServer 5 Press Release & docs

• Announcements (Sept 15)• Launch XenServer 5• Cloud Strategy

• Events• VMworld 2008, Interop, Virtualization Congress• Virtual Launch Event (Planned Q4) • Summit 2008

• Field Collateral• ROI/TCO Tool (Sept 30th) • XenServer 5 Presentations

• Customer & Partner, S&P, New in XS 5• Competitive material

• VMware and Microsoft• White paper and best practices• Recorded Webinars

• Demand Generation – Email Blast• XenApp on XenServer• What’s new in XenServer 5


Product Tour – New Landing Pages


New Streaming Videos

Streaming Videos

• XenServer 101 featuring Peter Levine

• Interview w/ Simon Crosby


• XenCenter Introduction


• High Availability (HA)



• Disaster Recovery enabled with XenServer

• XenServer architectural overview

• XenServer editions overview

Key Plays Key Plays


XA on XS Business Continuity Dynamic DeliveryValue

XenServer - Key Plays

42© 2008 Citrix Systems, Inc. — All rights reserved Internal and Partner Use Only

Common Challenges with App Virtualization

Power and cooling consumption

Power and cooling consumption

Time required to provision or change server configurations

Time required to provision or change server configurationsServer farm and silo complexityServer farm and silo complexity

64-bit transition64-bit transition

Service level guaranteesService level guarantees Managing multiple farms in central and branch offices

Managing multiple farms in central and branch offices

Lack of spaceLack of space

Reacting quickly to changing business

demands

Reacting quickly to changing business

demands


Why Virtualize XenApp?

ConsolidationConsolidation

SimplifiedManagement


ConsolidationConsolidation• Achieve server and silo consolidation• Reduce hardware footprint in datacenter• Accelerate 32- to 64-bit server transition

• Simplify server provisioning• Manage one image for physical and virtual servers• Address test and dev scenarios

• Reduce application downtime• Add high availability and fault tolerance• Simplify disaster recovery

Improved AvailabilityImproved Availability



ConsolidationConsolidation


Optimizing XenServer for XenApp

It's so simple!

• Create a new virtual machine using the in-built XenApp template

Screenshot from XenServer 4.1


Virtualizing XenApp using XenServer

• Provides a cost effective, turn-key virtualization

• XenServer is optimized to efficiently virtualize XenApp

• Up ~70% more efficient than competing virtualization platforms



XenServer

Other Guys

73%moreusers

73%moreusers


32- to 64-bit Server Transition

ERP CRM

ERP

ERP

ERP

ERP

CRM

CRM

CRM

CRM

Spare 64-bit capacity (>4 GB)

32-bit

64-bit

64-bit

64-bit

64-bit

64-bit

32-bit

32-bit

32-bit


Infrastructure Consolidation

Consolidate

LS2 SAS2WI2 ZDC2

WI2

LS1

WI1

LS2

SAS2

ZDC1

SAS1

ZDC2

XenServer

LS1 SAS1WI1 ZDC1

XenServer


Consolidate Underutilized Silos

XenApp silo 1

XenApp silo 2

XenApp silo 3

XenAppsilo 1

XenAppsilo 2

XenAppsilo 3

VM VM VM


Bechtel

One of the world’s largest and most

successful global infrastructure construction

firm chooses XenServer to virtualize XenApp

• 400 servers in production

• Moving to 80% of physical servers being virtualized

• Motivation for virtualizing XenApp:

• Consolidation of 32-bit silos on 64-bit hardware

• Increasing server utilization

• Rapid provision and decommissioning of servers


XA on XS Business Continuity Dynamic DeliveryValue

XenServer - Key Plays

Next StepsNext Steps

1. XenServer Launch (Sept 15th)

• Take the XenServer 5 Tour• Watch Peter Levine present

XenServer101• Tell your customers and partners

2. Download Comparison Document• Learn about competition and co-

opetition

3. XenApp customer base• Qualify XenApp customer base• Get the XenServer team involved earlier• Be Prepared: Direct customer email blast

– XenApp on XenServer

1. XenServer Launch (Sept 15th)

• Take the XenServer 5 Tour• Watch Peter Levine present

XenServer101• Tell your customers and partners

2. Download Comparison Document• Learn about competition and co-

opetition

3. XenApp customer base• Qualify XenApp customer base• Get the XenServer team involved earlier• Be Prepared: Direct customer email blast

– XenApp on XenServer

Next StepsNext Steps




Citrix & Microsoft – Play Nice

Situation• Citrix & Microsoft involved in

same deal


• XenServer is enterprise-ready

Strategy & position• Collaborate first, compete as last

resort

• Lead with XenServer if customer:

• Needs enterprise features

• Has XenApp or XenDesktop

• Has a mixed Windows, Linux environment

• Needs workload streaming (provisioning)

Enterprise FeaturesHyper-V + SCVMM XenServer

Live migration Quick only

Support for Linux Limited

VM-level high availability

-

Dynamic workload streaming

-

Optimized for XenApp -

Optimized for XenDesktop

-

Advanced storage integration

-

No-downtime host upgrades

-

Embedded; ships on server

-

Mission-critical

Linux

Windows


Citrix & VMware – Sell Value

Situation• VMware is feature rich, yet

expensive & complex

• XenServer has enteprise features w/best value

Strategy & position• Lead with value (price

comparisons, ROI)

• Highlight enterprise feature parity

• Demostrate Citrix’s vision (Citrix Delivery Center, MS interoperability)

Enterprise Features VMware XenServer

Multi-server management

Role-based administration

Live migration

High Availability

DR support


Workload streaming (provisioning

Advanced storage integration

Proxy Server Backups

Workload streaming (provisioning)

Example Deals VMware Citrix

2-Servers (2 CPUs each) $13,400 $6,000

10-Servers (mix of 2-CPU , 4 CPU servers) $63,800 $30,000


Citrix, Microsoft & VMware – Three’s a Crowd

Situation• VMware is expensive &

complex


Strategy & position• Collaborate with Microsoft,

compete with VMware

• Microsoft for common workloads

• Citrix for enterprise Windows workloads and all Linux

Proof points• VMware is expensive

• Microsoft lacks advanced features and Linux support

• Citrix has automated HA, DR, live migration, workload streaming (provisioning), storage management, etc.

• Vision: Citrix/Microsoft interoperability, future common management

Mission-critical

Linux

Windows

Enterprise Ready

Val

ue


2008 2009

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

XenServer Roadmap

beta GA

Miami (v4.1)

• Fibre Channel shared storage• Integrated with NetApp Data

ONTAP• Optimized for Citrix XenApp• XenServer Platinum

• Physical and virtual server provisioning

• Streaming

Orlando (v5.0)

• Host-level high availability (HA)• Windows Server 2008 support• XenConvert Utility (P2V)• Enhanced Management Console• XenSight• SUSE Linux & Vista 64 bit guests • Windows certified hypervisor• XenServer Platinum

GAbeta

Midnight Ride (Mar)

• Stateless Xen Hypervisor• XenDesktop Optimizations• GUI-based VM Snapshot• Dynamic Workload Mgmt. (DWM aka DRS)

GAbeta

Boston

• App-Specific Optimizations• SQL• Exchange• SAP• XA• XD• Role Based Administration• XenConvert V2V• Additional SR Support• DWM Enhancements• Cloud Optimizations…• Etc…

GAbeta


XenServer Platinum: Delivering the Dynamic Data Center

Fast, scalable, dynamic virtualization platform

Any image, any server, any time

Dynamic,efficient, optimized,

Delivery Center


Coming Soon.


Success Stories


KBC Clearing

“…when we did a performance test (of XenServer vs. VMWare) on both Linux and

Windows, Xen came out best.”

“…when we did a performance test (of XenServer vs. VMWare) on both Linux and

Windows, Xen came out best.”

Rob de Wit, KBC Clearing


Rollins / Orkin

…decision points were price, performance,

IBM proven status and upgrade path…

…decision points were price, performance,

IBM proven status and upgrade path…

Robert Wic, IT Administrator

Technology

Xenserver 5 Selling And Positioning