Cisco Quick Hit BriefingBig Data = Big $$$$Learn how to Monetize Big Data with Cisco

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Brian J. Avery

Territory Business Manager Cisco Systems

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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 ManagerFlorida Territory Commercial

bravery@cisco.comPriors:

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

https://www.pass4sureexam.com/810-401.html

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 BriefingYear-End Closing Tactics - Bring In All Your DealsThursday Dec 11th, 2014 at 9:30 ET

Check http://cs.co/quickhit for registration links and replays

CATCH THE BIG DATA Opportunity WAVE!  US Commercial Big Data Strategy, Goals and Opportunity

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Revolution in Data Driven Decision Making

https://www.pass4sureexam.com/810-401.html

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Why is Big Data Important?

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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.

https://www.pass4sureexam.com/810-401.html

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Why Big Data?

“If we have data, let’s look at data. If all we have are opinions, let’s go with mine.”

- Jim Barksdale, CEO, Netscape

https://www.pass4sureexam.com/810-401.html

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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

https://www.pass4sureexam.com/810-401.html

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Big Data wins - Partial list of UCS-based wins $80M Actuals in FY14, $200M Target in FY15

Enterprise/GSP Commercial

https://www.pass4sureexam.com/810-401.html

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11

Big Data UCS TAM

• 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

https://www.pass4sureexam.com/810-401.html

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12

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 markethttps://www.pass4sureexam.com/810-401.html

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What is Big Data?

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14

Operational(OLTP)

Traditional Enterprise Data Management

Operational(OLTP) ETL EDW BI/Reports

Online Transactional Processing

Extract, Transform, and Load (batch processing)

Enterprise Data Warehouse

Business Intelligence

Operational(OLTP)

https://www.pass4sureexam.com/810-401.html

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The Explosion of Unstructured/Semi-structured Data A poor fit for the traditional relational

database

2005 20152010

• 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

Dat

a (I

N B

ILL

ION

S)

STRUCTURED DATA

UNSTRUCTURED DATA

Source: Cloudera

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16

Machine

Operational(OLTP)

Operational(OLTP)

ETLBI/Reports

Operational(OLTP)

Enterprise Data Management with Big Data

Web Big Data (Hadoop, NoSQL)

ETL

Dashboards

MPP EDW

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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

How Do We Define Big Data?

https://www.pass4sureexam.com/810-401.html

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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

https://www.pass4sureexam.com/810-401.html

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Cost, Performance, and Capacity

EnterpriseDatabase

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

Sto

rage

Cap

acity

$20K/TB

$10K/TB

$500-$1K/TB

Expensive Load1TB/hr ETL

HW:SW $ Split 70:30 and we don’t have to share!

HW:SW $ Split 30:70

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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

https://www.pass4sureexam.com/810-401.html

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Big Data Sales Plays

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22

Big data is still an emerging, dynamic market.

New technologies and partners are emerging fast, startups come and go,

competition evolves quickly.

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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

23

https://www.pass4sureexam.com/810-401.html

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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

https://www.pass4sureexam.com/810-401.html

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Financial Services Telco Web / Media Retail

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 operationanalysis

•Customer loyaltyprograms

•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

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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 yourUse 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?

Cisco Public 28© 2013 Cisco and/or its affiliates. All rights reserved.

Test Initial Use Case Expand Initial Use Case Full Production

Reoccurring Big Data Server Sales

Example Big Data Sale & Deployment

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

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What you can sell

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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

Cisco UCS Common Platform Architecture for Big Data

Single-SKU pre-configured bundlesNet: $250K HW, $250K SW 3 year agreement, doubles annually

https://www.pass4sureexam.com/810-401.html

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CPA Differentiators

1. Easy to deploy and scale

2. Single management platform

3. Better networking

See “Resources” slides in the appendix for more information

https://www.pass4sureexam.com/810-401.html

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MULTIPLE DOMAINSUp 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 RACK16 Servers

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Cisco UCS Advantage Simplified Management Throughout Cluster Lifecycle Provisio

ning

Monitoring

Maintenance

Growth

UCSM provides:

• Speed• Ease of

experimentation• Consistency• Simplicity• Visibility

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UCS Rack-Mount Servers

UCS Blade Servers

Big Data Common Platform Architecture

NoSQL Database

SAN/NAS Arrays

Enterprise Applications

Single Platform for Traditional and Big Data Applications

https://www.pass4sureexam.com/810-401.html

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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 DataOn-Demand Hadoop Deployment

https://www.pass4sureexam.com/810-401.html

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Cloud Data Sources

Traditional Data Sources

Cisco Data Virtualization on UCS with Nexus Interconnects

Big Data Sources

BI and AnalyticsDeployed on

UCS

Composite - Data Virtualization Across the Enterprise

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Partners and Competitors

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Big Data Ecosystem

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Key Hadoop Distributions

Open Source Open Source

HortonWorks Cloudera

MA

NA

GEM

EN

T

Open Source

MA

NA

GEM

EN

T

ARCHITECTURAL INNOVATIONS

MapR

https://www.pass4sureexam.com/810-401.html

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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*

https://www.pass4sureexam.com/810-401.html

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Call to Action

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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:bigdata_sales_expert@cisco.com

Visit http://iwe.cisco.com/web/data-center/technology/big-data

Get to know your Hadoop partners and sales teams

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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:bigdata_sales_expert@cisco.com

Visit http://iwe.cisco.com/web/data-center/technology/big-data

Get to know your Hadoop partners and sales teams

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Sales Resources, Conclusion

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Selling Resources – Big Data Playbook V2http://dcg.cisco.com/attachments/Cisco%20UCS%20Big%20Data%20Sales%20Playbook%20V2%20August%202013.pdf

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Customer/Partner Resources – CVDs for all major distroshttp://www.cisco.com/go/bigdata

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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-c4

5-730798.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

https://www.pass4sureexam.com/810-401.html

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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)

https://www.pass4sureexam.com/810-401.html

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Join Us Next Week!

Next Quick Hit BriefingYear-End Closing Tactics - Bring In All Your DealsFriday Dec 11th, 2015 at 9:30 ET

Check http://cs.co/quickhit for registration links and replays

Thank you.

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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

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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?