Data Center Infrastructure Management (DCIM)

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How to Sell. Data Center Infrastructure Management (DCIM). Learning Objectives. Explain what the market trends are Describe how to overcome objections Provide an overview of the different target buyers Outline the different DCIM competitors. Market Trends. Market Trends. Legend. - PowerPoint PPT Presentation

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Data Center Infrastructure Management (DCIM)How to Sell

#1Welcome to Data Center Infrastructure Management or DCIM How to SellLearning ObjectivesExplain what the market trends areDescribe how to overcome objectionsProvide an overview of the different target buyersOutline the different DCIM competitors

Schneider Electric22At the completion of this presentation you should be able to:

Explain what DCIM isProvide an overview of the StruxureWare Data Center Operation SuiteOutline the different modulesDescribe its interoperability with other offersList accessories & services

Market Trends#3So, lets start by looking at the market trends

Certainty it will happenLowerHigherPotential degree of impactLowerHigherNoiseContextsMajor uncertaintiesTrends++LegendIncreasing complexity due to higher densities and the mix of new/old technologyVolume growth is in High-end L/XL enterprises in mature markets+Regularory Compliance in mature markets+Balance of power shift towards China dictates move to localize offer+Co-Location segment maintains strong growth +Virtualization enables Cloud for most businesses+Rising energy prices continuously drive towards green & efficiency+Security concern both in cyber terrorism and physical security++++Market Trends++++Schneider Electric#Here we see a graphical representation of some of the major trends impacting the Data Center Software Market. The trends in the top, right-hand corner are those which have the potential to increase the PAM overall, as well as have an impact on customer value. These trends include: Increased Complexity of the data center due to higher densities, increased usage, different demands etc.Volume growth is in High-end L/XL enterprises in mature marketsRegulatory requirements seen in the mature marketsBalance of power shift towards China dictates move to localize offerCo-los maintains strong growth and is increasingly a focus for DCIM, but with a need for a slightly different offerVirtualization, enables cloud computing for most businesses, but with applications shifted around from one virtual server to another at increasing speeds, it may cause the potential for hotspots - a great opportunity for DCIM.Rising energy prices continuously drive towards energy efficiency and green initiatives, reducing the carbon footprintSecurity concern both in cyber terrorism and physical security

Whats being said about DCIMDCIM market is estimated to be worth $240m in 2011, growing to $1.2 bn in 2016. The 451 Group, Tier1 Research, 2011 Data Center Infrastructure Management (DCIM) is truly one of the only areas, where facilities and IT meet to think about the business backbone in a tactical and strategic manner. IDC, 2010Inhibitors to DCIM adoption are cost, functionality issues, the difficulty of creating and maintaining asset databases, and commitment to simple in-house tools The 451 Group, Tier1Research, 2011Widespread belief among data center operators that it is possible to manage data centers without physical infrastructure management tools.

APC By Schneider Electric, White Paper 107, 2011Energy savings from well-managed data centers can reduce operating expenses by as much as 20%. Gartner Research, 2010Schneider Electric55Some of the comments made by various analyst firms on the topic of DCIM5Overcoming Objections#6Now we take a look how to overcome objections from customersMain benefits of DCIMProblem How DCIM can help Managers over-provision for power and cooling.Accurate modeling or monitoring reduces waste.Managers arent always sure where to place servers.Software identifies optimal placing of servers.Managers cant account for energy use, or map energy or carbon use against servers, services and workload.Measures and links utilization and power use.Managers dont know how well they are doing; performance metrics are inaccurate or difficult.Can create instant metrics.Managers dont always know what all power-drawing devices are doing if anything.Identifies all power-drawing devices and monitors behavior.Hotspots and other problems detected late, or by staff in aisles.Potential problems identified before they occur.

#DCIM is well-positioned to help customers overcome their data center issues, and the table here helps outline some of the main problem areas and how DCIM can help.7Main benefits of DCIMProblem How DCIM can help Managers cant see solutions to problems in spite of wealth of data. Often uncertain about best option.Key data available in one integrated application. Available power, space and cooling are unused, despite shortage where its needed. (Stranded capacity)Mismatches in availability and demand of power, space and cooling are identified.Raising of temperature set points, use of free air and other energy-saving innovations deemed risky. Changing environmental and energy use quickly picked up and acted on.Managers dont know how well they are doing; performance metrics are inaccurate or difficult.Detailed reports of power use/carbon and cost available to executives.Executive and legal requests for power, carbon and efficiency data cannot be met easily.Software can map power-consumption patterns against ideal or normal patterns and spot anomalies.

#We continue to look at the problems that DCIM can solve8From Problem To Solution MappingMissed market opportunities, revised customer loyalties, and even failed companies.Enables proactive simulation of changes to data center infrastructure. Provides alarming to notify appropriate personnel of critical issues.

Leads to inefficienciesand capacity constraints.Assures the optimal placement of assets within the rack.Assures that your physical infrastructure provides the redundancy, backup time and availability required. Value Propositionis a priority because of .Operationally inefficient and missed expectationThe need to control operational costs Controlling energy costs at facility levelDowntimeWasted Rack Space Delayed Server DeploymentWasted EnergyLost Man Hours Operating Outside of Design ParametersInadvertent downtimeProvides your current & historical PUE, as well as energy & cost analysis of your subsystemsEnables the capturing of the root cause of a problem and identification of the IT impactSingle view of current status and alarming capability of critical issues#Mapping problems to a value proposition is key. Downtime is a priority for the customer because it could mean missed market opportunities, revised customer loyalties and even failed companies. DCIM can help through proactive simulation of change to data center infrastructure. It provides alarms to notify appropriate personnel of critical issues.9Make informed decisionsAn intelligent model combined with live data provides a holistic view on data center operations, guides in optimal location of new equipment and details the impact of any planned changes.Market LeaderRecognized by analysts as market leader, providing the most comprehensive package of DCIM software from asset and capacity management to business dashboards.

Built on Shared KnowledgeSchneider Electric designs and manufactures physical infrastructure equipment so all software is built on the shared knowledge within the organization

We Listen to our CustomersIn Schneider Electric we always strive to deliver the best operating software for data center customers, and take customers issues into considering when planning the next release

Dedicated Service TeamThe Certified Engineers have completed a rigorous training program and extensive testing process to ensure your solution is configured according to manufacturer specificationsDifferentiating Us From CompetitionStandard ProductsStruxureWare for Data Centers is a suite of standard products that can be deployed with minimal service efforts, making upgrades hassle-free while ensuring highest level of quality.#10There are a number of characteristics that differentiate StruxureWare Operation from our competitors. These differentiators include:

Informed decisions based on real-time measured data, unlike other management tools, based solely on information gathered periodically.Schneider Electric is a recognized leader in the DCIM market spaceStruxureWare for Data Centers offers standard products, easily deployed with highest level of quality A dedicated service team of Certified Engineers The software is built on shared knowledge within the organizationLast but not least, we listen to our customers

10Personas#11Lets talk about the customers, and get to know them a little betterWho Is The Target Buyer/Stakeholder?Facility Manager IT ManagerCIO/CFOEric, 47 years old

Responsibility Fulfil SLA on continuous operation of data center

Key Concerns Data Center Health Available Power, Cooling, Space Optimise Running of Data CenterAvailability and uninterrupted service

Information Sources Web, technical eMagazines, Conferences

Key Partners/ Influencers CIO IT Department Facilities Department Physical Infrastructure Vendors Industry Peers

Jeff,40 years old

Responsibility Availability of Network Hardware, Servers, Networking Equipment, and Storage Devices

Key Concerns Integrity and availability of Information Systems Where to install next piece or rack-mount equipment Disaster recovery & Security

Information Sources Web, IT Magazines, IT Conferences

Key Partners and Influencers CIO Data Center Operations Industry Peers Chris,48 years old

Responsibility Management of the Entire Company Financially accountable to the Board

Key Concerns Cost of Running a Data Center Efficiency and Uptime to Service the BusinessFinancial considerations

Information Sources Business Magasines/ Business Conferences

Key Partners and Influencers CFO Peers IT De


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