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Data Center Infrastructure Management (DCIM)How to Sell
Schneider Electric
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
Schneider Electric 4
Certainty it will happen
Lower Higher
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Major uncertainties Trends+
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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
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Market Trends
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Schneider Electric
What’s being said about DCIM…
“DCIM 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, 2010
”Inhibitors 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, 2011
“Widespread 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, 2011
“Energy savings from well-managed data centers can reduce operating expenses by as much as 20%.”
Gartner Research, 2010
Overcoming Objections
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Main benefits of DCIM
Problem How DCIM can help
Managers over-provision for power and cooling. Accurate modeling or monitoring reduces waste.
Managers aren’t always sure where to place servers. Software identifies optimal placing of servers.
Managers can’t account for energy use, or map energy or carbon use against servers, services and workload.
Measures and links utilization and power use.
Managers don’t know how well they are doing; performance metrics are inaccurate or difficult. Can create instant metrics.
Managers don’t 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.
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Main benefits of DCIM
Problem How DCIM can help
Managers can’t 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 it’s 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 don’t 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.
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From Problem To Solution Mapping
Missed 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 Proposition…is a priority because of ….
Operationally inefficient and missed expectation
The need to control operational costs
Controlling energy costs at facility level
Downtime
Wasted Rack Space
Delayed Server Deployment
Wasted Energy
Lost Man Hours
Operating Outside of Design
Parameters
Inadvertent downtime
Provides your current & historical PUE, as well as energy & cost analysis of
your subsystems
Enables the capturing of the root cause of a problem and identification of the IT
impact
Single view of current status and alarming capability of critical issues
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Make 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 specifications
Differentiating Us From Competition
Standard 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.
Personas
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Who Is The Target Buyer/Stakeholder?
Facility Manager IT Manager CIO/CFO
Eric, 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 Center●Availability 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 Business●Financial considerations
Information Sources● Business Magasines/ Business Conferences
Key Partners and Influencers ● CFO● Peers ● IT Department ● Data Center Operations
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Target Buyer – Facility Manager
What keeps Eric up at night? • Planning to modify or add to the
installed physical layer of the Data Center
• Checking the Health of the Data Center • Optimization of the Cost of Running the
Data Center• Human Error/Resources• Physical Threat
Need Answers to Questions Like?• What is my cooling demand/power
utilization?• What is the actual capacity of the data
center?• What will happen if I move equipment? • How many racks are in my data center
and where are they?• What is my data center efficiency? And
in PUE?• When am I going to run out of capacity
(power)? • What are my physical infrastructure
trends over time?• How does virtualization impact the
operation of my data center?
Looking to Optimize the Current Capacities of the Data Center?
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Exposing the Pain of the Facility Manager
How do you locate hotspots
in your data center?
How do you determinewhere you have power/
cooling capacity to deploythe next server?
How do you keep track
of current capacity andforecast future needs?
How are you notified of problems in your data
center before theybecome critical?
How do you know howefficient your data
center is, down to the server and CPU-level?
Have you ever had an unplanned down time
event?
Do you tell “IT”about the new power
setups?
How do you know whereequipment is located and what applications it runs?
Would you like to be able to monitor your entire physical infrastructure, Including 3rd
party devices?
Facility Manager Sales Consultant
I’ve got some questions for you
Do you have skilled resources with the
bandwidth to configure the data center management
solution?
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Need to Value Map For The Facility Manager
What’s the real-time status of my data center today? Need
Do I have enough power and cooling to deploy the next blade server without impacting existing equipment?
New technology is making computing environments more dynamic, understanding the demand and supply side of power, cooling and space in a physical infrastructure environment is more crucial than ever before.
Why a Priority ?
Could violate capacity limits. The higher the density of your data center, the more important it is to know the effect each physical change will have on power/cooling.
How are you notified when there is an event in your data center? Qualify
What is the process when you need to add equipment to the data center? Has a cooling, power, or space issue occurred lately?
StruxureWare Data Center Operation provides immediate locations based notification when an event occurs in your physical infrastructure. The Schneider Certified Engineer will establish alarm notification according to your preference.
=S= Solution
Data Center Operation: Capacity demonstrates the impact of planned changes and provides an optimal location recommendation. Our services ensure you have the data to make educated decisions.
Knowing the current status of your data center ensures the availability of your physical infrastructure Value
Proposition
Reduce unplanned downtime caused by overloaded physical infrastructure through informed decision making. Assurance that physical infrastructure provides redundancy, backup time, and availability required.
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Target Buyer – IT Manager
Need Answers to Questions Like?
• Will this new server impact my SLA or capacity plan?
• Will I cause downtime if I move this piece of equipment?
• What is the power draw on this piece of equipment?
• What is the available kW power at the rack level?
• Which of my servers run Windows 2003, service pack 2?
• Have I maintained my planned redundancy?
• Do I need to spread out my blade servers to ensure reliable operation?
What Keeps Jeff Up at Night?
• Availability of physical infrastructure to support servers and other IT hardware to meet the business needs
• Power, cooling, and space• Redundancy• Human Error/Skilled Resources
Looking for Guidance on Where toInstall the Next Rack-Mount Equipment in their Data Centerwithout Violating Capacity Limits(i.e., Power, Cooling, Space, etc.)
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Exposing the Pain of the IT and Operations Manager
How do you forecast workload and future
investment to Sr. Mgt.?
How do you keep trackof remaining capacity
andforecast future needs?
How do you know whichservers run Windows
2003, service pack 2?
How do you know thepotential
impact of changes?
What do you do when you need more servers
in your data center?
IT Manager Sales Consultant
Do you tell “facilities”about the content of the
new servers?
Where do you store yourIT asset’s lifecycle
information?
I’ve got some questions for you
How is your data center set up to handle
virtualization and cloud based technology?
Do you have skilled resources with the
bandwidth to configure the data center management
solution?
Do you know what IT assets you have and
how much capacity they are running at?
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Need To Value Map For The IT Manager
“When unplanned downtime causes loss of business due to unexpected cooling needs…would it help if you had the ability to predict the expected life of the data center based
on growth trends of power, cooling, and space?”
Need The availability of the physical infrastructure.
Why a Priority ?Downtime in critical systems results in missed market opportunities, revised customer loyalties, and even failed companies.
Qualify Have you ever had an unplanned downtime event?
=S= Solution
StruxureWare Data Center Operation provides real-time updates on the current health and status of the data center. Data Center Operation: Capacity enables planning by taking the data center as it currently stands, simulate the effect of alternative future growth and highlight the potential impact on power, space, and cooling. Our certified engineers will configure your solution to free up IT staff to attend to their day to day data center management activities.
Value PropositionAssurance that your physical infrastructure provides the redundancy, backup time, and availability required now and in the future.
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Target Buyer—CFO/CIO
What keeps Chris up at night?• Expected life of the data center • ROI of the data center?• Uninterupted Service delivery
Need to answer questions like…
• Have we met our regulatory requirements?
• What is the cost of running a data center?
• What is the expected life of the data center?
• How do you measure your data center’s performance?
• How do you know if an energy efficiency initiative succeeded? • How do you currently negotiate power
supply contracts with utilities?
Looking for Financial Impact and How to Reduce Unplanned Downtime
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Keeping Customers Happy
Software Support Contracts and Hardware Warranties
Why sell Software Support Contracts?● Complete support for the entire product operational life● Mandatory for any technical support ● Mandatory for any software version upgrades (which are free)● Industry standard for any software purchases – customers expect to have ongoing support● 24x7 toll-free assistance for EMEA and U.S. ● 8x5 support for LAM, APJ and GCN● Tracks service registration along with the service expiration date● Peace of mind● Add-on sales opportunity
What do I sell?● Support for the 25 base nodes received free with each StruxureWare Expert● Support for all additional license keys purchased● Hardware warranties for new servers and any that have fallen out of warranty (optional)
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Keeping Customers Happy
Software Service
Why sell Software Services?● Schneider-Electric Certified Engineers ● Deep technical skills and manufacturer best practices● Minimize risks● Leverage your software management solution as quickly as possible. ● Peace of mind● Add-on sales opportunity● Optimized solution through industry best practices● Using Schneider-Electric Global Services ensure customer IT resources are available to handle their
day to day needs.
What do I sell? Schneider-Electric offers Standard , Pick to Order , and Customized services to implement the complete data center management solution.
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Handling Questions • I have a non-Schneider data center; can I still use the
StruxureWare for Data Centers Software solution? • Yes, the portfolio supports multi-vendor equipment.
• Can your software manage cooling capacity for perimeter equipment?
• Yes, the portfolio supports any type of cooling equipment from any manufacturer.
• Can StruxureWare Data Center Operation run without StruxureWare Expert?
• Yes, however, we do recommend running StruxureWare Expert for monitoring purposes.
• Must I have a maintenance contract for both StruxureWare Expert and StruxureWare Data Center Operation for year one?
• Yes, our goal is customer satisfaction and we believe access to new features and bug fixes is necessary to achieve this goal.
• I don’t want to set up the system; can Schneider Electric or a partner do this for me?
• Yes, there are various service installation and configuration offerings from which to choose.
• What are the requirements for installing StruxureWare Data Center Operation?
• For 7.0 and onwards you must purchase a new server in order to run StruxureWare Data Center Operation.
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The Opportunity
New entrants
Customers Vendors
60+ start-ups and DCIM adopters
Volume growth is in
High-end L/XL enterprises in mature
markets
New economies continue to show
growth potential but from low volumes
Verticals• Finance• Co-los• Government• Health care
Commercialization of DCIM technology challenges start-ups who are on the verge of bankrupcy leading to innovations up for
grabs
Market status and outlook 2012
● Trellis will be delayed again or reduced scope
● Framework positioning good for us
● Close to Oracle?
● High burn rate – running out of cash?
● Funding issue ( More VC, IPO, pick-up by Eaton, BMC)
● Will see them more in AMS+APJ and perhaps EMEA
● Picked up by Visual Design Sol. for $3.2M
● Struggle
Challenge to raise money (VC)
DCIM category is growing in
popularity and ‘hyped-up’
DCIM market growth and size 2012: $332M with 34% growth*
(IDC, 451-group, =S=)
Confusing category - still
lacking clear definition
DCIM market
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Data Centers Become Larger
● Adding the “46% share”
● Fortune-500 companies
● Customers with multiple sites
● Data centers with 800 racks or more
● Data centers with high redundancy and
availability needs
● Follow ISX (SME), Schneider (L/XL) and
software (ALL) opportunities
Extending our PAM to include L/XL market
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Hit where the opponent is weakAvoid and disable opponent strengths
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Competing...● Be Honest and Trustworthy● Approach
● Learn all about the Business● Know What Makes Your Customers Buy● Identify the Weakness’ of Your Competitors● Determine Your Vulnerable Spots● Practice Your Closing Techniques
● Promote● Keep Your Eyes on the Ball –Solving the Customer’s Problem● Our Strengths● Competitor Weakness’
● Avoid● Falling into the ”Feature-to-Feature Ditch” – Drive the Customer in your Direction● Technical derail● Our Weakness’● Comptitor Strengths
Schneider Electric 28
Competitive moves
Partial Product Suite New Entrants
Main threats
Key differentiators & how to win
Data Center Life Cycle Solutions (DCIM + Services)
Modular, Scalable Approach
Ease of Implementation(Certified Engineers)
1.Promote a DCIM Solution
2.Highlight our modular
3.Ease of implementation
4.Become the trusted advisor
Become a Trusted Advisor
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Developing an ROI
● Return On Investment (ROI)● An attempt to cost options to work out cost/benefit in money terms of options
Assume Option A = Do Nothing vs. Option B = Our solution● Must know or estimate this● Remember to set a value to pains and make customer agree
● How does ROI compare to TCO (Total Cost of Ownership)?
● Find the pain points / Understand customer’s pain● White board selling● Ask open-ended questions
● Questioning to find the cost● Resist pressure to present the solution / price before uncovering the cost of Option A “Do Nothing”● Customer will likely resist - They want to tell you the solution
● Avoid discounting● If you have to discount, get something in return
Schneider Electric
Sales ToolsTraining● DCIM Software Overview● DCIM Software How to Sell● StruxureWare Data Center Operation Product Overview
Presentations● StruxureWare Data Center Operation - Customer Facing● StruxureWare Data Center Operation - Family Presentation
Service● StruxureWare for Data Centers Software Configuration Suite Statements of Work● StruxureWare for Data Centers Software Configuration Suite - Quick Sales Reference Sheet
White Papers● #107: Data Center Infrastructure Management Software Improves Planning and Cuts Operational
Costs ● #150: Power and Cooling Capacity Management for Data Centers ● #66: Estimating a Data Center’s Electrical Carbon Footprint
http://www.youtube.com/watch?v=IVzxxRwTdD0
apc.com/softwaredcimsupport.apc.comblog.schneider-electric.com/datacenter
