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Editor: Mohammed Amin - Editor Managing: Haidi Nossair - Design Director: Laura Van De Wiele - Contributing Writers: Mohammed Amin / Caroline Lavaret / VAS - Editorial content for ON is managed by: Jean-Marie Colrat

Copyright © 2010 EMC Corporation. All rights reserved. No part of this publication may be reproduced in any form, or by any means, without prior permission from EMCCorporation. EMC and EMC2 are registered trademarks of EMC Corporation. All other trademarks mentioned in this publication are the property of their respective owners. 2

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I would like to welcome you to the 6th edition of ON Magazine for Emerging Africa region.

This is a very special edition as it covers EMC World 2011, our largest annual Technology Conference that took place in Las Vegas, and the multiple great announcements released during the show in addition to a powerful player in the Data Warehousing/Business Intelligence market: Greenplum.

Recent computing and business trends have triggered an explosion in the amount of unstructured data companies generate each day. That’s why big data analytics can give you a competitive advantage. EMC Greenplum belongs to Data Computing Appliance (DCA) division, a next-generation appliance that delivers faster data loading capacity and a better price/performance ratio over any other appliance in the industry. More recently, the DCA line of products was extended, and EMC World 2011 in Las Vegas

was the opportunity for EMC to introduce its latest innovation: the Greenplum HD Data Computing Appliance, the world’s first purpose-built, high-performance, data co-processing Hadoop appliance. The EMC Greenplum HD product family enables your organization to take advantage of Big Data analytics without the overhead and complexity of a project built from scratch.

As for our partners section, I will share with you the latest news about VAS Integrated Solutions (VIS). VIS is the result of the integration of VAS the leading storage distributor and integrator in the Egyptian market, and a key local partner of EMC with Bull group, one of the EMEA’s largest partners and a prominent system integrator in francophone Africa. We strongly trust that this integration will be beneficial for our customers in Egypt and in Africa with the mixed great expertise and competencies in the IT infrastructure of two of

EMC’s top partners in the region. EMC together with Bull and VAS Integrated Solutions is extending its reach to the African markets to support local resellers and most importantly improve their service levels offered to their customers.

Last but by all mean not least you will have an overview on our customers events in the region.

I wish you a pleasant reading.

Mohammed aminEMC Vice president and General Manager turkey, Emerging africa and Middle East

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four QuEStionS for ChriStian hillErPresident of EMC’s EMEA South Region

1. tell us about yourself, your professional background, as well as your new roles as leader for EMC’s Europe South region.

Over the last 30 years I have been privileged to be in the employ of both hardware and software vendors. The knowledge, experience and expertise gained have uniquely equipped me to understand and address the most

complex of customer and partner needs. It has also allowed me to develop and implement various strategies that were optimally aligned with customers’ business objectives.

Prior to joining EMC as France’s Country Manager in 2007, I was VP Continental Europe at Forte and President France at SUN. Collaborating in a global capacity widens one’s perspective and gives one an appreciation for cultural and regional dynamics and challenges.

Since my appointment as President of EMC’s EMEA South region in March 2011 (?), I have travelled extensively across an incredibly diverse and dynamic region that includes more than 70 countries – and I have thoroughly enjoyed getting acquainted with a diverse, and talented team of inspired and dedicated individuals.Both the emerging and mature markets in EMEA South show huge potential – especially around Cloud Computing. It

is my mission to lead and support our region to ensure growth.

(I believe my love for travelling and fascination with new cultures has been instilled from an early age as both my parents’ professions took our family to Asia, South America and Europe.)

2. Why the reorganization in Europe, Middle East and africa? and how will our customers and partners benefit from these changes?

The EMEA South region (consisting France, Germany, Italy, Iberia, the eastern Mediterranean countries, as well as the Middle East and Africa), was created by Joe Tucci and Bill Teuber as part of EMC’s Go-To-Market strategy.

EMEA was therefore split into EMEA North and EMEA South in order to maximize the respective regions’ full potential, to accelerate growth, to

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increase our customer focus, and to develop new opportunities and routes to market.One of the key objectives was to strengthen the focus on, and align as closely as possible with, our customers and partners. This is especially important in a region that constitutes a number of emerging countries with a high growth rate.Today, we continue to build on strong foundations laid by Rainer Erlat, our recently promoted President International. Strong partnerships with industry experts, as well as hardware and software alliances, will ensure that we keep on meeting our customers’ expectations.

In essence, it is our goal to be the first company to support both our customers and partners on their respective journeys to the Cloud Computing, managing Big Data, and building the datacentre of tomorrow. And in order to do so, EMC restructured not only its regions, but its organization – aligning our vision with our strategy, and drawing on the immensely talented pool of employees.

3. how do you see the future growth of EMEa South – especially given the different dynamics of mature and emerging countries?

EMEA South in its essence is a diverse market with a rapidly increasing demand for storage, backup, security and cloud infrastructure.

The adoption of Cloud Computing is accelerating. And EMC will have work at maintaining its leadership position in technological innovation, whilst still collaborating with our customers and enabling our partners. In doing so, we will enable both customers and partners to take that first step into the Cloud era. Supporting the Cloud momentum, EMC has also recently acquired Isilon and Greenplum, two companies that uniquely and optimally positions EMC for the “Big Data” effect. As another example, EMC has opened more than 10 EMC Solution Centre in the EMEA South region during 2010. These centres support our partners to demonstrate the relevancy of EMC’s

solutions and architectures – like private cloud – to our current and prospective customers.

4. What are your leadership vision, and top 3 priorities for EMEa South? Our aim is to ensure that we grow faster than the market. How? By leveraging EMC’s unique and comprehensive portfolio of products, services and solutions.

As for my top 3 priorities for the region:• Ensure that we will increase our focus on customer satisfaction.• Increase our market share through direct sales, as well as by optimally leveraging our partner ecosystem (integrators, resellers and service providers). Loyalty and trust are prerequisites for a successful and lasting partnership and it is vital that we instill these values with our partner community.• And last, but not least, we will continue to nurture and build our employees. Because by doing so, we can deliver only the very best to our partners and customers.

The vast range of "Record Breaking" new products announced middle January, as well as during EMC World in early May, demonstrates the EMC’s drive for excellence in an every changing IT landscape. Its commitment innovation, and strive to deliver exceptional value to customers and partners alike.

I believe that 2011 will be another record breaking year for EMEA South. Let’s make this journey together.

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EMC GrEEnpluM - EntErinG in thE Era of BiG Data Based on the esG White PaPer commissioned By emc. “acceleratinG time to Value for BiG data”According to ESG “Business data growth rates have been increasing exponentially in recent years and will continue to do so for the foreseeable future. “Big data,” as it is termed, has become a big challenge as organizations look to revamp their infrastructures and processes to scale to accommodate steep growth rates without the equivalent cost curve. With that in mind, ESG Lab validated the real-world performance and functional capabilities of the EMC Greenplum Testing was designed to assess the ease of use, performance, scalability, and analytics-readiness of the DCA platform running an extremely large data set using a real-world retail data model”.

What’s Biga data? Big data is relative as esG defines in its article;“The term “Big Data” becoming commonplace in the IT industry and typically refers to significantly large sets of data. Data sets become Big Data when their depth and breadth become awkward for analysts to develop and manage with the goal of deriving business insight effectively (or efficiently). When a company is amassing data assets measured in terabytes with rapid growth rates, the sheer volume of storage and access operations creates new performance challenges that traditional architectures often cannot scale to meet. As more data-generating systems come online, the opportunity is introduced to mine and analyze these sources.”(…)

the need for multiple WorkloadsA common set of data may be needed for different types of analytics or reporting such as transactional/batch oriented type applications versus analytical/

intensive computational applications. These methods can be accurate and valuable, but can also skew results by introducing margin of error or worse, hiding true informaltional gems through statiscal “smoothing.” (…)

the impact of real-timeThe need to leverage real-time business information to stay competitive, retain customers, and maintain quality standards is more prevalent than ever. IT organizations need to balance managing volumes of data and the need for speed by implementing technology that addresses both in a cost--‐effective solution. (…)

making the next Gen decisionWhen trying to solve emerging Big Data challenges, customers have several new options. By new,ESG is referring to solving performance and capacity scale issues without buying more of the same (database instances, servers/compute power, additional disk drives/storage capacity).

MarkEt trEnDS DiCtatE nEW rEQuirEMEntS

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a DataBaSE DESiGnED for MppEMC Greenplum database software is uniquely designed to handle Big Data without the cost or complexity that would otherwise be required using a traditional relational database management system. The native MPP architecture can load massive volumes of datai “EMC Greenplum database software is uniquely designed to handle Big Data without the cost or complexity that would otherwise be required using a traditional relational database management system. The native MPP architecture can load massive volumes of data quickly, allowing analysts near instantaneous access to raw data. Complex analytical functions that were limited to small data samples can now execute on full data sets, improving accuracy and

relevancy to the business. As new data sources are brought online, EMC Greenplum administrators are able to add the workload without significantly reconfiguring the hardware‐the additional workload is automatically balanced and parallelized. If additional storage capacity or compute power is required, the software requires only minutes of downtime to be able to leverage available space and CPUs in newly added nodes.” (…)

ConSoliDatED approaChThe EMC Greenplum Data Computing Appliance (DCA) delivers the Greenplum database software in a prepackaged appliance form factor that can be powered on and ready for its first data load within its first day onsite. The appliance is available in quarter,

half, full and multiple racks. (…)

thE DiffErEntiatinG faCtor“DCA can scale out to support massive volumes of data and large, complex analytics, and queries; it can be an optimal data warehousing platform. The convenience of being able to set up the appliance quickly and load more than 10 TB in the first hour allows companies to realize immediate value. Database administrators do not need to spend hours identifying database objects for tiers of storage to optimize performance, nor do they need to worry about managing scalability as data volumes grow. The appliance allows for minimal downtime as additional nodes or racks are added. The architecture is fully redundant and fault tolerant, controlled by both duplicative hardware configuration and the databa se software’s ability to be self-aware and to self-failover to shadow nodes in the event of a node failure. Performance is maximized automatically based on the shared--‐nothing MPP architecture. A data architect only needs to focus on understanding the data and the data model that would best suit the analytics that will be done on that data.” (…)

liMitlESS opportunity“With EMC Greenplum, businesses are able to realize immediate value from their information assets‐value that was previously unattainable due to technology limitations. Businesses are able to quickly extract accurate and relevant answers from all forms of digital assets. Users are able to

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emc GreenPlum - the most Value at a loWer total cost

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incorporate near real--‐time analytics in their day-to-day decision-making processes without re--‐engineering underlying business applications and systems. As new data sources become available, executive management teams are in a position to harvest the value from new information assets without significant decision support system redesign.IT organizations can deliver on Big Data requirements without the cost and complexity required by traditional database management systems. EMC Greenplum DCA avoids risk with its vertically integrated stack. As data volumes grow and new data sources are brought online, administrators can expand their existing environments by adding nodes or racks as needed with minimal configuration or application downtime. The EMC Greenplum software automatically redistributes a workload based on its native MPP--‐enabled architecture. Data architects are empowered to control the physical data storage configuration to optimize access speeds based on how business users and analytical applications will use the data.” (…)

thE BiGGEr truth As a conclusion, ESG considers that “EMC Greenplum database software Is representative of the next generation of data warehouse and advanced analytics technology that enables companies to realize significant value from their Big Data assets. Where traditional approaches introduced limitations when data volumes scaled beyond old architecture’s capabilities. EMC Greenplum is tackling those limitations in an easy to manage, high performance, massively scalable solution.The flexibility designed into the

software, such as row and column hybrid data storage with optional compression and in-database analytics, means that this solution will not only scale, it will also meet functional needs as application requirements change with the business.The EMC Greenplum DCA provides a low risk, vertically integrated database aplliance that simplifies IT’s job in supporting Big Data requirements both in performance and scale without introducing the added complexity found in traditional database management solutions. The appliance will require material upfront investment, as will any new database management system; however, the benefits can be realized quickly with features such as fast data load capabilities. Business intelligence reports and advanced analytics can be completed quicker, enabling near real-time decision support processes. Because data loads and analytics can be executed in the database leveraging the massive parallel processing architecture, enterprise architects have new opportunities for system and serverconsolidation. Advanced analytical

algorithms and workload management functions are available to run in-database, allowing data architects and developers the ability to continue to program in the languages and applications most suited for their needs and skill sets while again leveraging the MPP where possible. Columnar storage and compression reduces the overall footprint of the raw data, allowing more data to be analyzed at a lower total cost.With the appliance form factor, supportability is significantly improved over alternative best of breed solutions that require complex integration and support. ESG research confirms that what is now classified as Big Data will no doubt be bigger as companies continue to invest in their business intelligence and decision support processes and systems. Solutions such as EMC Greenplum will be necessary to keep up and scale with demands placed on these systems.”

By Julie Lockner and Brian Babineau ESG White Paper commissioned by EMC & distributed under license from ESG.http://info.greenplum.com/Accelerating_Time_to_Value_for_Big_Data.html

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WinninG forMula

As time goes by, the amount of data that needs to be stored grows, this therefore requires

companies to have reliable data storage solutions in place. In promising markets such as Egypt, service providers need to be able to ensure reliable solutions for both temporary and permanent data storage. VAS Integrated Solutions is the leading storage distributor and integrator in the Egyptian market, one of the major emerging markets in the African continent and the Middle East region. VAS Integrated Solutions is also a key local partner of EMC.VAS Integrated Solutions has a strong presence in the Oil and gas sector, its partnership with EMC allowed the company to take 100% of the telecom sector in Egypt. Its expertise encompasses ILM, Archiving, backup and recovery, business continuity and availability, collaboration, content management, resource management, storage resource management, virtualization, information security and many other key business and IT capabilities.With a domestic IT market of $1.4 billion forecast to grow by over 16% a year to $2.6 billion in 2014, Egypt is one of the largest and most dynamic markets in the region; this dynamicity has attracted major players of storage solutions who are continuously looking for a footprint in this market, whether through organic growth or acquisition. In this regard, the France based information technology

company, Bull, has acquired VAS Integrated Solutions in January 2011. Founded in 2000, VAS Integrated Solutions has grown to become the leading supplier of storage solutions based on EMC technology in Egypt with over 50 employees and 2010 revenues of approximately $25 million. Bull is also one of the EMEA region's largest EMC partners, and the integration of VAS Integrated Solutions within the Bull group was made in close consultation with EMC, and is a part of Bull and EMC's strategic development plan in the region. Now, as a part of the Bull Group, VAS Integrated Solutions has access to Bull technologies including bullion, the world’s fastest VMware server supporting the virtualisation of business critical applications, and bullx extreme computing solutions which provide High-Performance Computing in fields including climate modelling, medical research and oil exploration."Joining the Bull group is a major step in the development of VAS" states Khaled Khairallah, CEO of VAS Integrated Solutions, and who remains a shareholder and CEO of the new structure. "Being a part of the Bull Group will enable us not only to strengthen our focus and support on EMC solutions and services, but also to extend our expertise to cover all aspects of the IT infrastructure".Speaking about this acquisition, Philippe Miltin, Executive VP of Bull's

Computing Solutions Business Line said:" VAS Integrated Solutions has in-depth storage and virtualisation expertise that enables us to benefit from the high-growth potential of the Egyptian market, but also strengthens our delivery capability at a regional level"Mohammed Amin, EMC VP and General Manager for Turkey, Emerging EMC Africa and Middle East said: "Moving forward, we will be working with EMC to develop VAS Integrated Solutions as a service and distribution hub for the surrounding Gulf and Central African area,” he noted."Together with Bull and VAS Integrated Solutions are ideally positioned to support customers to embark on the transformation towards the next generation information infrastructure through the Journey to the Private Cloud."

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EMC Telecom Summit 2011 8 & 9 June 2011, Mardan Palace - Antalya, Turkey

For the 8th consecutive year, EMC held its annual regional Telecom Summit. The Two-Day event was attended by CIOs & Business leaders from 100 Telecom Providers in Turkey, Emerging Africa and the Middle East as well as by many EMC executives. EMC demonstrated the latest technologies designated to “Accelerate the Journey to the Cloud” and showed how organisations can manage and secure their “Big Data” to create value to their business.

EMC Record Breaking Tour with Partners On the occasion of the 41 new products launch, our partner Interdist Alliances hosted EMC Record Breaking Tour events to introduce the new EMC storage offering, Back Up and archiving solutions. 2 stops were held in the region, as follows:• 18 April 2011: Casablanca, Morocco• 19 May 2011: Nairobi, Kenya

E-Government Conference 18-21 April, 2011 – Leisure lodge resort, Mombasa, Kenya The annual e-Government event is where the Government engages the private sector ICT players on how best to use technology to improve service delivery to citizens.Main discussions were initiatives on how the government is becoming more digital based across the different entities, the implications on the citizens and the simplification of tasks. EMC talked about

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EMC World 2011WHERE CLOUD MEETS BIG DATA

The EMC World 2011 Conference (EMC’s annual global signature event) held in Las Vegas during the second week of May was attended by more than 10,000 customers, partners, press and analysts from around the globe – and filled with exciting announcements based on ground-breaking technological developments.

Joe Tucci, EMC’s CEO, as well as dozens of executives and high profile industry leaders, used this platform to not only share EMC's strategic messages and showcase the latest EMC technology and solutions offerings, but also to engage with participants, share their view of various business challenges, and essentially, discuss how these challenges can be met through optimizing technology.

Literally thousands of partners, as well as a 100 reporters and 79 analysts, attended and participated in 500+ technical and keynote sessions to gain a better understand of the strategies behind Cloud Computing and Big Data – and how these technologies will impact the future of business.

2011 also saw the introduction of a Data Scientist Summit – a unique opportunity where shared thinking on current/future tools, techniques and trends that are driving the Big Data opportunity for organizations across the globe, took place. It was a platform for industry peers to freely exchange ideas and explore new avenues to tap the power of data.

If you would like to learn more about EMC World 2011, then please feel free to read Chuck Hollis’ blog (http://chucksblog.emc.com/chucks_blog/2011/05/ten-impressions-from-emc-world-2011.html?utm_source=twitterfeed&utm_medium=twitter), or visit the EMC World Facebook page for more information.

Hope to see you at EMC World 2012!

http://www.youtube.com/user/EMCCorp#p/u/19/BUqoTlD05AUhttp://www.youtube.com/user/EMCCorp#p/u/92/hdIfSeUc3mk

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