New Route To Market for MDS9124 & 9134€¦ · 1. StorageTek 3510FC 2. StorageTek 6140 (2GB Cache) HDS Modular Storage Family of Array 1. AMS1000 HDS Modular Storage Family of Array

© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1

New Route To Market

for MDS9124 & 9134

August 20th 2008


New Route To Market overview

Ana Rivas


Do you know what is the Market Opportunity for Fabric Switches in APAC?

Data Source: IDC APAC Fiber Channel Switch Market; fix port - vendor revenue; 16th July 2008

Do you know what is Cisco MS in APAC?


What are the low-end Cisco Fabric Switches ?

� MDS 9124 and MDS 9134, fabric switches for commercial customers and enterprise edge

–Simple and easy-to-use

–Highly affordable, pay-as-you-grow

–Industry-leading security

–Enterprise-class availability

–Exceptionally flexible

MDS 9124

MDS 9134

8, 16, 24 FC ports (4Gb)

24, 32 FC ports (4Gb)


Who are the Targeted Customers ?

� Small and medium-sized

businesses (SMBs); Single-Switch

SAN deployments; helping them

deploy cost-effective yet scalable

high-performance SANs.

� Large Enterprises; also ideal for

branch offices and departments in

large enterprises

� In Core-edge SAN deployment; for

transparent, end-to-end service

delivery in large data center core-

edge deployments

MDS 9124

MDS 91xx

MAN

Email

Database

MDS 91xx

MDS 91xx

Email, Database

Storage ArraysTape Libraries

MDS 91xx

Departmental SAN

Business Continuity

Enterprise Core-Edge SAN


What are the Routes to Market for MDS products?What is NEW and Why ?

End Users

OSMs/STIs

Controlled Distributors

Resellers**

Distributors

CISCO

NHSA ATPs*

Distributors

Resellers

MDS 9100 MDS 9200 & MDS 9100

MDS 9500, MDS 9200 & MDS 9100

New Route to Market

* NHSA ATPs – Network-Hosted Storage Application Authorized Technology Providers** Only partners with direct purchase agreement with Cisco can order the products from Cisco directly


Leverage existing Cisco

partners to expand Fabric

coverage/sales*

Controlled Distribution

thru Specialized

ATPs

Leverage/strengthen OSM’srelationships to drive Fabric &

Directors

What is Cisco Fabric GTM Strategy for FY09?

End Users

GPL CDP/ATP OSM

MDS 9100 MDS 9200 & MDS 9100

MDS 9500, MDS 9200 & MDS 9100


What are the new SKUs in GPL (and WPL) ?

$3,500

$10,200

$2,250

$2,850

Total Price* (Product + Service)

8x4G FC SW SFPs with 8 port upglicense for MDS 9134 for APACn/aM9134PL8-4G-AP=

MDS 9134 with 24 ports enabled for APAC (include SFPs)CON-SNT-C9134APDS-C9134AP-K9

8x4G FC SW SFPs with 8 port upglicense for MDS 9124 for APACn/aM9124PL8-4G-AP=

MDS 9124 with 8 ports enabled for APAC (include SFPs)CON-SNT-C9124ADS-C9124AP-K9

DescriptionService SKUProduct SKU

* Country Standard Channel Discount practice applies

Spare Components: DS-C24-300AC= and DS-C34-FAN=


How to order? Example for MDS9124 8-port

� In APAC, China and Australia - GPL and WPL:

� First, tool will indicate price without SFPs

DS-C9124AP-K9

� Select switch, and price will be updated including SFPs

DS-C9124AP-K9 (plus SFPs)

� Select SMARTnet services

CON-SNT-C9124A

Total price (Switch, SFPs & SNT) $2,850


How to order? Example to Upgrade to 16-port

� Select 8-port upgrade (SFPs are included)

M9124PL8-4G-AP= $ 5,100

� Service is included in base switch


How to order? Example for MDS9134 24-port

� In APAC, China and Australia - GPL and WPL:

� First, tool will indicate price without SFPs

DS-C9134AP-K9

� Select switch, and price will be updated including SFPs

DS-C9134AP-K9 (plus SFPs)

� Select SMARTnet services

CON-SNT-C9134AP

Total price (Switch, SFPs & SNT) $10,200


How to order? Example to Upgrade to 32-port

� Select 8-port upgrade (SFPs are included)

M9134PL8-4G-AP= $13,700

� Service is included in base switch


What are the benefits for you and Cisco ?

� No longer issues with sales crediting; Cisco standard crediting practice will apply (no POS involved)

� Leverage existing partners to expand market coverage

� Increase sales volume

� Strengthen relationship with partners

� Reduce discount in SAN market..

� Upgrade opportunity in the future when customer’s small SAN grows into a Director requirement.


What are the benefits for Cisco partner and distributors ?

� Very competitive/low pricing

� Able to enjoy Cisco channel incentive programs (work in progress)

� Support partners to enter a new growing business


Product details and Sales Positioning

Ronson Ong


Introducing Cisco 9124 Fabric Switch

� Affordability without compromising functionality

� Ease-of-Use with Quick Configuration Wizard

� Industry-leading security for addressing compliance and regulation requirements

� Enterprise-class availability for increased business resilience

� Flexibility to grow with changing business needs

�“No hidden charges” for software license

Powered by SAN-OS Software

� Based on Cisco’s System-on-a-Chip (SOC) technology

� 24 x 4G FC ports in 1 RU form-factor

� On-demand ports

–8-port base with 8-port license for growth

� Line rate performance on each port

� Redundant, hot-swappable power supplies

MDS 9124 Platform

MDS 9124 – Front View

MDS 9124 – Rear View

Redundant Power Supply Fans

24 x 4G FC ports with line rate performance(8-port base with 8-port License)


Introducing Cisco 9134 Fabric Switch

� Affordability without compromising functionality

� Ease-of-Use with Quick Configuration Wizard

� Industry-leading security for addressing compliance and regulation requirements

� Enterprise-class availability for increased business resilience

� Flexibility to grow with changing business needs

�“No hidden charges” for software license

Powered by SAN-OS Software

� Based on Cisco’s System-on-a-Chip (SOC) technology

� 32 x 4G & 2 x 10G FC ports in 1 RU form-factor

� On-demand ports

–24-port base with 8-port license for growth

� Line rate performance on each port

� Redundant, hot-swappable power supplies

MDS 9134 Platform

MDS 9134 – Front View

MDS 9134 – Rear View

Redundant Power Supply Fans

32 x 4G FC ports with line rate performance(24-port base with 8-port License)

2 x 10G FC ports(10G port license required)


Step 3 – Launch Quick Configuration Wizard and provision services using an intuitive point-and-click GUI

Step 2 – Connect to Switch via Web Browser and install Fabric Manager on a PC

Step 1 - Configure the IP address of switch

Email

Database

MDS 9124


Dramatically Simple and Easy-to-Use


Industry-Leading Security –Address Compliance and Regulation Requirements

Email

Database

MDS 9124


� Fully secured management access controls (encryption and authentication)

� Enforce management access based on user privileges or roles (Read vs. Write etc.)

� Comprehensive audit trails for monitoring configuration and policy changes

� Secure management of passwords on an external server (vs. on local switch)

� Hardware-enforced Zoning for access controls on storage arrays

� Lock down physical switch ports for access to only trusted devices

� Prevent malicious users from spoofing SAN device addresses (WWN)


Enterprise-Class Availability –Enhanced Business Resilience

� Redundant, hot-swappable power supplies and fan

� Non-disruptive software upgrades for zero downtime

� Self-healing SAN-OS software to minimize SAN disruptions

� PortChannels for Inter-Switch Link (ISL) resiliency

� Virtual SANs for fault isolation

� Redundant management paths–Out-of-Band Ethernet and In-Band IP-

over-FC

MDS 9124 – PortChannels

•No membership restrictions•Transparent to a link failure•Hardware-based load balancing

MDS 9124 – Fault Isolation with VSAN

DatabaseE-Mail

X


Exceptional Flexibility –On-Demand Ports and Virtual SAN (VSANs)

E-Mail DatabaseE-Mail DatabaseE-Mail

Start with 8-ports and a VSAN for E-Mail

Add 8 more ports and a VSAN for Database

Add 8 more ports and a VSAN for Backup

Backup

Storage Storage Storage Storage Storage Tape

Competitive offerings will require 3 separate 8-port switches to achieve equivalent flexibility


“All-in-One” Simplified Licensing

Yes (FM/DM)

Yes

Yes

Yes

Yes

MDS 9124 &

MDS 9134

Customer must buy “ Advance Performance Mgmt” License

NoSAN real-time performance mgmt as a base feature?

Customer must buy “ FabricWatch” LicenseNoSAN fault management with thresholds as a base feature?

Customer must buy “Full Fabric” license for 8-port configuration

No

(for 8-port)

Fabric (i.e. E-Port) connectivity as a base feature?

Customer must buy “Extended Fabric”License

NoSAN Connectivity over distance as a base feature?

Customer must buy “ISL Trunking” licenseNoPortChannels (i.e. ISL Trunking) as base feature?

Vendor B Requires expensive licensing for features that are standard with

Cisco

Vendor B

No Hidden Charges.Availability, Security, and Flexibility are not an Option

These features are bundled together for a very low list price


MDS 9124/9134 Fabric Switch –Flexibility to Grow With Future Business Needs

� Business Continuity

� Compliance & RegulationsBusiness Continuity

� Consolidation

� Compliance and regulations

� Improved data protectionCore-Edge SAN

� Shared storage

� E-Mail/Database

� Backup

Departmental SAN

MAN

Email

Database

MDS 9124/9134


Storage ArraysTape LibrariesMDS 9124/9134

MDS 9500

Email, Database



MDS 9124/9134 MDS 9124/9134


MDS 9124 & 9134 Fabric Switch –A Best-in-Class Switch Delivering a Compelling Value

Flexibility

Availability

Security

Affordability

Ease-of-Use

Requirement

� Powered by SAN-OS for seamless integration with Cisco’s market leading Director platforms

–Virtual SANs (VSANs), Traffic Management (QoS), Security, Troubleshooting and Diagnostics, and Fabric Manager and Fabric Manager Server (FMS)

� Enterprise-class availability capabilities minimizes downtime and improves business resilience

–Redundant, hot-swappable power supplies, Non-disruptive software upgrades, self-healing SAN-OS software, PortChannels, and Virtual SANs for fault isolation

� Industry-leading security for addressing compliance requirements–Fully secured management access controls, secure management of passwords on an external servers, hardware-enforced Zoning, lock down physical switch ports, authorization and authentication of devices

� On-demand “pay-as-you-grow” ports–Start with 8-ports and grow to 24-ports and 32-ports using 8-port licenses

� “All-in-one” licensing with no hidden charges

� Quick Configuration Wizard dramatically simplifies provisioning– 2-Step Wizard with an intuitive Point-and-Click user interface

MDS 9124 & 9134 Capabilities


MDS 9124, 9134 & Storage Positioning Guide

SUN StorageTek Family of Array

1. StorageTek 6140 (4GB Cache)

2. StorageTek 6540

SUN StorageTek Family of Array

1. StorageTek 3510FC

2. StorageTek 6140 (2GB Cache)

HDS Modular Storage Family of Array

1. AMS1000

HDS Modular Storage Family of Array

1. WMS100

2. AMS200

3. AMS500

HP StorageWorks Family of Array

1. EVA 6100

2. EVA 8100

HP StorageWorks Family of Array

1. MSA 2000fc

2. EVA 4100

3. EVA 4400

IBM System Storage Family of Array

1. DS4700 Model 72

2. DS4800

IBM System Storage Family of Array

1. DS3400

2. DS4200

3. DS4700 Model 70

EMC CLARiiON Family of Array

1. CLARiiON CX3-20FC

2. CLARiiON CX3-40

3. CLARiiON CX3-80

EMC CLARiiON Family of Array

� CLARiiON AX4

� CLARiiON CX3-10

� CLARiiON CX3-20FC/iSCSI

MDS 9134MDS 9124


Positioning against Brocade 8G Fabric Switches – Reality #1

� Host Bus Adaptors (HBA) – Upgrading existing servers to add HBAs is disruptive. So only new Greenfield opportunities

� Optics – There are distance limitations to the new 8Gb Optics. 8Gb Optics are 2 to 3x more expensive than 4Gb optics

� Storage Devices – SMB storage (EMC Clariion, HDS AMS200, HP EVA, IBM, etc) are still at 4Gb technology.

� Others – FCoE will delay any meaningful adoption of 8Gb in near term. If 8Gbps FC fabric switches is so important, why did Brocade buy Foundry?

� Throughput – Applications today are not even touching the max throughput 4Gbps offers.

So…8Gbps does not necessarily provide the best ROI!


Positioning against Brocade 8G Fabric Switches – Reality #2

Market Transitions – Source: Dell’Oro

8G FC Transition in 2009-2010

Limited applications for 8G FC in 2008-2009

Market Dynamics

� 8G optics are ~2-3 times more expensive than 4G

� 8G HBAs – available yet – will work with SFP+ only (8Gb Optics)

� 8G FC on storage arrays and tapes is expected in 2009- 2010

� Brocade offer 8G with 4G optics at a premium vs. 4G

� Inter Switch Links

10G valid alternative

� High Performance Virtual Servers

Very limited percentage of deployed servers

� Unlike 2G to 4G rapid transition, the 4G to 8G transition will be slower

� In 2008 majority of customers will deploy “8G ready” infrastructure, but still use 4G optics


Call to Action


More information

� APAC Datacenter web site

http://wwwin-asiapac.cisco.com/dc/storage.shtml


BACKUP SLIDES


GPL - APAC


FY09 Fabric TAM in APAC ($’000)

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Data Source: IDC

Documents

New Route To Market for MDS9124 & 9134€¦ · 1. StorageTek 3510FC 2. StorageTek 6140 (2GB Cache) HDS Modular Storage Family of Array 1. AMS1000 HDS Modular Storage Family of Array