avaya data center how-to-sell guide

8/6/2019 Avaya Data Center How-To-Sell Guide

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How-to-Sell

Data Center

[January 2010]



2©2010 Avaya, Inc. All rights reserved.

AgendaWhy You Should Care

Business TrendsValue proposition

What to sell

Selling Tips

Competitive Snapshot

Resources to Help You Succeed




Why You Should Care

Data Centers are key to organizations as it hosts their critical data and applications

Avaya’s switches are depended on in fortune 500

Avaya switches provide deterministic sub-second network

failover from server to network core for maximum resiliency

Controlling the Data Center will improve selling to campusand branch offices

The combined offering of data and voice can providecustomers a total solution from one vendor that canenhance the relationship and keep competitors away




Ethernet Switch Market Size*

* Source = DellO’ro, WW 5yr Ethernet Forecast July 2009

Fixed 10GbEswitches willrepresent the

majority of portshipments in the

Data Center

Data Center Market Will be The Growth Engine for 10GbE Switches

FCoE has a hugepotential growth inthe coming years

Data Center portshipments represent~25% of overall total

Ethernet market

According to Gartner,virtualization is #1 in

IT trends in 2009




More facts…

IDC predicts cost to cool and power servers globally will increase from$26Billions to $44Billions in 2010

Most servers run at 10-15% utilization !

– A server costs $300 to $600 each year in direct energy costs, and another $300 to $600 a year in cooling costs

Power company in Boston will write check for $4M if you break groundand move Data Center outside city !

In London, Mumbai, Tokyo and New York City, data center operators can't get more power to their sites

IT typically represents 30 to 40% of acompany’s energy consumption

ICT contributes to ~2% of Global CO2emissions which is roughly equivalent to

the Aviation Industry and if left uncheckedit’s growth is unsustainable

Network12-15% and growing

Loss

Servers &

Storage

HVAC

Lighting

“One large data center can consume enough juice to power a small city of 30,000 to 40,000 people.”

- A major financial newspaper, June 2006

5


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CIO & Data Center Manager ChallengesStrategic & Tactical Pain Points

DC CAPEX/OPEX(Physical / Environmental / I/F)

• Effective (Server) Resource Utilization

• Managing Growing Circuit Costs

• Disparate Networks; Maxed-Out Facilities• Power & Cooling Costs

• Today: Hosting; 09/10: Large DC

Agile Data Center (adapting to Business Changes)

• Operational Simplification(including Process Automation)

• Flexible with Business Growth

• Ease in Access to Resources

• Virtual Office (Mobility)

Business Enablement(ability to Deliver Value)

• Disaster Recovery / Business Continuity

• Meeting Security & Compliance Needs(Adherence to HIPPA, PCI, COBIT)

• Extranet B2B / eBusiness Connectivity

• Globalization; Cross Border Businesses

DC OPEX(Expensive Aging DC)

• WAN Bandwidth Utilization

• By 2010, 50% of DCs need refresh

• Power & Cooling up from 1:0.5 to 1:2

• Application Consolidation Imperative

• Implementation Issues Multi-faceted

Secure B2B / e-Business(Managing non-existent Perimeter)

• Proliferation of different Devices & Users(without ubiquitous security enforcement)

• Need for control at a granular level

• Single Sign-On needed for B2B Ops

• Need Dynamic Mgmt & Orchestration

Operational Complexity(integrating Silos of Solutions)

• Complex Day2Day Management

• Dynamically Adapt to Growth &Contraction of Business

• Network, Server, Storage – 3 Silos

• Infrastructure not Application/Biz Focused

C I O

– C h i e f I n f o r m a t i o n O f f i c e r

D a t a C e n t e r M a n a g e r s

& O p e r a t i o n sREDUCE TCO – Total Cost of Ownership

ALIGN TO BUSINESS – Raise Productivity

DELIVER TTS – In ‘min/hrs’ Not weeks/months’

6



Avaya Data Center SwitchesValue Proposition

Uninterrupted business services that meet the increasing demand of consolidated and virtualized Data Centers to reduce operational costs,improved time to service & drive revenue

– Supported by advanced carrier-like reliability, performance, scalability andnetwork simplicity resulting in maximizing network & application uptime

• Unified Communication Management for all devices

Platforms:

– Ethernet Routing Switch 8300 for server access layer – Ethernet Routing Switch 8600 for medium core

– Virtual Services Platform 9000(1H10) for large to very large core

– Ethernet Routing Switch 5500/5600 for server access layer

Your Dependable Platform for the Consolidated and Virtualized Data Center

ERS 8600ERS 8300 VSP 9000 ERS 5500 ERS 5600

http://www.equallogic.com/partnerships/default.aspx?id=8293


http://www.vmware.com/a/partnercatalog/catalog/ViewProduct.php?pubproductid=a0450000008Ze3AAAS




Unified Communications ManagementUnifying Application Components

ERS 8300 8600 SR 4134CS1k 2kERS 5600 ERS 5500 ERS2500VSP 9000



What Questions Should I Ask?Data Center

What are your plans for consolidating and virtualizing Data Center...?

Are you looking at combating infrastructure complexity to minimize ITmanagement cost?

Are you experiencing performance or availability issues with your business critical applications?

Is real estate and power consumption a concern?

Do you want to fully utilize switching capacity of HA systems tomaximize your investment?

Are you experiencing high operational cost?

How prepared is your network for the bandwidth & quality demands of modern applications..?



Enterprise and Hosting Data Centers that:

– Are consolidating and virtualizing

– Are growing and require scalability

– Are suffering from poor application availability and/or performance

– Need best-of-class resilient solution to extend server virtualization (VMware/Hyper-V) to the network

– Need to simplify managing the network infrastructure

– Need to support multiple customer environments (hosting)

Who Needs It?Data Center Switches



Avaya Opportunities

SWOT Analysis:ERS 8300 vs. Cisco C4500

Competitive Weaknesses

Competitive Threats

Avaya Strengths

>

8300 has strong performance, portdiversity, & feature-set capabilities

>

8300 is outstanding as the Enterprise-class Access Switch in the large network

>

8300 is gaining strength as the CoreSwitch, & ideal for the medium-sizedEnterprise

>

8300 provides a compelling solutionproviding consistent hardware & softwarein both Core & Access

>

Versatile product: deployable in the Coreor in the Access

>

Core Switch Clustering technology for

high-availability network solution>

Superior Convergence features: PoE,QoS with 8 queues, and Standards-based auto-discovery (802.1AB)

>

High performance switching architecturewith in-built system redundancy

>

Innovative Access Control security

>

8300 has better pricing

>

8300 has better QoS – C4500 onlysupports 4 Queues, and performance isvery low (6Gbps per Slot) meaning highover-subscription

>

8300 has more consistent Chassis &Module capabilities – C4500 has toomany options for both, making planningand investment protection difficult

>

C4500 relies on Spanning Tree…

>

Brand, Brand, and Brand

>

Entry-level (low-performance) Supervisor Engine pricing, giving a false impressionof good pricing

>

Superficially high levels of softwarefunctionality; but Customers should notby wowed by the fact that premium

features are configurable; C4500leverages IOS, so many features areavailable but few are required.



Avaya Opportunities

SWOT Analysis:ERS 8600 vs. Cisco C6500


Competitive Threats

Avaya Strengths

>

Huge market opportunity (~$6.5B/yr) for modular switches to pursue and leverageour installed base

>

8600 supports up to 96 10GbE ports for the high growing 10G market

>

8600 offers advanced features & modulesthat enable us to go after new applications

>

Leverage installed base of more than50,000 chassis.

>

Core “Switch Clustering” technology for

high-availability network solution>

Simple and cost effective IP VPN solution

>

A mix of high density and diversity portmodule options

>

Flexible 10G RSP network processor for

future SW upgrade without network forklift

>

8600 has better pricing

>

8600 provides sub-second networkfailover without price premium

>

8600 has lower TCO

>

6500 has complex and expensivevirtualization options

>

6500 lacks investment protection aslimited interoperability exists between

Sup Engines, daughter cards & linecards

>


>

C6500 is a little denser but too expensive

>

Entry-level (low-performance) Supervisor Engine pricing, giving a false impressionof good pricing

>

C6500 offers a wide range of specialtymodules




Avaya Opportunities

SWOT Analysis:VSP 9000 vs. Cisco Nexus 7000


Competitive Threats

Avaya Strengths

>

Market forecast is healthy (~ $7B/yr).Projected revenue $1.2B (2H10-12)

>

Leverage Gigabit migration to thedesktop with ultra high density 10 Gigabituplinks.

>

Go after Greenfield opportunities (DataCenter & Campus LAN) with an

advanced platform.>

Leverage virtualization market strength

>

Leverage installed base of 60,000 ERS8600

>

Similar to ERS 8600 CLI that will

minimize operational costs for customers.

>

Terabit Performance and advancedfeature sets including virtualization andintegrated services

>

VSP 9000 has much higher architecturecapacity 27Tbps vs. Nexus 15Tbps

>

VSP 9000 has better pricing

>

VSP 9000 has more consistent Chassisfoot print as ERS portfolio

>

VSP 9000 provides 3 Chassis / rack (720ports 10GE) or 40% more 10GE ports

>

VSP has 2x performance -970Mpps IPv4

>


>

Nexus 7000 has already been shippingsince 2008. VSP 9000 won’t ship till endof Q2 2010.

>

Customers may migrate to new platformsbefore this product ships.

>

VSP 9000 won’t have the virtualization

features in first release




Did you know?

Avaya data is the ONLY vendor that can providedeterministic sub-second network resiliency for server

access to core network without price premiumWhy should you care?

– Ensure business continuity and reduce revenue loss

– Lower operational costs – Enhance user, customer & partner experience for all

– Improve customer satisfaction for all

Proof points

– http://www.tolly.com/DocDetail.aspx?DocNumber=208275

http://www.tolly.com/DocDetail.aspx?DocNumber=208275


http://www.nortel.com/products/02/bstk/switches/baystack_5520/collateral/tollyts205116.pdf





Did you know?

Avaya data is the ONLY vendor that provides CAPEXprotection for ALL Data Center switches in high-availability

configurationWhy should you care?

– Higher return on investment

– Higher performance that enhances voice and data traffic

http://www.nortel.com/products/02/bstk/switches/collateral/tolly_ethernet_routing_switch5000_jan06.pdf

http://www.nortel.com/products/02/bstk/switches/collateral/tolly_ethernet_routing_switch5000_jan06.pdf






Did you know?

Avaya data is the ONLY vendor that provides a simplifiedand cost effective IP Virtual Private Network solution

across the entire campus and Data Center Why should you care?

– Lower operational cost as management, training and

troubleshooting is minimal

– Lower capital equipment expenditure as no additionalequipment is required

http://www.nortel.com/products/02/bstk/switches/collateral/nn123650.pdf





Did you know?

Avaya data is the ONLY vendor that provides no singlepoint of failure (link or unit) and leading stacking

performance for Data Center “Top-of-Rack” deploymentsWhy should you care?

– Ensure voice and data traffic continuity

– Improve network and business uptime – Ease of network scaling as business grows

Proof points

–












Did you know?

Avaya data provides up to 40% less power consumptionthan leading competitor. In addition, new power savings

technique that provide additional power savingsWhy should you care?

– Reduce energy bill and invest the savings into IT

– Reduce carbon emissions

Proof points






20©2010 Avaya Inc All rights reserved

Did you know?

Avaya data provides Best-in-Class connectivity to VMwareESX servers & iSCSI storage ensuring always-on

operation for mission critical applicationsWhy should you care?

– Lower operational costs

– Reduce planned and unplanned maintenance

– Flexible configuration options for great investment protection

– Efficient network design requires less power and cooling

Proof points

– http://www.equallogic.com/partnerships/default.aspx?id=8293

– http://www.vmware.com/a/partnercatalog/catalog/ViewProduct.php?pubpr

oductid=a0450000008Ze3AAAS







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