Cisco Quick Hit

Briefing
Big Data = Big $$$$
Learn how to Monetize Big Data with Cisco

Welcome! Connect using the audio

conference box or by calling into the
meeting:
1. Toll-Free: (866) 432-9903
Brian J. Avery 2. Enter Meeting ID: 205 376 864
Territory Business Manager 3. Press 1 to join the conference.
Cisco Systems
Welcome and Agenda

Introduction
What is a Quick Hit Briefing?
Brian J Avery
CATCH THE BIG DATA Opportunity WAVE!
Territory Business Manager
What is Big Data? Florida Territory Commercial
Big Data Sales Plays bravery@cisco.com
What you can sell Priors:
Cisco Sales and Channels (9 yrs)
Partners and Competitors
President and CEO (6 yrs)
Call To Action Cisco Premier Partner
Director of Sales (2 yrs)
Resources, Conclusion Cisco Silver Partner
Financial Analyst (7 yrs)
Sprint Corporation
2013-2014 Cisco and/or its affiliates. All rights reserved. https://www.pass4sureexam.com/810-401.html Cisco Confidential 2
What Is a Quick Hit Briefing?
A weekly partner briefing series designed for
Cisco Commercial Territory partners
Concise, relevant updates on:
Cisco products and solutions
Partner programs and promotions
Partner Enablement Demand Generation,
Selling Skills, Closing Tools, etc.

Next Quick Hit Briefing

Year-End Closing Tactics - Bring In All Your Deals
Thursday Dec 11th, 2014 at 9:30 ET
Check http://cs.co/quickhit for registration links and replays
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CATCH THE BIG DATA Opportunity WAVE!
US Commercial Big Data Strategy, Goals and Opportunity
Revolution in Data Driven Decision Making

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Why is Big Data Important?

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 The second most
popular search term on
Gartner.com in the last
year, behind only magic
quadrant, was
Hadoop/big data. The
rest werent even close.

- Merv Adrian, Research VP, Gartner, Inc.

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Why Big Data?

- Jim Barksdale, CEO, Netscape

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Big data relevance buys us a seat at the business table

Every big data conversation has a key

business driver behind it
Big data projects are not just solving
technology problems such as tech
refresh, organic growth, etc. but
usually also business problems
Big data projects are more likely to be
driven from the CFO or LOB than the
CIO

2013-2014 Cisco and/or its affiliates. All rights reserved. https://www.pass4sureexam.com/810-401.html Cisco Confidential 9
Big Data wins - Partial list of UCS-based wins
$80M Actuals in FY14, $200M Target in FY15

Enterprise/GSP Commercial

2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
https://www.pass4sureexam.com/810-401.html
Big Data UCS TAM
Big Data: Strategic Growth Market for Cisco/DCG/UCS
Big Data Revenue ($B): 2011- 2017 Infrastructure
InfrastructureTAM
TAM$7.8B (2014)
$7.8B (2014) $16.9B (2017)
- >$16.9B
35
(2017)
10% Cisco Share of TAM = $1.69B (2017)
@10% Cisco share: $1.69B (2017)
30 A Billion Dollar Business!
- A Billion Dollar Business
25

Drives UCS topline ($7B TAM, 27.1% CAGR)

20
Services
Drives
100%UCS
Ciscotopline ($16.1B
infrastructure TAM,
wallet 27.1%
share &
Software CAGR)
account control (includes server, storage and
15 Infrastructure
networking)
100% Cisco infra. wallet share & account
control (server/ storage/ networking
10 8x higher ASP compared to average UCS C-Series
8xdeals
higher ASP compared to average UCS C-
5 Series
deals
ASP of BD starter deal is $250K, but they
ASP of BD starter deal is $250K
grow rapidly
0
2011 2012 2013 2014 2015 2016 2017

2013- 2014 Cisco

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Cisco its its
and/or affiliates. All All
affiliates. rights reserved.
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Cisco Confidential 11

11
 Why should you care?
The big data market is booming
Every Commercial AM has a Big Data opportunity in their customer base today (you just might
not know about it)
Customers can shift money that they are spending on Enterprise Data Warehouses, Oracle
Licensing and Support to a Big Data/Hadoop environment and IMMEDIATELY save big
money (up to ~50X)
Provides thought leadership/strategic relevance to Cisco and an opportunity for business
relevance, beyond IT
We dont have to share the hardware stack
Provides us a beachhead with C-series

The software stack is relatively cheap ($1 of SW drags $4 of HW)

Provides Cisco with an annuity revenue stream

Can reach 7 - 8 figures in two years timeframe

The competition is already actively selling into this market

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12
What is Big Data?

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Traditional Enterprise Data Management

Operational
(OLTP)
Operational
(OLTP) ETL EDW BI/Reports
Operational
(OLTP)

Online Extract, Enterprise Data Business

Transactional Transform, and Warehouse Intelligence
Processing Load (batch
processing)

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14
The Explosion of Unstructured/Semi-structured Data
A poor fit for the traditional relational database

10,000
1.8 trillion gigabytes of data
was created in 2011 UNSTRUCTURED DATA
More than 90% is unstructured data
Approx. 500 quadrillion files
Quantity doubles every 2 years
GB of Data

Most unstructured data is neither

(IN BILLIONS)

stored nor analyzed!

STRUCTURED DATA
0

2005 2010 2015

Source: Cloudera
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Enterprise Data Management with Big Data

Operational
(OLTP)
Operational
(OLTP) BI/Reports
ETL
Operational
(OLTP)
Dashboards

Web

ETL
Machine

2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16

16
How Do We Define Big Data?
For our purposes, big data means wide scale-out rack-mount, bare-metal,
DAS-centric, spindle-dense distributed computing architectures aimed at
the 3 Vs of data: Volume, Velocity, Variety

2013-2014 Cisco and/or its affiliates. All rights reserved.

https://www.pass4sureexam.com/810-401.html Cisco Confidential 17
What isnt Big Data?

Usually not blade servers

(not enough local storage)

Usually not virtualized

(hypervisor only adds overhead)

Usually not highly oversubscribed

(significant east-west traffic)

Usually not SAN/NAS

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Cost, Performance, and Capacity

HW:SW $ Split 30:70

Structured Data:
Relational Database

Expensive Load
1TB/hr ETL $20K/TB
Enterprise
Database

$10K/TB
Massive Scale-Out
Column Store

Hadoop $500-$1K/TB
Unstructured Data:
Machine Logs, Web Click Stream,
No SQL Call Data Records, Satellite Feeds,
GPS Data, Sensor Readings, Sales
Data, Blogs, Emails, Video

HW:SW $ Split 70:30 and

we dont have to share!
2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
 What Is Hadoop?

Apache Hadoop is an open source software project that enables the

distributed, fault tolerant processing of large data sets across clusters of
servers.
It is designed to scale up from a few servers to thousands of machines
Its two primary components are the Hadoop Filesystem (HDFS) and the
MapReduce application engine

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Big Data Sales Plays

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 Big data is still an emerging, dynamic market.
New technologies and partners are emerging fast,
startups come and go, competition evolves quickly.

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22
Big Data Sales Play

Data Management: Building the Foundation

Half the worlds data will be processed by
Hadoop within 5 years
Proactive sales play involving Cisco and Hadoop Partner sales
teams
Target Ciscos existing UCS customers
MapR, Cloudera, HortonWorks will be on Cisco GPL
Get in early to win the Pilot and drive significant Big Data Expansion
Sales
When in doubt, stay neutral

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Access to New Buying Centers

Big Data Contacts

Line of Business Data Applications IT
CMO VP of BI/Analytics VP of Infrastructure
CFO/Head of Finance VP of Data Warehouse VP of Operations
SVP/VP of Sales Chief Data Scientist Chief Technology Officer

Data Architects/Data Chief Information Officer

Merger and
Acquisition Leaders Strategy VP of IT
VP of Supply Chain Director of IT

2013-2014 Cisco and/or its affiliates. All rights reserved.

https://www.pass4sureexam.com/810-401.html Cisco Confidential 25
Top Use Cases Are Driving Rapid Big Data Adoption

Most Prominent Big Data Industry Use Cases

Financial Health /
Telco Web / Media Retail Government
Services Life Sciences

Customer Churn analysis Sentiment Store operation Drug Security/

acquisition, Analysis analysis development anti-terror
Subscriber data
retention, and Content Customer loyalty and launch cost Budgetary
profitability management reduction
monetization programs control and
Fraud detection Fraud analysis Regulatory management
Advertising Loss prevention
Compliance Social analysis optimization 360 degree view
compliance Asset control
reporting Response times of a customer Product quality and assessment
Trading Risk Traffic analysis Web and ETL Offload /
Insurance Location Federal
Product affinity/ Budgetary
Underwriting Analytics
bundling Pressures

By 2016, 25 Percent of Large Global Companies Will Have Adopted

Big Data Analytics for at Least One Security or Fraud Detection Use Case
2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26

Gartner
Questions You Should Ask Every Customer

How will you

manage and
Who
Look forintheyour
VP of Business Reducing cost, operate
The Cisco UCSyour Big
fabric-based Is
Theyour
cost ofData
Data
Intelligence,
organization What are
improving your
operational architecture delivers
Data platform and Warehouse
Warehousing by archiving
VP of IT, VP of Data is efficiency, competitive exceptional performance, data and offloading ETL
looking
Warehousingat or Big
LOB Data, Use Casesand
differentiation for Big
growing scale
capacity,as fast as
management maintenance
processing to Hadoopand
is 50
Executive. Almost every
and Hadoop Data?
top line revenue are key simplicity and scale to derive
your data? capacity expansion
times less expensive than
customer has a Big Data outcomes for many Big Data value from the most enterprise data warehouses
projects?
project they are thinking projects challenging Big Data getting too costly?
about or that is in process. deployments

2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
Reoccurring Big Data Server Sales

Test Initial Use Case Expand Initial Use Case Full Production
M15
$250K M12
Add 16 Server $250K
POC Rack to test $1.5M Add 16 servers
Use Cases 2 & 3 Add 100 servers POC rack to test
for full production Use Cases 4 & 5
$500K M9
of Use Case 1
$250K Add 32 Server
Expansion Rack,
16 Server Rack Initial Production
for initial use
evaluation M3-6

M1

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What you can sell

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Cisco UCS Common Platform Architecture for Big Data
Single-SKU pre-configured bundles
Net: $250K HW, $250K SW 3 year agreement, doubles annually

Easy to order (no missing parts)

Aggressively discounted
Tested and validated with our ISV partners
Address majority of big data apps and workloads
Appliance-like model without lock-in
Matching CVDs show investment

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CPA Differentiators
See Resources slides in the appendix for more information

1. Easy to deploy and scale

2. Single management platform
3. Better networking

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 Scalability

Easily Scale Cisco UCS CPA for Big Data

SINGLE RACK SINGLE DOMAIN MULTIPLE DOMAINS
16 Servers Up to 10 Racks, 160 Servers Up to 10,000 Servers

UCS Manager
UCS Central
2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
 Cisco UCS Advantage
Simplified Management Throughout Cluster Lifecycle

Provisioning
UCSM provides:

Speed
Growth Monitoring Ease of experimentation
Consistency
Simplicity
Visibility
Maintenance

2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
Single Platform for Traditional and Big Data Applications

Big Data Common Platform

Enterprise Applications
Architecture

NoSQL Database

SAN/NAS Arrays
UCS Rack-Mount Servers UCS Blade Servers

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UCSD Express For Big Data
On-Demand Hadoop Deployment

Zero Touch Deployment of Hadoop Clusters

Accelerating time to value for Hadoop Deployment
Single Management Pane for Hadoop Clusters
Extends UCS Management value prop into Hadoop
Infrastructure
On Demand Cluster Sizing

Dashboard for status and health monitoring

Centralized End-to-End Visibility

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 Composite - Data Virtualization Across the Enterprise

BI and Analytics
Deployed on UCS

Cisco Data Virtualization on UCS with Nexus Interconnects

Traditional Data Big Data Sources Cloud Data

Sources Sources

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Partners and Competitors

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 Big Data Ecosystem

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Key Hadoop Distributions

HortonWorks Cloudera MapR

MANAGEMENT
MANAGEMENT
Open Source Open Source Open Source

ARCHITECTURAL
INNOVATIONS

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Competitors

The Usual Suspects

Main Competitors:
Dell, HP, IBM, Amazon
Arista, maybe Brocade

Less Common:
Whitebox
Oracle/Sun, Teradata
(appliances)
EMC/Netapp*

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Call to Action

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Call To Action

Ask your customer what they are doing with

Hadoop?

Go to your B-Series customers and let them know we

have a Big Data Reference Architecture that fits
seamlessly into their operations

Get to know your Hadoop partners and sales teams

Use the Big Data Sales Expert Mailer for help and resources:
bigdata_sales_expert@cisco.com

Visit http://iwe.cisco.com/web/data-center/technology/big-data
2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
Call To Action

Ask your customer what they are doing with

Hadoop?

Go to your B-Series customers and let them know we

have a Big Data Reference Architecture that fits
seamlessly into their operations

Get to know your Hadoop partners and sales teams

Use the Big Data Sales Expert Mailer for help and resources:
bigdata_sales_expert@cisco.com

Visit http://iwe.cisco.com/web/data-center/technology/big-data
2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
Sales Resources,
Conclusion

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Selling Resources Big Data Playbook V2
http://dcg.cisco.com/attachments/Cisco%20UCS%20Big%20Data%20Sales%20
Playbook%20V2%20August%202013.pdf

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Customer/Partner Resources CVDs for all major distros
http://www.cisco.com/go/bigdata

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Other Big Data Resources

Cisco Big Data Web Page - http://www.cisco.com/go/bigdata

Cisco Design Zone for Big Data (CVDs)
http://www.cisco.com/c/en/us/solutions/enterprise/data-center-designs-cloud-computing/bigdata.html

Cisco UCS Common Platform Architecture for Big Data Solution At-A-Glance
http://www.cisco.com/en/US/solutions/collateral/ns340/ns517/ns224/ns1199/at-a-glance-c45-
730798.pdf

Cisco UCS Common Platform Architecture for Big Data Analyst Whitepaper
http://www.cisco.com/en/US/solutions/ns340/ns517/ns224/ns1150/ns1199/245209January.pdf

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Other Big Data Resources

Big Data Partner At-a-Glance (AAG) (PDF - 410 KB)

Cisco UCS Integrated Infrastructure for Big Data BDM (PPTX - 9.31 MB)

Cisco UCS Director Express for Big Data BDM (PPTX - 2.70 MB)

Big Data Partner FAQ (PDF - 603 KB)

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Join Us Next Week!

Next Quick Hit Briefing

Year-End Closing Tactics - Bring In All Your Deals
Friday Dec 11th, 2015 at 9:30 ET
Check http://cs.co/quickhit for registration links and replays

2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 49
Thank you.
Big Data/Analytics DCV Big Data Stack
Cisco Data Center
Data Management Data Integration Analytics / Business Intelligence

Lead with UCS CPA Target Teradata/ Target LOB correlating

2013-2014 Cisco and/or its affiliates. All rights reserved.
Neteeza customers multiple data sources Cisco Confidential 51
 Why Should you Care About Big Data?

1. Big Data = Big $$$$

2. Customers can shift money that they are spending on Enterprise Data
Warehouses, Oracle Licensing and Support to a Big Data/Hadoop
environment and IMMEDIATELY save big money (up to ~50X)

3. Every Commercial AM has a Big Data opportunity in their customer base

today (you just might not know about it)

4. Line of Business customers are looking to generate additional revenue

and grow their business through Big Data and Analytics
2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 52