Introduction-Cisco Unified Computing System

Sumesh Nair
Sr. Network Consultant

Track Distribution Middle East

sumeshn@tdme.ae

Agenda
Introduction to the Cisco Unified Computing System
Foundation Technologies Cisco UCS B Series and C Series Servers-Component Overview and Positioning

Cisco Nexus Datacenter Switching Product Overview

How to Sell
Trigger Questions Differentiation Objection Handling

Sales Pitch

Cisco Unified Computing System is a cohesive integrated computing system that unifies computing, storage access ,virtualization and the network all of this which Streamlines data center resources to reduce total cost of ownership Scales service delivery to increase business agility Radically reduces the number of devices requiring setup, management, power, cooling, and cabling

Wire Once Architecture

Uplinks

20Gb/s

40Gb/s

80Gb/s

Wire once for bandwidth, not connectivity

All links can be active all the time

Why I/O Consolidation?

From here To here

I/O Consolidation in the Network

Processor Memory

Processor Memory

I/O
Storage

I/O

I/O

I/O Subsystem
Storage

LAN

IPC

IPC: Inter Process Communication 6

LAN

IPC

I/O Consolidation in the Host

Fewer CNAs (Converged Network adapters) instead of NICs, HBAs and HCAs
Limited number of interfaces for Blade Servers
FC HBA FC HBA NIC NIC NIC HCA HCA

FC Traffic FC Traffic
CNA

Enet Traffic Enet Traffic Enet Traffic IPC Traffic IPC Traffic
CNA

All traffic goes over 10GE

Cabling and I/O Consolidation

A larger picture
IEEE 802
Evolution of Ethernet (10 GE, 40 GE, 100 GE, copper and fiber) Evolution of switching (Priority Flow Control, Enhanced Transmission, Congestion Management, Data Center Bridging eXchange)

INCITS/T11
Evolution of Fibre Channel FCoE (Fibre Channel over Ethernet)

IETF
Layer 2 Multi-Path TRILL (Transparent Interconnection of Lots of Links)
9

Foundational Technologies

10

IEEE DCB (Data Center Bridging)

Feature / Standard
Priority Flow Control IEEE 802.1Qbb (PFC) Bandwidth Management IEEE 802.1Qaz (ETS) Data Center Bridging Exchange Protocol (DCBX)

Standards Status
PAR approved, Editor Claudio DeSanti (Cisco), draft 2.3 published, expected WG ballot PAR approved, Editor Craig Carlson (Qlogic), draft 2.3 published, expected WG ballot in 11/09 This is part of: Bandwidth Management IEEE 802.1Qaz

Congestion Management PAR approved, in advanced development draft IEEE 802.1Qau (QCN) 2.4 published, Editor Norm Finn (Cisco

11

10 GE
10 GE has enough bandwidth Merging example
2 x 1 GE Ethernet NIC 1 x 4 Gbps FC (really 3.2 Gbps) Total 5.2 Gbps over a 10 Gbps link

Most CNAs are dual-ported for HA

20 Gbps usable bandwidth per server with a single CNA

12

Enabling Low-Cost 10GE

And 7m and 10m available today as well

13

10 Gigabit Ethernet
In-rack & Cross-rack

10G Options
Connector (Media)
SFP+ CU*
copper

Cable
Twinax

Distance
<10m

Power (each side)

~ 0.1W

Transceiver Latency (link)

~ 0.1ms ~ 0.1ms ~0 ~0
2.5ms 2.5ms 1.5ms

Standard
SFF 8431** IEEE 802.3ak none

X2 CX4
copper

Twinax
MM OM2 MM OM3 MM OM2 MM OM3
Cat6 Cat6a/7 Cat6a/7

15m
10m 100m 82m 300m
55m 100m 30m

4W
1W 1W
~ 6W*** ~ 6W*** ~ 4W***

SFP+ USR
MMF, ultra short reach

SFP+ SR
MMF,short reach

IEEE 802.3ae

RJ45 10GBASE-T
copper

IEEE 802.3an

Across racks
14

FC over Ethernet (FCoE)

FCoE
Mapping of FC Frames over Ethernet Enables FC to Run on a Lossless Ethernet Network
Ethernet Fibre Channel Traffic

Benefits
Fewer Cables
Both block I/O & Ethernet traffic co-exist on same cable

Fewer adapters needed

Overall less power

Interoperates with existing SANs
Management SANs remains constant

No Gateway
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FCoE Benefits
LAN
2

SAN A

SAN B

LAN
2

SAN A

SAN B

Nearly HALF the Cables

16 Servers Adapters Switches Enet 16 2 FC 16 2 Total 32 4 16 Servers Adapters Switches Cables Mgmt Pts Enet 16 2 36 2 FC 0 0 4 0 Total 16 2 40 2
22

Cables
Mgmt Pts

36
2

36
2

72
4

FCoE is Fibre Channel

FCoE is Fibre Channel at the host and switch level

Easy to Understand
Same Operational Model Same Techniques of Traffic Management Same Management and Security Models

Completely based on the FC model Same host-to-switch and switch-to-switch behavior of FC E.g., in order delivery or FSPF load balancing

WWNs, FC-IDs, hard/soft zoning, DNS, RSCN

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FCoE: Initial Deployment

The first step is access consolidation: it provides significant cost benefit maintaining a conservative design
SAN A SAN B 10GE Backbone

VF_Ports VN_Ports
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FCoE: second step backbone consolidation

SAN A SAN B

All the switches are also FCFs

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CNA: Converged Network Adapter

LAN
10GbE 10GbE
Link

HBA
HBA HBA
Link

CNA
10GbE 10GbE
Link

Fibre Channel

Fibre Channel Ethernet

PCIe
Ethernet Drivers

Ethernet
Operating System

PCIe
Fibre Channel Drivers Ethernet Drivers

PCIe
Fibre Channel Drivers

Operating System
26

View from Operating System

Standard drivers Same management

Operating System sees:

Dual port 10 Gigabit Ethernet adapter Dual Port 4 Gbps Fibre Channel HBAs

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Unified Computing System

28

Unified Computing Building Blocks

Unified Fabric Introduced with the Cisco Nexus Series

Virtual

Physical

Wire once infrastructure (Nexus 5000) Fewer switches, adapters, cables

Virtual
Ethernet Fibre Channel

VN-Link (Nexus 1000v) Manage virtual the same as physical

Scale

Fabric Extender (Nexus 2000)

Scale without increasing points of management

Physical

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Unified Computing System

Memory Unified Fabric Fabric Extender Virtualized Adapter

Database

Scale Out
VM VM VM Analytics

CRM

VM

Memory Extension CPU

ERP
Data Warehouse

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Unified Computing System

Represented Logically
UCS Manager [GUI and APIs] Management resides in the interconnect The console and interfaces communicates with interconnect Fabric Interconnect Fabric Extender is a logically part of the interconnect Fabric Extender Inserts into Blade Chassis Chassis is logical part of the Fabric Extender Blade Server Chassis Blade inserts into the Chassis Blades are a logical part of the chassis

UCS B-Series Blade Servers Single and dual slot form factors available Adapters are a logical part of a blade
Mezzanine adapters 2-port Virtual Interface Card 2-port CNA and 2-port 10GE adapter
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UCS Blade Chassis

6RU Chassis, 32 deep
Blades and Power supplies plug-in from front

Blades
Power & cooling budget allows leading edge processor performance and memory capacity Combinations of half slot and full slot blades
Up to 8 Half slot blades

Power Supplies
4x 2,500W hot-plug Power Supplies 90% efficient N+N redundancy (grid redundant)

Up to 4 Full slot blades

4 single phase 220V, IEC320-C19

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UCS Fabric Interconnect

Interconnect Family

1U High, 28-Port FI 20 Ports 10 GE/FCoE 4 uplink/downlink ports SFP+ interfaces 1 Uplink Module: 8 ports 560 Gbps Fabric

2U High, 56-Port FI 40 Ports 10 GE/FCoE 8 uplink/downlink ports SFP+ Interfaces 2 Uplink Modules, 8 ports each 1.12 Tbps Fabric

Expansion Modules Fibre Channel 8 Ports 1/2/4G FC, SFP Combo: FC + Ethernet 4 Ports 10GE/FCoE, SFP+ 4 Ports 1/2/4G FC, SFP Ethernet 6 Ports 10GE/FCoE, SFP+

Management

UCS Manager
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Fabric Extender
Part of the FI: distributed line card
Extends the I/O fabric into the blade chassis Transparent to the user managed by UCS Manager Direct 10Gbps connectivity between blades and Interconnect

Contains Chassis Management Controller

Proxy for mgmt control plane UCS Manager interface to blades Key part of HW discovery process

I/O bandwidth
10Gbps/port 4 ports to FI - 8 ports to blades 2 Fabric Extenders per Blade Chassis Blade connects to both Fabric Extenders slots in chassis
March 22, 2009 2009 Cisco Systems, Inc. All rights reserved. Cisco Confidential - NDA Required

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Enclosure, Fabric Interconnect, & Blades (Front)

Redundant, Hot Swap Power Supply Redundant, Hot Swap Fan 1U or 2U Fabric Interconnect

Half width server blade Up to eight per enclosure Hot Swap SAS drive (Optional)

Full width server blade Up to four per enclosure Mix blade types

6U Enclosure

Ejector Handles

Redundant, Hot Swap Power Supply

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Rear View of Enclosure and Fabric Interconnect

10GigE Ports Expansion Bay

Redundant Hot Swap Fan Module

Redundant Fabric Extender

Fan Handle

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Half Width Compute Blade

Based on Intel Nehalem-EP platform
Full range processor performance Hardware-enabled Virtualization architecture

Half slot blade

Two Sockets Twelve DDR3 DIMM sockets Up to two SAS/SATA Disks
H/W RAID 0 & 1

Single mezzanine adapter

Dual port 10Gb full duplex

Mezzanine cards options:

10 Gb Ethernet NIC from Intel CNAs from QLogic and Emulex Virtual Interface Card from Cisco

OS support:
VMware, Windows, Redhat, Novell/SuSE etc.

Remote and front panel KVM, vMedia and Console

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Full Width Expanded Memory Blade

48 DIMM slots in a 2 socket Nehalem-EP blade
Standard 2 socket Nehalem-EP only supports 12/18 slots

Industry standard DDR3 DIMMs

Up to 384GB per 2 socket blade

Transparent to OS and applications

Purchase fewer servers for memory-bound applications Or, purchase less sockets per server

Reduced server costs

Reduced power and cooling costs

Most software is licensed on a per-socket basis

Reduced software costs

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UCS Blades

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Extended Memory Technology

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Potential Savings Extended Memory

Ciscos Patented Extended Memory technology delivers a more cost effective memory footprint for mainstream workloads as well as additional capacity or scalability for up to 384GB for maximum memoy and large data set workloads.

Industry Standard DDR3 70%-80% Lower mainstream memory costs

Unmatched High End Capacity

$60,720

384 GB 192 GB 144 GB 96 GB 48 GB

Not available
$10,992

Not available
$8,240

$30,510

Cisco Competitors

$5,760 $20,310 $2,808 $2,760

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Service Profiles

42

Service Profiles

43

Adapter Offerings
Compatibility
Existing Driver Stacks

Value
Ethernet equipped host

Virtualization
VM I/O Virtualization and Consolidation

10GbE/FCoE

10GbE/FCoE

Eth

FC

FC

Eth

Standard Ethernet
10GbE FC

vNICs
0 1 2 3 127

PCIe Bus

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Cisco UCS Virtual Interface Card

Adapter designed for both single-OS and VM-based deployments
Network Interface Virtualization support VN-link capable hypervisor integration
Eth Eth FC FC Eth

10GbE/FCoE

PCI-SIG Standards Based

PCIe Gen2
User Definable vNICs

High Performance
2x 10Gb Low latency Cut-through architecture
0 1 2 3 127

Define up to 128 distinct PCIe devices

Ethernet vNIC, and FC vHBA Two physical ports to the backplane Each PCIe device can have unique network identity (MAC address or WWN)
PCIe x16
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Unified Computing Integration into Existing Data Centers

Core POD Aggregation LAN Fabric Storage Arrays SAN Fabric Core

Fabric A Access
LAN Access SAN Edge A

Fabric B

SAN Edge B

Fabric Interconnect Virtual Access Fabric Extenders

Unified Computing System Unified Computing System

Ethernet Fabric

Single Fabric Fabric Interconnect: 10GE attached Interconnect Connectivity Point

L3/L2 Boundary in all cases Nexus 7000 & Catalyst 6500
Switch Mode End-host Mode

SAN Fabric

Dual Fabrics Fabric Interconnect: 4G FC attached Interconnect Connectivity Point

SAN Core; or SAN Edge for more Scalability
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NPV Mode Switch Mode

Cisco Unified Computing System

The Cisco Unified Computing System is designed to dramatically reduce datacenter total cost of ownership while simultaneously increasing IT agility and responsiveness.

Reduces total cost of ownership

CAPEX: Up to 20% reduction OPEX: Up to 30% reduction Cooling and power efficient

Increases business agility

Provision applications in minutes instead of days Automation reduces service outages Just-in-time resource provisioning

Investment protection

Industry standards-based Co-exist with existing data center infrastructure Leverage existing management applications via API
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Unified Computing System

A single system that unifies
Compute:

Industry standard x86 Control, scale, performance Wire once for SAN, NAS, iSCSI

Network:

Unified fabric

Virtualization:

Storage Access:

Embedded management
Increase Dynamic Ability

scalability without added complexity

resource provisioning

to integrate with broad partner ecosystem

Energy efficient
Fewer Lower

servers, switches, adapters, cables

power and cooling requirements

Increase

compute efficiency by removing I/O and memory bottlenecks

Presentation_ID

2008 Cisco Systems, Inc. All rights reserved.

Cisco Confidential

48

Cisco UCS Increasing Momentum

Since its initial launch in the spring of 2009, Cisco UCS has been validated with industry awards, market momentum , and initial customer deployments delivering lower total cost and increased agility.

Customer Traction
Nothing else came close in terms of management simplicity, energy efficiency,
application availability and cost reduction, all of which have made it possible for us to hit our initial ROI targets and deploy an architecture that can scale with us over the coming years. Tutor Perini

Market Traction
Goldman Sachs survey of 100 Fortune 1000 IT executives Nearly two-thirds of respondents expect increased presence for Cisco servers in their data centers in the next two to three years. 18% are planning to evaluate Ciscos UCS in the next 12 months

Industry Acclaim

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50

Cisco UCS C-Series Rack-Mount Servers

Unify, Simplify, Amplify

The Compute Platform for Virtualized Data Centers

51

Introducing C-Series Rack-Mount Servers

By combining UCS C-Series and UCS B-Series, (blade form factor), Ciscos Unified Computing System now addresses the vast majority of customers data center compute requirements..

Helps reduce total cost of ownership (TCO) and increase business agility. Extends Unified Computing innovations and benefits to rack-mount servers The first rack-mount servers offering a built-in migration path to unified computing Increased customer choice with unique benefits in a familiar rack-mount form factor

UCS C250 M1/M2 Extended Memory Rack-Mount Server

Pricing starts $10,339

UCS C210 M1/M2 General-Purpose Rack-Mount Server

Pricing starts $3,039

UCS C200 M1/M2 High-Density Rack-Mount Server

Pricing starts $2,589

52

UCS Innovations Decrease TCO

Industry Standard innovations that help UCS B-Series Blade servers reduce TCO apply to UCS C-Series Rack-Mount Servers with additional benefits of a familiar rack form factor and built in migration path to Unified Computing. Embedded Unified Management Extended Memory Technology Dynamic Provisioning Service Profiles VN Link Virtual Interface Card

Unified Fabric

B-Series Blade Servers Additional CAPEX and OPEX Savings from High Density Blade Form Factor

C-Series Rack-Mount Servers Additional CAPEX and OPEX Savings from versatility and investment protection
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UCS C-Series in Action Reduced TCO

When compared to traditional two-socket rack-mount servers, UCS C-Series Rack-Mount servers can help further reduce TCO of components, server systems, and overall infrastructure environment. Embedded Unified Management Extended Memory Technology Dynamic Provisioning Service Profiles Unified Fabric Fabric Extenders VN Link Virtual Interface Card

UCS C250 M2 Example 50% more memory for 17% lower system cost

Fewer Less expensive servers with up to 46% lower infrastructure costs

CAPEX: Up to 50% Savings OPEX: Up to 36% Savings

Investment Protection: Built-In Migration, Buy Now and Unify Later

Fewer racks and less space Unified Fabric: Reduced Cabling and Power More consistent infrastructure policy control and management Potential Lower Software licensing costs

54

New Cisco UCS 460 M1

High-performance computeintensive, enterprise-critical stand-alone applications and virtualized workloads.

4 rack unit (RU) rack-mount chassis 64 dual in-line memory module (DIMM) slots and up to 512 GB based on Samsung's 40nm class DDR3 technology

Up to 12 small form-factor (SFF) optional SAS or SATA hot plug hard drives10 x PCIExpress (PCIe) slots
Two 1/10 Gb Ethernet LAN on Motherboard (LOM) ports, two 10/100/1000 LOM ports plus baseboard management controller (BMC)

55

New Cisco UCS 260 M2

Large memory capacity and 16 drives make it an ideal platform for memorybound or disk-intensive applications Exceptional memory, with up to 64 DIMM slots and up to 1 TB, based on double data rate 3 (DDR3) technology A 2-socket, 2RU, rack-mount form factor

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Cisco C-Series Models

57

C-Series Workloads
Together, UCS C-Series and UCS B-Series, (blade form factor), Ciscos Unified Computing System now addresses the vast majority of data center compute requirements.

UCS C200 M2 High-Density RackMount Server

UCS C210 M2 General-Purpose RackMount Server

UCS C250 M2 Extended Memory Rack-Mount Server

High-density server with balanced compute performance and I/O flexibility

General-purpose server for workloads requiring economical, high-capacity, internal storage

High-performance, memoryintensive server for virtualized and large-data-set workloads

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UCS C250 M2 Specifications

Front Panel Access/Diagnostics
Power button & LED UID button and LED Status indicators for: System Activity, Health, Fault LEDs for Processors, Memory & Power Supplies Dongle connector common to California Blades DB15 Video, two host USB ports, One DB9 Com1 port

8 SFF disk drives

SAS and SATA-II Hot Plug from front of Chassis SAS/SATA-II RAID Controller LSI MegaRAID PCIe card

Support for RAID 0,1,5,6, 50, 60

512 MB write cache with on-board battery SAS/SATA-II RAID 0/1 Controller Low cost configs Max of four SATA drives

DVD-RW drive

2RU

Increased Serviceability with Front Accessible Hot-Plug Fan Modules

Powered by:
Dual Socket Nehalem-EP processors Processor TDP max of 95W 48 DDR3 DIMM sockets Maximum of 8GBytes/DIMM Max memory capacity of 384 GB
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UCS C250 M2 Specifications (continued)

Dual redundant, hot plug power supplies 750W Hot Plug from rear of chassis Power Supply Efficiency: Energy Star 80+ Gold

Five half length PCIe form factor add-in cards PCIe Gen 2 2 x16-lane, 3 x8-lane Support for Broadcom Quad 10/100/1000BaseT & Broadcom10GbE NICs, Qlogic and Emulex FC and FCoE HBAs

Inside the Chassis:

In Chassis USB Key slot

Rear panel interfaces:

DB15 Video port

Light guided diagnostics An LED at each FRU: CPUs, DIMMs, Drives, Power supplies, Fans.

Two USB 2.0 ports from host RJ45 serial port Four 10/100/1000BaseT LOM interfaces based on Broadcom BCM5709 Two 10/100BaseT Out-of-Band management interfaces Replication front panel indicators on rear pane UID button and LED, Status indicators for System Activity, Health, Fault LEDs for Processors and Memory
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UCS C210 M2 and C200 M2 Commonality Both 1U and 2U Rack Mount Chassis share:
Common Motherboard Common power supplies Common Processors

Memory PCIe I/O cards HDD options (2.5 HDD version of C200 M1)

UCS C200 M1 High-Density Rack-Mount Server

UCS C210 M1 General-Purpose Rack-Mount Server

61

UCS C210 M2 Specifications

Front Panel

Power button & LED UID button and LED Status indicators for: Health, NIC Linkup/Activity, System Activity Dongle connector common to UCS Blades DB15 Video, two host USB ports, One DVD-ROM DB9Com1 port

16 - 2.5 Drives
SAS-2 & SATA-2 Hot Plug from front of

Three HDD Controller options 1. Lowest cost

Integrated ICH based SATA Controller Four drive maximum

Chassis Dual Socket Nehalem-EP processors

Processor TDP max of 95W 12 DDR 3 DIMM sockets Max of 8GB/DIMM Max Memory of 96GB

2.

Low cost SAS and SATA

LSI 1064 based mezzanine card RAID 0 & 1 4 drive maximum

Powered by:

3.

High performance SAS and SATA Controller

LSI 6G MegaRAID PCIe add-on card 512 MB write cache with battery backup RAID 0, 1, 5, 6, 10, 50, 60

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UCS C210 M2 Specifications (Continued)

Inside the Chassis:
In Chassis USB Key slot Light guided diagnostics An LED at each FRU: CPUs, DIMMs, Drives, Fans

Add-on Options 2U Chassis

Five Std. High PCIe Slots
x8 PCIe Gen 2 interface, x16 Connectors 2 Full Length Slots 3 Half Length Slots

Dual redundant, hot plug power supplies

Power Supply: 650W

Rear Panel Interfaces:

Load balance when both are running Hot Plug from rear of chassis Power Supply Efficiency: Energy Star 80+ Gold 88% eff. @ 20% load, 92% eff. @ 50% load

DB15 Video port Two USB 2.0 ports from host DB9 serial port Two 10/100/1000BaseT LOM interfaces based on Intel Kewala NIC One 10/100BaseT Out-of-Band management interface

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UCS C200 M2 Specifications

Front Panel
Power button & LED UID button and LED Status indicators for:
Health, NIC Linkup/Activity, System Activity

DVD-ROM

1 RU

Four - 3.5 Drives

Hot Plug from front of Chassis 2. 3.

SAS-2 & SATA-2

Three HDD Controller options 1. Lowest cost

Low cost SAS and SATA

Integrated ICH based SATA Controller Four drive maximum LSI 1064 based mezzanine card RAID 0 & 1 4 drive maximum

Powered by: Dual Socket Nehalem-EP processors

Processor TDP max of 95W 12 DDR 3 DIMM sockets Max of 8GB/DIMM Max Memory of 96GB

High performance SAS and SATA Controller

LSI 1078

based PCIe add-on card 256MB write cache with battery backup RAID 0, 1, 5, 6, 10, 50

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UCS C200 M2 Specifications (Continued)

Dual redundant, hot plug power supplies
Power Supply: 650W Load balance when both are running Two half-length PCIe form factor add-in cards Hot Plug from rear of chassis One Std high, Half Length Slot Power Supply Efficiency: Energy Star 80+ x8 PCIe Gen 2 interface, x16 connector One Low-Profile Half Length PCIe Slot Gold x8 PCIe Gen 2 interface, x8 connector 88% eff. @ 20% load, 92% eff. @ 50% load

Inside the Chassis:

In Chassis USB Key slot Intended for Hypervisor boot Light guided diagnostics An LED at each FRU: CPUs, DIMMs, Drives, Fans

Rear Panel Interfaces:

DB15 Video port Two USB 2.0 ports from host DB9 serial port Two 10/100/1000BaseT LOM interfaces based on Intel Kewala NIC One 10/100BaseT Out-of-Band management interface

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C-Series Virtual Interface Card

Converged Network Adapter designed for both single-OS and VM-based deployments
Virtualize (VNLink) in hardware PCIe compliant

High Performance
2x 10Gb Low latency High bandwidth support

Flexible Configuration and Unified Management

Supports up to 128 vNICs Fibre Channel or Ethernet Managed via UCS Manager

VMDirectPath with V-Motion: bypass vSwitch and Hypervisor for maximum performance

66

Additional Supported Adapters

Dedicated Ethernet and Fibre Channel Adapters Broadcom NetExtreme II 57711 Dual Port 10GbE with TOE and iSCSI HBA

Broadcom NetExtreme II 5709 Quad Port 10/100/1GbE with TOE and iSCSI HBA
Emulex LightPulse LPe 11002, 4Gb Fibre Channel PCIe Dual Channel HBA Qlogic SanBlade QLE2462, 4Gb Dual Port Fibre Channel HBA Converged Network Adapters QLogic QLE8152 Dual Port 10GbE PCIe Converged Network Adapter Emulex OneConnect Universal Converged Network Adapter RAID Controller Options LSI MegaRAID SAS 8708EM2 LSI SAS30813E-R SAS/SATA RAID 0/1 PCIe Card (UCS C250 M1)

LSI 1064 (4-port SAS 3.0G RAID 0, 1, 1E) Mezz card (UCS C210-200 M1)
67

Options to Deploy Innovation

Cisco C-Series servers provide a flexible, comprehensive, standards-based set of management options that enable data centers to take advantage of the servers' innovative features in heterogeneous data centers today.

Integrated

Existing mgmt tools plus UCS Manager API Integrated mgmt tools

Enabled in CY2010

Heterogeneous

Existing mgmt tools

IPMI, CLI, Web GUI, KVM
Tivoli Openview

Available at Launch
68

C-Series - UCS Manager Integration

Cisco C-Series servers provide a flexible, comprehensive, standards-based set of management options that enable data centers to take advantage of the servers' innovative features in heterogeneous data centers today.

Manages the system as a single, highly available entity Helps lower cost, and speed provisioning while maintaining consistent infrastructure policies Unified Management Service Profiles Role Based Access Control Two Connectivity Options Enabled in 2010 Directly to Fabric Interconnects Indirectly through Fabric Extenders for Maximum Scale
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Operating System Support

A wide and growing range of OS and Virtualization options

Vendor
Microsoft Microsoft VMware Microsoft VMware Red Hat VMware Novell Red Hat Novell

Version
Windows Server 2003 R2 64bit Windows Server 2003 R2 32bit ESX 3.5 U4 Windows Server 2008 w/ Hyper-V - Standard and Enterprise Edition - 64 bit vSphere 4 RHEL 5.3 64 bit vSphere 4i SLES 11 - 64 bit RHat 4.8 - 64 bit SLES 10 SP3 64 bit

At Initial Launch

Vendor
Microsoft Microsoft VMware Microsoft VMware Red Hat VMware Novell Red Hat Novell

OS Version
Windows Server 2003 R2 64bit Windows Server 2003 R2 32bit ESX 3.5 U4 Windows Server 2008 w/ Hyper-V - Standard and Enterprise Edition - 64 bit vSphere 4 RHEL 5.3 64 bit vSphere 4i SLES 11 - 64 bit RHat 4.8 - 64 bit SLES 10 SP3 64 bit

Planned Post Launch

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Innovation in Partnerships
Based on industry standards supported by a partner ecosystem of industry leaders.

Business Consulting, Systems Integration Partners

Channel Partners

Technology Partners

Open, Innovative Partner Ecosystem

71

In Summary
The addition of C-Series to the industrys first Unified Computing Solution helps reduce total cost of ownership (TCO) and increase business agility.
Extends Unified Computing innovations and benefits to rack-mount servers The first rack-mount servers offering a built-in migration path to unified computing

Increased customer choice with unique benefits in a familiar rack-mount package

Together we can accelerate Data Center Virtualization efforts and

Unify Data and Process
Simplify Data Center Complexity Amplify Business Outcomes

Virtualization Platform
Resource Scaling Hypervisor Optimization Dynamic Provisioning

Next Steps
Technology Review Use Case/Architecture Workshop

Compute Platform

Unified Fabric

Network Platform

72

How to Sell the Cisco UCS

73

Topics
Campaign Objectives, Pain Points to Solution Mapping, Audience and Customer Profiles Solution Overview

Trigger Questions and Objection Handling

Calls to Action / Offers to Support Journey

74

Campaign Objectives
Cisco Data Center & Virtualization Campaign has been designed to help demonstrate to enterprise and midmarket customers how Cisco Data Center & Virtualization solutions bring network, compute/storage, and virtualization platforms closer together to provide unparalleled flexibility, visibility, and policy enforcement within virtualized data centers. Key Objectives: Position Cisco and our network of eco-system partners as industry though leaders Articulate Ciscos vision for Data Center 3.0 and Unified Computing Systems Clearly outline benefits of the One Cisco architectural approach Communicate business value derived from adoption of Ciscos technology solutions

Demonstrate positive ROI through cost savings and increased productivity

Differentiate our comprehensive solutions against competitive offerings
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Customer Pain Points

4 Key Trends Increasing Complexity
Global value chains: Today, businesses of every size work with outside suppliers, partners, and contractors. The need to efficiently and effectively work together across corporate boundaries and time zones poses real challenges. Information overload: Web 2.0 tools such as video portals, podcasts, blogs, wikis, and discussion forums are changing the way in which information is created, published, managed, and consumed. Never before have we had such massive amounts of data to manage. Never before has it been so difficult for people to process and prioritize information. The mobile workforce: Technology advances, coupled with green initiatives and the need to work outside of normal business hours and locations, have resulted in an increasingly mobile and distributed workforce. As employees become more mobile and expertise becomes less accessible, knowing whom to contact as well as when, where, and how to reach them is critical to business success. The consumerization of IT: A plethora of new devices and applications is entering the corporate IT environment, with employees electing to merge consumer-based tools with standardized communications. IT now faces unprecedented challenges in deciding whether to support these tools, which can affect business privacy, policy, and security. Without intervention, these complexities can have a dramatic effect on businesses, slowing key business processes, reducing responsiveness to customers and market trends, and causing missed opportunities.

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Customer Pain Point to Solution Mapping

Customer Pain Points
Cost Reduction Productivity IT Complexity Business Agility Security & Resilience Scalability

Portfolio Area
Infrastructure Consolidation Data Center Networking

Benefits
Consolidate and relocate IT infrastructure quickly, costeffectively, and with less risk Ensure more efficient use of data center facilities Gain operational efficiencies and cost savings through standardization and asset consolidation Increase asset utilization to increase flexibility and reduce costs Reduce total cost of ownership Optimize energy consumption and achieve corporate sustainability goals Consolidate workloads; raise utilization levels; and reduce operating, capital, space, power, and cooling expenses. Move workloads dynamically within a virtualization pool to increase the flexibility to take servers offline or bring new ones online. Manage the relationship of virtual machines to physical machines to optimize performance and maintain service levels.

Representative Products and Solutions

Cisco Unified Computing System Cisco Nexus Series Switches Cisco Nexus 1000V switch VN-Link Unified Fabric Cisco MDS 9500 Series Multilayer Directors Virtual SAN and Inter-VSAN Routing Cisco Wide Area Application Services (WAAS)

Cost Reduction Productivity IT Complexity Business Agility Security & Resilience Scalability

Virtualization Data Center Switching

Cisco Unified Computing System Cisco Nexus Data Center Switch Portfolio Cisco VN-Link Cisco Nexus 1000V Cisco MDS 9000 Series Multilayer Switches Cisco Catalyst 6500 Series Switches Application Networking Services
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Customer Pain Point to Solution Mapping

Customer Pain Points
Cost Reduction Productivity IT Complexity Business Agility Security & Resilience Scalability

Portfolio Area
Unified Computing Systems

Benefits
Reduced TCO at the platform, site, and organizational levels Increased IT staff productivity and business agility through just-intime provisioning and mobility support for both virtualized and nonvirtualized environments A cohesive, integrated system that is managed, serviced, and tested as a whole Scalability through a design for up to 320 discrete servers and thousands of virtual machines, and the capability to scale I/O bandwidth to match demand Industry standards supported by a partner ecosystem of industry leaders

Representative Products and Solutions

UCS 6100 Series Fabric Interconnects Cisco UCS 5100 Series Blade Server Chassis Cisco UCS 2100 Series Fabric Extenders Cisco UCS B-Series Blade Servers Cisco UCS B-Series Network Adapters Cisco UCS C-Series Rack-Mount Servers Cisco UCS C-Series Network Adapters Cisco UCS Manager

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Customer Profile for a Data Center Virtualization Prospect

Customer Type 1: Sprawling Data Centers Customer hasnt yet achieved consolidation in the Data Center. Application servers exist wherever they were provisioned and often operate inefficiently with intolerable performance, lacking significant patches, updates or security and without a cohesive strategy
Customer Type 2: Virtualization Ready Customers Data Center infrastructure is well organized and efficient but still operating in the old 1:1 ratio of Applications to Servers paradigm. Concerns abound over power, cooling, soaring operational & management costs as well as increasing demands on compute resources

Customer Type 3: Virtualization Made Easy New Data Center build-outs or customers whove already tried virtualization but found that practically, its more trouble than its worth. May be hitting capacity limits on space, power or ITs ability to manage complex infrastructure in the Data Center

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Data Center 3.0 Value Proposition Creating Sustainable Differentiation

Business Outcomes
Cost reduction Increased profitability Increased agility Green IT Employee productivity

Business Relevance

Platform Leadership
Architectural Play
Cisco Data Center 3.0
XaaS Business Continuance Business Models Cloud Computing Utility-based Services BOT Web Services Systems ANS UCS SP High Data Center Performance Products Computing Data Center Nexus MDS ACE Infrastructure Catalyst WAAS ACE

Solutions and

Technology Integration
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Trigger Questions: Exploratory

1. Do you see your business growing in the next three to five years? If yes, how do you plan to support that growth (i.e., new sales offices to better support customers, additional call agents to handle orders or provide support, more telecommuting to reduce costs, etc.)?
2. How would you best describe your organizations existing Data Center & Virtualization infrastructure? 3. How could your organization benefit from a Unified Data Center and Virtualization?

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Trigger Questions: Operational Efficiency

1. How much do you spend quarterly on power and cooling in the Data Center?

2. How long does it take to provision and implement a new application server? How do you currently handle situations where demand exceeds capacity?

3. What percentage of their overall workday does your IT staff spend managing infrastructure?

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Objection Handling
Objection
I dont have time for a sales call

Response
We cant legitimately make a sales call until you validate that you have an opportunity to make an impact in your business. Wed approach that question first if you would invest your time as we invest ours.

Cisco Equipment is too complicated for our organization

We understand that feeling. New often masquerades as unintuitive or complicated, but while taking advantage of powerful capabilities, Cisco has designed our solutions with simplicity in mind. As your company grows, you simply turn on new capabilities as you need them. Even if you have skills gaps today, you can tap into our expertise, proven methodologies, tools, and talent to assure success, and we will help you become self sufficient at your pace. Sales: Propose an advanced service such as a business justification or unified communications deployment strategy. Cisco engineers and partners can work directly with the customer to understand the organizations unique requirements and develop the right strategy for success.

Ciscos Solution is too expensive

Thats certainly possible, but until you capture a business opportunity with a solid financial case worth achieving, anyones products or cost structures are pretty irrelevant. Wed like to help you find out if you have an opportunity, and only then can we know how we might help you achieve it. At that point, if our means of helping you achieve it is too expensive, we dont expect you to buy from us. Sales: Propose leasing or financing the solution so customers can tap into operating budgets rather than paying for the acquisition as a capital expense. Cisco CapitalSM offers flexible financing structures with monthly, quarterly, and annual payment plans.
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Objection Handling
Objection
Services We need services available that can help our customers justify their business initiatives with new collaboration solutions, how do I know we can meet their needs? Financial Services We need to cut our budget right now. I dont see how we can get funding to buy this solution. Technical Services Why do I need service? Isnt the warranty enough?

Response
A portfolio of service offerings is available to help organizations justify and prepare for a successful collaboration experience. Sales: Grow and differentiate your practice by reselling Cisco Services to complement your own value-added services

The operating cost savings discovered by reducing expenses will often be greater than our financing solutions, which normally require no initial capital outlay. Use the savings to service the financing costs, and let your remaining savings help pay for another unfunded project that you also want to implement. Or contribute the remaining savings to the companys bottom line. A Cisco Essential Operate Service (ESW) or Cisco SMARTnet Service contract entitles you to services and support designed specifically for Cisco Unified Communications products. These services are an important addition to your Cisco product warranty, which provides for the integrity of a product but does not provide support services, updates, major upgrades and parts replacement. Additionally, Cisco ESW provides maintenance and minor software updates, plus access to online resources and Cisco Technical Assistance Center (TAC) support.

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Virtualization
Metric Improvements
Traditional DC design
Cable up per 5 yrs 8 Connects p/ Server 1 App/SVR per 4KW 50 SVR per FTE 1 app per svr 200 hours to provision Manual and Complex DR Multiple Management Planes

Unified Fabric & IO

Fibre and forget DC 2 Connects p/Server 21 VMs per KW 300 SVR per FTE 16 apps per svr 1 hour to provision Automatic Failover DR

Multiple Management Planes

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