ibm smartcloud and isvs september 2013 (softlayer)

© 2012 IBM Corporation1

IBM SmartCloud and ISVs

Simon BakerIBM Smartcloud Business DevelopmentISVs, Ecosystem and EntrepreneursIBM UK and Ireland

@simonarbaker


Technology has never been more important to business

For the first time, CEOs identify technology as the most important external force impacting their organizations

2004 2006 2008 2010 2012

Technology Factors

People Skills

Market Factors

79%

69%

68%

Economic factors

Regulatory Concerns

Globalization

2012 IBM Global CEO Study


CIOs turn to innovative technologies to deliver outcomes

Cloud

BPM

83%

74%

68%

60%

58%Security

Big Data

Mobile


2010

Vo

lum

e in

Ex

abyt

es

9000

2015

Sensors Sensors & Devices& Devices

VoIPVoIP

EnterpriseEnterpriseDataData

SocialSocialMediaMedia

8000

7000

6000

5000

4000

3000

WE ARE HERE

WE ARE HERE

Big Data - we are just getting going Big Data - we are just getting going

Source IBM Investor Presentation March 2013Source IBM Investor Presentation March 2013


Cloud First

“In practice this means that when considering procurement of new or existing services, public organisations must have considered and fully evaluated potential cloud solutions before they consider any other option”

“In practice this means that when considering procurement of new or existing services, public organisations must have considered and fully evaluated potential cloud solutions before they consider any other option”

“G-Cloud brings a step change in the way government

buys IT”


7

WowFactors

CostSpeedScalabilitySimplicityCollaborationPerformanceCustomer ExperienceLower Emissions

Barriers SecurityRiskControlFlexibilityCapabilityFUDService LevelsLegacyTransitionSkillsCulture

Cloud discussions still require careful navigation


XX

CONTEXTCONTEXT

The ability to unleash the power

of data

The ability to unleash the power

of data

INTELLIGENCEINTELLIGENCE ECONOMICSECONOMICS REACHREACH PACEPACE

Freedom to orientate around the

user or customer

Freedom to orientate around the

user or customer

Cloud is ultimately about innovation

XXXXXX

Fundamentally better IT

economics

Fundamentally better IT

economics

Being able to extend

the boundaries

of the organisation

Being able to extend

the boundaries

of the organisation

Being able to move

much faster and more

flexibly

Being able to move

much faster and more

flexibly

== What you make of it What you make of it

== ‘Your value proposition’ as a Service ‘Your value proposition’ as a Service

..as we are doing with many UKI clients..

..as we are doing with many UKI clients..


Its also about ambition ..Im

prov

eT

rans

form

Cre

ate

Enhance Extend Invent

Val

ue

Ch

ain

Customer Value Proposition

OptimiseOptimise

DisruptDisrupt

IDC – The 3rd Platform

InnovateInnovate


Cloud is Enabling new models of engagement

Systems of EngagementSystems of Record

Data & Transaction Integrity

Smarter Devices & Assets

• Core Data and Transactions

• Applications Infrastructure

• Dedicated Resources

• Social, Mobile, User Interface

• Parallel Application Model

• Shared Infrastructure

Intelligent, Adaptive

Workloads


Enables more capable and more energy efficient computing for an immense range of applications from smart materials to ‘grand challenges’

Linked to the UK Government’s e-infrastructure initiative

Enables more capable and more energy efficient computing for an immense range of applications from smart materials to ‘grand challenges’

Linked to the UK Government’s e-infrastructure initiative

Delivering Super-Computing as a ServiceDelivering Super-Computing as a Service

Putting ‘BlueJoule’ - the UK’s fastest supercomputer - to work for UK plcPutting ‘BlueJoule’ - the UK’s fastest supercomputer - to work for UK plc

“Projects like the Daresbury development are crucial to boosting the economy and putting the UK at the forefront of the big data revolution.”

“Projects like the Daresbury development are crucial to boosting the economy and putting the UK at the forefront of the big data revolution.”

George OsborneGeorge Osborne


“The Cloud is a cornerstone of our

economic masterplan. The new cloud

infrastructure will lay the foundation of an

even smarter Sunderland..”

Councillor Paul Watson, Leader of Sunderland City Council

Using Cloud to foster growth Using Cloud to foster growth

S U N D E R L A N DS U N D E R L A N D


- Breakdown Geographical Boundaries

- Bring Flexible Working to College Staff

- Deliver a Leading Service to Learners

- Exponentially Scale Across the Globe

- Pioneer Learning Methods

- Lower IT Delivery and Management

Costs

Infrastructure for a Smarter Campus

8,500 28,500 1,500 200+14 - 19

Academic Vocational

19+Incl 5,000Full Time

LearnersHigher EdProvision

International From China

and India

Creating a classroom in the cloud Creating a classroom in the cloud

Serving a large student-base;Serving a large student-base; BENEFITSBENEFITS


Cloud-based Business Analytics to Reduce Emissions in the UK Domestic Sector

Home Analytics

Provides data on all 26 million UK homes.

Collaboration between Government & Business

Solution runs on IBM SmartCloud™ Enterprise.

Optimises Energy Efficiency, Supports Green Deal

Assimil8 is an SME and market leader in cloud business analytics

EST is the UK’s leading provider of independent advice on energy saving.

Improving energy efficiency in UK homesImproving energy efficiency in UK homes

RE:NEW programme in London

RE:NEW programme in London

ExampleExample


Player Interview

Scheduling

Serve Speed

On Court Displays

Wimbledon

Information System

Press Reports

Player Analysis &

Reports

Player Tracking

(Tennis Insight Graphics)

TV Graphics

BBC

In Ground

Displays

DatafeedsSyndicated

Applications

wimbledon.com

SlamTracker

Mobile Site

m.wimbledon.com

iPad, iPhone and

Android Apps

Scoring & Statistics System

Scoring & Statistics System

The ultimate IBM cloud story

1. Integrates cloud, analytics, mobile and social

2. Proves range of cloud benefits –speed, efficiency, security, responsiveness, analytics

3. Leading-edge capability4. Universally recognised5. Annual performance

improvement6. Annual innovation7. Referenceable

Using Cloud to respond to peaks more securely, more efficiently, faster and with more analytical value for fans

Look out for the 2013

Wimbledon Enablement



Using Cloud to respond to peaks more securely, more efficiently, faster and with more analytical value for fans






Yes, we have a broad cloud portfolio

Governance

Security, Resiliency & Performance

Cloud Service Provider

Cloud Services

IaaSIaaS

PaaSPaaS

SaaSSaaS

BPaaSBPaaSPartner

CapabilitiesPartner

Capabilities

Common CloudManagement Platform

Cloud Service Integration

Tools

Cloud Service Integration

Tools

Consumer In-house IT

InfrastructureInfrastructure

MiddlewareMiddleware

ApplicationsApplications

Business ProcessesBusiness

Processes

OSS – Operational Support ServicesOSS – Operational Support Services

Platform & Virtualization Management

Platform & Virtualization Management

ProvisioningIncident & Problem

Management

IT Service Level

Management

Service Automation Management

Service Delivery Catalog

ProvisioningIncident & Problem

Management

IT Service Level

ManagementProvisioningProvisioning

Incident & Problem

Management

Incident & Problem

Management

IT Service Level

Management

IT Service Level

Management

Service Automation Management

Service Delivery Catalog

Service Automation ManagementService Automation Management

Service Delivery CatalogService Delivery Catalog

BSS – Business Support ServicesBSS – Business Support Services

TransitionManager TransitionManager

DeploymentArchitectDeploymentArchitect

OperationsManager OperationsManager

Service Provider Portal & APIService Provider Portal & API

Consumer Administrator

Consumer BusinessManager

Consumer BusinessManager

Consumer End user

Service Creation Tools

Service Management Development

Tools

Service Management Development

Tools

Service Runtime Development

Tools

Software Development

Tools

Software Development

Tools

Image Creation Tools

Image Creation Tools

Service Component Developer

Service Component Developer

InfrastructureInfrastructure

PaaS MgmtInterfaces

PaaS MgmtInterfaces

SaaS MgmtInterfaces

SaaS MgmtInterfaces

BPaaS MgmtInterfaces

BPaaS MgmtInterfaces

Security &Risk Manager Security &Risk Manager

CustomerCareCustomerCare

ServiceManager ServiceManager

BusinessManager BusinessManager

Service Composer

Service Composer

OfferingManagerOfferingManager

ServiceIntegratorServiceIntegrator

Business ProcessesBusiness Processes

Service Consum

er Portal & APIService C

onsumer Portal & API

Service Developm

ent Portal & APIService D

evelopment Portal & API

The IBM Cloud Computing Reference Architecture


InfrastructurePlatform

Managementand Administration

Availability andPerformance

Security andCompliance

Usage andAccounting

Enterprise

Application Services

ApplicationLifecycle

ApplicationResources

ApplicationEnvironments

ApplicationManagement

Integration

IBMSmartCloud ServicesInfrastructure and Platform as a Service

Smarter Commerce Smarter Cities

Social BusinessBusiness Analyticsand Optimization





Usage andAccounting

Infrastructure as a Service Technologies

Platform as a Service Technologies





Integration

Enterprise+IaaS

Consulting &Implementation

IBMSmartCloud FoundationPrivate and Hybrid Clouds

PaaSConsulting &

Implementation

BPaaS / SaaSConsulting &

Implementation

CloudStrategy

IBMSmartCloud SolutionsSoftware and Business Process as a Service

IaaS

PaaS

SaaS

BPaaS

Cloud Components Cloud Provider

Consume cloud services over InternetHardware & software to architect and build private or hybrid clouds

Consulting &Implementation

ServicesDesign my cloud

IBM SmartCloud Framework

Smarter Commerce Smarter Cities

Social BusinessBusiness Analyticsand Optimization

IBMSmartCloud SolutionsSoftware and Business Process as a Service


Common Open Standards Technology and Industry Ecosystem

DeployDesign

Business Process as a Service

Software as a Service

Platform as a Service

Infrastructure as a Service

Consume

Enables private/hybrid cloud service delivery and management

Cloud Enablement Technologies

Secure and scalable cloud managed services platform

Managed Cloud Services

Pre-built cloud SaaS business applications and solutions

Cloud Business Solutions

The IBM Cloud Strategy

#ibmcloud#ibmcloud


IBM SmartCloud Framework Technologies





Usage andAccounting

Infrastructure as a Service Technologies

Platform as a Service Technologies





Integration

IaaS

PaaS


IBM SmartCloud Enterprise and Enterprise+ are our multi-tenant IaaS offerings, whole implementations are based on CCRA

IBM provides operating system and tool licenses

Fully managed from infrastructure to application

Rapid access, multi-tenant solution scaled and priced based on usage.

Robust multi-tenant solution, including managed production services

Workloads

Operating system

Management level

Availability

Security

Software usage

Pricing

Ideal for developing and deploying new application designs

Ideal for migration of traditional and higher availability applications

Linux, Windows Windows, Linux, AIX

Self service with advanced premium support

99.5% 99.9%

Virtual and some physical isolation Multiple levels of isolation

Bring your own / pay as you go / free developer useHourly usage-based with reserved options

Monthly usage-based and fixed contract


Common Open Standards Technology and Industry Ecosystem

DeployDesign

Business Process as a Service

Software as a Service


Infrastructure as a Service

Consume

Enables private/hybrid cloud service delivery and management

Cloud Enablement Technologies

Secure and scalable cloud managed services platform

Managed Cloud Services

Pre-built cloud SaaS business applications and solutions

Cloud Business Solutions

The IBM Cloud Strategy

#ibmcloud#ibmcloud

: advances with SoftLayer: strengthens with OpenStack

SoftLayer has seen increases in cloud-centric workloads with Internet-native applications across:

Online gaming

Digital marketing

Social networking / Web apps

Mobile Applications

High performance computing

Big Data / DB Management


Cloud Infrastructure At Internet ScaleUnified architecture with common management and programming interfaces

• Only infrastructure solution with a common management interface across a unified architecture

• Mix and match bare-metal servers, virtualized public cloud instances and private cloud deployments and manage them from a single control pane or API

• All deployed on-demand and provisioned automatically in real-time


Global Footprint

13 data centers

17 network PoPs

Global private network

23

100,000SERVERS

21,000CUSTOMERS

22,000,000DOMAINS


Robust, Full-Featured API

• Improves customer control, reduces error, increases visibility

• SoftLayer API provides 1,600 function calls to over 200 services

• Supports SOAP & XML-RPC interfaces

• Comprehensive documentation, libraries and support

Functions include:

• Automatic server deployment• Service provisioning• Reboots & reloads• Ticketing• Hardware configuration• Software load• DNS• Network• Storage• Security scans • Monitoring


Complete Control

• Mobile and Web-based management portals

• Purchase, provision, deploy & manage infrastructure

• Access to services, tools, automation & tutorials

• Secure access via VPN to management network


Enterprise Repsol LAN Airlines

Social media Slideshare Path

Software-as-a service

BaseCase HotelsCombined

Marketing and digital content

Struq Simpli.fi

Mobile MagmaMobile Fitbit Bump

Games and entertainment

Garena KIXEYE 6waves Peak Games

Hosting and service providers

midPhase ZipServersDistil Networks

MailChimp

SoftLayer has a proven track record of serving a wide range of innovative businesses and workloads

Ind

us

try

Se

gm

en

tsIn

du

str

y S

eg

me

nts

Representative ClientsRepresentative Clients

#ibmcloud#ibmcloud


Ecosystem is at the heart of SoftLayer’s customer base

Social

Software as a Service Mobile & Communications

Marketing and Digital Media

EnterpriseHosting & Service Providers

Games and Entertainment


Bump Voxer Instapaper Yelp


Proven Track Record with Partners

SoftLayer powers some of the largest telecom and IT partners in the world

White Label Capability

Expands addressable opportunities by integrating with 3rd party partner solutions

• SoftLayer Mongo db hosting supports big data applications

“Powered By” solution (Quick Start)

• SoftLayer exposed as underlying infrastructure Provider

• Customer enhances offering with additional value-add offer

•Builds in additional services

•Bundles with existing products / services

• Enablement with Parallels option


SoftLayer Partner Programs

Referral Partner Program

Join the SoftLayer® Referral Partner Program, and share in SoftLayer's success when you help us grow.

Reseller Program

Resell our leading cloud infrastructure, and get exceptional benefits including volume discounts and the confidence you’re offering your customers the highest performance and reliability.

Distributors

SoftLayer sells to the distributor, the distributor sells to the reseller. Distributors are managed by the channel sales team

Strategic Partners

Resells SoftLayer services as a component of an overall solution. Based on volume and commitment


SoftLayer Ecosystem Support

Customer Service

Chat / phone support, Tier 1-4 support, ticket resolution, root cause analysis, etc

Sales

In bound sales chat / phone personnel, quote generation, sales engineer support, monthly sales metrics and SLA reports.

Billing Services

Development of backend billing site, billing chat / phone support, accounts receivable ownership, credit processing, and other ancillary billing services.

KnowledgeLayer

Deep knowledge base on SoftLayer functions, workloads, and how create solutions using its partners

Catalyst Startup Program

Transform great ideas into an enterprise with help from Catalyst, SoftLayer's startup program. Eligible startups receive free hosting, mentoring, and more.

Technology Partners Marketplace

Discover innovative applications and services that leverage the SoftLayer platform - the companies that build the future every day.


Three key differentiators to emphasize when comparing SoftLayer with AWS and Rackspace

Workload I/O intensity

• SoftLayer’s architecture outperforms by >50% equivalent AWS instances for high I/O workloads

Control (APIs, hardware / network configurability)

• SoftLayer offers hundreds of hardware configurations vs. 14 for AWS

• ~2,000 APIs for SoftLayer vs. ~60 for AWS and none for RAX

Integrated platform of multiple architectures

• SL has unified integration & control panel for multiple cloud architectures

• RAX requires paid bridge, different control interfaces

Low intensity

workloads

Low degree of control and

customization

AWS SL

High intensity

workloads

High degree of control and

customization

Single platform Seamless integration

SOFTLAYERDIFFERENTIATOR RATING POINTS TO EMPHASIZE

RAX


What’s next with IBM and SoftLayer?

Deliver Converged cloud to market around the world from IBM and Cloud Partner Ecosystem

Market SoftLayer optimized for born-on-the-web / SMB clients and *SmartCloud infrastructure services, built on open standards for enterprise customers worldwide

Integrate across sales, marketing, and support teams

Assess convergence of SoftLayer portal and SmartCloud infrastructure services

AnalyticsMobile Enterprise

CitiesCommerce

#ibmcloud#ibmcloud

Initial Technical Roadmap

Initial Go-to-Market Roadmap

Begin Convergence of SmartCloud Enterprise into SmartCloud infrastructure services

Factor existing and new SmartCloud and Smarter Planet Solutions on SmartCloud infrastructure services

Begin Convergence of SmartCloud Enterprise+ into expanding SmartCloud infrastructure services

Drive synergistic integration across SoftLayer and IBM brands

Close First Year Future ReleasesIBM

acquires SoftLayer

and more…

* SmartCloud infrastructure servicesnaming to be announced with product release


Delivering and accelerating enhanced cloud choice and control to forward-thinking enterprises

IBM continues to invest heavily in innovative technologies that deliver client value

SoftLayer complements and strengthens IBM’s overall cloud portfolio

The combination of SoftLayer and IBM SmartCloud will accelerate and advance IBM’s leadership position in scaling out higher value services and solutions

Start today with SmartCloud Services and the confidence that IBM is the trusted partner to guide you through the transformative journey that cloud represents

#ibmcloud#ibmcloud


Simon Baker

@simonarbakerIBM Smartcloud Business Development,

ISVs, Ecosystem and Entrepreneurs

IBM UK & Ireland

[email protected]


IBM Cloud

ComputeCompute StorageStorage NetworkingNetworking

DevelopmentDevelopment AnalyticsAnalytics DataData

MobileMobile SecuritySecurity

IntegrationIntegration

ExternalEcosystem

ExternalEcosystem IndustryIndustry ColaborationColaboration

AnalyticsAnalytics CommerceCommerce MarketingMarketing

HumanResources

HumanResources

ApplicationApplication ApplicationApplication ApplicationApplicationBusiness Process SolutionsBusiness Process Solutions

Marketplace of high value consumable business applicationsMarketplace of high value consumable business applications

Composable and integrated application development platformComposable and integrated application development platform

Enterprise class, optimized infrastructureEnterprise class, optimized infrastructure

TraditionalWorkloadsTraditionalWorkloads

Enabling business transformationEnabling business transformation