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- 1. © 2015 IBM Corporation
Infrastructure-as-a-Service:
Building Your Cloud Practice from the Ground Up
Seattle
06.11.15
- 2. 1
© 2015 IBM Corporation
Cloud is the Equalizer
Data
Put to work in the cloud as the
new basis of competitive
advantage
Mobile
The activation point to engage
customers in context using cloud-based
services
1 Trillion
The average mobile phone user checks their
phone
150 Times Per Day
Connected things on the planet generating
data by 2015
72%
of business leaders say cloud will be
extremely important to their business
success by 2016
CloudGives organizations of all sizes
the ability to innovate at speed
Social
Revolutionize customer touch
points with cloud-based social
media
Social connections occur daily
2 Billion
- 3. 2
© 2015 IBM Corporation
Cloud Accelerator Workshop Agenda
Building Your Cloud Business on IaaS
David Stephens, Ingram Micro
Cloud: The Partner Perspective
Jeff Ballard, IBM SoftLayer
- 4. 3
© 2015 IBM Corporation
BUILDING YOUR CLOUD BUSINESS
ON IAAS
David Stephens, Senior Cloud Solutions Executive
- 6. 5
© 2015 IBM Corporation
Running A Business on IaaS
Active Directory & Exchange
File Servers
Database Servers
Application Servers
Web Servers
Private Clouds
Backup, DR and BC
Test & Development
- 7. 6
© 2015 IBM Corporation
Reselling vs. BYOL
• Windows Server 2003/2008/2012
• CentOS, Cloud Linux, RHEL
OS
• VMware ESXi, Hyper-V, Citrix, and
ParallelsHypervisors
• SQL, MySQL, Big Data (Hadoop,
MongoDB, Riak)Databases
• Firewalls (HW/SW), Load Balancers,
IPS/IDS, Backups, DNSAncillary Services
- 8. 7
© 2015 IBM Corporation
Compute (Cores & RAM)
Dedicated virtualized environment
Networking (Connectivity
& Bandwidth
Storage (DAS, NAS, and Object
Storage)
Any compute, network and storage combination is
available across the platform
The Three components of any IaaS Configuration
- 9. 8
© 2015 IBM Corporation
IaaS Components & Costs
Compute
Number of
Cores
RAM
GPU
Storage
Type (Tier 1, 2
3)
Number of GB
Software
OS
Databases
Security
Variable
Costs
Bandwidth
(Outbound)
Tech Support
(Ticket, Chat,
Phone,
Response time?)
IOPS
- 11. 10
© 2015 IBM Corporation
Cloud Professional Services
Assessment
Architecture / Design
Deployment
Migration
Integration
Monitor
Management
- 12. 11
© 2015 IBM Corporation
Choosing the Right IaaS Partner
Be skilled in several solutions
Look for:
– Transparency
– Flexibility
– Agility
– Efficiency
– Cost
Be considerate of the hypervisor
- 14. 13
© 2015 IBM Corporation
SoftLayer is not your average cloud provider. How are we
different?
One Cloud that combines:
Public Virtualized
Private Virtualized
Dedicated Bare Metal
Global high-performance network
…and single-pane management
+
+
+
+
Performance
Flexibility
Control
- 15. 14
© 2015 IBM Corporation
SoftLayer: Global IaaS Leader
Platform Benefits
Deploy in one of SoftLayer’s 25 Datacenters
Open & Flexible Deployment (Microsoft, Linux, Citrix, VMware)
Carrier Grade Global Network & Partnerships
Unlimited Support 24x7
- 16. 15
© 2015 IBM Corporation
Global Footprint
IPv4/IPv6 dual stack
Global DNS
Global DDOS Mitigation
Global Internet Exchanges & Peering
INDIA
Tokyo
Hong Kong
Singapore
Melbourne
Seattle
San Jose
Los Angeles
Mexico City
Denver
Chicago
Dallas
Houston
Toronto
Montreal
BRAZIL
New York City
Washington D.C.
Miami
London Frankfurt
Amsterdam
Paris
Sydney
Atlanta
DATA CENTER & NETWORK POINT OF PRESENCE
NETWORK POINT OF PRESENCE
- 17. 16
© 2015 IBM Corporation
Next Gen enterprise appsBorn on the web
Moving to the cloud
SoftLayer services support born on the web customers and meets the cloud
demands of businesses across the spectrum
SoftLayer Works for Organizations
- 18. 17
© 2015 IBM Corporation
Global Cloud Platform
• Only infrastructure solution with a common management interface and API across a unified architecture
• Customers mix and match bare metal servers, virtual server instances and turnkey private clouds and manage
them from a single control pane or API
• All deployed on-demand and provisioned automatically in real-time
17
Unified architecture enabled by powerful software
- 19. 18
© 2015 IBM Corporation
How It All Fits Together
Data Center & Pods
• Standardized, modular
hardware configs
• Lower inventory
carrying costs
• Maximize asset
utilization & profitability
• Increase provisioning flexibility
• Simplify capacity management
• Globally consistent service portfolio
Triple Network
• Proprietary network
architecture
• Pod design allows
customers grow to across
multiple racks or rows in the
same layer 2/3 domain as
needed.
SoftLayer Infrastructure Management System
• Bare metal & virtual server provisioning
• Integrated BSS/OSS
• Comprehensive
network
management
- 20. 19© 2015 IBM Corporation
Virtual, Bare Metal Servers or Hybrid
SoftLayer Deployment
Flexibility
- 21. 20
© 2015 IBM Corporation
SoftLayer Server Options
When to Use What?
- 29. 28
© 2015 IBM Corporation
78GB@$0.12/GB
per month1
7% of
contract2
Standard Medium
2 EC2 Compute Units,
3.75GB RAM, 410GB
storage CentOS
6 64bit
2 core – 4GB RAM
400GB storage
103
102
Effective pricexx
Storage and bandwidth are included in
SoftLayer base price
Key takeaways:
• Competitors may
appear to have
lower prices, but
in reality you can
end up paying
the same or
more
• SL’s price
includes many
features that
customers are
otherwise forced
to pay extra for
• Including
substantial
bandwidth in our
price allows
customers to
predict billing
totals
6988
102
SoftLayer’s price transparency makes it easy for
customers to know what they are getting
List price Bandwidth Support
SOURCE: Amazon website; SoftLayer1 Based on observed average customer bandwidth consumption for comparable configurations
2 Actual cost may range from 7-10% of total contract
- 30. 29
© 2015 IBM Corporation
Benefits of SoftLayer to Partners
1. Deploy any x86 Software or Hypervisor
2. Free Traffic between every DC. (Think Backup, DR and HA)
3. Predictable Costs
– Unlimited Chat, Ticket and Phone Support
– Bandwidth Allocation
4. Best Price for Performance
– Dedicated Compute
– All inclusive prices
- 31. 30
© 2015 IBM Corporation
CLOUD:
THE PARTNER
PERSPECTIVE
Jeff Ballard, IBM SoftLayer
- 32. 31
© 2015 IBM Corporation
The Trending Cloud
• 27% of all software revenue subscription based
• 5.5+ x more total IT market spending growth than public cloud
spending growth
• 50+% of buyer firms have adopted some form of cloud
• 90% of new apps will be developed specifically for the cloud
• 65+% of IT organizations will commit to hybrid cloud technologies
• 65% of cloud workload selection criteria shaped by data privacy legislation compliance
• 70% of CIOs adopt a cloud-first strategy
• 50+% of org’s building hybrid clouds purchase workload-aware cloud management
• 11% shift of IT budget away from in-house IT delivery, towards cloud
• 20% of enterprises strategically adopt community-driven open source
standards/ frameworks
• 20% of IT budgets actively channeled through industry clouds to enable
flexible collaboration, information sharing, and commerce
- 33. 32
© 2015 IBM Corporation
Customer Cloud Journey
Organizations still need trusted partners to:
• Select appropriate services for their unique business needs
• Integrate disparate services and design comprehensive systems
• Simplify billing and provisioning across multiple providers
• Manage and monitor business-critical cloud systems and provide ongoing
support for users and application
• Help develop and implement strategy in rapidly changing cloud environments
Research Evaluate Select Purchase Support
Seek
Options
Analyze
Options
Finalize
Provider
Contract
service
Set up, migrate
applications.
processes, etc
Implement
On-going
service
- 34. 33
© 2015 IBM Corporation
Public
and Traditional IT
Private
Benefits:
•Fully customizable
•Robust management
•Scalable
Benefits:
•Rapid access
•Pay-per-use
•Highly elastic
Match workloads to best-fit infrastructure
Hit the right balance of risk to speed
Meet seasonal capacity without CapEx
Add new capabilities quickly
IBM Hybrid
Off PremiseOn Premise
Managed
Private
IBM is uniquely positioned to lead in hybrid cloud solutions
Clients Look to You to Help Match Workloads for Best Fit
- 35. 34
© 2015 IBM Corporation
1. Top Down Organizational Commitment
C-level exec on down
– Exec only – not enough momentum in the ranks for the fledgling business to grow
– Grass roots – cannot be sustained under the weight of traditional software, support and
maintenance models
Concerted, connected effort incorporating every level of the business
– Champion
– Executive sponsor
Organizational cloud focus:
– Reduce the time and cost to sell cloud solutions
• Shift from field sales to telesales; marketing to digital; etc.
– Adding resources to account management and support to ensure the customer always
renews
• Think "customer success manager."
– Understand where else to make money if large resale deals and large implementation
deals have significantly decreased.
- 36. 35
© 2015 IBM Corporation
2. Separate Cloud P&L / Business Unit
“…revenue and cash flow issues can be
significant to a channel partner that is moving from
a traditional model of selling software licenses to a
cloud model selling an offering on a recurring basis.
For a company that makes a black-and-white "all
in" shift, the revenue and cash flow "trough" can be
debilitating.”
Different business model requires a different approach
– Properly frames the effort for the organization
– Allows business to stand on its own
– Actions taken in response to the analysis must foster long term growth
– Objective must promote the revenue recurring aspects of a cloud platform
- 37. 36
© 2015 IBM Corporation
3. Dedicated Sales Force
Sellers fall back on what they know best
Shift from product sales to service sales
High touch the relationship
– One of the benefits of cloud – low or little
barrier to entry – can also be the un-doing
as some deployment models are too easy
to unhitch
Adjusted compensation model
– To change the behavior of a sales team
you need to change the compensation
– Needs to accommodate add-on services
and on-going subscription model
Traditional Cloud Model
Revenue One time Recurring
Revenue
recognition
Upfront Over time
Typical
up-front
deals size
Larger than 1st-year
cloud agreements
Smaller than
traditional model
Typical
sales cycle
Longer than cloud
agreements
Shorter than
traditional model
Billing
approach
One time license with
annual maintenance
Subscription or usage
based billing
Sales
approach
Get the deal, move on to
the next customer
Get the deal, expand
usage, maintain
customer satisfaction
Traditional vs Cloud Model Sales Motions
- 38. 37
© 2015 IBM Corporation
4. Add-on Solutions & Services
New revenue streams across multiple cloud models – or building combinations
Become an essential component of the cloud ecosystem
Enhance partner ‘stickiness’ & recurring transactions
Extend monitoring services across on-premises and off-premise resources
SoftLayer and related service
offerings, while profitable, are
typically either one piece of a
larger MSP business or the
underlying platform for
organizations delivering SaaS.
~Forrester
Hosted private clouds
Choose bare metal, virtualized
infrastructure or both in a single-tenant
model to meet enterprise needs.
High-performance computing
Access industry-leading HPC cluster
technologies to run entry-level to the most
demanding HPC apps.
Big data and analytics
Store, manage and analyze data with the
robust storage and computer power.
Social business
Host social business apps for global
enterprise customers.
Mobile applications
Build and host mobile apps on a global infrastructure at
Internet scale.
Development and test
Develop and test business apps with APIs1 and a DevOps
runtime services environment.
Web applications and e-Commerce
Deploy any n-tier application with demanding requirements on
an easily scalable, hybrid infrastructure.
ISVs2, production ERP and
unmanaged production
Combine dedicated and shared cloud environments on a
hosted infrastructure, backed by monitoring, backup and
restore, and high availability.
The partner
that integrates,
manages, and
sells entire
platforms and
smart bundles
of cloud
services adds
real value for
their clients
- 39. 38
© 2015 IBM Corporation
4. Add-on Solutions & Services
Forrester report -- Total Economic
Impact of SoftLayer at this link
Forrester Study:
SoftLayer Total Economic Impact
- 40. 39
© 2015 IBM Corporation
Guidance Summary
IBM Confidential
Assessments
Education /
Knowledge Transfer
POCs /
Implementation
Subject Matter
Expertise
- 41. 40
© 2015 IBM Corporation
Cloud Computing Resources
Analysts Associations Media Key Events
- 42. 41
© 2015 IBM Corporation
Connect with IBM
Thought Leadership Blog: Thoughts on Cloud
Twitter IBMCloud / Hashtag: #ibmcloud
Facebook Page: IBM Cloud
YouTube: IBM Cloud
Google+ page: IBM Cloud Computing
LinkedIn Group: IBM Cloud Computing
Developerworks: Connect and Collaborate on Cloud Topic
- 44. 43
© 2015 IBM Corporation
• Large public accounting customer needing a cloud-based solution
to maintain historical data from a recent acquisition
• Migrate from on-premises IT infrastructure to the cloud
• Investigated Azure for client
• lacked support for the required versions of Hyper-V and Windows
servers
• Selected SoftLayer solution
• optimized combination of dedicated and shared infrastructure
• Dedicated hardware provisioned within hours of customer
acceptance
• Common Knowledge guided customer through the process of drive
selection and importing the data
Partner Case Study: Common Knowledge Technology
“We could combine
dedicated hardware and
shared infrastructure in
ways not available on the
other platforms enabling
us to optimize what
would on shared storage
and leave what was not
supported on dedicated
hardware. “
Peter Horewitch
President
Common Knowledge
Technology, Inc
- 45. 44
© 2015 IBM Corporation
GOAL:
Call to Action
Sign up as an IBM SoftLayer reseller through Ingram Micro
http://www.ingrammicrocloud.com/softlayer-programs/
Educateyour sales and technical teams
Transferyour internal workloads to SoftLayer
One new transaction each quarter
- 46. 45© 2015 IBM Corporation
Thank You
Presenter: Jeff Ballard
Title: Market development Executive
Presenter: David Stephens
Title: Business Development Manager