Solutions Marketing

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Solutions Marketing Disaster Recovery
Cameron van Orman Director, Marketing Bus.
Dev. cvanorman_at_pillardata.com 408.503.4002
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Session Objectives

• You will learn
• How we define solutions and how they can help you
  sell
• Disaster Recovery, our first solution
• What it is and why it was our first choice
• Where to sell and how to win
• Current and future sales tools and lead gen
  activities around DR
• A refresher on our Oracle Accelerator program
• Our roadmap of future solutions
• You will be able do the following with what you
  learn
• Engage in a DR discussion and ask the qualifying
  questions of your existing and prospective
  customers
• Know how to best position Pillar to win a DR
  opportunity
• Provide feedback on the list of proposed future
  solutions
• You will know where to go for additional
  information

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What are Solutions?

• Different approach to selling
• Starts with a deep focus on a customer pain
  and/or purchase event
• Requires an understanding of the symptoms and the
  alternative remedies
• Targets certain customer segments and profiles
• Differentiates levels of customer messaging
• C-level, VP, director, System/storage Admin
• Contains unique sales tools and lead generation
  activities
• Still need product messaging
• Same set of products and services
• Many customer still issue POs or RFPs for
  products

4
Solutions Timeline

• It takes 3 months to develop a solution
• Research customers, competitors and industry
  trends
• Develop and test messaging and value props
• Develop sales tools and marketing campaigns
• Develop any requisite partnerships
• Train the direct and indirect channels
• The campaign should last for at least 3 months
• Unique emphasis and airtime (dont lose in the
  clutter)
• Sales cycle and sales support
• Wont ever shut it down (but maintenance is
  different than launch)
• Timing
• Dont externally launch a solution/campaign in
  last month of a fiscal or calendar quarter
  (limits us to Jan, Apr, July, Sept)

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Disaster RecoveryPositioning Pillar to Win
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Disaster Recovery Topics

• What is Disaster Recovery?
• Why Focus on DR?
• How to Target Pillar DR Opportunities
• Positioning Pillar DR to Win
• DR Tools, Programs Coming Soon

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What is Disaster Recovery?

• Bus Continuity is focused on keeping business
  processes running despite site losses systems
  failures typically BC involves personnel, other
  infrastructure recovery in addition to systems
  recovery
• Disaster Recovery, a subset of Business
  Continuity, is the process of getting storage and
  other systems back up and running in the event of
  site loss or systems failure. There are 2 kinds
  of failures
• Operational(local) failures Caused by hardware
  failure, file system corruption or other
  localized problem within the system
• Regional(site) failures Caused by man-made or
  other natural catastrophic event

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Continuum of Solutions for DR
Pillar DR efforts focus on disk-based replication
at remote site
9
Key Components of a Pillar DR Solution

• AFR/AVR Appliance in primary datacenter
• Bandwidth to remote site
• AFR/AVR Appliance in remote datacenter
• Axiom System
• Professional Services Discovery, Design, Deploy

Primary Disk Arrays These are the production disk
arrays which host apps such as Exchange, Oracle,
home dirs, etc. For Pillar DR, these arrays can
be from any storage vendor.
Axiom System
WAN
AFR/AVR Appliance This is the server which hosts
the replication software
AFR/AVR Appliance This is the server which hosts
the replication software
Primary Datacenter
Remote Datacenter
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Disaster Recovery Topics

• What is Disaster Recovery?
• Why Focus on DR?
• How to Target Pillar DR Opportunities
• Positioning Pillar DR to Win
• DR Tools, Programs Coming Soon

11
DR Interest Level among End Users
10
50
20
30
40
IDC US SMB Storage 2006 Report

• Whatever customer youre addressing, a high of
  them are considering products/solutions for DR

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DR adoption rates
Survey If you have not replicated remotely, do
you plan to do so in the future?
Survey Do you replicate your data remotely?
Adoption rate of remote replication has increased
50 in past 18 months and 60 say theyll adopt
soon
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Revenue Impact of Downtime
IDC .. a typical mid-sized business has
downtime costs that average 78,000 per hour
LVRJ a lost hour in just classifieds would
cost in excess of 50,000.  Now, if the entire
Review Journal was not published for just one
day, it would cost us somewhere in the area of
5,000,000
Business
Average Hourly Impact
6.45M
Retail brokerage
2.6M
Credit card sales authorization
113.7k
Home shopping channels
89.5k
Airline reservation channels
28.2k
Package shipping service
Disaster Recover Institute International
40 of all SMBs will go out of business if they
cannot get to their data in the 1st 24 hours
after a crisis Gartner
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DR is 1 front of the Perfect storm

• DR Awareness
• High number of significant and highly visible
  disasters- 9/11, Katrina, Tsunamis, Blackout of
  2003- have increased C-level awareness of the
  need to prepare for disasters
• Regulations put in place for corporate governance
  - SOX, HIPAA, COOP- have also raised awareness of
  the importance of DR preparation

• On-Going Management Challenges
• Data growth continues to explode
• Storage management technologies not keeping pace
  with demand
• Storage infrastructure too complex, and
  expensive
• Regulatory concerns compounding problem
• IT budgets flat or declining

IT departments forced to provide more
functionality at lower costs
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Storm Fallout for Remote DR
Impact on DR purchase criteria
IT Trend

• Minimize costs of DR system purchase

IT budgets are flat

• DR systems need to scale easily both in capacity
  and performance

Data growth continues to explode

• DR systems need to support heterogeneous
  environments
• DR systems need to do more than just DR

Technologies enabling multiple functions across
common resources are being adopted
Storage technologies are too complex and hard to
manage

• Ease-of-management is key for DR systems
  deployment

• DR systems must be highly available

Tolerance of downtime continues to shrink
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Pillar DR Meets the New Criteria
Customer Need for DR
How Pillar Addresses

• Pillar DR based on highly cost-effective storage
  system (Lower costs more data can be protected)
• Axiom replaces expensive primary storage system
  at remote site

Minimize cost of DR deployment

• The Axiom easily scales to 320 TBs useable in 5TB
  chunks
• Performance, capacity scales easily by adding
  Bricks, Slammers

Ensure DR solution can accommodate growth

• Heterogeneous support for all your primary data
  center arrays
• At DR site, 1 Axiom can be used for DR other
  secondary apps, each with its own QoS
• 1 Axiom supports DR for NAS and SAN systems
• Flexibility and investment protection from
  Axioms modular architecture

Establish dynamic IT environments with functions
shared across common resources

• Pillar Axiom system software allows simple,
  policy-based management and control of all
  storage management

Ease-of Use is Key for DR systems

• Underlying storage system for Pillar DR has
  multiple high availability features RAID, local
  hot-spares, dual controllers, dual intrasystem
  links. No Single Point of Failure

DR systems must be highly available
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Benefits of Pillars Approach to DR

• The cost-effectiveness of Pillar DR means users
  can protect more data/applications for the same
  price
• The ability of Pillar DR to grow ensures users
  that you can accommodate growth of DR data,
  planned or unplanned
• The heterogeneous, SAN, and NAS support of Pillar
  DR means managing fewer DR assets at your remote
  and primary sites
• The Pillar DR storage systems ability to support
  both DR and other secondary storage applications
  ensures optimal usage of your DR assets
• The Pillar DR systems integrated HA minimizes
  the risk of data loss and recovery delay

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Interaction Give an elevator pitch

• Customer Situation
• Financial company that has grown through
  acquisitions
• For databases and tier 1 apps, have matching
  assets in remote site and use array-based
  replication
• Customer Complication
• Must protect more applications (corporate and
  regulatory requirements)
• Running out of server/storage capacity in primary
  data center
• 6 annual budget increase

1 table will be selected to give a 3 Min
elevator pitch to this situation
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Disaster Recovery Topics

• What is Disaster Recovery?
• Why Focus on DR?
• How to Target Pillar DR Opportunities
• Positioning Pillar DR to Win
• DR Tools, Programs Coming Soon

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Where does Pillar DR Fit?
To meet SLAs given budgets constraints, IT
starting to define their DR requirements
The Recovery Point Objective (RPO) shows various
states to which an application can be rolled back
The Recovery Time Objective (RTO) show various
requirements for application recovery timing
Recovery Point
Recovery Time
CDP
Async.Replication
Tape Backup
HA Solutions
Tape Restore
OnlineRestore
The Pillar DR solution targets RPOs of seconds
minutes
The Pillar DR solution targets RTOs of minutes

• If there is disconnect between customers RTO/RPO
  and their current infrastructure, an opportunity
  exists

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Target Area for Pillar DR
Tier 1 Apps

• Enterprise
• Fit for tier 2 apps
• Not fit for tier 1apps
• Less cost-sensitive
• Frequently duplicate primary datacenter assets

2 Priority
Tier 2 Apps

• Mid-Market (all apps)
• Want seconds, minutes RTO, RPO but
  cost-effectively
• New technologies allowing them to bring DR
  in-house
• Need to do multiple functions in remote site

1 Priority

• Small Business
• Too cost-sensitive
• RPOs and RTOs dont require Axiom DR
• Limited IT capabilities

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Application Priority for DR
Priority
Application
The recovery priority of applications will be
based on industry/business type
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Which Business Are Most Impacted by DR and What
are their Concerns?

• Financial institutions (Insight, Jefferies)
  On-line activity continuance, regulatory
  compliance
• Engineering/design companies (Foundry, Oracle,
  Pillar) Time-to-market pressures
• Web-based businesses (Business Vitals) On-line
  activity continuance, customer satisfaction
• Healthcare(Temple Health, Gateway Health)
  Continued access to medical records, regulatory
  compliance
• Governmental Business continuity, national
  security, regulatory compliance. For DOD,
  messaging and communications systems (COOP)

The need for DR solutions is driven more by
industry and application than by company size
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Wins with AFR, AVR to Date

• Financial

Healthcare
Manufacturing/Tech
Misc.
Legal
Web-based Business
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Disaster Recovery Topics

• What is Disaster Recovery?
• Why Focus on DR?
• How to Target Pillar DR Opportunities
• Positioning Pillar DR to Win
• DR Tools, Programs Coming Soon

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30 Second Elevator Pitch for Pillar DR

• For mid-sized companies needing to recover
  applications rapidly from disasters but with
  limited budgets to do so, Pillar provides the
  most cost-effective, scalable, and dynamic remote
  replication and disaster recovery solution in the
  industry

• Scalable
• Scales to 320 TBs
• Easily scale perf. and/or capacity

• Cost-effective
• Single-instance licensing, non-proprietary parts
• 1 Axiom instead of replicating pricey system(s)

• Dynamic
• Heterogeneous
• DR other 2nd apps
• File and block

Same pitch applies for tier 2 apps in Enterprise
segment
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Who to Target, What to Say
Message
Typical Role
of time as Influencer
Title
Cost savings heterogeneity fewer assets to
manage unique array software features
reliable tech, company strong support
Leads eval team
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IT manager
Cost savings at initial purchase, low TCO, not
your average start-up
Has to sign off budget
36
CIO/ CTO/ IT Director
Same as IT Manager except less emphasis on cost
On eval team has power to kill deal
9
Storage, DR admin
RPO, RTO, reliability of system
Ensures corp policies are followed
9
Chief Security Officer
The Veritas Disaster Recovery Research 2004
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Examples of Qualifying Questions for Pillar DR
Early Discussions
Stage
Response Indicating Potential Miss
Response Indicating Fit
Question
Initial Meeting/early discussions
No
Yes
Are you considering evaluating, enhancing,
refreshing, in-sourcing your DR capabilities?

• Yes, budget is not an issue as well do what it
  takes to reduce our risk
• We use remote tape and our budget this year is
  10k

• We outsource but are considering in-sourcing to
  reduce risk
• For 1-2 apps, but we wish to broaden coverage
• We vault tapes off-site but recovery time doesnt
  meet SLA
• We have 8 Sym boxes in our primary site and
  connect them to 8 duplicate Syms at the remote
  site via SRDF/S but we think this is too
  expensive for all our apps

Do you have a DR solution in place and is it
meeting your SLA and budget requirements?
Initial Meeting/early discussions
Initial Meeting/early discussions

• Next week were looking to put in place a 10 TB
  low-end SATA array at the DR site for 15k or so

• Were planning on vendor evaluations over the
  next 6 months, followed by deployment Q1 07
  budget is 250k
• Were planning on reviewing vendors offerings
  over the next six weeks and plan on spending
  approx 100k

What is the timeframe and budget for your DR
project?
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Examples of Qualifying Questions for Pillar DR
Later Discussions
Response Indicating Potential Miss
Response Indicating Fit
Question
Stage
High-end Our Oracle OLTP app- it runs on a
mainframe

• DB apps, Exchange, web servers, home dirs- most
  run on Windows, but we have a smattering of Linux
  and others
• We havent prioritized or differentiated our
  applications, can you help

What specific apps do you want to protect and
what platforms are they running on?
Second Meeting/ Detailed Discussions
High-end We will only consider using options our
primary storage vendor recommends

• NSI Doubletake, XO Soft, Veritas Volume
  Replicator
• Clariion with Mirrowview, Net App NearStor with
  SnapMirror

What other DR solutions are you considering?
Second Meeting/ Detailed Discussions
High-end It is dedicated solely as a remote
repository
We do a little testing, but it would be great to
do more with that DR system
Do you run apps other than replication in your
remote site?
Second Meeting/ Detailed Discussions
No, we have a blank check and a mandate to reduce
risk.
Yes and they require a cost justification and a
total cost of ownership
Is your CIO, CFO, or Board involved in the
approval process and what evaluation criteria do
they use?
Second Meeting/ Detailed Discussions
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Competitors You Will Run Into EMC
Their Points
Pillar Response
Products
Competitor

• Business Continuity for enterprise T1
  applications
• Mature array-based local and remote replication
  technology
• Extensive Services offering

• Identify T2 opportunities for DR in F1000
  accounts
• Emphasize heterogeneous nature
• Promote our cost effective DR approach with
  multi-tenancy and scalability addressing TCO over
  time

Symmetrix, SRDF
EMC

• Business Continuity for T2 applications
• CLARiiON Disk Library leadership in open virtual
  tape

• Emphasize network based heterogeneous remote
  replication
• Promote the Axiom as a consolidated replication
  target
• Highlight multi-tenancy for file, block and VTL
  based replication

CLARiiON, MirrorView
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Competitors You Will Run Into Net App, HDS
Their Points
Products
Competitor
Pillar Response

• Single heterogeneous platform for online,
  nearline and distributed storage
• Nearstore as a disk-based data protection and DR
  target
• NDMP for backup to tape

• Emphasize an integrated solution designed for
  both SAN and NAS
• Promote the Axiom as a consolidated replication
  target
• Demonstrate our ability to support NDMP for tape
  backup

All platforms, SnapMirror
Net App

• Business Continuity T1 focus
• Heterogeneous replication with Universal
  Replicator
• Homogeneous Synch and A-synch with TrueCopy
• Extensive Services Offering

• Identify T2 opportunities for DR in enterprise
  accounts
• Emphasize network based heterogeneous remote
  replication
• Promote our cost effective DR approach with
  multi-tenancy and scalability addressing TCO over
  time

9900 and 9500 with ShadowImage, TrueCopy and
Universal Replicator
HDS
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Competitive ComparisonEMC CLARiiON CX 500
MirrorView Solution
WAN
AVR License (Pillar to Pillar) 1 88,000
88,000 Clustered AVR Appliances 4 15,000
60,000 Total List 148,000 30
Discount 44,400 Solution
Price 103,600
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Pillar DR Solution at Insight
Insight need -To set up a DR site approx 100 km
away from HQ - Very granular recovery at primary
site - Test DR without stopping replication
Background Insights Investments has 700
employees, and does investment and fund
management for Halifax Bank of Scotland Group
(HBOS) headquartered near London
HDS Problems - Proprietary solution from HDS
lacked flexibility of low cost storage at DR
site - TrueCopy couldnt cope with the distance
of their DR site from primary
Why Pillar Won - Lower cost option -
Heterogeneity - No distance limitations - 3 sec.
recovery increment - Full recovery testing at DR
site without impacting replication
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Disaster Recovery Topics

• What is Disaster Recovery?
• Why Focus on DR?
• How to Target Pillar DR Opportunities
• Positioning Pillar DR to Win
• DR Tools, Programs Coming Soon

35
DR Tool, Program Roadmap
Programs
Tools
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Where to go for more information
Key Marketing Contacts Disaster Recovery
Solutions Peter Aylaian (408.518.4416) Replicatio
n Products (AFR/AVR) Paul Morrissey
(408.518.403) Website/sharepoint (watch for July
announcements with new landing sites) Quick
Reference Glossary Pre-sales services
support Contact your local PS or SE
representative for assistance, or contact one of
the following SE   East, Vito Vultaggio
(516.804.8377)        West, Juan Gamez
(408.518.4606) PS    Bob Carapezzi Online
information sources for DR Disaster Recovery
Journal (http//www.drj.com/) Disaster Recovery
Planning Guide (http//www.disaster-recovery-guide
.com/) Business Continuity Journal
(http//www.business-continuity.com/journal.html)
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Pillar DR Specialists VARs

• Eastern Region
• Continental Resources
• Cambridge Computer
• Carahsoft

• Central Region
• Cincinnati Bell Technology Solutions
• North American Systems Inc.
• CSD Storage Solutions

• Western Region
• Incentra Solutions/NST
• Synegi
• SANZ

These VARs have proven DR practices, some have
remote monitoring IP, others have PS pre-sales
assessments and workshops. Contact your local CSM
for assistance
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Benefits Summary of Pillars Approach to DR

• The cost-effectiveness of Pillar DR means users
  can protect more data/applications for the same
  price
• The ability of Pillar DR to grow ensures users
  that you can accommodate growth of DR data,
  planned or unplanned
• The heterogeneous, SAN, and NAS support of Pillar
  DR means managing fewer DR assets at your remote
  and primary sites
• The Pillar DR storage systems ability to support
  both DR and other secondary storage applications
  ensures optimal usage of your DR assets
• The Pillar DR systems integrated HA minimizes
  the risk of data loss and recovery delay

39
Oracle Accelerator Program
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Oracle and Pillar Accelerator

• Joint services offering with Oracle partners
• Fixed price services engagements for rapid
  technology deployment
• Structured revenue generating sales program with
  partner
• Provides significant traction in three areas
• Incremental Sales (sell with opportunities)
• Increased Marketing (more buzz in the storage
  industry)
• Additional Brand equity (Known as an Oracle
  Partner)

- Solutions sell - Being there - Wood behind
the arrow
- New Sales - Shorter cycle - Sales Training
- Press Release - Oracle.com landing pad
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Accelerator Benefits for Pillar

• Align strategic partners with Pillar growth
  objectives
• Official endorsement from Oracle via press and
  marketing activities
• Develop joint packaged solutions with partners
  for market readiness
• Publish joint solution kits for Sales and
  Consulting
• Provide Go-to-Market training for Sales and
  Consulting
• Showcase the packaged solutions at ETCs

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Extending the Grid with Pillar

• Oracle
• Applications
• App Server
• Database

Pillar NAS and SAN in one storage array Can
Scale both capacity and throughput Axiom Storage
Manager GUI and CLI

• Pillar
• Axiom

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Enabling Grid Solutions

• Accelerate deployment of Grid infrastructure
• Extends TCO reductions benefits of Grid
  throughout storage layer
• Increases database storage utilization
• Improves scalability and agility to extend RAC
  databases
• Improves management efficiencies

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Solutions Roadmap
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Solutions Roadmap
Pillar Competitiveness
Market Attractiveness
New feature. Limited interop and PS at launch
(enhanced with partnerships)
Emerging market. Duopoly (EMC, Netapp). Low
barriers
Compliance
Have products (A300) and differentiation with
multi-tenancy. Repl price pressure
Emerging Market
Remote Office (centralization)
Have products, services, and wins. Good fit with
Pillar. Differentiation is multi-tenancy which
plays better below F1000
Emerging market. No dominant player (outside
EMC with CDL)
Enhanced Local Data Protection (eg VTL, CDP)
Good fit with Pillar capabilities (secondary
apps). Limited differentiation. Link with
compliance
Large, but slow growth market (some segments
growing). Competitive technologies (tape)
Archive and Data Retention
Done Oracle Accel. Fits multi-tenancy/QoS. Uphill
on tier 1 apps
New market. Requires defining
Application optimization (EG Oracle, SAPsuites)
Perf constrained. Requires partnership. Call
pattern fit?
Smaller, adjacent market. Higher ASPs
High performance computing (NAS)
No VSS, VDS support A300. Need ISCSI
Growth market. Lower ASP
First/early SAN
Feedback from you on these or others is important
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You will be able do the following with what you
learn

• Engage in a DR discussion and ask the qualifying
  questions of your existing and prospective
  customers
• Know how to best position Pillar to win a DR
  opportunity
• Know where to go for more information on Pillar
  DR solutions
• Understand the Pillar-Oracle Accelerator
• Provide feedback on the list of proposed future
  solutions

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Thank You