White. Paper. EMC Personalized Support Services: A Focus on Keeping IT Healthy. November 2012

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1 White Paper EMC Personalized Support Services: A Focus on Keeping IT Healthy By Terri McClure, Senior Analyst November 2012 This ESG White Paper was commissioned by EMC and is distributed under license from ESG.

2 White Paper: EMC Personalized Support Services: A Focus on Keeping IT Healthy 2 Contents Keeping IT Healthy in a Virtualized World... 3 The Increasing Importance of Support Services as Buying Criteria... 4 EMC Personalized Support Services are Engineered for Keeping IT Healthy... 7 EMC Personalized Support Services... 7 The Bigger Truth... 9 All trademark names are property of their respective companies. Information contained in this publication has been obtained by sources The Enterprise Strategy Group (ESG) considers to be reliable but is not warranted by ESG. This publication may contain opinions of ESG, which are subject to change from time to time. This publication is copyrighted by The Enterprise Strategy Group, Inc. Any reproduction or redistribution of this publication, in whole or in part, whether in hard-copy format, electronically, or otherwise to persons not authorized to receive it, without the express consent of The Enterprise Strategy Group, Inc., is in violation of U.S. copyright law and will be subject to an action for civil damages and, if applicable, criminal prosecution. Should you have any questions, please contact ESG Client Relations at

3 White Paper: EMC Personalized Support Services: A Focus on Keeping IT Healthy 3 Keeping IT Healthy in a Virtualized World Thanks to the constant drum of technology advancements as described by Moore s Law, IT has been in a steady state of evolution. The fact that chip processing power has been doubling every 18 to 24 months has hardware and software vendors scrambling to develop products that can take advantage of better and faster processing power. Meanwhile, IT is also scrambling to keep up with these advancements. It is critical for IT to deploy hardware and software solutions that can leverage that power to help them get a leg up on the competition. When server virtualization struck, the IT evolution accelerated drastically and created a whole new set of challenges across the application and infrastructure stack. Who hasn t heard (and grown tired of) the cliché saying, virtualization changes everything? But the saying continues to hold true because it truly does change everything. Less than a decade ago virtualization was unheard of yet today 74% of those IT decision makers surveyed by ESG report they are virtualizing servers in their environments (see Figure 1). 1 And it is no wonder it has taken off so fast. The resource flexibility that accompanies virtualization ultimately allows IT to streamline operations, reduce waste, and become much more agile to quickly respond to fast-changing business needs. Figure 1. Use of Server Virtualization Is your organization using server virtualization technology, in which multiple virtual machines can be run on a single physical server? (Percent of respondents, N=418) Don't know, 2% No, 23% Yes, 74% Source: Enterprise Strategy Group, As we continue to move towards a more virtual IT environment, we ll continue to experience ripple effects that go far beyond the servers and desktop being virtualization. The challenge is that virtualization essentially breaks the hard bond between applications, data, and hardware. It turns physical resources into one big, dynamic, shared pool of capacity for storing and processing data. Strangely enough, IT has closely begun to mimic the human body in that a few vital resources (organs) undertake different functions to keep the business (body) alive. Applications and data (blood and oxygen) need to have the 1 Source: ESG Research Report, 2012 Storage Market Survey, November 2012.

4 White Paper: EMC Personalized Support Services: A Focus on Keeping IT Healthy 4 right resources (bandwidth, capacity, processing power) at the perfect times to keep them flowing through the system and keep the business (body) healthy. The problem is that physical and logical resources are typically provided by different vendors it is a heterogeneous world yet these resources are tightly intertwined, completely dependent on one another to keep data available and applications running nonstop, 24x7. This complex, heterogeneous, connected, and virtualized world creates significant challenges when it comes to keeping IT and the business healthy. It changes the skill set required to support the overall environment. In a virtualized environment, it is no longer sufficient to have the best specialty server, networking, or storage services team in the industry. Making a tweak to the storage environment used to affect only one application and user environment but now those walls have been removed. Today a tweak to a storage system can potentially have farreaching consequences across many applications and user environments. The business depends on every individual component to stay healthy, operate seamlessly, and work in this fluid and living world that IT has become. Service teams need to know and understand these complex interrelationships between applications and resources such as virtual machines, virtual desktops, servers, storage, and networking, as well as the ripple effects any changes may have on data protection. Just like a cardiologist needs to know how the heart affects the rest of the body, and how the body s other organs affect the heart. Of course, IT buyers always have the option of going to a full system vendor and buying a fully integrated virtual environment. Even then, the servers, blades, storage, and software are equivalent to dealing with a myriad of different companies, each wearing the same name badge. Whichever way you spin it, in a virtual environment, the services team must be trained to understand the complex interrelationships that occur up and down the stack. EMC recognizes and understands the challenges associated with keeping IT healthy, and has evolved and equipped its support services organization with the skill set needed to address them. The Increasing Importance of Support Services as Buying Criteria Vendor service and support capability has become one of the most critical factors when making a technology choice after all, once it is up and running, it is difficult if not impossible to reverse direction. Service and support considerations apply across the board, from planning through design, technology selection through deployment, and even in steady state operations. ESG research finds that the only other area cited more often as a critical buying criterion by IT purchasing decision makers is price (consistently the most-often cited criteria by respondents to ESG research). In fact, vendor service and support is cited as a top buying criteria more often than factors that tend to get much greater publicity and attention, such as TCO, and far more than a product s features, functions, and ease-of-use. The results of this year s annual ESG IT spending intentions survey demonstrate this (see Figure 2). 2 2 Source: ESG Research Report, 2012 IT Spending Intentions Survey, January All other ESG research references and charts in this white paper are taken from this report, unless otherwise noted.

5 White Paper: EMC Personalized Support Services: A Focus on Keeping IT Healthy 5 Figure 2. Most Important Vendor/Solution Selection Criteria In general, what would you consider to be the most important criteria to your organization when it comes to selecting a technology vendor/solution? (Percent of respondents, N=614, five responses accepted) Price 52% Vendor service and support Total cost of ownership (TCO) inclusive of capital costs, operational costs, productive benefits, etc. Product features/functionality Existing relationship with vendor Reputation/brand of vendor 26% 26% 30% 40% 39% Ease of ongoing management Ease of initial implementation Ability to leverage existing staff skills Industry-specific expertise Vendor's ability to offer a complete or partial technology "stack" including software, servers, networking, and storage Vendor's ability to offer multiple deployment models Size/financial stability of vendor Pre-qualified solutions / reference architectures 21% 21% 19% 17% 16% 15% 15% 11% 0% 10% 20% 30% 40% 50% 60% Source: Enterprise Strategy Group, To ESG, it is no surprise that service and support is rapidly becoming the most influential factor in any given IT purchasing decision. Though the IT environment continues to become drastically more agile with the onslaught of virtualization, so has the complexity of the systems that enable it. Virtualization morphs IT into a holistic organism with various moving parts that depend on each other to stay healthy and work in cohesion. The challenge is exacerbated with an influx of newer technology and requirements to not just keep the business competitive, but to leverage information to create a competitive advantage. Big data analytics initiatives and mobile enablement are just two areas where application performance is directly related to how well the virtual environment is structured and performing. This constant and accelerating change in IT makes it difficult to find enough people with the right skill sets to properly staff IT in-house. Up and down the stack, vendors have designed custom tools rich in both features and functionality. Unfortunately, most large organizations don t have the time or the people necessary to make the most of those tools or develop expertise in their use. In fact, more than one in five organizations responding to an ESG research survey report a problematic skills shortage when it comes to virtualization and private cloud; one in five report a skills shortage when it comes to architecting and planning IT solutions; and 18% report a skills shortage for business intelligence and data analytics. This shortage of necessary skills extends to nearly every area of IT (see Figure 3).

6 White Paper: EMC Personalized Support Services: A Focus on Keeping IT Healthy 6 Figure 3 Areas of Technology with Skills Shortages In which of the following areas do you believe your IT organization currently has a problematic shortage of existing skills? (Percent of respondents, N=538, multiple responses accepted) Information security Server virtualization / private cloud infrastructure Application development Mobile application development IT architecture / planning Mobile device management Database administration Network administration Business intelligence / data analytics Help desk/service desk Data protection (i.e., backup and recovery) Storage administration Server administration Compliance management, monitoring and reporting Mainframe administration None of the above 9% 10% 14% 14% 13% 13% 23% 22% 21% 20% 20% 19% 19% 18% 18% 17% 0% 5% 10% 15% 20% 25% Source: Enterprise Strategy Group, These shortages exist in large part because IT departments largely allocate resources to managing and maintaining the existing infrastructure IT managers have difficulty allocating and training resources to address these areas. Respondents to the ESG research survey said that almost 2/3 of their 2012 budget was allocated for reactive, keep the lights on types of activities and just 1/3 of their budget was earmarked for strategic initiatives. Support services like those provided by EMC help IT organizations shift from maintaining business as usual to strategic business enablement and improvement (see Figure 4).

7 White Paper: EMC Personalized Support Services: A Focus on Keeping IT Healthy 7 Figure 4. Budget Allocation on New Technology vs. Existing Infrastructure 100% Approximately what percent of your organization's 2012 IT budget will be spent on new technology projects and purchases, as opposed to the percent spent on maintaining existing infrastructure? (Mean, N=601) 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Percent of 2012 IT budget spent on maintaining existing infrastructure, 63% Percent of 2012 IT budget spent on new technology projects / purchases, 37% Source: Enterprise Strategy Group, IT needs to find a way to close the skills gap, and is doing so by turning to the vendor community to provide knowledgeable and helpful service and support to keep IT healthy and free up valuable IT resources to address the skills gaps. The onus is on the vendors to develop their support portfolios and provide technical experts who not only know their own solutions, but also understand the technological relationships and dependencies up, down, and across the IT stack. This knowledge is pivotal because IT decision makers and managers do not have the bandwidth to engage different support specialists in order to properly resolve issues for a single solution. That leads us to EMC s key differentiator: personalized support services equipped to deliver the necessary support capabilities across the portfolio. While several other vendors need multiple representatives on a team to deliver similar capabilities, EMC has developed and refined their cross-domain expertise to deliver truly valuable service and support in a timely and customized manner. EMC Personalized Support Services are Engineered for Keeping IT Healthy With its Personalized Support Services, EMC has significantly evolved its offerings to meet the needs of today s IT organization, from proactive staff augmentations to reactive break and fix. EMC Personalized Support Services EMC can provide a trusted advisor and single point of contact for support issues at the enterprise-wide level, the technology level, and product level. EMC provides a dedicated or designated support expert that works to augment and empower in-house IT staff. Service Account Manager (SAM) The SAM is the general practitioner that is responsible for keeping the overall environment in good health. A SAM is a technology-agnostic resource that is the primary point of contact responsible for the overall service and support relationship. The SAM coordinates support of the EMC infrastructure in relation to the rest of the IT infrastructure and drives proactive support to keep the environment healthy. Having a SAM in place can help accelerate problem resolution with a single point of contact that understands the broader

8 White Paper: EMC Personalized Support Services: A Focus on Keeping IT Healthy 8 environment. Last, but not least, the SAM has familiarity and understanding of the customer s infrastructure and support protocols. Technical Account Manager (TAM) The TAM is the specialist (the cardiologist) that can understand the complexities associated with specific areas of technology. Sometimes it takes a true subject matter expert to dig deep into a specific technology category to keep the business healthy. EMC s Technical Account Managers fill that role. The TAM is a technical expert highly trained within a specific technology category, for instance how virtualization will impact existing backup processes or what changes may be required. The TAM is capable of understanding an array of technical complexities. Designated Support Engineer (DSE) DSEs are the subspecialists that understand how to support and optimize individual EMC products the internists that cover an array of hardware and software product lines. The DSE is the EMC expert with an indepth knowledge of the EMC product-specific environment he or she is responsible for keeping the EMC infrastructure itself healthy via proactive maintenance and speedy resolution with a readily available technical resource. Most importantly, these resources understand how EMC products work within the context of virtualization. Benefits include: Regular reporting and administration on trends and issues in the customer environment to proactively address impending problems. Personalized Support Services resources help customers understand where similar trends occur, what those trends mean, and how to confront those patterns. Faster problem identification and time to resolution. o EMC reports that its accounts with Designated Support Engineers (DSEs) have seen 33% reductions in Time to Resolution (TTR) compared to accounts with no DSE. o The Service Account Manager can be a proactive member of the team, trusted advisor, and peer not just a reactive resource. Augmenting your in-house staff with personalized support services can have far-reaching effects on IT as a business enablement engine and additional resources can be tipping points from reactive to proactive IT. EMC s support services are an example of what it takes to keep IT healthy: a single point of contact to enable a quick cure feeding the whole, rather than simply addressing the parts.

9 The Bigger Truth White Paper: EMC Personalized Support Services: A Focus on Keeping IT Healthy 9 IT has an amazing opportunity here. In the past, IT was viewed only as a means of support for the business. Now, IT has the potential to leverage technology to drive business and create a competitive advantage for companies that use it correctly. However, technology is changing faster than IT can keep up with on its own. New skill sets are required of IT staff skill sets that take time and training both on the run and on the job. Keeping IT healthy by fixing problems quickly and proactively preventing issues is more important than ever in a virtual and cloud world. Due to this tightly intertwined and complex environment, small ripples such as poor performance from one small part have the power to quickly become massive IT tsunamis that take down the whole business. The consolidation of workloads onto shared platforms can mean that one small glitch can affect numerous applications and impede multiple users. Problems like this can be impossible to deal with unless your support staff has a thorough understanding of your entire IT ecosystem. That is why it is more important than ever to have reliable, fast, and trustworthy support on your side. Five or six years ago, IT decision makers and support teams alike didn t have to worry about virtualization and cloud and their potential complications. Now, you must ask yourself at least two questions with regard to your support: 1. Does my service and support provider truly understand the complexities of my unique environment? Are they prepared for a disaster? 2. Are they experienced in planning, building, and supporting intricate multivendor cloud environments? Some vendors, though most notably EMC, are stepping up and emphatically answering both questions with a definitive yes. Like preventative medicine, the main role of support services is to keep IT healthy and prevent problems from ever happening. No news is good news on the support front!

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