SoftLayer Overview 1
Agenda Cloud: Business Strategy for Pace Setters SoftLayer Company Background/Value Prop Customer Success Stories Backup 2
Your cloud strategy is your business strategy. Pacesetters use cloud to surface insights from data. They reimagine business models, make better decisions and serve customers in new ways to create winning business outcomes. Almost 2x the revenue growth Nearly 2.5x higher gross profit growth than peers With so much at stake, you don't want just any cloud Source: IBM Center for Applied Insights Under cloud cover: How leaders are accelerating competitive differentiation that surveyed 802 cloud decision makers and users, spanning 13 countries and 24 industries. http://www-03.ibm.com/press/us/en/pressrelease/43035.wss 3
Introduction to SoftLayer - A Global Hosting Leader Leading IaaS Provider Offering virtualized Public Cloud instances, Private Cloud deployments, Bare Metal Servers 13 Data Centers With 100,000 Servers and 22,000,000 domains 21,000 Customers, 800 Partners Running SaaS, mobile, gaming, social media, HPC, web hosting, internet centric applications, and more Top 100,000 Sites By Hosting Provider 4 Source: Hostcabi.net
A better platform unified architecture with common management and programming interfaces. Data Center Ops Web Mobile API Common User Interface and API Bare Metal Servers Virtual Server Interfaces Private Clouds x86 Data Center Pod x86 Data Center Pod x86 Data Center Pod Unique Triple Network Architecture allows seamless communication across distributed environments Infrastructure Management System provides orchestration and automation Common command and control interface and API Distributed hybrid architecture combining bare-metal servers, public cloud instances and private cloud Triple Network Architecture built on a global private network for secure, point-to-point intra-application and interdata center connectivity All deployed on-demand and provisioned in real-time Ideally suited to big data deployments, high I/O and latency-sensitive apps 5
Robust, Full-Featured API Improves customer control, reduces error, increases visibility SoftLayer API provides 2,000+ 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 6
SoftLayer API present a new opportunity to capture Cloud Native apps 300000 250000 200000 150000 100000 API-centric model is at the core of mature born-on-the-web companies Over 80 billion API Invocations per day and growing APIs registered across a multitude of business areas 50000 0 2004 2006 2008 2010 2012 2014 2016 2018 2020 Source: Analysis done on the programmableweb.com registry data. 3Q 2012 Source: Analysis done on the programmableweb.com registry data. 3Q 2012 SoftLayer API provides 2,000+ function calls to over 200 services Example: Telco using APIs to allow customers to pay bills online/mobile Network Payment API Telco Back-office BSS Externalize Location API OSS User API 7 Externalize back-office apps and expose APIs to partners/developers wanting to setup bill pay to telco APIs enable self-service management of interaction between apps and back-office Now the back office apps are exposed via API for end-customers to use via partner/third-party apps
Offers Complete Control to Customers Mobile and Web-based management portals Purchase, provision, deploy & manage infrastructure Access to services, tools, automation & tutorials Secure access via VPN to management network 8
SoftLayer s Differentiators and How They Benefit Partners Differentiator Month to month or hourly billing Automation Management portal Geographical diversity Network Open API and focus on development Great value Benefits for Partners Reduces barriers to entry and minimizes risk Extremely fast deployment times blur the lines between public and private clouds. True on-demand provisioning and scalability. Provides efficient, fully integrated, seamless management experience 13 data centers around the world, all connected via a private network Distributed network points of presence and substantial connectivity equates to high performance/low-latency. Open API provides access to all features in the management portal Efficiencies created by automation result in competitive pricing 9
SoftLayer fit for High Growth Workloads = New MSP Oppty s ISVs / Production ERP / Managed Prod Hosted Enterprise Private Clouds HPC High I/O intensity, Predictable QOE Supports existing portfolio, license model, and provides platform for future services ISV Application Production Infrastructure Global reach and load balancing High I/O intensity, Predictable QOE Excellent base to build out enterprise PC requirements (HA, data isolation, encryption, reporting, hybrid cloud, etc.) IBM SCO Openstack, Citrix Private Clouds and VMWare Private Clouds High I/O intensity, Predictable QOS Dedicated high performance servers and GPUs with cloud flexibility Load Balancing GPU offering available Analytics/Big Data/Database Management / Archive High I/O intensity, Predictable QOE Flexibility to add additional servers/cloud instances High availability / security Extensible API for Archiving Platform Computing Social Business applications High I/O intensity/load balancing Integrated dedicated servers and cloud instances Storage services for files and media Reliable Collaboration software infrastructure platform Mobile applications High I/O intensity, Predictable QOE Scale cloud instances in minutes High performing load balancers for variable demand Robust content delivery network Dev Ops High I/O intensity, Predictable QOE Elasticity of offering Promotion via cloud of application lifecycle Web Application / E-Commerce High I/O intensity, Predictable QOS Rapid expansion to meet market demand Integrated dedicated servers and cloud instances 10
21,000 leading-edge customers drive value on SoftLayer today Software as a Service Mobile & Communications Bump Voxer Instapaper Yelp Social Games and Entertainment Platform as a Service Marketing and Digital Media Hosting & Service Providers Enterprise 11
Cloud in Action: SilverSky Industry leading provider of cloud based information security, secure messaging and collaboration services expands their horizons with IBM SoftLayer The Client: The Need: SilverSky s growing customer base includes 6,000 organizations around the globe in the financial services, retail, healthcare, energy, critical infrastructure and manufacturing sectors. SilverSky offers a variety of secure managed collaboration services from Microsoft, RIM and other vendors. Their Microsoft offerings include hosted Exchange, Office Communications Server (Lync) and SharePoint services. SilverSky also provides messaging continuity and archiving, messaging compliance management, email encryption, email content filtering, antivirus and SPAM filtering. SilverSky s key market differentiator is their secure platform as a service offering managed email and collaboration services which meet or exceed major federal Industry standards. 12 In collaboration with: Link 1 to Press Release Link 2 to Press Release Link 3 to Press Release SilverSky was making significant capital investments in hardware, long-term data center leases and related human resources to support their rapid growth. They needed to shift more focus to their core SaaS business leveraging IaaS provider SoftLayer to simplify the business model, reduce cost, improve flexibility and time to market. SoftLayer operates data centers around the world better positioning SilverSky to expand their business globally and significantly shortening time to market in Europe and Asia/Pac. Leveraging IBM s sales and distribution channels will help facilitate SilverSky's Growth. Link to WIN in CRDB The Benefits: C Cost Reduction: Better infrastructure at lower cost achieved through SoftLayer economies of scale. Reduced labor cost by reducing physical infrastructure management. Time to Market: SoftLayer is now able to order and deploy new virtual instances in 15 minutes or less and bare metal instances in 2 to 4 hours vastly improving their time to market from months to hours. Risk Reduction: Moving CapEx to OpEx significantly improving financial performance and elasticity. Simplification: Replaces many vendors with a single global vendor solution allowing full control through a single control panel. Technology Enhancements With the SoftLayer architecture SilverSky can now offer customers full active-active failover for Disaster Recovery, - a significant differentiator in the marketplace. IBM Partnership: Leveraging IBM distribution channels to sell offering while providing IBM sellers with a competitively priced secure Exchange, SharePoint, Lync and BES capability.
SilverSky Lessons Learned Shift mindset from running own datacenter network architecture to virtualized architecture Understand how an IaaS provider segments network for customer use compared to our internal datacenter network topology Need to strike balance between cloud instances and dedicated (physical) hardware Shift to provisioning through an interface when scaling vs. a vigilant schematic of our network and physical capacity Tim Harvey CEO, SilverSky www.silversky.com Listen to the full MSP Mentor Nov 22, 2013 webinar (available for 3 months from recording) https://event.on24.com/eventregistration/eventlobbyservlet?target=registration.jsp&eventid=710190&sessionid= 1&key=F64C81277C3164AC68A5E639D5AE5A39&partnerref=1121SoftLayerIBMAL&sourcepage=register 13
Cloudant Case Study Classic story: application maturation Started on AWS Unpredictable cost, performance Difficult to optimize IOPs, CPU, RAM, Disk, Ops, overhead w/ virtual Fast growth required real-time optimization Needs Better performance, more cost predictability and real support Spin-up speed of AWS but cost/performance of bare metal Sam Bisbee CXO, Cloudant www.cloudant.com Listen to the full MSP Mentor Nov 22, 2013 webinar (available for 3 months from recording) https://event.on24.com/eventregistration/eventlobbyservlet?target=registration.jsp&eventid=710190&sessionid= 1&key=F64C81277C3164AC68A5E639D5AE5A39&partnerref=1121SoftLayerIBMAL&sourcepage=register 14
Superior Performance, Flexibility, and Control Delivering Superior Value Some Example Comments on SoftLayer Most of the tests were two to three times faster than even the better commodity machines from Jovent Cloud and Microsoft Windows Azure Tomcat test was almost 10 times faster than Amazon's EC2 small instance and about 30 to 40 percent faster than Amazon's high-cpu model Info World 3/14/13: http://www.infoworld.com/d/cloud-computing/review-softlayers-cloud-fast-and-flexible-210922?source=fssr 15
How SoftLayer is Beating Amazon in Supporting the Application Lifecycle Amazon Web Services has changed the way applications are developed and deployed, but because of the way Amazon designed its infrastructure, it also created a disconnect in the natural lifecycle of applications and operational infrastructure. A Texas-based company called SoftLayer has taken a more unified approach to operations and supporting the application lifecycle, which has some important advantages for IT practitioners. April 16, 2013 http://www.forbes.com/sites/danwoods/2013/04/16/ how-softlayer-is-beating-amazon-in-supportingthe-application-lifecycle/ CIOs and CTOs who are looking for a coherent cloud strategy that serves the application lifecycle will likely find SoftLayer s model attractive. In addition, SoftLayer provides a much better path forward to improve and standardize operational processes for both cloud and onpremise applications. 16
IBM vs. Amazon: Green Status Pro Chooses SoftLayer Green Status Pro provides customers in the minerals industry with cloud-based software for automating business-critical due diligence. Green Status Pro chose SoftLayer, and according to the company, it's because SoftLayer was "significantly faster and easier" than AWS. October 14, 2013 http://talkincloud.com/paas/ibm-vsamazon-green-status-pro-choosessoftlayer "Our customers expect us to provide a service where data security, performance and best-inclass infrastructure as a service are a prerequisite for doing business. SoftLayer was superior to alternatives for providing us with these critical capabilities." Rob Kasameyer: CEO Green Status Pro 17
Channel Programs Partner Type Referral Partner Definition Partners receive monthly commission payments for referring customers to SoftLayer that result in a signed contract Referred customers sign directly with SL. Examples include Application Developers, Consultants, Web Designers Strategic Partner A strategic partner required to have SoftLayer as a component of overall solution and typically resell SL s services Examples are Systems Intgrators, MSP s, SaaS/ISV providers that use SoftLayer as their IAAS provider. Hosting Reseller Buy discounted SoftLayer Hosting service for resell. May or may not leverage SL s brand. Hosting Reseller is responsible for Level 1 Support. 18
SoftLayer Demos via YouTube Videos: SoftLayer YouTube Channel: http://www.youtube.com/user/softlayer 1)Example: SoftLayer Portal Demo: http://www.youtube.com/watch?v=7wx2vg7i3hc 2)Example: SoftLayer Billing Portal: http://www.youtube.com/watch?v=gpv_uzbgis4 3)Additional SoftLayer Videos: http://www.youtube.com/user/softlayer/videos 4)Example: SoftLayer Data Center Tours Amsterdam:http://www.youtube.com/watch?v=uOMIg9lggiI Dallas:http://www.youtube.com/watch?v=YQERVf9ibzY 5)Example: SoftLayer Data Center: Truck Day http://www.youtube.com/watch?v=lqwt6f_jbcu 6)Example: SoftLayer Server Rack Cabling: http://www.youtube.com/watch?v=jlgvdvalxfe 19