Agenda. Why IBM? Value proposition and strategy Competing against Dell and HP

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1 How does your system stack up against IBM Systemx and BladeCenter? Jarturapart Intaragumhaeng Technical Sales Specialist IBM System x & BladeCenter Agenda Why IBM? Value proposition and strategy Competing against Dell and HP Competitor strengths and weaknesses Product portfolios High volume High end Blades Power management Summary

2 WHY IBM? IBM Value proposition p Compared to HP and Dell IBM stands out as the foremost IT provider. HP and Dell are modeling their businesses after the conceptsof IBM by acquiring software and services businesses. Still the pace is slow. HP has certain capabilities not to be underestimated where as Dell trails behind HP in their efforts. Delivering complete solutions and infrastructure HP and Dell are heavily dependent on cooperation with third party vendors Traditional IT Providers Business Process Providers Business Value GBS Infrastructure Value Services Software GTS SWG Hardware STG

3 IBM! A true enterprise business Source: Vendors Annual reports The revenue segments above provides a picture of the three vendor s capabilities. *HP and Dell combined Services, server, Storage and SW revenue amounts to 52% of IBMs total revenue with in the same segments HP and Dell must focus heavily on the consumer market (PC and printing) as this segment is basis for their business Services Servers *) Dell software and peripherals are left out as these largely pertain to consumer goods Superior and efficient supply chain Dell supply chain efficiency is vital as this is the basis for their business concept. A large portion of their R&D spending are invested in this area, and not on technology Best price with Good enough technology Best price can only be attained by low manufacturing expenses and technology with little or no innovation. Dell sweeps the market for the cheapest components. Hence Servers with identical type and model number will not hold the same components through out production life. Micro codes and chipsets will vary causing customers to change install processes, Software, images, and dealing with unforeseen troubles DELL

4 Dell. Strengths and weaknesses from an IBM perspective Strengths Wide audience created through consumer goods Web sales and direct models. Customer visibility Ability to lower price significantly in the last minute X86 portfolio extensive and now with a decent blade solution Weaknesses Services Weak industry presence. Automotive, pharma, telecom, oil and gas No end to end solution provider No scale up capabilities Green computing hyped up and still very basic No high-end storage offerings No enterprise offerings in the System p class Other Low R&D spendings. More focused on optimizing supply chain than HW Need to focus on consumer market as this is ~60% of total revenue Developing channel IBM VS DELL HIGH VOLUME

5 Dell. Product portfolio high h volume. 1-2 socket x3250m2 x3350 x3450 x3455 x3550 x3650 x3650t x3655 x3105 x3200m2 x3400 x3500 Competing against Dell high h volume. 1-2 socket servers Price may be paramount in the very low end Use limited i warranty option to lower price. Often IBM provides integrated RAID versus Dell add on RAID Compete using a server with lighter specifications Often management, PFA, light path diagnostics are not a requirement (step down from the x3550 to the x3450 versus the PE2950III) When selling volume Get the customer to look at the IT budget in total PFA, Light path diagnostics, memory protection features, System and power management will provide lower TCO Use additional services Does the customer have a paint point you can solve by software/services Is the customer talking about power usage and power requirements? Maybe a site survey can save the customer money up front. Consolidation studies/services Remember!! Dell is not a service provider. Only 10% of revenue comes from infrastructure services whereas 68% derives from warranty services(break and fix)

6 Competing against Dell high volume. 1-2 socket servers 1U or 2U Xeon / Opteron servers PowerEdge1950, 2950, and 2970 What makes these servers so Energy Smart? Low Voltage Intel Xeon processors Dell Low-Flow fan technology High efficiency power supplies High efficiency AMD processors So once again we ask! What makes these servers so Energy Smart? All vendors in the x86 server industry uses the same standard processors from Intel and AMD, also the low voltage processors All vendors use one or the other technology to control server fan speed All vendors seeks to use the most efficient power supplies. IBM power supplies are up to 93% efficient which is the best the industry can manage Dell proof of Energy efficiency i for the Energy Smart servers(es) Datacenter Capacity Planner shows no difference in power usage on the PE1950III ES and the regular PE1950III Dell Energy Smart calculator shows the PE1950III ES uses 86$ a year less in power. What to believe? IBM VS DELL HIGH END

7 Dell. Product portfolio. High end socket x3755 x3850m2 x3950m2 Target Applications: ERP, Small database, Virtualization, HPC, Web 2.0 Target Applications: Virtualization, Consolidation, ERP, CRM, Database Competing against Dell High end. 4 socket servers Mission critical computing Scenarios with hundreds or thousands of users What is the cost of downtime to the customer?

8 Competing against Dell High end. 4 socket servers nce Performa ex4 best tpc-c result for 4 and 8 socket 8 socket x3950m2 shows 4% better performance than 2 x DL580G5 To match the x3950m2 Dell will have to go for multiple 4-sockets Larger footprint Greater infrastructure More management More power usage More software licensing Increased TCO Easier to consolidate on one box Price Advantages of Scale up in a Virtualization Scenario 8 x 2-socket servers with 2 x 8-socket servers with 16 Ethernet connections (24 best) 16 HBA s 32 e/net and FC cables 16 ports in LAN switch 16 ports in SAN switch 8 ESX instances to maintain 8 entities of management 6 Ethernet connections 4 HBA s 10 E/net FC cables 6 ports in LAN switch 4 ports in SAN switch 2 ESX instances to maintain 2 entities of management

9 Competing against Dell High end. 4 socket ~10% lower power usage ~30% lower power usage Cost for cooling needed should also be added to power budget IBM VS DELL BLADES

10 Dell. Product portfolio. Blades BCH BCE BCHT HS12 1 socket Xeon LS21/22 2 socket AMD LS41/42 4 socket AMD HC10 WS blade QS21 Cell QS22 cell BCS BCT JS12 1 socket POWER6 HS21 XM 2 socket Xeon Quad core HS21 2 socket Xeon Quad core JS21 PowerPC 2-4 core JS22 POWER6 M1000e M600 Intel M605 AMD M905 AMD M805 Intel Dell. Product portfolio. Blade I/O L2/3 Fiber L2 L2/3 L2-7 4Gb 10/20 port 4Gb 10/20 port 4x passthrough Cisco 4x 10Gb uplinks 10Gbps IBM Ethernet L2 fiber Intelligent Pass-through 4Gb 10/20 port (NPIV, upgradeable) e) Ethernet Bridge Fibre channel Bridge Infiniband Fiber channel Catalyst M3032 (2 x cu or Fibre module bays) Catalyst M3130X 10Gb uplinks (2 x cu and Fibre module bays) Cisco IB SFS7000E Catalyst M3130G (2 x cu and Fibre module bays) M6220 1GB or 10 Gb uplinks M4424 4Gb 12/24 ports M4424 NPIV mode AAAND still not here!! Should have been available in October 2008.

11 M1000e supports 3 fabrics vs. BCH s 4 pwr pwr MM Bridge MM Bridge 1 Gb (LOM) Fabric A X4 Fabric B Dell M1000e X4 Fabric C IBM BCH Dell: No support for 10Gbps on blades Dell : only supports 3 redundant fabrics vs. IBM s 4 Dell: No Infiniband ib announced yet Dell M1000e. Superior performance per watt? 28% better performance per Watt vs. IBM and 10% better power efficiency What happened? Principled Technolohgies measured a far lower SPECjbb2005 than the official posted on spec.org Only two memory channels was used on the HS21 vs. four on the Dell blade The HS21XM should have been the test object not the HS21 The BCH chassis was not equipped with solid state drives IBM AEM was not used BCH was equipped with media tray, Dell M1000e was not Dell Dynamic Power Supply Engagement (DPSE) was engaged Is this test valid? For a performance per watt test should the BCE have been used?

12 Dell M1000e technology Cooling takes power. Cooling a poor design takes more power capabilities * Dell memory is right behind the processors and closely spaced. Dell writes Some restrictions on memory support may apply to the 120W quad core full power processors, based upon the system power envelope and cooling Front processor location allows fresh entry air to cool the hottest component first for greater reliability Properly spaced memory with adequate airflow keeps cooling within manufacturer specifications Onboard Diagnostics processor for enhanced Predictive Failure Analysis 4GB Flash drive installed Single connetor Dell M600 Hard drive located away from processors for proper temperature control. No blocking of airflow in to the front of the blade IBM HS21XM Two power connectors and two I/O connectors on every blade avoid single points of failure Light Path Diagnostics for reduced downtime servicing without cables Dell M1000e Power supply efficiency Dell M1000e power supplies are less efficient at low loads. Dell s workaround is called Dynamic Power Supply Engagement or DPSE (HP calls it DPS ) If a customer does not turn on DPSE, (s)he wastes 150 Watt per chassis according to Dell* If a customer does turns on DPSE, PSU s power on and off unpredictably as workload varies * See Source for picture:

13 Dell M1000e power management vs. AEM IBM has the power measurement graphs over a period of time. Dell does not have this capability IBM had the ability to show current power at a chassis/domain level with minimum and maximum shown on the trend graphs. Dell does not have this capability. For I/O Modules, we have more options under Power/Restart which include Power On/Off/Run Extended/Full Diagnostics. Dell only has only Power Cycle option. IBM displays ambient temperature and blower exhaust temperature on the main status page. Dell only has the ambient temperature displayed. IBM offers thermal trend information for ambient temperature and blower exhaust temperature in graph format. Dell does not offer this capability. Dell does not provide blade level average/minimum/maximum power trend information. IBM Systems Director AEM does. IBM AEM provides power capping/saving ability for blades. Dell does not. IBM AEM has five power management policies regarding redundancy of the chassis. IBM allows policy to be set for the domain No and power also for chassis capping where we have two domains. Dell just has one domain. IBM displays power allocation and power consumption of blades, fans, switches and others separately on the domain page. Dell displays just the power allocation to blades on their main power management status page. Dell shows the power allocation for other components as just one chassis infrastructure. They do not show current power consumption for the blades, switches, fans etc, the consumption is shown only for chassis level. Dell s power manager is not get to the same level of detail as IBM s AEM. HP

14 HP. Strengths th and weaknesses from an IBM perspective Strengths Wide audience created through consumer goods Strong channel**. Excellent marketing. Aggressive and very focused Very large install base X86 portfolio extensive and a compelling blade solution Proliant sell it self Strong ability to partner Weaknesses Services Industry programs and solutions not as well defined as IBM An end to end solution provider but not in the scale of IBM Scale up capabilities beyond from 8 sockets and above Software solutions Weak focus on client virtualization Other Need to focus on consumer market as this is ~62% of total revenue. ink group and Personal Systems group IBM VS HP HIGH VOLUME

15 HP. Product portfolio high volume. 1-2 socket x3250m2 x3350 x3450 x3455 x3550 x3650 x3650t x3655 x3105 x3200m2 x3400 x3500 ML110G5 ML115G5 ML150G5 ML310G5 ML350G5 ML370G5 DL120G5 DL145G3 DL160G5 DL165G5 DL180G5 DL185G5 DL320G5p DL320s DL360G5 DL365G5 DL380G5 DL385G5 Competing against HP high volume 1-2 socket servers Tough selling HP s sweet spot Large install base. For HP it s Just a matter of replacing Proliants As a result HP sales rep may not be alert Difficult to sell in to an HP account Be first with the technology messages Think about TCO. Power, consolidation, management If volume permits maybe blades would be a better alternative Look for openings to sell services and software to address a customer specific problem 1-2 socket servers share the same processors, chipsets, memory, PCI cards etc. So be particular in selecting the server fitting the customer requirements by paying attention to details.

16 Competing against HP high volume 1-2 socket servers Tough selling Details that may influence the bid. Warranty period: Is 1 year good enough? Price! SATA drives are usually cheaper and actually matches the 1-2 socket workloads better than SAS drives How about down time and time to fix? Often the IBM server will have better up time preserving features like PFA and light path diagnostics Check out the system x and BladeCenter cheat sheets and the new System x and BladeCenter competitive tool for details Links in notes below IBM VS HP HIGH END

17 HP. Product portfolio. High end socket x3755 x3850m2 x3950m2 Target Applications: ERP, Small database, Virtualization, HPC, Web 2.0 Target Applications: Virtualization, Consolidation, ERP, CRM, Database DL580G5 DL585G5 DL785G5 rx6600 rx7640 rx8640 Mission critical computing demands mission critical features x3755 DL585G5 x3850m2/3950m2 DL580G5 DL785G5 System insight display x3850m2/3950m2 rx6600 rx7640 Chip spare Chip spare, Dynamic memory resiliency Memory scrubbing None None None LEDs on PCI, fans, PSU

18 Competing against HP High end. 4 socket servers Technology at its best. Availability and performance per watt X3755 and the DL585G5. Performance Not true for the x3755 The AMD design specifications say that if you add more than two DIMMs on a memory bus then you must lower the memory bus speed from 667 MHz to 533 MHz to minimize the effect of the noise. Competing against HP High end. 4 socket servers Technology at its best. Availability and performance per watt X3850M2 and the DL580G5. Performance x3850m24 socket World record TPC-C 27% faster than runner up. The DL580G5.

19 Competing against HP High end. 4+ socket servers Technology at its best. Availability and performance per watt and price/performance The x3950m2 3 x performance at 1/3 TCO WW 8 socket TPC-C C record Technology Xeon vs. Itanium Xeon reaching 6 cores this year Itanium may go QC in 2009 and By then Xeon will be at 8 cores Ideas International cp systems Power consumption No calculators l available. Power numbers from manual 2170 Watt 7403btu/hr typical 2000 Watt/6882btu/hr typical 1239 Watt/4224btu/hr 1262 Watt/4303btu/hr Configuration: 4 Processors E W or AMD W 4 x Itanium II 32 x 2GB memory 4 x PCI cards 2 x 73GB HDD Full power supply redundancy Max system utilization 866 Watt/2953btu/hr Source: Ideas and vendor wep sites and power calculators

20 IBM VS HP BLADES Product range. Chasses and compute blades BCH BCHT LS41/42 BCE LS21/22 2 socket AMD 4 socket AMD HC10 WS blade QS22 Cell BCS BCT HS21 XM 2 socket Xeon Quad core HS21 2 socket Xeon Quad core JS22 POWER6 HS12 1 socket Xeon c7000cg BL2x220c 2 x 2 socket Xeon c7000 c3000 BL495c 2 socket AMD BL460C BL465C BL480C BL680c BL685c BL860c BL870c XW460c 2 socket 2 socket 2 socket 4 socket 4 socket 2 socket 4 socket 2 socket Xeon AMD Xeon Xeon AMD Itanium Itanium Xeon

21 The HP c3000 SMB chassis BCS c3000 BCE c7000 BCH The c3000 May be too expensive for the small office SMB customer Density and connectivity may not be adequate for the SMB customer with growth potential The customer must understand the BCS is designed specifically for the small customer not needing SAN and I/O virtualization a Compete using BCS and BCE The HP c3000 SMB chassis. Storage Density HP internal storage non shared disk blades. 6 drives takes a server slot SB600c. Chassis level Shared drives via ISCSI IBM uses 12 chassis level shared drives ~ ~4.5 ~3.5 c3000sas ~7.5 c3000sata c3000sb600c BCS SATA BCS SAS SB600c: Ok for up to 4 blades (SB600c per chassis) Above 4 blades available storage decreases Slower than SAS. 1Gb/sec vs. SAS 3Gb/sec Using Chassis IP may limit band with Sharing spindles limits functionality* * HP Product bulletin

22 HP c7000 /Telco chassis and HP c7000cg. Compliant with Telco industry requirements? Carrier-grade reliability % without Single Points of Failure One power and One signal connector for half height blades Two signal and One power connector for full height blades HP c7000 Telco chassis Platform choice to support OS (Windows, Linux, Sun Solaris, AIX, etc), processor (Intel, AMD, Power, Cell, etc) and ability to support lots of memory (32GB +) One blade supported No Unix support Optional mezzanine cards not redundant Max 32GB memory BL460c CG Dual Core Xeon

23 HP 4 socket blades Blade everything?? 4 socket blades not a major seller In % of total blade units sold was 4 socket blades* Virtualization cost per platform. 100 and 1000 Vs. Scale up solution cost 8-Socket is 17%lower than 4-socket blades Due to the components such as chassis, limited memory scalability and low performance chipsets, more 4 socket blades are required to host a given number of VM s. Generally you will need 1.75 sockets of four socket blade servers to equal the performance and VM capacity of a 4 socket or 8-socket server due to the lower performance and limited memory scalability Blade switches are usually more expensive than non-bladed switches One 8 socket server will usually demand less power and cooling 4 socket rack servers have more I/O capability HP 4 socket blades miss I/O redundancy (Mezzanine cards) I/O redundancy: A must have mission critical feature * HP and IBM sales. HP 4 socket blades was in 2007 approach 4.5% of total HP blade unit sales NE and SW Product range. Switches Ethernet Fibre channel Nortel 10Gb Nortel fiber Cisco 4Gb 10/20 port Infiniband 4x pass through Open Fabric Manager Cisco Cisco fiber Nortel 10Gb up Nortel L2-7 IBM Brocade 4Gb 10/20 port Cisco 4x Qlogic 4Gb pass through Qlogic bridge module Ethernet Nortel Qlogic 4Gb 10/20 port Qlogic bridge module fibre channel HP 10Gb HP IB VC HP 1/10Gb 1 year warranty std. VC HP 1/10Gb VC HP 4Gb fc

24 I/O virtualization. The soft or the hard way BladeCenter Open Fabric Manager HP Virtual connect Implement by firmware upgrade to AMM Not tied to specific hardware Compatible with other network management tools Brocade, Cisco, Blade Harmony and others Automatic blade failover No extra cost for 100 chasses support Ethernet Cisco Nortel Fibre channel Brocade Cisco Qlogic Infiniband IBM Cisco Qlogic Exsisting chassis Euro per chassis BOFM 950/2200 Entry / full function VC* Ethernet 3600 x 2** VC 6000 x 2** Fibre channel VC Ethernet HP Fibre channel HP * Customer will have to replace existing switches with new VC switches ** For redundancy Fabrics. Only one redundant high speed fabric Onboard Ethernet x2 3 High speed slots Double wide switch (New switch with 16 up links)

25 Power/cooling Good power results are easy to display Must look at design and actual environment C-Class design Requires heavy cooling from multiple high speed fans W Processors with hard drives on top Memory receives hot air from processors and hard drives DIMMs working at 96 Celcius. 78 Celsius is max specified limit Same DIMMs and processor in IBM blade ran at 78 Celsius Power/cooling BCH blowers and fans: 100 Watts consumed in normal mode All hot swap HP cooling fans: 120 Watts per fan, measured maximum RPM 6 PSU fans not hot swap Standard 4 or 6 max 10 for better acoustics and lower power consumption fan needs massive amounts of air to move

26 Power/cooling Power/cooling Power supply efficiency HP power supplies not efficient at light loads DPS. Dynamic Power Saver ensures power supplies are highly loaded at all times by on/off switching IBM 91% efficient at low loads Workload is distributed across power supplies No mechanical on/off switching to negatively affect life span Reaches 85% of peak efficiency at 20% load XXX

27 Power/cooling HP c7000 One power domain. One chassis. Not good enough! A power supply failure in HP Blade System c7000 enclosures can cause the whole BladeSystem to fail, the firm has admitted. According to an HP advisory note ( objectid=c &dimid= &dicid=alr_sep08&jumpid=em_alerts/us/sep08/all/xbu/ subid/mrm/mcc/loc/rbu_category_advisorycusto MER/alerts): "HP has identified a potential, yet extremely rare issue with HP BladeSystem c7000 Enclosure 2250W Hot-Plug Power Supplies manufactured prior to March 20, "This issue is extremely rare; however, if it does occur, the power supply may fail and this may result in the unplanned shutdown of the enclosure, despite redundancy, and the enclosure may become inoperable. So, the issue is extremely rare, says HP. But it applies to any HP BladeSystem c7000 Enclosure configured with an HP c7000 Power Supply, if the power supply was manufactured before March 20, Each enclosure can have up to a total of six supplies. Our understanding is that all the power supplies in the enclosure are connected together, forming a single power domain. The blades in the system connect to a single power bus. If the power supply fails then all the blades may stop working meaning that all their applications, including any virtual machines, go offline. Effectively, there is a single point of failure and redundancy limitation in the BladeSystem c7000 design. Active energy Manager and HP Power Management Power CPU power Power Power and capping Control Monitoring thermal trending Cross brand Third party hardware support Licensing AEM Yes Yes Level: Server Rack/group Yes Yes System x System p System storage Yes Single piece of SW (plug in) supports all features HP power management Yes Yes Level: Server Rack/group Yes Partial Proliant Integrity No Need different licenses to manage blades and rack servers

28 Active Energy Manager and HP Power Management hardware support IBM AEM System z HP Power Management System x +IPDU System p BladeCenter System storage Dell Fujitsu-Siemens Sun Others Only Proliant and 2 socket Integrity servers Proliant/Integrity IBM AEM cross platform including third party hardware using IPDU Things to come

29 Summary Dell + hp Talk TCO Use services and software to get in to the account Hardware details may be important Be first with technology messages. Consolidation, virtualization, blades IBM high end serves provides best performance per watt and price/performance Scale up rather than scale out with ex4 make the customer question HP and Dell s blade technology. Power and cooling Remember blades may not apply to all scenarios (HP) Dell provides inferior services and technology HP relies heavily on partners for solutions and services Look behind Dell s green messages Blade everything is not best practice (HP)