System X Competitive Information

Get The Facts!
IBM System x and BladeCenter Competitive Overview
Hugh Carpenter WW IBM System x & BladeCenter Marketing Team
This presentation is intended for the education of IBM and Business Partner sales personnel. It should not be distributed to customers. IBM Systems & Technology Group Education & Sales Enablement 2009 IBM 2006 IBM Corporation
Corporation
Agenda
Why IBM?
> Value proposition and strategy

Competing against HP
> Strengths and weaknesses > Product portfolios

Competing against Dell

System x and BladeCenter Competitive Tools
IBM Systems & Technology Group Education & Sales Enablement Corporation
2009 IBM
Objectives
Upon completion of this topic, you should be able to:
> Describe the strengths of IBM versus HP and Dell > Identify the weaknesses of HP and Dell from IBMs perspective > Recall the strategies for competing in the 1 and 2-socket space,
4+ socket space and blade space
> Leverage competitive resources to demonstrate the

ROI of IBM System x and BladeCenter solutions
2009 IBM
System x First Half 2009 - Sparklers

> IBM Dynamic Infrastructure - Launched in February > Comprehensive set of next gen System x products Launched/shipped in March > IBM CloudBurst offering with BladeCenter as core infrastructure - Launched June
15
> IBM leads TOP500

LANL Roadrunner #1 with BladeCenter architecture IBM leads top 100 with 35 systems System x makes up 134 of TOP500 systems SCINet largest in Canada and largest Nehalem based system in industry
> Leading the industry in energy efficiency benchmarks

Top 3 in SPEC power benchmarks in the industry
> Leadership in virtualization on Intel Xeon processor-based servers with #1

VMmark 24 and 48 core benchmark with eX4
2009 IBM
IBM Value Proposition

Compared to HP and Dell, IBM stands out as the foremost IT provider. HP and Dell are modeling their businesses after the concepts of IBM by acquiring software and services businesses. IBM is ready and able to deliver. Pick out the items needed from the drawers of Hardware, Software and Services = the total business value of IBM
Traditional IT Providers
Business Value Infrastructure Value Services Software Hardware
GTS SWG STG GBS
Business Process Providers
2009 IBM
Revenue segments of IBM, Dell, and HP

HP
FY2008 rev. 118.3B$
Dell
FY2009 rev. 61.B$ Services Storage Software & Peripherals Notebook Servers Storage
Services
Servers
SW
Printing Printing
PC
Desktop PC
IBM
FY2008 rev. 103.6B$
HP and Dell compared to IBM

Servers, storage, software and services is 63% of IBMs total revenue IBMs total core business is 27% larger than HP and Dell combined IBM is a true enterprise business More than 60% of HP and Dells revenue derives from consumer goods
Services
Hardware
SW
Highlight this when customers try to compare IBM and the competitors
IBM Systems & Technology Group Education & Sales Enablement Corporation 2009 IBM
Dynamic Infrastructure with System x & BladeCenter

We have the widest variety of server offerings in the industry.
Enterprise
Server Consolidation, Large Virtualization and Enterprise Workloads
Cluster 1350 & iDataPlex

Massive scale-out HPC, Cloud, Grid, energy efficiency
Scale Out
Single, infrastructure Applications
System x Rack and Tower

Scale Up
Infrastructure integration and simplification, energy efficiency
BladeCenter
System x & BladeCenter
Recommended Product Segmentation
Tower
Smaller businesses Smaller remote environments Stand-alone requirements Large consolidation environments Server & infrastructure replacement BCS remote environment consol Small to Mid-range businesses Segmented workloads Existing fit for purpose Heavy vertical workloads Large virtualization projects Legacy system replacement HPC / Analytic workloads WEB2.0 environments Massive scaling
One server environments All in one packing requirement Fixed function tasks
Blades
Rack to blade consolidations Dense IT environments Mixed use remote sites
System x
Rack
Rack to rack replacements 1-4 Server locations Fit existing infrastructure
eX4
Database, BI, ERP, etc. Replace Sun, HP Risc Maximum virtualization density
Specialty
Pharma, Insurance, Finance National Labs/Universities WEB2.0 (Facebook, Linkedin, etc.)
2009 IBM
Agenda
Why IBM?



Competitive Tools
2009 IBM
HP Competitive Update
HP Strengths
Where are we strong, wheres the opportunity? IBM Strengths
> Wide audience created through

consumer goods
> Strong channel > Excellent marketing. Aggressive and

very focused
> Strong financials > Targeted x86 product strategy > Innovation, energy efficiency,
openness
> Very large install base > X86 portfolio extensive and a
compelling blade solution
> Top x86 server cust. satisfaction > Established partner network Strong BP Programs and support
> Proliant sells itself > Strong ability to partner
2009 IBM
HP - Weaknesses from an IBM perspective

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 8 sockets and above > Software solutions > Weak focus on client virtualization > Need to maintain strong focus on consumer market as this is ~62% of total
revenue. ink group and Personal Systems group
2009 IBM
HP Product Portfolio High Volume / 1-2 socket
x3250M3
x3350
x3450
x3455
x3650T
x3550M2
x3105 x3200M3 x3400M2 x3500M2
x3650M2
ML110G5
ML115G5
ML150G6
ML310G5
ML350G6
ML370G6
DL120G5
DL145G3
DL160G6
DL165G5
DL180G6
DL185G5
DL320G5p
DL320s
DL360G6
DL365G5
DL380G6
DL385G5
DL370G6
2009 IBM
Competing against HP: 1 and 2 socket servers
Be first with the technology messages.

Think about TCO, power, consolidation and management
1-2 socket servers are very alike.

Be particular in selecting the server that best fits the customer requirements. Pay attention to details
Offer additional value from HW and/or software and services Often IBM servers will have better or more build out availability features.
PFA on HPs servers generally covers disks, processors and memory whereas IBM PFA in addition covers fans, VRMs and power supplies
iDataPlex competes very well against HP in this segment.

Savings on infrastructure, management and power.
2009 IBM
Go green!! Virtualize on eX4

> The x3850M2 uses less power under high utilization (100%) compared to the
DL580G5 medium utilized (50%)
> Depending on load and configuration the x3850M2 uses 130-316 Watts less than
the DL580G5
> HPs 8 socket x86 server is the DL785G5 AMD

The x3950M2 8 socket uses 600 Watts less. (Same configuration and 100% utilized)
> Beyond 8 sockets HP must turn to Integrity midrange servers or multiple entities
of management using DL580 or DL785
Itanium servers are very power hungry. 2000+ Watts for typical loads
x3950M2
x3950M2
x2
Source: Vendor power calculators and data sheets
x1
x4
x1
x2
2009 IBM
IBM vs. HP / Chassis and Blades
BCH BCE BCS
BCHT
PN41
HS12 1 socket Xeon
LS22 2 socket AMD
LS42 4 socket AMD
HS22 Nehalem
BCT
QS 22
HS21 XM 2 socket Xeon Quad core
HS21 2 socket Xeon Quad core
JS23 POWER6
JS43 POWER6
c7000CG c7000
BL280c G6 BL460C G6 2 socket Xeon 2 socket Xeon
BL480C 2 socket Xeon BL685c 4 socket AMD
BL680c 4 socket Xeon
BL495c 2 socket AMD
BL870c 4 socket Itanium
BL860c 2 socket Itanium
BL465C 2 socket AMD
c3000
BL490c G6 2 socket Xeon
BL2x220c 2 x 2 socket Xeon
= Not offered by the competition
BL260c G5 2 socket Celeron/ Xeon
XW460c 2 socket Xeon
2009 IBM
HP c7000 Technology
HP c7000CG. Compliant with Telco industry requirements?
> Carrier-grade reliability 99.999% 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
2009 IBM
HP c7000 technology. HPs single points of failure

C7000 single power bus design
> > > > >
http://www.theregister.co.uk/2009/03/27/smokey_the_power_supply http://www-03.ibm.com/systems/migratetoibm/systems/bladecenter/getthefacts/hp.html#q8 http://www.theregister.co.uk/2009/01/09/hp_bladesystem_problem/ http://computerworld.co.nz/news.nsf/news/D378E7E589536D7DCC2574CC000AAD18
http://h20000.www2.hp.com/bizsupport/TechSupport/Document.jsp?objectID=c01519680&dimid=10124242
2009 IBM
Competing against HP blades

Undermine HPs blade everything strategy. Detail IBM s strategy one size does not fit all.
HP dense blade solution is no match for iDataPlex when talking power and cooling savings and ease of ownership and infrastructure reduction. HP 4 socket blades is not the optimal platform for consolidation. Highlight the eX4 servers advantages in TCO, and performance. The performance of a 4 socket blade is not equal to a 4 socket rack server due to limitations on I/O and memory compared
If the customer is not looking for high speed I/O; and blade density and power consumption
is of priority, the BCE is the winner. HPs c3000 is not dense enough. The c7000 is more
expensive, more power hungry yet the density per chassis is better but not per rack.
For the TELCO and other industries demanding ruggedized equipment, hit on HPs missing
redundancy features
For consolidation of not only servers, IBM can offer the layer 7 switch allowing for complete
network infrastructure consolidation
I/O virtualization. BOFM is more versatile and less costly compared to HPs Virtual Connect
which is bound to a few dedicated and expensive HP switches
Attack HPs design. Chance of overheating. Blades and chassis form factor are deep and
narrow as opposed to BC which is wide and short. This design can be cooled with slower airflow indicating less power consumption. Also attack HPs recent power redundancy problems
Power management. Although HPs power management equals the features of Active
Energy Manager (AEM) it is no way nearly as versatile as AEM. Highlight AEMs ability to manage cross platform and third party vendor HW as well. HP power management is limited to Proliant and 2 socket Integrity servers.
Agenda
Why IBM?



Competitive Tools
2009 IBM
Dell Competitive Update

Dell Strengths
Where are we strong, wheres the opportunity? IBM Strengths
> Wide audience created through

consumer goods
> Web sales and direct models. > Customer visibility > Ability to lower price significantly at
the last minute
> Strong financials > Patent & technology oriented > Innovation, energy efficiency,
openness
> Top x86 server customer satisfaction > Established partner network
Strong BP Programs and support
> x86 portfolio extensive and now with

a decent blade solution
2009 IBM
Dell - Weaknesses from an IBM Perspective

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
2009 IBM
Dell Product portfolio High Volume / 1-2 socket
x3250M3
x3350
x3450
x3455
x3650T
x3550M2
x3105 x3200M3 X3400M2 X3500M2
x3650M2
IBM Dell
R710
T100
T105
T300
T605
T610
PE840
PE1900 PE2900III
PE2970
R610
R200 R300
SC1435 PE2900III PE1950III PE2950III R805

2009 IBM Corporation
IBM Systems & Technology Group Education & Sales Enablement
Competing against Dell - Summary

Competing against Dell 1 and 2 socket servers
> When competing on price, use limited warranty options and servers that fit the
customers requirements. Often management, PFA, light path diagnostics are not required
> Wins have been attained offering a smaller server compared to the Dell offering > When selling volume, if possible look at the total IT budget and not just the
acquisition price
> Highlight the IBM imbedded technologies designed to lower TCO > Use additional services and software. Can we solve a customer pain point? > Dell is not a service provider Only 10% of the otherwise poor services revenue
derives from infrastructure services
> BladeCenter S competes very well against Dell in this segment. Savings on
infrastructure, management and power Competing against Dell 4 socket servers
> IBMs scalable eX4 servers provide best TCO through reduced infrastructure,
power consumption and management features as seen on IBM eX4 servers
> Dells 4 socket servers are not equipped with nearly the same uptime preserving
Competing against Dell High end / 4 socket servers

eX4 has best tpc-c result for 4 and 8 socket 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
eX4 scaled is still one entity of management versus Dell multiple box management
2009 IBM
IBM and Dell Product portfolio / Blades
BCH BCE BCS
BCHT
PN41
HS12 1 socket Xeon
LS22 2 socket AMD
LS42 4 socket AMD
HS22 Nehalem
BCT
HS21 XM 2 socket Xeon Quad core
HS21 2 socket Xeon Quad core
JS23 POWER 6
JS43 POWER6
M1000e
M600 Intel M605 AMD M905 AMD M805 AMD
= comparable HW Not offered by the competition IBM Systems & Technology Group Education & Sales Enablement Corporation
M710 Nehalem
M610 Nehalem
2009 IBM
Competing against Dell summary (contd)

Competing against Dell blades
> IBM offers much better solution granularity. Dell only has one chassis designed
for the same segment as the BCH. The BCE, BCS and the Telco chasses ensure that IBM can deliver any solution fitting the customers precise needs.
> The Dell blade portfolio has a fair spread, however only flying Intel and AMD
technology. IBM has more guns also offering POWER blades, CELL blades and the 1 socket Intel blade HS12.
> Dell switch portfolio does not cover the same ground as IBM in supporting more
vendors and more flavors of switches within the various fabrics. Again better solution granularity.
> Attack Dell M1000e design and capabilities: Cable sprawl, chance of overheat,
difficult to service, lack of error indicators and predictive failure detection. Also Blades and chassis form factor are deep and narrow as opposed to BC which is wide and less deep which can be cooled with slower airflow which implies lower power consumption. Dell power management and I/O virtualization is very basic and limited to per chassis. The OEM from egenera is a step forward for Dell .
2009 IBM
Agenda
Why IBM?



System x and BladeCenter Competitive Tools
2009 IBM
IBM WW System x and BladeCenter Competitive Tool New & Improved!!!

Available on Comp/PartnerWorld
> Greatly expanded matrix data

more detail
> Retained the red, yellow and green

coding on the matrix
> Comprehensive competitive bullets

more of them and more in-depth
> Updated list of competitive servers > One matrix with all servers covered
in the document (vs multiple matrices) one view of the competitive landscape
Comparisons vs. Dell, HP, Sun, Fujitsu
> product to product spec comparisons > summary of advantages/disadvantages > updated every month timed with launches
Wildly successful tool!!
2009 IBM
IBM Systems Consolidation Evaluation Tool Overview

Alinean Tool > Third-party developed business value analysis tool to provide quick demonstrations of potential
savings
> Allows sellers and clients to leverage Alinean's broad world-wide research to provide an
impartial consolidation study
> Provides quantifiable savings on areas such as HW costs, SW costs, power, and facilities > Shows time to Return on Investment (ROI) > Three detailed customer deliverable reports are available (Power Point or Word based)
If your goal is to significantly reduce server operating costs, then you need to seriously consider IBMs new generation of System x x3550 M2 and x3650 M2 rack servers .They will help build a competitive advantage for your business.
John Spooner, Technology Business Research
Theres a lot of money to be saved on space, cooling and electricity with the IBM solution.
Rene Kirkeby, CIO Danske Telecom.
To Get Started:
06/30/11
1) Go to this URL https://roianalyst.alinean.com/stg/ 2) Follow the link on the bottom right for Not Registered Yet 3) In a few minutes Alinean Support will send you a temporary password, use it to log in and then change password as appropriate 4) Select correct version of calculator you want to use: System x & BladeCenter (There is also a Power & Storage version) 5) Enter Customer Information and click Create New Analysis 6) Learn more on SSI link: BPs IBMers
Four Easy Entries Get You Started!

1. 2. 3. 4.
Industry Annual Revenue Business Application for targeted workload example Server Group / Quantity
Your analysis will project your three-year potential TCO savings with an IBM Systems consolidation solution. The above Alinean example was generated by a software program developed by Alinean to show potential savings that may be achieved based on information that was input into the tool. This report is based on a fictitious scenario, and your individual results will vary.
06/30/11
2009 IBM
Corporation
See the Power of Consolidating on the New Generation of IBM System x Servers!
1. Dramatic reduction in quantity of servers 2. Transfer software licenses and retire those no longer needed 3. Can also account for professional services and training
11:1 Consolidation Ratio!!
2009 IBM
Fast and Easy Results You and Your Client Can Understand!
TCO Demonstration Sample Results
IT Costs Cut in Half!
06/30/11
2009 IBM
Estimated Financial Benefits: Ammo to Help Build the Business Case!
3 months to ROI!
Corporation
06/30/11
2009 IBM
Its a new game. The time to act is now!!

System x Education Version: Level 100: Winning Competitive Accounts with the IBM Systems Consolidation Evaluation Tool for System x Sellers
Business Partner: http://www.ibm.com/services/weblectures/dlv/partnerworld/ltu27729
Advanced Training Module Adding an IGF Lease (9 Minutes):

https://admin.na3.acrobat.com/_a819987824/p63806327/
Additional Competitive Offers Training (33 Minutes):

Advanced Training: This module focuses on tips, techniques and advanced setting adjustments to help the output be that much more usable with clients.
Access the System x Consolidation Tool here. Learn more at the SSI link for BPs IBMers
Corporation
2009 IBM
Get the Facts - Website

Send e-mail to: getfacts@us.ibm.com
> Page coming for FUD rebuttals on System x. BladeCenter now active. > So successful that STG (Storage, Power, and Mainframe) followed our lead here > If you see any competitors FUD that needs a rebuttal, please send to the e-mail address
above. Great for refuting bogus claims that our competitors are making in print or web
http://www-03.ibm.com/systems/migratetoibm/systems/bladecenter/getthefacts.html
System x & BladeCenter Cheat-sheet

Ideal for tele-sales or quick product mappings
For BPs http://partners.boulder.ibm.com/src/compdlib.nsf/BPSearchView/3A9FB858297D35E080256AFE0039469E?Opendocument IBM Systems & Technology Group Education & Sales Enablement Corporation
2009 IBM
IBM System x and BladeCenter Server Recommendations
System x X-Architecture Overview

iDataPlex System x Brochure BladeCenter Brochure

BK V10
Brochure
2009 IBM
Accessing Competeline
Use one of the following options: Best way: email
> Send an email to: compline@us.ibm.com

PartnerWorld web site
> Go to: http://www.ibm.com/partnerworld/techline > Click on the Create a request tab and type in your request information. > Use the Comments field to enter a complete description of your Competeline request.
You can attach up to three files.
> Click Submit to send your request to Competeline.

For follow-up information, leave a message on the Competeline voicemail.
> Fastpath Phone Access to Competeline Voicemail

Call PartnerWorld Contact Services (PWCS): 1-800-426-9990 If you know your 7 digit passcode, press 1, enter your 7 digit passcode, and then select Fastpath Option 4 to reach the Competeline voicemail mailbox. If you do not know your 7 digit passcode, press 2 to speak to a PWCS Agent to obtain a passcode, then follow the steps above. Or press 0 (zero) to speak with a PWCS Agent and ask the agent to transfer you to the Competeline voicemail mailbox.
2009 IBM
Call to Action
> Grow your business with IBM
> Team with your CRBP and iCRBP > Identify target accounts and engage with IBM to generate and deliver proposals
> Leverage all Programs and Tools
> Learn how to use the Alinean tool to demonstrate compelling ROI > Access competitive tools to prepare for client engagements > Review Move Up to IBM website; Get the facts to respond to competitors FUD
> Focus on the ROI to sell more System x and BladeCenter!
2009 IBM
Backup
This presentation is intended for the education of IBM and Business Partner sales personnel. It should not be distributed to customers. IBM Systems & Technology Group Education & Sales Enablement 2009 IBM 2006 IBM Corporation
Corporation
Quick Competitive Guide. HPs new Nehalem blades

Blade BL280c G6 2 CPUs 12 DIMMs 2x NHS HDDs 2x 1GbE What HP Says HP Compromises Watch Out For Outstanding performance per Fixed disk only watt & price per watt No onboard HW RAID Limited performance Entry, low-power 2-socket Use of unreliable UDIMMs blade No end-to-end 8Gb FC Less dense than BCE+HS22 Last generation BIOS (no UEFI) Multiple points of failure
Strong push on power efficiency Strong push on cost HP will offer cheaper UDIMMs for 1GB &
2GB capacity (lower cost comes at limited capacities and no memory protection)
BL460cG6 2 CPUs 12 DIMMs 2x HS HDDs Flex10
Most popular blade
Expensive, power-hungry Flex10 is

inflexible (requires Virtual Connect) Use of unreliable UDIMMs No end-to-end 8Gb FC Less dense than BCE+HS22 Last generation BIOS (no UEFI) Multiple points of failure
If write back cache required, BL460 may
Mainstream 2-socket blade (HS22s most direct competitor)
have more I/O available (HS22 uses CIOv slot used for ServeRAID with HS22) Strong push on Flex10 for up to 8 ports of 1GbE + option for Fibre Channel (but again, requires costly Virtual Connect switch)
BL490c G6 2 CPUs 18 DIMMs 2x NHS SSDs Flex10
Virtualization-optimized blade 18 DIMMs runs up to 40% slower Max memory capacity requires costly single-rank 8GB DIMMs High-memory & I/O, low internal storage s-socket blade Fixed SSDs no high-performance option No onboard HW RAID Expensive, power-hungry Flex10 is inflexible (requires Virtual Connect) Use of unreliable UDIMMs No end-to-end 8Gb FC Less dense than BCE+HS22 Last generation BIOS (no UEFI) Multiple points of failure
Strong push on 18 DIMMs vs. 12 DIMMs
(remember, trades off memory capacity for memory performance) Strong push on Flex10 for up to 8 ports of 1GbE + option for Fibre Channel (but again, requires costly Virtual Connect switch) HP may have higher capacity boot SSD
Complete document from which this slide was taken is available on SSI. HS22 competitive IBM Systems & Technology Group Education & Sales Enablement Corporation 2009 IBM
IBM System x Competitive Links

IBM Get the Fact pages **New updates vs. HP** System x: http://www-03.ibm.com/systems/migratetoibm/systems/bladecenter/getthefacts.html BladeCenter: http://www-03.ibm.com/systems/migratetoibm/systems/bladecenter/getthefacts.html
IBM PartnerWorld tools IBM System x & BladeCenter Competitive Tool: **New updates vs. competition** Hugh h Carpenter ttp://partners.boulder.ibm.com/src/compdlib.nsf/BPWebBySource/866349302F36EA6A872571D000760F0C?Opendocument System X Competitive Marketing IBM Competitive Sales Cheat Sheet Manager http://partners.boulder.ibm.com/src/compdlib.nsf/BPWebBySource/55C55AF1CD2A271D002572370044A167?Opendocumen
IBM Ultimate System x Comparison **New updated with competitive products** http://partners.boulder.ibm.com/src/compdlib.nsf/BPWebBySource/EC76CC566587B8DF00257443004CDFD3?Opendocume
IBM Ultimate BladeCenter Comparison **New updated with competitive products** http://partners.boulder.ibm.com/src/compdlib.nsf/BPWebBySource/55C55AF1CD2A271D002572370044A167?Opendocumen IBM System x & BladeCenter Consolidation and Evaluation tool **New updates ** https://www-304.ibm.com/jct09002c/partnerworld/wps/servlet/mem/ContentHandler/tcocalculatorsk.skit
IBM COMP pages **New competitive presentations** System x: http://w3-03.ibm.com/sales/competition/compdlib.nsf/pages/xSeries BladeCenter: http://w3-03.ibm.com/sales/competition/compdlib.nsf/pages/BladeCenter
2009 IBM
Examples: System x Ultimate Spec Comparison
Download it here IBMers https://w3-03.ibm.com/sales/competition/compdlib.nsf/SearchView/55C55AF1CD2A271D002572370044A167?Opendocument For BPs http://partners.boulder.ibm.com/src/compdlib.nsf/BPSearchView/55C55AF1CD2A271D002572370044A167?Opendocument IBM Systems & Technology Group Education & Sales Enablement Corporation 2009 IBM
Examples: BladeCenter Ultimate Spec Comparison
Download it here for BPs http://partners.boulder.ibm.com/src/compdlib.nsf/BPSearchView/EC76CC566587B8DF00257443004CDFD3?Opendocument
2009 IBM
More collateral by popular demand

As requested by Geos, portfolio positioning and workload summary posters, updated regularly with launch schedule Delivered! Messaging Guide with competitive proof points and program alignment Delivered! Portfolio fold out z-card Completing this week Product Guides now available on ibm.com System x and BladeCenter public site similar to HP tech specs Data Sheets Translated!
2009 IBM
Key tools to help you win
Sales Play Dashboards System x Competitive Tool System x Competitive Site
System x Consolidation Tool
Sales Competi Play tive Enable Tools ment Simpli Enable fied ment Acces Assets s by Seller s
References & Case Studies
Improve presentations/Value Props


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Get The Facts!

IBM System x and BladeCenter Competitive Overview

Hugh Carpenter WW IBM System x & BladeCenter Marketing Team

> Value proposition and strategy

> Strengths and weaknesses > Product portfolios

> Strengths and weaknesses > Product portfolios

> Leverage competitive resources to demonstrate the

System x First Half 2009 - Sparklers

> IBM leads TOP500

> Leading the industry in energy efficiency benchmarks

> Leadership in virtualization on Intel Xeon processor-based servers with #1

IBM Value Proposition

Business Process Providers

Revenue segments of IBM, Dell, and HP

HP and Dell compared to IBM

Dynamic Infrastructure with System x & BladeCenter

Server Consolidation, Large Virtualization and Enterprise Workloads

Cluster 1350 & iDataPlex

System x Rack and Tower

Infrastructure integration and simplification, energy efficiency

System x & BladeCenter

Recommended Product Segmentation

Rack to blade consolidations Dense IT environments Mixed use remote sites

Rack to rack replacements 1-4 Server locations Fit existing infrastructure

Pharma, Insurance, Finance National Labs/Universities WEB2.0 (Facebook, Linkedin, etc.)

> Value proposition and strategy

> Strengths and weaknesses > Product portfolios

> Strengths and weaknesses > Product portfolios

Where are we strong, wheres the opportunity? IBM Strengths

> Wide audience created through

> Strong channel > Excellent marketing. Aggressive and

> Proliant sells itself > Strong ability to partner

HP - Weaknesses from an IBM perspective

HP Product Portfolio High Volume / 1-2 socket

Competing against HP: 1 and 2 socket servers

Be first with the technology messages.

1-2 socket servers are very alike.

iDataPlex competes very well against HP in this segment.

Go green!! Virtualize on eX4

> HPs 8 socket x86 server is the DL785G5 AMD

IBM vs. HP / Chassis and Blades

BCH BCE BCS

HS12 1 socket Xeon

LS22 2 socket AMD

LS42 4 socket AMD

HS21 XM 2 socket Xeon Quad core

HS21 2 socket Xeon Quad core

BL480C 2 socket Xeon BL685c 4 socket AMD

BL680c 4 socket Xeon

BL495c 2 socket AMD

BL870c 4 socket Itanium

BL860c 2 socket Itanium

BL465C 2 socket AMD

BL490c G6 2 socket Xeon

BL2x220c 2 x 2 socket Xeon

= Not offered by the competition

BL260c G5 2 socket Celeron/ Xeon

XW460c 2 socket Xeon

> Carrier-grade reliability 99.999% without Single Points of Failure

HP c7000 technology. HPs single points of failure

Competing against HP blades

> Value proposition and strategy

> Strengths and weaknesses > Product portfolios