Welcome to Why EMC for Cloud course.

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This course talks about current IT challenges and how Data Center transformation
addresses these challenges. The course also introduces the EMC Hybrid Cloud and its
playbooks that help EMC Presales to better position the solution to customers.

Those who are responsible for technically positioning EMC Hybrid Cloud to

Please take a moment to review the objectives.
IT organizations are under extreme pressure to keep up with technology, business
demands and new trends. Companies are spending over 60 percent of IT budgets on
infrastructure maintenance, leaving little room for innovation. At the same time those
in the IT organizations are also under pressure to deliver maximum efficiency and
lower costs while increasing agility to help drive business revenue. As a result, IT has
no choice but to transform itself from not just responding to business demands and
user requirements, but to act as a leader in service delivery and to provide a
competitive advantage.
Yet, companies have numerous concerns, obstacles, and hesitation in making this
transformation fully and successfully.

With the increasing adoption of virtualization and cloud computing, there are a
number of challenges that are pressuring enterprises into transforming their IT

Inefficient: Applications and data are siloed resulting in increased cost, low
efficiencies, under-utilized assets, and complex application management.

Inflexible: Complex processes in existing IT environments lead to inflexible workflows
limiting agility and raising operational costs.

Reactive: With IT responding reactively rather than proactively, provisioning
requests take a long time to be fulfilled. Also IT cannot truly account for costs since
they have limited insight into who is consuming their resources.
To address these challenges there are three fundamental steps for transforming IT.

The first involves transforming the existing infrastructure to become a cloud
infrastructure. This means moving from rigid, application-based silos to develop a
truly dynamic infrastructure that addresses the new and evolving expectations being
placed on IT.
This phase of cloud transformation is all about software-defined data centers.
Software will deliver new levels of automation inside a data center and software-
defined storage becomes increasingly important. And from an infrastructure point of
view, the advanced and new workloads will drive continued innovation in storage and
in storage arrays.

The next step is transforming the operational model, to deliver IT as a Service (ITaaS)
acting and operating like a service provider. As IT transforms its operations to run
ITaaS, its role within the business must also change: from an exclusive provider of IT
services to a broker of IT services. And that means acting as a single source for
providing internal services and services from outside providers. IT must also acquire
new skills, as new roles emerge within the organization. New processes also need to
be established in order to maximize the efficiency and adoption of the cloud
operating model.

With a transformed infrastructure, IT can then virtualize mission-critical applications,
move existing applications onto virtual infrastructures without disruption, and deliver
greater application efficiency and agility. IT must also evaluate various application
workloads to determine the best cloud development and deployment approaches.
The majority of enterprises across global regions report that application
transformation is a top concern and planned activity.

Companies are looking to evolve their IT organizations from serving as a support
function to becoming a strategic business partner. As such, they should be able
deliver services in a similar manner to an external service provider, offering
standardized services with associated pricing, and guaranteeing service levels. In
many cases, IT organizations also use external service providers for non-core
functions, thereby tapping into the provider’s speed and capabilities. This frees IT to
focus on the overall strategy and challenges facing the business.

Through this transformation, companies will be able to leverage both internal and
external resources in a centralized way. This helps the business meet the goals of
being competitive, innovative, and efficient, as well as, more secure and compliant.
As shown in the chart, IT organizations have been moving towards offering some level
of services using this new service-oriented model.
Organizations are leveraging technology, including cloud computing and ITaaS, to
address business challenges and evolving user needs.
Because of the widespread adoption of public cloud services there are new
benchmarks and expectations for IT cost and agility. Companies are comparing public
cloud services to their own IT experiences and demanding that IT organizations
change the way they do business.
Some of the attributes that Cloud Solutions provide are:

•Policy-based services
•Pooled Resources

The inability of companies to overcome their legacy challenges of inefficiency,
inflexibility, and reactive responses to customers requests have given rise to public
cloud providers who have built technology and business models specifically catering
to the requirements of end user agility and control.

In response to that, the EMC Hybrid Cloud enables customers to implement an on-
premises IaaS offering for their internal users. As more organizations take on the
transformation from the traditional IT as a cost-center model to a more mature
model of acting as a service broker, IaaS is the area where most customers are
focusing their initial efforts.

The EMC Hybrid Cloud for IaaS uses the best of EMC and VMware products and
services to enable customers to accelerate the implementation and adoption of cloud
while still allowing the choice for the compute and networking infrastructure within
the data center.
EMC has created several plays that explain products and services guiding EMC
presales resources to help customers achieve full cloud readiness.

The EMC Hybrid Cloud plays consist of two paths as shown here: Running IT as a
Service and Software Defined Storage.

There are seven plays that fall under the “Running IT as a Service” path, on the left.

The Build Your Own solution is an IaaS architecture approach built on the integrated
technologies of EMC and VMware. It leverages their tight integrations so that
customers can extend their existing EMC and VMware investments for automated
provisioning and self-service, automated monitoring secure multi-tenancy,
chargeback and elasticity.

VSPEX eliminates the concerns of puzzling together a complete virtual infrastructure
by providing guidance on the components that have been tested to be compatible
and that are able to scale to deliver the performance customers’ business require.
EMC’s technology alliances with the leading hypervisors from Microsoft and VMware
make managing and monitoring customers’ hybrid cloud’s EMC VNX storage and EMC
backup simpler.

VCE designs and delivers Vblock Systems, which seamlessly integrate leading
compute, network and storage technologies. Through intelligent discovery,
awareness and automation, Vblock systems provide the highest levels of
virtualization and application performance.

Service Provider partners offer prequalified EMC Powered solutions. Opening up the
portfolio of solutions that customers can choose, EMC will recommend the best
solution for customer’s specific needs – whether that is a traditional on premises
solution, a hybrid solution, an off-premises virtual hybrid solution or even a public
cloud solution for a particular workload or workloads. “As a Service” offerings can be
tailored to the customers’ specific needs based on each Service Provider’s deep
expertise, commitment to service, and the leading technologies powering each

These four plays support the Cloud Infrastructure step of the Data Center

Transform Operating Models and Process: EMC helps customers transform their
operating models and processes through two services: Unified Service Portal
Implementation and Service Catalog Strategy and Design Service

Skill Up IT Leaders and Staff: EMC Education Services has a cloud curriculum and
certification programs that can help customers successfully move to a cloud-based
ITaaS environment.

These two plays support the Cloud Operating Model step of the Data Center

Workload Placement Assessment: To help customers decide which applications
should be placed on a hybrid cloud solution, the EMC Cloud Advisory Service utilizes a
decision logic framework to assess business requirements and applications to
determine optimal cloud placement

The last play supports the Cloud Application step of the Data Center Transformation.

There is only one play that falls under the “Software Defined Storage” path.

ViPR is EMC’s software-defined storage platform and complements VMware compute
and networking virtualization to realize the software-defined data center. ViPR
decouples the control plane from the data plane to centralize common storage
services for provisioning and management. It abstracts physical storage into virtual
pools that maintain all the capabilities of the underlying storage, including disaster
recovery and snapshots.

For more details about the Cloud Solutions Playbook visit the website.

The three options that customers have for their cloud deployments are: Build Your
Own (BYO) with best-of-breed components from EMC and VMware, reference
architectures (VSPEX), or converged infrastructure (VCE Vblock).

The BYO option is for customers looking for choice and flexibility, and especially for
those who have already made significant cloud infrastructure investments.
The VSPEX option provides solutions that are defined as reference architectures that
have been tested, sized, and proved by EMC to scale and deliver the performance and
protection customers need.

The VCE Vblock option combines compute, network, storage, virtualization, and
management technologies into pre-packaged units of infrastructure. Vblock systems
are enterprise-class and service-provider-class systems designed to help organizations
benefit from virtualization and cloud computing.

The EMC Hybrid Cloud implements on-premises IaaS that integrates all the key
components and functionality of a cloud. This solution enables customers to build
enterprise-class, scalable and multi-tenant platforms. It includes highly specific
customizations that leverage the capabilities of the standard products to create one
integrated solution.

The solution takes advantage of the tight integration between EMC and VMware
products and services.

The key solution components that form the foundation for enabling IaaS within the
customer environment include:
-VNX, VMAX, VSPEX and Vblock platforms
-Avamar and DataDomain backup and recovery solutions
-VMware vSphere virtualization platform
-VMware vCloud Suite cloud management and infrastructure
-EMC and VMware integration points: VSI, VASA, VAAI

For the Software Defined Storage path, EMC ViPR enables customers to manage
heterogeneous storage environments, including third party arrays and commodity
What makes EMC Software-Defined Storage unique is that ViPR decouples the control
path from the data path.
By abstracting the control path, storage management operates at the virtual layer,
which gives customers the ability to partition a storage pool into virtual storage
arrays. ViPR provides multi-tenancy, service catalog, metering and monitoring across
all arrays.
It also enables administrators to centralize data provisioning and data management
tasks, and allows any application to access file and block data.
There are two core components to ViPR:
1. The ViPR Controller which is responsible for:
• Discovering and registering all ViPR-supported arrays
• Abstracting physical storage into a virtual pool where storage services such
as provisioning, metering, and monitoring can be automated
• Delivering storage through a self-service catalog
• Centralizing management across the virtual storage environment
2. The ViPR Data Services are cloud-scale storage services implemented in software
and layered over ViPR managed arrays that includes:
• ViPR Object Data Services that enables applications written to standard
Object APIs, such as Amazon S3, OpenStack Swift, and EMC Atmos to
store, access and manipulate unstructured data as objects or files directly
on the underlying file-based storage
• ViPR Hadoop File System (HDFS) Data Service that provides the ability to
use existing storage as Big Data repository and extend queries and
applications to existing data sources. This reduces the growth of dedicated
analytics clusters and accelerates time to value of Big Data initiatives.

The ViPR open architecture provides integration choices. All data and resources
managed by ViPR are accessible using the open ViPR REST API, which also integrates
with VMware and OpenStack cloud environments. With that a company can easily
integrate ViPR into their existing data center operations.
In addition to being integrated with VMware, ViPR provides native support for the
OpenStack Swift Object storage API and includes a Cinder plug-in for block storage.
ViPR is also integrated with Microsoft Hyper-V through the VMware vCloud
Automation Center.
In conclusion, there are three steps for IT transformation and EMC has the complete
solutions to support customers.

The Cloud Infrastructure Transformation results in the elimination of resource silos
and creation of a software-defined data center. EMC supports any of three different
plays that you may choose, including “Build Your Own”, “VSPEX” and “VCE”.

The Operating Model Transformation results in a transformed IT workforce with new
roles, skills, and operational processes in place. IT will become a broker of services
rather than a reactive traditional department. EMC supports this step through the
“Transform Operating Models and Process” and “Skill Up IT Leaders and Staff” plays.

The Application Transformation results in moving production applications to virtual
infrastructures for efficiency and agility. This represents the transition to the third
platform where new applications can take advantage of the infrastructure provided
Application Fabric, Data Fabric and Cloud Fabric. EMC supports this step through the
“Workload Placement Assessment” play.

Please take a moment to review the objective.
Stodgy Wires, a large diversified electronics manufacturer, has been making IT
investments and working towards optimizing their infrastructure. They have made
substantial progress with their P2V server transformation using a vSphere-based
solution. Currently, they are running with 70 per cent of the servers virtualized. Also,
they have several enterprise-class arrays from EMC and other storage vendors already
in place. SAN technology refresh was completed recently. Even with these
investments and changes, Stodgy Wires still has challenges including:

- Lengthy service request processes for compute and storage provisioning required for
business applications
- Complexity of processes for rolling out new applications
- Rapid growth of business and slow time to market
- Keeping up with the evolution of social trends like unstructured data, mobile and
- Inefficient resource utilization due to siloed provisioning across Lines of Business
- Lack of VM standardization and inability to define and meet service levels
- Over provisioned resources, where application owners request more than what they
- Inability to track and represent costs back to senior management

Current infrastructure is already leveraging best of breed components from EMC and
VMware. However, based on their business challenges and the pressures to optimize
cost and increase efficiency, Stodgy Wires is a candidate for the EMC Hybrid Cloud.
The EMC Hybrid Cloud is not just a collection of off-the-shelf-products from EMC and
VMware. It includes highly specific customizations that leverage the capabilities of
the standard products to create one integrated solution.

Initially, Stodgy Wires should focus on:
1. Further virtualizing as many servers/applications as possible. Eighty per cent
server virtualization is typical in well-run on-premises clouds. The “Workload
Placement Assessment” play addresses this need.
2. Defining:
- Resource pools to rationalize available compute and memory resources into logical
- Storage tiers based on performance, availability, protection
- Backup policies and templates.
- VM templates
3. Understanding business and users needs in order to define services and build the
service catalog.

The “Transform Operating Models and Process” play addresses numbers 2 and 3.

Next Stodgy Wires should proceed to implement these core components:

-vCenter, which provides:
•Resource pooling with efficient allocation to VMs using thin provisioning
•Isolation of VMs between groups or LOBs
•Increased availability, performance and protection using vMotion, HA, DRS

-vCenter Operations Manager (vCOPS), which provides:
•Operations dashboards offering insights into health, risk and efficiency for
provisioned VMs
•A simplified approach to monitoring the entire infrastructure

-vCenter Orchestrator (vCO), which provides:
•Orchestration with an automation engine for cloud services
•Workflow designer, facilitating development of complex automation tasks

-VMware vCloud Automation Center, which provides:
•Secure self service portal for provisioning and life cycle management of all cloud
resources and services
•Highly configurable VM blueprints including backup policies, storage protection, DR
policies, compliance
•Role-based access for cloud administrators, developers and business users to
create, customize and use services
•“Pay-per-use” capability with chargeback and showback

-EMC storage arrays with Enterprise-class features, including:
•Virtual provisioning for improved capacity utilization and ease of management
•FAST for VMAX, and Fast VP for VNX, providing adaptive tiering at a subLUN level,
optimizing application performance across all drive types

-EMC and VMware integration components, including:
•VSI – a vCenter plugin that enables provision and management of storage directly
from self service portals
•VAAI – enabling offloads of VM operations to the underlying storage arrays, freeing
up server resources
•VASA – providing the portal visibility into storage pools and tiers within storage

Stodgy Wires is keenly aware that to remain competitive they must evolve their
traditional offerings. In an effort to tap into higher growth areas such as smart
appliances, Stodgy Wires recently bought a rapidly growing company, Agile Neutrons,
which is focused exclusively on developing software products for intelligent metering.
There is no immediate plan to merge the data centers due to logistical challenges.
However, Stodgy Wires is committed to addressing Agile Neutrons’ current data
center challenges.

Agile Neutrons has fully virtualized Windows/Linux applications running in a Hyper-V
compute infrastructure. For storage, they are using a mix of VNX Unified, Isilon and
NetApp arrays. Their IT department, which supports most LOBs, is responsible for
routine provisioning and management activities. However, Agile Neutrons’
development team independently manages a basic implementation of OpenStack for
their own purposes, with Nova configured for automating VM tiering and VM

Agile Neutrons is faced with the following challenges:

1. Slow turnaround on requests such as VM creation with NFS for user shares, and
device creation for persistent storage
2. The IT Department does not have adequate workforce competencies in place to
manage multi-vendor storage
3. Stranded storage due to decentralized management
4. There are no standards for storage allocation based on application performance,
availability and response time
5. Development team wishes to leverage existing OpenStack environment to enable
Swift object storage in-house

Based on Agile Neutrons’ current infrastructure and challenges, EMC ViPR offers an
effective solution.

The ViPR Controller provides:
- The architecture to abstract, pool and automate provisioning and management for
their heterogeneous block and file storage arrays which addresses the elimination
of stranded storage and maximizes storage utilization.
- Secure self service catalog with role-based access for customizable storage services
which addresses the limited workforce capabilities that they have.

Add-on ViPR components provide:
- The Hyper-V add-in enabling native access to ViPR functionality directly from the
SCVMM client which allows for faster responses to VM creation.
- The Cinder plugin enabling tiering and provisioning of block storage directly from
the native OpenStack user interface improving the creation of persistant storage.

ViPR Data Services provide:
- Object storage leveraging existing ViPR-managed file arrays (VNX, Isilon and
- Support for OpenStack Swift applications writing to and reading from ViPR Object
- Data lake enablement with single instance of data accessible from multiple client
types (Object, HDFS, NFS, etc)

Show here are the key points for positioning EMC for Cloud enablement.
Please take a moment to review the course summary.


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