Introduce Disruptive Virtualized DW/BI Technology

1. Introduce Disruptive Virtualized DW/BI Technology The First Virtualized Private Cloud Enterprise Data Warehouse Presented to : Otto Hamburg From: Uwe Weimer

2. EMC and Greenplum: Why you should care The details… 1) Drive net-new Infrastructure • BI/DW is the largest IT SW spend according to IDC, and MPP/Scale-out is the accepted approach to large data. To date, proprietary appliances have been the primary option. • This is driving large, new enterprise infrastructure buys, that represent an excellent opportunity to sell Vblock solutions. 2) Database consolidation is the path to Big Data • Large database deployments (over 100tb) are still rare… Teradata has less than 1000 customers; Netezza around 240. Small data-marts (Paraccel, Vertica, etc.) don’t drive relevant infrastructure buys. • The path to 100TB+ infrastructure spend is through the consolidation of the myriad of datamarts that exist in the enterprise. 3) Private Cloud w/ EMC Is The Path; Not an option • The “missing link” has been the ability to virtualize the database. Database elasticity and provisioning require scale-out approaches. • The Virtualization/Private-cloud approach finally links DW to EMC – as a core component

3. Greenplum: Demonstrating Market Momentum and Leadership • 2009 was a breakout year for GP • Surpassed more than +100 global enterprise customers • 100% year over year growth • Projecting the same for 2010 • Open systems model is winning: significant leverage with Dell, EMC, Cisco and others • Acquiring net new customers at a pace faster than Netezza and Teradata • Growth is enabling us to innovate beyond our competitors, not only within just the core database but in new product initiatives

4. It’s Time for a Change . . . 6 • 6

5. Greenplum Database Architecture SQL MapReduce MPP (Massively Parallel Processing) Shared-Nothing Architecture MasterSevers Query planning & dispatch ... ... Network Interconnect SegmentSevers Query processing & data storage ... ... ExternalSources Loading, streaming, etc.

6. Key Technical Innovations

7. Announcing Greenplum Database 4.0: Critical Mass Innovation • 4.0 represents industry leading innovations in: • Workload Management • Fault-Tolerance • Advance Analytics • Culmination of more than +7 years of research and development • First emerging SW vendor to achieve critical mass and maturity across all necessary aspects of enterprise class DBMS platforms: • Complex query optimization • Data loading • Workload Management • Fault-Tolerance • Embedded languages/analytics • 3rd Party ISV certification • Administration and Monitoring • Genuine floor-sweep replacement option for Teradata, Oracle, DB2, and SQL Server

8. Introducing Greenplum Chorus: The World’s First Enterprise Data Cloud Platform • New software product • World’s first Enterprise Data Cloud Platform (EDC), enabling: • Self-service provisioning • Data services • Data collaboration • Customers deploy Chorus along with GP Database to create a net new and self-service analytic infrastructure • Chorus can significantly accelerate the time and ease with which companies extract value and insight from their data

9. EDC Self-Service ProvisioningEmpowering both Business and IT Analysts and DBAs • Provision a database or sandbox in minutes • Access, combine, analyze, and share any data • You are in control IT Operations • Operational simplicity: manage entire pool as one infrastructure • Increased efficiencies: utilization, power, cost • Deliver predictable SLAs Virtual Databases Greenplum’s EDC Platform EDC Platform Infrastructure Pools Commodity Hardware Virtual Machines Public Cloud Resources

10. Customer Example: T-MobileEDC Vision • Goals: • Transform DB IT into a virtualized, self-service infrastructure platform • Dramatically lower costs, and increase agility to support business requirements • Break down silo walls - provide a unified way to find and access all data • Approach: • Provide ‘self serve’ model to bring shadow IT into the light • Enable database as a service – and encourage deployment of data marts and DWs onto DB’s private cloud • Allow unified data access and pragmatic ‘logical’ data model unification incrementally Before Greenplum After Greenplum EDC PLATFORM Data Sources

11. A note on why alternatives don’t work Major sales push by Oracle Not a current data warehouse architecture Relies on Oracle SMP/RAC parts Still complex and inflexible “nothing new” DW appliance based on IBM hardware and custom/proprietary FPGAs Created DW appliance category, but customers wary of additional data silos Difficulty keeping pace with best-of-breed hardware and software product cycles Good idea, but lack enterprise customer traction Peculiar product shortcomings due to architectural design (DML, DDL, loading very slow, etc.) Simply don’t drive relevant data volume Original player in enterprise DW space Very slow customer growth Requires large, complex installations that take years to realize value Created the space, but has become the “mainframe” equivalent Oracle/Sun Exadata Netezza Twinfin Column Stores (Paraccel, Vertica) Teradata

12. Greenplum & EMC = Industry Leading Features

13. Why should you care about BI/DW? 2 1 3 DOFASTDEALS $30B Market Exadata (and other proprietary appliances)

14. The Plays - Offense &Defense Offense – In Early Defense – Behind the 8 Ball Huge Returns based on Results from Analysis that was not possible before.

15. Greenplum Chorus: Aimed at Helping 3 Primary Users • Database Architect/Administrator: • Responsible for providing database capacity and operations to the company • Oversees the flow of data into these databases • Power Analyst: • Responsible for creating insight from the data • Interacts closely with the DBAs to get the data they need, and the required performance/capacity out of the infrastructure • Executive: • Ultimately responsible for justifying the investment • Focused on making rapid progress on their data, and celebrating analytic insight

16. Customer Success Story • Problem / Challenge • T-Mobile has spent $100M+ with Teradata aimed at tackling problems around customer loyalty/churn • T-Mobile was dissatisfied with the business value generated by the DW and needed a more agile and cost effective solution • T-Mobile has hundreds of data marts surrounding the EDW that had become too difficult to manage and track • They are looking to harness the power of ALL of their data for greater effectiveness in Customer Loyalty and analyzing reasons for Customer Churn. • Diagnosis/Competitive • Due diligence by customer drove a Greenplum-led analytics consulting project to discover a reason for customer churn • Need to demonstrate an ability to consolidate disparate data marts on a scalable, elastic platform that enables business users the ability to self service their data analytic needs • Prove that Greenplum and EMC with the VCE stack was the only solution that cost-effectively scaled to handle their data analytics requirements. • Deliver a measurable Campaign Management Solution that drives business results • T-Mobile liked the ability to easily provision data sandboxes and virtualize the DW on one platform using Greenplum Database and EMC Clariion • Full VCE Stack – Greenplum Enterprise Data Cloud (EDC) software on top of VMware, Cisco and EMC • T-Mobile said Greenplum and VCE was the only solution that could address the problem of analyzing customer churn in a cost effective manner Solution • Results • $1.335M to EMC • (6) CX4-960C8 • 384 TB of Usable Storage • 1.1 PB of Raw Storage