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Marketing overview

Growing Dell Business with Windows Server ROK (EC). Marketing overview. Reseller Option Kit (ROK) Defined. Same MDF payouts as Preinstall Same pricing as preinstall Covered under Server License Agreement Dell sets the Channel price.

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Marketing overview

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  1. Growing Dell Business with Windows Server ROK (EC) Marketing overview

  2. Reseller Option Kit (ROK) Defined Same MDF payouts as Preinstall Same pricing as preinstall Covered under Server License Agreement Dell sets the Channel price • Software distributionmethod designed for OEMs that ship Microsoft software and branded servers through the channel • Enables Fulfillment partners to minimize SKU creationby stocking software separate from servers (separate part numbers) • Provides customers with a simple way to buy an OEMbranded server with a Windows Server operating system at a great price

  3. ROK versus OEM pre-install? • Both ROK and OEM pre-install are OEM delivery mechanisms • Key OEM tenets apply: • COA must be affixed to hw • OS installed prior to end-customer receipt • OEM provides end-user support • Same end-user license agreement for both • ROK images must be BIOS-locked • ROK and OEM qualify for same MDF rebate levels • ROK OS pricing may be disclosed

  4. Align License Types with Sales Motions Reseller Option Kit (ROK) Drop In Box Preinstall Use for solutions that require OS partitioning and application configuration Reduce preinstall costs Dell “Mid Tier Centers” Maintain Preinstall as preferred attach method for Build To Order and Standard Configurations Set OS price point so balanced with channel Use for bare bones and partially configured servers Dell part number sold through Fulfillment Agencies Provides inventory flexibility

  5. Current Channel Ecosystem (EC) What are the reseller options for purchasing hardware + Windows Server (WS) OEM? With OS at POS 1 Tier 1Reseller Dell HW + Dell WS OS (OEM preinstalled) DELL ! Without OS at POS 2 Customer Dell HW only Tier 2 Reseller Dell Server preinstalled & COA affixed ! Dell HW only WS OS COEM Distributor Via distribution partner 3 Dell HW only

  6. Dell Indirect Opportunities DELL To Tier 1 with OS 1 HW + OEM pre-install HW stock HW To Tier 1 w/o OS 2 Order Dell ROK post HW Reseller Customer ODM Dell Server preinstalled & COA affixed Microsoft AR Dell ROK kit stock Dell ROK kit Partially configured servers Distributor Tier 2 via distribution partner 3 Order HW, memory, and Dell ROK, etc.

  7. How ROK Works – Stocking the Kits 3 2 1 Fulfillment Agent OEM VAR/Reseller Authorized Replicator 1 OEM contracts with Authorized Replicator to produce ROK kits Fulfillment Agent places orders to OEM, order can be in any quantity, order process is the same as any other “OEM Option.” Order fulfilled to Fulfillment Agent by Authorized Replicator Fulfillment Agent stocks ROK Kits , inventory management and fulfillment to VARs is the same as any other “OEM Option”. 2 3

  8. How ROK Works – How it is Sold 2 1 Fulfillment Agent OR Customer Places Order Customer VAR/Reseller 3 OEM Partner 1 Customer places order to VAR for server with Microsoft operating system. VAR places order to Fulfillment Agent or Regional Commercial partner. They can be purchased together or separately. The Fulfillment Agent ships the OEM branded ROK kit and server to the reseller (the Fulfillment Agent or Regional Commercial Partner can install the software for a fee). The reseller installs the operating system and the Windows Certificate of Authenticity (COA) before delivering the new server to the end user. 2 3

  9. Critical success factors Product Marketing Reseller awareness programs Dell reseller marketing kits • Creation of Dell BIOS-locked image • Licensing & SKU setup • Manufacturing readiness & prioritization Sales Channel • Distribution • Establish relationships • Agreements in place with regional distributors • APOS • SKU creation & fulfillment • Ensure equitable pricing across channels(minimize channel conflict & cannibalization) • Provide distribution/reseller incentives

  10. Definition of terms • ROK - reseller option kit • Direct channel – hw & sw sales directly to a end-customer • Indirect channel – hw & sw sales to a reseller via Partner Direct or a distribution partner • WS OS – Windows Server Operating System • BIOS lock – an anti-piracy technology where the OS image is designed to only operate on a specific OEM hardware platform • COA – certificate of authenticity • EULA – end user license agreement

  11. Reseller Option Kit Contents Documentation DistributionAgreement Break the seal label (outlining returns, warranty terms, etc) OEM Branded Windows CD

  12. Reseller Option Kit Contents Documentation Distribution Agreement Break the seal label (outlining returns, warranty terms, etc) COA Label

  13. Growing Dell Business with Windows Server ROK (EC) Additional product information

  14. SYSPREP required by VAR • Prior to receiving a Dell Server with a Microsoft ROK OS installed, the VAR or distributor must run SYSPREP on the server • SYSPREP configures the system to initiate the system at the Windows Welcome for customer delivery. • SYSPREP instructions and technical documentation are found at: http://technet.microsoft.com/en-us/library/cc721940(WS.10).aspx

  15. Validated OS/server configurations • ROK kits can only be installed on new Dell Servers • Dell will only support OS/Server combinations that are Dell Validated. • A complete list of Dell Validated OS/server combinations can be found at: dell.com/ossupport

  16. Tech Sheet location • Dell has spent thousands of hours testing and validating Microsoft operating systems on our server products. • Important information about implementing Microsoft operating systems on Dell servers can be found at: http://support.dell.com/support/edocs/SOFTWARE/winrok/

  17. Available ROK sku’s Check language packs for additional language coverage (slide 19)

  18. SBUU and USC facilitated installation • Dell provides utilities to assist with installing server operating systems • The Unified Server Configurator, contained on the embedded Lifecycle Controller in each server, facilitates the OS installation process by providing current drivers and firmware for the server hardware. USC information can be found at: http://www.dell.com/downloads/global/solutions/unified_server_overview.pdf • Alternately, the Dell System Build and Update Utility (SBUU) disk is provided with every Dell server and contains the latest drivers and firmware for that server. Insert the SBUU disk to begin the OS installation. SBUU information can be found at: http://support.dell.com/support/edocs/systems/peR410/en/Whitepaper/Deployt.pdf

  19. Language Packs for OS localization • Language Packs provide a localized user interface in most major languages • Server 2008 SP2 language packs can be downloaded from:http://www.microsoft.com/DOWNLOADS/details.aspx?familyid=3A7FB7A2-3519-495B-9BC5-2007082CA9A6&displaylang=en • Server 2008 R2 language packs can be downloaded from: http://www.microsoft.com/downloads/details.aspx?FamilyID=03831393-EEF7-48A5-A69F-0CE72B883DF2&displaylang=en

  20. Replacement Media Value-Add Resellers are responsible for fulfilling end user requests for replacement media.

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