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1. | FY11 Field Playbook v1.0 6/30/10 MICROSOFT CONFIDENTIAL
2. Table of Contents FY11 SQL Azure Goals & Strategy FY11Goals, Strategy, and Metrics Compensation & Commitment How to Sell SQL Azure Understanding SQL Azure SQL Azure Offers and Pricing Key Selling Scenarios SQL Azure Application Capabilities Targeting Strategy Partner Engagement Guide Field Readiness Plan and Calendar FY11Campaigns Next Steps Key Resources Appendix SQL Azure customer and partner evidence Reference Windows Azure Playbook (PRISM Edition)Please check out this link and pre-read the Windows Azure Playbook to understand overall platform strategy and guidance APPENDIX Objective of this playbook This playbook is designed to help you sell SQL Azure in your subsidiary. It provides an overview of the FY11 goals and sales strategy, sales guidance, and resources to leverage for your FY11 sales execution. Target Audiences This playbook is intended for the following Microsoft subsidiary roles: Marketing Groups: Server Business Group (BG) Leads Core Infrastructure leads/ Application Platform leads / Azure marketing leads SMSP - CAMs Sales Groups ATU – Account Manager, Account Technology Specialists STU Technical Sales Professionals (TSPs) – Application Platform, Core Infrastructure (Data Center) Solution Sales Specialists (SSPs) – Application Platform, Core Infrastructure (Data Center) Partner Team Additional audiences: Incubation sales team DPE

3. Understand FY11 Goals & Strategy

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4. Executive SummaryWindows Azure Platform & SQL Azure FY11 Summary Cloud computing is the fastest growing segment of the IT market and has the promise to unlock tremendous innovation for our customers.  Microsoft is uniquely positioned today as the only company able to provide the enterprise class cloud platform and relational data store with business ready credibility. Microsoft’s core SQL Server product spans from free (with SQL Express) to enterprise and into the cloud at a point where Microsoft SQL Server has industry leadership credibility - The time is now to win cloud based applications, and secure our position as leading in cloud-based data. We will be focused on four areas in FY11: (1) Thought leadership by establishing Microsoft Azure as the leader for the new application platform in the cloud (2) Driving customers and partners adoption of paid subscription (3) Field and partner readiness by driving field readiness for incubation and mainstream SSP/TSP/IPM and partners (4) Partnership with Engineering - being core partners to engineering in helping with planning next wave of products SQL Azure FY11 Goals: 15,077 total paid subscriptions (EPG:2,002, SMSP: 13,075) in A15 400 ISV applications with solutions in market running on Windows Azure platform Train & equip SMSG and DPE field teams to compete, drive to mainstream Train & equip partner eco-system to compete Windows Azure Platform & SQL Azure FY11 Critical Information Country Manager, EPG, SMS&P, DPE will carry scorecard metrics for FY11 Revenue targets cascaded through STB budget process Windows (SQL) Azure BG will cascade marketing and BIF through BMO Additional BG funded heads in WW Incubation to support strategic opportunities CBI and RBI and included for AppPlat and Datacenter SSP/TSP roles in FY11 Available through EA in FY11 Launched in over 60 countries thru FY11
5. FY11 SQL Azure Scorecard Alignment FY11 SQL Azure Scorecard Alignment GM SCORECARD # SQL Azure Paid Subscriptions EPG - WW target 2,002 subscriptions, Threshold USD 235/month SMSP - WW target 13,075 subscriptions, Threshold: USD 18/month SMS&P Scorecard Metric: 13,075 paid SQL Azure Subscriptions With threshold >=$18 per month per subscription KPIs: PlatformReady Program Completions, Solution Partners with WA PSPs, PSRI, MPN Paid Subscriptions EPG Scorecard Metric: 2,002 paid SQL Azure Subscriptions With threshold >=$235 per month per subscription KPIs: # EPG qualified opportunities in GSX, # completed Cloud Assessments, # prospects identified (SAW) DPE Scorecard Metric: 400 ISV applications on Windows Azure Platform with at least 42% SQL Azure attach KPI: # Lighthouse Wins with PR from Top Sites, # Developers Trained, # METRO completions Server BG Lead Scorecard Metric: SQL Azure Paid Subscriptions Orchestrates subsidiary activity to reach GM scorecard MICROSOFT CONFIDENTIAL
6. FY11 SQL Azure Subsidiary Targets SQL Azure Paid Subscriptions - Targets Target Guidance EPG Threshold: USD 235/month – WW target 2,002 subscriptions SMSP Threshold: USD 18/month – WW target 13,075 subscriptions Methodology WW FY 11 SQL Azure LRP Target of $25M; 15,077 subscriptions by end of FY11 Revenue Segmentations expected to be 35% EPG 65% SMSP for FY11 Achieving subscription target at revenue thresholds equals less than 15% of total revenue target. Attainment: Q1: 7%, Q2: 25%, Q3: 55%, Q4: 100% Geo segmentation: Use Windows Azure methodology for distribution across geos Thresholds based on: June release of larger 5GB Web and 50GB Business edition databases. SMSP: 1GB web edition = $10. $18 SMSP threshold chosen to include all SMSP subscriptions above “test” or accidental one-time charges when rolling-off free. EPG: 50GB business edition will retail for $500 with commitment offer (6-month pre-commitment) discounted to $235/mo. EPG threshold to include any 50GB subscription, even at full discount. Metric Criteria Customer billing information is available or on file (credit card or invoice) Service has to consume SQL Azure Counts only if subscription meets $ threshold: ($235/month for EPG and $18/month for SMSP) All customer spend (including overages) count toward threshold as long as SQL Azure Database is utilized Customer subscriptions paid through MSDN and other promo offers do not count- we will count overage beyond included MSDN subscription amount Absolute dollar targets will be given by EPG & SMSP segment If 1 subscription meets both Windows Azure & SQL Azure thresholds they will count as 2 MICROSOFT CONFIDENTIAL
7. SQL Azure FY11 Priorities Priorities Field Leadership Priorities Country Manager Align subsidiary resources to ensure targets achieved Integrate Azure messaging into all marketing Execute Journey to the cloud customer campaign BMO Activate “mainstream” sales Engage Alliance Partners & ISVs Execute Account Discovery of all Major and CFAM accounts to identify potential opportunities Thought Leadership Establish Windows Azure as the leader for new application platform in the cloud and analyst rankings Build online assets to support adoptions (evidence, demos, etc) EPG Profile managed ISVs for new SaaS development, qualify Azure opportunities Identify Traditional and SaaS ISVs relevant to your geography and leverage DPE to port them to Azure SMSP Recruit global & managed ISVs Drive and activate local developer community Target ISVs and Enterprise developers to port tier 2 departmental apps to Azure platform Adoption Drive Customer / Partner adoption (15,077 paid subscription in EPG/SMSP) Partner with DPE and incubation sales teams to drive breadth penetration (400 ISVs recruited) Create field community escalation and education process including pipeline management DPE Include Azure opportunity overview in all ITAP led cloud workshops Support solution partners with guidance Establish local Azure SMEs to support deployments MCS Field/Partner Readiness Drive field readiness for incubation and mainstream SSP/TSP/IPM and partners Drive online readiness and adoption of SQL Azure assets Build marketing plans with each of the core subs and drive execution in partnership with the subs (A13 minimum) Additional Resources WW Incubation Black Belt SSPs and TSPs BIF investments Comprehensive Readiness at //WindowsAzure Be core partners to engineering in helping with planning next wave of products (MOA, Features, Support launches, etc) Help drive convergence of BTS and AppFabric Rationalize on-premise/off-premise and align offerings Engineering Partnership
8. FY11 Plan & Mainstream Process Success Metrics (Shared target with Windows Azure) FY11 Plan Incubation + Mainstream ATU, STU accountability & quota # of ISVs with applications in market 50%+ of Alliance partners activated 1,500+ PSP (Partner Sales Plans) > 100,000 apps deployed 500,000 Developers trained > 30% MSDN subscriptions utilized App Plat SSPs / TSPs and Data center SSPs / TSPs – commitments and quota Full integration with Core IO models and APO models 8+ hours of FRI training for cloud and Windows Azure Platform MICROSOFT CONFIDENTIAL
9. Mainstream Roles Carry Compensation & Commitment FY11 Field Investment Mainstream roles will be provided readiness and enablement resources to drive SQL Azure opportunities in FY11 Principal Platform Specialists and AppPlatSSPs – carry quota for SQL Azure TSP Data-Platform – carry quota for SQL Azure Sales contests/commissions to drive additional focus Incubation roles will assist in key strategic opportunities to accelerate adoption by mainstream field MICROSOFT CONFIDENTIAL

10. How to Sell SQL Azure

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11. Understanding SQL Azure Customer Challenges Business Challenges Customers must respond to business changes quickly and match capacity to uncertain demand Customers want to focus on core business rather that maintaining IT infrastructure/technology Do more with less – Reduce capital and operational costs while maintaining existing applications or planning for new initiatives IT Challenges Increased requirements for faster provisioning, deploying and managing servers at scale Enabling faster and more efficient development of applications with existing knowledge and toolsets Reduce IT hardware and infrastructure costs What is the Windows Azure Platform? The Windows Azure platform offers a flexible, familiar environment for developers to create cloud applications and services. With Windows Azure, customers and partners can shorten their time to market and adapt as demand for your service grows. Windows Azure offers a platform that is easily implemented alongside your current environment. Windows Azure: operating system as an online service Microsoft SQL Azure: fully relational cloud database solution Windows Azure platform AppFabric: connects cloud services and on-premises applications Microsoft Codename “Dallas”: information marketplace for data and web services SQL Azure Customer Benefits What is the SQL Azure? Microsoft SQL Azure Database is a cloud-based relational database service built on SQL Server technologies. It provides a highly available, scalable, multi-tenant database service hosted by Microsoft in the cloud. Why a Cloud Database? Database-as-a-service, provisioned in the cloud, provides a compelling alternative to meet the growing demands of: Lower upfront capital expenditure No hassle of owning and managing infrastructure and database Business agility - dynamic scale of solutions Faster database deployment Cross organizational integration of disparate data and systems Emerging data driven applications New value Database as a service Building on Traditional RDBMS Self-managed Elastic Scale Developer Agility Built on enterprise credible SQL Server platform Familiar T-SQL relational model Support existing code libraries and protocols Integration with SQL Server and tooling including Visual Studio On-premise to cloud Data Sync No need to own infrastructure / physical administration low-friction provisioning Easy scale-out Multi-tenant Self-management Automatic High avail and data replication Dynamic scale Increase reach (Geo) Pay as you grow Reduces CapEx, total costs Faster time to market Focus more time on high value activities
12. SQL Azure Offers and Pricing 1. Consumption Offers Introductory Special Consumption MSDN Premium From$109.95 Includes: Windows Azure compute (730 hrs ) plus 1 Business Edition Database at a discounted monthly price Promotional offer for all MSDN subscribers for their active MSDN subscription. Includes: 3 Web Edition database per month Flexible pricing plan pay per database Web Edition: $9.99 per 1GB / month (up to 5 GB database) Business Edition: - $99.99 per 10GB / month (up to 50 GB database) Promotional offer with an amount of Windows Azure Platform services provided each month at no charge. Includes: 1 Web Edition Database free for 3 months. 3. Volume Licensing 2. Subscription Offers Unified purchasing through EA will be available in FY11 H2 Developer Accelerator - Extended For more information, refer to the Windows Azure Platform Pricing Overview
13. FY11 Key Selling Scenarios Core I/O APO Data Center Extension New Application Development Storage in the Cloud Application Maintenance Application Extension Active Archiving: Ability to have live access to archived data Proprietary Data Distribution: Ability to host and distribute proprietary information on the Windows Azure Platform For customers planning any new application development, the Windows Azure Platform provides an attractive standardization strategy to minimize their development life cycle and/or maximize TCO benefits. Customers can delegate many data center networking tasks to the Windows Azure Platform, allowing them to focus on more mission critical application development. The Windows Azure Platform enables our customers to run critical workloads on premise, but when additional capacity and/or scale is needed, allows the application to “burst” into our data center. Customers who may have considerable investments in their data center capacity and capabilities, but now find themselves with significant capacity problems or simply wish to explore minimizing any new capital expenditure. SQL Azure Windows Azure Platform Selling Scenarios Storage in the cloud with SQL Azure Backup and archiving Data aggregation Data standardization Rapid database deployment Customers can Build new applications leveraging key cloud attributes – highly elastic, geo dispersed, and SLA driven Migrate existing applications to Azure (ex) Access, existing SQL applications SQL Azure on-premise to cloud symmetry allows easy application extension Expand SQL-based applications to the cloud Augment database to exiting web apps Expand one-time or periodic data bursts to cloud Cross-sell database as a services to customers who want to extend data center capacity and delegate infrastructure and database management work Feature level supporting capabilities: Elastic Scalability Self management / Self healing Fast database provisioning On-premise to cloud symmetry (Data Sync, unified management and tools) Elastic Scale Applications (Burst operation) SQL Azure Capability On-Demand (Real-time inventory monitoring/tracking, etc) Geo-distributed Data Hub (Global data collaboration, Data aggregation, etc) Information as a Services MICROSOFT CONFIDENTIAL
14. SQL Azure Key Application Capabilities Aggregation and consolidation of data from various geo-dispersed sources to enable multi-party collaboration and streamline data access Examples Collaboration Public data aggregation Geo-expansion Partner Solutions Siemens PLM, Kelly Blue Book, MYOB (Intuit Asia Pacific), SiteCore Dramatic scale up and scale back with enterprise class data service SLA (uptime, trust) Examples Burst operation applications Cyclic/seasonal operation applications Partner Solutions Ticket Direct, Kelly Blue Book, Dominos Geo Distributed Data Hub Elastic Scale Applications Horizontal / IT Data Solutions SQL Azure Database as a Service Leveraging existing IP to reach wider audience and new usage scenarios. Getting outside the firewall – spanning Examples Asset management Incident tracking Real–time inventory monitoring Partner Solutions Virtual Inventory Hub (G-commerce), Trading Platform (Credit Suisse), Johnson Control Combine publicly available data with private data to enable new business value Examples Mashup – private and public data Content discovery and integration inside Microsoft Office and SQL Server Partner Solutions AP Online, NASA, InfoUSA, Zillow Information as a service On-demand Horizontal Solutions Burst operation (multiple) Asset management CRM, Royalty program Event management Record management with incident tracking Collaboration, social networking IT Data Solutions Data storage in Cloud Backup and archiving Rapid App Deployment Data Aggregation Data Management Vertical Solutions Vertical Solutions Government (ex) e-government Retail, Startup, Healthcare, Hospitality (ex) Promotional event management, record management, etc Manufacturing (ex) supply chain and data aggregation in cloud
15. SQL Azure Targeting Strategy Enterprise IT Small/Mid Size Biz with Web front end SaaS ISV/ Breadth Developer Traditional ISVs / SIs MICROSOFT CONFIDENTIAL
16. Partner Engagement Guide Partner Market Opportunity How to win? New cost effective consumption model with pay as you go, or subscription Application as a service with more margins and elastic scale Modernize with existing resources with little or no retooling Fast time to market with less dependency on infrastructure Embrace network effect with untethered applications – global customers, new markets Key scenarios: cloud burst, collaboration/data Hub, departmental/line of business apps Learn With Size limit(50GB): 90% Databases around are under 10GB and 95% are less than 50GB Data Security: All the data is accessed by SSL and connection string is encrypted, Users can setup firewall zones to allow access to specific machines/domains Data Migration: Existing SQL Server Integration Services tools can be leveraged for data migration Deal with Objection Commitment to Cloud Game Changing Opportunity Rapid Time to Value with Agility Small Business to Enterprise Ready Data Backup issues: Customers can use SSIS to backup but it means taking backup over wire Availability of cloud BI or cloud reporting be available Availability of automatic partitioning and sharding Limited functionality: More features will be available with time. We are increasing our capabilities with every release Source: The 451 Group, Top uses of cloud computing Avoid Partner Benefits Significant market growth and first mover advantage Application as a service with more margins and elastic scale Extend to new customer segments Extend product offerings that create network effects Enable customer choice and loyalty Accelerate time to market with less dependency on infrastructure New cost effective consumption model with pay as you go, or subscription Ultimate scalability, self-management, and self-healing Usage-based elastic scale and licensing Complete Cloud Platform - one integrated, reliable, powerful, and familiar platform Free to Enterprise options On-premise to cloud symmetry - same tools, technology, and skills Built on enterprise credible SQL Server Committed investment in developing software for cloud Proven business-ready SLA User centric familiar platform and tools Strong partner and developer ecosystem Field Guidance Target Managed ISV to extend existing applications to Windows Azure Platform and SQL Azure Drive new SaaS development of managed ISVs on Windows Azure and SQL Azure Engage in Top SI in building solution practice incorporating Azure Identify new set of partners to build application and manage by ISV BDM Recruit solution providers to attend application extension/migration developer and architect readiness workshops Drive breath partner (Breath ISV, Customer Developer, Web Developer) through Platform Ready Initiative and Metro Train all partner (by partner type) on Azure by PSRI MICROSOFT CONFIDENTIAL
17. Field Readiness Plan MICROSOFT CONFIDENTIAL
18. Field Readiness Calendar SQL Azure Sustain Database Geo Copy Backup/Restore Sharding Basic Perf SLA SWA Data Sync Silverlight offline support Odatabased Database Dynamic partitioning Compliance Reserved Capacity Premium Perf SLA Eventual consistency Distributed queries Business Inteligence Reporting as a service Sales & Technical SU3 SU4 SU5 SU6 LWOF: Cloud update Compete LWOF: Cloud update LWOF: Cloud update On vs Off Premise On vs Off Premise Pricing/Licensing Compete SMSGR 9/2010 6/2011 Cloud Computing 3/2011 Update on Cloud 12/2010 Channel 9 January 1st Gear Up July 1st July 1st Sales Cloud Computing SQL Azure/Dallas/AppFabric SQL Azure/Dallas/AppFab Drive Time Technical Monthly Sales & Tech Training for Incubation new hires Monthly Sales & Tech Training for Incubation new hires Onboarding Training Academy Live Sale & Technical Academy Live Sale & Technical Academy Live SMSGR course Integrating WinAz Plat to Biz App SMSGR course SMSGR HOLs HOLs HOL Updates HOL SI Engagement High Touch SI Engagement Events P-TR11 TR EMEA TR ASIA TechReady 12 February Events Technical Training Kit Immersion Kit MICROSOFT CONFIDENTIAL
19. SQL Azure Integrates with FY11 Campaigns Campaign Goal : Help customers transition to the cloud with practical guidance on infrastructure and platform decisions Approach Position MSFT as premier vendor for private & public cloud Help customers transition to the cloud on their own terms Provide practical guidance for getting started Detailed field execution guideline will be provided in Sep. 2010 through Event-In-A-Box
20. Next Steps Field Go-Dos AM/ATS:Conduct account planning including cloud opportunity profiling Datacenter SSP/TSP:Carry Windows Azure quota and commitments.  Focus on integrating existing identity, security and management tools with the cloud Principal Platform specialist, Platform SSP, and Data Platform TSP:Carry SQL Azure quota.  Focus on integrating existing on-premise database with the cloud and selling to Enterprise IT. The Incubation sales team: Support core field Datacenter and Data Platform sellers to achieve goals for enterprise customers with Windows Azure Platform and drive early marquee wins. Drive breadth penetration (400 ISVs) collaborating with DPE. DPE: Focus on securing 400 ISVs with solutions in market What’s coming in Q1FY11 APO and Core IO joint campaign - Journey to the Cloud campaign launch in Sep. 2010 Account assessment and tools will be available in Q1 Guidance on how to sell and engage enterprise customers Multiple MGX / Tech Ready sessions and in-depth readiness plan for FY11 Guidance on how to work with and leverage incubation team
21. Key Resources
22. Appendix MICROSOFT CONFIDENTIAL
23. SQL Azure Application Examples – Customer / Partner Evidence MICROSOFT CONFIDENTIAL