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| 2010 10 20 | CONFIDENTIAL

1. 1. | 2010 10 20 | CONFIDENTIAL. | 2010 01 08 | CONFIDENTIAL. The Power of The Cloud for Your Organization. Evan Jennings Sr. Product Manager B ell Business Markets . Agenda. Business models of computing services Why is this important for Data Centre & IT experts?

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| 2010 10 20 | CONFIDENTIAL

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  1. 1 1 | 2010 10 20 | CONFIDENTIAL | 2010 01 08 | CONFIDENTIAL

  2. The Power of The Cloud for Your Organization Evan JenningsSr. Product Manager Bell Business Markets

  3. Agenda • Business models of computing services • Why is this important for Data Centre & IT experts? • How Bell’s experience informed our strategy

  4. Exponential growth in data By 2020, digital information will be 44times larger than it was in 2009 The number of files to be managed will grow by a factor of 67. And storage capacity will grow by factor of 30. Global IP traffic will quadruple from 2009 to 2014

  5. Industry IT evolution/transformation Cloud Virtualization Web Client Server Minicomputer Mainframe 1960 1970 1980 1990 2000 2010

  6. Evolution of IT Economics Technology View Economic View Mainframe~ High Resource Utilization ~ Centralized Compute & Storage Optimized for Efficiency Client Server~ Low Resource Utilization ~ Distributed Compute & Storage Optimized for Agility Cloud~ Mass Utilization ~ Large DCs Homogenous hardware Better efficiency & agility

  7. Cloud is a delivery model • "The interesting thing about cloud computing is that we've redefined cloud computing to include everything that we already do. I can't think of anything that isn't cloud computing with all of these announcements. The computer industry is theonly industry that is more fashion-driven than women's fashion.” • - Oracle CEO Larry Ellison

  8. ChallengeOpportunity for IT Professionals

  9. Why is this important to Data Centre & IT experts?

  10. Why is cloud computing front page news?

  11. Benefits to the bottom line Achieving real and meaningful cost savings and operational capabilities Source: Open Code (http://open.blogs.nytimes.com)

  12. Benefits of scaling Animoto: Instance Usage Unprecedented flexibility & dynamism Source: http://blog.animoto.com/2008/04/21/amazon-ceo-jeff-bezos-on-animoto/

  13. Cloud computing models

  14. So what does it mean to you? • Increases server utilization • Reduces burden of administrative tasks • Eliminates DC workloads, freeing up space & capacity • Reduces number of complicated applications Cloud

  15. But there are challenges • Can be complicated to implement • Higher utilization can lead to high power densities, which drives cooling & load complications • Adds a layer of security complexity in terms of user and rights administration • Creates a number of latency considerations which may not have existed before • Required: Improved data centre risk and optimization practices

  16. How Bell’s experience informed our strategy

  17. Virtualization first What it does Benefits • Efficiency • Fast provisioning • Flexibility • Security ......but can take years to virtualize fully

  18. Bell IT snapshot

  19. Energy challenges • Power is a top concern for data centre operators • Amount of energy required to power a data centre = city of 37,134 homes • Bell set up an energy board to tackle energy consumption challenges by: • Virtualizing workloads • Decommissioning unused systems • Forecasting and tracking growth

  20. Results • Decommissioned 12 server farm sites and 300+kW in our primary data centre in ~14 months • Sought and received hydro promotion rebate programs • Deferred over $30M in data centre expansions

  21. Benefits we achieved • Improved IT cost structure reduces Total Cost of Ownership • Higher availability and improved disaster recovery • Enhanced IT productivity through accelerated deployment and delivery of new applications • Higher resource utilization increases infrastructure optimization • Green optimization through reduced power and cooling loads

  22. More progress in store • Virtualization program started in 2006 • Increased from 5% to 30% virtualized • Includes mission critical apps • Remaining footprint highly proprietary or legacy • Predict better consolidation ratios with more complicated migrations

  23. Lessons learned • Asset management strategy and reporting is imperative • Governance systems (IT Council) required • Pre-build advanced virtualized capacity to make virtual installs even quicker • Resist the temptation to over-build data centre capacity • Applications – start with smaller workloads, web servers, Microsoft.net, desktop virtualization

  24. Data Centre and cloud services expertise • Citrix – Gold partner • VMware – Premier Solution Provider • Cisco – Bell is Cisco’s largest Gold Partner in Canada • EMC – Premier Partner • HP- Elite Partner, Converged Infrastructure & Networking • Microsoft– Silver Partner • Symantec – Gold partner Bell is partnered with the leading technologies for enabling virtualization and evolution to cloud computing

  25. Customer case study A large Canadian insurance company • Reduced capital expenditures by : • virtualizing 250 physical servers • hosting the virtual machines on only 12 servers • Quicker migration of servers from the customer data centre to Bell Hosted services • Enhanced business continuity and DR plan

  26. A strategy born out of Vancouver 2010 • Portal Statistics: • Visits to the Olympics portal: 300 millions • Olympic mittens sold in 10 hours once they appeared on Oprah: 10, 000 • Sidney Crosby memorabilia sold following his winning goal: $ 100K per hour • Internet security events were logged by the portal during the games: 350 million • Downtime: 0

  27. Golden example

  28. Critical considerations

  29. Cloud solutions from Bell • Hosted in Bell’s Canadian data centres • Delivered over Canada’s largest MPLS network and from Bell 5970 Type II certified data centres • End-to-end performance and availability SLAs • Backed by 24x7 support • Supported by industry-leading cloud technology partners Bell network, data centre and virtualization enable cloud security, availability and performance

  30. What makes Bell data centres different?

  31. Bell national data centre footprint

  32. Info-Tech Canadian Co-location/Managed Services VendorLandscape – 2011 study Champions receive high scores for most evaluation criteria and offer excellent value. They have a strong market presence and are usually the trend setters for the industry. Bell ispositioned as a Champion, displayingprovenlongevity, viability and breadth of offerings

  33. Term is new but the concept is not Cloud is an operations model IT has to be ready for the shift Concerns are not new There are significant benefits to be gained on the path to Cloud Summary

  34. Questions?Please see me during the Coffee Break

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