Monetizing the Cloud with Cisco Desktop-as-a-Service Solutions

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Monetizing the Cloud with

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John Malzahn, Sr. Marketing Manager, Cloud Solutions

Marketing, Cisco Systems

Ashok Rajagopalan, Sr. Manager, UCS Product

Management, Cisco Systems

Jeff Olson, Marketing Manager, WW Service Provider

Cloud and Managed Service Creation, Cisco Systems

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The Workspace Used to Look Like This:

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Customers Are Moving to Desktop Virtualization and DaaS

59 million

new virtual desktop users

between 2013-2016

1 77%

of global IT decision makers

“implementing or expanding application

or desktop virtualization”

2 45%

of global enterprise IT decision makers

considering “Cloud hosted/

Desktops-as-a-Service”

2 84.6%

5-year CAGR for workspace as a service

software between

2011 and 2016

3

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DaaS Value Propositions



Improved security



Business continuity



Better data recovery and backup



Easier deployment



Access desktop from multiple

devices (BYOD)



Repurpose PCs and laptops



Self provisioning



Reduced IT desktop operations



Predictable OpEx model

For Enterprises



Additional customer offering in

high-growth market



Leverage datacenter investments



Increase network utilization



Sell additional services and desktop

add-ons



Offer multiple offerings from the

same infrastructure



Self provisioning by customer



Customer “stickiness”

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Cisco’s Provider Solutions for Enabling the Cloud

Pre-Integrated and Tested Architectures

Infrastructure as a

Service Solutions

DaaS Solutions

Disaster Recovery

as a Service Solutions

PRIVATE

CLOUD

VPC/PUBLIC

CLOUD

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Cisco Desktop

Virtualization

Solutions

Cisco Desktop

Virtualization

(On-Premises)

Cisco DV

Solution with

Citrix

XenDesktop

Cisco DV

Solution with

VMware Horizon

View

Cisco Desktop as a Service

Solution

(Cloud-Based, Cloud

Provider Delivered)

Cisco DaaS

Solution with

Citrix

Cisco DaaS

Solution with

Desktone by

VMware



Enterprise Focused



Customer Premises-Based and Managed



Customer Data Center and Staff



CapEx and OpEx



Cloud Provider Focused



Cloud Provider Hosted and Managed



Cloud Provider Data Center and Staff



Subscription-Based OpEx

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Cisco Unified Computing System

Fastest Growing Product in the Market

33,000+

Unique UCS

Customers

2 Top 5

Server Vendor

1

94 World record performance benchmarks to date

3,600+

UCS Channel Partners

#1

Americas revenue

market share in x86

blades

1

Source: 1_{IDC Worldwide Quarterly Server Tracker, 2014Q1, May 2014, Vendor Revenue Share}

Source: 2_{As of Cisco Q3FY14 earnings results Data Center Revenue is defined as Cisco UCS and Nexus}

1000V

More than

75%

of all

customers have invested in UCS

Fortune 500

$2.6B+

Data Center

Annualized

Revenue Run Rate

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Cisco DaaS Solutions Provide

Cloud-Based Service Essentials

On-Demand

Consumption

Multi-Tenant

Architecture

Security

at Scale

Capacity

at Scale

Orchestration

Service

_Assurance

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Cisco DaaS Solutions Architecture

Supporting All Four DaaS Deployment Models

Unified Computing Systems

UCS Manager

Storage

Services

Firewall

Load Balancer

Unified Fabric &

Resilient Network

UCS Central

UCS Director

Management Framework

Active Directory

Zone 1

Broker Framework

Broker & Provisioning Services

Zone 2

Zone 3

Tenant 1

Tenant 2

Broker & Provisioning

Services Broker & Provisioning Services

Application Orchestration

Portal & Catalog Services

Tenant 1

Tenant 2

Broker & Provisioning Services

Hosted Shared

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Cisco DaaS Provides Flexibility, Performance,

Scale, and Security

252 VMware Horizon View

Windows 7 Desktops on a

Single B200 M3 Blade Server

50%

Lower Cost Storage

per View Desktop and…

16x

Less Power Consumed

per Desktop

29%

More Responsive Citrix XenApp

Sessions with…

53%

Better CPU

Utilization

5,000

Citrix XenDesktop Users

Booted

within 30 Minutes

within 30 minutes

Utilization



Citrix XenApp / VM-FEX Performance Report:

http://bit.ly/164pije



Citrix 5,000 Mixed-Workload Solution:

http://cs.co/9008jC8K

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

User experience and SLA

associated with the virtual desktop



Cisco UCS Virtual Interface Card

(VIC) profiles classes of users

and guarantees minimum

committed bandwidth



Without VIC—high priority data

suffers with vMotion traffic



With VIC—high priority data gets

bandwidth it needs

Network Delivery Critical for Virtual Desktops

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Cisco UCS with VM-FEX:

Virtual Desktop Prioritization and QoS Pools

Bronze Pool

20% Bandwidth

FC with max burst of 16K

Platinum Pool

50% Bandwidth

Lossless Ethernet NFS

Max burst 64K

QoS controls for tuning Storage and

Network flows—Platinum, Gold, Silver,

Bronze, best effort, FC QoS Classes

Multi-cast optimizations

Bandwidth controls

Lossless Ethernet—drop/no drop

Burst size controls

Server

Blade

VMware vSphere

Cisco VIC

FEX 2200

FI 6200

VM VM

VM

_{Platinum Pool}

VM VM VM

_{Silver Pool}

_{Bronze Pool}

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

Per-tenant segmentation of

traffic on physical and virtual

infrastructure



Value added application

services on a per tenant

basis (e.g. Firewall, SLB)



Seamless extension of

tenants within and across

DCs via OTV, LISP, MPLS

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VMware Horizon DaaS—Software Components

Broker

Allocator

Session Manager

Inventory Manager

Tenant Appliance(s)

Broker

Allocator

Session Manager

Inventory Manager

Tenant Appliance(s)

Virtual

Desktops

Apps

Virtual

Desktops

Apps

Resource Manager(s)

API

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Cisco DaaS with Citrix Solution Stack

Unified Computing Systems

Storage

UCS Manager

UCS Central

UCS Director

Active

Citrix XenDesktop

Citrix XenApp

Citrix Provisioning Services/Desktop Controller

Citrix Application Orchestrator 2.0

Citrix CloudPortal Business Manager

Citrix

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UCS Central for Virtual Desktops at Scale



Unifies management of multiple UCS domains and

tens of thousands of servers



Centralizes global policies, service profiles, ID pools,

and templates



Simplifies global operations with centralized inventory,

faults, logs, and server consoles



Provides ability to remotely manage on-premises

virtual desktop infrastructure



Single interface to entire solution



10,000 servers x 252 virtual desktops

per blade = 2.5M virtual desktops*



Broad choice of Cisco or 3

rd

party

management tools

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Cisco UCS Cost Benefits

Networking,

Cabling &

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Key Benefits of Cisco UCS for Desktop as a Service

Simple, Resilient Architecture

for Deploying Desktop Virtualization

Architecture

Linear Scalability and Performance from

100 to 1000’s of Desktops without a Change in Architecture

Scalability

Providing the Right Balance of Memory, I/O and CPU

Is the Key to Cost-Effective Scalability

Balanced System

Rapid Provisioning with Cisco UCS Manager for Ease of Scale

Simplicity

Reducing Risk and Accelerating Deployment

Through Validation

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Cisco DaaS Solutions Advantages for Cloud Providers

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Cisco Powered

Enterprise Benefits:



Built and delivered on proven,

Cisco validated architectures



Providers meet strict

qualifications for delivering

Cisco Powered services



Every service is third-party

audited

Cloud Provider Benefits:



Partner training and sales

enablement



Cisco generated end user

awareness, demand generation,

and marketing resources



Cisco sales commission on

partner cloud services sales



Cisco Capital programs

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Leverage DaaS to Increase ARPU

Hosted Shared

Desktops

Hosted Server VDI

(Server OS)

Hosted VDI

(Client OS)

Application

Virtualization Delivery

Cloud Providers Leverage DaaS to

Deliver Additional Applications and

Value Added Services

Up-Sell Products/Services

$30–50

$10–100

$

MSRP

$30–$150

Virtual Desktop

_*Sample

Cloud Providers Offer

Multiple DaaS Models

+

Unified Communications

SaaS/Virtualized Apps (SFDC, Webex)

WebContent Filtering (ScanSafe)

Anti-Virus Management

Patch Management/Desktop Management

Extra Storage

Extra RAM/Extra CPU

Bandwidth Optimization (WAAS)

The additional services tied

to [DaaS] offerings could

potentially be as valuable as

5–6x

every dollar earned for

a virtual desktop or an

application

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Service Creation and GTM Workshop

Accelerate Proposal, Business Case, and Launch

DaaS Business Case

• Market Opportunity

• Service Description

• Platform

• Costs

• Launch Plan

• Marketing

• Competitive

Outcomes:



Market Info



Worker profiles



Packaging Definition



Value proposition



Example Pricing



Example customer



Training & Marketing Plans



Target Market

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Cloud Provider Success

“Cisco gives us the scalability,

performance, and efficiency to

deploy and expand desktop

as a service rapidly for our

customers, no matter where

those end users are located.”

Tim Burke, President and Chief

Executive Officer

“Cisco management makes

deployment incredibly easy with high

levels of automation for the virtual

environment. We can add additional

capacity in hours or scale out

hundreds of desktops in minutes.”

Rick Chapman,

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DaaS represents a significant opportunity

and key offer for Cloud Providers in a

fast-growing market

1 Supports multiple use cases and provides

a range of ongoing revenue and upsell

opportunities

2 Cisco offers proven, comprehensive

solutions with best in class technology

partners

3 When it comes to Cloud,

it’s about the power of “And’

4 Cisco DaaS Solutions helps Cloud Providers

achieve time-to-market and economically

scale their business

5

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For More Information

Visit

www.cisco.com/go/daas

www.gotomarket.cisco.com

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