High Density Data Center Assessments
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Agenda
• About APC & what is APC’s value proposition to Cisco?
• Why are Cisco and APC data center services teams combining
forces?
• What problems or “pain points” can we solve for our joint
customers?
• What are the services APC offers?
• What sales tools are available?
• USFS Case Study Overview
• What’s in it for me?
• How do I engage APC on joint service projects?
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“Most Customer-centric
Companies”
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
“Most Innovative Users
of Technology”
1992
$2,000
$1,800
$1,600
$1,400
$1,200
$1,000
$800
$600
$400
$200
$0
1991
$ Million
APC Business Overview: Revenue
2005 Financial Data
Revenue: $1.98 Billion
Net Income: $144 Million
Cash & Investments: $774 Million
Long Term Debt: $0
R&D and Product Development Marketing* $106 Million
*(Includes reported R&D and marketing expenses associated with product development)
“2005 Data Center Solutions
Company of the Year”
“The Biggest Network
Companies”
APC Value Proposition
APC is an 'enabler' for the deployment of
Cisco products and solutions. APC
solutions increase Cisco product and
system reliability, availability, and
customer satisfaction while dramatically
reducing customer support costs.
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Why are Cisco and APC service teams joining
forces?
• Cisco provides data center services in Layers 1 & 2 but
has no offering for Layer 0
• Known for “Legendary Reliability”, APC offers Layer 0
services for Network Critical Physical Infrastructure
(NCPI) bringing Cisco into data center build-outs early
in the sales cycle
• If opportunities are ID’d by Cisco for Layer 0 Services,
bringing APC in early can reduce problems with the
deployment and shorten the sales cycle
• By coming to the table jointly, we can improve customer
satisfaction and reduce support calls
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LAYER 0 – Definition “Taco Bell” Model
OSI MODEL
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Cabling
Power
Racks
And
Enclosures
•
•
The OSI model has also been jokingly
called the "Taco Bell model", since the
restaurant chain has been known for
their 7 layer burrito
APC can be viewed as the Tortilla that
holds everything together from Layer 1 to
Layer 7
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Application Layer
.
Type of communication:
E-mail, file
transfer, client server
Presentation Layer
Encryption,. data conversion
5
Session Layer
.
Starts, stops
session.
Maintains order.
4
Transport Layer
.
Ensures delivery
of entire file or
message
3
Network Layer
Routes data to. different LANs and
WANs based on network address
2
Data Link (MAC) Layer
. from node to node
Transmits packets
based on station address
1
Fire
and
Security
Cooling
Physical Layer
Electrical signals & cabling
LAYER 0
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Why are Cisco and APC Services Teams joining
forces?
“Reliability, a history of success, and the ability to
easily integrate a new vendors products with
existing technology are the top rated drivers of
NCPI vendor selection.”
Source: Oct 2006 Ogilvy study prepared for APC
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APC and Cisco Systems are the top rated NCPI suppliers among this
audience

Nearly three-quarters of APC sample rated APC extremely high.
Online Panel
(n=407)
A
APC Sample
(n=101)
B
Under 1,000
Employees
(n=288)
C
1,000 or more
Employees
(n=220)
D
Cisco Systems
54%b
43%
48%
56%c
APC
43%
70%A
52%D
43%
Emerson Liebert
40%
29%
35%
41%
IBM
38%
31%
35%
40%
HP
36%
38%
34%
39%
Microsoft
34%
31%
36%
31%
Dell
34%B
22%
31%
32%
Rittal
30%
25%
35%
24%
Data Aire and Canatal
29%
--
27%
27%
Eaton/Powerware
26%
19%
20%
30%
MGE UPS Systems
25%
17%
25%
23%
Stulz
21%
--
24%
15%
Apple
18%
14%
19%
16%
% Top 2 Box Rated
customers who believe a
well known brand name is
highly important to both
themselves and other
stakeholders, rated all the
companies presented higher
than customers who do not
place as much importance
on brand name.
Base: Familiar with Company
Q12. And, how would you rate each of the following companies as NCPI vendors overall? Please answer using the scale below.
Source: Oct 2006 Ogilvy study prepared for APC
Of the companies presented, APC & Cisco are the most
Of the companies
APC of
and
Cisco
commonly
mentioned presented,
current suppliers
NCPI
solutions
Systems are the most commonly mentioned
current suppliers of NCPI solutions
Current NCPI Supplier
Cisco System s
Dell
28%
35%
IBM
10%
2%
1%
5%B
Online Sam ple (n=407) A
APC Sam ple (n=101) B
27%
25%
16%
IBM
Em erson Liebert
7%
Apple
6%
5%
Eaton/Pow erw are
Data Aire and Canatal
Data Aire and Canatal
2%
2%
MGE UPS System s
2%
2%
MGE UPS System s
2%
3%
Rittal
1%
1%
Rittal
2%
1%
Stulz
1%
1%
Stulz
1%
12%
10%
None of the above
8%
26%C
16%C
Under 1,000 em ployees (n=288) C
4%
4%
2%
None of the above
63%D
25%
32%c
Microsoft
6%B
55%C
35%
32%
HP
23%B
12%
10%
Em erson Liebert
47%
Dell
26%
24%
Microsoft
Eaton/Pow erw are
APC
84%A
27%
32%
HP
42%
Cisco System s
49%
APC
Apple
52%B
32%
1,000 or m ore em ployees (n=220) D
14%D
Q13. Which of the following companies supply or supplied your current NCPI solution?
Source: Oct 2006 Ogilvy study prepared for APC
What problems or “pain points” can we address
for our joint customers?
• Server consolidation, virtualization, data center
consolidation, automation and deployment of blade
servers places burdens on existing IT infrastructure
–Creates Hot Spots, Server Burnout, Insufficient Power and
Cable Management Issues
–Creates real business problems related to Business
Continuity and Risk Management
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What are the services APC offers?
• APC surveys site to ensure adequate power and
cooling
• APC supplies customer with a roadmap for identifying
needs and correcting issues that affect the quality of
NCPI performance
• APC tailors solutions to customer needs
–Site Evaluations
–Facilities Upgrades
–Full data center build-outs
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What are the services APC offers?
• Customized solutions proposal includes CAD drawings, a
customized report and site photographic documentation
• Data collected on following areas of data center
vulnerability:
-Power/Power Quality
-Critical Loads
-Existing UPS/Cooling
-HVAC/Cooling
-Building Access/Delivery
-Site Plans
-Fire Suppression
-Floor Space/Type
-Generators
-Physical Security
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US Forest Service Case Study
• Data center consolidation project involving co-location
of multiple facilities
• Cisco asked APC to evaluate the site, potential
problems, and develop options that may be available to
the client to meet their business needs
• Working with Cisco project mgr. and client, APC
performed a site visit, conducted interviews, gathered
data to perform a datacenter facility assessment
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US Forest Service Case Study (cont.)
• APC assessed the datacenter facility infrastructure:
–Architectural (physical infrastructure and layout)
–Fire protection systems
–Mechanical facility systems infrastructure
–Electrical infrastructure
–Security and environmental infrastructure
–Single points of failure
• APC provided facilities assessment doc focused on “Best Practices”
design and potential weaknesses in the physical infrastructure
• APC developed and validated statement of requirements based on info
provided by the client and Cisco
• APC developed conceptual drawings and estimated construction costs
and schedules
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US Forest Service Case Study (cont.)
• Result for the customer:
–Decreased time to deployment
–Increased systems reliability
–Increased satisfaction with Cisco systems
• Result for Cisco:
–Faster sales cycle
–Cisco acts as “trusted advisor” with client
–Reliable systems means fewer service calls and a more
satisfied customer
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What’s in it for me?
• Commissions on every APC
service sold
• Shorter sales cycle
• Integrated systems that work
• Meet customer demand for
“whole solution” offering
• Gain competitive advantage as
a trusted advisor in the
datacenter and wiring closet
space
• Increased customer
satisfaction
• Fewer support calls
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How do I engage APC on joint service projects?
• Contact Dan Warnshuis at Cisco
–Product Manager Advanced Services
–408-527-1760
–dawarnsh@cisco.com
• CC: Dave Cleveland at APC
–Services Product Mgr, Strategic Alliances
–603-769-3885
–David.Cleveland@apcc.com
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www.apc.com
Other APC Contacts
• APC Services Team:
•
•
•
Carl Cottuli
General Mgr, Advanced Services
401-789-5735x2910
Carl.Cottuli@apcc.com
Dave Cleveland
Services Product Mgr, Strategic Alliances
603-769-3885
David.Cleveland@apcc.com
Dave Derambakhsh
Services Engineer
951-288-5895
Davide.Derambakhsh@apcc.com
• APC Cisco Alliance Team:
•
•
•
•
•
Rick Bansal
Dir. of Strategic Alliances
401-663-1045
Rick.Bansal@apcc.com
Jason Dudek
Global Alliance Mgr.
206-545-1110
Jason.Dukek@apcc.com
Denise Balyoz
Alliance Dir., EMEA
+44(0)788.443.0371
Denise.J.Balyoz@apcc.com
Karen Lee
Alliance Dir. JPAA
65-6389-6775
Karen.Lee@apcc.com
Kim Tremblay
Mktg. Program Mgr, Strategic Alliances
401-789-5735x2315
Kim.Tremblay@apcc.com
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