Play ExplanationThis UCS Server Solutions play is a server technology refresh/contact acquisition play. Products included are Cisco Unified Computing System™ (Cisco UCS®) B-Series Blade Servers and Cisco UCS C-Series Rack Servers with the Intel® Xeon® processor, associated fabric extenders (FEX), fabric interconnects (FI), UCS Manager and Cisco UCS Director (Figure 1) software. Modular focus areas include UCS Director, integration with Microsoft environments, and server virtualization and consolidation.

Objective: Help customers understand how Cisco UCS servers and UCS management can address these business challenges:

• Eliminate infrastructure and management silos

• Simplify operations, increase operational speed, and reduce TCO

• Improve IT management to address server patching, server sprawl, server provisioning, virtualization, complexity, VM sprawl, management, and monitoring

Customers purchase UCS servers because they want to:

• Reduce the amount of cables, host bus adapters (HBAs), network interface cards (NICs), and switches that are purchased, warrantied, managed, cooled, and powered

• Improve performance and optimize server utilization

• Have a single UCS Manager software tool for all aspects of server provisioning

• Have a single connecting technology for blade and rack servers, virtual and bare metal servers, storage, networking, and management traffic

• Lower IT costs by reducing the number of switches, Host Bus Adapters (HBAs), Network Interface Cards (NICs) and cables

• Reduce the need for spares, and both planned and unplanned downtime

• Deploy new applications not currently supported by existing traditional systems

• Increase productivity (by achieving faster performance uptime and faster server provisioning)

• Move to a virtualized or cloud environment

• Deliver more computing capacity in a simpler and more integrated manner

• Repurpose current servers and add new servers in an automated, no-touch, consistent process

© 2013 Cisco Systems, Inc. All rights reserved. This document is Cisco Confidential. Not for distribution.

Call Guide

UCS Server Solutions

© 2013 Cisco Systems, Inc. All rights reserved. This document is Cisco Confidential. Not for distribution.

Call Guide

Figure 1. Cisco Unified Computing System Block Diagram

Making the Call

Reason for the Call/MessageIf you need to leave a voicemail message, use this script.

Hello, this is [name] with [Cisco or Partner Name]. My phone number is [phone number].

I’m calling to speak with you about how (Cisco or Partner name) has been able to help customers simplify their data center operations, improve data center management, increase operational speed, and reduce total cost of ownership. Cisco Unified Computing System servers can help you create a platform to support your physical, virtual, and cloud computing needs.

I’d like to schedule a brief meeting with you and your server and application decision makers to see how we can help you transform your data center. Please contact me at [phone number]. If you’d like more information in the meantime, you can visit www.cisco.com/go/ucs or [insert partner URL].

Thank you,

I look forward to meeting with you soon.

Cisco Unified Computing System

Cisco UCS B-Series Blade Servers

Cisco UCS® 6200 Series Fabric Interconnects

Cisco UCS C-Series Rack Servers

System ManagementApplications

Command-LineInterface

Graphical UserInterface

UCS B200 M3

CONSOLE

UCS B200 M3

CONSOLE

UCS B200 M3

CONSOLE

UCS B200 M3

CONSOLE

UCS B200 M3

CONSOLE

UCS B200 M3

CONSOLE

UCS B200 M3

CONSOLE

UCS B200 M3

CONSOLE

Cisco UCS 5108Blade Server Chassis

Cisco UCS2204XP FabricExtender

Cisco UCS2208XP Fabric

Extender

160 Gbpsper Chassis

80 Gbpsper Chassis

80 Gbps perFabric Extender

Cisco UCS 6248UP – or – Cisco UCS 6296UP

Cisco Nexus®2232PP 10GEFabric Extender

Cisco UCS C460 M2Cisco UCS C260 M2

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32

Cisco UCS C220 M3

CONSOLE

Cisco UCS C240 M3

CO

NS

OLE

Cisco UCS B440 M2

Cisco UCS B22 M3

UCS B22 M3

CONSOLE

Cisco UCS C24 M3UCSC24 M3

Cisco UCS B230 M2

1 2

Cisco UCS B250 M2

Cisco UCS B200 M3

•

Cisco UCS B420 M3CONSOLE

Cisco UCS C22 M3UCSC22 M3

Scale Out

Mission- Critical -

Enterprise- Class -

Cisco UCSManager

(Embedded)

Cisco UCS C420 M3

© 2013 Cisco Systems, Inc. All rights reserved. This document is Cisco Confidential. Not for distribution.

Call Guide

Reason for the Call/ConversationHi. My name is [name] and I am calling from [Cisco or Partner Name]. How are you today? The reason for my call is that [Cisco or Partner Name] has been working with companies in the [insert industry or geography] on new ways to boost performance, reduce capital expenditures and operating expenses, and improve efficiency in the data center, specifically in your server infrastructure.

Let me first ask you, Does your organization have any older-generation server refresh projects planned, or projects focused on application migrations, server virtualization, cloud computing implementations, or creating a unified computing platform?

Great – thanks for clarifying for me. We’ve been able to help many (reference industry) customers like you do exactly (reference stated project/need) through a combination of Cisco UCS and Cisco Services (and/or partner services). Have you heard of Cisco UCS?

[[If no, refer to description paragraph below, then launch into metrics; if yes, launch into metrics.]]

Cisco UCS definition for customers who have not heard of the product:

Cisco UCS servers with the Intel® Xeon® processor and fabric-centric technology, unite server, networking, storage access, and virtualization resources into a cohesive system to reduce TCO and increase business agility. The foundation is a wire-once, connect-to-anything, unified fabric network. This solution is more flexible, less complex, and less costly than traditional models.

UCS metrics for customers who either do or do not know the product:

Deploying Cisco UCS servers with the Intel® Xeon® processor, we’ve helped customers like you achieve:

• 61 percent reduction in ongoing administrative and management costs

• 54 percent reduction in power and cooling

• 77 percent reduction in cabling

• 41 percent reduction in other operations costs

• 84 percent reduction in provisioning times

When we combine UCS servers with the Intel® Xeon® processor with Cisco Services, customers see even more benefits:

• 15 to 20 percent faster time to revenue

• 30 percent lower infrastructure costs

• 50 percent faster disaster recovery

• 90 percent reduction in deployment time

What is your current server infrastructure, and how are you currently managing your server, networking, storage, and integrated infrastructure? (Learn more about the competitive installed base.)

Response: Cisco Unified Computing System automates all aspects and attributes of server and connectivity management. Cisco UCS Director automates, monitors, and manages everything beyond Cisco UCS: switching and storage, along with hypervisor, operating system, and virtual machine provisioning in a single view. It extends to include all the resources you need to configure a service: computing, networking, storage, operating systems, and hypervisors (Figure 2).

Figure 2. UCS Director Block Diagram

VMs Compute Virtualized and Bare-Metal

Secure Cloud Container

Policy-DrivenProvisioning

On-DemandAutomated Delivery

DomainManagers

Single Pane of Glass

End-to-End Automation and

Lifecycle ManagementUCS Director

OS andVirtual

Machines

Compute and Hypervisor

Compute

Network and Services

Network

Storage

Network Storage

APPOS

APPOS

BareMetalVMVM

TenantB

TenantC

TenantA

B CA

© 2013 Cisco Systems, Inc. All rights reserved. This document is Cisco Confidential. Not for distribution.

Call Guide

In addition, Cisco offers a suite of services that can be customized to help achieve the specific goals you have set for your data centers, whether you are deploying the Cisco UCS B-Series (blade servers) or the Cisco UCS C-Series (rack- servers). For example, we can help:

• Increase asset utilization by extending virtualization across data center resources (customer proof point: effectively virtualized 95 percent of all operating systems; cut OpEx in two leased data centers by as much as 25 percent by better using virtualization)

• Reduce your data center facility footprint and power and cooling costs by consolidating your web and application servers (customer proof points: eliminated server footprint by 95 percent and cut power and cooling costs by 50 percent)

• Address your requirements for business continuity and disaster recovery (customer proof points: accomplished nearly 100 percent system uptime; slashed network outages, saving $100,000 per month)

Are you looking for a way to simplify and optimize your data center operations so you can achieve greater productivity and efficiency, and also cut costs?

Response: What if I told you that you could repurpose a server in three minutes in a totally automated manner, without the need for you to physically touch the system? Imagine the time and money you could save with a simpler system with more agility: less configuration drift, and fewer configuration errors and software licenses. Plus fewer cables, network interface cards, host bus adapters, ports, and switches.

With Cisco UCS, you can change your server’s personality (BIOS, firmware, and network and storage settings; complete hardware abstraction) in an automated and consistent manner that is less complex and costly than traditional models.

Do these types of savings and management benefits sound good for your organization?

[[If yes, continue.]] I’d like to schedule a meeting to speak with you more about how Cisco UCS and Cisco Services (and/or Partner services) can help your organization. When is the best time for you? Can we include your server and application decision makers in this meeting? In the meantime, please feel free to visit cisco.com/go/ucs to learn more.

[[If no, thank them for their time, ask if they’d like any information, and ask them for other contacts to whom you should speak. Refer them to learn more at www.cisco.com/go/ucs.]]

Is Financing important to you?

Response: Cisco Capital offers flexible, competitive financing. We can help you plan a strategy from technology purchase through equipment lifecycle management. You can learn more at cisco.com/go/ciscocapital.

Additional Q&A to Continue the Conversation If the customer is interested in a deeper conversation, use these prompts and responses.

1. Do you need a way to simplify the way your data center connects to the server infrastructure?

Response: One of Cisco’s latest fabric-centric server innovations is Cisco SingleConnect® technology. It provides several advantages:

• Zero-touch, wire-once, I/O resource allocation model

• 77 percent reduction in cabling

• Dramatic fabric simplification of networking and cabling infrastructure

• Superior, zero-touch server scalability and predictable quality of service

• Quantifiable and tangible CapEx and OpEx savings

2. In addition, did you know that Cisco UCS offers an open API technology?

Response: Let me give you some examples that really differentiate Cisco UCS:

• Cisco UCS Manager delivers deep XML API, management tool integration, AND deep functional integration into third-party tools.

• It also helps enhance business agility through on-demand infrastructure provisioning, dynamic resource allocation, automation, and increased staff productivity.

3. Are you familiar with the benefits provided by fabric-centric computing, the Cisco Application Centric Infrastructure, and open API across nearly all customer workloads?

Response: Cisco UCS rack and blade servers with the Intel® Xeon® processor offer great benefits to a wide range of customers ranging from Oracle, SAP, and Microsoft applications to customer-developed applications for x86-based servers.

© 2013 Cisco Systems, Inc. All rights reserved. This document is Cisco Confidential. Not for distribution.

Call Guide

For example:

Benefit Application Application Customer Benefit

Lower costs All applications Fewer cables, HBAs, NICs, and switches to purchase, warranty, power, cool, and maintain

Greater flexibility

All applications • Less configuration drift among servers

• Server provisioning times are reduced from days to minutes

• Servers are provisioned in an automated and consistent manner

• Future foundation for fast, consistent server provisioning

Total openness

All applications • Unique visibility into the UCS system above UCS Manager to UCS Director and other third-party management tools

4. Where are Cisco servers currently in use?

Response: Cisco has achieved remarkable traction in the server market in three years, with more than 26,000 customers in every industry, a strong partner ecosystem, thousands of supported applications, and 81 world-record performance benchmarks and counting. Cisco spent $5.48 billion dollars on R&D in FY2012, and 75% of Fortune 500 customers have invested in UCS.

5. Can Cisco provide the same level of services for servers that it does for networking?

Response: Yes! Cisco Services and certified partners provide a comprehensive range of services across the plan-build-manage IT lifecycle. Our seasoned professionals have layered their networking expertise with deep knowledge of servers, storage, applications, and operations. And the global award-winning Cisco Technical Assistance Center (TAC) offers comprehensive server expertise to provide continued support for your UCS converged infrastructure.

Services engagements have resulted in measurable business gains for our customers, who have achieved benefits such as 15 to 20 percent faster time to revenue, 30 percent lower infrastructure costs, 50 percent faster disaster recovery, and 90 percent reduction in deployment time.

6. What kinds of services are available?

Response:

• Application migration and transition

• Planning, design, and implementation

• Optimization

• Solution support

• Remote management

• Award-winning product support

[[Partners: Use any of the content above, depending on whether you resell any Cisco Services, and add your relevant services messaging here.]]

7. Why would I buy a server from a networking company?

Response: Cisco is certainly the leader in networking and is now a leader in servers, too. Cisco brings to market solutions that address data center challenges from a new point of view (not just the computing server or “speeds and feeds” perspective). Cisco considered virtualization, fabric unification, and server simplification from the beginning, with no existing hardware systems to protect, and offers end-to-end solutions (from networking to computing resources), worldwide service, and support from a company that is invested in the future.

Response: The Cisco UCS value proposition has resonated with more than 26,000 customers across the globe, and Cisco UCS has gone from zero servers sold in 2008 to number two worldwide in 2012 blade market share in just a few years.

(For Cisco Sales) Response: We have expertise in both networking and data center, more than 28 years of experience, more than 50 million installed devices, and 6 million customer interactions each year. With the new Cisco Domain Ten™ framework, we can help you gain a holistic view of your data center—where you are today, where you want to go—by analyzing the ten major areas that can help you transform IT and unlock business potential. Global analysts and customers have already experienced the transformative power of Cisco Domain Ten. Learn more at www.cisco.com/go/domainten.

Call Guide

This document is Cisco Confidential. Not for distribution.

A Better Data Center: Unified Rack Server Solutions for Microsoft Applications

8. All the server vendors have a “converged” solution. Why should I consider Cisco?

Response: There’s a significant difference between “converged,” as the other vendors talk about it, and “unified,” which is Cisco’s approach. Cisco UCS is designed as an integrated, unified, virtualization-optimized system. Other vendors’ converged approaches are a result of after-the-fact thinking and an attempt to integrate disparate parts and functions. Cisco UCS brings advantages in server deployment, management, scalability, and cost.

In addition, Cisco Services can provide a unified view of all data center resources and interdependencies to help tune the entire data center environment—and meet your business and technical objectives. Cisco UCS is also an integral part of the fully integrated and converged solutions that include Vblock, FlexPod, and VSPEX.

Objection HandlingYou may encounter these stalls and objections during the initial phone call as well as throughout your meetings with various business and technical decision makers.

Objection: Cisco has no server experience.

Response: See Question 8 above.

Objection: I don’t want to introduce another server vendor into my environment.

Response: Cisco is already a trusted part of your environment. You are not introducing a new vendor. Instead, you are introducing a new, more efficient approach with the full support of a professional services portfolio from Cisco and our certified partners to guide the plan-build-manage IT lifecycle of your new technology.

An important feature of Cisco UCS is that it uses standard x86 servers. They run all the same standard operating systems and applications as other x86 servers. But Cisco UCS servers allow customers to more efficiently manage these same workloads. Cisco UCS offers enormous advantages through stateless movement of server personalities, fabric-centric technology, automated provisioning, and unified management.

Objection: Cisco has limited knowledge to deliver services and integrate new applications.

Response: In fact, Cisco Services has successfully deployed the Unified Data Center Architecture based on Cisco UCS to global customers across all market segments with these quantifiable results:

• Saved $11 million annually (anticipated) in operating costs through a successful migration from RISC-based servers to Cisco UCS

• Captured 166 percent ROI in just over a year, and a savings of $1.27 million over three years

• Achieved 75 percent faster time to market, provisioning of servers in fewer than 30 minutes, and realization of revenue of millions of dollars much sooner in the business cycle

• Improved application performance by up to 20 times

• Accelerated long-running batch processes by 30 to 40 percent and decreased operational costs by 40 percent, despite a adding third data center

Specifically, Cisco’s application migration services focus on migrating, modernizing, and enhancing application manageability through orchestration and process automation. In addition, through collaboration with applications and database businesses, Cisco Services helps ensure high levels of Cisco UCS performance with mission-critical software and a smooth migration to your new architecture. [[Partners: Use any of the content above, depending on whether you resell any Cisco Services, and/or add your relevant services messaging here.]]

Objection: Cisco servers cannot be managed by standard system and network management tools.

Response: Cisco UCS servers provide a flexible, comprehensive, standards-based set of management options that help data centers take advantage of the servers’ innovative features in heterogeneous data centers. Because UCS has an open API, standard management systems can work with UCS. For example, while Microsoft System Center lets you deploy and manage applications, database storage, and virtual machines, the tightly integrated Cisco UCS Manager lets you configure and monitor the hardware layer. With UCS Central Software, Cisco extends the simplicity and agility of fabric computing to new levels unmatched in the industry today. In addition, Cisco UCS Director automates everything beyond Cisco UCS: switching and storage, along with hypervisor, operating system, and virtual machine provisioning.

For more information, please visit www.cisco.com/go/ucs, www.cisco.com/go/Microsoft, www.cisco.com/go/services,www.cisco.com/web/partners/services/index.html

© 2013 Cisco and/or its affiliates. All rights reserved. All third-party products belong to the companies that own them. Cisco, the Cisco logo, and Cisco UCS are trademarks or registered trademarks of Cisco and/or its affiliates in the U.S. and other countries. Intel, the Intel logo, Xeon and Xeon Inside are trademarks or registered trademarks of Intel Corporation in the U.S. and/or other countries. All other trademarks are the property of their respective owners. C07-730479-00 12/13