"Welcome to 2015's IT Infrastructure" - CIO presentation, June 3, 2015, Tampa, FL. Reviews state of modern 2015 Digital Enterprise, Digital Customer Journey impact on modern business model and IT infrastructure, resulting need for global shared data storage infrastructure. Presented by one of IBM Spectrum Scale's product managers, John Sing. Downloadable if fully editable PowerPoint. Use for your benefit in business and career. All I ask is that you give me credit as the original author. Enjoy!

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Welcome to 2015’s IT Infrastructure
John Sing
IBM Product Manager, Elastic Storage

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A long time ago, there were fewer choices…..

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Examples everywhere: Growth of exogenous Data is transforming Healthcare
60%
30%
10%
Exogenous data Influence on outcomes
1,100 Terabytes
Generated per lifetime
Genomics data
Clinical data
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Ever get this feeling?
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2008
2015

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Past the Tipping Point: > 50% of all Internet access today via mobile
Changed forever how, where we
consume data
Changed forever how, where we
consume data

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Opportunity coming: new consumer insights through Digitization of Cash
2.5TTransactions
Consumer volume
0.3T
Transactions
Government &
Business volume
85% cash
15% non-cash
10% cash
90% non-cash
Cash is the most used
retail payment instrument*
Source: http://www.frbsf.org/cash/publications/fed-notes/2014/april/cash-consumer-spending-payment-diary
Source: Master Card Advisors, 2013 report
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Gartner Symposium / ITxpo, Orlando 2014:
https://www.youtube.com/watch?v=6McF8AERbCM
http://www.gartner.com/newsroom/id/2865322
http://www.gartner.com/imagesrv/cio/pdf/cio_agenda_insights2015.pdf

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Agenda:
 Observations on the Digital
Customer Journey
 Impact on our business and
IT infrastructure
 Digital Enterprise has created
need for global shared data
storage infrastructure

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The modern digital business model
“The Old Days”
First identified in 2009:
“Digital Customer Journey”

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Digital Customer Journey:
2. Evaluate2. Evaluate
3. Buy3. Buy
4. Enjoy,
Advocate,
Bond
4. Enjoy,
Advocate,
Bond
1. Consider1. Consider
Four “battlegrounds”

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1. Consider 1. Our customers consider an initial
set of brands, based on brand
perceptions and exposure to recent
touch points

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1. The customer considers an initial
set of brands, based on brand
perceptions and exposure to recent
touch points
1. Consider

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1. The customer considers an initial
set of brands, based on brand
perceptions and exposure to recent
touch points
1. Consider

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1. Consider 1. The customer considers an initial
set of brands, based on brand
perceptions and exposure to recent
touch points

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2. Evaluate
Customers / B2B add or subtract
brands as they evaluate
what they want
2/3 of interactions are “pulled” by
customer from “earned social media”
2/3 of interactions are “pulled” by
customer from “earned social media”
Highly cross-channel journeyHighly cross-channel journey

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3. Buy
40% of customers change their minds at this point
Thus these are important:
- In-store / online experience ( physical, virtual )
- Salesperson knowledge / approach
- Merchandising, packaging, visual
- Comparison shopping
- Price check, etc.

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4. Enjoy / Advocate / Bond: “Loyalty Loop”
After purchase, customers remain aggressively engaged, publically promoting / assailing, collaborating /
crowdsourcing your brand’s development, challenging / shaping your brand’s meaning in marketplace.
Loyalty Loop

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B2B version: “Global Lighting”
SpecificationSpecification
http://hbr.org/web/ideas-in-practice/aligning-with-the-consumer-decision-journey
RFP / Price
Comparison
RFP / Price
Comparison
BuyBuy
Service ExperienceService Experience
InspirationInspiration
SharingSharing
Their particular
Digital Customer
Journey:
Multiple online image-rich consistent
channels, social media
Multiple online image-rich consistent
channels, social media
Easy to use, dynamic
product, energy, physical
data, download into
customer’s building /
energy mgmt software
Easy to use, dynamic
product, energy, physical
data, download into
customer’s building /
energy mgmt software
Customer call center
real person over phone.
Consistent experience
with online channels and
service.
Customer call center
real person over phone.
Consistent experience
with online channels and
service.
Incentives
for sharing
Incentives
for sharing
Call center integrated
consistent experience
Call center integrated
consistent experience
Customer call center -
real person over phone.
Consistent experience
with online channels and
service.
Customer call center -
real person over phone.
Consistent experience
with online channels and
service.

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If you agree with this model…... how does IT respond?

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http://www.mckinsey.com/insights/business_technology/reinventing_it_to_support_digitization
http://www.mckinsey.com/insights/marketing_sales/digitizing_the_consumer_decision_journey
Recent research; more created every day

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Reinventing IT for “Digital Customer Journey”
Successful Key Steps
#1:
Strategically plan for central data mart,
with 360 degree view of all customer
contacts with your brand
 Across all channels
 Across both owned and earned media

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Reinventing IT for “Digital Customer Journey”
#2: Requires top down C-level leadership, top priority, funding
• Owned, funded, coordinated, driven
by CMO and newly hired digital
marketing chief
• Staffed for centralized, rich media
content creation, dynamic content
management
• Integrated, consistent delivery across
all channels
• Plan for associated investment in supply
chain, call center, distributor support, etc.
for new customer touch points

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Reinventing IT for “Digital Customer Journey”
#3: Requires new, different technology and IT talent
 Mobile
 Social
 Digital marketing
Often requires: bi-modal parallel IT organizations
Complete discussion on new, different IT talents required:
http://slidesha.re/1mI7W77
Cloud
3.0
 Big Data analytics
 Cloud

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#4: Agile development, rapid releases
Based upon a rapidly re-composable data-sharable IT infrastructure
Reinventing IT for “Digital Customer Journey”
Complete discussion on sourcing, cloud IT arrangements:
http://slidesha.re/1mI7W77

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Reinventing IT for “Digital Customer Journey”
#5: Will require new sourcing and IT arrangements, to rapidly scale up/down, both
workforce and capacity
• Cloud
• Universal data-sharing
infrastructure
• Facilitating organizational
collaboration
• Leveraging millennial
generation workforce talent
and work style flexibility
Complete discussion on sourcing, cloud IT arrangements:
http://slidesha.re/1mI7W77

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Data is the new Basis of competitive Value
Healthcare
Banking
Oil & Gas
Retail
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Automobile transformation
Ford: https://www.youtube.com/watch?v=nFUszkSv5X0

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Energy & utilities transformation

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Government transformation
Miami-Dade County: https://www.youtube.com/watch?v=toL4Yx9WYPo
Miami-Dade Police: https://www.youtube.com/watch?v=1b5RiPWd-Pw

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Aerospace / defense transformation

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Media and entertainment transformation

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“On a Smarter Planet, those with the best analytics win.” -IBM
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3 phases of the internet
3 generations of computing platforms
Enterprise
Security
Big
Data
Analytics
NEW
REQUIREMENTS
Cognitive
System
s
1964 2015 Smarter Planet
Internet
Mainframe Client/server PC Mobile devices
Web2.0
Amount of data collected and stored
+ + + + + +
27May2015 HorizonWatch 2015: Summary for Academy of Technology
Cloud/Social

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The Data Solution
Continuous data access to a shared
storage infrastructure
IBMSpectrumScale
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IBM Software Defined Storage – data foundation for Digital Enterprise
IBM Spectrum Storage Family
Traditional Applications New Generation Applications
Storage
Management
Policy
Automation
Analytics &
Optimization
Snapshot &
Replication
Management
Integration &
API Services
Data Protection
Spectrum Virtualize
SAN Volume Controller
Virtualized SAN BlockVirtualized SAN Block
Spectrum Scale
GPFS/Elastic Storage
Global File & ObjectGlobal File & Object
Spectrum Accelerate
Based on XIV Software
Hyperscale BlockHyperscale Block
Data Access
Storage and Data Control
Spectrum Control
Virtual Storage Center
Spectrum Protect
Tivoli Storage Manager
Self Service
Storage
Spectrum Archive
LTFS
Active Data RetentionActive Data Retention

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IBM Spectrum Scale: Transforming Data Economics
Speed
and Scale
High performance for petabytes of data & billions of files and
objects under a single global namespace
Simplicity Integrates with open architectures, e.g. OpenStack, POSIX
Security Built-in encryption and data protection
Cost
Efficiency
Up to 10x cost savings with automatic movement across tiers
Confidence Over 3,000 clients and more than 100,000 systems
IBM Spectrum Scale
built on IBM General Parallel File System (GPFS) Technology
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Unleash New Storage Economics on a Global Scale
Note: Features market in red are planned for the future.
Disk
Tape
Storage Rich
Servers
Client workstations Users and applications
Compute Farm
Single name space
Flash
NFS
Map Reduce
Connector
OpenStackPOSIX SMB/CIFS
Cinder Swift
GlanceManila
Multi-cloud Storage
Toolkit
IBM Spectrum Scale
Automated data placement and data migration
Off Premise
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Site A
Site B
Site C

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IBM Spectrum Scale services
PCS / IBM Confidential
Commodity Hardware
Non-disruptive data
migration
Flash
Acceleration
Network performance
monitoring
File Placement
Optimization
Native Encryption
And Secure Erase
Global Active File
Management
Advanced Mirroring
and Caching Services
Common
Management
Cloud Ready
High speed
scanning engine
Policy based
data migration
Unified data access with
File and Object Based
Storage
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3 Deployment Options
 Software Only
Software licenses: Express,
Standard or Advanced Editions
 IBM Spectrum Scale SW,
GUI, GNR, drives, services
IBM Elastic Storage Server
 Managed Service Elastic Storage on CloudSpectrum Scale
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IBM Spectrum Scale

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Dr. Greg Lavender
CTO Cloud Architecture and Infrastructure Engineering
100x performance improvement with IBM Platform
Computing (Symphony) and Spectrum Scale (GPFS)
Video available on Youtube
https://www.youtube.com/watch?v=CfO5zI3I6oc
Start 35:44, quote at 38:10

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SDS: Spectrum Scale (GPFS) Use Cases
Single SDS solution for many application types
Linear capacity & performance scale out
Hadoop Connector
Big Data &
Analytics
Cinder Swift
Cloud
Block Object
NFS
POSIX
“Traditional”
Workloads
HPC, Enterprise
File
Enterprise
DB2
Oracle
MQ etc.
Spectrum Scale s/wSpectrum Scale s/w
Standard HWStandard HW
Single Name Space

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Shared Spectrum Scale filesystem makes HADOOP easier!
Spectrum ScaleSpectrum Scale
Application
writes direct
to Hadoop
path
Application
writes direct
to Hadoop
path
Direct read & write, one copyDirect read & write, one copy
direct-read
Raw dataRaw data
Data Sources
& Traditional
Applications
HDFSHDFS
Raw dataRaw data
ext4ext4
ext4ext4
writewrite movemove copycopy
Copies in both HDFS and ext4Copies in both HDFS and ext4
Spectrum Scale can use Hadoop cluster “internal disks” as a storage pool = part of a filesystem!
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The Solution: IBM Spectrum Scale™ brings it all together
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Global Name Space
IBM Spectrum Scale™ to
centralize SAN-based file
systems
Replaces NTFS, EXT4, JFS2 and other
POSIX file systems
Used by over 200 of the top 500
supercomputers
No file transfers required between
different OS
Can be used with everything from
databases to video streaming
For x86, POWER and
z System servers
Secure with
Data-at-rest encryption
IBM Spectrum Scale™ to centralize HDFS and NAS file storage
Full Hadoop interfaces for Map/Reduce analytics processing
No transfer or ingest required as the data is already there
Fully protected with Backup Software
File-level access support for NFS, CIFS, FTP, SCP and HTTPS
Supports Enterprise File Sync-and-Share
via OwnCloud or Funambol
IBM Spectrum Scale™
offers Object access
Object-level access based on
OpenStack Swift driver and
Amazon S3 APIs
IBM Spectrum Scale™
supports all media
Spans flash, disk and tape media

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IBM
Spectrum Scale
Storage
Thank You