1. Bloor Group
Dell & Morphlabs
Overview
PRESENTED BY : Dell & Morphlabs
1 Revolutionary Cloud Solutions 1
© 2012 Morphlabs Inc. All Rights Reserved

2. Agenda
• Morphlabs and Dell Relationship
• Dell OpenStack Overview
• Morphlabs Overview
• The mCloud Helix
• Customer Experiences
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© 2012 Morphlabs Inc. All Rights Reserved

3. Morphlabs Overview
• Headquartered in Los Angeles
• 55 Employees
• Operations in Japan, Philippines and Singapore
• US Operations established in 2009
• Successful Open Source Entrepreneurs
• Apache Geronimo > IBM Websphere
• Apache ActiveMQ > Progress Software
• Established Relationship with Dell
• 2 years with the DCS team
• Collaboration with Dell Solutions
• OpenStack
• Crowbar
• OpenStack Foundation Founding Member
Revolutionary Cloud Solutions

4. Dell POV with OpenStack Solutions
• Open source widely accepted in mid and enterprise markets
Vision • Dell disrupts the competitive marketplace with open source
• Dell is a top 3 provider of open source solutions in cloud
• Deliver private & public OpenStack solutions
• Develop SW IP + maintain commitment to open source
Strategy
• Leverage current OpenStack solutions in market
• Expand investment in partners
• Complete cloud taxonomy
• Build & partner for private, public, hybrid
• Invest in OpenStack community contributions, leadership
Execution
• Expand and acquire services capability
• GTM focus on current won markets, expand to mid-market
and other global regions
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5. Dell OpenStack-Powered Cloud Solution GtM Strategy
• Thought leadership
• Build/collaborate with customers
Approach • Complete end-to-end solution (Dell IP– Reference Architecture)
• Active community leadership
• Initial Markets: Telcos, Hosters, Service Providers in the US and
selected markets in Asia Pac and Europe.
Target Markets • Clear concise HW, SW, Services revenue model
• Expand into mid-markets and Global markets with complementary
partner solutions
• HW + SW + Services + Support (Cloud Taxonomy)
Solution
• Dell Portfolio Integration
Strategy • Unique Dell IP (Crowbar)
• Open source technologies and communities
• Include Dell assets that add value – storage, networking, security etc
• Partners and best-of-breed vendors
• Ecosystem Partners - partners who fill gaps in RA
Leverage… • Platform Partners – partners with complete solutions
• Distributions – vendors with validated versions of OpenStack
• Community
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• Contribute, participate, lead in OpenStack
Revolutionary Cloud Solutions
• Crowbar

6. “Dell … was one of the first of
Dell’s Distinctive the hardware vendors to grasp
the fact that cloud is about
Competence provisioning services, not
about the hardware.”
Proven solutions Maxwell Cooter, Cloud Pro
• First OpenStack cloud solution provider Proven components
• Gold member of the OpenStack foundation
• Pioneer OpenStack partner (Only Tier 1 Day
1 hardware provider)
– Most history with the OpenStack technology
– Reference architectures that have been
tested longer and fuller than newcomers
• Deep partnership ecosystem
– Mirantis, Canonical, and enStratus
– Single point of service and support
• ONLY company providing automated
software to do multi-node OpenStack
provisioning: Crowbar
– Dell developed software
• OpenStack experts work at Dell: Rob
Hirschfeld, Greg Althaus and others
continually investing in the community
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7. Dell’s PoV- Cloud Taxonomy
Software as a Service IT as a Service Platform as a Service Infrastructure as a Service Everything as a Service
Admin Software
Web Services & APIs Self Service Portal
SSO
Customer Management
Entitlement, rights Billing Metering
Information Service Management
LDAP/AD
Infrastructure Software
Workload Lifecycle
Legacy Management
Ser Gov/Workflow Automation Monitoring
Management
Orchestration Intelligent Resource Manager Platform Provisioning
Reporting
Analytics
Security
Abstraction Software
OS Data Store Operating System Application Run-Time
Hardware Virtualization Virtualization Virtualization
IPS
Physical
Compute Switch Storage
Firewall
Network
HVAC Power Facility
Overarching Environmentals Revolutionary Cloud Solutions
Systems

8. Crowbar Software “Dell solved a problem that we had.
And when Dell solved that
Framework problem, our engineers thought,
‘We’re going to use this.”
Ben Cherian, GM of Emerging
Technologies, DreamHost
Proven solutions
Modular, open source Proven components
framework that accelerates Opscode Chef Server Capabilities
multi-node deployments, Download the open source software:
simplifies maintenance, and https://github.com/dellcloudedge/cro
streamlines ongoing updates wbar
Active community
• Deploy an OpenStack cloud or Hadoop http://lists.us.dell.com/mailman/listinf
cluster in hours instead of days o/crowbar
• Use or build barclamps to install and Resources on the Wiki:
configure software modules https://github.com/dellcloudedge/cro
wbar/wiki
• Supports a cloud
operations model to Rob Hirschfeld’s blog
interact, modify, an http://robhirschfeld.com/2011/07/26/c
d build based on rowbar-source-released/
changing needs
Revolutionary Cloud Solutions
Dell
8 Confidential

9. Crowbar Builds the Cloud Taxonomy
Software as a Service IT as a Service Platform as a Service Infrastructure as a Service Everything as a Service
Admin Software
OpenStack APIs OpenStack Dashboard
SSO
Customer Management
Entitlement, rights Billing Metering
Information Service Management
LDAP/AD
Infrastructure Software
Workload Lifecycle
Legacy Management
Ser Gov/Workflow Automation Monitoring
Management
Orchestration Intelligent Resource Manager Crowbar
Reporting
Analytics
Keystone
Abstraction Software
OS
Ubuntu Data Store Operating System Application Run-Time
HardwareKVM
Virtualization Virtualization Virtualization
IPS
Physical
Nova Switch
Glance Swift
Firewall
Quantum
BIOS RAID NETWORK
Overarching Environmentals Revolutionary Cloud Solutions
Systems

10. Dell Expands OpenStack Solutions to SMB market with mCloud Helix
Attribute Dell OpenStack-Powered Morphlabs mCloud
Cloud Solution Helix Solution
Target Market Service providers, Hosting providers, and SMB market and small
SaaS companies departments and single projects
within larger companies
Customer profile Sophisticated user, DIY’er, has skills and Lacks expertise, time, or
resources in-house or is willing to pay for resources to implement cloud
services to customize solution to specific solutions. Has less need for
needs, needs larger scale sophisticated customizations,
needs smaller scale
Flexibility Customers can leverage the Dell mCloud Helix is a fully
Reference Architecture and still have the assembled, pre-integrated
flexibility to customize the solution to IaaS/Private cloud in a single
their specific needs chassis with no customization at
the H/W level
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11. mCloud Helix: Disrupting Monolithic Enterprise Infrastructure
Overview
- OpenStack Base
- 80 vCPUs (100% SSD)
- 3TB ZFS Storage
- Fully Integrated
- 10Gb
Specs
- 700 Watt power
mCloud - 60 Intel CPU cores
- 224 GB RAM
✓ Helix
Complete Cloud - in 2U - 4928 GB SSD capacity
✓ Compute and Storage - 2 RU footprint
✓ Best price-performance
✓ Under 7 watts per vCPU
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© 2012 Morphlabs Inc. All Rights Reserved

12. Integrated IaaS - Optimized Hardware
• Workload-centric UI
• API-driven Infrastructure
Innovate
• Orchestration User Experience
• Focus on Usability Hardened
• Feature Leadership
• Broad Industry Support Open Source
Distribution
• Smallest Form factor
• Best Price-Performance
Optimized
• Best Power Utilization Converged
Hardware
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© 2012 Morphlabs Inc. All Rights Reserved

13. Integrated Platform 1.0 : Ready for Disruption
Extensive
Use of >$2000 /
SAN VM
Complex
Specialized
Networks
Skillset
Dense
Blades Fixed
Capacity
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© 2012 Morphlabs Inc. All Rights Reserved

14. mCloud - Open Source Powered Cloud Infrastructure
mCloud Dashboard
mCloud
Self-Service Orchestration
Compute and Block Storage
User/Resource Management
Software Defined Networking, Security
API
Compute Node Storage Node
Scheduler Identity
Compute Volume
Network Images
mCloud Optimum
Configuration Management
Systems Management
24/7 Support Hardware and Software
mCloud Optimum
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© 2012 Morphlabs Inc. All Rights Reserved

15. Target Workloads
Enterprise Dev and Test Environments
• Strong IP constraints
• Infrastructure Performance = Dev Productivity
• Rapid time to market -> Dramatic cycle time improvement
HPC Environments
• Programatic execution of queued workload
• High IOPs requirement for 3D and image processing
• Multi-Volume connection
Web Facing Applications
• Compliance Requirements (Healthcare, Financial Services, Media)
• Rapid Scaling Requirement
• DevOps Automation
Mid Scale Server Consolidation
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© 2012 Morphlabs Inc. All Rights Reserved

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17. Direct access to
VM management
tools
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© 2012 Morphlabs Inc. All Rights Reserved

18. Instant SnapShots for VMs and Storage Volumes
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© 2012 Morphlabs Inc. All Rights Reserved

19. Software Defined Firewalls
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21. Questions?
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© 2012 Morphlabs Inc. All Rights Reserved