EMC's IT Transformation Journey ( EMC Forum 2014 )

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© Copyright 2014 EMC Corporation. All rights reserved.
IT Redefined
EMC’s IT TRANSFORMATION

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EMC IT’s Mission And Vision
Mission
To be the trusted advisor and enabler of choice, creating competitive advantage and accelerating business outcomes for EMC
Vision
An Agile, Contemporary and Innovative “IT as a Service” organization driving to the 3rd Platform and enabling EMC to be a world class Software-Defined Enterprise

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The Genesis Of IT Transformation
Legacy Blues
Complexity & Fragility
Losing Control
100% Reactive
Are We Relevant?
The IT Predicament
•Too SLOW
•Too EXPENSIVE
•Too RESTRICTIVE
•To BE AVOIDED!!
THE BUSINESS’ VIEW OF IT
THE CFO’S VIEW OF IT
•An Expense To Cut
•Run Rate Budgeting
•Regulated Monopoly
•“Keep The Lights On”

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Reduce OpEx
Current State
Invest in New Model
Target State
REDEFINE IT
Bridge The Gap From 2nd To 3rd Platform

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Third Platform Trends
SOCIAL
Engaging Employees, Business and Customers
Share ideas and experiences
BIG DATA
Variety, Volume, & Velocity
Predictive Analytics
MOBILE
Outstanding User Experience
Secure Access
Any device
CLOUD
Scalable
Elastic
Ubiquitous access

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Increasing Business Expectations
Mobile-Cloud
3rd Platform
IT Technology Eras
Mainframe
1st Platform
Client-Server
2nd Platform
The exponential increase in business demand is unsustainable for IT
Widening Gap
$ $ $ $ $ $
Ability of IT to Deliver
Steady IT Budgets
Business Expectations
* Source: Gartner, 2013: “Hunting and Harvesting in a Digital World: The 2013 CIO Agenda”

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Getting Ahead Of The Curve
IT at the Speed of Business
IT Technology Eras
Mainframe
1st Platform
Client-Server
2nd Platform
Mobile-Cloud
3rd Platform $ $ $ $ $ $
Ability of IT to Deliver
Steady IT Budgets
Business Expectations
* Source: Gartner, 2013: “Hunting and Harvesting in a Digital World: The 2013 CIO Agenda”

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2003
AND BEFORE
2004
2006
ENTERPRISE STORAGE
CLOUD & VIRTUAL INFRASTRUCTURE
TRUST
BIG DATA
2011
2009
CONVERGED
INFRASTRUCTURE
CLOUD,
BIG DATA,
& TRUST
5 Year $20.8B Investment In Leading Technology
EMC’s Growth Curve
2009-2013
R&D $11.5B
M&A $9.3B
2014
2013

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OS IMAGES VIRTUALIZED
DATA CENTERS
MANAGED APPLICATIONS
EMC REVENUE
EMC EMPLOYEES
OS IMAGES
TOTAL INFORMATION
2004
2013
EMC IT At A Glance
$8.23B $23.2B
24,000 60,000
2,000 11,000
1 PB 22 PB
0% 94%
5 5
~400 ~500

© Copyright 2014 EMC Corporation. All rights reserved. 10
Organizational Model - Contemporary IT
ON-DEMAND SERVICES
B U S I N E S S D E M A N D
DIGITIZATION & AUTOMATION
CLOUD
PLATFORMS
SECURITY BIG DATA
S E R V I C E S
3rd
PLATFORM
A P P D E V
E N T E R P R I S E
A P P S SAAS
C L I E N T E X P E R I E N C E
CONSUMER
SERVICES
SERVICE PORTFOLIO MANAGEMENT
CONSULTATION. IDEATION. INNOVATION.

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Contemporary IT Benefits
Mobile First
Elastic Supply
Consumption Based
Hybrid Cloud

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OPERATING MODEL
TRANSFORMATION
Metering Engine
Service Catalog
Orchestration Engine
User Portal
Policy Engine
New Roles
Agile Processes
Transformation Framework
INFRASTRUCTURE
TRANSFORMATION
PRIVATE
PUBLIC
LEGACY
APPLICATION TRANSFORMATION
2nd Platform
Existing Apps
3rd Platform
New Apps
Cloud Fabric
Application Fabric
Data Fabric
HYBRID
Modernize the Application Portfolio
Upgrade the End User Experience
Enable Modern Third Platform Applications
Standardize, Virtualize and Consolidate
Transition to Software Defined Infrastructure
Re-engineer IT
Financial Management
for Cloud
Transform People and Processes for ITaaS
Package IT for
Business
Consumption

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Our Goal: A Well Run Hybrid Cloud
Multi-Device Workspace (Mobile)
Software-Defined
Data Center
Network
Storage
Compute
Abstract, Pool, Automate
Policy-Based Management
Cloud Automation
Cloud
Operations
Cloud
Business
Private Cloud
VMware vCHS
Hybrid
Cloud
Public
Cloud

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Our Cloud Infrastructure Journey
50%
15%
IT-As-A-Service
Virtualize Mission Critical Applications
IT-Owned Applications
% VIRTUALIZED
94%
75%
2004-08
2009-11
2012-13
35%
Infrastructure Focus
Applications Focus
Business Focus

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Infrastructure Evolution
Dedicated
2004
Consolidated
2008
•Consolidated SANs
•SPARC centric
•Project based delivery & design
•Siloed organization
•Tiered & shared virtualized servers & SANS
•X86 standard
•Project driven
•Siloed organization
Virtual First
Shared
2010
•Multi-tenant virtual hosting platform
•MC application transformation
•Capex & Opex savings
•Converged organization
Cloud
2012
•Service catalogue
-Self & Auto IT
•Service & utility focused organization
•Cost transparency
Automation
Physical & Virtual
Dynamic Capacity
Converged Infrastructure

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Infrastructure Evolution
Shared
2010
Cloud
2012
•Multi-tenant virtual hosting platform
•MC application transformation
•Capex & Opex savings
•Converged organization
•Service catalogue
-Self & Auto IT
•Service & utility focused organization
•Cost transparency
Automation
SDDC
2014+
•Software Defines Storage
•Virtual Networking & Security
•Full charge back
•Integrated Network team
•Formal Automation team
ITaaS
SDDC:
All infrastructure is virtualized and delivered as a service.
Policy driven automation will manage configuration and provisioning, consumable by APIs.
Dynamic Capacity Converged Infrastructure

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Virtualization Software
vSphere
Software Defined
Compute
ViPR Software Defined Storage
NSX Software Defined Network
vShield
Software Defined
Security
Abstract, Leverage, Pool, Automate
Software-Defined Data Center (SDDC)
Physical Hardware
Server
Storage
Network
Security
ABSTRACT, LEVERAGE INTELLIGENCE

Our SDDC Strategy
EMC SRM
vCenter
Operations
Manager
Log
Insight
BLOCK FILE
2
PLATFORM
VM
OS
VM
OS
VM
OS
VM
OS
APPS
vCHS
Integrated Provisioning, Backup, DR, HA, and Security
vSphere VMware NSX
Admin Portal
End-User Portal
ITSM
vCloud Automation Center ITBM Enhanced
Chargeback
O BJECT/
HDFS
Infrastructure as a Service
Database as a Service
Enterprise Platform as a Service
Object Storage as a Service 3
PLATFORM
APPS

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ePaaS
Improving Agility For Application Developers With PaaS
Challenge
Resource intensive and lengthy process for creating application development environments.
Configuration inconsistencies lead to instability and inability to scale cost-effectively
Businesses require increasing agility and sourcing around IT to get it
Results
Deployments will be with in an hour instead of weeks
Payback of operational and capital costs within 1 year
Solution
Deploying Platform as a Service solution using VMware operations and automation tools, Puppet, and Vblock
Flexible in deployment across private and public clouds

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The ePaaS Platform Leverages SDDC
vCO
Puppet Labs
Hyperic
vCOPS
EMC SRM
Cloud Portal
ePaaS Broker
Cloud CMDB Order Mgmt
Security
Compute
Storage
Networking
vSphere
VAAI/VASA
vShield/NSX
vBlock - Powered by Intel® Xeon® Processor Technology
GemFire
Backup
IPAM
vFabric Application
.net Application
Monitoring
Cloud Fabric
vCO

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It’s NIGHT And DAY Different
4 Months to Deploy
2 ½ Months Design Time
600 Man-Hours
Ad Hoc
Complex to Support
Less Than a Day
1 Hour
0 Man-Hours
Standardized
Simple to Support

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Durham Cloud Datacenter
•100% Virtualized
•20,000 Sq. Ft. (expandable to 30,000 Sq. Ft.)
•Durham And Hopkinton Primary Sites
•Single Datacenter Operating System
•VCE Vblock Reference Architecture
•Cloud-Scale Federation—Data, Applications
•Runs EMC’s Mission Critical Applications
•Zero Data Loss Business Continuity
•Data Deduplication—At Source And Target

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From Westborough To Durham
Data Center Migration
•350 Applications
•2,000+ Virtual Machines
•6+ Petabytes of Data
•Migrated over the network
•Enabled by EMC and VMW
•EMC SRDF, VPLEX
•VMware Site Recovery Manager, Storage vMotion
Westborough, MA
Durham, NC
SVM
SVM
SRM
SRDF/A

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Multi-Site Remote Replication
Enterprise DR Strategy
SRDF/A
SRDF/A
SRDF/S
SRDF/A
Tier 1 Durham Primary
Tier 1 Hopkinton Primary
600 Miles
600 Miles
10 Miles
Bunker Site
Franklin, MA
Primary
Hopkinton, MA
Bunker Site
Research Triangle Park, NC
Primary
Durham, NC
WAN
R21
R21
R11
R22
R11
R22
SRDF/S
10 Miles

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Monitoring & Securing The Cloud
GLOBAL COMMAND CENTER
•State-Of-The-Art Infrastructure Management Tools
•Remotely Manage EMC’s Highly Virtualized Global Data Centers
•Leverages EMC & VMware Tools
•Follow The Sun (24x7x365) Model
CRITICAL INCIDENT RESPONSE CENTER
•Monitoring & Remediating Security Events
•Preemptive Cyber Threat Intelligence
•Advanced Tools, Tactics, & Analytics
•Highly Skilled Security Analysts
•Leverages RSA Security Technology

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2004-08
2009-11
2012-13
Infrastructure Focus
Application Focus
Operations Focus
Percentage of IT Spend On New Capabilities versus Keeping the Lights On
Approximate Time To Provision Application Environments
42%
40%
20%
21%
23%
25%
20%
~1
Day
7 Days
40 Days
60 Days
80 Days
90 Days
30 Days
Benefits Of Cloud Transformation

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EMC IT Transformation Results
$157M
CAPEX
SAVINGS
(AVOIDANCE)
$212M
OPEX
SAVINGS
(INFRASTRUCTURE)
94%
OS IMAGES
VIRTUALIZED
MISSION CRITICAL
APPLICATIONS
VIRTUALIZED
95%
FLAT
INFRASTRUCTURE
HEADCOUNT EXPENSE
* Infrastructure OPEX savings were $212M, $146M of which were reinvested in new application capabilities, $66M was returned to the CFO

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OPERATING MODEL
TRANSFORMATION
Metering Engine
Service Catalog
User Portal
Policy Engine
New Roles
Agile Processes
INFRASTRUCTURE
TRANSFORMATION
PRIVATE
PUBLIC
LEGACY
2nd Platform
Existing Apps
3rd Platform
New Apps
Cloud Fabric
Application Fabric
Data Fabric
HYBRID
Re-engineer IT
for Cloud
Package IT for
Business
Consumption

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A NEW IT
BUSINESS MODEL
Service Oriented
Market Driven
“P & L” Focused
Broker & Builder
ENABLING
TECHNOLOGY
Private, Hybrid, Public Cloud
End-To-End Automation
Financial Transparency
Self-Service Capabilities
DNA, SKILLS, ROLES
& ORGANIZATION
“Front Office” Capabilities
Service Accountabilities
Technology Breadth
Industrialized Operations
Transforming Into A Service Provider

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Winning The Business with IT-As-A-Service
Transforming ourselves into a competitive service provider
Optimizing IT Production for Business Consumption
Original State
Target State
Project mindset
Costing
Best effort service
Fielding requests
Operating like a bureaucracy
Consumption mindset
Service-based pricing
Clear service level expectations
Selling capabilities
Operating like a business

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IT Funding Moving From Flat Tax To Metered Chargeback
OLD WAY
All Units Charged Flat Tax, Little Transparency
Separate IT Silos For Each Unit Inflexible, Inefficient IT
NEW WAY
All Units Charged Pay-As-You-Go, Transparency
Pooled IT Resources
Dynamic, Agile, Efficient
PRIVATE CLOUD

IT-As-A-Service Attributes
SELF
PROV I S IONED
CONSUMPTION
FUNDED
BROKERED
AS WELL AS BUILT
T R A N S P A R E N T
PRICING
A N D S E R V I C E L E V E L S
A U T O M A T E D
DE PLOYMENT
BUILT-IN
SECURITY AND GRC
S T A N D A R D I Z E D
SERVICES

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IT-As-A-Service Framework
Platform- as-a-Service
VIRTUALIZED
DESKTOPS
CHOICE
COMPUTING
User Experience- as-a-Service
Enterprise AppStore
MOBILE APP PLATFORM
Software- as-a-Service
PUBLIC
CLOUD
OFFERINGS
MISSION CRITICAL
APPLICATIONS
Line of Business Applications
APPLICATION
INTEGRATION
CLOUD
Pervasive Mobility
BAaaS/
BIG DATA
PRIVATE
CLOUD
Scalable, Extensible, Trusted
Infrastructure- as-a-Service
SaaS

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CLOUD
SERVICES
EMC IT cloud9
SERVICE LEVELS
VIRTUAL SERVERS
WEB SERVERS
SERVICE PROVIDER HOSTING
MANAGED
HOSTING/
STORAGE
•Provision Time
•HA/DR
•RTO
•RPO
•Change Control
•Compliance
•Monitoring
•Management
ENGINEERING LABS
TRY & BUY
BUSINESS & IT MANAGED
HYBRID SOLUTIONS
LAB -AS-A-SERVICE
Infrastructure-As-A-Service Portfolio

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Single Entry Point
Rich User Interface
Mobile-Enabled
Self-Service
Visibility To Order Status
Embedded Policies
Browse And Search
Product Overview
View Specs
Compare Models
How-To’s, SLAs, FAQs Community Support
infinIT Service Portal
Enabling Informed Business Consumption

36
Cloud Management, Automation, Orchestration
Cloud Operations
Cloud Business
Govern and manage cloud services as a critical element of running IT like a business.
Financial transparency
Industry norms
Prescriptive guidance
vCloud Automation Center
On-Demand, Self Service access to IT Services
Integrated performance, capacity and configuration management
Cost modeling and reporting for IT Services
IT Business Management Suite
vCenter Operations Management
vCenter Log Insight

37
OPERATING MODEL
TRANSFORMATION
Metering Engine
Service Catalog
User Portal
Policy Engine
New Roles
Agile Processes
INFRASTRUCTURE
TRANSFORMATION
PRIVATE
PUBLIC
LEGACY
2nd Platform
Existing Apps
3rd Platform
New Apps
Cloud Fabric
Application Fabric
Data Fabric
HYBRID
Re-engineer IT
for Cloud
Package IT for
Business
Consumption

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52M
TRANSACTIONS
PER DAY
SINGLE GLOBAL
INSTANCE ORACLE 11i
E-BUSINESS
SUITE
APPLICATION
TIERS
70+
8.8 BILLION
ROWS OF DATA
10g R2
ORACLE
DATABASE
80K
IOPS
Oracle 11i E-Business Suite Re-platform
Note: Based on EMC IT internal estimates
12TB
DATABASE

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Mission Critical Application On Vblock
AFTER
VCE Vblock
Intel Nehalem
128 Cores
10% CPU Utilization
VMware – Linux
Symmetrix VMAX
BEFORE
Sun Fire E25K
UltraSPARC IV
224 Cores
80% CPU Utilization
Solaris 10
Symmetrix DMX-3
Note: Based on EMC IT internal estimates
60%
PRODUCTIVITY GAINS
$7
MILLION SAVED
10X
PERFORMANCE

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RELIABLE MESSSAGING
MONITORING MANAGEMENT
TRANSFORMATION
SAP Mission Critical Applications
SAP Applications
Database
Application Integration Cloud (AIC)
Legacy Applications
DATA FABRIC
INTEGRATION
Fully Virtualized On Vblock
50+ LEGACY SYSTEMS
WEB SERVICES
ADAPTERS
BATCH
SOA GOVERNANCE
SUPPLIER RELATIONSHIP MANAGEMENT
ERP CENTRAL COMPONENT
BUSINESS WAREHOUSE
BUSINESS PLANNING & CONSOLIDATION
FINANCIAL SUPPLY CHAIN MANAGEMENT
SUPPLY CHAIN MANAGEMENT
ORACLE NON-RAC
SQL SERVER

41
Application Integration Cloud
SaaS Platforms
Social
Partners
Mobile
EMC PRIVATE CLOUD
APPLICATION INTEGRATION CLOUD
App Server
vFabric
Data Fabric
Monitoring &
Management
Integration, Batch, Web Services
Common Data Model
Legacy
Apps
New
Apps
Data
Warehouse
CRM
ERP
Enterprise Applications
Integrate Across All EMC Applications

42
Prepare For The Third Platform
MILLIONS
OF USERS
THOUSANDS
OF APPS
HUNDREDS OF MILLIONS
OF USERS
TENS OF THOUSANDS
OF APPS
BILLIONS
OF USERS
MILLIONS
OF APPS

43
Third Platform Apps in the Enterprise
Outstanding Consumer-grade Experience delivered by:
•Mobile-first apps
•With embedded social capabilities
•Built on a ‘Platform as a Service’ cloud model
•Leveraging Deep Analytics for real-time decision making and predictive actions

44
Third Platform Convergence
IT as a Service
Application Integration Cloud
Business Analytics as a Service
EMC Connected Proactive Services (ECPS)
Social Business
INSIDE EMC
Pervasive Mobility SAP Apps EMC MOBILE
AGILITY

45
Analytics
Data Governance
Data Sources
Big Data Platform
Tools & Consulting
MASTER DATA MANAGEMENT
DATA
QUALITY
PLANNING /
WHAT-IF
PREDICTIVE
TEXT ANALYTICS
UNSTRUCTURED
STRUCTURED
DATA
INTEGRATION
DATA SCIENTIST
VISUALIZATION
REPORTING DASHBOARDS
COLLABORATION
TRAINING
SOLUTION DESIGN/
DEVELOPMENT
OTHERS
TRANSACTIONAL
DATA
MACHINE
DATA
SOCIAL
EXTERNAL
Big Data Analytics

46
Big Data Vision And Strategy
2010
2011
2012
2013
2014
Analytic Productivity Platform
Agile Process & Tools
Business Analytics As A Service
DIY Business Analytics
IT Consulting and Data Scientists
2. LIBERATE
3. CLOSE THE LOOP
Big Data Enabled Apps
Predictive Enterprise
Business Process Integration
Business Process Optimization
1. CONSOLIDATE
Enterprise Data Lake
Structured And Unstructured
Batch and Real-time Updates
Analytics Engines
Big Data Infrastructure

– Self-Service Analytics on a
Unified Analytical Platform
– Analytical Workspaces for
Business Enablement
– Structured and
Unstructured Data
– Scale-out platform with
in-memory enablement
– Data integration and Data
Quality
– Flexibility of Analytical
Tools
– Advanced Data Scientist
Services
BAaaS Reference Architecture
Global
DW
BAaaS
GP DB/HD
GP DB/HD
T ableau
Reporting Tool
BO BJ
A nalytic
Workspace
SA S Visual
A nalytics T ool
O BIEE
MSFT
Reports
AGnPa DlyBti/cH D
Workspace
SA S
A nalytics
R + Madlib
V isual
Explorer
SAP
BW
Solution
Manager
AGnPa DlyBti/cH D
Local Data Workspace
Machine
Data
Master Data
CRM
SAP
HANA
SQL Fire
Machine Data
Data Sources
Data
Integration
Data
Warehouse
BAaaS
Analytics
Tools

48
SECURITY
CUSTOMER
BUSINESS
BAaaS Use Cases
Global Command Center Incidents
Critical Incident
Response Center
SALES
EMC Connected Proactive Services
IT
CORPORATE QUALITY
MARKETING
SALES
Maintenance Renewals
Disk Reliability
Shark Weeks and Cross-Sell
Global Command Center Incidents

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Preparing Our People
AGENTS
OF CHANGE
NEW
JOB FAMILIES
AGILE
MULTI- FACETED &
IT
AS-A BROKER
NEW
SKILLS
& ROLES
BRIDGE
THE SILOS

50
CLOUD
ARCHITECT
DATA CENTER
ARCHITECT
DATA
SCIENCE
http://education.emc.com/cis
EMC Proven Professional Certifications

51
IT Transformation Roles And Skills
NEW ROLES
CLOUD
CAPACITY
PLANNER
STORAGE
ADMIN
CLOUD
ARCHITECT
NETWORK
ADMIN
SYSTEMS
ADMIN
BACKUP &
RECOVERY
ADMIN
SECURITY
CLOUD SECURITY
CLOUD
ADMIN
SVC
MGMT
TRADITIONAL ROLES

52
EMC IT Proven
www.emc.com/emcitproven

53
Appendix

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EMC IT Strategy The Playing Field
LOBs
Employees
Enterprise
Client Computing
(EUC)
Apps
and
Data
Platform
Customers
IT Innovation
Stack

55
Four Customers Of EMC IT
One External & Three Internal
CREDIBLE IT PEERS
INTEGRITY & AVAILABILITY
AGILITY & CHOICE
PRODUCTIVITY & EXPERIENCE
Examples
•IT Transformation Playbook
•IT as a Service
•Software Defined DC
•Platform as a Service
Characteristics
Thought leadership through EMC IT Proven and IT’s journey of transformation to best-run software defined enterprise
Priorities
•Agility
•Robustness
•Cost savings/avoidance
•Revenue generation
•Business productivity
Examples
•Propel
•CRM
•Master Data
•EMC.com
Characteristics
Robust industrialized operation at scale. Innovate and adapt to new business models while governing corporate data
Priorities
•High Availability
•Compliance
•Security
•Critical Business Process Support
•Cross BU Optimization
Examples
•BAaaS
•HR Transformation
•ECPS
•ePaaS
•Salesforce.com
Characteristics
Enable platform for co-developing products and apps, and for driving rapid experimentation and innovation
Priorities
•Rapid Experimentation
•Speed and Agility
•Platforms for Innovation
•Competitive SLAs and cost to external providers
Examples
•Mobility
•Desktops/Laptops
•VDI as-a-Service
•Sync/Share
•Apps
Characteristics Enable consumer grade experience. Enhanced productivity through collaboration platforms and mobile applications
Priorities
•Experience
•Anytime/Anywhere/Anyway access to enabling services
•Ease of Use, Simple & Scalable
LINES OF BUSINESS
EMPLOYEES
THE ENTERPRISE
EMC CUSTOMERS

56
IT Innovation Stack
Separating Client Experience, Apps and Platforms
Enable productivity by providing independence to use any device, anywhere, anytime – Secure access via Smartphones, Tablets, PCs, Desktops, VDIs, Internet/WiFi, Internet of Things and all supported Operating Systems and Browsers; “Day in a life” delightful experience
Client Experience
Enable business processes and value-added functionality through applications and data – Mobile Apps, Web & Desktop Apps and Server Applications, Data as Information and Insight, Data as a service
Apps & Data
Enable infrastructure to store, manage, secure, access and analyze – Servers, Network, Storage, Private, Public and Hybrid Cloud, Encrypted and/or Secured Data and Big Data
Platform
Adapted from CEB Future of Corporate IT and Strategy documents

57
EMC’s IT TRANSFORMATION

EMC's IT Transformation Journey ( EMC Forum 2014 )

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EMC's IT Transformation Journey ( EMC Forum 2014 )