AWS Compete Battlecard Co mpete This battlecard provides summary information and guidance on how to compete with VMware in the space. Please see the AWS Compete portal for additional information

Competitive situation might operate in their own datacenter.

Originally focused on developers and smaller organizations, (AWS) is now attempting to • Amazon CloudFront: A content delivery web service to give developers and move into the enterprise market, aggressively recruiting and hiring enterprise sellers, including those from . Unlike other major cloud vendors that provide private/hybrid cloud solutions for enterprises however, businesses a way to distribute content to end users with low latency and high AWS is focusing on its public cloud offering. AWS has alliances with almost every major ISV vendor (including data transfer speeds. Microsoft and SAP) and most of the top system integrators (including CapGemini and Wipro). Additionally, VMware and Citrix (Cloudstack) have recently started offering interoperability with AWS. However, AWS is increasingly facing more competition from Microsoft, VMware, Cloudstack, and Openstack and their ecosystems. • WorkSpaces: A desktop computing service that enables customers to AWS pursues a retail strategy with high volumes and low margins, attracting customers with a small initial provision cloud-based desktops on multiple devices. offering and then selling them the AWS stack and larger platform. Its goal is to become the ubiquitous utility computing platform of the future. AWS’ procurement models, security, and privacy issues however, are holding it • Amazon Relational Database Service (RDS): RDS lets businesses set up, back from gaining traction with enterprises. operate, and scale a MySQL, Oracle, SQL Server, or PostgreSQL database in the Competitor products cloud.

• Elastic Compute Cloud (EC2): Scalable virtual compute power designed to Anticipated changes and developments make computing easier for developers and system administrators. Auto Scaling • Continue to offer new instance types and services and to reduce prices enables automatic up/down capacity scaling according to predefined conditions. • Promote its own “hybrid” vision by connecting to on-premises

• Simple Storage Service (S3): infrastructure for storing and • Globally expand services and datacenters

retrieving data from anywhere on the web. • Re-orient its sales approach to prioritize accounts by verticals, segments, & • : A low-cost storage service that provides durable storage for geography

data archiving and backup. • Explore entering the “Analytics ” space more strongly • Redshift: Fully managed large scale data warehouse service in the cloud. Businesses can analyze large-size data sets using the same SQL-based tools and business intelligence (BI) apps in use today.

• Amazon EMR (Elastic MapReduce): A web service that enables businesses, researchers, data analysts, and developers to process large amounts of data. Amazon EMR uses Hadoop to distribute data and processing across a resizable cluster of EC2 instances.

• AWS Elastic Beanstalk: Service for deploying and scaling web apps and services developed with popular programming languages such as Java, .NET, PHP, Node.js, Python, and Ruby.

• Amazon VPC (Virtual Private Cloud): A way for customers to define a virtual network topology that closely resembles a traditional network that they

For internal Microsoft use only. Microsoft makes no warranties, express or implied. 1 AWS Compete Battlecard Co mpete This battlecard provides summary information and guidance on how to compete with VMware in the cloud space. Please see the AWS strengths AWS says Microsoft says 1.Leading mind share and market share in cloud infrastructure as a service (IaaS), with extremely high penetration within startups and early adopters, making them the incumbent to own the public datacenter,cloud space. a hosting service provider, and/or the 2.Broadest platform of IaaS capabilities and APIs. Microsoft public cloud. 3.Rapid platform development with hundreds of new features each year. 4.Pricing flexibility for customers. What to sell – key Microsoft solution 5.Large-scale capacity and efficient use leading to continuous pricecomponents cuts; perception of lowest cost provider. 6.Broad ecosystem of ISVs and service catalog options. • 7.Global platform reach with a single, consistent user interface. 8.Turnkey application deployment through AWS Marketplace. • Windows Server 2012 R2 (including Hyper-V), & System Center 2012 R2 AWS positioning and messaging Cloud Compute Strategies in customer profile AWS offers low cost, highly AWS provides a variety of cloud-Win Surround Extend innovative flexible and scalable based computing services Extend datacenter to use cloud solutions including including a wide selection of Deploy best-in-class Surround the customer Azure services for SQL databases, analytic tools, compute instances, which can storage, backup, & environment and Server, SharePoint, and networking and app services, and scale up and down automatically disaster recovery improve datacenter Tier 2 & 3 apps management resources with no to meet the needs of your solution in private and service agility with workloads. upfront investment or long-term application, a managed loadpublic cloud with one System Center. Position commitment. An expanding balancing service, and fully-provider and contract. System Center as a one- Extend the development network of managed service managed desktops in the cloud.For new cloud initiatives, stop shop for all and testing environment provider partners ensure focus on the hybrid datacenter and cloud to use on-demand public customers are optimizing platform to easily extend management needs. cloud resources. solutions. existing tools, infrastructure, & skills to Competitor claims the cloud. AWS says Microsoft says Key actions for success Amazon is less expensive than Microsoft • Microsoft matches AWS pricing for all commodity public What to do What to avoid cloud offerings. • Understand customer’s pains, challenges, • • Azure packs more compute capacity than AWS in the goals, & major initiatives. instances we offer, so Azure beats AWS on price-to- performance. • Build conversation around Microsoft’s modern platform: Windows Server 2012 R2, System • Reserved EC2 usage above contracted amount is Center 2012 R2, and Microsoft Azure. charged at the On-Demand rate. • Amazon is more innovative • Identify and select winning sales tactics and than Microsoft. • Azure releases new services faster than AWS (most align them with solving key customer pains. AWS updates are enhancements). • Approach customers around specific • Azure is 56% faster in write speed than AWS (source: scenarios where we have a significant , The State of Cloud Storage 2013 Industry competitive advantage, such as Microsoft Report). workloads. • Azure's average availability response time is 25% • Position Microsoft as a more enterprise- faster than S3 (source: trusted advisor than AWS. Amazon is leading the way to an ‘all cloud’ future • Amazon labels private clouds as “archaic;” pitches Price comparison: support offerings inaccurately defined hybrid platform. Amazon Azure Azure • Microsoft offers one consistent platform for Enterprise Pro-Direct Premier infrastructure, apps, and data, whether in the AWS Compete Battlecard Co mpete This battlecard provides summary information and guidance on how to compete with VMware in the cloud space. Please see the Unlimited Phone/Chat/E- Unlimited phone/e-mail Unlimited phone/e-mailtechnology vendor with decades of mail Support 24x7 support 24x7 support 24x7experience in delivering IT solutions. Dedicated Support Managed Support Dedicated Support Escalation Resource Escalation Delivery 7.Resource (reactive only) Showcase Microsoft Azure cloud Automated Proactive Automated Proactive Automated Proactivesolutions as more enterprise ready, Checks Checks Checks highlighting the product integration Proactive Services, Architecture Assistance/ Self Service Guidance Custom Advisorycapabilities, Services strong SLAs, and Support Service Assigned Technicalbundled SME support options.

15 minute response from > 1 hour response time > 1 hourSales response objection time handling AWS offers point solutions and tools instead of consistent services and policies across on-premises and public cloud assets. AWS doesn’t support $15,000+/month $1000/month $3k+/month AWS offers hybrid private cloud or any on-premises IT assets. Microsoft provides the best solutions too hybrid IT support through the Cloud OS and a common set of technologies How to sell and capabilities across on-premises, Microsoft Azure, and service provider clouds. 1. Position Microsoft as a provider of Microsoft customers get the best value, combining the lowest price with the flexibility of a hybrid environment and an enterprise-ready platform. Azure end-to-end cloud offerings across AWS is the most flexible and is unique in the sense that customers can easily migrate apps “as-is” from cheapest available solution the cloud stack. Shape the on-premises to Azure using IaaS virtual machines and later add more PaaS discussion as development and services to the application. AWS offers developers a fast, EC2 runs on EBS, which is limited to one availability zone, so customers deployment oriented, which AWS inexpensive way to set up have to buy S3 at an additional cost for reliability and durability. test environments in the lacks, and focus on the overall Azure blob storage includes geo-replication at no additional cost. EBS cloud with tools such as requires manual effort to replicate. With Microsoft, customers can also use business value. Elastic Beanstalk and Cloud familiar development tools such as Visual Studio. Formation 2. Highlight the integration between AWS S3 offers a highly- Microsoft Azure’s Local Redundancy Storage is more durable and available scalable, reliable, durable, our networking solutions & the than S3. Azure charges only for the incremental differences when and low-latency virtual snapshotting a blob whereas S3 charges for an entire snapshot each time. flexibility in working IaaS and infrastructure at a low cost With StorSimple, Microsoft offers the best of on-premises and the cloud for for data storage & disaster (PaaS) scalable, cost-effective storage solutions. recovery environments. AWS EC2 running Windows Microsoft workloads are not tested on AWS and AWS deployment scripts are Server is a secure and buggy and unreliable. Any error during stack creation can roll back the 3. Emphasize Microsoft’s commitment dependable way for entire configuration. customers to deploy to the cloud and its vision in With Microsoft Azure, customers get first party and end-to-end support SharePoint quickly and cost (infrastructure and software) for a SharePoint server running on Azure. providing a continuum of solutions effectively that enable private clouds, public RDS is a scalable relational Microsoft customers can easily build multi-tiered cloud apps by leveraging that provides SQL Server and Azure SQL Database in the same app. The same experience clouds, and a hybrid clouds. cost-efficient and resizable is not available on AWS. Microsoft Azure SQL Database is more cost capacity effective, since customers do not pay for compute or file storage costs. 4. Outline Microsoft Azure flexibility over AWS to move back and forth Key feature comparison between on-premises & off-premises Capability cloud offerings. Virtual Machines, Worker role, Web role Compute 5. Highlight that Microsoft Azure is w/elevated privileges, Web role Hosting (lightweight covered under existing EA’s in few Web Sites web apps) countries at a discounted price for yearly commitment, while declaring Database SQL Database (formerly SQL Azure) that negotiating an EA with AWS is Big Data HDInsight challenging. Blob storage Microsoft Azure Blobs Table storage Microsoft Azure Tables 6. Highlight that Microsoft is a trusted Storage – Drives Microsoft Azure Drives AWS Compete Battlecard Co mpete This battlecard provides summary information and guidance on how to compete with VMware in the cloud space. Please see the

App Deployment Automatically handled Evidence to emphasize Storage – Archive Expected H1 FY15 Customer evidence Hybrid Storage StorSimple External case studies: Messaging Microsoft Azure Service Bus, Queues Virtual Network, Connect, Traffic Manager,• Jidari: Egyptian start-up Networking Azure DNS Jidari switches its web apps to the Caching Service Azure Managed & In-Memory Cache Microsoft Azure cloud system, giving Content Delivery Expected Q3 FY14 (See OneList) its social network’s users a faster Management Portal, Power Shell, System Management response than was previously the Center 2012 case with AWS. Diagnostics & Service, Management APIs, Monitoring SCOM Pack • Getit Infomedia: Getit Infomedia Authentication & Windows Live, Accounts and Subscription, chose to migrate 25 workloads from Authorization Federation Future, Azure Active Directory on-premises deployments to Development Tools Toolkit for Eclipse and Visual Studio Microsoft Azure because AWS could Supported Libraries not offer the same range of .NET, PHP, Java, node.js, Python and SDKs components across IaaS, PaaS and Industry Specific Azure Media Services, Mobile Services (SaaS). Desktop N/A • Sangkuriang International: In Virtualization need of a cloud solution that could work with a wide mix of technologies, Sangkuriang chose Microsoft Azure over AWS because the company considered it an easier cloud platform for achieving its goals. • Wellero: In choosing Microsoft Azure over AWS, Wellero was able to bring its new offering to market twice as fast, save upwards of US$275,000 in its first year of business, and boost its scalability and corporate agility.

• Callaway Golf: Callaway Golf chose Microsoft Azure over AWS and , reducing IT costs by US$324,000 annually and giving Callaway unprecedented flexibility and scalability to respond to the needs of its global business. AWS Compete Battlecard Co This battlecard provides summary information and guidance on how to compete with VMware in the cloud space. Please see the mpete• Azure Roadmap

AWS Description What it means to customers weakness Lack of Other than limited 3rd party integration, AWS AWS and are not working jointly private lacks private cloud support or on-premises IT to innovate the private cloud offering or to cloud assets. AWS recently announced partnership build new technology that offers support & with a startup called Eucalyptus to provide a compatibility of broader AWS services with on-premises private cloud environment compatible with Eucalyptus. Eucalyptus does not run on IT assets AWS APIs. In reality, AWS is just providing the Windows or support Hyper-V. Eucalyptus license to their API and some technical support. Customer AWS locks customers into a proprietary AMI Amazon doesn’t have any of their own lock-in format, making it difficult to move virtual development tools, instead relying on 3 machines on-premises. party offerings. If customers choose to go to AWS, they are in effect locking themselves into a proprietary ecosystem.

Enterprise The majority of AWS customers are startups Architectural visibility and language novices and developers. AWS is just starting to focus frustrates traditional enterprise IT buyers. on the enterprise and most of their Transformation to the Cloud can be risky. experience is at the business unit level. AWS is still learning how to sell to enterprises. Their enterprise sales teams AWS Compete Battlecard Co mpete This battlecard provides summary information and guidance on how to compete with VMware in the cloud space. Please see the are not available in every state in the U.S. Poor Because AWS uses a proprietary format, A proprietary format means that Microsoft support for Microsoft workloads are not fully supported. workloads are not tested on AWS and Microsoft receive best-effort support. Customers workloads won’t get 1st rate support on issues on AWS. No Oracle Oracle doesn’t support AWS’ virtualization What happens to customers who have support engine and assumes no existing licenses to run Oracle software? reliability/responsibility for data stored in S3. With AWS, they would require additional licenses from other vendors. Customers won’t get 1st rate support on issues on Oracle on AWS No PaaS Amazon lacks a comparable PaaS solution to AWS is primarily an IaaS service that solution complement its IaaS solution; RDS for SQL depends on partners to fulfill PaaS Server lacks features such as data-sync, scenarios. This limits the flexibility of multi-AZ deployment for SQL Server, and read customers and necessitates them to replica. continue to do the same as before (manage the infrastructure).

No unified AWS lacks unified enterprise management Amazon is relying on a variety of 3rd manageme between on-premises and the AWS cloud. partners to provide a singular view of on- nt solution Partner offerings are limited. premises and cloud deployments. AWS has its own console, but it doesn’t include integration with other services and specifically with private cloud implementations. Rigid AWS billing is not as flexible as it is by the The effective rate you pay is dependent on pricing hour. your utilization. When making a reservation, you need to specify exact instance type, instance size, and datacenter location. Your usage has to match these exact dimensions to get the reserved instance pricing. Once reserved, the rate is locked for 1-3 years, despite price drops on on-demand instances. Lack of AWS has carefully worded guarantees and a AWS EC2 provides SLAs for multiple SLAs lack of available SLAs for some services. instances only.