Through a combination of analyst briefings and customer events, Cisco has ramped up outbound communication and marketing of its collaboration strategy in Asia Pacific over the past several months. The foundation remains video (TelePresence), webconferencing (WebEx), and IP telephony, areas where Cisco is a leader. But Cisco understands that to drive growth and expand its customer footprint within enterprise accounts, it must move further up the stack and increasingly compete with both traditional collaboration vendors like Microsoft and IBM and cloud-based alternatives like Google and salesforce.com.
While the strategy still plays to the company’s core networking strength, I question whether Cisco can position itself as a “go-to” vendor in the traditional collaboration space. As our research shows, senior IT and business decision-makers in Asia Pacific don’t currently equate Cisco with collaboration.
To address this challenge, Cisco is pursuing multiple initiatives/approaches:
Leveraging its core strengths. Cisco is focused on expanding from existing unified communications (UC) initiatives within customer accounts by leveraging the combination of networking and video to drive value. Cisco is pushing “control” via intelligent networking capabilities (e.g., security, identity management, authentication, access), all delivered through Cisco networking hardware. Simultaneously, Cisco is pushing “flexibility” via device- and platform-independent collaboration capabilities like content, video, instant messaging, and social computing.
In the latest evolution of its Linux push, IBM has added to its non-x86 Linux server line with the introduction of new dedicated Power 7 rack and blade servers that only run Linux. “Hah!” you say. “Power already runs Linux, and quite well according to IBM.” This is indeed true, but when you look at the price/performance of Linux on standard Power, the picture is not quite as advantageous, with the higher cost of Power servers compared to x86 servers offsetting much if not all of the performance advantage.
Enter the new Flex System p24L (Linux) Compute Node blade for the new PureFlex system and the IBM PowerLinuxTM 7R2 rack server. Both are dedicated Linux-only systems with 2 Power 7 6/8 core, 4 threads/core processors, and are shipped with unlimited licenses for IBM’s PowerVM hypervisor. Most importantly, these systems, in exchange for the limitation that they will run only Linux, are priced competitively with similarly configured x86 systems from major competitors, and IBM is betting on the improvement in performance, shown by IBM-supplied benchmarks, to overcome any resistance to running Linux on a non-x86 system. Note that this is a different proposition than Linux running on an IFL in a zSeries, since the mainframe is usually not the entry for the customer — IBM typically sells to customers with existing mainframe, whereas with Power Linux they will also be attempting to sell to net new customers as well as established accounts.
Next up in the 2012 lineup for the Intel E5 refresh cycle of its infrastructure offerings is Cisco, with its announcement last week of what it refers to as its third generation of fabric computing. Cisco announced a combination of tangible improvements to both the servers and the accompanying fabric components, as well as some commitments for additional hardware and a major enhancement of its UCS Manager software immediately and later in 2012. Highlights include:
New servers – No surprise here, Cisco is upgrading its servers to the new Intel CPU offerings, leading with its high-volume B200 blade server and two C-Series rack-mount servers, one a general-purpose platform and the other targeted at storage-intensive requirements. On paper, the basic components of these servers sound similar to competitors – new E5 COUs, faster I/O, and more memory. In addition to the servers announced for March availability, Cisco stated that it would be delivering additional models for ultra-dense computing and mission-critical enterprise workloads later in the year.
Fabric improvements – Because Cisco has a relatively unique architecture, it also focused on upgrades to the UCS fabric in three areas: server, enclosure, and top-level interconnect. The servers now have an optional improved virtual NIC card with support for up to 128 VLANs per adapter and two 20 GB ports per adapter. One in on the motherboard and another can be plugged in as a mezzanine card, giving up to 80 GB bandwidth to each server. The Fabric Interconnect, the component that connects each enclosure to the top-level Fabric Interconnect, has seen its bandwidth doubled to a maximum of 160 GB. The Fabric Interconnect, the top of the UCS management hierarchy and interface to the rest of the enterprise network, has been up graded to a maximum of 96 universal 10Gb ports (divided between downlinks to the blade enclosures and uplinks to the enterprise fabric.
Today, after two of its largest partners have already announced their systems portfolios that will use it, Intel finally announced one of the worst-kept secrets in the industry: the Xeon E5-2600 family of processors.
OK, now that I’ve got in my jab at the absurdity of the announcement scheduling, let’s look at the thing itself. In a nutshell, these new processors, based on the previous-generation 32 nm production process of the Xeon 5600 series but incorporating the new “Sandy Bridge” architecture, are, in fact, a big deal. They incorporate several architectural innovations and will bring major improvements in power efficiency and performance to servers. Highlights include:
Performance improvements on selected benchmarks of up to 80% above the previous Xeon 5600 CPUs, apparently due to both improved CPU architecture and larger memory capacity (up to 24 DIMMs at 32 GB per DIMM equals a whopping 768 GB capacity for a two-socket, eight-core/socket server).
Improved I/O architecture, including an on-chip PCIe 3 controller and a special mode that allows I/O controllers to write directly to the CPU cache without a round trip to memory — a feature that only a handful of I/O device developers will use, but one that contributes to improved I/O performance and lowers CPU overhead during PCIe I/O.
Significantly improved energy efficiency, with the SPECpower_ssj2008 benchmark showing a 50% improvement in performance per watt over previous models.
Last week it was Dell’s turn to tout its new wares, as it pulled back the curtain on its 12th-eneration servers and associated infrastructure. I’m still digging through all the details, but at first glance it looks like Dell has been listening to a lot of the same customer input as HP, and as a result their messages (and very likely the value delivered) are in many ways similar. Among the highlights of Dell’s messaging are:
Faster provisioning with next-gen agentless intelligent controllers — Dell’s version is iDRAC7, and in conjunction with its LifeCyle Controller firmware, Dell makes many of the same claims as HP, including faster time to provision and maintain new servers, automatic firmware updates, and many fewer administrative steps, resulting in opex savings.
Intelligent storage tiering and aggressive use of flash memory, under the aegis of Dell’s “Fluid Storage” architecture, introduced last year.
A high-profile positioning for its Virtual Network architecture, building on its acquisition of Force10 Networks last year. With HP and now Dell aiming for more of the network budget in the data center, it’s not hard to understand why Cisco was so aggressive in pursuing its piece of the server opportunity — any pretense of civil coexistence in the world of enterprise networks is gone, and the only mutual interest holding the vendors together is their customers’ demand that they continue to play well together.
Cloud is the latest buzz in the IT market, and we at Forrester have covered this quite extensively. As I reflect on 2011, this is a theme that has also played prominently in many collaboration vendor discussions — because it is a fundamentally better business model to deliver collaboration technology to users. Faster version cycle times, simplified management of deployed software, reduced TCO of a shared pool of cloud resources, and serving information workers directly are just some of the varied benefits for users, buyers, and vendors. The direct connection to end users is a key to accelerating adoption in the collaboration and growing social markets.
At their Collaboration Summit, Cisco affirmed their commitment to delivering cloud services. They described Cisco WebEx (web conferencing and meeting) and Cisco CallWay (video conferencing) as part of the Cisco Collaboration Cloud — and having used both of these, I can say with certainty that they are usable, simple, and appealing.
I believe that Cisco’s secret to success will be their robust channels approach. Richard McLeod, senior director handling worldwide channels for collaboration sales, runs programs for traditional channel partners helping to install and run collaboration solutions on premise. Others at Cisco, such as Amanda Jobbins, VP global partner marketing, spend a lot of their time thinking about service providers as channels and how Cisco can help them succeed. These leaders look for products Cisco has designed to deliver collaboration capable clouds — and is working to advance the adoption of them — for example:
Cisco VideoScape — a new video networking solution allowing combinations of video and collaboration content from multiple sources and to be delivered to multiple endpoints.
In a surprising move, HP and Cisco announced that HP will be reselling a custom-developed Cisco Nexus switch, the “Cisco Nexus B22 Fabric Extender for HP,” commonly called a FEX in Cisco speak. What is surprising about this is that the FEX is a key component of Cisco’s Nexus switch technology as well as an integral component of Cisco’s UCS server product, the introduction of which has pitted the two companies in direct and bitter competition in the heart of HP’s previously sacrosanct server segment. Combined with HP’s increasing focus on networking, the companies have not been the best of buds for the past couple of years. Accordingly, this announcement really makes us sit up and take notice.
So what drove this seeming rapprochement? The coined word “coopetition” lacks the flavor of the German “Realpolitik,” but the essence is the same – both sides profit from accommodating a real demand from customers for Cisco network technology in HP BladeSystem servers. And like the best of deals, both sides walk away thinking that they got the best of the other. HP answers the demands of what is probably a sizable fraction of their customer base for better interoperability with Cisco Nexus-based networks, and in doing so expects to head off customer defections to Cisco UCS servers. Cisco gets both money (the B22 starts at around $10,000 per module and most HP BladeSystem customers who use it will probably buy at least two per enclosure, so making a rough guess at OEM pricing, Cisco is going to make as much as $8,000 to $10,000 per chassis from HP BladeSystems that use the B22) from the sale of the Cisco-branded modules as well as exposure of Cisco technology to HP customers, with the hope that they will consider UCS for future requirements.
I just returned from Las Vegas where my meetings with Cisco executives, including John Chambers, Gary Moore, David Hsieh, Murali Sitaram, Kara Wilson, and OJ Winge, clearly demonstrated that Cisco is still moving forward. John Chambers and his team were in lockstep talking about two things: corporate strategic imperatives and organizational foundations for success
I believe that Cisco is sounding very much like a mature market leader as it balances risks and rewards in the rapidly changing markets for networking and collaboration. Precise financial measures got little talk time, but there were plenty of mentions that forward-looking statements do not supersede financial guidance given at regular updates — the team was focused on Cisco's plans to fuel future innovation, maintain its market position, and continue working on strategic relationship development with its most important customers.
John and the entire Cisco management team are focused on five corporate strategic imperatives:
Core routing/switching innovation and optimization.
Virtualization (including data center and cloud) technologies.
Video as a primary communication medium and IT task.
Architecture — defining and delivering IT architecture for businesses and service providers.
Not to be left out of the announcement fever that has gripped vendors recently, Cisco today announced several updates to their UCS product line aimed at easing potential system bottlenecks by improving the whole I/O chain between the network and the servers, and improving management, including:
Improved Fabric Interconnect (FI) – The FI is the top of the UCS hardware hierarchy, a thinly disguised Nexus 5xxx series switch that connects the UCS hierarchy to the enterprise network and runs the UCS Manager (UCSM) software. Previously the highest end FI had 40 ports, each of which had to be specifically configured as Ethernet, FCoE, or FC. The new FI, the model 6248UP has 48 ports, each one of which can be flexibly assigned as up toa 10G port for any of the supported protocols. In addition to modestly raising the bandwidth, the 6248UP brings increased flexibility and a claimed 40% reduction in latency.
New Fabric Extender (FEX) – The FEXC connects the individual UCS chassis with the FI. With the new 2208 FEX, Cisco doubles the bandwidth between the chassis and the FI.
VIC1280 Virtual Interface Card (VIC) – At the bottom of the management hierarchy the new VIC1280 quadruples the bandwidth to each individual server to a total of 80 GB. The 80 GB can be presented as up to 8 10 GB physical NICs or teamed into a pair fo 40 Gb NICS, with up to 256 virtual devices (vNIC, vHBA, etc presented to the software running on the servers.
HP this week really stirred up the Converged Infrastructure world by introducing three new solution offerings, one an incremental evolution of an existing offering and the other two representing new options which will put increased pressure on competitors. The trio includes:
HP VirtualSystem - HP’s answer to vStart, Flex Pod and vBlocks, VirtualSystem is a pre-integrated stack of servers (blade and racked options), HP network switches and HP Converged Storage (3Par and Left Hand Networks iSCSI) along with software, including the relevant OS and virtualization software. Clients can choose from four scalable deployment options that support up to 750, 2500 or 6000 virtual servers or up to 3000 virtual clients. It supports Microsoft and Linux along with VMware and Citrix. Since this product is new, announced within weeks of the publication of this document, we have had limited exposure it, but HP claims that they have added significant value in terms of optimized infrastructure, automation of VM deployment, management and security. In addition, HP will be offering a variety of services and hosting options along with VirtualSystem. Forrester expects that VirtualSystem will change the existing competitive dynamics and will result in a general uptick of interest it similar solutions. HP is positioning VirtualSystem as a growth path to CloudSystem, with what they describe as a “streamlined” upgrade path to a hybrid cloud environment.