Quick Selling Guide: Integrated Data Protection Appliance (IDPA)

Who to Target:
Dell EMC Integrated Data Protection Appliance Delivers:
• Integrated Buyer: Wants a complete protection solution, values simplicity and quick
deployment and scaling, directly responsible for budget and operational efficiency • Integrated Protection Storage and Software: Consolidate backup storage, servers and software,
• Small and Mid-size Orgs/ROBO: The 2U IDPA DP4400, with even simpler deployment search and analytics, and more with a single, easy-to-deploy solution—plus simplified management.
and grow-in-place scalability with no additional HW, was designed for small and mid-size • Largest Application Ecosystem: Broad coverage for physical and virtual workloads, multiple
organizations looking for enterprise-level data protection and cloud extensibility in a
hypervisors with VMware optimization, and automation and optimization services.
converged appliance.
• Cloud Extensible: IDPAs support agnostic (Amazon, ECS, Azure, Google Cloud Platform and Alibaba
• DD/Avamar Customers: Wants expanded scale and simplicity, mired in day-to-day activities
and troubleshooting complex platform architectures, values search and analytics built-in Cloud, etc.) native Cloud Tier to public, private or hybrid cloud for long-term retention. All models
support native Cloud DR to AWS or Azure, available as an add-on.
Elevator Pitch: • Enterprise Scalability: Designed to grow with your needs from 8 TBs up to 1 PB usable capacity,
Organizations need to efficiently and effectively protect an ever-increasing amount of data from a paired with industry-leading deduplication and Cloud Tier for up to 150 PB logical capacity.
growing ecosystem of applications. If you are looking to avoid the time, cost and complexity of • Comprehensive Integration: Integration of protection storage and software, delivering a rich array
piecemeal, build-your-own data protection, Dell EMC Integrated Data Protection Appliance
of features, including powerful, Google-like data search, advanced monitoring and analytics,
provides a comprehensive, pre-integrated solution.
encryption, and native Cloud Tier. Plus, an easy-to-use IDPA System Manager simplifies backups and
Current Data Protection Solutions: automates daily tasks.
Complete data protection today often requires architecting a solution with multiple point products, • Performance: With the power of flash, up to 40K IOPS for Instant Access of VM backups, and
such as backup storage, backup software, backup servers, search servers and cloud services advanced application integration, IDPA is optimized for faster performance and instant recoverability.
from different vendors. Not only does this increase costs and complexity, it also distracts IT from
focusing on business-critical operations. Further, most organizations are struggling with data
protection silos created by having different solutions for different applications and clouds.
Deployment Performance Efficiency Integrity
Dell EMC Integrated Data Protection Appliance (IDPA):
IDPA is an integrated, turnkey solution that reduces the complexity of managing multiple data 10x faster Up to 40k IOPS 55:1 Largest
silos, point solutions, and vendor relationships. IDPA simplifies deployment and management— Than traditional For instant access to Average data Application
while delivering powerful, enterprise-data protection capabilities for mid-size and enterprise deployments VMs backups deduplication ratio ecosystem
organizations at a lower cost-to-protect than competing solutions. It is a converged solution
that offers complete backup, replication, recovery, deduplication, instant access and restore,
search & analytics, tight VMware integration — plus, cloud readiness with disaster recovery and Avg. cost Faster 4x #1
long-term retention to the cloud — all in a single appliance. In data protection
less than 1¢ Restores More scalable than
appliances and
Per month, per GB closest competitor
With IDPA, customers reduce time-to-protect with up to 10X faster deployment than traditional software market*
solutions. Organizations become more agile with a solution that’s fast — data is protected more
efficiently and can be recovered quicker — and that is reliable.
*Based on combined revenue from the IDC 4Q18 Purpose Build Backup Appliance (PBBA)
Simply powerful data protection at a lower cost-to- Tracker, with select Storage Software market segments from the 4Q18 Storage Software
protect. Guaranteed. and Cloud Service Overview.

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 Quick Selling Guide: Integrated Data Protection Appliance (IDPA)
Objection Handling
Dell EMC Integrated Data Protection Appliance is too expensive.
IDPA is pre-integrated with protection storage, protection software, search and analytics. IDPA also delivers industry-leading Customer Pain Points
deduplication, performance and scale. Additionally, workload consolidation, reduced storage footprint, and increased
performance lowers cost per logical TB. In fact, IDPA delivers a lower total cost-to-protect. • Time, cost, and complexity (deployment and scaling) of traditional
data protection
Can I install IDPA in my own rack for space consolidation?
• Dealing with “simple” solutions that sacrifice performance and
The IDPA DP4400 is customer installable and can be installed in customer racks. All other IDPA models are standalone
efficiency in the name of simplicity
appliances designed for full factory integration and fast deployment allowing for operational simplicity, risk reduction and fast
• Siloed, multi-vendor data protection environments with lack of
capacity upgrades for scalability. Customers can continue to build their own solution with Dell best-of-breed individual
components. centralized visibility or management
• Managing data across private, public, and hybrid cloud
My current data protection solution is good enough.
• Managing explosive data growth and democratization (data
Many solutions do not protect mission critical apps on physical and virtual servers, or leverage the cloud for long-term retention. ownership moving from IT to LOB)
Remind them of the difficulties of managing explosive data growth and tight SLAs. Then talk about how holistic data protection • Meeting governance and/or compliance standards
across the largest application ecosystem in the industry will address their needs more efficiently. If they express concerns
• Demanding SLAs
around spending time on complex assembly, remind them that Integrated Data Protection Appliance has been configured to the
greatest extent possible before leaving the Dell EMC factory.

Vendor Solution Positioning

Veritas appliances have lower deduplication efficiency (fixed segment deduplication 2.5X less efficient), lower scalability, and higher TCO. They only provide
NetBackup 5240/5330 backup and restore, whereas IDPA also provides powerful search and analytics. Veritas appliances have lower performance and higher TCO compared to
IDPA.
Rubrik is a scale out appliance that was originally focused on VMware image snapshots. It now support physical environments and expanding workloads.
Competition

Cloud Data Management

There is no application integration to empower the admins and there is no vSphere GUI plugin for a VMware admin. Reporting data is limited and
Appliances: r6304, r6404,
deduplication is less efficient (5:1) and post process. The appliances are expensive in terms of usable capacity. Rubrik’s strengths are around ease of use,
r6408, r6410 & r528
ease of management, and built in cloud connection.
Cohesity positions DataPlatform as a product to replace all traditional “secondary” storage (i.e., backup, snapshots, clones, DR, archive). Cohesity is a scale
out appliance that can be used as a backup target for backup software, but also takes VMware image snapshots using VADP. It is just starting to support
physical environments, but workloads are limited. There is no application integration to empower the admins and there is no vSphere GUI plugin for the
Cohesity DataPlatform
VMware admin. Deduplication is less efficient. While they claim client side dedupe is possible, we believe this is mostly smoke and mirrors with
deduplication primarily done after data is copied to the appliance. The appliances are expensive in terms of usable capacity. Strengths are ease of
use/management, analytics engine, and built in cloud connection.
Built with CommVault’s hyperscale software, Red Hat and Fujitsu hardware, the solutions relies on third party hardware with limited built-in data protection
Commvault HyperScale
and verification. Efficiency is poor due to fixed-segment deduplication and multiple pools of deduplication, each with low scalability due to low capacity and
Appliance
speeds.

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