1. HIGH PERFORMANCE BI:
THE FUTURE OF BI
Prague. November 9, 2010
THIERRY WINCKELMANS,
AREA LEAD ARCHITECT, INTELLIGENT ENTERPRISE

2. Sybase delivers
WHO IS mission-critical enterprise
SYBASE? software to manage, analyze
and mobilize information.
2 – Company Confidential – November 9, 2010

3. SYBASE—AT A GLANCE
Pioneered C/S Relational Database ,
25 Years of Innovation Column-based Analytics, Enterprise Mobility
Platform, Mobile Services
34,000 customers
Proven The top 25 global banks use Sybase
Reach 4.5 billion mobile phone subscribers
Global Reach through 900 operators
Ranked as a leader in 3 Gartner Magic
Leadership Quadrants and 3 Forrester Wave Reports
Momentum 4,300 new customers in 2009
Operations in 60 countries
Scale Standalone business within SAP, the
world’s largest business software company
3 – Company Confidential – November 9, 2010

4. 3KEY TRENDS
Devices Data Decisions
Expand Expands Points Expand
4 – Company Confidential – November 9, 2010

5. DATA VOLUMES EXPAND…
Data volumes are doubling every 18 months as
more people are accessing more data.
Volume of Data
1960’s 1980’s 1990-2000’s 2010’s
Mainframe Client/Server Internet Unwired Enterprise
5 – Company Confidential – November 9, 2010

6. … AND IT NOW LIVES EVERYWHERE
Data is now available when and where you need it.
CLOUD
REMOTE DATA
LOCATION CENTER
MOBILE REGIONAL
CONSUMER OFFICE
MOBILE
DESKTOP
WORKER
6 – Company Confidential – November 9, 2010

7. DECISION POINTS EXPAND
More people are using more data to make more decisions to drive superior
business performance.
Past Today
Executives
Managers/
Line Workers
Consumers
Systems
7 – Company Confidential – November 9, 2010

8. THE UNWIRED ENTERPRISE
Analytics Solutions
Analytics Server
Column-based, special purpose
analytics server that redefines
usability, scalability and
performance.
Risk Analytics
DECISION-READY
Unified market analytics platform
targeted at the capital markets INFORMATION
sector to support better trading
and portfolio decisions across the
trade lifecycle.
Real-time INTEGRATION COLLABORATION
Market Analytics
Highly optimized real-time risk
and trade analytics for
streaming data
MANAGE
8 – Company Confidential – November 9, 2010
ANALYZE MOBILIZE

9. THE UNWIRED ENTERPRISE
Analytics Solutions
Analytics Server
Sybase IQ
Risk Analytics
DECISION-READY
INFORMATION
RAP—
The Trading Edition
Real-time INTEGRATION COLLABORATION
Market Analytics
CEP
MANAGE
9 – Company Confidential – November 9, 2010
ANALYZE MOBILIZE

10. MODERN OPERATIONAL BI PLATFORM REQUIREMENTS
• The architecture must be designed to :
 Integrate into business processes and organizations, creating interactions between
Business Intelligence and Transactional processes
 Produce a consolidated picture of the business (master data, ODS, physical/virtual data
marts, pre-built cubes, …), integrating the archive of detailed historical data
 Shorten latency between transactional and analytical worlds
BI together with Transactional processes run the business
« Database technology generated the concept of datawarehouse. “We can't solve problems by using the
If technology was powerfull enough, there would be no need for same kind of thinking we used when
separating operational and analytical environments.» we created them.”
Albert Einstein
Pascal Paulin, Head Architect Dexia Group
10 – Company Confidential – November 9, 2010

11. SYBASE IQ’S SECRET CORE INGREDIENT:
COLUMN-BASED ARCHITECTURE
Conventional Database
c c c c c c c c c
…  Data is stored & retrieved horizontally
1 2 3 4 5 6 7 8 9
r1  Querying without indexes and views is extremely I/O intensive
r2  Building indexes and views is a huge time and resource drain,
r3 and views/summaries do not give complete picture
r4
 Database footprint must be dramatically expanded to make the
r5
environment efficient for querying
SYBASE IQ
c c c c c c c c c
…  Data is stored & retrieved vertically
1 2 3 4 5 6 7 8 9
r1  Each column is stored separately – the data is the index
r2  Retrieve only columns used in the specific query
r3
 Dramatically reduce system I/O – dramatically increase query
r4
speed and accuracy
r5
1
11 – Company Confidential – November 9, 2010
COMPANY

12. LOWEST TCO FROM DATA COMPRESSION
Conventional DBMS
Summaries
Aggregates
Same INPUT data: 1 – 2 TB
Conventional DW
is 3x-6x larger than
Sybase IQ DW 2.4-6
Indexes TB
0.5 – 3 TB
LOAD
1 TB
INPUT DATA: Base table
Aggr/Summ: 0 - 0.1 TB “RAW data”
Source: flat files,
0.25 - 0.9 no indexes
LOAD TB Indexes: 0.05 - 0.3 TB
ETL, replication, ODS 0.9 – 1.1 TB
Base table: 0.2 - 0.5 TB
12 – Company Confidential – November 9, 2010

13. Dramatic Reduction In I/O
“How many MALES are NOT INSURED in CALIFORNIA?
RDBMS 800 Bytes x 20M
= 1.000,000 I/Os
Gender State Insured 16K Page
M NY Y
M CA Y  Process large amounts of
F
20M
M
CT N unused data
ROWS MA Y
M CA N  Often requires full
- -
800 Bytes/Row table scan
20M Bits x 3 col / 8 = 470 I/Os
Gender Insured State 16K Page
1 M Y CA
1 0 1
2 M N CA
20M 1 1 1
3 F Y NY Bits
0 + 0 + 0
= 2
4 M N CA 1 1
1
13 – Company Confidential – November 9, 2010

14. ALL TOGETHER
SQL
Standard Tools
Column
Based
Sybase IQ
Advanced Secure
Optimizer
Real Time Load Simple
(24x7) Administration
Hardware Efficiency
14 – Company Confidential – November 9, 2010

15. TELSTRA BUSINESS CASE
• Telstra offers a broad range of telecommunications and information services
throughout Australia, including fixed telephone lines, two mobile phone
networks, and Internet services. Telstra was the sole telecommunications
provider for the 2000 Olympic Games in Sydney.
• Telstra needed technology that would provide near-real-time information
on call traffic so it could adjust its mobile cell management system to meet
demands.
• “We wanted to operate a flawless, congestion-free, mobile telephone
network during the Olympics,” said Anthony Goonan, regional network
manager, Telstra OnAir.
• Telstra’s challenge, particularly for the mobile service, was to provide
virtually congestion-free access to the network. “There was a huge range of
unknowns—from how many people would come to Sydney to their usage of
mobile phones—and the call traffic generated by the international
broadcast and print media,” Goonan says. “We needed to adapt to those
needs by seeing how the network was performing in real time.”
15 – Company Confidential – November 9, 2010

16. TELSTRA SOLUTION
• In designing the network, Telstra implemented a capability for moving capacity from one part
of the network to another, depending on where the customers were making calls. “When we
searched for that capability, we found that Compudigm’s seePOWER, powered by Sybase IQ,
would meet that need,” Goonan says.
• At the Olympic Park, Telstra implemented over 200 mobile phone cells within an area of about
five square miles. “We needed our engineers to see the performance of all of those cells at the
same time,” Goonan said. “The application gave us the capability to view the entire network at
Olympic Park on one screen and identify hot spots in near real time. That allowed us to adjust
the network to meet our customers’ needs.”
• Sybase IQ gathered large amounts of data from the 200-plus cells throughout the Sydney
Olympic Park. “That’s the first time that we’ve had this combined capability while operating a
cellular mobile network,” Goonan said. “Sybase IQ delivered that data in real time to the
seePOWER application, which visually gave us the information our engineers needed to
manage the network and give customers the service that they required.”
• Despite demand averaging around 720,000 minutes of telephone conversations daily, Telstra
handled all Olympic demands without incident. During the Opening Ceremony, about 500,000
calls were placed or received, with 125,000 of those made from within the Olympic Stadium.
“We had zero customer complaints about our service,” Goonan said.
16 – Company Confidential – November 9, 2010

17. Analytical Applications
SeePower
• Advanced GIS-
based information
analysis
• Near real-time
display
• Historical trend
spotting
• Dynamic data
viewing

18. Analytical Applications
SeePower
• Telstra Olympic mobile
coverage
• Real time
• Mobile cell receivers
• ‘provides immediate
feedback to the
network operators on
the levels of demand
on the mobile
network’ – Telstra
Legend spokesperson
100 200 300 400 500+
Calls per minute (simulation only)

19. Analytical Applications
SeePower in Action