Presentation explaining how all companies can benefit from moving their applications onto the Windows Azure platform. Freeing up their IT function to truly add value rather than merely keeping the lights on.

1. Why all businesses can benefit from migrating their applications to Windows Azure Carlos Oliveira, Shaping Cloud

2. Agenda

3. An Introduction To The Cloud and Windows Azure

4. IT infrastructure is evolving and cloud computing provides new opportunities for businesses Hyper V

6. Create new applications with minimal upfront provisioning costs

7. Reduce costs and maintenance of current infrastructure

8. Increase IT capacity dynamically

9. Provide transparent ROI for IT

10. Extend current application capabilities, without new infrastructureRun a Business - P&L LOB Functionality Business Tools Advanced Infrastructure Business Value Data Center/Infrastructure Hardware Servers Deployment/Mgt Desktop Installation/Mgt Networks Connectivity/Cabling Time / Resources

11. Agenda

12. The evolution of computing Windows Azure is an integrated cloud solution, utilizing Microsoft products you already know Mobile / other browser Developer Experience PC browser applications Use existing skills and tools Compute Storage Relational data Access control Management Management Service Bus On-premises Leveraging Existing IT Investments Hybrid applications LOB Applications

13. There are many ways to use Windows Azure, from new solutions to migrating existing ones

14. Azure platform pricing is optimized so that you pay as you go, paying only for what you need Compute: £0.06p per Service Hour AppFabric£2.2975 per connection £1.1459 per 100,000 transactions Storage £0.091per GB stored £0.0061 per 10,000 transactions SQL Azure£5.7519 per DB (1GB) per month Bandwidth £0.0607 per GB transfer in £0.2728 per GB out of datacenter

15. “Growing Fast“ “On and Off “ Inactivity Period Compute Compute Average Usage Usage Average Time Time On & off workloads (e.g. batch job) Over provisioned capacity is wasted Time to market can be cumbersome Successful services needs to grow/scale Keeping up w/ growth is big IT challenge Complex lead time for deployment “Unpredictable Bursting“ “Predictable Bursting“ Compute Compute Average Usage Average Usage Time Time Unexpected/unplanned peak in demand Sudden spike impacts performance Can’t over provision for extreme cases Services with micro seasonality trends Peaks due to periodic increased demand IT complexity and wasted capacity Ideal Workload Patterns For Cloud Solutions

16. First Step Applications Example: Marketing Website Pricing Windows Azure Platform Solution Workload Pattern Application Background Windows Azure Compute Windows Azure Storage Content Delivery Network (CDN) Branded marketing website with customer facing front end, hosting viewable media content Application Variables Pricing Calculation Billing Estimate £0.14 to £0.28 per hr £0.09 per GB £0.07 per GB £0.09 per GB £0.01 per 10,000tx Instance Size: 2 to 4 (Small) Windows Azure Storage: 10 GB Data Transfer In: 7.5 GB Data Transfer Out: 30 GB Blob Transactions: 30,001 “Unpredictable Bursting“ £159.90 £0.90 £0.40 £2.70 £0.03 Compute Average Usage Time Total Consumption Monthly Cost of Application: £163.93 TCO Tool Highlights: Derived On-Premises Costs* Cost of Ownership Comparison Computing Costs: £933.85 Database and Storage Costs: £2.09 Bandwidth Costs: £60.62 IT Admin Support £145.46 Other Costs: (Including Facilities & £804.03 Overhead; Setup & Delivery) Total: £1,946.05 92% £1.9K £164 Azure Hosted *Traditional server purchase costs, divided over 12 month period

17. Line of Business Extension Applications Example: Payroll Application Pricing “Predictable Bursting“ Windows Azure Platform Solution Workload Pattern Application Background Compute Average Usage Windows Azure Compute Windows Azure AppFabric SQL Azure Storage Web-based payroll application add-on based in the cloud, with two connected SQL Azure web databases Time Pricing Calculation Billing Estimate Application Variables £0.24 to £0.48 per hr £2.30 per connection £30.95 per database £0.07 per GB £0.09 per GB Compute Instances: 2 to 4 (Medium) Connections: 2 SQL Azure Database: 5 GB (2) Data Transfer In: 18 GB Data Transfer Out: 36 GB £368.40 £4.60 £61.90 £1.26 £3.24 Cost of Ownership Comparison TCO Tool Highlights: Derived On-Premises Costs* Computing Costs: Database and Storage Costs: Bandwidth Costs: Other Costs: (Including Facilities & £1,262.27 Overhead; Setup & Delivery) Total: £2,748.79 84% Total Consumption Monthly Cost of Application: £439.40 £1,018.83 £402.91 £64.78 £2.7K £440 Azure Hosted *Traditional server purchase costs, divided over 12 month period

18. Case Study: Microsoft expects significant savings after migrating applications to Windows Azure Changes in run rate from running in Windows Azure Support Hardware / Hosting App Dev Total Difference Windows Azure SQL Azure 9% 30% 1% -5% -4% 13% 2% 3% 11% Windows Azure costs HW/ Hosting HW/ hosting Dev Efficiency Windows Server License savings SQL Server License savings Support SQL Azure costs Total savings = 30% vs. On Premises model* * costs exclude non addressable IT spend including IT sales staff, corporate planning resources, external software licenses, corporate bandwidth etc.

19. Alinean Inc. Persistent Systems Leading provider of B2B sales and marketing solutions to F100 Reduce IT complexity and shift resources to core businesses Public sector governance suite of applications and services Needs secure, scalable, elastic, and comprehensive platform 16% 49% £171K £335K £38K £46K Real world TCO analysis - estimated over 3 years On Premises Windows Azure On Premises Windows Azure Lower TCO from efficient utilization of resources and service management Lower TCO from dynamic scaling and automated service management

20. Agenda

21. Migration is not one size fits all; the optimal solution is company specific Considerations Off Premises On Premises Datacenter “Cloud” Location Dedicated Shared Infrastructure Opex Capex Business model Lease/Rented Owned Ownership Third Party Self Management

23. Segment applications

24. Microsoft provides a comprehensive SLA

25. IT can focus onhigh-value tasks

26. Target low hanging fruit

27. Select applicationsto migrate

28. Web latency

29. Mitigate withcode changes

30. ROI gained offsetsmigration costs

31. Review restrictions

32. Consider tax implications

33. Deploy in minutes

34. No need to purchase hardwareTo assess your migration approach, some key areas need to be understood Security Service Level Agreements Migration Costs Geopolitical Cost Effectiveness Latency Provisioning

35. Agenda

36. Benefits of moving to Windows Azure Agile Infrastructure Transcend Complexity Sustained Advantage Rapid deployment of new business solutions Focus IT on driving the business not maintenance Low ongoing infrastructure costs Utilize familiar development tools Helps provide a secure and compliant platform Scale capacity up and down on demand Transparent ROI Opportunity for extra functionality

38. Stop Projects

40. Support and Maintenance

41. Development EfficiencyGrow My Business Grow My Business

43. Prioritizing over other projectsIT can focus on business ideas, with rapid deployment through scalable, low risk developments Create Windows Azure Solution Remove CapEx, Control OpEx On Premises Lengthy project lifecycle Expand Rapid prototyping & total scalability Slow! Traditional Project Cycle Deploy Solutioning Simpler Budget Cycle – Low Risk Developer Efficiency Server Capacity Irrelevant No CapEx - only OpEx Deployment in Minutes Minimal Validation Minimal Integration

45. IT focus on low value support

46. Windows Azure matches elastic capacity to whatever the business demands

47. IT focuses on high value projectsWindows Azure Solution No further upgrades On Premises Plan upgrades & maintenance lost opportunity capacity follows demand capacity vs. demand wasted capacity

48. Windows Azure Solution Built-in Capability On Premises Build Capability Planning for disaster recovery is an ongoing process With built-in disaster recovery you can focus IT on high-value tasks Inactive Data Center Active Data Center Application Business application Business Scenario 4: “I need to improve my disaster recovery capability” Business application Business application Built-in Disaster Recovery Pay per use Maintained, but redundant center

49. Agenda

50. Summary

51. Next steps: Work with partners to help determine a migration strategy Start reaping the benefits now, migrating easy applications. Be cloud-savvy – You can be an internal expert and begin to educate your company on the new capabilities that the cloud provides. Look to perform a migration assessment on your application portfolio. Identify the best candidate applications, and the optimal migration strategy for you. Build confidence by migrating applications and portions of other applications early. Further Information: Discuss your particular needs and the options available for your organization including: Developing an approach Performing a migration assessment Reviewing business and technical guidance on migrating applications To learn more about Windows Azure, visit www.windowsazure.com Microsoft SQL Azure, Windows Azure, and Windows Azure Platform AppFabric are trademarks of the Microsoft group of companies. All other trademarks are property of their respective owners."