The document provides an agenda for a Microsoft Application Platform University event. The objectives are to articulate what the Microsoft Application Platform is, align partner readiness with business priorities, and explain how to partner with Microsoft for strategic growth. The agenda covers topics including SQL Server, application integration, competing against Oracle and IBM, and how the application platform can help partners sell more and become more profitable. It emphasizes that the application platform is an integrated, unified platform for multiple applications and business imperatives.

1. Microsoft Application Platform Application Platform University Tibbs Pereira Microsoft Western Europe tibbs_pereira@quanteira.com Dublin, 14th January 2010

2. AGENDA

3. Top 3 Objectives Today Objective #1: Articulate what Microsoft Application Platform is, as a strategic selling framework Objective #2: Aligning partner readiness and capacity with Microsoft business priorities Objective #3: Why and how to partner with Microsoft as a strategic growth driver

4. Application Platform University Overall Plan: What is the Application Platform and why is it important to YOU? SQL Server Key workloads: BI Selling Advanced SQL Server solutions (based on SQL Server Enterprise Edition) How Do We Compete Most Effectively in the marketplace against the likes of Oracle and IBM? Application Integration HOW WILL ALL THIS HELP YOU TO SELL MORE AND BECOME MORE PROFITABLE?

5. The Business Imperatives Each Imperative will Require Capabilities

7. Off-Premises/Hosted

8. SaaS/Cloud

9. Hybrid

10. Build

11. Buy (off the shelf)

12. Buy and CustomizeOther Partners & Customers SQL Server Windows Oracle Solaris SQL Server Windows Oracle DB Unix DB2 Z/OS Sales forecasts and reports New product idea portal New Regulatory compliance portal Supply chain integration Financial reporting Sales force automation Operations New product portfolio analysis Compliance reports Trading partner portal Customer service Existing Applications ERP Finance Inventory CRM Operations Infrastructure

14. Order history

15. Product & inventory information

16. Account informationCustom integrationwith LOB Custom API Enterprise Applications ERP Finance Inventory CRM Operations ??? Infrastructure

17. Unified Application PlatformAn integrated, unified platformfor multiple applications Payment Services Customer Information Records Management Unified Application Platform ExistingBusinessApplications Services for improving the usability of applications with the goal of increasing user productivity and satisfaction. Desktop interface Web & desktop interface “Green screen” interface Custom proprietary application Flat file data store EDI Application life-cycle management including development tools, processes, and services for the team-based design, development, and management of applications. Client application Web server MySQL & Linux Business intelligence and data management services for analyzing, reporting, and sharing information with familiar, easy-to-use tools. Application DB Custom integrationwith LOB Custom API Business process management services for connecting and orchestrating processes and integrating systems. Enterprise Applications Other Partners & Customers ERP Finance Inventory CRM Operations ??? Optimized Infrastructure

18. Why Platforms?Multiple business imperatives have similar IT requirements Business Users Unified Application Platform Role-Centric Applications New product idea portal Regulatory compliance portal Supply chain integration Sales forecasts and reports Financial reporting Compliance reports Trading partner portal Operations Sales force automation New product portfolio analysis Customer service IT Manager IT Manager Enterprise Applications Other Partners & Customers ERP Finance Inventory CRM Operations ??? Optimized Infrastructure

20. Business Users The Microsoft Platform ApproachMaking dynamic IT a reality Familiar and Intuitive User Interface Off Premise On Premise Integrated Platform for Multiple Applications Enterprise Applications Optimized Infrastructure Other Partners & Customers ERP Finance Inventory CRM Operations ???

21. The Microsoft Application PlatformAn integrated, unified platform for multiple applications Information Analysis Information Reporting Performance Management Rich Media Web Standard Web Social Computing Should this be updated to include UC and ECM? Interoperability Buses Service Enablement Composite Applications Other Partners & Customers ERP Finance Inventory CRM Operations ??? Enterprise Applications

22. The Microsoft Application PlatformAn integrated, unified platform.

24. Solutions have common management skills and tools

25. Technology investments work well with each other

26. Consistent security standards for increased compliance

27. Better time to value

28. Help organizations respond quickly to change with a flexible system

29. Differentiate your solutions through user-focused experiences

30. The largest partner ecosystem for both packaged and custom-developed applicationsUnified Application Platform

31. Microsoft Platform Momentum

32. Microsoft Leadership Gartner Magic Quadrant for Enterprise Application Servers, 2Q08 Microsoft “The Magic Quadrant is copyrighted April, 2008 by Gartner, Inc. and is reused with permission. The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner’s analysis of how certain vendors measure against criteria for that marketplace, as defined by Gartner. Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technology users to select only those vendors placed in the “Leaders” quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant to be a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire report. The Gartner report is available upon request from Steven Armstrong (stevar@microsoft.com), Microsoft.”

33. The Application Platform: Strategic Selling Methodology End to End : From Imperatives to Solutions & Products Horizontals & Verticals (The Where) Pains & Imperatives (The What) Solutions & Products (Building Blocks) Capabilities (The How) App Plat for Public Service & Administration Web App Plat for Banking Parallel Data Warehouse Business Intelligence Geospatial Business Intelligence Business Applications ALM in Telco’s ALM Integration & Interoperability for Healthcare

34. What is the new Application Platform Optimization (APO) Model? APO is a process designed to enhance the ability to build meaningful relationships with customers and to identify opportunities for engagement. The model and supporting tool will provide relevant mappings from opportunities to ultimately drive toward the Enrollment for Application Platform Agreement (EAP) and standardization on the Microsoft Application Platform.

35. Key Tenets of the New APO Voice of the Customer Intentional Discovery Application Focus Listen First Industry Point-of-View

36. Platform Selling Component Overview

37. Application Platform Technologies User Applications Flexible Applications Design and Development Tools Optimized Infrastructure DELIVERED ON-PREMISES OR AS A SERVICE

38. FY10 – A Major Launch Year for Servers and Tools + Project Codenamed “Madison” Q3 Q4 Q2 Q1 FY10

39. Enrollment for Application Platform Customer Benefits Standardization made affordable Low upfront costs so that you can take advantage of the latest product innovations Savings on new deployments of up to 40% on license costs Rapidly adopt the latest technology Helps increase IT productivity with Unlimited Problem Resolution Support for eligible customers Unlimited deployment rights for the Application Platform products across your entire organization Flexible purchasing model Licensing models that meet your customer’s purchasing needs Predictable costs with fixed payments for life of the term with the 3-Year True up model

40. Enrollment for Application Platform Requirements Sign an Enterprise Agreement—although customers do not need an Enterprise Enrollment for Desktop to qualify 100% Software Assurance coverage on initial footprint Minimum initial purchase for each product * For the 3-Year True Up model with a mixed environment, requirements differ

41. Microsoft Application Platform Customer Pains & Imperatives

43. They are looking to IT for help

44. Raise Enterprise Effectiveness

45. Restructure for Productivity and Agility

46. Modernize Infrastructure

47. Manage ChangeReducing Operating Costs Restructuring Introducing New Products/Services to Gain Market Share Meeting the Challenge: The 2009 CIO Agenda – Gartner Research

48. Business and IT Imperatives 2008 2007 2006 1 1 1 2 2 5 * 4 6 3 3 2 6 7 8 9 10 3 * * 9 * * 12 * * 7 * 9 4 Microsoft Confidential Meeting the Challenge: The 2009 CIO Agenda – Gartner Research 2009 Tough economic times and growing competition are putting pressure on the business IT has to find ways to optimize and maximize value out of existing and new investments 1 2 3 4 5 6 7 8 9 10

49. 1. Business Intelligence ImperativesHow can I…

50. Technology Focus Information Focus 2. With Web Evolution … Web Presence 90’s E-Commerce Early 00’s Interactive Yesterday Personal Today

56. 4. Application Lifecycle ManagementPains & Imperatives Business IT Services Managing complexity Poor communication Lack of visibility Unpredictable delivery No business alignment Maintaining legacy systems Compliance Competition Business agility Security Reducing costs Technology change

57. Application Life-Cycle ManagementImprove development efficiency and quality Optimize your application development processes Connect Development, IT operations, the PMO and the business Improve developer and team productivity Enable faster time-to-solution

58. AGENDA

59. Microsoft Application Platform Trends & Partner Opportunities

60. The Business Application OpportunityYour Key Takeaways Business Applications are important to clients and they are your “keys to the vault” – they represent core business processes and execution Applications that run internal business operations Applications that connects with suppliers and customers Applications that dictates strong services revenue potential Clients view these business application as high value investmentsand are defined by: Acquiring new packaged applications (Platform) Developing novel applications (custom) 70% of IT resourcesare supporting business applications Source: Forrester Research, Inc.

61. Global Business Application MarketApplication related spending is growing even in a shrinking economy $B USD

62. Tier 1 Business ApplicationsSimply, applications that an Organization cannot do Business without... Sample Fill Creates Market Differentiation Industry Specific Applications Enforces Business Logic & Rules - Operationally Necessary Horizontal Business Applications Improves Business Productivity & Efficiency Retail Banking and financial services Communications Utilities Public Sector Manufacturing Healthcare and Life Sciences Customer relationship management (CRM) Enterprise performance management (EPM) Enterprise resource planning (ERP) Product lifecycle management (PLM) Spans Departments - Core to the Business

64. Integration

66. Great Time to Partner with MicrosoftStrong Application Platform Momentum and Partner Opportunity Current EnvironmentShapes Customer Demand Platform StrategyDelivering Customer Value Licensing offer in tune with world economy Data Platform market leadership Taking market share from our major competitors Market pressure for cost reduction and improved effectiveness Optimization and consolidation Application and infrastructure agility Business / IT strategy alignment Better Microsoft + Partner selling Rebooted APO marketing strategy Deep sales and technical readiness High profile FY10 launches 9:8 : 1 – Partner to Microsoft Revenue Average deal $610K – EPG deal $919K Average margin to partner is 27% Average time to close is 29 days WE NEED PARTNER CAPACITY Redoubled Alignment and Investment in Partner GTM Opportunity Economics Are Excellent… Now

67. Have Confidence: YOU CAN WINBoth analysts and customers believe in the Microsoft platform Over 6 million developers worldwide target the .NET platform >50% of the Fortune 1000 currently using ASP or ASP.NET to power mission-critical Web apps Unit leader in database market 3 million downloads Fewest vulnerabilities of any enterprise database 1 Penetration approaching 50% in some countries Over 30% of PCs and Macs worldwide have Silverlight installed Best IDE, Technology of the Year Awards - InfoWorld Gartner MQ Leader Fastest to 1M users vs. Oracle and SAP xRM platform agility Already being used by 90% of the Global 1000 companies Gartner Leaders Quadrant – Search, ECM, BI, Portal… Millions of seats deployed worldwide Source: NIST National Vulnerability Database

68. Great Time to Partner with MicrosoftStrong Application Platform Momentum and Partner Opportunity Partner Revenue Opportunity 20 15 10 Revenue (B USD) 5 0 Platform Data Warehouse FY12 Custom Data Applications FY10 Reporting & Analysis 9:8 : 1 – Partner to Microsoft Revenue Average deal $610K – EPG deal $919K Average margin to partner is 27% Average time to close is 29 days Opportunity Economics Are Excellent… Now 30 Resources (‘000s) Platform Data Warehouse 0 Custom Data Applications Reporting and Analysis Partner Resource Capacity FY10 Source: Microsoft Internal Research (SCOPE)

69. Great Time to Partner with MicrosoftStrong Application Platform Momentum and Partner Opportunity Partner Revenue Opportunity 20 15 150 10 Revenue (B USD) 5 120 0 Platform Data Warehouse FY12 Custom Data Applications 90 FY10 Reporting and Analysis 9.8 : 1 – Partner to Microsoft Revenue Average deal $610K – EPG deal $919K Average margin to partner is 27% Average time to close is 29 days 60 Opportunity Economics Are Excellent… Now 30 Resources (‘000s) Platform Data Warehouse 0 Custom Data Applications Reporting and Analysis Partner Resource Requirements FY10 Source: Microsoft Internal Research (SCOPE)

70. Great Time to Partner with MicrosoftStrong Application Platform Momentum and Partner Opportunity Partner Revenue Opportunity 180 20 15 150 10 Revenue (B USD) 5 120 0 Platform Data Warehouse FY12 Custom Data Applications 90 FY10 Reporting and Analysis 9.8 : 1 – Partner to Microsoft Revenue Average deal $610K – EPG deal $919K Average margin to partner is 27% Average time to close is 29 days 60 Opportunity Economics Are Excellent… Now 30 Resources (‘000s) Platform Data Warehouse 0 Custom Data Applications Reporting and Analysis Partner Resource Requirements FY12 Source: Microsoft Internal Research (SCOPE)

71. In Summary Evolution of the App Plat concept and workloads New products Tremendous services revenue upside Shortage of partner capacity GREAT TIME TO PARTNER WITH MICROSOFT on App Plat!

73. AGENDA

74. Microsoft Application Platform Business Intelligence

75. Microsoft Application Platform Geospatial Business Intelligence

76. Why is Business Intelligence (BI) important?

77. Market Trends & Business DriversTop Executive Priorities 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 Top 10 TechnologyPriorities Top 10 Business Priorities Business Intelligence Business process improvement Enterprise Applications(ERP, CRM, and others) Reducing enterprise costs Servers and storage technologies(virtualization) Improving enterprise workforceeffectiveness Legacy application modernization Attracting and retaining new customers Collaboration technologies Increasing the use of information and analytics Networking, voice & data communications Creating new products or services (innovation) Technical infrastructure Targeting customers and markets more effectively Security technologies Managing change initiatives Service-oriented applicationsand architecture Expanding current customer relationships Document management Expanding into new markets and geographies Source: Gartner EXP (January 2009)

78. Capabilities What is happening? Scorecards & Dashboards What happened? Reporting What will happen? Forecasting Why did it happen? Analytics What do we want to happen? Planning, Budgeting, Consolidation

79. What is Business Intelligence?

80. Today's BI Reality for Most Organizations DifficultTo Use “Foreign” tools inhibit adoption and use Functionality split across multiple tools Fragmented Rigid and unable to change with the business Inflexible Narrowly deployed without a complete view Departmental Too costly for broad deployment Costly

81. Consolidation in the last two years has transformed BI market from mid-level pure plays to the front line battlefield of the enterprise software companies fighting to control mission critical infrastructure/systems The emerging battlefield looks like this…(BI is not about BI anymore) Market Dynamics:Consolidation to Enterprise Players

83. Integrated into business productivity infrastructure

85. Microsoft Business Intelligence Investment Strategy Low Total Cost of Ownership Leverage your existing Infrastructure

86. Business User Experience Microsoft Business IntelligenceGet more out of products you already own Familiar User Experience Self-Service access & insight Data exploration & analysis Predictive analysis Data visualization Contextual visualization Business Collaboration Platform Dashboards & Scorecards Excel Services Web based forms & workflow Collaboration Search Content Management LOB data integration Business Collaboration Platform Data Infrastructure and BI Platform Analysis Services Reporting Services Integration Services Master Data Services Data Mining Data Warehousing Data Infrastructure & BI Platform

87. The Microsoft BI Platform End-To-End Solution DELIVERY END USER TOOLS AND PERFORMANCE MANAGEMENT APPLICATIONS BI PLATFORM (RDBMS, ETL, OLAP, Reporting) Mainframe/ Departmental Systems

88. The Microsoft BI Platform End-To-End Solution DELIVERY END USER TOOLS AND PERFORMANCE MANAGEMENT APPLICATIONS BI PLATFORM (RDBMS, ETL, OLAP, Reporting) Focus on Mainframe/ Departmental Systems

89. SQL Server has 4 INDEPENDENT components

90. Reporting Services Video

91. Enriched Visualization Gauge Examples

92. The Microsoft BI Platform End-To-End Solution DELIVERY Focus on END USER TOOLS AND PERFORMANCE MANAGEMENT APPLICATIONS BI PLATFORM (RDBMS, ETL, OLAP, Reporting) Mainframe/ Departmental Systems

93. PerformancePoint Server Roadmap Today H1 CY10 Q4 CY09 SharePoint 2010PerformancePointServices Monitoring Monitoring Analytics Analytics support through 2017 Planning PPSService Pack 3

94. Empower Your People with Business Insights…through self-service access to the data they need Analyze data with Excel Explore data in SharePoint Build reports with Report Builder

96. Excel

97. Visio

98. Charts

99. Maps

100. Filters

101. KPI’s

103. Multi-server management

104. Master Data Services

105. Complex Event Processing

106. Support for up to 256 cores

107. MPP Support for 100TB+ DW(Massively Parallel Processing)

108. Appliance-like DW on industry standard HW

109. Hub & Spoke Architecture

110. Multi-Temperature

111. Excel based In-mem Analytics

112. Self Service Reporting

113. Re-usable report parts

114. End user app. management

116. Managed Self Service BI SQL Server 2008 R2 PowerPivot

118. Model & Author

119. Personalize

120. Share

121. Analyze

122. Monitor

123. Provision

124. Administer

125. Secure

126. Track dataUser created BI solutions Author Monitor Users I.T. Manage Publish ... use familiar & intuitive tools without requesting support … manage hardware usage and provision resources

127. PowerPivot Video

128. Leaders Quadrant for Gartner BI Platform “Microsoft offers the best BI software quality of all the megavendors” “Pricing of its BI products makes them an economically attractive offering that will be considered by many organizations”

129. Case StudyDriving Business Performanceand Lowering Cost with Microsoft BI TDC (www.tdc.com) is the leading provider of communication solutions in Denmark and a strong player in the Nordic business market with more than 15.5 million customer relations

130. BI – Target Customer Profiles Actively evaluating BI solutions Has large amounts of data in disparate systems Recognizes the difficulty end-users are having in gathering the information they need to make timely/accurate business decisions IT looking to offload the burden of generating ad-hoc reportsfortheirend-users Significantinvestment in Microsoft technologies(SharePoint®, SQL Server®, Office®) and expertise

131. Success Factors Get proper sponsorship and resources for the project (nothing new) Create the right metrics and standardise their definitions Design a compelling user GUI Plan ahead to ensure user adoption and be prepared to drive organisational change

132. BI Scenarios in Economic Downturn

133. Differentiate Your BI Offering?

134. Drive Value Through Technical Differentiation

135. Close The Gap Throttling BI Adoption Information Management Project Team The “Business” The “Technology” Project Manager Technical Staff Solution Designer Analyst Technical Architect Technical Staff Technical Staff Technical Staff the gap Business Value Planning Services (BVPS) http://microsoftbvps.com

136. www.microsoft.com/bi

137. AGENDA

138. Microsoft Application Platform Grow Your Business - Win the Platform Against Oracle

140. Not a dominant player in the enterprise business apps business: ERP, CRM, industry & LOB

142. Widely-adopted platform: Windows, Office, SQL Server

143. Strong integration between platform and apps

144. User familiarity

146. Business intelligence as a key IT and business priorities

147. Cloud computing – integrated on-/off-premise offering

148. Availabilities of strong lineup of products

150. Price erosion in server hardware

153. FY08 unit share: 12%

154. YoY Growth: 9%

156. FY08 unit share: 33%

157. YoY Growth: 15%

158. YoY Share Shift: +0.7% Source: IDC analysis, CY2008

160. ORCL’s reaps ~3.9x revenue per Database unit as MSFT

161. Large Tier 1 Installations with Higher Enterprise Edition Mix

162. Up selling of Database Options (~25% of new DB Rev)

163. 95%+ Annuity/ Maintenance attachUnit share DB , FY2008 Rev Share DB, FY 2008) 33% 38% 1.4x 0.4x 27% 12% ORCL MSFT MSFT ORCL 89 Source: Team analysis, ORCL 10k and other financial statements; IDC unit & revenue reports

164. Oracle continues to add application shares through ISV acquisitions. 12% 3% 8% 3% 4% 6% 3% 2% Source: IDC data, Microsoft analysis

167. Don’t get locked into paying more

168. Oracle receives negative news

169. Microsoft TCO advantage recognized

170. Time to learn about SQL ServerDuncan Jones, Forrester Research Eliot Colon, President, Miro Consulting Ben Worthen, Wall Street Journal “How does Oracle get away with higher prices during a recessionary period?. Because its customers are locked in by the proprietary model…” “We have been conducting surveys of software vendors for some years now and, Oracle is always at or near the top of vendors that concerns users over issues like price. These price increases look very high” “Oracle can afford to hike prices like this because people can’t change their database vendor overnight” ZDNet Tony Lock, Freeform Dynamics CIO Click to open the IDC report  Click to open Larry Ellison’s transcript 

171. Growth Opportunities are Abundant. New Installations Win BI Win ERP / CRM Win custom app platform Replace ORCL 10g underneath SAP Replace ORCL 10g under ISV or custom apps Replace JD Edwards with Dynamics NAV Surround Siebel Application with SharePoint Surround JD Edwards with SQL Server SPS Reporting & Analytics Win new projects/ workloads Grow share vs. Oracle Oracle Installed Base Replace ORCLInstalled base Upgrade Microsoft IB Surround ORCL Installed Base

172. SQL Server Migration is your growth driver. Scenario Opportunity Customer References “ The savings from moving from Oracle to SQL Server were so significant ($500K a year) that at first the numbers weren’t believed” Migration to a lower cost, higher value platform More than ever, customers are looking to save cost by migrating to a less expensive platform Cost-drivenreplatforming “ Over the years we added new and disparate applications. This was hard to maintain” Migration to reduce the number of vendors and standardize skills Platform standardization Organizations are looking for ways to reduce TCO and IT complexity “Our customers wanted the kind of support available from more established companies.” Migration to a vendor that meets end-to-end business needs Vendor satisfaction Pricing and behavior by vendors have created dissatisfaction in the market

173. The Bottom Line – Why Partnering With Microsoft (vs. Oracle) Microsoft is all about partners – our business model relies heavily on partners We are unlike IBM (large services force) nor Oracle (large pool of business apps through acquisition) Tremendous customer value proposition – lower TCO and higher ROI, faster time to market In global economic crisis, our value prop is even more compelling and attractive to customers, as many of them have migrated to our platform Microsoft helps you make more money – better partner economics $9.8 to $1 in Services to Software ratio $600K – 900K in average deal size , 27% average in margin

174. Call to Action Learn and deliver APO message and the Oracle vs. Microsoft TCO story Formalize Solution Area Selling and workload competencies by formalizing the PSP with your PAMs Discuss a Oracle compete design win metric with your PAMs during the PBP process Drive SQL Server Upgrades / migrations and BI projects Engage with LARs and Microsoft Licensing Specialist to drive APA in Net New EA, EA Renewals and licensing optimization discussions Launch SQL 2008 R2 campaign to generate upgrade and migration leads Build Oracle Migration practice to grow your Microsoft platform business Discuss a possible Virtual App Plat TS Program pilot with your PAM and PTA Leverage http://www.partnersalesresources.com

175. Resources Oracle Compete Playbook LAMP Compete Playbook Partner Sales Resources Demo Showcase on the Windows Azure Platform BI Partner Profitability Tool Channel Builder

176. Q&A © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

177. Microsoft Application Platform Selling SQL Server Advanced Solutions – SQL Server Enterprise Edition Partner Opportunities tibbs.pereira@quanteira.com

178. AGENDA

179. Evolution of SQL Server 2008 2005 Services 2000 Reporting Integration 7.0Ease of use Lower TCO Trusted Analysis Synch Entity Data Model Query Search Any Data, Any Place Easy to Use FILE Enterprise Ready RDBMS OLAP XML Mobile and Desktop Beyond Relational Server Cloud

180. Mission-Critical Applications Scalable Available Secure Optimize performance Manage mixed workloads Scale performance Ensure system availability Minimize planned downtime Concurrent data access Secure data access Protect your system Simplify compliance Trusted Data Platform

181. Proven Data and BI Platform Over 7 Million Downloads of SQL Server 2008 Over 30,000 partners are offering solutions In Leaders Quadrant in Gartner Magic Quadrants for DW & BI* Leading Performance Benchmarks: TPC-H, TPC-E, & Applications SQL Server is the Fastest Growing Relational Database WW+ SQL Server has the Fewest Vulnerabilities of Any Enterprise DB# *Source: Gartner Magic Quadrant for Business Intelligence Platforms, 2008 & Gartner Magic Quadrant for Data Warehouse DBMS, 2007 +Source: “Worldwide Relational Database Management Systems 2007 Vendor Shares,” Carl W. Olofson, IDC, June 2008 #Source: NIST National Vulnerability Database

182. Enterprise v Standard Edition

183. SQL Server 2008 R2What’s New?

184. Complete Information Platform Managed Self-Service BI Multi-Server Management Virtualization & Live Migration Scalable relational database platform Consistent, familiar model & tools Self-managed, highly available cloud services MPP support for 10s to 100s TB DW Highly scalable appliances Seamless integration with Microsoft BI

186. Self-service reporting

187. Streamlined collaboration &management

188. Multi-server management

189. Virtualization & Live Migration

190. Accelerated development & deployment

191. Enterprise-level security, scalability

192. High-scale, complex event processing

193. Data consistency across heterogeneous systemsComprehensive Platform for IT Value Scalable relational database platform Consistent, familiar model & toolsSelf-managed, highly available cloud service MPP support for 10s-100s TB DW Highly scalable appliances Seamless BI Integration

194. Managed Self-Service BI with PowerPivot PowerPivot for Excel PowerPivot for SharePoint Analyzing Massive Data Volumes in Excel With a few mouse clicks, a user can create and publish intuitive and interactive self-service analysis solutions.

195. Multi-server Management Today Tomorrow Control server sprawl with 1 to many management – setup is fast and easy Manage capacity through policies – save time, optimize resources Single unit of deployment – increase deployment and upgrade efficiency

196. Increasing AvailabilityHyper-V with Live Migration Virtual Machine Virtual Machine Configuration Data Memory Content Memory Sync Cluster Node 1 Cluster Node 2 User VHD Network Storage

197. Massive Scale at Low TCO

198. Introducing Microsoft SQL Azure Relational Database as a Service Scalability Developer Agility Manageability Easy provisioning and deployment Auto High availability and fault tolerant Self-managing and self-healing Database as a utility with pay as you grow scaling Rely on Business-ready SLAs Enable multi-tenant solutions Manage multiple servers Build cloud-based database solutions on a familiar relational model Build on existing developer skills and familiar Transact-SQL syntax Explore new data application patterns

199. SQL Server 2008 R2 Editions Core SKUs $28.8k/Proc $9.9K/Svr + $162/CAL $7.5k/Proc $1K/Svr + $162/CAL $57.5k/Proc Not offered via Server/CAL Compact Express Workgroup Developer Parallel Data Warehouse Standard Enterprise Datacenter Web Departmental, Small/Med Scale Mission Critical, Large Scale Client Embedded Entry-Level, Learning Branch, Small Scale Mission Critical, Highest Scale Dev or Test 10s-100s of TB Website & Web Apps New In R2 Specialized SKUs $57.5k/Proc Not offered via Server/CAL $3.5/Proc $15/Proc/mo (SPLA) Breadth SKUs $3.9k/Proc $739/Svr+$142/CAL FREE* or $50 FREE FREE Standard – 25% increase Enterprise – 15% increase *Free download with MSDN subscription All prices FPP

201. Aligns with Windows Server

202. Priced by processor, no additional costs for multi-coreKey Capabilities High-scale Multi-Instance Mgmt. Central collection and reporting of database resource utilization for capacity planning Scale-up across workloads Supports largest SMP hardware (up to 256 logical processors) Unlimited Virtualization Can be combined with multi-instance management benefits for server consolidation High-Scale CEP Deployments w/StreamInsight Financial Services, Web Analytics

203. SQL Server 2008 R2 SKU Differentiation What’s new, what’s different

205. PowerPivot for Excel will be available as a web download (Add-in) for Excel 2010 users.www.powerpivot.com

206. Customer Impact

207. Continued Value Leader 2008 to R2 price adjustment

208. Summary of Changes SQL Server 2008 R2 continues commitment to the enterprise with two new premium editions; Datacenter and Parallel Data Warehouse SQL Server 2008 R2 drives value in Enterprise edition through new innovation and capabilities SQL Server continues to be the TCO leader and the only vendor to not charge per core

209. Why Buy SQL Server Today? Edition Value Tomorrow Buy Today Buy with SA Value Tomorrow Buy Today

210. Summary New information platform vision Innovation coming in 2010 SQL Server 2008 R2 SQL Server 2008 R2 Parallel Data Warehouse SQL Azure Huge opportunity to shift perceptions Mission critical Managed self-service BI Cloud computing

212. Built-in security, availability, and scale

214. PowerPivot for SharePoint

215. Analysis Services In-memory BI

216. Master Data Services

217. Data Compression with Unicode UCS-2 support

218. Resource Governor

219. Data Compression

220. Transparent Data Encryption

221. Database Mirroring Enhancements

223. Make Off-Site Backups Faster and Easier Backup Compression 50%–90% compression* Reduced data size can increase backup and restore speed, resulting in faster disaster recovery Reliable high-speed backup media is expensive; compression allows greater density and lower cost per GB Smaller backups can be taken off-site more easily to protect data “We’re anticipating an 80-percent reduction in our backup file sizes using backup compression on SQL Server 2008.” — Peter Hammond, President, CyberSavvy Disaster Recovery 100101001010010100001111101101010010100110100101 100101001010010100001111101101010010100110100101 1100101001010010 *Stated percentages are typical but not guaranteed

224. Keep Mission-Critical Applications Responsive Resource Governor Workloads can be prioritized to prevent runaway processes from monopolizing resources and interfering with mission-critical applications Establish service-level agreements (SLAs) with customers for predictable response times Users will have a consistent experience, which can result in fewer service calls about slow systems “We deal with a lot of large data feeds—both coming from manufacturers as data updates, and going out to our subscribers. Resource Governor allows us to control the percent[age] of total resources any operation can consume so that they don’t adversely impact our real-time data access.” — Michael Steineke, Vice President, Information Technology, Edgenet Resource Management Applications & Business Logic 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 POOL 0 LIMIT 50% POOL 1 LOAD 25% LIMIT 30% POOL 2 LIMIT 20% LOAD 15% LOAD 45%

225. Keep Mission-Critical Applications Responsive Resource Governor Workloads can be prioritized to prevent runaway processes from monopolizing resources and interfering with mission-critical applications Establish service-level agreements (SLAs) with customers for predictable response times Users will have a consistent experience, which can result in fewer service calls about slow systems “We deal with a lot of large data feeds—both coming from manufacturers as data updates, and going out to our subscribers. Resource Governor allows us to control the percent[age] of total resources any operation can consume so that they don’t adversely impact our real-time data access.” — Michael Steineke, Vice President, Information Technology, Edgenet Resource Management

226. Encrypt Your Data On-the-Fly Transparent Data Encryption Encrypt the entire database on the disk to protect against lost or stolen disks or backup media Does not increase database size and has minimal performance impact Does not require application changes Backups are automatically encrypted Protects against direct access to database files “With SQL Server 2008 we have transparent encryption, so we can easily enforce the encryption of the information in the database itself without making any changes on the application side.” — Ayad Shammout, Lead Technical Database Administrator, CareGroup HealthCare System Security and Governance Employee Marc Boyer Salary: $40.000 110010100101001010011101011001010011000111 11001010010100101001 11001010010100101001 11001010010100101001

227. Separate Encryption Keys from Data Extensible Key Management “Defense in depth” makes unauthorized access to data harder by storing encryption keys away from the data May facilitate separation of duties between db owner and data owner Uses HSM for encryption and decryption which may result in performance gains Enables centralized key management across organization …SQL Server 2008 helps CareGroup comply with HIPPA data encryption requirements… SQL Server 2008 delivers an excellent solution… by supporting third-party key management and hardware security module products. — CareGroup Case Study Security and Governance Employee Marc Boyer Salary: $40.000 11001010010100101001110101100101001

228. Increase Flexibility and Speed Recovery Unplanned Downtime Virtualization Increases deployment flexibility by running SQL server inside a virtualized OS, which allows it to be easily moved to another server Allows unlimited virtual machines when all physical processors are licensed Removes the 90-day wait between server moves when moving licenses to other servers in a server farm Forty-six percent (46%) of retailers are seeking to respond to issues and failures of applications and systems. — Virtualization in Retail Survey 2008 Unplanned Downtime Applications & Business Logic Virtual Servers Host Server

229. Planned Downtime

230. Balance Maintenance With Availability In a worldwide economy, data needs to be available 24 hours a day. However, systems still need to be maintained, and finding a balance between maintenance and availability can be difficult. ENTERPRISE EDITION provides the tools necessary to ensure high availability while still allowing for the maintenance time necessary to keep your servers secure and well-maintained. Planned Downtime Business Impact

231. Maintain Databases Without Downtime Online Operations Allow routine maintenance without corresponding downtime Online index operations Online page and file restoration Online configuration of peer-to-peer nodes Users and applications can access data while the table, key, or index is being updated We recommend performing online index operations for business environments that operate 24 hours a day, seven days a week, in which the need for concurrent user activity during index operations is vital. — SQL Server Books Online Planned Downtime 0 5 1 1 Applications & Business Logic 2 2 3 3 4 4 0 5 110010100101 110010100101 110010 110010100101 110010100101 110010 Index Table 5 Index Table Deleted 0 4 Deleted 2 Deleted Deleted 3 7 5 0 4 6 5 3 7 6 7

232. Maintain Databases Without Downtime Online Operations Allow routine maintenance without corresponding downtime Online index operations Online page and file restoration Online configuration of peer-to-peer nodes Users and applications can access data while the table, key, or index is being updated We recommend performing online index operations for business environments that operate 24 hours a day, seven days a week, in which the need for concurrent user activity during index operations is vital. — SQL Server Books Online Planned Downtime

233. Upgrade Servers Without Downtime Planned Downtime Hot-Add CPU and RAM Dynamically add memory and processors to servers without incurring downtime Requires hardware support for either physical or virtual hardware Applications & Business Logic 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010

234. Unplanned Downtime

235. ENTERPRISE EDITION offers a rich feature set that provides high availability, increased reliability, and reduced business impact when failures occur. Downtime Means Lost Business Unplanned downtime is a common problem for Internet retailers, service providers, and social networking sites. Whether it is caused by a hardware failure, overloaded servers, or another reason, unplanned downtime can mean lost revenue and unhappy customers and partners. Unplanned Downtime

236. ENTERPRISE EDITION offers a rich feature set that provides high availability, increased reliability, and reduced business impact when failures occur. Downtime Means Lost Productivity Organizations come to rely on manyline-of-business applications to manage and surface the business data that is necessary for day-to-day operations. Unplanned downtime can stop business cold and leave employees idle. Unplanned Downtime Business Impact

237. Provide Powerful Failover Scenarios Multiple-Instance Database Clustering More than one passive node is available to host instances from multiple failovers on active nodes Having multiple failover nodes provides greater availability Reduces hardware costs with a shared failover node in the multiple-node cluster Simplified setup reduces administrative costs Because of the critical nature of the G4S application, CASON sets up the servers in a failover cluster to ensure high availability. — CASON Case Study Unplanned Downtime Applications & Business Logic 110010100101110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 Offline Failover Active Active Active

238. Automatically Handle I/O Errors Automatic Page Repair With Database Mirroring Detects and handles page corruption errors without user involvement Automatically retrieves damaged data from mirror on the next request Provides more seamless experience for users and customers Minimizes application changes to correctly handle I/O errors Other editions of SQL require downtime to repair the error Unplanned Downtime Applications & Business Logic Principal Mirror “This is a really powerful enhancement because prior to this … you would have to run DBCC CHECKDB … and that would likely mean taking downtime… With SQL Server 2008 Database Mirroring you can avoid the effort and downtime.” — Glenn Berry, Database Architect, NewsGator Technologies

239. Increase Reliability and Performance Peer-to-Peer Replication Increases reliability by replicating data to multiple servers Provides higher availability in case of failure or to allow maintenance at any of the participating nodes Offers improved performance for each node with geo-scale architecture Add and remove servers easily without taking replication offline, by using the new topology wizard “[Microsoft] SQL Server 2008 replication proved to be very predictable and reliable in our testing. This helps us to create flexible and scalable replication solutions. Reliability must be at the foundation of all that we do.” — Sergey Elchinsky, Leading System Engineer, Baltika Breweries Unplanned Downtime Applications & Business Logic 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101100101100101100101 110010100101 110010100101 110010

240. Disaster Recovery

241. ENTERPRISE EDITION has the tools to get you back up and running quickly and smoothly. Get Back to Business Faster When disaster strikes, organizations need a way to quickly recover their data and resume normal operations as quickly as possible. Time spent waiting for backups to load represents lost opportunities to connect with customers, partners, and suppliers. Disaster Recovery Business Impact

242. Reduce Impact of Backup Errors Mirrored Backups As databases grow, the probability increases that failure of a backup device or media will make a backup non-restorable Mirroring a media set increases backup reliability by reducing the impact of backup-device malfunctions Having a mirror can resolve some restore errors quickly by substituting mirrored media for damaged backup media The backup media mirroring feature of SQL Server enables you to perform a mirrored backup of a database to multiple backup devices, which greatly increases the reliability of backups in case of faulty media or a lost backup device. — High Availability White Paper Disaster Recovery 1100101001010010 1100101001010010 1100101001010010 1100101001010010 1100101001010010 1100101001010010 1100101001010010 1100101001010010 1100101001010010

243. Resource Management

244. ENTERPRISE EDITION has the capabilities to manage resources and ensure efficient, predictable response times. Manage Database Resources Resource Management Reporting and other data-intensive business processes can put a higher than normal load on database servers. Many of these processes are not urgent but still compete with the normal workload, which causes delays and makes business applications less responsive.

245. Provide Faster, More Scalable Reporting Scalable Shared Databases Reduce costs and increase reliability when scaling out reporting servers Guarantee an identical view of reporting data from all servers Redirect an application to a different reporting server if one server becomes unavailable Reduce storage requirements Scalable shared databases provide scale-out of reporting databases using commodity servers, workload isolation with each server using its own memory, CPU, and tempdb, and a guarantee of identical data from all reporting volumes. — SQL Server Books Online Resource Management SAN Reporting Servers 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 Loading Reporting Valves Read Only Read / Write

246. Provide Faster, More Scalable Reporting Scalable Shared Databases Reduce costs and increase reliability when scaling out reporting servers Guarantee an identical view of reporting data from all servers Redirect an application to a different reporting server if one server becomes unavailable Reduce storage requirements Scalable shared databases provide scale-out of reporting databases using commodity servers, workload isolation with each server using its own memory, CPU, and tempdb, and a guarantee of identical data from all reporting volumes. — SQL Server Books Online Resource Management

247. Server Consolidation

248. ENTERPRISE EDITION supports multiple consolidation scenarios to provide flexibility and choices in reducing server and storage needs. Get the Most from Fewer Servers Server Consolidation Reduce the significant costs associated with server farm hardware, software licenses, electricity, cooling, maintenance, and administration by consolidating multiple servers onto fewer, more powerful ones.

249. Maximize Utilization of Database Servers Resource Governor Prioritized workloads allow high-impact but intermittent tasks to run side-by-side with mission-critical operations on the same server Users have a more consistent experience, which can result in fewer service calls about slow systems Prevent runaway queries that hold resources for extended periods of time “Resource Governor allows us to control the percent[age] of total resources any operation can consume so that they don’t adversely impact our real-time data access.” — Michael Steineke, Vice President, Information Technology, Edgenet Server Consolidation Applications & Business Logic 110010100101 110010100101 110010 110010100101 110010100101 110010 110010100101 110010100101 110010 POOL 0 LIMIT 50% POOL 1 LOAD 25% LIMIT 30% POOL 2 LIMIT 20% LOAD 15% LOAD 45%

250. Leverage High-Powered Hardware Multiple Instances Support up to 50 named instances on a single server to consolidate onto more powerful hardware; Standard edition supports only 16 Protect data through unique security contexts of each named instance Provide the opportunity to reduce power consumption, rack space, and management costs as servers typically have only 15 to 20 percent utilization Server consolidation on a truly scalable platform… not only can deliver positive economic advantages in the short term, but can position organizations for lower operating costs, and improved service delivery for years to come. — Server Consolidation Case Study by Alinean Server Consolidation

251. Security and Governance

252. ENTERPRISE EDITION has the tools to secure data and track its use to limit the possibility of data loss. Increase Security and Auditing Data is the lifeblood of business, key to day-to-day operations, and long-term success. Lost or stolen customer data can mean losing customer trust, paying fines, and handling lawsuits. Compromised data that is associated with products or research and development can mean loss of competitive advantage. Companies need to know who is seeing that data. Security and Governance

253. Enable World-Class Compliance Common Criteria Certification Requirement for many governments, industries and enterprise customers SQL Server 2008 Enterprise achieved Common Criteria (CC) compliance at EAL1+ (Evaluation Assurance Level) Represents the third time for CC compliance and the first time for a 64-bit version of SQL Server In formal evaluation at EAL4+ and for compliance with NSA DBMS Protection Profile V1.2 The Common Criteria was designed by a group of nations to improve the availability of security-enhanced IT products, help users evaluate IT products for purchase, and contribute to consumer confidence in IT product security. — SQL Server Books Online Security

254. Deepen Insight into Data Use SQL Server Audit Track reads, writes and other events to Windows Application Log and Windows Security Log Detect misuse of permissions early on to limit possible damage More granular audits for flexibility Built into the database engine Simple configuration using SQL Server Management Studio Faster performance than SQLTrace “The enhanced auditing tools in SQL Server 2008 enable us to track all changes to tables and other data elements in our system.” — Ayad Shammout, Lead Technical Database Administrator, CareGroup HealthCare System Security and Governance AUDIT User: Tina Makovec Action: WRITE Employee Marc Boyer Salary: $40.000 Employee Marc Boyer Salary: $40.000 User: Anders Riis Action: READ

255. Data Mining

256. ENTERPRISE EDITION deepens business understanding by providing the means to quickly and easily analyze your data. Deepen Insight into Your Business The ability to analyze data for trends that predict possible outcomes can provide insight into business operations, optimize sales, limit waste, or quickly find and stop fraud. Data Mining

257. Look Only at Data That Interests You Table Partitioning Manage and access subsets of data quickly and efficiently Reduce time spent troubleshooting storage allocation issues Speed data load and maintenance operations Take advantage of all CPUs in the machine to complete operations more quickly “Enhancements in partition query dramatically reduce the effects of lock escalation… improving availability and improv[ing] query response time.” — Randy Dyess, SQL Server Mentor, TechNet Article Data Mining

258. Mine Through Very Large Data Sets Query Parallelism Enterprise edition automatically executes operations in parallel by splitting work across all the CPUs in the machine, which allows for larger queries or quicker responses Data mining in parallel takes advantage of all CPUs in the machine to examine more data and give results more quickly “For most large queries SQL Server generally scales linearly… this means that if we double the number of CPUs, we see the response time drop in half.” — Craig Freedman, Coauthor, Inside Microsoft SQL Server 2005: Query Tuning and Optimization Data Mining

259. MSC Shipping Business objectives: Keep the operations running optimally Delivery innovations Core business app: MSCLink (internally-built), supported by EDI, 24x7 reliability needed Massive amount of data – 25TB Why chose MS BI? Integrated BI – every tool they need Ease of migration to SQL Server 2008 Resource Governor, Activity Monitor, Policy-based Management, Data Compression, Geospatial Data Type Products used: SQL Server 2008, Visual Studio 2008 Business benefits: 30% in performance after upgrading to SQL Server 2008

261. Designed around technologies that address common requirements

262. Provides business value by addressing common scenarios and business needsBased on data supplied by the customer, Forrester determines that upgrading has delivered a risk-adjusted return on investment of 162 percent. Microsoft Press Release

264. Reduce DW storage costs up to 90%and reduce backup storage by 66% with compression

265. Scaleto thousands of users with Scale-out Report Servers

266. 50% better performance with Analysis Services Enterprise enhancements

267. Reduce HW, licensing and operational costs up to 50% through consolidation and virtualization

268. Save up to $100Kin 3rd party SW by using built-in tools like Encryption and Performance Monitoring

269. Best manageability, requires fewer DBAs

270. CutIT labor costs by 25% and ongoing SW support costs up to 85% for SAP

271. Enables 99.99% uptime with AlwaysOn Technologies

272. Fewest security vulnerabilities - less patching and higher uptime

273. Improve app. performance 30% or morewith Resource Governor

275. Microsoft Application Platform Selling Application Integration

276. AGENDA

277. Agenda Application Integration Market Overview Microsoft Application Platform Application Integration Scenario Partner Presentation Advantages of Microsoft Application Platform Case Studies Q & A

278. The Legacy ITAggregation of disparate technologies over 30 years Mainframe Applications PersonalComputing Connected Applications Internet-Connected Applications Services-Based Applications Connected Applications Internet- Connected Applications Connected Applications Personal Computing Mainframe Applications Mainframe Applications Mainframe Applications Mainframe Applications Personal Computing Personal Computing Host Systems Early – mid 1980s Internet-Enabled Mid 1990s Client Server Late 1980s – mid 1990s Composite /Services-Based Mid 2000s – . . .

280. Compliance and risk management

281. Supports structured andsemi-structured processes

282. Familiar, flexible and productive tools

284. Scalable

285. Interoperable

286. Secure

289. Solution delivery takes a long time

291. Each solution requires new management skills and tools

292. Inconsistent security standards lead to compliance and other issuesSilo solutions address individual needs

293. Is There a Better Way? Innovate and grow your business Familiar and Intuitive User Interface An integrated, unified platform for multiple applications Enterprise Applications Optimized Infrastructure Other Partners & Customers ERP Finance Inventory CRM Operations ??? Lower total cost of ownership (TCO)

295. Off-Premises/Hosted

296. SaaS/Cloud

297. Hybrid

298. Build

299. Buy (off the shelf)

300. Buy and CustomizeOther Partners & Customers SQL Server Windows Oracle Solaris SQL Server Windows Oracle DB Unix DB2 Z/OS Sales forecasts and reports New product idea portal New Regulatory compliance portal Supply chain integration Financial reporting Sales force automation Operations New product portfolio analysis Compliance reports Trading partner portal Customer service Existing Applications ERP Finance Inventory CRM Operations Infrastructure

301. INEFFICIENT PROCESSES High cost Manual processes Lack of processes visibility Lack of collaboration with business partners What Are the Customer Pain Points that we are trying to address INCONSISTENT INFORMATION LACK OF BUSINESS AGILITY Disparate systems Changing business environment Proprietary data formats, messages, schemas New Standards and Compliance requirements Investment in Legacy systems Changing trading partners/vendors

302. Application Integration Market Total Application Integration Market(Software License ) 2006: $12.5 Billion 2007: $14.1 Billion 2008: $15.1 Billion Highlight:(Microsoft Research) Services to Software revenue ratio is roughly $9.8 to $1 Average deal size $987K Total AIM Software Revenue Market Share by Sub segment, 2006-2008 (Millions of Dollars) Source: Gartner (April 2009)

303. Application Integration Scenarios 1 2 3 4 Application to Application Integration (A2A) Building SOA Enabled Applications Business to Business Integrations (B2B) Data Level Integration

304. Building SOA Enabled Applications.NET Framework LINQ WPF WCF ASP.NET WF Base Class Library Common Language Runtime Windows Presentation Foundation Next generation user experience Windows Workflow Foundation Business process modeling Windows Communication Foundation Service-oriented development Windows CardSpace Digital identity management

305. Integration Challenge Microsoft XBox Contract Manufacturer ERP ERP Firewall HR E-Commerce CRM HR System Application to Application (A2A) Business to Business (B2B)

306. BizTalk Server “Directs the Traffic” IBM Mainframe or AS/400 Office 2007 Partner Warehouse HIS FTP XML SharePoint UPS / FedEx SWIFT SAP SQL for BI SAP on Oracle DB Bank

309. Midrange DB2/400

312. BizTalk Server

313. BizTalk Server Mapping

314. BizTalk Supports Different Patterns Enterprise Service Bus Hub & Spoke IBM Legacy APP ERP ERP IBM Legacy APP E-Commerce E-Commerce CRM CRM Business Partner Business Partner

315. BizTalk Server B2B Customer BizTalk Server 2009 Purchasing Application BizTalk Server 2009 Other Integration Platform ERP Application ERP Application Supplier B Supplier A

316. BizTalk ServerBusiness Integration Server APPLICATIONS DEVICES PARTNERS CONSISTENT INFORMATION ADAPTABLE PROCESS AGILE BUSINESS DATA MESSAGES INTEGRATE | AUTOMATE | SIMPLIFY EVENTS

317. BizTalk ServerBusiness Integration Server B2B Integrations Business Rules Engine Business Activity Monitoring RFID and Sensor Platform Line of Business Connectivity Reliable Messaging/Orchestration

318. Information Workers BizTalk ServerBusiness Process Management Microsoft Excel Other Clients Office PerformancePoint Server BizTalk Server 2009 Orchestration Business Activity Monitoring Services Business Rule Engine If … Then … If … Then … Messaging If … Then … Applications

320. Gain critical insights on business processes and performance

321. Promote agility and manageability

322. Integrate to eliminate redundancy

324. Microsoft Validated as Thought Leader in the App Integration Space Gartner App Infrastructure For New SOA Application Project Gartner Back End App Integration (Dec 2008) Gartner AppInfrastructure

326. ESB

327. B2B

328. BI/BAM

330. Sales Strategy and Execution Tactics Solution Selling by Industry Solution Areas

331. Cross-Sell With SharePoint SharePoint – point to point with LOB for simplest scenarios Cross-Sell BizTalk (application integration) and SharePoint (UI) when: Integration of two or more disparate LOB systems Does process monitoring matter to your customer? Mainframe or B2B integration required? Move to Enterprise Service Bus to avoid “Glue code” Propose integration by configuration not by code Target cross-sell opportunities using BizTalk Customer Targeting Reports

332. Data Integration Challenge Large amount of data needs to be transferred Need not be real-time Multiple Sources & Formats Extract, transform, and load (ETL) Extracting huge amounts of data from outside sources Transforming it to fit operational needs (which can include quality levels) Loading it into the end target (database or data warehouse)

333. Data Integration with SQL Server Integration Services Text mining components Data mining components Mobile data Call centre: Semi-structured data Custom Adapter Merges Data Warehouse Legacy data: Binary files Standard sources Custom components Reports Application database SQL Server Integration Services Cube

334. SSIS Connectivity for Enterprise Data

335. Key Integration Partner Opportunities Enterprise App Integration/ERP Target customers running SAP first, then all others Approach as part of every BI conversation BizTalk Adapter for Host Systems/HIS Target customers running IBM systems First step on the road to fully migrating them Electronic Data Interchange (EDI) Target customers using VANs who want to “in-source” Customers with multiple VANs better Radio Frequency Identification (RFID) Educate yourself relative to your territory RFID opportunity in every Industry

336. Data Platform Integration Opportunities Data Warehousing Enterprise Information Management Application platform replatforming

337. Call to Action Huge potential in Application Integration space for Partners Download and learn more BizTalk Server 2009 Try It: http://www.microsoft.com/biztalk/en/us/try-it.aspx Training: http://www.microsoft.com/biztalk/en/us/learning-resources.aspx SQL Server 2008 Try It: http://www.microsoft.com/sqlserver/2008/en/us/try-it.aspx Training: http://www.microsoft.com/learning/en/us/training/sql-server.aspx .Net Framework Download: http://www.microsoft.com/net/Download.aspx Training: http://www.microsoft.com/net/TechnicalResources.aspx

338. © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

339. Application Platform University Partnering with Microsoft to Win

340. AGENDA

341. Why Partner with Microsoft Share growth with partners (Services opportunity) Strong partner ecosystem (GTM investments) Simplified lower cost licensing (enrollment for App Plat) Reliable Product Roadmap (Support without code forks) Differentiated Capabilities (Business Intelligence, etc.) Developer Platform (Integrate into existing apps and infrastructure) Microsoft Partnership Advantage Optimized User Experience (Desktop, browser and mobile) TCO Advantage (Simplified management) Commitment to Partners (Software company first)

342. Partner Opportunities Solutions Complete end-to-end platform Richest experiences across the PC, browser, phone, office Faster time-to-market with integrated dev tools Enhance your skills Application Platform University (APU) MPN application platform competencies Partner learning center: role-based learning paths and online courses Services Build your solutions Average ratio: $9.8 to $1 Joint portfolio profiling with Microsoft Field Innovation-enabled new marketand opportunities (DW, BI, Azure) ISV enablement programs: InnovateON and Metro ISV royalty licensing SI practice builder Go-to-market Hosting Partner Solution Plans (PSPs) App Plat Optimization campaign Core Partner program for SIs InnerCircle for ALM partners Apps Gallery for web platform partners Quickstart Seamless on-premisesto cloud integration Cloud leadership in innovation,vision, and execution Flexible business models for partners

343. PSP Activation Kit Key to Going To Market with APO in FY10 Available in September Contact your PAM for the latest information

344. The Core Partner Program What is it? The Core Partner Program (CPP) is designed to identify, engage, develop and activate the top 10% of the local subsidiary partner ecosystem for Application Integration and Business Intelligence Who is it for? Managed SI that are actively engaging with the local Microsoft selling of AI and BI solutions, to be nominated by MS local teams Partner Gives: Commitment to the Microsoft Application Platform business Partner led demand generation Execution on closing deals Reporting: revenue, readiness, and marketing Partner Gets: Core Partner visibility and credibility via website Co-marketing through subs for partner led demand generation Specialized offers and training QuickStart Assessments – 2 day assessment IP Partner Readiness Hard Drive (BizTalk) POC funding where applicable For more information: Contact your PAM or local Microsoft marketing teams

345. Microsoft Partner Network (MPN) What is it? MPN is the “next generation” of the MSPP partner program. It is being re-designed to: Meet the needs of a broader partner community Identify, incent, and engage our best partners Provide a set of connected experiences for partners Who is it for? Any current partner in the MSPP program is already automatically in the MPN program. Existing solution competencies may require to be upgraded to reflect current version of products by next May. New Microsoft partner can join the MPN today! Partner Gives: Develop solutions on the Microsoft platform, profiling your solutions, and get competent on the MS technologies through training and certification. Partner Gets: Resources of the MS partner program, including sales, marketing, readiness, and network benefits Exposure of solutions through the online directory called Solution Finder For more information: Visit www.microsoft.com/partners

346. BizSpark What is it? Global program designed to help accelerate the success of early stage startups or companies in developing their flagship applications on the Microsoft platform and technologies by providing technical resources Who is it for? Any startup, privately-held software company less than 3 years old, and is generating less than US $1 M in annual revenue Partner Gives: A commitment to develop its flagship software application on the Microsoft platform Partner Gets: Free software and tools support for up to 3 years, including MSDN Premier subscription Marketing exposure through the online BizSpark Network Partner directory For more information: Visit www.microsoft.com/bizspark

347. Enrollment for Application PlatformDrive standardization with flexible, cost effective licensing Standardize your customers’ application platform EAP- enrollment on top of an Enterprise Agreement Cover existing servers and discounts up to 40% on new licenses Rapidly adopt the latest technology Deploy latest versions across all existing and future deployments 24×7 support and customer training (part of SA benefit) Flexible model for customers 1-year or 3-year true-up options Predictable costs with fixed payments for life of the term Available October 1st Pricelist

348. Take Advantage of Quickstart Invest 8-10 hours to learn how to deliver Quickstart for your customers What is a Quickstart? 2-day assessment for a few key SQL Server solution areas: Fast Track Data Warehousing Upgrade and migration Reporting and Analytics SAP platforming And much more… Targeted at Solution Architects There is a WW shortage of partners capable of delivering Quickstarts Quickstart lead-referral program coming in September Significantly higher win rate after Quickstart is delivered

349. Application Platform University Review and Questions

350. Application Platform University Please Complete Your Feedback Forms Close

351. © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.