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Editor: Mohammed Amin - Editor Managing: Haidi Nossair - Design Director: Laura Van De Wiele - Contributing Writers: Mohammed Amin / Caroline Lavaret / MATCO - Editorial content for ON is managed by: Jean-Marie Colrat

EMC GrEENPluM ENtErING IN thE Era of BIG Data

Copyright © 2010 EMC Corporation. All rights reserved. No part of this publication may be reproduced in any form, or by any means, without prior permission from EMCCorporation. EMC and EMC2 are registered trademarks of EMC Corporation. All other trademarks mentioned in this publication are the property of their respective owners. 2

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I would like to welcome you to the 4th edition of ON Magazine for Middle East and

Pakistan region. This is a very special edition as it covers EMC World 2011, our largest annual Technology Conference that took place in Las Vegas, and the multiple great announcements released during the show in addition to a powerful player in the Data Warehousing/Business Intelligence market: Greenplum.

Recent computing and business trends have triggered an explosion in the amount of unstructured data companies generate each day. That’s why big data analytics can give you a competitive advantage. EMC Greenplum belongs to Data Computing Appliance (DCA) division, a next-generation appliance that delivers faster data loading capacity and a better price/performance ratio over any other appliance in the industry. More recently, the DCA line of products was

extended, and EMC World 2011 in Las Vegas was the opportunity for EMC to introduce its latest innovation: the Greenplum HD Data Computing Appliance, the world’s first purpose-built, high-performance, data co-processing Hadoop appliance. The EMC Greenplum HD product family enables your organization to take advantage of Big Data analytics without the overhead and complexity of a project built from scratch.

As for our partners section, I will share with you information about MATCO, our valued Velocity channel partner since 2004. Established in Saudi, MATCO is one of the leading enterprise storage solutions system integrator and reseller, deploying world-class technologies from EMC to offering their customers solutions that meets and surpass the highest industry standards. In 2008, MATCO opened its first EMC Velocity Signature Solution Center to offer their customers

hands on trainings and proof of concepts demonstrating the interoperability of EMC solutions with EMC’s major technology partners.

Last but by all mean not least you will have an overview on our latest customer implementation and our customers events in the region.

I wish you a pleasant reading.

Mohammed aminEMC Vice President and General Manager turkey, Emerging africa and Middle East

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4 QuEStIoNS to ChrIStIaN hIllErPresident of EMEA South region at EMC.

1. Could you tell us more about yourself and your professional backgrounder, and your role as leading the new region of Europe South?Spending 30 years in the IT industry - at hardware or software editors - enabled me to understand the needs of the most complex customer and the needs

of partner.Through all these professional experiences, I used to develop and implement different strategies to best serve the interests of clients by working closely with them. Prior to joining EMC as France’s Country Manager in 2007, I was VP Continental Europe at Forte and President France at SUN. It was a very rewarding experience. Working on an international level opens mind to other cultures and gives a better understanding of regional and local challenges.Since my recent appointments as President of the new EMEA South region, I have been able to travel through this very dynamic region (including more than 70 countries. I have enjoyed getting acquainted with many new faces and I am impressed to see so much talent, leadership and dedication in every location I have been to. We have a big potential with emerging

and mature markets in EMEA South, and Cloud is a real opportunity.Today, my main objective is to lead and support the region and to ensure its growth. [Travelling, meeting foreign cultures & markets are somehow my DNA, as I started to travel very young accompanying my parents in their professional life across Asia, and South America and Europe.]

2. Could you highlight the main reason of this reorganization in Europe Middle East & Africa and which kind of benefits our clients and partners will take of it?EMEA South has been created by Joe Tucci and Bill Teuber as part of the EMC Go-to-Market strategy. The decision was made to split the EMEA theatre in order to maximise the full potential of the region to accelerate growth; to increase our focus on customers; and to capture new opportunities for development.

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EMEA South is now built around France, Germany, Italy, Iberia, the eastern Mediterranean countries, and the Middle East and Africa. The objective was also to strengthen the focus on clients and partners to remain as close as possible to their needs. This is fundamental in a region which has a large range of emerging countries with a fast growing rate.We had a very successful time during 8 years under the responsibility of Rainer Erlat as President of EMEA.Nowadays, we have to keep on developing important streams across our region between leading experts of manufacturers and software editors – and create strong partnerships helping clients to meet their ongoing expectationsIt is our goal to be the first company to support our clients and partners on their journey to the Private Cloud and Big Data, as well as the "data center" of tomorrow. To do so, we will not only have to implement new organization, but also a new business models.The vision of the company, its strategy,

and the immense talent of the employees are the guaranty of this new important region.

3. As leading an important region mixing very different kind of markets (in terms of maturity), how do you see the future growth of this region especially for our mature and emerging countries.EMEA South is a very diverse region and there are needs rising particularly rapidly for. Storage, Backup, Security and Cloud infrastructure.The adoption of the Cloud is accelerating. We have to maintain the leadership in technological innovation and to collaborate with partners, as well as to lead our clients. Therefore we will help them to find best solutions for their first step into this new era of Cloud and in the management of their infrastructure in general.Supporting that momentum, I wanted to highlight some significant evolutions in our portfolio, with the recent acquisitions of Isilon and Greenplum

which position EMC ahead of the "Big Data" effect.As another example, EMC has opened more than 10 Solutions Centers in the EMEA South region in 2010. These Centers support our partners to demonstrate the relevancy of EMC’s solutions and architectures (such as, for instance, private cloud), to our current and prospective customers. 4. According to your long term experience in the IT, what is your vision of EMC as a leader, & your 3 priorities for the region?Our ambition is to ensure that we will grow faster than the market by leveraging EMC’s unique and comprehensive portfolio.Firstly, I want to ensure that we will boost our focus on Customer Satisfaction.Secondly, I aim to increase our Market Share through Direct sales as well as by strongly leveraging our partner-ecosystem of systems integrators, resellers and Service Providers.Loyalty and trust are the prerequisites for successful and lasting partnership.A committed and successful partner network – and through them, satisfied customers.We will continue to drive high Employee Satisfaction to deliver the best of breed level of services to our clients. The flood of "Record Breaking" new products which we announced on January 19th and during EMC World in early May demonstrated the dynamism of EMC and its willing to achieve this very promising objective.2011 will be another significant year for EMEA South and throughout the year to make the difference.

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EMC GrEENPluMENtErING IN thE Era of BIG Data BASEd on ThE ESG WhITE PAPEr CoMMISSIonEd By EMC. “ACCElErATInG TIME To VAluE for BIG dATA”According to ESG “Business data growth rates have been increasing exponentially in recent years and will continue to do so for the foreseeable future. “Big data,” as it is termed, has become a big challenge as organizations look to revamp their infrastructures and processes to scale to accommodate steep growth rates without the equivalent cost curve. With that in mind, ESG Lab validated the real-world performance and functional capabilities of the EMC Greenplum Testing was designed to assess the ease of use, performance, scalability, and analytics-readiness of the DCA platform running an extremely large data set using a real-world retail data model”.

What’s Biga data? Big data is relative as ESG defines in its article;“The term “Big Data” becoming commonplace in the IT industry and typically refers to significantly large sets of data. Data sets become Big Data when their depth and breadth become awkward for analysts to develop and manage with the goal of deriving business insight effectively (or efficiently). When a company is amassing data assets measured in terabytes with rapid growth rates, the sheer volume of storage and access operations creates new performance challenges that traditional architectures often cannot scale to meet. As more data-generating systems come online, the opportunity is introduced to mine and analyze these sources.”(…)

The need for Multiple WorkloadsA common set of data may be needed for different types of analytics or reporting such as transactional/batch oriented type applications versus analytical/

intensive computational applications. These methods can be accurate and valuable, but can also skew results by introducing margin of error or worse, hiding true informaltional gems through statiscal “smoothing.” (…)

The impact of real-timeThe need to leverage real-time business information to stay competitive, retain customers, and maintain quality standards is more prevalent than ever. IT organizations need to balance managing volumes of data and the need for speed by implementing technology that addresses both in a cost--‐effective solution. (…)

Making the next Gen decisionWhen trying to solve emerging Big Data challenges, customers have several new options. By new,ESG is referring to solving performance and capacity scale issues without buying more of the same (database instances, servers/compute power, additional disk drives/storage capacity).

MarkEt trENDS DICtatE NEw rEQuIrEMENtS

a DataBaSE DESIGNED for MPPEMC Greenplum database software is uniquely designed to handle Big Data without the cost or complexity that would otherwise be required using a traditional relational database management system. The native MPP architecture can load massive volumes of datai “EMC Greenplum database software is uniquely designed to handle Big Data without the cost or complexity that would otherwise be required using a traditional relational database management system. The native MPP architecture can load massive volumes of data quickly, allowing analysts near instantaneous access to raw data. Complex analytical functions that were limited to small data samples can now execute on full data sets, improving accuracy and

relevancy to the business. As new data sources are brought online, EMC Greenplum administrators are able to add the workload without significantly reconfiguring the hardware‐the additional workload is automatically balanced and parallelized. If additional storage capacity or compute power is required, the software requires only minutes of downtime to be able to leverage available space and CPUs in newly added nodes.” (…)

CoNSolIDatED aPProaChThe EMC Greenplum Data Computing Appliance (DCA) delivers the Greenplum database software in a prepackaged appliance form factor that can be powered on and ready for its first data load within its first day onsite. The appliance is available in quarter,

half, full and multiple racks. (…)

thE DIffErENtIatING faCtor“DCA can scale out to support massive volumes of data and large, complex analytics, and queries; it can be an optimal data warehousing platform. The convenience of being able to set up the appliance quickly and load more than 10 TB in the first hour allows companies to realize immediate value. Database administrators do not need to spend hours identifying database objects for tiers of storage to optimize performance, nor do they need to worry about managing scalability as data volumes grow. The appliance allows for minimal downtime as additional nodes or racks are added. The architecture is fully redundant and fault tolerant, controlled by both duplicative hardware configuration and the databa se software’s ability to be self-aware and to self-failover to shadow nodes in the event of a node failure. Performance is maximized automatically based on the shared--‐nothing MPP architecture. A data architect only needs to focus on understanding the data and the data model that would best suit the analytics that will be done on that data.” (…)

lIMItlESS oPPortuNIty“With EMC Greenplum, businesses are able to realize immediate value from their information assets‐value that was previously unattainable due to technology limitations. Businesses are able to quickly extract accurate and relevant answers from all forms of digital assets. Users are able to

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EMC GrEEnPluM - ThE MoST VAluE AT A loWEr ToTAl CoST

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incorporate near real--‐time analytics in their day-to-day decision-making processes without re--‐engineering underlying business applications and systems. As new data sources become available, executive management teams are in a position to harvest the value from new information assets without significant decision support system redesign.IT organizations can deliver on Big Data requirements without the cost and complexity required by traditional database management systems. EMC Greenplum DCA avoids risk with its vertically integrated stack. As data volumes grow and new data sources are brought online, administrators can expand their existing environments by adding nodes or racks as needed with minimal configuration or application downtime. The EMC Greenplum software automatically redistributes a workload based on its native MPP--‐enabled architecture. Data architects are empowered to control the physical data storage configuration to optimize access speeds based on how business users and analytical applications will use the data.” (…)

thE BIGGEr truth As a conclusion, ESG considers that “EMC Greenplum database software Is representative of the next generation of data warehouse and advanced analytics technology that enables companies to realize significant value from their Big Data assets. Where traditional approaches introduced limitations when data volumes scaled beyond old architecture’s capabilities. EMC Greenplum is tackling those limitations in an easy to manage, high performance, massively scalable solution.The flexibility designed into the

software, such as row and column hybrid data storage with optional compression and in-database analytics, means that this solution will not only scale, it will also meet functional needs as application requirements change with the business.The EMC Greenplum DCA provides a low risk, vertically integrated database aplliance that simplifies IT’s job in supporting Big Data requirements both in performance and scale without introducing the added complexity found in traditional database management solutions. The appliance will require material upfront investment, as will any new database management system; however, the benefits can be realized quickly with features such as fast data load capabilities. Business intelligence reports and advanced analytics can be completed quicker, enabling near real-time decision support processes. Because data loads and analytics can be executed in the database leveraging the massive parallel processing architecture, enterprise architects have new opportunities for system and serverconsolidation. Advanced analytical

algorithms and workload management functions are available to run in-database, allowing data architects and developers the ability to continue to program in the languages and applications most suited for their needs and skill sets while again leveraging the MPP where possible. Columnar storage and compression reduces the overall footprint of the raw data, allowing more data to be analyzed at a lower total cost.With the appliance form factor, supportability is significantly improved over alternative best of breed solutions that require complex integration and support. ESG research confirms that what is now classified as Big Data will no doubt be bigger as companies continue to invest in their business intelligence and decision support processes and systems. Solutions such as EMC Greenplum will be necessary to keep up and scale with demands placed on these systems.”

By Julie Lockner and Brian Babineau ESG White Paper commissioned by EMC & distributed under license from ESG.http://info.greenplum.com/Accelerating_Time_to_Value_for_Big_Data.html

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CoMMErCIal BaNk of Qatar Commercial Bank of Qatar and EMC complete major information infrastructure project

Commercial Bank of Qatar (CBQ) is a major financial institution with a deposit base of QR

31.9 billion and a network of 32 full service branches and 144 ATMs across the Peninsula state. In 2009, CBQ inaugurated its 22-storey head office building in Doha’s West Bay area, whose completion represents the Bank’s enduring commitment to Qatar.Profitable in every year since incorporation in 1975, continual investment in technology and human capital, together with a strong capital base and underwriting capability, provides a solid foundation for continued growth. A successful diversification strategy has expanded CBQ’s GCC footprint through strategic partnerships with its associated banks, National Bank of Oman (NBO) in Oman and United Arab Bank (UAB) in the UAE. The Bank is also dedicated to supporting Qatar’s community and social infrastructure through various CSR programmes and sponsorship of events such as the Commercial bank Qatar Masters Golf Tournament.

EMC has successfully completed implementation of a major server virtualization project for CBQ.

EMC’s Storage Area Network (SAN) and Virtualization solution is the key enabler to achieving CBQ’s strategic requirement of a quick Recovery Time Objective (RTO) for all bank’s applications. The three phase project included a six-month

consultation period during which EMC specialists made a detailed assessment of the bank’s infrastructure and put the design to converge it to technologies such as virtualization and private cloud. EMC high end and mid range storage for a virtualized infrastructure was introduced to connect hundreds of the Bank servers.

The solution implemented comprises EMC’s Symmetrix V-Max, CLARiiON, and Data Domain systems. The Symmetrix VMAX system introduces a revolutionary scale-out architecture created to match the future growth demands of virtual IT environments. EMC meets enterprise-critical applications requirements of high availability infrastructure with the highest performing system, Symmetrix V-MAX. Commercial Bank of Qatar was the first bank to adopt the V-Max Technology in Qatar.CBQ has therefore been able to take advantage of server virtualization capabilities to further advance its high availability and strengthen its IT platform.

Andy Stevens, Group CEO, Commercial bank, was quoted saying “Technology is critical today to 24x7 business operations, hence such solutions are essential for forward-thinking organisations that need to deliver reliability and growth, and transform our information infrastructure, thus reinforcing Commercial bank’s position as the leading financial services

provider in Qatar.”Rafed Al-Ani, Principal Technology Officer for CBQ, also added “We are now able to move applications to a different hardware (while the application is running and even during business hours) without incurring downtime. Moving to Private Cloud Computing gives our applications resiliency over hardware problems. The same technology allows us to switch to our Backup Site quickly if needed. In fact, we have tested this successfully several times already”.

“The choice of EMC’s industry-leading technology came after thorough consideration of the quality and reliability of its solutions and the commitment of the EMC team to help us transform our information infrastructure and be the leading financial services provider in Qatar, partnering with our customers for a more prosperous and secure future,” Rafed continued.

EMC’s solutions adopted by the bank will also help it reduce its carbon footprint as it abides by Green IT guidelines.

“It is extremely gratifying to be able to seamlessly and timely implement a robust solution that is designed in a bespoke way to meet the stringent requirements of one of the Middle East’s most prestigious financial institutions,” said Habib Mahakian, Regional Director for North Gulf, Levant & Pakistan Area – EMC.

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StorE your thouGhtS

In a rapid growing environment, having the right IT solutions that allow companies to operate safely

and smoothly put the provider of this type of offerings ahead of other competitors. The Saudi based Maham Al-Khaleej Co. Ltd (MATCO) stands out of other competitors with its wide range of products and services.The company provides its clients with a variety of tailored made solutions, which meet the customers’ needs. The primarily focus of MATCO is system integration, managed enterprise solutions, consulting and training that reflects its corporate identity. MATCO represents many international providers of quality Telecommunication and Information Technology products, solutions, and services in the Kingdom of Saudi Arabia.The company operates through three main divisions including information technology, communication and the security system division. Each of which is operated by highly qualified and experienced team to meet the demands of its customers. Key offering of the company is the

EMC based storage solution. With the growing use of Internet, Eservices and the wide variety of files types such as the audio, video, and digital images, companies need more space to save their critical data. In addition, in order to be able to keep the cost for managing explosively growing data rate at a reasonable level, a high degree of automation is needed. MATCO provides turnkey solutions that encompass all the business and technical aspects of designing, deploying, and maintaining Information Lifecycle Management solutions. These solutions include storage consulting services, storage deployment and integration services, and storage training service.The partnership with EMC, the world leader in enterprise storage systems and information life cycle management solutions, allows the company to provide cutting edge services to its clients.Aligning with EMC's vision and strategy, MATCO has also partnered with CISCO to become a CISCO Data Center Solutions provider and is now a CISCO UCS partner providing the CISCO UCS blade and rack mounted servers and computing platform.MATCO is a proud EMC Velocity partner, belonging in its top tier Signature Solution Center partnership. The EMC Velocity Partner Program is designed to make partnering with EMC as easy, productive and profitable as possible by providing partners with the right tools, training, support, and resources.As a partner, MATCO have access to the

market’s broadest portfolio of industry-leading storage hardware, software, and services and have ease and simplicity of doing business with EMC, among many other benefits.As regard to the technical storage expertise, MATCO Information Technology Division culture provides a breadth of storage technology awareness and scalable implementation experience. It can also augment the skills of its team of engineers allowing them to quickly realize the benefits of new technology.By providing a stimulating environment for its consultants, MATCO encourages continual skills and self-development in existing storage areas, creates opportunity to perform research and evaluation on EMC technologies, and Supports its skilled engineers to get certified in different areas of EMC solutions.

MATCO has a client base of over 140 major clients which represent a cross section of the market in Saudi Arabia including :• The Financial , Banking and Insurance

Sectors• Education and Higher Education• Government including • Oil and Gas and Petrochemicals• Commercial and Industrial Groups • Transportation• Telecommunications

All these customers have trusted in MATCO intelligent offering and rely on MATCO for support.

Cairo ICT 25-28 May 2011, Cairo International Conference Center - Cairo, Egypt

EMC has participated in the 15th International Telecommunication, Information Technology Trade Fair and Forum of The Middle East and North Africa, Cairo ICT 2011, after its postponement due to the events of January 25th. Cairo ICT 2011 Guest of Honour Country is France, having reserved a large pavilion in the exhibition for small and medium enterprises (SMEs) seeking to find business opportunities in Egypt.According to ITIDA, “Egypt continues to be a leading global outsourcing destination of choice, being included for the second year running, as one of Gartner's 30 leading locations for outsourcing services.”

KSA Cloud Computing Conference:12-13 June 2011, Marriott Hotel - Riyadh, KSA

EMC and its security division RSA have sponsored the 4th International Cloud Computing Conference in Saudi Arabia which will focus on security, infrastructure and regulations specific to the region. The event was aimed at helping information and technology experts understand the potential business impact of cloud computing now and in the future and to keep up-to-date with the trends and updated practices.

EMC Telecom Summit 2011 8- 9 June 2011, Mardan Palace - Antalya, Turkey For the 8th consecutive year, EMC held its annual regional Telecom Summit. The Two-Day event was attended by CIOs & Business leaders from 100 Telecom Providers in Turkey, Emerging Africa and the Middle East as well as by many EMC executives. EMC demonstrated the latest technologies designated to “Accelerate the Journey to the Cloud” and showed how organisations can manage and secure their “Big Data” to create value to their business.

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EMC Record Breaking Tour with Partners On the occasion of the 41 new products launch, our partners Computerlinks and PCDealNet hosted EMC Record Breaking Tour events to introduce the new EMC storage offering, Back Up and archiving solutions. 2 stops were held in the region, as follows:• 16 May 2011: COMPUTERLINKS in Kuwait City, Kuwait • 18 May 2011: PC DealNet in Amman, Jordan

EMC FIGHTS HUNGEREMC has announced its EMC FIGHTS HUNGER program, a charity initiative that will positively impact over 10,000 people around the world. In the region, EMC chose to start with 3 countries in need: Egypt, Pakistan and Turkey. Donations will benefit children by going to Food bank, ABSA School & College for the Deaf and to Mardin Ekinciler village Mazidagi primary school respectively through TOCEV (NGO helping children).

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EMC World 2011 - WHERE CLOUD MEETS BIG DATA

The EMC World 2011 Conference (EMC’s annual global signature event) held in Las Vegas during the second week of May was attended by more than 10,000 customers, partners, press and analysts from around the globe – and filled with exciting announcements based on ground-breaking technological developments.

Joe Tucci, EMC’s CEO, as well as dozens of executives and high profile industry leaders, used this platform to not only share EMC's strategic messages and showcase the latest EMC technology and solutions offerings, but also to engage with participants, share their view of various business challenges, and essentially, discuss how these challenges can be met through optimizing technology.

Literally thousands of partners, as well as a 100 reporters and 79 analysts, attended and participated in 500+ technical and keynote sessions to gain a better understand of the strategies behind Cloud Computing and Big Data – and how these technologies will impact the future of business.

2011 also saw the introduction of a Data Scientist Summit – a unique opportunity where shared thinking on current/future tools, techniques and trends that are driving the Big Data opportunity for organizations across the globe, took place. It was a platform for industry peers to freely exchange ideas and explore new avenues to tap the power of data.

If you would like to learn more about EMC World 2011, then please feel free to read Chuck Hollis’ blog (http://chucksblog.emc.com/chucks_blog/2011/05/ten-impressions-from-emc-world-2011.html?utm_source=twitterfeed&utm_medium=twitter), or visit the EMC World Facebook page for more information.

Hope to see you at EMC World 2012!

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