© 2009 IBM Corporation IBM System x and BladeCenter Beating the Competition in the Current Climate Dave Ridley Mid Market Conference Q409 London
© 2009 IBM Corporation
IBM System x and BladeCenter
Beating the Competition in the Current Climate
Dave Ridley
Mid Market Conference Q409London
Mid Market Conference Q409
© 2009 IBM Corporation
The Art of War ("孫子兵法") by Sun Tzu
So it is said that if you know your enemies and know yourself, you can win numerous battles without a single loss.
If you only know yourself, but not your opponent, you may win or may lose.
If you know neither yourself nor your enemy, you will always endanger yourself.
Mid Market Conference Q409
© 2009 IBM Corporation
Agenda
Beating the Competition in the Current Climate
Know One self:– Why IBM ? – What differentiates us from HP and Dell
• Product Update– Reminder of key product messages
Know the Enemy• Competitive info• Strengths to play on
– Alinean Tool– Know One self & Enemy
• BP resources.. Links that WORK!
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© 2009 IBM Corporation
IBM Value proposition
Traditional IT ProvidersBusiness Process
Providers
Business Value
Services
Software
Hardware
Infrastructure Value
GBS
GTS
SWG
STG
Compared to HP and Dell, IBM stands out as the foremost IT provider. HP and Dell are modeling their businesses after the concepts of
IBM by acquiring software and services businesses. Still the pace is slow. HP has certain capabilities not to be underestimated where
Dell trails behind HP in their efforts. When delivering complete solutions and infrastructure, HP and Dell are heavily dependent on cooperation with
third party vendors.
IBM is ready and able to deliver on any occasion. It is just a matter of picking out the items needed from
The drawers of Hardware, Software and services which combined translates to the total business value
of IBM
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© 2009 IBM Corporation
System z
Legendary quality of service, security and
scalability
System i
Robust application integration and integrated operating system
System p
Outstanding performance and reliability
Industry Standard ComponentsCost Effective Price Performance
tended Design Architecturetended Design Architecture
ArchitectureArchitecture
System x & BladeCenter – Adding value through innovation
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© 2009 IBM Corporation
Scale out / distributed computing
BladeCenterE, H, S, HT, T
x3550 M2
x3650 M2
x3250 M2x3250 M3
x3850 M2
x3950 M2
IBM x86 portfolio leads the industry
x3400x3400 M2
x3500x3500 M2
x3200 M2x3200 M3
Scal
e up
/ SM
P co
mpu
ting
x3755
x3350
x3455 HS, JS, LS, PS, QS, HC
Mid Market Conference Q409
© 2009 IBM Corporation
IBM’s 2 Socket Intel Rack Servers: System x3650 M2 & x3550 M2Leadership enterprise servers, significantly lower Total Cost of Ownership with IBM innovation
Key FeaturesNew, energy smart design
Benefits• Significantly lower power savings - over $100/svr/year(1)
• Up to 60% reduction when idle vs. prior generation
• Up to 25% reduction when fully utilized vs. prior
• Monitor and manage power consumption with AEM
lower wattage efficient power suppliescounter rotating fansaltimeteradvanced power mgmtPower saving and monitoring
• New energy efficient design incorporating low 675W and 92% efficient PS, 6 cooling fans (counter rotating dual fans)
• Active Energy Mgr v4.1. for real time monitoring, trending & reporting of power at no charge
(1) IBM Engineering Research Study, Feb.09 (2) Based on Intel Data
Beat up HP & Dell1. Focus on leadership energy
efficiency 2. System management & RAS
capabilities
3. Offer 2U vs HP and Dell for maximum storage; Offer 1U vs Dell for maximum memory & storage
Beat up HP & Dell1. Focus on leadership energy
efficiency 2. System management & RAS
capabilities
3. Offer 2U vs HP and Dell for maximum storage; Offer 1U vs Dell for maximum memory & storage
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© 2009 IBM Corporation
Server common parts.. So what?
The x3550M2, x3650M2 share common parts such as power supplies, memory, motherboard, hard disks.
The HS22 also uses the same disks and memory as the x3550 M2 and x3650 M2 rack server
What does this mean for the customer?
Better spare parts holding, sharing components in a customers infrastructure and standardised device drivers.. EASY!
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© 2009 IBM Corporation
PFA and LightPath in more detail
Above info Link
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© 2009 IBM Corporation
HP Product Portfolio High Volume / 1-2 socket
ML110G5 ML310G5ML115G5 ML150G6
DL160G6 DL165G5DL120G5 DL145G3 DL180G6 DL185G5
DL320G5p DL365G5DL360G6DL320s DL385G5DL380G6
x3105 x3200M3 x3400M2 x3500M2
x3250M3 x3350 x3450 x3455 x3650T
x3650M2x3550M2
ML350G6 ML370G6
DL370G6
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© 2009 IBM Corporation
Dell Product portfolio High Volume / 1-2 socket
T100 T605 T610 PE840 PE1900 PE2900IIIT105 T300
x3105 x3200M3 x3400M2 x3500M2
x3250M3 x3350 x3450 x3455 x3650T
x3650M2x3550M2
R200R300
SC1435
PE1950IIIPE2900III PE2950III
PE2970
R805
R610
R710
Dell
IBM
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© 2009 IBM Corporation
Competing against HP & Dell
HP & Dell
– HP - Be first with the technology messages.• Power Savings =& Technology features• Calibrated Vectored Cooling
– PFA and PFW– Lightpath – Operating when the Server is Off! – ESA
DELL
– on price • use limited warranty options and servers that fit the customer’s requirements.
...Often management, PFA, light path diagnostics are not required.. Or not understood!
– Consider Smaller Offering– Be aware of “Teaser Prices”
• stripped down, entry product… RAID 0/1 Rails redundant Power – Use the BladeCenter S – Technology
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© 2009 IBM Corporation
Competing against Dell & HP 4 socket servers
– TCO• IBM’s scalable eX4 servers provide best TCO through reduced
infrastructure, power consumption and management– EXA4
• Use the Brochures that demonstrate better performance & lower TCO– Uptime
• Dell’s & HP’s 4 socket servers are not equipped with nearly the same uptime preserving features as seen on IBM eX4 servers
– Power consumption. • The eX4 servers are extremely power efficient compared to HP & Dell 4
socket servers such as the DL580 – DIMMS etc
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© 2009 IBM Corporation
2x hot-swap drive bays (SAS, SATA or Solid State)
2x Intel Xeon 5500 Processors (Nehalem EP)
12x VLP DDR3 Memory (96GB Max / 1333MHz Max)
Internal USB (Embedded Hypervisor)
2x IO Expansion Slots (1x CIOv + 1x CFFh)
Dual and redundant power & I/O connectors
Optional RAID 5 w/ battery-backed write-back cacheBLADES
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© 2009 IBM Corporation
IBM vs. HP / Chassis and Blades
c3000
c7000CG
c7000BL860c2 socketItanium
BL685c4 socketAMD
BL460C G6 2 socketXeon
BL465C2 socket AMD
BL480C2 socketXeon
XW460c2 socket Xeon
BL680c4 socket Xeon
BL870c4 socketItanium
BL2x220c2 x 2 socketXeon
BL495c2 socket AMD
BL280c G62 socket Xeon
BCS
BCE
BCH
BCT
BCHT LS424 socketAMD
JS23POWER6
LS222 socketAMD
HS121 socket Xeon
HS22Nehalem
PN41
HS21 XM2 socket XeonQuad core
BL490c G62 socket Xeon
= Not offered by the competition
BL260c G52 socket Celeron/ Xeon
JS43POWER6
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© 2009 IBM Corporation16
IBM BladeCenterTwo N+N Power DomainsTwo Connections to SupplyTwo Power BusTwice the protection
B Feed
IBM BladeCenter Robust Design
B Feed
Supply3
Supply4
BladeCenter designs to a higher standard of resiliency
BladeCenter is based on true N+N topology and has 2x N+N power delivery systems
– Domain 1 has two supplies that are unconnected so faults can not travel from supply 1 to supply 3 – I can loose a feed or a power supply for any reason and the chassis stays up and running
– Domain 2 repeats this once again
– Double the redundancy to protect the system from down time
Power Bus 1
A Feed A Feed
Supply1
Supply2
Power Bus 2
Domain 1 Domain 2
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© 2009 IBM Corporation
HP/DellSingle N+1 Power DomainSingle Connection to SupplySingle Power BusSingle Point of Failure
Single Power Bus
A Feed
IBM BladeCenter Chassis are Built to Last
B FeedSupply
1Supply
2Supply
3Supply
4Supply
5Supply
6
HP has multiple single-points of failure, including in the power architecture
All power supplies are attached to the same bus– All 1U and 2U volume servers are designed with a single power bus – one fault can take out a single server in
this topology – most clients accept this
– Blades change the need because so many components are depending on the chassis being up and running – the chassis. N+1 is not high enough availability when you depend on it for 14/16/32 servers
– A fault on any PS can travel onto the power bus and ‘short’ the entire assembly of supplies leading to catastrophic failure
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© 2009 IBM Corporation
http://www.theregister.co.uk/2009/03/27/smokey_the_power_supply
http://www-03.ibm.com/systems/migratetoibm/systems/bladecenter/getthefacts/hp.html#q8
http://www.theregister.co.uk/2009/01/09/hp_bladesystem_problem/
http://computerworld.co.nz/news.nsf/news/D378E7E589536D7DCC2574CC000AAD18
http://h20000.www2.hp.com/bizsupport/TechSupport/Document.jsp?objectID=c01519680&dimid=10124 24238&dicid=alr_sep08&jumpid=em_alerts/us/sep08/all/bu/emailsubid/mrm/mcc/loc/rbu_category_Advis oryCUSTOMER/alert
18
HP c7000 technology. HP’s single points of failureC7000 single power bus design
Mid Market Conference Q409
© 2009 IBM Corporation
HP c7000 technology
HP c7000CG. Compliant with Telco industry requirements? – Carrier-grade reliability 99.999% without Single Points of Failure
Two signal and one power connector for full height blades
One power and one signal connector for half height blades
Mid Market Conference Q409
© 2009 IBM Corporation
HP c7000 technology
BCH blowers and fans:– 100 Watts consumed in normal mode
– All hot swap
HP cooling fans:– 120 Watts per fan, measured maximum
– 14000 RPM
– 6 PSU fans not hot swap– Standard 4 or 6 max 10 for better acoustics
and lower power consumption
BC’s form factor being wide and less deep compared to HP enables use of lower powered fans, less airflow and hereby less cooling
HP blade form factor is narrow and deep demanding many high speed fans to secure proper cooling hence more energy is needed
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© 2009 IBM Corporation21
Fabric Adapter Fabric Switch
Two choices for management:• CLI (Command Line Interface)
- Virtual port setup on adapter & group setup on switch
- Bandwidth allocation- Mapping between virtual ports, groups & vSwitch
• BladeCenter Open Fabric Manager- Easy to use web-based graphical user interface- Manage up to 100 chassis/1400 blades from a single
console- Auto discover of chassis for easy deployment- Automated failover- Virtual port configuration- Virtual port bandwidth configuration- ‘Smart Failure Monitoring’: detects uplink failures
and initiates corresponding virtual port failover
Open Fabric Manager enables IO virtualization across BladeCenter
Mid Market Conference Q409
© 2009 IBM Corporation
Competing against HP blades
Blade Everything Strategy
–Detail IBM ’s strategy ”one size does not fit all”. • HP dense blade solution is no match for iDataPlex when talking power and cooling savings and
ease of ownerhip and infrastructure reduction. –HP 4 socket blades is not the optimal platform for consolidation.
• Highlight the eX4 servers advantages in TCO, and performance. The performance of a 4 socket blade is not equal to a 4 socket rack server due to limitations on I/O and memory compared
Use BC-E as a low cost winner
Question Redundancy
–For the TELCO and other industries demanding ruggedized equipment, hit on HP’s missing redundancy features...
Mid Market Conference Q409
© 2009 IBM Corporation
Competing against HP summary (cont’d)
Layer 7 Switching
– For consolidation of not only servers - IBM can offer the layer 7 switch allowing for complete network infrastructure consolidation
I/O virtualization.
– BOFM is more versatile and less costly compared to HP’s Virtual Connect which is bound to a few dedicated and expensive HP switches
– New offerings.....
Attack HP’s design...
– Form Factor limitations– PFA & Pre Failure Warranty– ESA– AEM
• Highlight AEM’s ability to manage cross platform via iPDU and third party vendor HW as well. HP power management is limited to Proliant and 2 socket Integrity servers.
Mid Market Conference Q409
© 2009 IBM Corporation
IBM and Dell Product portfolio / Blades
M1000e
HS21 XM2 socket XeonQuad core
M600Intel
M605AMD
M905AMD
M805AMD
M710Nehalem
M610Nehalem
BCS
BCE
BCH
BCT
BCHT LS424 socketAMD
JS43POWER6
JS23POWER 6
LS222 socketAMD
HS121 socket Xeon
HS22Nehalem
PN41
= comparable HW Not offered by the competition
Mid Market Conference Q409
© 2009 IBM Corporation
Competing against Dell
IBM offers much better solution overall• Dell only has one chassis designed for the same segment as the BCH.
–Use BCE, BCS and the Telco chasses to better match customers environment
Flexibility of Blades
–The IBM range of blades
–Dell switch portfolio• Vendor Specific switches from Dell.. The BNT solution from IBM offers better connectivity solutions.
–Attack Dell M1000e design and capabilities: • Cable sprawl,
–Chance of overheat, difficult to service, lack of error indicators and predictive failure Alerting lack of PFA etc
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© 2009 IBM Corporation
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Simplified deployment, installation and update process
-
Access anywhere with a consistent, web-based user interface
-
Easy-to-learn new tasks with intuitive wizards, tutorials and integrated help
-
The broad portfolio of systems managed by a single tool can reduce staff training and operational expenses
-
Monitoring and managing of energy usage can lower costs through more efficient use of available energy
-
Integration of virtual and physical infrastructure management can decrease administrative costs
Cost savings through use of IBM Systems Director 6.1 to manage large numbers of physical and virtual servers can reach 34.5% for Windows servers and 43.8% for Linux x86 servers
IBM Systems Director 6.1 Easier and more efficient management
Common across all new IBM x86 servers!
Mid Market Conference Q409
© 2009 IBM Corporation
IBM Systems Director Active Energy Manager V4.1
27
Active Energy Manager
2-Nov-09
Web-based user interface requiring only a browser
Additional facility provider support for monitoring environmental data from facility providers SynapSense and Emerson Network Power
Supports non-IBM PDUs from Raritan and Eaton
Energy thresholding to set a power or temperature threshold to cause notification or action to be taken
Group capping to set a power cap for a group of servers (such as all the servers in a rack).
Provide aggregation point for server energy management into ITM
CLI support to support scripting
Support is provided for all group 1 languages, not only for English
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© 2009 IBM Corporation
System x and BladeCenter Competitive Tools
Mid Market Conference Q409
© 2009 IBM Corporation
Key tools to help you win…
Simplifi ed
Access by
Sellers
Competiti ve Tools
Enablem ent
Assets
Sales Play
Enableme nt
System x Competitive
Tool System x Competitive
Site
System x Consolidation
Tool
Sales Play Dashboards
Sales plays on Partnerworld
References
& Case Studies
Improve presentations/Value Props
Mid Market Conference Q409
© 2009 IBM Corporation
IBM Systems Consolidation Evaluation Tool (Alinean Tool)
11/2/200930
To Get Started:1) Go to this URL https://roianalyst.alinean.com/stg/
Follow the link on the bottom right for Not Registered Yet
In a few minutes Alinean Support will send you a temporary password
Use it to log in and then change password as appropriate
2) Select correct version of calculator you want to use:
System x & BladeCenter (There is also a Power & Storage version)
Enter Customer Information and click Create New Analysis
Background
Teamed with 3rd party to develop a business value analysis tool to provide quick demonstrations of potential savings for customers
Allows sellers and clients to enter basic account information, and leverage Alinean's broad world-wide research to provide an impartial consolidation study
Provides quantifiable savings on areas such as HW costs, SW costs, power, and facilities. It also allows you to quickly calculate Return on Investment (ROI).
Three detailed customer deliverable reports are available (Power Point or Word based) providing views on all adjustable variables and corresponding results.
Shows ££££££££££££££
Mid Market Conference Q409
© 2009 IBM Corporation
Four Easy Entries Get You Started!
3111/2/2009
1. Industry2. Annual Revenue3. Business Application for targeted workload example4. Server Group / Quantity
Your analysis will project your three-year potential TCO savings with an IBM Systems consolidationsolution. The above Alinean example was generated by a software program developed by Alinean toshow potential savings that may be achieved based on information that was input into the tool. This
report is based on a fictitious scenario and your individual results will vary
Mid Market Conference Q409
© 2009 IBM Corporation
See the Power of Consolidating on the New Generation of IBM System x Servers!
3211/2/2009
1. Dramatic reduction in quantity of servers2. Transfer software licenses and retire those no longer needed3. Can also account for professional services and training
Your analysis will project your three-year potential TCO savings with an IBM Systems consolidationsolution. The above Alinean example was generated by a software program developed by Alinean toshow potential savings that may be achieved based on information that was input into the tool. This
report is based on a fictitious scenario and your individual results will vary
11:1 Consolidation
Ratio!!
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© 2009 IBM Corporation
Fast and Easy Results that You and Your Client Can Understand!
3311/2/2009
TCO Demonstration Sample Results
Your analysis will project your three-year potential TCO savings with an IBM Systems consolidationsolution. The above Alinean example was generated by a software program developed by Alinean toshow potential savings that may be achieved based on information that was input into the tool. This
report is based on a fictitious scenario and your individual results will vary
IT Costs Cut in Half!
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© 2009 IBM Corporation
Estimated Financial Benefits: Ammo
3411/2/2009
Your analysis will project your three-year potential TCO savings with an IBM Systems consolidationsolution. The above Alinean example was generated by a software program developed by Alinean toshow potential savings that may be achieved based on information that was input into the tool. This
report is based on a fictitious scenario and your individual results will vary
3 months to ROI!
Mid Market Conference Q409
© 2009 IBM Corporation3511/2/2009
Web Lecture: Winning Competitive Accounts with the IBM Systems Consolidation Evaluation Tool for System x Sellers:http://www.ibm.com/services/weblectures/dlv/partnerworld/ltu27729
Advanced Training Module – Adding an IGF Lease (9 Minutes):https://admin.na3.acrobat.com/_a819987824/p63806327/
Additional Competitive Offers Training (33 Minutes):https://admin.na3.acrobat.com/_a819987824/p45129714/
Advanced Training: This module focuses on tips, techniques and advanced setting adjustments to help the output be that much more usable with clients.https://admin.na3.acrobat.com/_a819987824/p18755987/
Access the System x Consolidation Tool here.
Use the Tool
Mid Market Conference Q409
© 2009 IBM Corporation
IBM System x and BladeCenter Competitive Sales tool…
Relaunched– Greatly expanded matrix data –
more detail– Retained the red, yellow and
green coding on the matrix– Comprehensive competitive
bullets – more of them and more in-depth
– Updated list of competitive servers
– One matrix with all servers covered in the document (vs multiple matrices) – one view of the competitive landscape
BP Comp Site is here:
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© 2009 IBM Corporation
Competitive Web content
Competitive Web sites
– Comp site, hidden jewel in IBM Partnerworld - contains Compete Kits
– External “Move Up to IBM” site & new Get the Facts
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© 2009 IBM Corporation
Get the Facts - Website
Send e-mail to: [email protected] you see any competitor’s FUD out there that needs a rebuttal. Please send to the id above. Great for refuting
“bogus claims” that our competitor’s are making in print or web…
Get the Facts Link
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© 2009 IBM Corporation
System x & BladeCenter Cheat-sheet - Ideal for tele-sales or quick product mappings
Link for Cheat Sheet
Mid Market Conference Q409
© 2009 IBM Corporation
Examples: System x & BladeCenter Ultimate Spec Comparison
Link to Ultimate Spec Comparison
Mid Market Conference Q409
© 2009 IBM Corporation
Accessing CompetelineUse one of the following options:
either emailSend an email to: [email protected]
Or PartnerWorld web site– Go to: the techline website
• Click on the “Create a request” tab and type in your request information.• Use the “Comments” field to enter a complete description of your
Competeline request. You can attach up to three files• Click “Submit” to send your request to Competeline.
Use Partnerworld to obtain Competeline Material
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© 2009 IBM Corporation
BK – V10
System x
X-Architecture
OverviewSystem x
Brochure
BladeCenter
Brochure
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© 2009 IBM Corporation
More collateral
Guides and Brochures…..– All on Partnerworld at– : Find Product resources!
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© 2009 IBM Corporation
Final Slide… yea! Techline Repository
Link to Techline Repository
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© 2009 IBM Corporation
So..
Use the Alinean tool for initial “did you know” discussions
Use competitive tools available for guidance– Compet Sales Tool, Ultimate Spec comparisons, Brochures
Use Techline
Use contacts at IBM’s key vendors such as BNT/Emulex/Qlogic/Cisco when engaging..
Know the Enemy!
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© 2009 IBM Corporation46
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The following are trademarks or registered trademarks of other companies.
* All other products may be trademarks or registered trademarks of their respective companies.
Notes: Performance is in Internal Throughput Rate (ITR) ratio based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput that any user will experience will vary depending upon considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve throughput improvements equivalent to the performance ratios stated here. IBM hardware products are manufactured from new parts, or new and serviceable used parts. Regardless, our warranty terms apply.All customer examples cited or described in this presentation are presented as illustrations of the manner in which some customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics will vary depending on individual customer configurations and conditions.This publication was produced in the United States. IBM may not offer the products, services or features discussed in this document in other countries, and the information may be subject to change without notice. Consult your local IBM business contact for information on the product or services available in your area.All statements regarding IBM's future direction and intent are subject to change or withdrawal without notice, and represent goals and objectives only.Information about non-IBM products is obtained from the manufacturers of those products or their published announcements. IBM has not tested those products and cannot confirm the performance, compatibility, or any other claims related to non-IBM products. Questions on the capabilities of non-IBM products should be addressed to the suppliers of those products.Prices subject to change without notice. Contact your IBM representative or Business Partner for the most current pricing in your geography.
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For a complete list of IBM Trademarks, see www.ibm.com/legal/copytrade.shtml:
*, AS/400®, e business(logo)®, DBE, ESCO, eServer, FICON, IBM®, IBM (logo)®, iSeries®, MVS, OS/390®, pSeries®, RS/6000®, S/30, VM/ESA®, VSE/ESA, WebSphere®, xSeries®, z/OS®, zSeries®, z/VM®, System i, System i5, System p, System p5, System x, System z, System z9®, BladeCenter®
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