Transcript Verdana Bold 30

The Multi-Core Opportunity
… or how to make money selling Intel Software
Development Products
Paul Butler
Channel Manager
Developer Products Division
Intel Software and Solutions Group
Agenda
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Strategic Perspective (why does Intel make and sell software)
Positioning (what are the products)
Prospecting (who are the customers)
Selling (it’s fairly simple)
Air Cover for you (Intel’s Channel Marketing)
Next Steps
The Strategic
Perspective
Why does Intel Make Software
Why does Intel make Software?
Multi-Core Processors Change the Rules
 Until recently….
Faster software came from faster processors
“My customer bought $25K of top of the line
Intel® Xeon™ servers from me, ported their
old application, and … no performance
gain!”
Quad Core
Dual Core
Single Core
Maximize Multi-Core Performance By Parallelizing
Software
Maximize Customer Value:
Performance By Parallelizing Software
 Software Threading…
– Breaks problem into pieces that run in parallel
– Performance can scale with number of processors
Then
Developer Growth Worldwide
1996
E. Europe
N.America
W.Europe
2.4M
1.5M
META
383K
L. America
477K
Source: IDC
473K
APAC
1.5M
Now
North America ~2X growth is projected by 2011
2011
E. Europe
N.America
W.Europe
4.1M
2.5M
META
1.7M
L. America
1.5M
Source: IDC
1.7M
APAC
5.4M
Why do customers care?
New capabilities enabled by Multicore
Healthcare
Digital Media
Financial
Application: Ultrasound
systems can now run
concurrent high resolution
imaging and data transfer
Application: Automatic
face recognition and data
intensive physics simulations
for movies
Application: Risk
analysis at the desktop
reduces data latency
Results: The end of tradeoffs for improved real-time
decision-making
Results: Condensed
time-to-market through
faster rendering
Results: Faster data
for improved
decision making
Positioning
What are the products
Oversimplified: 2 Families of Products
Generate Code
Compilers
Libraries
Intel Performance
Primitives
Math Kernel Libraries
Threading Building
Blocks
Message Passing
Interface
Analyze Code
VTune
Thread Profiler
Thread Checker
Trace Analyzer &
Collector
Complementary
But… can be sold independently
The Code Generating Family
Generate Code
 Target
– “Native code” developers (vs “managed code”
developers, like .net or Java)
 Usage
Compilers
Libraries
Intel Performance
Primitives
Math Kernel
Libraries
Threading
Building
Blocks
Message Passing
Interface
– Transform source code into running software
– Ready-made components for various
applications
 Benefits
– Generate high performance applications
– Libraries are already multi-threaded – no need
to reinvent the wheel
– Libraries can be used w/o Intel compiler
The Code Analysis Family
Analyzing Code
 Target
– “Native code” developers (vs “managed code”
developers, like .net or Java)
 Usage
VTune
Thread Profiler
Thread Checker
Trace Analyzer &
Collector
– Analyze existing code for performance and
threading errors
 Benefits
– Generate high performance applications
– Starting point for multi-threading
– Get rid of common multi-threading errors
Support Services Model:
Developer Value Proposition
–Purchase includes two components
– A perpetual license to use the software – no time-out
– A fixed term (one-year) support services contract –
technical support and product updates
– Developers get the security of knowing they'll always
have the latest version of the product
–Renewals
– At the end of the fixed term the customer may renew the
support services contract
– Current pricing is less than half of the single unit cost
– They get a lower price for products at support
services renewal
Parallelize with Intel® Software Development
Products
 Intel® Compilers (Application Performance)
 Intel® VTune™ Performance Analyzers
(ID Bottlenecks)
 Intel® Performance Libraries (Multimedia /
HPC math functions)
 Intel® Threading Analysis Tools (Find
threading errors and optimize)
 Intel® Threading Building Blocks
(Simplifies writing multithreaded aps)
 Intel® Cluster Tools
Prospecting
Who are the customers
Oversimplified, 2 Customer Segments
HIGH PERFORMANCE
COMPUTING
COMMERCIAL
SOFTWARE
DEVELOPERS
C++
High Volume
Growth potential
HPC Customers – Who are they?
Vertical / Segment
Energy
Financial Services
Manufacturing /
Sciences
Aerospace
Government
Education
 Heavy
numerical
calculations
Customers
such as
…
 “Number crunching”
Texaco, Conoco Phillips, Duke Energy, ExxonMobil, Shell,
Total
 Sciencific Research
 Physics
 Chemistry
Morgan Stanley,
Reuters, Sungard
 Biology
 Astronomy / Astrophysics
 Universities / Academia
Fluent, GE,LSTC,
MSC, PTC, /UGS
PLM
Oil exploration
Geophysics
 Seismic simulation
 Reservoir modeling
Boeing, Lockheed
Martin,
Northrup,/ Climate
Raytheonresearch
 Weather
Forecast
 Manufacturing
 CFD / FEA / Simulation
DoD, LLNL, Los Alamos, NASA, Sandia, MPO
 Cars, Planes, Aerospace, Devices,…
 Finance
 Investment banks / Trading
Higher-Education
 Risk management
Commercial Software Developers – Who are they?
Vertical / Segment
Communications
Database / Enterprise
 Primary such
targetas
= “Native
code” programmers
Customers
…
 Developers using C, C++
 Not managed code environments (.NET & Java)
 Digital
imaging
& Signal processing
Alcatel,
Motorola,
Nokia,
 Image processing (photo, medical imaging, GPS,
etc)
 Content Creation (music,TV & radio)
 Cinema industry (2D & 3D, post-production)
BEA Systems, CA, IBM, Microsoft, MySQL, Oracle,
 Telecom equipment
PeopleSoft, SAS
 Embedded systems
 aerospace, automobile, telecoms, military
Digital Media / Internet
Services
 Independent Software Vendors
Adobe, Alias, Wavefront, Electronic Arts, Google, Pixar,
 Games
Real Networks,
Roxio,
Sony
 Enterprise
and Softimage,
telecom applications
(databases,
Business Intelligence, etc)
Summary – Key Drivers by Customer Segments
HIGH PERFORMANCE
COMPUTING
1.
2.
3.
4.
5.
COMMERCIAL
SOFTWARE
DEVELOPERS
What about bringing
Performance
1. Performance
parallelism to
Fortran legacy code
Microsoft* Visual
2. Multi-Threading
Simulation is growing
3. Image
Studio* reaching
manyProcessing
Market growth
4. Sound & Music
more
developers?
Microsoft Windows CCS
5. Signal Processing
High Volume
Growth potential
Selling
Sales Tactics
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Rule #1 Educate!
Use evaluation licenses
Connect w/MS Visual Studio Customers
Sell Renewals
Product tactics
– HPC customers
– #1 Choice = Cluster Toolkit
Compiler Edition
– Compilers, Libraries, Cluster Tools
– Commercial:
– Performance Analysis Tools (e.g.
VTune – Threading tools) / Libraries /
Compiler
Build Awareness
Acquire & Educate
Evaluate
Sell
Up-Sell
Cross-Sell
Consolidate
Licensing models
Licensing
model
Typical usage
Single User
All developers on the development team get their own
individual product – 1 license per person
Node Locked
Development team has Windows* machines at their desks,
and they do Linux* development through a terminal window
on that client. Compiler and license file reside on central
Linux server. Management determines number of
developers who will require access, but does not need to
specify individuals.
Floating
Development team members have machines at their desks,
and the compiler executable file resides on their local system.
Shared license keys reside on a central server.
Management determines maximum anticipated concurrent
usage and buys that number. Total quantity tends to be less
than the total number of developers.
That Leads Us to The Elevator
Pitch
• Do you have in house application developers?
– Discuss full code development suite: Intel Compiler Suite
• Do you currently use Microsoft Visual Studio?
– Discuss performance analysis via Intel VTune Analyzers
• Is their application threaded to take advantage of multi-core
systems? (When was it written? 3-plus years ago?)
– Talk about Intel Threading Tools
• Are they involved with C, C++, Fortran-based code projects?
– Talk about the Intel Compiler Professional Editions
• Is their application running on clustered servers?
– Talk about Intel Cluster Tools Compiler Editions
Intel® Software Development Products are available for a
FREE 30 day evaluation
Try it! You’ll like it!
FREE 30 Day Evaluation Copies:
http://www.intel.com/software/products/global/eval.htm
Air Cover for you
2007 Reseller Programs
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Website Campaigns
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E-mail Campaigns
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Search Engine Marketing
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Catalog Advertisement
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Reseller-driven Roadshows
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Sales Training
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Incentive Programs
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Joint Seminars
2008 Marketing:
Evangelizing parallelism and creating demand
Events
Promotions
PR
Content
Build relationships
through interaction
Reach Developers
Worldwide
Evangelize leadership
Educate to establish
through coverage
credibility and preference
• Tradeshows
• Online banners
• Product launches
• Website updates
• Webinars
• Print ads/catalogs
• Trend stories
• Web portals
• Seminars
• Download.com
• Contributed articles
• Collateral
• ISTEP
• Videos/ podcasts
• Speaking opportunities
• Whitepapers
• Email blasts
• Quotes and Op-ed
• Product demos
• Product launches
• Third party releases
• Sales Tools
• Search engine
• Evals
Getting Started…
3 Steps to success
Submit proposed plan to
[email protected]
Approvals ready for execution
Review
Plan
Execute
Thank You