Battlecard - Microsoft Big Data Platform vs SAP

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Microsoft Big Data Platform versus SAP HANA Platform for Big Data
Competitive Discussion Guide- June 2014
Introduction
This document provides guidance for Microsoft ® field sales representatives to
discuss customers’ concerns about a Big Data platform, and how solutions from
Microsoft can help address those concerns. This guide provides information and
facts to help field sales representatives compete effectively against SAP HANA Big
Data solutions. Use this guide to:
▪ Initiate sales conversations with technical decision makers (TDMs) and business
decision makers (BDMs) to identify sales opportunities.
▪ Understand key messages and strategies for positioning Microsoft Big Data
Platform.
▪ Sell Microsoft products i.e. HDInsight, Hadoop (Hortonworks Implementation) on
Windows, Microsoft Analytics Platform System (APS), Azure Machine Learning
CloudML, the Microsoft Azure Intelligent Systems Service, and Microsoft Power
BI tools against SAP HANA Big Data Solutions.
Use this discussion guide in conversations with:
▪ TDMs: Information Technology (IT) Administrators, IT Managers (IT
Implementers), VP of IT, Director of Technology, Director of IT, and Chief
Architect
▪ BDMs: President, CEO, Chairman, and COO

1 | Big Data Introduction
A: What is Big Data?
Big Data refers to the problems of capturing, storing, managing, and analyzing
massive amounts of various types of data. Most commonly, this refers to terabytes
or petabytes of data, stored in multiple formats, from different internal and external
sources, with strict demands for speed and complexity of analysis.
Data is referred to as "big data” because it is being collected in ever escalating
volumes, at increasingly high velocities, and in a wide variety of unstructured
formats and variable semantic contexts. Big data collection does not provide value
to an enterprise on its own. For big data to provide value in the form of actionable
intelligence or insight, not only must the right questions
be asked and data
relevant to the issues be collected, but also the data must be accessible, cleaned,
analyzed. It must then be presented in a useful way, often in combination with data
from various other sources that establishes perspective and context, in what is now
referred to as a mashup.
According to Gartner "Big data" is high-volume, high-velocity, and high-variety
information assets that demand cost-effective, innovative forms of information
processing for enhanced insight and decision making.

Source: Hortonworks TechEd 2014

B: Big Data Information Management Vs Traditional
Information Management
Traditional Information
Management

Opportunity oriented
Bottom-up experimentation
Establishing “trust”
Immediate use
Tool proliferation
“World of Hadoop”
Hackathons

Better business

Domain focus (marketing and ops,

among others)
Source: Gartner Data Center Conference 2013







Requirements based
Top-down design
Defining “truth”
Integration and reuse
Technology consolidation
Data warehouses and content
management
Competence centers
Better decisions
Enterprise wide

C: Why We Need It?

Big Data is truly all about analytics. Big Data is all about better analytics on a
broader spectrum of data, and therefore represents an opportunity to create even
more differentiation among industry peers.

2014 © Microsoft Corporation | Confidential | For Microsoft Internal Use Only

Information Management Big Data
style

Microsoft Server











Source: Gartner presentation - Big Data
Opportunities, New Answers and New Questions 2013

F: What Technologies Are Used to
Drive Value From Big Data?

Source: IDC Big Data and Analytics Maturity Survey,
July 2013

D: What Are Typical Use Cases for
Big Data?
Following are the high value use cases that can be the
first step into big data:
1. Data Warehouse Modernization: Modernize
the data warehouse with new technology: Inmemory, stream computing. Hadoop, appliances,
while building confidence in all data.
2. Enhanced 360 degree View of the customer:
View all internal and external information sources
to know everything about your customers.
3. Security Intelligence Extension: Lower risk,
detect fraud and monitor cyber security in real
time.
4. Big Data Exploration: Find visualize, understand
all big data for improved decision making.
5. Operations Analysis: Analyze a variety of
machine data for improved business results.
6. Anomaly Detection
7. Predictive Maintenance

Source: Gartner Survey Sep 2013

G: Big Data Challenges Faced by
Customers

E: How Big is the Big Data Market?
In 2014, the Big Data Market will cross the $15 billion
mark. The market will grow at the 5 year CAGR of 27%
or 6x times faster than the overall IT market.
Infrastructure will represent the largest and also
fastest growing segment. Therefore, it is important to
drive deployment on Windows Azure. (Source: IDC
report WC20140522)

Source: Gartner Symposium Event 2013

H: Big Data Use Cases

2014 © Microsoft Corporation | Confidential | For Microsoft Internal Use Only

I: “Row” Strategies: What Will Be
Needed

Hadoop in Cloud

SAP Hana One,
dbPaaS

Microsoft
Azure
HDInsight

Hadoop-based ma
service in the clou
Microsoft Azure. In
with other tools fr
Microsoft.

Analyze
Streaming Data
Process and
leverage
streaming data

SAP Hana Cloud
Platform, aPaaS
SAP Hana Cloud
Integration,
iPaaS

The Microsoft
Azure
Intelligent
Systems
Service
(AISS)

Microsoft Azure In
Systems Service h
enterprises embra
Internet of Things
securely connectin
managing, and ca
machine-generate
a variety of sensor
devices.

Cloud Machines
Learning

Vertica on AWS
Cloud supports
R and Hadoop

Azure
Machine
Learning
CloudML

Azure Machine Lea
offers a data scien
experience that is
accessible to busin
analysts and doma
reducing complexi
broadening partici
through better too

2 | Snapshot: SAP and Microsoft
Big Data offerings- Comparison
Customer
Requirements

Big Data Solution
Components
SAP HANA

Microsoft

Unlock Big Data:
Search and
navigate data
within existing
systems

SAP Lumira on
SAP HANA, SAP
Business
planning and
consolidation

Excel, Power
Query, Power
Map,
PowerPivot
and
PowerView

Analyze Raw
Data:
Ingest data as-is
into Hadoop

SAP HANA
enterprise
edition

Hadoop on
Windows

Customer
Requirements

Big Data Solution
Components
SAP HANA

Microsoft

Reduce cost with
warehouse
solutions
Integration with
warehouse

SAP Business
Warehouse

Microsoft
Analytics
Platform
System (APS)

Business
Intelligence

SAP Hana, SAP
Lumira on SAP
Hana

SQL Server,
Predictive
analytics,
Reporting,
Dashboards
based on
SharePoint
Server, and
SQL Analysis
services

Microsoft Advantage
3 | What

are Microsoft’s Offerings?

Hadoop on Windows and on
Familiar tools,
business user Azure:
Microsoft

friendly, work with all types of
Withand
Hadoop
data, easy setup
cost for Windows, appliance and HDInsight
Service, there is unprecedented choice for Windows
effective
enterprises for their Hadoop deployments. HDP
(Hortonworks Data Platform) for Windows is the
Microsoft recommended way to deploy Hadoop on
*100% compatible
andServer environments. For cloud-based
Windows
scalable environment
for HDInsight Service is a 100% compatible
deployments,
deploying Hadoop
based environment for deploying your Hadoop
and scalable
applications. based applications.
* Integrate deeply with
1.and
HDP for Windows
Microsoft tools
applications
100% Apache open source Hadoop software for
Windows Server
Microsoft Advantage
Hortonworks and Microsoft have partnered to bring the
benefits of Apache Hadoop to Windows. Through this
partnership, Microsoft focused on delivering enterprise
grade solutions that integrate deeply with Microsoft
*Scale-out appliance with
tools and applications.
data warehousing and
Hadoop in one box.
*Seamlessly combine
relational and non-relational
data with PolyBase, a feature
of SQL Server 2012 Parallel
Data Warehouse.
*Empower users to discover,
analyze and visualize data
with powerful self-service BI
in Excel
*Enable collaboration and
sharing of reports and data in
a managed and secured
environment with SharePoint
or SharePoint Online

2014 © Microsoft Corporation | Confidential | For Microsoft Internal Use Only

2. Microsoft Azure

HDInsight

Hadoop-based managed service in the cloud via
Microsoft Azure
HDInsight is a Hadoop-based service from Microsoft
that brings a 100 percent Apache Hadoop solution to
the cloud. A modern, cloud-based data platform that
manages data of any type, whether structured or
unstructured, and of any size, HDInsight enables you
to gain the full value of big data.
With HDInsight, you can seamlessly process data of all
types through Microsoft’s modern data platform, which
provides simplicity, ease of management, and an open
Enterprise-ready Hadoop service all running in the
cloud. You can analyze your Hadoop data with
PowerPivot, Power View and other Microsoft BI tools.
Architecture- Use Cloud Building Blocks






Provides a single T-SQL query model for PDW and
Hadoop with rich features of T-SQL, including joins
without ETL
Uses the power of MPP to enhance query
execution performance
Supports Windows Azure HDInsight to enable new
hybrid cloud scenarios
Provides the ability to query non-Microsoft Hadoop
distributions, such as Hortonworks and Cloudera

4 : The Microsoft Azure Intelligent
Systems Service (AISS)
The Microsoft Azure Intelligent Systems Service helps
enterprises embrace the Internet of Things (IoT) by
securely connecting, managing, and capturing
machine-generated data from a variety of sensors and
devices.
Enterprises using the Intelligent Systems Service to
extend the Microsoft Azure cloud across connected
devices and sensors can capture vital data, analyze it
with familiar Microsoft tools like HD Insight and Power
BI for Office 365, and then quickly take the appropriate
action that drives impact. Underlying all of these
capabilities is enterprise-grade security developed and
supported by Microsoft.

3: Microsoft Analytics Platform
System (APS)
Scale-out appliance with data warehousing and
Hadoop in one box. Seamlessly combine relational and
non-relational data with PolyBase, a feature of SQL
Server 2012 Parallel Data Warehouse.

2014 © Microsoft Corporation | Confidential | For Microsoft Internal Use Only

5: Azure Machine Learning

CloudML

Azure Machine Learning offers a data science
experience that is directly accessible to business
analysts and domain experts, reducing complexity and
broadening participation through better tooling.

6: Familiar powerful BI tools
Microsoft’s Big Data solution offers familiar, accessible
tools to all users. With powerful BI tools such as Power
Query, Power Map, PowerPivot and PowerView,
customers can easily analyze all data types, including
unstructured data from Hadoop clusters.

4| SAP: The Cloud Company
Powered by SAP HANA
SAP Big Data Strategy is based on HANA platform. SAP
High-Performance Analytic Appliance (HANA) was
introduced in 2011 as a column-oriented, in-memory
database appliance that can support transactional
processing and analysis of massive quantities of data
in local memory. The objective of getting results very
quickly and business decisions can be executed
without delay. In 2014, SAP HANA matured as an inmemory data platform that is best suited for
performing real-time analytics, and developing and
deploying real-time applications.

A: Why HANA?
After a rocky period for SAP, where sales weren’t
growing and they experienced some leadership
challenges (Bloomberg), the company decided to
expand its market by extending its reach beyond
business applications and into adjacent markets in
Mobile, Cloud, and Data Platform.
In order to be able to reach its goal of doubling its
addressable market, and becoming the “Business
Platform” company, SAP has identified its 5 key areas
for expansion: Cloud, Applications, Analytics, Mobile,
and Database. All of these are powered by the HANA
platform, and cut across 11 Lines of Business in 24
Industries.
SAP’s success in the Data Platform market will be core
to its success in achieving its growth ambitions in
these 5 areas. Thus, SAP has stated that its goal is to
be the #2 database vendor by 2015
(InformationWeek).
To achieve this goal, SAP has focused on HANA, which
plays a critical role in its business platform narrative.

B: What is SAP HANA?

I: SAP HANA appliance (Hardware)
SAP HANA is positioned as a flexible, data source
agnostic appliance that allows you to analyze large
volumes of data in real time, without the need to
materialize aggregations. It is a combination of
hardware and software, and it is delivered as an
optimized appliance in cooperation with SAP’s
hardware partners for SAP HANA.
▪ Optimized appliance delivered by HW partners
(HP, Dell, Cisco, IBM, etc.)
▪ All-in-one platform to power all SAP solutions

II: SAP HANA database (Software)
The SAP in-memory database is a hybrid in-memory
database that combines row-based, column-based,
and object-based database technology, optimized to
exploit the parallel processing capabilities of current
hardware. The heart of the SAP HANA database is the
relational database engines. There are two engines
within the SAP HANA database:
2014 © Microsoft Corporation | Confidential | For Microsoft Internal Use Only





The column-based store, storing relational data
in columns, optimized holding tables with huge
amounts of data, which are aggregated and used
in analytical operations.
The row-based store, storing relational data in
rows, as traditional database systems do.
This row store is more optimized for write
operation and has a lower compression rate,
and query performance is much lower
compared to the column-based store.

BW schema for HANA and updated the replication
interface from the Business Suite applications to feed
into the new schema.

Column-based and Row-based stores are for both
analytics and transactions.

III: HANA in Cloud
Separate hardware and software to enable
virtualization and cloud scenarios.






HANA available on AWS today
(primarily test/dev, limited production scenarios)
HANA on VMWare for test/dev
HANA Enterprise Cloud – BYOL
Public Cloud (AWS) – $1/hr. + compute

Position HANA plus Hadoop as a platform for real-time
analytics for any data source, from SAP
ERP to social data.

C: SAP HANA Platform: Big Picture

Announced in May 2014
D: SAP HANA Platform: Big Picture
Available Today
SAP has introduced SAP NetWeaver Business
Warehouse Accelerator (BWA), which is built for
speeding up queries and reports in SAP BW by
leveraging in-memory technology. Unfortunately, the
BWA still was not good enough and SAP developed
HANA to replace BWA. SAP realizes that HANA is not
affordable to handle a large-scale implementation of
an enterprise SAP BW deployment, so they provide two
approaches to using HANA for analytics on BW. The
diagram below represents the “side-car” approach
where only portions of SAP BW are replicated to HANA
for analysis. The newer approach as of June 2012
where HANA is used as the native database platform
for SAP BW. The idea is to use HANA for smaller BW
deployments, providing a faster deployment path than
using an existing BW deployment with replication. To
make this second scenario work, SAP “optimized” the
2014 © Microsoft Corporation | Confidential | For Microsoft Internal Use Only

Hardware (in All SAP certified appliances SAP Hana:
Use Cases)
Infrastructure
Subscription, IaaS

F: How SAP Sells HANA?

E: SAP Hana Principal Use
Cases Including Big Data
Use Cases On-Premises
Product
Business
Applications

SAP Business Suite,
powered by SAP Hana
SAP Business One,
version for SAP Hana

Analytics
Applications
(SAP Business
Application
Examples)
Analytics
Applications
(Stand-Alone
Examples)
Analytics
Applications
(Third-Party
Types)

Cloud
Services

SAP Hana
Enterprise Cloud,
MCaaS, for SAP
ERP and SAP CRM

SAP Hana Live
(embedded analytics)
SAP Smart Business
Cockpits

Infant product with V1 Risk




SAP Social Contact
Intelligence SAP Sales
and Operations Planning
SAP Smart Meter
Analytics
Big data-enabled
applications Predictive
analytics





and Consolidation,
SAP Hana, Platform
Edition SAP Hana,
Enterprise Edition

SAP Hana, Extended
Cloud Platform, SAP
Enterprise
Hana Studio
Edition SAP
PaaS

A: SAP Limitations



Tagetik (corporate
performance
management).
Business
SAP
Business Tagetik is SAP Hana
Intelligence and Warehouse, powered by Enterprise Cloud,
Data
SAP Hana
MCaaS
Warehousing
SAP Business Planning
HTAP
Appliances

5| Competing with SAP HANA Big
Data Platform and Offerings



SAP only applications



SAP Hana Cloud
Platform, aPaaS
SAP Hana Cloud
Integration, iPaaS
SAP Hana Cloud
Portal, pPaaS SAP
Mobile Platform,
Cloud Edition
SAP Lumira Cloud

Unclear messaging and strategy – What is the future of
Sybase ASE and HANA?
Limited high availability with “manual” disaster recovery
Tremendous product churn: 16 significant updates
between SPS4 and SPS5
Releases half-baked features like foreign key support in
SPS5
Quick to deprecate features like “real” time log-based
replication.
SAP claims HANA will eventually support your non-SAP
applications – but since HANA introduces an entirely new
architecture, you may need to re-write these apps from
the ground up.
Microsoft relies on tens of thousands of partners to
develop and maintain critical applications for its
customers – just a year ago, the HANA ISV partner
ecosystem numbered.











Severe changes in application coding cause additional
risk
Lack of focus in development due to new database
release, object oriented cache replacement, full text
search product, etc.
Limited Partner Eco-system
SAP’s focus is not to enable 3rd party software - still
focused on getting HANA running with their own
software.
Rigid and closed schema for migration from BW to HANA
HANA is for SAP applications and data – SQL Server and
Windows Server are for any application, and BI on any
data
Millions of customers run non-SAP applications on SQL
Server and Windows Server – but customers are
beginning to run non-SAP applications on HANA
SQL Server is the most widely-deployed database
platform on the planet and has a huge ecosystem of
support and knowledge – even on SAP’s properties (SDN)

IMDBMS (in All SAP Hana
SAP Hana One,
Use Cases)
dbPaaS
2014 © Microsoft Corporation | Confidential | For Microsoft Internal Use Only

Big box only





Extreme licensing and services fees associated
with HANA
Time to Value : Lots of time/effort spent
architecting & developing the enterprise solution
No high availability support for HANA on AWS
Just a hot data store with no support for the latest
Big Data technology

Unproven in the DB space












Very limited capabilities (i.e. scale, data load, DR)
OLTP implementation is still in flux – SPS5 was half
baked, but HANA SPS 8 contains a High
Availability framework that is similar to AlwaysOn.
Separate engines for column and row result in
poor query performance between the two engines
Transaction processing on HANA is brand new – do
you trust your business to its High Availability &
Disaster Recovery features that haven’t yet been
real-world tested?
SQL Server & Windows Server HA/DR are battletested, supporting many mission-critical
applications today at customers such as Bwin,
Progressive Insurance, Hilton, and supporting over
1B transactions/day at a securities trading
organization
Under the hood, HANA actually still runs two
databases, a column-store, optimized for
analytics, and a row-store, optimized for
transaction processing
HANA still relies on SSD & spinning disks for logs
and data persistence
HANA limits the size of your database by being
restricted to expensive memory and it doesn’t
allow for a single database for all uses

Requires re-architecting apps,
limited ecosystem outside SAP



Vendor and architecture lock-in
High cost of re-architecture, as well as memory
and license

Unproven against SQL Server







Leadership in memory processing








Only accelerates queries









Months needed to configure schema and BOBJ
tools
Expensive replication tools needed to move data
into HANA
No hybrid IT story to process data on-premises or
off-premises
Just because you have an in-memory database
doesn’t mean you’re doing Big Data. HANA is only
for traditional, structured data, giving customers
no flexibility and no Big Data.
Microsoft is implementing open source Hadoop on
premise and in Azure, and introducing the
Polybase unified query technology – SAP has none
of these.
End users can run their own high-powered
analytics and visualizations with Microsoft
PowerPivot and Power View – SAP has no answer
to these.

More than 37,000 SAP customers run SQL Server
today – so far we know of 1 SAP customer (John
Deere) running ERP on HANA. Even Gartner
recommends waiting until at least 2015 before
considering HANA.
SQL Server is the #1 database in the world for
SAP* and more customers are choosing SQL
Server and Windows Server to run their SAP
systems today than any other database.
Gartner reports that more SAP respondents cited
software quality as barriers to deployment, than
for any other vendor.
Few, if any Big Data-based systems are
“standalone” in the sense that they do not require
interoperability with other applications and
databases. In real enterprises, interoperability
requirements were particularly significant among
financial services, health care, insurance, retail
and telecommunications companies. One large
banking institution reported, for example, that it
expected to implement 40 to 50 different
interfaces before its IBM Hadoop-based system
could be brought into full operation.



Microsoft has been shipping in-memory
technology as part of Excel and SQL Server
(PowerPivot) since 2010 – HANA was not generally
available until a year later.
More than 1.5 million users have Microsoft inmemory technologies in the hands today.
HANA accelerates SAP transactions on the server
– Microsoft in-memory technology accelerates
client and server processing of any data.
HANA is for SAP analytics, and soon for SAP
transaction processing – Microsoft in-memory
technology is for any IW doing analysis on any
data in Excel, and with Hekaton, to accelerate any
application on SQL Server.
Under 200 SAP customers have actually
implemented HANA – while more than 1.5 million
customers have Microsoft in-memory technology
in their hands today.
26 out of 30 SAP users rely mainly on Excel as
their primary BI tool which uses Microsoft inmemory technologies.

Expensive




At $160k / 64GB block for SAP HANA Enterprise
SW licenses, your 10TB data warehouse would
cost you over $50M (double the storage space is
needed for in-memory processing) – and this does
NOT include HW costs.
Are you prepared to pay more than $5M / TB for
your data? - reflected in higher ongoing full time
equivalent (FTE) system administration staffing
and may impact post-production quality of
service.

B: Microsoft Differentiation

2014 © Microsoft Corporation | Confidential | For Microsoft Internal Use Only

Deploy Hadoop On-Premise and/or
Scale with the Cloud



With HDP (Hortonworks Data Platform) for Windows
and HDInsight Service, there is unprecedented choice
for Windows enterprises for their Hadoop
deployments. HDP for Windows is the Microsoft
recommended way to deploy Hadoop on Windows
Server environments. For cloud-based deployments,
HDInsight Service is a 100% compatible and scalable
environment for deploying your Hadoop based
applications.

Next Generation Performance at
Scale (APS)

Big Data in the Cloud
HDInsight is a Hadoop-based service from Microsoft
that brings a 100 percent Apache Hadoop solution to
the cloud. A modern, cloud-based data platform that
manages data of any type, whether structured or
unstructured, and of any size, HDInsight makes it
possible for you to gain the full value of big data.
With HDInsight, you can seamlessly process data of all
types through Microsoft’s modern data platform, which
provides simplicity, ease of management, and an open
Enterprise-ready Hadoop service all running in the
cloud. You can analyze your Hadoop data with
PowerPivot, Power View and other Microsoft BI tools.
Thanks to integration with Microsoft data platform.

Insights with Familiar Tools
Through deep integration with Microsoft BI tools such
as PowerPivot, Power View, HDInsight enables you to
easily analyze Hadoop data for insights. Seamlessly
combine data from several sources, including
HDInsight, with Power Query. Easily map your data
with the new Power Map, a 3D mapping tool in Excel
2013.

Deployment Agility
HDInsight offers agility to meet the changing needs of
your organization. With a rich library of Powershell
scripts, you can deploy and provision a Hadoop cluster
in minutes instead of hours or days. If you need a
larger cluster, you can simply delete your cluster and
create a bigger one in minutes without losing any
data.

Enterprise-ready Hadoop
HDInsight offers enterprise-class security, scalability
and manageability. Thanks to a dedicated Secure
Node, HDInsight helps you secure your Hadoop cluster.
You can also take full advantage of the elastic
scalability of Azure. In addition, we simplify
manageability of your Hadoop cluster through
extensive support for PowerShell scripting.

Enterprise–ready Big Data
OnPremise: Microsoft Analytics
Platform System







Insight into virtually all data types with familiar
tools through native business intelligence

Linear scale-out architecture of up to 6 petabytes
of data
Up to 100 times the performance and 15 times
more data compression than traditional data
warehouses with In-Memory Column store
Removal of traditional data warehouse
bottlenecks with the MPP capabilities of SQL
Server PDW
Scalable user accessibility via running of mixed
workloads at high concurrency

Engineered for Optimal value



Lowest price per terabyte for a data warehouse
appliance in the industry
Choice of hardware through HP, Dell, and Quanta

Rich Developer Experience
HDInsight offers powerful programming capabilities
with a choice of languages including .NET, Java and
other languages. .NET developers can exploit the full
power of language-integrated query with LINQ to Hive.
Database developers can use existing skills to query
and transform data through Hive.

SQL Server Expands Into Big Data
SQL Server 2012 supports structured data on scalable
relational database and data warehouse offerings, and
unstructured data on an Enterprise-ready Hadoop
distribution. Move data between Hadoop and SQL
Server with bidirectional Hadoop connectors for SQL
Server 2012 and Parallel Data Warehouse. With
Apache Hive, analysts can be provided SQL-like access
to Hadoop so that customers can enhance their
insights.

Simplify Operations
Hadoop on Windows Made Easy
With HDP for Windows, Hadoop is both simple to install
and manage. It demystifies the Hadoop distribution so
you don’t need to choose and test the right
combination of Hadoop projects to deploy. With
Windows Azure HDInsight Service, deployment is
simplified so much that 16-node Hadoop cluster can
be live in the cloud in moments.
Clean and Easy Management
Apache Ambari, the open source choice for
management of a Hadoop cluster is integrated and
extends Microsoft System Center so that IT Operators
can manage their Hadoop clusters side-by-side with
their databases, applications and other IT assets on a
single screen.
Secure, Reliable, Enterprise-Ready Hadoop
Offering the most reliable, innovative and trusted
distribution available, Microsoft and Hortonworks
together deliver tighter security through integration

Integrated relational and non-relational data for a
turnkey Big Data analytics appliance
▪ Security, manageability, and high availability for
Hadoop
▪ Seamless querying across relational and nonrelational data using simple T-SQL
2014 © Microsoft Corporation | Confidential | For Microsoft Internal Use Only

with Windows Server Active Directory, ease of
management through integration with Windows Server
Active Directory, ease of management through System
Center integration, and built-in high availability with
Hortonworks Data Platform 1.3.

Complete Platform



Microsoft is only vendor with a complete solution that
give users the flexibility they want to create and
customize their own reports while giving IT strong
controls for data security and governance. Deployment
flexibility: on-premises, in the cloud (Windows Azure or
third-party), or hybrid.

Lower TCO




Built for performance on commodity servers, not
expensive “certified” hardware
Product innovations (e.g.: in-memory OLTP) are
built into the core product, not expensive add-ons
Lower administrative costs – reuse existing IT
skills to manage both infrastructure and
databases

6 | Win Against SAP














Sell higher in the organization and engage with
the LOB managers if appropriate.
Understand SAP’s motivation and sales tactics.
Point out the complexity of SAP’s solutions and
future maintenance costs—push Microsoft’s
superior time to value.
Highlight SAP’s confusing, multiple cloud platform
offerings.
SAP has gradually lost blade server market share
through the past three years — this share
declined from 25% in 2010 to 18% in 2013.
However, there is early evidence that Flex System
and its derivatives are now returning the vendor
to net growth.
SAP's x86 server strategy has long lived in the
shadow of much stronger marketing and
messaging of Power and mainframe systems. The
strong corporate commitment to PureSystems has
yet to dispel speculation about the vendor's
commitment to the x86 server market; and fresh
speculation about SAP potentially divesting some
or all of its x86 server business will create
additional flux until the situation is resolved.
Although we know SAP is investing strongly in
reference and case study generation, client
feedback indicates that the number of proven
references remains limited.
Despite the promise of HANA, SAP's marketing
around integrated stack systems has not yet
overcome the strength of Oracle's engineered
system market momentum.
Highlight the following weak SAP experience
o
HANA is closed – all external product
connections don’t work in current HANA
version (e.g. Excel)
o
HANA requires a BW upgrade to at least 7.30
with support package

SAP requires replication of external data into
BW or HANA
o
Hana requires data replication to accelerate
BW
o
26 of 30 SAP users rely on Excel as primary BI
tool
Highlight Microsoft profitability user experience
o
Primary UI is SharePoint & Excel
o
Minimal training is required for SharePoint &
Excel
o
Microsoft will continue to support SharePoint
& Excel for BI
o
Microsoft has broadest support for open
standards and data connectivity
o
Microsoft solution supports older
implementations of BW
o
Microsoft can merge external data without
extraction/replication
o
Microsoft can accelerate BW without data
replication
o
26 of 30 SAP users rely on Excel as primary BI
tool
o

Wining SAP Common Scenarios
I.



Accelerate SAP BW
Most SAP BW Deployments perform badly today;
Hana positioned as a super BW Accelerator

Microsoft Opportunity
▪ Requires Major BW upgrade
▪ Puts Oracle/DB2 in play
▪ Upgrade DB under BW Accelerator
▪ SQL2012 with xVerocity can improve BW
performance 5x

II.

Replace SAP BW

Often linked to SAP Business Planning and
Consolidation (BPC)
Microsoft Opportunity
▪ Requires major application rewrites
▪ Replace BW with MS platform
▪ Re-platform BPC to MS
▪ Replace BPC Tagetik


III.



CO-PA Scenario
Cost/Profitability Analysis
Next Generation financial control – real time views
by products/segments

Microsoft Opportunity
▪ Broaden outside ERP
▪ Focus on current and future data sources
▪ Engage Partner with financial skills

IV.

Big Data




Big Data and unified data warehousing
Smart Metering and other industry specific plays
Microsoft Opportunity
▪ Lead with MS Big Data vision and PDW
▪ Focus on current and future data sources
▪ Point out superior pricing model

2014 © Microsoft Corporation | Confidential | For Microsoft Internal Use Only

Microsoft Analytics Platform System

V.

Hana Real-Time




Hana as OLTP database for all SAP modules
You can start with Sybase
Microsoft Opportunity
▪ 50% new SAP deployments on SQL
▪ 37k SAP-SQL sites worldwide
▪ Proven Mission Critical
▪ Normal OLTP Execution

7 | Resources
SAP
SAP Big Data Solution
http://www.sap.com/solution/bigdata/software/overview.html
SAP Big Data http://www.sap.com/solution/bigdata.html
SAP HANA http://www.sap.com/pc/tech/in-memorycomputing-hana/software/analytics/overview.html
Microsoft
Big data
HDInsight
Intelligent System Services

Microsoft Hadoop Implementation
Modern data warehouse
Hortonworks & Microsoft
Microsoft Internal

Unlock Insights on Any Data using Microsoft’s data
platform offerings:

Windows Azure

Windows Server

SQL Server

Microsoft Office

Power BI for Office 365

Big data tab on the SQL Server InfoPedia page



Leverage the Sales Desk to build customerspecific proposals
SAP HANA Compete Infopedia



How to win against HANA and Sybase - Compete
WW Best Practices (Academy Live)
Microsoft – SAP Alliance



SAP on SQL Server 2012



Microsoft Dynamics SAP Compete Infopedia



BI Demo Catalog



2014 © Microsoft Corporation | Confidential | For Microsoft Internal Use Only

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