run = sustain existing products and services grow = improve existing products and services transform = introduce new products and services Reducing Total Cost of Ownership Increasing Return on Investment Improving Agility Source: Gartner IT Metrics: IT Spending and Staffing Report, 2010 WHILE AND

Key Drivers: What Customers are Looking for “run” reducing Total Cost of Ownership “transform” improving Time To Market “grow” increasing Return on Investment

Microsoft Provides Complete Information Platform, On Your Terms On Premises & Private CloudPublic Cloud Extend any data Extend anywhere End user analytics Common Architecture Common Tools Data Synchronization

Cloud on Your Terms Scale on demand Fast time to market Extend any data, anywhere Optimized productivity Breakthrough Insight Rapid data discovery Managed self-service BI Credible, consistent data Complete data warehouse solutions “Grow Business”“Transform Business” Unlock new insights with pervasive data discovery across the organization Create business solutions fast, on your terms across server and private or public cloud Mission Critical Confidence Required 9’s & protection Blazing-fast performance Organizational compliance Peace of mind “Run Business” Enable mission critical performance and availability environments at low TCO

Cloud on Your Terms Develop Hybrid Apps Get on Top of the Private Cloud Breakthrough Insight Expand BI to More Users & Revolutionize BI Deploy Massive Data Warehouse Transform Data Quality Management Deliver Required 9’s at Right Price Ensure Security & Compliance Modernization & Migration Enhance Developer Productivity

20% of a company’s apps are mission critical and consume 80% of the total application performance budget* Mission Critical Confidence Market consolidation Era of compete Stringent security and compliance demands Situation Reduce Total Cost of Ownership Required 9’s & protection Blazing-fast performance Organizational compliance Peace of mind Customer Challenges How Denali Helps “Run Business” Partner Opportunity Increase Tier-1 penetration with mission critical apps via enterprise consulting services offerings Preempt modernization from older platforms and competitive migrations Prescribe trusted state of the art security and compliance solutions with confidence

Provide improved scalability for tier-1 solutions Deliver accelerated performance track record with trusted reliability Deliver the 9’s needed at the right price and with greater uptime SQL Server AlwaysOn - supreme up-time with multi-database failover and read only intent Windows Server Core - reduce downtime related to OS patching by 50-60% Increase Tier-1 penetration with mission critical apps via enterprise consulting services offerings Partitioned tables - higher scale with up to 15K Partitions for very large databases Full-Text Search - offers improved performance and scale advances TPC-E and TPC-H performance benchmarks* - Top 10 TPC-E, 4 of the Top 10 TPC-C, and #1 TPC-H 10TB Column store index - significantly boost query performance by ~100x Modernization & Migration Required 9’s at Right Price Security & Compliance Mission Critical Confidence AA AAAA SQL Server Denali allows you to deliver the required 9’s at less than 1/3 cost * Benchmark test results on SQL Server 2008 R2

Additional 2-3X Costs Mission Critical Confidence with Price and Performance Additional 4-5X Costs * Benchmark test results on SQL Server 2008 R2

Mission Critical Confidence Modernization & Migration Required 9’s at Right Price Security & Compliance Maximize your opportunity size with consolidation and private cloud Take advantage of huge upgrade opportunity Consolidation + Private Cloud = Higher Value SQL Server Migration Assistant (SSMA) Microsoft Assessment and Planning (MAP) Toolkit Consolidation Appliance Drive modernization and migration with standardization through EAP SQL Server Migration Assistant (SSMA) Safe Passage / SAP migration program Mainframe: 20% customers plan to move entire apps away from the mainframe Migration opportunities in multi-millions Migration opportunities in multi-millions Upgrade prior versions of SQL Server Upgrade prior versions of SQL Server

Provide an additional level of security for your solutions Ensure compliance with built-in IT controls Prescribe simplified data management and operational control PowerShell 2.0 Support - automates management tasks across the platform Default Schema for Groups - allows a default for Windows group user accounts Prescribe trusted state-of-the-art security and compliance solutions with confidence User-Defined Server Roles - easily manage permissions around data access Contained Database Authentication - uses self-contained access information Audit Resilience & Filtering - increase manageability related to auditing Encryption capabilities - helps protect confidential information Modernization & Migration Required 9’s at Right Price Security & Compliance Mission Critical Confidence Fewest vulnerabilities of any enterprise database

Mission Critical Confidence with Security and Manageability SQL Server DBAs manage 4X as many DBs than Oracle DBAs

Mission Critical Confidence Supporting Features Flexibility Through Choice of Deployments Leads to 50%-60% reduction in OS Patch Reboots Implement Robust DR Sites and Minimize Downtime REMOTE SITE ACTIVE STORAGE PRIMARY SITE REPLICATED STORAGE CLIENT PC

Breakthrough Insight Data Explosion Consumerization of IT Fast changing business requirements Customer Challenges Less than 30% of knowledge workers currently access business intelligence. Increase services revenue through expansion and empowerment of BI user base Scale-up your offerings to Tier-1 data warehouse with complete solutions Extend your portfolio with new data quality tools and data integration capabilities Partner Opportunity Situation Increase Return on Investment Rapid data discovery Managed self-service BI Credible, consistent data Complete data warehouse solutions How Denali Helps “Grow Business”

Deliver BI data on any device, anywhere for executive decision makers OData – control multiple user experiences across the web, devices and desktop Industry standard APIs (ADO.NET, ODBC, JDBC, PDO, and ADO) Increase services revenue through expansion and empowerment of BI user base PowerPivot - managed self-service analytics Extended OLAP and cubes reporting - deliver end-to-end BI Expand & Empower BI users Transform Data Quality Management Breakthrough Insight Massive Data Warehousing Expand reporting capabilities to all information workers Crescent – rapid data exploration & visualization BI Semantic Model - unify existing data sources with Microsoft SharePoint and Excel Enable innovative self-service BI offerings for business decision makers 32% of Excel users are comfortable using Excel for “advanced analysis”

Minimize risks and drive faster time to solutions with appliances ( TB) Deliver blazing-fast query performance for large-scale data warehousing (Any size) Scale-up your offerings to Tier-1 data warehouse with complete solutions New Column store index - significantly boosts query performance Partitioned tables - scale to 15,000 partitions Transform Data Quality Management Significantly boosts query performance ~100x for star join or similar queries Expand & Empower BI users Deliver scaled-up services for high-end Tier-1 massive data warehouse (10s - 100s of TB) Parallel Data Warehouse (PDW) - scale to 100s of TB while maintaining high performance Fast Track configurations & appliances - high performance, and scale to 80TB Reference architectures Breakthrough Insight

Ensure data confidence through data integration & management Provide tools to help build improved data quality knowledge bases Help customers reduce costs for tracking data dependencies and impact analysis Data Lineage - Explore data dependencies in business applications Extend your portfolio with new data quality tools and data integration capabilities Enhanced Master Data Services (MDS) - Create, maintain, store, & access MDS Improved Integration Services (SSIS) - reliably & efficiently deliver consistent data Data Quality Services - Improve data quality and ease data management Massive Data Warehousing Expand & Empower BI users Transform Data Quality Management Built-in powerful data quality management and data integration tools Breakthrough Insight

Improved Integration Next Gen End User Empowerment Information As It Happens Breakthrough Insight: Scenario Showcase Blazing-fast Query Performance

Breakthrough Insight: Project “Crescent” Interactive data exploration & visual presentation experience Targeted at Information Workers who need access to their business data but don’t have the technical knowledge to write their own queries or specialized knowledge around reporting Gives the user a powerful yet simple to use experience for telling stories with their data Watch the video >

IT as a core business strategy Shift to the cloud Tyranny of choice IT Pros struggling with systems reuse Customer Challenges 80% of large enterprise IT managers are at least in trial stage for cloud computing Situation Improve Time To Market Scale on demand Fast time to market Extend any data, anywhere Optimized productivity How Denali Helps Develop, deploy, and integrate hybrid applications from on-premises to public cloud Get on top of the private cloud opportunities by deploying optimized end-to-end solutions Expand your business by extending the reach of data anywhere across server and/or cloud Partner Opportunity Cloud on Your Terms “Transform Business”

Only database platform providing the choice of building cloud applications with the same set of tools and giving the chance to dynamically move on-premises applications to the cloud

Provide your customers with break free on-demand scale and flexibility Benefit from cost savings by developing with hybrid applications “Juneau” – integrated development tools across on-premises and public cloud SQL Azure DataSync - provide bi- directional data synchronization Develop, deploy, and integrate hybrid applications from on-premises to public cloud Common architecture - spanning traditional servers, appliances, and the cloud Self-service provisioning & usage metering Same development tools, frameworks and T-SQL based model SQL Server Management Studio - manage with a single console across private cloud and public cloud Get on top of the Private Cloud Extend Data Anywhere Cloud On Your Terms Develop solutions once—deploy anywhere!

Achieve faster time to solution with appliances Deploy optimal data platform for customers on their terms Provide highly available SQL Server hosting services Data-tier Application (DAC) - deploy, import, and export DACs more easily Contained Database Authentication - use self-contained access information Get on top of private cloud opportunities by deploying optimized end-to-end solutions SQL Server appliances - reduce design, tune, and test time Consolidation appliance - win reliability and time when consolidating data platforms Common architecture - deliver break free and scalable solutions Private & public cloud offerings- gain virtualized, on-demand capacity and self- service provisioning & usage metering Develop Hybrid Apps Get on top of the Private Cloud Extend Data Anywhere Cloud On Your Terms

Expand your business by extending the reach of data anywhere across server and/or cloud Develop Hybrid AppsGet on top of the Private Cloud Extend Data Anywhere Cloud On Your Terms Integrate public and private datasets to create new applications Enable new scenarios across datacenter and cloud Extend solutions with structured/unstructured data across heterogeneous environments Expand your business by extending the reach of data anywhere across server and/or cloud Windows Azure DataMarket - publish data for purchase and consumption by other entities SQL Azure DataSync - provide bi-directional data synchronization OData - Provide a consistent and open data- feed to power multiple user experiences Manage and extend data including XML data, Windows files, and spatial information. FileTable - increased data storage flexibility

Develop and manage efficiently at scale with a single set of tools Provide greater interoperability and new capabilities Achieve faster time to solution with productive testing ReplXEvent - enable Microsoft CSS to perform remote troubleshooting and log collection more efficiently Leverage existing developer tools to improve time to solution & increase margins “Juneau” – leverage new developer tools for an integrated development experience SQL Server Management Studio - deploy and manage assets across platforms APIs (ADO.NET, ODBC, JDBC, PDO, and ADO) - extend heterogeneous environments by connecting to SQL Server and SQL Azure applications Developer Productivity SQL Server Developers are 10X times more productive

Unified App & DB Development Deploy On Premises or In The Cloud Leverage Unstructured Data Developer Productivity

Start your journey to a Data Platform and BI practice Strengthen your expertise Build interest for your Data Platform and BI solutions Take advantage of sales tools to help you close sales faster and increase business Help your customers implement Server & Cloud Solutions Take advantage of BI practice accelerator Engage with your Partner Account Manager (PAM) to access the Partner Solution Plan (PSP) Activation Kit Build the sales, readiness, and marketing plan for your: DW practice BI practice Data Platform practice Engage with your PAM to access the METRO program Become a BI or Data Platform Sales Specialist Utilize BI courseware to get your team ready to: Deploy DW solutions Enable Self-Service BI Modernize your customers mission critical environments Attain the Gold Data Platform or Gold Business Intelligence Competencies Increase your consulting and implementation revenue with the Application Platform Optimization QuickStarts Advertise your BI and Data Platform solutions in Pinpoint Use the Partner Economic Model to find out how you can grow your business Engage with your PAM to take advantage of the RDP program Stay up to date with the latest information and get online technical support with Technical Communities and Blogs on TechNet PlanEnableCreate DemandSellDeploy

Enable Download SQL Server CTP3 ( Download SQL Server CTP3 ( Find training opportunities on Microsoft Partner Network (MPN) to help you build your practice and solutions Find training opportunities on Microsoft Partner Network (MPN) to help you build your practice and solutions Enroll in SQL Solutions Incentive Program (SIP) Enroll in SQL Solutions Incentive Program (SIP) Reduce customer acquisition costs and develop new business opportunities by becoming a SQL Server Deployment Planning Services (DPS) provider Reduce customer acquisition costs and develop new business opportunities by becoming a SQL Server Deployment Planning Services (DPS) provider PlanEnable Create Demand Sell Deploy Plan

The Cloud Ready Platform delivering: Mission critical confidence Breakthrough insight Cloud on your terms Code-named “Denali” Code-named “Denali” Serving basic database needs with enhanced data platform support: Solid offering for departmental and mid-market IT and enhanced enterprise data platform Comprehensive data platform solution for the enterprise Comprehensive, integrated data management and business intelligence (BI) Enable mission critical availability and performance environments at low TCO The 9’s you need with AlwaysOn Blazing-fast query performance with Project "Apollo“ Unlock new insights with pervasive data discovery across the organization Rapid data discovery via Project "Crescent" and PowerPivot Credible, consistent data via BI Semantic Model and Data Quality Services Create and scale business solutions fast, on your terms, from server to private or public cloud Scale on demand from devices to datacenter to cloud Write applications once, run most anywhere with Project "Juneau”

 Cloud-Ready: Only database platform providing the complete solutions from on-premises to the public cloud  #1 database in the market - most widely adopted database  Proven Growth: Fastest Growing Relational Database WW*  Microsoft builds on Gartner BI leadership with innovations included in Denali  Leaders Quadrant in Gartner Magic Quadrants for DW & BI +  Fewest vulnerabilities of Any Enterprise DB #  SQL Server DBAs manage 4X as many DBs than Oracle DBAs  Over 30,000 partners are offering solutions * Source: “Worldwide Embedded DBMS Forecast and 2009 Vendor Shares,” Carl W. Olofson, IDC, September Source: Gartner Magic Quadrant for Business Intelligence Platforms, January 2010 & Gartner Magic Quadrant for Data Warehouse DBMS, January 2010 # Source: NIST National Vulnerability Database