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Ingram Micro partners with APC to showcase its turnkey solutions offering

The world’s largest technology distributor with customers in more than 100 countries, Ingram Micro is a vital link in the technology value chain. Ingram Micro creates sales and profitability opportunities for vendors and resellers through unique marketing programs, logistics services, technical support, financial services and product aggregation and distribution.

Company

Ingram Micro

Sector

IT Distribution

Location

Sydney, Australia

 

Icon Eye

challenge

To build a complete live data centre demonstration facility to showcase different vendor products, demonstrating how they integrate and operate in alive, integrated environment; and help resellers secure sales

Solution

APC 48KW InfraStruxure Type B Power System

Two APC InRow RC Chilled Water solutions

InfraStruxure Central data centre management solution

Benefit

APC’s InRow cooling solution negated a raised floor requirement in the room, significantly reducing initial outlay costs

APC’s solutions’ high power efficiency significantly reduced the facility’s operational costs, making it a viable investment

The modularity of APC’s InfraStruxure design allowed the transformation of a standard office space into a state of the art data centre facility in three months

InfraStruxure Central enables the remote demonstration of the capabilities of the physical infrastructure solutions in the facility and how they interoperate in a live environment

Opportunity

Ingram Micro is committed to providing its reseller partners with the right tools to help them generate and close sales.

A powerful sales tool for resellers is product demonstrations.

“Just like buying a new car, most technology customers want to be able to take the product for a test drive and see how it handles in a live environment,” said Hamish Kear, APC Group Product Manager, Ingram Micro.

“We had built a number of separate demonstration facilities to showcase different vendor products and assist our partners in educating customers and securing sales.”

The labs were a powerful selling tool; resellers using them experienced a 90 per cent close rate with customers, said Kear.

However Ingram Micro was seeing increasing customer demand for integrated end-to-end solutions rather than standalone products.
Ingram Micro saw an opportunity to build a complete data centre demonstration facility to demonstrate to customers and resellers the whole Ingram Micro solution.

“In the real world, customers work with multiple products from multiple different vendors in integrated environments. As such we wanted to build a facility in which we could demonstrate how our different vendor products integrate and interoperate in a live environment,” said Kear.

“The facility would also provide our resellers with greater cross-sell opportunities – customers looking to buy an APC solution may also purchase an IBM solution once they see how they interact in a live environment.”

Solution

In May 2009, Ingram Micro commenced building the 50KW data centre demonstration facility in its Rosebery office.

Featuring technology from leading vendors including APC, HP, IBM, EMC, Cisco, Symantec, VMware and Microsoft, the data centre is modular and scalable and has enough power to simulate running a 4000 seat enterprise.

“The scale is important because it lets customers see how applications behave in environments similar to their own,” said Carlo Nizeti, APC Solutions Architect, Ingram Micro.

Ingram Micro deployed APC’s InfraStruxure solution with 48Kw UPS, six racks and two APC InRow RC Cooling solutions.

APC’s InfraStruxure solution is an on-demand architecture for network-critical physical infrastructure (NCPI). It consists of pre-assembled components including modular and scalable UPS, power distribution units, metered power rails, rack enclosures and cooling units, as well as environmental monitoring.

Without APC’s award-winning power efficient solutions, this project simply would not have got off the ground.

“APC’s solutions are vendor agnostic and no-one questions the superiority of APC’s infrastructure and cooling solutions; so it was a great way to bring all the vendors together.

“For example, we can use the facility to demonstrate how APC’s InfraStruxure integrates with not only APC racks but also HP racks or whatever rack our customer is using.”

Power and cooling efficiency slashes operating costs

According to Nizeti, APC’s technology was crucial to reducing the upfront and operating costs of the data centre and securing Management approval of the proposed facility.

APC’s InRow Cooling solution meant Ingram Micro did not have to put in a raised floor in the room which significantly reduced its initial outlay costs.

“APC’s solutions are also highly power efficient – they can reduce power consumption in the data centre by up to 30 per cent. This meant we could significantly reduce the facility’s operational costs, making it a viable investment.

“By far the biggest IT challenges our customers are facing are the increasing demand for and cost of power and cooling, and we are no exception,” said Nizeti.

“Without APC’s award-winning power efficient solutions, this project simply would not have got off the ground.”

Modular design to support growing IT requirements

The modularity of APC’s InfraStruxure design allowed Ingram Micro’s IT team to transform a standard office space into a state of the art data centre facility in three months.

“The strength of the solution lies in its modularity and speed of deployment. In Australia, some data centres are obsolete before they have even been built because the deployment takes so long,” said Nizeti.

The InfraStruxure design allows the selection of standardised components to create a solution through modular configurations. This standardisation enables an easily scalable architecture designed to meet changing needs and future expansion.

This modularity and scalability was an important requirement for Ingram Micro. As the organisation expands its solutions offering, so too will it require more data centre infrastructure to demonstrate it in the facility.

“The modular design means it is quick to deploy and expand, minimising our long term costs. We only pay for what we need today.”

Centralised management enables ROI visibility and measurement

Ingram Micro also deployed APC’s InfraStruxure Central data centre management software which enables company-wide monitoring of multi-vendor physical infrastructure: power, cooling, security, and environment.

This centralised repository of critical information can be accessed by multiple users from anywhere on the network, creating a consolidated view of the physical infrastructure.

“Using InfraStruxure Central, we can demonstrate remotely the capabilities of the physical infrastructure solutions in the facility and how they interoperate in a live environment,” said Nizeti.

InfraStruxure Central’s capacity and change management capabilities also enable Ingram Micro to carry out in-depth analysis of data centre operating costs.

“We can show customers how to plan and optimise actual power, cooling and rack capacities via a shared data centre model, enabling efficient equipment provisioning and right-sizing of your data centre.”

 

 
 
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