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EMC Forum 2013

Lead Your Transformation

Learn how EMC cloud solutions transform IT and business. Attend a complimentary EMC Forum and explore how Cloud transforms IT, Big Data transforms Business, and Trust transforms Cloud.

Dubai – 10 September 2013

Why Attend EMC Forum?

From business trends and cloud directions to real-world use cases and interactive discussions, EMC Forum is definitely worthwhile. Connect with peers, learn from experts, and get solution demos.

Keynote Speaker,
Patricia Florissi

Patricia Florissi holds the title of Vice President and Global Chief Technology Officer (CTO) for EMC Sales. As Global CTO, Patricia’s responsibilities include defining mid and long term initiatives that strengthen and expand EMC’s technical and strategic positioning in the market.

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Patricia Florissi

2. Keynote Speaker,
Mark Thurmond

Mark Thurmond is Senior Vice President of Worldwide Sales for RSA, the Security Division of EMC. In this capacity, he is responsible for overseeing the division’s go-to-market strategies and achieving the revenue goals of its worldwide operations.

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Mark Thurmond

EMC Forum EMEA 2013
Lead Your Transformation

Get ready for EMC Forum 2013 – the one-day technology conference that helps you lead your company’s IT and business transformation.

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Event Date & Location

Date: 10 September, 08:30 - 18:00
Venue & Cost: Atlantis, The Palm, FREE
Address: Crescent Road, The Palm, Dubai, United Arab Emirates
Phone: + 971 4 426 2000

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Atlantis, The Palm

Agenda & Downloads

09:00 – 09:30
Welcome and Opening
by Said Akar, Director EMC South Gulf
09:30 – 10:15
by Patricia Florissi, Vice President & CTO Global Sales
10:15 – 10:45
by Mark Thurmond, Senior Vice President, Sales
10:45 – 11:20 Break
11:20 – 12:00
Platinum: Cisco
Leading Innovation in the Data Center
Scott Manson, Data Center Leader – Turkey, KSA and Middle East, Cisco

Attend this presentation to learn the advantages of Cisco UCS, Cisco Unified Fabric, and Cisco Unified Management. The Cisco Unified Data Center can change the economics of the data center by unifying networking, compute, storage, virtualization, and management into a single platform. The results are operational simplicity and business agility, which are essential for virtualization, cloud computing, and deploying IT-as-a-Service. Find out why infrastructure matters and how Cisco and EMC solutions can decrease costs, enhance scalability, and improve performance.

Platinum: VMware
VMware and EMC: Enabling IT as a Service for Your Organization
Sherif Abd El Gawad, Business Solution Strategist – Middle East & North Africa

IT Departments are under pressure as never before. Businesses are demanding both agility and cost reduction while at the same time diverting more of their resources to external cloud services, unbound by regulatory restraints. During this session we will explore how VMware and EMC can help IT meet these demands by transforming from a cost centre into the supplier of agile business services whilst taking full advantage of cloud economics.

  Breakout Tracks
Atlantis C - Cloud Infrastructure Atlantis D - Storage Atlantis E - Big Data / Trust
12:00 – 12:35
Lead Your Cloud Transformation. A structured Approach
Sadi Awienat

A typical IT department spends an unsustainable 70% of its budget on maintenance, with little room for innovation.
IT has reached a tipping point, but toward what? The Software-Defined Data Center.
Join us for an inside look at this next generation of IT architecture, and the transformative steps necessary to deliver ITaaS.

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Next Generation EMC: Lead Your Storage Transformation and Flash it up
Zaher Haydar

EMC is building the future of storage solutions for cloud, virtualization, files, and applications.
Join us for an inside look at EMC’s comprehensive storage portfolio, including our next generation VMAX, VNX, and Isilon platforms, Software-Defined Storage, and the Xtrem family of flash technologies that are driving the next generation of cloud computing.

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Big, Fast Data and the Path to New Business Value
Rached Dabboussi

The new data world runs on applications accessible around the clock from any device.
To provide data at speed and scale requires a multi-tiered data strategy combining in-memory data management with a peta-scale database for deep analysis.
This session outlines EMC’s Pivotal platform and how it merges Big and Fast Data to create new business value.

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12:35 – 13:10
Gold: VCE
Focus on Business Not Infrastructure with VBlock™ Systems
Nigel Moulton

Organisations need to deploy new applications and projects to support business growth and cost reduction, but in many cases budgets are static or reducing.
VCE will discuss how we can help you drive costs out of the infrastructure and free up budget and resources for those new innovation projects.
Converged Infrastructure solutions can help you: deploy new applications up to five times faster, reduce infrastructure cost by up to 68%, and deliver 83 times higher availability

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True Storage Virtualization with EMC ViPR Software-Defined Storage
Umair Riaz

To be successful in today's world, enterprises and service providers need to transform storage to reduce management and operational complexity automate storage for better operational efficiencies, and provide users with simple, on-demand storage access. This session explains how EMC ViPR, the first truly open software-defined storage platform, abstracts EMC and non-EMC storage from physical arrays into a single pool of virtual storage. You’ll learn how it centralizes storage management and monitors utilization, performance and health, and how the open, API-driven storage platform the creation and delivery of global data services that span block, file and object storage.

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Transforming SAP Landscapes for cloud computing and HANA Analytics
Mohamed Basti

SAP customers are optimizing IT management through cloud computing to free up resources to focus on SAP HANA data analytics for better business intelligence and competitive advantage. This session will discuss how an EMC virtual infrastructure can enable a high performance, highly available virtual environment for both SAP Cloud and HANA analytics, simplifying IT management, increasing productivity, and lowering costs.

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13:10 – 14:10 Lunch
14:10 – 14:45
Gold: Brocade
The Data Center Transformation is Underway. Is your Storage Area Network ready?
Hayden Sadler, OEM Partner Manager for Brocade Middle East and North Africa.

In this session, long-standing EMC partner Brocade will review the current state of the Fibre Channel SAN market where Brocade continues to enjoy the market leadership role and then move onto describing how current Data Center transformation trends are driving new requirements such as the Brocade Connectrix B-Series Gen 5 Fibre Channel and Fabric Vision technology. The session will close with the Brocade vision on the future of Fibre Channel Technology standards and benefits and how they can support your own Data Center transformation.

Continous avilability Over Distance
Muhammad Salama

EMC VPLEX extends High Availability beyond the limits of typical active-passive DR solutions. With a unique Active-Active architecture, VPLEX provides the foundation for Continuous Availability for your data and mission critical applications. Learn how to achieve zero RTO and zero RPO across data centers even in the event of a complete site failure.

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Rethink Storage: The next Generation scale out of NAS
Norbert Funke

Come find out what makes Isilon the industry-leader in Scale-out NAS. Learn the latest innovative capabilities, ease of file storage and how to alleviate traditional storage challenges. This session provides an overview of the instant capital and operational efficiencies which Isilon’s scale-out NAS portfolio can bring to your IT environment. Learn how Isilon enables you to focus on the data and liberates you from wrestling with the complexity of traditional storage.

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14:45 – 15:20 EMC VSPEX: Proven Infrastructure: Simple, Efficient, and Flexible with Microsoft & Cisco
Mohammed Garrana
Virtualizing Your Business Critical Applications Oracle & SAP
Santosh Shukla

To virtualize Oracle, Microsoft, SAP, and other business critical applications requires infrastructure design and deployment that maximizes performance and efficiency of application owners and storage administrators. This session will review EMC best practices and use cases for virtualizating business critical applications, with lessons from customers and EMC’s global IT organization.

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Transform your Network Surveillance
Fredy Issa

EMC is a leading provider of information infrastructure systems, software and services; in particular the management and storage of data.
The EMC CCTV Security division specialises in helping both public and private sector entities to migrate their legacy security camera systems to a digital network to enable them to manage, archive, protect, authenticate and scale their video surveillance system more effectively with advanced content management, analytics and enterprise-class architecture solutions

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15:20 – 15:55
Increased visibility, control, and proactivity with EMC SRM
Alexandre Reiniger

The Storage Resource Management Suite provides comprehensive monitoring, reporting, and analysis for heterogeneous block, file, and virtualized storage environments.
It enables you to visualize application to storage dependencies, analyze configurations and capacity growth, and optimize your environment to improve return on investment.

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Next Generation Unified Storage: VNX Re-defines Midrange Price/Performance
Ahmad Awad

Learn about the world’s top-performing storage, data protection, and cloud solution for midrange environments.
EMC VNX Unified Storage accelerates the transformation and protection of virtualized and cloud data centers through deep integration of
solutions, applications, management, and storage in high-speed protection storage architectures, delivering the industry’s best price/performance

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Battling Cyber Crime with Cyber Intelligence
Alaa Abdulnabi

Big Data security analytics and Cyber Intelligence have become essential tools to combat cyber attacks.
This session presents real-world examples from RSA Cyber Crime Intelligence and the RSA eFraudNetwork cloud to show the threats that enterprises face and how the combination of security analytics and cyber intelligence can detect and combat cyber crime

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15:55 – 16:30 Break
16:30 – 17:05
Change the Game with EMC Backup and Archive
Aamir Saleem

The game is changing. Backup and Archive are no longer just defensive tactics; they are offensive strategies that accelerate business.
You need the right game plan to meet today’s requirements and evolve for what’s next.
This session will map how EMC’s backup and archive strategy will enable you to deploy a Protection Storage Architecture to keep you ahead of the game

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Optimizing Oracle
Hassan Afyouni

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Joining Forces: Bringing Big Data to your Security Team
Alaa Abdulnabi

How can you use the flood of security-relevant Big Data to improve your security profile?
How can organizations secure the Big Data systems themselves?
This session discusses the opportunity for the security team’s newest member to improve protection and reduce risk, focusing especially on the critical role of security strategy and management

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17:05 – 18:05
How to Backup your Virtual Infrastructure
Ahmed Nashed

To reach your virtualization goals, you have to get backup right or it will slow you down.
This session shows you how to turn backup from a bottleneck to an enabler.
You’ll learn how EMC backup solutions optimize protection for VMware and Hyper-V environments, including VSPEX and Vblock, accelerating your cloud deployments

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Boosting your applications with Flash
Martin Halamek

Flash Technology is transforming today's enterprise data centers. Will discuss EMC's Flash strategy and different Flash technologies that dramatically improve application performance by reducing latency & accelerating throughput, and deliver unprecedented performance for the most demanding applications that require high levels of random I/O performance such as OLTP databases, server virtualization, database analytics, and VDI.

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VDI Deep Dive
Haider Aziz

Will be discussing the View architecture and key benefits and features of the View solution;
also the main steps for deploying VMware View, storage sizing, user profiling and best practice

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Patricia Florissi Vice President, Global CTO Distinguished Engineer EMC Corporation

Patricia Florissi holds the title of Vice President and Global Chief Technology Officer (CTO) for EMC Sales. As Global CTO, Patricia’s responsibilities include defining mid and long term initiatives that strengthen and expand EMC’s technical and strategic positioning in the market. Patricia also acts as the liaison between EMC and our customers and partners, to place EMC technologies in the context of their businesses, fostering stronger alliances and delivering higher value solutions to EMC clientele. Patricia holds the honorary title of EMC Distinguished Engineer, having been nominated in October 2007.

Patricia joined EMC in February 2005 via the System Management Arts (SMARTS) acquisition as a Distinguished Technologist in the Ionix business unit, and became the CTO for Ionix in November 2005. As CTO, Patricia was responsible for defining, and communicating the medium- to long-term vision EMC would embrace for delivering solutions to automate the management of Information Infrastructure resources. Patricia was appointed Strategic Initiative Leader for Governance, risk and Compliance (GRC) in August 2008, where she was responsible for leading the research, design, execution, and communication of EMC’s GRC vision and strategy. Patricia was appointed Americas CTO in January 2010, Americas and EMEA CTO in April 2011, and Global CTO in July 2012.

Before joining EMC, Patricia was the Vice President of Advanced Solutions at Smarts in White Plains, New York. In that capacity, Patricia was responsible for researching emerging technologies and for defining the strategy that Smarts would take in bringing solutions to market to address the challenges introduced by these technological advances. Patricia led the research, design, and first release of over half a dozen products. These have been driving millions of dollars in revenue and still remain in the market today.

Patricia is an EMC Distinguished Engineer, holds a Ph. D. in Computer Science from Columbia University in New York, graduated valedictorian with an MBA at the Stern Business School in New York University, and has a Master's and a Bachelor's Degree in Computer Science from the Universidade Federal de Pernambuco, in Brazil. Patricia holds multiple patents, and has published extensively in periodicals including Computer Networks and IEEE Proceedings.

Mark Thurmond Senior Vice President, Worldwide Sales RSA, The Security Division of EMC

Mark Thurmond is Senior Vice President of Worldwide Sales for RSA, the Security Division of EMC. In this capacity, he is responsible for overseeing the division’s go-to-market strategies and achieving the revenue goals of its worldwide operations. Prior to this role, Mark led America Sales for RSA. With more than 15 years of experience in information infrastructure, enterprise software, and global sales and services, Mark has played an important role in driving the success of EMC, the world’s leading information infrastructure company.

Prior to joining RSA, Mark was instrumental to the growth of other key areas of EMC. As Vice President of BURA Sales, he was responsible for driving the growth, revenue and profitability for EMC’s backup, recovery and archive technologies. Prior to becoming Vice President of BURA Sales, Mark was Vice President & Co-General Manager of the Centera Business Unit with responsibility for Worldwide Sales, Marketing, Channels and ISV relationships.

While at EMC, Mark has held several senior sales management positions within the company. He was responsible for running the NAS sales force for the eastern half of the Americas from 2000 - 2002, before being promoted to lead the Commercial Division for the Americas.

Prior to Mark’s tenure at EMC, he worked for Parametric Technology Corporation (PTC), a leading provider of product life cycle management software solutions. Mark held numerous executive sales management positions throughout the US, Europe and Asia, and helped drive the company’s revenue from $300 million to $1 billion while he was there.
Mark is based at RSA’s global headquarters in Bedford, Massachusetts, and he holds a BA in Psychology from Hofstra University.



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Patricia Florissi

Vice President & CTO Global Sales


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Mark Thurmond

Senior Vice President, Sales


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