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Background information:
Microsoft SQL Server 2016 – Hybrid Hyperscale
Positioning and Messaging Framework
This document provides the messaging and positioning strategy for marketing initiatives for Microsoft SQL Server 2016’s Hybrid Hyperscale Hosting
Service Providers (HSPs) offer. This is a campaign specifically for customers of HSPs.
PURPOSE OF THIS
FRAMEWORK
KEY DIFFERENTIATORS
Important notes:
o Use this document as a guide as you develop relevant communications. This is a reference document, intended to inform the work of
marketing and sales professionals.
o This document is for internal use only, and is not intended for distribution to external organizations, public or press.
 Stretch cold data tables from on-premises and/or managed hosted SQL
Server to the Azure cloud with remote query processing with no
application change
 Security is built-in with Always Encrypted and Row Level Security
 Workload analysis using historical data enabled by Query Store
Audience
Description
Top 3-5 Pain Points
Perceptions
IT Decision
Makers
(existing and
net new
Buyers)
 CTOs or CIOs in
large enterprises
 IT
Director/Manager
in SMB’s
 Business owners
 Procurement
1. Large databases incur big storage cost
2. Building local storage for long-term retention of
cold data is expensive
3. The need to delete or archive data offline to
reduce database size is inconvenient and creates
availability issues
4. 80% of our consumer data is unused due to the
lack of availability
Current audience perceptions
We don’t know much about using the cloud, it’s probably
complicated and what we are doing now works.
TARGET
AUDIENCE
MEMBERS
1.
Influencers
Page 1
VISION FOR
THIS MARKET
Every customer operating their data-driven applications
on older SQL Server upgrades to SQL Server 2016.
New customers needing a database solution that
extends seamlessly to the cloud for their applications
choose SQL 2016 over the competitions.
 DBAs, Network
Administrators
2.
3.
Continuing to build hardware infrastructure for
fast growing databases is expensive
Taking cold/warm data offline requires extra
work if the data is needed in the future
Disaster recovery takes a long time and is
difficult to perform
Desired audience perceptions
Migrating the data platform to SQL 2016 and into Azure
helped us reduce cost, improved performance and
required only minimal effort.
Current audience perceptions
SQL 2014 works fine, we can just keep building
hardware infrastructure, the cloud is complicated.
Desired audience perceptions
Migrating to/Choosing SQL 2016 was so easy and our
cost to host warm and cold data has gone down
significantly. Query Store allows for workload analysis,
and disaster recovery is now much easier to accomplish.
POSITIONING
STATEMENT
Our managed cloud database platform built on SQL Server 2016 seamlessly and securely extends your large databases to Azure, greatly reducing the cost of
storing warm and cold data, increasing historical data availability for marketing analysis and eliminating the need to delete or archive data offline. All of these
can be accomplished without changing your applications.
25 WORD
POSITIONING
Our managed cloud database services built on SQL 2016 can seamlessly and securely extend your large database to Azure for low-cost data storage and
availability.
50 WORD
POSITIONING
100 WORD
POSITIONING
Our managed cloud database services built on SQL 2016 can enable your company’s cloud expansion to Azure with low storage cost for large databases
with cold and warm data. Our solution provides secure and seamless integration with Azure, providing faster disaster recovery with Enhanced Always-on to
ensure your business’ continuity.
An on-demand and essentially limitless expandable data platform is important to a growing, data-centric business. The SQL 2016 Server can securely and
transparently stretch your on-premise/hosted historical data to Azure for cold or warm data storage while maintaining availability to the applications with
features like Stretch Database, Always Encrypted and Row Level Security, effectively eliminating the need to delete or archive data offline.
Our hybrid cloud database platform allows your business to significantly reduce storage cost for long term backup. Disaster recovery effort is significantly
reduced with streamlined environment replication using Enhanced Always-On for mission-critical applications. Query Store allows for performance workload
analysis.
PILLARS
SUMMARY
STATEMENT
Low cost data storage
Fast Disaster Recovery
Seamless, secure integration
Enjoy expandable on-demand database storage for
cold and warm data without CAPEX
Zero data loss and recover in seconds with Enhanced
Always-On
Secure by default and no application change
needed for queries, simplifying deployment
and management.


SUPPORT POINTS


Page 2
Cloud storage costs significantly less than
building out infrastructure and requires little
maintenance
Data remains available for query without any
application change
No need to delete or archive data offline

Optimized and simplified Enhanced Always-On for
streamlined replications.
More Availability Groups leads to much faster
disaster recovery
 Unprecedented security with Always
Encrypted and Row Level Security
 Query Store provides insight on workload
and performance
 Stretch Database is transparent to
application, requiring no application
change