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SQL Server 2016The most secure1 and widely used2 database just took a huge leap forward.

New Hybrid ScenariosRamp up to the cloud easily and with greater mobility, and provide a consistent experience between your datacenter, private cloud, or Microsoft Azure.

• Store and access historical data more cost-effectively with Stretch Database, which allows you to “stretch” your warm and cold transactional data to Azure without making application changes.

• Back up data to the cloud more easily than ever. Several built-in features make your backup and restore options simpler and more reliable, while saving the cost and aggravation of managing hardware for backup and restores.

• Migrate on-premises SQL Server to Azure with ease using point-and-click migration. Use the simplified Add Azure Replica Wizard to create a new Windows Azure VM in hybrid IT and configure it as a secondary replica for a new or existing AlwaysOn availability group.

Four ways SQL Server 2016 provides value for SMB customers

Enhanced PerformanceReduce downtime while increasing scalability and processing power to avoid disruptions to your business.

• Get better performance. Benefit from enhanced in-memory performance with up to 30x faster transactions, more than 100x faster queries than disk-based relational databases, and real-time operational analytics.

• Ensure higher availability (compared to SQL Server 2014) with three synchronous replicas for auto failover across domains, round-robin load balancing of replicas, DTC and SSIS support, and automatic failover based on database health.

• Improve scalability by caching data across multiple cores. SQL Server 2016 also allows you to deploy databases on Windows Server 2016 Storage Spaces Direct to create highly flexible storage solutions.

• Analyze a full history of changes without additional code. Focus your data analysis at any point in time, simply and efficiently.

Making the Case for SQL Server 2016

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This document arms you with talking points to help you effectively position and sell SQL Server 2016. It highlights the value proposition, compares different SQL versions and editions, and provides guidance for different sales scenarios. As hybrid cloud enablement is a key competitive offering of Microsoft products, the points supporting hybrid enablement are called out with an

marker.

1 National Institute of Standards and Technology Comprehensive Vulnerability Database update 2/1/20162 IDC Unit Share of 46%3 National Institute of Standards and Technology Comprehensive Vulnerability Database 2/2016.4 Gartner, from SQL 2016 ITDM Sales Sheet

Robust SecurityWith new advanced security features, SQL Server 2016 brings unmatched security and performance to the least vulnerable database seven years running.3

• Protect sensitive data at rest and in motion, on-premises and in the cloud with Always Encrypted, which encrypts and decrypts data within the client. The actual, unencrypted data is never known to SQL Server.

• Limit access to specific rows in a database table based on individual privileges with Row-Level Security, and satisfy compliance standards.

• Conceal sensitive data in multiple ways. Hide personally identifiable information like credit card and social security numbers, and control how data appears by obscuring sensitive information without making physical changes to the database itself.

End-to-End Mobile BITransform data into actionable insights, online or offline, at one-fifth4 the cost of other self-service solutions.

• Access relational and non-relational data at all volumes and with high performance. Pull data from countless sources into data models and reports.

• Build comprehensive, scalable analytic solutions with SQL Server Analysis Services, and benefit from the lightning-fast performance of in-memory built into the tabular model.

• Gain insights on nearly any device. Transform your business with modern, paginated reports and rich visualizations. Use SQL Server Reporting Services to publish reports to any mobile device—including Windows, Android, and iOS devices—and access reports online or offline.

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5 Predicts2016: IT Solutions That Help Midsize Organizations Optimize Resources, 20156 National Institute of Standards and Technology Comprehensive Vulnerability Database 2/2016.7 2015 Cost of Data Breach Study: IBM & Ponemon Institute Global Analysis 8 Intuit Study Shows How the Cloud Will Transform Small Business by 2020 9 Gartner, Survey Analysis: Business Intelligence and Analytics Spending Intentions, 201610 Gartner, from SQL 2016 ITDM Sales Sheet11 Data security, SQL Server 2016, and your business, by David Hobbs-Mallyon, SQL Server Blog, January 14, 2016.

Key Business Concerns & Industry Stats SQL Server 2016 Benefits & Solutions

Flexible & Cost Effective Storage“Scalable storage at your fingertips”30% of midsize organizations will leverage public cloud infrastructure as a service (IaaS) for backup by 2019, up from 5% today.5

• Meet your growing data needs with scalable storage options. • Cut storage costs with Stretch Database to Azure SQL. Data remains

online and can be queried without application changes.• Advanced security technologies ensure critical data is protected

on-premises and in the cloud.

Hybrid Cloud“Move to cloud on your terms”80% of U.S. small businesses will be fully adapted to cloud computing by 2020, more than doubling the current 37% rate.8

• Create a more cost-efficient way to store and access customer historical data with Stretch Database.

• See a 50% reduction in storage and faster restore with block blob uploads and custom backup schedules.

• Migrate the workloads you want in the cloud with point-and-click simplicity.

Security “SQL Server is the least vulnerable database 7 years in a row6”$9M is the average cost of a data breach, an increase of 23% over the past two years.7 Protect your business with the most secure database.

• Protect data at rest and in motion while leaving the master key in the native application.

• Apply access control to table rows based on user access rights. • Prevent unauthorized access with real-time dynamic data masking.

Comprehensive BI “End-to-end mobile BI on any device is built-in”42% of companies plan to deploy mobile Business Intelligence.9

• Gain insights and transform your business with rich visualizations. • Publish reports to almost any mobile device—including Windows,

Android, and iOS devices—for easy report access. • Transform data into actionable insights, online or offline.• Get a comprehensive solution at one-fifth the cost of other self-

service solutions. Average cost of self-service BI per user:- Microsoft $120- Tableau $480- Oracle $2,230

First-Time Customer“Rely on the most trusted database for your growing business”Microsoft spends $1B a year to make Microsoft products more secure, with SQL Server and Azure SQL Database at the top of the list of products investing in security.11

• SQL Server is one of the most widely used, comprehensive databases, trusted by organizations large and small all over the world.

• Security is built-in to help keep your data protected.• Microsoft follows strict privacy practices to ensure you own and

control your data.

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Making the Case for SQL Server 2016

Key selling scenarios for SMBs

Order historyName SSN DatePhilip Wenger cm61ba906fd 2/28/2005Denny Usher ox7ff654ae6d 3/18/2005Alicia Hodge i2y36cg776rg 4/10/2005

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SQL Server 2016 EditionsSQL Server 2016 SP1 features by editionFeatures in blue are newly available in Standard and Express since SQL Server 2016 SP1

Standard Enterprise

OLTP Performance

Maximum number of cores New24 cores Unlimited

Maximum memory utilized per instance128 GB OS Max

Maximum size524 PB 524 PB

Basic high availability (2-node single database failover, non-readable secondary) New

Enterprise data management (Master Data Services, Data Quality Services)

Advanced OLTP (In-memory OLTP, Operational analytics*) New

Advanced HA (Always On - multi-node, multi-db failover, readable secondaries)

Security

Security (Always Encrypted, row-level security, data masking, basic auditing, separation of duties)

New

Transparent Data Encryption

Data Warehousing

Fuzzy grouping and look ups

Data warehousing (In-Memory ColumnStore*, partitioning, data compression, change data capture**, database snapshot)

New

Business Intelligence

Basic data integration (SSIS, built-in connectors)

Basic Corporate Business Intelligence (Multi-dimensional models, Basic tabular model)

New

Mobile BI (Datazen) New

Advanced Corporate Business Intelligence (Advanced tabular model, Direct query, in-memory analytics, advanced data mining)

New

Advanced Analytics

Basic “R” integration (Connectivity to R Open, Limited parallelism for RRE) New

Advanced “R” integration (Full parallelism for RRE) New

Hybrid Cloud Stretch Database New

Programmability Programmability (T-SQL, CLR, Service Broker, JSON, XML) New

*Subject to memory core and limitations for Standard and Express**Change data capture not available in Express

Editions & Licensing

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Editions & Licensing

High AvailabilitySQL Server is a crucial component for applications and therefore an important part of availability plans. Customers generally deploy multiple SQL Servers to provide high availability to the applications. Having SQL Server licenses covered with Software Assurance will reduce the total cost of licensing.

How to prompt the conversation:Q: “Are you going to use/deploy any of the SQL High Availability options?”

Listen for these keywords: Cluster, Mirroring, Replication, AlwaysOn

Q: “How critical is your application?” Or “Can you afford downtime?”

Response: With the introduction of SQL Server 2014, licensing rights for High Availability scenarios have changed. In an Active-Passive scenario, passive copy use rights became a Software Assurance benefit. Without Software Assurance, the passive server needs to be licensed like an active server.

2 Virtualization/Cloud DeploymentsMost of the new SQL Server deployments are virtualized. It is very likely that your customer will deploy these licenses on a VM or in the public cloud. License Mobility (within Software Assurance) removes this 90-day limitation and allows licenses to be moved frequently. To stay compliant in a virtualization environment, make sure you add Software Assurance to the licenses.

How to prompt the conversation:Q: “Are you going to virtualize your SQL Server?”

Response: In a virtual environment, VMs can move between physical hosts fluidly without any interruption and depending on the load on the host. (Hyper-V Live Migration or VMWare vMotion are two enabling technologies.). Each time a VM moves from one physical host to another, a SQL Server license has to be assigned to the new physical host. However, this cannot be done more than once every 90 days. Tracking license assignments can become very complicated and can easily cause customers to get out of compliance.

One of the most compelling benefits of Software Assurance is License Mobility, which removes the 90-day limitation to allows licenses to be moved frequently.

Q: “Do you have any plans to move your SQL workloads to Azure/Public Cloud?”

Response: As a part of the License Mobility rights, SQL Server licenses with active Software Assurance coverage can be moved from on-premises to IaaS services like Microsoft Azure at any time without additional licensing. Please note that customers must deploy on Azure or deploy on one of the Authorized Mobility Partner cloud offerings.

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Two reasons to add Software Assurance to all SQL Server opportunitiesFor detailed Software Assurance benefits, please see Software Assurance FAQs.

Other Software Assurance Benefits• Upgrade rights while under coverage• 24 x 7 web-based helpdesk support* (depending on licensing agreement, see Software Assurance FAQ for more info)• An additional license for an offsite cold backup server• Unlimited virtualization benefits when licensing all cores with Enterprise Edition

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Identifying the right license for your customerPlease keep in mind that Enterprise edition is only available in the core-based licensing model.

Q1: “Do you have public facing websites or apps?” Q2: “Can you count your users or devices?”

YES Per Core licensing model YES Server + CAL model

NO Proceed to Q2 NO Per Core licensing model

Editions & Licensing

Per Core Licensing ModelUse this model if you cannot or do not want to count users/devices or if you have external apps.

A license is required for each physical OR virtual core that is accessed by an operating system environment running SQL Server software

There is a minimum requirement of four (4) core licenses per processor or per VM

This license does not require any device or user client access licenses (CALs)

SQL Server Enterprise Edition gives you the right to run unlimited VMs when you license all cores on the physical server with Software Assurance

Note: Enterprise edition is only available in the core-based licensing model

Server + User/Device CAL ModelUse this model if you can count users/devices AND the number of users/devices is low enough that the cost is less than Per Core model.

A server license is required for each operating system environment running an instance of SQL Server software

All users or devices accessing the SQL server(s) directly or indirectly require a CAL

What does end of support mean? SQL Server 2005 extended support ended on April 12, 2016. This is a great reason for customers to modernize their database. Customers should act now to avoid security and compliance risks and ensure continued compatibility.

End of support means:

No security updatesNo access to critical security updates, opening the potential for business interruptions

Higher maintenance costsMaintaining legacy servers, firewalls, intrusion systems, etc. gets expensive quickly

Compliance concernsAs support ends, your organization will likely fail to meet regulatory compliance

End of Support

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Objection Handling

Use this section to handle common customer objections NOTE: If your customer has more detailed objections, escalate to your partner contact at Microsoft.

Customer concern Response

“Upgrading is just too expensive.” While at first glance it may seem less expensive to maintain your current database platform solution, taking a longer look will show you the costs of maintaining the status quo can be far higher. Consider the cost of security breaches, which are far more likely to occur on an older database solution. Or the costs of not meeting compliance standards when support ends. What’s more, as you already know, maintaining legacy systems (firewalls, intrusion detection systems, etc.) also gets expensive – and aggravating to the IT department – very quickly.

“Upgrading will take way too much time for our IT staff to handle.”

“Our version of Windows Server needs an upgrade too.”

Whereas in the past most major new IT deployments took months and were a painful process, SQL Server 2016 features a simple, wizard-driven process to simplify on-premises migration from SQL Server 2008, 2008 R2, 2012, and 2014. Likewise, a simple point-and-click migration makes it easy to migrate on-premises SQL Server to Azure.

Why not upgrade both then? While the up-front cost and workload will be greater, the long-term ROI will be far higher with reduced maintenance costs, increased productivity, greater security with automatic updates and hotfixes, and a far more efficient way to manage your IT infrastructure.

As one example of how you can realize immediate cost benefits, when you purchase new Windows Server licenses with Software Assurance you will be eligible for Azure Hybrid Use Benefits, which can save up to 50% compared with running a separately-licensed Windows Server virtual machine in the cloud.12

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“Processor to core licensing changes makes upgrading more expensive.”

In most instances, the fees will remain the same. What you will gain in performance upgrades and cost savings, for example in virtualization costs with the Azure Hybrid Use Benefit of Software Assurance, could more than make up for any fluctuations in licensing costs.

Virtualization. Storage. Backup and Restore. There are plenty of ways your organization will be able to leverage the cloud benefits of upgrading that will improve IT efficiencies, organizational productivity, and save costs in the long run.

“I’m not happy with older versions of SQL Server and would prefer not to invest in SQL again.“

SQL Server 2016 is the biggest leap forward in Microsoft’s data platform history with real-time operational analytics, rich visualizations on mobile devices, built-in advanced analytics, new advanced security technology, and new hybrid cloud scenarios.

Seller tips: • Ask what was dissatisfying before, then use the talking points from the rest of the document to

address the pain point they bring.• Here’s a link to SQL Server 2016 customer success stories to help communicate the impact

upgrading could have on their business. Use the filters on the left to narrow down the stories by organization size, industry, etc.

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My CEO (or other BDM) believes this will be just a “sunk cost” project, and I don’t have the points to make him/her think otherwise.”

There are many advantages to upgrading. For example:

a) Performance improvements mean faster applications, more efficient employees and happier customers – as outlined above.

b) Continued security and compliance for your applications.c) The ability to scale the business needs as you grow.

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Objection Handling

Customer concern Response

“Everything’s moving to the cloud. Why do we need an on-premises server like SQL Server? I don’t see how it’s still relevant for today’s businesses.

IT organizations are increasingly calling many things “cloud” as part of their efforts to gain funding and meet nebulous cloud demands and strategies. The resulting myth is that people are falling into the trap of believing that if something is good, it has to be cloud.

Though it’s true that IT is shifting more and more to cloud, it doesn’t mean that newer on-premises solutions are obsolete or irrelevant to businesses. SQL Server 2016 is designed to offer you an on-prem solution that easily scales into the cloud so you can pick and choose what should stay on-prem and what should move to the cloud.

Several of our customers still have an existing on-premises solution for a variety of reasons, including:

• Regulatory or compliance reasons• Performance issues, perhaps caused by bandwidth issues• Some of their legacy applications cannot be easily migrated to the cloud

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“Cloud is always about money.” While saving money is one of the key benefits of migrating to the cloud, other benefits should not be taken for granted for how the cloud can benefit your business. Some of the key benefits that you should know about include:

• Flexibility: Scale up or down easily as your business needs change.• Disaster Recovery: With a cloud-based disaster recovery, you’ll save time and avoid large

up-front investments.• Automatic software updates: Get regular software updates – including security updates –

so you don’t have to worry about maintaining the system yourself.• Increased collaboration: When your teams can access, edit and share documents anytime,

from anywhere, they’re able to do more together.• Work anywhere: With the ability to access applications and documents in the cloud, workers

have the tools to do their jobs wherever they are. • Security: Microsoft constantly evaluates and improves security as part of our mission to our

customers, and because of this mission, it means that we invest a large amount of resources in ensuring that Microsoft cloud solutions, even public cloud solutions, have more security than any single organization’s on-premises infrastructure.

“Open source software (OSS) is free. Why should I pay for my database?”

“My company is standardizing on Linux.”

While open source communities believe that their “strength in numbers” makes open source code invulnerable, one in 16 Java components have security defects according to a recent report.13 Secondly, customers typically must pay a vendor for support and advanced features. For example, paid PostgreSQL support from EnterpriseDB is up to twice the price of SQL Server Standard Edition. Additionally, SQL Server has built-in features, of which the equivalent would require paying a third party vendor if using OSS.

SQL Server will be available on Linux starting in mid 2017. Take advantage of the industry-leading, most secured, highest-performing database with unmatched TCO. Build modern applications with innovative features using any data, any language. Develop and deploy with MacOS, Windows, Linux, or Docker, on-premises, and in the cloud. You can download and install the public preview in less than 60 seconds once it is available.

12 Savings based on two D2v2 VMs in US East 2 Region running 744 hours/month for 12 months; base compute rate at SUSE Linux Enterprise rate for US East 2; SA cost (Level A) for Windows Server Standard license (one 2-processor license or a set of 16 core licenses). Prices indicative as of Oct 26, 2016; prices subject to change.

13 “2016 State of the Software Supply Chain,” Sonatype

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Need help?Contact your distribution partner or Microsoft contact for more details.

Resources SQL Server 2016 Data Sheet for Business Decision Makers SQL Server 2016 Data Sheet for IT Decision Makers SQL Server 2016 Editions Data Sheet Additional SQL Server 2016 content Microsoft Assessment and Planning Toolkit