EMC and Federation Partners at Mobile World Congress

We are pleased to invite you to meet with EMC2 at Mobile World Congress, in Barcelona, Spain, the week of February 22nd

Last year at Mobile World Congress, the EMC Office of the CTO unveiled a cross-Federation initiative focused on two key areas of Telecom Transformation: Network Functions Virtualization, and Big & Fast Data Analytics. This year, we will be sharing the progress we’ve made in bringing offers to market that will help Communication Service Providers redefine themselves by virtualizing their network infrastructure and by using real-time analytics and data lake technology to revolutionize their approach to operations, planning, customer experience, and data monetization.

Mobile World Congress runs from February 22-25, and the EMC Federation will have a prominent location in the Expo at Stand 3K10 in Hall 3 at the Fira Gran Via with 36 demo pods, a 100-seat amphitheatre, a reception area, and 15 meeting rooms.


Primary theme(s): EMC and Telecom Modernization

  • Carrier-Grade NFV built on VMware & OpenStack
  • Real-Time Intelligence and Carrier Data Lake
  • Professional Services & Telco Infrastructure Modernization


Associated offerings

  • Media & Content Delivery
  • Enterprise Services & Cloud
  • Big Data, M2M/IoT, 3rd Platform



Mobile World Congress

Barcelona  22-25 February 2016

Fira Gran Via (Stand 3K10 in Hall 3)
Av. Joan Carles I, 64 08908 L’Hospitalet de Llobregat, Barcelona

Add to Calendar02/22/2016 09:0002/25/2016 16:0036EMC AND FEDERATION PARTNERS AT MOBILE WORLD CONGRESSAv. Joan Carles I, 64 08908 L’Hospitalet de Llobregat, BarcelonaEMCcontact@emc.comfalseMM/DD/YYYY


EMC Provider Cloud System: From Turnkey NFV Solutions to Composable Architecture

Monday, 22-Feb, 3:00 - 3:30 pm


Communication Service Providers moving to virtualized network functionality and next-generation service delivery are faced with a range of deployment options. At one end of the spectrum are datacenter and turnkey deployments based on predefined reference architectures. At the other end is a model for building dynamic operational environments that are distributed, composable and programmable. EMC believes both approaches have value relative to how far along a CSP is on the road to virtualization: CSPs just beginning the NFV journey will benefit from quick-to-deploy turnkey solutions built using best practices and standard configuration templates. CSPs looking to deliver a broader and more sophisticated range of virtualized services will benefit from the ability to dynamically repurpose infrastructure and compose different sets of services based on business needs.

In this presentation, David Frattura will present an overview of EMC’s Provider Cloud System portfolio, which is designed to allow CSPs to do the hard work of implementing distributed virtual operations with pushbutton efficiency. EMC’s PCS portfolio ranges from converged infrastructure systems that can be configured to a CSP’s needs and shipped in a turnkey form factor, to a set of composable, software-defined building blocks that can accelerate a CSP’s efforts to deploy a distributed platform capable of hosting NFV, IoT, Enterprise Cloud, and Big & Fast Data workloads. David will explain why EMC – having spent over a decade leading the enterprise transformation in storage, virtualization, data protection and converged infrastructure – is best suited to deliver a composable service platform that will provide the agility, performance, and carrier-grade availability that modern service providers need to guarantee SLAs and deliver next-generation services.

Introducing this session will be Michael-Sullivan Trainor, Executive Analyst, Telecom, for Technology Business Research. Michael will share the results of TBR’s latest NFV research and give us a preview of market developments to expect in 2016.


Telecom Big & Fast Data: A Panel Discussion with EMC

Tuesday, 23-Fec, 2:30 - 3:00 pm


The use of real-time and batch analytics in telecom is an exciting topic that spans numerous use cases including customer retention, quality of experience, revenue generation and network optimization. In recent years, EMC has begun to see Big & Fast Data applications make their way from the lab to production in areas such as vEPC optimization, location-based services, call center cost reduction, and subscriber data usage tracking.

The combination of EMC’s Real-Time Intelligence and Carrier Data Lake platforms makes it possible for service providers to reduce CAPEX and OPEX and unlock new business opportunities by breaking down data silos within an organization in a process that EMC refers to as, “democratizing data”. The ability to continuously stream data from multiple sources and to reason across the full time spectrum of past, present and future, allows service providers to explore a broad range of business opportunities including: customer churn reduction, root-cause network analysis, dynamic balancing of network traffic, and economical investment planning.

Patrick Kelly, Telecom industry veteran and analyst, will lead a panel of EMC subject matter experts and partners in which we will hear firsthand their shared vision for Big & Fast Data Analytics, learn about first-to-market innovations using native, virtual network probes, and hear about specific real-world solutions in campaign management, customer experience, workforce safety, and more.


Demonstrations at MWC Exhibition

Here is EMC’s high-level list of demos planned for the EMC pavilion. Slides, with more detailed descriptions will follow, but here is our list of 7 (possibly 8) demos to be shared across our 3 demo pods:


vCPE: Virtual Customer-Premise Equipment

With partner, Versa Networks, this demo will showcase Versa’s vCPE policy, EMC SMARTs, and the management and orchestration (MANO) capabilities of the EMC Provider Cloud System (PCS) platform.


vProbes: Native Virtual Probes in the Virtual Evolved Packet Core

With partner, Affirmed Networks, this demo will showcase Affirmed’s virtual probe technology and vEPC software, and the EMC Real-Time Intelligence (RTI) Big & Fast Data platform


Customer Centricity in the Self-Organizing Network (SON)

With partner, Cellwize, this demo will feature Cellwize Value-Driven SON (VDS), and EMC RTI


Video Analytics (Avvasi, RTI, etc.)

With partner, Avvasi, this demo will feature Avvasi video analytics technology, and EMC RTI


Real-Time Analytics for Campaign Management

With partner, Atos, this demo will feature a live demo, using a Wi-Fi network at Mobile World Congress, of a the Atos campaign management platform, and RTI. The focus will be on a variety of use cases.


Duty of Care (DoC)

With partner Emu (and customer, Vodafone), this demo will feature Emu’s DoC application and EMC RTI. DoC’s primary purpose is for an organisation’s HR / Corporate security functions to understand, in near real-time (and for the previous 24hrs) how many of its employees may have been in the vicinity of high risk locations or specific incidents (this might include major traffic / transport accidents or terrorist incidents).


EMC/Vodafone INFINITE Industrial IoT Testbed

This demo will showcase one or more use cases from EMC’s collaboration with Vodafone. These include the Blue Light Emergency Responder use case, and a Smart City use case.



Telecom Big & Fast Data: A Panel Discussion with EMC

Patrick Kelly

Founder and Principal Analyst
Appledore Research Group

Patrick has 25 years of experience in the data networking and software industry. He has consulted and advised telecommunication companies in Europe, Asia, and North America. He has in-depth experience in software service enablement that includes OSS, BSS, and service delivery platforms. He most recently was Research Director for Analysys Mason and co-founded OSS Observer which was acquired by Analysys Mason in 2008.

His area of focus includes NFV Orchestration and Management, Analytics, Customer Experience Management, Cloud Computing, and M2M.

Patrick holds a Master of Business Administration from Plymouth University and a Bachelor of Science from University of Vermont.

Vinesh Manoharan

Director, Product Management, EMC Real-Time Intelligence
EMC Corporation

Carey James

Business Development Manager, Big Data Solutions
EMC Corporation

Ron Parker

Chief Architect
Affirmed Networks

Paul Davey

CTO, Telecoms Industry

EMC Provider Cloud System: From Turnkey NFV Solutions to Composable Architecture

Michael-Sullivan Trainor

Executive Analyst, Telecom
Technology Business Research

Coverage and Focus Areas
Transformation of service provider business models and infrastructure to digital services and software-mediated infrastructure (i.e., NFV, SDN, cloud), ICT supplier transformation and technology, Telecom Infrastructure Services (TIS), professional, deployment, maintenance, managed services, wireless RAN, core, backhaul, wireline, cable, broadband, access, core, transport, operator spending, opex, capex

Role and Responsibilities
Michael Sullivan-Trainor is an executive analyst in TBR’s Telecom Practice. Michael specializes in telecom vendor and operator research and helps set overall research direction. Michael leverages his 25 years of experience in the telecom industry to provide thought leadership and insight in syndicated and project work.

Michael oversees TBR’s Telecom Practice portfolio, including the NFV portfolio, 5G portfolio, capex and opex forecasts, operator metrics, and vendor and operator benchmarks, and Telecom Infrastructure Services portfolio, including TBR’s annual TIS Addressable Market Forecast, covering all major geographic regions and services segments, and quarterly Telecom Infrastructure Services (TIS) Benchmark, covering more than 40 suppliers. Michael also tracks services spending and revenue trends, conducts in-depth custom studies, and completes webinars and thought leadership pieces based on his ongoing research.

His focus areas include services pricing, policies, strategy, delivery and sales capabilities, operator metrics, account insights, Customer Experience Management, as well as business analysis, such as line of business share, labor rates and profitability.

Michael has been with TBR since 2006, providing comprehensive analysis of Alcatel-Lucent, Ericsson, Huawei, NEC, Nokia Solutions & Networks and ZTE. He covers the telecom business sectors of Accenture, Capgemini, Cisco, HP, IBM, Microsoft and Oracle. In addition, Michael focuses on the telecom services aspects of Agilent, Amdocs, Ciena, Convergys, CSG, Fujitsu, Juniper, Logica, SAP Sybase, Tech Mahindra and Wipro.

David Frattura

VP, Office of the CTO and CTO Global Alliances
EMC Corporation

David has 20+ years of experience in the IT technology sector, playing diverse roles including CTO Technologist, R&D Team Leader, and General Manager/Product Management. Before joining EMC in 2013, David helped to develop Alcatel-Lucent’s Network Functions Virtualization (NFV) strategy and launched a new product business that created the industry’s first NFV Cloud Management & Orchestration portfolio. While at Nortel Networks, David managed a portfolio of Service Provider class switches and routers that could be used both in the data center and by Telcos for network services. David’s first work with Services Providers goes back to the AOL era, where he developed solutions for early Internet-based services. David has been granted 14 patents for technologies in networking and IT security.




08:30 - 13:00

09:00 -

Welcome: Ross Fraser Vice President and Managing Director, EMC UK&I.

09:10 -

Transformational IT for the digital generation.

Mike Pilbeam, Director of Presales, EMC UKI

09:30 -

Tools, services & strategy for app deployment in the cloud.

Andy Sugden, Director of Solutions EMEA, Virtustream

10:00 -

Architecture for the future; ITaas & Hybrid Cloud.

Rob Lamb, Cloud Director, EMC UKI

11:00 -

Interim strategies for moving to the cloud.

Sean Horne, Chief Technology Officer, EMC UKI

11:30 -

What does it take to digitize rugby?

Luke Organ, Chief Operating Officer, Wasps Rugby

12:00 -

Panel discussion; CTOs discuss what businesses are really using cloud service for.

12:40 -

Why is the Morecambe Missile so Fast?

John McGuinness aka Morecambe Missile meets Pivotal’s Chris Mills

13:00 - 18:30

13:00 -

Networking Lunch in Altitude

14:00 -

Success of XtremIO, customer benefits and trends

Kirk Phillips, Business Development Director EMC

14:15 -

How the evolution of flash is impacting the customer

Wikibon Expert, CTO & Co Founder David Floyer

15:00 -

Discover why customers are deploying XtremIO for databases

James Doyle, Infrastructure Manager Cancer Research & Bart Sjerps - Solutions Consultant EMC

15:45 -


16:00 -

Transform your SAP deployments with XtremIO

Martin Tenk, Head of HANA, SAP & Joakim Zetterblad – SAP Business Lead EMEA

16:45 -

The EMC Federation approach to VDI

Justin Beardsmore, IT Manager St Georges University Hospitals NHS Foundation Trust & Steve Gilderdale VDI Expert EMC

17:30 -

Networking Drinks




Andy Sugden

Director of Solutions Architecture

Andy has over 25 years of experience in the IT industry with the last 18 of those in the SAP space. He’s held a number of roles from Basis Consultant to Technical Architect to Capability Lead for a variety of firms such as Hewlett Packard, Sun Microsystems, Axon Consulting and CSC. Andy has architected a number of SAP cloud based solutions and recently worked on a project where a UK public sector company successfully deployed their SAP payroll environment for 160,000 employees onto a cloud based environment.

Andy has worked in a number of sectors including Public Sector, Transport, Banking, Utilities and Manufacturing. His area of expertise is technical architecture having previously headed the SAP technical architect capability at both Axon and CSC.

Andy joined Virtustream in 2012 and is responsible for architecting and deploying SAP solutions on the Virtustream platform for EMEA.

Chris Mills


Chris is the CTO at Pivotal and a self-confessed geek; with 18 years working in the IT industry he has a strong background with middleware technologies and application development tools. When not drooling over the latest apple gadgets, he enjoys watching all forms of motorsport as well as the odd run around the countryside.

Luke Organ

Chief Operating Officer

Luke started his career with Sir John Beckwith at Pacific Investments Ltd. a family run boutique PE & Venture Capital firm. Luke re-posted to Asia in 2008 where he managed on behalf of the family a management team buy-out of their sports marketing agency and the sale of a Hong Kong based digital agency. Luke then moved on to head up the commercial and marketing affairs for the Women’s Tennis Association across APAC driving unprecedented growth for the sport. On return to the UK Luke took up a role in motorsport at Lotus F1 Team before then joining Wasps. Today Luke looks after the commercial affairs of the business and has been part of the management team that oversaw their acquisition and move to the Ricoh Arena.

Nigel Moulton

Global CTO

Nigel Moulton is the EMEA CTO at VCE, based in London, UK.

Moulton is responsible for the technology strategy of VCE in EMEA, working with counterparts globally, to ensure that the benefits of Converged Infrastructure solutions are broadly understood by both customers and VCE business partners alike. As a broad theme, Moulton shows how Converged Infrastructure drives greater efficiencies in the Data Centre, and demonstrates how organisations are able to move to business models that derive huge value from Big Data and analytics, delivering a better business outcome more accurately and more quickly.

Prior to joining VCE, Moulton was the EMEA CTO for Avaya a global manufacturer of solutions for Unified Communications, Contact Centres and Data Networking.

Moulton has over 25 years experience in the IT and Telecommunications industry, having also had previous roles both with 3Com, DLink and Cisco Systems.

Moulton holds a degree in Electrical and Electronic Engineering from Thames Valley University in the UK.

Rob Lamb

Cloud Business Director

Rob Lamb is the Cloud Business Director for EMC in the UK and Ireland. His role is to bring the customer perspective and industry experience to the solutions EMC offers and support customers as a trusted advisor; counseling them on how they can accelerate their IT transformation, while balancing the need for consistent delivery to ensure the desired business outcomes are achieved.

Prior to joining EMC Rob headed up the Infrastructure organization & was CTO in EMEA for a large multinational, delivering IT services to over 16000 users in 69 locations across 44 countries. He has particular expertise in aligning IT delivery to the needs of the business and the leadership of major IT transformation programmes, including consolidation, outsourcing and helping drive the cultural change associated with transformation.

Away from work Rob is a keen yachtsman and is a Royal Yachting Association (RYA) Yachtmaster Instructor.

Sean Horne


EMC is a global leader in enabling businesses and service providers to transform their operations and deliver information technology as a service (ITaaS). Fundamental to this transformation is cloud computing. Through innovative products and services, EMC accelerates the journey to cloud computing, helping IT departments to store, manage, protect and analyze their most valuable asset — information — in a more agile, trusted and cost-efficient way.

Having spent 13 years with EMC in a variety of different roles he now leads, as the Senior Product Director, EMC’s Enterprise, Mid-Tier Storage and Flash portfolio. Sean is also an all things web evangelist. He is a strong believer in digital Darwinism and he has been referred to as a leading evangelist in developing global thinking around application based cloud object storage and Software defied Data Centers. He has written and developed leading strategies for enterprise organizations in developing their personal journeys in transforming traditional legacy IT strategies.

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We look forward to meeting with you in Barcelona!

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