NetNames Reimagines the Data Center with AMD’s SM15000 Server for More than $1.5 Million Annual Savings

—     New Data Cen­ter Pro­vi­des Unmat­ched Ope­ra­tio­nal Agi­li­ty, Mas­si­ve Sca­la­bi­li­ty and Eco­no­mics

SUNNYVALE, Calif. — July 22, 2014 AMD(NYSE: AMD) today announ­ced the com­ple­ti­on by Net­Na­mes of a mas­si­ve­ly effi­ci­ent, hypers­ca­le data cen­ter based on AMD’s Sea­Mi­cro SM15000™ ser­ver.  Net­Na­mes is the lar­gest and most trus­ted lea­der in Euro­pe for online brand pro­tec­tion and digi­tal asset manage­ment. AMD work­ed with the Net­Na­mes team to build out a new data cen­ter that sim­pli­fies ope­ra­ti­ons, redu­ces power and remo­ves lay­ers of networking.

Net­Na­mes’ goal was to fun­da­men­tal­ly rethink how a data cen­ter should be built to pro­vi­de best-in-class agi­li­ty, sca­la­bi­li­ty and eco­no­mics,” said David Jones, chief infor­ma­ti­on offi­cer, Net­Na­mes. “The SM15000 ser­ver fabric redu­ces power, sim­pli­fies ope­ra­ti­ons and eli­mi­na­tes lay­ers of net­wor­king while acce­le­ra­ting our abili­ty to intro­du­ce new ser­vices and pro­vi­de a high qua­li­ty ser­vice to our cus­to­mers.  It was the only ser­ver that pro­vi­ded a posi­ti­ve return on invest­ment (ROI) and made the pro­ject com­mer­ci­al­ly viable.”

By deploy­ing AMD’s SM15000 ser­ver, Net­Na­mes was able to achieve:

  • More than $1.5 mil­li­on in expec­ted annu­al ope­ra­ting cost savings
  • Reduc­tion in phy­si­cal ser­ver rack space by 83 percent
  • Con­so­li­da­ti­on of 500 ser­vers into four SM15000 servers
  • Reduc­tion in ongo­ing ope­ra­ting expen­se by 75 percent

Net­Na­mes was able to trans­form the data cen­ter using the SM15000 ser­ver as the foun­da­ti­on to crea­te a new archi­tec­tu­re from the ground up.  The design rede­fi­ned the ser­ver buil­ding block lever­aging the Sea­Mi­cro Free­dom™ Fabric to dis­ag­gre­ga­te com­pu­te, sto­rage and net­wor­king to build right-sized com­pu­ting and sto­rage nodes that are opti­mal to the appli­ca­ti­ons being deploy­ed.  Tra­di­tio­nal ser­ver buil­ding blocks are more limi­t­ed becau­se they come in fixed con­fi­gu­ra­ti­ons that can­not be dyna­mi­cal­ly pro­vi­sio­ned as needed.

Net­Na­mes is cle­ar­ly a lea­der in its indus­try, and the new data cen­ter will pro­vi­de them a stra­te­gic asset that should help them extend their mar­ket lea­der­ship,” said Dhi­raj Mallick, cor­po­ra­te vice pre­si­dent and gene­ral mana­ger, AMD Data Cen­ter Ser­ver Solu­ti­ons. “Over­co­ming space and power cons­traints will con­ti­nue to be a cri­ti­cal ope­ra­tio­nal issue for com­pa­nies.  By using the SM15000 ser­ver to reim­agi­ne the data cen­ter, Net­Na­mes crea­ted enorm­ous ope­ra­tio­nal savings that was not pos­si­ble with other servers.”

 AMD’s Sea­Mi­cro SM15000 Server

AMD’s Sea­Mi­cro SM15000 sys­tem is the hig­hest-den­si­ty, most ener­gy-effi­ci­ent ser­ver on the mar­ket. In 10 rack units, it links 512 com­pu­te cores, 160 giga­bits of I/O net­wor­king and more than five peta­bytes of sto­rage with a 1.28 tera­byte high-per­for­mance super­com­pu­te fabric, cal­led Free­dom™ Fabric. The SM15000 ser­ver eli­mi­na­tes top-of-rack swit­ches, ter­mi­nal ser­vers, hundreds of cables and thou­sands of unneces­sa­ry com­pon­ents for a more effi­ci­ent and simp­le ope­ra­tio­nal environment.

AMD’s Sea­Mi­cro ser­ver pro­duct fami­ly curr­ent­ly sup­ports the next-gene­ra­ti­on AMD Opte­ron™ (“Piledri­ver” core) pro­ces­sor, Intel® Xeon® E3-1260L (“San­dy Bridge”), E3-1265L­v2  (“Ivy Bridge”), E3-1265L­v3  (“Has­well”) and Intel® Atom™ N570 pro­ces­sors. The AMD Sea­Mi­cro SM15000 also sup­ports the Free­dom Fabric Sto­rage pro­ducts, enab­ling a sin­gle sys­tem to con­nect with more than five peta­bytes of sto­rage capa­ci­ty in two racks. This approach deli­vers the bene­fits of expen­si­ve and com­plex solu­ti­ons such as net­work atta­ched sto­rage (NAS) and sto­rage area net­wor­king (SAN) with the sim­pli­ci­ty and low cost of direct atta­ched storage.

Sup­port­ing Resources 

  • Learn more about AMD’s Sea­Mi­cro SM15000 here
  • Down­load the Net­Na­mes case stu­dy here
  • Beco­me a fan of AMD onFace­book
  • Fol­low AMD Ser­ver on Twit­ter

 About AMD 

AMD (NYSE: AMD) designs and inte­gra­tes tech­no­lo­gy that powers mil­li­ons of intel­li­gent devices, inclu­ding per­so­nal com­pu­ters, tablets, game con­so­les and cloud ser­vers that defi­ne the new era of sur­round com­pu­ting. AMD solu­ti­ons enable peo­p­le ever­y­whe­re to rea­li­ze the full poten­ti­al of their favo­ri­te devices and appli­ca­ti­ons to push the boun­da­ries of what is pos­si­ble. For more infor­ma­ti­on, visit www.amd.com.

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