Growing Dell Business with
Windows Server ROK (EC)
Marketing overview
DELL CONFIDENTIAL
Reseller Option Kit (ROK) Defined
1. Software distribution
method designed for OEMs
that ship Microsoft software
and branded servers through
the channel
2. Enables Fulfillment partners
to minimize SKU creation
by stocking software separate
from servers
(separate part numbers)
3. Provides customers with
a simple way to buy an OEM
branded server with a
Windows Server operating
system at a great price
DELL CONFIDENTIAL
Same MDF payouts as
Preinstall
Same pricing as preinstall
Covered under Server
License Agreement
Dell sets the Channel price
ROK versus OEM pre-install?
 Both ROK and OEM pre-install are OEM delivery
mechanisms
 Key OEM tenets apply:
–
–
–
–
COA must be affixed to hw
OS installed prior to end-customer receipt
OEM provides end-user support
Same end-user license agreement for both
 ROK images must be BIOS-locked
 ROK and OEM qualify for same MDF rebate levels
 ROK OS pricing may be disclosed
DELL CONFIDENTIAL
Align License Types with Sales Motions
Preinstall
Maintain Preinstall as
preferred attach method for
Build To Order and
Standard Configurations
Set OS price point so
balanced with channel
DELL CONFIDENTIAL
Drop In Box
Reseller Option
Kit (ROK)
Use for solutions that
require OS partitioning and
application configuration
Use for bare bones and
partially configured servers
Reduce preinstall costs
Dell “Mid Tier Centers”
Dell part number sold
through Fulfillment
Agencies
Provides inventory flexibility
Current Channel Ecosystem (EC)
What are the reseller options for purchasing hardware + Windows Server (WS)
OEM?
With OS at POS
Dell HW + Dell WS OS (OEM preinstalled)
DELL
2
Tier 1
Reseller
Without OS at POS
Dell HW only
Dell HW only
Tier 2
Reseller
WS OS
COEM
Distributor
3
Via distribution partner
Dell HW only
DELL CONFIDENTIAL
Dell Server preinstalled & COA affixed
1
Customer
Dell Indirect Opportunities
DELL
1
To Tier 1 with OS
HW + OEM pre-install
To Tier 1 w/o OS
Microsoft AR
Order Dell ROK post HW
Reseller
ODM
Dell
ROK kit
Partially configured servers
Distributor
3
HW
stock
DELL CONFIDENTIAL
Dell
ROK kit
stock
Tier 2 via distribution partner
Order HW, memory, and Dell ROK, etc.
Dell Server preinstalled & COA affixed
2
HW
Customer
How ROK Works – Stocking the Kits
2
1
3
Fulfillment
Agent
OEM
VAR/Reseller
Authorized
Replicator
1
OEM contracts with Authorized Replicator to produce ROK kits
2
Fulfillment Agent places orders to OEM, order can be in any quantity, order process is the same as
any other “OEM Option.” Order fulfilled to Fulfillment Agent by Authorized Replicator
3
Fulfillment Agent stocks ROK Kits , inventory management and fulfillment to VARs is the same as
any other “OEM Option”.
DELL CONFIDENTIAL
How ROK Works – How it is Sold
2
1
Fulfillment
Agent
Customer
Places Order
Customer
VAR/Reseller
3
OR
OEM Partner
1
Customer places order to VAR for server with Microsoft operating system. VAR places order to
Fulfillment Agent or Regional Commercial partner. They can be purchased together or separately.
2
The Fulfillment Agent ships the OEM branded ROK kit and server to the reseller (the Fulfillment
Agent or Regional Commercial Partner can install the software for a fee).
3
The reseller installs the operating system and the Windows Certificate of Authenticity (COA)
before delivering the new server to the end user.
DELL CONFIDENTIAL
Critical success factors
Product
Creation of Dell BIOS-locked image
Licensing & SKU setup
Manufacturing readiness & prioritization
Channel
Distribution
Establish relationships
Agreements in place with regional
distributors
APOS
SKU creation & fulfillment
DELL CONFIDENTIAL
Marketing
Reseller awareness programs
Dell reseller marketing kits
Sales
Ensure equitable pricing across channels
(minimize channel conflict & cannibalization)
Provide distribution/reseller incentives
Definition of terms
 ROK - reseller option kit
 Direct channel – hw & sw sales directly to a end-customer
 Indirect channel – hw & sw sales to a reseller via Partner Direct or a
distribution partner
 WS OS – Windows Server Operating System
 BIOS lock – an anti-piracy technology where the OS image is
designed to only operate on a specific OEM hardware platform
 COA – certificate of authenticity
 EULA – end user license agreement
DELL CONFIDENTIAL
Reseller Option Kit Contents
Documentation
Distribution Agreement
Break the seal label
(outlining returns,
warranty terms, etc)
10/3/2015
DELL CONFIDENTIAL
OEM Branded Windows CD
Reseller Option Kit Contents
Distribution Agreement
Break the seal label
(outlining returns,
warranty terms, etc)
DELL CONFIDENTIAL
Documentation
COA Label
Growing Dell Business with
Windows Server ROK (EC)
Additional product information
DELL CONFIDENTIAL
SYSPREP required by VAR
 Prior to receiving a Dell Server with a Microsoft ROK
OS installed, the VAR or distributor must run
SYSPREP on the server
 SYSPREP configures the system to initiate the system
at the Windows Welcome for customer delivery.
 SYSPREP instructions and technical documentation
are found at: http://technet.microsoft.com/enus/library/cc721940(WS.10).aspx
DELL CONFIDENTIAL
Validated OS/server
configurations
 ROK kits can only be installed on new Dell Servers
 Dell will only support OS/Server combinations that are
Dell Validated.
 A complete list of Dell Validated OS/server
combinations can be found at: dell.com/ossupport
DELL CONFIDENTIAL
Tech Sheet location
 Dell has spent thousands of hours testing and
validating Microsoft operating systems on our server
products.
 Important information about implementing Microsoft
operating systems on Dell servers can be found at:
http://support.dell.com/support/edocs/SOFTWARE/win
rok/
DELL CONFIDENTIAL
Available ROK sku’s
English
French
Spanish
German
Turkish
Windows Server 2008 SP2
Windows Server 2008 SP2
Standard Edition, x86/64bit,
Includes 5 CALs
Windows Server 2008 SP2
Enterprise Edition, x86/64bit,
Includes 10 CALs
Microsoft SBS 2008 SP2,
Premium Edition, 64bit
638-10002
638-10021
638-10022
638-10018
638-10012
638-10001
638-10019
638-10013
638-10000
638-10011
638-10016
638-10007
638-10015
638-10010
638-10006
638-10004
638-10005
638-10008
Microsoft SBS 2008 SP2, Standard
638-10017
Edition, 64bit
Windows Server 2008 R2
Windows Server 2008 R2
Foundation Edition, 64bit
638-10020
Windows Server 2008 R2
Standard Edition, 64bit, Includes 5 638-10003
CALs
Windows Server 2008 R2
Enterprise Edition, 64bit, Includes 5 638-10009
CALs
Check language packs for additional language coverage (slide 19)
DELL CONFIDENTIAL
638-10014
SBUU and USC facilitated
installation
 Dell provides utilities to assist with installing server
operating systems
 The Unified Server Configurator, contained on the
embedded Lifecycle Controller in each server, facilitates
the OS installation process by providing current drivers and
firmware for the server hardware. USC information can be
found at:
http://www.dell.com/downloads/global/solutions/unified_ser
ver_overview.pdf
 Alternately, the Dell System Build and Update Utility
(SBUU) disk is provided with every Dell server and
contains the latest drivers and firmware for that server.
Insert the SBUU disk to begin the OS installation. SBUU
information can be found at:
http://support.dell.com/support/edocs/systems/peR410/en/
Whitepaper/Deployt.pdf
DELL CONFIDENTIAL
Language Packs for OS
localization
 Language Packs provide a localized user interface in
most major languages
 Server 2008 SP2 language packs can be downloaded
from:
http://www.microsoft.com/DOWNLOADS/details.aspx?famil
yid=3A7FB7A2-3519-495B-9BC52007082CA9A6&displaylang=en
 Server 2008 R2 language packs can be downloaded
from:
http://www.microsoft.com/downloads/details.aspx?FamilyID
=03831393-EEF7-48A5-A69F0CE72B883DF2&displaylang=en
DELL CONFIDENTIAL
Replacement Media
Value-Add Resellers are responsible for fulfilling end
user requests for replacement media.
DELL CONFIDENTIAL
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Dell Marketing - ROK EC overview