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Here’s the slide deck the MySQL team used to raise its $16 million Series B round back in 2003

  1. 1.
    1MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    This is a redacted version of a final
    draft of the 2003 MySQL investor deck. In
    this B round the company raised $16m from
    Benchmark Capital and Index Ventures.
    Hope this is useful to startup
    entrepreneurs all over the world.


  2. 2.

    2MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Business
    The Opportunity To Disrupt the
    Database Market
    Mårten Mickos, CEO


  3. 3.

    3MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    How To Read This Plan
    • We assume the reader has a basic familiarity with
    MySQL and its present business
    • Feel free to pick sections of this presentation in any
    order you feel comfortable with (see TOC on next
    page)


  4. 4.

    4MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Table of Contents
    • Section pages
    – The Case 4-9
    – Market and Opportunity 10-19
    – Open Source Info 20-31
    – MySQL Info 32-48
    – Figures 2002 49-63
    – Entering the Enterprise Market 64-98
    – Management Presentation 99-108
    – Product and Service Information 109-165
    – Competition 166-172
    – Risks and Uncertainties 173-175
    – Investment Proposal and Exit 176-182
    – Additional Reading 183-185
    – Acceleration
    currently not
    updated
    Go
    Go
    Go
    Go
    Go
    Go
    Go
    Go
    Go
    Go
    Go
    Go


  5. 5.

    5MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The Business Case
    Table of Contents


  6. 6.

    6MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The Business Case
    • Intro
    – Yahoo, Google, Cisco, Nokia, Lucent, Census Bureau, Rhode
    Island and 4 million trust MySQL with their database needs
    • Market
    – Organisations urgently need to cut IT costs, or expand without
    adding costs
    – ISVs need to reduce dependency on ORCL-MSFT-IBM
    – Linux is validating open source in the enterprise
    • Now
    – Open source databases are maturing for enterprise use
    – Open source is a method for
    • producing high-quality software at a low cost
    • selling and distributing software at a low cost
    – MySQL is the world’s most popular OS DBMS
    – MySQL owns its software and has a revenue model: dual licensing


  7. 7.

    7MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The Business Case (2)
    • For the customer
    – Amazing cost savings (TCO and capital investment)
    – Better reliability and uptime
    – Faster application deployment
    – Abundance of skilled personnel
    – MySQL supported 24/7 worldwide by a viable commercial
    vendor – MySQL AB


  8. 8.

    8MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The Business Case (3)
    • Therefore
    – We are the only ones who can meet the economic desires of the
    market while being profitable.
    • So let us
    – Sell to ISVs and the enterprise market
    – Forge alliances needed for enterprise business
    – Perfect the offering
    – Build the sales channel
    and cause a permanent change to the way software is produced and
    procured.


  9. 9.

    9MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The Business Case (4)
    • Why us?
    – Proven product leadership
    – Proven user base success
    – Proven open source business model
    – Vast and active community
    – Viable vision by owners and management
    – Proven management
    – Fully functional and clean company
    – New visible output every month
    • web market business is growing rapidly
    • embedded business is growing very rapidly
    • enterprise market is enticed


  10. 10.

    10MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The Business Case (5)
    time
    futurepresentpast
    Web
    data

    base
    Web
    data-
    base
    Embed-
    ded
    data-
    base
    Web database
    Embedded
    database
    Enterprise database
    current
    trajectory
    with new
    funds for
    growth


  11. 11.

    11MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Market and Opportunity
    Table of Contents


  12. 12.

    12MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Bloomberg.com 17 Aug 02
    ”Oracle, IBM, Microsoft May Lose Business
    to Free Database Software MySQL”
    ComputerWorld 11 Feb 03
    McNealy: …if you want to save more money, make the default database MySQL.
    It’s free, it’s bundled, you’ve got the whole open-source community working on
    making it better. If Yahoo and Google can run their entire operations on MySQL,
    then certainly there’s a huge chunk of your operations you could run on it as well.
    San Francisco Chronicle 14 Aug 02
    Some major corporations, including 7-Eleven, Deutsche Telekom and Amazon.com,
    are migrating to Linux servers to take advantage of low- cost, open-source
    versions of data management software such as MySQL.


  13. 13.

    13MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    eWeek’s DBMS Benchmark


  14. 14.

    14MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Disruptive Business Model
    • “Open Source/Linux software is a ‘disruptive innovation’ that
    has the potential to seriously erode the traditional software
    business model by attacking the heart of its model – high margin
    software licensing fees.”
    Merrill Lynch 24 Oct 2001
    • “… the popularization of the Open Source movement continues
    to pose a significant challenge to the Company’s business
    model …”
    Microsoft 10-Q, February 2003


  15. 15.

    15MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The Database Market
    • is dominated by the Big Three
    – Oracle, IBM and Microsoft command 83% of the market
    • MySQL owns 0.02% of the market by revenue
    – so the Big Three say ”MySQL is not a threat”
    – and that is fine with us, because
    • MySQL commands an estimated 20% by installed
    base
    – and makes money
    • What’s wrong? – Nothing!


  16. 16.

    16MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Database Market
    Embedded Database
    Web Database
    Enterprise Database
    $1B
    $2B
    $6B
    Embedded in Software
    Embedded in Hardware
    Dynamic Content
    E-Commerce
    Utility Database
    Data Warehousing Database
    Business Transaction Database
    N.B. Revenue split above is MySQL estimate.


  17. 17.

    17MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Database Market
    Embedded Database
    Web Database
    Enterprise Database
    MySQL Installed Base


  18. 18.

    18MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Database Market
    Embedded Database
    Web Database
    Enterprise Database
    MySQL Installed Base
    Acquire
    Leadership
    Maintain
    Leadership
    Enter Select
    Segments


  19. 19.

    19MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Database Market
    Embedded Database
    Web Database
    Enterprise Database
    MySQL Installed Base
    Acquire
    Leadership
    Legacy, Closed Source RDBMSsEnter Select
    Segments
    Maintain
    Leadership


  20. 20.

    20MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Database Market Evolution
    Embedded Database
    Web Database
    Enterprise Database
    $1B
    $2B
    $6B
    Business Model
    (batteries included)
    Architecture
    (web, rather than
    client/server)
    Linux a dominant
    platform
    Mid-market
    showing life signs
    Overall cost
    pressure


  21. 21.

    21MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Estimated MySQL Potential
    • In the embedded market
    – €100m
    • In the web market
    – €300m
    • In the enterprise market
    – €600m – €1bn
    The above figures represent current best estimates by the management.


  22. 22.

    22MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Open Source Info
    Table of Contents


  23. 23.

    23MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL – The Cathedral in the Bazaar


  24. 24.

    24MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Three Modes of Production
    • Individuals order their productive activities
    1. as employees in firms, following the directions of managers
    2. as individuals in markets, following price signals
    • and now, also
    3. as groups of individuals in the world, following diverse
    motivational drives and social signals (rather than either
    market prices or managerial commands), successfully
    collaborating on largescale projects
    • This third form of production has been dubbed
    “commons-based peer production”
    See research papers by Ronald Coase, Oliver Williamson (for items 1 and 2), and
    Yochai Benkler (for item 3).


  25. 25.

    25MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Has 2 Modes of Production
    • Two production modes
    1. The Cathedral: employees of MySQL AB, following the
    directions of managers.
    2. The Bazaar: individuals all over the world, following diverse
    motivational drives and social signals.
    • Both modes are Quid pro Quo
    – Employees receive salary and other benefits
    – Individuals receive GPL’d software, rapid bug fixing, rapid
    evolution, i.e. solutions to every-day problems, and,
    additionally, peer recognition
    • Ideally for MySQL, it does not matter to an individual
    whether he is in the cathedral or in the bazaar, or
    both.


  26. 26.

    26MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Community Goals
    1. Grow installed base from present 4m to 40m
    2. Continually activate and engage community
    3. Outsmart, outposition and outpromote Postgres


  27. 27.

    27MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    1. Grow Installed Base
    from Present 4m to 40m
    A. Make sure product is suitable for vast deployment
    and usage
    B. Encourage the world’s most powerful distributors to
    distribute MySQL
    C. Integrate with the world’s most popular software
    tools, platforms and servers
    D. Ensure MySQL is used in as many FOSS projects
    as possible (FOSS = Free / Open Source Software)


  28. 28.

    28MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    2. Keep Community Active
    • Actively engage in rich, honest, relevant and frank
    communication
    • Encourage intelligent contributions to advance our
    source code
    • Promote and augment our open source strategy
    • Encourage and enable peer recognition


  29. 29.

    29MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    3. Outsmart Postgres
    • Have financially viable business and go for goals 1.
    and 2. with perfection – and that’s it


  30. 30.

    30MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Dual Licensing
    • MySQL AB employs dual licensing for its product, the
    MySQL server.
    • This means that MySQL is available under a regular
    commercial licence for commercial customers, and
    under the GPL licence for those who live by the Free
    Software principles.
    • The product is technically the same under both
    licences, but the financials and the legal ramifications
    are different.
    • It is up to the customer to decide what path he wants
    to follow and what licence to use.


  31. 31.

    31MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Common Open Source Objections
    ”Lack of proper support”
    – MySQL operates worldwide 24/7 support since 1999
    ”Lack of vendor accountability”
    – MySQL owns its product and takes full responsibility
    ”Lack of vendor viability”
    – MySQL has made money since 1995
    ”Lack of third-party software integration”
    – MySQL is working with Sun, Novell, Veritas and others to ensure
    interoperability
    ”Lack of skilled staff”
    – There are more than 4 million installations worldwide and hundreds of
    thousands of skilled developers and administrators. Use the community.


  32. 32.

    32MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Info
    Table of Contents


  33. 33.

    33MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Mission
    Make superior
    database software
    available and affordable to all


  34. 34.

    34MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Do Differently


  35. 35.

    35MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The World’s Most Popular
    Open Source Database
    • Numbers
    – An estimated 4 million installations
    – More than 1.8 million web visits per month
    – Average of 29,000 downloads PER DAY
    – Google finds some 8 million pages with “mysql” (on par with
    “oracle”)
    • Distribution
    – Every major Linux distribution includes MySQL
    – LAMP = Linux + Apache + MySQL + PHP/Perl/Python
    – Mac OS X servers,Sun LX50 servers, Sun Cobalt Qube 3
    appliances, Solaris 9 Companion CD, DELL PowerEdge
    Web Servers, Packet Design Route Explorer, etc. equipped
    with MySQL


  36. 36.

    36MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The Entire World


  37. 37.

    37MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Analogy
    MySQL is doing to databases
    what DELL did to PCs:
    In a maturing market, turning the key
    product into a cost-efficiently produced
    high-quality high-performance
    mainstream product with excellent
    customer service, giving new masses
    of customers access to the value of the
    offering at an affordable price.


  38. 38.

    38MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Sustainable Business Model
    What we have
    • We own and develop our
    software
    • We own and protect our
    trademark
    • We apply dual licensing to
    our product
    – GNU General Public
    Licence (GPL) – free
    – Commercial Licence – for a
    fee
    What we do
    • We let the free version of our
    software find its way into
    every organisation
    • We sell support and
    services to the users of the
    free software
    • We sell commercial licences
    and support to commercial
    customers


  39. 39.

    39MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Second Wave of Open Source
    • Preserve the benefits of
    open source
    – battle-tested by millions
    every day
    – contributions from the
    community
    – an ecosystem far wider than
    yourself
    • Without compromising
    business viability
    – ownership of source code
    means responsibility can be
    taken
    – ownership of trademark
    means that customers can
    trust you


  40. 40.

    40MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Virtuous Development Cycle
    MySQL staff develop
    new release every 4-6
    weeks
    New release
    immediatley
    downloaded by vast
    numbers of users
    Massively parallel
    testing and
    debugging begins
    Rapid stabilisation
    Sold under
    commercial
    licence
    Proceeds from
    licence sales fed
    back into
    development
    Commercial
    benefits:
    – battle tested
    product
    – rapid
    development
    Community
    benefits:
    – commercial-
    grade framework
    free of charge


  41. 41.

    41MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The MySQL Product Formula
    1. Speed
    2. Reliability & Stability
    3. Ease of everything: installation, integration,
    development, deployment, management
    4. Economy


  42. 42.

    42MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL AB Overview
    • MySQL founded in 1995 by open source gurus Michael ”Monty”
    Widenius and David Axmark
    • Head office in Uppsala, Sweden
    • Some 65 staff in 14 countries
    • Privately owned
    • Profitable 1996-2000
    • MySQL AB owns the intellectual property rights of the MySQL
    server, the mysql.com domain name and the MySQL trademark
    • A total of EUR 4m in external investments so far by:
    – ABN AMRO Alfred Berg Industrifinans, NO
    – Scope Capital, SE
    – Servisen Management, SE
    – Respect Ventures (Holtron), FI


  43. 43.

    43MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Historic Timeline
    1980 1985 1990 1995 2000 2005
    Monty, David, Allan
    working on dataware-
    housing projects in
    Sweden
    First data
    management
    softare is created
    Reporting tool
    created
    MySQL inception
    MySQL AB created
    Management, BoD
    1st VC funding
    3.22
    3.23
    4.0
    4.1
    5.0


  44. 44.

    44MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Corporate Structure
    Open Ocean S.à.r.l
    (founders)
    MySQL AB
    Uppsala, Sweden
    MySQL Finland Ab MySQL Inc. MySQL GmbH
    Venture
    Capitalists
    Individuals
    100%
    As of 1 Jun 2002


  45. 45.

    45MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Balance Sheet Etc.
    • No debt, no lines of credit
    • No equipment leases
    • No R&D costs deferred
    • Property & Equipment €364k
    • US GAAP compliant revenue recognition
    • Outstanding shares and options as of 1 Jan 2003:
    [REDACTED]

  46. 46.

    46MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    More Information
    • Website http://www.mysql.com
    • Management team http://www.mysql.com/company/management.html
    • Company fact sheet http://www.mysql.com/company/factsheet.html
    • Recent press releases and coverage http://www.mysql.com/press
    • Product information: http://www.mysql.com/products
    • Reference manual that includes company information, benchmark
    information, product roadmap, and more http://www.mysql.com/doc/en
    • Product roadmap: http://www.mysql.com/doc/en/TODO.html
    • Recent press mentionings according to Google:
    http://news.google.com/news?q=mysql&hl=en&lr=&ie=UTF-
    8&sa=G&scoring=d


  47. 47.

    47MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Figures 2002
    Table of Contents


  48. 48.

    48MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Year 2002 in Figures (Prel.)
    • Revenues €4,701k
    – Cost of revenues €1,325k (28%)
    – OPEX €5.037k
    • DEV €1,288k (27%)
    • S&M €2,123k
    • G&A €1,626k
    • Net income (€1,486k)
    • Avg. no. of employees 49 (55 with subcontractors)
    • Product line split
    – Licences 52% – starting $200, $395 per copy
    – Support 23% – $1,500 – $48,000 p.a.
    – Training 12%
    – Other services 6%
    – Partner and other fees 7%


  49. 49.

    49MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Sales, 6 Month Trailing Average
    0
    100,000
    200,000
    300,000
    400,000
    500,000
    600,000
    700,000
    2001-062001-072001-082001-092001-102001-112001-122002-012002-022002-032002-042002-052002-062002-072002-082002-092002-102002-112002-122003-012003-02
    Our present
    cost level


  50. 50.

    50MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    P&L: Actual vs. Budget
    -2500,0
    -2000,0
    -1500,0
    -1000,0
    -500,0
    0,0
    500,0
    1000,0
    January February March April May June July August September October November December
    Month
    EUR’000
    Budget Actual
    Cum. Budget Cum. Actual


  51. 51.

    51MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Monthly Operating Cash Flow 2002
    -2 500
    -2 000
    -1 500
    -1 000
    -500
    0
    500
    1 000
    January February March April May June July August September October November December
    Month
    EUR’000
    Cash Flow Cum Cash Flow


  52. 52.

    52MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Sales by Territory 2002
    ROW
    25%
    Germany, A, CH
    8%
    North America
    67%


  53. 53.

    53MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Deal Size Study
    Deal size: < €250 < €1k < €10k < €50k < €250k < €1m < €4m No. of customers 366 236 530 72 13 1 0 % of no. 30.0% 19.4% 43.5% 5.9% 1.1% 0.1% 0.0% Sales volume 69,235 128,025 1,703,326 1,526,098 1,102,187 326,858 0 % of sales 1% 3% 35% 31% 23% 7% 0% Avg. deal size 189 542 3,214 21,196 84,784 326,858 - 7% of the deals make 61% of the business

  54. 54.

    54MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    1
    10
    100
    1,000
    10,000
    100,000
    1,000,000
    10,000,000
    100,000,000
    0 190 600 3,200 20,000 100,000 350,000 2,000,000
    w hen 300m
    w hen 100m
    2003
    2002
    2001
    Four Long-Term Initiatives
    1 2
    3
    4


  55. 55.

    55MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Largest Customers 2002
    Over €100k
    • Novell, Inc.
    • Cisco Systems
    • Veritas Software Inc.
    • France Telecom
    • Svenska Kulturfonden
    €50-100k
    • Hyperion Solutions Corp.
    • Sabre, Inc.
    • Sterling Commerce
    • BMC Software, Inc.
    • SoftAgency Co., Ltd.
    • Amphus
    • AutoSkill International Inc.
    • Hummingbird Ltd
    • Earthlink, Inc.
    €30-50k
    • Graco, Inc.
    • Volvo
    • EMC
    • Avocent International Ltd.
    • Tekelec
    • Precise Software Solutions
    • Funworld ag
    • Pathfire Inc.
    • Kasenna, Inc.
    • De La Rue Cash Systems
    • Alcatel
    • Gamma Technologies Inc.
    • Iteration, Inc.
    • Rackspace
    • DeepMetrix Corporation
    • Blueworld
    • Hewlett Packard
    A total of 1,177 customers à €4,126
    [REDACTED] [REDACTED] [REDACTED]

  56. 56.

    56MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Entering the Enterprise Market
    Changing the Business Faster than the
    Competition Can React
    Table of Contents


  57. 57.

    57MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Sales Team
    • Typical setting for field sales
    – $80k fixed annual base salary
    – 4.7-5% commission on sales
    – quota of $1.6m p.a.
    – sales volume per sales mgr used for budgeting: $1m p.a.
    • $1m – 2x ($80k + $50k) = $740k contribution per sales mgr
    (assuming that fully loaded cost is 2x salary)
    – some sales mgr have higher packages and quotas, some
    lower
    – this works well with our present size – for the future, a more
    elaborate model is planned
    – to get $9m in direct sales we need 9 sales mgrs; today we
    have 10


  58. 58.

    58MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Earnings Logic – Alternatives
    • Commercial licences



    • Services
    • Subscriptions
    • Hosted services
    • Add-on tools
    • Services
    • Add-on tools
    • Enterprise extensions
    • Commercial licences
    Embedded Database
    Web Database
    Enterprise Database


  59. 59.

    59MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Earnings Logic – Subscriptions
    • A concept dubbed ”Automated Notification Service”
    (ANS) is in early development
    • Under ANS, customers are to receive automated, customised,
    relevant notifications of product and service changes directly to
    their email, with clickable links for activating the suggested
    operations (such as product updates, database health checks,
    etc.)
    • Pricing to be determined, current assumption is $80-200 per
    person p.a.
    • Value proposition based on convenience; the same information
    to be freely but not as conveniently available to the open source
    community
    • Market potential estimated to be in the hundreds of thousands of
    subscribers; subscriptions to be sold one by one or as
    enterprise subscriptions


  60. 60.

    60MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Offerings
    • Software
    – MySQL under GPL – $0
    – MySQL Light – $0
    • (to seed market and
    provide alternative to
    JetEngine and MSDE)
    – MySQL Classic – $200
    – MySQL Pro – $495
    – MySQL Enterprise – $2,000
    to $30,000
    – MySQL utilities
    • pricing 0 or TBD
    – MySQL tools
    • TBD
    • Services
    – Automated Notification
    Service – $40-$190 p.a.
    – Support – $500-$48,000 p.a.
    – Certification $150-$500
    – Training
    – Consulting
    – Migration services
    • Tangible products
    – Reference Manual
    – Product Box
    N.B. Prices are tentative.


  61. 61.

    61MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Innovative Sales Model
    • MySQL’s sales model is based
    on the fact that GPL’d MySQL
    installations are in use in most
    organisations today, which
    – reduces marketing costs
    – shortens sales cycles
    • Our order of priority for sales
    cases
    1. Enterprise buys off-the-shelf
    app (and MySQL is the
    batteries included database)
    2. Enterprise builds new app (in-
    house or outsourced) where
    database choice is open
    3. Enterprise rewrites old app
    4. Enterprise migrates old app to
    new database


  62. 62.

    62MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Sales Model
    Embedded Database
    Web Database
    Enterprise Database
    Deal size
    $0 $1,000 $10,000 $100,000 $1,000,000
    Online Sales
    Telesales
    Field Sales
    GPL
    See-
    ding
    Yellow arrows denote self-propagating product promotion. N.B. Box width means deal size span, but box size (area) has no specific meaning
    Global
    Accounts


  63. 63.

    63MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4 Sells To Do (In this Order)
    • Sell to the business application ISV
    – Sell MySQL as the ”batteries included” database for their
    application
    • Sell to the enterprise system software ISV
    – Create integration with their software and MySQL
    • Sell to the SI
    – Sell the idea of the SI doing LAMP and other MySQL
    projects for enterprises
    • Sell to the enterprise
    – Sell MySQL as the DBMS platform for the next in-house
    project


  64. 64.

    64MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    CIO Magazine Survey Nov 2002
    • 29% are using open source databases today, and for 33% it will
    be the predominant type of software for databases in five years
    • The majority (64%) of companies surveyed are using open source
    • CIOs say the greatest benefits from using open source are
    – lower total cost of ownership,
    – lower capital investment and
    – greater reliability and uptime compared to their existing systems.
    • IT executives report that open source provides
    – greater flexibility, control and
    – faster, cheaper application development.
    • All things equal, the majority of IT executives surveyed said they would choose open source
    for a new implementation over a proprietary vendor solution.
    • More info:
    – http://www2.cio.com/research/surveyreport.cfm?id=51
    – http://www2.cio.com/research/surveyreport.cfm?id=48


  65. 65.

    65MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Our Enterprise Experience So Far
    • Enterprises appear to be open to multi-vendor DBMS
    strategy (which wasn’t the case earlier)
    • Enterprises appear to be open to open source
    software
    • Enterprises typically see DBMSs in three categories:
    – High-end: Oracle, DB2
    – Middle: Microsoft SQL Server, MySQL
    – Desktop: Microsoft Access
    • Many enterprises signed 3-5 year DBMS deals in
    1999-2000 (and many overpurchased); those deals
    now are coming to expiration


  66. 66.

    66MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The Market Needs an Alternative
    ORACLE
    IBM
    MICROSOFT
    vacant
    PRESENT-DAY SITUATION:
    – onerous prices and licensing
    terms
    – vendor lock-in
    – products have too many features
    – products continue to have bugs
    – mandatory DBAs
    – performance requires tuning
    – little bang for the buck
    + ISV aspect: Big Three DBMS vendors
    compete with many of their own ISVs in
    the application space
    DESIRABLE SITUATION:
    – compelling prices, low up-front
    investment
    – open standards, open software
    stacks, open source
    – products with just the right
    amount of features
    – battle-tested products
    – minimal admin overhead
    – superior performance
    – great bang for the buck


  67. 67.

    67MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Recipe for Market Entry
    • Pick entry segments
    • Position MySQL as the 4th
    player, the alternative
    solution
    • Compelling reason to buy:
    – economy
    – speed, reliability, ease,
    ubiquity
    • Whole product
    – MySQL Enterprise
    – Support and Services
    – Third-party integration and
    endorsement
    • Partners & Allies
    – enemies of the enemies
    • Distribution
    – directly to ISVs for batteries
    included
    – via platform vendors
    – via SI’s
    – directly to end customers
    • Pricing
    – Choose earnings logic
    – 10x present MySQL, 0.3x
    competitors
    • Competition
    – MSFT, ORCL, IBM


  68. 68.

    68MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    How to Sell to the Enterprise
    • CIO thinking
    – a DBMS is just one piece in the puzzle
    – how easy is it to retrain existing staff?
    – here I will use Open Source, here not
    – I don’t want another vendor
    • xxx
    • xxx
    • xxx


  69. 69.

    69MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Cost-Effectiveness is a Must
    • To keep prices low and our profitability high, we must
    – Keep the customer acquisition (and retention) cost low
    • see next slide
    – Keep the product development cost low
    • through open source
    – Keep COGS low
    • by focusing on selling high-margin offerings (licences and
    automatic subscription services)
    • by automating the labour involved in providing services


  70. 70.

    70MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Keep the Customer Acquisition Cost Low
    • Seed the market with GPL’d software
    – and reduce need for advertising and promotion
    – and shorten sales cycles
    • Build a strong brand
    – and shorten sales cycles
    – and reduce price sensitivity among customers
    – and sell more online
    • Sell ”batteries included MySQL” to ISVs and platform vendors
    – and get straight into the enterprise in one low-cost blow
    • Sell online
    – and reduce the need for an expensive sales force
    • Sell direct
    – and avoid spending money on a multi-tiered sales channel
    • Make buying easy
    – (by simple pricing, simple configuration, web-enabled processes)
    – and close more deals per account manager


  71. 71.

    71MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Communicate the Positioning
    • Analysts, analysts, analysts
    • Landmark partnerships
    • PR & speaking engagements
    • Benchmarks and certifications
    • Build a ”community” of enterprise CIOs and CTOs
    • Have regional sales offices


  72. 72.

    72MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Ways of Achieving Recognition
    Top Corporate
    Management
    CIO / CTO
    Divisional /
    Departmental Mgmt
    Operational Level
    Present
    MySQL
    Recognition
    GPL seeding
    Analyst commentary
    Blue chip affiliations
    Active community, web site
    and documentation
    Press & testimonials
    Special events
    Trade shows
    Influenced by:
    Seeding through ”batteries included”
    Open Source as an economic phenomenon


  73. 73.

    73MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The CIO Making Decisions
    CIO
    making
    decisions
    MIS staff selling
    ideas to their
    boss
    Superiors
    setting
    expectations
    Vendors
    selling
    Peers,
    analysts,
    press
    providing
    insights
    MySQL:
    GPL seeding
    MySQL:
    Open source as an
    economic phenomenon
    MySQL: ”Batteries
    included” database
    in other products
    MySQL:
    PR work, brand
    building
    MySQL takes the back-door
    into the forces that
    influence the CIO in his/her
    decision-making.
    This is done in good time
    before the MySQL sales
    team is deployed into the
    organisation to close
    commercial deals.
    MySQL sales
    team ready to
    be deployed


  74. 74.

    74MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Proposition to CIO
    • MySQL offers
    – all essential functionality
    – at a compelling upfront cost
    – and a compelling on-going maintenance cost
    • thus enabling organisations to continue to roll out new
    applications while meeting the cost-cutting targets set
    • And, by the way,
    – you already run MySQL in these products: …
    – this is open source, like Linux
    – there are millions of people with MySQL skills
    – and these are some of our top customers, partners and investors:
    ….


  75. 75.

    75MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Potential Entry Segments
    • TMT
    – as they already use MySQL
    • Financial Services
    – as they are data-intensive and progressive
    • Pharmaceuticals
    – as they already use MySQL
    – as they are data-intensive and research-intensive
    • Government
    – as they already use MySQL
    • Research and Academia
    – as they already use MySQL
    • Via ISVs
    – who look to reduce cost and reduce dependency on the Big Three


  76. 76.

    76MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Sample TMT References
    Technology
    Veritas Software
    Peregrine Systems
    Compaq
    Sun Microsystems
    Apple Computer
    DELL Computer
    Media
    Vivendi Universal
    Yahoo!
    Google
    Spiderman (Sony
    Pictures)
    FIFA Soccer World
    Cup website
    Virage
    Telecom
    Cisco
    Lucent
    Nokia
    Ericsson
    Telia
    Tahoe Networks


  77. 77.

    77MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Enterprise (The Software)
    Existing MySQL plus improvements in:
    • Syntax (triggers, views, SQL-92 ,etc.)
    • Load balancing, clustering
    • Fault tolerance, high availability, clustering
    • Huge datasets
    • Distributed use
    • Management of the database
    • OLAP, data warehousing, data mining
    • Security
    • Third-party integration


  78. 78.

    78MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Software Stack & ISV’s
    Operating System
    DBMS
    App Server / Web Server
    IDE etc.
    Clustering, Storage etc.
    Utilities&Security
    Management&Integration
    Tools
    Business Applications
    Hardware / Processor
    ERP/CRM: SAP, Peoplesoft,
    Siebel, Intuit, Sage
    BI: Hyperion, Business Objects,
    SAS Institute, Brio, Cognos
    SCA: i2, Manugistics, JDA
    Software
    eCommerce: Sterling, Tibco,
    OpenWave
    Other: Mercury Interactive,
    Peregrine
    CMS: , Vignette,
    Hummingbird
    .NET
    XML
    Java / J2EE
    Borland
    Rational
    Adobe
    Macromedia
    Compuware
    Quest
    IBI
    Veritas
    Checkpoint
    Symantec
    Network
    Associates
    BEA
    IBM
    Sun
    BMC
    HP
    Apache
    Sun
    HP
    SteelEye, Emic
    etc.
    Unisys
    EMC
    Linux: RedHat, SuSE, Mandrake
    Unix: Sun, HP
    Windows
    Novell
    CA


  79. 79.

    79MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Potential Partners & Allies
    • Platform Vendors
    – Apple
    – Dell
    – HP
    – Sun
    • ISV’s
    – BEA
    – BMC
    – Veritas
    – CA
    – SAP, Peoplesoft, Siebel
    – etc.
    • SI’s
    – Accenture
    – EDS
    – IBM Global Services
    – CSC
    – Cap Gemini Ernst & Young


  80. 80.

    80MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Potential Counter-Actions by Big Three
    • Microsoft
    – may give away SQL Server free of charge with Windows (but anti-trust
    considerations may prevent that)
    – may bundle SQL Server with technology stack
    – may port SQL Server to Linux
    – may attack with patents
    • Oracle
    – may give away some version free of charge?
    – may block sales channels (ISVs, SIs)
    – may attack with patents
    – may attack in MySQL’s home markets (embedded, web)
    • IBM
    – may acquire Red Hat and/or SuSE to attempt to block access to Linux
    – may give away DB2 free of charge?
    – may bundle DB2 inside technology stack
    – may attack in MySQL’s home markets (embedded, web)


  81. 81.

    81MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    How to Deal with Competition
    • Microsoft
    – Let Linux do the fighting
    – Be easily available on Windows
    • Oracle
    – Cost savings!
    • IBM
    – Cost savings!
    – Customer’s desire not to buy all from one vendor


  82. 82.

    82MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Acceleration
    Table of Contents


  83. 83.

    83MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Use of Proceeds
    • Status quo sufficient for:
    – stepwise expansion into
    France, UK, Far East
    – MySQL 5, MySQL 6, …
    – 50-80% annual growth in
    the next few years
    – profitability
    – €100m in revenues in 6-7
    years
    • Use of new round
    – Enterprise marketing
    – Faster sales ramp-up
    – Services ramp-up
    – Strategic alliances
    – MySQL Enterprise


  84. 84.

    84MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Recruitment
    • Management positions
    – VP Marketing
    – VP Professional Services
    – VP Software Engineering
    • Skills and teams to ramp up
    – Technical
    • enterprise computing
    • benchmarks
    • migration & other professional services
    – Sales & Marketing
    • direct sales force
    • alliance management
    • product marketing


  85. 85.

    85MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Stepwise Approach
    Step 0
    Demonstrate MySQL viability
    in web and OEM markets
    – Done, and ramp up continues
    Step 1
    Demonstrate MySQL viability
    in enterprise market
    – Work closely with select Fortune500
    companies and existing enterprise
    customers
    – Forge key partnerships with ISVs
    and platform vendors
    – Acquire and develop skill sets
    needed
    – Build MySQL Enterprise
    (evolutionarily from MySQL Pro)
    – Position MySQL in the market
    – Enter select market segments
    – Test our assumptions
    – Test our ambitions
    Step 2
    Ramp-up
    – Perfect the offering
    – Expand into other segments
    – Expand geographically
    – Penetrate
    Steps 1 and 2 overlap, and
    business build-up will be continuous.
    We estimate that Step 1 will be concluded within
    2-3 years and require funds of up to €10m.


  86. 86.

    86MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Assumptions & Ambitions of Step 1
    Assumptions
    • Open source is enterprise-ready and
    enterprises are open source-ready
    • Most platform vendors are open to a
    fourth db player
    • Key ISVs are open to a fourth db player
    • Key SIs are open to a fourth db player
    • ”Batteries included” gains ground in the
    enterprise and single db strategy loses
    ground in the enterprise
    • Enterprise db’s increasingly need to be
    web-enabled
    • Mid-market is active (as opposed to top-
    tier enterprise market)
    • The Big Three are unable to successfully
    defend their perimeters
    Ambitions
    • Have enterprise db ready in 3-4 years
    • Have revenue model that works in
    enterprise arena
    • Build strong brand recognition and
    credibility among enterprise decision
    makers
    • Keep customer acquisition cost down
    • Price at roughly 1/3 of legacy players
    without compromising own profitability


  87. 87.

    87MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Timeline
    Continue to build web and OEM business
    In the radar
    Under the radar
    Forge ISV partnerships
    Build MySQL Enterprise (step by step)
    Forge platform vendor partnerships
    Continue to collaborate with and expand worldwide MySQL community
    Launch and build enterprise business
    Work closely with select Fortune500 enterprises
    Step 1: Demonstrate
    Step 2: Ramp up


  88. 88.

    88MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Milestones (*DRAFT*)
    Milestone Ideally NLT
    • Recruit
    – additional VPs Q4/03 Q2/04
    • Landmark ISVs signed up
    – first ISV Q2/03 Q1/04
    – 2 more Q4/03 Q3/04
    • Sales in a quarter
    – €3m (run-rate €12m) Q1/04
    – €4m (run-rate €16m) Q3/04
    – €5m (run-rate €20m) Q1/05
    • Number of Fortune500 companies directly or indirectly
    generating revenues as customers in excess of €50k p.a.
    – 50 (totalling €2.5m) Q2/05
    – 100 (totalling €5m) Q4/06
    – 200 (totalling €10m) Q4/07


  89. 89.

    89MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Product Release Timetable (*DRAFT*)
    Product version alpha production
    • MySQL 4 Q4/01 Q1/03
    – MySQL 4.1 Q1/03 Q3/03
    • MySQL 5 Q4/03
    • MySQL 6 Q2/04
    – MySQL 6.x = MySQL Enterprise Q1/06
    • MySQL Control Center tbd


  90. 90.

    90MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Projections: Revenue
    0
    10
    20
    30
    40
    50
    60
    70
    80
    90
    100
    2001 2002 2003 2004 2005 2006
    Plus scenario
    Scenario w. inv.
    Base Scenario


  91. 91.

    91MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Projected P&L 2003 – 2007
    -20000
    -10000
    0
    10000
    20000
    30000
    40000
    50000
    2002 2003 2004 2005 2006 2007
    Month
    EUR’000
    Net Profit Cum. Net Profit


  92. 92.

    92MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Projections: EBIT, CapEx, FCF
    -10000
    0
    10000
    20000
    30000
    40000
    50000
    2002 2003 2004 2005 2006 2007
    EBIT
    Capex
    FreeCashFlow
    CumulativeFCF


  93. 93.

    93MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Projections: Funding Requirement
    -10 000 000
    -5 000 000
    0
    5 000 000
    10 000 000
    15 000 000
    20 000 000
    25 000 000
    30 000 000
    35 000 000
    40 000 000
    2003 2004 2005 2006 2007
    Month
    EUR
    Cas h Flow Capital Requirement


  94. 94.

    94MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Projections: Without Investment
    -4000
    -2000
    0
    2000
    4000
    6000
    8000
    10000
    2002 2003 2004 2005 2006 2007
    EBIT
    Capex
    FreeCashFlow
    CumulativeFCF


  95. 95.

    95MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Pressentation of Management
    Table of Contents


  96. 96.

    96MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    John Wattin, Chairman
    • Professional board member, serial
    entrepreneur
    • Colleagues say: ”Business man!”
    • Lives in Sweden, age 55
    • Track record
    – Founded/Reconstructed: Enator AB, Sigma
    AB, Mandator AB, Astral AB,
    Scandiaconsult AB, Indevo AB
    – Chairman/Board Member: Akademikliniken
    AB, Berit AB, Cherry AB, Establish AB,
    Lemon Planet AB, Netentertainment AB,
    Qbranch AB, MySQL AB
    – Senior Advisor, Prosper Capital Fund


  97. 97.

    97MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Mårten Mickos, CEO
    • Skilled CEO and entrepreneur
    • Colleagues say: ”Motivator!”
    • Lives in Finland, age 40
    • Track record
    – MatchON Sports Ltd, CEO 1999-2000
    – Intellitel Communications, CEO 1997-1999
    – Solid Information Technology, Channels
    Marketing Director 1995-1997
    • Life outside MySQL
    – wife and 3 children
    – water and snow


  98. 98.

    98MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Hans von Bell, CFO
    • Experienced builder-up of financial administration
    • Colleagues say: ”Pragmatist!”
    • Lives in Sweden, age 42
    • Track record
    – Incirco AB, CFO 2000-2001
    – MSI AB, CFO 1996-2000,
    Regional Controller EMEA 1998-2000
    – Unisource Mobile, Inv. Fin. Dir. 1994-1996
    • Life outside MySQL
    – family with two sons
    – scuba diving, skiing, guitars


  99. 99.

    99MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Michael Widenius, CTO
    • a.k.a. Monty
    • Fanatic programmer who hates bugs
    and loves speed
    • Colleagues say: ”Guru!”
    • Lives in Finland, age 41
    • Track record: MySQL
    • Life outside MySQL
    – family with children My and Max
    – visiting exotic places


  100. 100.

    100MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    David Axmark, Co-founder
    • Free / Open Source evangelist
    • Colleagues say: ”Monty’s second brainhalf!”
    • Lives in Sweden, age 40
    • Track record: MySQL
    • Life outside MySQL
    – ultimate (the frisbee sport), disc golf
    – hiking
    – traveling


  101. 101.

    101MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Larry Stefonic, VP Sales
    • Knows the database market inside out
    • Colleagues say: ”Dealmakerl!”
    • Lives in Seattle, USA, age 35
    • Track record
    – Birdstep
    – Centura / Gupta
    – Raima
    • Life outside MySQL
    – wife and son
    – boxing, skiing


  102. 102.

    102MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Kaj Arnö, VP Training
    • Analytical thinker and extensive communicator
    • Colleagues say: ”Productive!”
    • Lives in Germany, age 39
    • Track record: Polycon Ab
    • Life outside MySQL
    – wife and 2 children
    – marathon


  103. 103.

    103MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Management
    • Firmly in place
    – CEO
    – CFO
    – CTO
    – VP Sales
    – Co-Founder
    • Advancing, filling
    – VP Prof. Serv.
    – Director Alliances
    – Director Online Sales
    – Director Support
    – Director Development
    • VPs to be hired
    – VP Marketing
    – VP Software Engineering
    – VP Professional Services
    – VP Alliances (?)
    – Legal Counsel (?)
    – VP Biz Dev. (?)
    • Directors to be hired /
    promoted
    – Internal IT
    – HR
    – Sales Directors


  104. 104.

    104MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Advisors and Investors
    • Board
    – John Wattin, Sweden, Chairman
    – Terje Laugerud, Norway
    – Morten Austestad, ABN Amro, Norway
    – Fredrik Oweson, Scope, Sweden
    – Michael Widenius, MySQL AB
    • Non-board investors and advisors
    – Ralf Wahlsten, Finland, Investor
    – Mina Gouran, UK, Investor
    – Natasha Bhatia, UK, Investor
    – Peter Harris, UK, Investor
    – Florian Müller, Germany, Advisor


  105. 105.

    105MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Competition
    Table of Contents


  106. 106.

    106MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Competition by Size
    • Tier 1 – the billion dollar league
    • Oracle (sales $10.5B, database licences $823m)
    • IBM DB2 (sales $85.9B)
    • Microsoft, SQL Server and Access
    • Sybase (sales $950.3M)
    • Tier 2 – the 100 million dollar league
    • Sybase SQL Anywhere, Progress
    • Tier 3 – the 5-50 million dollar league
    • Berkeley DB, Birdstep/Raima, Ardent, Interbase, Intersystems,
    Pervasive, Centura/Gupta, TimesTen, Solid, Pointbase,
    Polyhedra, Empress, Versant


  107. 107.

    107MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Comparison Chart
    MSFT ORCL IBM MySQL
    SQL-compliant RDBMS    
    Low TCO – – – 
    Low capital expense – – – 
    Multi-platform –   
    Easy to deploy  – – 
    High reliability and uptime    
    Top performance –  – 
    Fast application development ? ? ? 
    Abundance of skilled staff    
    Supported by commercial vendor    
    Easy to administer  – – 


  108. 108.

    108MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Microsoft vs. MySQL
    Microsoft has (and relevance to MySQL is)
    • Enterprise Database
    – SQL Server (competitor)
    • Web Database
    – SQL Server (competitor)
    • Embedded Database
    – SQL Server (competitor)
    – MS Access (too weak to be competitor, but GUI is useful as
    front-end to MySQL)
    • Operating System
    – Windows (important platform for MySQL)
    – Windows CE (potential future platform for MySQL)
    Microsoft is against open
    source and GPL.


  109. 109.

    109MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Oracle vs. MySQL
    Oracle has (and relevance to MySQL is)
    • Enterprise Database
    – Oracle (competitor)
    • Web Database
    – Oracle (competitor)
    • Embedded Database
    – Oracle Lite, Personal Oracle (weak competitor)
    • Operating System
    – none


  110. 110.

    110MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    IBM vs. MySQL
    IBM has (and relevance to MySQL is)
    • Enterprise Database
    – DB2 (competitor)
    • Web Database
    – DB2 (competitor)
    • Embedded Database
    – DB2 Everywhere (competitor)
    • Operating System
    – AIX (good platform for MySQL)
    IBM invests heavily in Linux.


  111. 111.

    111MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Sybase SQL Anywhere vs. MySQL
    • SQL Anywhere has
    – Customers
    – Features
    – Speed
    • SQL Anywhere lacks
    – Speed to match MySQL
    – Robustness through superior design
    – Platform availability
    – Massive user base support


  112. 112.

    112MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Can the Competition Produce
    Something Better?
    • By starting from scratch?
    • Hardly. It takes 10 years for any mission-critical software product to
    mature.
    • By opensourcing a closed-source product?
    • Hardly. It takes years (or an eternity) for closed-source software to
    become clean enough go gain open source acceptance.
    • By improving an existing open source product?
    • Perhaps. But note that MySQL is today several times more popular
    than the next runner-up.
    • By forking a new version based on MySQL?
    • Anybody is free to modify and distribute MySQL under GPL, but
    maintaining the code is extremely difficult for anyone but the core
    development team of MySQL AB. Also, only MySQL AB can sell
    commercial licences and use the MySQL name.
    • By giving away an existing product free of charge?
    • May happen, but that does not make the product open source or
    superior.


  113. 113.

    113MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Risks and Uncertainties
    Table of Contents


  114. 114.

    114MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Risks and Uncertainties
    • External
    – Open source business models partly unproven or immature
    – Dependance on success of Linux
    – Dependance on worldwide Internet infrastructure
    – Potential counter-actions by competitors (most notably
    MSFT-ORCL-IBM)
    – Potential competition from other open source databases
    such as Postgres, Firebird and SAP DB


  115. 115.

    115MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Risks and Uncertainties (2)
    • Internal
    – Limited operating history
    – Limited financial strength in the immediate future due to
    expansion
    – Dependence on the success of OEM customers in their
    markets
    – Dependence on key personnel and recruitment of additional
    management
    – Dependence on successful and timely delivery of new
    product versions
    – Intellectual property right risks in relation to our software


  116. 116.

    116MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Investment Proposal and Exit Potential

    Table of Contents


  117. 117.

    117MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Background Info
    • Cap table – see appendix (xls)
    • External funding raised so far: EUR 4m
    • Use of proceeds – see elsewhere in this document
    • Peer analysis – see elsewhere in this document
    • Please send or cc all your email communication to Mr
    Peter Liss, peter.liss@attglobal.net, who coordinates
    all communication from now on
    [REDACTED]

  118. 118.

    118MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    This Round
    • MySQL AB believes that a fair pre-money value of the company
    presently is €28m (but please note that this is not a formal offer, and
    that the valuation may change due to significant events in the
    company)
    • The company now wishes to raise €10m
    • In conjunction with the round a new share option pool will be launched,
    to grow its percentage from existing 6.92% up to 9% of outstanding
    shares
    • The company is looking for one new active investor (or syndicate of 2)
    from the UK or USA or continental Europe
    • The company may in parallel receive investment from strategic
    partner(s)
    • The company presumes that the existing shareholders agreement be
    extended to cover new investors as well
    • ABN Amro and Scope are likely to join pro rata, other present investors
    not


  119. 119.

    119MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Capitalisation Table
    Open Ocean S.à.r.l 1,000,000
    Industrifinans SMB III ASA 292,132
    Holtron Capital Fund I Ky 122,492
    Scope Venture Capital 96,910
    split on Scope Venture I KB, Erneholm & Haskel AB, and Ichor Holding SA
    Texcel International AB 25,560
    Sirius Consulting Ab 16,390
    Terje Laugerud 16,390
    Kaj S Arnö 15,000
    John Wattin 8,870
    TMD Holding Ltd (N Bhatia) 8,190
    Caversham Trustees Ltd (M Gouran) 8,190
    Peter Harris 4,920
    Employee share option pool 120,000
    TOTAL outstanding shares & options 1,735,044
    [REDACTED]

  120. 120.

    120MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The MySQL Investment Team
    • Chief negotiators
    – Mårten Mickos, CEO, assisted by Hans von Bell, CFO
    • All owners & present investors represented by
    – John Wattin, Chairman
    • Coordinator of timetables, documents, meetings, Q&A
    – Peter Liss
    • Additional core management
    – Larry Stefonic, VP Sales
    – Michael ”Monty” Widenius, CTO
    – David Axmark, Co-Founder
    • Key investor representatives
    – Morten Austestad, ABN Amro Industrifinans
    – Fredrik Oweson, Scope Venture Capital


  121. 121.

    121MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Timetable
    • 4 Mar – ready to send out investment memo
    • 6-7 Mar – MGM in New York
    • 10-12 – MGM may be unavailable
    • 13-14 Mar – MGM at CeBIT
    • Week of 17 Mar – open for MGM, but HvB on holiday
    • 18 Mar – DEADLINE FOR OFFER LETTERS FROM VC:S
    • 22-25 Mar – MGM at PC Forum, Phoenix
    • 26-28 Mar – MGM in the SF Bay Area
    • Week of 31 Mar – open
    • 7-9 Apr– MGM in the SF Bay Area
    • 10-12 Apr – MGM in the SF Bay Area for MySQL Users Conference
    • 14-15 Apr – open
    • 16-21 Apr – MGM unavailable
    • 22-25 Apr – open
    • Week of 28 Apr – open
    • 5-7 May – open
    • 8-11 May – staff meeting in Budapest
    • Week of 12 May – open
    [REDACTED]

  122. 122.

    122MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Selection Criteria
    • MySQL AB reserves the right to accept or decline
    offer letters at its discretion after the offer letter
    deadline
    • MySQL AB will pay great attention to the following
    selection criteria:
    – relevant market experience and value-add of the investor
    – personal chemistry between partner(s) in charge and MySQL
    management and directors
    – valuation
    – adherence to the existing shareholders agreement
    – how well the VC matches ”The Ideal Investor” list which was
    authored by the MySQL management (see next page)


  123. 123.

    123MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The Ideal Investor
    • The ideal investor in MySQL, in addition to bringing great tangible and
    intangible value to the company:
    – takes a long-term view on his investment
    – understands and respects the open source philosophy of MySQL AB (as
    demonstrated by MySQL AB and other open source companies such as
    Trolltech and Sleepycat)
    – understands and respects the Nordic management culture (as
    demonstrated by Nokia, VOLVO, MySQL AB and others)
    – understands and respects the MySQL core values as described at:
    www.mysql.com/company/index.html
    – has ample industry experience and a vast network of relevant contacts
    – is at all times actively engaged in building a long-term viable business for
    MySQL AB through active participation in board work and otherwise
    – lives up to and demands from others a business conduct of the highest
    ethical standards
    – in summary, is a value-adding contributor rather than a zero-sum game
    player.


  124. 124.

    124MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Offer Letter
    • The signed letter from an interested investor shall be presented to the
    company no later than 18 March 2003, covering the following topics at
    a minimum:
    – Proposed investment size (and distribution between syndicated partners, if
    applicable)
    – Proposed pre-money valuation
    – Proposed partners of the VC firm who would be board members and in
    charge of the investment for the VC, and list of references for such partners
    – Detailed comments on any proposed deviations from the existing
    shareholders’ agreement to be disclosed to parties interested in submitting
    an offer letter
    – Proposed timetable and execution plan for completing the transaction
    – The investor’s comments on the business plan and projections, in order to
    highlight:
    • where there is agreement
    • where there is disagreement or just doubt
    • where there is an alternative proposal from the investor
    • what may be missing in the investor’s view
    – Any other information deemed valuable


  125. 125.

    125MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Exit Potential
    • Without the investment, the company estimates it can reach up to €100m in annual revenues. With the
    investment now at hand, the management estimates the potential to rise to some €200m and beyond.
    • If the company is successful in its undertakings in the next few years and if the market develops as
    anticipated, the management believes that the company can grow to a size 2-5 times bigger than above
    depicted, given that appropriate additional growth funding is available.
    • The management and owners are committed to building a company with a sustainable business for the long
    term. It is anticipated that the company will be able to float on an internationally acknowledged stock
    exchange in the next 3-4 years and continue as an independent entity for the foreseeable future.
    • As a result of successful execution of the business plan, it is also likely that opportunities will emerge for a
    trade sale to a major platform, software, or database player in the market. Such companies presently
    include but are not limited to: Sun, HP, IBM, CA, Dell, SAP, Intuit, Microsoft, Oracle. No such discussions
    have been conducted or initialised.
    • The founders of MySQL AB have stated their intention to build a great business and their interest to find the
    best possible future for the company – a future where the MySQL product can fulfill its mission of being
    available and affordable to all.


  126. 126.

    126MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Additional Reading
    Table of Contents


  127. 127.

    127MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Additional Reading
    • The following documents or compilations will be provided as part of the investment memo
    package:
    – Financial Figures 2002
    – Financial Projections 2003-2007
    – Financial Potential – Long term
    – Sales statistics 2002 (xls)
    – Sales statistics Jan-Feb 2003 (xls)
    – Sales pipeline as of March 2003 (xls)
    – Compilation of internal business intelligence emails (doc)
    – Compilation of analyst reports, etc. (doc, pdf)
    – Staff list (xls)
    – Recruitment plan 2003 (xls)
    – References – Mårten (text)
    – References – Hans (text)
    – References – Larry (text)
    – Investment timetable and contacts (doc)
    – Reference customers including contact info (doc)
    – Existing shareholders agreement (doc)
    – Cap table (xls)
    – Table of contents of due diligence material (doc)
    – User survey 2001
    – Investment Q&A (living document, updated as we go).


  128. 128.

    128MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Projections and Statements
    i.e. XLS files that will be provided to select potential investors
    Year 2002 Years 2003-2005 Ultimate Ambition
    P/L
    BS
    CF
    Sales
    Stats
    Revenue projections
    by 3 scenarios including P/L,
    BS and CF
    Revenue Analysis and P/L
    Projection for Maximum
    Market Potential in 3 Markets:
    – Embedded database
    – Web and personal database
    – Enterprise database
    Hans: please scrutinise and make changes!
    Current Sales Pipeline
    Current Sales Stats
    Staff Table with FTE
    deployment by Cost Centre


  129. 129.

    129MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Product & Service Information
    Table of Contents


  130. 130.

    130MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL™ in a nutshell
    • MySQL is an RDBMS, such as Oracle, Microsoft SQL
    Server, IBM DB2 and others
    • MySQL is designed for mission critical applications,
    where performance and reliability are key
    • MySQL runs on most operating systems
    • MySQL interfaces with most programming languages
    • MySQL aims to have everything necessary, and
    nothing more: ACID transactions, replication,
    interfaces
    • MySQL is available both under GPL and a
    commercial licence – dual licensing


  131. 131.

    131MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Customer Value:
    Saving time, in many ways
    • Performance / speed
    • Reliability
    • Ease of use
    – easy installation
    – limited complexity
    – many interfaces
    • Low total cost of ownership
    – low licence fees (at times free of charge)
    – low support costs
    – lower hardware costs, longer economic lifetime
    – low training and administration costs (low complexity)


  132. 132.

    132MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    How MySQL Software Develops
    • Core development
    – done by salaried employees of MySQL AB worldwide
    • Assimilation
    – licensing (InnoDB, Berkeley DB) or acquisiton (JDBC driver)
    of technology developed in the open source community
    • Contributions
    – case-by-case contributions by individuals and companies
    (where ownership is transferred to MySQL AB)
    • Community
    – some add-ons and APIs that remain in community ownership
    (such as Perl-DBI and PHP-MySQL connection)


  133. 133.

    133MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Principles of Software Development
    • Bugs are bad
    • Modular design
    • Compact code
    • Release early, release often
    • Never let new features compromise speed
    • Make the product easy to install – easy and practical
    to use
    • Document while coding
    • Do it right the first time, every time


  134. 134.

    134MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Ultra-Conservative Versioning
    • Not one single release leaves the company until all known
    repeatable fatal bugs have been fixed or properly documented
    – Alpha
    • first public release of a new version
    – Beta
    • feature freeze
    • many old customers put betas in production use
    – Gamma
    • beta turns to gamma when one month has passed without fatal bugs
    – Production
    • gamma turns to production when one month has passed without fatal
    bugs


  135. 135.

    135MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Four Concurrent Source Trees
    • Presently (Feb 03)
    – 3.23 – production version
    – 4.0 – in gamma
    – 4.1 – in alpha
    – 5.0 – being worked on
    • All versions available for public scrutiny at
    bitkeeper.com
    • Bug and other fixes are merged into all active source
    trees


  136. 136.

    136MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Product Architecture
    Programs that Interface with a Database
    MySQL APIs
    Windows exclusive Generic Linux/MacOS X/Unix/Windows
    MySQL Client- Server Protocol
    MySQL Server
    The DBMS
    SQL Layer
    Storage Engines
    Parser Optimizer Executor
    MyISAM InnoDB HEAP
    MySQL Client- Server Protocol
    Character- based UI Web- based UI Graphical Client
    Standard Administrative Clients
    PHP, Perl , Python, C/C++, Ruby, Java…MyODBC
    mysql phpmyadmin mycc
    Programs that Interface with a Database
    MySQL APIs
    Windows exclusive Generic Linux/MacOS X/Unix/Windows
    MySQL Client- Server Protocol
    MySQL Server
    The DBMS
    SQL Layer
    Storage Engines
    Parser Optimizer Executor
    MyISAM InnoDB InMemory
    MySQL Client- Server Protocol
    Character- based UI Web- based UI Graphical Client
    Standard Administrative Clients
    PHP, Perl , Python, C/C++, Ruby, Java…MyODBC
    mysql phpmyadmin MySQL Control Centre


  137. 137.

    137MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The LAMP model
    Linux-Apache-MySQL-PHP/Perl/Python
    LAMP is
    • a complete and integrated
    technology stack
    • for rapid development and
    deployment
    • of heavy-duty web
    applications.
    Many degrees of freedom
    • WAMP, NAMP, LAMJ, …
    • Move, duplicate, replicate
    the MySQL Server process
    Linux Server Computer
    MySQL Server process
    mysqld
    Web Application
    PHP / Perl
    Web Server process
    Apache


  138. 138.

    138MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The Client / Server Model
    Server Computer / Host
    MySQL
    Server
    process
    mysqld
    DB
    PHP Client process
    PHP Client process
    Java Client process
    Perl Client process
    PHP Client process
    localhost
    Client Computers
    PHP
    Client
    process
    PHP
    Client
    process
    PHP
    Client
    process
    ODBC
    Client
    process
    PHP
    Client
    process
    PHP
    Client
    process
    PHP
    Client
    process
    PHP
    Client
    process


  139. 139.

    139MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Supported operating systems
    www.mysql.com/doc/W/h/Which_OS.html
    • AIX 4.x+
    • Amiga
    • BSDI 2.x (mit-pthreads)
    • BSDI 3.0, 3.1, 4.x (native)
    • DEC Unix 4.x
    • FreeBSD 2.x / 3.x, 4.x
    • HP-UX 10.20 / 11.x
    • Linux 2.0+
    • Mac OS X Server
    • NetBSD 1.3/1.4
    • Novell Netware 6
    • QNX
    • OpenBSD <2.5 / >2.5
    • OS/2 Warp 3, FixPack 29,
    Warp 4, FixPack 4
    • SGI Irix 6.x
    • Solaris 2.5+
    • SunOS 4.x
    • SCO OpenServer
    • SCO UnixWare 7.0.1
    • Tru64 Unix
    • Win95, Win98, NT, Win2000,
    XP.


  140. 140.

    140MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Supported APIs
    C API based
    • PHP
    • Perl
    • ODBC
    • C
    • C++
    • Python
    • Tcl
    • Eiffel
    • Ruby
    • Delphi
    Others
    • Java (Connector/J JDBC)
    Over ODBC / .NET
    • VBA
    • VB
    • Word
    • Excel
    • Access
    • Delphi
    • ASP


  141. 141.

    141MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Where are the limits of MySQL?
    • Database size: Hundreds of gigabytes in practice
    • Scalability: >90 replication slaves at mobile.de,
    >2,500 queries per second in a single server at
    mainchat.de
    • Features: Subselects in 4.1, Stored Procedures, Triggers,
    referential integrity of foreign keys in 5.0, then Views
    – Limitation unimportant in new applications
    – Porting of existing applications easier to 4.1 and 5.0
    • The most important limits of MySQL lie in user perceptions
    – Decision makers may know little about MySQL and Open Source


  142. 142.

    142MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL 1984-95: The Roots
    • 1984-94: Michael ”Monty” Widenius develops
    database routines for his own purposes
    – 10 % further development of ISAM database routines
    – 90 % solution of customer problems in Data Warehousing
    • 1986: David Axmark meets Richard Stallman
    • 1994: Customer requires SQL interface to web
    database
    – Monty needs 9 months to build a MySQL parser and
    optimiser
    • 1995- Perl API identical to API of mSQL


  143. 143.

    143MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL 1995-2000: Growth
    • More: Users, development tools (such as PHP),
    operating systems (such as Windows)
    • Commercial support available from the outset
    • Profitable from inception
    • Open Source all the time
    • Licences under GPL since June 2000
    • Technology is key; marketing limited to
    www.mysql.com; hardly any administration
    • More and more employees through mailing lists


  144. 144.

    144MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL 2001-2003: Presence
    • New management: CEO, VP Training, CFO, VP
    Sales
    • Monty CTO, David VP Community Relations
    • Scandinavian Venture Capitalists invest money
    • Focus: USA (largest growth), German second place
    • More employees worldwide (14 countries, 65 people)


  145. 145.

    145MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Proliferation
    • MySQL is part of all Linux distributions
    • MySQL is downloaded 29 000+ times a day
    – >800.000 times a month or 10M times a year
    • We estimate some 4 million installations
    • Installed base on par with Oracle
    – more users according to iX Magazine in Germany 2002: MySQL
    46%, Oracle 44%
    – more web pages with “MySQL” than with “Oracle” according to
    Google
    – 20% of worldwide relational database use, 0.02% of licence
    revenues


  146. 146.

    146MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL has grown from the roots
    • A significant portion of all large companies use
    MySQL somewhere
    • Only in some of them, the management knows it
    • Some of them become customers of MySQL AB
    • Companies that publicly acknowledge using
    MySQL:
    – Ericsson, NASA, Yahoo! Finance, Silicon Graphics, Slashdot.org, Texas
    Instruments, US Census Bureau, Virage, Silicon Storage Technology,
    Lucent, Motorola, HP, Xerox, mobile.de, handy.de
    – Search for “Supplied argument is not a valid MySQL“ in Google – among
    the 90,000+ results you will find a few others who use MySQL


  147. 147.

    147MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Inc: Services
    www.mysql.com/services
    Support
    www.mysql.com/support
    • Support Wizard
    • Email responses
    • Login Support
    • Phone Support
    • Fast
    • 24/7 availability
    • “Insurance”
    • From the
    developers
    themselves
    Training
    www.mysql.com/training
    • Open courses
    • In-house courses
    • eTraining
    • Certification
    • Worldwide
    • by MySQL
    Trainers
    Consulting
    www.mysql.com/consulting
    • Deployment
    • Migration
    • Specification
    • Solutions
    • Tuning
    • On site / online
    • Embedding
    • Enhancements
    • Porting


  148. 148.

    148MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Support Pricing
    Standard Advanced
    EUR EUR
    Monthly agreements:
    Installation
    support : N/A 250,-
    Login installation: N/A 1.000,-
    Yearly agreements:
    Entry Level 1.500,- 2.500,-
    Primary 4.000,- 6.000,-
    Enhanced 9.000,- 12.000,-
    Premium N/A 48.000,-


  149. 149.

    149MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Training
    • Five days of ”MySQL Training Week”
    • Day 1: Overview, structure, basic SELECT
    • Day 2: SELECT, UPDATE, INSERT, DELETE,
    CREATE
    • Day 3: Security, User Management, Server Setup
    • Day 4: Administration, installation, Storage Engine
    • Day 5: Tuning, EXPLAIN, database structures
    • Blocks of 2, 3 or 5 days
    • MySQL/PHP training from 2002


  150. 150.

    150MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Certification
    • Purpose
    – Enables market to assess quality of MySQL developer pool
    – Enhances MySQL brand recognition outside core Open Source developers
    – Adds to momentum among developers, focuses their attention as directed
    by MySQL AB
    – Building block for MySQL in creating partnerships
    – Drives training income for MySQL AB
    • Delivered by 3,000 Pearson/VUE testing centres worldwide
    • Present levels
    – MySQL Core Certification (beta Dec 2002, GA Mar 2003)
    – MySQL Professional Certification (beta Apr 2003, GA Jul 2003)
    • Planned future levels
    – MySQL PHP Certification
    – MySQL DBA Certification
    • Cost $195 and up
    • Supported by MySQL Certification Study Guides under writing


  151. 151.

    151MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Consulting
    • Dimensions: on-site/online
    • Grows out of support and training cases
    • Grows out of application growth pains
    • Prices from 160 to 250 euro/h
    • Lower pricing implies at least three weeks of
    scheduling time and long duration
    • Minimum duration of task 2-3 days


  152. 152.

    152MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Press
    • Purpose
    – To build and widely distribute the most helpful, accurate, and
    timely documentation for MySQL
    – To draw the potential out of the joint branding of MySQL AB,
    a leading publisher, and the best MySQL authors
    – To attain the predominant position in retail channels for the
    target market
    – To build the premiere canon of published works related to
    MySQL Goals
    – Publish at least four new titles a year by the best available
    MySQL authors
    – Support MySQL AB goals of product positioning and
    installed base growth
    – Provide an offering of MySQL AB at a low price point


  153. 153.

    153MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Tomorrow
    1. MySQL Release Logic
    • source – alpha – beta – gamma – production
    • 4.0 ”gamma” Nov/Dec 2002
    • 4.1 Dec 2002
    2. MySQL 4.0
    3. MySQL 4.1
    4. MySQL 5.0
    5. MySQL 5.1


  154. 154.

    154MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Active Versions
    • We are now working on 4 different MySQL major
    versions at the same time
    • 3.23 Stable Production Release
    • 4.0 Feature Freeze Release (Gamma)
    • 4.1 Out in Source code for some months
    • 5.0 We will soon open the source code


  155. 155.

    155MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL 4.0
    http://www.mysql.com/mysql40
    • Features
    – ACID transactions with versioning and high transaction
    isolation (RepeatableRead) using InnoDB
    • DB2, MSSQL and PostgreSQL use only ReadCommited
    – embedded server library (libmysqld)
    – query cache: prestored answer sets
    – dynamic server variables
    – boolean FULLTEXT
    – UNION
    – multi-table deletes, updates
    – improved replication


  156. 156.

    156MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4.0: Handler (Navigation) Interface
    • Used when porting old database application with a
    navigational (direct ISAM) interface
    • Also useful when you are doing a userinterface that
    navigates a lot of data
    • This interface gives “Dirty” reads (but no other
    MySQL commands are affected!)
    • HANDLER table_name OPEN;
    • HANDLER table_name READ index_name >
    (“Banana”) LIMIT 10;
    • HANDLER table_name READ index_name
    PREVIOUS;


  157. 157.

    157MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4.0: Multiple table DELETE
    • Allows you to delete rows in multiple tables bases of
    conditions from multiple tables
    • Like saying that you want to delete all rows found by
    a SELECT
    • Syntax inspired by MS Access
    • DELETE t1,t2 FROM t1,t2,t3 WHERE t1.id=t2.id and
    t2.id=t3.id


  158. 158.

    158MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4.0: Dynamic Setting of Variables
    • Change options on the fly (per thread and globally)
    – No need to restart server to change cache sizes
    – Possible to set larger buffers for specific commands
    • SET GLOBAL SORT_BUFFER=1*1024*1024
    – This will set the sort buffer (used by ORDER BY queries) for
    all new connections
    • SET SESSION SORT_BUFFER=32*1024*1024
    – Will set the same buffer but only for the current connection
    • SELECT @@GLOBAL.SORT_BUFFER
    – Returns the default size of the variable


  159. 159.

    159MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4.0: Query Cache
    • Improves the speed of queries on read mostly tables.
    Most (all?) websites has some query that will run
    many times a second
    • 3x speed improvement for web sites not uncommon
    • Does not change semantics at all!
    • To enable add a line to my.cnf
    – query_cache_size = 128MB
    – Or set it on a running server
    • SET
    @@GLOBAL.QUERY_CACHE_SIZE=128*1024*102
    4
    – Turns the Query Cache on with 128 MB memory


  160. 160.

    160MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4.0: Replication
    • Replication uses two threads
    – One to read the all queries and store them on disk in case
    – One to do the updates
    – This makes sure that the slave always catches up to the
    latest changes even if it was executing a slow update when
    the server went down
    • LOAD DATA INFILE commands are now replicated
    properly


  161. 161.

    161MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4.0: Other Features
    • SELECT FROM articles WHERE MATCH (title,body) AGAINST
    (‘+apples -bananas’ IN BOOLEAN MODE);
    – Find all records with the word “apples” but not the word “bananas”
    using a full textindex
    • SELECT SQL_CALC_FOUND_ROWS … LIMIT 10
    • SELECT FOUND_ROWS();
    – Make it possible to display the total number of rows even with a
    limit. For “10 out of 124 items shown” things
    • Hash functions: SELECT SHA1(“foo”)
    • GRANT .. MAX_QUERIES_PER_HOUR=#
    MAX_UPDATES_PER_HOUR=#
    MAX_CONNECTIONS_PER_HOUR=#
    – Limit a user (Very useful for ISP use)


  162. 162.

    162MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4.0: Faster …
    • SELECT COUNT(DISTINCT …) …
    • Bulk loading of data
    • Bulk updates of full text indexes
    • Removing all the rows in a table
    – TRUNCATE TABLE table_name;
    • SELECT FROM table WHERE blob_col like “%keyword%”
    – Uses a fast turbo BoyerMore stringsearch
    • CREATE TABLE foo DATA DIRECTORY=”/path/to/dir” INDEX
    DIRECTORY=”/path/to/dir”
    – Support for spreading MyISAM files over many disks
    • Multithreaded index rebuilding in myisamchk


  163. 163.

    163MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL 4.1
    • Features
    – Subqueries / nested SELECTs
    • SELECT row1 FROM table1 WHERE a=(SELECT b FROM
    table2)
    – GIS / Geometric Data
    – Warnings when data is lost
    – Unicode support
    – Memory tables
    • SELECT FROM table1, (SELECT b from table2) WHERE …
    – Multiple table update
    • UPDATE t1,t2,t3 SET t1.c1=Val,t2.c2=val2 WHERE t1.id=t2.id
    and t2.id=t3.id
    – Others: SSL


  164. 164.

    164MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4.1: Prepared Statement
    • Instead of sending a query direct you do
    – Prepare SELECT foo from bar where a=?
    – Do (“1”)
    – Do (“2”)
    • Also works with binary data without quoting
    • The client server protocol has been extended for this
    • The whole protocol is now fully binary so it runs even
    faster


  165. 165.

    165MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4.1: Subqueries
    • Scalar Subqueries
    – SELECT Country, Inhabitants, Area
    FROM World.Country WHERE Area >
    (SELECT Area FROM World.Country
    WHERE Country=’Finland’);
    • Correlated Subqueries
    – SELECT FROM World.City WHERE City.Country = ANY
    (SELECT Country FROM World.Country
    WHERE City.Inhabitants > Country.Inhabitants/4);
    • WHERE field IN (SELECT …
    – SELECT FROM World.Country WHERE Country IN
    (SELECT Country FROM World.City WHERE
    City.Inhabitants > 5000000);


  166. 166.

    166MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4.1: GIS / Geometric Data
    • OpenGIS: New data type ”Geometry”
    • CREATE TABLE geom (g Geometry, SPATIAL
    INDEX(g));
    • INSERT INTO geom VALUES
    (GeomFromText( ’POINT(1 1)’)),
    (GeomFromText( ’POLYGON(0 0,10 0,10 10, 0 10, 0
    0)’));
    • New functions, e.g. AsText, IsClosed, Length, Area,
    Intersection, Intersects, Within
    • Red-black index trees: Indexes for Within


  167. 167.

    167MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4.1: UNICODE Support
    • CREATE TABLE t (field_list) [CHARSET=latin1];
    • SELECT Last_name FROM Customer
    ORDER BY Last_name COLLATE latin1_de;
    • SELECT MAX(Last_name COLLATE latin1_de);
    • SELECT FROM Customer WHERE
    (Last_name COLLATE latin1_de)=”Müller”;
    • CONVERT(Last_name USING utf8);
    • UCS2 support (two byte Unicode)
    • UTF8 support RFC2279, 1..3 bytes


  168. 168.

    168MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    4.1: Other New Features
    • SSL connection from client to master
    • libmysqld smaller, faster
    • Online Help for server functions
    • Foreign Keys with CASCADING DELETE
    • Improved MEMORY tables (earlier name HEAP)
    (faster, B-tree indexes)


  169. 169.

    169MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL 5.0
    • Features
    – Stored Procedures as in ANSI SQL
    – Triggers
    – Referential integrity (foreign keys)
    – Online backup of MyISAM tables
    – New column types:
    • BIT
    • True VARCHAR (no space trimming)
    • ARRAY
    – Warning/Info system
    • Notify sysadmin when something may go or goes wrong
    • Give feedback while a slow command is running


  170. 170.

    170MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    5.0: Stored Procedures
    • ANSI SQL99, can be extended to e.g. PHP or
    PL/SQL
    • CREATE PROCEDURE MyProc (IN InputField
    SMALLINT, OUT OutputField SMALLINT …
    • CALL MyProc(5,@MyVariable);
    • Grammar with BEGIN, END, SET, RETURN, CASE,
    IF, LOOP, WHILE, REPEAT, FOR


  171. 171.

    171MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL 5.1
    • Views
    • More ANSI SQL99 compatibility


  172. 172.

    172MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Command Center (mysqlcc)
    • Graphical MySQL client
    • Written in C++ using the
    QT toolkit for UNIX &
    Windows
    • Features:
    – Create/drop databases
    – Create/edit/drop tables
    – Write and execute SQL-
    queries
    – SyntaxHighlighting editor
    – List of servervariables
    and status
    – View and kill other user-
    processes
    – And many more…


  173. 173.

    173MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    MySQL Command Center


  174. 174.

    174MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    High Availability by Replication
    • MySQL supports many sites that need high reliability
    – This is done by “mirroring” the data to many machines
    • The single Master logs all SQL commands that
    update data
    • Slaves connect to the master or another slave to
    read, and rerun the updates
    • Examples of users are
    – Yahoo
    – Slashdot.org
    – Mobile.de (used car broker, over 300M page views/month)


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    175MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Storage Engines
    • A storage engine is a low level data storage / retrieval
    module (disk or memory)
    • This allows you to choose locking and speed trade
    offs per table (instead of when choosing db!)
    • MySQL supported multiple storage engines from the
    very beginning
    • CREATE TABLE (key int, value char(10), PRIMARY
    INDEX key) TYPE=HEAP;
    • ALTER TABLE table_name TYPE=InnoDB;


  176. 176.

    176MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The Storage Engine Concept
    Parse Optimize
    Retrieve
    Store
    MySQL
    MyISAM
    InnoDB
    InMemory
    MySQL Database
    Management Level
    Table Handler /
    Storage Engine
    Level


  177. 177.

    177MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Storage Engine: MyISAM
    • Developed by MySQL AB (replaced original ISAM)
    • Static, dynamic and compressed (read-only) row
    formats but no transactions
    • Text and compressed indexes
    • Data and indexes in separate files
    • Fast read/write performance but low r/w concurrency
    • Extremely good concurrency in the select and insert
    at end case (logs)
    • External check and repair program (myisamchk)
    • Especially useful for websites & logging


  178. 178.

    178MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Storage Engine: Hash/InMemory
    • Developed by MySQL AB
    • Completely in Memory with very fast hash based
    indexing
    • Useful for
    – Temporary tables
    – Lookup tables
    • Bad for range queries (Already fixed in MySQL 4.1)


  179. 179.

    179MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Storage Engine: InnoDB
    • Actively developed code from InnoBase Oy & MySQL
    AB
    • Full transactions (ACID) with versioning row level
    locking with automatic cleanup (no vacuum!)
    – Consistent reads (Oracle style MVCC)
    • Better concurrency than MyISAM for read/write on
    the same table
    • Uses table spaces instead of individual files
    • MySQL AB provides full support for InnoDB
    • Is included in MySQL 4 & the MySQL Max binarys
    • Has now been in active use under heavy load. Was
    for example used for the FIFA world cup site


  180. 180.

    180MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    RedoLog
    The InnoDB Storage Engine
    IN memory On disk (workspace)
    Log
    filesTablespace
    Log File 1
    Log File 2
    Log File 3
    Buffer pool
    (buffered
    data pages)
    Add’t’l Mem Pool
    Log Buffer
    (buffered
    log records)
    ibdata2
    data file
    ibdata1
    data file
    Undo Log
    COMMIT
    (+ checkpoint)
    checkpoint


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    181MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    ibdata Data File Structure
    1M extent
    Segment (“file”)
    1M extent
    1M extent 1M extent
    64 pages 16 kB each
    Extent
    Transaction id 6 B
    Row
    Field 1
    Roll pointer 7 B
    Field pointers n x 1-2 B
    Field 2 Field n
    Leaf node segment
    Leaf node segment
    Non-leaf node
    segment
    Tablespace
    Rollback segment
    N-l ns
    Row
    Page
    Row
    Row
    Row Row


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    182MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Standard Segment TypesRow
    Row
    Row
    Row
    Row
    PKV
    PKV
    PKV
    PKV
    PKV
    Primary Key Values
    Non-leaf
    indexpages
    Leaf
    indexpages
    Clustered index
    Primary Key Index Secondary index


  183. 183.

    183MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    InnoDB Row Structure
    • Records with variable (dynamic) size
    • Record header (6 B, ptr to next record, no of fields)
    • Transaction ID (6 B, timestamp)
    • Roll pointer (7 B, points to previous version of record)
    • Field pointers (1-2 B / field)
    – Start position of field within record
    – 2 bytes if more than 255 fields
    • Out-of-page pointers if record size > page size/2 (8
    kB)
    Record hdr Trx ID Roll ptr Fld ptrs Field values … Field values


  184. 184.

    184MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    InnoDB Redo Log Structure
    • A collection of log records
    • Page Number (4 bytes, page within Tablespace)
    • Offset of the change within the page (2 bytes)
    • Log Record Type (1 byte)
    – Insert, Update, Delete
    – Other types (like ”fill space with blanks”)
    • Changes (only redo values, no old values) except for
    DELETEs, which need no change notes at all
    PageNo Offset Record Type Changes on that page


  185. 185.

    185MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    The InnoDB Rollback Segment
    Undo Log Undo Log Undo Log
    The History List: Committed Undo Logs
    Undo Log: Updates, Deletes
    Undo Log: Inserts
    A transaction
    Two undo logs per trx
    Undo Log
    Discarded
    1000slotsperpage
    Theheaderofthetransactionsystem
    Rollback segment
    used for:
    Crash recovery
    Read isolation
    PURGE
    Free unnecessary
    log entries


  186. 186.

    186MySQL™: The World’s Most Popular Open Source Database
    Copyright 2003 MySQL AB
    Thank you!
    www.mysql.com
    Table of Contents

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