k, Noel & Associates LLC. All rights reserved. Page 1 Customer Competitive Playbook-Based Analysis Online Managed Backup Solutions Jasmine Noel [email protected]om Richard Ptak rlptak@ptaknoelassociates. com 3/31/09 Draft This presentation is confidential and should not be distributed outside of Symantec
Customer Competitive Playbook-Based Analysis Online Managed Backup Solutions. 3/31/09 Draft This presentation is confidential and should not be distributed outside of Symantec. Jasmine Noel [email protected]. Richard Ptak rlptak @ ptaknoelassociates.com. Agenda. Project overview - PowerPoint PPT Presentation
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• PNA will analyze customer scenarios that motivate solution purchase. • Each scenario will be defined by what a customer wants to accomplish,
PNA will leverage Symantec's existing scenario definitions for this project.
• For each scenario PNA will identify how three different competitors will position themselves and their solutions in an attempt to match the customer's goals.
• PNA will outline the strengths and weaknesses of the competitors' positioning for each scenario.
Red Flags when customer asks about:• Content-driven business processes• Data categorization, indexing and search
capabilities• Records retention policies
Possible responses:• Refocus customer on immediate needs• Make the ‘quick win’ argument• TBA
Red Flags when customer asks about:• Anticipating the use of backup services• ITIL certification• Zero-Downtime Network• High-capacity infrastructure with built-in security• Cloud computing infrastructure
Possible responses:• Ask about heterogeneous infrastructure• Make the ‘fox in hen-house’ argument• TBA
Red Flags when customer asks about:• Content-driven business processes• Data categorization, indexing and search
capabilities• Records retention policies
Possible responses:• Refocus customer on immediate needs• Make the ‘quick win’ argument• TBA
Red Flags when customer asks about:• Anticipating the use of backup services• ITIL certification• Zero-Downtime Network• High-capacity infrastructure with built-in security• Cloud computing infrastructure
Possible responses:• Ask about heterogeneous infrastructure• Make the ‘fox in hen-house’ argument• TBA
• Description:– Have put high-level DR processes in place that include backup-restore– Decreasing involvement by executives in DR planning and testing– Increasing executive focus on lowering cost of business operations
• Buyer is driven by need to:– Obtain hard dollar cost savings by out-tasking backup and recovery operations
• Basic buying criteria– Very prone to sticker-shock– Business case -- capacity savings and staff replacement
• Maturity (Low to Moderate – sales must prove hard cost savings)– Typically unaware that gaps in coverage and backup-recovery execution are
driving up costs– Typically have no means to measure the true cost of inefficient IT processes
• Expected demand growth (Very High)– Counter-cyclical demand for IT services that lower capital/labor costs
• Description:– Rising application and data complexity – Out-of-date analysis of the business impact of an outage– Unclear specification of service levels from business stakeholders– Worried about potential data loss and regulatory impact
• Buyer is driven by need to:– business continuity program is inadequate for current application environment
• Basic buying criteria– Turn-key solution
• Fully documented transition plan• Demonstrate solution gives staff time to focus on other tasks• Addresses human error as the biggest cause backup-recovery failures
– Fully documented operational processes & best practices– Plan to align disaster recovery roadmap with business technology roadmap
• Maturity (Low – but require extremely short education cycle)– Have little time to research/pilot solutions
• Mid-sized enterprise (100-500 servers) with small and/or ‘jack-of-all-trades’ IT staff
• Often assume that sophisticated solution is out of their price range
• Virtualization drives need to change backup-recovery strategies
– Prospects have already adopted server virtualization and are finding that they cannot apply existing backup-recovery processes to the new environment
• Backup windows on physical services vanish because of VM density
– Desktop virtualization shifts PC data-stores back to datacenter