Customer Competitive Playbook-Based Analysis Online Managed Backup Solutions

1. Customer Competitive Playbook-Based AnalysisOnline Managed Backup Solutions 3/31/09 DraftThis presentation is confidential and should not be distributed outside of Symantec Jasmine Noel jnoel@ptaknoelassociates.com Richard Ptak rlptak@ptaknoelassociates.com

2. Agenda • Project overview • Review playbook-based analysis for customer scenarios • Data Explosion • Cost-Driven Out-Tasking • Expertise-Driven Out-Tasking • IT-wide Outsourcing • Next Steps

3. Project Overview • 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.

4. Data Explosion Scenario Playbook

5. Scenario: Data Explosion Buyer Need: Support rapid data growth while driving down staff and technology costs • Description: • Yearly growth in data volume >25% • Few backup-recovery staff resources • Hiring freeze • Existing solution/process is stressed • Expected demand growth: • High • Maturity: • Moderate • Sales must educate prospect

6. Data Explosion Subsets Highly regulated or litigious industries Highly distributed companies Data and applications in multiple locations with varied backup-restore needs Minimize network bandwidth requirements Additional Buying Criteria Centralized administration and automation Flexible solution to handle varied departmental needs Data de-duplication technology • Stringent retention requirements • Additional Buying Criteria • Transparency and audit-ability to avoid compliance fines • Supports increasing regulations without additional staff effort • Integration with data classification, indexing, and disposition policies • Data authentication

7. Scenario Competitive Overview Basic buying criteria Additional buying criteria

8. Data Explosion Scenario: EMC Details • 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 Sales Strategy: Yes Content Management solution Interest in broader data management? Shift the conversation No Managed Services Package • 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

9. Data Explosion Scenario: EMC Details • Managed Services Package: • Residency Services • Managed Utility • Choose EMC for: • Subject matter experts to maximize ROI • Determining the right recovery service levels for each application lowers operational costs • Improved planning and better operational predictability • Improved financial ratios and cost accounting • Improved responsiveness to rapid increases in demand • EMC beats Symantec because: • Larger, more experienced consulting organization • Longer at the managed utility game • Real cloud computing platform, not a product retread

10. Data Explosion Scenario: IBM Details • Strategy • Basic description of vendor’s strategy in this scenario • Packaging • Describe what the vendor would package • For specific groups • Messaging • In general • For specific groups • Why choose us • In general • Over Symantec specifically

11. Data Explosion Scenario: HCL Details • 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 Sales Strategy: Yes Content Management solution Interest in broader infrastructure management? Shift the conversation No Managed Services Package • 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

12. Data Explosion Scenario: HCL Details Strategy Get prospect to buy into full support, transformational solution Package Modular aims to id/fill customer needs now and tomorrow Messaging In general we are long-term partners in identifying and solving problems We do it all For specific groups Competitive Position Tough to beat, highly focused Global Over Symantec specifically Comprehensive IT service provider Large, experienced staff

13. Scenario: Cost-Driven Out-Tasking

14. Scenario: Cost-Driven Out-Tasking • 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

15. Cost-Driven Out-Tasking Scenario: EMC Details • Strategy • Provide clients with long-term support contract • Packaging • EMC Backup, Recovery, and Archive consulting services • Managed Storage Services • Why choose EMC: • Real consulting deliverables • Tiered catalog of service levels • Architecture & functional specs • Business case for managed services • Transition services ensure successful and seamless transfer of responsibilities • More predictable costs by shifting CAPEX to OPEX • Over Symantec specifically:

16. Cost-Driven: HCL Details Strategy Offer in-depth solution packages, modularly implemented Packaging For specific groups Messaging In general For specific groups Why choose us In general Over Symantec specifically

17. Scenario: Expertise-Driven Out-Tasking

18. Scenario: Expertise-Driven Out-Tasking • 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 • Expected demand growth (High)

19. Subsets • 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

20. Expertise-Driven Out-Tasking Scenario: EMC Details • Strategy • Provide clients with long-term support contract • Packaging • Managed Availability Services program • typical program runs 3–5 years • Includes longer term disaster recovery roadmap • Why choose EMC: • best practices from hundreds of EMC clients • improvements are sustainable and the ROI in disaster recovery can be effectively measured over time • Monthly reports to assure stakeholders that program is producing results and reducing business exposures • detailed quarterly progress updates against the roadmap • Over Symantec specifically: • Next-generation cloud-based technology can be phased in seamlessly

21. Scenario: Datacenter consolidation • Description: • Backup-restore is subset of larger effort to reduce IT-wide capital expenses • Buyer is driven by need to: • Lower IT capital expenses • Basic buying criteria • List • Looking for one throat to choke • Maturity (Low to Moderate) • Tends to be low because decisions are made at exec level with little input from existing technical staff • Tends to assume that simply having less physical hardware makes the environment easier to manage • Expected demand growth (Moderate) • Tend to be very large deals with long delivery tails

22. Scenario: IT-Wide Outsourcing • Description: • Backup-restore is subset of larger outsourcing effort • IT functions not viewed as corporate core-competency • Buyer is driven by need to: • Business oriented description • Basic buying criteria • List • Looking for one throat to choke • Maturity (depends on target audience) • Sales will have explain why Symantec should be used for the backup-restore subset to two targets: the customer and the outsourcer • Customer maturity tends to be low because decisions are made at exec level with little input from existing technical staff • Outsourcer maturity tends to be uneven (high in some areas, low in others) • Expected demand growth (Moderate) • Tend to be very large deals with long delivery tails

23. Next Steps • Any final questions? • ???