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SAN Gate Case Study

SAN Gate Case Study. Hillel Freeman Amir Lapidot Michael Weinberg Moty Yamin Zvi Topol Oded Ran (OdRP). Agenda. The problem and the solution Technology Market Analysis Customers Competitors Weaknesses and Threats Company Overview Conclusions. Case Study Goals.

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SAN Gate Case Study

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  1. SANGateCase Study Hillel Freeman Amir Lapidot Michael Weinberg Moty Yamin Zvi Topol Oded Ran (OdRP)

  2. Agenda • The problem and the solution • Technology • Market Analysis • Customers • Competitors • Weaknesses and Threats • Company Overview • Conclusions

  3. Case Study Goals • Understand the “starting-up” process • Investigate and analyze a field unknown to us • Identify the weaknesses and threats the company’s facing

  4. SANGate’s Mission Statement “Provide infrastructure for data integration between Mainframe and Open Systems storage networks”

  5. Mainframe Performance and bottle-necks Internet Vendor-Independence Open System Server Interoperability between MF and Open System Storage SAN: Storage Area Network Storage vendor A Disk arrays The Problem ? ?

  6. Mainframe SANGate’s ESA Internet Open System Server A dedicated, special-purpose server which performs as a storage router SAN: Storage Area Network Storage vendor A Disk arrays Storage vendor B The Solution

  7. Product’s Strengths ESA – Hardware/Software solution • Interoperability between OS and MF • Vendor-independent compatibility • Increased performance and scalability • Infrastructure for further development • Significant ROI for customers

  8. Product and Technology • ESA based upon a patented communication chipset • Technology is confidential • Unique knowledgeof MF comm. • Up to 1 GBps ESA

  9. Market Overview • Storage Market: • Amount of data doubled annually(IDC). • Divided to MF (70%) and Open Systems • SAN Key players: EMC, IBM, Compaq, Sun, HDS. • Storage Management: • $9 Billion sales in 2001 (of which 80% for Mainframe) • Segmented to software-only and software/hardware appliances solutions

  10. Target Market Analysis • Large firms using MF computer: 4000-5000.Company currently aims Fortune’s 1000 list. • S/390 Mainframe units installed: 32,000(each with 16-256 ESCON ports). • Average installation per S/390: 4units. • Potential deployment: 128,000units. • Average unit price: $120,000 • Target market: $15,360,000,000 • S/390s distribution is growing at ~30-35% annually.

  11. Business Model • 3 main types of customers: • Large Fortune’s 1000 Firms • OEMs: BMC, CA • Resellers: MF firms, IBM • Aims for strategic partnership • Possible future M&A or IPO

  12. Pricing Model • The target of the pricing model:Enabling SANGate to position itself primarily as a software company • ESA price: $80,000-$200,000 • Data integration applications: • As a service – the price will be based upon a certain price per volume moved • License over 3 to 5 year period for a fixed fee • Software updates

  13. Competitors (1)

  14. Fujitso (Amdahl): TDMF • Data replication, mirroring and point-in-time copying • Vendor-independent • Only-mainframe or only-Open System solution • hp SANlink • Start-up company purchased by hp for $350M • Hardware/software appliance: enables data integration for different Open System vendors • Feature-rich • Does not support S/390 to date • NewFrame (Or-Yehuda) • Software based solution: data sharing between DBs in Mainframe and Open Systems • Referrable customers • Only database solution • Still suffers from performance bottlenecks • EMC: SRDF • Host-independent data integration softwarefor EMC storage systems • Supports 24x7 data mirroring • ‘Gorilla’ company backing • Only EMC storage systems supported Competitors (2) Major competitors with data integration solutions for Mainframe and Open System:

  15. Milestones • 1995-1998 Single entrepreneur • 1998 Technological breakthrough • July 1999 First business plan • Oct. 1999 Second business plan • Jan. 2000 $8M First round (JVP, Battery Ventures) • May 2001 $10M Second round • Sep. 2001 Beta deployment • Nov. 2001 CEO sent home by court’s decision

  16. Present status • Two sites: • Even-Yehuda (Israel) • Southborough (Mass., USA) • 76 employees • No CEO! • Development completed only for Mainframe • Beta exists, ver 1.0 expected: 2002 Q2

  17. Weaknesses and Threats • David and Goliath: competition against industry’s gorillas (EMC, IBM, HDS). • SAN’s a hype? (EMA survey) • Company failed to predict technological developments: FICON case. • No support for Open Systems today. • No referable customers.

  18. Conclusions • The company has a unique product and selling proposition for a large, existing market opportunity . • Business model (direct sell) is risky against the market’s ‘gorillas’: Strategic partnership is recommended • Open Systems and FICON support are key features that should be developed • Referable large customers is a must

  19. Back to Case Study Goals • Understand the “starting-up” process • Investigate and analyze a field unknown to us • Identify the weaknesses and threats the company’s facing

  20. Thank you.

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