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products, what they need to acquire to complement their portfolios, and what they need
to shed or put on the back burner.
This discussion guide provides guidance for Microsoft field sales representatives to
discuss customer concerns about server and cloud environment management and how
solutions from Microsoft can help address those concerns. This document provides
information and facts to help field sales representatives compete effectively against HP
Helion and Cloud Management solutions. Use this guide to:
Initiate sales conversations with technical decision makers (TDMs) and business
decision makers (BDMs) to identify sales opportunities.
Understand key messages and strategies for positioning Microsoft Hyper-V and
Microsoft System Center.
Sell Microsoft System Center against HP Helion and Cloud Management solutions.
Use this discussion guide in conversations with:
TDMs: Information Technology (IT) Administrators, IT Managers (IT Implementers),
VP of IT, Director of Technology, Director of IT, and Chief Architect
BDMs: President, CEO, Chairman, and COO
Their rich portfolio allows them to successfully compete in tactical sales with point
solutions and in strategic sales as IT preferred partners. Their typical operating mode is
not to innovate directly but to determine the next direction in which to take the market
and to acquire either the innovators that are spearheading the trends or the
specialists that will help them increase their customer base. The mega vendors have the
money and the market presence to push current and next-generation products.
Consequently, they must base their strategies on the management of their product
portfolios and on the effective diffusion of their market strategy: where to sell their
2011 Microsoft Corporation | Confidential | For Microsoft Internal Use Only
Microsoft Server
Weakness
Opportunity
Threats
BMCs IT
manageme
nt strategy
is
addressing
the
consumeriz
ation and
the
industrializ
ation of IT;
it is
addressing
new and
old
challenges
and is
working on
simplifying
the needed
solution.
portfolios
to aid IT
organizatio
CA
owns a
solid
portfolio
based on
strategic
acquisition
s and an
ability to
capitalize
on them.
Its
solutions
are
innovative
depending
on product
and
portfolio;
The current
strength o f
HPs IT
manageme
nt portfolio
is the
application
performanc
e
manageme
nt solution.
The
potential
to
execute
on the
strategy
is
impaired
by the
current
portfolios
acquired
solutions
which are
now
showing
their age
and which
are
difficult to
discard
given
BMC
installed
CA
has
difficulty
encapsula
ting a
good and
solid
portfolio
into a
clear
strategic
marketing
message.
The
portfolio
as a
whole
appears a
bit dusty
and is not
really
supported
by a
strong
marketing
vision.
Reminisci
ng about
BMC has a
golden
opportunit
y to
reinvent
itself as
an
innovative
company,
in line
with the
past
successful
introducti
on of BSM
and
Remedy.
The
company
needs to
shift to
the model
of
allowing
CA
has a
clear
opportunit
y to
accompan
y
customers
evolving
from
traditional
IT to BT
over the
years by
using its
multiple
capabilitie
s, from
Nimsoft
Now thatto
HP
Software
has
overcome
its
acquisitio
n
difficulties
, we
expect it
to recover
and start
innovating
again.
BMCs
main
competit
ors will
try to
take
advanta
ge of
the
current
privatiza
tion
situation
in the
short
term by
spreadin
g
breakdo
wn
rumors.
BMC
should
strength
The
typical
innovati
ve
and
agile
entrants
are
as much
a threat
as they
are for
the
other
big four
vendors.
As with
its big
four
vendor
brethren
, the
major
threat
comes
from
agile
innovato
rs.
IBMs core
strategy
focuses on
new
disruptive
technology
manageme
nt (cloud,
mobile,
etc.) while
optimizing
the
manageme
nt of legacy
systems of
record.
The
strategy
pushes
new
solutions
toward
systems
of
engagem
ent while
acknowle
dging the
role of
systems
of record.
However,
the
transition
from one
focus to
IBMs IT
managem
ent
strategy
focuses
on new
trends
and the
transform
ation of IT
into BT.
This will
certainly
agree
with the
top IT
organizati
ons.
As with
the
other
big four
vendors,
the door
is open
to
smaller
innovato
rs that
address
tradition
al needs
in the
short
term.
C | Challenges faced by HP
E | HP Helion Portfolio
Build
(Competes with System Center
Suite)
Consu
(Compete
Microsoft
Integrated
(Hardware
+
Software)
(Appliance
s) System
Application
/
Developme
nt
HP CloudSystem
Build your cloud with the industry's most
complete, integrated, and open solution
Software
N/A
N/A
Software
HP Helion OpenStack
Leverage a common architecture that's
secure and scalable across private,
public, and hybrid clouds.
Cloud Automation and Management
Turbocharge efficiency with industry
leading products like Cloud Services
Automation and CloudSystem software
infrastructure
Pronq
Experience all the power
of HP on
premise software but
delivered via SaaS.
H | HP
CloudSystem
Autonomy
Marketing
Cloud
Thrive in today's dynamic
marketplace
by engaging customers in
real timeinfrastructure
HP Converged Infrastructure
Simplify your data center by pooling
server, storage, and networking
resources together with holistic
management.
HP Moonshot
Accelerate cloud innovation with the
world's first software-defined server
that delivers breakthrough efficiency
and scale.
Infrastruct
ure
Services
Enterprise
A | Recommendations
C | HP Sales Tactics
In 2012, HP created a new converged cloud business unit:
Mission is to sell HPs cloud-related
hardware, software and services. The business is
responsible for driving cloud strategy, marketing
and integrated solutions across HPs business units.HP
is effective at discussing the value of its solutions
with senior executives before holding a price
conversation, leveraging its brand recognition.
HP will optimize cross selling of its own products
and solutions and then claim that other vendors
cannot be as comprehensive or cost effective as
their portfolio pricing.
HP often leads a deal with services and creates a
customized deal, emphasizing solutions expertise.
HP positions itself as being open with a choice of
partner solutions, then attempts to switch the
account to proprietary lock-in products through
customized programming done by HP services.
HP uses hardware to sell software and services to
gain long term account control by offering highly
discounted software to get into the account.
HP software has approximately:
2014 Microsoft Corporation | Confidential | For Microsoft Internal Use Only
Compete
Understanding the scenarios
Description
Customer has little HP software installed or is unhappy
with the existing portfolio of HP management software.
Greenfield cloud opportunity
What to Expect
HP will leverage their brand strength and potentially
any hardware relationships.
They will likely utilize HP Services or the help of a
channel partner to perform any upfront consulting.
HP will tout their long history and expertise in the
management software market.
Compete with a full System Center Suite stack,
specifically focusing on the Hybrid Datacenter, and the
strength of Microsoft vision.
Embrace
Understanding the scenarios
Description
Customer has installed some HP ITOM tools.
Does the customer see this as a natural extension of
their existing HP tools?
What to Expect
The key battle to focus on will be between HP Cloud
Service Automation and system center orchestrator.
HP will first target their large ITOM and Blade Systems
Matrix customers.
Embrace the HP tools and show how System Center
Suite / Hyper-v can co-exist (i.e. System Center Suite
integrates well with HP converged infrastructure).
Surround
Understanding the scenarios
Description
Customer has made the decision to build out the entire HP
Cloud Service Automation or Cloud
L | Handling Objections
Q. We already have HP ITOM software to manage our
physical infrastructure.
A. HP has some long established tools in ITOM. However,
Microsoft is far better aligned and strategically positioned
to deliver the requirements of a comprehensive cloud
management platform (CMP) with our Unified management
for the Cloud OS strategy and vision. Since our focus is on
the cloud stack, we are best positioned to both leverage
your existing HP & Microsoft investments by taking your
business to the next level of IT agility, efficiency and cost
savings in the cloud.
Q. Is Microsoft really a management company?
A. Yes, and one closely tied with the leading platform for
cloud computing. Microsoft System Center 2012 R2 helps
you realize the benefits of the Microsoft Cloud OS by
delivering unified management across your datacenters,
service provider datacenters, and Windows Azure. With
System Center 2012 R2, you can:
Utilize enterprise-grade management capabilities with
best-in-class performance for your Windows Server
5 | Resources
The following internal and external resources can provide
additional information.
Blogs: http://blogs.technet.com/systemcenter
HP virtualization services
www.hp.com/services/virtualization
HP storage virtualization
www.hp.com/go/storagevirtualization
HP services www.hp.com/services/microsoft
HP Cloud