hp software bsm value path: end user management campaign

© 2008 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice

HP Software BSM Value Path:End User Management Campaign

HP Software EMEA

October 8, 2008

Agenda• The opportunity in the commercial market space• Business Class & Value Path programs

• HP Software Value Path for BSM • End User Management: Monitoring Business Services from the user

perspective

− How to sell

− Sales cycle

• End User Management Campaign

− Deliverables

− Execution

− Engagement

• Call-to-action to country teams

2 April 19, 2023


The Opportunityin the Commercial Market Space

HP Software Approach to the Commercial= HP non-named Market Space

• HP Software is commited to aggressively grow joint revenues and expand market coverage in the commercial space

− = HP non-named− Profile: 1000 employees+; 25+ IT, 50+ Server

• 100% dedication of this market to partners

Commercial space customer needs• Solutions and technologies

− Driving short-term business revenue− Highly flexible – ready to use - to

support change and help grow− Helping to gain competitive advantage

• Slim and predefined processes − Help increase efficiency and lower cost− Driven by best practice approach (e.g.

ITIL)• A supplier = trusted partner “next

door”− Providing end-to-end solution and

services offering including consulting, implementation, support

Commercial space status-quo

• Represents 43%+ of EMEA IT Spending (BTO-adressable)

• FY09 HP EMEA is moving over 1000 customers from named to non-named space

• Fastest growing segment• Biggest growth opportunity

for HP and partners, based on

− Market saturation− Customer Maturity

HP Software

Value Path

HP Software Value Path

CorporateAccounts

650

Key NamedAccounts

Commercial Territory

(non-named)

SMBSMB

Commercial Market

The sales territory defined bynon-named accounts in the

middle-sized enterprise space


A phased approach to IT solutionmaturity offering a step-by-step

route to value and ROI.

Business Class

A program which defines the jointgo-to-market model between

channel and HP Software Direct

HP Software

Value Path

Market for partners Marketing Campaigns Engagement Model



End User Management:Monitoring Business Services from the user perspective

HP Software solutions for business service management

IT Service Mgmt

Incident &

Problem Process

es

Service impactanalysis

12

3

Consolidated operations Consolidate management of all operations fault and performance events

1

Automated Network Mgmt as a “Service” Manage networks as series of services, not elements. Automate network configand compliance enforcement

2

End user managementMonitor and measure the service quality of the user’s experience

3

End user management

Consolidated operations

Multiple domain

managers

4

Automated network

management

Manual ad-hoc network management

Service Level Management

4 Service Impact Analysis Discover and map dependencies toUnderstand the impact of events onInfrastructure and business services

4

Service Level Management Measure the performance of servicesOver time in terms that the businessUnderstands and cares about

5

5

HP Software

Value Path

End User - Heterogeneity and complexity Perception vs. Reality

Database / Mainframe

ApplicationServer

SwitchUser Client Switch

Perception

Company Park AP14C Data Center

Production Environment

Company Park AP30 Data CenterProduction & Database Failover Environment

Development & Validation Environment

Fax/DMS Expansion

(TBD)

MetaframeThin-Client

ServersNT

Company Wide Area Network

(Concert / MCI)

High Level System Architecture

Company Lake County Local Area Network

Affiliate Location (Example)

Affiliate Network Environment Existing Remote Access Services Environment

Fax ServersAVOC Remote Access Servers

Lake County ARISg Users

Public Telephone System

Remote Dial-up: Can Be Used During WAN

Outages

Supports Centralized Data Entry

Network Printer(s)

Network Server(s)

Affiliate ARISg Users

WAN Router

B

N

H

A

I

J

K2

L O P

F

Version 011.0 - December 10, 2001 U.S. Remote ARISg Users

Network Printers

K1

Fax


ServersNT

F1 G1

Informatica PowerCenter

ServerUNIX

G2

ESTRI Gateway Server

NT

G

Applications

Win2000 Server


ServersWin2000

F2

MetaframeThin-Client Servers

NT

M3 M1

Informatica PowerCenter

ServerUNIX

M2

Applications

Win2000 ServerMetaframeThi

n-Client ServersWin2000

M4

Validation

Development & Test

Oracle Databases

Development/ Validation Database

Server

Production Database

Server

Production

Oracle Database

C

D

dsNavigator/DXS Web Servers

NT

M5

F4

E

Failover Database

Server

Oracle Databases

ProductionFailover

Pre-Production

F3

Private Network

F3


NT


NT

Reality

The five monitoring myths

Myth 1: If you monitor everything, you will understand the customer experience

Myth 2: We’ve got things covered. We’ll just respond to the few customer calls when they come in

If I can ping the website, then it’s performing well

Myth 3:

When there is an application problem, we know exactly who to assign the ticket to

Myth 4:

By reporting infrastructure service levels, IT is fully aligned with the business

Myth 5:

Myth 1Even if you monitor everything, you still miss the end-user perspective

• With siloed monitoring, although system availability may look “green”, end users may still be impacted

• Business is upset since you are using your customers as monitoring devices

• Result: customer experience and revenues suffer

82.0% Claims Processing

Middleware

Unix

SQL Server

Network

WEB

Database

MVS

99.3%

99.1%

99.4%

99.4%

99.2%

99.8%

99.1%

Customer Perspective

Myth 2We’ve got things covered. We’ll just respond to the few customer calls as they come in.

Myth 3If I can ping the website, then the application is working well

• Just because you can ping the entry point into the transaction, doesn’t mean that the transaction is working well

Myth 4 When there’s an application performance problem, we know exactly who should get the ticket

Forrester – “80% of

the time is spent

finding the problem area”

Ziff-Davis – “the

average performance problem

hits 10 different groups”

Myth 5By reporting infrastructure metrics, IT is fully aligned with the business

• Knowing what a router is doing is nice, but a router has never paid a bill

• IT needs to measure and report on what the business cares about and pays IT for

Communications Gap

IT: The router’s down

Business: What does that mean? Can users

book a ticket online?

Top IT Priorities for 2008

IDC Report #209092

Myth 1:

Myth 2:

Exploding the myths: what’s needed

Infrastructure monitoring is not enough

monitor customer experience

See poor user experience before our customers do

proactive alerting

Understand health of each

step in the user transaction

complete business process capture

Allocate problems to the right group

end-user performance drill-down

SLAs that are meaningful to the business

end-user based SLAs (not IT metrics)

Myth 3:

Myth 4:

Myth 5:


EUM Components:

BPM & RUM

Monitor the customer experience

Synthetic Real-user

Complete end-user monitoring

Synthetic user experience

• Simulated users run scripts at regular intervals from multiple locations

Synthetic User United States

Synthetic User Singapore

Synthetic User Switzerland

Description

• Proactive notification when no one is using the service (i.e. before banks open)

• Create business-centric SLAs

• Measure from multiple locations

Benefits

Report +

AlertLaunchScript

Step 1 Step 2 Step 3

Real-user experience

• Captures the actual user experience, with step-by-step screen shots

• Protects user privacy

Description

• Provides insight into real user behaviour patterns

• Improves triage processes

• Quantify user and business impact

Benefits

Report +

AlertStep 1 Step 2 Step 3

21 April 19, 2023

Synthetic monitoring Real-user monitoring

Combined monitoring – high visibility

Performance Over time by Geography

Pinpoint Offending Transaction Dynamic Real-time visibility for application performance

Correlation and trending for real behavior and performance impact

PREDICITIVE AND DYNAMIC VIEW

Side-by-side comparisonSynthetic and real-user monitoring

RequirementSynthe

tic Real-user

Check health when no one is using

Y N

Monitor from multiple locations

Y N

Diagnose actual user problems

N Y

Track user behavior patterns N Y

Complete capture of business processes

Y Y

Management of business SLAs Y Y

Business-aligned service level reporting

April 19, 2023

Service level reports are automated and show real-time

information

Real-time service level reporting to prioritize based on business

criticalityTrend views to proactively identify

breaches over time

Banishing the myths once and for all

Myth 1:

Myth 2:

Infrastructure monitoring is not enough

need to monitor customer experience

See poor user experience before our customers do

need proactive alerting

Understand health of each

step in the user transaction

complete business process capture

Allocate problems to the right group

end-user performance drill-down

SLAs that are meaningful to the business

business-centric SLAs (not IT metrics)

Myth 3:

Myth 4:

Myth 5:

25

• IT performance reports had little to do with user experience and business strategy

• Recurring performance issues affected high value customers

• System event monitors detected failures, but didn’t detect imminent failures

Challenge

End User • Management

Service Level Management

Solution

End User Performance - BSLAs that deliver

• BAC reports are used to correlate infrastructure performance to user performance

• SLAs have become an IT to Business alignment vehicle

• With BAC-based SLA templates in hand, business owners felt engaged with IT

Result

“ Within 30 days we had the service level framework defined for 14 applications. After 90 days we saw performance improvement of 15% on three core applications and a 5% increase in application availability .”

Adam Healy, Application Performance Mgr.FIRST HORIZON NATIONAL CORPORATION


EUM

How to sell

Target Buyers/Influencers

27 April 19, 2023 HP Private - Do not copy or distribute

Business Owner

buyer

buyer

influencer

influencer

Issues and pain they face


Ops Bridge Manager• With 50% of app performance problems,

we get no events – it’s the customers that tell us! (Forrester)

• When there is an app performance problem, it is difficult and time-consuming to figure out which team to give it to. Get accused of adding no value.

Application Operations Manager• Ops Bridge adds no value for app

performance problems gets thrown to us, even if it’s not our fault

• Takes ages to diagnose app performance problems

• Don’t get proactive notification of performance problems – only get told when customers are complaining

Business Owner / Business Operations• I lose customers before IT starts to

respond to app performance problems – why are my customers “a monitoring device” for IT?

• IT takes ages to solve app performance problems

• I can’t figure out why I’m paying so much to IT

VP IT Operations• Accused of being “unaligned with business”

because “customers are used as monitoring devices”

• App performance problems get “allocation ping-ponged” and take ages to solve high business impact of IT failure

• OpsBridge pass app performance problems straight to costly app experts without adding value

• Can’t show the business the value IT ops adds

Business Owner

EUM addresses the issues and pain


Ops Bridge Manager : Influencer• Proactive notification event when

threshold is breached start on problem before customers notice less customer impact

• Allocate app performance problems more quickly and accurately fix faster and more efficient use of 2nd level support

Application Operations Manager : Buyer• Ops Bridge is able to add more value

less wastage of app experts’ time

• Incidents only allocated to app experts when it’s really an app problem less wastage of app experts’ time

• Better able to find app faults because of diag tools app fixed faster less customer impact

Business Owner / Business Operations: Influencer

• Customers “not used as monitoring devices”

• App performance problems fixed faster less customer impact

• Get service level reports in terms they understand (e.g. time to check-in online) “data based” relationship with IT

VP IT Operations: Buyer• Start working on performance problems

ahead of when customers notice less customer impact

• Allocated app performance problems to the right group, first time faster fix time and more efficient IT ops

• Application support solve application problems faster faster fix time

• Able to report service performance levels to business in terms they understand

Business Owner


Value Path for EUM

Sales Cycle:

Sales Cycle: End User Management

Proven Cycle Steps:

1. Qualification Assessment: 2 weeks• Need; Interest; Budget

2. Plan Initial sales call: 1 week• Sr. Directors/VP IT Operations

• Sometimes CIO

• Focus on application services owners• Managing and monitoring applications

3. Schedule Demo: 2 – 3 weeks

4. Schedule POC: 4 – 5 weeks1. Assumes budget is available

5. Close initial EUM sales• BPM and SAM

• 1 application (~$100k USD / 64k Euro)

6. EUM Upsell: 3 - 6 months− 3 applications (~$200k to $300k USD / 128k to

192k Euro)

2: ID Oppty

3: Demo

4: POC 5: Close

Plan: 2 - 3 month initial cycle

Moving the deal toward $1m:

1. Initial deals start small (typical footprint)

• 1 or 2 applications

• BPM (75% of the time)

• Often combined with SAM

2. Follow on deals include 2 – 3 more apps

• 3 – 6 months

• Opportunity for RUM, SLM, & PI

• Requires time for customer to see trends with BPM

3. EUM services can be ~40% of licenses

4. EUM is an expanded opportunity for partners selling OpenView

1: Qualify

6: Upsell3 – 6 month


EUM Marketing Campaign

Campaign Objectives and Audience

Objectives:

• Introduce HP's full BSM capabilities to midmarket customer segment

• Drive demand for upsell of BSM End User Management solution

Target Segment:

• Existing HP Operations Center and Network Management Center customers that have not yet invested in BAC

Target Buyer:

• Owner of application service quality, reach through IT operations management

Value Proposition: To manage customer experience, IT operations need to gain visibility into end user service performance. This cannot be achieved by simply monitoring the infrastructure.

EUM eDM EUM landing page

Download 5

Myths WP

Register for Live

demo

Value Path landing page

Key Campaign Highlights BSM Value Path – End User Management

EUM eDM and Landing Page

Channel Partner Deliverables & InformationDeliverables

Value Path BSM Initiative Brief

Value Path BSM Laminate

Value Path BSM Customer Facing Presentation

Value Path BSM Conversation Guide

Value Path BSM Playbook (pdf and ppt)

Value Path BSM Enablement Presentationhttps://h20229.www2.hp.com/partner/protected/channel/emea/vp-bsm.html

Enablement:

BSM curriculum and technical enablement checklist

HP EUM Campaign Rollout Calendar

September: HP campaignkick-off

September: HP campaignkick-off

Lead follow-up& execution local campaign

Lead follow-up& execution local campaign

w/c Sept. 29: kick-off of HP campaign execution

w/c Sept. 29: kick-off of HP campaign execution

October 8: Partner BriefingOctober 8: Partner Briefing

September October & ongoing

• HP Software Direct Reps and PAMs briefing

• eDM e-mailing: Sept 29 – phased approach for regions

• Business Class partner briefing

• Confirmation on campaign participation to local PAM by October 15

Next Steps All partner deliverables are available on Partner Central

If you wish to implement your own EUM Value Path campaign please confirm with your PAM via email by Octber 15

PAM will work with you on an implementation plan Funding and co-branding opportunities will be available based

on plan

Thank you!

Your contacts:

[email protected], phone: +49 172 655 38 52

[email protected], phone: +44 7824 597218

hp software bsm value path: end user management campaign

Documents

hp nonnamedprofile

user perspectivehow

monitoring business

bsm end user management

business service management

nonnamed spacefastest

market coverage

monitoring devicesresult