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Presenters NameFebruary 6, 2012

ISV image delivery

Customer-proof demos, POCs, and implementations boost software wins

• AppZero – application virtualization software vendor

• Server applications (Linux, Windows, Solaris) and Windows desktop

• Patented and field-proven software since 2001

– Valerie O’Connell – VP Business Development– Greg O’Connor – CEO; serial innovator and long life as an ISV

• Customer-proof your software with technology a VP of sales can love

• Enough description of our technology to understand the business case

• AppZero in the ISV sales cycle with real world examples

• Technical, business, and financial impact

• Q&A

Introductions: Customer-proof software

Housekeeping

• Please Participate

• Use the GoToWebinar controls to ask questions

• We’ll take most questions at the end

Complex enterprise app movement

Zero Lock-In• Migrate cross clouds, cross hypervisor

• Dissolve packaging to run natively

Zero Install• App images run in snap

Zero Conflicts• Apps resilient to changes

AppZero encapsulates enterprise-class applications into a package called a Virtual Application Appliance (VAA) that can be copied and run instantly without installation.

Applications may be easily moved among machines (physical or virtual), including those in a cloud, providing OS-free instant provisioning.

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Primary use cases

On boardingMigrate existing applications to cloudFastest, most cost effective, systematic way to get on a cloud

Hybrid/Federated Continuous and incremental “On boarding”Cloud burstingNo lock-in Cloud protection: instance, region, vendor

Enterprise App StoreDynamic catalog image assemblyLinear vs. exponential image management

ISV distributionPre-installed, pre-configured software distributionFastest time to deploymentReusable demo/poc, pre-configured implementations

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ISV Distribution

Simplified app delivery

Streamline demos, POCs, trials improves win rate

Over comes licensing challenges

Pre-installed, pre-configured

software distribution

Your application as an Image

Do more/better/faster (win more business)

Run it everywhere – package once

Run it instantly – zero install/copy and run

Run it error free – and free up SE time

The sales “pain” -- a little like a bad sun burn

– How do we increase our win rate?Easier test drives, POC win rate, smoother trials

– Why does it take so long to set up and demo our solution?Sending people onsite drives increased costs and lowers customer sat

– Can we compress the sales process? Shorten rollout time, faster time to PO

– Sales does not understand what we are up againstYou just can’t provision an enterprise app like a phone app

– How can we reduce risk of errors and provide better support?

Can I close this faster and create time for other priorities, like the beach?

Burning ISV sales issues

What technical field engineers & solution architects say

– Installation and configuration is very time consuming, painful, and doesn’t always work

This is the worst part of my job

– Why can’t I just give them my VM image?Microsoft licensing is also a pain

– How can we fit into the prospect’s environment?Hardware, OS, Hypervisor, data center, cloud

– I hate when customers change their mindSo now you want it in the cloud and not on premises?

Burning ISV technical field issues

Lessons from the field

New business is the major factor determining growth in the company

Tons of energy went into finding/engaging in non-competitive sales cycles but…

POC, Trail, Evaluation: Thumbnail– 5 day evaluation period– 1 day set up, install & configure– 3 days to do what the customer requested– 1 day show the results

POC win rate– External groups validated correlation between how vendor did

and who won the deal

Winning more POCs = faster growth

Images help you win more deals by shrinking the install, set up and configuration time to

ZERO

POC, Trial, Evaluation: Thumbnail with image delivery– 5 day evaluation period– 10 minute set up, install & configure– 4 days to do what the customer requested– 1 day show the results

1 extra day is 33% more time to do what the customer wants33% more time then your competitor will get, unless….

Other benefits: free up valuable SE resources, reuse, risk reduction

Winning more POCs = faster growth

Images help you win more deals by shrinking the install, set up and configuration time to

ZERO

Implications:“Gold” Images – reduce risk

Images can be reused, shared – right demo, right time, fast

Scarce technical resources are freed up – do more with less

Opportunity engagement is faster – agile sales

Customer changes their mind – flexibility, no lost time or deals

POC to deployment time is compressed – faster time to money

Better tech support – customer Images (application) can be moved to the support center for closer examination

Where are you asked to “fit” in ?

EnterpriseControlled

Shared Control

Provider Control

Customers have a broad spectrum of operations stacks

EnterpriseControlled

Shared Control

Provider Control

Customer wants?

When Image size matters – Time counts

App andfoundation

Storage Space (GB)

Storage Space (GB)

Transfer rate

(GB/Hr)

Elapsed Time (Hrs)

Elapsed Time (Hrs)

VAA Improvement

VM image

.NET 0.05 50 1 0.05 50 500x

J2EE 0.75 50 1 0.75 50 67x

LAMP 0.45 50 1 0.5 50 100x

SQL Server 1.5 50 1 1.5 50 33x

MySQL 1 50 1 1 50 50x

Virtual Appliance

App

OS

Virtual Appliance

App

OS

Why not just use a VM? VMs are huge – Why move the OS around?VMs that contain OS cannot be distributed to customersManaged Provider will only use their “certified” OS

When you sell software ….

You spend a lot of time, effort, talent, and money on POCs

A good POC doesn’t always win business – but a bad POC loses business

You are guilty until proven innocent – installation impacts implementation

Update and distribution is an on-going customer satisfaction and revenue activity

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Image delivery impact on ISV business

Increased revenue– Win more PoCs– Accelerate sales cycle/time to revenue

Decreased costs – Lower cost of sales – Decrease cost of acquiring customer

Maximize resource and process effectiveness– Support your application, not the underlying OS– Run your app in any provider’s cloud – no change or lock-in

Non-intrusive– No change to technology of choice – No disruption to established business processes