Bluecoat Piranha Battle Card

Company Profile Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution
Cisco ConfidentialFor Cisco Use Only
Bluecoat
Piranha Program May 2011 Partner Version
Bluecoat Company Profile

Bluecoat Selling Strategy: Identify customers needing WAN Optimization services and leverage Bluecoats integrated security features to win sale over competitive offerings. Primarily leverages their installed base Revenue: $496M in FY2010 Gross Margins: 66-68% Profit: Operating Margin of about 17% vs. Cisco ~22% Product/Services Revenue Split: 60% Product / 40% Service
Financial Strategy: Acquire (Packeteer) to broaden DC play. Outsourcing SW/HW development to acquired Indian company S7 Core Products/Technology: WAN Optimization with integrated security Portfolio Breadth: Limited to WAN Optimization Channels Strategy: SP managed services, VAR/Resellers
Product Portfolio
Products Offered
WAN Optimization Bluecoat Proxy SG platform , Proxy soft client, and software (Primary Revenue Source) www.bluecoat.com WAN Optimization Market Share (Source: DellOro) Cisco Bluecoat 2007 2008 2009 2010
Not Reported Not Reported
23% 23%
25% 26%
23% 29%
Piranha Program | 2011 Cisco Systems, Inc. and/or its affiliates. All rights reserved. Cisco Confidential For Cisco Use Only.
Bluecoat Positioning
Bluecoat Positioning
Stop the Bad, Accelerate the Good: Unique message in market leveraging traditional capabilities with incremental functionalities WOC Leader in Gartner Magic Quadrant: Validates strategy of integrating WAN Optimization platform with security product
Cisco Assertion
Response: Choose a integrated systems approach featuring WAAS to simultaneously reduce complexity AND drive workplace transformation Response: Choose a product delivers best in class acceleration features and performance not just a one box solution that offers limited limited features and performance Response: Choose a WAN Optimization solution that truly supports branch consolidation - not just application acceleration/security
Only Vendor to Offer Complete Application Optimized Branch Security Solutions: Bluecoat is only vendor offering a turn key branch solution for security and acceleration
Why Cisco
Borderless Network Architecture for unmatched functionality: routing, switching, WLAN, security and WAN Optimization A systems approach to networking lowers TCO, improves availability and drives workplace transformation Workplace transformation is enabled by Ciscos unique combination of video, mobility and application optimization Advanced Services reduce implementation risk: wireless assessment, planning & design, migration, optimization and more
Company Profile
Best Practices in Competitive Engagements
Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution
Lead with Ciscos Borderless Networks Architecture Bluecoat does not have an architecture sell for the enterprise Emphasize Cisco best-of-breed positioning with WAAS - Superior technology and performance Create opportunities to engage with the customers for building relationships, educate and out position Bluecoat Expect Bluecoat to aggressively price proposals Educate customer on short comings of Bluecoat products and solutions Leverage competitive material on SMO competitive portal at wwwin.cisco.com/competitive
Bluecoat Comparison
Why Not Bluecoat
Business Reasons
Unpredictable platform lifecycle due to continued Packeteer integration Point solution - requires multi-vendor network increasing TCO Ongoing outsourcing migration = product/business instability
Questions to Ask Customers

Business Questions
How will Bluecoat ensure investment protection when hardware integration is driving major changes? How much will it cost your staff to work with multiple vendors and operate a multi-vendor network? How will Bluecoats increased outsourcing affect product delivery? How will Bluecoat embrace branch consolidation - they support branch IT sprawl?
Messaging goes against current need to consolidate branches
Solution and Architecture Reasons

Gaps in solutions No branch consolidation features, limited video support Requires multiple vendors which increases complexity No validated designs, only high level marketing documents ProxySG platform architected for security not WAN Optimization resulting in limited abilities
Solution and Architecture Questions

Where will consolidation and video support come from? How will Bluecoat integrate with other vendors? How will Bluecoat ensure designs function optimally? How can Bluecoat provide best of breed features for both WAN Optimization and Security?
Technology/Product Reasons
2 in 1 solution comes at the expense of limited features, performance Ongoing outsource of development to S7 India (acquired) causing product instability and roadmap delays Bluecoat (including Packeteer) platforms running 3 different, diverse operating systems
Technology/Product Questions
What is the WAN Optimization and security performance compared to competitive offerings? What will Bluecoat do to ensure product quality and timely delivery of features/platforms? How will Bluecoat simplify software upgrade management when 3 different OSs are being used
Architecture Positioning
Element
Borderless Networks
Cisco Differentiators
A medianetready borderless network ensures that your network not only delivers a high-quality video experience but also help ensure that your network is ready for chzngingbandwidth demands Cisco Telepresence performance is assured with BN Cisco EnergyWise delivers energy efficiency and savings to IT and facilities Integrated into the network, EnergyWise, along with its Orchestrator console, controls and monitors power for a wide variety of devices Unified enterprise switching, storage, computing and cloud service solutions An Architectural Framework for the Evolving Data Center: Cisco Data Center Business Advantage represents an architectural framework for connecting technology innovation to business innovation. It is the foundation of the Dynamic Networked Organization Innovate Quickly and Efficiently: Cisco Data Center Business Advantage represents a fundamental shift in the role of IT into a driver of business innovation. Businesses can create services faster, become more agile, and take advantage of new revenue streams and business opportunities. Cisco Data Center Business Advantage increases efficiency and profitability by reducing capital, operating expenses and complexity. It also transforms how a business approaches its market and how IT supports and aligns with the business, to help enable new and innovative business models
Bluecoat Weakness
Limited video feature support. No other BN support No energy management features Mobility support limited to software client. No other mobility features
Data Center and Virtualization
No DCV support
Element Cisco Differentiators
Keep Control of Your Data Center Architecture: The Cisco Data Center Business Advantage architectural framework is delivered as a portfolio of technologies and systems that can be adapted to meet organizational needs. Customers can adopt the framework in an incremental and granular fashion to control when and how they implement data center innovations. This allows them to easily evolve and adapt the data center to keep pace with changing organizational needs Be Free to Choose: Data Center Business Advantage preserves the customers ability to work with other industry leaders to solve a particular IT or business problem. Because Data Center Business Advantage is built around an ecosystem-centric framework and open solution stacks, customers can easily work with your existing data center vendors and Ciscos industry-leading community of development, design, and deployment partners Collaboration Unified enterprise communications (VoIP), conferencing, instant messaging, email and collaboration solutions Any to Any: We uniquely enable people to work together naturally anywhere, on any device, with any content Cisco lets people use the devices they have today [Apple, Android, RIM, latest tablets], safely Cisco integrates TelePresence with a laptop WebEx conference with a smartphone audio call, simply, so everyone has the best meeting possible With Cisco collaboration solutions, people can work with individuals in other companies, using video, unified communications and presence as if they were inside a single company Cisco keeps costs low and flexibility high through cloud deployment models and standards, vendor and platform interoperability No Collaboration support
Bluecoat Weakness
Element Cisco Differentiators
Video Everywhere: Video is an essential part of effective, natural collaboration. Only Cisco provides the breadth of applications and endpoints to make pervasive video a reality Cisco made voice over the network the standard for business. We are doing the same for video Only Cisco has the broadest suite of video endpoints to integrate video into the fabric of how we work Only Cisco has a business video architecture [medianet] for scale, speed and reliability Cisco is driving a new wave of video experiences that change the way we communicate, collaborate, and enjoy entertainment in the home, at work, and on the go New Collaborative Workspace: Cisco is converging social, mobile, video, and unified communications capabilities, to shape the new collaboration experience Advancement in collaboration is influenced by the rapid changes in the consumer market No other company empowers individual collaboration style as well as Cisco with the broadest choice of how to communicate based on preference, location and device Cisco makes work personal again, using a network-based approach to quickly locate the most relevant experts and information and cut through information overload Unlike others, Cisco provides deep integration with existing software and hardware infrastructure so IT doesnt have to rip and replace In this new, more connected world, no other company offers a network-based approach to keep organizations safe because the network provides greater security and policy management control Cloud Collaboration: When it comes to deploying collaboration, one size does not fit all Only Cisco provides the combination of: A broad set of collaboration applications including voice, video, web and customer care Flexible deployment models across private, public and hybrid clouds Virtualized applications AND desktop clients
Bluecoat Weakness
Infrastructure Positioning
Element
Routing
Cisco Differentiators
Full featured enterprise routing for campus, branch offices and WAN Integration of routing platforms with security, switching, WLAN, and WAAS Full featured enterprise switching for campus, distribution access and branch office deployments Integration of switching platforms with security, WLAN and routing Enterprise firewall, content security, email security, VPN, userpolicy establishment and control (TrustSec) Identity Services Engine for integrated wired and wireless identity, access control, and management platform (Positron) Advanced RF features across a family of 11n APsdelivering Enterprise-Class RF performance, reliability and lower TCO WCS 8.0 with unified wired/wireless provisioning, management,monitoring and troubleshooting for borderless user services (Lumos) WLAN controller on Cisco Services Ready Engine provides zero-touch deployment and centralized management for wireless service rollout in the branch offices Full featured enterprise WAAS with integration into branch office ISR platforms
Bluecoat Weakness
No routing support
Switching
No switching support
Security
Reasonable security features but limited performance platform shared with WAN Optimization function
WLAN
No WLAN support
WAAS
WAN Optimization supported on shared platform with security. Limited features
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Service & Support

Bluecoat Services and Support Are Weak Compared to Cisco
Bluecoats services staff is limited when compared to Ciscos and spread very thin geographically Bluecoat doesnt operate parts-repair facilities in all major geographies it sells in - significant delays in replacing bad hardware possible Ciscos services address Borderless Networks at an architectural level; Bluecoats services do so only at a technology level
Ciscos optimization services have no peer and include extensive smartnetwork analytics; Bluecoat offers nothing of the kind Ciscos on-line support tools are so powerful they resolve 80% of network issues; Bluecoat reports no similar metric. Why not? Cisco outscored all competitors when Gartner recently asked customers to rate their vendors professional services Cisco consistently ranks first when surveyed customers to rate vendors technical support; what top rankings can Bluecoat cite? J.D. Power has certified Cisco fives times for its outstanding technical service experience but has never done so for Bluecoat Bluecoat offers no proactive technical support; Cisco provides SMARTnet Total Care, Smart Care and Smart Call Home
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Solution
Why Cisco Services
Deep Borderless Networking Expertise: Ciscos services bring deep, industryleading expertise to wireless, security, routing/switching and rich media (medianet)
Why Not Bluecoat Services

Bluecoats network expertise is limited WAN Optimization and security
Why It Matters
Ciscos expertise addresses all Borderless Networks Architecture technologies to deliver a complete service solution for customers. Bluecoat only addresses a small fraction of customer needs The smart analytics in Ciscos Network Optimization Service give customers a simple means to boost operational excellence, mitigate risks, cut cost and complexity, and benchmark their policy compliance Cisco WAAS platform was designed to provide the optimal experience for remote workers who must access enterprise application across the WAN. Focusing on this has resulted in WAAS being a top rated product both with industry analysts and customers. Bluecoats lacklustre WAN Optimization product does little to improve remote workers application access satisfaction and performance To achieve their full potential, Borderless Networks need effective enablement and support by services that range from planning to optimization. Customers can rest assured that they can gain the necessary services breadth, quality and effectiveness from Cisco. The same is untrue of Bluecoat
Smart Professional Services: Ciscos Network Optimization Service comes with smart analytics that use intuitive graphics to monitor compliance with industry best practices
Nothing in Bluecoats or its partners portfolios of professional even begins to compare with the rich functionality and business value of Ciscos smart network analytics
Cisco Innovation: Cisco has led innovation Application Acceleration and WAN Optimization for several years. Cisco has consistently innovated and delivered technology and products that provide the best mix of performance, value, industry leadership to our customers backed with the best support services in the industry
Bluecoats WAN Optimization platform has gained traction due its approach of integrating WAN security and WAN Optimization in the same appliance. While Bluecoats security features are on par with the industry its WAN Optimization features, performance, and reliability are sub-par
Quality Leadership: Cisco ranked first in service and support when 684 customers rated their suppliers in the 2010 version of CIO Insight magazines annual Vendor Value survey. Ciscos services also ranked first in a recent customer survey by Infonetics
No customer ratings of technical or advanced services by vendor-neutral third parties ever mention Bluecoat as topping or even challenging Cisco in quality and effectiveness of support
2011 Cisco Systems, Inc. and/or its affiliates. Cisco and the Cisco Logo are trademarks of Cisco Systems, Inc. and/or its affiliates in the U.S. and other countries. A listing of Ciscos trademarks can be found at www.cisco.com/go/trademarks. Third-party trademarks mentioned are the property of their respective owners. The use of the word partner does not imply a partnership relationship between Cisco and any other company. (1007R) C96-666379-00 05/11
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Bluecoat Piranha Battle Card

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Bluecoat Piranha Battle Card

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Company Profile Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution

Cisco ConfidentialFor Cisco Use Only

Piranha Program May 2011 Partner Version

Bluecoat Company Profile

Not Reported Not Reported

Questions to Ask Customers

Messaging goes against current need to consolidate branches

Solution and Architecture Reasons

Solution and Architecture Questions

Data Center and Virtualization

WAN Optimization supported on shared platform with security. Limited features

Service & Support

Why Not Bluecoat Services

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