Case Study for Job Interview

1. 1 Confidential and PrivateMicro Focus – Sales – January 2011
Leading the Evolution
Pedro Alexander Romero

2. 2 Confidential and PrivateMicro Focus – Sales – January 2011
Agenda
• Company Overview
• ProductsProducts
• IT Market: LAIT Market: LA – Portugal & Spain
• Sales Case Approach:Sales Case Approach:
– Argentina: Telecom ProviderArgentina: Telecom Provider
– Colombia: Software ProviderColombia: Software Provider
• ConclusionConclusion

3. 3 Confidential and PrivateMicro Focus – Sales – January 2011
Company Overview
• 30 years experience
• +18,000 Customers, over two million
licensed users, including 91 of the Fortune
Global 100 companies
• Number of Offices: 82 in 27 different
Countries
• Number of employees: 1700
Micro Focus International plc provides innovative
software that allows companies to develop, test,
deploy, assess and modernize business-critical
enterprise applications.

4. 4 Confidential and PrivateMicro Focus – Sales – January 2011
PARTNERS:
Global Strategic Partners: HP, Dell, accenture, Microsoft, Infosys
System Integrators: Atos Origin, Wipro, Keane, UST Global, HCL,
Capgemini, Cognizant, CSC
Speciality
Resellers: Per region
Hardware O&EM: IBM, Intel, hp, Unisys, Sun
Migration and Transformation Consortium
Independent Software Vendors: Eclipse, extend, Net Express, RM
Cobol, Server Express, Visual Cobol
Partners only
Company Overview

5. 5 Confidential and PrivateMicro Focus – Sales – January 2011
Agenda
• Company Overview
• Products
• IT Market: LA – Portugal & Spain
• Sales Case Approach:
– Argentina: Telecom Provider
– Colombia: Software ProviderSoftware Provider
• Conclusion

6. 6 Confidential and PrivateMicro Focus – Sales – January 2011
How to give customers what they want now…
Caliber
Enterprise
i.Sight
Micro Focus Developer
RUMBA
Silk
StarTeam
VisioBroker
…
… and be ready for whatever they want next
Products

7. 7 Confidential and PrivateMicro Focus – Sales – January 2011
Caliber
Caliber is an enterprise software requirements
definition and management suite that
facilitates collaboration, impact analysis and
communication, enabling software teams to
deliver key project milestones with greater
speed and accuracy.
Benefits:
• Streamlined requirements collaboration
• End to end traceability of requirements
• Fast and easy simulation to verify requirements
• Secure, centralized requirements repository

8. 8 Confidential and PrivateMicro Focus – Sales – January 2011
Enterprise
A suite of Application Modernization
capabilities that enables CIOs and IT leaders
to modernize their application portfolios.
Benefits:
– Dramatically cuts the operating costs of business
critical applications
– Increases developer and tester productivity
– Improves application efficiency

9. 9 Confidential and PrivateMicro Focus – Sales – January 2011
i.Sight
i.Sight is the most comprehensive platform
for understanding application portfolios,
delivering centralized business and technical
insight into a wide range of applications –
from COBOL through Java, and more.
Benefits:
– Enhanced portfolio management
– Reduces cost and risk in application maintenance
– Accelerates development and modernization projects -
by 40% and more

10. 10 Confidential and PrivateMicro Focus – Sales – January 2011
Micro Focus Developer
COBOL and Developer Tools
Benefits:
• Build and modernize COBOL applications – with run-time
support for Windows, .NET, Unix and Linux

11. 11 Confidential and PrivateMicro Focus – Sales – January 2011
RUMBA
Terminal Emulation and Business Process
Modernization
Extend the value of your host systems and
apply them in new ways, while moving toward
a more agile architecture.
Benefits:
– Greatly improved user productivity
– Faster time to market with new functionality

12. 12 Confidential and PrivateMicro Focus – Sales – January 2011
Silk
Comprehensive automated software quality
management solution.
Benefits:
– Ensures that developed applications are reliable and meet the
needs of business users
– Automates the testing process, providing higher quality
applications at a lower cost
– Prevents or discovers quality issues early in the development
cycle, reducing rework and speeding delivery

13. 13 Confidential and PrivateMicro Focus – Sales – January 2011
Star Team
StarTeam - Software Change and
Configuration Management
StarTeam® is a fully integrated, cost-effective
software change and configuration
management tool, designed for both
centralized and geographically distributed
software development environments.
Benefits:
– Provides a single source of key information for distributed
teams
– Streamlines collaboration through a unified view of code and
change requests
– Industry leading scalability combined with low total cost of
ownership

14. 14 Confidential and PrivateMicro Focus – Sales – January 2011
Visio Broker
VisiBroker - CORBA Middleware and
Application Server
VisiBroker® is the most widely deployed
CORBA Object Request Broker (ORB)
infrastructure – with more than 30 million
licenses in use globally. VisiBroker gives
engineers the powerful access and control
needed to build and deploy true enterprise
class applications.
Benefits:
– Delivers maximum configurability
– Combines high performance with reliability
– Provides numerous ways to tune and extend existing
applications

15. 15 Confidential and PrivateMicro Focus – Sales – January 2011
Eclipse

16. 16 Confidential and PrivateMicro Focus – Sales – January 2011
Eclipse

17. 17 Confidential and PrivateMicro Focus – Sales – January 2011
Agenda
• Company Overview
• Products
• IT Market: LA – Portugal & Spain
• Sales Case Approach:
– Argentina: Telecom Provider
– Colombia: Software ProviderSoftware Provider
• Conclusion

18. 18 Confidential and PrivateMicro Focus – Sales – January 2011
• IT Market Characteristic
– Market Segmentation and Identification
– IT Budget
– IT Services
• Types Demographic Data
– Geographic
– Size
– Industry Sector: Finance & Insurance, Services,
Manufacturing & Retail, Government and Education
– Technology Use and Propensity
– Contact Type and Level
• Rules of Thumb how to go about demographic segmentation
IT Market Latin America – Portugal & Spain

19. 19 Confidential and PrivateMicro Focus – Sales – January 2011
IT Market Latin America
Some of the major IT trends that are expected to be
demanded in Latin America during 2011 are the
following:
– Cloud computing
– Verticalization of IT solutions
– Full virtualization solutions
– Managed security services
– Green IT
Source: Fernando Belfort, ICT Research Analyst - Gerson Lehrman Group” website

20. 20 Confidential and PrivateMicro Focus – Sales – January 2011
IT Market Portugal & Spain
Some of the major IT trends that are expected
to be demanded during 2011 are the
following:
– Cloud Computing
- Virtualization and Software Management
- Data Center consolidation
- Mobile acess to information
- On demand solutions
Source: Computer World España no. 1253 - January 2011

21. 21 Confidential and PrivateMicro Focus – Sales – January 2011
Agenda
• Company Overview
• Products
• IT Market: LA / Iberia
• Sales Case Approach:
– Argentina: Telecom Provider
– Colombia: Software ProviderSoftware Provider
• Conclusion

22. 22 Confidential and PrivateMicro Focus – Sales – January 2011
- Customer Selection
- Consultant Process
- Sales Approach
- Deliver Solution
Sale Case: Argentina

23. 23 Confidential and PrivateMicro Focus – Sales – January 2011
IT Market Argentina
• IT spending is forecast by BMI to grow at a compound
annual growth rate (CAGR) of 14% over 2010-2014,
with spending picking up in 2010 after a contraction in
2009.
• Argentina IT market is the second largest in Latin
America.
• Total value of spending on IT products and services
should pass US$3.9bn in 2010 and approach
US$6.6bn by 2014.
• Per capita IT spend is seen as rising from US$98 in
2010 to US$158 in 2014 as the market approaches
levels last seen before the crisis of 2001.
• Market concentration in Buenos Aires (26% sales)
Source: Business Monitor International http://www.fastmr.com

24. 24 Confidential and PrivateMicro Focus – Sales – January 2011
Opportunities:
– Goverment: Education sector
– ERP software for expanding export sector
– Service sector
Competitive Landscape:
- Software market leader: Microsoft
- Microsoft forecast that sales would rise 20% in the second half
of 2010, with business demand growing 30%.
- Software giant SAP has formed an alliance with IBM, Linux systems
integrator Red Hat and Argentine telecoms company Metrotel to
offer hosted solutions
- Government is expected to be a key vertical and, in June 2010,
Japanese giant NEC announced the launch of a cloud computing
base general education system for the Ministry
- PC Providers:
- HP 27% (*); Dell 17% (*), Lenovo 15,3 % (*), 60 % Locally
assembled (*)
(*):= According to custom data 1HF 2010
IT Market Argentina

25. 25 Confidential and PrivateMicro Focus – Sales – January 2011
Sale Case: Argentina
Initial Contact: Social Network

26. 26 Confidential and PrivateMicro Focus – Sales – January 2011
Challenge
• Actual system platform limite the development and
management of new services and compromises the
objectives of operational cost reduction, maintenance cost
and sistem integration
• Modernization process of system platform will take several
years, thats why the importance to integrate new and
legacy systems
• System diversity is a minor problem when compare with
data dispersion, duplicity and lack of integrity of key
busines data. Req. Data Base integration.
Sale Case: Argentina

27. 27 Confidential and PrivateMicro Focus – Sales – January 2011
Enterprise Management
Marketing&
Offer
Management
Strategy, Infrastructure & Product
Strategy &
Commit
Infrastructure
Lifecycle Mgmt
Product Life
Cycle Mgmt
MARKETINGSERVICESRESOURCESSUPPLIER
Support Fulfillment Assurance Billing
CUSTOMERSERVICESRESOURCESSUPPLIER
Operation
s
(1) e-TOM: Enhanced Telecommunication Operation Map
ASAP Aprov BOSS
FEC
CBSS
ISI
SAP (FI / HR / MM)
A
BOSS
NCS
NETCON
OACSE OACSET
OLBPRESUS
SISE-Movilnet
SAD-WAP
SAO
FAMA
SIR
SISCOM2K
TAS
SISE-Averías
SISE
SRL
STELLAR
NET TRIP
TOM/TONICS
SAP SD
XPERT
ASAP O/M
BOSS O/M
SGC
INTRANET
B
C
D
SISE REMEDY
XPERT
PPL
SAP PM
DATAMART Corpo.
DATAMART Cliente
DATAMART Red
DATAMART Red
SAP EBP
Insumos/SRDF
4TELDIRED
PPL
GESTORES
SIASER
ASAP Inv
BOSS Activ
Red Inteligente
HP OpenCall
Rating PPAS
PPAS
Sale Case: Argentina
Platform analysis

28. 28 Confidential and PrivateMicro Focus – Sales – January 2011
Enterprise Management
Marketing&
Offer
Management
Strategy, Infrastructure & Product
Strategy &
Commit
Infrastructure
Lifecycle Mgmt
Product Life
Cycle Mgmt
MARKETINGSERVICESRESOURCESSUPPLIER
Support Fulfillment Assurance Billing
CUSTOMERSERVICESRESOURCESSUPPLIER
Operation
s
(1) e-TOM: Enhanced Telecommunication Operation Map
ASAP Aprov BOSS
FEC
CBSS
ISI
SAP (FI / HR / MM)
A
BOSS
NCS
NETCON
OACSE OACSET
OLBPRESUS
SISE-Movilnet
SAD-WAP
SAO
FAMA
SIR
SISCOM2K
TAS
SISE-Averías
SISE
SRL
STELLAR
NET TRIP
TOM/TONICS
SAP SD
XPERT
ASAP O/M
BOSS O/M
SGC
INTRANET
B
C
D
SISE REMEDY
XPERT
PPL
SAP PM
DATAMART Corpo.
DATAMART Cliente
DATAMART Red
DATAMART Red
SAP EBP
Insumos/SRDF
4TELDIRED
PPL
GESTORES
SIASER
ASAP Inv
BOSS Activ
Red Inteligente
HP OpenCall
Rating PPAS
PPAS
• Process with low support of
automatized systems
Sale Case: Argentina
Platform analysis

29. 29 Confidential and PrivateMicro Focus – Sales – January 2011
Enterprise Management
Marketing&
Offer
Management
Strategy, Infrastructure & Product
Strategy &
Commit
Infrastructure
Lifecycle Mgmt
Product Life
Cycle Mgmt
MARKETINGSERVICESRESOURCESSUPPLIER
Support Fulfillment Assurance Billing
CUSTOMERSERVICESRESOURCESSUPPLIER
Operation
s
(1) e-TOM: Enhanced Telecommunication Operation Map
ASAP Aprov BOSS
FEC
CBSS
ISI
SAP (FI / HR / MM)
MAXIMO
BOSS
NCS
NETCON
OACSE OACSET
OLBPRESUS
SISE-Movilnet
SAD-WAP
SAO
FAMA
SIR
SISCOM2K
TAS
SISE-Averías
SISE
SRL
STELLAR
NET TRIP
TOM/TONICS
SAP SD
XPERT
ASAP O/M
BOSS O/M
SGC
INTRANET
MOVILTRACK
HCM
SISTRA
SISE REMEDY
XPERT
PPL
SAP PM
DATAMART Corpo.
DATAMART Cliente
DATAMART Red
DATAMART Red
SAP EBP
Insumos/SRDF
4TELDIRED
PPL
GESTORES
SIASER
ASAP Inv
BOSS Activ
Red Inteligente
HP OpenCall
Rating PPAS
PPAS
• Dificulty to handle finance
informaton due to data structure
• Logictic process support not
includes sales point inventary
level.
Sale Case: Argentina
Platform analysis

30. 30 Confidential and PrivateMicro Focus – Sales – January 2011
MICRO FOCUS MODERNIZATION WORKBENCH®
• The Modernization Workbench platform is the most
comprehensive solution to understand application
portfolios.
• Provides users with centralized business and technical
insight into their core applications.
• Collects detailed insights into your application portfolio.
Business Benefits
• Improve Governance
• Gain Business Visibility
• Control the Business
Sale Case: Argentina
Delivered Solution

31. 31 Confidential and PrivateMicro Focus – Sales – January 2011
Agenda
• Company Overview
• Products
• IT Market: LA / Iberia
• Sales Case Approach:
– Argentina: Telecom Provider
– Colombia: Software Provider
• Conclusion

32. 32 Confidential and PrivateMicro Focus – Sales – January 2011
- Customer Selection
- Consultant Process
- Sales Approach
- Deliver Solution
Sale Case: Colombia

33. 33 Confidential and PrivateMicro Focus – Sales – January 2011
IT Market Colombia
• IT spending is forecast by BMI to grow at a compound
annual growth rate (CAGR) of 13% over 2010-2014.
• Election in 2010 of perceived business-friendly Juan
Manuel Santos should boost business confidence and IT
investment
• The government sees increased information and
communication technology (ICT) spending as a key means
to advance its central strategic goal of helping the country
reintegrate disaffected groups.
• Per capita IT spend is projected to rise by 43% from US$48
in 2010 to US$74 by 2014, while PC penetration has
exceeded expectations and could reach 20% within our
forecast period.
• The government had been working on a general software
law. The law is expected to include measures such as
allowing investments in software to be amortised and
depreciated like other capital investments.
Source: Business Monitor International http://www.fastmr.com

34. 34 Confidential and PrivateMicro Focus – Sales – January 2011
Opportunities:
– Goverment
– ERP software for Finance sector
Competitive Landscape:
- Growth area is: SAP related consulting
- Chilean IT consultancy ActualiSAP expand in Colombia
- HP has partnered with SAP on its solution 'Business
AllColombia in-One Fast-Start', while
- Neoris has expanded its IT operations in Colombia.
- Major local vendor Productura de Software Latin America
(PSL) counts among its key clients Colombia's state oil
company Ecopetrol, cosmetics company Avon, and
Colombia's largest bank Bancocolombia.
- Colombia has a growing domestic software sector
- Citrix Systems was one vendor to report growing interest in
virtualisation from Colombia's public sector
IT Market Colombia

35. 35 Confidential and PrivateMicro Focus – Sales – January 2011
PSL is a CMMi level 5 company that provides nearshore
software development services to clients in the US and Latin
America, at highly competitive costs.
Over the past 25 years, developed critical software applications
for clients that range from the Panama Canal and the largest
banks in the region, to hundreds of small and medium
businesses across different industry verticals.
Markets:US, European and Latin American markets.
Offices: Medellin (Colombia), Mexico and US
Sale Case: Colombia

36. 36 Confidential and PrivateMicro Focus – Sales – January 2011
Sale Case: Colombia
Challenge
• IT department use a wide variety of
technologies and platforms because develop
systems for external clients, using multiple
platforms and programming languages.
• Development requirement to use open
software platform
• Devoting ever more resources to IT
maintenance and support, despite a growing
demand for new customer applications.

37. 37 Confidential and PrivateMicro Focus – Sales – January 2011
Delivered Solution
CALIBER
Enable software teams to deliver key project
milestones with greater speed and accuracy
Business Benefits
• Fast and easy simulation to verify requirements
• Streamlined requirement collaboration
• Faster time to completion, weeks rather than months
• Savings in staffing and services
• Higher quality applications and improved standards
Sale Case: Colombia

38. 38 Confidential and PrivateMicro Focus – Sales – January 2011
Agenda
• Company Overview
• Products
• IT Market: LA – Portugal & Spain
• Sales Case Approach:
– Argentina: Telecom Provider
– Colombia: Software Provider
• Conclusion

39. 39 Confidential and PrivateMicro Focus – Sales – January 2011
• Micro Focus Vision
• Transformational improvement Benefits
• Continous Improvement Benefits
Conclusion

40. 40
gracias
thank you
obrigado