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V center operations competitive marketing presentation

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V center operations competitive marketing presentation

  1. 1. © 2010 VMware Inc. All rights reserved Confidential vCenter Operations Positioning & Competition Differentiating VMware’s Real-Time Performance Management Approach
  2. 2. 2 VMware confidential – internal use only Competition  Competition is split into two camps: • “Big 4” ITOM • Performance Analytics Vendors (direct competitors to vCenter Operations - discussed on next page)  Big 4 ITOM vendors • General • Lots of marketing/positioning – little actual product • IBM • Tivoli Performance Analyzer – offline trending and reporting • IBM ITM – simple dynamic baselining, metric-based alerting • HP • HP Problem isolation – simple baselining/rules/workflow, requires detailed topology • CA • CA NetQos – discussed on next page • BMC • Proactivenet – discussed on next page
  3. 3. 3 VMware confidential – internal use only Competitive Landscape – Performance Analytics (Faux Quadrant!) Challengers Leaders Abilitytoexecute Completeness of vision Niche Players Visionaries Cirba Akorri BMC (ProactiveNet) VMware (vCenter Operations) Netuitive BMC’s size provides Proactivenet with an advantage in terms of execution. Behind in analytics (left off Gartner Cool Vendor) Focus on use case around storage and virtualization I/O with queuing theory-based algorithms geared towards this purpose Rules/utilization driven analytics with focus on virtualization capacity planning. Moving into Operations Model-driven analytics limited to certain technology silos and metrics. Currently focused on virtualization Data agnostic self-learning analytics engine capable of modeling any data type is vCenter Operations’s competitive advantage CA (NetQos) Simple base-lining/reporting. No correlation. Relies on network data it collects
  4. 4. 4 VMware confidential – internal use only vCenter Operations Technology Strengths and Weaknesses Strengths  Industry’s best fundamental dynamic thresholding and anomaly detection  Completely data agnostic  Completely learning-based analytics  No static models  Adapts to change better than any performance analytics solution  Adapts in real time – no models or rules to change  Excellent cross-silo correlation and analysis  Customizable user interface applicable across all Operations roles  Highest scalability of any performance analytics solution Weaknesses  Limited adapter set  No CA, BMC  Adapting to large existing monitoring infrastructures can be time- consuming  Adapter configuration  Takes time for accurate learning  Netuitive has faster accurate results due to models  Customizable interface – double- edged sword  Services (or training) intensive to accommodate all roles  Steep operationalization curve  Proactive posture is often a departure from standard Ops processes
  5. 5. 5 VMware confidential – internal use only Where We Win / Where They Win Where we win  Application or service centric opportunities, where cross-silo correlation and analysis is required  Monitoring Infrastructure is multi- vendor with multiple silo’d tools  Prospect implemented a Big 4 “Manager of Managers” or other 2nd Generation solution that failed  Other constituents require visibility besides Operations (eg, Executives, Application Owners, internal/external Customers, etc) Where they win  Only interested in eliminating hard threshold setting for alerting  Single silo opportunities (eg, “Server Team”)  Buy into “Best Practices” model- based approach  We are late to opportunity (Competitor has set vision)  Customer has very limited monitoring in place  “1st / 2nd Generation Tool” message is viewed as adequate
  6. 6. 6 VMware confidential – internal use only Overcoming Challenges Weaknesses  To Counter “too few” adapters  VC should be in every oppt, insist it be a part of any POC  vCenter Operations’s “General SQL Loader” can be used to pull from any monitoring tool that has a RDBMS backend, only need a tool SME  To Counter Takes time for accurate learning  Stress the importance of increasing accuracy of vCenter Operations (under ever-changing environments and as cyclical behavior is learned), vs. analytic “plateau” reached soon after alternative products are implemented  To Counter double-edged sword customizable Dashboards  Leverage OTB Dashboard Templates and vCenter Operations Best-practices  To Counter Steep operationalization curve  Avoid deployment plans that “boil the ocean”. Target a handful of critical applications; usually the customers “best and brightest” know the most about these apps Where they win  To Counter need to “eliminate hard threshold reliance”  Stress vCenter Operations’s industry leading DT competitive algorithms, and  limits of metric-centric alarming  To Counter Single silo opportunities  Stress vCenter Operations’s universal approach which simultaneously supports application-centric and well as component- centric analysis/alerting  To Counter “Best Practices” model-based approach  Stress limits to the applicability of model- based tools – dynamic environment, custom applications, etc.  If you are late to opportunity, you will have to work higher up the organization  Other vendors are likely to be silo-ed due to their product limitations  Customer has very limited monitoring in place  Introduce VMware complimentary products: Hyperic, AppSpeed, Virtual Center;  Stress how customers benefit from analyzing existing tools’ data regardless of perceived incompleteness
  7. 7. 7 VMware confidential – internal use only Target Customer Summary Customer Profiles  Ideal  Large Apps/Services mission critical for revenue  Large Enterprise  Large Online presence  Financial services  Healthcare  Good  Medium to large enterprise with a strong dependency on applications/services  Government  Manufacturing  Retail  Watch out for  “Single Vendor Solution” companies  Avoid  Small enterprises with little or no monitoring
  8. 8. 8 VMware confidential – internal use only Alive Enterprise Value Proposition – By Role Role Potential Pains Reason CIO • Increasing labor costs to manage performance • End user customers frustrated with system performance • Blindsided by performance issues with mission critical applications • Increasing complexity and lack of automation • Existing tools cannot provide proactive alerting to building problems VP of Operations • Servers and network 99.999% available, yet performance problems persist • Root cause determination costly and time- consuming • No real-time understanding of performance • Existing monitoring tools do not help with performance problems • Time-consuming manual effort required in problem solving VP of Infrastructure • VM environment blamed whenever a virtualized app misbehaves • No way to prove “It’s not me” • Team spends too much time troubleshooting performance application issues • Inability to isolate performance problems to silo of technology where it originated • Existing monitoring tools do not help with performance problems • Time-consuming manual effort required in problem solving Application Owner • Unable to get to the root cause of performance problems • No common language for communicating about performance across technology silos • No real-time view of application performance • Time-consuming manual effort required in problem solving • Silo’d monitoring solutions not integrated and data not holistically analyzed VM/System Administrator • Too many alerts • Too much time spent managing hard thresholds • Cannot adapt to change in real-time • Hard threshold-based alerting is impossible to use and manage in today’s IT environment
  9. 9. 9 Confidential Identifying Opportunities  Company should have a number of large, (25+ server) heterogeneous, multi-tier, custom-developed, mission critical applications. – Best candidates have larger (100+ server) applications that are customer facing, are high visibility to executives and/or have penalties associated with downtime/slowdowns. Financials and other companies with large online presence are prime candidates.  These applications have re-occurring slowdowns and outages that come without warning from their existing monitoring solutions - end users are the first to notice and call in to complain.  These applications have identified technical and business "owners" responsible for the performance, availability and revenue generation of the applications.
  10. 10. 10 Confidential Identifying Opportunities (cont.)  Monitoring is comprehensive, covering many technology silos – (e.g., network, server, application, middleware, user experience and business performance data are readily available. – Even better is the company keeps 30-90 days of historical monitoring data for each technology silo (makes POCs easy and highly successful).  Company is forward thinking on the technology front and we can identify a champion who is willing to sponsor this technology to make a name for himself as a cost cutter or as an individual who revolutionized how the company manages mission critical applications and services.  Company has an existing, funded initiative for a "next generation data center" or "proactive/predictive monitoring".  A company with all of these qualifications would be the perfect candidate. Of course, we sell to companies with just a few of these characteristics.
  11. 11. 11 Confidential Questions to Consider • How many physical/virtual servers are in your organization? • What tools do you currently use for monitoring your infrastructure and applications? • Do you have a view of real-time performance for your applications, and infrastructure?  Even though you have monitoring tools in place, do you still experience application slowdowns and outages without warning?  Do your monitoring tools isolate the probable root causes of performance problems? If not, can you always identify the root cause of performance problems with manual effort?  Do you learn of performance problems from end users first?  Have you had re-occurring performance brownouts?  Does solving performance problems require “all hands on deck” bridge calls?
  12. 12. 12 Confidential VMware vCenter Operations Competition - Netuitive Vendor: Netuitive Products: SI, SI For VMware, Service Analyzer (SA) Description: SI is Netuitive’s analytics product for systems. It provides basic dynamic thresholding and anomaly detection for devices. SI for VMware does the same for virtual environments. Service Analyzer provides analytics for services. Weaknesses: Netuitive products are limited to pre-defined IT environments because their analysis is template-based. Their analysis is also limited to a small number of pre-defined metrics and is based on pre-defined KPIs. Their GUI is static and targeted at a limited set of users. The SA product only has rules to correlate inter-system anomalies. We have not seen it in the field and our latest info about it says it simply doesn’t work VMware Alternative: VMware vC Ops’ analysis is completely data agnostic and is not limited to pre-defined templates or KPIs. vC Ops can scale to analysis of millions of metrics in real time. The vC Ops GUI can be customized for any constituent, from business users, to IT Operations silo owners, to the CIO.
  13. 13. 13 Confidential VMware vCenter Operations Competition – IBM/Tivoli Vendor: IBM Products: Tivoli Performance Analyzer Description: TPA is IBM’s ONLY product that does performance analysis. It is focused solely on system/OS. Other Tivoli products and modules (in the Application, Storage and Network space) have no performance analytics, but have reporting, threshold-based alerting, etc. Weaknesses: Since TPA is limited to systems, the other silos do not have any analysis. The nature of analytics in TPA is rudimentary baselines (on single metrics) and rules that correlate them. TPA is also limited to the scalability of ITM, which is an order of magnitude LESS that vCenter Operations VMware Alternative: VMware vCenter Operations’s analysis is completely data agnostic and is not limited to pre-defined templates or KPIs. vCenter Operations can scale to analysis of millions of metrics in real time. The vCenter Operations GUI can be customized for any constituent, from business users, to IT Operations silo owners, to the CIO.
  14. 14. 14 Confidential VMware vCenter Operations Competition - CA Vendor: CA Products: CA eHealth, CA Spectrum, CA Unicenter, CA Wily Description: CA’s products above focus on network, server and applications. Their monitoring coverage is very broad. They have robust analytics in Spectrum and good rule-based framework in Unicenter. eHealth has rudimentary baselining capabilities, which allow it to alert on single metric violations. However, CA doesn’t have any performance analytics capability beyond that, and Unicenter’s rules framework is used to correlate failures. Weaknesses: eHealth is the primary competitor to vCenter Operations, but it is more b/c of CA’s excellent marketing. eHealth is truly a network-only reporting product with very basic baselining. When it comes to managing application performance holistically, CA has no answer VMware Alternative: VMware vCenter Operations’s analysis is completely data agnostic and is not limited to pre-defined templates or KPIs. vCenter Operations can scale to analysis of millions of metrics in real time. The vCenter Operations GUI can be customized for any constituent, from business users, to IT Operations silo owners, to the CIO.
  15. 15. 15 Confidential VMware/vCenter Operations Competition - HP Vendor: HP Products: HP Problem Isolation (PI) Description: HP has a broad monitoring coverage, but only one analysis engine, HP PI. This module is only applicable to HP BAC. The engine has basic baselining and some rules on top of it. It also allows a user to troubleshoot a performance problem in a step-by-step workflow. The conclusions are all made by the user! Weaknesses: The level of analytics is very low and requires skilled operators to interpret what they see when following the process. The process is actually hiding under the cover the fact that HP PI relies on accurate and timely topology info (ideally, coming from uCMDB), which make deployment and relevancy much more difficult. Good marketing is covering this up effectively! VMware Alternative: VMware vCenter Operations’s analysis is completely data agnostic and is not limited to pre-defined templates or KPIs. vCenter Operations can scale to analysis of millions of metrics in real time. The vCenter Operations GUI can be customized for any constituent, from business users, to IT Operations silo owners, to the CIO.
  16. 16. 16 Confidential VMware/vCenter Operations Competition - BMC Vendor: BMC Products: BMC ProactiveNet Performance Management Description: The product is based on the acquisition of ProactiveNet. It uses BMC’s system and application monitoring to perform single- and multi-metric analysis, with some predictive capabilities. It does requite the deployment of BMC’s agents, and its overall strength of analysis is similar to Netuitive’s at best. Weaknesses: Highly reliant on BMC’s own monitoring. Clever marketing hides the fact that the alerts generated by the tool have to be fed to BMC’s BSM components, which in turn requires some rules to process them. VMware Alternative: VMware vCenter Operations’s analysis is completely data agnostic and is not limited to pre-defined templates or KPIs. vCenter Operations can scale to analysis of millions of metrics in real time. The vCenter Operations GUI can be customized for any constituent, from business users, to IT Operations silo owners, to the CIO.
  17. 17. 17 Confidential Further Reading What questions should customers ask 1st & 2nd generation platform vendors?
  18. 18. 18 Confidential What questions should the customer ask other vendors? “One of our most important applications is a custom-designed service with many hundreds of individual servers grouped into many arbitrary sub-groupings, with an accompanying series of Batch Jobs. For these types of applications that don’t follow classic n-tiered architectures, how would the alternative product’s analytics predict a problem for such an application? Complex customized applications without well mapped topologies are outside the realm of the big framework vendors – unless it is accompanied with heavy PS work. Watch out for these answers: “We will be working with you to best understand…” or “Our ‘best practices’ allow us to jump start… “ or “With a CMDB you will be able to…”
  19. 19. 19 Confidential Module 1.8 – Competitive Review What questions should the customer ask other vendors? “We have these datasets available for real-time exploitation: (describe various home- grown and 3rd party monitoring tools in use). Does your product suite analyze and correlate each of these data types as a “system”, as opposed to a silo-ed perspective? Does this include Business data? How about Batch data? Specifically, which of your products do that?” Could they leverage all forms of data holistically – OS, application, network, business data, batch data, etc? Watch out for these answers : “We have multiple products that do this…” (i.e., it may not be a holistic analysis even if visualized on a single pane)
  20. 20. 20 Confidential What questions should the customer ask other vendors? “Given your products’ analytical capabilities – what techniques do they use to generate preemptive Alerts? Do they for instance use Templates or Best Practices to determine which alarms are important to look at?” Second generation monitoring tools employ alarm correlation techniques and/or simple metric hard-threshold or dynamic baselining – which, by their very nature, attempt to use best practices about the type of application, and simplistic assumptions about the data behavior in order to best determine alarm filtering rules. vCenter Operations on the other hand is a self-learning, probabilistic solution that offers system-level Smart Alerting that does not assume any pre-conceived notions about the type of application or data
  21. 21. 21 Confidential What questions should the customer ask other vendors? "Root-Cause Analysis" (or Determination or Isolation) is a term used practically by everyone in the IT management space. Can you describe, step-by-step, how this is accomplished with your product and whether this is completely and permanently WITHOUT any user input of any sort (rules, thresholds, CMDB population, etc.)? Often alternative products claim to perform RCA. However, they are typically relying on a greater or lesser amount of manual work (PS writing rules) that needs to be customized for every situation. What’s more, RCA is typically NOT performed across silos. vCenter Operations's approach is (a) FULLY automatic, (b) Cross-silo, as a significant benefit from being data-agnostic, and (c) "resistant" to changes in the IT or Business environment, as the learning and RCA algorithms automatically adjust to these changes.
  22. 22. 22 Confidential What questions should the customer ask other vendors? “Can your products do dynamic “Baselining” of data? If so, what products do this? What types of data can be baselined in this way? Can Batch data also be baselined? How about Business Data?” Many vendors suggest they do Dynamic Baselining (may be called Dynamic Thresholding, etc) but it is not entirely clear if this is limited to specific product/silos (e.g., Network-only data, or OS-level data etc.). Also, it is typically not clear what data behavior patterns can be baselined with their algorithms – linear, binary, discrete, cyclical, seasonal, sparse, etc.
  23. 23. 23 Confidential What questions should the customer ask other vendors? “When it comes to scalability, what are the sizing and capacity upper bounds of your analysis solution in the following dimensions: (a) Number of metrics they can process with a given monitoring interval from a single analysis server, (b) Size and number of machines required to do that, (c) Amount of PS work required to deploy, and (d) Amount of PS work required to maintain?” vCenter Operations can analyze millions of metrics, collected every 5 minutes, from a single mid-range server. These millions of metrics could be about many different applications or even for a single large application. The deployment requires a few days of PS and the ongoing cost of maintenance is ZERO.
  24. 24. 24 Confidential What questions should the customer ask other vendors? “There is so much change happening in our environment, how does your product compensate for this high degree of change? Will I get flooded with Alerts when change occurs?” You are likely to hear that the alternative product relies on a full CMDB deployment, or the re-work of “templates” or “rules”. What this means is that the alternative product is not a true learning system, and still requires a detailed understanding of both topology and change management processes so as not to be flooded with alerts, or heavy PS (re-)work. This can be both a product and a process project! Speaks to Total Cost of Ownership and time to value. Furthermore, the accuracy of CMDBs is suspect, at best; inaccurate CMDBs result in inaccurate analysis or complex, manual rules to overcome that.
  25. 25. 25 Confidential What questions should the customer ask other vendors? “How do users, managers and executives collaborate in consuming the analysis resulting from your product? Is there a single pane of glass that all can consume WITHOUT any coding for customization of various, different User Interfaces?” vCenter Operations leverages the latest in Web 2.0 techniques to provide a rich, flexible, and collaborative visual experience. This is available under standard role-based access and control (RBAC), and all with GUI-based personalization.
  26. 26. 26 Confidential Dealing with Customer Objections
  27. 27. 27 Confidential Consider these aspects when responding to objections:  What assessment can you make about the customer’s Performance Management Maturity Level?  This will be important to understand as much as possible because you’ll want to tailor your replies accordingly… e.g., don’t spend any time describing vCenter Operations’s advanced Metric and Alarm Correlation if the customer is at Level 1 or 2.  What tools are in use currently, or if this is a competitive opportunity, what tools are being considered? Are the current or considered tools 1st Generation or 2nd Gen tools?  This is critically important to understand so you know how to contrast vCenter Operations. • If compared/competing against 1st Gen tools: vCenter Operations’s automated, sophisticated Dynamic Thresholds and Health Scores will be a huge differentiator, as will the unified Dashboard views. • If compared/competing against 2nd Gen tools: It is important to stress the variety of DT algorithms and the vendor and data neutrality of vCenter Operations’s approach… this makes vCenter Operations universally applicable regardless of a customers size, heterogeneity, or complexity.
  28. 28. 28 Confidential “I already have monitoring, why do I need more?”  Of course, you want to stress that vCenter Operations is not a monitoring tool. But having said that, understanding what existing monitoring tools are will give you the ability to understand what vCenter Operations does differently from those tools, to ask what those tools lack, and to question the prospect on those shortcomings. It is also important to appreciate that some “laser” tools are actually doing things that vCenter Operations doesn’t do (e.g.: Wily does a deep dive into the J2EE space at the bean and method level). This is a perfect time to let the prospect know that vCenter Operations is not a replacement for those laser tools but an indicator that a laser tool should be used when we find that there’s a problem in that given area.  Prospect: “I don’t need your tool because I have Wily (or NetQoS) to tell me when I have application problems.”  Response: “Having Wily is great when there’s actually a problem in the application space however; Wily will only show you the traffic coming into the application, the details about the application and the exit points to the backend databases. If there’s a problem anywhere else in the service delivery path, you’ll be blind to those problems. With vCenter Operations, we can manage everything from the firewall back including the underlying network infrastructure and all the components that make up the service. Also, by understanding what is normal by time of the day and day of the week, you’ll have advanced and objective insight as to when problems are starting to occur.”  Most people when probed will also tell you that they have a plethora of monitoring tools yet they still have a hard time solving issues. Remember, it only takes a small amount of time to fix problems, it is finding the problem that takes a long time, and finding it while customers are complaining is painful!
  29. 29. 29 Confidential “My problems only occur in the X area, and we already have a tool for that.”  (X can be replaced by web servers, application servers, database servers, network, etc.)  Again, this is a prime opportunity to point out that we are not a monitoring tool but an analytical correlation engine that provides insight into the entire service delivery path and provides not just a bunch of metrics but the ability to understand how things are performing from the end-users perspective as well as understanding normal performance for the entire service delivery path. This is brought together within one single pane of glass and not spread out across different consoles from the disparate tools that typical IT infrastructures use - validating that this is what they have in their environment solidifies your position at this point as well. Again, asking questions to qualify what the real problem is will probably uncover the fact that they already have a bunch of tools and they are afraid of taking on the management of another tool.
  30. 30. 30 Confidential “I think your tool is great but I don’t have any budget for another monitoring tool.”  Remember vCenter Operations is NOT a monitoring tool - asking questions is the most powerful thing for you to do when confronted with an objection. Here ask, “What you are wondering is, 'Is it worth it to change my budget?' That's the real question, isn't it?” Also, remind the prospect that vCenter Operations is so much more then ‘another monitoring tool’ - vCenter Operations is an Analytics solution. vCenter Operations takes raw monitoring data and turns it into actionable information by letting you understand the health of your enterprise through the understanding of what normal performance is of each and every metric, server/device, silo, application, business service, data center, etc.  Also sell the fact that vCenter Operations can actually boost the value of their sunk-in investments in monitoring, finally achieving in the area of ‘performance management’ what these tools have been able to achieve for ‘availability management’. Once vCenter Operations is deployed and providing its value in a few short weeks, it will become very clear to the customer that in fact, their monitoring landscape, and its ability to collect raw performance data, is very much a commodity and with a solution like vCenter Operations an organization can revisit during the next budgetary cycle their continued maintenance and support costs for these commodity tools, renegotiating or even swapping them out for less expensive alternatives.
  31. 31. 31 Confidential “How easy is it to provision and maintain vCenter Operations – Recurring costs?”  This is typically not an objection but rather a question, or if another vendor has filled their heads with FUD, they could be looking to validate that vCenter Operations is easy to implement, easy to maintain and there isn’t going to be a significant amount of recurring cost associated to it. Every situation is unique when it comes to deployment and integration especially when there’s existing technologies that we haven’t integrated with in the past. But, the obvious point you want to make is that, yes, the solution is easy to deploy, easy to maintain and the ongoing costs will be minimal compared to large complex solutions. Chief among the reasons for this ‘ease-of-use’ is that unlike other tools vCenter Operations does not have ‘agents’, nor does it require the user to write a bunch of complex Rules or Templates that require continuous administration & rewriting when there are changes in the environment. vCenter Operations does not require the user to continually change thresholds because of false positives from setting them too low or missing valuable indicators because they are set to high. Keep in mind that most organizations will set their thresholds to the highest tolerable level. The biggest problem with doing this is with typical tools, you have zero visibility as to what is happening below that absolute threshold. With Dynamic Thresholds, you have complete visibility and early warning when DT thresholds are breached in either direction. The value in this alone can make someone a champion of the technology.  vCenter Operations is a Learning-based solution that leverages universally application algorithms and techniques to be valuable ‘out-of-the-box’ and with little to no on-going maintenance. We usually estimate 0.15-0.25 FTE (full-time employee) to maintain vCenter Operations.
  32. 32. 32 Confidential Resources  Product Management/Marketing (VMware): • Jessy Schoss: Product Management VMware vCenter Operations (jschoss@vmware.com) • Steve Henning: Product Marketing VMware vCenter Operations (shenning@vmware.com)
  33. 33. 33 Confidential Questions