Best Practices Award Template...Comprehensive hybrid cloud management provides not only service management, but access management and service orchestration and optimization as well

FROST & SULLIVAN BEST PRACTICES AWARD

Product Leadership 2019HYBRID CLOUD MANAGEMENT PLATFORMS - NORTH AMERICA

BEST PRACTICES RESEARCH

© Frost & Sullivan 2019 2 “We Accelerate Growth”

Contents Background and Company Performance ........................................................................ 3

Industry Challenges .............................................................................................. 3

Product Family Attributes and Business Impact ........................................................ 3

Conclusion........................................................................................................... 5

Significance of Product Leadership ................................................................................ 6

Understanding Product Leadership................................................................................ 6

Key Benchmarking Criteria .................................................................................... 7

Best Practices Award Analysis for CenturyLink ............................................................... 7

Decision Support Scorecard ................................................................................... 7

Product Family Attributes ...................................................................................... 8

Business Impact ................................................................................................... 8

Decision Support Matrix ........................................................................................ 9

Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices ................................................................................................................. 10

The Intersection between 360-Degree Research and Best Practices Awards ..................... 11

Research Methodology ........................................................................................ 11

About Frost & Sullivan .............................................................................................. 11



Background and Company Performance Industry Challenges Enterprises are increasingly utilizing multiple infrastructures and deployment models in a hybrid configuration: cloud and premises-based, remote and local, as well as Infrastructure, Platform, and Software-as-a-Service. To optimize application deployment, and minimize the administrative burden, they are looking for a comprehensive hybrid management platform that enables them to manage the full IT environment as a pool of IT resources. In addition, platforms that can help the developer community by integrating new services are highly desirable.

Providers of cloud management software recognize the business need. The last year has seen growth in hybrid cloud management capabilities, with providers enhancing their management suites with new capabilities and additional services. Today, basic management and orchestration capabilities are table stakes for consideration as a hybrid management platform. Businesses are looking beyond these capabilities to the number and types of cloud services, hypervisors, APIs, and microservices that a platform is able to support. Enterprise IT organizations also consider whether a platform can support containers.

Mature hybrid cloud management entails three key areas: access management, service management, and service orchestration and optimization. Enterprise users expect a platform that can manage all of their infrastructure services from a single pane of glass. Increasingly, managing a complete enterprise IT environment entails management of infrastructure and services from multiple providers; and often includes physical, virtual, and cloud-based resources.

Leading cloud infrastructure providers offer some hybrid cloud management, but many are satisfying customer demands for hybrid through use of partner solutions. Mid-tier cloud service and software providers—such as CenturyLink, among others—are using hybrid cloud management as an area of differentiation.

Product Family Attributes and Business Impact CenturyLink’s Cloud Application Manager platform stands out among the competition for its comprehensive capabilities and integration of the company’s “managed anywhere” services, which enables customers to access managed service support in a cloud-like consumption model.

Matched to Needs

CenturyLink has created a truly cross-cloud management platform that enables customers to manage multiple environments, including:

• CenturyLink Cloud

• Amazon Web Services

• Microsoft Azure

• CloudStack

• OpenStack



The platform supports multiple hypervisors, including HyperV, KVM, and VMware. The service handles infrastructure deployment and configuration, full application lifecycle management, performance monitoring and alerting, automatic scaling, data replication, and advanced analytics.

CenturyLink's Cloud Application Manager also allows customers to invoke “Managed Services Anywhere” directly through the platform and subscribe to them in a cloud-like fashion—subscribing to needed levels and amounts of support for a set price. Managed Services Anywhere is Centurylink’s version of managed cloud services, providing infrastructure and/or workload administration and support with specific parameters and timeframes.

Few providers can match the number and types of resources that Cloud Application Manager administers, making it very attractive and well-matched to the needs of enterprise customers.

Reliability & Quality

The platform offers infrastructure management using the latest technologies, including embedded intelligence with the administrative overview pane, which shows customers their overall infrastructure consumption. The intelligent platform can also make recommendations on how to optimize subscriptions with each provider.

Customers can standardize their deployments across multiple infrastructures using the Cloud Application Manager platform. Cloud Application Manager also allows applications to be modeled and shared for deployment across multiple infrastructures. Automating this process within the platform reduces errors and ensures a consistent configuration of the application, regardless of where the customer chooses to deploy it.

Positioning

CenturyLink’s Cloud Application Manager offers management of a broad and deep variety of infrastructures. But also unique in the market is the ability for customers to obtain fast managed services assistance at the push of a button. Billed at just $0.13/hour for each application, the Managed Service Anywhere component of Cloud Application Manager enables customers to gain valuable access to managed service professionals for more complex tasks like securing networks, streamlining application tasks, or even for rote management. Obtaining by-the-hour subscriptions for managed services is unique in the cloud market and a strong selling point for Cloud Application Manager.

Design

Cloud Application Manager offers a highly graphical interface that allowed customers to click graphic elements to drill down for detailed environment information. The platform is intuitive to use and easy to learn, but robust in the details that can be obtained. The platform also enables managed services to be both accessed and managed directly through the Cloud Application Manager portal. Customers can choose from three levels of services within the Cloud Application Manager: advisory services, managed services, and advanced managed services. Advisory services provides Tier 1 helpdesk support for public



cloud. Managed services provide a moderate level of support, with pre-defined activities and levels of services provided either through the automated portal, or through CenturyLink experts. For more support or custom deployments or needs, customers can upgrade to Advanced Managed Services, which offers multi-disciplinary support using CenturyLink experts from different teams coordinated through a dedicated Technical Account manager.

Embedding managed services directly into the Cloud Application Manager portal is a strong choice in the design of the platform. It makes such services more accessible than other platforms and easy to choose, manage, or upgrade as needed. CenturyLink is unique in making its managed services portfolio consumable directly through its cloud platform.

Customer Acquisition

CenturyLink has created a sales model that allows it to serve and support its own existing and new, direct sale customers, while also gaining customers through partnerships with leading public cloud providers. The model allows CenturyLink to tap new markets by being listed as a partner for two of the leading public cloud providers—AWS and Microsoft Azure— while it continues to aggressively sell services—including Cloud Application Manager—to its own customer base.

Growth Potential

Cloud Application Manager is a strong offer in the overall CenturyLink cloud portfolio. By embracing competing clouds and enabling Cloud Application Manager to manage third-party infrastructures, CenturyLink provides what customers have been clamoring for – infrastructure-agnostic cloud management from a trusted, established provider. Cloud Application Manager has strong potential to boost the overall CenturyLink cloud portfolio. The company reported the managed services portfolio growth in the most recent quarter that outpaced its legacy network services.

Conclusion Comprehensive hybrid cloud management provides not only service management, but access management and service orchestration and optimization as well. CenturyLink's Cloud Application Manager offers this hybrid management capability across a broad and deep variety of infrastructures, with value-added services that make it unique in the market.

For its strong overall performance, CenturyLink has earned Frost & Sullivan’s 2019 Product Leadership Award.



Significance of Product Leadership Ultimately, growth in any organization depends upon customers purchasing from a company and then making the decision to return time and again. A comprehensive product line, filled with high-quality, value-driven options, is the key to building an engaged customer base. To achieve and maintain product excellence, an organization must strive to be best-in-class in three key areas: understanding demand, nurturing the brand, and differentiating from the competition.

Understanding Product Leadership Demand forecasting, branding, and differentiating all play a critical role in finding growth opportunities for your product line. This three-fold focus, however, must be complemented by an equally rigorous focus on pursuing those opportunities to a best-in-class standard. Customer communications, customer feedback, pricing, and competitor actions must all be managed and monitored for ongoing success. If an organization can successfully parlay product excellence into positive business impact, increased market share will inevitably follow over time.



Key Benchmarking Criteria For the Product Leadership Award, Frost & Sullivan analysts independently evaluated two key factors—Product Family Attributes and Business Impact—according to the criteria identified below.

Product Family Attributes Criterion 1: Match to Needs Criterion 2: Reliability and Quality Criterion 3: Product/Service Value Criterion 4: Positioning Criterion 5: Design

Business Impact Criterion 1: Financial Performance Criterion 2: Customer Acquisition Criterion 3: Operational Efficiency Criterion 4: Growth Potential

Criterion 5: Human Capital

Best Practices Award Analysis for CenturyLink Decision Support Scorecard To support its evaluation of best practices across multiple business performance categories, Frost & Sullivan employs a customized Decision Support Scorecard. This tool allows our research and consulting teams to objectively analyze performance, according to the key benchmarking criteria listed in the previous section, and to assign ratings on that basis. The tool follows a 10-point scale that allows for nuances in performance evaluation. Ratings guidelines are illustrated below.

RATINGS GUIDELINES

The Decision Support Scorecard is organized by Product Family Attributes and Business Impact (i.e., These are the overarching categories for all 10 benchmarking criteria; the definitions for each criterion are provided beneath the scorecard.). The research team confirms the veracity of this weighted scorecard through sensitivity analysis, which confirms that small changes to the ratings for a specific criterion do not lead to a significant change in the overall relative rankings of the companies.



The results of this analysis are shown below. To remain unbiased and to protect the interests of all organizations reviewed, we have chosen to refer to the other key participants as Competitor 2 and Competitor 3.

Measurement of 1–10 (1 = poor; 10 = excellent)

Product Leadership Product Family Attributes

Business Impact

Average Rating

CenturyLink 10 10 10

Competitor 2 7 6 6.5

Competitor 3 5 5 5

Product Family Attributes Criterion 1: Match to Needs Requirement: Customer needs directly influence and inspire the design and positioning of the product family.

Criterion 2: Reliability and Quality Requirement: Products consistently meet or exceed customer expectations for performance and length of service.

Criterion 3: Product/Service Value Requirement: Products or services offer the best value for the price, compared to similar offerings in the market.

Criterion 4: Positioning Requirement: Products or services address unique, unmet need that competitors cannot easily replicate or replace.

Criterion 5: Design Requirement: The product features an innovative design, enhancing both visual appeal and ease of use.

Business Impact Criterion 1: Financial Performance Requirement: Overall financial performance is strong in terms of revenues, revenue growth, operating margin, and other key financial metrics.

Criterion 2: Customer Acquisition Requirement: Product strength enables acquisition of new customers, even as it enhances retention of current customers.

Criterion 3: Operational Efficiency Requirement: Staff is able to perform assigned tasks productively, quickly, and to a high quality standard.



Criterion 4: Growth Potential Requirements: Product quality strengthens brand, reinforces customer loyalty, and enhances growth potential.

Criterion 5: Human Capital Requirement: Company culture is characterized by a strong commitment to product quality and customer impact, which in turn enhances employee morale and retention.

Decision Support Matrix Once all companies have been evaluated according to the Decision Support Scorecard, analysts then position the candidates on the matrix shown below, enabling them to visualize which companies are truly breakthrough and which ones are not yet operating at best-in-class levels.

High

Low

Low High

Bu

sin

ess

Imp

act

Product Family Attributes

CenturyLink

Competitor 3

Competitor 2



Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices Frost & Sullivan analysts follow a 10-step process to evaluate Award candidates and assess their fit with select best practice criteria. The reputation and integrity of the Awards are based on close adherence to this process.

STEP OBJECTIVE KEY ACTIVITIES OUTPUT

1 Monitor, target, and screen

Identify Award recipient candidates from around the globe

• Conduct in-depth industry research

• Identify emerging sectors • Scan multiple geographies

Pipeline of candidates who potentially meet all best-practice criteria

2 Perform 360-degree research

Perform comprehensive, 360-degree research on all candidates in the pipeline

• Interview thought leaders and industry practitioners

• Assess candidates’ fit with best-practice criteria

• Rank all candidates

Matrix positioning of all candidates’ performance relative to one another

3

Invite thought leadership in best practices

Perform in-depth examination of all candidates

• Confirm best-practice criteria • Examine eligibility of all

candidates • Identify any information gaps

Detailed profiles of all ranked candidates

4 Initiate research director review

Conduct an unbiased evaluation of all candidate profiles

• Brainstorm ranking options • Invite multiple perspectives

on candidates’ performance • Update candidate profiles

Final prioritization of all eligible candidates and companion best-practice positioning paper

5 Assemble panel of industry experts

Present findings to an expert panel of industry thought leaders

• Share findings • Strengthen cases for

candidate eligibility • Prioritize candidates

Refined list of prioritized Award candidates

6 Conduct global industry review

Build consensus on Award candidates’ eligibility

• Hold global team meeting to review all candidates

• Pressure-test fit with criteria • Confirm inclusion of all

eligible candidates

Final list of eligible Award candidates, representing success stories worldwide

7 Perform quality check

Develop official Award consideration materials

• Perform final performance benchmarking activities

• Write nominations • Perform quality review

High-quality, accurate, and creative presentation of nominees’ successes

8 Reconnect with panel of industry experts

Finalize the selection of the best-practice Award recipient

• Review analysis with panel • Build consensus • Select recipient

Decision on which company performs best against all best-practice criteria

9 Communicate recognition

Inform Award recipient of Award recognition

• Inspire the organization for continued success

• Celebrate the recipient’s performance

Announcement of Award and plan for how recipient can use the Award to enhance the brand

10 Take strategic action

Upon licensing, company is able to share Award news with stakeholders and customers

• Coordinate media outreach • Design a marketing plan • Assess Award’s role in future

strategic planning

Widespread awareness of recipient’s Award status among investors, media personnel, and employees



The Intersection between 360-Degree Research and Best Practices Awards Research Methodology Frost & Sullivan’s 360-degree research methodology represents the analytical rigor of our research process. It offers a 360-degree-view of industry challenges, trends, and issues by integrating all 7 of Frost & Sullivan's research methodologies. Too often companies make important growth decisions based on a narrow understanding of their environment, leading to errors of both omission and commission. Successful growth strategies are founded on a thorough understanding of market, technical, economic, financial, customer, best practices, and demographic analyses. The integration of these research disciplines into the 360-degree research methodology provides an evaluation platform for benchmarking industry participants and for identifying those performing at best-in-class levels.

About Frost & Sullivan Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best practice models to drive the generation, evaluation, and implementation of powerful growth strategies. Frost & Sullivan leverages more than 50 years of experience in partnering with Global 1000 companies, emerging businesses, and the investment community from 45 offices on six continents. To join our Growth Partnership, please visit http://www.frost.com.

360-DEGREE RESEARCH: SEEING ORDER IN THE CHAOS

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Best Practices Award Template...Comprehensive hybrid cloud management provides not only service management, but access management and service orchestration and optimization as well