Embed Size (px)
Citation preview
1 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 1
Case study 2
Buyers and influencers
Solution overview
Best targets
Executive summary
Nokia VitalQIPThe industry’s proven, open and scalable DDI solution
Executive summaryThe challengeEnterprises today must manage and deal with an ever increasing number of connected devices that all require IP addresses. Existing IP address management (IPAM) solutions do not provide the scalability or robustness required, nor do they support both IPv4 and IPv6. While many businesses still manage IPAM via spreadsheets, this is not cost-effective or efficient , prone to errors, does not scale and is very time consuming.
The opportunityNokia VitalQIP is the industry’s proven, open and scalable DDI solution that addresses these issues and provides the enterprise with a platform to quickly and easily manage all DDI services (DNS, DHCP, IP address management), both now and in the future.
Nokia VitalQIP value propositionNokia VitalQIP removes the complexity associated with IPAM while reducing the costs of managing IP addresses within the enterprise. With industry-proven reliability, VitalQIP allows the enterprise to manage hundreds of DNS and DHCP servers supporting millions of IP addresses.
Providing IPv6 support and making use of automation for mission critical DNS and DHCP services,
VitalQIP allows you to take control of your network.
Executive summary
20 years expertisein IP address management
Used by some of the largest enterprises in the world
Used by enterprises across a wide variety of segments and industries
Provenperformance and scalabilityacross ~1K customers globally
Nokia VitalQIP
Take control of your network
2 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 1
Case study 2
Buyers and influencers
Solution overview
Best targets
Executive summary
DDI Solution overviewA DDI solution provides the enterprise with the necessary tools to quickly and easily manage the various tasks associated with IP address management (IPAM), as well as the management of DNS and DHCP services across the network.
In the past, many enterprises manually managed the IPAM process, using spreadsheets or other similar applications not specifically designed for this type of function. This is not only a time-consuming process, it is also prone to error, difficult to update, has no automation built into it, does not provide a consolidated view of IP address allocation and available space, and does not easily allow the administrator to generate the necessary reports foraudits or compliance. A DDI solution provides the enterprise with these features and many more.
A fully integrated DDI solution is typically comprised of three basic elements: the IP address management, the DNS services and the DCHP services. The DDI solution should provide the enterprise with the necessary tools to configure, automate, integrate and administer the IP addresses and related services. These tools may be provided in a variety of formats, including hardware, open source, software and cloud-based.
Enhance administrator effectiveness• Most effective way to define / manage IP address usage
• Improves productivity, reduces errors
• Establish rules & policies to automate definition of IP networks and subnets
• Define administrators’ visibility into everything
• Allows its entire IP infrastructure to be extended
• Promote consistent, network-wide enforcement of operational & administrative procedures
• Global search capability allows users to find data across multiple infrastructure types
• Web-based GUI saves time with fast performance & simplified work flows
• Infrastructure access can be secured & segregated
• Supports multiple tenants in a single deployment
• Produces full audit trails
• Easily view, search and report on changes made by administrators
Nokia VitalQIP DDI solutionVitalQIP provides network and IT administrators with the features they need to improve network availability and efficiency and maximize user satisfaction. These include: centralized management of all DDI functions (including IP address assignment, DNS name services, and IP inventory consolidation); extensive auditing, monitoring and partitioning capabilities; and customizable, interactive “single pane view” dashboards to easily monitor IP address space and infrastructure usage.
The Nokia VitalQIP solution includes powerful features such as multi-threaded DHCP implementation and carrier-grade DHCP and DNS throughput levels that provide 10x faster DHCP performance. VitalQIP also has multi-vendor/multi-platform compatibility with virtual or optional physical appliances as well as the industry’s first DHCPv6 active failover. With a software approach for cloud integration (available on Red Hat Enterprise Linux, Microsoft Windows or Oracle Solaris), VitalQIP easily integrates with VMware, OpenStack, Nuage Networks, allowing rapid development for smart integration with private clouds.
With proven performance and scalability across customers globally, combined with a high-availability architecture and 20+ years of expertise in IP address management, VitalQIP provides the solution for your network management issues.
Nokia VitalQIP – take control of your network.
Solution overview
3 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 1
Case study 2
Buyers and influencers
Solution overview
Best targets
Executive summary
Nokia VitalQIP Competitive Advantage• Industry’s oldest DDI provider (> 20 years)
• Strong name recognition
• ~ 1000 enterprise customers in multiple verticals worldwide
• In 43% of the Forbes 100
• 8 of the world’s top 10 banks use VitalQIP
• Proven scalability, performance and reliability
• Open platform architecture approach
• Software, hardware or virtual machine versions
• Available as software or optionally in an appliance format; customers free to deploy unlimited DHCP or DNS services on their own servers without additional appliance costs
• Multi-threaded carrier-grade technology specifically engineered to a design for performance and reliability
• High internal / extended security
• Perpetual license
• We have a multi-threaded DHCP server, while most of the competition is single-threaded
• Multi-user, multi-tenant management capability
• Buy VitalQIP, get the DNS and DHCP products as well
• IPv4 and IPv6 support
Solution overview
4 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 1
Case study 2
Buyers and influencers
Solution overview
Best targets
Executive summary
VitalQIP Target Market(s)Primary target market• Enterprise customers
• > 20K employees
• Any vertical, segment or industry
Potential secondary target market(s)*• Federal, state or local government agencies or departments
• Service providers
• Carriers
* Note: no new or unique marketing materials will be created for selling into these secondary target markets; you will need to leverage what is available for the enterprise customers.
A DDI solution is an essential tool for the enterprise
Why DDIEnterprise organizations continue to grow and expand at an ever increasing pace. Whether this occurs through market dominance or through mergers and acquisitions, as enterprises grow they continue to add new IP addresses to their network at an ever increasing pace.
In the past it was fairly easy to assign and manage IP addresses, but given the explosion of IP-connected devices that now exist, this is no longer the case. In addition, under the new IPv6 protocol, literally trillions of IP addresses will become available, so enterprises must be ready to deal with managing a significant increase in IP address assignments across the network.
Best targets
5 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 1
Case study 2
Buyers and influencers
Solution overview
Best targets
Executive summary
Selling to Enterprise Customers
Enterprise customers require more of a consultative approach when selling technology products or services.
Suggestions for selling into the enterprise:
• Build a trusted relationship with your customer
• Get to know your customer, their business, their market, and their competition
• Understand their business goals and objectives, their corporate pain points
• Know your competition inside and out, strengths and weaknesses, as well as where your product or service is superior and where it is weaker
• Never badmouth or speak negatively about the competition, their products or solutions
• Know how your product or solution will alleviate your customer’s pain points, but don’t lead with that. Show your customer that you understand their business and their concerns first.
• Know and understand your customer’s internal purchase authorization path
• Know and understand your customer’s budget cycle
• Realize that there are several different points of entry into your customer:
– The decision maker
– The influencer
– The user
• Know how the purchase decision is made; clearly understand how the different levels work together and/or influence the final decision
• Know how you will position your product or service for each level
• Each entry point has a different perspective, so requires a different selling strategy
Don’t be a sales person, be a problem solver
Enterprises are contacted daily by sales people who only want to sell to them.
Don’t be one of those sales people.
Instead, provide value and show how your product or service solves a problem that is critical to the enterprise.
Sell on value, not price
Selling strategy
6 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 1
Case study 2
Buyers and influencers
Solution overview
Best targets
Executive summary
Qualifying questions to help understand the customer’s situation:• Do you currently have a DDI solution?
• Are you investigating the purchase of a DDI solution?
• What IP address management system are you using now?
Positioning VitalQIP• For the DECISION MAKERS
– Sell the benefits to the business
• For the INFLUENCERS
– Sell the benefits to the business plus sell the technology and features
• For the USERS
– Sell (1) the benefits to the business, (2) the technology and features – plus (3) sell the tools:
– technology and features – plus (3) sell the tools:
Selling strategy
Powerful Centralized management of all DDI functions
Innovative Extensive auditing capabilities
Integrated DNS, DHCP and IPAM software platform
Customizable interactive dashboards
Cloud integration
Proven stability and reliabilityOpen / Flexible
Service and supportDNS security
Features Benefits
7 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 1
Case study 2
Buyers and influencers
Solution overview
Best targets
Executive summary
Nokia VitalQIP: Decision Makers, Influencers and Users
Conversation Starters These persona types are not specific to a particular segment or industry, they are a general representation of what you might encounter. You need to understand these potential entry points into your customer so that you know how to sell effectively.
• Are you interested in a DDI solution that will help you reduce network administration costs?
Decision Makers• President
• C-suite executives
• Senior Management
Primary concerns: the bottom line effects on the business
• Are you interested in a DDI solution that allows you to more efficiently provide connectivity to employees?
• Does your current DDI solution provide multi-tenancy support?
• Does your current solution provide easy integration with initiatives such as private clouds, virtualization, BYOD, IoT?
Influencers• CIO / CTO
• Director of IT
• Director of Networks
• Director of Systems
• Director of Technology
Primary concerns: corporate level data and network security; scalability and performance, dealing with IoT and BYOD; providing efficient communications tools for employees
• Are you interested in a DDI solution that will automate the configuration of IP addresses?
• Does your current DDI solution support both IPv4 and IPv6?
• Does your current DDI solution use an intuitive web-based GUI?
Users• Network Administrators or Managers
• System Administrators or Managers
• IT Managers
Primary concerns: user level security; configuring, automating, integrating and managing /maintaining IP addresses; DNS and DHCP services; monitoring the network
Buyers and influencers
8 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 1
Case study 2
Buyers and influencers
Solution overview
Best targets
Executive summary
Company Product Strengths Weaknesses
Infoblox Trinzic DDI • Market leader
• Full range of enterprise grade, purpose-built network service management appliances
• VRRP-based HA mode is an MSP; however this is also a weakness as an upgrade cannot be staged
• Owns market mindshare due to extensive marketing
• Premium price point with complex price book
• Migrations from alternative vendors can be challenging
• Appliance-only based solution
• Virtual Appliance is available but is rate-limited to not outperform hardware
• Constant need to replace solution with newer models effectively means repurchase of system every three years
• Inflexible and locked down solution doesn’t play well in XLE and carriers where openness is often a key selling point for VitalQIP
• Arrogant sales force is a turn off to technical decision makers
• Slow DHCP performance based on ISC DHCPd
• Recently laid off 110 staff (12%) in downsizing exercise
Bluecat Networks IPAM, DNS, DHCP • Enterprise grade appliances that can manage entire DNS/DHCP systems
• Stand-alone appliance for managing Microsoft environments
• Rapidly expanding global presence
• Appliance-only based solution
• Very expensive
• Unproven scalability in larger environments
• APIs are said to be limited and not well documented
• Slow DHCP performance based on ISC DHCPd
BT Diamond IP • Hardware, software or virtual appliance
• Built by some of the original developers of VitalQIP
• Expands upon some of the original functionality of VitalQIP
• Very scalable
• Limited reach, often bidding against its own OEM product via Cisco
• Some API limitations cause challenges integrating with virtualization and cloud platforms
• Limited brand awareness
• Small installed base
Competition and objections
9 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 1
Case study 2
Buyers and influencers
Solution overview
Best targets
Executive summary
Company Product Strengths Weaknesses
EfficientIP Smart DDI • Differentiates primarily on price (customers say it is cost-effective)
• DNS blast option is creating buzz
• Small vendor, lacks global coverage
• Poor brand awareness
• DNS performance claims are questioned widely in the industry as being completely unachievable
• Each deployment is often customized to a single customer by their development team
• Poor support organization
• Difficult release management process resulting in frequent version and patch updates
• Confusing documentation
Cisco Network Register Prime • OEM of BT DiamondIP product • Dependent on BT for their roadmap and development
• Small installed base of enterprise customers (< 300)
• Does not focus on enterprise market at all with its offering
• Prime primarily focuses on DHCP functionality and performance
• Most of their wins have been with SPs (particularly cable operators, which account for the majority of their DDI installed base)
Microsoft Diamond IP • Included free in Microsoft Windows Server
• Customers might question the need for commercial IPAM if they are an all Windows environment
• This is likely to affect the SME market in which Bluecat and Infoblox specialize the most
• Only Windows environment
• Microsoft only recently entered the IPAM market
• Their solution is seen as awkward, only functioning with Microsoft’s DNS and DHCP servers
Competition and objections
10 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 1
Case study 2
Buyers and influencers
Solution overview
Best targets
Executive summary
Total Addressable Market (TAM)Gartner estimate: global revenue will be in the $400-$450 million range, with a 4% to 10% compound annual growth rate (CAGR) over the next 24 months.1
Gartner estimates there are between 12-15K commercial DDI solutions implemented globally, with Infoblox accounting for approximately 50% of the existing installed base, but winning more than 50% of new DDI deals. Outside of Infoblox, the market is quite fragmented, and Gartner estimates that no single vendor accounts for more than 15% of the worldwide DDI installed base, while seven vendors account for roughly 3% to 12% each. As a result, Gartner anticipates market consolidation over the next 36 months.
Infoblox is the current market leader with FY14 revenue of $250 million. Gartner estimates more than 85% of that revenue is derived from the DDI market. In addition, there is substantial market saturation at the high end; Gartner estimates that more than 85% of the 500 largest global enterprises utilize commercial DDI solutions.
1 – Gartner, “Market Guide for DNS, DHCP and IP Address Management (DDI)”, February 24, 2015, ID:G00270315, Analyst(s): Andrew Lerner, Christian Canales
Share of Market (SOM)VitalQIP currently has ~ 4.5% market share. Total revenue for 2015 was ~ €16.7M.
VialQIP Market Overview• Highly-respected “heavyweight” solution for large enterprises (LE), very large
enterprises (VLE), extra large enterprises (XLE), Carriers and MSPs
• Currently has ~ 1000 customers worldwide
• Currently manages > 300M IP addresses
• 40% of market presence from VLE (Very Large Enterprise)
• 40% of current market presence comes from Carrier/Service Provider:
• 20% of market presence comes from Enterprise Mid-Market (5k IP+)
Industry overview
11 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 2
Buyers and influencers
Solution overview
Best targets
Executive summary
Case study 1
VitalQIP Case Study – China TelecomChallenges
China Telecom required support in the definition of IP addresses, distributed network service (DNS) and Dynamic Host Configuration Protocol (DHCP)
China Telecom DHCP required software to effectively manage about three million IP address licenses in five provinces
SolutionNokia VitalQIP DNS/DHCP IP Management software
Value Nokia ProvidedThe solution centralizes the definition of IP addresses, DNS and DHCP via a single system, which is a key factor for effective management of the network-wide IP address
Nokia VitalQIP performance of 3000+ leases per second, has better performance, even between competitors
“The overall plan for VitalQIP was to provide an adequate DHCP solution for the telecom operators and at the same time to combine the IP address management with IP service management into one unified platform. VitalQIP makes the support and management process become simple. ”
Xiao Chenfeng, Network Development Department
12 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 1
Buyers and influencers
Solution overview
Best targets
Executive summary
Case study 2
VitalQIP Case Study – University of AlbertaChallengesProvide key IT services to its 38,000 students, almost 11,000 administrative staff and 3,500 faculty members
Reduce administrative costs, while at the same time increasing reliability, manageability, scalability and security within the mission- critical network infrastructure
Increased centralization and a publicly declared intent to become Information Technology Infrastructure Library (ITIL) certified
Solution Nokia VitalQIP
Value Nokia ProvidedVitalQIP automates DDI (DNS, DHCP and IP Address Management) services across the University of Alberta network
VitalQIP enabled the university to offer a standardized set of tools to assist individual groups and to ensure that all deployments comply with the necessary requirements and policies
VitalQIP allows the university to enforce the discipline to ensure that every task is always performed consistently across the whole environment
VitalQIP enabled the university to quickly scale and adapt the way they manage IP addresses
The university can swiftly accommodate new devices (BYOD) with zero disturbance to operations and still maintain the desired levels of performance, security and uptime
“We’ve had VitalQIP for over a decade and it’s an integral part of the portfolio of services that we offer; not having it would cause a significant impact. The system we had prior to VitalQIP was unreliable, convoluted and just didn’t scale.”
Rafael Figueiredo, Teams Network Specialis
13 | © Nokia 2016. Internal and partner use only. Do not share with customers.
Tools and resources
Competition and objections
Industry overview
Selling strategy
Case study 1
Case study 2
Buyers and influencers
Solution overview
Best targets
Executive summary
Tools and resourcesVitalQIPExternal Resources• Customer-facing webpage: https://www.alcatel-lucent.com/products/vitalqip-ip-
address-management
• Online Customer Support (OLCS): https://support.alcatel-lucent.com/portal/web/support
VitalQIP Appliance ManagerExternal Resources• Customer-facing webpage: https://www.alcatel-lucent.com/products/alcatel-lucent-
vitalqip-appliance-manager
Tools and resources
![CX Playbook (final) - actiac.org Playbook.pdf · ^ À ] µ µ µ µ](https://img.dokumen.tips/doc/110x75/5f9654b19de95b57da28eea5/cx-playbook-final-playbookpdf-.jpg)
