HP Workstation: Competitive Audit

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Workstation Competitive Audit


Agenda

Industry Overview!Workstation Sentiment!Apple Site Audit!Dell Site Audit!HP Site Audit!Audit Summary!Appendix

03!08!12!19!26!32!35


Media & Entertainment Industry Overview

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.�4

Computer Spec BreakdownMedia & Entertainment Industry Overview

How does each spec translate into a better experience for the user?

-Central Processing Unit (CPU)!- The computer’s ‘brain’ — allows you to work faster with bigger programs. !- Important in every sector — proportionally more crucial when running higher end software.

-Graphics Processing Unit (GPU)!- The computer’s ‘eyes’ — allows visuals to be more impactful and at a higher resolution.!- Important in every sector — proportionally more crucial when running high end visual based software or high resolution

renders.

- Random Access Memory (RAM)!- The computer’s ‘subconscious’ — allows you to juggle many smaller tasks at the same time.!- Important in every sector — proportionally more crucial in sectors running high end programs, using 3D renders.


Computer Spec BreakdownMedia & Entertainment Industry Overview

How does each spec translate into a better experience for the user?

-Hard Drive!- The computer’s ‘back bone’ — holds all long term data that is collected over time. !- Important in every sector — proportionally more crucial as program and file counts increase.

- Sound Card!- The computer’s ‘ears’ — improves the quality at which sound is projected from the computer’s speakers.!- While it’s needed to render sound, higher end cards are only required for sectors and projects where sound/audio is

constructed.

-Number of Displays!- The computer’s ‘hands’ — help increase overall productivity by giving you the ability to lay everything out.!- While a single display will serve every sector, increased display counts allow for more user productivity.


Importance of computer specs in relation to industry sectorsMedia & Entertainment Industry Overview

Very Important Important Neutral Less Important Not Important— Original Content: Created from secondary and primary research within respective industry sectors

CPU GPU RAM Hard Drive Sound Card Number of Displays Mac OS Windows OSRedHat / Linux

OS

2D Computer Art & Design

Photography Music Production & Sound

Design

Broadcast

Motion Media

Visual Effects

Game Design

Interactive Development

3D Animation

Coding & Programming

UX & UI Design

Industrial & Product Design

Architecture


What are the possible strengths and opportunities for HP?Media & Entertainment Industry Overview

Strength Opportunity Weakness

CPU GPU RAM Hard DriveSound Card

Number of Displays Mac OS Windows OS

RedHat / Linux OS

2D Computer Art & Design

Photography Music Production & Sound

Design

Broadcast

Motion Media

Visual Effects

Game Design

Interactive Development

3D Animation

Coding & Programming

UX & UI Design

Industrial & Product Design

Architecture & Interior Design


Gauging Workstation Sentiment


How are people saying about the new 2013 Mac Pro?Gauging Online Sentiment for Workstations

+ Mac Pro

•“I think it looks pretty cool, I like how they designed it based on functionality.”

•“I like the size – small and portable”

•“The Mac Pro can drive up to three 4K monitors, it will have enough power to support my work.”"!•“Pro doesn’t mean ‘having everything for everyone built in.’ The Mac Pro is definitely Pro, and definitely not a mess.”"!•“Love the new design! I will probably end up trying it out and see how it holds up against my older iMac.

- Mac Pro

•“Kind of hard to spend $3k on a quad core computer with a non-standard, brand specific GPU setup, 256GB of flash memory with no HDDs.”

•“Too pricey in my opinion”

•“Ouch though, only 1 hdmi port? Really apple? All that graphics power and only one hdmi port?“!!•“Wait…it doesn’t include a track pad or keyboard?”!!•“It’s a good replacement for the Mac mini.”

!


How are people reacting towards the PC Workstations?Gauging Online Sentiment for Workstations

PC Workstations

•“You have more performance options on the PC side.”

•“I have actually come to like quite a few things about Windows, and I've also come to realize that my worries about viruses and stability on Windows were out-of-date prejudices.”"!•Overall ability to dual boot Windows & RedHat/Linux OS is a major competitive selling point for particular sectors.

HP Workstations

•“[HP Z820] cuts down on cord clutter and all those bulker charger ends... a must have for anyone today with all the devices charging on USB.”

•“The fact that [the HP Z820] is tool-less is great. It really gives me the chance to make it my own.”!!•“The on-site HP support is just awesome... I am always shocked to see ‘professional’ people lugging their MacPros into a mac store... HP will be there within hours (if someone is in town) and fix your machine, and will also give you a replacement should it need to be sent out... Really an awesome service especially if you NEED your machine.”!


What does this all mean?Summarizing User Sentiment

Mac Pro Workstation

•Since the 2013 Mac Pro has not been released yet, speculation and reviews must be taken with a degree of caution.

•Depending on their particular industry – opinions are fairly split on the new Mac workstation. "!•A decent portion seem willing to give the workstation a shot or at least hold out opinions until they see it in action."!•Despite online pinions, two facts are widely accepted: 1) Mac Pro is a higher price and 2) Mac Pro is not as strong as the previous model.

PC Workstations

•Complains from PC users are fairly short. Across the board if they are using a PC for industry work – it is because it works best with their software / environment. !!•Overall internal customization and sheer power are two of the highest selling points in comment and forum sections when it comes to the HP workstations. !!•The option to use a dual boot setup (or even a hackintosh) is an advantage for PC Workstations – as opposed to the Mac ‘Virtual Machine’ option.!!•Overwhelming positive reviews for PC (HP in particular) customer support.!!


Apple Mac Pro Site Audit


Mac Pro Landing PageApple Audit

“Built for Creativity on an Epic Scale”

– Apple’s Mac Pro Landing Page is a parallax-scroll page that divides content into three categories:

• Overview!– In-depth look at the product specs through parallax!!

• Performance!– Shows technical applications and situations where the Mac Pro can be used.

• Tech Specs!– Side by side comparison similar to the initial overview.



“Built for Creativity on an Epic Scale”

– Very technical layout of the ‘guts’ of the Mac Pro with focus on: !• Processor!• Memory!• Graphics!• Storage!• Thermal Core!• Fan!• Thunderbolt!• Input // Output!• Wireless


Mac Pro Performance PageApple Audit

“What’s Truly Radical Is What You Can Do With It”

– Explores technical applications of the Mac Pro:

• Video Editing!– Final Cut Pro X & DaVinici Resolve 10 Performance

• 3D Modeling & Animation!– ‘3D Application’ Performance

• Audio!– No software programs listed


Mac Pro Performance PageApple Audit

“What’s Truly Radical Is What You Can Do With It”

– Explores technical applications of the Mac Pro:

• Photography!– Aperture 3 Performance

• Design & Layout!– Pixelmator 3 Performance

• Science & Technology!– No software programs listed


Mac Pro Tech Specs PageApple Audit

Side by Side Comparison

– Shows Mac Pro Quad-Core and 6-Core models side by side so users can see the tech differences and upgrade potential.!!

– Very similar to parallax site, but focuses on upgrade and customize potential



What Industry Software Does Apple Showcase?"! - The software that is mentioned on the site is only referenced in estimated performance figures.

• This content is buried in the ‘Performance’ page.


Dell Workstation & Dell Precision T7600 Site Audit


Dell Precision Landing PageDell Audit

“Power Through Your Toughest Jobs”

– Use Dell Precision Workstations to bring your imagination to life!• Messaging and video content focuses on why a workstation and the direct benefits

of a Dell Precision Workstation.!!

– Highlights top level tasks and projects Precision Workstations can be used on!• Basic to complete 2D/3D product design, architecture and graphic arts!• Video editing and post product for films!• Motion/fluid dynamics and 3D rendering for animation studios!• Seismological, geologic and atmospheric surveying for governments and private groups!• Financial market modeling and precision!• Engineering concept design and testing!• Manufacturing and medical device operations


Dell Precision Landing PageDell Audit

“Power Through Your Toughest Jobs”

– Callouts to Dell’s Industry Software Vender Partners!• Altair!• Autodesk!• Adobe !• Siemens!• Dynamic Graphics!• Presagis!• PTC!

!– Additional whitepapers that go into more specific details


Dell Precision MicrositeDell Audit

“Uncompromised Performance for Your Specialized Applications”

– Promoted Industry Verticals!• Digital Media & Entertainment"• Architecture, Engineering and Construction!• Consumer Products Manufacturing!• Industrial Manufacturing!• Oil & Gas Exploration!

!– Page content highlights specific industries, award winning projects

completed with Dell Workstations, and related ‘customer stories.’!• But only one out of the five verticals relates

back to the ‘media & entertainment’ industry.


‘Dell Precision Decision’ Landing PageDell Audit

“The Dell Precision Decision”

– The Switch is On!• Initial messaging focuses on showing the switch from

Apple to Dell workstations by industry professionals.!!– Despite Messaging on the Landing Page, 3 Groups are Targeted for ‘the

Switch’!• High-End Video/Feature Film !• Broadcast!• Event Videographer

– Benchmarks, Reviews, Resources, & Videos!• Articles, PDF Case Studies, and links talking about

the technical aspects of Dell Precision Workstations.


‘Dell Precision Decision’ MicrositeDell Audit

“The Dell Precision Decision”

– Video Testimonials!• Showcases video testimonials from companies that

use HP Workstations to complete their projects.!!• Focus on speed and added productivity of using Dell

workstations as compared to Mac or other workstations.

– Linkin Park Music Video // Ghost Town Media

– TED, Twilight, & Harry Potter 7 VSFX // Tippett Animations Studios

– Film & Video Editing // Phoenix Communication


‘Dell Precision Decision’ MicrositeDell Audit

What Industry Software Does Apple Showcase?"!

– After Effects // Cinema 4D // Premiere !• Video composition, video editing, and motion media!!

– CAD // Rhino!• Used for architecture, interior design, and industrial design!!

– Maya // 3DS Max!• Used for game design, visual effects, modeling, and animation!!

– Other Non-Industry Specific Software


HP Workstation & HP Z820 Site Audit


HP Workstation Landing PageHP Audit

“Push the Edge of your Industry”"!

– Meeting the Demands of the Most Demanding…!• Talks to how HP Workstations help fuel projects and innovation in

the fields of architecture, engineering, education, financial services, government, life sciences, media, and entertainment.

– Additional Talking Points!• “Innovation for innovators”

• “Forward thinking design”

• “Eye-popping graphics”


HP Workstation Landing PageHP Audit

“Powering Industry Solutions for Professionals”

– Workstation Case Studies

• Showcases video testimonials from industry leaders that use HP Workstations to complete their projects.

– Act of Valor // Bandito Brothers

– Rise of the Guardians // Dreamworks

– Deus Ex: Human Revolutions // Eidos


HP Workstation MicrositeHP Audit

“Industries & Partners”

– Showcases industries where HP Workstations are used !!

– Additional callouts to the ‘HP Partnership Ecosystem’!• Adobe!• AMD !• Autodesk!• Intel!• NVIDIA!• Siemens


HP Z820 PageHP Audit

“Ultimate Performance for Ultimate Projects”

– Unmatched design. Inside and Out.!• Focus on the design of sleek case design of the workstation and its working components. !• Gallery and video showing additional info

– Multi-Tasking Made Easy.!• Focusing on processor speed from Intel chips!• Shows off ‘Thunderbolt’ tech – allowing faster data transfer for projects

– Ultra-Powerful Visuals and High-Performance Computing.!• Shows off the NVIDIA and AMD FirePro graphics cards for the Z820


HP Workstation MicrositeHP Audit

What Industry Software Does Apple Showcase?"!

– Maya // 3DS Max!• Used for game design, visual effects, modeling, and animation!!

– CAD // Rhino!• Used for architecture, interior design, and industrial design!!

– After Effects // Cinema 4D // Premiere !• Video composition, video editing, and motion media


Competitive WorkstationAudit Summary


Summary of the Workstation AuditOverall

Site MessagingSub-Landing Page

MessagingTargeted

IndustriesTargeted Sectors of

E&M

Apple

“Built For Creativity On An Epic Scale”

“What’s Truly Radical Is

What You Do With It”

Innovation Overview

Performance !Technical Specs

2D Computer Art & Design 3D Animation!

BroadcastPhotography

Science & Technology

2D Computer Art & Design 3D Animation!

BroadcastPhotography

Sound / Audio

!Dell

“Power Through Your Toughest Jobs”!!

“Uncompromised Performance For Your Specialized Applications”

!Bring You Imagination to Life!!

The Switch [Mac to Dell] Is On

Digital Media & Entertainment, Architecture & Engineering,

CPG ManufacturersFinancial Services

Industrial Manufacturing!Oil & Gas Exploration Pros.

!3D Animation!

BroadcastVisual Effects

!HP

“Push The Edge Of Your Industry”!!“Powering Industry Solutions

For Professionals”!!“Ultimate Power For Ultimate

Projects”

Innovation for Innovators

Forward Thinking Design

Eye-Popping Graphics

Media & Entertainment!Architecture & Engineering

Education!Financial Services

Oil and Gas!Product Development

3D Animation Broadcast!

Game Design Photography

Sound / Audio Visual Effects


Apple vs. Dell vs. HPSummary of Workstation Audit

What Does This All Mean?"!

– Every major sector that HP makes a digital claim to is currently being contested by either Apple or Dell.!• Opportunity: There are still other sectors in the ‘Media & Entertainment’ Industry that could be leveraged that are

not being addressed by either competitor.!!

– Dell has already created ‘Mac ! PC switch’ towards Mac-heavy industry sectors!• Opportunity: In reality, the share of industry sectors that would actually switch is too small a segment to focus on.

Resources would be better served going after sectors who are not completely dedicated to operating on the Mac OS.

• Opportunity: Per the research from HP, consumers don’t aggregate to messaging that ‘puts down’ Apple, even if they are leaving the OS. Potential messaging for HP should statistically perform better if it focuses on the technical aspects of the PC.


Appendix – Best in Class Site:Adobe Creative Cloud


Overview of Adobe Creative Cloud

!— See all major navigation options clearly laid out on the landing page – above the fold.— Main carousel is dedicated to highlighting the advantages that creative cloud can bring to specific groups and disciplines:!

• Design!• Web!• Video!• Photo!• Students / Teams / Enterprises!

— Content below the fold is then adjusted to fit the user’s specific search requirements.

Why is it considered ‘Best in Class’?

— Adobe Creative Cloud Landing Page – Oct 2013


Audit of Site Navigation

!— All internal navigation points for the Adobe Creative Cloud page are available above the fold – in addition to Adobe’s global navigation panel.

• Green ! Adobe Global Nav!• Orange ! Adobe CC Top Level Nav!• Yellow ! Adobe CC Content Nav !! — This setup, while simple in nature, allows for ease of use and intuitive user navigation; while also supporting clean design.

How does this influence the overall experience?

— Adobe Creative Cloud Page if ‘Video’ is selected from Content Nav Panel – Nov 2013


Audit of Site Content

!— Once users choose a selection from the Content Nav Panel, the page is refreshed and the page is populated with specific discipline related content.!!— Content highlights ‘What’s New’ with Adobe CC as well as what programs would be most beneficial to specific disciplines.!!— Videos further down on the page show users how different programs work and other special features that could be useful for upcoming projects.

How does the displayed content factor into the site?

— Content section for Adobe Creative Cloud if ‘Video’ is selected from the Content Nav Panel – Nov 2013


Audit of Video Based Content

— Videos add emotional connection between artist and artwork.

•This promo campaign starts with a :30 literally showing artists who utilized Adobe CC for their projects, with their art work projected on their face.

•More recent videos show artists in studio giving testimonials to how Adobe CC acts as a their virtual toolbox for every project.!!

How does video content serve to show Adobe CC in a new light?

— Adobe Creative Cloud Video Content – Nov 2013


Audit of Site Innovation

!— The site UI is not extremely ‘innovative’ in terms of being new or flashy (like Apple’s Mac Pro site).

•The clean and open design of the site could be considered ‘innovative’ because it finds a way to express a large amount of information without cluttering the screen.!!— Adobe’s CC site is only half-way responsive.

• It recognizes mobile devices and adjusts content accordingly but the overall layout and flow could be improved.

How ‘innovative’ is the site that encourages consumer innovation?

— Adobe Creative Cloud Mobile Page – Nov 2013


Key Conclusions

— Navigation!•Navigation is divided between a global nav, site nav, and content nav (all existing above the fold) to give users an intuitive experience as they browse.!!

— Content!•Content is divided between design, web, video, photo, students, teams, and enterprises. Each category offers discipline specific content and selling points for Adobe CC.!!— Site Innovation!•Adobe CC is not ‘innovative’ by itself but the clean and open design that has been constructed to sort a lot of product info could be considered ‘innovative.’

What does this all mean?

— Adobe Creative Cloud Landing Page – Nov 2013


Thank you

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HP Workstation: Competitive Audit