Competitive Media Coverage Analysis

for

Analysis Period:
February 2011

Prepared by:

Troy Gilbert
troy.gilbert@cision.com
March 28, 2011

© 2011 Cision
 Media Analysis: February 2011

Statistical Summary
NetApp EMC HDS HP IBM Dell

Total frequency 75 95 14 21 18 10

Total positive frequency 10 5 0 1 0 5

Total negative frequency 0 1 0 0 0 0

Total neutral frequency 65 89 14 20 18 5

Total reach (millions) 73.0 57.6 3.3 25.4 14.7 2.4

Total positive reach (millions) 8.8 1.4 0.0 0.1 0.0 1.4

Total negative reach (millions) 0.0 0.1 0.0 0.0 0.0 0.0

Total neutral reach (millions) 64.2 56.1 3.3 25.3 14.7 1.0

Share of ink 32% 41% 6% 9% 8% 4%

Share of exposure 41% 33% 2% 15% 8% 1%

Share of positive ink 47% 24% 0% 5% 0% 24%

Share of positive exposure 75% 12% 0% 1% 0% 12%

Share of negative ink 0% 100% 0% 0% 0% 0%

Share of negative exposure 0% 100% 0% 0% 0% 0%

Share of Ink Share of Exposure

Dell Dell
IBM
IBM 4% 1%
8%
8%

HP NetApp HP
9% 32% 14%

NetApp
41%
HDS
6% HDS
2%

EMC
EMC 33%
41%

© 2011 Cision
2
 Media Analysis: February 2011

Competitive shares
Share of Industry Reader Ink Share of Industry Reader Exposure
Dell Dell
6% 7%
IBM IBM
8% 6% NetApp
NetApp
28% HP 27%
HP 5%
6%

HDS
HDS 11%
8%

EMC EMC
42% 43%

• EMC held the majority share of Industry Reader Ink and Exposure again this month, while
NetApp held more than one-quarter share of each. Media outlets CRN.com (23 articles, 2.1M
impressions) and SearchStorage.com (16, 0.8M) were the most frequent sources of mentions for
this reader type

Share of Customer Reader Ink Share of Customer Reader Exposure

Dell Dell
IBM 5% NetApp
NetApp IBM 6%
6% 12%
20% 5%

HP
14%
HP
18%

HDS
8%

HDS
8%
EMC
EMC 52%
48%

• Customer Reader Ink and Exposure was dominated by EMC in February, with the competitor
holding just about half the share of each measure. NetworkWorld.com (12, 2.2M) had the most
mentions for publications of this reader type; EMC was mentioned in 75 percent of the articles
from this outlet (9), while NetApp was mentioned in 33 percent (4).

© 2011 Cision
3
 Media Analysis: February 2011

Competitive shares
Share of Business Reader Ink Share of Business Reader Exposure
HP HP
10% 15%
IBM IBM
8% 9%
EMC
28%

EMC
28%

NetApp NetApp
53% 47%

• NetApp pulled ahead of EMC in February with the lead share of Business Reader Ink and
Exposure. The company had nearly double the number of Business Reader mentions as EMC (32
articles vs. 17), largely due to more mentions on INVESTORS.com (7 vs. 1), MercuryNews.com
(6 vs. 2), San Jose Mercury News (4 vs. 1) and Investor’s Business Daily (4 vs. 2).

Share of Channel Reader Ink Share of Channel Reader Exposure

Dell Dell
IBM IBM 4%
4%
4% 5%
HP HP
7% NetApp 7% NetApp
28% 28%

HDS HDS
9% 9%

EMC EMC
48% 47%

• A large frequency of mentions from Channel Reader outlet CRN.com (16) contributed to EMC’s
leading share of Ink and Exposure for this reader type in February. The publication (23, 2.1M
impressions) and it’s print counterpart, CRN (5, 0.6M), were the two greatest sources of coverage
for Channel Reader for the month.

© 2011 Cision
4
 Media Analysis: February 2011

Subject coverage
NetApp EMC HDS HP IBM Dell
Alliance/Partnership 19 29 6 4 6 3
Corporate 8 19 2 5 1 0
Financial 35 13 0 1 0 1

M&A 1 0 0 0 0 3

Cloud * 14 32 0 8 5 1

Storage 36 60 12 14 18 10

Virtualization * 14 28 2 8 4 6

Efficient IT * 13 18 4 4 4 6

Flexible IT * 8 11 0 6 2 1

* Please note: Subject terms were changed and refined for September 2010.

Brand coverage
NetApp EMC HDS HP IBM Dell

Business Breakthroughs 0 0 0 0 0 0

Outstanding Customer
0 0 0 0 0 3
Experience

Value, Speed & Efficiency 1 4 0 0 0 3

Extent of coverage
Total Passing
Extensive Moderate Marginal
Frequency mention

NetApp 75 12 13 12 38

EMC 95 10 11 24 50

HDS 14 1 5 3 5

HP 21 4 8 1 8

IBM 18 0 4 4 10

Dell 10 7 2 0 1

© 2011 Cision
5
 Media Analysis: February 2011

Competitive shares
Share of Positive Ink Share of Positive Exposure
Dell
Dell 12%
24% HP
1%

EMC
12%

NetApp
48%
HP
5%

NetApp
EMC 76%
24%

• NetApp, EMC, Dell and HP all received positive press in February, but NetApp held the lion’s
share with twice as many positive articles (10 articles) as closest competitors EMC and Dell (5
each). Positive coverage for the company included ranking in the top 10 of Fortune Magazine’s
“100 Best Companies to Work For” for the third consecutive year (MercuryNews.com, San Jose
Mercury News February 3) and being awarded Sunnyvale’s 2011 Murphy Award for 2010
Outstanding Community Contribution (MercuryNews.com February 3).

Share of Negative Ink Share of Negative Exposure

EM
C
100
% EMC
100%
• EMC was the only competitor with negative coverage in February with a single article. The
SearchStorage.com blog Storage Soup discussed Mozy’s price raise on its home cloud backup
service which generated more than 50 pages of posts from disgruntled customers (February 3).

© 2011 Cision
6
 Media Analysis: February 2011

Competitive performance
Top media by company (3 or more company mentions)

CRN.com
SearchStorage.com
NetworkWorld.com
Forbes.com
InfoStor.com
Computerworld.com
eWeek.com
Bloomberg Businessweek Online
CRN
InformationWeek.com
Network World
MercuryNews.com
INVESTORS.com
Investor's Business Daily
InformationWeek
ZDNet.com
Network Computing Online
San Jose Mercury News
The Wall Street Journal
The Wall Street Journal Online
GCN.com

0 5 10 15 20 25 30 35

NetApp EMC HDS HP IBM Dell

• A total of 148 articles that reached a potential audience of 122.5M were included in the February
analysis; both figures were down from last month (204, 159.5M), but up from the same time period
one year ago (120, 91.4M). Sixty-four percent of all articles analyzed mentioned EMC this month
(95 out of 148), while 51 percent mentioned NetApp (75 out of 148).

• NetApp was mentioned in 36 of EMC’s 95 articles this month, or 38 percent, up from 37 percent
last month (56 out of 152).

• Four companies received positive coverage in February. NetApp led with ten positive articles,
followed by EMC (5), Dell (5) and HP (1). NetApp’s positive coverage included ranking in the top
10 of Fortune Magazine’s “100 Best Companies to Work For” for the third consecutive year,
winning Sunnyvale’s 2011 Murphy Award for 2010 Outstanding Community Contribution, reporting
impressive revenue and earnings numbers and expanding an existing relationship with Accenture.
EMC’s positive coverage focused on the company’s growth in 2011 and the coming years, while
the majority of Dell’s positive news discussed customer Carnival Cruise Line’s decision to upgrade
to Dell/EqualLogic iSCSI arrays from EMC’s products.

• EMC’s Mozy was the cause of a negative article for the competitor, the first negative mention
included in the analysis since August. Price increases for Mozy’s home cloud backup service
drove customers to air their grievances.

• EMC CEO Joe Tucci (14) was February’s most often quoted spokesperson, followed by NetApp’s
Tom Georgens (7). Tucci was quoted as he reaffirmed the company’s 2011 guidance and offered
the message that “the future is the cloud” at EMC’s first strategic forum in two years. At the forum,
VMWare’s importance in the march to the cloud was stressed. Georgens was most often quoted
in articles about his company’s financials this month.

© 2011 Cision
7
 Media Analysis: February 2011

Competitive performance

Month by Company: Positive Ink

33
30
27
24
21
18
15
12
9
6
3
0
9/1/2010 10/1/2010 11/1/2010 12/1/2010 1/1/2011 2/1/2011

NetApp EMC HDS HP IBM Dell

• NetApp charged ahead of EMC in February with twice as many positive mentions as its
competitor (10 articles vs. 5) while Dell pulled even with the latter competitor (5). In addition to
being honored with a 2011 Murphy Award and as a top 10 company on Fortune’s “100 Best
Companies to Work For” list, NetApp reported impressive revenue and earnings numbers for its
fiscal 2011 third quarter.

Month by Company: Positive Exposure

30.0
27.0
24.0
21.0
18.0
15.0
12.0
9.0
6.0
3.0
0.0
9/1/2010 10/1/2010 11/1/2010 12/1/2010 1/1/2011 2/1/2011

NetApp EMC HDS HP IBM Dell

© 2011 Cision
8
 Media Analysis: February 2011

Competitive performance

Month by Company: Share of Total Ink

50%

40%

30%

20%

10%

0%
9/1/2010 10/1/2010 11/1/2010 12/1/2010 1/1/2011 2/1/2011

NetApp EMC HDS HP IBM Dell

• Although EMC still held the lead share of Total Ink in February, the gap between NetApp and its
competitor narrowed to just nine percentage points, the smallest difference between the two
competitors since June 2010.

Month by Company: Share of Positive Ink

60%

50%

40%

30%

20%

10%

0%
9/1/2010 10/1/2010 11/1/2010 12/1/2010 1/1/2011 2/1/2011

NetApp EMC HDS HP IBM Dell

© 2011 Cision
9
 Media Analysis: February 2011

Coverage by media source

Reach
Media Frequency (millions) NetApp EMC HDS HP IBM Dell
Business
MercuryNews.com 8 12.7 6 2 0 0 0 0
INVESTORS.com 8 5.3 7 1 0 0 0 0
Forbes.com 5 24.4 4 3 0 3 2 0
Bloomberg
5 20.5 4 3 0 2 2 0
Businessweek Online
The Wall Street Journal 5 10.3 1 4 0 0 0 0
San Jose Mercury News 5 2.4 4 1 0 0 0 0
Investor's Business Daily 5 0.6 4 2 0 1 1 0
WSJ.com 3 23.5 2 1 0 0 0 0
Forbes 0 0.0 0 0 0 0 0 0
Bloomberg
0 0.0 0 0 0 0 0 0
Businessweek
IT
NetworkWorld.com 12 2.2 4 9 2 1 2 1
eWeek.com 8 3.2 2 6 1 2 0 1
Computerworld.com 7 6.1 3 6 1 0 1 1
InformationWeek.com 7 5.0 0 6 1 2 0 0
Network World 6 1.0 2 4 1 1 1 0
InfoStor.com 6 <0.1 4 5 0 1 2 0
InformationWeek 2 0.9 1 2 0 2 1 1
InfoWorld.com 1 0.2 0 1 0 0 0 0
GCN.com 1 <0.1 1 1 0 1 0 0
InfoStor 0 0.0 0 0 0 0 0 0
Computerworld 0 0.0 0 0 0 0 0 0
eWeek 0 0.0 0 0 0 0 0 0
FCW.COM 0 0.0 0 0 0 0 0 0
Storage 0 0.0 0 0 0 0 0 0

© 2011 Cision
10
 Media Analysis: February 2011

Coverage by media source (continued)

Reach
Media Frequency (millions) NetApp EMC HDS HP IBM Dell
Internet
SearchStorage.com 16 0.8 9 11 2 2 4 3
ZDNet.com 5 <0.1 3 3 0 0 0 0
Network Computing Online 4 0.6 1 2 2 0 0 1
internetnews.com 0 0.0 0 0 0 0 0 0
C/Net 0 0.0 0 0 0 0 0 0
Channel
CRN.com 23 2.1 10 16 3 2 1 2
CRN 5 0.6 3 5 1 1 1 0
eChannelLine US Online 1 <0.1 0 1 0 0 0 0

© 2011 Cision
11
 Media Analysis: February 2011

Top Reporters (4 or more articles)

Reach
Reporter Media Frequency (millions) NetApp EMC HDS HP IBM Dell

ComputerWorld,
9 5.2 4 7 2 0 2 2
Lucas Mearian Network World
Joseph Kovar CRN 9 0.8 2 5 1 1 0 2
Deni Connor Network World 6 1.0 0 2 2 2 0 0

Dave Raffo SearchStorage.com 5 0.3 3 5 0 0 2 2

Dave Simpson InfoStor 5 <0.1 3 4 0 1 2 0

Frank Michael San Jose Mercury

4 4.0 4 0 0 0 0 0
Russell News

Chip Brian INVESTORS.com 4 2.6 4 0 0 0 0 0

Chris Preimesberger eWeek 4 1.6 1 4 0 2 0 1
Chad Berndtson CRN 4 0.4 3 3 0 0 0 0
Larry Dignan ZDNet 4 <0.1 3 2 0 0 0 0

Top Quoteds (3 or more mentions)

Quoted Affiliation Frequency

Joe Tucci EMC 14

Tom Georgens NetApp 7

Pat Gelsinger EMC 4

David Goulden EMC 4

Russ Stockdale EMC 3

Steve Gomo NetApp 3

Liz Conner IDC 3

© 2011 Cision
12
 Media Analysis: February 2011

Correlated ‘Efficient IT’ Issue Positioning Over Time*

60

50

40

30

20

10

0
9/1/2010 10/1/2010 11/1/2010 12/1/2010 1/1/2011 2/1/2011

NetApp EMC HDS HP IBM Dell

• After EMC’s big product launch in January, mentions for all four subjects tapered off in February
and, for Efficient IT and Flexible IT, nearly evened out with NetApp’s coverage. EMC’s cross-
subject news included a number of stories that mentioned the company’s favorable position in the
corporate IT world as data grows exponentially and the shift to the cloud explodes; all four
subjects were hit with these stories. Aptare’s support for EMC’s Clariion and Symmetrix arrays,
Riverbed Technology Inc.’s selective optimization addition for EMC’s Symmetrix Remote Data
Facility (SRDF) SAN replication application and a preview of announcements to come at EMC
World in May all touched on the Efficient IT subject.
Correlated ‘Flexible IT’ Issue Positioning Over Time*
60

50

40

30

20

10

0
9/1/2010 10/1/2010 11/1/2010 12/1/2010 1/1/2011 2/1/2011

NetApp EMC HDS HP IBM Dell

• In addition to news about EMC positioning itself for growth by focusing on big trends driving
corporate IT, the Flexible IT subject was covered in several articles that discussed the VBlock
private cloud platform in February.

© 2011 Cision
13
 Media Analysis: February 2011

Correlated ‘Cloud’ Issue Positioning Over Time*

60

50

40

30

20

10

0
9/1/2010 10/1/2010 11/1/2010 12/1/2010 1/1/2011 2/1/2011

NetApp EMC HDS HP IBM Dell

• Cloud continued to be a frequently discussed subject in February and EMC was mentioned in
many stories that focused on cloud’s expansion in the IT market. Other Cloud coverage for the
company included Mozy’s increased fees and new storage requirements, VBlock technology
stories, such as new services built on the technology (SunGard) and the platform’s expansion into
new markets, product announcements to be made at EMC World and Cisco’s relationship with
EMC.
Correlated ‘Virtualization’ Issue Positioning Over Time*

60

50

40

30

20

10

0
9/1/2010 10/1/2010 11/1/2010 12/1/2010 1/1/2011 2/1/2011

NetApp EMC HDS HP IBM Dell

• Much of EMC’s Virtualization news mentioned VMware, including financial results and the
division’s contribution to EMC’s overall business growth, or VCE’s Vblock offering.

© 2011 Cision
14
 Media Analysis: February 2011

Correlated Brand Appearances Over Time

Value, Speed & Efficiency Outstanding Customer Experience Business Breakthroughs

25

20

15

10

0
p C S P M ell pp C S P M ell pp C S P M ell pp C S P M ell pp C S P M ell pp C S P M ell
Ap EM HD H IB D etA EM HD H IB D etA EM HD H IB D etA EM HD H IB D etA EM HD H IB D etA EM HD H IB D
et
N N N N N N

September-10 October-10 November-10 December-10 January-11 February-11

© 2011 Cision
15