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Company Profile Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution

Cisco Confidential—For Cisco Use Only

Bluecoat

Piranha Program — May 2011 Partner Version

Bluecoat Company Profile Bluecoat Selling Strategy: Identify customers needing WAN Optimization services and leverage Bluecoats integrated security features to win sale over competitive offerings. 1 3 . and/or its affiliates. Cisco ~22% Product/Services Revenue Split: 60% Product / 40% Service Company Profile Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution Financial Strategy: Acquire (Packeteer) to broaden DC play. Inc. Proxy soft client. Primarily leverages their installed base Revenue: $496M in FY2010 Gross Margins: 66-68% Profit: Operating Margin of about 17% vs.com WAN Optimization Market Share (Source: Dell’Oro) Cisco Bluecoat 2007 2008 2009 2010 Not Reported Not Reported 23% 23% 25% 26% 23% 29% Piranha Program | © 2011 Cisco Systems.bluecoat. Outsourcing SW/HW development to acquired Indian company S7 Core Products/Technology: WAN Optimization with integrated security Portfolio Breadth: Limited to WAN Optimization Channels Strategy: SP managed services. and software (Primary Revenue Source) www. All rights reserved. Cisco Confidential — For Cisco Use Only. VAR/Resellers Product Portfolio Products Offered WAN Optimization Bluecoat Proxy SG platform .

2 4 .not just application acceleration/security Company Profile Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution Only Vendor to Offer Complete Application Optimized Branch Security Solutions: Bluecoat is only vendor offering a “turn key” branch solution for security and acceleration Piranha Program | © 2011 Cisco Systems.Bluecoat Positioning Bluecoat Positioning Stop the Bad. All rights reserved. Accelerate the Good: Unique message in market leveraging traditional capabilities with incremental functionalities WOC Leader in Gartner Magic Quadrant: Validates strategy of integrating WAN Optimization platform with security product Cisco Assertion Response: Choose a integrated systems approach featuring WAAS to simultaneously reduce complexity AND drive workplace transformation Response: Choose a product delivers best in class acceleration features and performance – not just a one box solution that offers limited limited features and performance Response: Choose a WAN Optimization solution that truly supports branch consolidation . Inc. and/or its affiliates. Cisco Confidential — For Cisco Use Only.

com/competitive Piranha Program | © 2011 Cisco Systems. WLAN.Why Cisco Borderless Network Architecture for unmatched functionality: routing. planning & design. and/or its affiliates. security and WAN Optimization A systems approach to networking lowers TCO. Inc. optimization and more Company Profile Best Practices in Competitive Engagements Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution Lead with Cisco’s Borderless Networks Architecture – Bluecoat does not have an architecture sell for the enterprise Emphasize Cisco best-of-breed positioning with WAAS . Cisco Confidential — For Cisco Use Only.cisco. switching. improves availability and drives workplace transformation Workplace transformation is enabled by Cisco’s unique combination of video.Superior technology and performance Create opportunities to engage with the customers for building relationships. migration. 3 5 . All rights reserved. educate and out position Bluecoat Expect Bluecoat to aggressively price proposals – Educate customer on short comings of Bluecoat products and solutions Leverage competitive material on SMO competitive portal at wwwin. mobility and application optimization Advanced Services reduce implementation risk: wireless assessment.

Bluecoat – Comparison Why Not Bluecoat Business Reasons Unpredictable platform lifecycle due to continued Packeteer integration Point solution . and/or its affiliates.requires multi-vendor network increasing TCO Ongoing outsourcing migration = product/business instability Questions to Ask Customers Business Questions How will Bluecoat ensure investment protection when hardware integration is driving major changes? How much will it cost your staff to work with multiple vendors and operate a multi-vendor network? How will Bluecoats increased outsourcing affect product delivery? How will Bluecoat embrace branch consolidation .they support branch IT sprawl? Company Profile Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution Messaging goes against current need to consolidate branches Solution and Architecture Reasons Gaps in solutions – No branch consolidation features. only high level marketing documents ProxySG platform architected for security – not WAN Optimization resulting in limited abilities Solution and Architecture Questions Where will consolidation and video support come from? How will Bluecoat integrate with other vendors? How will Bluecoat ensure designs function optimally? How can Bluecoat provide best of breed features for both WAN Optimization and Security? Technology/Product Reasons ‘2 in 1’ solution comes at the expense of limited features. Inc. Cisco Confidential — For Cisco Use Only. performance Ongoing outsource of development to S7 India (acquired) causing product instability and roadmap delays Bluecoat (including Packeteer) platforms running 3 different. diverse operating systems Technology/Product Questions What is the WAN Optimization and security performance compared to competitive offerings? What will Bluecoat do to ensure product quality and timely delivery of features/platforms? How will Bluecoat simplify software upgrade management when 3 different OS’s are being used Piranha Program | © 2011 Cisco Systems. limited video support Requires multiple vendors which increases complexity No validated designs. All rights reserved. 4 6 .

No other BN support No energy management features Mobility support limited to software client.Architecture Positioning Element Borderless Networks Cisco Differentiators A medianetready borderless network ensures that your network not only delivers a high-quality video experience but also help ensure that your network is ready for chzngingbandwidth demands Cisco Telepresence performance is assured with BN Cisco EnergyWise delivers energy efficiency and savings to IT and facilities Integrated into the network. along with its Orchestrator console. to help enable new and innovative business models Bluecoat Weakness Limited video feature support. computing and cloud service solutions An Architectural Framework for the “Evolving Data Center”: Cisco Data Center Business Advantage represents an architectural framework for connecting technology innovation to business innovation. controls and monitors power for a wide variety of devices Unified enterprise switching. No other mobility features Company Profile Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution Data Center and Virtualization No DCV support Piranha Program | © 2011 Cisco Systems. storage. EnergyWise. and/or its affiliates. Businesses can create services faster. Cisco Confidential — For Cisco Use Only. operating expenses and complexity. become more agile. It also transforms how a business approaches its market and how IT supports and aligns with the business. Inc. and take advantage of new revenue streams and business opportunities. 5 7 . Cisco Data Center Business Advantage increases efficiency and profitability by reducing capital. It is the foundation of the Dynamic Networked Organization Innovate Quickly and Efficiently: Cisco Data Center Business Advantage represents a fundamental shift in the role of IT into a driver of business innovation. All rights reserved.

email and collaboration solutions Any to Any: We uniquely enable people to work together naturally anywhere. Because Data Center Business Advantage is built around an ecosystem-centric framework and open solution stacks. so everyone has the best meeting possible With Cisco collaboration solutions. This allows them to easily evolve and adapt the data center to keep pace with changing organizational needs Be Free to Choose: Data Center Business Advantage preserves the customers ability to work with other industry leaders to solve a particular IT or business problem. 6 8 . on any device. and/or its affiliates. people can work with individuals in other companies. Inc. latest tablets]. and deployment partners Collaboration Unified enterprise communications (VoIP). design. Cisco Confidential — For Cisco Use Only. unified communications and presence as if they were inside a single company Cisco keeps costs low and flexibility high through cloud deployment models and standards. simply. with any content Cisco lets people use the devices they have today [Apple. RIM. Android. vendor and platform interoperability No Collaboration support Bluecoat Weakness Company Profile Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution Piranha Program | © 2011 Cisco Systems. instant messaging. customers can easily work with your existing data center vendors and Cisco’s industry-leading community of development. using video.Architecture Positioning Element Cisco Differentiators Keep Control of Your Data Center Architecture: The Cisco Data Center Business Advantage architectural framework is delivered as a portfolio of technologies and systems that can be adapted to meet organizational needs. All rights reserved. Customers can adopt the framework in an incremental and granular fashion to control when and how they implement data center innovations. safely Cisco integrates TelePresence with a laptop WebEx conference with a smartphone audio call. conferencing.

mobile. web and customer care Flexible deployment models across private. We are doing the same for video Only Cisco has the broadest suite of video endpoints to integrate video into the fabric of how we work Only Cisco has a business video architecture [medianet] for scale. video. and/or its affiliates. location and device Cisco makes work personal again. more connected world. Cisco Confidential — For Cisco Use Only. public and hybrid clouds Virtualized applications AND desktop clients Bluecoat Weakness Company Profile Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution Piranha Program | © 2011 Cisco Systems. Inc. at work. All rights reserved. and on the go New Collaborative Workspace: Cisco is converging social. using a network-based approach to quickly locate the most relevant experts and information and cut through information overload Unlike others. collaborate. no other company offers a network-based approach to keep organizations safe because the network provides greater security and policy management control Cloud Collaboration: When it comes to deploying collaboration. to shape the new collaboration experience Advancement in collaboration is influenced by the rapid changes in the consumer market No other company empowers individual collaboration style as well as Cisco with the broadest choice of how to communicate based on preference. speed and reliability Cisco is driving a new wave of video experiences that change the way we communicate. and unified communications capabilities.Architecture Positioning Element Cisco Differentiators Video Everywhere: Video is an essential part of effective. natural collaboration. and enjoy entertainment — in the home. video. Cisco provides deep integration with existing software and hardware infrastructure so IT doesn’t have to rip and replace In this new. Only Cisco provides the breadth of applications and endpoints to make pervasive video a reality Cisco made voice over the network the standard for business. one size does not fit all Only Cisco provides the combination of: A broad set of collaboration applications including voice. 7 9 .

Cisco Confidential — For Cisco Use Only. branch offices and WAN Integration of routing platforms with security. WLAN and routing Enterprise firewall. Inc. VPN. All rights reserved. management.Infrastructure Positioning Element Routing Cisco Differentiators Full featured enterprise routing for campus. access control. reliability and lower TCO WCS 8. switching.monitoring and troubleshooting for borderless user services (Lumos) WLAN controller on Cisco Services Ready Engine provides zero-touch deployment and centralized management for wireless service rollout in the branch offices Full featured enterprise WAAS with integration into branch office ISR platforms Bluecoat Weakness No routing support Switching No switching support Company Profile Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution Security Reasonable security features – but limited performance – platform shared with WAN Optimization function WLAN No WLAN support WAAS WAN Optimization supported on shared platform with security. userpolicy establishment and control (TrustSec) Identity Services Engine for integrated wired and wireless identity.0 with unified wired/wireless provisioning. and/or its affiliates. distribution access and branch office deployments Integration of switching platforms with security. Limited features Piranha Program | © 2011 Cisco Systems. and WAAS Full featured enterprise switching for campus. and management platform (Positron) Advanced RF features across a family of 11n APsdelivering Enterprise-Class RF performance. content security. WLAN. 8 10 . email security.

what top rankings can Bluecoat cite? J. Smart Care and Smart Call Home Piranha Program | © 2011 Cisco Systems. Bluecoat reports no similar metric. Power has certified Cisco fives times for its “outstanding” technical service experience but has never done so for Bluecoat Bluecoat offers no proactive technical support. Cisco provides SMARTnet Total Care.significant delays in replacing bad hardware possible Cisco’s services address Borderless Networks at an architectural level. Cisco Confidential — For Cisco Use Only. 9 11 . Bluecoat’s services do so only at a technology level Company Profile Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution Cisco’s optimization services have no peer and include extensive smartnetwork analytics. Bluecoat offers nothing of the kind Cisco’s on-line support tools are so powerful they resolve 80% of network issues. and/or its affiliates. Why not? Cisco outscored all competitors when Gartner recently asked customers to rate their vendors’ professional services Cisco consistently ranks first when surveyed customers to rate vendors’ technical support.Service & Support Bluecoat Services and Support Are Weak Compared to Cisco Bluecoat’s services staff is limited when compared to Cisco’s and spread very thin geographically Bluecoat doesn’t operate parts-repair facilities in all major geographies it sells in .D. All rights reserved. Inc.

While Bluecoats security features are on par with the industry – its WAN Optimization features. The same is untrue of Bluecoat Company Profile Bluecoat Positioning Why Cisco Comparison Architecture Positioning Infrastructure Positioning Service & Support Solution Smart Professional Services: Cisco’s Network Optimization Service comes with smart analytics that use intuitive graphics to monitor compliance with industry best practices Nothing in Bluecoat’s or its partners’ portfolios of professional even begins to compare with the rich functionality and business value of Cisco’s smart network analytics Cisco Innovation: Cisco has led innovation Application Acceleration and WAN Optimization for several years. and/or its affiliates in the U.cisco. Borderless Networks need effective enablement and support by services that range from planning to optimization. Cisco has consistently innovated and delivered technology and products that provide the best mix of performance. The use of the word partner does not imply a partnership relationship between Cisco and any other company. value. industry leadership to our customers backed with the best support services in the industry Bluecoat’s WAN Optimization platform has gained traction due its approach of integrating WAN security and WAN Optimization in the same appliance.S. quality and effectiveness from Cisco. mitigate risks. and benchmark their policy compliance Cisco WAAS platform was designed to provide the optimal experience for remote workers who must access enterprise application across the WAN. performance. and reliability are sub-par Quality Leadership: Cisco ranked first in service and support when 684 customers rated their suppliers in the 2010 version of CIO Insight magazine’s annual Vendor Value survey. cut cost and complexity. Inc.Solution Why Cisco Services Deep Borderless Networking Expertise: Cisco’s services bring deep. and other countries. routing/switching and rich media (medianet) Why Not Bluecoat Services Bluecoat’s network expertise is limited WAN Optimization and security Why It Matters Cisco’s expertise addresses all Borderless Networks Architecture technologies to deliver a complete service solution for customers.com/go/trademarks. Cisco’s services also ranked first in a recent customer survey by Infonetics No customer ratings of technical or advanced services by vendor-neutral third parties ever mention Bluecoat as topping or even challenging Cisco in quality and effectiveness of support © 2011 Cisco Systems. Third-party trademarks mentioned are the property of their respective owners. and/or its affiliates. A listing of Cisco’s trademarks can be found at www. security. Bluecoat’s lacklustre WAN Optimization product does little to improve remote workers application access satisfaction and performance To achieve their full potential. (1007R) C96-666379-00 05/11 10 . Focusing on this has resulted in WAAS being a top rated product both with industry analysts and customers. Inc. industryleading expertise to wireless. Cisco and the Cisco Logo are trademarks of Cisco Systems. Bluecoat only addresses a small fraction of customer needs The smart analytics in Cisco’s Network Optimization Service give customers a simple means to boost operational excellence. Customers can rest assured that they can gain the necessary services breadth.