7/31/2019 B2B Brocade

1/8

Group 4:Amit Sarda|Esha Sharma|Meeta Arya|Swati Sachdeva

7/31/2019 B2B Brocade

2/8

Market UncertaintyNot knowing what thecustomer wants fromthe new technology

TechnologicalUncertaintyNot knowing whetherthe technology or thecompany can deliveron its promise to meetneeds.

High-techMarketing

Low-TechMarketing

Market Uncertainty

T e c

h n o

l o g i c a

l U n c e r t a i n t y

Low High

High

Low

SilkwormMultiprotocol

Router

Silkworm3200

Silkworm3900, 3800

Silkworm12000

BetterMousetrapMarketing

High-fashion

Marketing

7/31/2019 B2B Brocade

3/8

Whether SMR* will function (Data Migration, Resource

Optimization, Consolidation, Isolation) as promised?Demonstrations, Tests, Communication & benchmarking

results, Use-case Fits

Missed delivery dates, Missed implementationschedules, shortage, financial health

Better Implementation Schedules,Implementation Expertise, Better Sales force,

partnership with OEMs

Limited info. about new technology &uncertainty about service-time

Support through System Engineers, training OEMs and Customer Support

Unauthorized access to organization-widecomputer systems, Data Confidentiality

SMR provides isolation, better routing solutions acc. to business rules

Risk of turning to new technology,

technology leap-frogging, Wait-and-seeRouters capability could be disruptive to economics of storage OEMs by reducing the need for more storage disks due to

higher utilization across SAN

*SMR Silkworm Multiprotocol Router

7/31/2019 B2B Brocade

4/8

Segmentation

Entry Level Mid-Range Enterprise

Size: $111mn Growth>100%

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5/8

0

5

10

1520

25

30

35 Small

Medium

LargeTarget

Segment

For the high-tech enterprises

Competitive

landscape

We are the storage solution providers

Mostimportant

benefit

That enhance sharing of resources with thecutting-edge innovative technologies and SANdesigns

Reason

Because we understand the importance of managing your organization's critical data.

Brocade as a brand promoted though Brocade User Group, Brocade Connect etc.Intelligent Switches and SAN management software under the SilkWorm brand name

7/31/2019 B2B Brocade

6/8

A new technology for data storage that improves existing technology and has the potential to change the way the firmsdesign their data storage networks

Allow enterprises to share data between multiple SANs in a flexible manner without causing disruptions to their existingenvironment,

Allow them to charge back to internal customers the resources they actually needed,

Allow simpler management, greater resource utilization and reduce costs

Direct-attached Storage(DAS) Network attached storage(NAS ) Storage Area Network(SAN)

7/31/2019 B2B Brocade

7/8

Geared around providing insight about the features and the benefits of the router

Building relationship and Trust among the customers by reducing uncertainty about the product

Great way to educate customers about the product and Highly valued by the participants as they are a

great source of premium technical content

Promotion of the product to existing OEMs and directly engage with the end-users to create demandfor the router that customer could buy through storage OEMs

Promotion on the Brocade Connect platform to the online user community - cost effective andtargeted way of promotion

Value-based pricing

Also, since the router has the potential to reduce the need for more storage disks, the pricing should besuch that it does not disrupt the economics of the storage OEMs.

7/31/2019 B2B Brocade

8/8

Bargaining power of OEMs is high as they contributed 80% of Brocades revenue on FY2003

Large Customer base

Products sold as part of a complete storage bundles

Integration testing, healthy mix of product offerings

Product promotion based on ease of sale, integration, healthy margins

Reaching out to customers directly would result in

High sales & marketing expenditures due to lack of expertise

Lower customer-reach due to limited product offerings & lack of integration

Training System Engineers for end-customer support

Suggested Course of Action

Generate demand from end-customer base through advertisements (like Cisco Systems does)

Provide Storage OEMs with required technical support & resources to speed up the Integration Test cycle, tobuild trust in the long-run, facilitate flow of information, serve as beta test sites for new products

Create a demand pull from end-customers through pilot testing of products in customer environment

Lead customers can also become source of new product ideas (already available in Brocade in positions likeProduct Planning Managers)

Promote Investment Protection Program to create long-term sustainability