Blue Coat Competitive AnalysisPrepared By: Kyle Riordan

Table of Contents

1) Market and Messaging

2) PacketShaper Features

3) Positioning Exinda

4) SWOT Analysis

5) Summary

Market and MessagingTarget Audience and Positioning

Target Market

• Over 15k customers• 86% of Fortune Global 500 and Tier 1 Telcos• Numerous government organizations• Education

“Blue Coat PacketShaper helps us to manage what would otherwise be untenable commercial risks in bandwidth fluctuation. We estimate that we are saving at least £40,000 per year using PacketShaper.”

Rob Derbyshire: Marston’s Telecoms

Core Messaging

Offer visibility into the traffic on the network

Control and prioritize business traffic

Accelerate business critical applications

Visibility Control Accelerate

Core Messaging

Monitoring• Content Aware Control• Identify traffic types • Monitor performance in real time• Group and User Based

Monitoring• Automatically Categorize

network traffic• ID business vs. Recreational

Traffic in real time

Control• Prioritize business critical

applications• Troubleshoot network • Simple QoS Policies• Allocate Bandwidth at

Application and Content level• Reserve Traffic• Cache Content

PacketShaper FeaturesFeatures and Functions

Key Features

• Real Time Monitoring

• Over 100 stats per application class

• Performance alerts

• Easily configure traffic trees to help manage traffic

• Classify web, native mobile and browser mobile traffic

• Webpulseintegration automatically categorizes apps into 80 categories

• Granular bandwidth controls

• Implement by class

• Control by flow• User level

policies

Monitoring Traffic Trees Discovery Controls

Dashboard Charts Monitoring• Top 10 Classes Pie Charts

– Bandwidth allocation by class– Real Time– Inbound and Outbound

• Top 10 Hosts – Users consuming the most

traffic

• Link Utilization Line Graphs– Inbound and Outbound links usage

in bps

• View by Traffic Tree– Real Time– Run Historical Reports

Policy Manager

• Policies– How the class is treated– Managed on a flow by flow basis

• DISCP– Based on IP Packet header

• Partition– Manage bandwidth by traffic

class aggregate flow– Consume only a defined amount

of bandwidth

Using the Dashboards

• Real Time Monitoring

• Snapshots updated every 15 minutes

• Isolate insight by class

• Identify and control for recreational traffic

• Reserve bandwidth for business critical applications

Blue Coat Specifications

Blue Coat Specifications

S-Series Specifications

S-Series Specifications

S-Series Configuration Limits

S200 Series

S-Series Configuration LimitsS400 Series S500 Series

Comparison to Exinda

Model 10ML 50ML 100ML 100MH 250MH 500MHLicensed Bandwidth Options 10Mbps 50Mbps 100Mbps 100Mbps 250Mbps 500MbpsMax Concurrent Flows 7.5k 150k 150k 300k 450k 550kPartitions/VC's 512 1k 1k 2k 3k 5kDynamic Subpartitions/DVC's 1k 2.5k 2.5k 5k 7.5k 10kPolicies 512 1k 1k 2k 3k 5kMSRP $6,500 $8,000 $10,000 $20,000 $30,000 $40,000Available Slots 1 Full Height

1M to 1G220k

1k30k1k

1 Full Height

Blue Coat S-Series Packetshaper S200 EXN-4062 1M to1G

Model 250MH 500MH 1GH 2GHLicensed Bandwidth Options 250Mbps 500Mbps 1Gbps 2GbpsMax Concurrent Flows 425k 550k 800k 1.5MPartitions/VC's 3k 5k 5k 10kDynamic Subpartitions/DVC's 7.5k 10k 15k 20kPolicies 3k 5k 7.5k 10kMSRP $35,000 $45,000 $60,000 $75,000Available Slots 1 Full Height + 1 Half Height

1M up to 5G500k

2k30k2k

1 Full Height

Blue Coat S-Series Packetshaper S400 250M – 2G EXN-8063Model 2GH 5GH 10GHLicensed Bandwidth Options 2G 5G 10GMax Concurrent Flows 1.5M 2.5M 4MPartitions/VC's 10k 15k 20kDynamic Subpartitions/DVC's 20k 35k 55kPolicies 10k 10k 10kMSRP $100K $120K $160KAvailable Slots 2 Full Height+2 Half Height

1M up to 5G500k

2k30k2k

1 Full Height

EXN-8063S-Series Packetshaper S500 2G – 10G

Positioning ExindaReasons to Switch

Exinda Won Customers

Consolidated Reasons For Leaving• Product Stagnation

• Unsatisfactory Product Roadmap

• Slow application response time

• Hindered productivity

• Policy controls couldn’t address performance issues

• Complicated UI and controls

• Granular controls and insight became too time consuming

PacketShaper Limitations

Complex Policy Configuration

Only 30 Days of Historical Data

Approximately only 800

classified apps

PSOS Model cannot handle heavy

bandwidth and policies simultaneously

Reporting limited to established

classes

Additional apps require new plug-

ins or code versions

Functionality Issues Persist

• The classification capabilities are still limited – citing only 100 web apps in its documentation

• Also only cites 20 web operations limiting the scope of of defined classes

Though the product itself has seen some advances the lack of updates on documentation demonstrates a lack of product commitment

Key Point:

S-Series Still Cumbersome

• Working with the drill down to identify problem areas and bandwidth hungry apps is still a difficult process

• Users are forced to manually drill down within trees and then do a side by side detective work comparing charts and graphs to deduce the root of issues

Positioning Exinda

• Easy to configure policies

• Intuitive dashboards

• Holistic views integrating application data

• Skype For Business

• Future Boosts• Precise

recommendations

• Reporting on 12 months of data

• Reporting on objects outside of traffic trees

• Exinda is dedicated to product growth and expansion

• Management from a cloud platform option

User Friendly View/Control Reporting Product Cloud

Focus on quality experience for end users – the impact on the business

Customer Focus: IMAS

Challenges• Company is reliant on

its ERP system and VoIP communications

• Application performance was not fast enough

• Call quality suffered in peak hours

Solution• Using Exinda’s Central

Management tool to get a complete view of network traffic

• Simplified deployment

• Easily configurable policies implemented prioritizing ERP and VOIP traffic

Results• Reduced network

monitoring and troubleshooting time from 8 hours to 30 minutes

• Improved VoIP voice quality

• Faster application response time

• Improved productivity

Customer Focus: Universidad de Yucatan

Challenges• Lack of visibility into the

applications running on their network

• The Blue Coat GUI was difficult to work with and required extra time and effort from Network Administrators

• Network degradation resulting in user complaints

• Lack of vendor and TAC support

Solution• Using Exinda

Universidad is able to more easily generate reports on the applications and traffic

• Also through Exindapolicy configuration is simplified ensuring high availability of critical applications

Results• Significant reduction in

the time spent monitoring the network and setting policies

• Once the appliance is set up the Universty is able to merely check in on the appliance weekly to verify device health and that QoS policies are behaving as expected as opposed to needing to configure a device on a daily basis

Customer Focus: Horizon Food Group

Challenges• Managing Packetshaper

became a burden for its administrators. The product required a lot of constant tweaking and constant updates if it were to keep up with new applications

• Difficult to use UI with a lot of overly granular data

• Lag in business critical applications when bandwidth requirements peaked

Solution• Using Exinda’s Central

Management tool to get a complete view of network traffic

• Simplified deployment – out of the box setup took somewhere between 30-60 minutes and outperformed Blue Coat’s offering

• Easily configurable policies with a fair amount of automation and application recognition built in

Results• Major reduction in the

time it takes to properly maintain bandwidth controls

• New applications are recognized and categorized for more complete reporting and allocation

• Responsive application performance - no lag

• Improved productivity

SWOT AnalysisThe Blue Coat Product

PacketShaper SWOT Analysis

• Webpulse integrations automatically categorizes new applications into 1 of 80 categories

• Monitoring over 100 stats per application class

• Performance alerts when thresholds are violated

• Controls by both class and flows

• Reporting on historical data is limited to just 30 days

• Reporting is also limited to established classes

• The number of tracked applications is limited when compared with competitors. Just ~800 compared to over 2500 from Exinda

• Not user friendly

• Already pushing the business critical sanctioned v. unsanctioned applications discussion (albeit not in those explicit terms)

• Already well established in large scale enterprise which could be used to expand their breadth of customers

• Lack of support for the product• Low customer/prospect confidence in

product roadmap• Already behind in number of applications

supported• Little marketing around Packetshaper

Strengths Weaknesses

Opportunities Threats

SummaryConsolidated Findings

SummaryWhen addressing the market Blue Coat highlights three core tenets of its Packetshaper offering: Visibility, Control and Acceleration. The product comes with a high level of granularity allowing users to create detailed reports as to their network traffic. This granularity though can come at the expense of usability sometimes suffering, creating a cumbersome experience for its administrators.

When positioning the Exinda product it is important to remember that the experience for the administrators is key, but only a single differentiator. Easily configurable policies and easy to understand dashboards is a major differentiator in most all use cases. Beyond that major points to highlight are Exinda’s unparalleled unified view integration application data, recommendation engine and commitment to further product growth and development.