micro focus
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Case Study for Job InterviewTRANSCRIPT
1 Confidential and PrivateMicro Focus – Sales – January 2011
Leading the Evolution
Pedro Alexander Romero
2 Confidential and PrivateMicro Focus – Sales – January 2011
Agenda
• Company Overview
• ProductsProducts
• IT Market: LA IT Market: LA – Portugal & Spain
• Sales Case Approach:Sales Case Approach:
– Argentina: Telecom ProviderArgentina: Telecom Provider
– Colombia: Software ProviderColombia: Software Provider
• ConclusionConclusion
3 Confidential and PrivateMicro Focus – Sales – January 2011
Company Overview
• 30 years experience
• +18,000 Customers, over two million licensed users, including 91 of the Fortune Global 100 companies
• Number of Offices: 82 in 27 different Countries
• Number of employees: 1700
Micro Focus International plc provides innovative software that allows companies to develop, test, deploy, assess and modernize business-critical enterprise applications.
4 Confidential and PrivateMicro Focus – Sales – January 2011
PARTNERS:Global Strategic Partners: HP, Dell, accenture, Microsoft, Infosys
System Integrators: Atos Origin, Wipro, Keane, UST Global, HCL, Capgemini, Cognizant, CSC
Speciality
Resellers: Per region
Hardware O&EM: IBM, Intel, hp, Unisys, Sun
Migration and Transformation Consortium
Independent Software Vendors: Eclipse, extend, Net Express, RM Cobol, Server Express, Visual Cobol
Partners only
Company Overview
5 Confidential and PrivateMicro Focus – Sales – January 2011
Agenda
• Company Overview
• Products
• IT Market: LA – Portugal & Spain
• Sales Case Approach:
– Argentina: Telecom Provider
– Colombia: Software ProviderSoftware Provider
• Conclusion
6 Confidential and PrivateMicro Focus – Sales – January 2011
How to give customers what they want now…
Caliber
Enterprise
i.Sight
Micro Focus Developer
RUMBA
Silk
StarTeam
VisioBroker
…
… and be ready for whatever they want next
Products
7 Confidential and PrivateMicro Focus – Sales – January 2011
Caliber
Caliber is an enterprise software requirements definition and management suite that facilitates collaboration, impact analysis and communication, enabling software teams to deliver key project milestones with greater speed and accuracy.
Benefits:
• Streamlined requirements collaboration
• End to end traceability of requirements
• Fast and easy simulation to verify requirements
• Secure, centralized requirements repository
8 Confidential and PrivateMicro Focus – Sales – January 2011
Enterprise
A suite of Application Modernization capabilities that enables CIOs and IT leaders to modernize their application portfolios.
Benefits:
– Dramatically cuts the operating costs of business critical applications
– Increases developer and tester productivity
– Improves application efficiency
9 Confidential and PrivateMicro Focus – Sales – January 2011
i.Sight
i.Sight is the most comprehensive platform for understanding application portfolios, delivering centralized business and technical insight into a wide range of applications – from COBOL through Java, and more.
Benefits:– Enhanced portfolio management
– Reduces cost and risk in application maintenance
– Accelerates development and modernization projects - by 40% and more
10 Confidential and PrivateMicro Focus – Sales – January 2011
Micro Focus Developer
COBOL and Developer Tools
Benefits:• Build and modernize COBOL applications – with run-time
support for Windows, .NET, Unix and Linux
11 Confidential and PrivateMicro Focus – Sales – January 2011
RUMBA
Terminal Emulation and Business Process Modernization
Extend the value of your host systems and apply them in new ways, while moving toward a more agile architecture.
Benefits:– Greatly improved user productivity
– Faster time to market with new functionality
12 Confidential and PrivateMicro Focus – Sales – January 2011
Silk
Comprehensive automated software quality management solution.
Benefits:– Ensures that developed applications are reliable and meet the
needs of business users
– Automates the testing process, providing higher quality applications at a lower cost
– Prevents or discovers quality issues early in the development cycle, reducing rework and speeding delivery
13 Confidential and PrivateMicro Focus – Sales – January 2011
Star Team
StarTeam - Software Change and Configuration Management
StarTeam® is a fully integrated, cost-effective software change and configuration management tool, designed for both centralized and geographically distributed software development environments.
Benefits:– Provides a single source of key information for distributed
teams
– Streamlines collaboration through a unified view of code and change requests
– Industry leading scalability combined with low total cost of ownership
14 Confidential and PrivateMicro Focus – Sales – January 2011
Visio Broker
VisiBroker - CORBA Middleware and Application Server
VisiBroker® is the most widely deployed CORBA Object Request Broker (ORB) infrastructure – with more than 30 million licenses in use globally. VisiBroker gives engineers the powerful access and control needed to build and deploy true enterprise class applications.
Benefits:– Delivers maximum configurability– Combines high performance with reliability– Provides numerous ways to tune and extend existing
applications
15 Confidential and PrivateMicro Focus – Sales – January 2011
Eclipse
16 Confidential and PrivateMicro Focus – Sales – January 2011
Eclipse
17 Confidential and PrivateMicro Focus – Sales – January 2011
Agenda
• Company Overview
• Products
• IT Market: LA – Portugal & Spain
• Sales Case Approach:
– Argentina: Telecom Provider
– Colombia: Software ProviderSoftware Provider
• Conclusion
18 Confidential and PrivateMicro Focus – Sales – January 2011
• IT Market Characteristic
– Market Segmentation and Identification
– IT Budget
– IT Services
• Types Demographic Data
– Geographic
– Size
– Industry Sector: Finance & Insurance, Services, Manufacturing & Retail, Government and Education
– Technology Use and Propensity
– Contact Type and Level
• Rules of Thumb how to go about demographic segmentation
IT Market Latin America – Portugal & Spain
19 Confidential and PrivateMicro Focus – Sales – January 2011
IT Market Latin America
Some of the major IT trends that are expected to be demanded in Latin America during 2011 are the following:
– Cloud computing
– Verticalization of IT solutions
– Full virtualization solutions
– Managed security services
– Green IT
Source: Fernando Belfort, ICT Research Analyst - Gerson Lehrman Group” website
20 Confidential and PrivateMicro Focus – Sales – January 2011
IT Market Portugal & Spain
Some of the major IT trends that are expected to be demanded during 2011 are the following:
– Cloud Computing
- Virtualization and Software Management
- Data Center consolidation
- Mobile acess to information
- On demand solutions
Source: Computer World España no. 1253 - January 2011
21 Confidential and PrivateMicro Focus – Sales – January 2011
Agenda
• Company Overview
• Products
• IT Market: LA / Iberia
• Sales Case Approach:
– Argentina: Telecom Provider
– Colombia: Software ProviderSoftware Provider
• Conclusion
22 Confidential and PrivateMicro Focus – Sales – January 2011
- Customer Selection
- Consultant Process
- Sales Approach
- Deliver Solution
Sale Case: Argentina
23 Confidential and PrivateMicro Focus – Sales – January 2011
IT Market Argentina
• IT spending is forecast by BMI to grow at a compound annual growth rate (CAGR) of 14% over 2010-2014, with spending picking up in 2010 after a contraction in 2009.
• Argentina IT market is the second largest in Latin America.
• Total value of spending on IT products and services should pass US$3.9bn in 2010 and approach US$6.6bn by 2014.
• Per capita IT spend is seen as rising from US$98 in 2010 to US$158 in 2014 as the market approaches levels last seen before the crisis of 2001.
• Market concentration in Buenos Aires (26% sales)
Source: Business Monitor International http://www.fastmr.com
24 Confidential and PrivateMicro Focus – Sales – January 2011
Opportunities:– Goverment: Education sector– ERP software for expanding export sector– Service sector
Competitive Landscape:- Software market leader: Microsoft
- Microsoft forecast that sales would rise 20% in the second half of 2010, with business demand growing 30%.
- Software giant SAP has formed an alliance with IBM, Linux systems integrator Red Hat and Argentine telecoms company Metrotel to offer hosted solutions
- Government is expected to be a key vertical and, in June 2010, Japanese giant NEC announced the launch of a cloud computing base general education system for the Ministry
- PC Providers: - HP 27% (*); Dell 17% (*), Lenovo 15,3 % (*), 60 % Locally
assembled (*)(*):= According to custom data 1HF 2010
IT Market Argentina
25 Confidential and PrivateMicro Focus – Sales – January 2011
Sale Case: Argentina
Initial Contact: Social Network
26 Confidential and PrivateMicro Focus – Sales – January 2011
Challenge
• Actual system platform limite the development and management of new services and compromises the objectives of operational cost reduction, maintenance cost and sistem integration
• Modernization process of system platform will take several years, thats why the importance to integrate new and legacy systems
• System diversity is a minor problem when compare with data dispersion, duplicity and lack of integrity of key busines data. Req. Data Base integration.
Sale Case: Argentina
27 Confidential and PrivateMicro Focus – Sales – January 2011
Enterprise Management
Mar
keti
ng
&O
ffe
r M
anag
em
en
t
Strategy, Infrastructure & Product
Strategy &Commit
InfrastructureLifecycle Mgmt
Product LifeCycle Mgmt
MA
RK
ET
ING
SE
RV
ICE
SR
ES
OU
RC
ES
SU
PP
LI
ER
Support Fulfillment Assurance Billing
CU
ST
OM
ER
SE
RV
ICE
SR
ES
OU
RC
ES
SU
PP
LI
ER
Operations
(1) e-TOM: Enhanced Telecommunication Operation Map
ASAP Aprov BOSS
FEC
CBSSISI
SAP (FI / HR / MM)A
BOSS
NCS
NETCON
OACSE OACSET
OLBPRESUS
SISE-Movilnet
SAD-WAP
SAO
FAMA
SIR
SISCOM2K
TAS
SISE-Averías
SISE
SRL
STELLAR
NET TRIP
TOM/TONICS
SAP SD
XPERT
ASAP O/M
BOSS O/M
SGC
INTRANET
B
C
D
SISE REMEDY
XPERT
PPL
SAP PM
DATAMART Corpo.
DATAMART Cliente
DATAMART Red
DATAMART Red
SAP EBP
Insumos/SRDF
4TELDIRED
PPL
GESTORES
SIASER
ASAP Inv
BOSS Activ
Red Inteligente
HP OpenCall
Rating PPAS
PPAS
Sale Case: ArgentinaPlatform analysis
28 Confidential and PrivateMicro Focus – Sales – January 2011
Enterprise Management
Mar
keti
ng
&O
ffe
r M
anag
em
en
t
Strategy, Infrastructure & Product
Strategy &Commit
InfrastructureLifecycle Mgmt
Product LifeCycle Mgmt
MA
RK
ET
ING
SE
RV
ICE
SR
ES
OU
RC
ES
SU
PP
LI
ER
Support Fulfillment Assurance Billing
CU
ST
OM
ER
SE
RV
ICE
SR
ES
OU
RC
ES
SU
PP
LI
ER
Operations
(1) e-TOM: Enhanced Telecommunication Operation Map
ASAP Aprov BOSS
FEC
CBSSISI
SAP (FI / HR / MM)A
BOSS
NCS
NETCON
OACSE OACSET
OLBPRESUS
SISE-Movilnet
SAD-WAP
SAO
FAMA
SIR
SISCOM2K
TAS
SISE-Averías
SISE
SRL
STELLAR
NET TRIP
TOM/TONICS
SAP SD
XPERT
ASAP O/M
BOSS O/M
SGC
INTRANET
B
C
D
SISE REMEDY
XPERT
PPL
SAP PM
DATAMART Corpo.
DATAMART Cliente
DATAMART Red
DATAMART Red
SAP EBP
Insumos/SRDF
4TELDIRED
PPL
GESTORES
SIASER
ASAP Inv
BOSS Activ
Red Inteligente
HP OpenCall
Rating PPAS
PPAS• Process with low support of automatized systems
Sale Case: ArgentinaPlatform analysis
29 Confidential and PrivateMicro Focus – Sales – January 2011
Enterprise Management
Mar
keti
ng
&O
ffe
r M
anag
em
en
t
Strategy, Infrastructure & Product
Strategy &Commit
InfrastructureLifecycle Mgmt
Product LifeCycle Mgmt
MA
RK
ET
ING
SE
RV
ICE
SR
ES
OU
RC
ES
SU
PP
LI
ER
Support Fulfillment Assurance Billing
CU
ST
OM
ER
SE
RV
ICE
SR
ES
OU
RC
ES
SU
PP
LI
ER
Operations
(1) e-TOM: Enhanced Telecommunication Operation Map
ASAP Aprov BOSS
FEC
CBSSISI
SAP (FI / HR / MM)MAXIMO
BOSS
NCS
NETCON
OACSE OACSET
OLBPRESUS
SISE-Movilnet
SAD-WAP
SAO
FAMA
SIR
SISCOM2K
TAS
SISE-Averías
SISE
SRL
STELLAR
NET TRIP
TOM/TONICS
SAP SD
XPERT
ASAP O/M
BOSS O/M
SGC
INTRANET
MOVILTRACK
HCM
SISTRA
SISE REMEDY
XPERT
PPL
SAP PM
DATAMART Corpo.
DATAMART Cliente
DATAMART Red
DATAMART Red
SAP EBP
Insumos/SRDF
4TELDIRED
PPL
GESTORES
SIASER
ASAP Inv
BOSS Activ
Red Inteligente
HP OpenCall
Rating PPAS
PPAS
• Dificulty to handle finance informaton due to data structure
• Logictic process support not includes sales point inventary level.
Sale Case: ArgentinaPlatform analysis
30 Confidential and PrivateMicro Focus – Sales – January 2011
MICRO FOCUS MODERNIZATION WORKBENCH®
• The Modernization Workbench platform is the most comprehensive solution to understand application portfolios.
• Provides users with centralized business and technical insight into their core applications.
• Collects detailed insights into your application portfolio.
Business Benefits
• Improve Governance
• Gain Business Visibility
• Control the Business
Sale Case: ArgentinaDelivered Solution
31 Confidential and PrivateMicro Focus – Sales – January 2011
Agenda
• Company Overview
• Products
• IT Market: LA / Iberia
• Sales Case Approach:
– Argentina: Telecom Provider
– Colombia: Software Provider
• Conclusion
32 Confidential and PrivateMicro Focus – Sales – January 2011
- Customer Selection
- Consultant Process
- Sales Approach
- Deliver Solution
Sale Case: Colombia
33 Confidential and PrivateMicro Focus – Sales – January 2011
IT Market Colombia
• IT spending is forecast by BMI to grow at a compound annual growth rate (CAGR) of 13% over 2010-2014.
• Election in 2010 of perceived business-friendly Juan Manuel Santos should boost business confidence and IT investment
• The government sees increased information and communication technology (ICT) spending as a key means to advance its central strategic goal of helping the country reintegrate disaffected groups.
• Per capita IT spend is projected to rise by 43% from US$48 in 2010 to US$74 by 2014, while PC penetration has exceeded expectations and could reach 20% within our forecast period.
• The government had been working on a general software law. The law is expected to include measures such as allowing investments in software to be amortised and depreciated like other capital investments.
Source: Business Monitor International http://www.fastmr.com
34 Confidential and PrivateMicro Focus – Sales – January 2011
Opportunities:
– Goverment– ERP software for Finance sector
Competitive Landscape:- Growth area is: SAP related consulting
- Chilean IT consultancy ActualiSAP expand in Colombia- HP has partnered with SAP on its solution 'Business
AllColombia in-One Fast-Start', while - Neoris has expanded its IT operations in Colombia. - Major local vendor Productura de Software Latin America
(PSL) counts among its key clients Colombia's state oil company Ecopetrol, cosmetics company Avon, and Colombia's largest bank Bancocolombia.
- Colombia has a growing domestic software sector- Citrix Systems was one vendor to report growing interest in
virtualisation from Colombia's public sector
IT Market Colombia
35 Confidential and PrivateMicro Focus – Sales – January 2011
PSL is a CMMi level 5 company that provides nearshore software development services to clients in the US and Latin America, at highly competitive costs.
Over the past 25 years, developed critical software applications for clients that range from the Panama Canal and the largest banks in the region, to hundreds of small and medium
businesses across different industry verticals.
Markets:US, European and Latin American markets. Offices: Medellin (Colombia), Mexico and US
Sale Case: Colombia
36 Confidential and PrivateMicro Focus – Sales – January 2011
Sale Case: Colombia
Challenge
• IT department use a wide variety of technologies and platforms because develop systems for external clients, using multiple platforms and programming languages.
• Development requirement to use open software platform
• Devoting ever more resources to IT maintenance and support, despite a growing demand for new customer applications.
37 Confidential and PrivateMicro Focus – Sales – January 2011
Delivered Solution
CALIBER
Enable software teams to deliver key project milestones with greater speed and accuracy
Business Benefits
• Fast and easy simulation to verify requirements
• Streamlined requirement collaboration
• Faster time to completion, weeks rather than months
• Savings in staffing and services
• Higher quality applications and improved standards
Sale Case: Colombia
38 Confidential and PrivateMicro Focus – Sales – January 2011
Agenda
• Company Overview
• Products
• IT Market: LA – Portugal & Spain
• Sales Case Approach:
– Argentina: Telecom Provider
– Colombia: Software Provider
• Conclusion
39 Confidential and PrivateMicro Focus – Sales – January 2011
• Micro Focus Vision
• Transformational improvement Benefits
• Continous Improvement Benefits
Conclusion