PRODUCT & COMPETITIVE OVERVIEW
FIORANO SOA PLATFORM
FIORANO Sales Training - Two Day Agenda
WHO IS FIORANO - The 10,000 foot view?
FIORANO PRODUCTS OVERVIEW
WHAT DO THE TOP INDUSTRY ANALYSTS SAY ABOUT FIORANO’S MDS?
WHO USES FIORANO TECHNOLOGIES?
FIORANO MESSAGE DRIVEN SOA V’S PROCESS DRIVEN
FIORANO SOA BUSINESS VALUE PROPOSITION
PRODUCT AND COMPETITIVE OVERVIEW
 FIORANO SALES PROCESS
IDENTIFYING OPPORTUNITIES
CLOSING OPPORTUNITIES
SWEET SPOTS FOR MEESAGE DRIVEN SOA
FIORANO SAP GENERIC SOLUTIONS
PRICING / LICENSING
RESOURCES - PARTNER PORTAL
ABOUT FIORANO SOFTWARE
AWARDS
GLOBAL
Offices
Founded
: 10 Worldwide
: 1995
DEPLOYMENTS
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400 customer sites globally
Global Partner Network
No failed Deployments
Fiorano ESB-"Best Java ESB”
FioranoMQ- "Best Java Messaging
Tool”
Intelligent enterprise names Fiorano
Software a "Company to Watch" in
2006
Fiorano ESB - Winner of WSJ's
“World Class Product Award”
SD Times names Fiorano as Leader
and Innovator in Integration &
Middleware for third consecutive year
CONTENT
Product Overview
 Elevator Pitch
 Value Proposition
 Pricing
Competitive Overview
 Developing a competitor profile
Major products/services
Years in business, market share, Financial Stability
Major customers, product quality …… (add more here)
 Competitive Matrix
Top 6 competitors (IBM, Oracle, Microsoft, Software AG, Tibco, Sonic)
Criteria considered by customer when choosing a product (review past
history)
Evaluate Strengths and Weaknesses
 What does Fiorano do better than the competition?
 What do our Competitors do better than Fiorano?
 What will cause customers to buy from Fiorano instead of the competition?
PRODUCT OVERVIEW
ELEVATOR PITCH
Quickest Path to an SOA.
 An SOA can be implemented on Fiorano up to 4 times faster than with competitive
products
 Ideal for tactical SOA projects rather than for “big bang” SOA Transformation
projects
Reduced Consulting/Development Costs.
 Up to 4x lower consulting/development effort
 For System Integrators, reduced development time improves profitability in fixedprice projects
Easy, Rapid Change Management.
 Changes to existing processes achieved in near real-time, with minimal IT
intervention and cost
Real-time Reactiveness
 Ability to react immediately to changing market conditions : with minimal
programmers, without new Hardware or new Software
VALUE PROPOSITION
Quickest Path to an SOA.
 Fiorano dramatically speeds the implementation of a Service Oriented Architecture
(SOA), allowing IT to be more responsive to changes demanded by business
managers.
 Completely standards-based integration and event-driven BPM (Business Process
Management) platform, enabling an easy learning curve: standards include JMS,
JCA, XML, .NET and J2EE security
 In a given unit of time, one can implement 4 Fiorano processes for each single
process implemented on top of IBM’s Websphere platform, for an overall gain in
productivity of 80%
 Reduced ongoing Management Costs: single view for
composition/deployment/monitoring allows processes to be easily managed and
scaled across multiple machines with reuse of existing hardware; no new expensive
hardware and software costs
Reduced Consulting Costs.
 Dependencies on outside consulting efforts are reduced per project by over 80% (up
to 4x less consulting needed)
 Dramatically increased profitability for fixed-price development projects
VALUE PROPOSITION (2)
Easy Change Management; Scalability; Efficiency
 Changes to existing processes achieved in near real-time, with minimal IT
intervention and cost
 New processes implemented at a fraction of the cost of existing solutions
 Ability to react immediately to changing market conditions : with minimal
programmers, without new Hardware or new Software; extremely low downtime
 SCALING is easier
Gartner comments on Fiorano
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Unique and highly productive development process and runtime paradigm
Proven, scalable and reliable message-oriented middleware (MOM) backbone
Compatible with diverse operating systems and application servers
Able to address a broad range of projects, from simple SOA to high-end,
sophisticated application integration scenarios, including those requiring
orchestration
PRICING
Four separately priced modules
 see separate spreadsheet for detailed pricing; prices below are indicative and
may change
Servers (read ‘$’ as EUROS in Europe and GBP in the UK)
 MQ Enterprise Server : $7500/CPU
 SOA/ESB Enterprise Server: $40,000/CPU (includes MQ Server)
Tools : $995/user (deployment only)
Adapters: priced per CPU
 Database, file, HTTP, SAP and many other available adapters
QA/Staging Environments
 25-50% of deployment pricing
Development Subscriptions
 $5,000 per developer per year (full suite)
Support/Maintenance
 20% of list price (or sale price - negotiated)
COMPETITIVE OVERVIEW
COMPETITIVE PROFILE - IBM
Major Products/Services
 Multi-Platform Integration/BPM, middleware, broad range of solutions
Years in Business
 about 80+
Market Share
 over 20% of integration market (Gartner)
Financial Stability
 Very stable; in business over 80 years
Key Customers
 All major industries, worldwide; presence across the globe
Quality
 Good; not the best or easiest to use technology, but overall quality standards are
very good
COMPETITIVE PROFILE - TIBCO
Major Products/Services
 Multi-Platform Integration/BPM, middleware
Years in Business
 since 1986/87 - about 20 years
Market Share
 over 10% of integration market (Gartner)
Financial Stability
 relatively stable; stock price is constant and profitability slowly increasing
Key Customers
 Many major industries, worldwide; focus is USA/Europe, Japan
Quality
 Good; perceived technology leader; overall quality standards are very good
COMPETITIVE PROFILE - SONIC
Major Products/Services
 Multi-Platform Integration/BPM, middleware
Years in Business
 since 2000 - about 6 years
Market Share
 Small (less than 2%) market share, new player (Gartner)
Financial Stability
 fairly stable; subsidiary of Progress Corp (public company with a stable stock and
$1B+ market cap); DUNS rating is fair
Key Customers
 Primarily in the U.S., across many verticals; UK/Europe are other focal points
Quality
 Fair; overall technology is a little behind Fiorano in ease-of-use
 Strong marketing and good marketing budget (from Progress Corp.); so perceived
quality is higher than real quality
COMPETITIVE PROFILE - ORACLE/BEA
Major Products/Services
 Multi-Platform Integration/BPM, Application Servers, Middleware
Years in Business
 since 1977 - about 30 years
Market Share
 Medium (less than 6%) market share (Gartner)
Financial Stability
 Stable; Large, well respected public company
Key Customers
 Worldwide presence, including USA, UK/Europe, China, Japan and India/APAC
Quality
 Reasonable to Good; Acquired BEA, a leader in the application server space
 overall integration/BPM technology is heavyweight and difficult to use compared to
Fiorano
 Strong marketing budget implies perceived quality is high
COMPETITIVE PROFILE - MICROSOFT
Major Products/Services
 Integration Server (Biztalk); Web-Services Framework (Indigo)
Years in Business
 Since 1975 - about 30 years
Market Share
 Medium/High (less than 10%) market share (Gartner); focus is on SMB space
Financial Stability
 Extremely stable!
Key Customers
 Worldwide presence, strong partner channels
Quality
 Fair; not perceived as being “enterprise quality”
 Has a history of improving product quality over time; excellent tools integration
with integration software
 Only works on Microsoft platforms; not cross-platform, which is a major plus for
Fiorano in competitive situations
CRITERIA USED BY CUSTOMERS IN CHOOSING
PRODUCTS FOR INTEGRATION/BPM
Technology completeness
 How complete is the technology from a feature standpoint?
 Required features can become complex: BPM/BPEL, Web-Services Support,
exposing flows as web-services, and much more
Price
 Competitive pricing is becoming more important; customers want real value for
money, and good options for support to create long-term relationships
Ease of Use of Products (critical factor)
 How quickly can a new process be developed and deployed?
 How easy is it to modify and redeploy a process (change management, ease of
change)?
 Does the product reduce dependencies on external consultants? If so, how much?
Financial Stability
 How many employees does the Vendor have? How stable is the vendor? Is the
vendor profitable? How long as the vendor been in business? What do other
customers say about the vendor?
 “Who else in my industry (and my country) uses the product?”
Local Presence
 This is less of a concern now (2009); with the global downturn, customers are willing
to call anywhere for support if they can save on costs
EVALUATING
STRENGTHS & WEAKNESSES
STRENGTHS AND WEAKNESSES - 1
What does Fiorano do better than our competitors?
 Faster time to deployment. Fiorano allows processes to be developed and
deployed at least 3 to 4 times faster than competitive products, saving valuable
time-to-market and reducing development costs dramatically
 Easier Change Management. Fiorano allows existing processes to be modified
very quickly, with minimal impact on other software systems within the enterprise;
typical changes take hours to days, not weeks; value: time and money savings
 Highly responsive and high-quality support. Fiorano technical support is
consistently praised by customers; we fix bugs faster and turn around patches to
customers better than our typically larger competitors
 Unique Product Architecture - enables new component-based applications to be
deployed, beyond integration and BPM
STRENGTHS AND WEAKNESSES - 2
What does our competition do better than Fiorano?
 Product Marketing. The competition typically invests serious money in product
marketing, including programs for advertising, web-site development, marketing
collateral, etc.
 Sales Process/Closures. The competition has a highly trained sales staff that is
typically very experienced and knows the local culture intimately. They use a
combination of professionalism and FUD to outwit Fiorano, since Fiorano typically
wins a technical POC.
 Product Features. In some cases, competitive products have certain features
(such as BPEL) that some customers might want. However, with SOA 9.0, Fiorano
also has many features (such as in-built support for event-driven architecture) that
the competition does not. The Key is to try to guide the customer towards our
benefits.
 Company-viability/size FUD (Fear, Uncertainty and Doubt). This is the #1
reason for Fiorano to lose a deal. The competition uses company-viability and size
as the #1 attack option against Fiorano.
STRENGTHS AND WEAKNESSES - 3
What will cause our prospects to buy from Fiorano instead of the competition?
 Proof of Concept competition. Fiorano’s success-rate over competitors is almost
5 to 1 in technical proof-of-concept standoffs. Fiorano’s technology allows processes
to be built a lot faster than products from other vendors, and changes to processes
are implemented very quickly too. Technically, Fiorano is always liked by the
customer the most, and so a POC always results in a win for Fiorano.
 Smaller Customers with less complex legal agreements. 60% of all Fiorano
customers are in the SMB space: companies that have between $30-$500M in
revenue. Such customers do not typically have very complex legal agreements and
close deals quickly since they typically find Fiorano’s contracts quite friendly
(compared to larger companies).
 Pricing flexibility. Fiorano is already flexible in its pricing and continued flexibility in
offering discounts to customers will ensure we are chosen over competitors.
 Continued responsive support. Fiorano’s support system is renowned for it’s
quality and efficiency. We need to find a way to scale our support while not losing
money and not adversely affecting our core development.
SUMMARY: GET MORE POC'S
THANK YOU!
FOR MORE DETAILS
VISIT WWW.FIORANO.COM