Transcript Document

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F5 Solution Selling – Jan 07
2
Agenda
Network and Application Architect – Solution
Selling Guide:
– Who to Target? What to Know? What to Say?
Account Engagement Strategy
Whiteboard
Q&A
The organization structure is left blank
intentionally. The point is that the
person(s) responsible for network or
applicatoin architecture have varying
titles.
• Manage for business
performance
• Define business
requirements to IT
• Fund new application
initiative
New Targets to Engage
•
• (LOB: Line of
Business)
•
Traditional
F5 Engagement Points
Ensures application functionality and
performance meets business needs
Manages lifecycle of application
through development,
upgrades, migrations, etc.
•
•
•
•
Ensures application
functionality and
performance meets
business needs
Manages lifecycle of
application through
development,
upgrades,
migrations, etc.
Creates test and modify
application logic
PAGE 3
•
Identifies and leverages technologies
to improve network performance,
security, stability, operating margin
Ensures the business is always “on”
•
Keeps network up
•
Troubleshoots identified network problems
•
Implements designs and configurations
•
Meet or exceed
SLAs
•
Plans and manages
infrastructure
improvements
•
Manages servers
for performance
•
Troubleshoots
identified server
problems
•
Selects/designs for
application
performance
 Respond to/apply business requirements
 Understand and align with business value
 Provide sound technical guidance for application/platform selection.
(e.g. build vs. buy decision)
 Design for appropriate scale, performance
 Satisfy their user constituency and the app owner
• I’m counting on the network.
I can’t leverage it to help me
but it sure can hurt me
•
With F5, I can leverage the network
to provide application specific
functions that save money, time,
and reduce risk
 Project delays - failure to deliver app
 Chosen/built application is inflexible, difficult to integrate
 They forget to budget needed items (Blindsided by vendor)
 Line of business/functionality scope creep (e.g. new users, new locations)
 Not meeting user constituency expectations
 Application problems come back to haunt them after deployment
• Collaborating with the
network group is a late stage
check off item
•
Early collaboration with the network
group ensures successful
deployment/delivery.
• The only place I control
programming is in the
application.
•
With F5, I can add application
specific logic to the network to
enhance the user experience
 Seen as indispensable by the business.
 Satisfaction from designing a successful system
 Reputation for technical prowess and innovation
 High customer satisfaction
 Recognition / promotion within the organization
 Recognized for good vendor management
• My applications are isolated
from the network.
•
My applications can instruct the
network.
• The network is too complex
and unpredictable to
leverage across the design
of multiple applications
•
I can proactively design to harness
the repeatable framework the
network provides
PAGE 4
Design a reliable, scalable
architecture for to ensure
fast, available and secure
app delivery to end users
Better to anticipate and
resolve app delivery
problems before they occur
Improve operational
efficiency across
applications
• WANs are not optimized for app delivery
• Centralization of apps creates more “remote”
users & higher demands on the network
• Lack of integration between packaged
applications and networks creates operational
overhead.
• Inability to create a common virtualization
architecture for SOA can cause undue
complexity and evaporate efficiency gains
anticipated by moving to SOAs.
• Inability to look at availability design holistically
(across the WAN as well as the LAN) leaves
“holes” where they could be hurt.
• Increased cost of development & delivery and
time to market
• Dissatisfied / lost users
• Performance/Downtime
• Inflexible infrastructure(new users/devices/geo’s)
• Lost end user productivity = business objectives
at risk.
• Focus of resources then become dedicated to
constant troubleshooting and fixes instead of
personnel focused on creating business value.
• Application developers cannot “code around” all
network interoperability issues
• Application code is difficult to customize for all
network configurations
• Lack of diagnostics and automation in identifying
and resolving user application experience issues
• Packaged application developers cannot
anticipate all customer network configurations
• Application and data are vulnerable in spite of
strong network security
•
•
•
•
• Problem troubleshooting takes too long
• Server and network cost overruns
• Application performance upgrades monopolize
budget
• Resources applied to maintenance and firefighting as opposed to strategic/necessary
projects
• App roll-out or alterations delayed, prioritization
swap-out
• High costs associated with managing
infrastructure.
• High costs associated with simple maintenance
and provisioning routines.
• Problem troubleshooting takes too long
• Server and network cost overruns
• Application performance upgrades monopolize
budget
• Resources applied to maintenance and firefighting as opposed to strategic/necessary
projects
• App roll-out or alterations delayed, prioritization
swap-out
• High costs associated with managing
infrastructure.
• High costs associated with simple maintenance
and provisioning routines.
Unanticipated downtime
User abandonment of poor performing apps
Wasted or at risk application investment.
Packaged applications fail to perform properly
over the network
• Inability to demonstrate the value of the
application deployment to the business.
• Application denial of service, compromised data
PAGE 5
• Holistic architectural approach to WAN and LAN
availability
• iRules and iControl enable bi-directional
application fluency and integration to costeffectively fix application problems.
• BIG-IP LTM virtualizes applications and servers,
takes action based on performance and
availability ensuring reliable application sessions.
• BIG-IP LC virtualizes ISP links and optimally
directs traffic based on availability, performance,
capacity, and cost of links.
• BIG-IP GTM virtualizes data centers and their
applications to automatically direct clients to the
best performing application and data center
• A more cost-effective toolbox for better upfront
availability, performance, and security design.
• iRules
• iControl
• Profiles/Templates
• TMOS design and product integration.
• DevCentral
• Web Acclerator Policies
• Holistic approach to end-to-end security F5
checks the integrity of the client, provides a
protected workspace for the client, secures the
channel of communication between client and
application – hardening the interior.
• iControl API/SDK and application vendor
partnerships prove the value of automating the
interactions for routine application and server
maintenance, upgrades, and provisioning.
• F5 is the only vendor which provides an open and
secure network system that integrates with all
major development environments (Java, .NET)
• Integration on a common O/S ensures a common
management framework and shared resources
• The openness of F5 allows app vendors and app
developers to instrument their apps to
communicate with the network influencing how to
manage traffic to that application.
• Lost revenue
• Lost or dissatisfied end-users and customers
• High profile data loss / compromise
• Loss of IT credibility; the “it can’t be done” syndrome.
• Lost operational efficiencies, continued cycle of
fighting fires.
• Lost opportunity to fix root causes of application and
network problems
• Maintenance costs absorb significant portion of IT
budget
• Long term market leadership and value
innovation (products and patents) in
enabling the F5 network to optimize
application delivery.
• Only end to end Application Delivery
Network unified with a common architecture
(TMOS). Provides flexibility in an
infrastructure build-out or redesign on the
customer’s terms, not ours.
• Only vendor with a common operating
system (TMOS) capable of integrating and
leveraging new solutions and technologies
protecting your investment.
• Proven and tested reference architectures
as well as integration with top packaged
application vendors; MSFT, Oracle, BEA,
Seibel, SAP, and IBM.
• VoIP – Dramatic cost savings and value-added services of VoIP have risen
expectations to make those calls as reliable, fast, and secure as picking up a
traditional phone. Voice gets integrated with other services like video and data.
• Service Oriented Architectures (SOA) – Services are reusable software
modules with well-defined interfaces and are independent of applications and
the computing platforms on which they run. SOA helps users build composite
applications, which are applications that draw upon functionality from multiple
sources within and beyond the enterprise.
• Increasing Expectations - users expect that all applications can be accessed
from any device, anywhere, at any time.
Ace
The largest application vendors like
Oracle, MSFT, BEA, and SAP
standardize and design around F5
solutions for their own internal operations
running their own applications.
King
Only vendor with a foundation like TMOS,
unifying application networking services
into a common architectural framework.
This enables our customers to leverage
F5's end-to-end application security,
availability, and acceleration services in a
repeatable and reusable model to create
tremendous operational efficiencies.
Queen
Recognized leadership in both market
size and vision across all major analyst
constituencies. Proven product value
innovation has driven these results.
– 9 of Fortune 10 are customers
– 9 of Top 10 financial services
companies standardized on F5
• Consolidation and Centralization - of data center, network, and server
infrastructure
• Globalization – reliably interfacing with distributed employees, partners,
suppliers, and customers worldwide.
• Outsourcing – extending the supply chain for products and services around the
world. IT and the IT infrastructure are the ‘glue’ to make it work.
• Regulatory Compliance – data integrity, disaster recovery, client confidentiality
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PAGE 7
BUSINESS ACTIVITY TO LOOK FOR
• New application deployment
• Initiative in response mission critical application outages
• Standards initiative on load balancing solution
• Application migration to 100% SSL
• Initiative to improve slow application performance
THE SYMPTOMS — What are they experiencing?
• Outages and /or broken applications
• Application doesn’t scale, has performance issues
• Application deployment delays
• Security breaches and data loss
• High cost of management from non standardized environment
• Server and network device proliferation
THE ROOT ISSUES — What’s causing the problem?
• Applications not designed for scale or high availability
• Incompatibility between applications, networks and clients
• Expense or technical limitations cripple application team ability to fix
issues post delivery
• Application reach and scaling requirements increase complexity, risk
• Increasing application level attacks
• Not architecting the network to be flexible in response to change or
choosing the right vendor who has a complete integrated ADN product
portfolio.
WHAT DISCOVERY QUESTIONS TO ASK
• What are the scalability and growth requirements for your application?
• Are the applications we are talking about mission critical or need 99.999%
uptime?
• How involved are the owners for the apps, and do the network folks influence
the decision?
• How do you define success (metrics) for application performance, and are
those metrics met today?
• Are your applications secured with SSL and if so, how are you deploying it?
• Where are your users coming from and are they public or private users or
both?
WHO ARE THE KEY BUYING INFLUENCERS?
• Network Administrators
• Network Architects
• Server Managers
• VP, Director (or Manager) of Infrastructure and / or IT
• Application Architect
QUALIFYING CRITERIA (Is it worth pursuing?)
• Extremely mission critical application requiring high availability and scale
• Experiencing pain associated with too many disparate and non-integrated
devices.
• “All sessions must be encrypted and application must protected”
• Customer requires better end-user performance and experience.
PAGE 8
F5 CAPABILITIES
F5 PRODUCT(s)
VALUE
Application high availability, Performance, and Security
BIG-IP LTM
99.999% uptime for mission critical apps
Application performance optimization
LTM Enterprise, Performance Packs,
and Web Accelerator
Better end user experience, reduced cost
Secure delivery of web based apps
SSL Acceleration Module & Application
Security Module
Improve data integrity, protect confidential and private data
Centralized Management
Application Networking Design, Deployment, and
Maintenance
Enterprise Manager
Reduce operational costs
Improve operational adaptability, leverage F5 solutions more rapidly, ensure
operational success
Training and Consulting
DISTINCTIVES OF THE F5 SOLUTION
• Provides high availability and virtualization to applications
• Maintains application state through persistence
• Universal SSL encryption for any application
• Intelligent Application Acceleration improves performance
• iRules and iControl infrastructure allow BIG-IP to fix application issues
SALES SUCCESS TIPS (TO WIN CAMPAIGNS)
• Quote add-on modules at the very beginning. Be assumptive.
• Bring together representatives of the applications and security teams in
meetings
• Leverage established application partnerships (Microsoft, Oracle, etc.),
demonstrate solution center, leverage F5 Technology Center
• Establish superiority on high pain load balancing features: high
availability, persistence, flexibility of iRules to adapt to changes in
business.
• Print out a compression and cache report for customer before first
meeting
• Hit iRules and iControl hard – get them on DevCentral – show them
• Acknowledge that many of our customers are “Cisco” shops but choose
F5.
THE F5 VALUE PROPOSITION
• Reduce downtime of mission critical application environments through
introduction of high availability
• Protect data integrity through built-in SSL encryption
• Maximize application performance without adding additional hardware or
point products.
• Reduce cost and complexity by enabling application aware networks
• Maintain operations cost through centralized management and common
framework across products
CUSTOMER EXAMPLES
• Administaff
• BMW Group
• Discovery Channel
• Microsoft
• MSNBC – Winter Olympics
PAGE 9
The Problem
1.Application & network architects are increasingly challenged with network limitations in their effort to
ensure successful delivery of applications
– A combination of factors are merging in the world of applications and networks that combine to make
a “perfect storm”
– As a result, there are more failure/restriction points to address & they each have their own new set of
performance issues
– As we look to the future the problem will get worse
2.Network architecture will need a new level of integration with the application
– New packaged apps come with a need for new network functionality that network administrators do
not yet fully understand
– New apps often come with hidden security issues that will need to be resolved by network
administrators
– Network administrators require the ability to monitor, report and manage application performance for
successful application delivery
3.Without improvement in the network, application architects & network administrators will be faced with
the following potential problems
– Under utilization of expensive apps
– User abandonment
– Server and network cost overruns
– Inability to establish & enforce rules
– Unanticipated downtime
The Solution
4.The F5 Solution-new level of intelligence in the network
– F5 addresses all potential bottlenecks with performance improvement products on a single platform.
– All potential performance bottlenecks in the network must be addressed to optimize app performance
(chain as strong as weakest link)
– F5 enables new levels of security policy enforcement necessary for distributed workforces
5.F5 Value
– Provides best possible user experience
– Reduce risk of low utilization and downtime
– Reduces the high cost of app development for security, performance, & availability because of F5
makes the network app aware
– Leverage a repeatable framework for future apps
– Lower network operational costs
PAGE 10
1. Opening the Conversation
•
•
Open with the purpose of the meeting tailored to the needs of the application/network
architect
Overview the topics
–
–
–
–
–
The way things work today
Inefficiencies today
The future challenges
The F5 approach
Next steps
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2a. The Way it Works Today
MAIN IDEA: Application delivery architecture is designed to optimize the connection between
business information and users in order to create the best user experience – Fast, Available,
Secure.
Points to Make
Questions to Ask
As we talk to application and network architects
we hear some common objectives
How does that match with your objectives?
• They want to design a reliable and scalable
architecture to ensure fast, available and secure app
delivery to end users
• They want to better anticipate and resolve app
delivery problems before they occur
• They want to improve operational efficiency across
applications
[Draw stick figures and write the words “fast,
available, secure. Then write “Business
information”]
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2b. The Way it Works Today
MAIN IDEA: Let’s use the metaphor of a single pipe, which transports information from raw
data through applications to users. [Draw pipe with Servers, Apps, Portals, ISP’s, Client across the
top]
Points to Make
Questions to Ask
An application delivery continuum exists from business
information to apps through servers, portals, ISP’s & various
clients to the user.
Each element is critical to app performance.
[Write elements across top of pipe]
Other key elements?
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2c. The Way it Works Today
MAIN IDEA: Pressure is being applied to this pipe by a number of elements
Points to Make
Questions to Ask
Key Elements affecting application delivery today are:
Other factors affecting the continuum
in your company?
Web-ification of apps
Rising user expectation and device complexity
Consolidation
Rising security demands
Distributed constituencies
Which of these are most impacting
your business?
[Add arrows and text pressuring pipe]
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3. Inefficiencies in the way it works today
MAIN IDEA: Each component of the network forms a potential bottleneck adversely affecting
app performance [Draw lines representing bottlenecks]
Points to Make
Questions to Ask
The entire network is not well tuned for the
demands of the new web apps
[SELECT 3-4 customer relevant “Limitations” or
Impacts” from 3 Why’s content to illustrate and or
create dialogue]
(Engage them on issues re: new package apps
and their performance & security issues and ways
the network is not well tuned for them)
App performance can be at risk causing
(Get them to talk about the delivery problems they
are experiencing and the impact on user
experience & utilization)
Under utilization of expensive apps
User abandonment
Server and network cost overruns
Inability to establish & enforce rules
Unanticipated downtime
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4. Future challenges
MAIN IDEA: As we look to the future the problem of application delivery will get worse
Points to Make
Questions to Ask
Multiple approaches to app delivery brings complexity
adding expense and slowing time to market for new apps
What issues of complexity are limiting agility?
[Draw COMPLEXITY]
Standards of security will only increase
[Circle SECURITY and add up arrow]
Where are new security standards affecting your app
design?
SOA will bring a new traffic issues
How will this impact your business
[Draw SOA]
Access challenges will multiply with the proliferation of
devices, geographic & constituent expansion
What kind of access issues will you address in the near
future?
[Draw a new person and put a PDA in the new
person’s hand]
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5a. How F5 Can Address The Problems
MAIN IDEA: F5 enables the network to address each of these potential bottlenecks with a new level of
intelligence
For Servers: The addition of BIG-IP can address traffic flow to achieve 99.999% server uptime
[If they currently use BIG IP for their app servers, start with their current experience and describe F5 capability]
Points to Make
Questions to Ask
Address intelligence needed to manage server traffic
• Virtualize Server Resources
• Check Server Health
• Minimize server cost by utilizing maximizing utilization of
smaller number of servers
• Automate database and application maintenance by
leveraging iControl
[Erase constriction points near “SERVERS” and draw a
solid line near the wall of the pipe at the top and bottom]
Dialogue about the issues with their servers that have
come up earlier in the conversation. What other solution
approaches have they tried?
Are you maxing out server and/or power capacity?
What taxes your servers the most? (SSL, Caching,
Clustering Logic)
How do you perform application and/or database
updates? Is it largely manual?
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5b. How F5 Can Address The Problems
Distributed Users
MAIN IDEA: F5 enables the network to address each of these potential bottlenecks with a new level of
intelligence.
Applications: F5 can bring dramatic improvement in app performance providing “symmetric like”
acceleration without a new box, custom code/agents or client software.
Points to Make
Questions to Ask
Address intelligence in the app
• Application High Availability (HA)
• Scalability and Virtualization of Resources
• Offload processor intensive functions
Dialogue about the issues with their applications that have
come up earlier in the conversation. What other solution
approaches have they tried?
How do manage SSL currently?
Are you doing compression? If so, please describe how
that works.
Are you having any issues scaling your applications? If
so, which ones? Do you anticipate growth for these
applications?
Do you have any problems with end client and application
compatibility?
– LTM Performance Packs
– SSL Acceleration
– Caching
• Application awareness and control on both inbound and
outbound traffic.
– TMOS full proxy architecture
– iRules
[Erase constriction points near “APPS” and draw a solid
line near the wall of the pipe at the top and bottom]
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5c. How F5 Can Address The Problems
MAIN IDEA: F5 enables the network to address each of these potential bottlenecks with a new level of
intelligence.
Portals: F5 can speed web app delivery 3X-7X.
Points to Make
Questions to Ask
Address intelligence in the portal
• Better bandwidth utilization
Dialogue about the issues with their portals that have
come up earlier in the conversation. What other
solution approaches have they tried?
Is portal performance unacceptable? Are you
expanding these applications? How are these
applications accessed?
Do you find incompatibilities between your clients and
apps or between applications.
– Web Accelerator (Speed web application delivery 3-7x)
• Improve server performance and offload
• Web Application Security
• Network tuning for different implementations of TCP or UDP
• Servers can get bogged down due to slow clients. BIG-IP
brokers the connection to allow the server to unload its
connection.
– TCP Express leveraging Server Buffering
• Intelligent Compression – Compressing everything can
introduce latency, compress only when necessary.
• Caching
[Erase constriction points near “PORTALS” and draw a solid
line near the wall of the pipe at the top and bottom]
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5d. How F5 Can Address The Problems
MAIN IDEA: F5 enables the network to address each of these potential bottlenecks with a new level of
intelligence.
For D.C.’s: F5 can optimize and dramatically improve traffic flow between data centers and users
while addressing the challenge of DC synchronization.
Points to Make
Questions to Ask
Address intelligence between DC’s to enable seamless
operation
• Accelerate all applications
• Data reduction, bandwidth savings (WANJet)
• Global load balancing (GTM)
• Disaster recovery and intelligence DNS (GTM)
• Address impending service oriented architectures (SOA)
Dialogue about the issues with DC-to-DC traffic that have
come up earlier in the conversation. What other solution
approaches have they tried?
Do you have branch offices?
Do you have multiple data centers? How are you
managing it? Automated?
– Virtualize distributed application components, group and
serve them up as one application (HA and Performance)
[Erase constriction points near “DCs” and draw a solid line
near the inside wall of the pipe at the top and bottom]
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5e. How F5 Can Address The Problems
MAIN IDEA: F5 enables the network to address each of these potential bottlenecks with a new level of
intelligence.
For ISP’s: We can ensure optimal traffic flow and cost efficiency through best performing ISP
Points to Make
Questions to Ask
Address intelligence in utilizing ISP’s — making multiple
ISPs look like one
• ISP Link Virtualization (Link Controller)
Dialogue about the issues with their ISP’s that have come
up earlier in the conversation. What other solution
approaches have they tried?
Do you have multiple ISPs? If not, you should.
If so, do you have trouble managing those links?
– Link optimization
– Integrated Rate Shaping
– Link cost load balancing
• No Custom Router Tables Required (No BGP)
• Puts control over your ISPs in your hands.
[Erase constriction points near “ISPs” and draw a solid
line near the wall of the pipe at the top and bottom]
Is it costly? Are you managing both in and outbound traffic?
Do you have challenges troubleshooting? Do you find
that your ISPs don’t cooperate?
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5f. How F5 Can Address The Problems
MAIN IDEA: F5 enables the network to address each of these potential bottlenecks with a new level of
intelligence.
For Security: F5 Brings significant performance improvement at the client level through intelligent
optimization of all interactions between the client, the network and the application.
Points to Make
Questions to Ask
• Virus & Firewall Checking and End-Point Validation
(FirePass)
• Speed WAN traffice through Transparent Data Reduction
(TDR) and synchronous traffic optimization (WANJet)
• Increase performance through browser optimization
(WebAccelerator)
• Minimize latency induced by “chatty” applications
• Servers can get bogged down due to slow clients. BIG-IP
brokers the connection to allow the server to unload its
connection.
Do you have remote employees? Contractors?
Partners?
– TCP Express leveraging Server Buffering
[Erase constriction points near the “CLIENT”.
Where are they coming from? (Invite the customer to
draw/map this out) Are they public or private users?
Can you classify (e.g. from 1-5) which users and
applications are the most critical?
Do they access your applications wirelessly?
Are there any applications that are performing poorly
over the WAN?
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5g. How F5 Can Address The Problems
MAIN IDEA:F5 enables the network to address each of these potential bottlenecks with a new level of
intelligence.
For Security: F5 brings a new level of security functionality to the network enabling unified policy
enforcement in application delivery
Points to Make
Questions to Ask
Address intelligence in providing security in the network
• Enable SSL everywhere (not just on external facing
sites). Performance no long inhibits full SSL on internal
networks.
• Flexible architecture to unify application security services
• End point security, enforcement & auto-remediation
• Integration with all major directory service solutions
[Draw a screen between the users and the pipe]
Dialogue about the application level security issues that
have come up earlier in the conversation. What other
solution approaches have they tried?
What is your “Bird Flu” plan?
How will your users access applications if they cannot
physically come to work?
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5h. How F5 Can Address The Problems
MAIN IDEA: F5 enables the network to address each of these potential bottlenecks with a new level of
intelligence.
All Together: Each product you add creates a new level of overall intelligence to the network enabling
fast, available and secure flow of information to your constituent users
Points to Make
Not only does each F5 product solve the individual traffic bottlenecks, they
collaborate with one another and can be leveraged together.
Each F5 product adds collectively to the intelligence between the network and
the application, further enhancing fast, available and secure application
delivery.
In doing this F5 can help you
• Design a reliable and scalable architecture to ensure fast, available and
secure app delivery to end users
• Better anticipate and resolve app delivery problems before they occur
• Improve operational efficiency across applications
[Draw solid lines inside the pipe and add a big arrow with F5 at the origin
pushing through the pipe]
Alternatives for Customer
The alternative is many different
products from many different vendors
or a lot of code. Either option is very
expensive to deploy and own, not to
mention the delays that can get
introduced.
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5i. Summary of How F5 Can Address the Problem
MAIN IDEA: The F5 solution set brings a new level of application intelligence to the network
Points to Make
F5 addresses most network bottlenecks with products on an
integrated application delivery framework
F5 enables new levels of security policy enforcement necessary
for distributed workforces
F5 brings the network both simplicity and functionality to ensure
effective delivery across all apps
F5 brings highly cost efficient programmability to the network
F5 brings high availability enabling the network to respond
immediately to component failures
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6. Advantages of the F5 platform
MAIN IDEA: F5 provides the best user experience possible from all access modes with an end to
end approach
Points to Make about the Value of the F5 Solution
Reduce risk of downtime (High Availability)
Leverage a repeatable framework for future apps
Reduces the high cost of app development for
security, performance, & availability
Protection from targeted app layer attacks
Reduces overall IT complexity and cost
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7. Next Steps-where can we add value?
MAIN IDEA:
Points to Make
Questions to Ask
Summarize: F5 enables networks to
optimize enterprise application
performance-making them fast-availablesecure
Test: Does this make sense?
Which elements are causing them the most
difficulty?
Determine who on the network side should we talk
to and which applications should we assess for
performance improvement, or who should we
address the security issues to?
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