1. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2012 Global Campaign – Applications DevOps: Application development through deployment without compromising security or quality Campaign implementation guide WW Partner Marketing November, 2012

2. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2 Help Translations Campaign Overview Campaign Tactics Customer JourneysCustomer Journeys, Apps Touches and OffersApps Touches and Offers Content

3. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 3 Generic guidelines, contacts & information for your campaign implementation Help Partner Central HP Application Transformation Initiative Marketing Initiatives Marketing Insights

4. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 4 Global contacts: HP WW Executive Sponsor: Mike GallagherMike Gallagher HP WW Global Campaign Owner: Brian MacDonaldBrian MacDonald HP WW Global Campaign Manager (EMEA/APJ): Stefan DanisovskyStefan Danisovsky HP WW Global Campaign Manager (AMS): Denise LowneyDenise Lowney HP Regional contacts: AMS: Erin CrestaErin Cresta APJ: Kenneth TanKenneth Tan EMEA: Jill HeveyJill Hevey Contacts Zift Solutions Concierge Service contacts: AMS: Julie PfoutsJulie Pfouts EMEA: Christina ThurmannChristina Thurmann APJ: Sarah FerrenSarah Ferren

5. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5 Translations Campaign Syndication programs will be available in the following languages AMS Region Languages APJ Region Languages EMEA Region Languages English (US)Chinese (simplified)Castilian Spanish Portuguese (Brazil)JapaneseFrench (European) KoreanGerman Italian Russian

6. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Campaign Overview

7. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 7 Campaign Overview Background The upcoming Apps campaign for Q1 will emphasize HP’s approach for businesses seeking to increase agility across the application lifecycle and empower teams to collaborate effectively to deliver better applications, faster. The campaign is intended to drive awareness and generate leads for HP Software’s DevOps related solutions. DevOps is an overarching strategy that spans a broad suite of solutions. This new approach is focused on helping enterprises move faster from application development through deployment without compromising security or quality. Objectives Establish HP as a leader in improving agility, efficiency, and quality through implementation of the DevOps approach Generate demand for ALM 11.5, LoadRunner, Performance Center, Countinuous Deliver Automation, Enterprise collaboration, Lab Management, Functional Testing.

8. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 8 Target The campaign focuses on a single track, communicating to both the Exec and Practitioner audiences, therefore focusing on the CIO’s direct reports on down through the side of IT that is focused on application development and deployment. This change means we will need to balance the higher-level, strategic message with the “how-to,” implementation message - especially during the initial communication tactics Campaign Overview

9. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 9 Campaign Overview TouchOfferTitle Touch 1White paperFinding agility in the age of applications Touch 2White paperTarget the disconnects between development and operations Touch 3Web event seriesApplication Agility and DevOps Touch 4White paperIntroducing production into performance testing Touch 5White paperA closer look at HP LoadRunner software

10. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10 Sales Play Targets: DevOps: Cross Sell APM/BSM to Apps customers Cross Sell CDA with a focus on Lab Management to ALM 11.5 customers Upsell PC to LR customers (to get Lab Management & Continuous App Performance Delivery) Upsell ALM to LR customers to get Lab management Upsell APM 360 to any OMC/BAC/LR/PC customers Upsell Diagnostics to LR and BPM customers Upsell RUM to BPM customers Sales Play Alignment

11. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 11 Campaign Concept Value Proposition DevOps represents a fundamental shift in people and process to solve a real business issue: lack of agility and accountability to deploy applications into production to align with the same agile model with which those applications are being built. Customer Insight/Rationale With the fast growth of IaaS computing, DevOps is on the rise primarily due to the realization that there is a big gap between developing end-user systems and bare-bones systems administration. Masthead Pre-header and sub-header- example: Imagery Different images were used for each touch to provide a sense of variability between the touches- example:

12. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 12 Message Map SW Message Always Perform Better Campaign Message Break down the silos between app development and IT operations to dramatically increase agility and innovation. Customer Benefits Connects the critical functions of development, quality assurance, performance and operations - enabling Apps and IT to increase agility across the application lifecycle and driving releases by business needs, not operational constraints. Quality - Identify and fix functional/non-functional issues earlier, resulting in a limited build-up of defects, a more precise view of progress, and reduced volatility before release to production Automation - Accelerate release times, eliminate manual handoffs, and reduce errors Collaboration - Avoid disjointed communications, helps these teams focus on common goals, and learn lessons in one environment without having to reinvent for the next

13. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Campaign Tactics

14. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 14 Customer journey – Existing contacts AwarenessConsideration Email touch 2 - Download white paper: “Target the Disconnects Between Development and Operations” Email touch 3 On-demand web series: “Application Agility and DevOps” Qualification Email touch 1 - Download white paper: “Finding Agility in the Age of Applications” Load partner list Campaign Syndication Program Flow Send personal email and/or follow- up with phone call (call, voicemail, email scripts available) Email touch 4 - Download white paper: “Introducing Production into Performance Testing” Email touch 5 - Download white paper: “A Closer Look at HP LoadRunner Software” Each touch can also be also be promoted through

15. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 15 Customer journey – New contacts AwarenessConsideration Email touch 2 - Download white paper: “Target the Disconnects Between Development and Operations” Email touch 3 On-demand web series: “Application Agility and DevOps” Qualification Email touch 1 - Download white paper: “Finding Agility in the Age of Applications” Load partner list Campaign Syndication Program Flow Send personal email and/or follow- up with phone call (call, voicemail, email scripts available) Email touch 4 - Download white paper: “Introducing Production into Performance Testing” Email touch 5 - Download white paper: “A Closer Look at HP LoadRunner Software” On-line ad or purchase list Note: Additional fees may apply for Google Ads or list purchases Each touch can also be promoted through

16. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 16 Email (1-2) eMail Touch 1 Subject Line : Eliminate the gaps between apps and ops Primary Offer: Read the white paper Finding Agility in the Age of Applications. Secondary Offer: Partner Discover Performance Newsletter. eMail Touch 2 Subject Line : Gain end-to-end agility from apps to ops Primary Offer: Read the white paper Target the Disconnects Between Development and Operations. Secondary Offer: Partner Discover Performance Newsletter

17. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 17 Email (3-4) eMail Touch 3 Subject Line: Agile IT boosts quality for 72% of enterprises Primary Offer: Register for the Web event series "Application Agility and DevOps.“ Secondary Offer: Partner Discover Performance Newsletter. eMail Touch 4 Confirmation Subject Line: Thank you for your HP web series registration Primary Offer: Use the session links below to watch this exclusive content. Secondary Offer: Partner Discover Performance Newsletter.

18. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 18 Email (5-6) eMail Touch 5 Subject Line: Better app performance testing in seven steps Primary Offer: Read the white paper Introducing Production into Performance Testing. Secondary Offer: Partner Discover Performance Newsletter. eMail Touch 6 Subject Line 1: White paper takes a closer look at HP LoadRunner Primary Offer: Read the white paper A Closer Look at HP LoadRunner Software. Secondary Offer: Partner Discover Performance Newsletter.

19. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 19 Email (Sales 1:1) eMail Sales 1:1 Subject Line: Reduce application complexity with DevOps Primary Offer: Read the white paper Target the Disconnects Between Development and Operations. Secondary Offer: Partner Discover Performance Newsletter.

20. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 20 Landing Page Experience (1/4) Touch 2 Landing and Thank You Page eMail, etc.

21. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 21 Landing Page Experience (2/4) Touch 3 Landing and Thank You PageSession 1: Application Agility and DevOps: Unlocking the Secrets of True Application AgilityApplication Agility and DevOps: Unlocking the Secrets of True Application Agility Session 2: Application Agility and DevOps: Lab ManagementApplication Agility and DevOps: Lab Management Session 3: Application Agility and DevOps: Collaboration and the Continuous Delivery of Application PerformanceApplication Agility and DevOps: Collaboration and the Continuous Delivery of Application Performance Session 4: Application Agility and DevOps: Visibility into Quality across the Application LifecycleApplication Agility and DevOps: Visibility into Quality across the Application Lifecycle eMail, etc.

22. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 22 Landing Page Experience (3/4) Touch 4 Landing and Thank You Page eMail, etc.

23. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 23 Landing Page Experience (4/4) Touch 5 Landing and Thank You Page eMail, etc.

24. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 24 Landing Page Experience (Discover Performance) Discover Performance newsletter Landing page eMail, etc.

25. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 25 Applications Follow up kit Call scriptEmail scriptVoicemail message Call guide apps_followup_kit.zip This kit contains a sales call guide, call script, email script, voicemail script, sales plays (cross-sell/up sell) and battle cards to support telemarketing/telesales follow-up programs.

26. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 26 Campaign Syndication Execution This campaign is available as a Full Service program or Self-service program. For Full Service please contact Zift Solutions Concierge Service. (see slide 4) For self service please following the following steps: 1.Login into HP Campaign Syndication at www.zift123.com www.zift123.com 2.Select Activate Campaign from the Dashboard 3.Select Global Campaign – Applications – (DevOps) 4.Select the Executive Email program or Practitioner Email program or both 5.Select your Recipient (contact) list 6.Activate the program

27. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Thank you