1. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2012 Global Campaign #2 – Applications Campaign implementation guide Brian MacDonald, WW Partner Marketing July, 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 – Core 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 Marketing Initiatives HP Application Transformation Initiative 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 Background Concept Messaging

7. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 7 Campaign background Initiative supported: 2012 Global Campaign #2 - Applications Target audience: Primary target – IT Application Executives who are tasked with creating the strategies and people, process and IT infrastructure software solutions to enable applications to be delivered faster that meet the needs of the business and continue to operate, scale and deliver as access and usage grows via proliferation of mobile devices. Titles: VP of Applications, CIO, PMO, Director of QA, VP of Operations Secondary target – Practitioners focused on delivery of the executive-led strategy through the audit, recommendation, design, development and implementation of products and services. Titles: PMO-Portfolio Manager, Project Manager/Scrum Master, QA Manager, Development Manager, QA Execution/Tester, Performance Engineer

8. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 8 Initiative supported: 2012 Global Campaign #2 - Applications Objectives: Ultimately, the campaign should drive awareness and demand for HP Application Transformation solutions including software and services that help enterprises embrace, develop and take advantage of mobile and cloud platforms. The drive to deliver new mobile and cloud based solutions while continuing to maintain support for existing applications will demand that IT departments re-evaluate and evolve their “business as usual” methods when it comes to application planning, development, testing and delivery. Success is enhanced when organizations couple the new approach with an enterprise-wide assessment to plan for their application modernization efforts. The campaign will highlight HP’s best practices for businesses facing the need to adopt new technology (mobile) and faster solution delivery (cloud) in their application landscape, emphasizing how to assess, modernize and manage application portfolio. Campaign background

9. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 9 HP application transformation involves the following three core phases: – Assess - analyze your portfolio and map it to tactical and strategic goals –Project and Portfolio management –HP Systinet – Modernize –transform using a portfolio of proven techniques –Application Lifecycle Management (HP ALM) –HP ALM on software-as-a-service –HP Unified Functional Testing with Perfecto Mobile –Mobile performance testing with HP performance center or HP LoadRunner integrated with Shunra network emulation –HP Service Virtualization –HP Fortify software security suite – Manage - plan for the "production state" of the application, including security, reliability and performance to business and end user demands –Application Performance Management (APM) Campaign background

10. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10 Call to action: Executive: White paper: “Get your apps in order for mobile and cloud business" White paper: “Applications rationalization for enterprise agility” Additional value add white paper: “Five mobile application challenges for IT" On Demand Web event: “Accelerating innovation through application lifecycle management” Practitioner: White paper: “Seven best practices for business-ready applications" White paper: “Shorten release cycles with HP application lifecycle management” Additional value add white paper : “Survival guide for testing modern applications” On Demand Web event: “Perform better in a hybrid cloud world” Campaign background

11. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 11 Campaign concept Value proposition: A flexible, modern environment supporting IT and the business working together to assess, plan, define, develop, test and deploy mobile and cloud based applications that address the immediate business needs while enabling on-going innovation throughout the enterprise. Customer insight/rationale: There is no hiding from the increasing demand to migrate and re-architect applications to mobile devices and the cloud. IT departments don’t have enough resources to effectively address modernization. Yet the pace of business demand and complexity of new technology are reaching levels never seen before. IT cannot risk delaying modernization while slowly planning a massive transformation. They need to get ahead of this technology transition now. Masthead: Imagery: Two images were used for alternatively between both executive and practitioner touches to provide a sense of variability between the touches Exec Touch1 WP1: Shift 70% of your IT spend to innovation.Pract Touch1 WP1: Reduce post-production issues by 80% Exec Touch2 WP2: End app sprawl to drive customer satisfaction.Prac Touch2 WP2: Collaborate to deliver apps 50% faster. Exec Touch3 Web: Cut time to market by 50%.Prac Touch3 Web: Accelerate cloud development.

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 Doing infinitely more with less. Campaign Headline Measure IT performance across 170 indicators. Customer Benefits HP’s application transformation customers have maximized enterprise value and reduced maintenance costs by up to 40%. They also achieved increased visibility, greater control, more agile change enablement, more reliable performance and greatly reduced risk. Specific proof points: A financial services organization reduced their operating costs by 67% using HP’s Application Assessments and modernization solutions. A major airline reduced post-production application failures by 80%, accelerated testing cycles by 40%and cut testing costs by 73%. A top financial firm reduced testing costs by 20%and improved application performance by a factor of 10.

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

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: “Applications rationalization for enterprise agility” Email touch 3 On-demand web event: “Accelerating innovation through application lifecycle management” Qualification Email touch 1 - Download white paper: “Get your apps in order for mobile and cloud business” Executives Practitioners Load partner list Campaign Syndication Program Flow Email touch 2 - Download white paper: “Shorten release cycles with HP application lifecycle management” Email touch 3 On-demand web event: “Perform better in a hybrid cloud world” Email touch 1 - Download white paper: “Seven best practices for business-ready applications” Load partner list Send personal email and/or follow- up with phone call (email template and call guide available)

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: “Applications rationalization for enterprise agility” Email touch 3 On-demand web event: “Accelerating innovation through application lifecycle management” Qualification Email touch 1 - Download white paper: “Get your apps in order for mobile and cloud business” Executives Practitioner s Add partner list Campaign Syndication Program Flow Email touch 2 - Download white paper: “Shorten release cycles with HP application lifecycle management” Email touch 3 On-demand web event: “Perform better in a hybrid cloud world” Email touch 1 - Download white paper: “Seven best practices for business-ready applications” Add partner list Send personal email and/or follow- up with phone call (email template and call guide available) On-line ad or purchase list On-line ad or purchase list Note: Additional fees may apply for Google Ads or list purchases

16. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 16 Apps touches and offers Web eventWhite papers Touch Exec touch #1, edm LP 1: Get your apps WP Exec touch #2, edm LP 2: Applications rationalization WP Exec touch #3, edm On demand: Accelerating innovation series Exec web thank you, edm Exec sales 1:1 LP 1: Get your apps WP Pract touch #1, edm LP 1: Seven best practices WP Pract touch #2, edm LP 2: Shorten release cycles WP Pract touch #3, edm On demand: Perform better in a hybrid cloud world series Pract web thank you, edm Pract sales 1:1 LP 1: seven Best practices WP

17. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 17 Email eDM EXEC WP Touch 1 Subject line: HP: Mobility, Cloud drive app transformation now Offer: "Get your apps in order for mobile and cloud business" Email eDM EXEC WP Touch 2 Subject line: HP takes aim at application sprawl Offer: "Applications rationalization for enterprise agility” "Five mobile application challenges for IT" Email - Executives

18. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 18 Email eDM EXEC On-Demand WEB Touch 3 Subject line: Learn how HP can help you accelerate innovation Offer: “Accelerating innovation through application lifecycle management” webinar series: Funding Innovation Through Application Portfolio Management Transforming Application Development: Bringing Development and Testing Closer Together Through Application Lifecycle Intelligence Transforming Application Development Through Service Virtualization Is Testing Slowing Your Business Down? Email - Executives Email eDM EXEC On-Demand WEB Confirmation Subject line: Your HP web event Offer: “Accelerating innovation through application lifecycle management” webinar series

19. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 19 Email eDM EXEC WP Sales 1:1 Subject line: HP drives app transformation for cloud, mobile Offer: "Get your apps in order for mobile and cloud business" Email - Executives

20. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 20 Email eDM PRAC WP Touch 1 Subject line: HP offers seven best practices for better apps Offer: “Seven best practices for business-ready applications" Email - Practitioners Email eDM PRAC WP Touch 2 Subject line: Deliver faster with HP software Offer: "Shorten release cycles with HP application lifecycle management” “Survival guide for testing modern applications”

21. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 21 Email - Practitioners Email eDM PRAC On-Demand WEB Touch 3 Subject line: HP demystifies cloud applications Offer: “Perform better in a hybrid cloud world” webinar series: Application Lifecycle Management Project Execution Mastering Composite Applications Mobile Applications and Security Email eDM PRAC On-Demand WEB Confirmation Subject line: Your HP web event Offer: “Perform better in a hybrid cloud world” webinar series

22. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 22 Email eDM PRAC WP Sales 1:1 Subject line: HP offers seven best practices for building apps Offer: “Seven best practices for business-ready applications" Email - Practitioners

23. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 23 Landing page experience – white paper Email Practitioner LP WP touch 1Practitioner LP WP touch 2

24. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 24 Landing page experience – web event Executive LP WEB touch 3 Practitioner LP WEB touch 3LP WEB touch 3 Email confirmation Email

25. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 25 Call guide Call guide:

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 2012 Global Campaign 2 – Applications 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. End