Challenge
F5 Networks was announcing their FirePass Controller, a clientless SSL VPN product, the first product based upon F5's acquisition of uRoam and faced the following challenges:
- Convincing editors/analysts that FirePass complements F5's existing line of application traffic management offerings.
- Convincing customers that they can rely on F5 for a best-of-breed SSL VPN solution
- Convincing the market that F5's SSL VPN replaces IPSec VPNs for secure remote access.
Strategy
- Create bold/compelling key messages that support F5's vision and technology excellence
- Secured, in advance, 2-3 analyst validations.
- Initiate a global press/analyst launch tour
- Established an extensive comparative product review program
- Contributed article program
- Case Studies
- Security Survey
- Security RoundTable
Comments
"F5 will put a stake in the heart of IP Sec..."
—
Paula Musich, eWeek
"Well I think that this R.I.P. to IPSec is a very bold statement, but I like it. Everyone has been very timid."
—David Thompson, The Meta Group
"Kudos to F5 for coming out just 90 days after the acquisition and laying out the long-term strategy. You do a great job of explaining the value of a relationship with F5."
—Michael Suby, Stratecast Partners
"F5 is doing really well in terms of name recognition in SSL VPN,
it is Neoteris and F5."
—Joel Conover, Current Analysis
"This is exactly what customers want from an SSL VPN solution."
—Tim Greene, Network World
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