Industry Analyst Relations

Information Portal Development Programme

Proposed Strategy for Development of the Compaq

Industry Analyst Information Portal

Compaq EMEA Industry Analyst Relations July 2001

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The Vision

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The Vision

● To develop a world-first Information Portal dedicated to industry analysts making Compaq even more accessible to this key audience

● The Information Portal will providing a virtual work-space for industry analysts to rapidly access real-time data about Compaq on any issue and interact with Compaq personnel from anywhere in the world

● The Information Portal will also be an invaluable source of intelligence for Compaq enabling the company to build a highly detailed overview of the global industry analyst community

● Locality will no longer be an issue for industry analyst relations

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The Case for Online Industry Analyst Relations

● In a survey of key EMEA analyst houses, 91% of respondents are in favour of a dedicated industry analyst website and highly supportive of Compaq’s project, and 100% favoured a “one-stop” shop for information for their reports, considering the web to be an appropriate medium to gain access to data for their reports

● Many of the competition have developed industry analyst sections on their corporate websites, and the industry analyst community is increasingly relying on the web as a central research tool for their reports

● Compaq has the opportunity to truly raise the standards of online analyst relations through the use of leading edge technology and understanding of industry analyst requirements

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Research Methodology

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Research Methodology

● 11 Senior EMEA analyst houses approached● Industry analysts asked to answer specific questions relating to the

programme and then elaborate on their requirements for a portal● Research conducted in May and June 2001

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Analyst Houses Surveyed

● Bloor Research● Brian Norris Associates● Burlington Consultants● Cambashi● Canalys● Datamonitor

● Forrester Research● Ideas International● International Data Corporation● Macarthur Stroud International● Tekplus

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Audit Summary

● 91% of respondents in favour of a dedicated website for the analyst community and highly supportive of the project

● 18% of respondents stated that Compaq’s competitors had not properly addressed the needs of analysts through the web

● 27% favour a Graphical User Interface that avoids complexity● 54% would value the site to be a global directory to guide them to

the right data and personnel for reports ● 100% favour a “one-stop” shop for information for their reports, and

consider the web to be an appropriate medium to gain access to data for their reports

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Questions asked

● What type of information layout would you value on a dedicated Analyst Relations zone online?

● What company specific information would you value from such a portal?

● How often would you visit the site?● Would you value e-mail alerts to advise you when new data is

online?● Would you value interacting with company executives through the

web? ● What would be an ideal Analyst Relations website? Where has the

competition failed to deliver the right information?● Do you have any suggestions for enhancing the value of an Analyst

Relations Information Portal for you and your colleagues?

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Detailed Breakdown of Survey Findings

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Information required from Portal

The chart below outlines the requested data from the portal

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Information Portal as a Working Tool

● All respondents would view the proposed site as a valuable tool through which to access and understand Compaq’s strategy

● There is a strong demand for the portal to be a working tool to aid researchers with reports“We would value a site which provided information on the European market, specifically what products are being sold, and any other detailed information

that would benefit the analyst community.”Brian Norris Associates

“The key thing is access to all EMEA press releases, all local country press releases, forthcoming analyst events, and all information about key

personnel. At present it is difficult to gain this information.”Canalys

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Demand for Rich Content● 81% of analysts would like the site to contain rich content, albeit of

the type that will be specifically beneficial to analysts in their research projects

● 18% express a desire for there to be e-mail alerts to notify them when new information is placed online.“What we are looking for is as much information as possible; this includes

visions, strategy, product availability and future availability. We need this as a

basic resource from which to develop research.”

Bloor Research

“We…would value e-mail alerts to advise us when new data is online”Burlington Consultants

“We would value a one-stop shop for information on products, strategy, and where Compaq is heading.”

Ideas International

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Gateway to Compaq Executives● 64% of analysts would like the site to be a gateway towards

providing access to Compaq executives and AR managers around the world

● Respondents consider it currently difficult to precisely assess who the right contact should be for any particular research they are carrying out

“…we are genuinely interested in having information relating to the most

relevant and up-to-date contact points available to us, as well as the usual

press releases and product information.”

Datamonitor

“We would value easy access…to know who’s who, and a list of the Analyst Relations people around the world by sector.”

Context

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User-friendly Graphical User Interface● 27% of respondents favour a Graphical User Interface which was

user-friendly and easy to navigate through● There is a preference for the site to be designed in order to access

data quickly“Regarding the type of information layout that we would value, we would like

a click-through interface that is straightforward to use.”

Burlington Consultants

“The site should be simple with quick access to information; there is no need for the site to be flashy.”

Canalys

“Simplicity of use is the key thing in order to make our jobs easier.”Forrester Research

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Feedback concerning the Portal Vision● Regarding the ultimate goal of the portal - online real time virtual

interaction between the analyst community and Compaq personnel - 72% fully supported the move towards a virtual work-space through the web

● Whilst respondents considered the move towards a virtual portal as positive, they did not wish this to completely replace face-to-face meetings with executives “We would value interacting with Compaq executives through the web.”

Datamonitor

“A website…would be a good tool. Absolutely in favour of this project.”Canalys

“This is a good idea. Whilst we would value the site, we would not wish this to replace our face-to-face meetings with senior management and the tele-

conferences that take place.”Macarthur Stroud International

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The Competition● Industry analysts expressed a desire for the portal to be carefully

targeted at analysts and to avoid simply being a repository of corporate marketing material like certain competitor websites

● 9% of respondents stated that the competition had failed to provide relevant data for their reports.

“Much more important is to have a mechanism which enables us to

understand the company’s position in the sector we track at a strategic,

tactical, and operational level.”

Cambashi

“The competition has failed to deliver market share information.”Burlington Consultants

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Evaluation of Competitor Websites

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Competitor Websites

● IBM possesses a dedicated industry analyst relations section on their site providing access to all of IBM’s sites

● The section allows visitors to become members and receive more detailed information for reports

● There is an “ask a question” section for industry analysts to submit queries

● There are weekly news summaries uploaded on this site, which can be downloaded or sent by e-mail directly to industry analyst desktops

IBM

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Competitor Websites

● Hewlett Packard’s website does have a dedicated analyst relations zone offering a centralised resource of company data and a research enquiry page

● The section also includes a guide to access the HP analyst relations organisation

● HP’s analyst newsletters are placed on this site which include contact points detailing the geographical source of the information

Hewlett Packard

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Competitor Websites

● Cisco Systems has a dedicated section which provides industry analysts with a welcome kit which offers analysts a one-stop information source to understand the company

● There is also an inquiries and feedback section online

● The company also provides an analyst links section hyper-linking the Cisco site with analyst house websites

Cisco Systems

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The Opportunity

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The Opportunity● The Information Portal will widen awareness for Compaq’s solutions

and product offerings worldwide ● The global reach of the site will extend the relationship of Compaq

to totally new analyst audiences● Industry analysts will be able to access data and interact in a virtual

space accelerating the speed with which information about Compaq is conveyed to these key audiences

● This streamlined process is likely to lead to significant cost savings in terms of labour hours devoted to information provision for industry analyst queries

● Whilst other companies are providing information to the analyst community online, the proposed interactivity for Compaq’s Information Portal can create a world-first in online communications and significantly raise the standards in industry analyst relations

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Key Components ● Virtual work-space zone for real-time interaction for query

processing and document management ● Downloadable data about Compaq’s solutions and products

worldwide, including case studies, press releases, white papers, and real-time updates

● Global Guide to Industry Analyst Relations Managers● Events and briefings schedule ● Industry Analyst registration process for preferential data access● In-built monitoring capability for intelligence gathering and site-hit

evaluation

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Implementation Schedule● The following matrix outlines the proposed phases for

implementation of the Information Portal

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Conclusion

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Conclusion● There is overwhelming support for development of an information

portal that adds value to analyst research projects● Industry analysts are keen to understand Compaq’s strategy and

require access to Compaq personnel - this portal would be the ideal gateway in the minds of most respondents

● The establishment of a global information portal with a virtual workspace presents Compaq with the opportunity to create a world-first in online communications and significantly raise the standards in industry analyst relations

Compaq EMEA Industry Analyst Relations July 2001