Sales Guide

P A R T N E R
S A L E S
G U I D E
Q4
2 0 0 0
Table of Contents
Whats New this Quarter

Youll find a number of changes and additions in the Q4 Sales Guide, including:
Broadened positioning of Packeteer. As Packeteer adds to its product offerings, were evolving our
positioning, as youll see on the first few pages of the Why Packeteer? Section.
Expanded product coverage. Packeteer is no longer just about PacketShapers. If you are focused on
ASPs, youll find an expanded section devoted to selling AppVantage. Youll also find a number of pages
devoted to our new products, including:
AppCelera ISX-50 Internet Security Acceleratorpages 19 and 44
AppCelera ICX-55 Internet Content Acceleratorpages 21 and 46
LAN Expansion Modulepages 23 and 46
PolicyCenterpages 24 and 46
All these products represent expanded sales opportunities for you.
A new layout. We enlarged the page size to better accommodate all the new product information.
Hopefully the guide will still fit easily into your briefcase or day timer.
Section 1: Why Packeteer? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

From Enterprise to Interprise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Challenges of the New Interprise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Packeteer Has the Solution! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Packeteer as a Strategic Advantage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Who Is Packeteer? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Industry Recognition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Industry Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
OEM Partnerships. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Reseller Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Section 2: About Our Products. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

About Packeteers PacketShaper. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Packeteers PacketShaper . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
What Is PacketShaper? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Bandwidth Management and Application QoSA Four-Step Process . . . . . . . . . . . . . . . . . . . . . . . . . 6
Step 1: Classify Traffic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Step 2: Analyze Traffic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Response-Time Management. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Step 3: Control Traffic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Policies and Partitions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
TCP Rate Control. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Inbound and Outbound Control . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Step 4: Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
PacketShaper Product Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
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About Packeteers AppVantage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Packeteers AppVantage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
What Is AppVantage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
The ASP Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
ASP Challenges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
The Packeteer SolutionAppVantage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Establish the Demarcation Point . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Create, Monitor, and Enforce SLAs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Deliver Application QoS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Enable Service-Level Mediation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Facilitate Application-Based Billing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
AppVantage Product Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
About Packeteers AppCelera ISX-50 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Packeteers AppCelera ISX-50 Internet Security Accelerator . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
E-Business Challenges. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
The Packeteer SolutionAppCelera ISX-50 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
AppCelera ISX-50 Product Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
About Packeteers AppCelera ICX-55. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Packeteers AppCelera ICX-55 Internet Content Accelerator . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
The Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
The Packeteer SolutionAppCelera ICX-55 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
AppCelera ICX-55 Product Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
About Packeteers LAN Expansion Module. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Packeteers LAN Expansion Module . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
LAN Expansion Module Product Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
About Packeteers PolicyCenter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Packeteers PolicyCenter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
PolicyCenter Product Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Section 3: Selling Our Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Selling PacketShaper . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Five Guiding Principles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Qualifying Your Customer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Microsoft Exchange/Lotus Notes Qualifying Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Citrix Qualifying Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
ERP Qualifying Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Host Access Qualifying Questions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Service Provider Qualifying Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
International WAN (IWAN) Qualifying Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Voice over IP (VoIP) Qualifying Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
General Qualifying Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Target Customer Environments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Microsoft Exchange and Lotus Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Citrix WinFrame and MetaFrame Users . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Enterprise Resource Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Host Access via TN3270/5250 or a Browser . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Service Providers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
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Voice over IP (VoIP) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Monitor-Only Opportunity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Overcoming Objections and Closing Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Closing a Deal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Using an Evaluation Unit to Close a Deal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Using an ROI Analysis to Close a Deal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Where in the Network Will PacketShapers Add the Most Value?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Benefits of Edge (Branch Office) Deployment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
PacketShaper Benefits Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Selling AppVantage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Qualifying the Customer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Overcoming Objections and Closing Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Selling AppCelera ISX-50 Internet Security Accelerator . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Target Environmente-Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Selling AppCelera ICX-55 Internet Content Accelerator . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Selling LAN Expansion Module . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Selling PolicyCenter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Section 4: Views and Reports. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

PolicyConsole Views . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Managing Traffic. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Monitoring Traffic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Application Response-Time Monitor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
PacketWise Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Link Utilization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Class Utilization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Partition Utilization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Application Response-Time Thresholds. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
Transaction Delays and Service-Level Compliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
Transaction Delay Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
Network Efficiency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Top 10 Classes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Top 10 Partitions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Top Talkers and Top Listeners. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Section 5: Competitive Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51

PacketShaper as the Market Leader . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
PacketShaper vs. More Bandwidth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
PacketShaper vs. Other Bandwidth-Management Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Comparison of Bandwidth-Management Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
PacketShaper vs. Performance-Monitoring Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Emerging QoS Offerings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
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Section 6: Service and Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57

PacketCareService Offerings for Resale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
PacketCare Service Offerings Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
Reselling the PacketCare Service Offerings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
PacketCare Service Offerings in Detail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Warranty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Customer Support Program (CSP) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Partner Support Program (PSP) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Partner Support Program Plus (PSPP). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
PacketWise Subscription Service (PSS). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
Extended Warranty Service (EWS). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
Advance Replacement Service (ARS) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
Summary of PacketCare Service Offerings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Multi-Year Discounts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Part Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Purchase Dates and Renewals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Ordering and Fulfillment for All PacketCare Service Offerings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Discounts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Registration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Returns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
Renewals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
PTAC Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
Section 7: Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
PacketWise Features and Benefits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Classification Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Analysis and Reporting Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
QoS and Performance-Control Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
Ease-of-Use, Interface, and Integration Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
Auto-Discovered Services/ApplicationsComplete, Alphabetized List . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
Auto-Discovered Services/ApplicationsPartial List Sorted by Type . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
Traffic Classification. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
Traffic Policies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
TCP Rate ControlA Quick Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
PacketShaper Capacities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
AppVantage Capacities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Additional Sources of Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Why Packeteer?
From Enterprise to Interprise

The Internet has revolutionized the way we work and communicate. But what weve seen so
far is just the beginning. The challenges really start as businesses deploy more of their missioncritical applications over the Internet, effectively dissolving the wall between the enterprise network
and the Internet. The Internet becomes an extension of the corporate networkhence the new
term Interprise.
Challenges of the New Interprise

The shift from enterprise networks to the Interprise brings with it a number of challenges, including:
Internet-derived traffic overrunning business-critical applications;
Webification of enterprise applications causing a dramatic increase in traffic volumes;
Increased difficulty distinguishing between critical and non-critical applications;
The option of outsourcing application and content hosting;
A shift from managing devices on the networks to managing application traffic;
A shift from managing connectivity to managing productivity.
At the root of these challenges is the fact that the Internet was created as a best-effort network
that treats all traffic and users equally. And thats clearly not the way business works. Companies
need to discriminate between applications to ensure timely, reliable delivery of mission-critical applications. In the same way that an underlying network infrastructure is needed to ensure data transfer,
in the new Interprise world, an Internet application infrastructure is required to ensure the performance of Internet-enabled applications.
Packeteer Has the Solution!
Intranet
Internet
Business
Internet
Thats where Packeteer comes in. Packeteer is a leading provider of Internet application infrastructure solutions that enable businesses and service providers to ensure the quality of experience for
users of Internet-enabled applications and application services.
Why Packeteer?
Packeteers PacketShaper , AppVantage, and AppCelera product lines provide todays best
solutions for application QoS and application-based services.
PacketShaper, our enterprise- and ISP-focused product line, is a bandwidth-management solution

that brings predictable, efficient performance to Internet-enabled applications. The award-winning
PacketShaper, deployed globally by thousands of customers since shipments began in early 1997,
presents insightful analysis of application and network behavior and enforces policy-based bandwidth allocation, ensuring end-to-end application QoS.
AppVantage, our ASP-focused product line, is an application subscriber management solution that
enables Application Service Providers to provision, monitor, measure, control, and validate an extensive portfolio of application services. It integrates service-level management, end-to-end quality of
service, subscriber-ASP mediation points, and reporting into a unified, policy-driven system.
AppCelera, Packeteers newest product line, is for both enterprises and service providers. Its suite
of unique technologies focus on acceleration of Internet applications and content. AppCelera ISX-50
Internet Security Accelerator speeds secure e-business applications by handling performanceimpacting SSL transactions on a dedicated platform and freeing overloaded web servers.
AppCelera ICX-55 Internet Content Accelerator uses caching, compression, and transformation
techniques to optimize content transfer for users browsers and connection speeds.
Packeteer as a Strategic Advantage

Selling Packeteers Internet application infrastructure solutions gives you a strategic advantage.
If your company historically sold network infrastructure solutions, you may be accustomed to
talking only to the plumbing peoplethose responsible for routers and switches. With
Packeteers solutions, you now have a reason to talk to the applications peopleyou can
guarantee application performance!
Youll find that the application people tend to have a lot more power (and budget) within an IT
organization. Working at the application level, you strategically position yourself as a technical
partner to your clients, not just as a hardware provider. One of the benefits of this positioning is
that your clients will turn to you for their other technical needs, including routers, switches, professional services, and more. Its much easier to gain account control by starting with the applications
and working your way down than it is to start with the plumbing and work your way up.
If your companys focus is applications, Packeteer gives you a way to differentiate your offerings
from others. You can deploy the applications AND guarantee their performance. If your company
is targeting ASPs, or looking to deliver your own outsourced services, AppVantage gives you a
way to deliver secure, measured, and performance-assured application services.
Who Is Packeteer?
Founded in Silicon Valley, California, Packeteer is a leading provider of Internet application infrastructure solutions that enable businesses and service providers to ensure the quality of experience for
users of Internet-enabled applications and application services. Today, Packeteer products are at
work in Fortune 1,000 companies in industries such as banking, finance, manufacturing, chemical,
and electronics. Theyre also at work in universities, government entities, and service organizations.
Why Packeteer?
Industry Recognition
As a leading provider of Internet application infrastructure solutions, Packeteer has been
recognized by:
NetworkNews, UK Edition (Networking Industry Awards, Internet/Web Product of the Year,

Finalist, 2000)
Networld + Interop Atlanta (Best of Show, Network Performance and Security, 1999)
CMP, UK Edition (Networking Industry Awards, Networking Innovation Product of the Year, 1999)
CMP, UK Edition (Networking Industry Awards, Network Software Product of the Year, 1999)
PC Magazine, UK Edition (Editors Choice, 1998)
Internet Computing (Net Best, 1998)
NetworkWorld (Blue Ribbon, 1998)
Red Herring (Top 50 Private Companies, 1997)
Data Communications (Top 25 Hot Startups, 1997)
Data Communications (Hot Products Award, 1997)
Forbes (Best 200 Small Companies in America, 1997)
Why Packeteer?
Industry Partnerships
Packeteer is committed to providing industry-standard solutions. Close relationships with market
leaders are essential in providing integrated, complementary solutions that deliver value to our
customers. Packeteer currently has alliances with Attachmate, Citrix, Esker/Persoft, Great Plains,
Hewlett-Packard (OpenView and PolicyXpert), Hummingbird, InfoVista, MCK Communications,
Onyx Software, OpenConnect, Oracle, Portal, Progress Software, Renaissance NT, Micromuse,
SalesLogix, and SoftBlox.
OEM Partnerships
Packeteer works with OEM partners that leverage Packeteers PacketWise software to deliver
application-specific QoS and management functions in their product platforms. Our first OEM
partner, ADC Kentrox, is employing PacketWise technology in its ServicePoint product to discover
and classify application flows and provide QoS, traffic shaping, and bandwidth-management
capabilities that ensure the performance of business-critical applications. Another OEM partner,
SkyStream, is delivering bandwidth-management solutions to satellite, broadcasting, and cable
environments. The PacketWise offeringssoftware packages that are at the core of PacketShaper
and AppVantagewill bring Packeteers capabilities into markets where tightly integrated QoS
functions are required but cannot be delivered effectively by standalone bandwidth-management
devices.
Reseller Partnerships
Partnering with Packeteer means great solutions for your customers, and it also means great
opportunities for you. As a Packeteer partner, you are able to deliver Quality of Service and business-application performance to your customers today, which sets you apart from your competitors. Also, as a partner, you can expect full commitment to our joint success. From local training to joint selling to co-marketing, Packeteer will team up with its partners to win the business
together.
About Our Products
About
About
About
About
About
About
Packeteers
Packeteers
Packeteers
Packeteers
Packeteers
Packeteers
PacketShaper . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
AppVantage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
AppCelera ISX-50 Internet Security Accelerator . . . . . . . . . . . . . .19
AppCelera ICX-55 Internet Content Accelerator . . . . . . . . . . . . . .21
LAN Expansion Module . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
PolicyCenter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
About Packeteers PacketShaper

2
Packeteers PacketShaper
The intelligent bandwidth management solution that:
Provides a comprehensive view of which applications are running on the network and how
theyre performing;
Allows IT managers to allocate bandwidth to mission-critical applications to ensure

their performance;
Enables customers to control bandwidth allocation over expensive links;
Offers an easy-to-use web user interface;
Integrates seamlessly with existing networks.
What Is PacketShaper?
PacketShaper is a software/hardware device that sits on the LAN side of a site router, typically at
branch offices, and monitors and controls all inbound and outbound WAN traffic. For your customers,
a PacketShaper solution means visibility to which applications are running over their networks and
how theyre performing. It also means the ability to identify and solve application-performance and
bandwidth-usage problems. On a broader scale, PacketShaper serves as a fundamental building
block for your customers next-generation, policy-based networks.
WAN
Branch Office
PacketShaper
Router
Router
Headquarters
Organizations spend millions of dollars each year on expensive, mission-critical applications like
SAP/R3, Baan, Citrix, and Voice over IP (VoIP). When performance doesnt meet expectations, IT
managers do whatever they can to try to solve the problem. All too often, that means adding more
wide-area bandwidth.
But adding more bandwidth doesnt necessarily result in more bandwidth for mission-critical applications. TCP/IP-based applications like web traffic have a tendency to be very aggressive, bursting
to consume any available bandwidth. So increasing a WAN link from say 56 Kbps to 128 Kbps
simply means giving non-critical applications like web traffic more room to burst.
About Our Products
In most cases, IT managers dont need to add bandwidth. They need a way to control and optimize
bandwidth use. To accomplish this, they need:
Visibility to which applications are running on the network;
Information about how each application is performing and how much bandwidth each application
is using;
The ability to allocate bandwidth based on the organizations priorities;
The means to deliver application Quality of Service (QoS) to users;
Data to evaluate bandwidth-management policies, develop capacity plans, and establish, implement, and measure achievement of service-level agreements (SLAs).
Bandwidth Management and Application QoSA Four-Step Process
Step 1: Classify Traffic

Network users are painfully aware of applications that suffer from slow response timesbut it is a
challenge to identify which applications are getting the bigger piece of the bandwidth pie. Before you
can control application performance on the WAN, you need to know who and what are competing
for your limited resources. So the first step in establishing a bandwidth-management strategy is to
identify the types of network traffic that need to be controlled.
PacketShaper automatically detects and categorizes hundreds of traffic types. (See page 68 for a
complete list of auto-discovered applications.) PacketShapers classification capabilities are unmatched
in the industry and include these key differentiators:
Auto discovery. PacketShaper automatically develops a traffic tree showing all the different applications and traffic types running over a link, both inbound and outbound. Very often the traffic
tree is the network managers first chance to see everything thats running on that link. No other
enterprise-focused solution provides such a tree, and many network managers are sold on
PacketShaper as soon as they see it.
About Our Products
Deep classification. Most network devices classify traffic using layers 2 through 4 of the OSI
model. PacketShaper classifies traffic using layers 2 through 7, which enables much more
granular classification. Layer-four-based devices classify traffic using port number and, as a result,
cannot uniquely identify multiple applications running over the same port (for example, web,
PointCast, and BackWeb all run over port 80) or applications that dynamically assign port
numbers (for example, Voice over IP and FTP). These types of advanced classification require
layer-seven capabilities.
Multiple protocols. Most network devices classify IP traffic only. PacketShaper classifies IP as
well as SNA, IPX, and other common legacy protocols.
2
Step 2: Analyze Traffic

Once customers know which applications are running on the network, theyll want to analyze how
each is performing. PacketShaper tracks more than 50 data points for each traffic class, including
end-to-end response times and network and server delays. From these measurements a baseline
can be established that will enable the network manager to quickly understand when performance
deviates from the norm. Response-Time Management (RTM) is becoming an increasingly important
requirement for customers. PacketShaper is the only bandwidth-management solution that offers
this feature today. RTM information and other performance data can be obtained easily using
PacketShapers PolicyConsole. Sample screen shots and explanations can be found in the
Views and Reports section.
Response-Time Management (RTM)

Response-time management quantifies what has traditionally been subjective, anecdotal information.
Response-time management precisely measures both network and server delays, enabling IT managers
to identify the source of performance problems. Without this kind of detailed information, the applications
manager and the network manager have limited ability to pinpoint performance problems and, as a result,
they usually end up blaming each other. Quantifiable response-time management information gives your
customers the information to get beyond blaming and solve real problems.
Before
After
Step 3: Control Traffic

Once customers know whats running on their network and how its performing, theyre ready for
the critical third stepfixing performance problems. PacketShaper lets the network manager set
bandwidth-management policies that align with the organizations priorities, giving mission-critical
applications the bandwidth needed to guarantee performance and confining less important traffic.
The text box on the next page describes rate policies, priority policies, and partitionspowerful
tools for managing bandwidth. You can also configure PacketShaper to set IP Precedence and
Diffserv for specific applications, providing preferential treatment across the backbone and/or
About Our Products
uniform end-to-end treatment by multi-vendor devices. And for companies with failover links for
their WAN access router, policies can be established so that PacketShaper reacts to the failover
condition. For example, if a primary 512 Kbps WAN link fails over to a 128 Kbps link, the policies
must be adjusted accordingly.
Its important to recognize that this process of controlling trafficalong with the overall four-step
processis not a one-time event. Because conditions on a network are constantly changing, its
critical to be able to monitor performance on an ongoing basis and set and modify policies as needed. PacketShaper provides both the in-depth visibility and the comprehensive control capabilities
needed to support this ongoing, iterative process.
2
Policies and Partitions
Rate Policies
What are they?
Rate Policies guarantee precise amounts of bandwidth per flow, invoke TCP Rate Control to pace bandwidth allocation (see page 10), and ensure each session gets a fair share of bandwidth, preventing one
large flow from unfairly impacting others.
When do you use them?
To contain bandwidth hogs and protect mission-critical flows.
Good
for most types of TCP traffic.
Especially
good for applications like HTTP and FTP, which are characterized by large, continuous, bursty
flows, and for delay-sensitive traffic such as VoIP, which requires specific bandwidth guarantees.
Essential
for controlling inbound traffic.
Some of the applications and protocols likely to require rate policies:

Mission-critical, requiring protection: Citrix; VoIP.
Mission-critical, requiring protection and containment: Microsoft Exchange protocols such as DCOM,
SMTP, POP3, and OSI; HTTP for critical sites such as the companys home page and e-business pages.
Non-mission critical, requiring containment: Napster, Doom, and Quake; print jobs; FTP; mail packages;
HTTP for web surfing.
Rate policy example:

A rate policy of 10 Kbps guarantees 10 Kbps for each VoIP flow.
About Our Products
Priority Policies
What are they?
Priority Policies enable you to prioritize specific applications and traffic types for preferential or low-priority
treatment. Bandwidth is allocated based on priority (0-7).

Good for non-bursty traffic, small flows, time-sensitive traffic, and non-IP traffic types.
Appropriate when per-flow rate is not your primary objective.

2
Some of the applications and protocols likely to require priority policies:

Host access (except for print jobs); Telnet; ERP applications with small transactions such as SAP/R3 and
J.D. Edwards OneWorld; DNS and LDAP (Microsoft Exchange directory lookups).
Priority policy example:
TN3270 sessions, which are mission-critical, are assigned a priority of 7.
Partitions
What are they?
Partitions are similar to Rate Policies, except they apply to entire traffic classes, rather than individual
traffic flows. In essence, reserved lanes are set up to carry certain types of traffic, but can be used
by other traffic classes if the lanes are empty.

Use partitions when you dont need to manage each and every flow, but you want to make sure that
a class of traffic doesnt interfere with or get interference from other traffic.
Use in combination with the appropriate policy, especially for bursty inbound traffic.
Partition example:
Reserve 20% of the link for Telnet sessions to make sure they are protected from more aggressive traffic.
Unused
WEB & FTP
Mission-Critical
Applications
Before PacketShaper
Unused
Heavy
Web
Traffic
Heavy
Web
Traffic
WEB & FTP
Mission-Critical
Applications
After PacketShaper
Heavy
Web
Traffic
Heavy
Web
Traffic
About Our Products
10
TCP Rate Control

Packeteers TCP Rate Control is a proactive approach to managing bandwidth. TCP Rate Control prevents
congestion from occurring by controlling the rate at which end systems transmit data. Other solutions on
the market rely on queuing technology, a reactive and less precise method to manage traffic. Please refer
to page 72 for a more detailed explanation of TCP Rate Control and page 52 for a comparison of TCP
Rate Control and queuing. PacketShapers Partitions, Policies, TCP Rate Control, Admission Control, and
Failover capabilities give the network manager the control and flexibility needed to provide true QoS.
2
Inbound and Outbound Control
PacketShaper controls both inbound and outbound traffic. Queuing-based solutions only control outbound
traffic, which presents a problem: Internet computing is asymmetrical. Small requests are sent out (e.g., a
small SAP request and a small web request), followed by a combination of small and large responses coming back (e.g., a small SAP response and a large web response). On the inbound side, mission-critical
responses line up behind huge web responses. If you cant control inbound traffic, you cant achieve
application QoS.
Outbound
Small SAP request
Inbound
Small web request
Small VolP message
Small VolP response
Small SAP response
Large web
response
Step 4: Report
PacketShaper provides real-time and historical reporting, enabling IT managers to intelligently evaluate
bandwidth-management policies, develop capacity plans, and establish, implement, and measure
compliance with service-level agreements (SLAs). PacketShaper creates line graphs and pie charts
describing peak and average usage statistics, link utilization, top talkers and listeners, and more
(see Views and Reports). PacketShaper exports all usage statistics in comma-delimited, tab-separated,
and XML formats to integrate with third-party reporting and billing applications. In addition, an SNMP
MIB enables remote monitoring of statistics.
Here are just a few examples of the types of questions that can be answered using PacketShapers
reporting capabilities:
What were the bandwidth demands of my FTP traffic class during the last week?
Is my partition size overly generous or not generous enough?
What kind of response time did my Oracle traffic see last month? This month?
How efficient was my Baan network traffic? Did I meet the required service level?
What was responsible for my slow Citrix response yesterday? A slow network or a sluggish server?
Which clients and servers have the slowest performance records?
For a complete list of the reports and graphs that can be generated from PacketShaper, please
refer to page 47.
About Our Products
11
PacketShaper Product Information

The PacketShaper product line features the PacketShaper 1500 series, the PacketShaper 2500
series, and the PacketShaper 4500 series. The 1500 series supports up to 2 Mbps WAN capacity;
the 2500 series supports up to 10 Mbps WAN capacity; and the 4500 series supports up to
45 Mbps WAN capacity. Each series offers multiple WAN-capacity entry points, including a monitor-only option, and the ability to upgrade the WAN capacity. For example, a customer can start with
a monitor-only PacketShaper 2500. When they experience performance problems, they can buy a
WAN capacity upgrade giving them 2 Mbps control capacity. If they subsequently buy more bandwidth, they can purchase a WAN capacity upgrade to increase their control capacity to 10 Mbps.
All PacketShapers feature 10/100 Ethernet connections.
The following charts provide key information on the PacketShaper products.
PacketShaper 1500 Series
Placement: Small Branch Office
Part Number
Control Capacity
Key Features
PS1500-L000K
0 Kbps (Monitor only)
PS1500-L128K
128 Kbps
PS1500-L512K
512 Kbps
PS1500-L002M
2 Mbps
PacketShaper 1500 hardware

One standard rack unit

Placement: Mid-Size Branch Office
Part Number
Control Capacity
Key Features
PS2500-L000M
PS2500-L002M
2 Mbps
PS2500-L010M
10 Mbps

Two standard rack units
2 PCI slots, which enable the addition of
new features over time

Placement: Corporate Data Center or Service Provider
Part Number
Control Capacity
Key Features
PS4500-L000M
45 Mbps
PS4500-L045M

Dual power supply and 2 power cords,
which are requirements for most data
centers
About Our Products
12
PacketShaper 4500/ISP
Placement: Service Provider
Part Number
Control Capacity
Key Features
PS4500-L045M-1000
45 Mbps

High-capacity solution optimized for ISPs
Dual power supply and 2 power cords,
which are requirements for most data
centers
Customers can start with any of the part numbers in the previous charts. They then have the option
to purchase software upgrades within each hardware series, as they increase their links. The next
charts show all the software upgrades, which you resell like any other Packeteer product.
PacketShaper 1500 Series Software Upgrades
Software Upgrade Part Number
Description
PS1500U-L000K-128K
Monitor only to 128 Kbps
PS1500U-L000K-512K
PS1500U-L000K-002M
Monitor only to 2 Mbps (T1/E1)
PS1500U-L128K-512K
128 Kbps to 512 Kbps
PS1500U-L128K-002M
128 Kbps to 2 Mbps (T1/E1)
PS1500U-L512K-002M

Description
PS2500U-L000M-002M
PS2500U-L000M-010M
Monitor only to 10 Mbps
PS2500U-L002M-010M
2 Mbps (T1/E1) to 10 Mbps
About Our Products
13

Description
PS4500U-L000M-045M*
* The 4500 upgrade does not apply to the 4500/ISP.
For pricing information, refer to your company price list or contact your local Packeteer sales manager.
PacketShaper Product Line
About Our Products
14
About AppVantage
Packeteers AppVantage
The industrys first policy-based application subscriber management system that enables
Application Service Providers (ASPs) to:
Deliver secure, measured, and performance-assured application services;
Offer application-specific differentiated services, which facilitates customer acquisition

and retention;
Deliver a high level of application quality, which helps to control costs associated with nonconformance of service-level agreements (SLAs) and ensure customer satisfaction;
Create, enforce, and monitor application-based SLAs.
What Is AppVantage?
AppVantage is the industrys first policy-based application subscriber management system specifically designed to support managed application services. AppVantage provides a comprehensive
infrastructure that enables ASPs to provision, monitor, measure, control, bill for, and perform a wide
array of application services. AppVantage gives ASPs complete visibility to and control over the
performance of the applications theyre delivering to their clients. AppVantage provides an application infrastructure designed to overlay and leverage current network services, such as IP, frame
relay, ATM, and VPN. Like PacketShaper, AppVantage is a software/hardware device that sits on
the LAN side of a site router. AppVantage can be placed at any or all of the following locations: the
ASP data center; the clients data center; the clients branch offices.
The ASP Market

ASPs typically host applications for enterprise accounts and charge monthly usage fees. Several
developments have contributed to the growth of the ASP market over the last few years:
Shortage of human capital for managing applications is forcing companies to outsource many IT
functions that were historically done internally.
Global deregulation has heightened the competitive nature of the telecommunications industry,
forcing service providers to move up the value chain toward more lucrative value-added services.
The development of new technology, such as thin client and web to support application delivery,
enables application hosting.
ASP Challenges
While the market opportunity is significant, there are several challenges that ASPs must overcome
in order to develop a viable business:
Control of service costs. With service contracts that span several years, management of service
costs is extremely important. Being able to clearly identify where the ASPs responsibilities start
and stop prior to engaging in a service contract is critical to meeting long-term profitability goals.
And yet this definition of responsibility is difficult to achieve, since existing tools are not structured
to provide the comprehensive measurements ASPs require.
Trust. Establishing an element of trust with the customer is equally critical, and the ability to represent that trust through proven service-level agreements (SLAs) is absolutely essential. A shortage of
application-based SLA tools often hampers an ASPs ability to establish this level of trust.
Differentiated services. Moving beyond the flat-rate business model can mean the difference
between profit and loss, and yet there are few tools out there to assist the ASP in creating incremental,
application-based differentiated services.
About Our Products
15
Customer acquisition and retention. As the ASP market matures, ASPs are shifting their focus
from building out infrastructure to acquiring and retaining customers. Being able to guarantee
application performance is critical to customer acquisition and retention.
The Packeteer SolutionAppVantage

Packeteers AppVantage product line enables ASPs to control service costs, offer differentiated
services, and deliver on service-level agreements, thereby building customer trust and facilitating
acquisition and retention of customers. AppVantage achieves all of this through enabling ASPs to:
Establish the demarcation point, thereby identifying the specific boundaries of services delivered;
Create, monitor, and enforce application service-level agreements (SLAs);
Deliver end-to-end application QoS using proactive SLA control;
Analyze application performance using service-level mediation, a process that clearly identifies
and isolates the source of network and application issues;
Enable application-based billing.
Each of these critical functions is discussed in detail below.
Establish the Demarcation Point

AppVantages first step is to establish the demarcation point, which identifies the bounds of
responsibility for the ASP. By doing so, the ASP is able to more effectively control the cost basis of
its hosted services. Once the demarcation point is established, it serves as the focal point for all
application-based SLA metrics, and all SLA guarantees are provided from the ASPs data center to
the demarcation point.
Create, Monitor, and Enforce SLAs

Simply defining and monitoring application SLAs is of little value to a customer that has suffered
lost productivity and revenues due to under-performing application services. Proactively preventing
poor performance beats any apology afterwards. Application SLAs have no meaning without the
ability to enforce them and measure compliance. AppVantage combines service-level management
with service-level enforcement to provide a complete solution.
About Our Products
16
Deliver Application QoS

Once the SLA parameters are established, the AppVantage policy-based management system can
be used to enforce these SLAs. By proactively providing a required level of QoS, ASPs can minimize
the likelihood of having an SLA violation.
PacketWise, the software at the heart of both AppVantage and PacketShaper, provides powerful
control capabilities that enable ASPs to proactively set policies to control application performance.
By doing so, the ASP can ensure that SLAs are upheld.
Enable Service-Level Mediation

Similar to PacketShaper, AppVantage tracks more than 50 data points for each traffic class. A key
difference between PacketShaper and AppVantage is that AppVantage separates key data into the
two sides of the demarc, enabling ASPs to understand exactly what is happening in their domain of
responsibility and in their customers. For example, AppVantage breaks down an applications
response times into its customer-network, provider-network, and server-latency components.
When an application performance problem occurs, AppVantage quickly isolates the problems location so that the appropriate party can resolve the problem. Without AppVantage, ASPs run the risk
of spending valuable support resources troubleshooting problems that fall outside of their responsibility and control. They also waste time arguing with their customers over who is responsible for the
problem. With AppVantage, ASPs save valuable resources, contain costs, and facilitate a positive
and productive relationship with customers.
Verification of SLAs is a critical ingredient, and the AppVantage platform, again with PacketWise at
its heart, provides the monitoring capability necessary for both the ASP and its subscribers to
ensure that the appropriate performance levels are upheld. AppVantage provides all the reports
needed by both ASPs and subscribers.
Facilitate Application-Based Billing

AppVantage offers integrated performance-based and application-based billing through partnerships with companies like Portal. You can use integration features to merge AppVantages application-specific knowledge and control with Portals Infranet product. AppVantage offers an XMLbased API (application programming interface) for development-level integration and SNMP MIBs
for high-level integration.
AppVantage Product Information

The AppVantage product line features the AppVantage ASM-30 series, the AppVantage ASM-50
series, and the AppVantage ASM-70 series. The ASM-30 series supports up to 2 Mbps WAN capacity;
the ASM-50 series supports up to 10 Mbps WAN capacity; and the ASM-70 series supports up to
45 Mbps WAN capacity. The ASM-30 series and the ASM-50 series offer multiple WAN-capacity
entry points, including a monitor-only option, and the ability to upgrade the WAN capacity.
The charts on the next page provide key information on the AppVantage products.
About Our Products
17
AppVantage ASM-30 Series

Placement: Small Branch Office as an Edge Demarc Point
Part Number
Control Capacity
AV30-L000K
AV30-L128K
128 Kbps
AV30-L512K
512 Kbps
AV30-L002M
2 Mbps
2

Placement: Large Branch Office as an Edge Demarc Point and/or
Customer Data Center as a Core Demarc Point
Part Number
Control Capacity
AV50-L000M
AV50-L002M
2 Mbps
AV50-L006M
6 Mbps
AV50-L010M
10 Mbps

Placement: ASP Data Center for Application Provisioning
Part Number
Control Capacity
AV70-L045M
45 Mbps
With AppVantage ASM-30 and ASM-50, ASPs can start with any of the part numbers in the previous
charts. They then have the option to purchase software upgrades within each hardware series, as
they increase their links. The next charts show all the software upgrades, which you resell like any
other Packeteer product.
AppVantage ASM-30 Series Software Upgrades
Description
AV30U-L000K-128K
AV30U-L000K-512K
AV30U-L000K-002M
AV30U-L128K-512K
128 Kbps to 512 Kbps
AV30U-L128K-002M
AV30U-L512K-002M
About Our Products
18
AppVantage ASM-50 Series Software Upgrades

Description
AV50U-L000M-002M
AV50U-L000M-006M
AV50U-L000M-010M
AV50U-L002M-006M
AV50U-L002M-010M
AV50U-L006M-010M
6 Mbps to 10 Mbps
AppVantage Product Line
About Our Products
19
About Packeteers AppCelera ISX-50

Packeteers AppCelera ISX-50 Internet Security Accelerator
AppCelera ISX-50 enables customers to:
Speed up secure e-business applications and transactions;
Offload servers so they dont become a performance bottleneck;
Eliminate the need to buy additional servers, thereby reducing costs.

2
E-Business Challenges
The explosion in distributed e-business applications has prompted the need for secure e-business
transactions. The clear winner in the security protocol wars is Secure Socket Layer (SSL), which is
built into every web browser. The problem with SSL is that it puts an enormous drain on servers.
The CPU cycles required to generate secure keys and encrypt and decrypt traffic can bring servers
to their knees. The result? Slow, frustrating performance.
The Packeteer SolutionAppCelera ISX-50

AppCelera ISX-50 Internet Security Accelerator is Packeteers first product in our new AppCelera
product line, whose focus is acceleration of Internet applications and content. AppCelera ISX-50
speeds secure e-business applications by handling performance-impacting SSL transactions on a
dedicated platform and freeing overloaded web servers.
AppCelera ISX-50 is a hardware/software device that moves the encryption/decryption burden
from servers to a dedicated appliance, freeing servers and restoring transaction speed. It handles
up to 200 secure connections per second and enhances SSL processing by up to 50 times. With
AppCelera ISX-50, not a single server cycle goes to SSL processing.
AppCelera ISX-50 integrates easily with PacketShaper to offer end-to-end secure e-business application performance. While AppCelera ISX-50 boosts server performance and helps avoid additional
server purchases, PacketShaper boosts network performance and helps avoid additional bandwidth
purchases. AppCelera ISX-50 fits conveniently on the LAN side of the PacketShaper and, like the
PacketShaper, is not a point of failure on the network.
The value proposition of AppCelera ISX-50 will sound familiar to anybody who knows PacketShaper.
With PacketShaper, the simple story is Dont buy more bandwidth; manage what you have more
effectively with PacketShaper. With AppCelera ISX-50, the story is Dont buy more servers; manage
the ones you have more effectively with AppCelera ISX-50.
About Our Products
20
AppCelera ISX-50 Product Information

AppCelera ISX-50 sits between the site and the servers that process SSL transactions. When
deployed with PacketShaper, the ISX-50 sits on the LAN side of the PacketShaper.
AppCelera ISX-50
Placement: Typically at the Data Center
Part Number
Description
ISX-50
AppCelera ISX-50
Internet Security Accelerator
AppCelera ISX-50 Internet Security Accelerator
About Our Products
21
About Packeteers AppCelera ICX-55

Packeteers AppCelera ICX-55 Internet Content Accelerator
AppCelera ICX-55 Internet Content Accelerator is the result of Packeteers recent acquisition of
Workfire Technologies International, Inc., a Canadian company dedicated to creating advanced
technologies that dramatically improve Internet performance. The Workfire acquisition is an important
step forward in Packeteers strategy to provide a comprehensive portfolio of Internet application
infrastructure solutions that ensure the performance of Internet-enabled business applications and
content within enterprise and service provider environments.
AppCelera ICX-55 accelerates Internet application performance through use of caching, compression,
and transformation techniques that optimize content transfer for users browsers and connection
speeds. AppCelera ICX-55 enables companies to:
Design sites for the highest-common denominator and let AppCelera ICX-55 ensure low bandwidth customers get what they need fast;
Improve quality of experience for web site users by reducing page download times and optimizing
the way pages appear on the users screen (rendering)critical for making a site sticky;
Reduce user wait times while maintaining visually appealing web sites;
Reduce bandwidth and server inefficiencies.
The Problem
Web sites must be fast. According to a June 1999 Zona Research study, online businesses need to
follow the eight-second rule, which means they have fewer than eight seconds to deliver compelling
data and graphics on their landing page. Failure to do so means losing at least one third of their
potential customerssomething no business can afford.
Web sites also must be compelling. Web developers want to use snazzy graphics that capture attention and distinguish their companys offerings. The advent of new technologies like broadband is
prompting ever-more graphics-intensive sites. Unfortunately, much of the world still connects via
56K modems, which are simply too slow for most wiz-bang sites.
The growing disparity in access rates, coupled with the need for sites to be both compelling and quick,
is forcing companies to walk a fine line. A company that creates snazzy sites runs the risk of losing
56K users. A company that caters to 56K users runs the risk of looking like an ordinary company.
Web developers have used a number of approaches to try to resolve these issues. Some create
multiple web sites, letting the user choose which one they want to see. But that gives you a snazzy
site and a sparse site, with nothing in between. Others create a single sparse site, targeting the
slow-speed connectors. But such an approach limits the sites ability to draw visitors. Still others
employ caching technologies, which improve performance, but do not solve the client-side restricted
access problem.
The Packeteer SolutionAppCelera ICX-55

AppCelera ICX-55 Internet Content Accelerator is a stand alone appliance that accelerates Internet
application performance and solves the local access speed problem. The product eliminates the
need for enterprise companies, web developers, and web hosters to try to guess the access rates,
browser characteristics, and link congestion of their site visitors. It reduces the amount of bandwidth required to service each transaction, enabling online businesses to service more customers
with the existing bandwidth or increase the richness of the content, knowing that it will be scaled
back automatically for users connecting at slower speeds. AppCelera ICX-55 sits in front of servers
or traditional caches and requires no client-side software.
About Our Products
22
AppCelera ICX-55 uses three key technologies:
Content-aware compression. Using various forms of compression, AppCelera ICX-55

customizes the site based on the users browser and connection speed. For a typical HTML
page, AppCelera ICX-55 can reduce content size by as much as two thirds, which enables
the page to be transferred at approximately twice the original rate. This means that the same
amount of bandwidth can deliver twice as many copies of a page as before.
Transformation. AppCelera ICX-55 makes use of advanced capabilities of web-related communication

protocols to detect and use browser features. AppCelera ICX-55 knows the rendering habits of most
versions of popular browsers. It uses this knowledge to generate and serve content in the format
that the browser will display the fastest. This technique is distinct from technologies that reduce
data transmission time. It is not the transmission time that is reduced, but the rendering time once
the file has arrived at the users location. This technique works equally well for older browsers as
for newer ones, allowing an online business to provide the best possible equality of service for
each user, regardless of the users browser preferences.
Using a real-time connection rate detection algorithm, AppCelera ICX-55 measures and tracks each
users connection rate with the web site and uses the information to serve content appropriate for
that user. As the connection rate changes over time, AppCelera ICX-55 adjusts.
This same detection algorithm allows AppCelera ICX-55 to create speed-related versions of the
web site content and serve up the most appropriate version of resources at any given time. If a
user is on a high-speed connection with little congestion between the customer and the web site,
then the user will receive the highest quality content available. If congestion reduces that users
effective connection rate for a period of time, AppCelera ICX-55 will downgrade the quality slightly
in order to ensure that the user still experiences short wait times. When the connection rate improves
again, the quality will be upgraded. Similarly, for a user on a very slow dial-up link, AppCelera ICX-55
will turn up the compression ratios in order to deliver the content in a reasonable timeframe, at a
reasonable level of visual quality.
Dynamic caching of content variations. For relatively static content, AppCelera ICX-55 automatically generates the content variations, customized for users of specific browsers and speed
characteristics, once and then stores each variation for future use. This enables AppCelera ICX-55
to respond to each request with the minimum possible response time and the best fit for the users
current connection speed. For dynamic content, AppCelera ICX-55s knowledge of the actual
connection speed enables it to calculate the net benefit of performing real-time optimizations.
AppCelera ICX-55 Product Information

AppCelera ICX-55 sits between the site router and the web servers. When depolyed with other
Packeteer products, the ICX-55 sits closest to the web servers, followed by the ISX-50, then by
PacketShaper or AppVantage.
AppCelera ICX-55
Placement: Data Center or Hosting Providers site
Part Number
Description
ICX-55
AppCelera ICX-55
Internet Content Accelerator
About Our Products
23
About Packeteers LAN Expansion Module

Packeteers LAN Expansion Module
The LAN Expansion module enables customers to:
Use a single PacketShaper or AppVantage appliance to connect to multiple LAN segments;
Manage all traffic going to a single WAN link with a single strategy;
Avoid the cost of purchasing a switch to consolidate multiple LAN segments.
Packeteers LAN Expansion module greatly simplifies deployment of PacketShapers and

AppVantages in environments with multiple Ethernet LAN segments attached to a single
WAN router.
For example, a variety store might have one LAN segment for their register-driven point-of-sale data
and another LAN segment for their inventory information. Both LAN segments feed a single T1
WAN link. Without the LAN Expansion module, the variety story would need to place a switch
between the LAN segments and the PacketShaper. Now they can plug the LAN Expansion module
into one of the PCI slots on their PacketShaper 2500 or 4500 to enable bandwidth management
across the WAN link.
LAN Expansion Module1 Product Information

The LAN Expansion module is an add-on product for both PacketShaper and AppVantage.
LAN Expansion Module

Placement: Fits into the PCI slots on the PacketShaper 2500 and 4500
Series Products, and the AppVantage ASM-50 and ASM-70 Series Products
Part Number
Description
LEM-100M
LEM-100M-FI

2
Factory-Installed LAN Expansion Module
1 Requires PacketWise 5.0 or later.

2 Must be ordered at the same time the PacketShaper or AppVantage unit is ordered.
About Our Products
24
About Packeteers PolicyCenter

Packeteers PolicyCenter
PolicyCenter is Packeteers directory-enabled NT-based solution for cost-effective policy management of PacketWise-enabled devices. PolicyCenter enables customers to:
Deploy policies across multiple PacketShapers or AppVantage appliances;
Distribute PacketWise software upgrades to multiple PacketShapers or AppVantage appliances;
View a summary of the status of all managed devices;
Respond quickly on an enterprise scale to network- or application-performance changes;
Minimize total cost of ownership.
PolicyCenter greatly simplifies deployment of multiple PacketShapers or AppVantage appliances by

centralizing policy and software-upgrade deployment and providing a summary view of all managed
devices. PolicyCenter is a software solution that is deployed on a Windows NT server. PolicyCenters
user interface has a similar look and feel to other PacketWise-enabled devices. So network managers familiar with PacketShaper or AppVantage will have little difficulty adopting the new solution.
PolicyCenter Product Information

Everytime you sell PolicyCenter, youll start by selling the first part number listed below, which provides PolicyCenters capabilities. Depending on the number of devices being managed, youll sell
additional coverage.
PolicyCenter
Placement: On a Windows NT Server, Typically in the Data Center
Part Number
Description
PC-10
PolicyCenter with 10 unit license
PC-U10
Upgrade-PolicyCenter 10 unit addition
PC-U25
PC-U100
Selling Our Products
Selling
Selling
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AppVantage . . . . . . . . . . . . . . . . . . . . . . . . . . . .
AppCelera ISX-50 Internet Security Accelerator
AppCelera ICX-55 Internet Content Accelerator
LAN Expansion Module . . . . . . . . . . . . . . . . . . .
PolicyCenter . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Selling Packeteers PacketShaper

Five Guiding Principles
The more you sell PacketShaper, the more you realize the multitude of problems it can solve. The
risk with such a full-featured product is that some customers want to spend the next six months
testing the productwhich means they never get around to buying it. Here are five guiding principles
to help you avoid that situation and quickly close business:
1. Use the Four Steps. Classify, Analyze, Control, and Report are tangible ways to talk about bandwidth management and application QoS. A company struggling with poor Oracle performance,
for example, will quickly grasp the value of seeing what is competing for bandwidth (Classify),
understanding the impact (Analyze), setting policies to protect Oracle performance and contain
other traffic (Control), and reviewing results (Report). The four steps are also an effective weapon
when dealing with competition. No other vendor uses such a comprehensive approach; and the
result is no other vendor can deliver true end-to-end application QoS.
2. Tailor your sales pitch to the customers pain. Talking about all of PacketShapers features
is tempting, but the undesired consequence is an extremely long sales cycle. Identify the customers most painful problem and then highlight only those PacketShaper features that address
that problem.
3. Sell to multiple functions within an organization. In most organizations, its difficult to find a
single person or department responsible for end-to-end application QoS. The applications manager cares about application performance. The IT department cares about control and network
performance. The CIO cares about cost and business-critical application performance. The telecom manager cares about cost and link performance. PacketShaper clearly addresses all these
concerns. So when selling into an organization, take the time to meet with the different entities
and address their specific concerns. We recommend starting with the applications manager, who
can be an effective champion for you.
4. A picture is worth 1,000 words. Use PacketShapers monitoring and reporting features to illustrate
key selling points. For example, use sample before and after response-time management reports
to illustrate the impact bandwidth-management policies can have on application performance.
5. Use the monitor-only option. Monitor-only PacketShapers are ideal in a number of situations.
First, for cost-conscious customers who dont realize they have performance problems, the
monitor-only PacketShaper can be a greatand economicalfirst step. Once the customers see
the performance problems, they can purchase a software upgrade that adds the control capabilities. Second, for customers who want PacketShapers rich monitoring capabilities but dont
have performance problems, the monitor-only option is excellent. Finally, for large customers that
deploy PacketShapers at their most problematic sites, the monitor-only PacketShaper offers a
cost-effective way to gain visibility to what is happening at the remainder of their sites.
Qualifying Your Customer

The qualifying questions in this section are intended to help you pinpoint your prospects needs.
They are grouped by target customer environment, with general questions at the end. For each
prospect you work with, youll probably choose a subset of the questions, often selecting and
combining questions from several sections. Remember that the reason for asking these questions
is to determine where the customer feels the greatest pain. Once you find that pain, youll want to
tailor your sales tactics to it. In all cases, make sure the customer has Ethernet. PacketShapers
cant be placed at sites with token ring or FDDI.
26
Microsoft Exchange/Lotus Notes Qualifying Questions

Do you use Microsoft Exchange or Lotus Notes as your email solution across the WAN?
Yes. Good prospect. Proceed to the next question.
No or dont know. Ask qualifying questions from other sections.
Have you experienced network performance problems since Exchange/Notes was deployed?
Yes. Good prospect. Ask other qualifying questions to better understand where theyre experiencing their
greatest pain.
No or dont know. Ask other qualifying questions.
Are you satisfied with your Exchange/Notes performance?
Yes. Ask other qualifying questions. Its likely youll find dissatisfaction with the performance of other
mission-critical applications like SAP or Oracle.
No or dont know. Good prospect. Find out whether they are waiting to deploy secondary features like
public folders because of bandwidth and performance concerns. Proceed to the next question.
Has the performance of mission-critical applications suffered since Exchange/Notes was installed?
Yes. Good prospect. Explain that this is a common problem with unified-messaging applicationsthat
their heavy use of WAN bandwidth impacts other applications. Ask whether they wait until late at night
to synchronize folders, which means theyre not able to take advantage of the real-time benefits of
Exchange/Notes. Outline the steps PacketShaper uses to enable productivity gains from Exchange/Notes,
while not impacting other applications.
No or dont know. Ask questions about future plans, new applications, and new users.
Citrix Qualifying Questions

Are you using Citrix WinFrame or MetaFrame?
Yes. Good prospect. Proceed to the next qualifying question.
No or dont know. Find out whether they plan to deploy a thin-client solution in the future, and ask other
qualifying questions.
Is Citrix performance unpredictable? Does it slow down when files are transferred or printed?
Yes. Excellent prospect. PacketShaper can remedy these Citrix performance problems by guaranteeing
bandwidth per ICA flow.
Is all traffic running over ICA?
Yes. Good prospect. Highlight that PacketShaper can prioritize published applications running over ICA,
such as SAP and PeopleSoft.
27
ERP Qualifying Questions

Do you have particular applications that are critical to the business? Does the mission-critical traffic
share the WAN with other less critical traffic such as email and web browsing?
Yes. Good prospect. Find out which applications are being used and how they are critical to the business.
PacketShaper can ensure that the distributed ERP applications are performing optimally across the network.
No or dont know. Determine if their future IT strategy includes ERP or other business-application
implementation.
Do users complain about critical applications being too slow?
Yes. Excellent prospect. Highlight that bandwidth congestion may be the problem. Explain that in a typical
IP network, application response times vary dramatically depending upon the traffic competing for widearea bandwidth and that in most cases its the non-critical traffic that consumes most of the bandwidth.
Introduce PacketShapers four-step bandwidth-management solution.
No or dont know. Ask other qualifying questions. Explain that bursty traffic such as web surfing can
monopolize the bandwidth on the network and affect the performance of critical applications.
In the past, have you added more wide-area bandwidth to solve application performance problems?
Yes. Ask other qualifying questions. Its likely youll find dissatisfaction with the performance of other
mission-critical applications like SAP or Oracle.
No or dont know. Good prospect. Find out whether they are waiting to deploy secondary features like
public folders because of bandwidth and performance concerns. Proceed to the next question.
Has the performance of mission-critical applications suffered since Exchange/Notes was installed?
Yes. Good prospect. Highlight that this is a temporary solution at bestthat adding more bandwidth,
without adding policies to control how the bandwidth is used, simply gives the non-critical traffic more
room to burst. Explain that what is needed is to make better use of the current bandwidth, not to add
bandwidth. Outline how PacketShaper provides not only the means to control bandwidth allocation but
also the information needed to make intelligent decisions about when to add bandwidth.
No or dont know. Ask additional questions to get a better understanding of how they have resolved past
performance problems.
Host Access Qualifying Questions

Are you accessing host-based applications via TN3270/5250 or a browser?
Yes. Good prospect. Other bandwidth-hungry IP applications typically rob TN3270/5250 of the bandwidth
needed for predictable performance.
No or dont know. Probe further to find out more about the customers environment. Are they still accessing
their SNA applications over a dedicated SNA network? Do they have plans to migrate to a single multi-service
IP network? Are they delaying migration because of performance concerns? PacketShaper enables the
customer to realize the economic benefits of a multi-service IP network while protecting SNA performance.
Are you experiencing poor TN3270/5250 application performance (e.g., sluggish screen updates)?
Yes. Excellent prospect. Sell PacketShaper as a way to improve TN3270/5250 application performance.
No or dont know. Find out more about their environment. Do they have a dedicated SNA network? Is the
prospect planning to keep using legacy applications or to replace them? What are the future growth
plans? Will new users need access to the legacy applications? Point out that the addition of new users
may tax these applications.
28
Service Provider Qualifying Questions

Do you offer web-hosting or co-location services?
Yes. Good prospect. Sell the ability to guarantee different amounts of bandwidth to different customers
and charge for services delivered.
Do you have problems controlling bandwidth allocation or bandwidth hogs?
Yes. Good prospect. Sell PacketShapers ability to track and manage bandwidth allocation.
Are you looking for ways to expand your offerings (e.g., smart buildings, web hosting, audio and
video, etc.)?
Yes. Good prospect. Focus on PacketShapers ability to guarantee bandwidth for specific applications
and services.
International WAN (IWAN) Qualifying Questions

Do you have private IWAN links?
Yes. Good prospect. Find out the number of links and the locations serviced.
Is cost an issue with your IWAN links?
Yes. Good prospect. Use an ROI analysis comparing the cost of PacketShaper to the cost of adding
more bandwidth.
Do you have performance problems with your IWAN links?
Yes. Good prospect. Discuss PacketShapers ability to deliver predictable and acceptable application
performance across these links.
Are you concerned that non-critical traffic hogs your IWAN links?
Yes. Good prospect. Use control as your key selling point.
29
Voice over IP (VoIP) Qualifying Questions

Are you considering deploying (or have you deployed) VoIP?
Yes. Good prospect. Ask other qualifying questions.
Are you concerned about VoIP performance?
Yes. Excellent prospect. Discuss PacketShapers ability to detect and protect VoIP traffic.
General Qualifying Questions

Do you have a problem determining which applications are running on the network and associating
bandwidth usage with each application?
Yes. Good prospect. Highlight PacketShapers classification, analysis, and reporting capabilities.
Do you have service-level agreements (SLAs) with your end users?
Yes. Excellent prospect. Sell PacketShapers ability to guarantee application performance and track SLAs.
Are you planning future bandwidth expansion?
Yes. Good prospect. Discuss PacketShapers ability to deliver predictable and acceptable application
performance across these links.
No or dont know. Ask other qualifying questions
Are end users complaining about poor response times?
Yes. Excellent prospect. Highlight that bandwidth congestion may be the problem. Explain that in a typical
IP network, application response times can be very slow when applications are competing for wide-area
bandwidth and that in most cases its the non-critical traffic that consumes most of the bandwidth.
Introduce PacketShapers four-step bandwidth-management solution.
Do you lack quantifiable performance data to justify spending money to address end-user complaints?
Yes. Good prospect. Highlight PacketShapers rich analysis capabilities.
30
Target Customer Environments for PacketShaper

Packeteer is targeting the customer environments we believe have the greatest need for bandwidth
management today: Microsoft Exchange and Lotus Notes; Enterprise Resource Planning (ERP);
Citrix; Host Access; Service Providers; Voice over IP; e-Commerce; and International WAN. In actuality,
every organization running mission-critical applications over the WAN is a potential PacketShaper
customer. At some point, each will experience the frustrations associated with unpredictable application performance and skyrocketing bandwidth costs. And each is likely to suffer from not having
a clear picture of what is running on their network and how its performing.
Over the next few pages, youll find customer scenarios that outline specific sales situations and
recommended tactics. The scenarios are designed to help you think about how you would approach
specific customers and/or specific markets. Keep in mind that the five guiding principles outlined
on page 25 are the best starting point for any sales situation.
Target EnvironmentMicrosoft Exchange and Lotus Notes

Unified messaging applications with email, calendaring, public folders, and many other capabilities are
vital for communication within an organization. They add tremendous value by providing timely, up-todate information. But they also place a high demand on wide-area bandwidth. If not managed wisely,
they can cause congestion and seriously impact performance of other critical applications. PacketShaper
enables customers to control messaging applications and ensure that mission-critical applications have
the bandwidth they need for predictable performance across the WAN. The leading unified messaging
platforms are Microsoft Exchange, Netscape Messaging Servers, Lotus Notes, and Novell GroupWise.
Customer Scenario: Fashioning a Workable Peace*
KFI, a leading clothing designer in France, is experiencing performance problems with SAP/R3.
The company recently deployed Lotus Notes. The network manager doesnt realize that Notes
may be causing the SAP performance problems.
Customer Challenges
The IT manager requires satisfactory performance for SAP/R3 at all times, and hes not sure what
to do.
PacketShaper Key Selling Point
PacketShaper enables the peaceful coexistence of Notes traffic and mission-critical applications.
Sales Tactics
Customer education. Many customers are surprised to learn that Lotus Notes and Microsoft
Exchange consume a lot of bandwidth. Explain why this is the case and describe how
Packeteers four-step approach to bandwidth management is the best way to fix the problem.
Powerful control capabilities. Focus on PacketShapers ability to dynamically control Notes

traffic, ensuring the necessary bandwidth for mission-critical applications without affecting Notes
performance for the user.
Solution Benefits
PacketShaper protects mission-critical application performance while still allowing Notes full
access to unused bandwidth.
PacketShaper dramatically increases WAN efficiency, delaying or eliminating the need to upgrade
WAN connections.
* The customer scenarios in this guide are based upon actual customer successes and were developed for educational purposes.
31
Target EnvironmentCitrix WinFrame and MetaFrame Users

PacketShaper enables customers using Citrix WinFrame and MetaFrame to explicitly allocate bandwidth for the delivery of predictable Citrix-hosted application performance.
Customer Scenario: Thin ClientsThinning Patience
With 80 offices throughout the world, Grand Granola needed to ensure consistent and acceptable
performance for its PeopleSoft and SAP applications. To minimize costs, gain efficiencies, and
maximize security, the company decided to deploy these applications on Citrix Secure ICA.
Midway through the Citrix MetaFrame rollout, the project was put on hold due to user complaints
about poor response when trying to access PeopleSoft and SAP. The CIO attributes the problem
to Citrix. The IT manager, who had championed the move to thin client, needs to solve the problem
to convince the CIO that Citrix was a wise choice.
Customer Challenges
The IT manager wants to keep her job! She needs a way to get the Citrix deployment back on
track. She needs to make sure Citrix ICA delivers the application performance that was originally
expected. And she needs to prove it to her CIO.

The IT manager can use PacketShaper to identify the applications running on Citrix ICA (i.e.,
PeopleSoft and SAP) and set policies to protect and prioritize those applications. She can use
PacketShapers detailed reports to substantiate claims of improved performance.
Sales Tactics
Classification and control of published applications. Highlight PacketShapers ability to
uniquely identify and control the published applications such as PeopleSoft and SAP running
over Citrix ICA and Secure ICA. No other solution available today provides PacketShapers
degree of granular classification and control.
Control overview. Provide a high-level overview of how policies can be used to guarantee application performance. Policies can be set to limit the amount of bandwidth allocated to web and
print traffic, ensure each Citrix flow has enough bandwidth, and prioritize one Citrix-enabled application over another. For example, SAP and PeopleSoft can be given different levels of priority
even though they both run on Citrix ICA.
Solution Benefits
PacketShaper provides the information needed to determine what is causing a performance
problem, and then provides the means to intelligently fix the problem.
PacketShaper delivers predictable performance for Citrix-hosted applications like SAP and
PeopleSoft, and provides quantifiable data and reports to back that up.
32
Target EnvironmentEnterprise Resource Planning

Customers commonly spend in excess of US$20 million on Enterprise Resource Planning (ERP) applications that run the business, such as general ledger, order entry, and supply-chain management.
These applications, which are typically latency-sensitive, must compete for bandwidth with non-critical,
non-latency-sensitive applications. ERP-application vendors include SAP, PeopleSoft, Oracle, Baan,
J.D. Edwards, Hyperion, Epicor, Lawson, and QAD.
Customer Scenario: Enterprise Resources at Risk
Chocolade, a large chocolate manufacturer in Europe, uses Baan for supply-chain and back-office
management. Baans performance has never met expectations, and user complaints are on the
rise. The company has 12 sales offices and 4 regional offices in various countries around the world,
as well as a corporate office and a manufacturing site in Switzerland. The sales offices use T1/E1
links to the regional offices, and the regional offices are connected to corporate via frame relay connections. The IT director is considering purchasing network management diagnostic tools.
3
Customer Challenges
The IT director needs to fix the Baan performance problems immediately. His job is on the line.
Budget is available for network management tools; but the IT director isnt quite certain how that
will solve the problem.

PacketShaper not only offers the extensive monitoring capabilities available in many network management tools; it also offers the means to fix problems. PacketShaper can prioritize Baan traffic
and guarantee wide-area bandwidth to applications critical to the success of the business.
Sales Tactics
Classification and control of published applications. Highlight PacketShapers ability to
uniquely identify and control the published applications such as PeopleSoft and SAP running over
Citrix ICA and Secure ICA. No other solution available today provides PacketShapers degree of
granular classification and control.
Quantifiable data. Outline PacketShapers response-time management (RTM) capabilities, which

will give the IT director a precise view of how applications are performing today, allow him to set
baselines, and enable him to quickly see when performance is deviating from the norm.
Use pictures. Show sample before and after RTM reports and attribute the difference to the
policies that were implemented.
Edge sell. Sell the need to place PacketShaper at the edge of the network, rather than at the
core, to best solve the performance problem. See page 41 for an explanation of the advantages
of edge deployment.
Reference sell. Use Packeteer Success Stories, including Grant Thornton, Borden Chemical,
Autodesk, and Dominos Pizza.
Solution Benefits
PacketShaper protects Baan performance across the wide-area network.
PacketShaper offers extensive diagnostic capabilities and the means to fix performance problems.
33
Target EnvironmentHost Access via TN3270/5250 or a Browser

Companies that provide remote-site access to SNA applications are moving away from dedicated SNA
networks and instead relying on emulation solutions that enable TCP/IP nodes to emulate terminal sessions and deliver 3270/5250 functions over IP networks. TN3270/5250 application vendors include
Attachmate, Hummingbird, Esker/Persoft, and OpenConnect.
Customer Scenario: The Farmers Are Banking on It
MainUnion, a Kansas City bank with 18 branch offices, is experiencing intermittent performance problems with TN3270 access to their mainframe. They currently use Hummingbird emulation software.
Customer Challenges
The customer needs to fix the TN3270 performance problems. TN3270 transactions are missioncritical, so there is no tolerance for poor performance.
The customer cant afford complex and expensive alternatives such as multiple PVCs or
dedicated circuits.

PacketShaper prevents TCP bursts from interfering with low-latency, revenue-producing
mainframe transactions.
Sales Tactics
Powerful control capabilities. Point out that PacketShaper will protect delay-sensitive hostbased applications from debilitating TCP bursts, using rate-control policies for TCP traffic, while
controlling latency for host-based transactions. Discuss PacketShapers ability to ensure predictable
and reliable TN3270 response time.
Inbound and outbound control. PacketShapers unique ability to control both inbound and outbound traffic not only eliminates the outbound queue at the branch office but also manages the
queue depth at the headquarters router. This maximizes router efficiency and protects TN3270
from any queuing-based delay.
Reference sell. Recommended Packeteer Success Story is Ciba.
Solution Benefits
The solution protects TN3270 transactions.
The solution enables host access (TN3270/5250) to share a link with standard IP services like
email, web, and FTP, without experiencing any performance problems.
34
Target EnvironmentService Providers

Packeteer solves the fundamental bandwidth congestion and contention problems IP network service
providers face. PacketShaper provides the mechanism for service providers to proactively control
bandwidth consumption of excessive users, while easing bandwidth congestion for normal network
users. PacketShaper also empowers service providers to create new tiered services (e.g., Coach,
Business Class, First Class), yielding higher average revenue per network hour.
Customer Scenario: Attack of the Bandwidth Hogs
AccessNet is a medium-sized ISP that has just added flat-fee web-site hosting to its list of services.
Two of the new web-site hosting customers are turning out to be bandwidth hogs. The manager
fears that other sites will suffer due to these sites popularity.
Customer Challenges
The ISP wants to control how much bandwidth each hosted site is using and charge for different
usage levels.
PacketShaper enables service providers to offer differentiated services where they can guarantee a
fixed amount of bandwidth for a specific price.
Sales Tactics
Control. Highlight the ability with PacketShaper to set a partition per user, which enables the
ISP to offer differentiated services. For example, $200 per month gives you a hosted site and up
to 20 Kbps of bandwidth, with no guarantees. $500 per month gives you a guarantee of 20 Kbps
of bandwidth.
Analyze and report. Highlight the ability to track exactly how much bandwidth each customer
is using.
Solution Benefits
The ISP can create new tiered services, yielding higher average revenue per network hour.
The solution provides the mechanism for service providers to actively control bandwidth
consumption by excessive users while easing bandwidth congestion for normal users.
PacketShapers reporting capabilities enable the ISP to track exactly how bandwidth is
being allocated.
35
Target EnvironmentVoice over IP (VoIP)

PacketShaper enables customers using Voice over IP technologies, like the Clarent System, to explicitly
allocate bandwidth for the delivery of predictable call quality for IP Telephony.
Customer Scenario: VoIP Competes with the Bandwidth Hogs
Sonnen & Co., a leading provider of creative services, is planning to deploy VoIP as a way to reduce
long-distance costs, routing voice over the company IP network and bypassing the Public Switched
Telephone Network. With an existing IP network linking its 30 offices throughout the world, Sonnen
needs to ensure consistent and acceptable performance for its voice traffic whenever a call is initiated.
The IT manager has been tasked with finding a way to guarantee VoIP performance.
Customer Challenges
For users to accept VoIP, call quality must exceed what they experience with mobile telephones
and ideally match or exceed whats available using traditional long distance.
The IT manager needs to devise a solution and then get the support of the CIO. Putting in a dedicated IP network for VoIP is not feasible because it cuts into the cost savings that prompted the
VoIP deployment.

PacketShaper enables business-quality VoIP. It protects latency and congestion-sensitive VoIP from
badly behaved IP traffic through enforcement of specific policies for VoIP.
Sales Tactics
Layer 7 classification and control. Highlight PacketShapers ability to identify VoIP protocols,
as well as other applications in the mix that might be competing with Voice, causing brownouts.
Point out that VoIP protocols use advanced techniques like port hopping, which require layerseven awareness. Strategies that prioritize a few fixed ports simply will not work. PacketShaper,
with its deep classification capabilities, automatically recognizes, identifies, and can control all the
key VoIP protocols, including H.323, H.245, and T.120.
Powerful control capabilities. Provide a high-level overview of how policies can be used to
guarantee application performance. Routers can only rank traffic; PacketShaper can reserve fixed
amounts of bandwidth, enforce latency bounds for each concurrent call, and squeeze the rest of
the traffic to fit the excess network capacity. PacketShaper prevents TCP bursts from adding
unpredictable router queuing delays, which interfere with latency-sensitive voice traffic.
Solution Benefits
PacketShaper guarantees predictable performance for VoIP and provides quantifiable data and
reports to back that up. It also provides a platform for ongoing management of network traffic as
the application mix changes on the WAN.
36
Target EnvironmentMonitor-Only Opportunity

For some customers, gaining visibility to whats running on their network and how its performing is all
they are looking for initially. The concept of control is not meaningful until they have a better understanding
of what is happening. For such customers, it is safer to start with the monitor-only PacketShaper, making
sure to highlight the ease of adding control in the future.
Customer Scenario: Chemists See the Light
CRS, a large chemical company, recently acquired two smaller chemical companies and is in the
process of integrating the three companies networks. The IT director must complete the integration
project within the next four months. Until the project is done, he is putting on hold virtually all other
IT-related activities.
Customer Challenges
The IT director has a very short window to complete the integration project. Visibility to which
applications are running on the three networks and how theyre performing is critical.
PacketShaper gives you a clear picture of whats running on your network and how its performing.
It also gives you the means to add control capabilities at a later date if application performance
problems arise.
Sales Tactics
Monitoring capabilities. Show sample screen shots, including traffic trees, and emphasize how
much easier it is to be effective when you have this information at your fingertips. Highlight the
importance of having this information when integrating the three companies networks.
Ability to add control later. Control is one of PacketShapers key differentiators. So even though
youre selling this customer a monitor-only solution, youll want to point out the unique ability with
PacketShaper to add control capabilities when the time is right.
Keep it simple. A little bit of knowledge can go a long way. A traffic tree alone may be enough to
sell the product.
Solution Benefits
PacketShapers monitoring capabilities provide a complete picture of whats running over the network and how its performing. IT directors need this information to begin to gain control over their
enterprise networks.
PacketShaper lets you add control capabilities to the monitor-only PacketShaper as needed, which
means the investment to gain visibility has both a short- and a long-term payoff.
37
Overcoming Objections and Closing Sales

My router can do that.
Response:
Point out that PacketShapers and routers perform complementary functions. Routers route traffic.
PacketShapers classify, analyze, control, and report on traffic. All these functions are needed for
end-to-end QoS.
To your customers who tell you that their router classifies and prioritizes traffic, explain that
routers only recognize traffic based on layers 2 through 4 of the OSI model; PacketShaper recognizes traffic all the way up to layer 7, a requirement for guaranteeing application performance.
To your customers who tell you their router statistics show their WAN link to be only 40% full,
explain that 40% is average. You need to look at peak numbers and utilization by application to
see the complete picture. With bursty traffic, sometimes the link is fully consumed and sometimes
its underused. TCP Rate Controls just-in-time traffic flow enables much more efficient use of the
link. Router queuing methods offer some levels of control and QoS, but they do not offer the
breadth and depth of capabilities that PacketShaper does.
To your customers who will not give up on insisting that their routers can do it, remind them
that theyve had their routers for years. If it were possible, they would have already configured
them to fix all the problems. Since they still have congestion problems.
Its not in my budget.

Response:
Leverage OTHER budget items! Find out if the customer has a budget for probes, sniffers, networkmanagement tools, or additional bandwidth. If they do, describe how PacketShaper can perform
the same functions as the devices, plus much more. Explain that adding bandwidth doesnt solve
performance problemsthat what is needed is better management of existing bandwidth.
Leveraging other budgets is easy to justify since PacketShaper eliminates the need for the corresponding line items.
If budget is still an issue, suggest starting with monitor-only PacketShapers, which have a lower
entry price.
My RMON probes can do that.

Response:
Highlight that PacketShaper monitors WAN traffic. Most probes are designed to monitor LAN
traffic and dont really give you a clear picture of what is happening on the WAN.
Point out that the probe is a good monitoring tool, but thats all. The probe doesnt offer any
mechanism to fix problems. Explain how PacketShaper monitors AND fixes problemsit is a
TOTAL solution.
For customer who are looking for monitoring only, ask them what theyll do if they discover a
performance problem. Point out that starting with the monitor-only PacketShaper means they
can add control capabilities if and when problems arise, which ensures the long-term payoff of
their initial investment. Probes dont provide such an option.
38
One PacketShaper per site is too expensive.

Response:
Suggest a rollout strategy where they address the most critical problems firstoffices with 128 Kbps
links, international connections to remote manufacturing sites, etc. Placing even one remote unit
now is better than placing a unit at headquarters because it gives you the chance to demonstrate
PacketShapers full capabilities, and it gives you the opportunity to sell additional units in the future.
Use a return-on-investment analysis to help close the sale (see page 39).
If budget is still an issue, suggest starting with monitor-only PacketShapers, which have a lower
entry price.
Sounds great, but.

Response:
The next several pages outline tactics we recommend for speeding up the sales cycle.
Closing a Deal
After overcoming objections, you should have a prospect who recognizes the benefits PacketShaper
can bring to his or her network. Your next challenge is to figure out how to quickly convert this
recognition into a sale. We recommend the following sales tactics:
Reference accounts. Enterprise customers tend to be conservative about trying new technology.
Reference accounts are a great way to convince a prospect that the technology is safe. On
Packeteer PartnerWeb, you can find a number of business cases reflecting real-world customer
successes (click Sales Tools, then Business Cases). If you dont find what you need on
PartnerWeb, please talk to your local Packeteer Sales Manager.
Evaluation unit. Some enterprise customers need to test units before making a purchase.
Many of these customers have discretionary funds for evaluating new technology; so before
automatically loaning an evaluation unit, test your success at selling the unit. Also, make sure
to manage the evaluation process in a way that ensures a quick close. Please read the next
section for details.
ROI. Quantifying the benefits of PacketShaper can be very compelling. In many cases, a customers
investment pays for itself in less than three months. Page 39 provides an ROI-analysis example.
Using an Evaluation Unit to Close a Deal

In a best-case scenario, a prospect will place an order immediately after hearing your sales pitch.
Its certainly worthwhile to have this as your goal as some deals close very quickly. In many cases,
though, the customer needs to play with the product. Placing an evaluation unit with a qualified
customer can be an excellent sales tool, but you want to make sure you do everything possible to
turn that evaluation into revenue. Here are some tips:
Make sure an evaluation is the best approach. Go through a decision tree to determine that an
evaluation is an effective and necessary step. In many cases, you can close a deal simply by using
the CD sales tool and showing sample before and after reports.
Qualify the account. Use the following questions to ensure a successful evaluation:
1. Do you know the customers specific problem and the result the customer is looking for?
2. Are you certain the identified problem can be solved by PacketShaper?
3. Does the customer have the necessary resources to complete the evaluation?
4. Does the customer have budget for the solution? If the customer doesnt have budget for
another six months, you may choose to allocate your evaluation support resources elsewhere.
39
5. Is the customer committed to purchasing PacketShaper(s) after being convinced it solves

the problem?
6. Will you have remote access via the Internet or remote-access server to the PacketShaper
for technical support during the evaluation period? This will aid in troubleshooting problems.
Choose a congested link. If you decide an evaluation makes sense, place the unit at a branch
office with a congested link! The most common mistake is to put the unit at headquarters, where
all too often theres no congestion.
Take control. Leave nothing to chance. Careful management of an evaluation is the best way to
ensure a sale.
Use a simple demo. If youre running the evaluation on a test network, we recommend using FTP to
show the effectiveness of PacketShapers control capabilities. Its a simple, powerful way to demonstrate PacketShapers ability to protect critical traffic by containing bursty traffic. If such a demo
isnt feasible, another simple approach is to contain bandwidth hogs. Determine from the monitor
screen and the network-performance summary screen which classes are consuming the most
bandwidth, and set rate-limiting policies on these; check for improvements on critical traffic. At a
branch office, inbound traffic typically outpaces outbound traffic. So youll be much more likely to
set a limiting policy on an inbound traffic class.
Bottom line. For a customer evaluation, keep it simple.
Using an ROI Analysis to Close a Deal

For prospects whose major pain is cost, an ROI analysis is a critical part of the selling process.
From an ROI standpoint, PacketShapers value can be measured in several ways. You can calculate the savings from avoiding service interruptions and help-desk calls. You can evaluate the savings associated with extending the useful life of the current WAN bandwidth. You can look at the
opportunity-cost savings of improving application performance. Use any one of these examples
below, or a combination, to justify the purchase of PacketShaper.
Service disruption avoidance (end user). Studies have shown that service interruptions typically
cost $70 per hour per affected user. Assuming an hour of lost productivity per user per month for a
20-user branch office, the monthly cost of service interruptions is $1,400. In this case, a PacketShaper
1500 pays for itself in 3 months, and a PacketShaper 2500 pays for itself in 6 months.
Help-desk call avoidance. A service interruption is likely to result in end-user calls to the IT Help
Desk to report the problem. The resulting support costs vary depending on the severity of the problem.
According to published studies, a mid-level desktop support technician costs $50 per hour and a
problem of moderate severity is resolved in 30 minutes. Assuming 4 moderate service interruptions
per week resulting in 2 help-desk service calls per interruption, the monthly cost to the IT organization
is $800 for the 20-person branch office. In this example, a PacketShaper 1500 pays for itself in
5 months, and a PacketShaper 2500 pays for itself in 10 months.
WAN upgrade avoidance. Assume you can delay upgrading the Frame Relay WAN from 256 Kbps
to 512 Kbps, at a savings of $1,000 per month. International WAN link costs run anywhere from
5 to 25 times greater than domestic WAN links. For an international WAN link, upgrade avoidance
can justify a PacketShaper 2500 in less than one month. For a domestic WAN link, the ROI comes
at 8 months.
Application-performance optimization. Assume the company in this example recently spent
$20 million deploying SAP, and they believe SAP is performing at 80% efficiency. The opportunity
cost of the inefficient performance is $4 million ($20 million x 20%), which could justify the purchase
of many PacketShapers.
40
Where in the Network Will PacketShapers Add the Most Value?

There are a number of topological, application, and protocol considerations in determining whether
to deploy PacketShaper centrally (at headquarters) or at the edge (branch offices). In most cases,
the benefits of installation at the edge far outweigh a central-site deployment. The figure below
provides a decision tree to help you make a deployment decision.
1
Star
Topology
Distributed
Applications
Yes
No
Yes
Mesh
(Full or
Partial)
IP Only?
Multi-LAN
Router @
Central
Site?
5
No
Plans to mesh
network within
the next 12
months?
No
Deploy
PacketShaper
@ the Central
Site
No
Yes
Yes
Deploy
PacketShaper
@ the Branch
Office
Deployment Decision Chart
Topology. In a star topology, where all inter-office traffic is through the central site, traffic characteristics such as distributed applications and multiple protocols must be considered to determine the
best placement for the PacketShapereither at the edge or at the central site. In a meshed topology,
PacketShapers will be more effective at the network edge (branch offices).
Distributed applications. In a network with application servers distributed throughout the network,
a central PacketShaper may never see some traffic. For example, if the client at a branch office
exchanges data with a server at another branch office, the traffic will be routed directly into and out
of the WAN interface of the central-site router. An application server can be as simple and common
as a web server installed on an NT Server/Workstation at a remote site. Since the PacketShaper at
the central site would sit on the LAN side of the router, it would never see the traffic. Therefore,
PacketShapers are best deployed at the edge (branch offices).
Multi-protocol environments. PacketShapers installed at remote sites in multi-protocol environments
can manage IP and non-IP traffic on each link. By effectively separating the IP and non-IP traffic for
each site, PacketShaper will provide more granular control. A central-site PacketShaper will only
classify non-IP traffic by protocol and MAC address, not by IP address, which means you cannot
independently manage multiple links (PVCs) associated with multiple remote sites. With central-site
deployment, a 256 Kbps IPX partition could be consumed by traffic from one remote site. Therefore,
for multi-protocol environments, you want to deploy PacketShapers at the edge.
Multiple LANs at the central site. Because the core of an enterprise network usually connects to
the high-speed WAN backbone and also sometimes has legacy routed LANs connected to it, centralsite WAN routers often times have multiple LAN interfaces. Central-site deployment for this topology
is not viable because multiple PacketShapers on the LAN segments must share management
responsibility for individual WAN connections. For environments with multiple LAN interfaces on the
WAN router, the preferred solution is to deploy PacketShapers in the branch offices, where this
condition is less common.
Planning a meshed topology within the next 12 months? If there are plans to add direct network
connections between remote offices within the next 12 months, deployment at the branch offices
is recommended.
41
Benefits of Edge (Branch Office) Deployment

Its difficult to achieve application quality of service with central-site deployment for the following reasons:
Control. PacketShaper can only protect what it can see. For networks with branch-to-branch traffic,
edge deployment is the only way to have full view of and control over application performance.
Flexibility. Sales offices, corporate headquarters, and manufacturing sites dont have identical
lists of mission-critical applications. A single set of policies often cant address all needs.
Scalability. Central-site deployment cant always accommodate the requirements of an enterprisewide network. For example, if you need to classify traffic by application by location, you can hit
the class limit very quickly.
Precision. Congestion is most commonly experienced on the small links at the edge of the network.
Per the discussion above, managing the large central-site link is not the best way to ensure application QoS over these congested edge links.
Location of bottleneck. Usually the bottleneck is at the remote site, making remote-site deployment
more appropriate.
3
PacketShaper Benefits Summary

Comprehensive solution. PacketShaper is the only bandwidth-management solution to provide
the four elements necessary to control application service levels for mission-critical applications
across congested wide-area networks:
1. Classify. PacketShaper automatically discovers and categorizes more than 200 different
traffic types.
2. Analyze. PacketShaper provides detailed information about how applications are performing,
including response-time data.
3. Control. PacketShaper enables network managers to protect critical applications, confine noncritical traffic, and proactively prevent performance problems.
4. Report. PacketShaper provides real-time and historical reporting.
Comprehensive view. Get a complete picture of whats running on your network and how its performing. Without PacketShaper, network managers have limited visibility into the many traffic types
running on their network, making it difficult for them to do their jobs effectively.
Unprecedented control over WAN bandwidth. Classify and control network traffic to a degree
that cant be matched by routers, switches, or other bandwidth-management products.
Guaranteed bandwidth to mission-critical applications. Explicitly allocate bandwidth to missioncritical applications.
Control of non-critical applications. Prevent bandwidth-hungry, non-critical applications from
disrupting critical application performance.
Upgrade capability and monitor-only option. Add capacity and control as needed through
software upgrades.
WAN efficiency. Use expensive WAN connections for mission-critical traffic first. The network is a
corporate asset. Use it in a manner consistent with business objectives.
Quantifiable information. With PacketShaper, network managers can quantify what has traditionally been subjective, anecdotal information. Concrete figures allow your customers to recognize
performance problems before they impact their business, substantiate a request for new equipment, and assess the results of configuration changes.
Easy/rapid deployment. Deploy PacketShaper transparently between the LAN and the WAN
access router.
Risk free. PacketShapers design prevents it from being a point of failure on the network. If the
PacketShaper goes down, it looks like a cable that the traffic just runs through.
42
Selling Packeteers AppVantage

Two key selling propositions for AppVantage and PacketShaper are application performance and
cost containment. So youll find that many of the selling tips for PacketShaper apply to AppVantage.
One important difference to keep in mind when selling to ASPs is the centrality of application performance to the ASPs very existence. If an enterprise customers mission-critical applications dont perform
well, their business may suffer, and their IT costs may increase. But they arent likely to go out of
business as a result. In contrast, ASPs are in the very business of delivering applications. If they
cant deliver application performance, and cant contain their costs associated with the delivery, they
simply cant stay in business. In fact, they wont have any customers justifying their staying in business.
When selling to ASPs, keep coming back to cost containment and customer acquisition and
retention. As you step through the five functions offered by AppVantage, return frequently to
those areas of interest:
Establish the demarcation point. This function is critical for cost containment. Without AppVantage,
ASPs cannot determine who is responsible for a particular performance problem and, as a result,
can end up wasting valuable resources. A secondary benefit of the demarcation point is the ability
to set customer expectations, which helps with customer satisfaction and retention.
Create, monitor, and enforce SLAs. On the customer acquisition and retention side, this function
enables ASPs to build trust with prospective and current customers. Customers can feel confident
about an ASPs ability to deliver application performance. The ASP can feel confident in its ability
to deliver not only application performance, but also differentiated services for which premiums
can be charged and new customers can be acquired. On the cost-containment side, AppVantages
powerful control capabilities minimize the penalties the ASP will need to pay for failing to meet
application SLAs.
Deliver application QoS. As the ASP market matures, some ASPs will succeed and others
undoubtedly will fail. ASPs that build their business around the delivery of end-to-end application
QoS stand a much better chance of success. And AppVantage is the best solution to help them
get there.
Enable service-level mediation. This function is critical for both cost containment and customer
retention. It enables ASPs to understand exactly what is happening in their domain of responsibility and in their customers. It also enables ASPs to quickly address performance problems.
Facilitate application-based billing. Both ASPs and their customers benefit from this function.
ASPs can charge precisely for the services theyre delivering, and customers can feel confident
theyre being charged for only the services theyve requested.
43
Qualifying the Customer

The qualifying questions in this section are intended to help you review a prospects business
model and understand the magnitude of the opportunity.
Who are your target markets?
If small business: Small businesses typically have little money available for ASP services and are
approaching an ASP because of the potential perceived cost savings. ASPs focusing only on
small business typically will not fit the AppVantage customer profile.
If medium business: Medium businesses typically have more money than small businesses and
are approaching an ASP because of the inability to hire people or the inefficiency of their internal
organization. An ASP selling into medium businesses may be a good customer for AppVantage.
If enterprise accounts: Enterprise accounts recognize the value of application productivity. An

ASP selling into such accounts will be a good fit for AppVantage.
If vertical markets such as insurance, retail, energy, financial services, or telecommunications:

Vertical markets are very dependent on specific vertical-market applications, making application
productivity extremely important. ASPs with a vertical focus are therefore a good fit for AppVantage.
What services will be offered?

If hosting services only: Ask which specific applications will be offered and how these applications
will be supported. AppVantage can help with managing delivery of multiple applications. But ASPs
that are offering too many applications dont stand a good chance of being in business for very long.
If managed services: If the ASP is providing managed firewall, router, or VPN services, they have
the internal infrastructure to manage on-site equipment, which makes the opportunity larger.
If integration/customization and extended support options: A full suite of customization services

represents both a competitive advantage and a load on the internal organization. This is positive if
the ASP has a series of partners to provide these services.
What is the financial model?

If the ASP has worked out the financial model, they should be able to tell you that the target revenue per user per month is between $100 and $200. If they cant answer this question, or their
target is much lower, there may not be a sustained opportunity with this ASP.
What are the plans for differentiated services based on specific applications?
The key to being successful is to move out of the flat-rate or contract-limited financial model into
one where the customer is purchasing incremental services that represent incremental revenue for
the ASP. Because of the way AppVantage tracks individual applications, AppVantage-based services
can provide these incremental revenue opportunities, particularly around VoIP, streaming media,
and NetMeeting types of applications.
How will customers be billed?
The two large, bulletproof systems typically used in the industry are provided by Portal and Solect.
Packeteer has strategic relationships with each of these companies. IP-based billing systems provide
a means for creating incremental services, and these two systems support the creation of differential,
application-based services.
If they are working with another billing partner, youll want to make sure that partner is able to
provide billing for on-demand applications.
How will the ASPs customers be supported?

If the ASP has a help-desk function, it has a better chance of success than if it is relying on firsttier support from the ISV. In addition, the ability of the ASP to staff the help desk will be critical to
ongoing success.
If the ASP performs maintenance itself, this activity will not scale. If the ASP works with a partner,
youll want to find out who that is, since they will need to be trained to support AppVantage.
44
Overcoming Objections and Closing Sales

Were not guaranteeing performance for specific applications.
Response:
Point out that customers are starting to force ASPs to provide this. Without application-based
SLAs, companies wont be willing to hand over control of their critical applications.
ASPs that give you this response may be very early in their business-development cycle. They
may in fact have no customers yet. Call them up again in three to six months to see if there are
any new developments.
The solution is too expensive.

Response:
Provide them with cost-justification information. (See Using an ROI Analysis to Close a Deal on
page 39.)
Highlight the importance of a demarc for cost containment.

3
I only want to use AppVantage in the data center.

Response:
Close the data-center sale. With PacketShaper, a sale at the data center severely limits your ability
to sell at the edge. In contrast, an AppVantage unit at the data center can be a good start. When
the ASPs customers start complaining about poor performance at the edge, the ASP will re-engage
you for assistance. And they will already be familiar with the solution, making it a relatively easy
follow-on sale.
Selling Packeteers AppCelera ISX-50

Just about any company that conducts e-businessfrom healthcare organizations that share
patient records among doctors and insurance providers to realtors that provide online agent
access to traditional dotcom sites that take credit cardswill benefit from AppCelera ISX-50.
For your PacketShaper installed-base customers, the sales process is relatively simple:
1. Check for SSL traffic on the PacketShaper Classification Tree.
2. If you see SSL traffic, check Network Delay vs. Server Delay. Its likely youll see unacceptable
server delays.
3. Explain to the customer that the server delay will go down dramatically after AppCelera ISX-50
is installed.
4. Explain that AppCelera ISX-50 does for the server what PacketShaper does for the network.
The combined solution is the best way to ensure application performance for e-business traffic.
For prospects that dont yet have PacketShaper, the sales process is slightly more complicated.
Youll want to highlight that QoS for e-business applications requires powerful policies to protect
critical applications and contain non-critical applications (PacketShapers value proposition), and it
requires intelligent use of server resources (AppCelera ISX-50s value proposition).
The following scenario is designed to demonstrate a likely customer environment and the sales
tactics you would use to sell the combined PacketShaper/AppCelera ISX-50 solution.
45
Target Environmente-Business
More and more businesses are implementing e-commerce solutions, which typically require security
and share the network with email and web access.
Customer Scenario: Surfers Cause e-Commerce Traffic Jam
Software Selection does 50% of its worldwide business over the Internet. Four months ago, the
company launched an aggressive marketing campaign designed to bring first-time visitors to their
e-commerce site. The campaign was extremely successful, resulting in a threefold increase in hits.
However, in the same four-month period, the percentage of people leaving the site before submitting
a question or an order jumped from 30% to 80%; and the percentage of people canceling an order
while waiting for a confirmation increased from 10% to 25%.
The marketing director is extremely concerned about these results and is demanding that the IT
manager fix the problem immediately. To make matters worse, the finance department is also complaining about poor Oracle performance. The IT manager is considering doing what he did the last
time similar problems aroseadd bandwidth and servers.
PacketShaper and AppCelera ISX-50 Key Selling Points
The combined PacketShaper and AppCelera ISX-50 solution enables application QoS for each
e-commerce user, as well as for Oracle users. AppCelera ISX-50 eliminates server bottlenecks
associated with SSL encryption and decryption, and PacketShapers automatic discovery of SSL
and Oracle enables preferential treatment of both of these critical traffic types.
Sales Tactics
Customer education. Educate the IT manager about the downfalls of adding more bandwidth
and servers. Highlight that PacketShaper provides information needed to make intelligent decisions about adding bandwidth and AppCelera ISX-50 offloads CPU-intensive SSL processing
from servers, eliminating the need to buy more servers.
ROI analysis. Use an ROI analysis to show that the combined PacketShaper and AppCelera
ISX-50 solution is more effective than buying more bandwidth and servers.
Solution Benefits
AppCelera ISX-50 moves the encryption/decryption burden from servers to a dedicated appliance,
freeing servers and restoring transaction speed.
PacketShaper guarantees e-commerce performance by identifying and giving preferential treatment

to the e-commerce URL and the SSL transactions going to and from it.
PacketShaper enables prioritization of Oracle over other non-critical traffic.
AppCelera ISX-50 increases server efficiency, delaying or eliminating the need to add servers.
PacketShaper increases WAN efficiency, delaying or eliminating the need to add bandwidth.
46
Selling Packeteers AppCelera ICX-55

Just about every organization with a web site can benefit from AppCelera ICX-55s content acceleration capabilities. AppCelera ICX-55 brings a degree of control back to companies whose web-site
performance is at the mercy of the end users access speed, browser type, and link congestion. Key
selling points of AppCelera ICX-55 include:
Customer retention. Accelerating web-site performance and optimizing the display for each user
will help ensure the end customers quality of experience (QoE), which will reduce customer churn.
Cost reduction. Using one data source for your web site instead of multiple versions saves
money, as does bandwidth efficiency improvements.
The following chart highlights the most likely areas of benefit for different organizations.
Enterprise Accounts
Web-based application
performance
Critical intranet-site
performance
Corporate web-site
performance
B2B/B2C web-site
performance
Network/Content/Host Service Providers
Differentiated servicesable to attract

and retain customers based on
quality/speed assurances
ASPs
Bandwidth efficiencywhen a customer

requests a 1M application, the service
provider charges for 1M but ends up
using only 600K of bandwidth to deliver
the application
Web-based application
performance
Differentiated services
able to attract and retain
customers based on
quality/speed assurances
Selling Packeteers LAN Expansion Module

The LAN Expansion Module is an enabling solution for selling PacketShapers into environments
with multiple LAN segments. Its not a product you will ever lead with or sell standalone. When you
discover that a customer has this type of topology, simply let them know that Packeteer offers a
solution for it.
Selling Packeteers PolicyCenter

PolicyCenter is an enabling solution for selling multiple PacketShapers or AppVantage devices.
Similar to the LAN Expansion Module, PolicyCenter is not a product you will lead with or sell on its
own. Instead, customers considering deploying many PacketWise-enabled units will want to make
sure as theyre evaluating the solution that there is a central management option.
Views and Reports
47
Screen shots and reports are powerful sales toolsboth to illustrate key selling points and to show the
types of information readily available from PacketShaper and AppVantage.
PacketShaper and AppVantage can create the following class-based reports and preconfigured graphs:
Class Utilization
Transaction Delay Distribution
Class Utilization with Peak
Server Delay Distribution
Partition Utilization and Size
Network Delay Distribution
Partition Utilization with Peak and Size
Top 10 Partitions
Link Utilization and Size
Top 10 Classes
Link Utilization with Peak and Size
Bandwidth Utilization Line Graphs
Network Efficiency
Network Efficiency Line Graphs
Guaranteed Rate Failures
Total Kbytes Sent and Received
Packet Round-Trip Time
Top 10 Applications (Classes)
Transaction Delay
Pie Charts
Service-Level Compliance
This section provides a sampling of common screens and reports and features PacketWise 5.0 software.
PolicyConsole Views
Managing Traffic: In this initial view for managing
traffic, the discovered traffic is displayed hierarchically in the left pane, with configuration options
to modify traffic-classification rules and policy
settings in the right pane.
Monitoring Traffic: PacketShaper and

AppVantage offer real-time traffic monitoring
with an up-to-the-second view of bandwidth
utilization by application (traffic class).
Views and Reports
48
Application Response-Time Monitor: A summary view of application response-time information.

Each traffic class with response-time statistics
has a one-row summary containing valuable
information such as threshold, good transaction
percentage, and average delay.
PacketWise Reports
Link Utilization: Displays a links average and
peak bandwidth consumption, in bits-per-second,
over time. Average bandwidth alone does not tell
the complete story. Averages, especially over long
time periods, can mislead a user into thinking there
is more than ample capacity. However, reports
on peak utilization show that traffic is hitting a
capacity limit frequently. During these periods,
there is contention for bandwidth, and performance
suffers for those applications waiting in the queue,
which are commonly your most important.
Class Utilization: Displays a traffic class average

and peak bandwidth consumption, in bits-persecond, over time. Again, average bandwidth
does not tell the complete story. Averages, especially for larger time units, can mislead a user into
thinking there is more than ample capacity or
that the traffic is being managed effectively. But
peaks might show that traffic is hitting a capacity
limit frequently.
Partition Utilization: Shows a partitions average

and peak bandwidth usage in bits-per-second.
The horizontal lines indicate the partitions size
and burst limit.
Views and Reports
49
Application Response-Time Thresholds:

PacketShaper and AppVantage enable you
to quantify and track service levels by setting
performance thresholds for total delay and
service levels.
Transaction Delay and Service-Level

Compliance: The first graph shows an applications (class) average response times over time,
providing detailed measurements of overall, network, and server delay. The horizontal line represents the configurable total-delay threshold.
The second graph shows a class adherence to
the configured performance standard. The graph
is only available for those classes with defined
response-time measurement thresholds. Notice
that the large transaction delays correspond to
periods where response times dont meet
service levels.
Transaction Delay Distribution: Displays the

number of transactions recorded for each of the
14 delay intervals. The median delay, noted at
the bottom, is the best indicator of what most
users are experiencing. It is useful in determining
where to set performance thresholds. You can
also chart Network Delay Distribution and Server
Delay Distribution, which respectively display the
number of transactions whose network delay
falls into each of the 14 delay intervals and the
number whose server delay falls into each of
the intervals.
Views and Reports
50
Network Efficiency: Shows the amount of

wasted TCP traffic. It displays the percentage
of throughput that was goodthat is, packets
that are not retransmits. This can help spot
problems. Network congestion and overflowing
router queues can cause packet loss and timeouts, which force retransmission, exacerbating
the original problem.
Top 10 Classes: The pie chart shows the relative

portions of bandwidth allocated to the ten most
active classes (applications). The graph displays
each class average bandwidth usage in bitsper-second and its percentage of the total
bandwidth used by the link or defined group.
Top 10 Partitions: The pie chart shows the relative portions of bandwidth allocated to the ten
most active partitions (defined groups). The graph
displays each partitions average bandwidth usage
in bits-per-second and its percentage of the total
bandwidth used by the defined group.
Top Talkers and Top Listeners: PacketShaper

and AppVantage offer a configurable option to
track top talkers and listeners for a desired
application (traffic class), which lets you delve
into a traffic class to see details about its
heaviest contributors.
Competitive Overview*
51
While Packeteers product offerings have expanded dramatically, the competitive section of the
Sales Guide will continue to be dedicated to PacketShaper for the foreseeable future.
PacketShaper as the Market Leader

Packeteer was first to offer a bandwidth-management product and continues its market leadership
with powerful, flexible features that have been successfully used by thousands of customers worldwide. PacketShaper is the only solution that offers all the features needed to deliver application QoS:
Extensive monitoring capabilities, including automatic discovery of hundreds of traffic types.
Response-time management, which gives IT managers a precise view of how applications are
performing today, allows them to set baselines, and enables them to quickly see when performance
is deviating from the norm.
TCP Rate Control, the most proactive, precise, and efficient approach to managing bandwidth.
Precise measurement and reporting features that enable tracking of service levels.
This comprehensive offering, coupled with industry awards and a large installed base, makes
Packeteer and PacketShaper the right solution for your customers. The competition generally falls
into three categories:
1. More bandwidth. The belief that additional bandwidth will solve congestion-induced performance
problems is a fallacy. Additional bandwidth at best will improve your odds; but it wont guarantee
application performance. Customers who believe that additional bandwidth will solve performance
problems simply are not familiar with the concept of bandwidth management.
2. Other bandwidth-management solutions, including router-based solutions. Interest in
bandwidth-management and QoS solutions is on the rise. The good news is that the press coverage validates Packeteers solution and increases awareness of bandwidth management and
QoS. The bad news is youre more likely to find yourself in head-to-head competitive situations.
With the information in this section and on PartnerWeb, you should be well armed to talk about
PacketShapers competitive advantages.
3. Performance-monitoring solutions. In comparison to products like RMON probes and
reporting tools, PacketShaper is sometimes a complementary solution and other times a more
effective solution.
PacketShaper vs. More Bandwidth

Companies typically upgrade bandwidth to improve performance for mission-critical applications.
However, non-delay-sensitive applications, such as email, are the usual culprits that expand to
consume all available bandwidth. Mission-critical traffic is left in the cold. The addition of bandwidth, without policies to allocate it to specific applications, means the addition of bandwidth to
ANY type of datanot necessarily to mission-critical data.
PacketShaper offers the following advantages over more bandwidth:
Dramatically increases WAN efficiency through bandwidth allocation;
Delays or eliminates the need for expensive WAN upgrades;
PacketShaper is the only solution that can enforce policies to actively protect bandwidth for
mission-critical applications.
* The competitive information is based on public data and is subject to change without notice.
Competitive Overview
52
PacketShaper vs. Other Bandwidth-Management Solutions

Most of the competing bandwidth-management solutions rely heavily on queuing technology. With
queuing, problems can be fixed only reactively, after they occur; they cannot be prevented. In comparison, PacketShapers TCP Rate Control is a much more proactive approach to bandwidth management, preventing problems before they occur. For more information on TCP Rate Control,
please refer to page 72.
Efficiency
Precision
Queuing
PacketShapers TCP Rate Control
Tosses packets
Introduces packet loss
Generates retransmissions
Induces latency
Limited traffic classification

No bits-per-second control
No flow-by-flow QoS
Directional Control
Approach
No true inbound control
Reactive
Congestion has already occurred
More efficient
Reduces packet loss and retransmission
Rich traffic classification

Bits-per-second control
Rate-based QoS for individual flows
Direct, explicit inbound and outbound control
Proactive
Congestion is prevented before it occurs
53
Comparison of Bandwidth-Management Solutions

The competitors you are most likely to run into are highlighted in the chart below. Information on
other competitors can be found on PartnerWeb.
Packeteer
PacketShaper
Cisco IOS QoS (Cisco

Content Networking
and NBAR)
NetReality WiseWan
Sitara QoSWorks
Overview
Packeteers
PacketShaper is a
complete solution for
delivering application
QoS.
Ciscos QoS solutions

provide a subset of
PacketShapers features and require
Cisco 7100 or 7200
routers at both ends
of a link, making the
solution cost-prohibitive and complex.
PacketShaper enables
a Cisco network to
perform more predictably and efficiently
by offloading tasks
from the router,
improving traffic control, and reducing
queue depth.
NetRealitys WiseWan
solution sits on the
WAN side of the router,
which NetReality
argues is the only way
to react to frame relay
CIR/EIR variations. The
reality is that topology
is a secondary concern. While WAN
performance and
utilization are useful
indicators, predictable
application performance is the goal.
Queuing traffic on the
WAN after it has been
queued by the router
does not prevent
application performance problems.
Sitara recently began

shipping QoSWorks, a
device that provides
some bandwidthmanagement and
caching capabilities.
Price
$3,000 $29,000
$23,000 $41,000,
plus the cost of QoS
Policy Manager
software and a
dedicated server
$5,995 $19,995
$3,000 $10,000
Router IOS
Management software
and optional CSU/DSU
What Is It
Monitoring and
management software
Monitoring and
management software
54
Comparison of Bandwidth-Management Solutions (continued)

Packeteer
PacketShaper
TCP Rate Control
Cisco IOS QoS (Cisco

Content Networking
and NBAR)
No autodiscovery
No layer 5 through 7
classification, except
on 7100 and 7200,
which are very
expensive for edge
deployment
Classification is
resource-intensive
Routers are already
CPU-challenged
No response-time
information
Network-latency only
Requires a separate
workstation to show
data (costly)
No per-flow control
Queuing only, which
is not effective on
inbound traffic
because the packets
have already crossed
the link before they
are queued
Queuing only, which

is not effective on
inbound traffic
because the packets
have already
crossed the link
before they are
queued
No on-board reporting; need a separate

device
No response-time
reports
Limited information:
Reports reflect averages, not peaks
SNMP only, no XML
No on-board
reporting; need a
separate Data
Collection Station
(costly)
No response-time
reports
No efficiency reports
SNMP only, no XML
Limited capabilities
at each step
at each step
Bandwidth limitations: T1/E1 only
Step 1:
Classify
Autodiscovers
hundreds of different
traffic types
Classifies by
dynamic user names
(DNS/ DHCP)
Classifies traffic
using layers 2
through 7 of the
OSI model
Step 2:
Analyze
Tracks end-to-end
response times and
network and server
delays for each
traffic class
Per-flow information
Step 3:
Control
Per-flow control
TCP Rate Control,
UDP Rate Control,
and queuing
Inbound and outbound control
Utilization reports
with peaks and
averages, plus
class-, partition-,
and link-level
information
Response-time
reports
Efficiency reports
And more
All Four
Steps
Complete solution
Packeteer is delivering its fifth generation of software and
has a large installed
base
Sitara QoSWorks
Class-based weighted
fair queuing
Technology
Step 4:
Report
NetReality WiseWan
Adaptive circuitbased shaping

(WAN-side priority
queuing)
No autodiscovery
No dynamic username classification
(DNS/DHCP)
Class-based queuing,
transparent web
caching, and TCP
window size
No layer 5 through 7
classification
No dynamic username classification
(DNS/DHCP)
No transactionoriented responsetime data
Ineffective control of
inbound traffic due
to incomplete TCP
Rate Shaping solution
No per-flow control
Limited granularity
on policies
Limited reporting
capabilities
SNMP only, no XML
at each step
Sitara just began
shipping production
units and has very
limited field
experience
55
PacketShaper vs. Performance-Monitoring Solutions

Companies use a variety of performance-monitoring solutions such as RMON probes and SLA
monitoring devices to get a better understanding of what is happening on their networks and to
pinpoint trouble spots. The problem is that if a trouble spot is identified, these tools provide no
means to correct the situation. PacketShaper not only offers extensive monitoring capabilities, but
also the means to fix problems.
RMON/RMON2 monitoring. Network probes offer significant detail about a networks operation.
But probes are only diagnostic tools. They do not provide the customer with any means to solve
problems. Contrast the probe with PacketShaperPacketShaper provides detailed monitoring and
statistics AND a way to fix problems. Moreover, PacketShaper monitors WAN traffic. Most probes
are designed to monitor LAN traffic and dont give you a clear picture of what is happening on the
WAN. The exceptions are probes from NetScout, Technically Elite, and HP, which monitor both LAN
and WAN traffic. Other probe vendors include Nortel, 3Com, and Solcom.
WAN SLA monitoring products. WAN SLA monitoring products measure WAN service-level
commitments made by service providers to customers. These products are delivered through
instrumenting customer-premise CSUs with monitoring agents that measure key metrics such as
throughput and uptime. Service-level monitoring solutions primarily report on lower level (layers 2
and 3) statistics like frame discards and congestion notification, but are moving up the stack to
include more application information. At this point, the application-aware functionality is quite limited.
Visual Networks is the market leader, followed by a number of other vendors including Paradyne
and Sync Research.
Network and SLA monitoring products. Network and SLA monitoring products attempt to deliver
performance information that reflects the end-user experience. The cornerstone to these solutions
is application response-time monitoring. Each solution requires agents to collect and forward performance information to a management console for analysis and roll up. Vendors with solutions in this
space include Cisco (NetFlow/RTR), INS/Vital Signs (VitalSuite), Compuware (EcoTools and EcoScope),
Ganymede (Pegasus), Response Networks (Veriserv), and Landmark Systems (SmartWatch). These
vendors will likely position PacketShaper as a complementary solution to theirsthey monitor;
PacketShaper enforces. The reality is PacketShaper can do it all.
Application management products. Application management products monitor the health of the
application, the corresponding database, and the server. These products use agents resident on
each server to collect real-time performance information and forward status and alerts to a monitoring
console. PacketShaper is complementary to these products. A combined offering would deliver an
end-to-end application-management solution that manages database, application, server, and network
performance. Vendors with application-management solutions include BMC (Patrol), Candle
(ETEWatch), and Envive (Stopwatch).
Reporting products. Enterprise reporting products monitor the performance and general health of
key network devices, links, and servers. These products present information primarily for trending
and capacity planning. They rely on other devices such as PacketShaper and probes for the data.
The leading reporting solutions come from Concord (Network Health), Desktalk (TrendSNMP),
Kaspia/Visio (Network Audit System), InfoVista (Vistaview), Quallaby (Proviso), and RedPoint
Networks (Clearstats).
56
Emerging QoS Offerings

You might be asked how PacketShaper fits with 802.1p and Diffserv, two emerging QoS offerings.
If you do, here is some information that will help you answer the questions.
802.1p. A standard for Layer 2 signaling used by LAN switches to provide priority service between
end systems on the LAN. This standard can improve LAN performance, but it cant prioritize WAN.
Additionally, 802.1p does not provide any application-classification services, relying instead on end
systems to signal the switch with RSVP or IP Precedence bits for identification. With its ability to
classify traffic and solve network congestion at the LAN/WAN bottleneck, PacketShaper complements 802.1p and integrates seamlessly into environments using this standard.
Diffserv (Differentiated Services). A proposed IETF draft that will standardize how packets are
marked for priority treatment across the WAN. If successful, the standard will define how devices at
the entry point of the WAN label traffic for differentiated service across the WAN; and all WAN
equipment will interpret the priority settings in the same manner. The WAN can then provide priority
service to the more important traffic. Diffserv is able to coarsely prioritize traffic crossing the WAN,
but it relies on other devices to classify traffic and handle LAN/WAN congestion. PacketShapers
ability to perform both of these functions, and many more, makes PacketShaper a requirement for
any environment using Diffserv.
Service and Support
57
PacketCare Service Offerings for Resale

Support services are an integral part of any technical product sale, but particularly for products that
ensure the performance of companies critical applications. Customers appreciate a proactive
approach to preventing a costly loss of productivity. Partners can use support and services as a
competitive differentiator and as an additional profit center.
PacketCare Service Offerings Overview

The six PacketCare service offerings are listed below and then described in detail, along with
Packeteers standard warranty, in the next section. If you have any questions about Packeteer
support, please call your local Packeteer contact or Packeteers corporate office at 408-873-4400.
1. Customer Support Program (CSP) is a bundled offering intended for partners that want
Packeteer to provide phone or email support directly to their customers. CSP covers a one-year
term and includes a PacketWise software subscription, advance replacement, and access to
technical help from Packeteers Technical Assistance Centers (PTACs).
2. Partner Support Program (PSP) is a bundled offering intended for partners that provide their
own phone and email support. PSP covers a one-year term and includes PacketWise software
subscription to the customer, extended warranty, and second-tier support to partners from PTAC.
Note that with this package customers do not have advance replacement and must contact the
partner for technical assistance.
3. Partner Support Program Plus (PSPP) is a bundled offering intended for partners that provide
their own phone and email support. PSPP covers a one-year term and includes PacketWise
software subscription to the customer, advance replacement, and second-tier support to partners from PTAC.
4. PacketWise Subscription Service (PSS) is an a la carte service that gives customers access
to software upgrades, enhancements, and electronic documentation at no charge for one year.
5. Extended Warranty Service (EWS) is an a la carte service that extends Packeteers standard
one-year hardware warranty for an additional year. Packeteer repairs or replaces your defective
unit within two weeks of receipt at Packeteer corporate headquarters. EWS is most common for
customers that stock spares so application performance does not suffer when Packeteer product is being repaired.
6. Advance Replacement Service (ARS) brings speed and convenience to product replacement
under warranty. Packeteer ships an immediate replacement for a defective unit without requiring
receipt of the faulty unit first. United States destinations can expect the replacement the next
business day. For international destinations, Packeteer uses the top worldwide shipping services.
Once the replacement is up and running, customers must return the defective hardware to
Packeteer. ARS automatically extends the standard warranty, so customers who purchase ARS
do not need to purchase EWS.
Reselling the PacketCare Service Offerings

As a Packeteer partner, you can purchase for resale all six of the PacketCare service offerings. The
three bundled offerings, CSP, PSP, and PSPP, are priced to give customers the best value, so youll
sell these most often. However, some customers will want one or two individual services, rather
than an entire bundled offering. PacketCare gives you the flexibility to sell individual services as well
as bundled offerings, enabling you to meet the diverse needs of your customer base.
The PacketCare service offerings are purchased and resold on a product-by-product basis. For
each Packeteer product you sell, youll need to purchase for resale a separate PacketCare service
offering. You can resell the PacketCare service offerings as they are, or you can customize them by
adding your own services such as local-time support, consulting, and local spares.
Service and Support
58
PacketCare Service Offerings in Detail
Warranty
All products are covered by a one-year product warranty, which includes the following services:
Return to Factory. Repair coverage within one year of original shipment.
Repair/Replacement Commitment. Two-week turnaround from date of receipt at Packeteer.
Media Replacement. Defective media will be replaced during the warranty period.
Considerations:
Standard on all new products.
Customer Support Program (CSP)
This bundled offering includes:
Software Subscription Service. Access to all software updates and upgrades.
Advance Replacement. Packeteer will ship an immediate replacement unit for a defective unit
with next-day delivery in the United States and priority delivery internationally. Once the replacement
is up and running, customers must return the defective hardware to Packeteer.
Telephone/Email Support. Phone or email to Packeteers Technical Assistance Centers (PTACs)

for answers to technical questions.
Considerations:
To facilitate quality support, please include the name(s) and email address(es) of the end-customer
technical contact(s) with your purchase order.
Partner Support Program (PSP)
Extended Warranty. For each year the product is covered by PSP, warranty services are included.
Please refer to the Warranty section above for details.
Considerations:
With PSP, you have the flexibility to fold your own services into the Packeteer offerings.
6
Service and Support
59
Partner Support Program Plus (PSPP)

Advance Replacement. Packeteer will ship an immediate replacement unit for a defective unit
with next-day delivery in the United States and priority delivery internationally. Once the replacement is up and running, customers must return the defective hardware to Packeteer.
Considerations:
With PSPP, you have the flexibility to fold your own services into the Packeteer offerings.
Customers will need to contact the partner for advance replacement assistance.
PacketWise Subscription Service (PSS)

This a la carte offering includes:
Access to all software updates and upgrades.
Considerations:
Certain software enhancements may not be supported by the hardware, if the hardware is an
older revision.
Extended Warranty Service (EWS)
Extension of the standard one-year hardware warranty for an additional year. Please refer to the
Warranty section above for details.
Considerations:
As improved components become available, Packeteer may revise hardware.
Any required hardware revisions will be charged on a time-and-material basis.
Advance Replacement Service (ARS)

An immediate replacement unit for a defective unit with next-day delivery in the United States and
priority delivery internationally. Once the replacement is up and running, customers must return
the defective hardware to Packeteer.
Considerations:
ARS automatically extends the standard warranty, so customers who purchase ARS do not need
to purchase EWS.
Service and Support
60
Summary of PacketCare Service Offerings

CSP
PSP
PSPP
PSS
EWS
ARS
Extended Hardware Warranty
Yes
Yes
Yes
No
Yes
Yes
Advance Replacement
Yes
No
Yes
No
No
Yes
Software Subscription
Yes
Yes
Yes
Yes
No
No
Phone/Email Support
Yes
No
No
No
No
No
Multi-Year Discounts
PacketCare service offerings are now available for purchase in two- and three-year increments, with
the discounts detailed below. All discounts are taken from list price:
2 Year: 5% discount
3 Year: 10% discount
Partners that wish to place a PacketCare order for two or three years must specify one serial number
and order two (2) or three (3) lots of PacketCare service desired. The appropriate discount will then
be applied to the total list price. As usual, please provide at least one contact name and email
address for notification and renewal purposes. For example:
1. Customer wishes to purchase 2 years of CSP for PacketShaper 1500, 128K. The purchase
order should be completed as follows:
Qty 2 PS1500-L128K-CSP
Serial # 015-xxxxxxxx
Less 5% discount
Total before Partner discount
$900 (2 x $450)
($45)
$855
2. Customer wishes to purchase 3 years of PSS for PacketShaper 4500, monitor only. The purchase
order should be completed as follows:
Qty 3 PS4500-L000M-PSS
Serial # 045-xxxxxx
Less 10% discount
Total before Partner discount
$3,300 (3 x $1,100)
($330)
$2,970
Part Numbers
The part number for each PacketCare service offering is derived by adding the three-letter acronym
to the end of the product part number. For example, Customer Support Program for PacketShaper
2500 with 128 Kbps capacity is PS2500-L128K-CSP, and PacketWise Subscription Service for
PacketShaper 4500 with monitor-only is PS4500-L000M-PSS.
Service and Support
61
Purchase Dates and Renewals

PacketCare service offerings must be purchased within 90 days of product purchase and can be
renewed annually while the product is on Packeteers price list.
EWS cannot be purchased after 90 days. A 100% surcharge will be added for customers who purchase the other PacketCare service offerings more than 90 days after the product-purchase date.
Likewise, a 100% surcharge will be imposed on customers whose PacketCare support offerings
lapse without renewal within 90 days.
Ordering and Fulfillment for All PacketCare Service Offerings

Every time you order PacketCare services for resale, you will need to include a PacketCare Order
Form with your purchase order. The form, which can be downloaded from PartnerWeb/Support,
requires you to provide contact information, which will be used for order-confirmation and renewalnotification purposes. The contact name can be the reseller, the end user, or both. If services are
purchased separately from the product, you will also need to provide the product serial number. If
possible, please include the name(s) and email address(es) of the end-customer contact(s) as well.
When your order is fulfilled, we will send email notification to the contact name(s) indicated on your
purchase order. The email will confirm the services purchased, the expiration date, the contract
group number, and the serial number of the product.
PacketCare service offerings purchased at different dates can be made to expire at the same time.
The PacketCare Order Form provides the details.
Pricing
For pricing information, refer to your price list or contact your local Packeteer sales manager.
Discounts
Channel partners will receive their standard discount on maintenance. The discount will be applied
to the adjusted list price, depending on whether discounts or surcharges apply.
Registration
All PacketCare services are assigned at Packeteer Headquarters based on product serial number.
As a result, no action is required to activate the services.
* Exception: PacketCare services can be renewed annually for two-years-after-discontinuation for PacketShaper 1000, 2000, 4000, and 4000/ISP.
Service and Support
62
Returns
All returned products must have a Returned Material Authorization (RMA) number assigned.
Product returned without an RMA number will not be accepted. To obtain an RMA, customers
must provide the following information to their local PTAC or the PTAC in California:
1. Product serial number;
2. Your company name, contact name, email address, and telephone number;
3. Ship To company name and address, contact name, email address, and telephone number;
4. Detailed description of problem encountered.
Note: For customers who do not purchase CSP, the reseller will be the primary interface with
Packeteer. Direct customer phone support will be limited.
Renewals
Approximately two months prior to contract expiration, Packeteer will send a renewal reminder to
the contact name(s). Instructions will be included.
PTAC Information
California
Hong Kong
The Netherlands
Japan
Local
Hours*
8:30 AM 5:30 PM
Monday Friday
8:00 AM 7:00 PM
Monday Friday
9:00 AM 6:00 PM
Monday Friday
9:00 AM 6:00 PM
Monday Friday
Voice
408-873-4550
85-2-2850-5642
31-182-634-717
81-3-5339-7976
Fax
408-873-4410
85-2-2850-5648
31-182-634-467
81-3-5339-7979
Email
support@packeteer.com support@packeteer.com.hk
support@packeteer.nl
support-japan@packeteer.com
* Local holidays are observed.
Appendix
63
PacketWise Features and Benefits

At the heart of PacketShaper and AppVantage solutions is Packeteers PacketWise software. Brief
technical descriptions of PacketWise features follow.
Classification Features
Feature
Description
Examples
Traffic
Categorization
Classify traffic by application, protocol,

port number, URL or wildcard, host name,
LDAP host lists, Diffserv setting, IP
precedence bits, IP or MAC address,
direction (inbound/outbound), source,
destination, Mime type, web browser,
Oracle database, and Citrix published
application. Each separate category is
called a traffic class.
Layer-Seven
Classification
Detect dynamic port assignments,

track transactions with migrating port
assignments, and even differentiate
among different applications using the
same port.
Traffic requiring layer-seven

classification technology:
Napster downloads
Passive FTP
PeopleSoft running on Citrix
Classification
Targets
Use traffic classes to track or apply

separate bandwidth-allocation policies,
service-level agreements, Diffserv
assignments, Failover policies, admissioncontrol policies, billing charges (AV only),
response-time metrics, usage metrics,
efficiency metrics, or reports.
Define one traffic class for all Oracle application

traffic. Then use that one class to check its
850 ms. average end-to-end response time, give
it access to at least 256 Kbps, and draw
graphs of historical performance.
Automatic
Discovery
Consult the Automatic Application

Discovery Chart to see applications
and protocols PacketWise automatically
discovers and identifies.
See charts on pages 6870.
SAP traffic to/from a specific server

Oracle traffic referencing the Sales database
Web traffic to your e-commerce web site from
those using a Netscape Navigator browser
WindowsMedia
Appendix
64
PacketWise Features and Benefits (Continued)

Analysis and Reporting Features
Feature
Description
Examples
Response-Time
Management
(not available in
PacketShaper 4500/ISP)
Gain access to performance statistics,

threshold monitoring, high-level problem
indicators, and performance graphs.
Divide response times into components
for time spent on the server, on the
network, or on a portion of the network.
Identify the clients and servers with the
slowest performance.
Top Talkers
and Top Listeners
Answer your questions about who generates

the most traffic or who receives the most traffic
of a certain type.
Service-Level Agreements
(not available in
PacketShaper 4500/ISP)
Set response-time commitments in milliseconds.

Measure and track service-level compliance.
Network-Efficiency
Management
Expose the hidden cost of retransmissions

by calculating the percentage of bandwidth
wasted by retransmissions. Correlate dropped
packets with their corresponding applications,
servers, or URLs. Consult current or historical
retransmission rates for the whole link or
just a portion. Use control features to fix
efficiency problems.
Microsoft Exchange response times:

Total Delay: 630 ms
Server Delay: 210 ms
Network Delay: 420 ms
MS Exchange, later:
Total Delay: 2230 ms
Server Delay: 190 ms
Network Delay: 2240 ms
Other features help isolate the cause
of the jump in network delay and
prevent future occurrences.
Top Talkers for http: yahoo.com,
nasdaq.com, cnn.com, and espn.com
Top Listeners: CfoPC, VpMarketingPC,
DirEngineeringPC
99 percent of J.D. Edwards transactions
should have end-to-end response
times of less than 1100 milliseconds.
Actual average response time is
867 milliseconds.
But only 97 percent of transactions
complete within limits, so SLA is
in violation.
12 percent of bandwidth goes to
retransmissions.
The rate jumps to 37 percent for
Oracle 8i traffic.
The rate jumps to 78 percent for the
Oracle traffic to a specific (and
overburdened) server.
Appendix
65

Analysis and Reporting Features (Continued)
Feature
Description
Metrics
Track over 50 metrics. Most can apply to all traffic or to just a portion, such as one
application or a particular group of users. Metrics can reflect a flexible time interval.
Byte throughput: counts, averages, and peaks
Throughput in units of packets, transactions, connections, and time
Counts and percentages of TCP connections that were denied by a policy, denied due to
resource contention, ignored by servers, aborted by users, and refused by servers
Counts and percentages of retransmitted, tossed, and good TCP packets
Histograms, medians, and averages for components of transaction response time: network
delay, server delay, total delay, round-trip time, and network-portion delay
Counts and percentages of transactions that satisfied (or did not satisfy)
performance requirements
Time intervals within service-level compliance
Time intervals that a service or application was unavailable
Seconds or percent of time an application or other traffic class used more than its
contracted/allowed bandwidth (if policies allow bursting)
Largest number of simultaneous TCP connections
Top applications, URLs, users; worst performing clients and servers
Connection-speed histogram for profiling users
Provider-Subscriber
Mediation / ServiceLevel Mediation
(in AppVantage only)
Make a dividing line between provider and subscriber. PacketWise products function as
unambiguous and application-aware points of demarcation. PacketWise delineates
responsibilities and verifies if performance obligations were met. Metrics distinguish
performance on each side of the dividing line. If a slowdown does occur, PacketWise points
a finger at the culpable network or server.
Billing Integration
and Reconciliation
(in AppVantage only)
Base your application service charges on PacketWise metrics for usage, providers response
time, end-to-end response time, service-level compliance, application availability, or others.
An XML-based API facilitates third-party billing integration.
Graphs
Examine graphs describing current or historical network and application behavior. Apply graphs
to the whole link or to just one portion, such as one application or URL.
QoS and Performance-Control Features

Feature
Description
Examples
Partitions
Protect or cap all the traffic in one class

with a partition. You specify the size of the
reserved virtual link, choose if it can grow
(called bursting), and optionally cap its growth.
Partitions function like frame relay PVCs, but
with the added important benefits that they
cost less and they share their unused excess
bandwidth with other traffic.
Keep greedy traffic sessions in line or protect

latency-sensitive sessions with a rate policy.
Deliver a minimum rate (perhaps zero) for each
individual session of a traffic class, allow that
session prioritized access to excess bandwidth,
and set a limit on the total bandwidth it can use.
Rate Policies
Limit Napster downloads to 128 Kbps

of a T1 WAN link.
Reserve a minimum of 20 percent of
the WAN link for Microsoft Exchange
(if its needed). Allow MS Exchange to
exceed the minimum, but cap it at
60 percent of the link.
Reserve precisely 21 Kbps for each
VoIP session to avoid jitter and static.
Cap each FTP download at 28 Kbps.
Appendix
66

QoS and Performance-Control Features (Continued)
Feature
Description
Examples
Priority Policies
Priority policies allocate bandwidth based on a

priority, 0 to 7. The priorities determine how
prorated bandwidth allocation is scaled.
Protect Telnet, which has small but

latency-sensitive flows, with a priority of 6.
Discard Policies
Discard policies intentionally block traffic. The

packets are simply tossed and no feedback
is sent back to the sender.
Never-Admit Policies
Never-Admit policies are similar to discard

policies except that the policy informs the
sender of the block.
Redirect music enthusiasts (who try to

visit a favorite web site offering streaming
audio) to a web page explaining that
streaming audio is allowed only between
10:00 p.m. and 6:00 a.m.
Ignore Policies
Ignore policies simply pass traffic on, not

applying any bandwidth management at all.
Let any traffic pass unmanaged that is

going to a destination that is not on the
other side of the managed WAN access
link.
TCP Rate Control
Overcome TCPs shortcomings with Packeteers

TCP rate control. It proactively prevents
congestion on both inbound and outbound
flows. It tells the end stations to slow down
its no use sending packets any faster because
they will be accepted only at a particular rate
once they arrive. Rather than discarding
packets from a congested queue, TCP rate
control paces packets to prevent congestion.
It forces a smooth, even flow rate that
maximizes throughput.
Packeteers TCP rate control has four

key steps:
Measure network latency;
Forecast packet inter-arrival times;
Adjust window size according to
latency and forecast;
Meter the acknowledgment stream
to ensure just-in-time delivery of
the transmissions.
TCP Autobaud
Detect the connection speed of the client or

server at the other end of the connection or
on the other side of the Internet. This automatic
speed-detection mechanism can adjust
bandwidth management even as bandwidth
conditions vary.
Admission Control
Decide how to handle additional sessions

during bandwidth shortages: deny access,
squeeze in another user, or, for web requests,
redirect the request.
Accommodate new patrons of a

streaming-media website until additional
visitors would downgrade the quality
of service to all. Then redirect latecomers
to a page describing the temporary
over-popularity problem.
Failover Support
Supply alternate policy values for use with

a slower backup link, and PacketWise
automatically switches when it detects
a failure of the primary link.
Discard traffic from web sites with

questionable content.
Block attempts to Telnet into your site.
Substitute a text-only web page for

a highly graphical web page if the
user has a very slow dial-in connection.
Use different minimum and maximum
bandwidth rates for an application
according to connection speed.
If your T1 has a 512 Kbps backup,

then scale your policies minimum
and maximum values accordingly.
Appendix
67

Ease-of-Use, Interface, and Integration Features
Feature
Description
Examples
Installation
Install PacketWise products by plugging in two

cables and filling out a convenient, web-based
form. No need to change router configurations,
topology, desktops, or servers.
Browser-Based
Interface
Manage PacketWise products with an easy,

graphical user interface from any desktop with
a web browser.
Command-Line
Interface
Use a command-line interface over Telnet

as an efficient alternative to a GUI for
streamlined, advanced operations.
Passive Connector
Remain connectedeven if a PacketWise

product goes down or is turned off, traffic
passes right on through.
SNMP Support
Use SNMP to access PacketWise data.

Packeteer provides MIB II and two proprietary
MIBs with the PacketWise metrics listed above.
HP OpenView Network Node Manager

can solicit information from PacketWise
using its standard SNMP management.
Integration
Integrate with third-party tools via SNMP, an

XML-based API, or customized integration
features with select Packeteer partners.
Third-party reporting tool can access
PacketWise metrics via SNMP, exported
comma-delimited data, or an API. InfoVista
provides Packeteer VistaView, a report
customized for PacketWise data.
Centralized Control
Centralized Access: Access all your

PacketWise units individually from a
single desktop with the browser-based
user interface.
Centralized Configuration: Multiple
PacketWise units can share
configuration and policy definitions with
the GCS (Global Configuration Service)
features or with PolicyCenter.
Through partnerships with leading vendors
of network-management platforms,
PacketWise offers centralized access
and control with both HP OpenView Network
Node Manager and Micromuse NetCool.
Platform functions such as topology mapping,
data collection, user-interface access, and
event reporting all integrate smoothly
with PacketWise.
Centralized Policy Management: PacketWise
integrates with HP PolicyXpert and serves as
a policy-enforcement point.
telnet command line>> class show
Export usage data into an Excel

spreadsheet.
Customize subscriber charges
using Portals infranet product
and PacketWises service-level
compliance data.
Define a QoS strategy with

HP PolicyXpert and PacketWise
enforces performance policies.
Access PacketWise configuration
by clicking on the Packeteer icon
in the HP OpenView topology map.
Appendix
68
Auto-Discovered Services/ApplicationsComplete, Alphabetized List

PacketShaper automatically discovers and controls the following:
ActiveX
AFP
AppleTalk
ATSTCP
Attachmate
INFOConnect e-VANTAGE
Gateway
INFOConnect Response
Time Monitor System
PEP Gateway
SMTBF Lantern Gateway
CUSeeMe
CUSeeMe-av
CUSeeMe-ce
CUSeeMe-cl
DCOM (Microsoft
Exchange)
DECnet
DHCP
DHCP-C
DHCP-S
GRE
JAVA RMI
Groupwise
Groupwise-MTA
Groupwise-POA
J.D. Edwards OneWorld

Kali
Kerberos
H.323
H.323-GKD
H.323-H.245
H.323-Q.931
H.323-RAS
L2TP
LAT
LDAP
LDAP-Secure
HTTP (Web)
ICA
AURP
DLS
DLS-RPN
ICMP
Baan
DLS-WPN
Ident
Lockd
Lotus Notes
MATIP
Marimba
BackWeb (Polite)
DNS
IGMP
Biff
Doom
IGP
BGP
DPA
IMAP
CBT
DRP
IMAP-Secure
cc:Mail
EGP
imesh
Microsoft Terminal Server

(RDP)
CiscoDiscovery
EIGRP
INT-1
MPEG-Audio
Citrix
Citrix ICA
EntryPoint
IP
MPEG-Video
MSSQ (SQ=Sequel)
MS-SQL
MS-SQL-Mon
MS-SQL-Server
MSSQ-CQ
MSSQ-IS
IMSSQ-Ping
MSSQ-QMT
MSSQ-SQ
FileMaker Pro
I-Phone
Citrix ICA Published

Applications
Finger
IPP
Citrix-SB
FIX
Citrix Videoframe
FNA
FNA on TCP-1
FNA on TCP-2
IPSec
IPSec-AH
IPSec-ESP
Clarent-CC
Clarent-Complex
Clarent-Mgmt
Clarent-Voice-S
Client
FTP
FTP-Cmd
FTP-Command-Secure
FTP-Data
FTP-Data-Secure
CORBA
CRS
CU-Dev
Gnutella
Gopher
IPv6
IPX
IRC
IRC-194
IRC-6665
IRC-6667
IRC-Secure
ISAKMP
MCK Communications
Meeting Maker
Micom-VIP
Napster
NetBEUI
NetBIOS
NetBIOS-IP
NetBIOS-IP-DGM
NetBIOS-IP-NS
NetBIOS-IP-SSN
Appendix
69
Auto-Discovered Services/ApplicationsComplete, Alphabetized List (Continued)

NFS
QuickTime
Scour
TFTP
NNTP (News)
RADIUS
RADIUS-Acct
RADIUS-Auth
SharesUDP
SMS (including Auth, Chat,

File, and RC)
Timbuktu
Timbuktu-ctl
Timbuktu-hs
Timbuktu-obs
Timbuktu-snd
Timbuktu-xch
SMTP (Mail)
UDP
SMTP-Secure
UDP-Broadcast
SNA
Unisys TCPA
SNMP
SNMP Mon
SNMP Trap
UUCP
NNTP-Secure
NTP
NW5
NW5-CMD
NW5-CMD-TCP
NW5-CMD-UDP
NW5-NCP
OpenConnect-JCP
Oracle
OracleClient
Oracle-netv1
Oracle-netv2
Oracle 8i
OSI
OSPF
pcAnywhere (including
D, OD, OS, and S)
Persoft Persona
PIM
PointCast
POP3 (Mail)
POP3-Secure
PPTP
Printer
Progress
Quake
Quake-A
Quake-B
Quake-II-TCP
Quake-II-UDP
RARP
RC5DES
RDP
RealNetworks
RealAudio
RealAudio-TCP
RealAudio-UDP
Real-BackChannel
Real-Encoder
Real-Multicast
Real-Player
Real-RDT-TCP
Real-RDT-UDP
Real-RTP-TCP
Real-RTP-UDP
Real-Web
SHOUTcast
SLP
Spanning Tree
VDOPhone
VDOPhone-a
VDOPhone-b
VDOPhone-UDP
SSH
VNC
SSL
Whois
ST2
SOCKS
REXEC
StreamWorks
RIP
SunRPC
rlogin
Syslog
WindowsMedia
WindowsMedia-T
WindowsMedia-U
WindowsMedia-UDP
Multicast
RSVP
T.120
WINS
RTCP
RTCP-B
RTCP-I
TACACS
XWindows
XWindows-DM
XWindows-S
RTP
RTP-B
RTP-I
RTSP
rwho
TCP
Telnet
Telnet
Telnet-Secure
TN3270
TN3287
TN5250
TN5250p
YahooMsg
SAP
7
Appendix
70
Application Discovery Chart, Partial List, Sorted by Type

Client/Server Apps
CORBA
FIX (Finance)
Java RMI
MATIP (Airline)
MeetingMaker
OpenConnect JCP
SunRPC
Database
FileMaker Pro
MS-SQL
Oracle 7/8i
Progress
Directory Services
AFP
AppleTalk
CRS
DECnet
DHCP
DNS
DPA
Finger
FNA
Ident
IPX
Kerberos
LAT
LDAP
Legacy LAN and Non-IP
NetBEUI
RADIUS
SNA
TACACS
Whois
WINS
Email and Collaboration
Biff
cc:MAIL
IMAP
LotusNotes MSSQ
MicrosoftDCOM
(MS Exchange)
Novell GroupWise
POP3
SMTP
Yahoo! Messenger
ERP
Baan
J.D. Edwards
Oracle Java Client
SAP
File Server
Lockd
NetBIOS-IP
NFS
Novell NetWare5
Gaming Systems
Doom
Kali
Quake
Quake II
Host Access
ATSTCP
Attachmate
Persoft Persona
SharesUDP
SMTBF
TN3270
TN5250
Internet
ActiveX
FTP
Gopher
HTTP
IP, UDP, TCP
IPv6
IRC
Mime type
NNTP
SSHTCP
SSL
TFTP
URL
UUCP
Web browser
Network Management
Protocol
Cisco Discovery
ICMP by packet type
Microsoft SMS
NTP
RSVP
SNMP
SYSLOG
Push
Backweb
EntryPoint
Marimba
PointCast
Print
IPP
LPR
TN3287
TN5250p
Routing
AURP
BGP
CBT
DRP
EGP
EIGRP
IGMP
IGP
OSPF
PIM
RARP
RIP
Spanning Tree
Security Protocol
DLS
DPA
GRE
IPSEC
ISAKMP/IKE
key exchange
L2TP
PPTP
SOCKS Proxy
Session
REXEC
rlogin
Telnet
Timbuktu
VNC
XWindows
Streaming Media
MPEG
Napster
QuickTime
RealAudio
RTP
RTSP
SHOUTcast
ST2
StreamWorks
WindowsMedia
Thin Client or Server
Based
Citrix Published
Apps and VideoFrame
RDP/Terminal Server
Voice over IP
Clarent
CUSeeMe
H.323
I-Phone
MCK Commun.
Micom-VIP
RTCP
RTP
T.120
VDOPhone
Appendix
71
Traffic Classification
Classification
Description
Application/Service
Classifies traffic by application, using detailed information about the applications themselves.
Critical for traffic that does not use well-known port numbers or that dynamically negotiates
ports. Examples include H.323, TN3270, CORBA/IIOP, and Oracle 8i. Also critical for Citrix
Published Applications, which require application-level information for distinct classification.
Protocol
Classifies traffic by protocol family such as IP, IPX, SNA, AppleTalk, DECnet, NetBIOS, and FNA.
PacketShaper also can classify traffic for certain transport protocols such as TCP and UDP, as
well as for a number of higher layer protocols and services.
URL
Generalized pattern-matching for URLs, including URLs embedded within persistent HTTP flows.
IP Address
Classifies traffic by an IP address or a range of IP addresses.
Port
Classifies traffic by an IP port or a range of ports.
IP Precedence
Classifies by incoming IP precedence value.
Diffserv
Classifies traffic by Diffserv markings.
MAC Addresses
Classifies traffic by MAC address, enabling application of policies for non-IP hosts, such as SNA.
Database
Classifies traffic by database name.
LDAP Host List
Classifies traffic according to host lists set up for this and/or other purposes.
Inbound/Outbound
Classifies traffic based on direction.
Traffic Policies
Policy
Description
Rate-Based
A rate-based policy lets you reserve bandwidth per flow for a traffic type and assign it guaranteed
and excess-rate bandwidth usage policies. Enables QoS for mission-critical applications.
Priority-Based
Priority policies simply specify the relative importance of a traffic type without imposing any
minimum or maximum limits. A priority policy is appropriate for traffic types that do not have
flow-routing mechanisms (e.g., IPX) or traffic with small, transaction-oriented packets (e.g., Telnet).
As an example, you might set SNA traffic to priority 7 (high) so that it always gets bandwidth
ahead of priority 3 Telnet traffic.
IP Precedence
This policy sets the IP precedence of traffic leaving the PacketShaper. The IP precedence field
communicates to backbone devices (routers) how the traffic should be prioritized.
Diffserv
Policies can be set to enable PacketShaper to prioritize based on Diffserv markings.
Discard
Packet inspection enables PacketShaper to set policies to discard traffic.
Never Admit
A never-admit policy invokes the appropriate admission control mechanism at the beginning of each
session. For web traffic, this policy can be used to notify a user that the service is unavailable.
Ignore
This policy exempts a traffic class from bandwidth allocation and treats the traffic type as
pass-through traffic.
URL Substitution
This policy enables selective substitution of URLs based on limiting access speed. For example,
redirect URLs of dial-up users to web pages with less graphic content to improve end-user performance.
Appendix
72
TCP Rate ControlA Quick Overview

Packeteers TCP Rate Control prevents network congestion from occurring by controlling the rate
at which end systems transmit data. Network traffic, by nature, consists of data chunks from various sources. These chunks of data accumulate at the access link where the LAN (wide, fast pipe)
meets the WAN (thin, slow pipe). TCP Rate Controls traffic shaping feature paces the data flow,
smoothing the data chunks.
How is traffic shaping accomplished? The data flow is smoothed by detecting a remote users
access speed, factoring in network latency (delay), correlating this data with other traffic flow information, and controlling TCP acknowledgments to the sender. This smoothing process maximizes
the throughput of your WAN. It is much like putting fine sand, rather than gravel, through a network
pipe. Sand can pass through the pipe more evenly and quickly than gravel (chunks). TCP Rate
Control conditions traffic so that the data chunks become more like sand than like gravel. Packets
flow in a just-in-time (JIT) fashion and avoid packet tossing due to insufficient bandwidth.
How do PacketShaper and AppVantage use TCP Rate Control?
1. PacketShaper and AppVantage measure how long it will take for a packet to arrive after an
order is placed.
2. They forecast exactly when the destination will need the packets. Packets are reassembled
at the destination. Therefore, it is important for the packets to arrive on time to ensure an effective
transmission. (Successful packet transmission needs to meet certain latency bounds and
rate guarantees.)
3. PacketShaper and AppVantage specify how much data to order. This order is based on how
much data can be handled without creating chunks. Data is ordered by setting the data
window size.
4. They place the order for data just at the right time so that the data will arrive just when it is
wanted. This is accomplished by releasing a TCP acknowledgment.
5. PacketShaper and AppVantage maintain a warehouse, or queue, for certain kinds of traffic that
need special help (e.g., UDP or SNA, which do not have flow-control capabilities).
PacketShaper and AppVantage are capable of superior performance because rate control prevents
congestion from occurring by controlling the rate at which end systems transmit data. In contrast,
queuing-based bandwidth management products wait for queues (collections of data chunks) to
form, wait for congestion to occur, reorder packets, and discard packets. Queuing-based solutions
only control traffic from the LAN to the WAN, not from the WAN to the LAN, where there is no queue.
Appendix
73
PacketShaper Capacities1
Component
WAN Speeds
Supported (Full Duplex)
PacketShaper
1500 Series
PacketShaper
2500 Series
PacketShaper
4500 Series
PacketShaper
4500/ISP
128 Kbps, 512 Kbps,

and 2 Mbps
2 Mbps
10 Mbps
45 Mbps
45 Mbps
Maximum Traffic Classes
256
256
512
512
1,0002
Maximum Policies
256
256
512
512
1,000
Maximum Partitions
128
128
256
256
1,000
Maximum Matching Rules3
640
640
1280
1280
2,500
Maximum Matching
Rules per Class
40
40
40
40
150
Maximum Simultaneous
TCP Sessions
5,000
5,000
20,000
50,000
75,000
UDP Sessions
2,500
2,500
10,000
25,000
25,000
Maximum Classes with

RTM Thresholds
16
16
16
04
300 MHz
433 MHz
433 MHz
500 MHz
500 MHz
32 MB
64 MB
64 MB
128 MB
128 MB
CPU
DRAM
1 In addition to the series-specific capacities, each PacketShaper series has a monitor-only option, and all PacketShapers share the following capacities:
10/100 Mbps auto-detect NIC; 16 MB flash memory; 2 GB hard disk.
2 PacketShaper 4500/ISP supports up to 1,000 inside IP-address-based or subnet-based classes. Using other types of classes, PacketShaper 4500/ISP
should be configured with 750 or fewer classes.
3 Matching rules are a set of criteria that identifies a specific application or protocol.
4 Response-Time Management is not available on PacketShaper 4500/ISP.
Appendix
74
AppVantage Capacities1
Component
WAN Speeds
Supported (Full Duplex)
AppVantage
ASM 30 Series
AppVantage
ASM 50 Series
AppVantage
ASM 70 Series
128 Kbps, 512 Kbps,

and 2 Mbps
2 Mbps
6 Mbps
and 10 Mbps
45 Mbps
Maximum Traffic Classes
256
256
512
512
Maximum Policies
256
256
512
512
Maximum Partitions
128
128
256
256
Maximum Matching Rules2
640
640
1280
1280
Maximum Matching
Rules per Class
40
40
40
40
TCP Sessions
5,000
5,000
20,000
50,000
UDP Sessions
2,500
2,500
10,000
25,000
Maximum Classes with

RTM Thresholds
16
16
16
300 MHz
433 MHz
433 MHz
500 MHz
32 MB
64 MB
64 MB
128 MB
CPU
DRAM
1 In addition to the series-specific capacities, the ASM 30 and the ASM 50 series each has a monitor-only option, and all AppVantage models share the
following capacities: 10/100 Mbps auto-detect NIC; 16 MB flash memory; 2 GB hard disk.
2 Matching rules are a set of criteria that identifies a specific application or protocol.
Additional Sources of Information

We recommend you use the following sales tools as a complement to this sales guide:
1. Packeteer PartnerWeb, our partner-exclusive site located at http://www.packeteer.com/
partnerweb. This secure site is dedicated to supplying the latest information and sales tools
including PacketSheets, scripted sales presentations, and application notesto help you
sell PacketShaper.
2. Packeteers web page, located at http://www.packeteer.com. Find recent press releases,
white papers, and much more at this site.
3. InfoShaper is a quarterly partner mailing, containing all the latest sales tools.
Corporate Headquarters
10495 N. De Anza Blvd.
Cupertino, CA 95014
Tel: (408) 873-4400 or
(800) 69PACKET
Support: (408) 873-4550
Fax: (408) 873-4410
Email: info@packeteer.com
www.packeteer.com
Packeteer Japan
Shinjuku Sumitomo Bldg. 18F
2-6-1 Nishi-Shinjuku, Shimjuku-ku
Tokyo, Japan 163-0218
Tel: +813-5339-7970
Fax: +813-5339-7979
Packeteer Australia
Level 20, 99 Walker Street
North Sydney NSW 2060
Australia
Tel: +61 (0)2 9657 1000
Fax: +61 (0)2 9657 1001
Packeteer Europe
Coenecoop 4i
2741 PG Waddinxveen
The Netherlands
Tel: +31 182-634-717
Fax: +31 182-634-467
Packeteer Asia Pacific Ltd.
Unit 1501, 15/F
Guangdong Real Estate Tower
143 Connaught Road Central
Hong Kong
Tel: (852) 2850-5048
Fax: (852) 2850-5648
P A R T N E R
S A L E S
G U I D E
2000 Packeteer. Packeteer is a registered trademark and PacketShaper is a trademark of Packeteer, Inc.
All other trademarks are property of their respective owners.
17.01.1000

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P A R T N E R

Whats New this Quarter

Section 1: Why Packeteer? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Section 2: About Our Products. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

About Packeteers AppVantage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Section 3: Selling Our Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Voice over IP (VoIP) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Section 4: Views and Reports. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

Section 5: Competitive Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51

Section 6: Service and Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57

From Enterprise to Interprise

Challenges of the New Interprise

Internet-derived traffic overrunning business-critical applications;

Webification of enterprise applications causing a dramatic increase in traffic volumes;

Increased difficulty distinguishing between critical and non-critical applications;

The option of outsourcing application and content hosting;

A shift from managing devices on the networks to managing application traffic;

A shift from managing connectivity to managing productivity.

Packeteer Has the Solution!

PacketShaper, our enterprise- and ISP-focused product line, is a bandwidth-management solution

Packeteer as a Strategic Advantage

NetworkNews, UK Edition (Networking Industry Awards, Internet/Web Product of the Year,

PC Magazine, UK Edition (Editors Choice, 1998)

Internet Computing (Net Best, 1998)

NetworkWorld (Blue Ribbon, 1998)

Red Herring (Top 50 Private Companies, 1997)

Data Communications (Top 25 Hot Startups, 1997)

Data Communications (Hot Products Award, 1997)

Forbes (Best 200 Small Companies in America, 1997)

About Our Products

About Packeteers PacketShaper

Allows IT managers to allocate bandwidth to mission-critical applications to ensure

Enables customers to control bandwidth allocation over expensive links;

Offers an easy-to-use web user interface;

Integrates seamlessly with existing networks.

About Our Products

Visibility to which applications are running on the network;

The ability to allocate bandwidth based on the organizations priorities;

The means to deliver application Quality of Service (QoS) to users;

Bandwidth Management and Application QoSA Four-Step Process

Step 1: Classify Traffic

About Our Products

Step 2: Analyze Traffic

Response-Time Management (RTM)

Step 3: Control Traffic

About Our Products

for most types of TCP traffic.

for controlling inbound traffic.

Some of the applications and protocols likely to require rate policies:

Rate policy example:

About Our Products

When do you use them?

Appropriate when per-flow rate is not your primary objective.

Some of the applications and protocols likely to require priority policies:

When do you use them?

WEB & FTP

WEB & FTP

About Our Products

TCP Rate Control

Small SAP request

Small web request

Small VolP message

Small VolP response

Small SAP response