HATTRAS projects strive to provide our clients with enhanced market differentiation, stronger partner and customer relationships, and segment-specific product development initiatives. These results are based on extensive "voice of the customer" interviews and analysis. Our international IT industry executives exploit peer-level relationships that reveal concerns and kudos not often communicated directly to manufacturers and developers.

Over the last year, HATTRAS clients utilized over 1000 individual end-user and channel interviews to:

Explore issues in storage arrays, switches, software, services and support Prioritize product and service features Establish customer satisfaction benchmarks Validate G-T-M strategies Recommend product pricing and bundling scenarios

Deliver product positioning and key messaging validated by end users Determine channel perception of vendor value to the end user Prioritize channel sales incentive and development programs Define customer and product interests by market segmentation/vertical

OVERVIEW	HATTRAS DELIVERS
A software company with a provisioning application wanted to highlight customer pains, needs, and requirements	Created and validated a 3 year roadmap based on interviews with enterprise end users
A hardware company selling Network Attached Storage wanted to identify what dictates a customer’s selection of a particular technology	Articulated the difference between purchase drivers and actual usage based on interviews with enterprise end users
An OEM company selling a SAN array wanted to understand and prioritize SMB purchase drivers	Key insights that were used to successfully drive the sale of products based on interviews with SMB channel partners
A software company desired to understand enterprise pricing independent of competitors hardware offerings	Provided in-depth analysis of competitor pricing structures including service and support based on interviews with enterprise end users
A switch manufacturer wanted to identify market opportunity gaps for an entry level director switch product	Recommended marketing and support components required to generate competitive differentiation based on interviews with SME and enterprise end users
An EMEA hardware company desired to know and prioritize service and support components	Restructuring of service and support programs, including licensing agreements based upon interviews with SMB channel partners
A hardware/software company developing management applications needed to identify datacenter point(s)-of-pain, needs, and priority requirements	Recommended how datacenter s/w products can be developed and positioned based on interviews with enterprise end users
A hardware company selling a director switch needed to identify areas for improvement in channel program	Provided innovative sales and support tools used to increase revenue based on interviews with VARS worldwide
A hardware company offering Fibre Channel HBA’s wanted to improve product messaging and generate competitive differentiation	Re-positioning of product around benefit messages, explicitly addressing end-user needs based on competitive lab testing and interviews with enterprise end users

HATTRAS has proprietary databases categorized by vertical markets and business segments provide target interviews with:

CIO’s	Chief Architects	VP IT	Application and Program Managers	VAR/SI Owners and VPs
CTO’s	VP Data Center	VP Storage	Storage Administrators	IT Directors

We also have the capacity to perform competitive lab analysis of products. The lab analysis information coupled with our primary research can prove to be a very powerful advantage when initiating or refining product go-to-market strategies.