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THE MOST EFFECTIVE WAY TO USE THE MAGIC QUADRANT REPORT

Step 1: Read the entire report.

Step 2: Encourage everyone you know to do the same.

Step 3: Discuss the key points:

Key Points

1. The next-generation firewall has gone mainstream.

"Advances in threats have driven mainstream firewall demand for next-generationfirewall capabilities. Buyers should focus on the quality, not quantity, of the featuresand the R&D behind them."

-Gartner, Magic Quadrant for Enterprise Network Firewalls, February 2013

2. Palo Alto Networks is a leader.

"Palo Alto Networks continued through 2012 to generate the most firewall inquiriesamong Gartner customers by a significant margin. Palo Alto Networks was consistently on most NGFW competitive shortlists, and we observed high customer loyaltyand satisfaction from early adopters."

-Gartner, Magic Quadrant for Enterprise Network Firewalls, February 2013

3. Palo Alto Networks is focused on innovation, customers, and market disruption.

"Palo Alto Networks continues to both drive competitors to react in the firewallmarket and to move the overall firewall market forward."

-Gartner, Magic Quadrant for Enterprise Network Firewalls, February 2013

Gartner also notes that 75% of enterprises will network security from a vendorOTHER than their infrastructure vendor.

Gartner is the most credible and objective voice in our customer base. Our position intheir analysis is a reflection of the superiority of our product, the strength of ourvision, and the success of our customers. There has never been a better time to beselling Palo Alto Networks next-generation firewalls.

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FREQUENTLY ASKED QUESTIONS

What is Palo Alto Networks marketing going to do with this?

We are promoting the report worldwide on top-tier media sites, magazines and newsoutlets. Were offering the report on our website and will be using it to support manyprograms that you will see rolled out soon.

How do I promote the report to a customer?

Weve created an email template for you to use to send to customers. Well have bannersthat partners can co-brand and place on their websites (available February 22). Talk to yourfield marketing representative about additional ways you can leverage this report.

Can Gartner talk to my prospective customer?Yes. Your customer should lodge an inquiry with Gartner Client Services (inquiry@gart-ner.com). If they are a subscriber, the inquiry will be handled as part of their subscription. Ifnot, Gartner can handle it as a sales opportunity. Collectively, we need to stay out of thatdiscussion/transaction to maintain our relationship with Gartner. With that said, a discussionwith Gartner at the appropriate time can be a huge asset in the sales cycle. The appropriatetime is typically when the customer is bought in to our approach and technology, and islooking for validation.

Can I say that we are the most [to the right, fastest rising, visionary, etc.]?

The great thing about this edition of the Magic Quadrant is that we dont need to. Gartners

analysis is clear about our impact on the market. Adding further embellishment onlydetracts from its effect and puts us in the undesirable position of putting words into Gart-ners mouth.

How should we respond to Check Points claims of leadership?

Both Palo Alto Networks and Check Point are in the Leaders Quadrant. Gartner notes thatone of Check Points weaknesses is that they are too expensive according to customers; theblade strategy is a challenge for enterprises not only for licensing reasons, but because itlooks UTM-like, connoting limited applicability in the enterprise. Furthermore, Gartnernotes that Check Point needs a more aggressive approach to R&D. Remember that CheckPoints firewall is still a traditional, port-based firewall. Application control is a separate,

add-on blade (like an IPS), with separate management, policy, and logging. See our competi-tive documentation for more detail.

How should we use this report in competitive situations?

Speak to our strengths. Ask the customers to read the sections on competitors. Gartnerswords carry far more weight than ours. As far as cautions noted in our section, they areminor. Gartner notes that we are a premium product and are priced accordingly, and notes alack of: EAL4+ evaluation (which is in process), very high-end appliances, and more securitystuff to sell. We think focus is a good thing.