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3270 PRODUCT EXCELLENCE ... 1985
Raleigh Market Support Center - Workstations
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As with most documents of this type, many people have contributed their
thoughts and experience. In particular Competitive Marketing Programs,
NAD, and IBM Canada Western Region have made significant contributions
to the marketing strategy underlying this presentation. Since
competitive products are constantly changing, Competitive Marketing, or
the CaMP file on HONE, should be accessed to obtain the most recent
status of "3270 compatible" products.
The information contained in this document has not been submitted to any
formal IBM test and is distributed on an "As Is" basis without any
warranty, either expressed or implied. The use of this information or
the implementation of any of these techniques is a customer
responsibility and depends on the customer's ability to evaluate and
integrate them into the customer's operational environment. While each
item may have been reviewed by IBM for accuracy in a specific situation,
there is no guarantee that the same or similar results will be obtained
elsewhere. Customers attempting to adapt these techniques to their
environments do so at their own risk.
In this document, any references made to an IBM licensed program are not
intended to state or imply that only IBM's licensed program may be used;
any functionally equivalent program may be used instead.
It is possible that this material may contain reference to, or
information about, IBM products (machines and programs), programming or
services that are not announced in your country. Such references or
information must not be construed to mean that IBM intends to announce
such IBM products, programming or services in your country.
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3270 PRODUCT EXCELLENCE ... 1985
OBJECTIVE:
This presentation is designed to market the strengths of the 3270 family
as it contributes to end user satisfaction and productivitYi to
emphasize the interdependencies of SNA, the 3274 and attached devices;
and to show how implementation of the full SNA 3270 product line will
optimize overall cost and performance.
PRESENTERS:
Marketing representatives, system engineers, and communication and
workstation specialists (communications specialist skills not required).
AUDIENCE:
Customer MIS director and staff. The presentation materials are
structured to allow the presenters to tailor them to their specific
audience and needs. Three suggested agendas for a short (45 min),
medium (1-2 hours) and long sessions (3-4 hours) are provided.
NOTE:
1) This presentation has been updated to reflect current product
offering and strategies as of June 18, 1985.
2) The foils are NOT IBM Confidential; the Script is classified as IBM
CONFIDENTIAL.
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TABLE OF CONTENTS
3270 PRODUCT EXCELLENCE 9
3274 DETAILED PRESENTATION 30
THE WORKSTATION INVESTMENT 44
PRESENTATION FOILS 51
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SUGGESTED PRESENTATIONS
The audience will determine the content and duration of your
presentation.
Typically, the 3270 Product Excellence is the kickoff presentation. Use
this to establish the architecture and quality of the IBM product line.
Key points to address are: the "sum is greater than the total of the
parts", IBM's corporate commitment to "being the low cost quality
producer" and that the 3274 has and will continue to grow as the
customers' needs change. Make certain to choose the workstation foils
and highlight the points of most importance to your customers!
The workstation investment presentation shows why workstations are a key
part of the total solution. Key to the investment is the understanding
that the SMALLEST PART of the total investment is the workstation itself
when compared to the cost of the user. Stress the erogonomics of the
IBM products you are recommending to your customers.
The detailed 3274 presentation covers the important technical issues
that the customer technical advisors will want to understand in order to
recommend the BEST TOTAL SOLUTION to their management. An ideal time to
present this would be prior to a Workstation procurement. Stress the
key areas of HOST network problem reporting, response time. statistics
and the excellent IBM Service organization.
Short, medium and long versions of customizing this presentation are
outlined below. Double "X"s represent added emphasis in a given area.
AUDIENCE TOPICS
3270 PRODUCT 3274 DETAILED WORKSTATION
EXCELLENCE PRESENTATION INVESTMENT
MIS DIRECTOR S X X
M X X X
L XX X X
USER EXEC S X XX
M X XX
L X X XX
TP PLANNER S
SYS PROG M X XX
L XX XX X
The following three pages are meant to get the presenter into the
Workstation environment.
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PRIMARY MESSAGES
The business world is becoming increasingly dependent upon data
processing communications. As this dependence grows, the ability of
networks to grow and adapt to technological advances should be a primary
selection criterion. IBM's communications products are designed to
facilitate growth and adapt to change, while maintaining compatibility
wi th already installed equipment. These benefits are derived from a
systems design wh ich distributes function across the various elements of
the network as appropriate. Key elements include the IBM 3725,
IBM
modems, the IBM 3274, and the IBM 3270 family of displays and printers.
Each element works with the others to minimize overall network costs and
maximize user productivity and satisfaction. The whole is greater than
the sum of the parts; eliminating any of the network elements
substantially reduces the potential overall benefit.
The IBM 3274 is a corner~tone of the system. By virtue of its
microcoded operating system and its location at the user end of the
network, the 3274 is ideally located to improve:
Workstation usability
Access to network services
Network performance
Network Manageability
Ability to grow without disruption
As we advance in the world of Office Automation, Electronic Mail, and
Personal Computers, the flexibility to add function and attach widely
differing terminal configurations to a single cluster controller will be
critically important. The IBM 3274 has demonstrated its ability to
accommodate new and varied function. Its importance as a basis for
future growth cannot be overstated.
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COMPETITIVE MARKETING
The 3270 product line has been so successful that it has attracted a
number of "IBM 3270 Compatible" vendors. Many of these vendors offer
workstations which attach directly to IBM controllers. Others require
their own controllers. When marketing against "3270 compatible"
products, it is important to know how "compatible" the competitive
product really is. For example, a product line which requires
proprietary controllers must be micro-coded by its manufacturer to
emulate the IBM 3274. Typically, this emulation is a subset of the
function provided by the IBM 3274. "SNA Compatibility" may simply mean
coexistence on an SDLC link. "PC Attachment" may be nothing more than
3278 Emulation by a Personal Computer. "3270 compatibility" may really
mean basic function, which does not include Extended Data Stream
capabilities like eight-color, multiple logical units, efficient PC to
host file transfer and vector or programmed symbol graphics.
Unfortunately, it is impossible to provide a list of IBM "exclusives"
because, in almost every case, a given IBM 3270 feature is offered by at
least one competitive vendor. However, there is no competitive product
that provides the complete spectrum of functions, features, quality and
reputation for service provided by IBM.
Throughout this presentation, you will find "Notes to the Presenter"
which highlight IBM strengths. Few of these strengths can be considered
IBM exclusives today; over time, it is reasonable to assume that
competitive products will incorporate many of these features. It should
be stressed that the architecture is the key IBM exclusive. Since IBM
is the architect, it is reasonable to assume that IBM will continue to
lead other vendors in implementing new features. For the latest
information on other vendor announcements, consult COMP on HONE.
CONTROL UNIT COMPETITION. Stress IBM's ability to provide added
function by simply updating 3274 diskettes. Since the IBM 3274
micro-processor is a proprietary device, other vendors cannot use
IBM-coded diskettes to provide comparable function. Other vendors do
offer microcoded controllers, but only IBM controllers can execute
IBM-written microcode. One specific feature ... Extended Data Stream ... is
especially significant because, without it, attached workstations are
limited to the 3277 subset function. As of this writing, no known
competitive controllers have demonstrated full support for this
important foundation for technological growth. This presentation
highlights the value of the Extended Data Stream feature.
WORKSTATION COMPETITION. When competing with terminals that attach
directly to IBM 3274 controllers, stress the ergonomic benefits of IBM
keyboards; the excellent quality of the IBM CRT image; EIGHT colors;
graphics; and large screens. Very few vendors offer all of these
capabilities. Another strong IBM advantage in the workstation area is
the low cost of maintenance (implying a high quality, highly reliable
product) and the traditionally high residual value of IBM 3270 displays.
7
Note to Presenter: A Module entitled "The Workstation Investment" has
been included in this REVISED PRESENTATION FOR USE IN APPROPRIATE
SITUATIONS.
It may be of value to describe the process by which new 3270/SNA
products are defined within IBM. An Architecture Review Board meets
regularly (currently monthly) to consider proposed 3270/SNA extensions
and new products. Because this review board is aware of SNA and
3270-attachable products under consideration for future announcement,
appropriate measures are taken to avoid design conflicts and provide for
future requirements.
Non-IBM vendors do not have the benefit of knowing IBM's product plans;
nor do they participate in the Architecture Reviews. Hence, certain OEM
features may preclude implementation of new IBM features in their "IBM
compatible" products. A recent example of this is the use of the
Operator Information Area at the bottom of the screen. The Architecture
Review Board ensures compatible use of this area across all IBM
workstations. Currently, some non-IBM vendors have difficulty
implementing the very popular Entry Assist capability because of their
non-architected use of the Operator Information Area. Similarly, certain
keys are required to enable the new features, like Response Time
Monitor. Vendors who do not provide those keys, or who have assigned
other meanings to them may find it difficult to implement
subsequently-announced IBM 3274 capabilities.
8
(V-l) IBM 3270 "THE STANDARD OF THE INDUSTRY"
Since its introduction in 1971, the 3270 has become the standard
communications product of the industry. Based on its reputation for
quality, ease of use, and flexibility this status is well-deserved.
This presentation will highlight the reasons for the excellent
reputation of the 3270 family, and discuss the architecture that makes
it possible.
(V-2) IT GETS BETTER AND BETTER AND BETTER!
The 3270 was initially announced in 1971. At that time, the primary
communications control technique was Binary-Synchronous, and the
communication media was telephone wires. Line speeds were typically
1200 bits per second and networks were much smaller than they are today.
In 1974, new models of the 3270 controller ... 3271 Models 11 and 12 ...
were announced. These models were designed to work with the new SDLC
line control facilities. Because the original 3271 logic was
hard-wired, hardware changes were required when users converted from BSC
to SDLC.
In 1977, micro-coded 3274 models (lA, 1B, and 1C) were introduced.
Because the logic was no longer hard-wired, new capabilities like SNA
support were possible; however, this announcement was far more
significant than it initially appeared. Programmable intelligence in
the 3274 was the foundation for a series of announcements that are still
evolving.
In 1979, IBM announced the 3274-S1C for smaller remote clusters. Also
announced at this time was an Extended Data Stream capability for the
new 3279 color graphics display.