Background information:

Microsoft SQL Server 2016 – Enhanced Performance
Positioning and Messaging Framework /
purpose of this framework / This document provides the messaging and positioning strategy for marketing initiatives for Microsoft SQL Server 2016’s Enhance Performance Hosting Service Providers (HSPs) offer. This is a campaign specifically for customers of HSPs.
Important notes:
o  Use this document as a guide as you develop relevant communications. This is a reference document, intended to inform the work of marketing and sales professionals.
o  This document is for internal use only, and is not intended for distribution to external organizations, public or press.
key differentiators / ·  Unparalleled performance with In-Memory OLTP out of the box
·  High availability and performance scaling with native Load Balance and Enhanced Always-On Availability Groups
·  Real-time Operational Analytics enabled by In-Memory Column Store and Query Store, allowing for easy performance tuning / vision for
this market / Every customer operating their data-driven applications on older SQL Server upgrades to SQL Server 2016.
New customers needing a database solution that is mission-critical and has the highest performance choose SQL 2016 over the competitions.
Audience / Description / Top 3-5 Pain Points / Perceptions
target
audience
members / IT Decision Makers (existing and net new Buyers) / ·  CTOs or CIOs in large enterprises
·  IT Director/Manager in SMB’s
·  Business Owners
·  Procurement / 1.  Slow database response hinders worker productivity
2.  Poor end-user experience leads to loss of revenue
3.  Prolonged processing time for reporting and analysis delays time-critical decision-making / Current audience perceptions
SQL 2014 has been a workhorse and is a known, fast platform. Migrating will be painful and we should resist.
Desired audience perceptions Migrating the data platform to SQL 2016 platform has significantly improved the performance of our applications, and it significantly enhanced the user experience for our customers. The new reporting features allowed us to continue to fine tune performance as well.
Influencers / ·  DBAs, Network Administrators / 1.  Good transaction performance is important for a great user experience
2.  Hardware and software costs rise with aging infrastructure, upgrading is costly
3.  Root cause analysis of poor performance is difficult / Current audience perceptions
SQL 2014 is fast enough and there is nothing we need to do about it.
Desired audience perceptions
The new higher level of performance is significant and observable. The SQL 2016’s new reporting features allow us to track real-time operational data for performance tuning and there is hardly any implementation cost and data delays.
Positioning Statement / Our managed cloud database platform built on SQL Server 2016 delivers the highest performance in the industry providing an unparalleled level of transaction and query speed with even higher concurrency and lower latency by using In-Memory processing and native load balancing on readable Availability Groups.
25 Word Positioning / Our managed cloud database services built on SQL 2016 provides an industry-leading level of performance with even higher concurrency and lower latency.
50 Word Positioning / Our managed cloud database services built on SQL 2016 can deliver an unparalleled level of performance in transactions and queries with native load-balance on Always-on Availability Groups. Our solution provides Best-in-Class performance, faster fail-over and allows your company to track Real-Time operational data for performance tuning.
100 Word Positioning / A high performance data platform is essential to a growing, data-centric business, delivering an unparalleled level of speed for transactions and queries, allowing for better user-experience, faster decision-making and better manageability. The SQL 2016 Server can enhance your business with even higher concurrency and lower latency that your users demand, and provide reporting features to help your business fine tune the performance.
Our database platform allows your business to improve your database performance with only minimal application changes. Our database administrators focus exclusively on your business and perform performance tuning to further enhance your applications.
Benefits / Fastest performance / Higher availability / Real-Time Operational Analytics
summary statement / Enjoy instantly faster transaction and query speed / Improve application performance scaling and service availability with Enhanced Always-On / Run both analytics and OLTP workloads on the same database without the need for ETL and a data warehouse
Support Points / ·  Best-in-class performance[1]
·  In-Memory processing provides 30x faster transactions with OLTP and 100x faster queries / ·  Enhanced Always-On provides load balancing on readable secondary databases
·  More Availability Groups leads to more auto-failover targets and faster recovery / ·  Real-time report of operational data using In-Memory ColumnStore without impacting performance
·  Query Store provides insight on query plan choice and performance
·  Performance tuning is made easy with real time operational data

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[1] #1 in TPC-E and TPC-H non-clustered 1TB, 3TB, 10TB, 30TB, results as of 05/2016 http://www.tpc.org/tpch/results/tpch_perf_results.asp?resulttype=noncluster