Dell Olympic Evaluation 7-13-07

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Mid-way review to evaluate sponsorship of 2010 Vancouver Winter Olympics.

Mid-way review to evaluate sponsorship of 2010 Vancouver Winter Olympics.

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  • 1. Olympics Opportunity ReviewJuly 13, 2007DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY
  • 2. Info Audit Requested Received Olympic brand research by country and target • The Power of the Olympic Brand (IOC) – brand segment positioning and perceptions • 2006 Olympic Global Brand Research, All Countries Summary (IOC) Media partner info – reach, ratings, cost • IOC Television & Marketing Services overview Sustainability/environmental impact • IOC corporate social responsibility overview • Vancouver sustainability overview and report List and schedule of IT product requirements • Received Hospitality rights info • Vancouver hospitality overview for tier II official supporters Background on online strategies Sponsor references • Contacts at VISA and Bell Sponsor info for relationship-building • Vancouver sponsor workshops/marketing club meeting overview • Vancouver 2010 sponsor list • Olympic Co-Promotion Examples • Support for Investing in Olympics – media clippings from IOCDELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 2
  • 3. Product Overview v1 New Quantity Total Quantity New Qty Total Qty Product Dell Equiv Unit Retail Units New Qty Retail Units Total Qty Retail Servers           IST1 PowerEdge 2950 $14,280 309 $4,412,520 309 $4,412,520 IST2 PowerEdge 2950 $13,637 97 $1,322,789 97 $1,322,789 PowerEdge  IST3 SC1430 $4,329 29 $125,541 29 $125,541 IST4 PowerEdge 6950 $23,612 20 $472,240 20 $472,240 Storage           PowerVault  1.3 TB NAS NX1950 $44,682 3 $134,046 3 $134,046 2.3 TB SAN Pending   3  Pending 3 Pending  Tape devices TBD   TBD   TBD   OptiPlex 745  Desktops mini-tower $1,698 4820 $8,184,360 5000 $8,490,000               Notebooks Latitude D630 $2,433 890 $2,165,370 1220 $2,968,260 3M MicroTouch  15" touch screens M150 Monitor $599 640 $383,360 640 $383,360             Totals       $17,200,226  $18,308,756DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 3
  • 4. Services Overview • VANOC estimates total of 512 staff months required: • 248 staff months of technicians skilled at level 2 server support • 264 staff months for level 1 and 2 desktop support • Staffing needs for data center server and centralized desktop personnel begin in January 2008 and consistently ramps up until conclusion of Games (April 2010) • Staffing for venue support begins in October 2008 • VANOC estimated value of services support at $5 million; Dell valuation in process • Specifics on support timing and levels is in backupDELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 4
  • 5. Expense Categories • Sponsorship fee • Product contribution • Services contribution • Accommodations • Hospitality • Tickets • Local transportation • Sponsor Conference participation • Olympic Torch Relay participation • On-site advertising • Games publication advertising • Volunteer coordination & participation • Branded clothing • TravelDELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 5
  • 6. Sponsorship Rights & Benefits – Official Supporter Exclusive rights within product category to: • Be associated with Vancouver 2010 Olympic and Paralympic Winter Games, the Canadian Olympic Committee, and the Canadian Olympic Team for Beijing 2008, Vancouver 2010 and London 2012. • Construct Olympic-themed advertising, marketing, and promotions until Dec 31, 2012. • The marks for Vancouver 2010 Olympic and Paralympic Winter Games, and Canadian Olympic Team. • Use the Vancouver 2010 mascot graphic and pictograms on premiums. • Use various designations as official supporter of the Vancouver Games, VANOC and Canadian Olympic Team.DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 6
  • 7. Sponsorship Rights & Benefits – Official Supporter • Accommodation: • Access to purchase 30 hotel rooms for entirety of 2010 Games • VANOC will assist with securing add’l rooms • Hospitality: • Right to purchase corporate hospitality during Games • Invitations to participate in events leading up to 2010 Games • Access to purchase tickets: • 60 tickets per day for Olympic and Paralympic Games • 60 tickets to Opening Ceremonies for Olympic and Paralympic Games • 60 tickets to Closing Ceremonies for Olympic and Paralympic Games • For Medals Plaza (no number specified) • Access to Vancouver 2010 ticket exchange program • Transportation: • Access to Games transportation program; VANOC will assist in sourcing buses and other vehiclesDELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 7
  • 8. Sponsorship Rights & Benefits – Official Supporter • Accreditations: • Passes to restricted areas to carry out operational and hospitality activities • Recognition including Dell logo or mark in locations such as: • Vancouver 2010 Office Reception • 2010 Winter Games Information Centers • Vancouver 2010 Web site • Vancouver 2010-related publications • Vancouver 2010 newspaper recognition ads • On-site during Olympic and Paralympic Games • Account service: • Dedicated account manager • Invitation to Sponsor Conferences leading up to 2010 GamesDELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 8
  • 9. Sponsorship Rights & Benefits – Official Supporter • Olympic Flame/Torch Relay participation: • Minimum of 20 slots in the relay • Advertising opps: • Right to purchase outdoor advertising options in Vancouver • Right to purchase advertising space in Vancouver 2010 or Canadian Olympic Committee (COC) publications • Misc: • Access to Vancouver 2010 or COC newsletters • Right to access Vancouver 2010, COC or IOC video, photographic and audio materials for internal use • Use of Vancouver 2010 musical themes • Use of graphic elements including The Look of the Games • Access to athletes • Volunteer opportunities during GamesDELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 9
  • 10. Next Steps • Assess level of conflict between Atos Origin and Dell Services – in process • Complete valuation of product and services contribution • Request – Shawn send e-mail to peers to enlist support/participation • Determine costs beyond sponsorship expense • Determine value of sponsorship • Determine if want to seek external support for evaluation • Socialize/present opportunity for go/no go decisionDELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 10
  • 11. BACKUPDELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 11
  • 12. Server staffing at data centers 2008 2009 2010 March-Lab-PDC-Phase 2 Sep-TOC for Games Nov-TOC for TE Total/Pos Jun-EDC March March May May Dec Nov Dec Aug Sep Aug Feb Feb Feb Jan Jan Jun Jan Oct Oct Apr Apr Apr Jul JulX86 Team Lead 2 2 2 2 8X86 (Server) Expert 0 0 4 4 1 1 1 1 1 2 2 2 2 2 2 1 1 1 1 1 1 1 1 2 3 3 3 2 46Project Coordinator 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 28 TOTAL TOC 82DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 12
  • 13. Desktop staffing - central 2008 2009 2010 March-Lab-PDC-Phase 2 Sep-TOC for Games Nov-TOC for TE Total/Pos Jun-EDC March March May May Sep Dec Nov Dec Aug Aug Feb Feb Feb Jan Jan Jun Jan Oct Oct Apr Apr Apr Jul JulX86 Team Lead 2 2 2 2 8X86 (Laptop-Desktop) Expert 0 0 3 3 1 1 1 1 2 2 2 2 2 2 2 1 1 1 1 2 2 1 1 3 3 3 3 1 47Project Coordinator 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 28 TOTAL TOC 83DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 13
  • 14. Server staffing at venues 2008 2009 2010 Sep-TOC for Games Nov-TOC for TE Total/Pos March March Aug Aug May May Nov Dec Dec Feb Jun Feb Jun Apr Apr Jan Jan Oct Oct Jul JulVenueVenue Position COMP VENUES WSC Technical Specialist(X86-Servers) 1 2 1 1 2 2 1 10 WCR Technical Specialist(X86-Servers) 1 2 1 1 2 2 1 10 WNC Technical Specialist(X86-Servers) 1 1 2 1 1 2 2 1 11 CYM Technical Specialist(X86-Servers) 1 2 1 1 2 2 1 10 GMP Technical Specialist(X86-Servers) 1 2 1 1 2 2 1 10 PAC Technical Specialist(X86-Servers) 1 1 2 1 1 2 2 1 11 HIL Technical Specialist(X86-Servers) 1 2 1 1 2 2 1 10 ROO Technical Specialist(X86-Servers) 1 2 1 1 2 2 1 10 UBC Technical Specialist(X86-Servers) 1 2 1 1 2 2 1 10 NON-COMP VENUES MMC Technical Specialist(X86-Servers) 1 1 1 3 3 1 10 WMC Technical Specialist(X86-Servers) 1 1 2 3 3 1 11 VVL Technical Specialist(X86-Servers) 1 1 1 3 3 1 10 WVL Technical Specialist(X86-Servers) 1 1 1 3 3 1 10 OFH Technical Specialist(X86-Servers) 1 1 1 PFH Technical Specialist(X86-Servers) 1 1 YVR Technical Specialist(X86-Servers) 1 1 1 UAW Technical Specialist(X86-Servers) 1 1 1 1 1 1 UAV Technical Specialist(X86-Servers) 1 1 1 1 1 1 IT FACILITIES SDC Technical Specialist(X86-Servers) 3 3 3 3 1 Summary Technical Specialist(X86-Servers) 1 0 0 5 13 10 0 0 0 0 0 0 6 18 19 37 38 19 0 166 Note: Numbers are m/m DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 14
  • 15. Desktop staffing - venues 2008 2009 2010 Sep-TOC for Games Nov-TOC for TE Total/Pos March March Aug May May Aug Nov Dec Dec Feb Feb Jun Jun Apr Jan Jan Apr Oct Oct Jul Jul Position COMP VENUES Technical Specialist(X86-Laptop/Desktop) 1 2 1 1 2 2 1 10 IT Technicians 1 2 1 1 4 4 1 Technical Specialist(X86-Laptop/Desktop) 1 2 1 1 2 2 1 10 IT Technicians 1 2 1 1 8 8 1 Technical Specialist(X86-Laptop/Desktop) 1 1 2 1 1 2 2 1 11 IT Technicians 1 2 2 1 1 5 5 1 Technical Specialist(X86-Laptop/Desktop) 1 2 1 1 2 2 2 11 IT Technicians 1 2 1 1 3 3 3 Technical Specialist(X86-Laptop/Desktop) 1 2 1 1 2 2 1 10 IT Technicians 1 2 1 1 3 3 1 Technical Specialist(X86-Laptop/Desktop) 1 1 2 1 1 2 2 1 11 IT Technicians 1 2 1 1 3 3 1 Technical Specialist(X86-Laptop/Desktop) 1 2 1 1 2 2 1 10 IT Technicians 1 2 1 1 2 2 1 Technical Specialist(X86-Laptop/Desktop) 1 2 1 1 2 2 1 10 IT Technicians 1 2 1 1 2 2 1 Technical Specialist(X86-Laptop/Desktop) 1 2 1 1 2 2 1 10 IT Technicians 1 2 1 1 3 3 1 NON-COMP VENUES Technical Specialist(X86-Laptop/Desktop) 1 1 2 6 6 1 17 IT Technicians 1 1 2 11 11 1 Technical Specialist(X86-Laptop/Desktop) 1 1 2 6 6 1 17 IT Technicians 1 1 2 6 6 1 Technical Specialist(X86-Laptop/Desktop) 1 1 2 6 6 1 17 IT Technicians 1 1 2 9 9 1 Technical Specialist(X86-Laptop/Desktop) 1 1 2 6 6 1 17 IT Technicians 1 1 9 9 9 1 Technical Specialist(X86-Laptop/Desktop) 1 1 1 3 IT Technicians 2 2 2 Technical Specialist(X86-Laptop/Desktop) 1 1 2 IT Technicians 3 3 Technical Specialist(X86-Laptop/Desktop) 1 1 1 3 IT Technicians 2 2 2 Technical Specialist(X86-Laptop/Desktop) 1 1 1 1 1 1 6 IT Technicians 3 3 3 3 3 3 Technical Specialist(X86-Laptop/Desktop) 1 1 1 1 1 1 6 IT Technicians 3 3 3 3 3 3 IT FACILITIES Summary Technical Specialist(X86-Laptop/Desktop) 1 0 0 5 13 10 0 0 0 0 0 0 6 15 19 46 47 19 0 181 IT Technicians 0 0 0 5 14 10 0 0 0 0 0 0 10 19 30 78 81 28 0 0 0 0 0 275DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 15