Company Profile: Iron Mountain Inc.

Iron Mountain Inc. is an American enterprise that stores, manages and protects information and assets. The company's mission is to work with customers to manage the risks and complexity of today and tomorrow by protecting, understanding and transforming what matters most. Iron Mountain has several competitors among which three strong competitors are EVault, Autonomy and iBackup. The company adopts a customer-centric strategy and uses modern technologies to promote its business. The company is predicted to grow over the next year and its earnings per share (EPS) can increase by 63.35%. Iron Mountain has some critical success factors on which the company needs to focus as those factors can help the company to sustain in future.

Running head: COMPANY PROFILE: IRON MOUNTAIN INC.
Company profile: iron mountain Inc.
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1COMPANY PROFILE: IRON MOUNTAIN INC.
Company Overview:
Iron Mountain Inc. is an America based enterprise that stores, manages and protects
information and assets. The headquarters of this company is in Boston, Massachusetts. It is a
public listed company, listed its name in New York Stock Exchange as NYSE:IRM. In 1951,
Herman Knaust was founded this company. The initial task of this company was to grow and
sale mushrooms and for doing this, he purchased a depleted iron ore worth $9000 along with
100 acres of land in 1936 to cultivate mushroom by large amount. However, the market of
mushroom shifted in 1950 and consequently the founder decided to start a new business,
where he could utilize this iron mine (Ironmountain.com). Thus, Knaust named his
company as “Iron Mountain”. The company was known as “Iron Mountain Atomic Storage
Corporation” and in 1951; it started its first underground vaults. The first customer of this
Iron Mountain was East River Savings Bank. The bank purchased microfilm copies of
duplicate signature cards and deposit records. The first aboveground record-storage facility of
Iron Mountain was started in New York in 1978. After 1980, this company expanded its
business beyond this city and opened its new site in New England for providing service to
protect computer back up data.
Mission, Vision and Values of the Iron Mountain:
The vision of Iron Mountain is to be one of the trusted guardians of their customers’
information and assets.
The mission of this company is to work with customers to manage the risks and
complexity of today and tomorrow by protecting, understanding and transforming what
matters most.
Thus, the value of this company is related to their work. those can be summarised as
follows:
 Build customer value
 Own safety and security
 Take ownership
 Promote teamwork and inclusion
They reflect their values through their thinking, actions, interactions with customers
and in the communities, where they conduct their business.
Company statistics:
Iron Mountain has supplied information, data backup and other recovery services to
more than 220000 customers across Europe, North America, Africa, Latin America and Asia.
In 2016, total number of employees was more than 24000 while total number of locations of

2COMPANY PROFILE: IRON MOUNTAIN INC.
this company was more than 1400 across 50 countries during this year. Moreover, total
amount of assets and revenue of iron Mountain were USD 9.5 billion and USD 3.5 billion,
respectively during the same year.
Industry Overview:
Iron Mountain operates under industry of Information Storage and Enterprise
Information Management (EIM). EIM is a part of information technology and tries to find
optimal solution to use information within an organization.
Major competitors:
Iron Mountain has several competitors among which three strong competitors are
EVault, Autonomy and iBackup.
EVault: Iron Mountain cannot provide backup tapes that are required for a complete
restoration. In this context, EVault can be important for getting comparatively viable solution
to meet customers’ requirement.
Autonomy: Many big companies such as HP do not think that Iron Mountain can sell out
enough digital assets to Autonomy. Autonomy, on the contrary, helps organizations to store
data effectively instead of this they also help those organizations by providing greater
understanding of data.
iBackup: This company gives basic data backup to their customers that Iron Mountain cannot
provide. They give free services for first two weeks with huge amount of information storage.
For instance, the company is providing its promotional offer by providing 500 GB for $ 9.95
monthly (Ibackup.com).
Marketing Overview:
Iron Mountain realizes the importance and value of its customers for which it adopts a
customer-centric strategy. Through formal marketing programs, the company takes initiatives
to modify its existing customers. The leader of this company has taken a customer marketing
program since 2013 for engaging and better understanding their customers (Williams). This
program helps the company to lead more business and improve their experience.
4 Ps:
4 Ps of marketing strategy includes product, price, place and promotion and this
strategy is called marketing mix. Those of Iron Mountain are described below:
Product: Product means an item, which satisfies needs or wants of consumers. The company
provides various types of services to their customers and those are digital transformation,
information management, and secure destruction and storage. Under digital transformation,
the company provides cloud data management, imaging services, data centers, media

3COMPANY PROFILE: IRON MOUNTAIN INC.
restoration, migration, and workflow automation. With the help of this service, a company
can become digitally mature and consequently can improve business agility with better use
and access of information. Information management provides services like retention and
privacy policy management, reporting and inventory management, information governance
advisory services and software escrow. Those services help a company to control its complex
industrial landscape. Secure destruction helps to dispose a company’s media, records and
assets securely. This provides services like secure shredding, destruction projects and secured
e-waste and it asset disposition. Secure storage, on the other side, helps a company to protect
and preserve important documents like critical business information, original recording of
artists and other information, which are essential to conduct business. Secure storage also
provides services like record and media storage, marketing fulfillment and industry specific
storage.
Price: Price means the amount that a customer pays to buy a product. Taking proper price
strategy is essential for the product selling company, as lower price can attract more
customers compare to higher prices. Iron Mountain charges lower prices to store data
compare to other storage companies. Thus, this low price strategy helps this company to
increase its strong customer base and to sustain in the market with other competitors. Iron
Mountain offers complete data protection, records management and information destruction
to its customers.
Place: Place is also an important factor that helps a company to increase its business. It
constructs direct and indirect channels to market that are convenient for consumers to provide
services. Initially, the company has started its business in the New York City market. Later,
the company has expanded its business in Boston, England. At present, the company has its
branches in Australia, India, Singapore, Thailand and other main cities across the world. Iron
Mountain chooses market areas for its business and those storage have become convenient
for customers. The target market of Iron Mountain can be divided into various sectors, which
are banking, energy, entertainment, health care and Federal Government. The company also
deals with other small businesses and retails. Thus, companies like Professional Alternative
Inc., SunGard Availability Services, Watson Clinic and others store their data in Iron
Mountain.
Promotion: Promotion means marketing communications that include advertisement, sales
promotion and direct marketing and public relation. Iron Mountain uses its official website
through which customers can know about this company. The company promotes its services

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to customers and others with the help of social media like facebook, LinkedIn, Tweeter and
so on. This implies that Iron Mountain applies modern technologies to promote its business.
Financial data:
Profitability:
Figure 2: Annual revenues of Iron Mountain Inc,
Source: (Statista)
The above figure represents annual data of iron Mountain over last seven years from
2010 to 2016. According this figure, annual revenue of this company has varied by small
amount during these years. However, after 2015, the company has earned huge amount of
revenue in 2016 and it has increased in the next year, as well. However, due to increasing
costs, annual income of this company has decreased in 2016 by USD 104.8 million
(Ironmountain.com). However, with the help of its annual report, it is seen that the company
is profitable.
Key Management Personnel:
President and CEO: The president and CEO of this company is William Meaney, who serves
as a director on the board of this company. Before taking this position, he was served as
CEO of the Zuellig Group. Meaney is a member of the Asia Business Council.
Chief Financial Officer: Stuart Brown is the Executive Vice President and chief financial
officer (CFO) of the Iron Mountain Company.
Chief Technological Officer: The chief technological officer (CTO) of the Iron Mountain
Company is Fidelma Russo.
SWOT Analysis:
Strength: The Company has free cash flows that help the company to expand its various
projects. The company has strong base of reliable suppliers related to raw material.

5COMPANY PROFILE: IRON MOUNTAIN INC.
Automation related to activities have brought a standard of quality for this company’s
products. Moreover, the company has highly skilled and trained workers.
Weakness: The Company needs more upgraded technologies for storing data. For this, Iron
Mountain requires more investment. The company has comparatively high attrition rate
within its work force compare to its competitors. Moreover, the company cannot control its
current situation and consequently losses its market share.
Opportunities: The government of U.S provides an opportunity to the state and Federal
government to procure incorporated products of Iron Mountain. New market structure can
expand new business dimension of this company and this in turn can help this company to
increase net income by large (Cowling). With the help of online channels and social media,
the company can increase its customer base significantly. Political stability is various
countries along with developing economic condition of England, Australia and New Zealand
along with India, Malaysia and Thailand have helped Iron Mountain to expand its business
rapidly.
Threats: Iron Mountain has many competitors in market. Those companies are trying to
provide similar services with comparatively lower costs but with more facilities. Thus, total
number strong customers of this company can be decreased in future. The company requires
more investment to adopt modern technologies for storing data. However, new income of this
company has decreased in recent years due to increasing amount of net cost.
Future Prediction:
The company is predicted to grow over the next year and consequently its earnings
per share (EPS) can increase by 63.35%. At present, EPS of Iron Mountain is $0.733 and it is
expected that the rate can increase further to $1.198 in coming years. According to market
analysts, its stock price can increase within six months. Moreover, revenue of this company
can increase as well in next two years.
Critical Success Factors (CSFs):
Iron Mountain has some of its critical success factors on which the company needs to
focus as those factors can help the company to sustain in future. Firstly, the company can
emerge its trends and information challenges. Secondly, Iron Mountain can focus on its
retention challenges to solve its growing confusion to keep information securely. Thirdly, the
company can focus on information access and storage for an international business. Lastly,
the company can improve its maintenance of digital data as online communications are
increasing rapidly. Thus, in future, importance of digital can be increased significantly.

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References:
Annual revenues of Iron Mountain Inc, from 2010 to 2017 (in million U.S. dollars) Exclusive
Premium Statistic. "Iron Mountain Inc: Annual Revenue 2010-2017 | Statistic." Statista. N.
p., 2018. Web. 2 July 2018.
Williams, Amy J., et al. "Preserved filamentous microbial biosignatures in the Brick Flat
gossan, Iron Mountain, California." Astrobiology 15.8 (2015): 637-668.
Cowling, Clare. "Legal Records at Risk: Does the Legal Profession Care about Preserving its
Heritage? And What Could be Done to Rescue Private Sector Legal Records?." Legal
Information Management 16.3 (2016): 177-183.
"Ibackup® - Online Backup For Small Business." Ibackup.com. N. p., 2018. Web. 2 July
2018.
"Iron Mountain." Ironmountain.com. N. p., 2018. Web. 2 July 2018.