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Presentation delivered during the IBM "Cloud Computing for Smarter Planet Solutions" Event in La Gaude.
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How to Succeed in Surfing the SaaS &
Cloud Tsunami !
Feet on the Ground & Head above the Cloud !
How to Succeed in Surfing the SaaS & Cloud Tsunami !
Sigfried Sans – [email protected] - +33 (0) 1 46 67 88 88ISV Business DevelopmentAspaway – www.aspaway.fr
Loic Simon - [email protected] - +33 (0)6 76 75 40 7Business Development - Club Alliances - www.cluballiances.comGlobal Business Partners - IBM France
“Feet on the Ground - Head above the Cloud”
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45 Minutes for…
SaaS/Cloud Tsunami !
Head above the Cloud
Feet on the Ground
Q/A
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Tsunami accross Cloud Services !
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« Everything as a Service » Tsunami !
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Tsunami for ISVs
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• What is the business case justifying the venture?• How will Software as a Service impact my company’s finances?• Do I need to change my software architecture?• Will my development processes still fit?• What service delivery capabilities do I need?• Should I manage my application in-house?• How do I address integration, data migration & related services?• What are the operational requirements ? • Can I automate key supporting functions?• What business processes must change?• Do I need to change how I go to market?• What’s the right target audience for my service?• How should I incent my sales force?• What partner network should I leverage to help me succeed?
… accross the Board !
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Tsunami for Vendors & Channels !
• Global Industry Analysts noted that the cloud computing services charge will be lead by marquee cloud vendors including Amazon Web Services (AWS), Google, IBM, Microsoft, Rackspace, Salesforce.com and many others. »
• « Solution providers stand to gain from the predicted cloud computing services market explosion, as a large chunk of the $222.5 billion [by 2015] will move through the channel.
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Yes, for Channel Partners !
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Tsunami for Hosting Providers !
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Tsunami for Customers
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Tsunami in CRM & Marketing practices !
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6 Tsunami-Proof Surfing Aids !
• [1] Get Wet !• [2] Think Solution [as a Service]• [3] Focus on Business Benefits• [4] Get Help !• [5] Join [or Build] Ecosystem(s)• [6] Keep your Feet on the Ground !
NOW !
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[1] Get Wet, NOW !
Start Pilot Try Learn Refine !
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[2] Think Solution-as-a-Service
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[3] Focus on Business Benefits
Industry Sector
Industrial Banking Health Wholesale
Sales/Mkg
CFO
…
LOB
HR
Retail …
CIO
R&D
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[4] Get Help !
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Look for True Partners to..
• Think & Build– Architecture & Business Model Consulting– SaaS multi-tenant Applications Development Platforms– Complementary Solution Bricks
• Market & Sell– Business Development– Visibility & Credibility in Ecosystem
• Deliver & Run– SaaS Delivery Platform
• Finance & Grow
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[5] Join and/or Build Ecosystems
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Example in France : Club Alliances for SaaS Business Solutions
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ISVs, Integrators and Consultants come to Club Alliances to develop their « as a
service » Business by :
• Forming relevant partnerships and alliances • Co-building, co-marketing, co-selling, co-delivering
Business Solutions, « as a service ». • Sharing best practices, mutualizing resources, getting
access to Experts • Getting « powered by IBM »
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Club Alliances is leveraging…
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… With Innovative BizDev Models
• Prospects are pushed & pulled to a specific Industry or LOB “Club” where they find :
– A fair choice of Coopetitive Solutions, covering key challenges/needs
– Best of Breed or Whole Solutions to cover most of their Industry or LOB needs
– An [“as as Service”] Business Value Proposition, including “powered by IBM”…
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[6] Keep your Feet on the Ground !
« with a little Help from my
Friend ! »
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Keep your Feet on the Ground !
• 3 Benefits of SaaS Model
• Keys for Technical Success
• Keys for Commercial Success
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• Market evolution• Example : ISV in Newspaper Market
• New middle and/or small size customers with specific offer• ISV in Financial Market
• New offers in order to migrate existing installed base • ISV in CRM market
• SaaS Modules Selling Strategy – allows up-selling • ISV with Sales Force Automation Solution
Benefits of SaaS Model : New Market Opportunities
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• Fewer people needed for implementation
• ISV with WMS solution
• Time saved to focus on the company’s main activity
• Large ISV with CRM solution
• Less issues related to deployment
• Teams are free from production issues
Benefits of SaaS Model : Focus !
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• Improved installed base management and customer direct feed back• Direct support to end-users without the « End user IT filter »
• Application usage monitoring used to track users problems, demands and feed back• ISV with Time Management Solution
• Work with same “Sales Model”• Find the right Model :
• Named or concurrent users, scanned sheets forms, smart phones, employees…
• Share Risk with Partner
Benefits of SaaS model : Customer alignement
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Feet on the Ground
• 3 Benefits of SaaS model
• Keys for Technical Success
• Keys for Sales Success
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• Certify SaaS application (Resources, Connectivity, security,
printers, etc..)
• Get SaaS certification for early application components
• Startup in semi-conductor market
• Get pre-sales Technical Support [for free !]
Some Hosting provider are trying to sell consulting study prior to the project itself
• Make things easier
• Global offering including all components to provide application through
Wan
Keys for technical success
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• Provide added value services along with the offer
• Supervision, monitoring, management, etc…
• Provide 24/7 hotline support
• Eg ISVs in WMS TMS and HR markets
• Access project management services (billable)
• to drive ISV in first SaaS/ASP deployment without failure
• Eg ISV in CMMS
• Get available Sand box for demos and tests
• Eg ISVs’ end users prospects in Real Estate Market
• Get sizing analysis
• Most small ISV are not able to perform Wan Benchmarks
Keys for technical success
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Feet on the Ground
• 3 Benefits of SaaS Model
• Keys for Technical Success
• Keys for Sales success
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Key for Sales Success
• Start NOW !
• Even if not with web technology, browser based solution, multitenancy…
• Full C/S application through Citrix
• Development or upgrade of specific SaaS modules
• ISV with agro solution
• Mixed WEB-C/S Solution
• ISV with Building management solution
• Create Partnership instead of Customer/Provider Relationship
• Share experience, ecosystem knowledge, leads, co-marketing…
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• Find the right SaaS, ASP and/or BAU approach
• SaaS disrupting Strategy
• ISV with Cash Management solution and invoice recovery solution
• SaaS Marketing Strategy
• Promote SaaS, but use ASP for some customers
• Dual Strategy : On Premise and SaaS
• ISV always proposes two offers
• Ad hoc Answers
• Increased # of RFP with « ASP, SaaS » prerequisites
Keys for Sales Success
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Keys for Sales Success
• Formalize Sales Model for « SaaS »…
• All in one (Servers, memory, internet access, services, support…)
• Everybody speaks same language, easily understandable internally
and externally
• ISV controls own sales strategy
• knows profitability per Selling Unit
• provides the market with the right pricing.
• Streamlines cost level of infrastructure
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• Provide dedicated hosting environment in « ASP », when :
• Client knows the model and has references such as : server,
architecture, bandwidth, etc…
• Need for complex offering with many options
• DRP, Dual Building, Dual Site, back-up externalization, database
management…
Keys for Sales Success
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Keys for Sales Success
• Bypass “hosting offer questions”
– Eg using “powered by IBM” and standards compliance
• Provide true auditable security policy
• Provide Datacenter inside Schengen Space or « on-site », eg in France
• Make it easier for the end user with “one face only” !
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Contacts !
The best way to predict the future is to invent it - Alan Kay
Loic [email protected] +33 6 76 75 40 71
linkedin.com/in/loicsimonibmtwitter.com/cluballiances
cluballiances.comleblogducluballiances.blogspot.com
Business Development Executive - Club Alliances Business Partner Organization - IBM France
Sigfried [email protected] + 33 1 46 67 88 88
aspaway.frISV Business Development - Aspaway
