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Agenda
8.45: Seminar Introduction
9.00: Attendees self introduction
9.30: Business as a Service presentation
10.30: Break
10.45: Distribution Readiness Workshop
12.00: Conclusions
12.30: Wrap Up
dimanche 28 juin 2009
Features>200 years of cumulated experience in business/channel managementWide knowledge across IT (Hware, Software, Telecom & Services)
Europe, Middle-East & Africa, U.S. coverageIn depth local knowledge
Services designed for SaaS & Cloud CompaniesChosen by leading Companies
Celsius International: market and customer dataCompubase: channel data
Easy to turn on and off - Immediately operationalEasy to expand or contract
Result driven compensationThe right skills for the right job
Expertise
Coverage
SaaS/Cloud Expertise
Partnership
Flexibility
Cost effectiveness
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€10B in 200940% CAGR75% of Companies use one application in SaaS
In 2010, 45% of Companies will spend > 25% of their IT budget on SaaS compared to 23% today
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New Internet Bubble?
Massive & global opportunity
Very fast growth
Viral and ground-up expansion
Capital available for SaaS players
Many ill-defined business models
dimanche 28 juin 2009
Business as a Service
Software as a Service Infrastructure as a Service
Business as a Service
Any application licensed for its usage on demand (mostly over the web)
Server VirtualizationStorage VirtualizationAdvanced lease infrastructure (pay per use)
New Way of BuyingNew Way of Selling
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Key Factors of SuccessCompetitive
value proposition
SustainableBusiness Model
World classGo to Market
CloudSaaS
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Customer View
Pros Cons
Lower cost
Pay as you go
Zero Capex
No or minimal IT resources
Faster time to use
Flexibility/scalability
Higher dependency on provider
Security/confidentiality
Design limitation
Performance
Offline access
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SaaS/Cloud customers
20 %
80 %
Shifting Customers
SaaS/Cloudreplaces
existing applications(mostly on-premise)
NewCustomers
SaaS/Cloudis
a new application for the Company
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Disruptive for Customers
Acknowledge the benefits for their own business compare to existing solution
Support the idea of an externally hosted model
Define what to do with existing assets (save waste)
Accept transition costs + workload
Check possibility of changing budget allocation from Capex to Opex
Deci
sion
Pat
tern
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Disruptive for ITC Channels
Limited room for IT services (design)Revenues cannibalization riskLimited presence in SME
Long customer decision cyclesRequire market expertiseRevenues cannibalization risk
Require market expertiseLimited IT knowledgeLack of agility
IT Resellers
ServiceIntegrators
Telcos
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IT Resell Channels
Interested Not interested
Recurring revenues
Hype
Customer request
Defend installed base
Low revenues
Requires market expertise
Cannibalization risk
Established in the 80s to resell PCs and on-premise solutionsInvolved in middleware services (i.e: maintenance)Well known by IT and purchase departments
dimanche 28 juin 2009
Motivate IT Resell Channel
Channel proposal to be at least as rewarding as infrastructure + on-premise software(ie: extra services)
Remuneration scheme to be rewarding at customer contract sign off
Identify business for them and coach their business development efforts
dimanche 28 juin 2009
LNA
Infrastructure reseller (PC, Printers, on-premise software, networking)
Focus on service business (middleware, virtualization,...)
Created a SaaS Department to chase incremental business
dimanche 28 juin 2009
Systems Integrators
Interested Not interested
IT Services (solution design, organizations)
Hosting/branding applications
Ready made solutionsLow revenues
Little room for servicesCannibalization risk
Established in the 70s with the emergence of ITInvolved in IT design solutions and organization issuesWell known by CEOs, CFOs and ITs
dimanche 28 juin 2009
Motivate System Integrators
Channel proposal to be integrated in a broader service proposition to customers
Possibility to host application or customer data for the SI to propose outsourcing package
Solid technical interface
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Example Cap Gemini
Pegasystem is a Business Process Management application provider
Has cooperated with CapGemini to launch a new «BPM as a Service» platform
Benefits for CapGemini: sell services and recurring revenues
Dedicated Cloud Computing department at CapGemini
dimanche 28 juin 2009
Telcos
Interested Not interested
Portfolio extension
Aligned with business model
Data & application hosting
Requires IT knowledge
Disruptive for IT decision makers
Long time established CompaniesRadical portfolio extension since the Internet appearanceWell known by Purchase dpts and more and more IT
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Motivate Telcos
Possibility for the Telco to host application or customer data (branding option)
Solid on-boarding program for sales & technical teams
Dedicated teams to do out-band prospection
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Example BT
Porfolio expansion through a multi solutions offering
Data/Applications hosted by BT
Complementary to broadband internet offering
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Vertical Channel
Customer
VerticalChannel
Point ofpurchase
Service Provider
Need Identification
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A Massive Presence
120 000 Companies*
IT CompaniesResellers
Integrators
BusinessServices
Companies
1 800 000 Companies**
(*) EMEA Source Compubase(**) Western Europe Source IDC
dimanche 28 juin 2009
Services categories
Collaboration Sales & Marketing Manufacturing HRAccounting
Finance/Insurance
Business consultant
Marketing agencies
Accounting Companies
Marketing Agencies
Training Companies
Business Consultants
Outsourcing services
Business Consultants
HR consultants
Business Consultants
Accounting Companies
Accounting Companies
Business Consultants
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Non-Contractual Resellers
Role Compensation
Referral • introduce the product to customer• register the customer
• 10% discount• no upfront payment
Interface• introduce the product to customer• register the customer• invoice the customer
• 20% discount• no upfront payment
Facilitator
• introduce the product to customer• register the customer• invoice the customer• train the customer
• 30% discount• Online training• no upfront payment
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Business Services
Interested Not interested
Portfolio extension
Services opportunity
Recurring model
Credibility
Certification/ upfront contract
Complicated process
Technical involvement
Huge variety of Companies90% between 1-10 employees (many free-lance)In all businesses
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Motivate Vertical Channel
Turnkey solutions
Hassle free resell platform
Direct customer support/hot line
Room for consulting services
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Example Lixao
Communication / Web design agency
Mostly involved in communication design and web development for SMEs
Has added Emailing, data hosting, collaboration tools for their customers
Benefits: tracking their customer evolution and keep the conversation open
dimanche 28 juin 2009
Example Accounting Accounting Company with 130 employees
Has never been involved in reselling IT equipment or software
Often asked advices by SMEs without IT management
Would consider including SaaS/Cloud solutions in their offering
dimanche 28 juin 2009
Aggregators
ApplicationHosting
DataHosting
Servicing(billing)
Resellers
Customers
ApplicationsProviders
Aggregators Channel
dimanche 28 juin 2009
Aggregators
Interested Not interested
Solid value proposition
Room for hosting application & data
Recurring model
No markup possibility
Mostly startup CompaniesVarious business modelsVarious services offering
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Motivate Aggregators
Make sure there is room in your business models for them to provide: access to specific channels, customers or complete your service offering
One on one negotiation
dimanche 28 juin 2009
Example RevevolConsulting Company assisting large Companies in their IT decisions
Becomes involved in reselling IT solutions with the Cloud Computing
Signed agreements with several SaaS/Cloud players including Google Aps
Just bid with Valeo for the installation of 30 000 users with Google offering
dimanche 28 juin 2009
The new channel map
Converted Channels
Direct Play
Vertical Channels
Aggregators
IT Channels
System Integrators
VARs
Telcos
OEMs
Direct
Consultants
Accountants
Marketing Agencies
Application Hosting
Data Hosting
SaaS Resellers/Dist
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Fulfilment vs Generation
Demand Fulfilment Generation Comments
IT Vendor direct ***** ***** Full dedicationLimited capacity
IT Vendor Channel **** * Great coverageLimited mindshare
Integrators *** *** Good coverageGood push
Vertical Channel * **** Proactive demandNo supply chain
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Dealing with complexityExpanding to
Europe
Expanding to US
How to compensate the channel?
Converting channel or creating channels?
How to get channel loyalty?
How to reach resellers?
How to get reseller commitment?
How to train resellers?
How to follow up their business plan? How to negotiate a
contract?
How to build a platform for vertical resellers?
Direct or Indirect?
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5 Step Process
BusinessIdentification
ChannelFramework
ChannelHiring
ChannelRamp Up
ChannelManagement
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Expansion Cost
0
75
150
225
300
150
300
50 801 Country
2 Countries
InHouse Lemon Operations
dimanche 28 juin 2009
BenefitsImmediate access to Cloud/SaaS business management expertise when you need it
Immediate access to most European, Middle East and African countries
Immediate access to U.S.
Result driven & cost effective services
Led by IT Senior Business Managers
dimanche 28 juin 2009