baas afdel

Business as a ServiceLaurent Glaenzer

samedi 26 septembre 2009

€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

New Internet Bubble?

Massive & global opportunity

Very fast growth

Viral and ground-up expansion

Capital available for SaaS players

Many ill-defined business models

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

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

SaaS/Cloud customers

Shifting Customers

SaaS/Cloudreplaces

existing applications(mostly on-premise)

NewCustomers

SaaS/Cloudis

a new application for the Company

Business Development

20082009

20102011

SohoSME

Midmarket

LargeCompanies

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

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

Time to rethinkIT DistributionTime to rethinkIT Distribution

Think beyond the box

Find two ways of connecting the 4 dots with 2 lines only

Think beyond the box

Converting Channels

CreatingChannels

Converting Channels

CreatingChannels

IT Resell Channels

Interested Not interested

Recurring revenues

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

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

Infrastructure reseller (PC, Printers, on-premise software, networking)

Focus on service business (middleware, virtualization,...)

Created a SaaS Department to chase incremental business

Systems Integrators

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

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

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

Telcos

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

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

Example BT

Porfolio expansion through a multi solutions offering

Data/Applications hosted by BT

Complementary to broadband internet offering

Converting Channels

CreatingChannels

Vertical Channel

Customer

VerticalChannel

Point ofpurchase

Service Provider

Need Identification

A Massive Presence

120 000 Companies*

IT CompaniesResellers

Integrators

BusinessServices

Companies

1 800 000 Companies**

(*) EMEA Source Compubase(**) Western Europe Source IDC

Services categories

Collaboration Sales & Marketing Manufacturing HRAccounting

Finance/Insurance

Business consultant

Marketing agencies

Accounting Companies

Marketing Agencies

Training Companies

Business Consultants

Outsourcing services

HR consultants

Accounting Companies

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

Vertical Channel Platform

Business Services

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

Motivate Vertical Channel

Turnkey solutions

Hassle free resell platform

Direct customer support/hot line

Room for consulting services

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

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

Aggregators

ApplicationHosting

DataHosting

Servicing(billing)

Resellers

Customers

ApplicationsProviders

Aggregators Channel

Aggregators

Solid value proposition

Room for hosting application & data

Recurring model

No markup possibility

Mostly startup CompaniesVarious business modelsVarious services offering

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

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

The new channel map

Converted Channels

Direct Play

Vertical Channels

Aggregators

IT Channels

System Integrators

Telcos

Direct

Consultants

Accountants

Marketing Agencies

Application Hosting

Data Hosting

SaaS Resellers/Dist

Don’t push on a rope

Demand Generation

Demand Fulfilment

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

There is no perfect channel

There is only a perfect balance

Vitaminize your channelsamedi 26 septembre 2009

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?

Recruiting and Developing Channelsfor IT Companiesin EMEA and US

Large and Medium IT Companies

Small IT Companies & Start ups

SaaS & Cloud Computing Companies

BusinessIdentification

ChannelFramework

ChannelRecruitment

ChannelRamp Up

ChannelManagement

Channel Recruitment and Management

Channel Management Training

Channel Performance EnhancementChannel BenchmarkingChannel Business CoachingChannel Social Media

Senior Business ManagementChannel Account Managers

Laurent GlaenzerExperience HP, AutodeskSpecialty: Cloud/SaaS, General IT, SoftwareGeography: EMEALocation: France

Thierry GhenassiaExperience HP, 3Com, StartupsSpecialty: Telecom, Network, General ITGeography: EMEALocation: France

Hans GerkeExperience Sun, Apple,Specialty: Cloud/SaaS, General IT, SoftwareGeography: EMEA, GlobalLocation: Germany

Gaelle HuntExperience Apple, EFI, startupsSpecialty: Software, General IT, SoftwareGeography: EMEA, GlobalLocation: France

Xavier OlivellaExperience HP, Autodesk, othersSpecialty: Software, General IT, PrintingGeography: EMEALocation: Spain Gianni Graziani

Experience Apple, Autodesk, othersSpecialty: Software, General ITGeography: EMEA, South EuropeLocation: Italy

Philippe RomascanoExperience HP - Verious entitiesSpecialty: Software, General ITGeography: Middle-East, Africa, Eastern CountriesLocation: Switzerland

Roland AdoflssonExperience Avaya, othersSpecialty: Telecom, General IT, softwareGeography: EMEALocation: UK

Heather MargolisExperience Dell, Specialty: Cloud/SaaS, General IT, Social Networking, WebGeography: USLocation: Boston US

Eric BessoneExperience Autodesk, othersSpecialty: Software, Cloud/SaaS, General ITGeography: EMEALocation: France

Amar KabliExperience Orange, AutodeskSpecialty: Software, Cloud/SaaS, General ITGeography: EMEA, North AfricaLocation: France, Algeria

Thomas BaurExperience Xerox, Techdata,, Autdesk,Specialty: General IT, SoftwareGeography: EMEALocation: Germany

Your extended team

200+ years cumulated experience in IT Channel Management

Scalability

InHouse Lemon Operations

1 Country

2 Countries

Agility

0 3 6 9 12

Months

Expertise

0 1 2 3 Years

Control

Computer & Co

J F M A M J J

Units Revenues

Consolidation

Product line view

Marketing programs

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