business models in the internet of services - trends and developments on the german it-sector
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© Fraunhofer IAO, Stuttgart
supported by:
Business Models in the Internet of Services
Nico WeinerNobelstr. 12 | 70569 [email protected].: +49 711 970 2170Fax: +49 711 970 5111 www.e-business.iao.fraunhofer.de
Trends and developments on the German IT-sector
supported by:
© Fraunhofer IAO, Stuttgart
Agenda
» From survey to market study – Goals and Concept
» Results of the survey
» Structure of the responding companies
» Trends
» Realization of Software as a Service-Offerings
» Current SaaS-Landscape Evaluation of the situation at 89 German SaaS-Vendors
» Conclusion
supported by:
© Fraunhofer IAO, Stuttgart
From survey to market study – Goals and Concept
Goals:» What is the significance of SaaS today and tomorrow?
» Which advantages and challenges occur with SaaS for Vendors?
» How is SaaS realized?
How can the German market benefit from SaaS?
Target group of the market study:» Vendors of products and Service Providers in the German IT-sector
» Hardware providers» Software providers» IT-Consultants etc.
supported by:
© Fraunhofer IAO, Stuttgart
Basic information on the survey and concept for the study
» Survey carried out: 27.11.2009 bis 10.02.2010
» Pure online-suvey with open access
» Target group:» German IT Providers (of services,
prodcuts etc.)» 114 replies, including 89 SaaS-
Vendors and 25 without SaaS- offering
supported by:
© Fraunhofer IAO, Stuttgart
Background information on the respondents
Replies
of German IT-Providers; n=114
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© Fraunhofer IAO, Stuttgart
Company-Details
» Company‘s age
Replies
of German IT-Providers; n=114
» Functional area? (custom classification based on free-text form)
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© Fraunhofer IAO, Stuttgart
Offering and target groups
» Which type of IT-related products and/or services does your company offer?
» Which target groups have your product/service-offerings?
Replies
of German IT-Providers; n=114
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© Fraunhofer IAO, Stuttgart
Trends
Replies
of German IT-Providers; n=114
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© Fraunhofer IAO, Stuttgart
Software as a Service Plans of German IT-Providers
» Do have any plans regarding an own SaaS-offering?
Replies
of German IT-Providers; n=114
supported by:
© Fraunhofer IAO, Stuttgart
Infrastructure, Platform and Software as a Service – Relevance of Cloud Computing
» How do you rate the current relevance of the following trends on the Germany IT-market from a German IT-providers viewpoint?
Replies
of German
IT-Providers; n=114
supported by:
© Fraunhofer IAO, Stuttgart
Cloud Computing German IT-Providers on the move
» How do you rate the relation of German IT-Providers to the economical potential of Cloud Computing? The economical potential of Cloud Computing currently is …
Replies
of German
IT-Providers; n=114
supported by:
© Fraunhofer IAO, Stuttgart
Infrastructure as a Service I An option for German IT-Providers?
» How do you rate the attractiveness of Infrastructure as a Service- Providers like Amazon EC2, S3 for the operation of SaaS-solutions?
Replies
of German
IT-Providers; n=114
supported by:
© Fraunhofer IAO, Stuttgart
Software as a Service – Trends I
Replies
of German
IT-Providers; n=114
» How do you rate the following statements regarding Software as a Service?
Scope market and competition?
Scope product/service-offering?
supported by:
© Fraunhofer IAO, Stuttgart
Software as a Service – Trends II
Replies
of German
IT-Providers; n=114
» How do you rate the following statements regarding Software as a Service?
Scope network of partners
supported by:
© Fraunhofer IAO, Stuttgart
Software as a Service – Trends III
Replies
of German
IT-Providers; n=114
» How do you rate the following statements regarding Software as a Service?
Scope Customers
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© Fraunhofer IAO, Stuttgart
Responsiblities and Roles to realize SaaS
Replies
of German
IT-Providers; n=114
» How would you realize the distribution of responsibilities and roles within a partner-network to offer a SaaS-solution?
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© Fraunhofer IAO, Stuttgart
Software as a Service - Advantages and Challenges from a provider‘s viewpoint
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© Fraunhofer IAO, Stuttgart
Advantages of Software as a Service I
Replies
of German
IT-Providers; n=114
» How do you rate the following advantages regarding Software as a Service?
Scope business & strategy
supported by:
© Fraunhofer IAO, Stuttgart
Advantages of Software as a Service II
Replies
of German
IT-Providers; n=114
» How do you rate the following advantages regarding Software as a Service?
Scope technology
supported by:
© Fraunhofer IAO, Stuttgart
Challenges of Software as a Service I
Replies
of German
IT-Providers; n=114
» How do you rate the following challenges regarding the development, running/hosting and distribution of SaaS-solutions?
Scope business & strategy
supported by:
© Fraunhofer IAO, Stuttgart
Challenges of Software as a Service II
Replies
of German
IT-Providers; n=114
» How do you rate the following challenges regarding the development, running/hosting and distribution of SaaS-solutions?
Scope technology
supported by:
© Fraunhofer IAO, Stuttgart
Existing Software as a Service-offering Review with 89 German SaaS-providers
supported by:
© Fraunhofer IAO, Stuttgart
Software as a Service New customers with a new offering?
Replies
of German
SaaS-Providers; n=89
» Is your (planned) SaaS-solution mainly targeting new customers?
supported by:
© Fraunhofer IAO, Stuttgart
Software as a Service – Migration or new development?
Replies
of German
SaaS-Providers; n=89
» Is your SaaS-solution based on migration-based application or a development from scratch?
supported by:
© Fraunhofer IAO, Stuttgart
Software as a Service Cannibalizing the existing offering?
Replies
of German
SaaS-Providers; n=89
» How is your SaaS-solution positioned in your existing portfolio?
supported by:
© Fraunhofer IAO, Stuttgart
Software as a Service Pricing criteria
Replies of German SaaS-Providers; n=89
» What are the criterions for your pricing?
» Others: success-based billing; managed objects; revenue-based billing; consumption-based; data-volume-based
supported by:
© Fraunhofer IAO, Stuttgart
Software as a Service Integration
Replies
of German SaaS-Providers; n=89
» Is your (planned) SaaS-solution integrable in the customer's landscape?
supported by:
© Fraunhofer IAO, Stuttgart
Software as a Service Customization and Integration
Replies
of German SaaS-Providers; n=89
» How often did the following scenarios of integration and customization occur in the past?
supported by:
© Fraunhofer IAO, Stuttgart
Conclusion
» The economic potential of Cloud Computing is underestimated by German IT-vendors
» IT-vendors observe chances in the area of »Software as a Service« and reckon with pressure from the customer- and competitor-side
» Successfull integration is highly dependent to standardized data-formats» Partnership gains more and more importance – this is particularly valid
for infrastructure-partners, integration-partners and sales-partners» »Software as a Service« is based on many pricing criteria like time-,
tenant and performance-criteria» IT-vendors see the biggest challenge at convincing the customer of data
privacy and security
supported by:
© Fraunhofer IAO, Stuttgart
Thank You!Nico WeinerNobelstr. 12 | 70569 [email protected].: +49 711 970 2170Fax: +49 711 970 5111 www.e-business.iao.fraunhofer.de