Download - 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
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samedi 26 septembre 2009
New Internet Bubble?
Massive & global opportunity
Very fast growth
Viral and ground-up expansion
Capital available for SaaS players
Many ill-defined business models
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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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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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Business Development
20082009
20102011
2012
SohoSME
Midmarket
LargeCompanies
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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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Time to rethinkIT DistributionTime to rethinkIT Distribution
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Think beyond the box
Find two ways of connecting the 4 dots with 2 lines only
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Think beyond the box
1
2
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Converting Channels
CreatingChannels
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Converting Channels
CreatingChannels
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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
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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
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LNA
Infrastructure reseller (PC, Printers, on-premise software, networking)
Focus on service business (middleware, virtualization,...)
Created a SaaS Department to chase incremental business
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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
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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
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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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Converting Channels
CreatingChannels
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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
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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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Vertical Channel Platform
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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
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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
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Aggregators
ApplicationHosting
DataHosting
Servicing(billing)
Resellers
Customers
ApplicationsProviders
Aggregators Channel
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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
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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
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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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Don’t push on a rope
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Demand Generation
Demand Fulfilment
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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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There is no perfect channel
There is only a perfect balance
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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?
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Recruiting and Developing Channelsfor IT Companiesin EMEA and US
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Large and Medium IT Companies
Small IT Companies & Start ups
SaaS & Cloud Computing Companies
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BusinessIdentification
ChannelFramework
ChannelRecruitment
ChannelRamp Up
ChannelManagement
Channel Recruitment and Management
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Channel Management Training
Channel Performance EnhancementChannel BenchmarkingChannel Business CoachingChannel Social Media
Senior Business ManagementChannel Account Managers
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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
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Scalability
0
75
150
225
300
150
300
50 80
InHouse Lemon Operations
1 Country
2 Countries
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Agility
0 3 6 9 12
12
3
InHouse Lemon Operations
Months
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Expertise
0 1 2 3 Years
InHouse Lemon Operations
NOW
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Control
Computer & Co
J F M A M J J
Units Revenues
Consolidation
Product line view
Marketing programs
Directory
Reseller or Channel view
ActualResults & Forecasts
Units &Revenues
Are we on track?
CustomizedView
Marketing & ROI
Company directory and visit history
Full business real time visibility
No infrastructure to manage
SaaS application with access from SmartPhone & Web
Sales & Inventory
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Freedom
All methodologies are under Common Creatives licence (free to use, not to resell)
Probation period
Termination at any time
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Vitamins
We love making your resellers
fan of you
Vitaminize your channel!
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Thanks!
samedi 26 septembre 2009
samedi 26 septembre 2009