how to leverage business partners migration to saas / cloud

How to Leverage Business Partners’ Migration to SaaS/Cloud ?

Loic [email protected] +33 6 76 75 40 71

http://www.linkedin.com/in/loicsimonibmhttp://www.twitter.com/cluballiances

http://www.cluballiances.comBusiness Development Executive - Club Alliances

Business Partner Organization - IBM France

mailto:[email protected]

http://www.linkedin.com/in/loicsimonibm

http://www.twitter.com/cluballiances

http://www.cluballiances.com/



Agenda

3

Creating & Leveraging SaaS/Cloud ChannelsCreating & Leveraging SaaS/Cloud Channels

Questions & Discussion !Questions & Discussion !

Cloud/SaaS : Situation & ChallengesCloud/SaaS : Situation & Challenges

Club Alliances : Lessons & Perspectives Club Alliances : Lessons & Perspectives

Cloud Computing – a NIST* Definition

« Cloud computing is a model for enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications, and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction ».

* National Institute of Standards and Technology [US]

What is driving Cloud Computing ?

Fast growth of connected mobile

devices

Skyrocketing costs

of power, space,maintenance, etc.

Advances in multi-core

computer architecture

Explosion of data intensive

applications on the Internet

Growth of Web 2.0-enabled PCs, TVs,

etc.

• Technology advances that support massive scalability & accessibility

• Emergence of data intensive applications & new types of workloads

- Large scale information processing, i.e. parallel computing

- Web 2.0 rich media interactions

- Light weight run anywhere web apps

Description of Cloud Computing

Despite the hype, few customers are adopting cloud today

Source: MI analysis; Gartner, “User Survey Analysis: Cloud Computing Requires More Education and Specific Approaches in 2009,” June 2009; N=473

26%

19%

17%

16%

10%

7%

4%

1%

0% 10% 20% 30%

We are researching cloud computing and trying to see if and where it might benefit us

I have not heard of cloud computing

We have looked into cloud computing and don't expect to develop any plans related

to it or to get involved with it in 2009I have heard of the term but don't know

what it meansWe have done research and are waiting to

see what cloud-computing providers emerge before we determine any kind of action planWe have already developed a plan or plans

related to cloud computing and will be implementing them in 2009

We expect to develop a plan related to cloud computing in 2009

Other

When it comes to cloud computing, which statementmost closely describes the situation within your organization?

Only 11% of respondents have a plan or are implementing cloud computing initiatives in 2009

71% of respondents are unfamiliar or are in the education phase.

Portion of survey respondents

Planning orimplementing

EducatingNot interested

or waiting

Buyer Behavior

Companies like IBM are rapidly growing their Portfolio of Offerings across Cloud framework

Clo

ud

Eco

syst

emC

on

sult

ing

Ser

vice

s

Infrastructure-as-a-Service

Business Process-as-a-Service

Application/Software-as-a-Service

Platform-as-a-Service

EnterprisesSMB

Internet / Intranet

Service Providers

LotusLive

MBPSOfferings

InformationProtectionServices

Virtual Cloud Storage

Desktop as aService

Computing On

Demand*

DB2 Websphere Rational

TivoliSoFS Security

CloudSvcs

TestCloud

SEP

SecurityCloudSvcs

RMIS / eRMIS

AOD*

The majority of RSIs/ISVs in Europe use or plan to use SaaS or Appliances to deliver Software

Overall Adoption Status of Alternative Delivery Methods (SaaS or Appliances)

78

50 48

4

56

39

57

7

95

6151

1

83

49

37

5

0102030405060708090

100

Completed Current/Planning Considering Not Considering

Total

UK

Germany

Italy

%

« Longer-term acceptance of SaaS for mission-critical business processes is growing -- not only with SMB customers, but Large Enterprises »Source : Saugatuck 2008

SaaS : Not only for CRM & Collaboration!

« Although collaboration and CRM continue to lead the SaaS charge, "core" systems of record (e.g., finance, HR) and BI / CPM are growing quickly as well ». Source : Saugatuck 2008

Market moves to « Everything as a Service » !

SaaS ISV Context : The Big Switch !

ISV embracing SaaS face Challenges in many Areas

SaaS SolutionDelivery

[Run]

SaaS Solution Enablement

[Build]

SaaS BusinessIntegration

[Implement]

Integration

Change Management

BusinessConsulting

InfrastructureArchitecture

DevelopmentPlatform [PaaS]

ApplicationArchitecture

Managed Services

DeliveryPlatform [IaaS]

Delivery Architecture

SaaS BusinessDevelopment

[Sell]

Lead Generation& Pre-Sales

PartnersRecruitment &

Enablement

MarketingStrategy

SaaS Business Model

[Package]

SaaS Operations & Customer

Service

Marketing &DistributionChannels

SolutionPackaging

Need for :Expertise [Consulting, Models, Templates…]

& Services [Support, Skills, Resources, Platforms…]

HCM

Major key Challenges include :

• Financing of SaaS Business • High expense to revenue & profitability issues in first years• Business Model migration & Culture changes• SaaS revenue recognition• Evolution of existing Partnerships

Moving from « products » to « services », from « projects » to « annuity »…

• Client/Server

• Upfront revenue

• Significant margins

• Established GTM/distribution model

• Project integration require PS capabilities

• CIO budget

• Web-native Service Enabled Application Platforms -SEAP-

• Monthly subscription fees

• Low margins

• Role of partners not clear

• Turn-key solution with little integration requirements

• Functional budgets

SCENE

On-premise Applications Market SaaS Applications Market

• Clear GTM model from vendors

• High margins

• One/Two tier models in place

• Importance of SI’s

• Distribution with little value-add

• Clear rules: MDF, Coop, etc.

• Customers can contract directly with vendors

• Low margins, from monthly fees

• Who does what?

• Turnkey solutions, agile integration projects

• PS automation

• Light contractual environment

• Vertical market integration

SCENE

On-premise Applications Market SaaS Applications Market

Migration from VAR/SI to Business Integrator !

• "For traditional partners who made their money on finding IT complexity and solving it, a lot of that goes away with Software as a Service."

Darren Bibby, IDC

• Make yourself essential to customers by lending business process expertise to improve their SaaS experience.

• Make yourself indispensable to SaaS manufacturers top line revenue production with your sales, marketing and referral capabilities.

• Provide system integration to legacy applications and across customers SaaS systems

"The Emerging SaaS Channel", 2007 IDC research report

Agenda

22





SaaS : Need for Integration & Customization Partners

24

Will use MSPs as SEAP hub for customers

Will build their own completeSEAP solution

Will take off-the-shelf HW/SWand propose customizedsolution platform

Will recommend IT solutionsto their customers (virtual CIOs)

Will recommend businesssolutions to their customers

Assemblers

Consultants

Vendors

TrustedBusinessAdvisors(TBA’s)

• CPA’s• Accounting Firms• Outsourced CFO Firms• Web-Designers (B2B, B2C)• Marketing Consultants• Venture Capital & Investment Firms• Current Webex Customers• IT Consultants• Management Consultants• Green IT Consultants• Lawyers

Aggregators

25

Partner Ecosystem

Application Environment

FunctionalEnd-User

Customers(non-IT)

IT Environment

SaaS/Cloud Distribution & Influence Channels will take various forms…

… including « Vertical Channel »

… with various and complementary roles

SaaS/Cloud Ecosystems

SaaS/Cloud Actors : « Augmented Reality » !

Multiple Business Models, blurred !

Agenda

33





Distribution & Go-To-Market as a Key Differenciator for « SaaS/Cloud Platforms »

Club Alliances is an Initiative to increase IBM France’s « Force of Gravity »

The IBM France Club Alliances Initiative

• ISVs, Integrators and Consultants collaborate to… – Formalize– Sell– Deliver…

• … Business Solutions, powered by IBM…– for Industry Verticals– and Lines of Business…

• … as-a-service :– BPaaS [Business Process as a Service]– SaaS [Software as a Service]– PaaS [Platform as a Service]– IaaS [Infrastructure as a Service]

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 and mutualizing

resources • Getting « powered by IBM »

Club Alliances promotes a Solution as a Service Model

Solutions as a Service for Industry Verticals and LOB

Industry Sector

Manufac-turing

Transpor-tation

Healthcare Retail

Sales & Marketing

CFO

R&D

…

LOB

HR

Local Gvt …

CIO

Club Alliances SaaS Platform Partners Club Alliances SaaS Platform Partners

End CustomerEnd Customer

Club Alliances MembersClub Alliances Members

Business IntegratorBusiness Integrator

Large Customer or Federation

Large Customer or Federation

MARKET

IBM

Contractual relationships for Solutions as a Service

http://www.crn.co.za/MediaLib/Home/ChannelHouses/Logo-IBM.JPG

How end-user customers buy today - They…

• rely on the Internet for information – not their sales rep

• do Google searches

• ask friends in their social network

• check forums or online groups or blogs

• get feedback in Twitter or other micro blogs”

• hate cold calls

• increasingly ignore advertising

• have spam filters and popup blockers

• throw junk mail into the waste basket

• have no patience for the traditional sales process

IDF

Source IDC, estimate is at the lower boundary of the market numbers

Ouest: 396 840 companies

Main Sectors : Agriculture, fishing industries, meat and all agro industries, Telco, Industry (electronics, mechanic equipments boat construction, Services (tourism)

IDF: 688 775 companies

Main Sectors : Services (to enterprises), Retail, R&D, Industries (printing, consumer goods, pharma, perfumes, equipments, auto), Media and Telco.

A clear Need for Marketing 2.0 !

Reaching 200k+ Mid-Market companies in France is uneconomical through “push” marketing alone. “Pull” marketing is key to reach the full breadth of the French Mid-Market.

Credibility & Visibility to « Pull » Leads

48

Marketing Mutualization : The “Las Vegas” or “Place Vendôme” model !

• 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”…

Agenda

49





Channels 1.0 Channels 2.0

What’s Going Out What’s Coming In

Responsiveness is critical

52

Thanks – Q/A !

The best way to predict the future is to invent it - Alan Kay

Loic [email protected] +33 6 76 75 40 71

http://www.linkedin.com/in/loicsimonibmhttp://www.twitter.com/cluballiances

http://www.cluballiances.comBusiness Development Executive - Club Alliances

Business Partner Organization - IBM France

mailto:[email protected]

http://www.linkedin.com/in/loicsimonibm

http://www.twitter.com/cluballiances



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