2. €10B in 2009
40% CAGR
75% 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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15. 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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16. Business as a Service
Software as a Service Infrastructure as a Service
Any application Server Virtualization
licensed for its usage Storage Virtualization
on demand (mostly Advanced lease
over the web) infrastructure (pay per use)
Business as a Service
New Way of Buying
New Way of Selling
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17. Customer View
Pros Cons
Lower cost Higher dependency on
Pay as you go provider
Zero Capex Security/confidentiality
No or minimal IT Design limitation
resources
Faster time to use Performance
Flexibility/scalability Offline access
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18. Disruptive for Customers
Acknowledge the benefits for their own business
compare to existing solution
Decision Pattern
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
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19. Disruptive for ITC Channels
Long customer decision cycles
IT
Require market expertise
Resellers
Revenues cannibalization risk
Limited room for IT services (design)
Revenues cannibalization risk Service
Limited presence in SME Integrators
Require market expertise
Limited IT knowledge Telcos
Lack of agility
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21. Converting
Channels
Creating
Channels
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22. Converting
Channels
Creating
Channels
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23. IT Resell Channels
Established in the 80s to resell PCs and on-premise solutions
Involved in middleware services (i.e: maintenance)
Well known by IT and purchase departments
Interested Not interested
Recurring revenues Low revenues
Hype Requires market
Customer request expertise
Defend installed base Cannibalization risk
vendredi 2 octobre 2009
25. 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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26. Systems Integrators
Established in the 70s with the emergence of IT
Involved in IT design solutions and organization issues
Well known by CEOs, CFOs and ITs
Interested Not interested
IT Services (solution Ready made solutions
design, organizations) Low revenues
Hosting/branding Little room for services
applications Cannibalization risk
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27. 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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28. Telcos
Long time established Companies
Radical portfolio extension since the Internet appearance
Well known by Purchase dpts and more and more IT
Interested Not interested
Portfolio extension
Aligned with business Requires IT knowledge
model Disruptive for IT
Data & application decision makers
hosting
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29. Example BT
Porfolio expansion
through a multi
solutions offering
Data/Applications
hosted by BT
Complementary to
broadband internet
offering
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30. Converting
Channels
Creating
Channels
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31. Vertical Channel
Need
Identification
Vertical
Channel
Point of Service
Customer purchase Provider
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32. A Massive Presence
IT Companies Business
Resellers Services
Integrators Companies
120 000 Companies* 1 800 000 Companies**
(*) EMEA Source Compubase
(**) Western Europe Source IDC
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33. Services categories
Accounting
Collaboration Sales & Marketing Manufacturing HR
Finance/Insurance
Business Marketing Outsourcing HR consultants Accounting
consultant Agencies services Companies
Business
Marketing Training Business Consultants Business
agencies Companies Consultants Consultants
Accounting
Accounting Business Companies
Companies Consultants
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34. Non-Contractual Resellers
Role Compensation
Referral • introduce the product to customer • 10% discount
• register the customer • no upfront payment
• introduce the product to customer • 20% discount
Interface • register the customer • no upfront payment
• invoice the customer
• introduce the product to customer
• 30% discount
Facilitator • register the customer
• Online training
• invoice the customer
• no upfront payment
• train the customer
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36. Business Services
Huge variety of Companies
90% between 1-10 employees (many free-lance)
In all businesses
Interested Not interested
Portfolio extension Certification/ upfront
Services opportunity contract
Recurring model Complicated process
Credibility Technical involvement
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37. 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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38. 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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39. Aggregators
Applications
Aggregators Channel
Providers
Application
Hosting
Customers
Data
Hosting
Servicing
Resellers
(billing)
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40. Aggregators
Mostly startup Companies
Various business models
Various services offering
Interested Not interested
Solid value proposition
Room for hosting No markup possibility
application & data
Recurring model
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41. Example Revevol
Consulting 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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42. The new channel map
Converted Channels Vertical Channels
IT Channels Consultants
System Integrators Accountants
VARs Marketing Agencies
Telcos SaaS Resellers/Dist
OEMs Application Hosting
Direct Data Hosting
Direct Play Aggregators
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43. Thanks!
Laurent.Glaenzer@Lemon-Operations.com
vendredi 2 octobre 2009
