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How to Succeed in Surfing the SaaS &

Cloud Tsunami !

Feet on the Ground & Head above the Cloud !

How to Succeed in Surfing the SaaS & Cloud Tsunami !

Sigfried Sans – ssans@aspaway.fr - +33 (0) 1 46 67 88 88ISV Business DevelopmentAspaway – www.aspaway.fr

Loic Simon - loic_simon@fr.ibm.com - +33 (0)6 76 75 40 7Business Development - Club Alliances - www.cluballiances.comGlobal Business Partners - IBM France

“Feet on the Ground - Head above the Cloud”

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45 Minutes for…

SaaS/Cloud Tsunami !

Head above the Cloud

Feet on the Ground

Q/A

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Tsunami accross Cloud Services !

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« Everything as a Service » Tsunami !

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Tsunami for ISVs

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• What is the business case justifying the venture?• How will Software as a Service impact my company’s finances?• Do I need to change my software architecture?• Will my development processes still fit?• What service delivery capabilities do I need?• Should I manage my application in-house?• How do I address integration, data migration & related services?• What are the operational requirements ? • Can I automate key supporting functions?• What business processes must change?• Do I need to change how I go to market?• What’s the right target audience for my service?• How should I incent my sales force?• What partner network should I leverage to help me succeed?

… accross the Board !

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Tsunami for Vendors & Channels !

• Global Industry Analysts noted that the cloud computing services charge will be lead by marquee cloud vendors including Amazon Web Services (AWS), Google, IBM, Microsoft, Rackspace, Salesforce.com and many others. »

• « Solution providers stand to gain from the predicted cloud computing services market explosion, as a large chunk of the $222.5 billion [by 2015] will move through the channel.

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Yes, for Channel Partners !

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Tsunami for Hosting Providers !

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Tsunami for Customers

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Tsunami in CRM & Marketing practices !

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6 Tsunami-Proof Surfing Aids !

• [1] Get Wet !• [2] Think Solution [as a Service]• [3] Focus on Business Benefits• [4] Get Help !• [5] Join [or Build] Ecosystem(s)• [6] Keep your Feet on the Ground !

NOW !

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[1] Get Wet, NOW !

Start Pilot Try Learn Refine !

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[2] Think Solution-as-a-Service

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[3] Focus on Business Benefits

Industry Sector

Industrial Banking Health Wholesale

Sales/Mkg

CFO

…

LOB

HR

Retail …

CIO

R&D

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[4] Get Help !

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Look for True Partners to..

• Think & Build– Architecture & Business Model Consulting– SaaS multi-tenant Applications Development Platforms– Complementary Solution Bricks

• Market & Sell– Business Development– Visibility & Credibility in Ecosystem

• Deliver & Run– SaaS Delivery Platform

• Finance & Grow

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[5] Join and/or Build Ecosystems

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Example in France : Club Alliances for SaaS Business Solutions

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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, mutualizing resources, getting

access to Experts • Getting « powered by IBM »

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Club Alliances is leveraging…

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… With Innovative BizDev Models

• 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”…

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[6] Keep your Feet on the Ground !

« with a little Help from my

Friend ! »

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Keep your Feet on the Ground !

• 3 Benefits of SaaS Model

• Keys for Technical Success

• Keys for Commercial Success

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• Market evolution• Example : ISV in Newspaper Market

• New middle and/or small size customers with specific offer• ISV in Financial Market

• New offers in order to migrate existing installed base • ISV in CRM market

• SaaS Modules Selling Strategy – allows up-selling • ISV with Sales Force Automation Solution

Benefits of SaaS Model : New Market Opportunities

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• Fewer people needed for implementation

• ISV with WMS solution

• Time saved to focus on the company’s main activity

• Large ISV with CRM solution

• Less issues related to deployment

• Teams are free from production issues

Benefits of SaaS Model : Focus !

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• Improved installed base management and customer direct feed back• Direct support to end-users without the « End user IT filter »

• Application usage monitoring used to track users problems, demands and feed back• ISV with Time Management Solution

• Work with same “Sales Model”• Find the right Model :

• Named or concurrent users, scanned sheets forms, smart phones, employees…

• Share Risk with Partner

Benefits of SaaS model : Customer alignement

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Feet on the Ground

• 3 Benefits of SaaS model

• Keys for Technical Success

• Keys for Sales Success

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• Certify SaaS application (Resources, Connectivity, security,

printers, etc..)

• Get SaaS certification for early application components

• Startup in semi-conductor market

• Get pre-sales Technical Support [for free !]

Some Hosting provider are trying to sell consulting study prior to the project itself

• Make things easier

• Global offering including all components to provide application through

Wan

Keys for technical success

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• Provide added value services along with the offer

• Supervision, monitoring, management, etc…

• Provide 24/7 hotline support

• Eg ISVs in WMS TMS and HR markets

• Access project management services (billable)

• to drive ISV in first SaaS/ASP deployment without failure

• Eg ISV in CMMS

• Get available Sand box for demos and tests

• Eg ISVs’ end users prospects in Real Estate Market

• Get sizing analysis

• Most small ISV are not able to perform Wan Benchmarks

Keys for technical success

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Feet on the Ground

• 3 Benefits of SaaS Model

• Keys for Technical Success

• Keys for Sales success

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Key for Sales Success

• Start NOW !

• Even if not with web technology, browser based solution, multitenancy…

• Full C/S application through Citrix

• Development or upgrade of specific SaaS modules

• ISV with agro solution

• Mixed WEB-C/S Solution

• ISV with Building management solution

• Create Partnership instead of Customer/Provider Relationship

• Share experience, ecosystem knowledge, leads, co-marketing…

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• Find the right SaaS, ASP and/or BAU approach

• SaaS disrupting Strategy

• ISV with Cash Management solution and invoice recovery solution

• SaaS Marketing Strategy

• Promote SaaS, but use ASP for some customers

• Dual Strategy : On Premise and SaaS

• ISV always proposes two offers

• Ad hoc Answers

• Increased # of RFP with « ASP, SaaS » prerequisites

Keys for Sales Success

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Keys for Sales Success

• Formalize Sales Model for « SaaS »…

• All in one (Servers, memory, internet access, services, support…)

• Everybody speaks same language, easily understandable internally

and externally

• ISV controls own sales strategy

• knows profitability per Selling Unit

• provides the market with the right pricing.

• Streamlines cost level of infrastructure

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• Provide dedicated hosting environment in « ASP », when :

• Client knows the model and has references such as : server,

architecture, bandwidth, etc…

• Need for complex offering with many options

• DRP, Dual Building, Dual Site, back-up externalization, database

management…

Keys for Sales Success

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Keys for Sales Success

• Bypass “hosting offer questions”

– Eg using “powered by IBM” and standards compliance

• Provide true auditable security policy

• Provide Datacenter inside Schengen Space or « on-site », eg in France

• Make it easier for the end user with “one face only” !

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Contacts !

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

Loic SimonLoic_simon@fr.ibm.com +33 6 76 75 40 71

linkedin.com/in/loicsimonibmtwitter.com/cluballiances

cluballiances.comleblogducluballiances.blogspot.com

Business Development Executive - Club Alliances Business Partner Organization - IBM France

Sigfried SANSssans@aspaway.fr + 33 1 46 67 88 88

aspaway.frISV Business Development - Aspaway