Fast Track to Software as a Service June 9th, 2008 Amsterdam
Agenda www.ibm.com/partnerworld/saas Coffee & Registration 1.30-2.00pm 2.00-2.15pm Welcome and Introductions – Dave Mitche...
Format for the workshop <ul><li>Interactive </li></ul><ul><ul><li>Questions welcomed at any point. </li></ul></ul><ul><ul>...
Software as a Service is Helping Fuel Innovation Ann Winblad Hummer Winblad Venture Partners  “ We're beyond the tipping p...
WW Spend On Software as a Service 2007-2011 by Geography Global Growth is Over $14B by 2011 Source: IDC SaaS Forecast Apri...
IBM’s SaaS strategy revolves around three plays. IBM offers SaaS   to reach new customers <ul><ul><ul><li>IBM  </li></ul><...
www.ibm.com/partnerworld/saas IBM SaaS Partner Program Collaborate Collaborate & Enable Market Deliver IBM  Software as a ...
www.ibm.com/partnerworld/saas IBM Offers Collaboration & Knowledge Exchange SaaS Community <ul><li>Education </li></ul><ul...
www.ibm.com/partnerworld/saas IBM Offers Resources & Benefits to Build Effective Marketing Campaigns SaaS Specialty <ul><l...
IBM is Powering Applications   In a Variety of Segments & Industries www.ibm.com/partnerworld/saas CRM ERP HCM Collaborati...
www.ibm.com/partnerworld/saas Different needs in each stage of adoption Curious Evaluating the SaaS market Enabling Develo...
Software as a Service Enablement Roadmap www.ibm.com/partnerworld/saas Business Strategy Enablement Delivery Architecture ...
Business Strategy <ul><li>IBM Software as a Service Community </li></ul><ul><ul><li>Access to Market Research and Analyst ...
Gain Valuable Insight from Market News & Whitepapers www.ibm.com/partnerworld/saas NEWS Automatic notification of new info...
Access SaaS Education via the IBM Virtual Innovation Center <ul><li>Easy access to  Software as a Service  technical enabl...
Claim Your Space at www.SaaSpace.com www.ibm.com/partnerworld/saas SaaS Community Benefit <ul><li>Business Model & Relatio...
Business Strategy <ul><li>Saugatuck Technology SaaS Readiness Assessment </li></ul><ul><li>Strategic Issues Addressed: </l...
Agenda www.ibm.com/partnerworld/saas Coffee & Registration 1.30-2.00pm 2.00-2.15pm Welcome and Introductions – Dave Mitche...
SaaS Readiness: ISV Transition Issues, Strategies and Best Practices Frank Sempert Saugatuck Technology Strategic Advisor ...
Agenda <ul><li>About Saugatuck – and our SaaS Readiness Assessment Services </li></ul><ul><li>SaaS Realities: February 200...
About Saugatuck – and Our SaaS Readiness Assessment (SRA) Services <ul><li>About Saugatuck Technology Inc. </li></ul><ul><...
Key Takeaways <ul><li>SaaS adoption / penetration continues to grow in enterprises of all sizes  </li></ul><ul><ul><li>Alt...
SaaS: Beyond Software as a Service Page:
SaaS Satisfaction: My company is satisfied with… Page:
Select List of ISV “SaaS Transition” Best Practices <ul><li>The most successful ISVs transitioning to SaaS are those that ...
Five Key Challenges for ISVs Transitioning to SaaS Page:  <ul><ul><li>Cultural Challenges </li></ul></ul><ul><li>New Ident...
Five Key Challenges for ISVs Transitioning to SaaS Page:  <ul><ul><li>Cultural Challenges </li></ul></ul><ul><li>New Ident...
Five Key Challenges for ISVs Transitioning to SaaS Page:  <ul><ul><li>Cultural Challenges </li></ul></ul><ul><li>New Ident...
Five Key Challenges for ISVs Transitioning to SaaS Page:  <ul><ul><li>Cultural Challenges </li></ul></ul><ul><li>New Ident...
Five Key Challenges for ISVs Transitioning to SaaS Page:  <ul><ul><li>Cultural Challenges </li></ul></ul><ul><li>New Ident...
Five Key Challenges for ISVs Transitioning to SaaS Page:  <ul><ul><li>Cultural Challenges </li></ul></ul><ul><li>New Ident...
Key Takeaways <ul><li>Identify a new or adjacent business opportunity – rather than replicating traditional on-premise off...
Saugatuck’s - SaaS Readiness Assessment (SRA) Services <ul><li>Overview </li></ul><ul><li>After more than a half dozen bus...
Fast Track Offerings <ul><li>SaaS Readiness Assessment (SRA) </li></ul><ul><ul><li>Executive-level business and technology...
Follow-ups <ul><li>To learn more about Saugatuck’s  SaaS Readiness Assessment  (SRA) services, call Bill McNee at 1-203-45...
How to Contact: Regional Sales Offices Page:  US OFFICES Headquarters Saugatuck Technology Inc. 49 Riverside Ave. Westport...
Agenda www.ibm.com/partnerworld/saas Coffee & Registration 1.30-2.00pm 2.00-2.15pm Welcome and Introductions – Dave Mitche...
Software as a Service Enablement Roadmap www.ibm.com/partnerworld/saas Business Strategy Enablement Delivery Architecture ...
Architecture <ul><li>IBM SaaS Demonstration Series </li></ul><ul><li>Running Demos, Whitepapers and Briefs.  </li></ul><ul...
SaaS Demonstration Series Sample Banking Application Using IBM Technology to solve SaaS technical challenges For the Enter...
Architecture <ul><li>Virtualization can provide a low cost, rapid enablement alternative to application re-architecture. <...
Software as a Service Enablement Roadmap www.ibm.com/partnerworld/saas Business Strategy Enablement Delivery Architecture ...
Enablement Options <ul><li>Support for In-house Enablement. </li></ul><ul><ul><li>SaaS Development Sandbox </li></ul></ul>...
SaaS “sandbox” www.ibm.com/partnerworld/saas Online SaaS development environment for the IBM SaaS Community <ul><li>Free o...
Access to Development Software <ul><li>Open Source Software </li></ul><ul><li>Software Access Catalog </li></ul>www.ibm.co...
ISV Innovation Centers www.ibm.com/partnerworld/saas <ul><li>30+ centers worldwide </li></ul><ul><ul><li>Amsterdam </li></...
Enablement Options <ul><li>SaaSpace.com </li></ul><ul><ul><li>Through SaaSpace.com, IBM is building a network of partners ...
Enablement Options <ul><li>For ISVs that are interested in pursuing the Virtualization path for architecting their solutio...
Platform as a Service – your acceleration into SaaS www.ibm.com/partnerworld/saas 05/13/10 Infrastructure Frameworks Provi...
Lets have a quick look
PaaS Roadmap Q108 Q208 Q408 2009 Field test Deployment Templates Notes 8 Domino8 Management Automation Virtualization Host...
Summary Platform as a Service <ul><li>Any ISV can join the SaaS market </li></ul><ul><li>Single tenant applications can no...
Next Steps <ul><li>Register to participate in PaaS </li></ul><ul><li>www.itfactory.com </li></ul><ul><li>http://www.itfact...
Software as a Service Roadmap www.ibm.com/partnerworld/saas Business Strategy Enablement Delivery Architecture In-House Re...
Delivery Options <ul><li>IBM Server Infrastructure </li></ul><ul><li>Scaleable Software for SaaS </li></ul><ul><ul><li>No ...
Why IBM Servers for Software as a Service? <ul><li>Choice </li></ul><ul><ul><li>IBM offers a range of systems that offer y...
www.ibm.com/partnerworld/saas No charge software for SaaS Entry <ul><ul><li>Increase profits by using:  </li></ul></ul><ul...
Why IBM Software for Software as a Service? Complete Solution Technology Market Share Risk TCO <ul><li>IBM has a range of ...
New SaaS Pricing Pilot <ul><li>What we heard… </li></ul><ul><ul><li>“ Help me to pay for middleware more in line with how ...
SaaS Pricing Model <ul><li>ISV performs Level 1 and Level 2 support for the Software. Only support for product defects is ...
Summary <ul><li>Determine what level of SW Support you need. </li></ul><ul><li>If you can afford OTC and can make the comm...
Delivery Options <ul><li>SaaS Enablement Partners </li></ul><ul><li>IBM Managed Hosting  </li></ul>www.ibm.com/partnerworl...
IBM and our SaaS Enablement Partners provide a full range of Hosting Options  <ul><li>Ping (Repetitive test for Server Res...
Local SaaS Enablement Partner <ul><li>Who are we: </li></ul><ul><li>Miami HQ </li></ul><ul><li>Founded 2000   Integrated D...
Hosting Proposal <ul><li>Complete a Software as a Service Hosting Questionnaire. </li></ul><ul><li>Receive an indicative p...
Software as a Service Roadmap www.ibm.com/partnerworld/saas Business Strategy Enablement Delivery Architecture In-House Re...
Channels and Go to Market <ul><li>Qualify for the SaaS Specialty and receive marketing support to raise awareness and gene...
Go to Market Support to help grow your business <ul><li>EVENTS   </li></ul><ul><li>Facilitate participation in events as a...
Channels and Go to Market <ul><li>Identifying, recruiting and enabling an effective channel for SaaS is one the biggest ch...
Coming in 2009 – Blue Business Platform Web 2.0 marketplace Integrated Computing Environment Intuitive Use & Administratio...
Agenda www.ibm.com/partnerworld/saas Coffee & Registration 1.30-2.00pm 2.00-2.15pm Welcome and Introductions – Dave Mitche...
Next Steps <ul><li>Use your feedback form to select one or more of the following: </li></ul><ul><ul><li>SaaS Readiness Ass...
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  • Looking to 2007 – Software as a Service is now considered mainstream and is considered a valid way for customers to acquire software functionality. In fact, McKinsey just published findings from a survey that they conducted with CIOs. And those findings showed 38% of CIOs said that they plan to use some form of SaaS in the next 12 months. 77 CIOs in companies with revenue more than $1B
  • And if we need further proof, IDC is still standing by their global forecast of 10.7B by 2009. We are also seeing Gartner stepping up saying that by 2011, 25% of new business software will be delivered as SaaS and there was a Springboard Research quote published in SMBNet Asia stating that SaaS in Asia will grow from last year’s $80M to $500M by 2008.
  • IBM’s SaaS strategy revolves around three major plays. In some application areas, IBM offers SaaS to reach new customers and markets. The most notable of these is Lotus and the Bluehouse portfolio of solutions that were announced at Lotusphere in January 2008. The Bluehouse portfolio helps companies of all sizes to perform effective meetings with their customers, suppliers and business partners by addressing the preparation and follow-up stages as well as the meeting itself. For the past 4 years, IBM has operated a PartnerWorld program that helps ISVs to offer and market SaaS solutions. IBM offers a SaaS Community to partners that are interested in SaaS education, enablement and collaboration. More that 3,000 ISVs participate in the SaaS Community today. For those ISVs that utilize a combination of IBM Hardware, IBM Middleware and IBM Managed Hosting Services, IBM provides marketing support via the SaaS Specialty. More than 170 ISVs qualify for the SaaS Specialty today, using at least two technologies from IBM to deliver their SaaS solution. IBM’s General Business Services division works with leading SaaS vendors such as Salesforce.com and SuccessFactors to help customers adopt SaaS solutions. Services from IBM include Process and Change Management, Integration Services and Data Migration. IBM also makes it possible to access Google gadgets through WebSphere Portal.
  • WHY partner with IBM
  • Where do you see yourself in the stages of SaaS adoption? If you are Curious or Aspiring, IBM can provide you market intelligence and technical enablement for building and hosting your SaaS solution.
  • In order the help ISV’s understand how to solve some of the most common technical challenges of developing SaaS applications, we are providing a sample application with a porfolio of supporting resources. This is a powerful “learn by example” resource for ISV. The SWG strategy team has develop a sample banking application (code named Jivaro using IBM technology to address specific SaaS challenges. There will be 2 versions of sample application: One using enterprise class middleware where we demonstrate configuration techniques for SaaS function. The other will be based on an SMB stack(db2 express and WAS CE). Where will will demonstrate archetecture and coding techniques for SaaS function using Open Source technology. We have developed over 7 scenarios. The deliverables will include running, narrated demos, Code Snipits, supporting articls and white papers, and actual runnable code that can be downloaded into the SaaS Sandbox. Sept / November
  • Expand Sandbox to include blueprint source code and runtime versions of sample apps
  • 05/13/10
  • Custom 1 off short term production hosting available for Proof of concept.
  • SWG Analyst Briefing

    1. 1. Fast Track to Software as a Service June 9th, 2008 Amsterdam
    2. 2. Agenda www.ibm.com/partnerworld/saas Coffee & Registration 1.30-2.00pm 2.00-2.15pm Welcome and Introductions – Dave Mitchell, Program Director, SaaS SaaS Opportunity IBM’s SaaS Partner Program SaaS Enablement Roadmap 2.15-3.00pm Defining your business strategy for SaaS Frank Sempert, Saugatuck Technology 3.00-3.15pm Break 3.15pm-5.00pm Designing, Building and Delivering your SaaS Solution Dave Mitchell, IBM Kim Bang Kristensen, IT Factory Jef Heyse, Terremark 5.00pm-5.30pm Close and Next Steps 5.30pm-7pm Networking Reception with SIIA OnDemand Europe Conference Delegates.
    3. 3. Format for the workshop <ul><li>Interactive </li></ul><ul><ul><li>Questions welcomed at any point. </li></ul></ul><ul><ul><li>Networking session at end of workshop. </li></ul></ul><ul><ul><li>Experts in the room. </li></ul></ul><ul><li>Actionable next steps </li></ul><ul><ul><li>Look for the stars! </li></ul></ul><ul><li>Feedback </li></ul><ul><ul><li>Please complete the feedback form. </li></ul></ul>www.ibm.com/partnerworld/saas Action
    4. 4. Software as a Service is Helping Fuel Innovation Ann Winblad Hummer Winblad Venture Partners “ We're beyond the tipping point. The next era of business computing is being driven by on-demand software.” Forrester Research, March 2008 “ SaaS adoption in large enterprises is now at 16%, up 33% from the previous year’s 12% with HR, collaboration, and customer relationship management (CRM) showing the highest adoption rates” Software as a Service is the delivery of application functionality via a subscription model over the Internet. The customer does not take ownership of the software but rather ‘subscribes’ to a total solution that is delivered remotely. “ In 2007 SaaS adoption in the US SMB sector jumped a remarkable 58%. The number of SMBs using SaaS grew from 9% in 2006 to 15% in 2007.” Forrester Research, April 2008 SAP aims to ride smaller-business wave with Business By Design USA Today, September 19, 2007 Adobe takes on Microsoft and Google with SaaS products. ComputerWorldUK, October1, 2007 Microsof t steps up on SaaS… with online family of applications PC World October 1, 2007 IBM buys WebDialogs & expands Sametime line-up Network World, August 22, 2007 Salesforce.com launches SaaS platform…hopes to be hub for future SaaS development InfoWorld, April 23, 2007 Cisco goes SaaS with $3.2B WebEx buy InfoWorld, March 15, 2007
    5. 5. WW Spend On Software as a Service 2007-2011 by Geography Global Growth is Over $14B by 2011 Source: IDC SaaS Forecast April, 2007 ($B) The Cloud opportunity is potentially $95 billion, or roughly 12%, of the total worldwide software market, within five years Merrill Lynch, May 2008 By 2012, more than 66% of independent software vendors (ISVs) will offer some of their applications optionally or exclusively as SaaS. Gartner, Jan 2008 By 2012, 70 percent or more of businesses with greater than 100 employees will have deployed at least one SaaS application. Saugatuck Technology, May 2008
    6. 6. IBM’s SaaS strategy revolves around three plays. IBM offers SaaS to reach new customers <ul><ul><ul><li>IBM </li></ul></ul></ul><ul><ul><ul><li>helps ISVs </li></ul></ul></ul><ul><ul><ul><li>to offer and market SaaS </li></ul></ul></ul>IBM helps customers to adopt SaaS
    7. 7. www.ibm.com/partnerworld/saas IBM SaaS Partner Program Collaborate Collaborate & Enable Market Deliver IBM Software as a Service <ul><li>Community </li></ul><ul><li>Market Research </li></ul><ul><li>Education </li></ul><ul><li>Enablement & Technical Resources </li></ul><ul><li>Specialty </li></ul><ul><li>Branding </li></ul><ul><li>Awareness </li></ul><ul><li>Demand Generation </li></ul><ul><li>Channel Development </li></ul><ul><li>Technology </li></ul><ul><li>Scalable, reliable and open-standards software </li></ul><ul><li>Server and Storage solutions </li></ul><ul><li>Managed Hosting Services </li></ul>
    8. 8. www.ibm.com/partnerworld/saas IBM Offers Collaboration & Knowledge Exchange SaaS Community <ul><li>Education </li></ul><ul><li>Whitepapers </li></ul><ul><li>Podcasts </li></ul><ul><li>Access to Blogs </li></ul><ul><li>Market News </li></ul><ul><li>Enablement </li></ul><ul><li>Virtual Innovation Center courses </li></ul><ul><li>Consulting support </li></ul><ul><li>Free/Low-cost Software programs </li></ul><ul><li>Collaboration </li></ul><ul><li>Newsletter </li></ul><ul><li>Connection Events </li></ul><ul><li>Value Net </li></ul><ul><li>SaaSpace.com </li></ul><ul><li>Requirements: </li></ul><ul><li>PartnerWorld Member </li></ul><ul><li>SaaS Interest Selected </li></ul>
    9. 9. www.ibm.com/partnerworld/saas IBM Offers Resources & Benefits to Build Effective Marketing Campaigns SaaS Specialty <ul><li>Awareness </li></ul><ul><li>Customer Success Stories </li></ul><ul><li>Partner Podcast </li></ul><ul><li>Solution Demo </li></ul><ul><li>Demand Generation </li></ul><ul><li>Marketing Consultants </li></ul><ul><li>Showcase Listing </li></ul><ul><li>SaaS Campaign Designer template </li></ul><ul><li>Branding </li></ul><ul><li>Powering on Demand applications Logo </li></ul><ul><li>Requirements: </li></ul><ul><li>PartnerWorld Advanced Member </li></ul><ul><li>2 IBM technologies (IBM Hosting, IBM Hardware, IBM Middleware) used in SaaS solution </li></ul>
    10. 10. IBM is Powering Applications In a Variety of Segments & Industries www.ibm.com/partnerworld/saas CRM ERP HCM Collaboration Procurement Infrastructure Mgmt Bus. Process Mgmt Content Mgmt Wireless PLM Support Healthcare Insurance Retail SCM Government Cross-Industry/Other Compliance Manufacturing Financial Services Bus. Integration Utilities/Telecomm Security Media/Ent.
    11. 11. www.ibm.com/partnerworld/saas Different needs in each stage of adoption Curious Evaluating the SaaS market Enabling Developing a SaaS offering Start-Up Taking a SaaS solution to market Established Driving awareness & demand Expanding Increasing delivery & IT needs Market Intelligence Sandbox & Development Tools Marketing Resources Secure, Reliable, Managed Delivery <ul><li>Managed hosting services that ensure your solution is secure, scalable and reliable </li></ul><ul><li>Worldwide data centers for local presence. </li></ul><ul><li>Worldwide marketing assistance to help with cultural and geographical differences. </li></ul><ul><li>Valuable marketing resources & tools </li></ul><ul><li>Porting capabilities & technologies that allow you to scale as you grow. </li></ul><ul><li>Valuable marketing resources and tools to drive awareness. </li></ul><ul><li>Low cost hosting, free software, and technical enablement resources to ensure quick implementation & go to market </li></ul><ul><li>Market and industry reports and analysis </li></ul><ul><li>Guidance on business models and solution architecture </li></ul>IBM Can Help … Benefits based on stage of SaaS Adoption
    12. 12. Software as a Service Enablement Roadmap www.ibm.com/partnerworld/saas Business Strategy Enablement Delivery Architecture In-House Saugatuck Technology Consulting Services Re-Architect Virtualized In-House SaaSpace.com Platform as a Service Channels In-House IBM or SaaS Enablement Partner Direct Indirect Sample SaaS Strategy
    13. 13. Business Strategy <ul><li>IBM Software as a Service Community </li></ul><ul><ul><li>Access to Market Research and Analyst Reports. </li></ul></ul><ul><ul><li>Virtual Innovation Courses </li></ul></ul><ul><ul><ul><li>Best Practices and Lessons learned from ISVs who have adopted SaaS </li></ul></ul></ul><ul><ul><li>SaaSpace.com </li></ul></ul><ul><ul><ul><li>Network and collaborate with other SaaS vendors. </li></ul></ul></ul>www.ibm.com/partnerworld/saas Business Strategy In-House Saugatuck Technology Consulting Services
    14. 14. Gain Valuable Insight from Market News & Whitepapers www.ibm.com/partnerworld/saas NEWS Automatic notification of new information & articles via IBM’s Software as a Service Newsletter! <ul><li>Learn more about Software as a Service with white papers, videos, and webcasts </li></ul><ul><li>View ISV success stories on how their SaaS applications have been valuable to customers </li></ul><ul><li>Access answers to technical questions on implementing SaaS </li></ul>SaaS Community Benefit
    15. 15. Access SaaS Education via the IBM Virtual Innovation Center <ul><li>Easy access to Software as a Service technical enablement resources- available around the clock and around the world </li></ul>www.ibm.com/partnerworld/saas All Business Partner types with IBM id can log in today –no additional registration required <ul><li>Support you need…when you need it! </li></ul><ul><li>Technical courses & sales education </li></ul><ul><ul><li>Access comprehensive courses on financial modeling, business processes, and technical considerations of SaaS solutions. </li></ul></ul><ul><li>Technical support (Live chat in 8 languages) </li></ul><ul><ul><li>E-mail response to simple or in-depth technical questions and issues </li></ul></ul><ul><li>Fast path to deep skills </li></ul><ul><ul><li>Architecture consultation </li></ul></ul><ul><ul><li>Porting and testing labs </li></ul></ul><ul><ul><li>VPN access to IBM servers and middleware </li></ul></ul>SaaS Community Benefit
    16. 16. Claim Your Space at www.SaaSpace.com www.ibm.com/partnerworld/saas SaaS Community Benefit <ul><li>Business Model & Relationship Nurturing </li></ul><ul><ul><li>Ability to build relationships online with other SaaS companies leading to joint work efforts, proposals and complementary solutions </li></ul></ul><ul><ul><li>Quick access to a large number of companies that are focused on SaaS </li></ul></ul><ul><ul><ul><li>Venture capital firms can locate emerging companies </li></ul></ul></ul><ul><ul><ul><li>Software vendors can view enabling technologies </li></ul></ul></ul><ul><ul><ul><li>Consultants can learn about new SaaS solutions for their customers </li></ul></ul></ul><ul><ul><ul><li>Clients can view SaaS solutions </li></ul></ul></ul><ul><li>Technology & Resource Portal </li></ul><ul><ul><li>Access to valuable resources on SaaS enabling technologies </li></ul></ul><ul><ul><ul><li>Advantage of IBM’s vast amount resources and libraries on SOA, web services and technologies </li></ul></ul></ul><ul><ul><li>Benefit of a directory of companies offering SaaS consulting and development assistance </li></ul></ul><ul><li>Channels & Emerging Markets </li></ul><ul><ul><li>Discussions & ideas on emerging SaaS channels with various types of companies (i.e., System Integrators, Resellers, and Consultants) </li></ul></ul><ul><ul><li>Collaboration on new markets and industries that would benefit from the SaaS model </li></ul></ul><ul><ul><li>Ability to participate in shaping the future of SaaS delivery and standards </li></ul></ul><ul><li>Online collaborative venue for SaaS companies : </li></ul><ul><ul><li>establish new relationships, develop innovative business models, share group intelligence, and drive market change. </li></ul></ul>
    17. 17. Business Strategy <ul><li>Saugatuck Technology SaaS Readiness Assessment </li></ul><ul><li>Strategic Issues Addressed: </li></ul><ul><ul><li>Transitioning from Software Provider to Services Provider. </li></ul></ul><ul><ul><li>Lifecycle Issues: SaaS Start-up to Mature ISV. </li></ul></ul><ul><ul><li>Determining Hybrid versus Pure-play Strategies. </li></ul></ul><ul><ul><li>The SaaS Marketplace and Competitive Challenges. </li></ul></ul><ul><ul><li>Marketing, Sales, Distribution, Pricing, Finance, Customer Support, IT Infrastructure issues. </li></ul></ul><ul><ul><li>Economic, Technological, Operational, Cultural, Organizational Issues. </li></ul></ul><ul><ul><li>Target Segments / Application prioritization. </li></ul></ul><ul><ul><li>Channel Strategies and the Partner Ecosystem. </li></ul></ul>www.ibm.com/partnerworld/saas Business Strategy In-House Action Saugatuck Technology Consulting Services
    18. 18. Agenda www.ibm.com/partnerworld/saas Coffee & Registration 1.30-2.00pm 2.00-2.15pm Welcome and Introductions – Dave Mitchell, Program Director, SaaS SaaS Opportunity IBM’s SaaS Partner Program SaaS Enablement Roadmap 2.15-3.00pm Defining your business strategy for SaaS Frank Sempert, Saugatuck Technology 3.00-3.15pm Break 3.15pm-5.00pm Designing, Building and Delivering your SaaS Solution Dave Mitchell, IBM Kim Bang Kristensen, IT Factory Jef Heyse, Terremark 5.00pm-5.30pm Close and Next Steps 5.30pm-7pm Networking Reception with SIIA OnDemand Europe Conference Delegates.
    19. 19. SaaS Readiness: ISV Transition Issues, Strategies and Best Practices Frank Sempert Saugatuck Technology Strategic Advisor to Leading IT Vendors IBM PartnerWorld Event Fast Track to Software-as-a-Service Amsterdam
    20. 20. Agenda <ul><li>About Saugatuck – and our SaaS Readiness Assessment Services </li></ul><ul><li>SaaS Realities: February 2008 Saugatuck SaaS Research </li></ul><ul><li>Select ISV “SaaS Transition” Best Practices </li></ul><ul><li>Five Key Challenges (and Critical Issues) for ISVs in Transition to SaaS </li></ul><ul><li>Key Takeaways </li></ul><ul><li>Follow-ups </li></ul><ul><ul><li>Saugatuck Offerings </li></ul></ul><ul><ul><li>Saugatuck Research </li></ul></ul><ul><ul><li>Contacting Saugatuck </li></ul></ul><ul><ul><li>Why Clients Choose Saugatuck </li></ul></ul>Page:
    21. 21. About Saugatuck – and Our SaaS Readiness Assessment (SRA) Services <ul><li>About Saugatuck Technology Inc. </li></ul><ul><li>Strategy and marketing experts in enterprise IT </li></ul><ul><ul><li>Market strategy consulting and subscription research services </li></ul></ul><ul><ul><li>Focused on helping vendors identify and exploit new market opportunities in traditional and next-generation software and business / IT services </li></ul></ul><ul><ul><li>Major practices and focus around key disruptive technologies – SaaS, Open Source, Web 2.0, SOA, Utility Computing </li></ul></ul><ul><li>Experienced industry experts </li></ul><ul><ul><li>Analysts average 25+ years with leading vendors / think tanks such as Gartner, Giga, KPMG, Accenture, IBM, HP </li></ul></ul><ul><li>Headquartered in Westport, CT – with offices in Santa Clara, CA, and regional staff in Europe (Germany) and key research partners in Asia/Pac. </li></ul><ul><li>SaaS Readiness Assessment (SRA) Services </li></ul><ul><li>Target Audience </li></ul><ul><li>Established ISVs with existing applications looking to adopt the SaaS model for application delivery. </li></ul><ul><li>Strategic Issues to be Addressed: </li></ul><ul><li>Transitioning from Software to Services Provider </li></ul><ul><li>Lifecycle Issues: SaaS Start-up to Mature ISV </li></ul><ul><li>Determining Hybrid versus Pure-play Strategies </li></ul><ul><li>The SaaS Marketplace and Competitive Challenges </li></ul><ul><li>Marketing, Sales, Distribution, Pricing, Finance, Customer Support, IT Infrastructure issues </li></ul><ul><li>Economic, Technological, Operational, Cultural, Organizational Issues </li></ul><ul><li>Target Segments / Application prioritization </li></ul><ul><li>Channel Strategies and the Partner Ecosystem </li></ul>Page:
    22. 22. Key Takeaways <ul><li>SaaS adoption / penetration continues to grow in enterprises of all sizes </li></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Acceptance of SaaS for mission-critical business processes – not only with SMB customers, but Large Enterprises. </li></ul></ul><ul><li>SaaS goes international, especially in key geographies </li></ul><ul><ul><li>European SaaS adoption on the brink of exploding, lead by local innovation and strong demand in the UK, Benelux and the Nordic countries – which appear to be following a similar trajectory to the US (albeit with a 12 mo lag). </li></ul></ul><ul><ul><li>Adoption in Germany and France, as well as in much of the Asia/Pac region are projected to experience a similar adoption scenario ( particularly in the SMB space), but with a 18-24 month lag to US curve. Key SaaS markets in Asia/Pac include Australia, India and China – and secondarily Singapore, Hong Kong and Korea. </li></ul></ul><ul><li>SaaS customer satisfaction is surprisingly strong </li></ul><ul><ul><li>Especially around SaaS Wave I requirements such as solution functionality, response time, availability and pricing. </li></ul></ul><ul><ul><li>Satisfaction around SaaS Wave II and III requirements – especially around support for customized, personalized workflows, integration with on-premise data and process, and greater inter-company collaboration is much lower. </li></ul></ul><ul><li>SaaS becomes more fully integrated with on-premise architectures </li></ul><ul><ul><li>The focus of SaaS shifts from cost-effective delivery of stand-alone application services (Wave I), to integrated business solutions enabled by web services APIs and ESBs (Wave II), to workflow- and collaboration-enabled business transformation (Wave III), leading to measured, monitored and managed business processes (Wave IV). </li></ul></ul><ul><li>SaaS Platforms proliferate – and embrace user development / runtimes </li></ul><ul><ul><li>Robust SaaS-based software development platforms and run-time environments emerge with a diverse set of supporting service offerings emerge that are viable alternatives to traditional on-premise development. </li></ul></ul><ul><li>ISVs migrate en masse to SaaS </li></ul><ul><ul><li>But transitions prove difficult for most, primarily due to need for substantial cultural (not technical) transformation. </li></ul></ul><ul><li>SaaS merger & acquisition will accelerate </li></ul><ul><ul><li>Through 2010 M&A is fueled by ISVs gobbling up smaller venture-backed SaaS providers (as a important culture-change driver), as well as by mid size -to-large pure-play SaaS vendors seeking to solidify key solution areas franchises. </li></ul></ul>Chart:
    23. 23. SaaS: Beyond Software as a Service Page:
    24. 24. SaaS Satisfaction: My company is satisfied with… Page:
    25. 25. Select List of ISV “SaaS Transition” Best Practices <ul><li>The most successful ISVs transitioning to SaaS are those that identify a new or adjacent business opportunity – rather than replicating traditional on-premise offerings. </li></ul><ul><li>Size matters – significantly impacting the economic, organizational, operational, product/business service development and go-to-market strategies. </li></ul><ul><li>Every aspect of the company will be impacted by the shift to SaaS . </li></ul><ul><ul><li>While the technology aspect is by no means simple, the organizational, operational and business shifts are profound, and often interconnected (and complex) – especially around organizational issues, and Marketing, Sales & Distribution, as well as the shift to a subscription revenue model. </li></ul></ul><ul><ul><li>Larger organizations are often more successful creating a separate group within their companies not bound by the same P&L restrictions and measurements during an incubation period. At the end of this period, companies often face the decision of whether to operate a hybrid model, or spin out into a separate entity. </li></ul></ul><ul><li>Don’t forget about the IT infrastructure – as it is a key means by which you can continuously lower your per-unit costs and increase customer value. </li></ul><ul><li>Focus on keeping your customers happy and continuously measure your success. Renewals are the lifeline to long-term growth and profitability. Quality of service and service improvement, as well as investing in continuous innovation, are critically important. </li></ul><ul><li>Pick your battles – in terms of what you need to own or control, and what you can rely on 3 rd parties to help support the business. </li></ul><ul><li>But be cautious about “quick fixes” (technological and organizational) that don’t provide you long-term leverage and scalability as your client base grows. </li></ul><ul><ul><li>For example, fully understand the challenges associated with rolling out schema changes, bug fixes and upgrades without the benefits of a full multi-tenant architecture. </li></ul></ul>Page: Source: Saugatuck Technology
    26. 26. Five Key Challenges for ISVs Transitioning to SaaS Page: <ul><ul><li>Cultural Challenges </li></ul></ul><ul><li>New Identity – establishing a new communication strategy as a SaaS provider; will a new brand be required </li></ul><ul><li>Community, Collaboration and Customer Intimacy </li></ul><ul><li>Culture Evolving – to embrace this new way of doing things </li></ul><ul><ul><li>Organizational </li></ul></ul><ul><li>Planning a Smooth Organizational Transition Plan – is the org designed to support ISV prods, SaaS or both? </li></ul><ul><li>Partnering Strategy - that can reduce the size of the org and ensure lower costs </li></ul><ul><li>Distribution Channel for Value-added Services </li></ul><ul><ul><li>Operational </li></ul></ul><ul><li>Security, Security Levels, Back-up & Recovery </li></ul><ul><li>Defining and Exploiting Operational Metrics </li></ul><ul><li>Delivering Continuous Innovation & Ongoing Functional Enhancements </li></ul><ul><li>Delivering Service (not product) Excellence </li></ul><ul><ul><li>Technological </li></ul></ul><ul><li>Technology Strategy (platform, infra svcs) </li></ul><ul><li>Managing R&D Through Transition </li></ul><ul><li>Multi-tenancy Platform – for both functional richness and cost efficiencies </li></ul><ul><li>Integration and Customization </li></ul><ul><li>Technology Infrastructure Services </li></ul><ul><ul><li>Economic / Leadership </li></ul></ul><ul><li>Executive Support </li></ul><ul><li>Funding Approval </li></ul><ul><li>Managing Legacy Products, Customers & Partners </li></ul><ul><li>SaaS Pricing </li></ul><ul><li>Migrating Legacy Customers </li></ul><ul><li>Profitability Strategy </li></ul>Source: Saugatuck Technology
    27. 27. Five Key Challenges for ISVs Transitioning to SaaS Page: <ul><ul><li>Cultural Challenges </li></ul></ul><ul><li>New Identity – establishing a new communication strategy as a SaaS provider; will a new brand be required </li></ul><ul><li>Community, Collaboration and Customer Intimacy </li></ul><ul><li>Culture Evolving – to embrace this new way of doing things </li></ul><ul><ul><li>Organizational </li></ul></ul><ul><li>Planning a Smooth Organizational Transition Plan – is the org designed to support ISV prods, SaaS or both? </li></ul><ul><li>Partnering Strategy - that can reduce the size of the org and ensure lower costs </li></ul><ul><li>Distribution Channel for Value-added Services </li></ul><ul><ul><li>Operational </li></ul></ul><ul><li>Security, Security Levels, Back-up & Recovery </li></ul><ul><li>Defining and Exploiting Operational Metrics </li></ul><ul><li>Delivering Continuous Innovation & Ongoing Functional Enhancements </li></ul><ul><li>Delivering Service (not product) Excellence </li></ul><ul><ul><li>Technological </li></ul></ul><ul><li>Technology Strategy (platform, infra svcs) </li></ul><ul><li>Managing R&D Through Transition </li></ul><ul><li>Multi-tenancy Platform – for both functional richness and cost efficiencies </li></ul><ul><li>Integration and Customization </li></ul><ul><li>Technology Infrastructure Services </li></ul><ul><ul><li>Economic / Leadership </li></ul></ul><ul><li>Executive Support </li></ul><ul><li>Funding Approval </li></ul><ul><li>Managing Legacy Products, Customers & Partners </li></ul><ul><li>SaaS Pricing </li></ul><ul><li>Migrating Legacy Customers </li></ul><ul><li>Profitability Strategy </li></ul>Saugatuck Insight: The most critical success factor is executive-level buy-in - and ongoing support from the executive level. The most critical business decision for an ISV in transition to SaaS is whether the target business model will be SaaS-only or hybrid. Source: Saugatuck Technology
    28. 28. Five Key Challenges for ISVs Transitioning to SaaS Page: <ul><ul><li>Cultural Challenges </li></ul></ul><ul><li>New Identity – establishing a new communication strategy as a SaaS provider; will a new brand be required </li></ul><ul><li>Community, Collaboration and Customer Intimacy </li></ul><ul><li>Culture Evolving – to embrace this new way of doing things </li></ul><ul><ul><li>Organizational </li></ul></ul><ul><li>Planning a Smooth Organizational Transition Plan – is the org designed to support ISV prods, SaaS or both? </li></ul><ul><li>Partnering Strategy - that can reduce the size of the org and ensure lower costs </li></ul><ul><li>Distribution Channel for Value-added Services </li></ul><ul><ul><li>Operational </li></ul></ul><ul><li>Security, Security Levels, Back-up & Recovery </li></ul><ul><li>Defining and Exploiting Operational Metrics </li></ul><ul><li>Delivering Continuous Innovation & Ongoing Functional Enhancements </li></ul><ul><li>Delivering Service (not product) Excellence </li></ul><ul><ul><li>Technological </li></ul></ul><ul><li>Technology Strategy (platform, infra svcs) </li></ul><ul><li>Managing R&D Through Transition </li></ul><ul><li>Multi-tenancy Platform – for both functional richness and cost efficiencies </li></ul><ul><li>Integration and Customization </li></ul><ul><li>Technology Infrastructure Services </li></ul>Saugatuck Insight: The most critical technological decision concerns multi- tenancy - whether to implement it immediately or transition to it through intermediate platforms. Single-instance multi-tenancy is not only efficient from a service-delivery point of view, but also for managing the very frequent new releases typical of SaaS. Source: Saugatuck Technology
    29. 29. Five Key Challenges for ISVs Transitioning to SaaS Page: <ul><ul><li>Cultural Challenges </li></ul></ul><ul><li>New Identity – establishing a new communication strategy as a SaaS provider; will a new brand be required </li></ul><ul><li>Community, Collaboration and Customer Intimacy </li></ul><ul><li>Culture Evolving – to embrace this new way of doing things </li></ul><ul><ul><li>Organizational </li></ul></ul><ul><li>Planning a Smooth Organizational Transition Plan – is the org designed to support ISV prods, SaaS or both? </li></ul><ul><li>Partnering Strategy - that can reduce the size of the org and ensure lower costs </li></ul><ul><li>Distribution Channel for Value-added Services </li></ul><ul><ul><li>Operational </li></ul></ul><ul><li>Security, Service Levels, Back-up & Recovery </li></ul><ul><li>Defining and Exploiting Operational Metrics </li></ul><ul><li>Delivering Continuous Innovation & Ongoing Functional Enhancements </li></ul><ul><li>Delivering Service (not product) Excellence </li></ul>Saugatuck Insight: Moving from one to two new releases per year to a continuous innovation process with monthly or quarterly releases, some “barely-beta,” requires a radical redefinition of the product development process. Source: Saugatuck Technology
    30. 30. Five Key Challenges for ISVs Transitioning to SaaS Page: <ul><ul><li>Cultural Challenges </li></ul></ul><ul><li>New Identity – establishing a new communication strategy as a SaaS provider; will a new brand be required </li></ul><ul><li>Community, Collaboration and Customer Intimacy </li></ul><ul><li>Culture Evolving – to embrace this new way of doing things </li></ul><ul><ul><li>Organizational </li></ul></ul><ul><li>Planning a Smooth Organizational Transition Plan – is the org designed to support ISV prods, SaaS or both? </li></ul><ul><li>Partnering Strategy - that can reduce the size of the org and ensure lower costs </li></ul><ul><li>Distribution Channel for Value-added Services </li></ul>Saugatuck Insight: While many parts of the organization will change significantly through the SaaS transition, none will evolve as radically as the Sales and Marketing functions. Often referred to as “ marketing-driven sales ”, SaaS implies a change in how firms capture mindshare, with a greater emphasis on trial usage, establishing “beach heads”, and strategies for gaining deeper penetration and expanded usage / function. Source: Saugatuck Technology
    31. 31. Five Key Challenges for ISVs Transitioning to SaaS Page: <ul><ul><li>Cultural Challenges </li></ul></ul><ul><li>New Identity – establishing a new communication strategy as a SaaS provider; will a new brand be required </li></ul><ul><li>Community, Collaboration and Customer Intimacy </li></ul><ul><li>Culture Evolving – to embrace this new way of doing things </li></ul>Saugatuck Insight: Customer feedback drives continuous solution evolution. Successful SaaS companies carefully nurture a culture of community, collaboration, and customer intimacy - and they utilize dashboards of usage and performance metrics to evaluate functional changes and upgrades. Best practice: Collect customer feedback and prioritize on 30-day projects. Source: Saugatuck Technology
    32. 32. Key Takeaways <ul><li>Identify a new or adjacent business opportunity – rather than replicating traditional on-premise offerings. </li></ul><ul><li>Every aspect of the company will be impacted by the shift to SaaS. </li></ul><ul><li>Don’t forget about the IT infrastructure: Partners will always be key. </li></ul><ul><li>Focus on keeping your customers happy and continuously measure your success. </li></ul><ul><li>Pick your battles regarding what to own and control. </li></ul><ul><li>But be cautious about “quick fixes” that limit your ability to expand. </li></ul>Page:
    33. 33. Saugatuck’s - SaaS Readiness Assessment (SRA) Services <ul><li>Overview </li></ul><ul><li>After more than a half dozen business strategy consulting projects with independent software vendors (ISVs) focusing on SaaS transition strategies, Saugatuck launched its SaaS Readiness Assessment (SRA) practice in October, 2007. </li></ul><ul><li>In today’s shifting enterprise software market, ISVs are faced with strategic decisions that could determine the future of their companies: </li></ul><ul><ul><li>Should we develop a SaaS-based solution? </li></ul></ul><ul><ul><li>If so, when? And how? What are the best business model and business strategy options available? </li></ul></ul><ul><ul><li>What are my biggest strengths and challenges? </li></ul></ul><ul><ul><li>What are the best practices and “lessons learned” from others who have already made this transition? </li></ul></ul><ul><li>Making the shift from a product- to a services-oriented company is a huge leap, and critical to navigating the transition to a SaaS-based business model. </li></ul><ul><li>Target Audience </li></ul><ul><li>Established ISVs with existing applications looking to adopt the SaaS model for application delivery. </li></ul><ul><li>Strategic Issues to be Addressed: </li></ul><ul><li>Transitioning from Software to Services Provider </li></ul><ul><li>Lifecycle Issues: SaaS Start-up to Mature ISV </li></ul><ul><li>Determining Hybrid versus Pure-play Strategies </li></ul><ul><li>The SaaS Marketplace and Competitive Challenges </li></ul><ul><li>Marketing, Sales, Distribution, Pricing, Finance, Customer Support, IT Infrastructure issues </li></ul><ul><li>Economic, Technological, Operational, Cultural, Organizational Issues </li></ul><ul><li>Target Segments / Application prioritization </li></ul><ul><li>Channel Strategies and the Partner Ecosystem </li></ul><ul><li>Engagement Steps/Deliverables: </li></ul><ul><li>Engagement kick-off and review of ISVs key issues </li></ul><ul><li>SaaS Readiness Assessment questionnaire </li></ul><ul><li>Background research on client market segments, marketing, positioning and other relevant information </li></ul><ul><li>Summary review of key strategy / positioning materials provided by ISV </li></ul><ul><li>Leadership briefing and work session – including review of key SaaS market trends, business strategy considerations, business transition best practices, and preliminary SaaS Readiness Assessment rating. </li></ul><ul><li>Follow-up summary presentation and discussion – including final SaaS Readiness Assessment, gap analysis and actionable recommendations. </li></ul><ul><li>Typical elapsed time for initial engagement: 2-weeks </li></ul>Page: <ul><li>Why Saugatuck </li></ul><ul><li>Extensive SaaS strategy consulting experience across a wide range of ISVs and startups, both packaged business applications and IT management solutions  </li></ul><ul><li>Seasoned perspective – experienced consultant / analyst teams averaging 25+ years in business and technology consulting, focused on disruptive IT market trends and related buyer behavior – with deep expertise in Software-as-a-Service </li></ul><ul><li>Actionable recommendations and guidance based on independent, unbiased insights supported by fact-based research and exec-level interviewing </li></ul>
    34. 34. Fast Track Offerings <ul><li>SaaS Readiness Assessment (SRA) </li></ul><ul><ul><li>Executive-level business and technology strategy / readiness assessment engagement </li></ul></ul><ul><ul><li>Upfront learning / background research, SaaS Readiness Assessment questionnaire, on-site workshop, follow-up presentation / report highlighting SaaS readiness gaps, transition best practices and recommendations for success </li></ul></ul><ul><ul><li>Anticipated timeframe to engage / complete: 2-6 weeks </li></ul></ul><ul><ul><li>Anticipated price range for IBM Business Partners: $15,000 - $50,000 </li></ul></ul><ul><li>Continuous Research Services (CRS) </li></ul><ul><ul><li>Research and advisory service providing ongoing access to Saugatuck’s published research, with a focus around key disruptive technologies such as SaaS impacting the enterprise. </li></ul></ul><ul><ul><li>Includes inquiry privileges into our team of senior industry analysts </li></ul></ul><ul><ul><li>12-month subscription pricing for IBM Business Partners: $12,500 - $85,000 (depending on size of organization) </li></ul></ul><ul><li>SRA + CRS (3-User) </li></ul><ul><ul><li>Special pricing for IBM Business Partners </li></ul></ul>Page:
    35. 35. Follow-ups <ul><li>To learn more about Saugatuck’s SaaS Readiness Assessment (SRA) services, call Bill McNee at 1-203-454-3900 x223, or go to: </li></ul><ul><ul><li>http:// www.saugatech.com/sra.htm </li></ul></ul><ul><li>To learn more about Saugatuck’s broader Market Strategy Consulting services, go to: </li></ul><ul><ul><li>http:// www.saugatech.com/strategyconsulting.htm </li></ul></ul><ul><li>To learn more about Saugatuck’s research and advisory subscription service (CRS ), go to: </li></ul><ul><ul><li>http:// www.saugatech.com/crs.htm </li></ul></ul><ul><li>To register for Saugatuck’s complimentary Research Alerts – that both adds you to the weekly distribution of our Research Alerts as well as provides you access to our Research Library (that includes our premium research), go to: </li></ul><ul><ul><li>http://research.saugatech.com/cgi-bin/order/signup3.pl </li></ul></ul><ul><li>For a link to a listing of recently published SaaS research in Saugatuck’s Research Library , go to: </li></ul><ul><ul><li>http:// www.saugatech.com/researchbytopic.htm#Saas </li></ul></ul>Page:
    36. 36. How to Contact: Regional Sales Offices Page: US OFFICES Headquarters Saugatuck Technology Inc. 49 Riverside Ave. Westport, CT 06880  USA  (P) +1.203.454.3900 Regional Sales: [email_address] Silicon Valley Saugatuck Technology Inc. 5201 Great America Parkway, Suite 320 Santa Clara, CA 95054  USA  (P) +1.408.727.9700 Regional Sales: [email_address] INTERNATIONAL Germany Saugatuck Technology Inc. Bluecherstr. 4 D 65343 Eltville am Rhein Germany (P) +49.6123.630285 Regional Sales: [email_address] • • •
    37. 37. Agenda www.ibm.com/partnerworld/saas Coffee & Registration 1.30-2.00pm 2.00-2.15pm Welcome and Introductions – Dave Mitchell, Program Director, SaaS SaaS Opportunity IBM’s SaaS Partner Program SaaS Enablement Roadmap 2.15-3.00pm Defining your business strategy for SaaS Frank Sempert, Saugatuck Technology 3.00-3.15pm Break 3.15pm-5.00pm Designing, Building and Delivering your SaaS Solution Dave Mitchell, IBM Kim Bang Kristensen, IT Factory Jef Heyse, Terremark 5.00pm-5.30pm Close and Next Steps 5.30pm-7pm Networking Reception with SIIA OnDemand Europe Conference Delegates.
    38. 38. Software as a Service Enablement Roadmap www.ibm.com/partnerworld/saas Business Strategy Enablement Delivery Architecture In-House Re-Architect Virtualized In-House SaaSpace.com Platform as a Service Channels In-House IBM or SaaS Enablement Partner Direct Indirect Saugatuck Technology Consulting Services Sample SaaS Strategy
    39. 39. Architecture <ul><li>IBM SaaS Demonstration Series </li></ul><ul><li>Running Demos, Whitepapers and Briefs. </li></ul><ul><li>Addresses key challenges facing ISVs using IBM Middleware: </li></ul><ul><ul><li>Building multi-tenant apps. </li></ul></ul><ul><ul><li>Composing multi-tenant user interfaces. </li></ul></ul><ul><ul><li>Designing a multi-tenant data architecture. </li></ul></ul><ul><ul><li>Building a multi-tenant user registry. </li></ul></ul><ul><ul><li>Enforcing roles based access control. </li></ul></ul><ul><ul><li>Securing human tasks in workflows. </li></ul></ul>www.ibm.com/partnerworld/saas Architecture Re-Architect Virtualized
    40. 40. SaaS Demonstration Series Sample Banking Application Using IBM Technology to solve SaaS technical challenges For the Enterprise DB2 V9, WebSphere Portal and Process Server Tivoli Security For the SMB ISV DB2 Express WAS CE <ul><li>Running Demos </li></ul><ul><li>Whitepapers and Briefs </li></ul><ul><li>Enterprise Approach </li></ul><ul><ul><li>Customize through configuration </li></ul></ul><ul><ul><li>Code Snippets </li></ul></ul><ul><li>SMB Approach </li></ul><ul><ul><li>Open Source Architecture </li></ul></ul><ul><ul><li>Development Techniques </li></ul></ul><ul><ul><li>Download real code </li></ul></ul>Multi-tenant Bank Environment - Retail Banking - Multi-role - Web channel http://www.ibm.com/isv/marketing/saas/demo_series.html
    41. 41. Architecture <ul><li>Virtualization can provide a low cost, rapid enablement alternative to application re-architecture. </li></ul><ul><li>IBM has partnered with IT Factory and Parellels to create a virtual ‘Platform as a Service’ for ISV solutions based on IBM middleware. </li></ul>www.ibm.com/partnerworld/saas Architecture Re-Architect Virtualized
    42. 42. Software as a Service Enablement Roadmap www.ibm.com/partnerworld/saas Business Strategy Enablement Delivery Architecture In-House Re-Architect Virtualized In-House SaaSpace.com Platform as a Service Channels In-House IBM or SaaS Enablement Partner Direct Indirect Saugatuck Technology Consulting Services Sample SaaS Strategy
    43. 43. Enablement Options <ul><li>Support for In-house Enablement. </li></ul><ul><ul><li>SaaS Development Sandbox </li></ul></ul><ul><ul><li>Development Software </li></ul></ul><ul><ul><ul><li>Open Source Software </li></ul></ul></ul><ul><ul><ul><li>No-charge development Software </li></ul></ul></ul><ul><ul><li>Innovation Centers </li></ul></ul>www.ibm.com/partnerworld/saas Enablement In-House SaaSpace.com Platform as a Service
    44. 44. SaaS “sandbox” www.ibm.com/partnerworld/saas Online SaaS development environment for the IBM SaaS Community <ul><li>Free of charge </li></ul><ul><li>On-line self-service through secure VPN </li></ul><ul><li>IBM ‘stack’ pre-configured for you: </li></ul><ul><ul><li>WebSphere App Server and DB2 on Linux </li></ul></ul><ul><ul><li>You can access additional IBM middleware </li></ul></ul><ul><li>You can bring your own additional software </li></ul><ul><li>Multiple virtual servers per partner </li></ul><ul><li>Save and Restore capability </li></ul>Action <ul><li>Use the SaaS sandbox for: </li></ul><ul><ul><li>Development, Testing, Porting </li></ul></ul><ul><ul><li>Product Demonstrations </li></ul></ul><ul><ul><li>Proof of Concepts </li></ul></ul>
    45. 45. Access to Development Software <ul><li>Open Source Software </li></ul><ul><li>Software Access Catalog </li></ul>www.ibm.com/partnerworld/saas <ul><li>Purchase the IBM Value Package or IBM Software Access Option and: </li></ul><ul><ul><li>Download software from the IBM Software Access Catalog at no additional charge. </li></ul></ul><ul><ul><li>Software is fully licensed with no time limitation </li></ul></ul><ul><ul><li>If you purchased an IBM Value Package, then presales / pre-deployment technical support is included </li></ul></ul>Download Free of Charge DB2 Express-C 9 WebSphere Application Server Community Edition As part of the Open Source community, IBM contributes to Apache projects and offers WAS Community Edition which is based on Geronimo and pre-integrates Apache Tomcat with other open source components such as web services, security, authentication, messaging and web tier clustering. http://www.ibm.com/developerworks/downloads/ http://www.ibm.com//isv/welcome/softmall.html
    46. 46. ISV Innovation Centers www.ibm.com/partnerworld/saas <ul><li>30+ centers worldwide </li></ul><ul><ul><li>Amsterdam </li></ul></ul><ul><li>Secure porting labs </li></ul><ul><li>Expert technical assistance throughout development cycle </li></ul><ul><li>Latest hardware & software </li></ul><ul><li>Workshops and seminars </li></ul><ul><li>Software development tools </li></ul><ul><li>Onsite and remote access </li></ul>Design, architect, education, porting and enablement services for IBM Business Partners <ul><li>Expand business opportunities </li></ul><ul><li>Lower development costs </li></ul><ul><li>Get your products to market quickly </li></ul>Find out more at https://www-304.ibm.com/isv/spc/amsterdam.html
    47. 47. Enablement Options <ul><li>SaaSpace.com </li></ul><ul><ul><li>Through SaaSpace.com, IBM is building a network of partners to assist you with you SaaS enablement efforts. </li></ul></ul><ul><ul><ul><li>SaaS Technology providers. </li></ul></ul></ul><ul><ul><ul><li>Consultants. </li></ul></ul></ul><ul><ul><ul><li>Outsourced development. </li></ul></ul></ul>www.ibm.com/partnerworld/saas Enablement In-House SaaSpace.com Platform as a Service
    48. 48. Enablement Options <ul><li>For ISVs that are interested in pursuing the Virtualization path for architecting their solution, IBM and IT FACTORY have partnered to offer Platform as a Service. </li></ul><ul><li>Currently in beta, Platform as a Service will offer an online one stop shop for all the infrastructure needs ISV’s, SI’s and other partners face when wanting to deploy their applications as Software as a Service </li></ul>www.ibm.com/partnerworld/saas Enablement In-House SaaSpace.com Platform as a Service
    49. 49. Platform as a Service – your acceleration into SaaS www.ibm.com/partnerworld/saas 05/13/10 Infrastructure Frameworks Provisioning Management Saasify single tenant applications Build multi-tenant applications Deliver your solutions
    50. 50. Lets have a quick look
    51. 51. PaaS Roadmap Q108 Q208 Q408 2009 Field test Deployment Templates Notes 8 Domino8 Management Automation Virtualization Hosting Deployment Templates Notes 8 Domino8 Eclipse Portlet Factory Websphere Portal Websphere Application Server DB2 Management Automation Virtualization Hosting Deployment Templates Notes 8 Domino8 Eclipse Portlet Factory Websphere Portal Websphere Application Server DB2 Xx Xx Billing Management Automation Virtualization Hosting Deployment Templates Notes 8 Domino8 Eclipse Portlet Factory Websphere Portal Websphere Application Server DB2 Xx Xx Zz Zz Workflow Reporting/BI Billing Management Automation Virtualization Hosting Free HRM + CRM Template
    52. 52. Summary Platform as a Service <ul><li>Any ISV can join the SaaS market </li></ul><ul><li>Single tenant applications can now be ”saasified” </li></ul><ul><li>A true global online developer community </li></ul><ul><li>High-end and heterogeneous development frameworks </li></ul><ul><li>Locals can work online with offshore development centers </li></ul><ul><li>Easy administration </li></ul><ul><li>Add what you need on the fly </li></ul><ul><li>Easy access to fully automated IT </li></ul><ul><li>24/7 Delivery Platform </li></ul><ul><li>Multi-grained development, test, and production environments </li></ul><ul><li>Dynamic scaling environments </li></ul><ul><li>Infrastructure on demand </li></ul><ul><li>Secure and Standards-based </li></ul><ul><li>Promoting Green IT </li></ul><ul><li>Complementary Partnerships </li></ul>
    53. 53. Next Steps <ul><li>Register to participate in PaaS </li></ul><ul><li>www.itfactory.com </li></ul><ul><li>http://www.itfactory.com/other/eventsignup/fasttrack_paas/signup.asp </li></ul><ul><li>A) Lotus/Domino Development ready for field test in Q2 </li></ul><ul><li>B) WAS/DB2 Development ready for field test in Q2 </li></ul><ul><li>C) ISV template to saasify single tenant apps ready Q3/Q4 </li></ul><ul><li>D) Sign up for a live demo (webcast) </li></ul>www.ibm.com/partnerworld/saas Action
    54. 54. Software as a Service Roadmap www.ibm.com/partnerworld/saas Business Strategy Enablement Delivery Architecture In-House Re-Architect Virtualized In-House SaaSpace.com Platform as a Service Channels In-House IBM or SaaS Enablement Partner Direct Indirect Saugatuck Technology Consulting Services Sample SaaS Strategy
    55. 55. Delivery Options <ul><li>IBM Server Infrastructure </li></ul><ul><li>Scaleable Software for SaaS </li></ul><ul><ul><li>No charge software for market entry. </li></ul></ul><ul><ul><ul><li>WebSphere Community Edition </li></ul></ul></ul><ul><ul><ul><li>DB2 Express C </li></ul></ul></ul><ul><ul><li>Scaleable software for growth </li></ul></ul><ul><li>New IBM Middleware Pricing Pilot for SaaS ISVs. </li></ul>www.ibm.com/partnerworld/saas Delivery In-House IBM or SaaS Enablement Partner
    56. 56. Why IBM Servers for Software as a Service? <ul><li>Choice </li></ul><ul><ul><li>IBM offers a range of systems that offer you the choice of technology, performance, scalability, operating system and more so you have the flexibility to meet the needs of your Software as a Service business. </li></ul></ul><ul><li>Expertise </li></ul><ul><ul><li>IBM Briefing, Design and Benchmark Services to help select the right platform for your SaaS Solution. </li></ul></ul><ul><li>Support </li></ul><ul><ul><li>IBM has over 1000 &quot;before&quot; to &quot;after&quot; cases with the Migration Factory. </li></ul></ul>
    57. 57. www.ibm.com/partnerworld/saas No charge software for SaaS Entry <ul><ul><li>Increase profits by using: </li></ul></ul><ul><ul><li>WebSphere® Application Server Community Edition software, IBM's open source-based application server. </li></ul></ul><ul><ul><ul><li>Apache Geronimo J2EE run-time (includes Tomcat), J2EE certified </li></ul></ul></ul><ul><ul><ul><li>No license fees, zero acquisition cost </li></ul></ul></ul><ul><ul><li>DB2® Express-C software, IBM's no-license-fee data server. </li></ul></ul><ul><ul><ul><li>Free to develop, deploy and redistribute </li></ul></ul></ul><ul><ul><ul><li>Native support for both XML (with pureXML) and relational data. </li></ul></ul></ul><ul><ul><li>Seamless scalability as volumes grow: </li></ul></ul><ul><ul><li>Data and Information Management </li></ul></ul><ul><ul><li>DB2 Express and Enterprise v9 </li></ul></ul><ul><ul><li>Portals and Collaboration </li></ul></ul><ul><ul><li>WS Portal and Lotus Sametime </li></ul></ul><ul><ul><li>SOA Foundation </li></ul></ul><ul><ul><li>WebSphere portfolio helps SaaS providers to build flexibly into their offerings </li></ul></ul><ul><ul><li>Development lifecycle tools </li></ul></ul><ul><ul><li>Rational portfolio for complete lifecycle management </li></ul></ul>Scaleable software for SaaS Growth Delivering SaaS Solutions – Scaleable Software
    58. 58. Why IBM Software for Software as a Service? Complete Solution Technology Market Share Risk TCO <ul><li>IBM has a range of pricing models including new SaaS pricing models which align middleware costs with SaaS revenue streams. </li></ul><ul><li>IBM minimizes risk and supports you at every stage — from development to deployment. Provides accountability which not every vendor can provide. </li></ul><ul><li>IBM offers a complete solution for Software as a Service with technical demonstrations and proven SaaS experience. </li></ul><ul><li>IBM is committed to open source AND open standards providing you with flexibility and freedom. </li></ul><ul><li>IBM is the largest IT Company in the world and market leader in Service Orientated Architecture and Web 2.0. </li></ul>
    59. 59. New SaaS Pricing Pilot <ul><li>What we heard… </li></ul><ul><ul><li>“ Help me to pay for middleware more in line with how I get paid for my SaaS solution” </li></ul></ul><ul><ul><li>“ I can’t pay upfront – all my set-up costs are in year one. I need an on-ramp to get started and an exit strategy” </li></ul></ul><ul><ul><li>“ Give me a better discount for selling the total solution” </li></ul></ul><ul><li>What we learned… </li></ul><ul><ul><li>Whilst they continue to market monthly payment models, leading SaaS vendors are increasingly charging for the SaaS solutions annually in advance . Up to 90% of clients among the largest SaaS vendors </li></ul></ul><ul><li>What we did… </li></ul><ul><ul><li>Low up-front cost. </li></ul></ul><ul><ul><li>Fixed, predictable annual costs (in line with revenue model). </li></ul></ul><ul><ul><li>Ability to cancel after one year. </li></ul></ul>
    60. 60. SaaS Pricing Model <ul><li>ISV performs Level 1 and Level 2 support for the Software. Only support for product defects is provided </li></ul>New Illustrative Example Illustrative Example 112 98 84 70 Cumulative 160 140 120 100 Cumulative Yr 4 Yr 3 Yr 2 Yr 1 131 98 65 32.5 Cumulative 32.5 32.5 32.5 32.5 SaaS Fixed Term License (3 Yr B/E on OEM Price) 14 14 14 70 OTC with OEM Discount (30%) 20 20 20 100 OTC
    61. 61. Summary <ul><li>Determine what level of SW Support you need. </li></ul><ul><li>If you can afford OTC and can make the commitment, it will provide the best TCO long term. Consider Financing as an option to spread OTC. </li></ul><ul><li>SaaS Fixed Term License provides a pricing model more in line with your revenue model. </li></ul><ul><li>Be wary of transaction based models. They require self-reporting and will cost you in the long-run. </li></ul>Action Next Step : Sign up for a IBM Middleware SaaS pricing proposal. Identify the middleware required and number of CPUs. SaaS Pricing available on WebSphere Application Server, WebSphere Portal Server, DB2, Lotus Domino and Lotus Sametime.
    62. 62. Delivery Options <ul><li>SaaS Enablement Partners </li></ul><ul><li>IBM Managed Hosting </li></ul>www.ibm.com/partnerworld/saas Delivery In-House IBM or SaaS Enablement Partner
    63. 63. IBM and our SaaS Enablement Partners provide a full range of Hosting Options <ul><li>Ping (Repetitive test for Server Response) </li></ul><ul><li>Power – Electricity </li></ul><ul><li>Pipe – Internet connectivity </li></ul>Partially Managed Co-Location Fully Managed Application Services <ul><li>Facilities Services </li></ul><ul><li>Network Services </li></ul><ul><li>Server Services </li></ul><ul><li>Storage & Backup Services </li></ul><ul><li>Security Services </li></ul><ul><li>Monitoring Services </li></ul><ul><li>Performance Services </li></ul><ul><li>Support Services </li></ul><ul><li>Professional Services </li></ul><ul><li>Application Support Services </li></ul><ul><li>Helpdesk </li></ul>IBM Applications on Demand IBM Managed Hosting Services SaaS Enablement Partners
    64. 64. Local SaaS Enablement Partner <ul><li>Who are we: </li></ul><ul><li>Miami HQ </li></ul><ul><li>Founded 2000 Integrated Data Return & Dedigate </li></ul><ul><li>675 employees </li></ul><ul><li>$187M revenue </li></ul><ul><li>Leadership position in 2008 Gartner Magic Quadrant Web Hosting </li></ul><ul><li>Hosting capabilities: </li></ul><ul><li>US: Miami, Dallas, Santa Clara, Pleasanton, Culpeper </li></ul><ul><li>NL: Amsterdam (2*), Hilversum </li></ul><ul><li>BE: Brussels (2*) </li></ul><ul><li>ES: Madrid </li></ul><ul><li>UK: London </li></ul><ul><li>Brasil / Colombia / Dom. Republic </li></ul><ul><li>Certifications (SAS 70 Type II, ISO 27001, US GSA) </li></ul><ul><li>IBM relationship: </li></ul><ul><li>IBM HW: X-series & Storage </li></ul><ul><li>IBM MW: Websphere, DB2 </li></ul><ul><li>PartnerWorld Level </li></ul><ul><li>IBM partnerships in US and Europe </li></ul>
    65. 65. Hosting Proposal <ul><li>Complete a Software as a Service Hosting Questionnaire. </li></ul><ul><li>Receive an indicative pricing proposal for IBM Managed Hosting Services and from one or more of our SaaS Enablement Partners. </li></ul><ul><li>Using IBM Managed Hosting Services can help you qualify for the IBM SaaS Specialty. </li></ul>www.ibm.com/partnerworld/saas Action
    66. 66. Software as a Service Roadmap www.ibm.com/partnerworld/saas Business Strategy Enablement Delivery Architecture In-House Re-Architect Virtualized In-House SaaSpace.com Platform as a Service Channels In-House IBM or SaaS Enablement Partners Direct Indirect Saugatuck Technology Consulting Services Sample SaaS Strategy
    67. 67. Channels and Go to Market <ul><li>Qualify for the SaaS Specialty and receive marketing support to raise awareness and generate demand for your SaaS solution. </li></ul><ul><li>Work with IBM Software as a Service Marketing Consultants to define your Marketing plan. </li></ul>www.ibm.com/partnerworld/saas Channels Direct Indirect
    68. 68. Go to Market Support to help grow your business <ul><li>EVENTS </li></ul><ul><li>Facilitate participation in events as appropriate </li></ul><ul><ul><li>Web seminars </li></ul></ul><ul><ul><li>PartnerWorld Industry Networks Connection Events </li></ul></ul><ul><ul><li>SaaS Industry Conferences </li></ul></ul><ul><li>MARKETING CONSULTANT </li></ul><ul><li>Single point of contact for SaaS activities </li></ul><ul><li>Assist in linking with Geographies and Sectors </li></ul><ul><li>Consult on usage of PartnerWorld </li></ul><ul><li>Coordinate specialty benefits </li></ul><ul><li>COLLATERAL / SALES SUPPORT </li></ul><ul><li>Assist in developing success stories </li></ul><ul><li>Assist in the development & promotion of a solution demo </li></ul><ul><li>SaaS SHOWCASE </li></ul><ul><li>Website promoting IBM sponsored Software as a Service offerings </li></ul><ul><li>Opportunity to collaborate with other Software as a Service providers </li></ul><ul><li>SYNDICATED ONLINE NEWS </li></ul><ul><li>solutions-daily.com </li></ul><ul><li>This is a news and advertising venue created for IBM and its Business Partners </li></ul><ul><li>submit text articles, but also do podcasts, sponsor banner ads, and more </li></ul><ul><li>BRANDING </li></ul><ul><li>Assistance with Ingredient Brand emblem for marketing use for qualified ISVs </li></ul><ul><li>PW MARKETING BENEFITS </li></ul><ul><li>Search Engine Optimization - Enhance the marketing effectiveness of your Web site to drive increased traffic and capture leads. </li></ul><ul><li>Telemarketing – Work with a skilled, local telemarketing team to get to market and drive results fast. </li></ul><ul><li>Pipeline Generation - Use the advanced calling skills of a professional agency to target your highest potential prospects. </li></ul><ul><li>Business Partner Events Plus </li></ul><ul><ul><li>Client events package provides access to IBM facilities to host client meetings </li></ul></ul><ul><ul><li>Trade show package promotes your solutions to clients and sales representatives at IBM designated events at discounted rates. </li></ul></ul>
    69. 69. Channels and Go to Market <ul><li>Identifying, recruiting and enabling an effective channel for SaaS is one the biggest challenges for SaaS vendors today. </li></ul><ul><li>IBM can assist you with identification and making introductions to our network of business partners through our ValueNet program. </li></ul><ul><li>‘ Club Alliance’ available in France </li></ul>www.ibm.com/partnerworld/saas Channels Direct Indirect
    70. 70. Coming in 2009 – Blue Business Platform Web 2.0 marketplace Integrated Computing Environment Intuitive Use & Administration 1. Find, Shop 2. Deploy 3. Use, manage IBM To Launch Web-Based Application Market IBM's Blue Business Platform will feature a mix of business applications and services aimed primarily at small and mid-sized companies. May 2008
    71. 71. Agenda www.ibm.com/partnerworld/saas Coffee & Registration 1.30-2.00pm 2.00-2.15pm Welcome and Introductions – Dave Mitchell, Program Director, SaaS SaaS Opportunity IBM’s SaaS Partner Program SaaS Enablement Roadmap 2.15-3.00pm Defining your business strategy for SaaS Frank Sempert, Saugatuck Technology 3.00-3.15pm Break 3.15pm-5.00pm Designing, Building and Delivering your SaaS Solution Dave Mitchell, IBM Kim Bang Kristensen, IT Factory Jef Heyse, Terremark 5.00pm-5.30pm Close and Next Steps 5.30pm-7pm Networking Reception with SIIA OnDemand Europe Conference Delegates.
    72. 72. Next Steps <ul><li>Use your feedback form to select one or more of the following: </li></ul><ul><ul><li>SaaS Readiness Assessment from Saugatuck Technology. </li></ul></ul><ul><ul><li>SaaS Demonstrations and Sandbox for development. </li></ul></ul><ul><ul><li>Platform as a Service with IT Factory. </li></ul></ul><ul><ul><li>SaaS pricing quote for selected IBM middleware. </li></ul></ul><ul><ul><li>SaaS Hosting indicative pricing. </li></ul></ul>www.ibm.com/partnerworld/saas
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