Business as a Service
         Laurent Glaenzer
samedi 26 septembre 2009
€10B in 2009
                             40% CAGR
                             75% of Companies use one
                 ...
samedi 26 septembre 2009
New Internet Bubble?
                  Massive & global opportunity
                  Very fast growth
                  V...
Business as a Service
                           Software as a Service            Infrastructure as a Service
            ...
Customer View
                                   Pros                       Cons

                                Lower co...
SaaS/Cloud customers
                                                               New
                                  ...
Business Development

                                                   Large
                                           ...
Disruptive for Customers
                             Acknowledge the benefits for their own business
                     ...
Disruptive for ITC Channels
                           Long customer decision cycles
                                     ...
Time to rethink
                           IT Distribution




samedi 26 septembre 2009
Think beyond the box
                               Find two ways of
                               connecting the 4 dots
...
Think beyond the box


                               1




                           2
samedi 26 septembre 2009
Converting
                     Channels




                                 Creating
                                 Ch...
Converting
                     Channels




                                 Creating
                                 Ch...
IT Resell Channels
                   Established in the 80s to resell PCs and on-premise solutions
                   Inv...
Motivate IT Resell Channel
                  Channel proposal to be at least as
                  rewarding as infrastruct...
LNA
                           Infrastructure reseller (PC, Printers, on-premise
                           software, netw...
Systems Integrators
                   Established in the 70s with the emergence of IT
                   Involved in IT d...
Motivate System Integrators
                  Channel proposal to be integrated in a
                  broader service pro...
Example Cap Gemini
                           Pegasystem is a Business Process Management
                           appli...
Telcos
                   Long time established Companies
                   Radical portfolio extension since the Interne...
Motivate Telcos

                  Possibility for the Telco to host
                  application or customer data (brand...
Example BT
                           Porfolio expansion
                           through a multi
                      ...
Converting
                     Channels




                                 Creating
                                 Ch...
Vertical Channel
                               Need
                               Identification
                    Vert...
A Massive Presence
                           IT Companies                                      Business
                 ...
Services categories
                                                                                                    Ac...
Non-Contractual Resellers
                                                 Role                         Compensation


   ...
Vertical Channel Platform




samedi 26 septembre 2009
Business Services
                   Huge variety of Companies
                   90% between 1-10 employees (many free-la...
Motivate Vertical Channel

                  Turnkey solutions
                  Hassle free resell platform
             ...
Example Lixao
                           Communication / Web design agency
                           Mostly involved in c...
Example Accounting
                           Accounting Company with 130
                           employees
           ...
Aggregators
                    Applications
                                   Aggregators          Channel
             ...
Aggregators
                   Mostly startup Companies
                   Various business models
                   Vari...
Motivate Aggregators
                  Make sure there is room in
                  your business models for
             ...
Example Revevol
                           Consulting Company assisting large
                           Companies in thei...
The new channel map
                           Converted Channels         Vertical Channels

                             ...
Don’t push
                            on a rope

samedi 26 septembre 2009
Demand      Demand
                           Fulfilment   Generation




samedi 26 septembre 2009
Fulfilment vs Generation
                               Demand          Fulfilment   Generation      Comments

             ...
There is no perfect channel




                           There is only a perfect balance
samedi 26 septembre 2009
Vitaminize your channel
samedi 26 septembre 2009
Dealing with complexity
                     Expanding to  Expanding to US                         How to get
            ...
Recruiting and Developing Channels
                        for IT Companies
                         in EMEA and US




sa...
Large and Medium IT
                                Companies


                            Small IT Companies &
         ...
Channel Recruitment and
        Management

                 Business        Channel     Channel     Channel    Channel
  ...
Channel Management Training
          Senior Business Management
          Channel Account Managers




                  ...
Roland Adoflsson
                                                            Thierry Ghenassia
                           ...
Scalability
                                 InHouse     Lemon Operations
                                                ...
Agility
                           InHouse       Lemon Operations

                            0        3     6       9   ...
Expertise
                           InHouse       Lemon Operations

                            0        1          2    ...
Control
                                                             Are we on        Full business
              Sales & ...
Freedom

             All methodologies are under
             Common Creatives licence
             (free to use, not to ...
Vitamins


                              We love making
                               your resellers
                    ...
Thanks!
                           Laurent.Glaenzer@Lemon-Operations.com




samedi 26 septembre 2009
samedi 26 septembre 2009
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BaaS Afdel

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Recruiting and developing a channel for SaaS and Cloud Computing solutions is different from the traditional IT. This presentation explains some generic principles to take into account.

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BaaS Afdel

  1. 1. Business as a Service Laurent Glaenzer samedi 26 septembre 2009
  2. 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 samedi 26 septembre 2009
  3. 3. samedi 26 septembre 2009
  4. 4. New Internet Bubble? Massive & global opportunity Very fast growth Viral and ground-up expansion Capital available for SaaS players Many ill-defined business models samedi 26 septembre 2009
  5. 5. 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 samedi 26 septembre 2009
  6. 6. 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 samedi 26 septembre 2009
  7. 7. SaaS/Cloud customers New Customers SaaS/Cloud 20 % is Shifting a new application Customers for the Company SaaS/Cloud replaces 80 % existing applications (mostly on-premise) samedi 26 septembre 2009
  8. 8. Business Development Large Companies Mid market 2008 2009 SME 2010 Soho 2011 2012 samedi 26 septembre 2009
  9. 9. 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 samedi 26 septembre 2009
  10. 10. 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 samedi 26 septembre 2009
  11. 11. Time to rethink IT Distribution samedi 26 septembre 2009
  12. 12. Think beyond the box Find two ways of connecting the 4 dots with 2 lines only samedi 26 septembre 2009
  13. 13. Think beyond the box 1 2 samedi 26 septembre 2009
  14. 14. Converting Channels Creating Channels samedi 26 septembre 2009
  15. 15. Converting Channels Creating Channels samedi 26 septembre 2009
  16. 16. 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 samedi 26 septembre 2009
  17. 17. Motivate IT Resell Channel Channel proposal to be at least as rewarding as infrastructure + on- premise software (ie: extra services) Remuneration scheme to be rewarding at customer contract sign off Identify business for them and coach their business development efforts samedi 26 septembre 2009
  18. 18. LNA Infrastructure reseller (PC, Printers, on-premise software, networking) Focus on service business (middleware, virtualization,...) Created a SaaS Department to chase incremental business samedi 26 septembre 2009
  19. 19. 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 samedi 26 septembre 2009
  20. 20. Motivate System Integrators Channel proposal to be integrated in a broader service proposition to customers Possibility to host application or customer data for the SI to propose outsourcing package Solid technical interface samedi 26 septembre 2009
  21. 21. 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 samedi 26 septembre 2009
  22. 22. 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 samedi 26 septembre 2009
  23. 23. Motivate Telcos Possibility for the Telco to host application or customer data (branding option) Solid on-boarding program for sales & technical teams Dedicated teams to do out-band prospection samedi 26 septembre 2009
  24. 24. Example BT Porfolio expansion through a multi solutions offering Data/Applications hosted by BT Complementary to broadband internet offering samedi 26 septembre 2009
  25. 25. Converting Channels Creating Channels samedi 26 septembre 2009
  26. 26. Vertical Channel Need Identification Vertical Channel Point of Service Customer purchase Provider samedi 26 septembre 2009
  27. 27. A Massive Presence IT Companies Business Resellers Services Integrators Companies 120 000 Companies* 1 800 000 Companies** (*) EMEA Source Compubase (**) Western Europe Source IDC samedi 26 septembre 2009
  28. 28. 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 samedi 26 septembre 2009
  29. 29. 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 samedi 26 septembre 2009
  30. 30. Vertical Channel Platform samedi 26 septembre 2009
  31. 31. 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 samedi 26 septembre 2009
  32. 32. Motivate Vertical Channel Turnkey solutions Hassle free resell platform Direct customer support/hot line Room for consulting services samedi 26 septembre 2009
  33. 33. 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 samedi 26 septembre 2009
  34. 34. 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 samedi 26 septembre 2009
  35. 35. Aggregators Applications Aggregators Channel Providers Application Hosting Customers Data Hosting Servicing Resellers (billing) samedi 26 septembre 2009
  36. 36. 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 samedi 26 septembre 2009
  37. 37. Motivate Aggregators Make sure there is room in your business models for them to provide: access to specific channels, customers or complete your service offering One on one negotiation samedi 26 septembre 2009
  38. 38. 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 samedi 26 septembre 2009
  39. 39. 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 samedi 26 septembre 2009
  40. 40. Don’t push on a rope samedi 26 septembre 2009
  41. 41. Demand Demand Fulfilment Generation samedi 26 septembre 2009
  42. 42. Fulfilment vs Generation Demand Fulfilment Generation Comments Full dedication IT Vendor direct ***** ***** Limited capacity Great coverage IT Vendor Channel **** * Limited mindshare Good coverage Integrators *** *** Good push Proactive demand Vertical Channel * **** No supply chain samedi 26 septembre 2009
  43. 43. There is no perfect channel There is only a perfect balance samedi 26 septembre 2009
  44. 44. Vitaminize your channel samedi 26 septembre 2009
  45. 45. Dealing with complexity Expanding to Expanding to US How to get channel loyalty? Europe How to compensate the channel? How to reach Converting channel or resellers? Direct or Indirect? creating channels? How to build a platform for vertical resellers? How to get reseller How to train commitment? resellers? How to follow up their business plan? How to negotiate a contract? samedi 26 septembre 2009
  46. 46. Recruiting and Developing Channels for IT Companies in EMEA and US samedi 26 septembre 2009
  47. 47. Large and Medium IT Companies Small IT Companies & Start ups SaaS & Cloud Computing Companies samedi 26 septembre 2009
  48. 48. Channel Recruitment and Management Business Channel Channel Channel Channel Identification Framework Recruitment Ramp Up Management samedi 26 septembre 2009
  49. 49. Channel Management Training Senior Business Management Channel Account Managers Channel Performance Enhancement Channel Benchmarking Channel Business Coaching Channel Social Media samedi 26 septembre 2009
  50. 50. Roland Adoflsson Thierry Ghenassia Experience HP, 3Com, Startups Specialty: Telecom, Network, Your extended team Experience Avaya, others General IT Specialty: Telecom, General IT, software Geography: EMEA Gaelle Hunt Geography: EMEA Location: France Experience Apple, EFI, startups Location: UK Specialty: Software, General IT, Software Geography: EMEA, Global Laurent Glaenzer Location: France Heather Margolis Experience Dell, Specialty: Cloud/SaaS, General IT, Social Experience HP, Autodesk Specialty: Cloud/SaaS, General IT, Software 200+ years Geography: EMEA Eric Bessone cumulated Networking, Web Geography: US Location: France Experience Autodesk, others Location: Boston US Specialty: Software, Cloud/SaaS, General IT Geography: EMEA experience in IT Location: France Hans Gerke Channel Experience Sun, Apple, Xavier Olivella Specialty: Cloud/SaaS, General IT, Software Experience HP, Autodesk, others Geography: EMEA, Global Specialty: Software, General IT, Printing Location: Germany Management Geography: EMEA Location: Spain Gianni Graziani Thomas Baur Experience Apple, Autodesk, Experience Xerox, Techdata,, Autdesk, others Specialty: General IT, Software Specialty: Software, General IT Geography: EMEA Geography: EMEA, South Europe Amar Kabli Location: Germany Location: Italy Experience Orange, Autodesk Specialty: Software, Cloud/SaaS, General IT Geography: EMEA, North Africa Philippe Romascano Location: France, Algeria Experience HP - Verious entities Specialty: Software, General IT Geography: Middle-East, Africa, Eastern Countries Location: Switzerland samedi 26 septembre 2009
  51. 51. Scalability InHouse Lemon Operations 300 300 225 150 150 75 50 80 0 1 Country 2 Countries samedi 26 septembre 2009
  52. 52. Agility InHouse Lemon Operations 0 3 6 9 12 Months 12 3 samedi 26 septembre 2009
  53. 53. Expertise InHouse Lemon Operations 0 1 2 3 Years NOW samedi 26 septembre 2009
  54. 54. Control Are we on Full business Sales & track? Inventory real time visibility Actual Results & Computer & Co Customized No infrastructure View Forecasts to manage Units & J F M A M J J Marketing & Revenues Units Revenues ROI SaaS application Product line view Marketing programs Company with access from Directory Reseller or Consolidation directory and SmartPhone & visit history Channel view Web samedi 26 septembre 2009
  55. 55. Freedom All methodologies are under Common Creatives licence (free to use, not to resell) Probation period Termination at any time samedi 26 septembre 2009
  56. 56. Vitamins We love making your resellers fan of you Vitaminize your channel! samedi 26 septembre 2009
  57. 57. Thanks! Laurent.Glaenzer@Lemon-Operations.com samedi 26 septembre 2009
  58. 58. samedi 26 septembre 2009

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