Over the Cloud
          Laurent Glaenzer
vendredi 2 octobre 2009
€10B in 2009
                            40% CAGR
                            75% of Companies use one
                   ...
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New Internet Bubble?
                    Massive & global opportunity
                    Very fast growth
               ...
Business as a Service
                          Software as a Service            Infrastructure as a Service
             ...
Customer View
                                  Pros                       Cons

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




vendredi 2 octobre 2009
Converting
                      Channels




                                  Creating
                                 ...
Converting
                      Channels




                                  Creating
                                 ...
IT Resell Channels
                     Established in the 80s to resell PCs and on-premise solutions
                    ...
vendredi 2 octobre 2009
LNA
                          Infrastructure reseller (PC, Printers, on-premise
                          software, networ...
Systems Integrators
                     Established in the 70s with the emergence of IT
                     Involved in ...
Example Cap Gemini
                          Pegasystem is a Business Process Management
                          applica...
Telcos
                     Long time established Companies
                     Radical portfolio extension since the Int...
Example BT
                          Porfolio expansion
                          through a multi
                        ...
Converting
                      Channels




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


 ...
Vertical Channel Platform




vendredi 2 octobre 2009
Business Services
                     Huge variety of Companies
                     90% between 1-10 employees (many fre...
Example Lixao
                          Communication / Web design agency
                          Mostly involved in com...
Example Accounting
                          Accounting Company with 130
                          employees
             ...
Aggregators
                     Applications
                                    Aggregators          Channel
           ...
Aggregators
                     Mostly startup Companies
                     Various business models
                   ...
Example Revevol
                          Consulting Company assisting large
                          Companies in their ...
The new channel map
                          Converted Channels         Vertical Channels

                              ...
Thanks!
                          Laurent.Glaenzer@Lemon-Operations.com




vendredi 2 octobre 2009
vendredi 2 octobre 2009
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Over The Cloud

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Over The Cloud

  1. 1. Over the Cloud Laurent Glaenzer vendredi 2 octobre 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 vendredi 2 octobre 2009
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  15. 15. New Internet Bubble? Massive & global opportunity Very fast growth Viral and ground-up expansion Capital available for SaaS players Many ill-defined business models vendredi 2 octobre 2009
  16. 16. Business as a Service Software as a Service Infrastructure as a Service Any application Server Virtualization licensed for its usage Storage Virtualization on demand (mostly Advanced lease over the web) infrastructure (pay per use) Business as a Service New Way of Buying New Way of Selling vendredi 2 octobre 2009
  17. 17. Customer View Pros Cons Lower cost Higher dependency on Pay as you go provider Zero Capex Security/confidentiality No or minimal IT Design limitation resources Faster time to use Performance Flexibility/scalability Offline access vendredi 2 octobre 2009
  18. 18. Disruptive for Customers Acknowledge the benefits for their own business compare to existing solution Decision Pattern Support the idea of an externally hosted model Define what to do with existing assets (save waste) Accept transition costs + workload Check possibility of changing budget allocation from Capex to Opex vendredi 2 octobre 2009
  19. 19. Disruptive for ITC Channels Long customer decision cycles IT Require market expertise Resellers Revenues cannibalization risk Limited room for IT services (design) Revenues cannibalization risk Service Limited presence in SME Integrators Require market expertise Limited IT knowledge Telcos Lack of agility vendredi 2 octobre 2009
  20. 20. Time to rethink IT Distribution vendredi 2 octobre 2009
  21. 21. Converting Channels Creating Channels vendredi 2 octobre 2009
  22. 22. Converting Channels Creating Channels vendredi 2 octobre 2009
  23. 23. IT Resell Channels Established in the 80s to resell PCs and on-premise solutions Involved in middleware services (i.e: maintenance) Well known by IT and purchase departments Interested Not interested Recurring revenues Low revenues Hype Requires market Customer request expertise Defend installed base Cannibalization risk vendredi 2 octobre 2009
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  25. 25. LNA Infrastructure reseller (PC, Printers, on-premise software, networking) Focus on service business (middleware, virtualization,...) Created a SaaS Department to chase incremental business vendredi 2 octobre 2009
  26. 26. Systems Integrators Established in the 70s with the emergence of IT Involved in IT design solutions and organization issues Well known by CEOs, CFOs and ITs Interested Not interested IT Services (solution Ready made solutions design, organizations) Low revenues Hosting/branding Little room for services applications Cannibalization risk vendredi 2 octobre 2009
  27. 27. Example Cap Gemini Pegasystem is a Business Process Management application provider Has cooperated with CapGemini to launch a new «BPM as a Service» platform Benefits for CapGemini: sell services and recurring revenues Dedicated Cloud Computing department at CapGemini vendredi 2 octobre 2009
  28. 28. Telcos Long time established Companies Radical portfolio extension since the Internet appearance Well known by Purchase dpts and more and more IT Interested Not interested Portfolio extension Aligned with business Requires IT knowledge model Disruptive for IT Data & application decision makers hosting vendredi 2 octobre 2009
  29. 29. Example BT Porfolio expansion through a multi solutions offering Data/Applications hosted by BT Complementary to broadband internet offering vendredi 2 octobre 2009
  30. 30. Converting Channels Creating Channels vendredi 2 octobre 2009
  31. 31. Vertical Channel Need Identification Vertical Channel Point of Service Customer purchase Provider vendredi 2 octobre 2009
  32. 32. A Massive Presence IT Companies Business Resellers Services Integrators Companies 120 000 Companies* 1 800 000 Companies** (*) EMEA Source Compubase (**) Western Europe Source IDC vendredi 2 octobre 2009
  33. 33. Services categories Accounting Collaboration Sales & Marketing Manufacturing HR Finance/Insurance Business Marketing Outsourcing HR consultants Accounting consultant Agencies services Companies Business Marketing Training Business Consultants Business agencies Companies Consultants Consultants Accounting Accounting Business Companies Companies Consultants vendredi 2 octobre 2009
  34. 34. Non-Contractual Resellers Role Compensation Referral • introduce the product to customer • 10% discount • register the customer • no upfront payment • introduce the product to customer • 20% discount Interface • register the customer • no upfront payment • invoice the customer • introduce the product to customer • 30% discount Facilitator • register the customer • Online training • invoice the customer • no upfront payment • train the customer vendredi 2 octobre 2009
  35. 35. Vertical Channel Platform vendredi 2 octobre 2009
  36. 36. Business Services Huge variety of Companies 90% between 1-10 employees (many free-lance) In all businesses Interested Not interested Portfolio extension Certification/ upfront Services opportunity contract Recurring model Complicated process Credibility Technical involvement vendredi 2 octobre 2009
  37. 37. Example Lixao Communication / Web design agency Mostly involved in communication design and web development for SMEs Has added Emailing, data hosting, collaboration tools for their customers Benefits: tracking their customer evolution and keep the conversation open vendredi 2 octobre 2009
  38. 38. Example Accounting Accounting Company with 130 employees Has never been involved in reselling IT equipment or software Often asked advices by SMEs without IT management Would consider including SaaS/ Cloud solutions in their offering vendredi 2 octobre 2009
  39. 39. Aggregators Applications Aggregators Channel Providers Application Hosting Customers Data Hosting Servicing Resellers (billing) vendredi 2 octobre 2009
  40. 40. Aggregators Mostly startup Companies Various business models Various services offering Interested Not interested Solid value proposition Room for hosting No markup possibility application & data Recurring model vendredi 2 octobre 2009
  41. 41. Example Revevol Consulting Company assisting large Companies in their IT decisions Becomes involved in reselling IT solutions with the Cloud Computing Signed agreements with several SaaS/ Cloud players including Google Aps Just bid with Valeo for the installation of 30 000 users with Google offering vendredi 2 octobre 2009
  42. 42. The new channel map Converted Channels Vertical Channels IT Channels Consultants System Integrators Accountants VARs Marketing Agencies Telcos SaaS Resellers/Dist OEMs Application Hosting Direct Data Hosting Direct Play Aggregators vendredi 2 octobre 2009
  43. 43. Thanks! Laurent.Glaenzer@Lemon-Operations.com vendredi 2 octobre 2009
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