The Road to “SaaS-ification” for Software Vendors
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The Road to “SaaS-ification” for Software Vendors

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Whether it’s the threat of SaaS competitors moving into the market or the lure of the cloud, many software vendors are pondering if now is the time to embrace SaaS. ...

Whether it’s the threat of SaaS competitors moving into the market or the lure of the cloud, many software vendors are pondering if now is the time to embrace SaaS.

This slideshow was part of a webinar featuring Principal Analyst Brian Walker of Forrester Research Inc. and Craig Vodnik, VP of marketing and co-founder of cleverbridge AG.

You can view the webinar in its entirety on www.cleverbridge.com.

These slides will show you:

- The benefits SaaS can bring to your business portfolio including faster implementation times, continuous upgrades, and support for changing business processes

- How others who have switched to SaaS have reaped significant rewards, the most considerable being a steady, predictable cash flow

- Proven strategies to navigate the barriers to - The type of investments necessary to succeed, the commitment to SaaS goes beyond pure technology

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  • About Forrester Research… elevator pitch and explain roles.

 The Road to “SaaS-ification” for Software Vendors The Road to “SaaS-ification” for Software Vendors Presentation Transcript

  • THE ROAD TO “SAAS-IFICATION” FOR SOFTWARE VENDORS
    Brian K. Walker
    Principal Analyst
    Forrester Research
    @bkwalker
    www.forrester.com
    Craig Vodnik
    VP of Marketing
    cleverbridge
    @craigvodnik
    www.cleverbridge.com
    #shifttosaas
    Questions? @cleverbridge
  • THE ROAD TO “SAAS-IFICATION” FOR SOFTWARE VENDORS
    About cleverbridge
    cleverbridge is a full-service e-commerce partner for companies that sell digital products. Our flexible platform and unrivaled service fuel the performance of B2C and B2B businesses around the globe.
    Drawing from years of experience and expertise, cleverbridge provides a customized, multi-channel e-business solution.
    International corporations like Avira, GFI, Ipswitch and Quest Software count on cleverbridge to support their SaaS and subscription-based e-commerce needs.
    #shifttosaas
  • THE ROAD TO “SAAS-IFICATION” FOR SOFTWARE VENDORS
    Brian K. Walker
    Principal Analyst
    Forrester Research
    @bkwalker
    www.forrester.com
    Craig Vodnik
    VP of Marketing
    cleverbridge
    @craigvodnik
    www.cleverbridge.com
    #shifttosaas
    Questions? @cleverbridge
    View slide
  • The Road To “Saas-ification” For Software Vendors
    Brian WalkerVice President & Principle Analyst, Forrester Research
    July 13, 2011
    @bkwalker
    View slide
  • Buyers are serious about adopting SaaS software, but why?
  • Today, 31% of companies are already moderate or heavy users of SaaS software
    “Which of the following best describes your company's usage and adoption of SaaS software?"
    Base: US and EU software purchase decision makers for companies of each size
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • TCO is a key driver of the adoption of SaaS software by enterprise companies
    “What would you say are the top business goals your internal IT organization considers when choosing SaaS software? Please rank up to 3, in order of importance”
    Base: 89 US and EU software purchase decision makers at organizations using SaaS software
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • SaaS removes the risk of getting “orphaned” on an old or unsupported version of a software platform
    “To what extent do you agree or disagree with the following statements about SaaS?” Rate on a scale of 1-5 where 1=“Completely disagree” and 5=“Completely agree”
    Base: 157 US and EU software purchase decision makers
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • And acquiring and implementing SaaS software is faster than on‐premise software
    In general, what would you say were the top drivers in your firm’s decision to adopt software-as-a-service (SaaS)? Please rank up to 3 drivers, in order of importance.”
    Base: 89 US and EU software purchase decision makers at organizations using SaaS software
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • SaaS Is The Holy Grail For Software Vendors
    Software marketers are increasingly turning to SaaS as a faster, less expensive, and less resource intensive way to deploy business solutions for their customers.
  • SaaS opens the door to new markets, especially SMB
  • And provides a way to retain existing customers during software replatforming and cost-saving projects
    “Thinking about a recent SaaS application that has been adopted within your organization, which of the following best describes the purchase process.”
    Base: US and EU software purchase decision makers for companies of each size using SaaS software
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • SaaS provides very healthy margins
    “The beautiful part of SaaS based products is once you have the structure and delivery set up, your investment is sunk and everything you are receiving off the top is pretty high margin. You have to invest in the security, performance, bandwidth, etc. but now that we have that, we create greater and greater margin the more customers we bring on. The level of margin is almost embarrassing, its so high, so I don’t want to divulge.“
    Director of Marketing
    Provider of software solutions to health ins. industry
  • Onboarding new customers is significantly easier
    “To what extent do you agree or disagree with the following statements about SaaS?” Rate on a scale of 1-5 where 1=“Completely disagree” and 5=“Completely agree”
    Base: 157 US and EU software purchase decision makers
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • Trials are as easier to offer and simple to covert
  • Additional services and seats are easier to up-sell
    “It’s a bit like a Trojan horse. The customer starts small, and then adds more and more bits that we can provide.”
    Director, product manager, provider of publishing services solutions
  • Vendors can react quickly to changing market requirements and innovate at a rapid pace
    “What would you say are the top business goals your internal IT organization considers when choosing SaaS software? Please rank up to 3, in order of importance”
    Base: 89 US and EU software purchase decision makers at organizations using SaaS software
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • SaaS is not always a silver bullet. Limitations and challenges for adoption still exist at many enterprises and government organizations.
  • Few SaaS products gain enterprise wide adoption without the support of IT. IT still holds a veto
    “Regardless of current adoption, when purchasing SaaS software, which, if any, of the following approvals does or would your organization typically require?”
    Base: US and EU software purchase decision makers in each role
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • Security concerns with SaaS are widespread
    “What if any, barriers can prevent your firm from using software-as-a-service (SaaS) when both SaaS and packaged options are available?”
    Base: US and EU software purchase decision makers in each country
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • And integration with existing systems remain a challenge
    “What if any, barriers can prevent your firm from using software-as-a-service (SaaS) when both SaaS and packaged options are available?”
    Base: US and EU software purchase decision makers in each country
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • Some verticals are better suited to SaaS than others, from categories where it is nascent…
  • …To categories where it is emerging…
  • …To categories where it dominates.
  • Buyers of SaaS software have different needs and vendors must be ready to satisfy them.
  • They are frustrated with the complexity of existing B2B purchase channels and workflows
    “Which, if any, of the following accurately describe your past experience purchasing software for your company on a vendor’s B2B website vs. your own personal experiences of buying similar software online using a B2C site? (Select all that apply)”
    Base: US and EU software purchase decision makers in each role
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • They expect a frictionless online sales channel for SaaS software acquisitions
    “Regardless of how your firm purchases commercial software today, how would you most prefer to purchase it in the future?”
    Base: US and EU software purchase decision makers for companies of each size
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • Businesses don’t want to depend on IT for day‐to‐day tasks
    “When considering the purchase of SaaS software in your company, please rate how important each of the following online features is/would be to you as an administrator/decision maker?” Rate on a scale of 1-5 where 1=‘Not at all important’ and 5=‘Very important’
    Base: 157 US and EU software purchase decision makers
    Source: A commissioned study conducted by Forrester Consulting on behalf of cleverbridge, March 2011
  • Business users are ready for SaaS in the enterprise & SaaS is blurring the line
    Personal
    Work
  • Recommendations
    Pick the right battles, some software categories will always remain resistant to SaaS
    Incumbent software vendors must get on the SaaS bandwagon, or risk leaving the door open for new upstarts to play on their turf
    Software vendors must re-organize their sales process from the ground up and get serious about selling their SaaS products.
    The transition to a SaaS product portfolio requires much more than an investment in R&D and technology.
  • Thank you
    Brian K. Walker
    @bkwalker
    blogs.forrester.com/brian_walker
    www.forrester.com
  • DOWNLOAD THE FREE REPORT“SOFTWARE VENDORS: THE SHIFT TO SAAS” www.cleverbridge.com
    CONTACT US: webinar@cleverbridge.com
    www.buildingkeystones.com
    www.forrester.com
    www.slideshare.net/cleverbridge
    #shifttosaas
    Questions? @cleverbridge