Business Models in the Internet of Services - Trends and developments on the German IT-sector

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Business Models in the Internet of Services - Trends and developments on the German IT-sector

  1. 1. Business Models in the Internet of Services Trends and developments on the German IT-sector Nico Weiner Nobelstr. 12 | 70569 Stuttgart nico.weiner@iao.fraunhofer.de Tel.: +49 711 970 2170 Fax: +49 711 970 5111 www.e-business.iao.fraunhofer.de supported by: © Fraunhofer IAO, Stuttgart
  2. 2. Agenda » From survey to market study – Goals and Concept » Results of the survey » Structure of the responding companies » Trends » Realization of Software as a Service-Offerings » Current SaaS-Landscape Evaluation of the situation at 89 German SaaS-Vendors » Conclusion supported by: © Fraunhofer IAO, Stuttgart
  3. 3. From survey to market study – Goals and Concept Goals: » What is the significance of SaaS today and tomorrow? » Which advantages and challenges occur with SaaS for Vendors? » How is SaaS realized?  How can the German market benefit from SaaS? Target group of the market study: » Vendors of products and Service Providers in the German IT-sector » Hardware providers » Software providers » IT-Consultants etc. supported by: © Fraunhofer IAO, Stuttgart
  4. 4. Basic information on the survey and concept for the study » Survey carried out: 27.11.2009 bis 10.02.2010 » Pure online-suvey with open access » Target group: » German IT Providers (of services, prodcuts etc.) » 114 replies, including 89 SaaS- Vendors and 25 without SaaS- offering supported by: © Fraunhofer IAO, Stuttgart
  5. 5. Background information on the respondents supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  6. 6. Company-Details » Company‘s age » Functional area? (custom classification based on free-text form) supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  7. 7. Offering and target groups » Which type of IT-related products and/or services does your company offer? » Which target groups have your product/service-offerings? supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  8. 8. Trends supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  9. 9. Software as a Service Plans of German IT-Providers » Do have any plans regarding an own SaaS-offering? supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  10. 10. Infrastructure, Platform and Software as a Service – Relevance of Cloud Computing » How do you rate the current relevance of the following trends on the Germany IT-market from a German IT-providers viewpoint? supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  11. 11. Cloud Computing German IT-Providers on the move » How do you rate the relation of German IT-Providers to the economical potential of Cloud Computing? The economical potential of Cloud Computing currently is … supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  12. 12. Infrastructure as a Service I An option for German IT-Providers? » How do you rate the attractiveness of Infrastructure as a Service- Providers like Amazon EC2, S3 for the operation of SaaS-solutions? supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  13. 13. Software as a Service – Trends I » How do you rate the following statements regarding Software as a Service? Scope market and competition? Scope product/service-offering? supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  14. 14. Software as a Service – Trends II » How do you rate the following statements regarding Software as a Service? Scope network of partners supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  15. 15. Software as a Service – Trends III » How do you rate the following statements regarding Software as a Service? Scope Customers supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  16. 16. Responsiblities and Roles to realize SaaS » How would you realize the distribution of responsibilities and roles within a partner-network to offer a SaaS-solution? supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  17. 17. Software as a Service - Advantages and Challenges from a provider‘s viewpoint supported by: © Fraunhofer IAO, Stuttgart
  18. 18. Advantages of Software as a Service I » How do you rate the following advantages regarding Software as a Service? Scope business & strategy supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  19. 19. Advantages of Software as a Service II » How do you rate the following advantages regarding Software as a Service? Scope technology supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  20. 20. Challenges of Software as a Service I » How do you rate the following challenges regarding the development, running/hosting and distribution of SaaS-solutions? Scope business & strategy supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  21. 21. Challenges of Software as a Service II » How do you rate the following challenges regarding the development, running/hosting and distribution of SaaS-solutions? Scope technology supported by: Replies of German IT-Providers; n=114 © Fraunhofer IAO, Stuttgart
  22. 22. Existing Software as a Service-offering Review with 89 German SaaS-providers supported by: © Fraunhofer IAO, Stuttgart
  23. 23. Software as a Service New customers with a new offering? » Is your (planned) SaaS-solution mainly targeting new customers? supported by: Replies of German SaaS-Providers; n=89 © Fraunhofer IAO, Stuttgart
  24. 24. Software as a Service – Migration or new development? » Is your SaaS-solution based on migration-based application or a development from scratch? supported by: Replies of German SaaS-Providers; n=89 © Fraunhofer IAO, Stuttgart
  25. 25. Software as a Service Cannibalizing the existing offering? » How is your SaaS-solution positioned in your existing portfolio? supported by: Replies of German SaaS-Providers; n=89 © Fraunhofer IAO, Stuttgart
  26. 26. Software as a Service Pricing criteria » What are the criterions for your pricing? » Others: success-based billing; managed objects; revenue-based billing; consumption-based; data-volume-based supported by: Replies of German SaaS-Providers; n=89 © Fraunhofer IAO, Stuttgart
  27. 27. Software as a Service Integration » Is your (planned) SaaS-solution integrable in the customer's landscape? supported by: Replies of German SaaS-Providers; n=89 © Fraunhofer IAO, Stuttgart
  28. 28. Software as a Service Customization and Integration » How often did the following scenarios of integration and customization occur in the past? supported by: Replies of German SaaS-Providers; n=89 © Fraunhofer IAO, Stuttgart
  29. 29. Conclusion » The economic potential of Cloud Computing is underestimated by German IT-vendors » IT-vendors observe chances in the area of »Software as a Service« and reckon with pressure from the customer- and competitor-side » Successfull integration is highly dependent to standardized data-formats » Partnership gains more and more importance – this is particularly valid for infrastructure-partners, integration-partners and sales-partners » »Software as a Service« is based on many pricing criteria like time-, tenant and performance-criteria » IT-vendors see the biggest challenge at convincing the customer of data privacy and security supported by: © Fraunhofer IAO, Stuttgart
  30. 30. Thank You! Nico Weiner Nobelstr. 12 | 70569 Stuttgart nico.weiner@iao.fraunhofer.de Tel.: +49 711 970 2170 Fax: +49 711 970 5111 www.e-business.iao.fraunhofer.de supported by: © Fraunhofer IAO, Stuttgart

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