Hybrid Customer Insight - Data Collection and Analysis from On-premise and in the Cloud

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Hybrid Customer Insight - Data Collection and Analysis from On-premise and in the Cloud

  1. 1. 1 © 2010 Forrester Research, Inc. Reproduction Prohibited
  2. 2. "Hybrid Customer Insight”Data Collection and Analysis On-premise And In the CloudHolger Kisker, Ph.D.Principal AnalystForrester Research2 © 2010 Forrester Research, Inc. Reproduction Prohibited 2009
  3. 3. Agenda 1. Cloud Introduction 2. Why should you care about the cloud? 3. The cloud challenge of customer insights 4. Cloud changes business processes – based on customer insights3 © 2010 Forrester Research, Inc. Reproduction Prohibited
  4. 4. What is cloud computing? Cloud computing is: A standardized IT capability (services, software, or infrastructure) delivered via Internet technologies in a pay-per-use, self-service way. Source: Wipro Technologies (www.wipro.com)4 © 2010 Forrester Research, Inc. Reproduction Prohibited
  5. 5. Business value Source: July 2010, “The Evolution Of Cloud Computing Markets” report5 © 2010 Forrester Research, Inc. Reproduction Prohibited
  6. 6. Level of sharing Source: July 2010, “The Evolution Of Cloud Computing Markets” report6 © 2010 Forrester Research, Inc. Reproduction Prohibited
  7. 7. Cloud computing business model taxonomy Source: July 6, 2010, “The Evolution Of Cloud Computing Markets” Forrester report7 © 2010 Forrester Research, Inc. Reproduction Prohibited
  8. 8. Agenda 1. Cloud Introduction 2. Why should you care about the cloud? 3. The cloud challenge of customer insights 4. Cloud changes business processes – based on customer insights8 © 2010 Forrester Research, Inc. Reproduction Prohibited
  9. 9. Forrester‟s global cloud market sizing (US$ millions)250,000 BP Virtualization Tools Application Virtualization Tools200,000 Middleware Virtualization Tools SaaS: $78b Infrastructure Virtualization Tools150,000 Dynamic BPO Services Dynamic Applications Services Cloud-based-Integration100,000 (CBI) SaaS: $33b Dynamic Infrastructure Services BPaaS 50,000 SaaS PaaS 0 IaaS 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Source: April 21, 2011, “Sizing The Cloud” Forrester report 9 © 2010 Forrester Research, Inc. Reproduction Prohibited
  10. 10. Cloud adoption accelerates in 2012 “What are your firm’s plans to adopt the following software technologies?” (Respondents who selected “implementing, not expanding,” “expanding/upgrading implementation,” “planning to implement in the next 12 months,” or “planning to implement in a year or more”) SaaS By the end of 2012, 45% of all companies will be using SaaS (60% in 2013!). IaaS PaaS BPaaS Base: 1,900 to 2,438 software decision-makers Source: Forrsights Software Survey, Q4 2009, 2010, 201110 © 2010 Forrester Research, Inc. Reproduction Prohibited
  11. 11. SaaS touches all business application segments “What are your firm’s plans to use software-as-a-service (SaaS) to complement or replace the following applications?” (Select one for each row) 25% to 50% Complement with SaaS within 2 years Replace with SaaS within 2 years 17% to 35+% Shooting star PLM: 11% to 34% 30% 33% 29% 25% 26% 27% 21% 23% 22% 21% 25% 24% 24% 21% 18% 22% 19% 14% 12% 11% 11% 11% 9% 9% SaaS first wave SaaS second wave SaaS third wave (Current adoption: 20% to 30%) (Current adoption: 15% to 19%) (Current adoption: 14% or less) Base: North American and European packaged software decision-makers at firms with 20+ employees who currently use or are planning to use each application Source: Forrsights Software Survey, Q4 201111 © 2010 Forrester Research, Inc. Reproduction Prohibited
  12. 12. Cloud computing delivers many different benefits “How important were the following benefits in your firm’s decision to use SaaS?” (Respondents who reported “Important factor” or “Very important factor”) Agility and speed Cost Base: 920 software decision-makers at firms who are using or planning to use SaaS Source: Forrsights Software Survey, Q4 201112 © 2012 Forrester Research, Inc. Reproduction Prohibited
  13. 13. Perceived benefits of cloud computing are shiftingfrom cost and speed to business performance “How important were the following benefits in your firm’s decision to use SaaS?” (Percent of respondents that selected 4 „important factor‟ or 5 „very important factor) (Select one for each row) “Lower overall cost” “Improve business agility” Base: North American and European software decision-makers who are using or planing to use SaaS Source: Forrsights Software Survey, Q4 2009, 2010, 201113 © 2012 Forrester Research, Inc. Reproduction Prohibited
  14. 14. Very large enterprises are using more cloud services than SMBs “What are your firm’s plans to adopt the following software technologies?”(Respondents who selected “Implementing, not expanding” or “Expanding/upgrading implementation”) SaaS IaaS PaaS BPaaS Base: Software decision-makers with 20+ employees Source: Forrsights Software Survey, Q4 201114 © 2010 Forrester Research, Inc. Reproduction Prohibited
  15. 15. More flexible subscription deals cannibalize traditional software licensing “In [insert next year], what percentage of your software license spending will go to the following types?” Base: Software decision-makers Note: Each survey predicts spending for the upcoming year. Source: Forrsights Software Survey, Q3 2007; Q4 2008, 2009, 2010, 201115 © 2012 Forrester Research, Inc. Reproduction Prohibited
  16. 16. Customers are demanding more licensing agility“How valuable does, or would, your firm find the following features in software license agreements?” (Respondents who selected “Valuable” or “Very valuable”) Base: 2,198 software decision-makers with 20+ employees Source: Forrsights Software Survey, Q4 2011 16 © 2012 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Customer preference will change future licensing Cloud usersCloud demand more flexiblelicensing subscription models Subscription will continue toOn-premise cannibalizelicensing perpetual licensing Base: 2,198 software decision-makers with 20+ employees who use the software categories indicated above Source: Forrsights Software Survey, Q4 2011 17 © 2012 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Agenda 1. Cloud Introduction 2. Why should you care about the cloud? 3. The cloud challenge of customer insights 4. Cloud changes business processes – based on customer insights18 © 2012 Forrester Research, Inc. Reproduction Prohibited
  19. 19. Customer Insights Via ChannelSoftwareCompany Customer Customer Insights • Implementation Service Provider • Account Manager • Help / Service Desk Who is using the SW? Enforcement What is used? Licensing • Auditing How is it used? Enhancements 19 © 2010 Forrester Research, Inc. Reproduction Prohibited
  20. 20. Cloud Blocks Customer Insights Data SecuritySoftware ComplianceCompany Governance CLOUD Customer Customer Insights? In Cloud Computing Customer Insightsthe SW? Be Who is using Need To Enforcement What is used? Collected Directly From The Customer Licensing How is it used? Enhancements 20 © 2010 Forrester Research, Inc. Reproduction Prohibited
  21. 21. Cloud changes channel dynamics Telecom Vendor Solution Technology Partner Partner PaaS SaaS Software Vendor Vendor companyCustomer Insights Value added Reseller IaaS Service Vendor Vendor Implementer Customer Insights Customer Customer Traditional Cloud style21 © 2010 Forrester Research, Inc. Reproduction Prohibited
  22. 22. Agenda 1. Cloud Introduction 2. Why should you care about the cloud? 3. The cloud challenge of customer insights 4. Cloud changes business processes – based on customer insights22 © 2010 Forrester Research, Inc. Reproduction Prohibited
  23. 23. Traditional SW Business Is Linear Development (e.g. 1x per year) Planning Development Testing Shipment Traditional Software Business: Pricing & Licensing (e.g. 1x per 5 years) • Linear Business Licensing Mainteance Processes Sales • One Process Starts RFI RFP Offer Signature Over The Next Process Service & Support Support • Discontinuity Favours Implement Fixes Upgrade Packs Business Growth Risk & Operations Mgmt Risk Bus Plan Invest Tracking Assessment23 © 2010 Forrester Research, Inc. Reproduction Prohibited
  24. 24. Every Department Feels Some New Pressures FromSaaS AdoptionSource: October 12, 2010, “Tech Vendors Are Only Now Realizing The Full Implications Of SaaS” Forrester report24 © 2010 Forrester Research, Inc. Reproduction Prohibited
  25. 25. SaaS Requires Continuous Business Processes Invent SaaS Software Business: • Consinuous Business Support Develop Processes Cloud • All Processes Run In Parallel • There Is No ‚Escape„ Deploy License25 © 2010 Forrester Research, Inc. Reproduction Prohibited
  26. 26. SaaS Requires Continuous Customer Insights Continous Portfolio Planning Invent Continous Continous Risk When Support Support Who Develop Management Customer Insight How What Where Deploy License Continuous Continuous Sales Pricing Models26 © 2010 Forrester Research, Inc. Reproduction Prohibited
  27. 27. Transform your Develop a new cloudproduct/business product/business Two options for each portfolio element Existing NONcloud products and service 27 © 2010 Forrester Research, Inc. Reproduction Prohibited
  28. 28. Forrester‟s SaaS readiness assessment for softwarevendors Tier 1 Tier 2 Tier 3 Simply change Transform deployment. your product. Develop a new product on a cloud platform.28 © 2010 Forrester Research, Inc. Reproduction Prohibited
  29. 29. If you remember nothing else . . . 1 SaaS Is The Biggest Cloud Opportunity 2 Customer Insights Are A Cloud Challenge 3 SaaS Changes The SW Business Dynamics 4 SaaS Requires Continuous Customer Insights 29 © 2010 Forrester Research, Inc. Reproduction Prohibited
  30. 30. Thank you Holger Kisker, Ph.D. +49 (0)69.9592.9862 hkisker@forrester.com www.forrester.com www.twitter.com/hkisker30 © 2010 Forrester Research, Inc. Reproduction Prohibited

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