1. IAN MOYSE
How Cloud is
Changing Supply
Channels Approach
IAN MOYSE

2. Why and how cloud is
changing both the end
user and supply
channels approach!
Ian Moyse – Sales Director
@imoyse
IAN MOYSE
www.ianmoyse.co.uk

3. Ian Moyse : Validity To Speak
26 yrs+ in IT, 9yrs in IT Security, 7yrs in Cloud
Sales Director, Workbooks.com, Cloud CRM Vendor
Sit on Board of Eurocloud UK
Sit on Governance Board of Cloud Industry Forum (CIF)
Advisory Board Member SaaSMAX
Advisor to Board for Evoco ‘Journey2Cloud’
Named by TalkinCloud one of the global top 200 cloud channel experts in 2011
Listed on the MSPMentor global top 250 list for 2011
Named ‘Channelnomics 2011 Influencer of the year for Europe’
Won ‘European Channel Personality of the year 2011’
Awarded global ‘AllBusiness Sales AllStar Award for 2010
Thought Leader to ‘Compare The Cloud’
Comptia Cloud Essentials Exam Certified 2012
Worldwide SMB Nation 150 Channel Influencers List 2012, 2013
Approved Speaker Schoolspeakers.co.uk
IAN MOYSE

4. Agenda
How The IT World Is
Changing
End Customer Realities
Cloud Overhyped and
Mismarketed
End User and supply
channels engagement in a
Cloud World
IAN MOYSE

5. How The IT World Is Changing
(& How IT Is Changing The World)

6. The World Is Changing : Movies
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7. The World Is Changing : Music
IAN MOYSE

8. The World Is Changing : Books
IAN MOYSE

9. The World Is Changing : Photography
IAN MOYSE

10. The World Is Changing : Postal
IAN MOYSE

11. The World Is Changing : IT
IAN MOYSE

12. IT
IAN MOYSE

13. End Customer Realities

14. End User Cloud Choice & Adoption
“Enterprises are already devoting as much as one-third of their budgets to cloud
services, and they are planning to increase cloud spending by as much as 15 percent
CARG. At that rate, enterprises will have the bulk of their IT functions in the cloud
within the next three years” IDC 2012
IAN MOYSE

15. Mobility and Cloud Inherently Linked
IAN MOYSE

16. Need For Non „Vendor Biased‟ Education
IAN MOYSE

17. Accelerated Rate Of Change
80
100
60
20
IAN MOYSE
140
Change
40
120
160
180

18. Different Perceptions Of What The Cloud Is
IAN MOYSE

19. IAN MOYSE

20. End User Concerns
o Security still at #1!
Security
Privacy
Sovereignty
Internet access
Reliability
IAN MOYSE

21. Cloud Overhyped and
Mismarketed

22. Education Is Needed
€11 billion
€923 million
€4.7 billion
Source : Gartner Expected 2012 Revenues
IAN MOYSE

23. IAN MOYSE

24. Cloud, Cloud, Cloud, Cloud, Private Cloud,
Public Cloud, Hybrid Cloud…………………
IAN MOYSE

25. IAN MOYSE

26. What Customers Are Hearing From Cloud Providers Messaging
Everything should go cloud
Its right for everyone, for everything
Cloud solves all your needs
Cloud is always best no matter what
You can‟t live without this
“Cloud is big data”
“Cloud is storage”
„Everybody on‟
„Everyone In‟
………………………………….
IAN MOYSE

27. Vendor Push Won‟t Let Up!
‘We spent to build
it, so now we
need to market
hard to hit the
sales targets’
IAN MOYSE

28. IAN MOYSE

29. How To Compare – Traditional vs Cloud Solutions ?
IAN MOYSE

30. End User and Supply Channels
Engagement in a Cloud World

31. Supply Channels are Re-Shaping
o Market Recession
o Customers paying slower
o Distributors tightening credit
o Traditional margins down
o Vendors pressured
o Many reducing staff, programs, partners, etc
o Finding new routes to market
o Consolidating markets
o Cloud layers on top of all this
IAN MOYSE

32. Supply Channel Barriers
IAN MOYSE

33. ... And those not engaging in Cloud?
IAN MOYSE

34. Cloudy Channels Will Be Different
o
New Values from Distribution
o Aggregation (billing) or sell through
o Broad base vs specialist distribution values
o New types of distribution relationship with „Cloud Focus‟
o SaaSMax, Cloudmore, Jamcracker, SaaS Plaza
o
Resellers
o Levelling the playing field for smaller resellers
o Selling new vs protecting legacy business a challenge
o
Xsp (ISP, MSP, etc)
o Billing models and systems already in place
o Adding cloud to their portfolios
o
Pure Play Cloud Resellers / specialist teams / new brands
o
Sales Agents – referral partners, creating opps for Vendors to
fulfill
IAN MOYSE

35. Channels Value / Services
Eg. 98% of UK companies are sub 250 users (similar demographic in other regions)
6 million SMB’s in the United States
Who will their Trusted Advisor be?
Who will be close enough to them?
How will they handle the issues around cloud (Security concerns, configuration etc)
Vertical reach and expertise / certifications etc
Geographic sales coverage on behalf of vendors
Private Cloud / Virtualisation – Expertise is required !
Working with customers on evaluating cloud and risk mitigation
Identify areas of cloud with services attach
Security, CRM, Virtualisation, Private Cloud
A configurer, not an installer be !
IAN MOYSE

36. End Users Will Find Cloud Suppliers
US end users are shunning
VARs and turning to telecoms
and hosting players to fulfil
their cloud needs. Usage of
both types of company in the
cloud world has grown 40 per
this year, while VARs' cloud
business has sunk 84 per cent.
Source : ChannelWeb 2012
IAN MOYSE

37. Customers Research and Sourcing Decisions
o
60% of participants
have a preferred
supplier relationship
for IT
o
38% believe cloud
was not raised by
their IT provider
o
66% claim that cloud
delivery could
encourage self
service
Who is the primary decision maker for cloud services?
IAN MOYSE

38. Channel Things To Expect
Changes in vendor approaches
New suppliers to work with
Less brand loyalty
Easier to change provider / supplier
More vendor disruption / cuts
New competitors in solution and channel
More acquisitions / merging of vendors / renaming
Distribution and cloud aggregators new offerings
A need to re-educate and learn, learn, learn
Inevitable faster change !
IAN MOYSE

39. Summary

40. Summary
Shift to the cloud is gathering momentum
Everyone is considering / buying the cloud – small business to
enterprise, Public Orgs to Private
The Channel is being pressured from every angle, not just cloud!
Due to perception many customers DON‟T consider cloud
Do NOT assume end customers understand cloud - KISS
They do not buy because of the word CLOUD
Different cloud solutions are at different maturity stages
Don‟t market them all the same
Value Propositions in the Cloud are different
Cloud (SaaS) Trials are easier, as are freemium entry options
Understand and address customer cloud concerns, they are not niche!
IAN MOYSE

41. IAN MOYSE

42. Good Reference Points
http://www.cloudindustryforum.org/
http://www.eurocloud.org
http://www.cloudcredential.org/index.php
4 extensive free Whitepapers on Reselling Cloud
http://www.webroot.co.uk/En_GB/land-reselling-the-cloud-2011.html
IAN MOYSE

43. Questions
IAN MOYSE

44. Why and how cloud is
changing both the end
user and supply
channels approach!
Ian Moyse – Sales Director
@imoyse
IAN MOYSE
www.ianmoyse.co.uk