Small businesses don't want technology - they want a competitive advantage. Looking back at the launch and expansion of Orange's cloud pro offer, I describe some of the key prerequisites to disrupt the small busines market with digital services, such as open innovation, vertical segmentation and customer co-design. Presented at Informa's annual Industry Outlook in London, Nov. 7th 2013

1. Thursday, November 7, 2013 | Cavendish Conference Centre
www.industry-outlook.com
Informa’s 12th Annual Industry Outlook 2014
Digital Futures: Creating new roles and value chains
Empowering SoHos with Digital Services
Christophe Rufin
Cloud Services Director
Orange SMB Market
christophe.rufin@orange.com
Twitter : @christopherufin

2. About Orange
On of the world leader CSPs
232M customers in 160 countries
Turnover : 43,5B€ (2012)
With 3 top-level customer segments
Consumer
Small Business
< 50 employees
Enterprise and
MNCs
Pro
Business
Services

3. About Le cloud pro
The French leading web & mobile SaaS suite, providing enterprise grade services
through Orange and best-in class partners

4. Strategic context

5. Strategic context (1)
the decline of core-business revenues

6. Strategic context (2)
CSPs are still small players in the cloud…
Global Cloud Market, US$M
Telecom Cloud
Global Cloud
$115
$1,000
PaaS
$624
$2,400
IaaS
SMB Market opportunity
$2,497
SaaS
$16,602
$0
$5,000
Source: Informa Telecoms & Media - 2011
$10,000
$15,000
$20,000

7. SaaS key promise: service, not software
“Don’t buy the cow, if you just need milk”

8. Small Businesses expectations: the Maslow Pyramid
Make my
business
successful
Manage my business
Improve my collaboration
Secure my data
Automate my office

9. Small Businesses: changing hats everyday

10. Small Businesses demand
the « mass market » SMB is a myth

11. What we did

12. Le cloud pro: 16 partners (8 local)
Productivity
Business Administration
Marketing & Communication
Office automation
RFP scouting
Media printing
Backup and share
Invoicing
Website, e-commerce
Audio & web conference
Billing & inventory
Blog, social media
Scanning and filing
Accounting
Networking
Software training
Search engine marketing
Languages training
Email marketing
local vendors

13. Le cloud pro: business clusters
Construction
workers
Retail
Hotels, cafes, rest
aurants
CLOUD SERVICES
Independent
professionals
Health
professionals
OTHER PROFESSIONAL SERVICES
MS Office
Audio & web conference
Electronic payment
Backup and share
Website
Fax
Scanning and filing
Website for health professionals
Remote transmission for social security
RFP scouting
Email marketing
Video surveillance
Invoicing
On-demand IT support

14. Customer base: ramp-up
Main actions on sales channels
and their consequences
2011 - Q3
2011 - Q4
2012 - Q1
2012 - Q2
2012 - Q3
2012 - Q4
2013 - Q1
2013 - Q2

15. Customer base: details
% of sales, by type
By business sector, group 1
By business sector, group 2
Oct. 2013
46
54
Retail
Hotels & restaurants
Construction workers
Independent professionals
Health professionals

16. Return on experience

17. Key success factors and recommendations (1)
Set-up an agile team

18. Key success factors and recommendations (2)
Drive customer interaction

19. Key success factors and recommendations (3)
Get your sales teams out of routine

20. Key success factors and recommendations (4)
Reinvent the way you work

21. Conclusion

22. SMB cloud key success factors
 Remember that cloud = transformation
 Incorporate customer feedback into your products and processes
 Segment by business needs or activity sector, not by technology or company size
 To engage SMBs online, open the conversation about business issues, not just
products or tools
 Being online is not enough. Sales teams and cross-channel marketing are critical
to generate a paying user base
 Navigate to
35hday.com and download the “35h day” manifesto!

23. THANK YOU!
Empowering SoHos with Digital Services
Christophe Rufin
Cloud Services Director
Orange SMB Market
christophe.rufin@orange.com
Twitter: @christopherufin