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

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

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
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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.
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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

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Background information on the respondents

supported by:

Replies of German IT-Providers; n=114


Company-Details

» Company‘s age » Functional area? (custom classification based
on free-text form)

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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?

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Trends

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Software as a Service
Plans of German IT-Providers
» Do have any plans regarding an own SaaS-offering?

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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?

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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 …

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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?

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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?

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Trends II
Service?

Scope network of partners

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Trends III
Service?
Scope Customers

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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?

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Software as a Service - Advantages and Challenges from a
provider‘s viewpoint

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Advantages of Software as a Service I

» How do you rate the following advantages regarding Software as a
Service?
Scope business & strategy

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Advantages of Software as a Service II

» How do you rate the following advantages regarding Software as a
Service?
Scope technology

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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

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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

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Existing Software as a Service-offering
Review with 89 German SaaS-providers

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New customers with a new offering?

» Is your (planned) SaaS-solution mainly targeting new customers?

supported by:
Replies of German SaaS-Providers; n=89


Migration or new development?

» Is your SaaS-solution based on migration-based application or a
development from scratch?

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Cannibalizing the existing offering?

» How is your SaaS-solution positioned in your existing portfolio?

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Pricing criteria

» What are the criterions for your pricing?

» Others: success-based billing; managed objects; revenue-based billing;
consumption-based; data-volume-based
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Integration

» Is your (planned) SaaS-solution integrable in the customer's landscape?

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Customization and Integration

» How often did the following scenarios of integration and customization
occur in the past?

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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:


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:


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

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