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

© Fraunhofer IAO, Stuttgart

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Business Models in the Internet of Services

Nico WeinerNobelstr. 12 | 70569 [email protected].: +49 711 970 2170Fax: +49 711 970 5111 www.e-business.iao.fraunhofer.de

Trends and developments on the German IT-sector

mailto:[email protected]

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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

Replies

of German IT-Providers; n=114

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Company-Details

» Company‘s age

Replies


» 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?

Replies


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Trends

Replies


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Software as a Service Plans of German IT-Providers

» Do have any plans regarding an own SaaS-offering?

Replies


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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?

Replies

of German

IT-Providers; n=114

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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 …

Replies

of German

IT-Providers; n=114

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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?

Replies

of German

IT-Providers; n=114

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Software as a Service – Trends I

Replies

of German

IT-Providers; n=114

» How do you rate the following statements regarding Software as a Service?

Scope market and competition?

Scope product/service-offering?

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Software as a Service – Trends II

Replies

of German

IT-Providers; n=114


Scope network of partners

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Software as a Service – Trends III

Replies

of German

IT-Providers; n=114


Scope Customers

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Responsiblities and Roles to realize SaaS

Replies

of German

IT-Providers; n=114

» 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

Replies

of German

IT-Providers; n=114

» 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

Replies

of German

IT-Providers; n=114

» 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

Replies

of German

IT-Providers; n=114

» 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

Replies

of German

IT-Providers; n=114

» 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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Software as a Service New customers with a new offering?

Replies

of German

SaaS-Providers; n=89

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

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Software as a Service – Migration or new development?

Replies

of German


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

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Software as a Service Cannibalizing the existing offering?

Replies

of German


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

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Software as a Service Pricing criteria

Replies of German SaaS-Providers; n=89

» 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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Software as a Service Integration

Replies

of German SaaS-Providers; n=89

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

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Software as a Service Customization and Integration

Replies

of German SaaS-Providers; n=89

» 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

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Thank You!Nico WeinerNobelstr. 12 | 70569 [email protected].: +49 711 970 2170Fax: +49 711 970 5111 www.e-business.iao.fraunhofer.de

mailto:[email protected]

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

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