Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016
Saugatuck MassTLC Cloud summit-13oct2011
Transcript of Saugatuck MassTLC Cloud summit-13oct2011
Copyright 2011 ǀ Saugatuck Technology, Inc. ǀ All Rights Reserved www.saugatucktechnology.com
Keynote: MassTLC Cloud Computing Summit 13Oct2011
Bruce GuptillSVP, Head of Research
Saugatuck Technology+1-203-454-3900www.saugatucktechnology.com
Copyright 2011 ǀ Saugatuck Technology, Inc. ǀ All Rights Reserved www.saugatucktechnology.com
What You Need to Know
>90% of ISVs worldwide are developing for Cloud-based presence– New offerings– Portfolio migrations – Not Just Apps!
The clock is winding down on traditional software as a holistic business solution– Three to four years to the tipping point
The money – investment, revenue, profit – is in The Cloud – Since 2007, the most profitable and stable ISVs are Cloud-
based Mistakes will be made
– Avoid repetition
2
Copyright 2011 ǀ Saugatuck Technology, Inc. ǀ All Rights Reserved www.saugatucktechnology.com
>90 Percent? Really?
March 2009 thru August 2011 Saugatuck research programs across US, Europe, Asia/Pac– Interviews with 500+ ISVs across all areas of business software
(applications and otherwise) – ISVs of $50M through $50B in annual revenue– ALL were found to have some level of Cloud/SaaS
development/enablement underway• Varying stages of maturity • Fits and starts, trials and tribulations
– We may have missed one...
3
Copyright 2011 ǀ Saugatuck Technology, Inc. ǀ All Rights Reserved www.saugatucktechnology.com
It’s Everywhere, and It’s Bigger Than You Think
Production (ERP, SCM, Sourcing, SRM, PLM)
HR (Time & Labor Mgmt, HR Admin, Talent & Performance mgmt)
Financial Management (GL, AP, AR; BI, CPM, GRC, planning, budgeting)
Operations (Procurement, E-commerce, Collaboration)
Sales and Customer Support (CRM, SFA, CSS)
0% 20% 40% 60% 80%
17%
20%
20%
21%
23%
18%
18%
17%
19%
22%
8%
8%
10%
8%
9%
10%
10%
10%
11%
10%
Already in use thru 2010 In Use + Planned in 20112012 After 2012
Percentage of Enterprise Executives Indicating
Ap
plic
ati
on
s C
ate
go
rie
s
Note: While CRM leads demand today, by 2013-2015 SaaS / Cloud Growth strong across all segments
Source: Saugatuck Technology Inc.
4
Copyright 2011 ǀ Saugatuck Technology, Inc. ǀ All Rights Reserved www.saugatucktechnology.com
Opportunity = A Lot More than Applications
5
Multitenancy Virtualization Security DBMS Access
StorageOther
Services
Methodology
Tools
Analysis &
DesignTools
Build Tools&
SDKs
Workflow &
Integration Tools
TestingTools
DeploymentTools
Metering &
Analytics
Adm
inis
trat
ion
Developer Services
Middleware Services
Native Cloud App Ported Cloud AppCloud Applications
Infrastructure Services
Copyright 2011 ǀ Saugatuck Technology, Inc. ǀ All Rights Reserved www.saugatucktechnology.com
Maybe Not Today, Maybe Not Tomorrow, But Soon...
2010 2012 20140%
10%
20%
30%
40%
50%
60%
70%
80%
32%
41%
50%
68%
59%
50%
Expected enterprise preference for deploying NEW software via CloudExpected enterprise preference for deploying NEW software On-premise
Source: Saugatuck Technology Inc. 2010 global survey; n = 790
Source: Saugatuck Technology Inc.
6
Copyright 2011 ǀ Saugatuck Technology, Inc. ǀ All Rights Reserved www.saugatucktechnology.com
Follow the Money!
7
-30.0%
-20.0%
-10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
On-Prem ISV: Total Revenue Growth - % (y/y) SAAS: Total Revenue Growth - % (y/y)
On-Prem ISV: New License Revenue Growth - % (y/y) SAAS: Deferred Revenue Growth - % (y/y)
Actuals Forecast
Copyright 2011 ǀ Saugatuck Technology, Inc. ǀ All Rights Reserved www.saugatucktechnology.com
Profiling ISVs by Maturity: Three Stages of ISV-to-Cloud Transition & Growth
Initial/Trial Stage• Proof(s) of concept(s)
o Business + Technology
• Multiple architecture approaches
• Resource discovery • Organizational/Business
model experimentation• Partner/Ecosystem
needs assessment• Customer assessment
re SaaS/Cloud requirements
Portfolio Extension Stage• Concepts
proven/adapted • Architectural refinements
& improvements• Resource growth • Business model
adaptation • Organizational &
ecosystem growth• Partner relationship
assessment• Customer value
proposition marketing
Business Growth Stage• Offerings adapted • Architectural
consolidation & standardization
• Resource efficiencies• Business model
refinement & normalcy• Organizational &
ecosystem consolidation / standardization
• Partner relationship growth & consolidation
• Customer value proposition refinement 12 – 24 months 12 – 36 months24 - 36 Months /
OngoingSource: Saugatuck Technology Inc.
8
Copyright 2011 ǀ Saugatuck Technology, Inc. ǀ All Rights Reserved www.saugatucktechnology.com
Avoiding Mistakes
Partner/Outsource Capitalize Adapt Business Model(s) Adapt Org Model(s) Adapt Culture(s) Partner More
9
Avoiding Big, Repeated Mistakes
Copyright 2011 ǀ Saugatuck Technology, Inc. ǀ All Rights Reserved www.saugatucktechnology.com
About Saugatuck Technology
CONTINUOUS RESEARCH SERVICES (CRS)• Subscription access to Saugatuck’s ongoing premium research, providing
independent / unbiased insights and guidance into key market trends, buyer behavior, "white-space" opportunities and disruptive market forces driving changes in business computing.
• A variety of advisory services, including telephone-based inquiry, and “Analyst Days”
USER STRATEGIC CONSULTING SERVICES• Leadership and Planning Workshops• Strategy and Program Assessments• Vendor Selection / Evaluations• Cloud Transition / Migration and Management Best Practices
VENDOR STRATEGIC CONSULTING SERVICES• Market Assessment• Strategy Validation• Opportunity Analysis• Positioning / Messaging / Go-to-Market Strategies• Competitive Analysis
THOUGHT-LEADERSHIP PROGRAMS• Custom research programs targeting key technology and business/IT
investment decisions of CIOs, CFOs and senior business executives• Delivered as research reports, position papers or executive presentations.
VALUE-ADDED SERVICES• Competitive and market intelligence• Investment advisory services (M&A support, due diligence)• Primary and Secondary market research.
SAUGATUCK OFFERINGS AND SERVICESSaugatuck Technology provides subscription research / advisory and consulting services to senior business and IT executives, technology and software vendors, business / IT services providers, and investors. Our Mission is to help our clients make better business decisions and create new business value through trusted and objective insights into the key market trends and emerging technologies driving real change. Over the last few years, this has included a major focus on Software-as-a-Service (SaaS), Cloud Infrastructure, and Social Business Technologies, among other key trends.
For more information about these or any other Saugatuck Technology service, please reach us through the contact information noted above. • To learn more about Saugatuck consulting and research offerings, go to www.saugatucktechnology.com or email Chris MacGregor for more information.• While there register on our site and begin receiving our complimentary Research Alerts.
US AND EUROPEAN OFFICES
HeadquartersSaugatuck Technology Inc.8 Wright Street, 1st FloorWestport, CT 06880 USA (P) +1.203.454.3900Regional Sales: • New England, East: [email protected] • South, Mid West: [email protected]
Silicon ValleySaugatuck Technology Inc.5201 Great America Parkway, Suite 320Santa Clara, CA 95054 USA (P) +1.408.727.9700 Regional Sales:• West: [email protected]
GermanySaugatuck Technology Inc.Bluecherstr. 4D 65343 Eltville am Rhein, Germany(P) +49.6123.630285Regional Sales:• Europe: [email protected]
• • •
10