Empowering SoHos with Digital Services

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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

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Christophe RufinCloud Services DirectorOrange SMB Marketchristophe.rufin@orange.comTwitter : @christopherufin

Informa’s 12th Annual Industry Outlook 2014

Digital Futures: Creating new roles and value chains

Empowering SoHos with Digital Services

Thursday, November 7, 2013 | Cavendish Conference Centrewww.industry-outlook.com

About Orange

Pro

With 3 top-level customer segments

Consumer

Small Business< 50 employees

Enterprise and MNCs

On of the world leader CSPs232M customers in 160 countries

Turnover : 43,5B€ (2012)

Business Services

About Le cloud pro

The French leading web & mobile SaaS suite, providing enterprise grade services through Orange and best-in class partners

Strategic context

Strategic context (1)

the decline of core-business revenues

Strategic context (2)

CSPs are still small players in the cloud…

$16,602

$2,400

$1,000

$2,497

$624

$115

$0 $5,000 $10,000 $15,000 $20,000

SaaS

IaaS

PaaS

Global Cloud Market, US$M

Telecom Cloud Global Cloud

Source: Informa Telecoms & Media - 2011

SMB Market opportunity

SaaS key promise: service, not software

“Don’t buy the cow, if you just need milk”

Secure my data

Automate my office

Small Businesses expectations: the Maslow Pyramid

Make my business

successful

Improve my collaboration

Manage my business

Small Businesses: changing hats everyday

Small Businesses demand

the « mass market » SMB is a myth

What we did

local vendors

Business Administration Marketing & CommunicationProductivity

Le cloud pro: 16 partners (8 local)

RFP scouting

Invoicing

Billing & inventory

Accounting

Media printing

Website, e-commerce

Blog, social media

Networking

Search engine marketing

Email marketing

Office automation

Backup and share

Audio & web conference

Scanning and filing

Software training

Languages training

Le cloud pro: business clusters

Construction workers

Retail Hotels, cafes, restaurants

Independent professionals

Healthprofessionals

Electronic payment

Fax

Remote transmission for social security

Video surveillance

On-demand IT support

CLOUD SERVICES OTHER PROFESSIONAL SERVICES

Audio & web conference

Website

Website for health professionals

Email marketing

MS Office

Backup and share

Scanning and filing

RFP scouting

Invoicing

2011 - Q3 2011 - Q4 2012 - Q1 2012 - Q2 2012 - Q3 2012 - Q4 2013 - Q1 2013 - Q2

Customer base: ramp-up

Main actions on sales channels and their consequences

Customer base: details

Retail

Hotels & restaurants

Construction workers

Independent professionals

Health professionals

% of sales, by type By business sector, group 1 By business sector, group 2

54

46

Oct. 2013

Return on experience

Key success factors and recommendations (1)

Set-up an agile team

Key success factors and recommendations (2)

Drive customer interaction

Key success factors and recommendations (3)

Get your sales teams out of routine

Key success factors and recommendations (4)

Reinvent the way you work

Conclusion

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!

Christophe RufinCloud Services DirectorOrange SMB Marketchristophe.rufin@orange.comTwitter: @christopherufin

Empowering SoHos with Digital Services

THANK YOU!

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