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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 [email protected] : @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 [email protected]: @christopherufin
Empowering SoHos with Digital Services
THANK YOU!
