Business Models in the CloudAnders Trolle-Schultz, Managing Partner, SaaS-it ConsultSales & Inspiration Day, Microsoft Sweden, 120412

2

The Cloud Service Business

ManageBuild EnableProvide

Service Provider

Managed Service Enabler

Managed Service Provider

3

Prepare for shifting priorities

Traditional Solution Provider

Managed Service ProviderTechnical: Monitoring

11

2 Marketing2

Sales33

Business Consulting

44

Technical:Break-Fix55

Technical: Break-Fix

11

Technical Consulting

22

Business Consulting

33

Sales44

Marketing55

4

It has become a service gameBUT it´s all about management– the service is not enough

50%

19%

14%

17%

Usage/Paying customers

Source: Totango.com

Less than once per monthLess than once per week

Weekly login

Daily login

5

The Cloud Service Business - partners

ManageEnableBuild Provide

Service Provider

Managed Service Enabler

Managed Service Provider

Aggre

gate

Distrib

ute

Moving towards the ”hybrid distribution model”

6

Hybrid distribution modelCustomer

Off-line channel On-line Channel

X as a Services from Major Vendors

Traditional Software Licences

Hardware

Software Vendor

Service/HostingProvider

Hardware Vendor

LARDistributor/Aggregator

ISV

Business Advisor

VAR

SI

7

Roles to play – Service Provider

Build Provide

Service Provider

Economy of scaleMore than just commodityIaaS/(PaaS)/SaaS

Who is your customer?

Aggregate services2nd/3rd Line supportChannel support

DIYThrough a Distributor

8

ManageEnable

Managed Service Enabler

Roles to play – Managed Service Enabler

Trusted AdvisorCreate the trustBusiness Consulting

MarketingSalesHaaS?EnableManageIntegrate1st line support

9

What are you going to be?Building and Providing Services?Aggregator?DistributorEnablerSales & Marketing ”machine”

Choose before the choice is made for you

10

You need to....

……embrace the role as Trusted Advisor

Questions?

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SaaS-it ConsultLangebrogade 5, Suite 1.07DK-1411 Copenhagen K

Anders Trolle-Schultz

ats@saas-it.netwww.saas-it.net+45 24 25 03 03