The majority of cloud computing revenue in 2012 was generated from vendors with sales over $75M (66%) and who are privately held (77%), with Platform-as-a-Service (PaaS) projected to attain a 41% compound annual growth rate (CAGR) through 2016.
Market Monitor, a service of 451 Research, is also predicting 36% CAGR in cloud computing, growing from $5.7B in 2012 to $20B by the end of 2016 in their Cloud-as-a-Service overview report. Other research firms including Gartner have much higher forecasts for cloud computing in general and IaaS, PaaS and SaaS specifically.
Market Monitor relies on a bottoms-up forecasting methodology that includes revenue analysis and forecasts from 309 cloud-services providers and technology vendors across 14 sectors. Their taxonomy defining Cloud as a Service is shown in the following graphic:
Here are the key take-aways from the report:
The cloud computing market will grow from $5.7B in 2012 to $20B in 2016, attaining a 36% CAGR over the forecast period. The following graphic from the report shows the breakout of revenue on a yearly basis throughout the forecast period.
Platform-as-a-Service (PaaS) will attain a 41% CAGR through 2016, generating 24% of total cloud revenues. 71% of PaaS revenues will be generated by vendors over $75M in sales according to the study.
Infrastructure-as-a-Service (IaaS) will attain a 37% CAGR through 2016, generating 51% of cloud revenue. 69% of IaaS revenues will be generated by vendors over $75M in sales according to the study.
SaaS will attain a 29% CAGR through 2016 and the distribution of revenue by vendor size shows how fragmented this area of the market is. The following is a summary table from the report showing distribution of sales by vendor and category.
Selling software to accountants, auditors and Chief Financial Officers (CFOs) takes accuracy, precision and software quality to an entirely new dimension.
Having worked at a start-up selling hosted accounting and finance applications to small and medium businesses, I’ve seen first-hand how demanding these professionals can be. And rightly so, the system of record they manage keeps their businesses financially strong and growing. Intacct is one of the companies I’ve tracked for the last few years in this area, and I recently had a chance to speak with their CEO, Robert Reid.
While there are many cloud financial management and accounting companies creating interesting products and winning customers, Intacct is unique. Rob has infused a passion for customer centricity into the company along with a mindset of continual innovation in their applications’ user experience. Rob is a longtime veteran of the enterprise software industry, having served previously as CEO of LucidEra and previous to that, group vice president of Siebel CRM On Demand for Oracle Corporation managing the SMB sector. He also served as president and CEO of on-demand CRM innovator UpShot, where Rob grew the company tenfold before it was acquired by Siebel. He is also one of the executive founders of Documentum. You can find his LinkedIn profile here.
I recently had a chance to speak with Rob regarding his perspective on cloud computing in general and regarding Intacct’s business specifically. Here’s a transcript to my interview with him:
What are the three biggest challenges you see to Intacct’s growth over the long-term and how will you and the management team address them?
Our biggest challenge by far is finding great people. People who are curious, people who want to learn and continually grow while also being customer-centric. We’re looking for great people with these attributes and those who want to do rewarding, challenging work. That’s a high priority for us today.
Second, we’re looking to add more partners who have expertise in accounting and finance to grow along with us and help customers anticipate what they need to do today and in to the future to deliver value to their organizations .
Third, anticipating the growth of the business and being able to effectively plan for the pace and direction of change is critical to us.
SaaS-based applications have proved themselves very well in small and medium businesses. How and why are small businesses adopting SaaS-based accounting and finance systems today? How is this going to change in the future?
We’re seeing usability and excellent customer experience designed into cloud applications being essential for the growth of our business. In fact we’ve done intensive studies of how our customers can save time and be more productive with greater usability improvements, quickly released into our applications.
Intuitive design of application workflows, in accounting and finance, is another key success factors we’re seeing today. This is leading to a consumerization of financial management systems.
Accounting and financial professionals are after greater visibility into their financials. Analytics and modeling from an accounting perspective is also a high priority for our customers today. The 21rst century CFO needs to have these analytics and modeling tools with real-time data to do their jobs, and we’re very focused on delivering them.
A critical success factor for any SaaS-based accounting system is the ability to integrate with 3rd party systems and also migrate legacy data. Can you speak to this aspect of your company’s product and service strategy, and what your plans are in this area going forward?
Our architecture includes Open Application Programmer Interfaces (APIs) that simplify the complexity of integrating with homegrown, legacy and 3rd party databases and systems. Over the last decade we’ve fine-tuned these APIs, publishing them free for our customers. We’ve learned much from listening to our customers, continually fine-tuning APIs to stay in step with their needs. Our APIs are making it possible for our systems to have inbound and outbound data from systems throughout our customers’ businesses creating a reliable system of record.
With SaaS it’s possible to accelerate the release cycles to any pace a company chooses. Right now Intacct is committing to four major releases a year. Are there plans to accelerate the release cycle and do more?
We’re staying with four major releases a year out of respect for the change management aspects of our customers. Doing releases more often than that would force our customers to continually be educating their accounting, finance, reporting and services teams of new features. We do make tens of smaller releases a year to incrementally add features customers ask for. And our customers can choose to enable these features as they are added to our applications. We are finding that balance between agile development and quality assurance of configurable features, while striving to make usability and the user experience paramount.
Much has been said regarding single tenancy and multi-tenancy. Can Intacct customers choose between these options? Is there a price premium for choosing one over another?
We are exclusively multi-tenant as it makes the most sense for our customers economically. If a customer chooses a single-tenancy solution it takes a ton of time from an operations team to run it; so it ends up being a bad economic model for the company. Since the hardware, and resources aren’t being shared, a single tenant system ends up being the most expensive way to go. There is a tremendous amount of cloud washing going on out there, where software companies and providers are trying to put a glow on old technology by calling it single tenancy, when it is really just a hosted version of that old application. It is important to choose a cloud system that was built from day one to be in the cloud and deliver tremendous value.
Do you partner with a cloud provider or own your own hosting center? Are your long-term plans to own your own data centers?
Our global hosting partner is Savvis. We manage the servers and have complete control over our Service Level Agreement (SLA) monitoring and reporting. We’ve also provided every customer with 24/7 transparency into our applications’ stability and reliability.
What percentage of your sales are from North America relative to Europe and Asia? How do you see this changing in the next three years?
The majority of our customers are located in the United States, but have on average five locations around the world.. Our multicurrency, multientitiy, and consolidated roll-up features are heavily used by this group of multinational customers.
Intacct has done well selling to accountants and financial professionals, a community known for valuing accuracy, auditability and precision. How has Intacct been able to both evangelize cloud computing and cloud-based accounting systems to this pragmatic, at times skeptical market segment?
We’re selling to the 21rst century CFO really well, stressing the need to have real-time visibility into operations and the ability to define metrics and modeling of current and future financial performance of their business. As we’re selling them more than a system of record, but a system of engagement. Our approach is to show how they can accelerate their growth as a business with better insights for all of the knowledge workers into their overall performance.
In 2009 the American Institute of Certified Public Accountants (AICPA), and its subsidiary, CPA2Biz, chose Intacct as the only preferred provider of financial applications to CPA professionals and AIPCA members. Intacct was given an exclusive five year agreement that was extended for another three taking the agreement to at least 2017. In addition, the International Federation of Accountants (IFAC) has chosen Intacct as their internal accounting and financial management application as well. Much has been said about the role of trust in enterprise software in general and cloud-based applications specifically. The AICPA and IFAC have given us the chance to be the trusted solution to customers as a result.
You’ve often said that Intacct is very focused on getting customers back their time. How are you designing in greater usability and performance improvements to Intacct’s applications to make this happen?
We have a feature called dimensions, which gives our customers the flexibility to create and track the metrics that are specific to their business. One of the most compelling cases of the value of dimensions is the example of a airplane leasing company that was able to grow their business 30% faster each year based on the increased insights gained. Using our dimensions capability, the plane leasing company was able to track plane leasing data, track how many times a given plane had been leased, compare costs of other planes and also track the lifetime value of the planes as well. One of the most fascinating aspects of this analysis is the finding that over time planes initial values drop and then increases in value, just like a Ferrari. Using dimensions gave the company the ability to analyze their data in new ways and, in turn, manage their assets more effectively and profitably than ever before.
The Intacct Accountants Program is one of the more unique in the industry. Can you discuss how your company was successful in recruiting partners, and what your plans are for 2013 and beyond with this program?
This is one the top three strategic initiatives we continue to invest heavily in. We’ve been able to build a successful program by concentrating on partners with strong accounting domain expertise, excellent command of billing and profitability analysis, and a broad base of accounting and finance expertise. Our alliance with the AICPA has also helped in making our Accountants Program a success.
Do you use personas as part of your product development, product management and marketing strategies? Can you comment on them briefly and how they are impacting your approach to product development and marketing?
We use personas extensively throughout our development, marketing and selling strategies. Our personas include titles and roles, as well as problems and needs. We also have a Follow Me To Work Program which is invaluable in fine-tuning the usability of our applications. Intuit pioneered many of the advances in Follow Me Home research programs to fully understand customers’ needs. We have much of the original Intuit QuickBooks product management and engineering teams working for us today, focusing on how to continually improve usability and our customers’ experiences with our software.
Using analytics to better understand the cloud computing job market is fascinating.
One of the most advanced companies in this area is Wanted Analytics, who aggregates job postings from over 500 job boards and maintains a database of over 600 million unique job listings. They specialize in business intelligence for the talent marketplace, providing insights into how one company’s salary range compares to competitors for the same position, also calculating the difficulty to hire a given type of candidate. They’ve developed a unique Hiring Scale to accomplish this.
I recently had a chance to test-drive their analytics applications. Using the parameters to analyze all cloud computing jobs that pay $100,000 a year or more for the analysis, I ran several queries. Key takeaways include the following:
San Jose-Sunnyvale-Santa Clara, CA leads the MSAs with a salary range $118K to $144K and one of the highest Hiring Score index values of 81, meaning it is very difficult for employers to find candidates who are qualified for their open positions. Bridgeport-Stamford-Norwalk, CT is next with a salary range of $117K to $143K and a Hiring Index Score of 75. The SMA for San Francisco-Oakland-Fremont, CA shows a salary range of $114K to $140K and a relative high Hiring Scale of 88. Salary range for cloud computing professionals charted by metropolitan statistical area (MSA) is shown below:
Professional, Scientific and Technical Services (31%), Information Technologies (30%) and Manufacturing (12%) lead the top ten industries hiring cloud computing professionals in positions paying $100K or more. Wanted Analytics uses the NAICS taxonomy to organize this area of their database.
A total of 5,299 positions are open today for Computer Software Engineers, Applications and Architects as is shown in the following graphic. What is surprising is the rapid increase in Marketing Managers (1,076 positions), Sales Representatives, Wholesale and Manufacturing, Technical and Scientific Products (576 positions) and Sales Engineers (452 positions). Wanted Analytics uses the Standard Occupational Classification (SOC) taxonomy too organize this area of their database. The results are shown in the graphic below:
In 2013, expect to see the pace of mergers and acquisitions for cloud computing, mobile and analytics technologies accelerate as software vendors look to fill gaps in their product and service strategies. This and other key insights of how cloud computing is reshaping the merger and acquisition landscape can be found in the latest Price Waterhouse Coopers (PwC) report published today.
Enterprise Software Players: In Search of Sticky Revenue and Higher Margins
The major catalysts driving cloud deals forward in 2013 are enterprise software companies’ need to redefine their business models and find sources of sticky revenue that can replace for many of them, dwindling maintenance revenue streams. Knowing that the annuity model of cloud computing works best with multiyear payments required at the beginning of a customer engagement, enterprise software companies are looking to strengthen this area of their product portfolios. Third, the faster cloud acquisitions can be integrated into their legacy systems, the more upsell can be achieved with their large installed bases of customers. The greatest challenge many of them face however is selling entirely new cloud applications to entirely new customers they’ve never sold to before. The potential of these entirely new markets however is going to be a valuation multiplier in 2013 and beyond.
Here are the key take-aways from PwC’s report:
Software and Internet deals represented 57% of transactions closed in 2012, a figure that PwC has seen steadily grow over the last two years. Cumulative value for software and Internet deals represented 53% of total 2012 deal value, an increase from 51% in 2011. Software deals represented over a third of 2012 technology deals, generating 35% of deal volume and 36% of deal value for the year A comparison of both years and technology sectors are shown in the following graphic:
PwC takes a cautionary, conservative tone in this report showing how overall IT spending growth finished the year at an anemic 1.2% while technology deal volumes and values dropped by just under 20% from the prior year.
The report cites Gartner and Forrester’s optimistic IT spending forecasts for IT growth predicting a recovery in 2013 followed by accelerating growth in 2014 according to Forrester.
PwC is seeing SaaS, mobile devices, analytics and Big Data as the drivers of current and future M&A growth and a fundamental shift in deal volumes to software and Internet deals based on these technologies. The report says the most promising areas of M&A activity in 2013 are mobile application development start-ups who have the intellectual property it would take years for enterprise software companies to create on their own.
Analytics will move from being a differentiator to the cost of doing business, a key point made in the PwC analysis. PwC claims that analytics M&A will accelerate across all enterprise software vendors as they seek to fill gaps in their product and service strategies, and position themselves for growth in specific areas of the emerging industries using Big Data.
PwC reports that monthly deal volumes for software remained relatively even throughout 2012, hovering at 8-9 transactions per month and averaging just over 20 per quarter. The average deal value of $433M for 2012 was slightly lower than 2011 levels of $438M but an increase in the number of deals in excess of $500M helped to keep average deal values high. The report also shows how 2012 saw 18 deals (21% of volume) in excess of $500M closed, the majority of which closed in the latter half of the year. Fourteen deals greater than $1B closed in 2012, an increase of 8 deals (133%) over 2011. The following is a graphic comparing software sector deals by volume and value:
Bottom line: The land grab is on for intellectual property in the fields of mobile application development, analytics and cloud computing as enterprise software vendors look to fill gaps in their product and service strategies.
Last week Plex Systems, a leading provider of SaaS-based Enterprise Resource Planning (ERP) systems announced enterprise software veteran Jason Blessing has joined their company as CEO. He is responsible for the strategic direction and growth of the company, and has a proven track record in many facets of enterprise software, from new application development to professional services. His extensive experience includes previous executive positions at Oracle, Taleo, PeopleSoft and Price Waterhouse. You can find his LinkedIn profile here.
Plex Systems’ success delivering ERP entirely on the SaaS platform to manufacturers have many industry analysts, experts and pundits saying their unique business model is prescient of the future of enterprise software. Originally designed for an automotive parts manufacturer, Plex Online is being adopted by aerospace and defense, food and beverage, high tech and electronics, industrial machinery, and precision metal manufacturers. You can find an overview of Plex Systems here.
I recently had a chance to speak with Jason and get his views on the future of ERP, SaaS in manufacturing and the enterprise, and what he sees as the greatest challenges and opportunities for Plex Systems.
Here’s a transcript of my interview with Jason Blessing, the new CEO of Plex Systems:
What are the three biggest challenges you see to Plex Systems’ growth over the long-term and how will you and the management team address them?
Our greatest challenge is awareness of who Plex Systems is and the value we are delivering to our manufacturing customers today. We’re already putting together programs that will highlight the very meaningful customer base we have and what they are able to accomplish using Plex Online. Second, we’re going to continue making significant product investments. Our owners are growth-minded and we’re looking to create a beachheads in additional areas to compliment our heritage in auto manufacturing. Third, we’re going to expand our sales and marketing investments to provide better coverage domestically and in Europe and Asia. We’re also on a mission to lead the resurgence of manufacturing in America by giving small and mid-sized companies the systems they need to be formidable global competitors.
SaaS-based applications have proved themselves in the enterprise. How and why are manufacturers adopting SaaS-based ERP systems today? How is this going to change in the future?
Credit has to go to Taleo and Salesforce for proving SaaS can succeed at the departmental level in the enterprise. We’re finding that the combination of financials and Manufacturing Execution Systems (MES) delivered in the cloud is very well-suited for small and medium manufacturers. These manufacturers often don’t have a large Information Technologies (IT) staff and want to offload these systems so they can stay focused on their core business. In this sense we free up these smaller manufacturers to get back to work running their businesses without having to hassle with large, complex and costly ERP deployments.
Will SaaS-based ERP systems cannibalize monolithic ERP systems or coexist and compliment them? Or are you seeing a mix of both cannibalization and coexistence? For Plex Systems, what’s the best direction?
We do see customer that adopt parts of our solution, quality for example, to test the cloud model before going wall to wall Plex. Another approach we see is customers who have global operations bring foreign factories online quicker than they had in the past as a result of SaaS. The end result will be the cannibalization of monolithic ERP systems by those that are SaaS-based.
One of the implicit factors in this area of cannibalization is the typical release cadence of a SaaS provider. Most large cloud providers have, on average, 3 releases a year. Here at Plex Systems we’re on a continuous release cadence. When a customer asks for a feature enhancement or entirely new set of functions, we strive to be very responsive with our release cycles and deliver what is needed.
Plex Systems has done well in several key manufacturing industries including automotive, A&D, electronics, food and beverage, and medical devices. Do you see Plex Systems moving into additional industries, and if so, which ones? Pharmaceutical and biotech for example.
We’re going to be fairly disciplined in our approach within the verticals we’re already selling into. We’re seeing increasing interest in moving core shop floor applications to the cloud for example, and we’re going to expand out our coverage in our core vertical markets as a result.
With the majority of sales in the United States, does Plex Systems have plans for Europe and Asia? What’s your perspective of those markets for SaaS-based ERP system sales?
We’re growing at an approximately compound annual growth rate of 30%+ per year, the majority of that growth coming from North America today. We’re also seeing strong interest from EMEA, South America and Asia. What’s driving our foreign market demand is the need manufacturers have for quickly getting production centers up and running on financials, MES and Supply Chain Management Systems (SCM). We also run our own data centers and have hot standby and back facilities supporting our worldwide customer base.
Two-tier ERP delivers significant business value and is growing in adoption. How will Plex Systems capitalize on this trend and what are the implications for the application development priorities?
We’re delivering two-tier ERP implementations today and one of the largest heavy equipment manufacturers in the world uses Plex Online to run their shop floor operations at several manufacturing centers. Their main ERP system is an SAP R/3 instance, and we integrate to that and help this manufacturer be more efficient at the individual plant and shop floor level.
Last year Plex Systems announced IntelliPlex, SmartPlex, in addition to several other significant new services and partnerships. Of these, IntelliPlex has the potential to deliver analytics and business intelligence to manufacturers who may have never had these metrics available before. How do you see analytics in manufacturing improving this year, and how will this augment Plex Online’s analytics strategy going forward?
Much of our success as a provider of SaaS-based ERP systems is due to the breadth of applications that span from the shop floor to the top floor. We’re seeing analytics resonate really well with the people who write us the checks, the top floor executives and their teams responsible for the getting the highest performance from manufacturing operations. We’re going to augment our analytics this year, supporting mobile devices. We’ve also been doing data mining of production data across the worldwide Plex Systems customer base and see the potential to create an index of manufacturing performance. We’re going to look at how this data will be able to help our customers predict economic conditions in their specific manufacturing industries.
There are a myriad of studies out on the impact of mobile technologies on manufacturing. Last year, Plex Systems introduced SmartPlex Mobile, which gives ERP users access to data on iOS and Android devices. Can you discuss the challenges of mobile adoption in manufacturing and how Plex Systems will address them?
Often mobile technologies installed and used on the factory floor are proprietary to the systems and workflows for that specific factory. They are fine-tuned to the specific workflows on the factory floor, and the proprietary nature of their electronics only work with the systems they are designed for and Plex Online supports many of these devices. Material handling, RFID and other logistics projects are based on these kinds of technologies.
We’ve also found that senior management teams want to get as close to real-time data as possible on each phase of manufacturing operations. SmartPlex Mobile is designed to give senior management teams visibility into operations on Android and iOS devices, and continues to gain interest from existing and new customers alike.
Many manufacturers are dealing with “brain drain” or the retiring and churn of their long-time manufacturing, process control, and quality management professionals. How do you see Plex Systems helping these manufacturers to retain that tacit knowledge in their organizations over their long-term?
We talk quite often about this with our prospects, customers and internally in our development meetings. Prospects are especially interested in how to solve this problem as tribal knowledge is often the most difficult to capture and re-use. It’s common to find manufacturers with a myriad of Microsoft Access databases, legacy systems and data locked on spreadsheets. Our architecture is based on a Master Data Management (MDM) model with gives manufacturers a single source or version of the truth. Using our experience implementing these systems in small and medium-sized manufacturers, we’ve found methods and techniques for managing corporate-wide data effectively.
Visualization in manufacturing including the extensive use of 2D and 3D CAD drawings is also accelerating. What are your thoughts on the future of visualization in manufacturing, and more specifically, which key process areas do you see Plex Systems addressing with its visualization strategy?
This area is critically important for the shop floor as it can drive higher levels of production quality quickly. We’re going to continue to invest in this area, and our Actify partnership gives us a strong foundation to build on in this area. The partnership with Actify allows us to embed engineering drawings directly in Plex, allowing shop floor workers to look up specifications on the fly to ensure high levels of quality. The drawings are highly valuable because they are contextualized in Plex (e.g., tied to the product in question) and don’t require any expensive CAD equipment or training to view.
Plex Systems has also built a strong foundation of partners including system integrators and resellers. Do you anticipate Plex Systems will increasingly rely on resellers or stay with primarily a direct sales strategy?
It’s very important to high fidelity relationships with customers when you’re selling SaaS-based enterprise software so the direct model is important to us. That said, partners are also very important to us because of the value they can bring to customers and the added reach they can provide us. So, we’ve been successful in creating a partner program, which has a rigorous certification process that ensures those we partner with have strong domain expertise to serve our shared customers. Partners can quickly become a force multiplier for us, and we’re working towards that goal by keeping direct sales in balance.
Disclaimer: This interview was done independent of Plex Systems. I have not and have never been a paid consultant of the company. I approached them to do this interview based on insights gained from WordPress analytics showing readers’ interest in ERP, SaaS and enterprise software.
The latest round of cloud computing and enterprise software forecasts reflect the growing influence of analytics, legacy systems integration, mobility and security on IT buyer’s decisions.
Bain & Company and Gartner have moved beyond aggregate forecasts, and are beginning to forecast by cloud and SaaS adoption stage. SAP is using the Bain adoption model in their vertical market presentations today.
Despite the predictions of the demise of enterprise software, forecasts and sales cycles I’ve been involved with indicate market growth. Mobility and cloud computing are the catalysts of rejuvenation in many enterprise application areas, and are accelerating sales cycles. Presented in this roundup are market sizes, forecasts and compound annual growth rates (CAGRS) for ten enterprise software segments.
Key take-aways from the latest cloud computing and enterprise software forecasts are provided below:
Public and private cloud computing will be strong catalysts of server growth through 2015. IDC reports that $5.2B in worldwide server revenue was generated in 2011 or 885,000 units sold. IDC is forecasting a $9.4B global market by 2015, resulting in 1.8 million servers sold. Source: IDC Worldwide Enterprise Server Cloud Computing 2011–2015 http://www.idc.com/getdoc.jsp?containerId=228916
IDC reports that enterprise cloud application revenues reached $22.9B in 2011 and is projected reach $67.3B by 2016, attaining a CAGR of 24%. IDC also predicts that by 2106, $1 of every $5 will be spent on cloud-based software and infrastructure. Report, Worldwide SaaS and Cloud Software 2012–2016 Forecast and 2011 Vendor Shares, Link: http://www.idc.com/getdoc.jsp?containerId=236184
11% of companies are transformational, early adopters of cloud computing, attaining 44% adoption (as defined by % of MIPS) in 2010, growing to 49% in 2013. This same segment will reduce their reliance on traditional, on-premise software from 34% to 30% in the same period according to Bain & Company’s cloud computing survey results shown below. SAP is using this adopter-based model in their vertical market presentations, an example of which is shown here.
The three most popular net-new SaaS solutions deployed are CRM (49%), Enterprise Content Management (ECM) (37%) and Digital Content Creation (35%). The three most-replaced on-premise applications are Supply Chain Management (SCM) (35%), Web Conferencing, teaming platforms and social software suites (34%) and Project & Portfolio Management (PPM (33%). The following graphic shows the full distribution of responses. Source: User Survey Analysis: Using Cloud Services for Mission-Critical ApplicationsPublished: 28 September 2012
In 2011, the worldwide enterprise application software market generated $115.1B in revenue, and is projected to grow to $157.6B by 2016, attaining a 6.5% CAGR in the forecast period. Gartner reports that 38% of worldwide enterprise software revenue is from maintenance and technical support; 17% from subscription payments; and 56% from ongoing revenue including new purchases. An analysis of the ten enterprise software markets and their relative size and growth are shown in the figure below along with a table showing relative rates of growth from 2011 to 2016. Source: Forecast: Enterprise Software Markets, Worldwide, 2011-2016, 3Q12 Update Published: 12 September 2012 ID:G00234766
In working with manufacturers and financial services firms over the last year, one point is becoming very clear: SaaS is gaining trust as a solid alternative for global deployments across the enterprise. And this trend has been accelerating in the last six months. One case in point is a 4,000 seat SaaS CRM deployment going live in Australia, Europe, and the U.S. by December of this year.
What’s noteworthy about this shift is that just eighteen months ago an Australian-based manufacturer was only considering SaaS for on-premises enhancement of their CRM system. What changed? The European and U.S. distribution and sales offices were on nearly 40 different CRM, quoting, proposal and pricing systems. It was nearly impossible to track global opportunities.
Meanwhile business was booming in Australia and there were up-sell and cross-sell opportunities being missed in the U.S. and European-based headquarters of their prospects. The manufacturer chose to move to a global SaaS CRM solution quickly. Uniting all three divisions with a global sales strategy forced the consolidation of 40 different quoting, pricing and CRM systems in the U.S. alone. What they lost in complexity they are looking to pick up in global customer sales.
Measuring Where SaaS Is Cannibalizing On-Premise Enterprise Applications
Additional take-aways from this report include the following:
Perceived lower Total Cost of Ownership (TCO) continues to be the dominant reason enterprises are considering SaaS adoption, with 50% of respondents in 2012 mentioning this as the primary factor in their decision.
CRM is leading all other enterprise application areas in net new deployments according to the Gartner study, with the majority of on-premise replacements being in North America and Europe.
Gartner projects that by 2016 more than 50% of CRM software revenue will be delivered by SaaS. As of 2011, 35% of CRM software was delivered on the SaaS platform. Gartner expects to see SaaS-based CRM grow at three time the rate of on-premise applications.
95% of Web analytics functions are delivered via the SaaS model whereas only 40% of sales use cloud today according to the findings of this study.
The highest adoption rates of SaaS-based applications include sales, customer service, social CRM and marketing automation.
SaaS-based ERP will continued to be a small percentage of the total market, attaining 10% cannibalization by 2012. Forrester has consistently said this is 13%, growing to 16% by 2015.
Office suites and digital content creation (DCC) will attain compound annual growth rates (CAGR) of 40.7% and a 32.2% respectively from 2011 through 2016. Gartner is making the assumption consumers and small businesses will continue be the major forces for Web-based office suites through 2013.
The four reasons why companies don’t choose SaaS include uncertainty if it is the right deployment option (36%), satisfaction with existing on-premise applications (30%), no further requirements (33%) and locked into their current solution with expensive contractual requirements (14%).
Bottom Line: Enterprises and their need to compete with greater accuracy and speed are driving the cannibalization of on-premise applications faster than many anticipated; enterprise software vendors need to step up and get in front of this if they are going to retain their greatest sources of revenue.
Customers are quickly reinventing how they choose to learn about new products, keep current on existing ones, and stay loyal to those brands they most value. The best-run companies are all over this, orchestrating their IT strategies to be as responsive as possible.
The luxury of long technology evaluation cycles, introspective analysis of systems, and long deployment timeframes are giving way to rapid deployments and systems designed for accuracy and speed.
CIOs need to be just as strong at strategic planning and execution as they are at technology. Many are quickly prioritizing analytics, cloud and mobile strategies to stay in step with their rapidly changing customer bases. This is especially true for those companies with less than $1B in sales, as analytics, cloud computing and mobility can be combined to compete very effectively against their much bigger rivals.
What’s Driving CIOs – A Look At Technology Priorities
Gartner’s annual survey of CIOs includes 2,300 respondents located in 44 countries, competing in all major industries. As of the last annual survey, the three-highest rated priorities for investment from 2012 to 2015 included Analytics and Business Intelligence (BI), Mobile Technologies and Cloud Computing.
Source: From the Gartner Report Market Insight: Technology Opens Up Opportunities in SMB Vertical Markets September 6, 2012 by Christine Arcaris, Jeffrey Roster
How Industries Prioritize Analytics, Cloud and Mobile
When these priorities are analyzed across eight key industries, patterns emerge showing how the communications, media and services (CMS) and manufacturing industries have the highest immediate growth potential for mobility (Next 2 years). In Big Data/BI, Financial Services is projected to be the fastest-developing industry and in Cloud computing, CMS and Government.
In analyzing this and related data, a profile of early adopter enterprises emerges. These are companies who are based on knowledge-intensive business models, have created and excel at running virtual organization structures, rely on mobility to connect with and build relationships with customers, and have deep analytics expertise. In short, their business models take the best of what mobility, Big Data/BI and cloud computing have to offer and align it to their strategic plans and programs. The following figure, Vertical Industry Growth by Technology Over the Next Five Years, shows the prioritization and relative growth by industry.
Source: From the Gartner Report Market Insight: Technology Opens Up Opportunities in SMB Vertical Markets September 6, 2012 by Christine Arcaris, Jeffrey Roster
How Mobility Could Emerge As the Trojan Horse of Enterprise Software
Bring Your Own Device (BYOD), the rapid ascent of enterprise application stores, and the high expectations customers have of continual mobile app usability and performance improvements are just three of many factors driving mobility growth.
Just as significant is the success many mid-tier companies are having in competing with their larger, more globally known rivals using mobile-based Customer Relationship Management (CRM), warranty management, service and spare parts procurement strategies. What smaller competitors lack in breadth they are more than making up for in speed and responsiveness. Gartner’s IT Market Clock for Enterprise Mobility, 2012 captures how mobility is changing the nature of competition.
Source: IT Market Clock for Enterprise Mobility, 2012 Published: 10 September 2012 Analyst(s): Monica Basso
Bottom Line – By excelling at the orchestration of analytics, cloud and mobile, enterprises can differentiate where it matters most – by delivering an excellent customer experience. Mobility can emerge as an enterprise Trojan Horse because it unleashes accuracy, precision and speed into customer-facing processes that larger, complacent competitors may have overlooked.
Enterprises are beginning to change their buying behaviors based on the deployment speed, economics and customization that cloud-based technologies provide. Gartner cautions however that enterprises are far from abandoning their on-premise models and applications entirely for the cloud.
Based on an analysis of the Gartner Hype Cycle for Cloud Computing, 2012, the best results are being attained by enterprises that focus on a very specific strategy and look to cloud-based technologies to accelerate their performance. Leading with a strategic framework of goals and objectives increases the probability of cloud-based platform success. Those enterprises that look to cloud platforms only for cost reduction miss out on their full potential.
While the hype surrounding cloud computing may have peaked, cloudwashing continues to cause confusion and inflated expectations with enterprise buyers. This just slows down sales cycles, when more straightforward selling could lead to more pilots, sales and a potentially larger market. Cloud vendors who have the expertise gained from delivering cloud platforms on time, under budget, with customer references showing results are starting to overtake those that using cloudwashing as part of their selling strategies.
Additional take-aways from the Gartner Hype Cycle for Cloud Computing include the following:
Cloud Email is expected to have a 10% adoption rate in enterprises by 2014, down from the 20% Gartner had forecasted in previous Hype Cycles. This represents modest growth as the adoption rate of this category had been between 5 and 6% in 2011.
Big Data will deliver transformational benefits to enterprises within 2 to 5 years, and by 2015 will enable enterprises adopting this technology to outperform competitors by 20% in every available financial metric. Gartner defines Big Data as including large volumes processed in streams, in addition to batch. Integral to Big Data is an extensible services framework that can deploy processing to the data or bring data to the process workflow itself. Gartner also includes more than one asset type of data in their definition, including structured and unstructured content. The Priority Matrix for Cloud Computing, 2012 is shown below:
Master Data Management (MDM) Solutions in the Cloud and Hybrid IT are included in this hype cycle for the first time in 2012. Gartner reports that MDM Solutions in the Cloud is getting additional interest from Enterprise buyers as part of a continual upward trend of interest in MDM overall. Dominant vendors in this emerging area include Cognizant, Data Scout, IBM, Informatica, Oracle and Orchestra Networks, are among those with MDM-in-the-cloud solutions.
PaaS continues to be one of the most misunderstood aspects of cloud platforms. The widening gap between enterprise expectations and experiences is most prevalent in this market. Gartner claims this is attributable to the relatively narrow middleware functions delivered and the consolidation fo vendors and service providers in this market.
By 2014 the Personal Cloud will have replaced the personal computer as the center of user’s digital lives.
Private Cloud Computing is among the highest interest areas across all cloud computing according to Gartner, with 75% of respondents in Gartner polls saying they plan to pursue a strategy in this area by 2014. Pilot and production deployments are in process across many different enterprises today, with one of the major goals being the evaluation of virtualization-driven value and benefits.
SaaS is rapidly gaining adoption in enterprises, leading Gartner to forecast more than 50% of enterprises will have some form of SaaS-based application strategy by 2015. Factors driving this adoption are the high priority enterprises are putting on customer relationships, gaining greater insights through analytics, overcoming IT- and capital budget-based limitations, and aligning IT more efficiently to strategic goals.
More than 50% of all virtualization workloads are based on the x86 architecture. This is expected to increase to 75% by 2015. Gartner reports this is a disruptive innovation which is changing the relationship between IT and enterprise where service levels and usage can be tracked.
Bottom line: Gartner’s latest Hype Cycle for Cloud Computing shows that when cloud-based platforms are aligned with well-defined strategic initiatives and line-of-business objectives, they deliver valuable contributions to an enterprise. It also shows how Infrastructure as a Service (IaaS) and Platform as a Service (PaaS) are the catalysts of long-term market growth. The following slide from the presentation High-Tech Tuesday Webinar: Gartner Worldwide IT Spending Forecast, 2Q12 Update: Cloud Is the Silver Lining (free for download) also makes this point.
Sales VPs for years have been test-driving SaaS-based CRM systems, piloting them with sales teams to see if using them leads to higher sales and greater customer retention. Marketing VPs and Chief Marketing Officers (CMOs) also continue to pilot SaaS-based web analytics and marketing automation applications.
What’s been missing from these pilots is the ability to bring CRM, marketing automation, sales management and web analytics systems into existing enterprise IT architectures just as fast. This is changing quickly. CRM vendors have been quick to respond to the challenge, offering Application Programmer Interfaces (APIs), integration adapters, connectors and from larger vendors, integrated bus architectures.
What the Hype Cycle for CRM Sales, 2012 Means
CRM’s real value is in unifying an entire enterprise based on its ability to sell, serve and retain customers better than before. Gartner shows this is a high priority for its CRM clients by underscoring which technology and application areas of the hype cycle are responding to his market dynamic, and which aren’t.
This Hype Cycle also reflects the urgency I hear from Sales VPs who want to get in control of the complex compensation, quota, territory management, job appraisal and sales coaching responsibilities they have. While each of these areas is essential, many companies, even those in enterprise software, have ignored these areas, allowing them to stay manually based. Gartner calls this area Sales Performance Management (SPM) and shows it has the highest benefit of all SaaS-based sales management applications in the next two years. Gartner’s analysis captures the time shortage that Sales VPs I know are facing; they have to get to high quota levels while also managing a diverse set of leadership responsibilities as well. The Hype Cycle for CRM Sales, 2012 (G00234919) is shown below:
Gartner estimates 35% of all CRM implementations today use SaaS, growing to over 50% by 2020 according to their projections. In 2011, more than $5 billion was invested in sales applications.
Cloud adoption varies significantly across CRM software categories with Web analytics achieving 95% adoption, Sales Force Automation achieving just over 50%, and Configure Price Quote (CPQ) achieving 40%. Cloud-based Sales Performance Management has the highest compound annual growth rate (CAGR) of any CRM category according to inquiry and client calls.
Sales, Customer Service, Social CRM and Marketing are the four fastest-growing areas of enterprise Sales applications on SaaS. Campaign Management is increasingly quickly, up from 19% using SaaS in 2010 to 29% in 2011.
Gartner sees significant growth in Configure Price Quote (CPQ), projecting a market of $300M in 2012, up from $240M in 2011. Gartner is due out with a MarketScope on CPQ shortly, where the 15 major vendors it tracks in this area will be ranked. 40% of existing implementations are on SaaS, and that proportion is increasing relative to licensed versions. Of the 15 vendors in this market, 12 have announced SaaS-based versions of their applications.
There are 3.8M Sales Force Automation SaaS users globally today.
By 2017, 25% of companies adopting CRM will have extended their customer service contact centers to include social media including Facebook, Twitter and other emerging online communities. As of 2012, Gartner is seeing only 1% of companies integrate social media into their companies’ departments and workflows to ensure a consistent customer experience.
Price Optimization will experience transformational growth in two to five years. Gartner sees this area as one of the most promising across all CRM Sales as can be seen in the Priority Matrix for CRM Sales 2012 below from the Hype Cycle for CRM Sales, 2012. The research firm has defined this market as including price analysis, price optimization and price execution. Gartner estimates this market was $180M to $190M in 2010. Vendor competing in this market include Accenture, Deloitte, Pros, Vendavo, Vistaar Technologies and Zilliant.
Social CRM (SCRM) for Sales is at the Peak of Inflated Expectations, with 90% of spending for these applications being generated from B2C companies. Gartner expects B2B companies to lead the growth of these applications through 2015, increasing spending from 5% of total SCRM sales in 2011 to 30% by 2015.
SaaS-based CRM sales within enterprises are expected to reach $4.48B in 2012, growing to $6.3B in 2015. The following table from the report Forecast: Software as a Service, Worldwide 2010-2015, 2H11 Update provides a frame of reference for SaaS-based CRM growth overall.
Salesforce leads all CRM vendors in market share growth, advancing 2.8% from 2010 to 2011 according to Gartner’s’ global market share analysis shown below. Salesforce attained 26.9% revenue growth from 2010 to 2011 ($1.3B to $1.6B) and 36.7% growth from 2011 to 2012 ($1.6B to $2.27B). The future momentum of Salesforce is in unifying the enterprise, redefining corporate IT in the context of the customer. Their recent acquisitions show analytics, marketing automation and development platforms are key priorities. The following table is from the report Market Share Snapshot: CRM Software, 2011 (G00233998).
Bottom line: Making CRM strategies successful has to start with a common vision and urgency for results. Both are happening quicker in CRM than ever before, driven by a much clearer understanding of what enterprises need and an impatience for results.