duncan robinson, parallels business consulting 5 th november 2014 building your cloud portfolio aps...
TRANSCRIPT
Duncan Robinson, Parallels Business Consulting5th November 2014
Building your cloud portfolioAPS Connect
2
Introduction to BCS
Who are we?
• Created 3 years ago in response to partner demand
• Strategy, Product management, GTM, Channel and expertise
• Focused on helping partners grow successful cloud businesses
• Part of new Customer Success organisation
• Advisory or dedicated delivery model
• Working with partners across the globe
Define the strategy
Deploy the solution
Launch and grow a successful
business
3
Agenda for today’s presentation
1
Share market observations and
insights
2
Ideas for developing the cloud portfolio
3
Group discussion: Priority services
for SMB’s
4
• Service provider cloud adoption is evolving Hoster telco/
IT Provider distributors
• Hot topic is bundling- Portfolios evolving beyond standalone - Providers and ISV’s starting to bundle cloud and core services
• Marketplaces fall short on volume expectations
Multi-channel strategies, based on segment, proving successful approach
INSIGHTS
Market observations
Cloud market evolution
5
• SMBs are adopting more cloud services• 50% SMBs today use only one service provider• SMBs are open to bundles that make billing easy
Source: Parallels SMB Cloud Insights™ (Global), 2014
Market observations
Latest customer insights
6
Building your cloud portfolio
2 common questions
1
How many services should I sell?
2
How do I develop my portfolio?
7
Parallels Recommendation: 5-9 services per category
Source: Parallels SMB Cloud Insights™ (Global), 2014
Web Hosting Support/Help Desk
Phone ConferencingVirtual Desktop (VDI)
Instant Collaboration
Hosted Email Payroll & HRWeb Conferencing
Online Backup & Storage
File Sharing AccountingOnline CRM
Building your cloud portfolio
How many services should I sell?
8
SMB Enterprise
Top 3 concerns:
1.Security
2.Cost
3.Performance and availability
Building your cloud portfolioSecurity concerns the major driver for business email
9
Building your cloud portfolio
Developing a product portfolio for Communications and Collaboration
Anchor Value Add Tools & Utilities
Email Web Conferencing Email Migration Email Security
Voice Conferencing Endpoint Protection
Email Archiving
Chat & Presence
File Sharing
10
Anchor Value-add Tools & Utilities
Web hosting Web Site Builder Security Backup
SEM/Analytics/Ad Words CDN Mobile Websites
E-Commerce Social Media Video Content
Website SecurityAppointment Scheduling
Email Campaign Marketing
Building your cloud portfolio
Developing a product portfolio for Web Business Building
11
Building your cloud portfolio
Business Applications growing in importance
• Business applications are predicted to be the fastest growing category globally and especially in mature European markets
• The category is fragmented and often driven by local ISV’s rather than larger Global applications
• Opportunities may be driven by vertical segment – Parallels have some interesting data
• There may be a requirement to onboard a local ISV
Recommendation:Identify 2-3 volume opportunities for Business Apps
12
• Most marketplaces lack meaningful differentiation• Integration and customization of multiple cloud services creates
differentiation• Vertical-specific solutions will differentiate by providing
• Comprehensive and relevant business solutions• Specialized apps/services • Vertical-specific marketplace
• Advice to SP’s/Resellers: Expand offerings to include integrated service bundles that are business-value-oriented
• Prediction: By 2015, 50% CSB providers will develop integrated vertical service bundles by company size
• Source: “Predicts 2014: Cloud Services Brokerage”, Gartner January 2014
Building your cloud portfolioOpportunity to create bundled services
13
Building your cloud portfolio
GROUP DISCUSSION
What are the next priority services for
you (and why?)
14
How can Parallels help?
2 key services
• Maximise your return on investment in cloud services
• Provides actionable recommendations to grow your business including:
Portfolio development Optimising Online experience Building Channel footprint
GTM Assessment
Service
Target Audience• Existing PA Partners
APS Advisory Service
Target Audience• Existing PA Partners• New PA Partners• ISV community
• Reduce time to market and monetise new APS 2.0 packages
• Combination of Business and Technical consulting to define service and create new package
• Includes project tracking and certification• Can be initiated by PA partner or ISV
15
Building your cloud portfolio
3 key takeaways
1
Expand your portfolio to meet growing SMB
and sales channel requirements
2
Pick the right services based on
current portfolio and channel capability
Talk to Parallels about how we can
help
3
17
Building your cloud portfolio
How do I develop my portfolio?
Market assessment
Target customers
Categories
Anchor services
Roadmap
Delivery model
• Detailed assessment of market size by customer, service category• Competitive landscape mapping and market attractiveness matrix
• Decide on target customer for cloud services based on market assessment and current capability/service portfolio of resellers
• Agree on service categories to be addresses based on target customer /market• Discuss number of services to be offered
• Discuss anchor services for each category to be addressed• Discuss potential ISV partners for services
• Discuss phasing of launches and number of services for each release• Agree services for first release and potential ISV’s
• Discuss delivery model for services and timing – Hosted v Syndicated