4 Years Cloud Business and Beyond. Dr. Sebastian Weik, Cloud Ecosystem Autumn Meeting 2016

Transcription

1 4 Years Cloud Business and Beyond Dr. Sebastian Weik, Cloud Ecosystem Autumn Meeting 2016

2 Saas Marketplace since 2012 Peak of Inflated Expectations? Plateau of Productivity Slope of Enlightenment Technology Trigger Trough of Disillusionment 2

3 : SaaS Business Marketplace Curated Portfolio Stand Before Model Security and data privacy standards of DTAG Hosted AND/OR Validated Models (Managed as Exception) Bundling in DTAG Price Plans Integration in DTAG Sales and Booking Systems 3

4 Since 2015: TelekomCloud - cloud.telekom.de All Cloud Stack in One Location Online POS Direct Sales Telesales Integrated and Joint G2M 4

5 Learnings What worked Less? Partner Model not Scaleable ( stand before, Technically) Creation of Product Brand for many Particular Products Challenging Legal Restrictions Strong for DT DTAG (i.e. TDG) Lacks Perception as IT-Provider Portfolio Selection and Completeness, Apps in Need of Explanation Enablement of DTAG Sales only Works for Limited # Products Everything takes longer than expected 5

6 Learnings What did work? Telekom Brand (Security, Reliability) attracts Partners Per-Product Marketing Automation is Key to Success Selected Technology (App Store, Cloud Stack) stable and cost efficient Apps with significant Market Pull (MS, Symantec, etc ) Work Best Telekom Promise of High Security is a Door-Opener (but Customers Hesitant to Actually Pay for it) We Did Not Give Up Cloud- Readyness and Awareness with Actual Customers Increased Bundling With Telekom Price Plans successfull but complex and limited 6

7 Chances Saas Marketplace / Partner Eco-System Slope of Enlightenment? Plateau of Productivity Is there Room for an Integrated, Vendor-independent Partner Ecosystem? What would be the key Differentiators? Which Elements would we Need for Success? Trough of Disillusionment 7

8 Need 1: Comprehensive Offering Comprehensive Offer Attracts More Customers Margi n Large Partners Attract Small Partners Attract Customers Acquisition Costs (incl. Production) forward Beschaffungskosten (inkl. Selbskosten) Large Partners with Brand Eco-System Small Partners Only comprehensive offering above critical mass is attractive to all participants Onboarding efficiency is key to success 8

9 Hosted on DT cloud stack Need 2: Transmissible and Adapted ISV-partner Model Focus on Top 5 use cases, compleme n-tary offering and longtail assuring a comprehen -sive offering Examples MAGENTA Category leader of Top 5 portfolio clusters Use cases show critical mass for horizontal GTM Examples GREEN Complementary offerings for Top- Portfolio Clusters Well established XaaS offerings complementing Top10 use cases Full sales push - All channels (direct sales, telesales, online) Stand before model - ADV, SLAs, billing, 1st level support, GTM agreement & individual contract Standardized easy to partner contract Examples BLUE Longtail Portfolio Industry specific, vertical application enhancing base offerings Every App that is interested and fulfils criteria Reactive sales - online only WiP Stand behind Billing, order mgmt. GTC Business 9

10 Need 3: Integration is Key Provide d by Partners Provided Products & Services API Development API Interfaces & Design Toolbox API Design Toolbox for partner solution development ISV ISV ISV Integration to and via DT Integration Layer API ISV Integration through DT Products and Services ipaas Digitization Toolkit for SIs and Cloud Integrators to implement solutions for SMBs by Integration Layer DTAG Infrastructure Marketplace 10

11 Need 4: Attractive Partner Model PARTNER GROWTH PATH Leverage ISV Ecosystem #of connectors to DTAG ISV Portfolio Drives Cross selling Potential & Attractiveness to SIs Be successful Share with SIs to drive reselling Level of Integration starter bronze hosted by DTAG Capitalize on DTAG Security Promise Silver Gold > 100 Credits > 200 Credits > 1000 Credits 11

12 Self-Propelling Win-WIN-WIN Pre-integrated Apps Easy and Efficient Solutions for SMBs Rev-Share for Reselling One-Stop- Shop for Comprehensive Offering SI/R SMB ISV License Management One Bill Security Made in Germany Trial Mode for Apps (Buy Decision) Efficient Path to Digitization Indirect Sales Through SI/Resellers Easy Onboarding Business Generation Billing/Collection 12

13 THANK YOU 13