Welcome!

Machine Learning Authors: Yeshim Deniz, Pat Romanski, Liz McMillan, Elizabeth White, Amit Gupta

Related Topics: @CloudExpo, Microservices Expo, Containers Expo Blog, Machine Learning , CRM, Apache

@CloudExpo: Article

Cloud Computing Strategies to Fast Track Revenue Generation

No matter how great a product or an idea is, they both need an equally nurturing environment to succeed

Today's information technology era is driven by software providers of all shapes and sizes. On the one hand we have big or very big providers who have established themselves through very sophisticated business models and ecosystem channels they have invested in for a long time. Tried and tested business processes enable them to stay ahead of the curve when responding to new customer demands - either through large investments in new innovations or because of the market reach they have established over time.

On the other hand, there are several small and medium independent software vendors (ISV) who are focusing on solving very specific problems or addressing niche segments differently. While these small and medium ISVs have created their own space, they are constantly challenged to keep building newer products or adding new features to stay in the game. Another challenge they face is to maintain their market position with changing tastes and a perpetually evolving genre of customers. Customer ‘stickiness' is never guaranteed and this poses a great threat to an ISV's revenue cycles in spite of good engineering capabilities.

ISVs get categorized into two different segments - each one facing different challenges. The first category is ISVs that are either startups, having nascent products or somewhat old players that are forced to redo their product portfolio significantly to deliver renascent products. The second category is ISVs that are establishing product/s but need to take that extra leap to survive through future disruptive market cycles or product revitalization. The game is on between ISVs with products that are either nascent / renascent or ISVs having products under a revitalization process.

For the first category of ISVs it's prudent for them to acquire or build a new mechanism to bring their nascent or renascent products to market without much delay. This mechanism means - apart from product engineering functions that ISVs invest in, the rest of the product functions are aligned and empowered for a quick go-to-market strategy. For example, it's crucial to pass through the ‘marketing - promotion - sales' cycle very quickly and also jump-start the order-to-cash cycle for quicker revenue realization helping back up incremental product releases.

Several non-engineering aspects directly become part of this type of ISV's critical path for success. A separate challenge in itself, this dependency is very much unavoidable. However, it is not surprising that ISVs that own the burden of pushing new ideas and features to market do not have the necessary technology or expertise to implement non-engineering mechanisms.

These functions are non-core to technology companies and add significant overhead and investments - to position and channel the products in the market correctly and in a timely fashion. This is where a custom cloud strategy can play a hydrant role in not only forming but also delivering fast-paced revenue generation cycle. After all, no matter how great a product or an idea is, they each need an equally nurturing environment to succeed. And this is why an ISV's cloud roadmap needs to be capable of creating a boost - to identify or create the right and conducive environment that a product needs for its success.

These ISVs first need to identify a distinguishable cloud roadmap that deviates from or complements traditional ways of implementing a go-to-market plan. The distinguishable factor here means the capability to add the extra speed, agility and ensuring the quality of the process. Another key aspect of the strategy should be to create the model that provides the direct link between the cost arbitrage benefits to the roadmap.

Besides using cloud services for relationship management, ISVs need to plan to leverage cloud tools to enable an end-to-end revenue-generation process. Cloud provides the avenues to roll out marketing campaigns for lead generation and brand building. ISVs need to invest in gaining the know-how of cloud service options so that they can better put them to use. Using social integration tools and platforms provided by cloud, ISVs can expedite go-to-market further. An important aspect of selecting such platforms is to ensure that these tools can be tailored for a business-specific scenario.

ISVs need to think about how cloud solutions can be used for packaging and distribution. Cloud provides natural tenets to help enable product trials during the sales cycle as well as end-user deployments. Facilitation programs like application exchange, app stores and cloud brokers provide an extended platform and network that can help speed up the revenue-generation cycle.

As businesses scale and more products are added to portfolios, cost and complexity tend to escalate because of the sheer size of the market and the targeted customer base. Before this becomes the bottleneck for revenue-generation cycles, ISVs should employ strategies like continuous delivery of promotional content, new product trial offers and value-added features.

Gone are the days when businesses had to invest in creating a large support infrastructure to remain connected with their customers and increase after-sales happiness quotient. Engaging customers and providing them with the required support services is another non-core cloud use case for ISVs now.

Some of the strategies identified above are better implemented using on-demand models to optimize the ISV budget and speed up revenue cycle. Choosing cloud services will become a natural choice for most ISVs, although rolling out an integrated strategy with disjoining process parameters and heterogeneous tools can pose difficulties in implementing an end-to-end working roadmap. This is where ISVs should look to the cloud-enablement function to guide the product roadmap and bridge the gaps appropriately.

In a nutshell, ISVs can fast track the revenue generation cycle via a well-thought-out cloud strategy for non-core business functions. Define and shoot for smart objectives including:

  • Rolling out marketing campaigns, promotions and social integration for products to enable go-to-market in weeks vs. months
  • Improving customer and partner experience in real time
  • Improving ISV sales without doing non-core technology or expertize investments
  • Integrating and delivering on-demand business processes that can help with ordering, measuring, billing, settlements, better customer engagements and managing an end-to-end support life cycle more effectively

For the second category of ISVs that are revitalizing their product portfolio - they may leverage existing investments in non-core business processes as long as it is paying off and not affecting future competitiveness. Some of the above strategies are valid for these ISVs as well. They can pick and choose what suits them well in their current situation. At the same time, a farsighted strategy for them would be to start experimenting with these cloud use cases and start developing means for doing things in a nimbler way.

ISVs ultimately need to plan for continual growth, which is the essence of the business and their survival. To that effect, ISVs need to embrace more contemporary ways. Different ISVs are in different business situations when it comes to implementing new generation technologies that will ensure their competitiveness in the years to come.

Needless to say, making more money is the mantra for businesses. What else can ISVs do?

Check out this next article: Nine Things ISVs Should Do Next

More Stories By Jiten Patil

Jiten Patil is Principal Technology Consultant & Cloud Expert, CTO Office, at Persistent Systems Limited, a global leader in software product development and services. He has 15 years of industry experience and has spent the past 6 years working with cloud service providers, ISVs and enterprises in the field of SaaS, IaaS, PaaS and hybrid cloud computing solutions. His key expertise is in guiding organizations for cloud strategy and roadmap, solution architecting for public & private application services, platform services, multi-tenancy methodologies, application enablement and migration, devising new cloud solutions, tools and IP products, and doing competitive assessment across cloud technologies. He can be reached at [email protected] / Twitter @jiten_patil

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@CloudExpo Stories
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, will discuss how from store operations...
Though cloud is the future of enterprise computing, a smooth transition of legacy applications and systems is critical for seamless business operations. IT professionals are eager to start leveraging the cost, scale and other benefits of cloud, but with massive investments already in place in existing infrastructure and a number of compliance and resource hurdles, it can be challenging to move to a cloud-based infrastructure.
In his general session at 21st Cloud Expo, Greg Dumas, Calligo’s Vice President and G.M. of US operations, will go over the new Global Data Protection Regulation and how Calligo can help business stay compliant in digitally globalized world. Greg Dumas is Calligo's Vice President and G.M. of US operations. Calligo is an established service provider that provides an innovative platform for trusted cloud solutions. Calligo’s customers are typically most concerned about GDPR compliance, applicatio...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
We all know that end users experience the Internet primarily with mobile devices. From an app development perspective, we know that successfully responding to the needs of mobile customers depends on rapid DevOps – failing fast, in short, until the right solution evolves in your customers' relationship to your business. Whether you’re decomposing an SOA monolith, or developing a new application cloud natively, it’s not a question of using microservices – not doing so will be a path to eventual b...
In a recent survey, Sumo Logic surveyed 1,500 customers who employ cloud services such as Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP). According to the survey, a quarter of the respondents have already deployed Docker containers and nearly as many (23 percent) are employing the AWS Lambda serverless computing framework. It’s clear: serverless is here to stay. The adoption does come with some needed changes, within both application development and operations. Tha...
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, will lead you through the exciting evolution of the cloud. He'll look at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering ...
Infoblox delivers Actionable Network Intelligence to enterprise, government, and service provider customers around the world. They are the industry leader in DNS, DHCP, and IP address management, the category known as DDI. We empower thousands of organizations to control and secure their networks from the core-enabling them to increase efficiency and visibility, improve customer service, and meet compliance requirements.
In his session at 21st Cloud Expo, Michael Burley, a Senior Business Development Executive in IT Services at NetApp, will describe how NetApp designed a three-year program of work to migrate 25PB of a major telco's enterprise data to a new STaaS platform, and then secured a long-term contract to manage and operate the platform. This significant program blended the best of NetApp’s solutions and services capabilities to enable this telco’s successful adoption of private cloud storage and launchi...
Join IBM November 1 at 21st Cloud Expo at the Santa Clara Convention Center in Santa Clara, CA, and learn how IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Cognitive analysis impacts today’s systems with unparalleled ability that were previously available only to manned, back-end operations. Thanks to cloud processing, IBM Watson can bring cognitive services and AI to intelligent, unmanned systems. Imagine a robot vacuum that becomes your personal assistant tha...
Transforming cloud-based data into a reportable format can be a very expensive, time-intensive and complex operation. As a SaaS platform with more than 30 million global users, Cornerstone OnDemand’s challenge was to create a scalable solution that would improve the time it took customers to access their user data. Our Real-Time Data Warehouse (RTDW) process vastly reduced data time-to-availability from 24 hours to just 10 minutes. In his session at 21st Cloud Expo, Mark Goldin, Chief Technolo...
The next XaaS is CICDaaS. Why? Because CICD saves developers a huge amount of time. CD is an especially great option for projects that require multiple and frequent contributions to be integrated. But… securing CICD best practices is an emerging, essential, yet little understood practice for DevOps teams and their Cloud Service Providers. The only way to get CICD to work in a highly secure environment takes collaboration, patience and persistence. Building CICD in the cloud requires rigorous ar...
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
The session is centered around the tracing of systems on cloud using technologies like ebpf. The goal is to talk about what this technology is all about and what purpose it serves. In his session at 21st Cloud Expo, Shashank Jain, Development Architect at SAP, will touch upon concepts of observability in the cloud and also some of the challenges we have. Generally most cloud-based monitoring tools capture details at a very granular level. To troubleshoot problems this might not be good enough.
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
In the fast-paced advances and popularity in cloud technology, one of the most critical factors revolves around concerns for security of your critical data. How to assure both your company and your customers they can confidently trust and utilize your cloud environment is most often top on the list. There is a method to evaluating and providing security that exceeds conventional modes of protecting data both within the cloud as well externally on mobile and other devices. With the public failure...
Recently, REAN Cloud built a digital concierge for a North Carolina hospital that had observed that most patient call button questions were repetitive. In addition, the paper-based process used to measure patient health metrics was laborious, not in real-time and sometimes error-prone. In their session at 21st Cloud Expo, Sean Finnerty, Executive Director, Practice Lead, Health Care & Life Science at REAN Cloud, and Dr. S.P.T. Krishnan, Principal Architect at REAN Cloud, will discuss how they b...
Digital transformation is changing the face of business. The IDC predicts that enterprises will commit to a massive new scale of digital transformation, to stake out leadership positions in the "digital transformation economy." Accordingly, attendees at the upcoming Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA, Oct 31-Nov 2, will find fresh new content in a new track called Enterprise Cloud & Digital Transformation.
SYS-CON Events announced today that mruby Forum will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. mruby is the lightweight implementation of the Ruby language. We introduce mruby and the mruby IoT framework that enhances development productivity. For more information, visit http://forum.mruby.org/.